CONSUMER ETHNOCENTRISM AND PURCHASE INTENTION OF NEPALI FASHION BRANDS
Date
2024
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Publisher
Shanker Dev Campus
Abstract
This study investigates the factors influencing the purchase intention of Nepali fashion brands through a detailed analysis of participant demographics and perceptions. The research reveals a predominantly male respondent base (55.8%), emphasizing the importance of gender-related influences on consumer behavior in fashion contexts. Moreover, the age group of 40-49 years emerges significantly (39.8%), suggesting their pivotal role in shaping perceptions and behaviors related to Nepali fashion brands. Marital status diversity is evident, with unmarried individuals comprising the largest group (54.5%), followed by married (44.2%) and divorced participants (1.2%). Occupational diversity highlights various job positions, from entry-level trainees (18.2%) to mid-level officers (43.0%) and senior officers (12.8%). Participants demonstrate moderate confidence in their product knowledge but varied perceptions of brand image, including a positive ethnocentric orientation towards Nepali brands. Word-of-mouth communication and its impact on consumer trust and purchase intentions are also explored. The study's regression analysis indicates strong relationships between brand image, consumer ethnocentrism, word of mouth, and product knowledge, collectively explaining 58% of the variability in purchase intention. Overall, this research underscores the multifaceted influences shaping consumer behavior towards Nepali fashion brands and provides insights crucial for marketers aiming to enhance consumer engagement and loyalty.