Exploring the Determinants of Consumer Behavior in West Bank, Towards Domestic and Imported Dairy Products

Abstract

This paper aims to investigate factors influencing the purchasing behavior of Palestinian customers towards domestic and imported dairy products (Israeli and foreign). The secondary data were obtained from the competent authorities. On the other hand, primary data were gathered by utilizing personal interviews and questionnaires. 450 questionnaires were distributed to all governorates of the West Bank. It has been concluded from statistical results that middle-income households concern mainly about quality, image and product validity period. In contrast, low-income households consider mainly product price. The consumer was satisfied with Israeli products that meet his needs. On the other hand, local consumer highly considered price and personal knowledge when purchasing local dairy products. Advertising negatively affected the consumer purchasing behavior of Israeli and foreign dairy products, in contrast it positively affected his behavior when purchasing local dairy products. Period of validity was the most influential factor on the purchasing decision for domestic and imported dairy products. It has been found that consumer expenditures on Israeli dairy products were the highest followed by local and foreign products. Recommendations are as follows: i) producers should develop products that could meet the needs and desires of consumers, ii) draw effective marketing policies, depending on technologists specialized in dairy industry, iii) take into account consumer awareness when developing advertising strategy, and iv) quality control should be adjusted in accordance with product specifications and standards.