Factors Influencing Consumer Purchase Intention in Pakistan

Abstract

AbstractConsumer goods manufacturers in a competitive market, pay close attention to consumer purchase intentions in order to retain their market reputation and improve their goodwill. The aim of this study is to examine the relationships between brand awareness, social media, advertisement, and purchase intention and celebrity endorsement. Advertising is commonly used to raise consumer awareness and promote products. The measurement of how much advertising draws consumers is debatable. This study was carried out because only a few studies have examined the influence of brand awareness, social media, advertisement, and celebrity endorsement on purchase intension. For this purpose, the data was collected from sample size of 230 respondent of Lahore in which 218 responses were analyzed. The SPSS and AMOS were employed in the data analysis. Regression analysis was applied to find out the impact of all four independent variables on dependent variable. Advertisement has a highly significant impact on consumer purchase intention and brand awareness has a positive and significant impact on consumer purchase intention but social media has negative and in-significant impact on consumer purchase intention, and celebrity endorsement has in-significant impact on consumer purchase intention. To increase the consumer purchase intention, the companies should more focus on quality of advertisement and brand awareness.KeywordsAdvertisementSocial mediaBrand awarenessCelebrity endorsementPurchase intention