Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan

Abstract

ABSTRACT The study deals with the socio-psychological factors influencing the purchasing behavior of Kazakhstani consumers related to domestic services, products and services and foreign products from the countries of the Eurasian Economic Union (EAEU). The scope of the study covered three markets, namely, Kazakhstan, Russia and Belorussia, and the main research objectives were both to identify the level of receptivity of Kazakhstani consumers to domestic and foreign products and services and to measure the impact of this receptivity on their purchasing preferences. The results of the study showed that Kazakhstani consumers showed a relatively high level of ethnocentrism, animosity and conservatism toward products and services manufactured in Russia and Belorussia. The image of the country of origin of products and services manufactured in Russia and Belorussia in general created positive associations among Kazakhstani customers about products and services from these countries.