Abstract
Purpose: The aim of this study was to investigate the antecedents of consumers’ purchase intention toward local dairy products. In doing so, this article delves into the relationships between perceived quality, perceived price, customer satisfaction, brand image, and customer purchase intention in the context of developing countries. Design/methodology/approach: Drawing on the stimulus-organism-response (SOR) framework, the research model was tested using the partial least squares structural equation modeling (PLS-SEM) technique with a questionnaire applied to 731 respondents from Saudi Arabia. Findings: The results showed that perceived quality, consumer satisfaction, and brand image have a positive impact on purchase intention, whereas perceived price could not explain purchase intention. Moreover, consumer satisfaction and brand image appeared to significantly mediate the relationships in the research model. Research limitations/implications: This article studies a specific country and local dairy consumption. One should be careful when generalizing the results to other food and country contexts. Originality/value: This study investigates consumer purchase intention specifically toward local dairy products, which was a matter underexplored in the literature as opposed to studies on a variety of other local products. Moreover, the article contributes to an extension of the SOR framework onto the body of literature regarding local products.
Highlights
Over the recent decade, globalization has contributed to enormous changes in consu mer preference for purchasing local or imported products
This study examined the mediating effect of customer satisfaction and brand image in the context of local dairy products based on the following hypotheses: H9a: Customer satisfaction mediates the relationship between perceived quality and purchase intention
This study focuses on antecedents of purchase intention toward local dairy products in Saudi Arabia in the context of developing countries
Summary
Globalization has contributed to enormous changes in consu mer preference for purchasing local or imported products. The improvement of world trade liberalization opened new markets and new opportunities for companies to distribute their products across several countries and drown the markets with various local and foreign products. Previous research has revealed that both foreign and local products affect consumer preferences by country context (Yen, 2018). In developed countries, consumers perceive local products as having better quality than their foreign counterparts. The litera ture posits that consumers in developing countries tend to buy foreign products for motivations such as material consumption, status, and prestige (Sharma, 2011)
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