Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2024 Feb 28:12:384.
doi: 10.12688/f1000research.131103.3. eCollection 2023.

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

A Venugopal Shanbhogue  1 , V K Ranjith  1
Affiliations

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

A Venugopal Shanbhogue et al. F1000Res. .

Abstract

Background: Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers' close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers' purchase decision.

Methods: Consumer disposition and attitude towards brands are evaluated based on respondents' purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software.

Results: Findings suggest that consumer attitudinal disposition has a significant impact on consumers' purchase intention. Attitude formation is the first step in consumers' behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers' minds, so that this attitude formation leads to a purchase decision.

Conclusions: This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.

Keywords: Attitude towards Brand; Consumer Cosmopolitanism; Consumer Ethnocentrism; Consumer disposition; Global Brands; Globalization; Localization; Purchase Intention; and Local Brands..

PubMed Disclaimer

Conflict of interest statement

No competing interests were disclosed.

Figures

Figure 1.
Figure 1.. Conceptual framework - a schematic representation.
Figure 2.
Figure 2.. Structural model assessment.
See this image and copyright information in PMC

Comment in

Similar articles

See all similar articles

References

    1. Alden DL, Steenkamp JBE, Batra R: Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. J. Mark. 1999;63(1):75–87. 10.1177/002224299906300106 - DOI
    1. Alden DL, Steenkamp JBE, Batra R: Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. Int. J. Res. Mark. 2006;23(3):227–239. 10.1016/j.ijresmar.2006.01.010 - DOI
    1. Awaluddin I, Hamid W: Interaction of social identity, empathy and planned behavior theories to understand domestic product purchasing intention. Probl. Perspect. Manag. 2019;17(1):95–102. 10.21511/ppm.17(1).2019.09 - DOI
    1. Balabanis G, Diamantopoulos A, Mueller RD, et al. : The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. J. Int. Bus. Stud. 2001;32(1):157–175. 10.1057/palgrave.jibs.8490943 - DOI
    1. Balabanis G, Stathopoulou A, Qiao J: Favoritism toward foreign and domestic brands: a comparison of different theoretical explanations. J. Int. Mark. 2019;27(2):38–55. 10.1177/1069031X19837945 - DOI

LinkOut - more resources