Factors influencing Jordanian consumer’s intention to purchase branded product : a viewpoint of Yarmouk University student in Irbid city

Abstract EN

The aim of this research is to identify the influencing of country of origin, style, store environment, and perceive quality on consumer’s intention in purchasing branded products.

A questionnaire survey was used in order to collect data from respondents.

Sample of this research was at Yarmouk University students in Irbid.

Furthermore, a total of 500 valid questionnaires were collected and analyzed using SPSS.

The findings demonstrated that country of origin, style, store environment, and perceive quality were significant and positively related to the purchasing of branded products.

As a result, marketers, retailers and manufacturers need to develop effective strategies to meet these values among potential users in Jordan.

However, this research contributes to both the literature and the practitioner as the results, particularly in the most important variables that can help companies develop their strategies to further enhance the user's intention in buying branded products.