PURCHASE INTENTION OF PAKISTANI CONSUMER MARKET FOR WESTERN APPAREL: THE MODERATING EFFECT OF MATERIALISM AND ETHNOCENTRISM AND MEDIATING ROLE OF OPENNESS TO EMULATE WESTERN CULTURE

Abstract

Western marketers have shifted their focus towards emerging markets and Pakistan's market is one of them. This research investigates the different variables which affects purchase intentions of Pakistani consumers for western apparel. Moreover, variables such as ethnocentrism and materialism are taken as moderators and openness to emulate is taken as a mediator to determine the extent of their effect on purchase intention. Results of this study shows how different variables directly or indirectly affects consumers purchase intention for western apparel in Pakistan. All hypothesis related to path analysis were supported but hypothesis related to ethnocentrism, materialism and openness to emulate western culture were rejected. Only one of the hypotheses related to materialism was accepted.  The conceptual framework of this study can be used in different emerging markets in developing countries. This research can be the framework for future researches which can solely focus upon a specific gender, variation in social education, a variation in income group and geographical location.