Key drivers in enhancing actual purchase of local brand in Saudi Arabia: Intention, patriotism, trust, family and government support

• Main Authors: Alekam, Jamal Mohammed Esmail, Al Anazi, Amer Ahmad, Nik Mat, Nik Kamariah
• Format: Conference or Workshop Item
• Language: English
• Published: 2013
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/16345/1/5.pdf; http://repo.uum.edu.my/16345/
• Institution: Universiti Utara Malaysia

The study empirically investigates the important antecedents: intention, patriotism, trust, family and government support to actual purchase of local brand in Saudi Arabia.Though lot of attention is given to study the relationship between key drivers in enhancing actual purchase and intention,patriotism, trust, family and government support.But still there is a considerable confusion about how this relationship is developed and where it is directed.Each of the construct was measured on 7- point likert scale ranging from 1 strongly disagree to 7 strongly agree, where actual purchase has 6 items, intention has 8 items, patriotism has 11 items, trust has 8 items, family has 8 items and government support has 8 items.Four hundred self-administered questionnaires were distributed to target respondents among education specialists in Riyadh, Eastern Province, and Northern Borders of Saudi Arabia.252 questionnaires were completed and returned, so the response rate was 63%. The data was analyzed using Structural Equation Modeling (SEM) through AMOS 21.The goodness of fit indices of the revised structural model indicate adequate fit (GFI: 0.956, CFI: 0.984, RMSEA: 0.033, Ratio: 1.274, P-value: 0.066).The regression parameter estimates show three significant relationships between intention and patriotism (β=0.244, P-value> 0.002 and C. R=3.039), intention and family ((β=0.692, P-value = P <. 001*** and C.R=7.668), actual purchase and intention (β = 0.786, P –value = P <. 001*** and C.R = 6.904).The results show that purchase intention is positively related to consumer patriotism and purchase intention positively related to family.In addition, the results also indicate that the impacts of purchase intention on the actual purchase are significant. These results are discussed in the context of improving domestic product brand in Saudi Arabia.