Download (com) on consumers` behavioral intention to buy imported

Article 1
INFLUENTIAL FACTORS ON CONSUMERS’ BEHAVIORAL
INTENTION TO BUY A LUXURY CAR IN THAILAND
Netpreeya Choomchaiyo
University of South Australia
Keywords
Automobile, Brand image, Consumer behavior, Country of origin,
International marketing, Product country image
Abstract
This article examines the effects of influential factors on consumers’
behavioral intention to buy a luxury car. A conceptual framework was based on the
consumer behavioral intention model proposed by Kim and Pysarchik’s (2000),
Chung and Pysarchik’s (2000) and Fishbein and Ajzen’s (1975) theory of reasoned
action model. The proposed conceptual framework was tested to understand the
impact of country of manufacture (COM), brand attitude (BA), and ethnocentrism
(ETH) on consumers’ perceived product quality (PPQ), which also affects consumers’
product attitudes (AT) and their behavioral intention to buy (BI) a locally assembled
and imported Mercedes Benz. Face saving (FS) and group conformity (GC), which
was found by Lee (1990) to have an affect on attitude (AT) and behavioral intention
(BI), was also tested in this study. Hypotheses were formulated to test the relationship
between influential factors on attitudes and behavioral intentions. A survey was
conducted on 305 Thai potential automobile buyers within Bangkok and vicinity. The
results indicate that Thai consumers prefer an imported product of country of brand
origin to a locally assembled product of the same brand. Country of manufacturer,
brand attitude and ethnocentrism affect Thai consumers’ perceived product quality.
While previous studies (Lee, 1990; Chung and Pysarchik, 2000) found that face
saving and group conformity positively influence behavioral intention to buy a
product, this study indicates that only group conformity positively influence
behavioral intention to buy both type of Mercedes Benz, face saving, in contrast, has
no direct influence but rather an indirect influence via product attitude on behavioral
intention. Moreover, group conformity has no influence on product attitude.
Netpreeya Choomchaiyo
Article 2
COUNTRY OF MANUFACTURE EFFECT ON CONSUMERS’
PERCEIVED PRODUCT QUALITY OF A MERCEDES BENZ:
THAILAND CASE
Netpreeya Choomchaiyo
University of South Australia
Keywords
Automobile, Brand image, Consumer behavior, Country of origin,
International marketing, Product country image
Abstract
This article examines the effects of country of manufacture (COM) on
consumers’ perceived quality of domestic and imported products. A conceptual
framework was developed from literature review of previous research and Fishbein
and Ajzen’s (1975) TRA-theory of reasoned action model. The conceptual framework
was tested to understand the impact of country of manufacture (COM), on consumers’
perceived product quality (PPQ), which also affects consumers’ product attitudes
(AT) and their behavioral intention to buy (BI) a locally assembled and imported
Mercedes Benz. Hypotheses were formulated to determine the difference in Thai
consumers’ perceived product quality of an imported and locally assembled Mercedez
Benz. A survey was conducted on 305 Thai potential automobile buyers within
Bangkok and vicinity. The results indicate that Thai consumers perceived product
performance, services, and product image of an imported German-made Mercedes
Benz better than a Thai locally assembled Mercedes Benz. However, the study found
no support that Thai consumers perceived product price of an imported Germanmade Mercedes Benz better than a Thai locally assembled Mercedes Benz.
Netpreeya Choomchaiyo
A brief rationale for the choice of journals
I would like to publish both of my research articles in the
International Marketing Review, a bi-monthly, well established since 1983, British
business journal with more than 900 circulations worldwide, both in print and on-line.
It ranks the 57th from 72 journals of the same category. In 2007, the journal
International Marketing Review has an Impact Factor of 0.508, which is considered
good. Its 5-year impact factor and immediacy index, measured by the Institute for
Scientific Information (ISI), are 1.150 and 0.088 respectively. It’s also graded by the
Australian Business Deans Council as a grade-A business journal.
This peer reviewed publication is of high standard and seeks to publish
interesting, well-written and academically papers on international marketing issues.
International Marketing Review publishes papers based on empirical studies of
marketing strategy issues (such as approaches to market entry and globalization) as
well as comparitive studies of markets and marketing practice. All the papers
published in the journal are refereed and aim to communicate theoretical information
clearly so it can be applied to practical situations in the real world.
Seeing a limited number of research on the affects of country of
manufacture on consumers’ behavioral intention to buy domestic versus imported
products in Asia, particularly Thailand, as most studies were mainly conducted in
Western countries, I believe that if my research could be published in this journal, it
would contribute some knowledge to the academic and business communities.
I would also like to publish both of my articles in the International
Journal of Market Research, a well established since 1958, American business
journal with more than 700 circulations worldwide, both in print and on-line. It ranks
the 67th from 72 journals of the same category. In 2007, the journal International
Marketing Review has an Impact Factor of 0.371, which is considered good. Its 5year impact factor and immediacy index, measured by the Institute for Scientific
Information (ISI), are 0.529 and 0.088 respectively. It’s also graded by the
Association of Business Schools and the Australian Business Deans Council as a 2*
and a grade-B business journal respectively.
This peer reviewed publication seeks to encourage a dialogue of all
aspects of market research between practitioners, academics and those in the business
or public sectors, who rely on the output from the market research industry to help
them make effective decisions. Its primary audience is the professional researcher at
all levels.
Due to a limited number of market research on country of manufacture
effect consumers’ attitude and beavioral intention, which has been conducted in Asia,
especially Thailand, I believe that if my research articles were chosen to publish in the
two above mentioned journals, they could contribute some knowledge to the academic
and business communities.
Netpreeya Choomchaiyo