Measuring customers’ buying attitude towards kitchenware products: A comparative study between domestic and foreign brands

This empirical study is conducted to investigate attributes that influence on attitude of customers towards domestic and foreign kitchenware brands in Bangladesh. The purpose of this study was to determine the key variables that influence customers' purchasing attitudes toward domestic and kitchenware brands, as well as to analyze the consequences of those aspects on their perceptions. For the study, a total five (5) attributes have been taken into account based on existing literature and field study. The study was carried out through a self-structured questionnaire which was distributed randomly and conveniently among the different customers and data were collected from 150 respondents for domestic kitchenware brands as well 150 respondents for foreign kitchenware brands; whereas collected 300 completed final questionnaires taken into account for the study's conclusion. The results of this investigation reveal that the attitudes of customers are almost the same in both domestic and foreign kitchenware brands. In both domestic and foreign kitchenware brands the quality, availability and after sales service attributes have direct favorable and positive influences on enhancing the customers buying attitude of the domestic and foreign kitchenware brands. Durability factors have negative influence on domestic kitchenware brands and price attributes has negative influence on foreign kitchenware brands. The findings of the investigation would assist the domestic and foreign kitchenware marketers to understand the customers buying attitude properly as well as to design an effective marketing strategy to sustain in the competitive market.