This research investigates the attitude of local consumers of Karachi towards global products with respect to their age and gender. This study involves in-depth understanding of the attitude of local consumers towards global products through secondary sources as well as measurement of these variables through primary data collection from adult consumers located in Karachi. The research methodology involves quantitative techniques and data collection from 212 respondents on Likert scale by developing standard questionnaire. Correlation was run for 6 product categories to test the relationship between age and attitude towards global products while independent t-tests were run for each of the 6 product categories to understand the attitudinal difference towards global products based on gender. The results suggested that there is a negative relationship between the age of the local consumers and their attitude towards global products. No significant difference was found in the attitude of male and female consumers towards global products.
Zeenat Ismail, Institute of Business Administration (IBA), Pakistan
Stream: Psychology & Social Psychology
This paper is part of the IICSSDubai2016 Conference Proceedings (View)
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