Investigating the Influential Factors on Purchase Intention the ‘Gray Market’ Goods in South-East of Iran

Abstract

One of the main challenges that many of the international markets activists confront, is the phenomenon of ‘gray market’. Regarding the necessity of knowing and controlling this kind of market, the present study has tried to discuss and examine those factors that affects on consumers tendency toward purchasing gray market goods in the south-eastern of Iran. The chosen method of research for this study is a descriptive one based on field survey. The society that has been looked through involved a group of 502 consumers from the south-eastern cities of Iran, chosen randomly. This study is based on structural equations model and for examining the relations between variables and testing hypotheses, after collecting data and information through questionnaires, the AMOS18 and SPSS17 software programs have been used. The results of research indicate that variables such as: price consciousness, perceived risk, perceived value and inference of ‘price-quality’ through attitude, all influence on the consumer’s purchase intention. Besides, the variables like consumption dependency, status consumption and social expenses have direct effects on this attitude.
Key words: Gray market; Consumer’s behavior; Iran