Differences of Brand Purchasing between International and Local Female Students Free Essay Example, 2500 words

It is considered that factors such as students country of origin, culture, and opinions from friends have the greatest influence on the choice of products from both local and international students. In particular, the image of origin is associated with the reputation of regions and consumer reaction to feelings and knowledge about the host country, in addition to the culture of that country (Prentice, 2006; Ktonecnik and Gartner, 2007). Therefore, if the products sold in the University are an expression of certain regions whose characteristics they exhibit, it is most likely that the culture will play a key role on the perception of such products and on the ultimate purchase decisions. In a University set up, there are reference groups, which include people or groups that students can look up for guidance and opinions. These are important sources of influence on the product brand. In this case, reference groups include friends who influence other students buying decisions as a resul t of their special skills, personality, and knowledge. For example, when a certain student undergoes a bad experience with a certain brand, it is most likely that they will influence their friends not to purchase such a brand. We will write a custom essay sample on Differences of Brand Purchasing between International and Local Female Students or any topic specifically for you Only $17.96 $11.86/page Mager and Hulpke (1990) pointed out demographic factors such as occupation, education, income, and family background, which considerably determine the exposure to foreign goods and hence the likelihood of purchasing them.