This research is an empirical study of consumer purchasing intentions towards international brands in FMCG sector as Pakistan’s perspective. This research also highlights the factors which influence he purchasing intentions. This study was undertaken in order to ascertain and to be able to prove the hypothesis created. There are certain variable which I have taken to determine the impact of them on consumer purchase intention towards International brands. Primary data was collected from a sample of 200 from different consumers in Karachi which includes all students, house wife, working ladies and men etc. By the conducted survey I came up with the result which was calculated through a software SPSS through Regression Analysis. The result which camp up proved that 30.6 percent of quality variable has an impact on consumer purchase intention towards International brands. It has no positive impact on consumer purchase intention towards International brand.30.6 percent of price variable has an impact on consumer purchase intention towards International brands. It has no positive impact on consumer purchase intention towards International brand. 65.9 percent of country of origin variable has an impact on consumer purchase intention towards International brands. It has high positive impact on consumer purchase intention towards International brand.56.7 percent of brand consciousness variable has an impact on consumer purchase intention towards International brands. It has slightly positive impact on consumer purchase intention towards International brand.
Keywords: Consumer Buying Behavior, International Brands, Purchasing Intentions
