Investigating the Origins and Factors Influencing the Formation of Kuwaiti Consumer Animosity toward Iranian Products
Investigating the Origins and Factors Influencing the Formation of Kuwaiti Consumer Animosity toward Iranian Products
Ali Bonyadi Naeini1 Seyyed Mohammad Kiahosseini2 Mehdi Zamani3
1) Assistant Professor - A Member of the Management and Business Engineering Group , Progress Engineering Department, Iran University of Science and Technology (Corresponding Author) Tehran, IR +989121056721 Email : ORCID ID : 0000-0003-3119-551X ResearcherID : C-8813-2017
2) Graduated of Executive Master of Business Administration (EMBA) , Progress Engineering Department, Iran University of Science and Technology Tehran, IR +989193233707 Email :
3) Graduated of Executive Master of Business Administration (EMBA) , Progress Engineering Department, Iran University of Science and Technology Tehran, IR +989377997504 Email : ORCID ID : 0000-0002-9800-4426 ResearcherID : R-6718-2017
Publication :
3rd International Conference on Applied Researches in Science & Engineering(3carse.com)
Abstract :
Consumer animosity, has a significant effect on consumers’ feelings and, subsequently, their purchase intention. This is more evident in neighboring countries and countries with a long history and, accordingly, is more importance to their marketers. Thus, marketers should first become aware of the possible presence of consumer animosity in their countries then, investigate the causes of formation of such attitude in order to adopt the necessary strategies to make relevant changes. The authors tried to identify the roots of Kuwaiti consumer animosity toward Iranian products through a comprehensive review of the relevant literature and interviews and examine its influence by conducting expert surveys. These surveys collected the opinions of 15 experts of regional affairs in Iran. The results showed that political factors and disputes between the two countries have affected Kuwaitis and played the most significant role in the formation of consumer animosity toward Iranian products in Kuwait.
Keywords :
Consumer Animosity
Iran
Kuwait
Country-of-Origin Effect
Trade