WHAT MAKES CONSUMERS BUY BRANDED GOODS IN DEVELOPING MARKETS? THE IMPORTANCE OF LOYALTY, E-WOM AND HABITS
WHAT MAKES CONSUMERS BUY BRANDED GOODS IN DEVELOPING MARKETS? THE IMPORTANCE OF LOYALTY, E-WOM AND HABITS

Summary/Abstract: How does a brand change the way people shop in developing countries? This study examines how specific brand factors (loyalty, social responsibility, high-end brand purchase, online reviews, peer influence, price-quality perception, and trust in foreign brands) influence consumer buying intent in a developing market (N. Macedonia). Our findings show a shift from transactional to relational behavior, with three key predictors of purchase intention for branded products: brand loyalty, online reviews (eWOM), and habitual purchase of premium brands. In contrast, corporate social responsibility, social influence from close contacts, trust in foreign brands, and price-quality perceptions were not significant. This suggests that in fast-moving markets, digital influence and habits now outweigh traditional trust metrics or social image. The paper offers important theoretical and practical implications for marketing managers operating in rapidly changing markets.

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