Investigation the Role of Mediating Variables of Ethnocentrism and Perception of Product Quality on Purchase Intention of Import Products

This paper intended to examine the role of ethnocentrism and perception of internal consumer's product quality, in the field marketing and consumer behavior, due to help producers and importers. Hence, the method of measuring-analytic has been used and related data were collected through questionnaires which distributed among 310 consumers who attended in Mashhad's furniture stores. The results were analyzed by SPSS and LISREL in the form of path analysis. The results did not confirm the mediating role of perception of product quality and ethnocentrism. But the affect of perception of product quality and ethnocentrism on purchase intention was confirmed. These findings show that examining of ethnocentrism and quality of domestic manufacturing have important role in consuming of domestic goods and hinder from consuming of simulate foreign goods.