Abstract

Consumer awareness plays a significant role in the competitiveness of indigenous products in growing markets. But empirical evidence on its drivers in developing countries like Afghanistan is still limited. This study aims to examine the factors influencing consumer awareness of Afghan domestic products using an integrative model including product attributes, promotional activities, socio-cultural effects, and the moderating role of consumer age. A thorough questionnaire was distributed to 396 clients in the provinces of Nangarhar, Kunar and Laghman. Correlation, multiple regression, and moderation analyses were used to test the hypotheses. The results show that perceived quality, perceived value, pricing, availability and distribution, social impact, and customer ethnocentrism significantly affect consumer awareness. In contrast, no statistical significance was obtained for packaging and labeling, marketing and digital visibility, brand trustworthiness and repute, and age. The results reveal that in the setting of the emerging market studied, functional and socio-cultural features influence consumer awareness more than the branding and promotional aspects. The research contributes to the literature of consumer behavior by providing empirical data from an unexplored context. Local manufacturers and marketers need to stress product excellence, value and pricing, market accessibility, distribution methods and social effect to increase consumer recognition and improve the competitiveness of Afghan local goods. The findings can be used by policymakers to formulate measures to improve the visibility and competitiveness of indigenous products on the market.

Keywords

Perceived Quality Perceived Value Social Influence Consumer Ethnocentrism Product Distribution Emerging Markets