Factors Influencing Customers' Attitude toward Gray Market

Gray marketing has been a widespread international practice and one of concern to manufacturers and retailers since the mid-1980s. Managers of international brands must learn the necessary skills to solve reported problems in gray markets. This article focuses on consumers‟ attitude toward gray market goods and purchase intention in gray market. This paper with refer to the previous paper suggested that perceived value, price consciousness, risk averseness, quality-price influence are effect on attitude of gray markets customers. On other hand this paper suggested that status consumption, social cost, attitude, consumption dependencies are influenced on purchase intention in gray market. The analytical method of this research is a vote-counting technique. According to the findings taken from the comprehensive review of existing reference in the literature on gray market, a proposed model has been designed to represent a model about variables effect on customer attitude and purchase intention in gray markets is presented

کلیدواژه ها:

Gray marketing ، manufacturers and retailers/Consumer attitude