Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Jordanian Housewives' Attitudes towards Home-Made Products Compared with Imported Produce

Author(s): Ahmad Zamil

The main goal of this study is to identify housewives’ attitudes towards locally-made products in comparison with imported produce. Furthermore, it aims to detect the degree of their satisfaction with each product regarding its quality, advertising tools (the media) and targeted groups (Jordanian housewives) with a more focus on their attitudes towards home-made products, namely baby’s diapers. This study focused on collecting primary and secondary data through a structured questionnaire which was handed out to a sample consisting of 519 respondents and distributed all throughout Amman. The questionnaire included (4) items: the first item tackled the demographic factors of the Jordanian housewives, the second and the third items included different types of questions to explore housewives’ attitudes towards home-made baby’s diapers. The fourth item included specific statistical techniques that were used to achieve the research objectives and to examine related hypothesis such as the descriptive statistics (means, standard deviation frequencies and percentages), multiple regression, t-test for Paired Samples, and Two-Way ANOVA) test. The following results were concluded: 1) The attitudes of the Jordanian housewives showed negative attitudes towards home-made baby’s diapers in comparison with the imported produce. 2) Every independent variable regarding the quality, advertising tools, (the media), and the targeted groups affected the three components of the attitudes including the cognitive, effective, and perceptive components. 3) The correlation between the quality, the advertising tools, the targeted groups and the Jordanian housewives’ attitudes towards locally-made baby’s diapers do differ according to the difference in demographic variables. 4) The relationship between all independent variables (quality, the advertising tools, and the targeted groups) and Jordanian housewives’ attitudes towards locallymade baby’s diapers do differ with the difference of the demographic variables. The study focused on four main parts including: the theoretical framework of the study, consumers’ attitudes, and data analysis and finally the results and recommendations. 

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