University of Isfahan New Marketing Research Journal 2228-7744 1 1 2011 06 22 Investigating the Effect of Risk, Value, and Price Consciousness on Willingness to Purchase Gray Market Goods in Kerman Province Investigating the Effect of Risk, Value, and Price Consciousness on Willingness to Purchase Gray Market Goods in Kerman Province 1 22 17571 FA Bahram Jabbarzadeh Ali MollaHosseini Journal Article 2016 06 14 Abstract In the scope of international marketing, gray market has attracted too much attention in recent years. On this basis, the following study examines the factors influencing consumer willingness to purchase gray market goods in Kerman Province. The recommended sample size for conducting this research is equal to 200 consumers in Kerman which was selected through random cluster sampling. The results suggest that price consciousness has the most influence on consumer’s purchasing willingness and simultaneously the perceived risk has a significant negative effect on consumer's attitude. Abstract In the scope of international marketing, gray market has attracted too much attention in recent years. On this basis, the following study examines the factors influencing consumer willingness to purchase gray market goods in Kerman Province. The recommended sample size for conducting this research is equal to 200 consumers in Kerman which was selected through random cluster sampling. The results suggest that price consciousness has the most influence on consumer’s purchasing willingness and simultaneously the perceived risk has a significant negative effect on consumer's attitude. https://nmrj.ui.ac.ir/article_17571_95610eddedacea405c8e3b7003b7f0e6.pdf