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An Empirical Study on Factors Influencing Consumer Buying Behavior
| Content Provider | Semantic Scholar |
|---|---|
| Author | Nagar, Judith Gomes |
| Copyright Year | 2017 |
| Abstract | Emphasis on Exploratory Factor Analysis, this study aims to investigate the influence of factors on buying behavior. This study sought to investigate specifically, the influencing factors by utilizing exploratory factor analysis. Moreover, all factors are correlated based on marketing mix and consumer buying behavior are also empirically tested. In the context of the study, the introduced constructs was tested by a questionnaire instrument with 17 items excluding the demographic variables. A total of 100 completed copies of questionnaires were evaluated for analysis. The results suggest that, there are some factors deleted and other are extracted to principle component analysis after rotation. The findings of the study indicated creation of new group of factor associated in similar manner and named after it with high factor loadings. Factors has significant influence on consumer buying behavior. Keyword: Consumer, buying behavior, retailer, store, product, etc. INTRODUCTION Consumer behavior is vast field, being studied by various researchers and marketers and researches are still going on. There are different reasons to study consumer behaviour according to researcher. According to Kotler and Keller (2012), consumer behaviour can be studied as a factor which affect directly to any business concern performance. Lancaster et al, (2002) suggests that to understand it become difficult because of increase in retail industrial competition in overall world. This research also introduces other field of research addressed by the work of various marketers and researchers related to consumer behaviour. It is worth noting that consumer buying behavior is studied as a ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 8 Issue 4 (2017) ........................................................................................................................... part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012). Acebron et al (2000) also conducted study on buying behavior of consumers that aims to analyse effect of previous experience of fresh foods, especially mussels buying behaviour. In which authors identified consumer buying habits and previous experience relationship through structural equation model. The finding of the study with example of mussels states that consumer’s habits and experience directly affect their buying decision. The study also provides that product image also having an essential effect on consumer buying decision which recommends that it should be improved continuously to increase consumer buying decisions. In the study of Variawa (2010), he analyzed consumer decision making process and impact of packaging for FMCG (Fast Moving Consumer Goods). The objective of the researcher was to study the packaging impact on consumer’s decision making process those having low income. The study conducted was based on survey method. In it 250 individuals of Canterville town at Star Hyper a survey was conducted. This found that consumers with low income prefer more premium packages because it can be used again after product consumption. Another findings state that still relationship among packaging of the product and experience with the brand are weak. The findings of the study proves that consumers with low income have more experience with the brand in comparison to their experience for cheap branded products purchasing. Retailers and consumers impinge on each other (Hansen & Solgaard, 2004). Retailers influence consumers in the short run through their on-going marketing activities, and in the longer run the challenges facing retailers in the form of new technology, emerging electronic markets, increasing concentration, erosion of sector barriers and so on, also will have some bearing on consumers and buying behaviour. Clemes, et al. (2008) have done a research on an international air travel industry in order to obtain factors that affect customer satisfaction and their buying behaviour. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.elkjournals.com/MasterAdmin/UploadFolder/AN-EMPIRICAL-STUDY-ON-FACTORS-INFLUENCING-CONSUMER-BUYING-BEHAVIOR/AN-EMPIRICAL-STUDY-ON-FACTORS-INFLUENCING-CONSUMER-BUYING-BEHAVIOR.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
