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76

Vol.6

Issue 3

2012

76-86

Fatimah Furaiji, Małgorzata Łatuszyńska, Agata Wawrzyniak

Primary submission: 10.03.2012 | Final acceptance: 12.06.2012

An Empirical Study of the Factors influencing Consumer Behaviour in the Electric Appliances Market Fatimah Furaiji1, Małgorzata Łatuszyńska2, Agata Wawrzyniak2

ABSTRACT

This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in the electric appliances market. The purpose of this study is to determine the factors affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data employed to analyse the factors influencing consumers’ purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major findings of the study indicated that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behaviour. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer behaviour and improving consumer satisfaction. financing structure, selection of financing sources, financial crisis D1, M3

KEy woRdS: JEL Classification:

1 2

Basra University, Iraq University of Szczecin, Poland

Introduction
For companies to attain commercial success, it is important that managers understand consumer behaviour. The relationship between consumer behaviour and marketing strategy is emphasised because the success of companies’ marketing strategies depends upon managers’ understandings of consumer behaviour (understanding of consumer behaviour is especially important during a recession – see Kotler and Caslione (2009). Consumer buying decisions indicate how well

the company’s marketing strategy fits market demand. Thus, marketing begins and ends with the consumer. The study of customer behaviour is based on consumer buying behaviour, with the customer playing three distinct roles: user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field (Armstrong & Scott, 1991). Consumer behaviour involves the psychological processes that consumers go through in recognising their needs, finding ways to solve these needs, making purchase decisions (e.g., whether to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). DOI: 10.5709/ce.1897-9254.52

Corespondence concerning to this article should be addressed to: mlat@wneiz.pl CONTEMPORARY ECONOMICS

An Empirical Study of the Factors influencing Consumer Behaviour in the Electric Appliances Market

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Consumer behaviour research attempts to understand basic characteristics of their behaviour. Studying conthe buyer decision-making process, both individually sumer behaviour helps to ascertain who the customers and collectively. It studies individual consumer characterare, what they want, and how they use and react to the istics such as demographics and behavioural variables in product. The wants of the customer are carefully studied an attempt to understand people’s wants. Consumer beby conducting surveys on consumer behaviour. haviour research allows for improved understanding and forecasting concerning not only the subject of purchases Factors Influencing Consumer but also purchasing motives and purchasing frequency Behaviour (Schiffman & Kanuk, 2007). The stimulus-response model (or the black...
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