Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Modelling the impact of internal and external variables on consumer durables in a matured marketing environment

Modelling the impact of internal and external variables on consumer durables in a matured... The paper attempts to build an empirically proven model of determinants that influence consumer buying behaviour and consumer switching behaviour towards consumer durable products for a matured marketing environment. The research identified that the entire marketing mix variables viz. product attributes, pricing, distribution and service, promotion, etc., and external variables such as country of origin, brand reputation, influence of peer groups and society have significant impact on consumer buying behaviour in a matured marketing environment, except the influence of opinion groups found no impact. Erosion in product attributes, pricing problems, dealer and service problems, eroding brand reputation, etc., have significant impact on consumer switching behaviour, whereas sales promotion, influence of peer and opinion groups found no influence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Electronic Finance Inderscience Publishers

Modelling the impact of internal and external variables on consumer durables in a matured marketing environment

Loading next page...
 
/lp/inderscience-publishers/modelling-the-impact-of-internal-and-external-variables-on-consumer-3hLLvr0LR6
Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1746-0069
eISSN
1746-0077
DOI
10.1504/IJEF.2011.043346
Publisher site
See Article on Publisher Site

Abstract

The paper attempts to build an empirically proven model of determinants that influence consumer buying behaviour and consumer switching behaviour towards consumer durable products for a matured marketing environment. The research identified that the entire marketing mix variables viz. product attributes, pricing, distribution and service, promotion, etc., and external variables such as country of origin, brand reputation, influence of peer groups and society have significant impact on consumer buying behaviour in a matured marketing environment, except the influence of opinion groups found no impact. Erosion in product attributes, pricing problems, dealer and service problems, eroding brand reputation, etc., have significant impact on consumer switching behaviour, whereas sales promotion, influence of peer and opinion groups found no influence.

Journal

International Journal of Electronic FinanceInderscience Publishers

Published: Jan 1, 2011

There are no references for this article.