Category: Marketing » Consumer Behavior »

Factors influencing consumer buying decisions

Consumer involvement in the buying decision can be seen as the decision-making process of the consumers in relation to pre and post-purchase. Through this cognitive process, consumers opt for one choice out of all the alternative options available. The previous article highlighted different types of buying decisions; routine response, limited, extensive and impulsive. Furthermore, this article highlights factors such as cultural, social, individual and psychological which affect consumer behaviour towards their buying decision.

Read more »

Why are consumers are happy with Amazon’s services?

SERVQUAL (Service Quality) model or service quality gap model is applied to explore the gaps and recognize different factors that result in a difference between expected services by consumers and the actual services being provided by the company (Wang et al., 2015).

Read more »

Buying decision types that affects consumer behaviour

Decision making is described as the cognitive process which leads to the selection of a choice or a set of action among alternative options and influences (Wolny & Charoensuksai, 2014). In the decision-making process, a final choice is derived which may or may not lead to action. There are different types of buying decision styles which affect consumer behaviour.

Read more »

How do service quality dimensions affect online shopping decisions?

Service quality is defined as the difference between perceived performance and perceived expectations of consumers (Dhar, 2015). This is one of the critical factors for online businesses that influence online shopping decisions. At times, perception may differ from the actual experience. When actual service rendered by a brand differs from the expected quality, it leads to a gap.

Read more »

Impact of demographic factors on online buying behaviour

Consumer behaviour explains the attitudes, intentions and preferences of the consumer prior to their buying which has been closely monitored and exploited by the e-commerce businesses (Akkucuk & Esmaeili, 2016). Online buying behaviour is influenced by multiple factors which depend on consumer needs and their immediate necessities. The difference in online purchase decision on the basis of economic status are very much observable. Demographic factors are the socioeconomic factors which involve the general population and it comprises of factors such as age, gender, income level, ethnicity, designation or occupation, geographical location, marital status, religion, and size of family (Quinn, 2015).

Read more »

How personal trait influence online consumer behaviour?

Personal traits are defined as the pattern of feelings, thoughts and behaviour of an individual. This set of patterns helps to differentiate one individual from another (Parks-Leduc et al., 2015). Personal traits reflect some important characteristics of an online consumer like an attitude, self-image and perception. This article focuses on these characteristics and how they are being utilized by e-commerce companies in formulating their marketing strategies.

Read more »

An overview of online consumer behaviour theory and model

The internet has become a constant key platform in every sector through which companies are able to create a globally interconnected network of information and business. It has been the most fundamental factor in the rise of e-commerce business across the globe, with the generation of sales of over USD 2,800 billion in 2018 (Digital Commerce360, 2019). The proliferation of e-commerce business across the globe is mainly due to some key factors such as easy accessibility, innovative marketing strategies, and service delivery satisfaction. The aim of this article is to explore different online consumer behaviour theory.

Read more »

Factors affecting online consumer behaviour towards shopping

Internet proliferation in today’s time has led to a boost in online shopping. Social media acts as a promotional and advertising hub for e-commerce retailers which are the primary drivers of online consumer behaviour (Farooqi, 2017). It creates an impetus to understand online consumer behaviour towards shopping for sustaining online businesses and increasing the chances of profit and success in the long run (Elkhani and Bakri, 2012). This article reviews the most critical and relevant factors in today’s competitive business scenario. Read more »

We are looking for candidates who have completed their master's degree or Ph.D. Click here to know more about our vacancies.