Identifying the Factors Affecting Customer Purchase Intention

Faiza Rasheed Younus

162 citations0/0 files storedGlobal Journal of Management and Business Research

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

In the worst competitive market the consumer products manufacturing industries pay attention on customer purchase intention for maintain their repute in market and enhanced their goodwill. Because loyal customer are good source for create revenue. This study learns and contributes the factors that affect customer purchase intention. The purpose of this study is to observe the effect of independent variable (customer knowledge ,purchase intention, celebrity endorsement and perceived value ) on dependent variable (purchase intention).The study describe that the relation between dependent variable have significant relationship with purchase intention. This is quantitative study and sample size of this study is 100. And 100 questionnaires were used for collection of data. The results of this study shows that perceived value, customer knowledge, celebrity endorsement have significant relationship with purchase intention.

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References

1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 2001Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing 2004Factors predicting the effectiveness of celebrity endorsement advertisements 2004The relationships among perceived quality, perceived risk and perceived product value 2004Customer Response Capability in a Sense-and-Respond Era: The Role of Customer Knowledge Process 1976Social Comparison and Informal Group Influence

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