Factors influencing consumers' buying behavior and their importance for enterprises

Abstract

The article reports the results of research consumers’ behavior and preferences when buying \nhousing supplements, household equipment and preparation of new processed models which \nidentifies the key factors influencing the purchasing behavior of consumers. Nowadays, the \npurchasing behavior of consumers is a topical problem on market due to frequent changes in \nsociety which have a substantial impact on the purchasing behavior, such as economic conditions, \ndemographic trends, the influence of minorities, globalization or climate changes in the world. \nTherefore, a questionnaire survey was performed through research of consumers according to \nsegmentation criteria divided into eight segments and that was aimed on selected factors having \na \ntopical influence on consumers. Based on the results of the research was drawn a model of \nidentical and nonidentical factors influencing purchase consumers’ behavior and the model \ncobwebs. Both models forms basis for management decision-making enterprise in business policy. \nSubsequently, research was performed in enterprises whose business activities are aimed on \nhome furnishings and household equipment. Research observed verification of test hypotheses \nconcerning the marketing activities of enterprises and the possibility of using models. The \nproposed models allow enterprises more efficient decision-making during product innovation, \nspecialization in business policy and marketing activities. The enterprises that do not consistently \npay attention to purchasing behavior of consumers with using of factors that are influencing \nconsumers’ purchasing behavior, they may lose competitiveness, market position and customers.

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