American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
In 2016, the advent of Alibaba's "Buy+" shopping method brought the application scenario of
"Virtual reality(VR)+online shopping" to the world. The interactive 3D shopping environment generated by VR
technology can bring consumers an immersive online shopping experience.
Brand Image, Customer Satisfaction And Brand Loyalty Of Blackberry Mobile Phoneinventionjournals
This study examined correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone. Subject of this research is 100 respondents who was aged 21-40 years and lived in Surabaya. The result of analysis shows there is correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone; brand image is significantly positively correlated with brand loyalty; consumer satisfaction is significantly positively correlated with brand loyalty
Purchase Decision Analysis Marketing Mix (Case Study Mandiri E-Cash Transacti...inventionjournals
PT. Bank Mandiri experiencing some problems that the level of use of Mandiri e-Cash Registered and Unregistered who have too big difference. The problems are caused by factors of product, price, promotion, distribution channels in the decision Mandiri e-Cash. This study aims to determine the effect of marketing mix on purchase decisions in Mandiri e-Cash Transaction Banking Retail Group. The study used quantitative methods using a type of survey, data collection methods with questionnaires. The population in this study are all users of Mandirie-Cash both Registered and Unregistered much as 302.435 which consists of the Mandiri e-Cash Registered and Unregistered 36.462 and 265.973 number. Probability sampling technique with Slovin formula obtained a sample of 399.39 or 400 respondents. Data were analyzed using SEM (The Structural Equation Model). The results showed that the products and distribution channels are not significantly influence the purchasing decision. Prices and promotions influence on purchase decisions Mandiri e-Cash.
Innovation in Product Form And Function: Customer Perception Of Their Valueertekg
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/innovation-in-product-form-and-function-customer-perception-of-their-value/
The goal of product design is to obtain the maximum effect with minimum cost in functionality and aesthetic beauty. Consumers are attracted to the designs that reflect their use behaviors and psychological responses more than they are to the simple visual representations. When product functions and qualities are similar across products, customers make their purchasing decision upon aesthetic form. Form presents a significant competitive factor that improves the value of a product. Overall, the purpose of this study is to examine the most important product design factors that affect the market share trends of mobile phone companies. Study uses product characteristics for 1,028 mobile phones released between 2003 and 2008 as a case study. The multiple linear regression analysis is used to select highly correlated variables that influence the market share, and Mallow's Cp method is used to determine the best-fitting model. The Partial Regression Coefficients are used to evaluate the relative importance of design criteria. The nine mobile phone design features that affect the market share were identified, and the block form style is determined as the most important design factor. Using these approaches, this study demonstrates how investments should be directed in the next mobile phone design process.
study of various factor which affects the behavior of consumer purchase regarding the smartphones and which factors are the most crucial and gives idea to smartphone manufacturer as on to which factor give due diligence to satisfy the customers need.
This research was conducted among consumers of famous retail stores (e.g. Carrefour, Giant,
Hypermart, Lotte, etc.) which offering private label brands in Jakarta. This study aimed to analyze the influence of
attitude and brand awareness toward private label brands purchase intention. The assumed sample size was 150
respondents by using convenience sampling technique. The multiple regression model was used in this research
data. The result shows there was relationship found among all the given variables, which means that all research
hypotheses were found to be supported. These findings are expected to provide useful managerial implications for
retailers in terms of effective solutions marketing for private label brands.
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
An Empirical Study on the impact of the brand image in the purchase of smartp...PrakhyatRoy
With the goal of supplying manufacturers, marketers, and researchers operating in the fiercely competitive mobile phone business with useful information, this empirical study investigates the factors that influence consumers' preferences for certain brands of mobile phones. This study looks at the factors that influence consumer’s preference for a brand by thoroughly examining demographic, psychographic, and socioeconomic data in addition to consumer perceptions of the product's attributes, the brand's image, and customer service.
This study investigates potential differences among various customer categories and looks at the relative relevance of various factors influencing brand preference using a mixed methods approach that includes surveys, interviews, and data analytic tools. Through the demonstration of the intricate relationship between brand features and customer characteristics, this study offers firms useful information about how to improve brand equity, create marketing tactics that work, and stay competitive in the long run.
The study's conclusions add to our understanding of consumer preferences, new trends, and opportunities for market players regarding brand preferences in the mobile industry. After all, for businesses hoping to create lasting relationships with customers, cultivate brand loyalty, and thrive in a constantly changing industry, they must comprehend the nuances of brand preferences.
The main objective of this study is to evaluate the brand preference for mobile phones among the residents of Raipur City. The nature of this study is descriptive. Brand preference analysis is carried out by conducting a survey describing the preferences of various mobile phones among the residents of Raipur city.
Influencing factors on purchase intention of Smartphone users: In case of Mon...IJRTEMJOURNAL
The usage of smart phone has increased tremendously in the recent years and inseparably related
with our life. The market is more competitive and manufacturer produce new version of phone every year. For
this reason, consumers face problems of purchasing new smart phone in order to use latest technology. High
technology products or Smartphone is sell highest price compared to other normal goods. Therefore, consumers
give more importance for purchasing new smartphone and previous stage of purchasing decision or purchasing
intention is influenced by multiple factors related with the products. Research focus to investigate relationship of
influencing factors and purchasing intention. The Result shows Brand image, Product features, Social influence
significant positive affect on purchasing intention. Also, Product sacrifice has negative relationship with the
intention.
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
In 2016, the advent of Alibaba's "Buy+" shopping method brought the application scenario of
"Virtual reality(VR)+online shopping" to the world. The interactive 3D shopping environment generated by VR
technology can bring consumers an immersive online shopping experience.
Brand Image, Customer Satisfaction And Brand Loyalty Of Blackberry Mobile Phoneinventionjournals
This study examined correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone. Subject of this research is 100 respondents who was aged 21-40 years and lived in Surabaya. The result of analysis shows there is correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone; brand image is significantly positively correlated with brand loyalty; consumer satisfaction is significantly positively correlated with brand loyalty
Purchase Decision Analysis Marketing Mix (Case Study Mandiri E-Cash Transacti...inventionjournals
PT. Bank Mandiri experiencing some problems that the level of use of Mandiri e-Cash Registered and Unregistered who have too big difference. The problems are caused by factors of product, price, promotion, distribution channels in the decision Mandiri e-Cash. This study aims to determine the effect of marketing mix on purchase decisions in Mandiri e-Cash Transaction Banking Retail Group. The study used quantitative methods using a type of survey, data collection methods with questionnaires. The population in this study are all users of Mandirie-Cash both Registered and Unregistered much as 302.435 which consists of the Mandiri e-Cash Registered and Unregistered 36.462 and 265.973 number. Probability sampling technique with Slovin formula obtained a sample of 399.39 or 400 respondents. Data were analyzed using SEM (The Structural Equation Model). The results showed that the products and distribution channels are not significantly influence the purchasing decision. Prices and promotions influence on purchase decisions Mandiri e-Cash.
Innovation in Product Form And Function: Customer Perception Of Their Valueertekg
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/innovation-in-product-form-and-function-customer-perception-of-their-value/
The goal of product design is to obtain the maximum effect with minimum cost in functionality and aesthetic beauty. Consumers are attracted to the designs that reflect their use behaviors and psychological responses more than they are to the simple visual representations. When product functions and qualities are similar across products, customers make their purchasing decision upon aesthetic form. Form presents a significant competitive factor that improves the value of a product. Overall, the purpose of this study is to examine the most important product design factors that affect the market share trends of mobile phone companies. Study uses product characteristics for 1,028 mobile phones released between 2003 and 2008 as a case study. The multiple linear regression analysis is used to select highly correlated variables that influence the market share, and Mallow's Cp method is used to determine the best-fitting model. The Partial Regression Coefficients are used to evaluate the relative importance of design criteria. The nine mobile phone design features that affect the market share were identified, and the block form style is determined as the most important design factor. Using these approaches, this study demonstrates how investments should be directed in the next mobile phone design process.
study of various factor which affects the behavior of consumer purchase regarding the smartphones and which factors are the most crucial and gives idea to smartphone manufacturer as on to which factor give due diligence to satisfy the customers need.
This research was conducted among consumers of famous retail stores (e.g. Carrefour, Giant,
Hypermart, Lotte, etc.) which offering private label brands in Jakarta. This study aimed to analyze the influence of
attitude and brand awareness toward private label brands purchase intention. The assumed sample size was 150
respondents by using convenience sampling technique. The multiple regression model was used in this research
data. The result shows there was relationship found among all the given variables, which means that all research
hypotheses were found to be supported. These findings are expected to provide useful managerial implications for
retailers in terms of effective solutions marketing for private label brands.
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
An Empirical Study on the impact of the brand image in the purchase of smartp...PrakhyatRoy
With the goal of supplying manufacturers, marketers, and researchers operating in the fiercely competitive mobile phone business with useful information, this empirical study investigates the factors that influence consumers' preferences for certain brands of mobile phones. This study looks at the factors that influence consumer’s preference for a brand by thoroughly examining demographic, psychographic, and socioeconomic data in addition to consumer perceptions of the product's attributes, the brand's image, and customer service.
This study investigates potential differences among various customer categories and looks at the relative relevance of various factors influencing brand preference using a mixed methods approach that includes surveys, interviews, and data analytic tools. Through the demonstration of the intricate relationship between brand features and customer characteristics, this study offers firms useful information about how to improve brand equity, create marketing tactics that work, and stay competitive in the long run.
The study's conclusions add to our understanding of consumer preferences, new trends, and opportunities for market players regarding brand preferences in the mobile industry. After all, for businesses hoping to create lasting relationships with customers, cultivate brand loyalty, and thrive in a constantly changing industry, they must comprehend the nuances of brand preferences.
The main objective of this study is to evaluate the brand preference for mobile phones among the residents of Raipur City. The nature of this study is descriptive. Brand preference analysis is carried out by conducting a survey describing the preferences of various mobile phones among the residents of Raipur city.
Influencing factors on purchase intention of Smartphone users: In case of Mon...IJRTEMJOURNAL
The usage of smart phone has increased tremendously in the recent years and inseparably related
with our life. The market is more competitive and manufacturer produce new version of phone every year. For
this reason, consumers face problems of purchasing new smart phone in order to use latest technology. High
technology products or Smartphone is sell highest price compared to other normal goods. Therefore, consumers
give more importance for purchasing new smartphone and previous stage of purchasing decision or purchasing
intention is influenced by multiple factors related with the products. Research focus to investigate relationship of
influencing factors and purchasing intention. The Result shows Brand image, Product features, Social influence
significant positive affect on purchasing intention. Also, Product sacrifice has negative relationship with the
intention.
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
Apply Web-based Analytic Tool and Eye Tracking to Study The Consumer Preferen...Waqas Tariq
Consumer’s preferences and purchase motivation of products often lie in the purchasing behaviors generated by the synthetic evaluation of form features, color, function, and price of products. If an enterprise can bring these criteria under control, they can grasp the opportunities in the market place. In this study, the product form, brand, and prices of five DSLR digital cameras of Nikon, Lumix, Pentax, Sony, and Olympus were investigated from the image evaluation and eye tracking. The web-based 2-dimensional analytical tool was used to present information on three layers. Layer A provided information of product form and brand name; Layer B for product form, brand name, and product price for the evaluation of purchase intention (X axis) and product form attraction (Y axis). On Layer C, Nikon J1 image samples of five color series were presented for the evaluation of attraction and purchase intention. The study results revealed that, among five Japanese brands of digital cameras, LUMIX GF3 is most preferred and serves as the major competitive product, with a product price of US$630. Through the visual focus of eye-tracking, the lens, curvatured handle bar, the curve part and shuttle button above the lens as well as the flexible flash of LUMIX GF3 are the parts that attract the consumer’s eyes. From the verbal descriptions, it is found that consumers emphasize the functions of 3D support lens, continuous focusing in shooting video, iA intelligent scene mode, and all manual control support. In the color preference of Nikon J1, the red and white colors are most preferred while pink is least favored. These findings can serve as references for designers and marketing personnel in new product design and development.
Influences of Digital Marketing in the Buying Decisions of College Students i...AI Publications
This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.
Key Opinion Leader, Online Consumer Reviews, and Online Group BuyingAJHSSR Journal
ABSTRACT: This study proposes to investigate the factors affecting consumers’ intention to purchase
group-buying products. From the literature review, we found that perceived usefulness of online customer
reviews (OCRs) and social psychosocial distance have impact to purchasing behaviors. Previous studies suggest
that electronic word-of-mouth (eWOM) plays a key role in purchase decision.Especially OCRs, a type of
eWOM, have become an important factor in influencing consumers’ shopping behavior.It was found that
consumers tend to refer to other people’s opinions to make shopping decisions. Due to the popularity of group
buying, this study aim to study how OCRs influence consumers’ decision.Group buying is one of the choices for
consumers.We postulate that those who feel closer to key opinion leaders (KOLs) will shorten their perception
of social psychosocial distance, which in turn will increase their willingness to join KOL-led group purchase
activities.
Keywords: Online Consumer Reviews, OCRs, Electronic Word-of-Mouth, eWOM, Social Psychosocial Distance
Consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."
Innovation in product form and function: customer perception of their valueGurdal Ertek
The goal of product design is to obtain the maximum effect with minimum cost in functionality and aesthetic beauty. Consumers are attracted to the designs that reflect their use behaviors and psychological responses more than they are to the simple visual
representations. When product functions and qualities are similar across products, customers make their purchasing decision upon aesthetic form. Form presents a significant competitive factor that improves the value of a product. Overall, the purpose of this study is to examine the most important product design factors that affect the market share trends of mobile phone companies. Study uses product characteristics for
1,028 mobile phones released between 2003 and 2008 as a case study. The multiple linear regression analysis is used to select highly correlated variables that influence the market share, and Mallow's Cp method is used to determine the best-fitting model. The Partial Regression Coefficients are used to evaluate the relative importance of design criteria. The nine mobile phone design features that affect the market share were
identified, and the block form style is determined as the most important design factor. Using these approaches, this study demonstrates how investments should be directed in the next mobile phone design process.
http://research.sabanciuniv.edu.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
CONSUMER ADOPTION BEHAVIOUR TOWARDS MOBILE APPSindexPub
The way consumers are interacting with the brands are been revolutionized through Mobile Apps (MA). Customer experiences on empirical research are less, hence this research aims to analyze how MA integration in shopping can lead to improved customer experience. An online survey was conducted to the consumers of Mobile Apps (MA).
Relation between Preference for Local or Global Brands and Various Demographi...Dr. Amarjeet Singh
Now a days, dilemma of choosing between local and
global brands is faced while purchasing most of the goods be it
be a needle or a sophisticated machinery. Good quality and
affordable prices of goods of global brands are overpowering
the local brands. It is seen that young generation is getting
very much inclined towards the global brands and gradually
local brands are finding it difficult to survive in market. Along
with age many other factors are also responsible for this
phenomenon. In this situation a study on various factors which
are related with preference for local or global brands is need
of the hour. For the purpose of study a questionnaire was
developed and sent to respondents in order to find out whether
actually there is any relationship between demographic factors
of respondents and their choice between branded and local
goods. On the bases of survey it was found out that, actually
there is a relation between demographic factors of respondents
and their choice between local and branded goods to a large
extent.
An Empirical Study of the Consumer Buying Behaviour for the Mobile Phones in ...scmsnoida5
Abundance of technology has made our life very
rich and qualitatively healthy. Gadgets like
phone, refrigerator, microwave, TV, computer,
Internet, and smart phones are now ubiquitous.
These innovations make us more efficient, break
geographic barriers, connect and entertain us
and make our living easier. But of course, this
has resulted in a more demanding consumer and
intense competition amongst the marketer. The
interesting part in all this is the challenge which
a marketer faces, in order to stand out amongst
the crowd, for a better product, better service and
for delivering a better experience to the consumer.
This study focuses on how a consumer formulates
his purchase decision regarding a mobile phone,
what are the forces and factors which influence
him while making such decisions. Although the
process of buying is not mere transfer of item from
seller to buyer, consumer of today wants value
enriched and ecstatic buying process, enhancing
his experience of shopping.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
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1. American Journal of Multidisciplinary Research & Development (AJMRD)
Volume 3, Issue 03 (March- 2021), PP 22-27
ISSN: 2360-821X
www.ajmrd.com
Multidisciplinary Journal www.ajmrd.com Page | 22
Research Paper Open Access
Buying Decision of laptop at Collage level Students
Raju Bhai Manandhar
PhD Scholar
Faculty of Management Tribhuvan University, Kathmandu, Nepal
ASTRACT: Now a day technology is changing with innovation and development to meet human needsand
wants. It assists in communication and shares information with different categories of people and users.It
has seen the usage of laptops is increasing day by day. Moreover, due to the speed of storing,transferring,
and accessing the information, consumers can use it to have pertinent information anytime,anywhere. The
objective of the study is to examine the association and effect of price and brand image onbuying of laptop.
The descriptive and causal-comparative research design was adopted for the study.Primary data were the
main sources for the survey. The questionnaire survey was applied for collectingprimary data. This study
targeted the college level students as a sample unit. 200 respondents were selectedwithin Kathmandu valley
using a convenience sample. Cronbach’s Alpha analysis, mean, standarddeviation, s correlation, and
regression have been adopted to analyze and interpret the data and information.This study investigated that
price has a positive relation with buying decision and brand image has anegative relation with buying
decision. And price and brand image affected on buying decision of laptopsignificantly.
Keywords: Laptop, price, brand image,technology and buying decision.
I. Background of the study
Now a day technology is changing with innovation and development to meet human needs and
wants. It assists in communication and shares information to different categories of people and userswith
the increase in technology in 1979 Briton, William Moggride came with new gadget and technology i.e.
Laptop. It has seen the usage of a laptop is increasing day by day. Moreover, with the speed of storing,
transferring, and accessing the information, consumers can use it to have pertinent information anytime
anywhere. Because of its high visibility, the consumers is image and brand-conscious which is reflected in
buying behavior of laptop (Keller, 2002).
According to (Khan & Rohi, 2013), price, product features, product quality, and consumer service
are the major sources of customers’ satisfaction. The speedily recent development in information and
technology sector draw the attention of academician and professionals on buying decision of laptop at
Kathmandu valley. Therefore, marketers are interested to understand the factors like price, product design,
and brand image that influence on buying decision of laptops.
II. Research questions
The study has set two research questions.
1. Is there an association of price and product image with buying decision of laptop?
2. What impact price and product image have on buying decision of laptop?
III. Research Objectives
The main aim of the study is to investigate the influence of price and product design on the purchase
decision of a laptop. And specific objectives are mentioned below.
1. To analyze the relation and impact between price and buying decision of laptop.
2. To measure the relation and effect between product image and buying decision of laptop.
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Multidisciplinary Journal www.ajmrd.com Page | 23
IV. Literature Review
Buying decision
The buying decision is the major part of consumer behavior. It is the activities in which consumers
display their actions and reactions on the selection, purchasing, consuming and disposing of goods or
services. That is, based on intuition, experience, and pre purchase behavior, of the seller, and so forth.
Buying the decision is prejudiced by different factors in various ways. Lin, Lee, & Y.F. (2015) found that
the buying decision is some steps are done by customers before making a decision on goods and services.
The consumer buying behavior has a huge impact, directly or indirectly, following by an external variable
with the personal habit that can influence the process of decision making (Thongchai & Nuntana, 2013)
According to (Larson, 2014),the organization should know how a consumer will make a purchase decision,
how it adjust the mix in the value chain, operation and build its own competitive brand through the retail
operation or their own outlet.
Price
Price is the monetary value that normally used for getting something to fulfill someone’s
expectation. Price means the quantity of payment or compensation given by one party to another in return
for goods and services (Schindler & Robert, 2012). Similarly, is monetary value used as the most
influencing element for buying and selling goods and services. (Khan & Rohi, 2013) found that price has
affected consumer buying behavior significantly and stated the price has been treated as the most critical
factor because of its importance. It has played a vital role to determine consumer decision-making,
therefore, it can impact consumer buying behavior significantly.
Brand Image
Brand image refers to the customers’ current view of a brand. It can be defined as a unique bundle
of associations in the customer's mind. According to (Khan et.al. 2012), brand image was urbanized over
time through advertising campaigns with a consistent theme and is legitimated by the consumer's direct
feelings and experience. Brand image is just the attached value on product of a company that carries the
capability to enhance the business performance considering better brand image always results in positive
behavior of customer towards the particular brand. The expansion of the brand name is an essential and
noteworthy element of the process while the name is the foundation of the brand's image (Aylar, 2012).
Emperical review
Gurleen & Bhandari, (2014) concluded that factors like price, brand, memory, processor and
aesthetics have a substantial effect on the consumer buying decisions of the laptops. Price is the most
weighty factor while brand image is the least significant factor.
Saravanan, (2016) concluded that the factors like price, delivery, quality, style, and after-sale service
influence consumer buying decisions. But the brand is the significant factor in buying decisions for laptops.
Sultan, Memmon, & Amhed, (2016) found that price, quality, brand image, and endorsement have
affirmative and noteworthy effect on consumer buying decision of laptops by youth but remaining of the
variables devise no effect on the purchasing result of laptop.
V. Conceptual Framework
Figure A: Conceptual framework
VI. Research Hypotheses
These are the following alternative hypotheses:
Purchase Decision
Price
Product Image
Independent
Variables
Dependent Variable
3. Buying Decision of laptop at Collage level Students …
Multidisciplinary Journal www.ajmrd.com Page | 24
H1: There is a relationship between price and consumer buying decision of laptop.
H2: There is a relationship between product image and consumer buying decision of laptop.
H3: There is an impact of price on buying the decision of laptop.
H4: There is an impact of the product image on buying decision of laptop
Research Methodology
The research methodology is the plan or guidelines for conducting research to accomplish the objectives. It
includes research design, nature and sources of data, research approach, research instruments, population
and sample, and data analysis tools.
Research Design
The study has adopted descriptive and casual comparative research design to explore the demographic
distribution of respondents and also analyze the relationship and impact of the variables.
Sampling planning
200 college-level students from Kathmandu valley who use laptop were selected through convenience
sampling method to collect the data to meet the research objectives.
Data Collection Process
The primary data was the main source of information to explore and discover the outputs of the study.
However secondary data was used for setting objectives, hypotheses formulation, and literature review. A
questionnaire survey is adopted for collecting primary data and information to find out the right output. The
questionnaire is prepared in 5 points Likert Scale.
Methods of Analysis
Reliability Analysis
The result of Cronbach’s Alpha analysis is first examined for reliability and validity of each question in the
data set (Gliem and Gliem, 2003). The following are the reliability of the items
Table A1: Reliability results of study variables
S.N. Variables Cronbach’s Alpha Coefficient
1 Price 0.813
2 Brand Image 0.772
4 Buying decision 0.714
Table A1 shows that price has 0.813, brand image has0.772, and buying the decision has 0.714 the value of
Cronbach’s Alpha respectively. The value of all the variables of Cronbach’s Alpha is greater than 0.650.
That indicates all the taken items are consistent for the study
Descriptive Statistics
Mean, standard deviation, etc. were used to analyze the collected data and information
Correlation Analysis
Correlation analysis is applied to measure the relationship between two variables.
Regression Analysis
The following regression equation is regressed to find out the impact of price and product on buying
decision:
Regression Model:
Y=α+β1X1+β2X2⋯+er.
Where, α = Constant
Y= Purchase decision
X1 = Price
X2 =Product Image
VII. Result and Discussion
Demographic status
The demographic characteristics include gender, age, educational level.
Table 1.1:Profile of respondents by gender
Gender Frequency Percent
Male 96 48
4. Buying Decision of laptop at Collage level Students …
Multidisciplinary Journal www.ajmrd.com Page | 25
Female 104 52
Total 20 100
Table 1.1 shows that highest percentage of participation in terms of gender is female representing 52
percent whereas male represents 48 percent.
Table 1.2: Profile of respondents by age
Age Frequency Percent
20-25 Years 140 76
Above 25 Years 60 34
Total 200 100.0
Table 1.2 shows that the highest percentage of participation in terms of age group is 20-25 representing 76
percent whereas above 20 age group represents 34 percent.
Table 1.3: Profile of respondents by education
Location Frequency Percent
Bachelors 108 54
Masters 93 46
Total 384 100
Table 1.3, shows that the highest percentage of participation in terms of the educational level is bachelors
representing 54 percent whereas masters represent 46 percent.
Descriptive Statistics Analysis
1.1.1 Summary of Mean and Descriptive Statistics Analysis
Table 2: Mean and Standard Deviation of Variables
Description Mean Standard
Deviation
Price 3.53 2.70
Product image 3.58 .58
Buying decision 3.55 .65
Table 2 shows that mean of all is greater than 3.5. This indicates that the views of respondents have tended
to agree with the statements.
CorrelationAnalysis
In this study, buying decision is taken as the dependent variable, price and product image is the
independent variable. As Karl Pearson’s correlation coefficient has been run, it has been shown the
relationship of price and product image on buying decision.
Table 3.1Correlation Analysis
Price
Product
Image
Purchase decision
Price 1
Product Image -0.181 1
Purchase decision 0.176 -0.210 1
Table 3.1 shows the correlation between buying decision and price is positive with the correlation
coefficient of 0. 176 which means buying decision is positively associated with the price. Similarly, the
relationship between buying decision and product image is found to be negative with a correlation
coefficient of (0.210) which means the product image is negatively associated with buying decision.
Regression- 1
When Regression-1 is run, output is obtained on the table G bellow.
Table 3.2: Regression Analysis
5. Buying Decision of laptop at Collage level Students …
Multidisciplinary Journal www.ajmrd.com Page | 26
Unstandardized Coefficients
T Sig.
B Std. Error
(Constant) 1.347 .225 7.115 .000
Price .849 .065 14.327 .000
Product Image .102 .037 1.516 .052
R2 0.323
F 92.87
P 0.00
Model 1: Y=1.146+0.549X1+0.116X2+⋯+er
Where Y= Purchase decision, X1 = Price, X2 =Product Image, er = error terms
From the above table 3.2 F-value and p-value of Model 1 is 92.87 and 0.00 respectively which is significant
at 5%level. So the model is fitted linearly. That shows the impact of price and product image on buying
decision since the p-value and t-value is 0.102 and 2.518 respectively.
Test of Hypothesis
Four research alternative hypothesis have been developed which are tested statistically and the result is
presented in Table 4:
Table4: Summary of Hypothesis Testing
Association/ Impact Result Hypotheses
H1 Price – Buying
decision
Association Supported
H2 Product image –
Buying decision
Association Supported
H3 Price – Buying
decision
Impact Supported
H4 Product image –
Buying decision
Impact Supported
Table 4 shows the result of H1 that there is a positive relationship between price and purchase decision on
laptops. Similarly, the result of H2 shows that there is a negative association between product image and
purchase decision of laptop. The result of H3 shows thatthere is an effect of price on buying decision of a
laptop.
Lastly, the consequence of H4 also shows thatthere is an effect of the product image on the purchase
decision of a laptop
Major Findings
The study found there is relationship betweenprice and buying decision of laptop.
Product imageis negativelyassociated withbuying decision of laptop.
Price has significant impact on buying decision of laptop.
Product image has also impact buying decision laptop.
VIII. Discussions
The study found that Price has a positive association and impact on buying decision of laptop in
the context collage level students. The result is consistent with Sultan, Memmon & Amhed (2016), Afrin,
khan, & Islam, 2015) conducted that price is the most influencing factor in most of the countries. (Gurleen
& Bhandari, 2014) also conducted that the price is the most important influencing factor that influences the
buying decision among the consumers.
The study also found brand image has a negative association and impact with buying decision of
laptops in the context of college-level students. The study is in line with the findings of (Gurleen &
Bhandari, 2014) showed that brand and buying decision has a negative relationship. (Afrin, Khan, & Islam,
2015) conducted that brand is the least influencing element.
6. Buying Decision of laptop at Collage level Students …
Multidisciplinary Journal www.ajmrd.com Page | 27
IX. Conclusion
The aims of this study were to measure the relationship and affect price and brand image on
buying. From the above analysis, results can be concluded that price plays a vital role and impacts strongly
with the buying decision of laptop in the college level students. Similarly, product image plays the main
role and influence negatively with the buying choice of laptop in the college level students because they
notice that the brand image increase the price of the product. Business organizations of laptops have to
consider customers’ expectations and also identify the factors that strongly influence the consumer buying
behavior on laptop purchasing. So that it could be able to prepare appropriate planning and strategy to
attain organizational goals and objectives.
References
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Behaviour
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