Modelling of determinants influence consumer behaviour towards different technology products

A.M. Sakkthivel

International Journal of Electronic Finance, 2011, vol. 5, issue 1, 84-103

Abstract: The paper aims at conducting an empirical investigation in order to identify the determinants that influence consumer behaviour towards buying different technology products (high, medium and low). The paper attempts to develop an empirically proved model of determinants that influence consumer behaviour towards buying different technology products. The research identified that the peer groups' suggestions have maximum influence on consumer behaviour towards buying high and medium technology products, whereas brand reputation and accreditation from society influence consumer behaviour towards buying low technology products. The findings would provide valuable insights to the marketers on the variables influence consumer behaviour towards different technology products.

Keywords: marketing mix variables; brand reputation; country of origin; technology products; external variables; consumer behaviour; buying behaviour; social accreditation. (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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