Empirical investigation on consumer purchase intentions in a growing competitive marketing environment

A.M. Sakkthivel and M.K.G. Rajev

International Journal of Electronic Finance, 2012, vol. 6, issue 3/4, 285-297

Abstract: The paper aims to build an empirically proven model of variables that influence consumer purchase intentions in a growing competitive marketing environment. The research identified that the entire marketing mix variables viz. product attributes, price attributes, promotion attributes and place/distribution attributes have a significant impact over consumer purchase intentions in a growing competitive environment. However, product and price attributes enjoy more influence than that of other variables.

Keywords: marketing mix variables; consumer purchase intentions; white goods; competitive marketing; e-finance; electronic finance; product attributes; price attributes. (search for similar items in EconPapers)
Date: 2012
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