Study of Purchase Behaviour Using Black Box Model

J. Reeves Wesley, G. R. Logeshwari, K. Mercy Freeda (), G. Pavithra and R. Prathiksha
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J. Reeves Wesley: VIT University, VIT Business School
G. R. Logeshwari: VIT University, VIT Business School
K. Mercy Freeda: VIT University, VIT Business School
G. Pavithra: VIT University, VIT Business School
R. Prathiksha: VIT University, VIT Business School

A chapter in Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), 2023, pp 3-11 from Springer

Abstract: Abstract The Black Box model is a contemporary framework designed to be cognizant of the behavioral patterns of the consumers. The objective of this study is to understand the level of influence of the Marketing mix elements, Environmental factors, Consumer characteristics, brand image and Sociological preferences on Purchase decisions and also the mediating effect of brand awareness. The data were collected from 203 respondents belonging to the age group 18–24 using a questionnaire. Structural Equation Modelling was used to test the framework. Results showed that environmental factors, brand image and sociological preferences directly influence the purchase decision, and this relationship was partially mediated by awareness.

Keywords: Consumer behaviour; purchase decision; brand awareness; marketing mix; sociological preferences; consumer characteristics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-162-3_2

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DOI: 10.2991/978-94-6463-162-3_2

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