Decision Factors Affecting Consumers Purchasing Behaviour For Publicly Used Products

Today marketers are facing the challenge of understanding consumers purchasing behavior, which become more complicated when consumers decide to purchase publicly used products because final purchase decision of such products is highly influenced by number of factors. In the present paper an attempt has been made to study the decision factors affecting consumers purchasing behaviour for cell phone. Here specifically the influence of reference group (informational influence, utilitarian influence, and value-expressive influence) and product attributes (new technology, design & appearance, lowest price, and attractive call plan package) are examined. The data is collected with the help of questionnaire based survey from 730 respondents. The data, thus, generated has been analyzed with the help of Descriptive Statistics and one way ANOVA. The findings reveal that decision factors i.e. reference group as well as product attributes have strong influence on consumers purchasing behavior. However, comparatively product attributes have strong impact than reference group influence on consumers (students). These findings will certainly make marketing managers not only aware of decision factors influencing consumers purchasing behavior for publicly used product but also to find out innovative ways to promote these products.