Int. J. of Electronic Finance   »   2012 Vol.6, No.3/4

 

 

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

 

Authors: A.M. Sakkthivel; M.K.G. Rajev

 

Addresses:
Department of Business Administration, Sur University College, P.O. Box 440, P.C.411, Sur, Oman
Learning Resource Center, Sur University College, P.O. Box 440, P.C.411, Sur, Oman

 

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.

 

DOI: 10.1504/IJEF.2012.051174

 

Int. J. of Electronic Finance, 2012 Vol.6, No.3/4, pp.285 - 297

 

Available online: 19 Dec 2012

 

 

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