Title: Businesses beware - an empirical study on buyer behaviour on search and evaluation of products before and after purchase

Authors: R. Baskar; B. Ganesh

Addresses: Department of Management Studies, MVGR College of Engineering (A), Vizianagaram, Andhra Pradesh, 535002, India ' U.P.S. Logistics, Magarpetta, Pune, Maharashtra, 411014, India

Abstract: The purpose of the present study is to investigate the buyer behaviour towards the evaluation of personal care and apparel care products, before and after purchase. Consumer behaviour related to searching for information about the product before the purchase is addressed first. Then the study addresses how the outcome of evaluation of products after the purchase, affects the consumers' brand switching behaviour and consumer complaining behaviour (CCB). The study also explores the impact of gender on search behaviour and consumer complaining behaviour. The paper concludes with discussion on managerial implication and scope for further research.

Keywords: consumer evaluation; search behaviour; consumer loyalty; consumer response; consumer complaining behaviour.

DOI: 10.1504/IJBG.2024.139816

International Journal of Business and Globalisation, 2024 Vol.37 No.3, pp.297 - 308

Received: 01 Feb 2020
Accepted: 01 Aug 2020
Published online: 08 Jul 2024 *

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