Authors: A.M. Sakkthivel
Addresses: Department of Business Administration, Sur University College, P.O. Box. 440, P.C. 411, Sur, Sultanate of Oman
Abstract: The paper aims at conducting an empirical investigation in order to identify the determinants that influence consumer behaviour towards buying different technology products (high, medium and low). The paper attempts to develop an empirically proved model of determinants that influence consumer behaviour towards buying different technology products. The research identified that the peer groups| suggestions have maximum influence on consumer behaviour towards buying high and medium technology products, whereas brand reputation and accreditation from society influence consumer behaviour towards buying low technology products. The findings would provide valuable insights to the marketers on the variables influence consumer behaviour towards different technology products.
Keywords: marketing mix variables; brand reputation; country of origin; technology products; external variables; consumer behaviour; buying behaviour; social accreditation.
International Journal of Electronic Finance, 2011 Vol.5 No.1, pp.84 - 103
Published online: 23 Jan 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article