Study of Purchase Behaviour Using Black Box Model

DOI

10.2991/978-94-6463-162-3_2How to use a DOI?

Keywords

Consumer behaviour; purchase decision; brand awareness; marketing mix; sociological preferences; consumer characteristics

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.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - J. Reeves Wesley
AU  - G. R. Logeshwari
AU  - K. Mercy Freeda
AU  - G. Pavithra
AU  - R. Prathiksha
PY  - 2023
DA  - 2023/05/10
TI  - Study of Purchase Behaviour Using Black Box Model
BT  - Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)
PB  - Atlantis Press
SP  - 3
EP  - 11
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-162-3_2
DO  - 10.2991/978-94-6463-162-3_2
ID  - Wesley2023
ER  -