An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances Market

Contemporary Economics, Vol. 6, No. 3, pp. 76-86, 2012

12 Pages Posted: 24 Nov 2012

See all articles by Fatimah Furaiji

Fatimah Furaiji

University of Basrah

Małgorzata Łatuszyńska

University of Szczecin

Agata Wawrzyniak

University of Szczecin

Date Written: 2012

Abstract

This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in the electric appliances market.

The purpose of this study is to determine the factors affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data employed to analyse the factors influencing consumers’ purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major findings of the study indicated that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behaviour. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer behaviour and improving consumer satisfaction.

Keywords: financing structure, selection of financing sources, financial crisis

JEL Classification: D1, M3

Suggested Citation

Furaiji, Fatimah and Łatuszyńska, Małgorzata and Wawrzyniak, Agata, An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances Market (2012). Contemporary Economics, Vol. 6, No. 3, pp. 76-86, 2012. Available at SSRN: https://ssrn.com/abstract=2179897

Fatimah Furaiji

University of Basrah ( email )

Iraw
Iraq

Małgorzata Łatuszyńska (Contact Author)

University of Szczecin ( email )

Al. Jednosci Narodowej 22a
Szczecin, PL-70-453
Poland

Agata Wawrzyniak

University of Szczecin ( email )

Al. Jednosci Narodowej 22a
Szczecin, PL-70-453
Poland

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