The Game of 'Choices': What Influences the Buying Decision?

IndraStra Global, Vol. 002, Issue No. 07, 2016, ISSN 2381-3652

3 Pages Posted: 15 Aug 2016

See all articles by Rahul Guhathakurta

Rahul Guhathakurta

IndraStra Global Publishing Solutions Inc.

Date Written: July 31, 2016

Abstract

Any buying evaluation criteria are usually the product attributes which one generally considers while making a purchase. Affective choice, as discussed in this article, uses evaluated criteria like style, looks, functionality, taste, brand-image etc.

Consumers might be able to compare the attributes of brands while making a choice, but on certain attributes like quality, they use their own judgment which might be based on factors like price, country of origin, warranty, post-sales services, etc.Thus, for marketers, both evaluative criteria and individual judgment hold the key to influence the buying decision and consecutively, defining the success of a brand.

Keywords: Consumer Choices, Marketing Management, Branding, Brand Management, Marketing Communication, Consumer Behavior

JEL Classification: M30, M31, M39

Suggested Citation

Guhathakurta, Rahul, The Game of 'Choices': What Influences the Buying Decision? (July 31, 2016). IndraStra Global, Vol. 002, Issue No. 07, 2016, ISSN 2381-3652, Available at SSRN: https://ssrn.com/abstract=2816564

Rahul Guhathakurta (Contact Author)

IndraStra Global Publishing Solutions Inc. ( email )

1309 Coffeen Avenue STE 1200
Sheridan, WY 82801
United States

HOME PAGE: http://www.indrastra.com

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