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
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: Suggested Citation