Influence of Brand Reputation And Purchasing Decisions: Consumer’s Preferences In Electronic Product Mix
Keywords:
Brand reputation, Brand Trust, customers decisions, electronic product mixAbstract
This research investigates the influence of Brand reputation and on consumer’s preferences on purchasing decision for electronic product mix, based on exploratory factor analysis, to abridge data to a small set of grouped variables and to inspect the underlying theoretical module of the happenings.
Methodology: We collected 357 survey responses from the customers purchase electronic products mix where item-to-item response ratio of 1:5 is used. The sample size in the pilot study was 105 items, whereas it was 357 for 21 items in final scale item-to-response ratio of minimum 1:17.
Findings: The four factors—comfort, source of influence, status and affordability, and quality of brand positively impact on purchasing decision of consumers towards electronic product mix. Amongst these four factors quality of brand plays pivotal role in consumers decisions. Practical implication the new findings will aid future researchers in studying consumer’s purchasing decisions on electronic product mix. From a managerial perspective, the study offers key predictors to identify market-influencing factors, helping streamline future sales strategies for electronic product mix.
Originality: The researcher contributed by using exploratory factor analysis technique to navigate the factors influencing the buying behaviour of the consumers.
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