Abstract
Consumer values have been identified as key antecedents in
predicting individual's attitude towards purchase of a product.
This study identifies some of the most important consumer
values that effect consumer attitude and integrates them into a
conceptual framework for anticipating consumer attitude
towards product purchase. A survey of 200 automobile
consumers from Islamabad, Pakistan, selected via convenience
sampling, was used to draw results on how consumers’
consumption values affected their attitude towards automobile
purchase. Reasons for the necessity of the study and relevant
literature review of past studies is presented. Theoretical
justifications for the model and usefulness of the study for
consumer researchers and marketing professionals are also
discussed.
Syed Naveed Altaf, Dr. Selvan Perumal, Dr. Zolkifli Hussin. (2017) Consumption values and consumer attitude towards automobile purchase, Paradigms , Vol 11, Issue 1.
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