Abstract
This study investigates the relationship between brand
name, product quality, price sensitivity, and promotion
with willingness to buy in context of personal computer
(PC) peripherals. As the study focuses on PC peripherals
and not the PC itself, the study explores a few unique
dimensions of buying behavior and it aims at finding the
magnitude of the above noted relationships. The stepwise
regression analysis discloses significant statistical
relationship between product quality, price sensitivity,
and promotion with willingness to buy. In context of
Bangladesh, brand name is not significantly related to
willingness to buy. The reason being they are merely
peripherals and not PC’s hence, they are not significantly
influenced by the brand name.
Nadim Jahangir, Shubhankar Shil, Noorjahan Parvez. (2008) Factors Influencing Customers’ Willingness to Buy in the Context of PC peripherals , Journal of Behavioural Sciences, Volume 18, Issue 1-2.
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