Abstract
This literature review focuses on consumer purchasing behavior and factors that influence consumer purchasing
decisions. Notably, this literature review is based on the three main objectives of the study. Regarding consumer
purchasing behavior, literature shows that there are four major categories of consumer behavior. They include
variety-seeking behavior, habitual-buying behavior, dissonance-reducing buying behavior, and complex buying
behavior. These four major consumer behavior categories are based on consumers' level of involvement and
differences between product or service brands. Regarding the second objective on the factors that influence
consumer purchasing decisions and shopping, current literature shows that cultural, social, personal, and
psychological factors influence consumer-buying decisions. Most importantly, in the contemporary world,
consumers are highly influenced by environmental sustainability and privacy in online purchases, trust, and social
media networks in their buying decisions. These factors might fall under one or more of the major categories.
However, they help understand why consumers make certain decisions and choose to shop in particular places.
Regarding the third objective that focuses on the role of personal attributes on consumers' purchasing decisions,
literature acknowledges age, level of education, level of income, gender, and marital status as the most influential
factors. Concerning age, shopping malls are popular among the younger population as well as the educated.
Women further frequent malls due to their satisfaction based on the variety of benefits such malls offer. For men,
satisfaction with their purchases determines their purchasing behavior and the chances of frequenting certain
shopping places. Besides, for the married and those with children, shopping behavior is more likely to be influenced
by the family than single consumers who make decisions independently. However, there are still gaps in literature
that require future studies to focus more on consumer behavior in the digital age. Overall, the literature provides
insight into why some consumers behave in certain ways and choose specific shopping places.
Ankit Katrodia, . (2021) A Study of Indentity Consumer Purchasing Behavior and Factors that Influence Consumer Purchse Decision: With Reference to Durban, Journal of the Research Society of Pakistan, Volume-58, issue 3.
-
Views
459 -
Downloads
63
Article Details
Volume
Issue
Type
Language
