Management
Melaku Alemu; Shimels Zewdie
Abstract
To be successful in business the marketers must have understanding of how consumers behave on every occasion during an implicit or explicit need for a product. The knowledge of consumer behavior involves both the physical, mental and emotional process is helpful and worthwhile for the marketing institutions ...
Read More
To be successful in business the marketers must have understanding of how consumers behave on every occasion during an implicit or explicit need for a product. The knowledge of consumer behavior involves both the physical, mental and emotional process is helpful and worthwhile for the marketing institutions to recognize how the buyer thinks, feels, and selects products from a given alternatives and how those consumers are influenced by different factors. The consumers can purchase products either through planning or impulsively on the spot decisions. Therefore, this study aimed to identify the factors that determine consumers impulse buying behavior. To achieve the stated objectives the study has employed structured systematic literature review by identifying and obtaining the per-reviewed article published since 2011 from google scholar, ResearchGate, science direct, winey online, Taylor & Francis and emerald database. From totally extracted 176 articles, 29 articles were satisfied the inclusion criteria and further reviewed for this article analysis purpose. The outcome of this study has shown that store environment related factors, demographic factors, personality traits and situational factors are influencing consumer impulse buying behavior.
Grace Wambui Kiboro; Evanson Mwangi Karanja
Volume 2, Issue 8 , August 2015, , Pages 872-881
Abstract
Consumer behavior is a key determinant on the success of products and services in the competitive markets. Electronic commerce has revolutionalised customer value delivery. The purpose of this study is to investigate the influence of consumer behavior on adoption of electronic commerce in retail stores ...
Read More
Consumer behavior is a key determinant on the success of products and services in the competitive markets. Electronic commerce has revolutionalised customer value delivery. The purpose of this study is to investigate the influence of consumer behavior on adoption of electronic commerce in retail stores with a case reference of three supermarkets in Limuru town, Kenya. More specifically to determine effect of problem recognition, the influence of information search and evaluation, outcome of purchasing decision and result of post purchase behavior by the consumer on adoption of e-commerce. Census data was collected from 115 employees. Regression analysis and F tests were carried out on data to determine the relationship between causative and effect factors. The empirical results showed consumer behavior influences electronic commerce adoption in emerging markets.