Consumer Behaviour And Decision Making Process Essay

1264 WordsNov 7, 20166 Pages
This chapter is a presentation of existing literature on purchase intention of counterfeit goods. The literature covers the theory that was the basis of the study and the review of related literature based on the order of the objectives. The literature review is on purchase intention, financial capability, and social factors, consumers’ attitudes and online buy. While analysing the literature, contributions, weaknesses and gaps in the existing literature were identified. 2.2. Theoretical review While consumers/buyers have existed for thousands of years, consumer behaviour research really began after World War II. It was established as a unique field of study during the 1960s (Engel, Blackwell, and Miniard, 1995), and developed as a focal interest for both academic researchers and international marketing practitioners. 2.2.1. Consumer behaviour and decision making process Since the1950s, the majority of consumer behaviour literature has been built upon two assumptions. The first is that consumer behaviours can be influenced and shaped by multiple factors, which can be generalized as (Engel, Blackwell, and Miniard, 1995): A) Environmental influences (culture, social class, personal influence, family and situation); B) Individual differences and influences (consumer resources, motivation and involvement, knowledge, attitudes and personality, values, and lifestyle); and, C) Psychological processes (information processing, learning, attitude and behaviour change). The second
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