Impact of contextual factors, brand loyalty and brand switching on purchase decisions
Shukla, Paurav (2009) Impact of contextual factors, brand loyalty and brand switching on purchase decisions Journal of Consumer Marketing, 26 (5). pp. 348-357. ISSN 0736-3761
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Purpose – The consumer culture in recent times has evolved into one of the most powerful ingredients shaping individuals and societies. Although the behavioural intentions and purchase decisions related models continue to dominate research and managerial practice, a deeper look indicates that most studies do not take the complete picture in account and study parts of the above mentioned phenomena. Furthermore, consumers operate in a dynamic and ever-changing environment which in itself demands a re-examination of their behavioural intentions and purchase decision inﬂuences from time to time. This paper aims to focus on these issues. Design/methodology/approach – Using the context of the young adults market, this study looks into how contextual factors vis-a ` -vis loyalty and switching impact consumer purchase intentions. The study involved both qualitative and quantitative research methodology. Findings – The ﬁndings suggest that contextual factors have the strongest inﬂuence on purchase decisions. Furthermore, contextual factors inﬂuence the brand loyalty and switching behaviour. Practical implications – The ﬁndings provide important insights with regards to the factors on which practitioners should focus to better tailor their content and approaches. Originality/value – The study supplies unique learning to managers and researchers alike, through conceptualising and subsequently empirically verifying the issue of purchase decision, brand loyalty and switching with regard to contextual factors.
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