Literature Review Example
Article: Factors Influencing Consumer Behaviour
In our study, income and price do influence the buyer behaviour. \However, there is
overwhelming evidence which comprehends the factors influencing purchase decisions that
are associated with the assessment of customer engagement. The following literature review
confirms that the most important variables influencing purchases of all commodity groups are
product attributes and perceived quality.
Instead of product attributes and perceived quality, Horská E and Sparke K express
personal factor such as age, sex, place of domicile, occupational and economic conditions and
self-consciousness do affect the consumer behaviour too. (Horská E & Sparke K, n.d., #)
while Brown found that psychological factors also influence consumer behaviour like
motivation, perception, skills and knowledge, positions, personality, and lifestyle. (Chapter 6
Class Notes, n.d.). Social environment, physical environment of the purchase place, time
influences and the previous states fall into Situational factors.
Consumers' decisions involve selecting a product (brand) from a collection of options.
The purchasing public sometimes favours a straightforward decision-making process over a
complicated answer. Decisions are then made based only on a few factors. Instead of
evaluating additional features, consumers base their decision on pricing criteria, with the
assumption that a greater price equals higher quality. (EN Berkowitz, RA Kerin, SW Hartley
and W. Rudelius, “Marketing,” 6th Edition, McGraw-Hill, London, 2000, Pp. 12-24. -
References, n.d.)
The materials and method used by the authors to analyse the factors and avoid biasing
the consumer behaviour is a marketing survey. The electronic questioning system RELA is
Article: Factors Influencing Consumer Behaviour
In our study, income and price do influence the buyer behaviour. \However, there is
overwhelming evidence which comprehends the factors influencing purchase decisions that
are associated with the assessment of customer engagement. The following literature review
confirms that the most important variables influencing purchases of all commodity groups are
product attributes and perceived quality.
Instead of product attributes and perceived quality, Horská E and Sparke K express
personal factor such as age, sex, place of domicile, occupational and economic conditions and
self-consciousness do affect the consumer behaviour too. (Horská E & Sparke K, n.d., #)
while Brown found that psychological factors also influence consumer behaviour like
motivation, perception, skills and knowledge, positions, personality, and lifestyle. (Chapter 6
Class Notes, n.d.). Social environment, physical environment of the purchase place, time
influences and the previous states fall into Situational factors.
Consumers' decisions involve selecting a product (brand) from a collection of options.
The purchasing public sometimes favours a straightforward decision-making process over a
complicated answer. Decisions are then made based only on a few factors. Instead of
evaluating additional features, consumers base their decision on pricing criteria, with the
assumption that a greater price equals higher quality. (EN Berkowitz, RA Kerin, SW Hartley
and W. Rudelius, “Marketing,” 6th Edition, McGraw-Hill, London, 2000, Pp. 12-24. -
References, n.d.)
The materials and method used by the authors to analyse the factors and avoid biasing
the consumer behaviour is a marketing survey. The electronic questioning system RELA is
