Abstract
The study has used the claims of S-O-R model regarding consumer behavior
and investigates the impact of marketing stimuli on purchase behavior of
Smartphone users, to add value in the concept; researcher has conceptualized
the consumer involvement as a mediator between the relationships. A sample
of 318 Smartphone users responded through convenient sampling technique.
The findings of the research unfold that marketing stimuli has positive impact
on both consumer involvement and purchase behavior. Whereas consumer
involvement does mediate the relationship between marketing stimuli and
purchase behavior. The major contribution of this research is that it provides
deep insight into use of marketing stimuli in studying consumer purchase
behavior. Further studies should prioritize the dimensions of marketing stimuli
with respect to their impact on consumer involvement and purchase behavior
Shaza Mahar, Nasir Farooq, Dr. Aslan B. Amat Senin. (2020) MARKETING STIMULI AND PURCHASE BEHAVIOR OF CUSTOMERS FOR SMART PHONES: A CLOSER LOOK AT CONSUMER INVOLVEMENT, International Journal of Management Research and Emerging Sciences, Volume 10, Issue 3.
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