Customer perception, purchase intention and buying decision for branded products: measuring the role of price discounts
- Research Article
- Published: 13 March 2021
- Volume 20 , pages 194–203, ( 2021 )
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- Amit Dangi 1 ,
- Chand P. Saini 1 ,
- Vijay Singh 2 &
- Jayant Hooda 3
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The purpose of this paper is to explore the antecedents of customer perception and its effect on the purchase intention and finally on buying decision-making about branded products especially luxury products, finally the role of price discounts in converting intentions into buying decision. This research has been carried in NCR with a collection of primary data by including statements related to the customer perception, buying intentions regarding branded luxury products and one section of the questionnaire included statements of Price discounts and buying decisions. The study used Exploratory Factor Analysis, Structure Equation Modeling, and Mediation through AMOS 19 to analyze the data. Results explored four major determinants named Quality, Trust, Psychological, and Social which were considered to contribute to building the perception of any customer for branded products and creates the purchase intention which will finally be converted into buying decisions making. The price discount plays a role of partial mediation, where due to price discount available for luxury branded products the buying decision-making has been reduced significantly.
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Amit Dangi & Chand P. Saini
Department of Commerce, Indira Gandhi University, Meerpur, Rewari, India
Vijay Singh
Department of Commerce, C.H.L. Government College Chhara, Jhajjar, India
Jayant Hooda
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Dangi, A., Saini, C.P., Singh, V. et al. Customer perception, purchase intention and buying decision for branded products: measuring the role of price discounts. J Revenue Pricing Manag 20 , 194–203 (2021). https://doi.org/10.1057/s41272-021-00300-7
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Received : 08 December 2020
Accepted : 04 January 2021
Published : 13 March 2021
Issue Date : April 2021
DOI : https://doi.org/10.1057/s41272-021-00300-7
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A Thorough Literature Review of Customer Satisfaction Definition, Factors Affecting Customer Satisfaction and Measuring Customer Satisfaction
International Journal of Advanced Research
Related Papers
Abstract: The concept of customer satisfaction has attracted much attention in recent years. Organizations that try to analyze this concept should begin with an understanding of various customer satisfaction models. In this paper, the emphasis is on reviewing the main concepts and models of customer satisfaction. Keywords: Customer satisfaction, Definition, Macro-models, Micro-models
Ahmet Nuri KUCUKOSMANOGLU
"This paper provides a review on consumer satisfaction in four areas: 1) definition and importance of satisfaction, 2) antecedents or determinants, 3) measurement of satisfaction, 4) consequences of consumer satisfaction. An emphasis is placed on providing a conceptual basis for understanding existing literature in definition part."
Sergiu Rusu
Customer satisfaction is considered as the "cornerstone" of marketing, which is presented in many works the final aim of marketing function. Although the specialty literature has tried to provide multiple definitions of the concept of consumer satisfaction, has not yet reached a consensus on the elements of a widely accepted definition. The lack of consensus limits the contribution of the consumer satisfaction theory. This paper analyzes the main problems that persist in defining consumer satisfaction and suggest some implications for managers.
Marketing Science eJournal
Anne Suhaniya
Customer satisfaction is a primary marketing construct in the last three decades. In the past, it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing once. However, in this present decade, companies have gained better understanding of the importance of customer satisfaction (especially service producing companies) and adopted it as a high priority operational goal. This review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular.
Thusyanthy Vadivelu
In marketing, customer satisfaction is considered as a key construct in the last few decades. Previously it is a less acceptable construct, since most of the marketing oriented organizations are perceived that attracting new customers better than retaining existing one. However, currently, these organizations are using customer satisfaction as a prime business performance indicator and a weapon in the dynamic environment to get the sustainable competitive advantage. This customer satisfaction is impact by several variables and dimensions. Therefore, this qualitative comprehensive review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular. Abstract-In marketing, customer satisfaction is considered as a key construct in the last few decades. Previously it is a less acceptable construct, since most of the marketing oriented organizations are perceived that attracting new customers better than retaining existing one. However, currently, these organizations are using customer satisfaction as a prime business performance indicator and a weapon in the dynamic environment to get the sustainable competitive advantage. This customer satisfaction is impact by several variables and dimensions. Therefore, this qualitative comprehensive review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular.
Chief Editor
Nowadays some of the popular place for the shopping is supermarkets that are a self-service environment. All the supermarkets want to make a good relationship with their costumers and they want to save their costumers and their looking for the more costumers then they have to satisfy their costumer and increase their consumer target market, and they want to track the customer satisfaction in the supermarket surroundings that is very important. The supermarkets have to appraisal the customer satisfaction after the buying their goods and for this purpose they want to make a feedback from their customers about their satisfaction or dissatisfaction of the buying. The customer buys emotionally when they have a need and have a hope while they are looking for it, and met it. Customer satisfaction in super markets means the supermarkets has to include the costumer hopes and needs, not only it is not everything in for analyze the customer satisfaction but also it is one of the most important part in customer satisfaction and it's the first step for satisfying the customers and attract the consumers, if the super markets cant supply their customer needs they disappoint their customer. The most important think for companies is the customer satisfaction and most companies are focused on it, it does not matter what kind of business their doing, the strategic of all the companies are concentrated on it as a part of the customer behavior. Customer satisfaction ensures the companies about their successful in their business and their competitor's environment. The companies specially supermarkets can ensure their survival and develop their super markets based on customer satisfaction. However, these studies focus on the development or the scale to measure customer satisfaction with the retailer or customer satisfaction with the difference of different types of retailer in Malaysia. The concept of customer satisfaction in a given marketing, customer satisfaction has attracted increasing attention from academics and practitioners around the world. Studies of customer satisfaction with the vendors is also a prosperous development models to measure customer satisfaction, customer satisfaction as measured based on the theory of service quality and size measures customer satisfaction of retail firms from macro perspective and it can be enhance day to day.
Divina Seming
The main objective of this work is to develop a practical approach to improve customer satisfaction, which is generally regarded as the pillar of customer loyalty to the company. Today, customer satisfaction is a major challenge. In fact, listening to the customer, anticipating and properly managing his claims are stone keys and fundamental values for the enterprise. From a perspective of the quality of the product, skills, and mostly, the service provided to the customer, it is essential for organizations to differentiate themselves, especially in a more competitive world, in order to ensure a higher level of customer satisfaction. Ignoring or not taking into account customer satisfaction can have harmful consequences on both the economic performances and the organization's image. For that, it is crucial to develop new methods and have new approaches to THE PROBLEMATIC customer dissatisfaction, by improving the services quality provided to the costumer. This work describes a simple and practical approach for modeling customer satisfaction for organizations in order to reduce the level of dissatisfaction; this approach respects the constraints of the organization and eliminates any action that can lead to loss of customers and degradation of the image of the organization. Finally the approach presented in this document is tested and evaluated.
Ms. Syeda Nazneen Waseem Lecturer (KUBS)
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