Abstract

The market place has become very dynamic with consumers today being more informed and sophisticated than before. Therefore, knowledge about consumers’ needs, factors influencing purchase decision will enable companies to develop effective strategies to promote products and services through taking advantage of the underpinning drivers explored in this study thereby increasing consumer satisfaction. The study aims to analyse the factors influencing purchase decision for the people to choose radiator core in the market. This study is undertaken to understand the choice, effect, trend and impact created by various factors influencing purchase decision. While it is known that the consumer behaviour changed after the onset of advancement in technology, yet it remains unclear as to the factors that directly influence or act as motivators or stimuli to the purchase decision in the decision making process for procurement of radiator core. The experience has shown that people purchase due to various factors like pricing, performance, delivery of the product and quality. This study is a conscious attempt to examine the intrinsic factors of purchase decision and identify such factors that drive one group to go for purchase and vice versa. The purchase decision factors will be explored during the course of the research.

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Data Sharing Statement

Funding