Empirical investigation on consumer purchase intentions in a growing competitive marketing environment

Authors:
A. M. Sakkthivel;M. K. G. Rajev
Affiliations:
Department of Business Administration, Sur University College, P.O. Box 440, P.C.411, Sur, Oman;Learning Resource Center, Sur University College, P.O. Box 440, P.C.411, Sur, Oman
Venue:
International Journal of Electronic Finance
Year:
2012

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Abstract

The paper aims to build an empirically proven model of variables that influence consumer purchase intentions in a growing competitive marketing environment. The research identified that the entire marketing mix variables viz. product attributes, price attributes, promotion attributes and place/distribution attributes have a significant impact over consumer purchase intentions in a growing competitive environment. However, product and price attributes enjoy more influence than that of other variables.