Abstract
The purpose of this research is to determine the variables that affect consumer propensity to observe. It was performed in Iran-Shiraz and the effects of these factors on consumers of Nokia cell phone have been studied. 384 consumers participated in the research by integrating questions including measurement of favorite items. Index of observation in decision making for Iranian’s consumers was used for measurement of propensity to observe. Effective noticeable factors of propensity to observe include propensity to minimize risk, need for cognition, choosing brand, self-confidence of consumer, and propensity to conform to norms of groups. Additionally, it shows that propensity increases when some presumptions have effect on each other. The result of this research proposes that observation in making decision is a significant controversy and most consumers and retailers should consider consumer propensity to observe when marketing and merchandising products. This research was designed by creating and validating the measurement of propensity to observe and another designing factor of this research is a situation where consumers observe the behavior of other consumers in buying some things before deciding to choose the products they want to buy. Key words: Behavior of consumer, consumer propensity to observe, need for cognition, choosing a brand, consumers’ self-confidence, propensity to conform, consumers’ risk.
Highlights
Propensity of consumer to observe and adopt the behavior of others are affected by the following factors: propensity of consumers to accept or deny decision risk for purchasing, that is the propensity to analyze and have deep thought in choosing a brand, self- confidence of consumers in having satisfaction, decision ability and tendency to imitate others (Simpson, 2008)
As seen in the first hypothesis and its results, there is to some extent acceptable meaningful relation of amount of positive type of independent variable of consumers’ risk and dependent variable of consumer propensity to observe
The amount of Pearson correlation coefficient is 0.761, which expresses in this subject that if amount of consumer’s risk is high in the Nokia cell phone, it influences consumer propensity to observe this cellphone
Summary
Propensity of consumer to observe and adopt the behavior of others are affected by the following factors: propensity of consumers to accept or deny decision risk for purchasing, that is the propensity to analyze and have deep thought in choosing a brand, self- confidence of consumers in having satisfaction, decision ability and tendency to imitate others (Simpson, 2008). Some researches show that consumers postpone choosing a brand or product (Dhar, 1997; Tversky and Shafir, 1992). Consumers who look for special product or persons who infer from important behavior of others look for information about what others buy (Park and Lessig, 1977). Propensity to observe is the will of/ or quality of consumers who notice purchasing behavior of determinate and indeterminate consumers, and at the time of decision making use these observations (Park and Lessig, 1977). Individual differences of persons, that is different traits, different time of making decision for purchase and lack of knowledge cause differences in extension of behavior. There are few researches that have examined consumer propensity to observe (Kivetz and Simonson, 2000)
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