Abstract
The purpose of the study is to investigate the effect of product quality, perceived price and social factors on buying decision in the buying of Television set in Nepalese market. Primary data were collected through structured questionnaire in the five point Likert scale. Convenient sampling was used and Kathmandu was the sampling location. 500 questionnaires were distributed to television users among them 394 questionnaires were collected. SPSS software has been used to processing and analyzes the data. Mean, Standard Deviation, Correlation and Regression techniques have been used to analyze the data. The research paper found that there is significant relationship between independent variables and dependent variable consumer behavior. There is significant and positive influence of product quality and perceived price and social factors on consumer behavior in television buying in Nepalese market. Keywords: Consumer Behavior, Product Quality, Perceived Price, Social Factors DOI: 10.7176/EJBM/12-21-08 Publication date: July 31 st 2020
Highlights
Background of the study TheTV set was historically considered luxury items
Researchers have found, according to Chang & Wildt (2006), that perceived quality and perceived price is significantly associated in the expected direction, and perceived quality is significantly associated with the intention to buy
Objectives of the Study This study aims to explore the association between factors affecting on buying behavior taking the reference of Television
Summary
Background of the study TheTV set was historically considered luxury items. Nowadays television is becoming a must. The consumer behavior refers to the behavior that consumer displayed in searching for, purchasing, using, evaluating and disposing of products and service that they expect will satisfy their needs. Consumer behavior is an individual's psychological factors which make the difference in the purchase of any goods, services and everything else. Consumer behavior study involves the assessment, search, purchase, consumption, and post-purchase behavior of consumers, and the disposal of purchased products that take into account environment and personal characteristics. This is the body of information that examines different aspects of the individual's purchasing and consumption of goods and services. The American Marketing Association ( AMA) defines consumer behavior as the dynamic interaction of cognition , behavior & environmental events through which humans exchange aspects of their lives with different social and psychological variables at play
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