MARKETING STIMULI AND PURCHASE BEHAVIOR OF CUSTOMERS FOR SMART PHONES: A CLOSER LOOK AT CONSUMER INVOLVEMENT

Abstract

The study has used the claims of S-O-R model regarding consumer behavior and investigates the impact of marketing stimuli on purchase behavior of Smartphone users, to add value in the concept; researcher has conceptualized the consumer involvement as a mediator between the relationships. A sample of 318 Smartphone users responded through convenient sampling technique. The findings of the research unfold that marketing stimuli has positive impact on both consumer involvement and purchase behavior. Whereas consumer involvement does mediate the relationship between marketing stimuli and purchase behavior. The major contribution of this research is that it provides deep insight into use of marketing stimuli in studying consumer purchase behavior. Further studies should prioritize the dimensions of marketing stimuli with respect to their impact on consumer involvement and purchase behavior.