Purchasing Decisions in Terms of Perceived Quality and Product Knowledge towards Electrical Products

Abstract

The present research paper investigates the factors influencing purchasing decisions concerning electrical products, specifically focusing on the role of perceived quality and product knowledge. As consumers’ expectations and preferences evolve, understanding how individuals perceive quality and employ product knowledge is crucial for marketers and manufacturers aiming to develop effective marketing strategies. This study aims to contribute to the existing literature by exploring the relationships between perceived quality, product knowledge, and purchasing decisions in the context of electrical products. The research employs a quantitative approach, utilizing a survey questionnaire administered to a diverse sample of consumers. Multiple dimensions of perceived quality are assessed, including durability, reliability, performance, aesthetics, and customer service. Product knowledge is measured by evaluating consumers’ familiarity with technical specifications, features, and brand reputation. The survey also captures demographic variables and purchase-related information to analyse potential variations in purchasing behaviour. The findings reveal a positive correlation between perceived quality and purchasing decisions, indicating that consumers tend to prioritize products with higher perceived quality when making purchasing choices. Moreover, the study highlights the significant impact of product knowledge on purchasing decisions, indicating that consumers with a higher level of product knowledge are more likely to make informed and favourable purchase decisions. Furthermore, the research identifies specific dimensions of perceived quality that have a stronger influence on purchasing decisions, shedding light on the aspects that hold greater importance for consumers in the context of electrical products. The study also examines the moderating role of demographic factors, such as age, gender, and income, on the relationship between perceived quality, product knowledge, and purchasing decisions. The results of this research paper have implications for marketers, manufacturers, and policymakers. Understanding the determinants of consumers’ purchasing decisions can assist in developing targeted marketing strategies, enhancing product development processes, and providing tailored information to consumers. By addressing the factors influencing perceived quality and product knowledge, stakeholders can improve consumer satisfaction and loyalty, leading to long-term success in the highly competitive electrical products market.