Study on Compromise Effect on Consumers Behavior

Abstract

Consumer purchasing behaviour is determined by how they think about the products they will purchase. The decision to purchase a specific product is obviously influenced by the buyer's attitude. Buyers will also feel more at ease if their actions are approved of and meet the expectations of those close to them. While the formation of a particular attitude has no effect on subjective judgement, the effect of compromise is likely to contribute to its formation. As it is still unclear, the primary goal of this study is to clarify it. Furthermore, while an attitude is theorised to be a predictor of behaviour, the study's secondary goal is to strengthen previous findings through behavioural intention. Similarly, the study will investigate the other predictors of behavioural intention in relation to the behavioural intention itself, in accordance with the theory of planned behaviour. Using the convenience and judgement technique, a sample of 100 respondents was compiled. Amos 16.0 and SPSS 16.0 were used to analyse the data. As expected, the compromise effect had a significant influence on whether the customers’ attitude or the subjective norm was the main determinant. Customers' attitude, subjective norm, and perceived behavioural control were also found to be good predictors of customers' behavioural intentions. The findings of this study, particularly the influence of the compromise effect in  developing consumers’ attitudes and social pressure, are supposed to contribute to a large extent in building up a new theory; or at least give further explanations about attitude’s determination in executing a particular behavior.