The Moderating Effect of Price Conscious Purchasing Style on the Relationship of Quality Conscious Purchasing Style and Consumers Confusion

Abstract

The shortening of product life cycle, heavy message traffic along with the products placed in the market with innovative strategies to meet the needs of different market segments, similar perceived characteristics and uncertainty can confuse the consumers. Businesses can reach the consumers through many different channels and consumers can obtain different consumers experiences, these made it possible that a lot of information can be assessed during the purchasing process. In addition to that, purchasing styles of consumers can be influenced by very different purchasing styles. This study aims to investigate the moderating effect of price-conscious purchasing style on the relationship of quality-conscious purchasing style and consumer confusion. Research is based on descriptive and relational model. Data were collected through structured questionnaires. Convenience sampling method was used as the sampling method. Factor analysis and hierarchical multiple regression were used during the data analysis. According to the research results, it is determined that price conciousness purchasing style has a moderating effect on the relationship of quality consciousness purchasing style and consumer confusion.