An Empirical Study of the Relationship between the Theory of Reasoned Action and Buyers Preference.
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 3
Abstract
The success and failure of marketing strategies hinge on the ability of organisations to understand the purchasing psychology of consumers in the market. A lot of research has been done on the matter of buyer’s preference, but very few studies have factored in the buyer’s attitudes, subjective norms and motivation as factors that affect buyer’s preference. These variables come together under the Theory of Reasoned Action by Martin Fishbein and Icek Ajzen. The objective of this study investigated if preferences exist in buyer’s choices of products, and if so why these preferences exist. This study specifically investigated the purchase of mobile phones, whose brands offered near same values and prices. Data on buyer preferences was sourced from 100 respondents through the use of a questionnaires. The data was analysed on SPSS 23 using Kendall’s Dau correlation to determine the relationship between buyer’s preference and choice of product. The findings suggest that a relationship does exist between buyer’s preference and choice of products and the reasons given for these preferences. The findings of the study have implications for organisations in the development of marketing and corporate strategies in enhancing competitive advantage and advances the body of knowledge in relation to the validity of the theory with respect to costumers from the Nigerian context. The marketing department of every organization should conduct analysis on the purchasing psychology of consumers in their industry and maximize it in order to influence their choice of product.
Authors and Affiliations
Obayan Joshua, Chifulumnanya Mbonu, Oyeniyi Oke
Keywords
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