Factors Influencing Consumer Behavior: A Case of Television Buying in Nepalese Market

Abstract

The purpose of the study is to investigate the effect of product quality, perceived price and social factors on buying decision in the buying of Television set in Nepalese market. Primary data were collected through structured questionnaire in the five point Likert scale. Convenient sampling was used and Kathmandu was the sampling location. 500 questionnaires were distributed to television users among them 394 questionnaires were collected. SPSS software has been used to processing and analyzes the data. Mean, Standard Deviation, Correlation and Regression techniques have been used to analyze the data. The research paper found that there is significant relationship between independent variables and dependent variable consumer behavior. There is significant and positive influence of product quality and perceived price and social factors on consumer behavior in television buying in Nepalese market.

Keywords: Consumer Behavior, Product Quality, Perceived Price, Social Factors

DOI: 10.7176/EJBM/12-21-08

Publication date:July 31^st 2020