Consumer Awareness of E-banking 1. Independent Variable: Consumer Awareness Consumer awareness means consumer’s right to be aware of products they intend to purchase (Dommeyer and Gross, 2009).It means consumers are aware of products or services offered by certain firms. i. Ajzen’s Theory of Planned Behavior This theory shows the relationship between knowledge and consumer behavior. It states that individual’s intentions to act or not to act in a particular are a requirement to a certain action (Ajzen, 1991). This invention can be affected by time and other factors that affect the willingness of a consumer to intent.
Few of the important Psychological Factors are: Self-Concept, Motivation, Perception, Knowledge and Belief and Attitudes. Psychological Factors The Internal influences that have effect on consumer behavior consist of an individual’s perception, learning, memory, motives, personality, emotions and attitudes. (Hawkins & Mothersbaugh, 2010, 274-275). The buying behavior of consumers is affected by various of psychological factors. The most important ones Motivation, Perception, Self-concept, Knowledge and Belief and Attitudes.
Better understanding of consumer result in an efficient marketing strategies. The factors that influence consumer decision in fashion clothing can be mainly divided into three variables: Demographic, Psychographic and Socio-Cultural Influences. Consumer and Consumer decision A consumer is one who determine personal wants, buy products, and uses those products.
According to Gherasim (2013), these groups of consumers can influence within the formal social relationship and common activity such as trade association and club and society. (ii) Affiliation groups/ dissociative groups According to Carmen (2010), these groups of consumers are wished to belong. Since the consumers will follow the groups’ behavior in the hope of affiliation as member, so these groups will be very powerful in influencing behavior. According to Carmen (2010), these groups of consumers are does not wished to belong but they are no difficulty accept by the group (Gherasim, 2013). Regarding to Carmen (2010) and Gherasim (2013), the tendency of individuals likely to avoid these groups will bring negative influence on consumers.
In china Consumers’ who have affective attitudes towards luxury brands are deriving their feelings towards psychological experience with luxury brands. Li, Monroe, and Chan (1994) argued that affective attitudes have influence on consumer’ purchase intention, and more specifically, they can strongly influence purchase intention toward fashion product (Bian and Forsythe 2012). Through
There may be both positive and negative feelings attached to a language. Baker (1992: 11) quotes Ajzen (1988) who says, attitude is ‘a disposition to respond favourably or unfavourably to an object, person, institution, or event’. It means that if a speech community shows their unfavourablity to a particular language, that language is unlikely to survive and vice-versa. Ben (1968) says, ‘attitudes are self-descriptions or self-perceptions’. That means that attitude can be identified through observations of the individuals own behaviour.
Factors influencing buying behavior: Consumer buying behavior is influenced by both internal and external factors Internal Factors: The very first thing that comes under the internal factor is Perception. How your consumers form feelings through interpreting the information from their knowledge and experience. Second thing is marketer should analyze the personalities and attitudes of their consumers; this could expand their product’s target audience because consumers take purchase decisions to support their self concept. Consumer’s life styles are now shifting towards healthier and independent lifestyle. So the motivation factor also exerts impact that how much efforts their consumers willing to put in their purchase decisions.
Consumer's buying behavior is strongly influenced by cultural, social, individual and psychological factors. In this paragraph we are looking at psychological factors. It is well known that human’s behavior is controlled by his psychological activities. Therefore in marketing, despite the ever changing consumers’ demand and buying behaviors, all are built on the basis of psychological activity process. The main factors in this area that affect the process of consumer psychological activities are : perception, personality, attidues, motivation and learning.
Literature review Consumer Behaviour The American Marketing Association defines consumer behavior as the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives (American Marketing Association 2015). Furthermore, consumer behaviour is not only about buying products, it also includes the study of how possession of products affects our lives and how it influences the way we feel about ourselves and about each other (Solomon, Bamossy and Askegaard 2013). Consumer behaviour can also be referred to as the study of the acquisition, consumption, use, and even disposal of products, services, experiences, or ideas, by consumers. Under greater consideration consumer behavior can be defined as the study of how and when individuals, groups and organizations select, purchase, use and even dispose of products, services, experiences or ideas to satisfy their needs. It also involves the study of reasoning behind consumption choices.
2.3.2 Attitude is a key variable to impact consumer behavior Consumer’s attitude originates from his past consumption experience and has an immediate impact on his future purchasing behavior (Kim et al, 2013). To some extent, consumer’s positive attitude towards products, i.e. brand preference, can have the effect of “love me, love my dog”, and vice versa, which serves one of the reasons for marketer to study the attitude. Through their remarks for products and their negative or positive behaviors, we can follow consumer’s attitude towards the products. Consumer’s attitude consists of cognition, feeling and behavior tendency.