Modelling the impact of internal and external variables on consumer durables in a matured marketing environment

Sakkthivel, A. M.

doi:10.1504/ijef.2011.043346

“…variables and external variables (influence of peer groups, opinion groups -word of mouth) on consumer buying behavior towards mobile communication services. A T-Test is used to test the hypotheses and construct analysis (Sakkthivel, 2010;Sakkthivel and Sriram, 2011;Sakkthivel, 2011) to identify the high to low impact of the selected variables on consumer buying behavior towards mobile communication services. Cronbach Alpha Reliability Analysis is conducted to test the validity of the collection of the instrument data which produced a .699 response.…”

Section: Methodsmentioning

confidence: 99%

Marketing ethics and competitiveness: A study of deposit money bank in Nigeria

2020

SBJ

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The journal contributes new ideas and themes to the existing knowledge through pragmatic investigation and theoretical analysis to advance an understanding of functioning. SBJ provides an opportunity for enthusiastic researchers to publish their original work on contemporary, innovative, and emerging themes of business and management such as finance & accounting, marketing, supply chain, human resource, and other business-related topics. The journal also publishes reviews of recently released books in the Book Review Section. The aim is to encourage discussion on the ideas expressed by the author/s in newly released books connected to business management and related disciplines.

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“…variables and external variables (influence of peer groups, opinion groups -word of mouth) on consumer buying behavior towards mobile communication services. A T-Test is used to test the hypotheses and construct analysis (Sakkthivel, 2010;Sakkthivel and Sriram, 2011;Sakkthivel, 2011) to identify the high to low impact of the selected variables on consumer buying behavior towards mobile communication services. Cronbach Alpha Reliability Analysis is conducted to test the validity of the collection of the instrument data which produced a .699 response.…”

Section: Research Modelmentioning

confidence: 99%

“…This information would help the companies to design effective promotion mix strategies, in order to reach the target consumers and influence them to make their buying decisions. Construct analysis (Sakkthivel and Sriram, 2011;Sakkthivel, 2011) is made use of to identify the high impact to low impact promotion mix and externalword of mouth variables on consumer buying and decision-making behaviour towards mobile communication services in high mobile use concerning the Sultanate of Oman.…”

Section: Degrees Of Influencementioning

confidence: 99%