Prediction Of Consumer Behavior Based On Psychological Factors: A Study Conducted Among Online Electronic Shoppers

Abstract

The organizations and business firms often have the dilemma of the reasons for which the purchase behavior of one consumer varies from that of the other. They make an attempt in understanding the factors that affect the buying behavior of a consumer. The buying behavior of a consumer gets affected by certain psychological factors such as attitudes & beliefs, perception, learning and motivation. In this context, an attempt has been made in this research article to explore the influence of the psychological factors over the consumer behaviour. The study has been done among the consumers of electronics products in Ernakulum. Respondents for the study have been selected through Convenience sampling method of sampling and the size of the sample has been fixed as 100. Data required for the study has been collected through a questionnaire and analysis has been performed through regression analysis. Outcomes of the study reveal the fact that that the psychological factors of the consumers about various facets regarding the purchase of electronics products affect their behavior