British Journal of Marketing Studies (BJMS)

EA Journals

Purchase decision

Dominance of Spouses of Igbo Households in Purchase Decision of Household Goods in Anambra State, Nigeria (Published)

The objective of the study was to determine the extent of influence of couples in the purchase decision of selected household products/services – children schooling, sitting room sofa, television, refrigerator, car/motor-cycle and land property, for the family. 200 couples were sampled. Data were analyzed in measures of central tendency, and t-tests statistics which results indicated: (1) in need recognition stage of household purchase decision, sitting room sofa, television, car/motorcycle and land property are significantly husband-dominant; refrigerator is significantly wife-dominant; children-schooling is not statistically significant joint decision; (2) in information search stage, children-schooling and sitting room sofa are significantly low influence joint decision; television, car/motorcycle and land property are significantly husband dominant; refrigerator is low influence joint decision and not significant and; (3) in the final decision stage, children-schooling, sitting room sofa, television, car/motorcycle and land property are significantly husband-dominant. Given that decision for almost all the products was husband-dominant, Anambra State of Nigeria was concluded a patriarchal – husband-dominant society. Therefore, marketers of major household goods/services in the area should direct their marketing campaigns majorly at the husbands.

Keywords: Anambra State, Purchase decision, household goods, spousal influence

The Impact of Perceived Value, Quality, and Loyalty on Purchase Decision in the Accessories Department: Study on Saudi Females (Published)

The main purpose of this research is to study and investigate the impacts of perceived value, quality, and loyalty on the purchase decision. Furthermore, to understand the mediator impact of brand trust between the relation of consumers’ perceived value and the purchase decision. This research contains a study that is considered as an empirical study that follows a quantitative method and probability sampling technique. The questionnaire was conducted using internet-based survey where the sample includes random Saudi females living in Riyadh. The study shows that loyalty and quality have significant statistical impacts on the decision making. On the other hand, it shows that perceived value, has an influence on the brand trust but not on the purchase decision.

Keywords: Brand Trust, Loyalty, Perceived Value, Purchase decision, Quality

Investigating Effects of Viral Marketing on Consumer’s Purchasing Decision (Case Study: The Students of the Administrative Sciences College- Najran University) (Published)

The study aims to examine the effects of viral marketing on consumers purchasing decision among the students of administrative science college at Najran University.  The population of this study is consisted of all the students of administrative science college at Najran University, which is according to the latest data, a number of 710 individuals. In order to measure the variables used in this research, a questionnaire was used.  Validity of the above-mentioned questionnaire was confirmed by experts and their reliability were measured using Cronbach’s alpha coefficient that was respectively 0.697. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics (methods like one-way sample test). The findings showed that there is a significant and positive relationship between the viral marketing and the purchase decision; In other words, viral marketing leads costumers to improve their purchase decisions.

Keywords: Purchase decision, Viral marketing

Scroll to Top

Don't miss any Call For Paper update from EA Journals

Fill up the form below and get notified everytime we call for new submissions for our journals.