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Study of Purchase Behaviour Using Black Box Model

In: Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)

Author

Listed:
  • J. Reeves Wesley

    (VIT University, VIT Business School)

  • G. R. Logeshwari

    (VIT University, VIT Business School)

  • K. Mercy Freeda

    (VIT University, VIT Business School)

  • G. Pavithra

    (VIT University, VIT Business School)

  • R. Prathiksha

    (VIT University, VIT Business School)

Abstract

The Black Box model is a contemporary framework designed to be cognizant of the behavioral patterns of the consumers. The objective of this study is to understand the level of influence of the Marketing mix elements, Environmental factors, Consumer characteristics, brand image and Sociological preferences on Purchase decisions and also the mediating effect of brand awareness. The data were collected from 203 respondents belonging to the age group 18–24 using a questionnaire. Structural Equation Modelling was used to test the framework. Results showed that environmental factors, brand image and sociological preferences directly influence the purchase decision, and this relationship was partially mediated by awareness.

Suggested Citation

  • J. Reeves Wesley & G. R. Logeshwari & K. Mercy Freeda & G. Pavithra & R. Prathiksha, 2023. "Study of Purchase Behaviour Using Black Box Model," Advances in Economics, Business and Management Research, in: Sudarsan Jayasingh & Kirubaharan Boobalan & Thiruvenkadam Thiagarajan (ed.), Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), pages 3-11, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-162-3_2
    DOI: 10.2991/978-94-6463-162-3_2
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