You are not logged in.
Openly accessible

The role of external influences in high involvement purchase behaviour

Casidy, Riza and Nayeem, Tahmid 2013, The role of external influences in high involvement purchase behaviour, Marketing Intelligence & Planning, vol. 31, no. 7, pp. 732-745, doi: 10.1108/MIP-02-2013-0030.

Attached Files
Name Description MIMEType Size Downloads
casidy-theroleof-post-2013.pdf Post print application/pdf 497.75KB 369

Title The role of external influences in high involvement purchase behaviour
Author(s) Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Nayeem, Tahmid
Journal name Marketing Intelligence & Planning
Volume number 31
Issue number 7
Start page 732
End page 745
Total pages 14
Publisher Emerald Group Publishing
Place of publication Bingley, UK
Publication date 2013
ISSN 0263-4503
1758-8049
Keyword(s) Culture
Automobile
Consumer decision making
External influences
Summary Purpose
The purpose of this paper is to discover the consumer decision-making style clusters within the context of automobile purchases in Australia. It also examines the differences between consumer decision-making styles in terms of the importance given to external influences, such as importance of dealers, importance of friends/family members, number of cars test driven, time spent researching final decision and importance of information sources (e.g. internet, magazines, TV ads, word of mouth, etc.), prior to making their final purchase decision.

Design/methodology/approach
Data were collected from 209 respondents using self-administered questionnaires. Cluster analysis and ANOVA were employed to identify and analyse the differences between consumer decision-making style clusters. Consumer Styles Inventory (CSI; Sproles and Kendall, 1986) was used to measure respondents’ consumer decision-making styles in relation to automobile purchases.

Findings
Three clusters were identified from the analysis, namely “innovative informed”, “rational confused”, and “traditional habitual”. Significant differences were found between the clusters in terms of the average time they spent with each car dealer, the time they spent on researching final decision and the importance of consulting with family members prior to making their final purchase decision.

Practical implications
The paper found that some consumers rely heavily on friends/families and dealers as the most important sources of information. Other sources of information consumers use include television advertisements, newspapers, billboards and magazines. Based on the findings, marketers should focus on providing similar types of information/messages by using these above-mentioned sources when communicating with this type of consumers. Dealers could be trained to spend time explaining product features and benefits in full with these consumers and their friends and family members whom they are likely to bring along before making the final purchase decision.

Originality/value
The findings of this study have extended the knowledge by determining the impact of external influences on consumer decision-making styles using the CSI in context of specific product which is yet to be known in relation to Australian automobile consumers.
Language eng
DOI 10.1108/MIP-02-2013-0030
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2013, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061062

Document type: Journal Article
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 1 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 294 Abstract Views, 373 File Downloads  -  Detailed Statistics
Created: Wed, 26 Feb 2014, 12:25:20 EST by Riza Casidy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.