Structural model of consumer behavior of durable consumer goods (household appliances)

Subject Areas : Marketing

بهمن نقدی ¹ , Abdullah Naami ² , naser azad ³ , mohammad nasrollahniya ⁴

1 - دانشجوی دکتری مدیریت بازاریابی دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران ، ایران
2 - Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Faculty of Management, South Tehran Branch, Tehran, Iran
4 - Department of Business Management, Faculty of Management, South Tehran Branch, Tehran, Iran

Received: 2023-12-22 Accepted : 2024-04-07 Published : 2024-06-21

Keywords: Consumer behavior, consumer durables, value theory,

Abstract :

Due to the great changes that have occurred in the market of durable consumer goods (such as household appliances), the decision-making behavior, purchase and consumption of products by consumers have also undergone changes with changes in marketing strategies, social, cultural and environmental factors. will be accompanied. Meanwhile, consumption values ​​play a very important role in consumer behavior. Considering this importance, the current research seeks to examine "the structural model of consumer behavior of durable consumer goods (household appliances)". The approach of this research is quantitative, which was carried out with a descriptive-survey method. The data collection method is a field that was distributed with the help of a questionnaire among 384 citizens of Tehran based on cluster sampling and then analyzed through the structural equation method and with the help of PLS ​​software. The results showed that purchase values ​​have an effect on consumer behavior and the effect of consumer behavior, foundational values ​​and consumer market conditions on improvement strategies is also confirmed. Finally, it was found that improvement strategies have an effect on consumer liberation and consumer loyalty.

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