For Research : Purchase Intention

Understanding consumers’ purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm’s prospects for survival and growth, and enhancing shareholder value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding of consumer purchasing behavior. Blackwell, Miniard, and Engel (2001) revealed that purchase intention represent to what consumers think they will buy. Theory of planned behavior proposed that consumers’ purchase intentions are affected by three factors— their attitudes, group’s influences, and their own perceived control. These three factors are relatively strength of effects on consumers’ purchase intentions that could be expected to have a vary cross behaviors and situations.