AN EMPIRICAL STUDY OF THE FACTORS INFLUENCING CUSTOMERS’ PURCHASE INTENTION OF DIGITAL CAMERA

Abstract

The aim of this study is to explore marketing mix and characteristics of buyers influencing purchase intention of digital cameras. The study addresses its research objective through an empirical investigation adopting quantitative survey in digital camera sector. Data were collected using an online survey (280 respondents).

The results, analyzed through multiple regression analysis, demonstrate that four factors (place factor, personal factor, social factor, and psychological factor) have significant impact on customers’ purchase Intention, while product factor, price factor, and promotion factor do not have significant impact on customers’ purchase Intention. The research findings provide guidance to managers as to how customers’ purchase intention is influenced by marketing mix and characteristics of buyers. The theoretical and managerial implications of this research are articulated.

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