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Consumer Purchase Intentions

Purchase intention refers to the tendency to buy a certain commodity, service or product. It
expresses whether the probability of an individual to purchase that certain product/service
exists or not. Research conducted previously have used buying behavior/purchase intention as
a dependent variable.

Buying behavior is occurred when customers are affected by external factors and come to a
point when they have to decide on the basis of their own needs and nature. This element
always arises after perceived benefit or in other words perception of that certain brand based
on value and convenience.

Customer attitude and perception of non-internal factors enhances the buying intention.
Consumers tend to buy those products that have existing brand value to them, because a
decent brand image can make you feel trustworthy. If a brand tends to show products functions
that fulfill consumer needs will associate the buyers with psychological factors and give rise to
relationship between these elements hence raising purchase intention accordingly.

(Alsmadi, Sami. (2006))

Purpose of the study

Celebrity endorsement is quite refined and well studies in the past, however much this research
has shown conflicting results in the past. The major purpose of this research is to link credibility
and attractiveness of celebrities that are endorsed in cell phone industry by different brands in
the Pakistani market to the consumer buying behavior or purchase intention with the perceived
brand image acing as a variable that effects this relationship negatively or positively.

Living in a time where a variety of brands tend to give rise to the endorsement of celebrities in
cell phone ads to enhance sales, there is much work done in the Pakistani market but there is
not much data that exhibits the credibility of this relationship. This research tends to highlight
different dimensions of the endorsement of celebrities in cell phone industry of Pakistan
(Costanzo, Paul J. and Goodnight, Janelle E., 2005) .

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