A study of Identity Consumer Purchasing Behavior--Durban

Abstract

This literature review focuses on consumer purchasing behavior and factors that influence consumer purchasing decisions. Notably, this literature review is based on the three main objectives of the study. Regarding consumer purchasing behavior, literature shows that there are four major categories of consumer behavior. They include variety-seeking behavior, habitual-buying behavior, dissonance-reducing buying behavior, and complex buying behavior. These four major consumer behavior categories are based on consumers' level of involvement and differences between product or service brands. Regarding the second objective on the factors that influence consumer purchasing decisions and shopping, current literature shows that cultural, social, personal, and psychological factors influence consumer-buying decisions. Most importantly, in the contemporary world, consumers are highly influenced by environmental sustainability and privacy in online purchases, trust, and social media networks in their buying decisions. These factors might fall under one or more of the major categories. However, they help understand why consumers make certain decisions and choose to shop in particular places. Regarding the third objective that focuses on the role of personal attributes on consumers' purchasing decisions, literature acknowledges age, level of education, level of income, gender, and marital status as the most influential factors. Concerning age, shopping malls are popular among the younger population as well as the educated. Women further frequent malls due to their satisfaction based on the variety of benefits such malls offer. For men, satisfaction with their purchases determines their purchasing behavior and the chances of frequenting certain shopping places. Besides, for the married and those with children, shopping behavior is more likely to be influenced by the family than single consumers who make decisions independently. However, there are still gaps in literature that require future studies to focus more on consumer behavior in the digital age. Overall, the literature provides insight into why some consumers behave in certain ways and choose specific shopping places. A Study to Identify Consumer Purchasing Behavior and Factors that Influence Consumer Purchase Decision: With Reference to Durban