Open AccessImpact of pre-purchase consumer behaviour on teen purchase decision making
Author(s) -
S. Akshaya,
R. Savithri
Publication year - 2022
Publication title -
international journal of health sciences (ijhs) (en línea)
Language(s) - English
Resource type - Journals
eISSN - 2550-6978
pISSN - 2550-696X
DOI - 10.53730/ijhs.v6ns2.5251
Subject(s) - advertising , business , marketing , perception , quality (philosophy) , decision making , decision process , consumer behaviour , purchasing , psychology , philosophy , process management , epistemology , neuroscience
Cake is often served as a festive dish on formal occasions such as weddings, anniversaries and birthdays. Cakes are mostly preferred by the teens to gain energy. Consumer awareness of a brand increases through advertisements. Advertisements play a major role in inducing the customers to purchase the products. The cakes quality, price and ambience of cake shops induce teens to make decision as regards purchase of cakes. Pre purchase behavior actually includes the understanding of the consumer set of decisions. Purchase decision is the process that leads a consumer from identifying a requirement, generating options, and choosing a particular brand. The main aim of this study is to understand teen purchase decision making as regards cake brands in Chennai city. Data has been collected with the help of a structured questionnaire which comprises two parts. Part I deals with the demographic profile of customers and Part II deals with teen perception as regards teen consumer purchase decision making as regards cake brands. The questionnaires were distributed through online among 100 respondents in Chennai city. Simple percentage analysis was applied to find the demographic and teen marketing perception as regards cake brands.