Abstract:
Consumers, in the post conflict marketing environment, who have
returned to their habitual life, become more knowledgeable, less naive,
and less easily influenced, in addition they have more choices. Present
study integrated several dimensions, such as product benefits,
demographic variables, and interpersonal influence affecting consumer
decision making and repurchase intention. The framework is tested
using standard multiple regression analysis to determine the linear
relationship among all these variables. 600 consumers were selected
based on convenience sampling technique in the northern province of
Sri Lanka. The results of this research shows that Consumers'
preference differs on which product benefit they emphasize more as
compared to the others and the issue of how significantly others
influence their buying decisions and repurchase intention. The findings
revealed that purchasing high involvement products was regarded as a
very important decision in comparison to purchasing low involvement
products. Quality, price, brand name and product information,
promotional activities had significant direct relationship on repurchase
intention for high involvement products. While for low involvement
products, price, promotion and brand name significantly predict
consumers' repurchase intention. The influence of spouses, siblings,
family members, friends, coworkers significantly affect repurchase
intention regardless of whether the products are low involvement
products or high involvement products. The implications of this research
contribute to the body of knowledge by model building on consumer
purchase behavior. Research model will provide an important input to
the marketing decision-making process and management decision.
