EXAMINING THE FACTORS SHAPING PURCHASE DECISIONS FOR SUSTAINABLE CONSUMER DURABLE KITCHEN PRODUCTS

Abstract [English]

This research delves into the various factors influencing consumers’ decision-making when it comes to purchasing kitchen appliances in the dynamic setting of shopping malls. Given the evolving nature of contemporary consumerism and the changing role of kitchens beyond mere functionality, a thorough exploration of factors affecting consumer choices becomes essential. The study relies on established models like the Consumer Decision-Making Process, Theory of Planned Behavior, Technology Acceptance Model, and Brand Equity model to construct a robust theoretical framework.
To comprehensively understand the influences on consumer decision-making, the research employs a mixed-methods approach, incorporating both quantitative surveys and qualitative interviews. Quantitative surveys focus on gathering demographic information, preferences, and behavioral patterns, while qualitative interviews offer nuanced insights into the subjective aspects of the decision-making process. The examination of variables includes factors such as brand perception, pricing dynamics, and product features, providing an all-encompassing analysis of the factors guiding consumer choices.