Consumer Purchasing decision: Choosing the Marketing Strategy to influence consumer decision making

Abstract

The purpose of this study was to investigate the role that marketing strategy plays as a determining element in the decision-making process of consumers. The current study made use of the quantitative research approach by customizing a questionnaire based on information gleaned from academic sources. This particular study had a sample size of 162 participants, all of whom were selected at random throughout the selection process. According to the findings, penetration pricing exerts a substantial and beneficial impact on the decision-making process of consumers at the 5% level. According to the findings, price skimming has a substantial and favorable effect on the decision-making process of consumers at the 5% level. According to the findings, marketing sharing websites have a considerable beneficial impact on the decision-making process of consumers at the 5% level. The findings indicate that blogs have a considerable and beneficial effect on the decision-making process of consumers at the 5% level. According to the findings, competitive pricing has a substantial and favorable impact on the choice-making process of consumers at the 5% level. Furthermore, every beta value exceeds the.001 threshold. All of the models have extremely high adjusted R2, which indicates that the models are very capable of explaining the variance in consumer decision-making that is caused by the variation in the independent variables. The F-value demonstrates that the explanatory variables are jointly statistically significant in the model, and the Durbin-Watson (DW) statistics demonstrate that there is autocorrelation in the models. Both of these findings are supported by the model's positive autocorrelation.