Volume 34, Issue 1, 2025
DOI: 10.53555/03276716.2025.09
Impact Analysis of Marketing Elements on Purchase Intention and Consumer Buying Patterns: An Empirical Framework
Abstract
This study aims to examine how consumer purchasing behaviour for a range of items from diverse brands is influenced by advertising, brand awareness, familiarity, expertise, and popularity. In addition, the study delves into the ways in which purchase intention acts as a mediator between various marketing elements and the products that consumers ultimately buy. The study used a cross-sectional design. Among 300 city residents who had shopped online for local brands, 4500 filled out the self-administered questionnaire. After removing invalid or missing responses, only 389 surveys remained for final data analysis. PLS-SEM was implemented in order to evaluate the proposed framework in the research. It was discovered that each of the marketing components indicated above had a favorable impact on consumers' online shopping habits when it came to local businesses. Research shows that consumers' intent to buy has a favorable effect on their engagement in online shopping. The online purchasing intentions among customers were discovered to partially mediate their online purchasing behaviour. The impact of marketing components (advertising, brand awareness, familiarity, expertise, and popularity) on local brand purchasing behaviour in a virtual setting from the viewpoint of growing Indian states like Chennai remains to be examined in any research. Additionally, this study is ground-breaking since it investigates for the first time which factors significantly influence consumers' willingness to shop online.
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