Brand Personality and Consumer Behavior for Laptop Purchases in Nepal

• 영문명: Brand Personality and Consumer Behavior for Laptop Purchases in Nepal
• 발행기관: 한국유통과학회
• 저자명: Bharat RAI Rewan Kumar DAHAL Binod GHIMIRE
• 간행물 정보: 『유통과학연구(JDS)』제21권 제4호, 35~45쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.04.30

영문 초록

Purpose: The study's objective was to examine the impact of brand personality dimensions on consumer behavior for laptop purchases in Nepal. Research Materials and Methods: The study included descriptive and explanatory research designs. A structured questionnaire with a purposive sampling method was employed to gather the necessary information for the study. The survey data were analyzed using a quantitative approach. The study used descriptive statistics to characterize the response conditions. Correlation analysis was used to investigate the relationship between brand personality dimensions and consumer behavior. Regression path analysis was employed to identify the effect of brand personality dimensions and consumer behavior. Results: The result of regression path analysis showed that the three dimensions - competency, ruggedness, and sophistication, have a significant effect on consumer behavior, and the two dimensions- sincerity and excitement do not have a substantial impact on consumer behavior in laptop buying in Nepal. Conclusions and Implications: Such findings can serve as pioneering empirical evidence and provide a framework for marketers and future studies in various scenarios. The study's findings can help marketing managers in handling information management. Manufacturers, wholesalers, and retailers can also use the results in formulating marketing strategies, and marketers need to be aware of such considerations for influencing consumer behavior.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results

5. Discussions

6. Conclusions and Implications

References

키워드

Competency Excitement Marketing Ruggedness Sincerity Sophistication