EFFECTS OF CONSUMER PERCEPTION ON DECISION TO PURCHASE: A CASE OF SAMSUNG ELECTRONICS

Abstract

Consumer behavior is a major factor in the recession or the flow of business activities in a consumer-oriented society. The purpose of this study is to identify the factors influencing consumer perception on consumer decision. This research is practical in terms of purpose, and typically, it is designed as a correlative survey. The target population of the study is the consumers of Samsung electronics. A total of 400 questionnaires have been distributed among the target respondents out of which 387 have been completed and received. The Cronbach alpha values of each research variable are higher than 0.7 that indicates their reliability. The structural equation modeling approach analyzed by LISREL software has been used to investigate the research hypotheses.  The results of research hypotheses test showed that all of the study hypotheses stand confirmed. This means that the impact of customers' perception of private brands, quality and ambiguity recognition on acceptance of Samsung electronics consumers is meaningful.