An analysis of customer purchase intention and its antecedents in respiratory medical device

Abstract

Consumer Behaviour refers to the study of buying tendencies of consumers. Purchase intention can be defined as individual s intention to buy a specific brand individual who want to buy a specific brand which they has chosen for themselves after certain evaluation. Consumer purchase intention refers to the possibility of consumers willingness of purchasing some specific products (Dodds, Monroe and Grewal, 1991). newlineThe main catalyst which triggers the buying decision of an individual is need for a particular product/service. Consumers purchase products and services as and when need arise. An individual that goes for shopping does not necessarily end up buying products. There are several stages a consumer goes through before he finally picks up things available in the market. Customer purchase intention consists of an amalgamation of various antecedents that built it up. newlineThe importance of customer purchase intention has been recognized in the marketing literature for last several decades in various fields, yet conceptualization and empirical validation of customer constructs into purchase intention in respiratory medical equipment (especially in Cpap/Bipap) has not been addressed. newlineThe customer being the focus of several research studies lacks in explicitly incorporating various customer antecedents that are important in understanding the customer preferences in the medical equipment products in the Indian context. newlineThe study examines the priority of antecedents of the customer purchase intention while purchasing general healthcare equipment namely glucometer and respiratory medical equipment namely Cpap/Bipap and the discussion regarding the reasons for the identified patterns. newlineIn last few decades lot of research has been conducted in the field of Customer purchase intention. However, there still remain some problems which have not been answered satisfactory. The study focuses on finding out antecedents of CPI and then examining the relationship of antecedents of CPI in the respiratory medical equipment.