The role of external factors of costumer in the process of making purchase decision

• Author: Ilire Ahmeti - Betim Spahiu
• Position: The College of International Management 'Globus', Prishtina
• Pages: 40-47

40

Vol. 6 No.2

September, 2020

Balkan Journal of Interdisciplinary Research

IIPCCL Publishing, Graz-Austria

ISSN 2410-759X

Acces online at www.iipccl.org

The role of external factors of costumer in the process of making purchase

decision

PhD Ilire Ahmeti

The College of International Management “Globus”, Prishtina

PhD Betim Spahiu

Abstract

The success of every enterprise operating in the marketplace always depends on the study and

management of consumer behavior. The aims of this paper are to study consumer behavior in

product selection, based on the importance it gives to consumer behavior that accompanies

the product, its choice, and the impact of consumer socio-demographic and psychological

characteristics in product selection.

In the fi rst years a er the end of the war, Kosovo businesses were not preoccupied with

marketing and customer care, and today they are essential in doing business. It is crucial for

any business to understand that excellent customer behavior helps create a strong customer

relationship.

The institutional environment is not properly designed to go about doing business. This has

led many small and medium-sized enterprises to move from production to service and trade.

Su ce it to say that this structure is 53 percent made up of trade companies, while 26 percent

is in other services, and much less in production.

Consumer behavior is described as the process of developing a product, service, and strategy

based on what customers want. Here, various aspects of consumption and behavior are

examined such as: motivation, personality, knowledge acquired, a itudes, the process during

consumers make purchasing and consumption decisions. It also includes an understanding of

macroeconomic aspects such as culture, family-wide infl uences that a ect consumer behavior,

which o en makes them loyal to particular products, services and brands. Consumers have

certain expectations from the product / service and those are: Quality, Features, Value, Price

and direct communication with customers.

Keywords: Consumer Behavior, Marketing, Product, Characteristic, Costumer.

Problem Statement

In addition, the consumer isconfronted with the information of electronic and print

media regarding information on branded products. When it comes to food products,

this information is very important in decision-making process because the choice of

products and brands directly a ects the quality of life, their body and family. The

decision-making process for selecting product brands and the credibility of the sales

units that markets them is crucial and vital.

How production companies understand competition and how prepared are they to

stay in competition.

The aims of this study are to analyze consumer behavior in product selection.

 The study of consumer behavior in the selection of products, based on the

importance and space it gives to the a ributes that accompany the product in its