An Analytical Study on Factors Influencing Customer Purchase Decisions Two Wheeler

Abstract

Customer purchase decisions play a vital role in determining the success of products and businesses in today's highly competitive marketplace. Consumers evaluate various factors before making a purchase decision, including product quality, price, brand image, product features, availability, promotional activities, social influence, and after-sales service. Understanding these factors is essential for marketers and business organizations to develop effective strategies that satisfy customer needs and improve market performance. This theoretical paper reviews established theories and existing literature related to consumer buying behaviour and purchase decision-making. It examines major theoretical models such as the Consumer Decision-Making Process, the Theory of Planned Behavior (TPB), and the Engel–Kollat–Blackwell (EKB) Model to explain how different internal and external factors influence consumer purchasing behaviour. Based on the review, the paper proposes a conceptual framework that illustrates the relationship between key influencing factors and customer purchase decisions. The study concludes that customer purchase decisions are shaped by a combination of psychological, social, economic, and marketing factors. The proposed framework provides a foundation for future empirical research and offers useful insights for marketers seeking to understand consumer behaviour and design customer-oriented marketing strategies.