Factor that effect on consumer behavior: The case of boarding students

Abstract

The objective of this paper is to investigate the buying behavior of boarding students in Pakistan. This is basically an empirical study and a scale was developed to find out the impact of nine variables namely Basic needs, Former experience, friend and family, Recommended by celebrities, product design ,Product quality, Product price , Brand and Discount on price. The questionnaire was distributed among the respondents on the basis of convenience sampling.The results showed that the buying behavior of boarding students are affected all of these factors which are proposed by literature and theoretical framework. Findings from this study provide a useful framework for marketers to link their services; Basic needs, Former experience, friend and family, Recommended by celebrities, product design ,Product quality, Product price , Brand and Discount on price thus enhancing their productivity and profitability in the Pakistani Telenor sector.In order to increase the external validity of results future research can be done using longitudinal designs.