Consumer behavioural model and the mediating role of branding concept on consumer willingness to purchase electronics products

Abstract

This study ascertained the impact of the consumer behavioural model and the mediating role of the branding concept on consumer willingness to purchase a Samsung family brand in South Africa. This objective is motivated by the highly competitive and dynamic nature of the electronics market, where various factors influence consumers in their decision-making processes. Consequently, additional conceptual variables may also affect consumers' willingness to purchase a Samsung family brand. To achieve the study's objective, a quantitative research method was employed, involving data collection from 150 students at a university in Mthatha. Inferential statistical analysis was conducted through structural equation modelling to elucidate the relationships between variables, utilising SmartPLS and SPSS software as analytical tools. The findings of this study revealed a positive and significant impact of individual factors and branding concepts on consumer willingness to purchase the Samsung family brand. In contrast, social factors and the purchase situation exhibited a positive impact but were deemed insignificant regarding consumer willingness to purchase the brand. Therefore, it is established that, in addition to the positive impact of the consumer behavioural model on consumer willingness to purchase a Samsung family brand, the branding concept also plays a mediating role in this willingness. This study recommends that dealers and marketers of the Samsung family brand place greater emphasis on consumer-valued aspects of both social factors and the purchasing situation, with a particular focus on individual factors and the branding concept, to attract more consumers, particularly rural university students in South Africa.

Keywords

• consumer behaviour
• branding concept
• willingness to purchase
• electronics products