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Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

Author

Listed:
  • Mir Kanan Mansurzada

    (Innovation and Digital Development Agency, Baku, Azerbaijan)

  • Bahman Huseynli

    (Azerbaijan State University of Economics (UNEC), Baku, Azerbaijan)

Abstract

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

Suggested Citation

  • Mir Kanan Mansurzada & Bahman Huseynli, 2024. "Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market," Upravlenets, Ural State University of Economics, vol. 15(4), pages 81-91, September.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:4:p:81-91
    DOI: 10.29141/2218-5003-2024-15-4-7
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    References listed on IDEAS

    as
    1. Nigar Huseynli, 2022. "Impact of Revenues from Oil and Non-Oil Sectors on the Economic Growth of Azerbaijan," International Journal of Energy Economics and Policy, Econjournals, vol. 12(5), pages 31-35, September.
    2. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer behaviour; buying decision; brand image; product quality; price; coffee shops market; Azerbaijan;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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