| The present research was based on the factors affecting purchasing decisions of the consumers in Jiangsu district in Nanjing City.Investigating the important factors that affects the consumers purchasing decision was one of the main objectives of conducting this research study.Whereby the specific objectives were find out the income levels of the consumers,to identify data of suppliers by retailers and wholesalers existing in Nanjing and another objective was to identify factors influencing purchase decision on the consumers.The study included a sample of 100 consumers and 20 staff,who were interviewed to know the factors affecting purchasing decisions of the consumers.Purposive sampling and Convenience sampling which was very useful in obtaining the sample of respondents in this study.Data was collected from various questionnaires method and interview method in which both primary and secondary data were used.Primary data such as questionnaires and interviews which was conducted and secondary data in which documentary review was performed.Data analysis was mainly based on descriptive statistics whereby the results was presented in tables and percentages.In this field study the the different factors discovered by the researcher affecting purchasing decisions,especially those which influence consumers buying behavior whereby the researcher also discovered subjective factors and objective factors which always motivate buying behavior for example the individual factors,final consumers,price,and also the quality and trust towards the environment which was used in the purchasing process.Through this the findings the company is advised to allocate resources properly,also advised to allocate distributers in order to create good satisfaction and company should put limitation on the issue of increase price because some of the area where complain about it.And lastly government should provide seminars and training to the consumers in order to look on the different factors affecting purchasing and do not based on only single factor of price. |
