Literature review

Personal values

What are personal values? Personal values are traits or concept that describes the beliefs of an
individual or society (Kahle, 1983; Schwartz,1999) . Personal values are subjective and vary
from one person to another. It also evolves from circumstance to circumstance and changes over
time. (Costa and McCrae, 2001; Schwartz, 1994).

Personal values mainly influence on consumer behavior and It can be define in many ways Ir
may be impression and beliefs and concepts that channelize required and needs of special
events and behavior to desirable wants (Kropp et al., 1999a, 2005) personal value refer to
individual choice,likness and taste(Engel et al., 1995),
Value leads the suitable expresses that a social actor behaviouors and measures cases happened
with people and literally explains a social actor behaviours and others measures observed
(Kluckhohn, 1951; Rokeach, 1973; Schwartz, 1992, 1999)
personal value is defined as the found out faith that taken as the taking ethics in the life of an
individual person (Costa and McCrae, 2001; McCrae and Costa, 1999; Olver and Mooradian,
2003; Rokeach, 1973; Schwartz, 1999).
.Personal values make certain behaviours, actions, judgments and attitude (Beatty et al., 1985;
Rokeach, 1973). Personal values make change you choices and rating of target and thoughts
(Vinson et al., 1977). It is also build positive values and concepts (McCarty and Shrum, 2000).
personal value is as the acquired thoughts that serve as the guiding ethics in the life of an
individualperson (Costa and McCrae, 2001; McCrae and Costa, 1999; Olver and Mooradian,
2003;Rokeach,1973;Schwartz,1999)

Recent marketing value as makes are observably different from the coatings seen in previous
literature on value segmentation (Kamakura and Mazzon, 1991; Kamakura and Novak,
1992).Value leads the suitable expresses that a social actor behaviouors and measures cases
happened with people and literally explains a social actor behaviours and others measures
observed (Kluckhohn, 1951; Rokeach, 1973; Schwartz, 1992, 1999).








Purchase Behavior
The reason why consumers buy what they do is often deeply rooted in their minds,
consequently consumers do not truly know what affects their purchases as ninety-five
percent of the thought, emotion, and learning [that drive our purchases] occur in the unconscious
mind- that is without our awareness (Armstrong et al. 2005).

Major Influence Factors:
Culture Factors
Social Factors
Personal Factors
Culture
Culture is the complex of values, ideas, attitudes and other meaningful symbols that allows
human to communicate, interpret and evaluate as members of society (Blackwell et al, 2001 ).
Each cultural group can be divided into groups consisting of people with common life
experiences and situations, also known as subcultures (Kotler et al. 2005)
Social factor
The second classification of factors affecting Purchase behavior is social grouping, which is
composed of small groups, social roles and status. Some of these groups have a direct
influence on a person, i.e. Membership groups, groups that a person can belong to (Kotler et
al. 2005), and reference groups which serve as direct (face-to-face) or indirect points of
comparison or reference in forming a persons attitudes or beliefs (Armstrong et al. 2005).
Personal Factors
Buyers decision is also determine by personal characteristics such as buyers age, occupation,
Economic situation, lifestyle, personality and self concept (Kotler 2001).

A persons demand for products shifts is depending on occupation and financial situation, as well
as the stage in the life. A persons lifestyle affects and involves his/her activities, interests, and
opinions andalso affects the choice of products (Armstrong et al. 2005). Moreover, all people are
individual; Hence have a unique personality of different characteristics, which is often pictured
with attributes, such as self-confidence, authority, sociability, directions, defensiveness,
adaptability, and aggressiveness (Blackwell et al. 2001).

People know they have many needs which insures direct to drive state. Faison and Edmund
(1977) those acts we purchase consumes and sell the goods and services, including the decision
processes that introduces and influences these behaves Engel, et al. (1986) Is the study of the
processes involved when any person or group person trying to chose, buy, consumes, or dispose
of products, services, estimates, or experiences to satisfy needs and wants Solomon et al. (1995)
The behavior that consumers shows in need for, buying, consuming, evaluating, and disposing
of goods and services that they know will satisfy their wants and needs Schiff man (2007)
Another valuable argument is provided by Egen (2007) on the importance of realizing the
purchasing behavior. According to the author, rational purchasing behaviour can lead to
economic growth. Meanwhile, high tone of local goods and services lead to twisted local
customers base (Blackwell et al, 2006).


Purchase Intention.
When you bought something behind it a reason or plan to purchase a particular goods and
services . Increase such tact to anticipate the individuals or groups behavior from intentions,
researchers have sampled substitute scales (Reichheld2003; Wansink and Ray 2000) and made
various models that answer for checking and accounting of intentions, the diversity through out
customers, alters in real intentions between the time of the study and the time of the others
behavior, and the randomly and nonlinear nature of the relationship between behaviors and
certain times (Bemmaor 1995; Hsiao, Sun, and Morwitz 2002; Juster 1966; Kalwani and Silk
1982; Manski 1990; Mittal and Kamakura 2001;Morrison 1979).
Intention to purchase is such a sort of decision in which examined why a customer purchase a
particular brand therefore knowing something purchasing goods and brands and predicting to
purchase a brand can help to scope the intention of purchasing (Porter, 1974). Porter (1974) also
elaborated customers intention to purchase a focused brand is not merely by his same
brandattitude, but also by his attitudes leading to other brands in choice of set considered.

purchase intention are an important construct widely used in marketing research and marketing
practice in such areas as a new product testing,the single best predictor of an individual behavior
will be a measure of his intention to perform that behavior (Fishbien and ajzen 1975,pg,369)
Past researches has found purchase intention is also positive associated with perceived value
(dads,Monro and grewal 1991,Monro) this studies tell scores by knowing purchasing behaviour
of consumers whose purchase intentions have been checked before actual intention. (Boulding et
al., 1993; Kuo et al., 2009; Liao et al., 2007; Zeithaml et al., 1996). Behavioral intentions here
were subjected to careful formulation (Liao et al., 2007; Soderlund and Ohman, 2005).
Furthermore,the planned at a certain time and place of intentions in behaviors were decide in
advance by an persons attitude towards that especial behavior design(Ajzen&Fishbein,1980).