Impact of contextual factors, brand loyalty and brand switching on purchase decisions

Paurav Shukla

Research output: Contribution to journalArticlepeer-review


Purpose – The consumer culture in recent times has evolved into one of the most powerful ingredients shaping individuals and societies. Although the behavioural intentions and purchase decisions related models continue to dominate research and managerial practice, a deeper look indicates that most studies do not take the complete picture in account and study parts of the above mentioned phenomena. Furthermore, consumers operate in a dynamic and ever-changing environment which in itself demands a re-examination of their behavioural intentions and purchase decision influences from time to time. This paper aims to focus on these issues. Design/methodology/approach – Using the context of the young adults market, this study looks into how contextual factors vis-a ` -vis loyalty and switching impact consumer purchase intentions. The study involved both qualitative and quantitative research methodology. Findings – The findings suggest that contextual factors have the strongest influence on purchase decisions. Furthermore, contextual factors influence the brand loyalty and switching behaviour. Practical implications – The findings provide important insights with regards to the factors on which practitioners should focus to better tailor their content and approaches. Originality/value – The study supplies unique learning to managers and researchers alike, through conceptualising and subsequently empirically verifying the issue of purchase decision, brand loyalty and switching with regard to contextual factors.
Original languageEnglish
Pages (from-to)348-357
Number of pages10
JournalJournal of Consumer Marketing
Issue number5
Publication statusPublished - Jun 2009


  • Purchasing, Brand loyalty


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