UNDERPINNING THEORY

 Consumer Purchase Decision 

Theory of Planned Behaviour 

“Attitudes defined as a positive or negative feeling in relation to the achievement of an objective.” 

“Subjective norms, which are the very representations of the individuals’ perception in relation to the ability of reaching those goals with the product.” 

Fishbein & Azjen (1975 

 

Staats, (2004) stated that the TRA believes that the action being investigated is under volitional supervision, meaning that people feel they can carry out the behaviour anytime they want. The TRA began to be used more often for the analysis of activities in which influence was a dependent factor over time. The TRA was supplemented with a variable called perceived behavioural regulation for this reason. This definition describes the degree to which people feel they will do the behaviour whether they have sufficient capabilities and/or resources, or because they lack them. Since certain activities need specialised skills or additional facilities, it is easy to see how this aspect can significantly increase the model's generality of implementation.  

This definition describes the degree to which people feel they will do the behaviour whether they have sufficient capabilities and/or resources, or because they lack them. Since certain activities need specialised skills or additional facilities, it is easy to see how this aspect can significantly increase the model's generality of implementation. Then, according to Salgues (2016), The TRA theory is focuses on the creation of a method for monitoring two classes of variables. These scholars have placed a greater focus on the importance of purpose than on the fact of use. People buy products because it's something they want to do, not because they have a legitimate need for the model they belong to.  

Hence, TRA theory is related to the consumer purchase behaviour. Lamb, (2009) as cited in (Rodrigo,2012) mention that consumer behaviour can be understand on how the consumer make purchase decision and how they utilize and dispose of the purchase goods or services. So that it is important for a marketer to investigate what can influence them towards purchase decision. As a marketer, it is important for them to study what are the shots that can influence customer purchase decision. 

         According to Kotler & Armstrong (2008), there are five stages in costumer decision process that usually follow through before making them liberate purchase. The five stages that influence the costumer purchase decision are need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. However, sometimes costumer can skip the stages depends on the situation.