The Factors Influencing the Buying
Decision of Customers Behaviour
alešlukman
gvod.o.o.,Slovenia
ales.lukman@siol.net
tinavukasovi´ c
University ofPrimorska, Slovenia
tina.vukasovic@upr.si
Thetopicofthepaperistheanalysisofthefactors influencing
thebuyingdecision ofconsumerbehaviour when buyingfixed
telecommunications connections.Telecommunications isan area
thatdeals with thetransmissionofinformation between distant
locations. Its development hasbeen exponentialinrecent decades
andtoday itrepresents oneof thekeyfactors intheformation
of society. Theobjective of thisresearch is tobetter understand
consumers’ behaviour towardfixed telecommunications connec-
tionsin selected European country. Themethodusedfordata
collection was astructured onlinequestionnaire. Resultsindi-
cated that90% ofrespondents are satisfiedwith theprovider of
fixed telecommunications connections. Themostimportant fac-
tor inacustomer’s purchasingdecision is thecharacteristics of
thetelecommunication connector. Thesecondoneisbrand. The
results of theresearch couldbe usedforplanningfurthermarket-
ingactivities andmarketing strategies inthetelecommunications
companies andrelated industries.
Key words: consumerbehaviour, purchase decision,factors,
service marketing, telecommunications
https://doi.org/10.26493/1854-4231.15.221-233
Introduction
The evaluation of marketing concept from mere selling concept to
consumer oriented marketing has resulted in buyer behaviour be-
cominganindependentdiscipline.ConsumerBehaviouristhestudy
of how individuals make decision to spend their available resources
(time, money and effort) on consumption related aspects. It is the
study of when, why, how, where and what people do or do not buy
products. It blends elements from psychology, sociology, social psy-
chology, anthropology & economics. It attempts to understand the
influencingfactorsofacustomerpurchasedecisionmakingprocess,
both individually andin groups by understanding his demographics
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AlešLukmanandTinaVukasovi´ c
and behavioural variables, influences on the consumer from groups
such as family, friends, reference groups, and society in general
(Sethi2018).
During the process of purchase decision-making, consumer be-
haviour is affected by various factors. These can be divided into
severalfactor(influence)groups:psychological(motivation,attitude,
learning and memory), social (reference groups, family, individual’s
role and position, status), personal (age and level of a family’s life
cycle, occupation and financial situation, lifestyle, personality and
self-image, values and beliefs), cultural (culture, social class), eco-
nomic(price–monetaryandnon-monetaryaspect,income,quality),
situational factors related to time and place of purchase (physical
environment such as store, location, equipment; social environment
assalesperson’sinfluence,timeassociatedwithseasonalinfluences,
days of the week and previous consumer mood), individual differ-
ences and environmental impacts (Habjaniˇ c and Ušaj 2003; Black-
well, Miniard, and Engel 2006; Azevedo et al. 2008; Bennett 2011;
Prodnik 2011; Kotler and Armstrong 2018; Vukasovi´ c 2020). These
factors cause consumers to develop product and brand preferences.
Althoughmanyofthesefactorscannotbedirectlycontrolledbymar-
keters, understanding of their impact is essential as marketing mix
strategiescanbedevelopedtoappealtothepreferencesofthetarget
market(Rani2014).
In telecommunication business, there are several variable there
areusedinordertoattractcustomertobuyservice.Thevariableare
how brand image (Srinuan, Srinuan, and Bohlin 2014; Ashaduzza-
man, Ahmed, and Khan 2011), how tariff and promotion from ser-
vice provider (Karacuka, Catık, and Haucap 2012; Ashaduzzaman,
Ahmed, and Khan 2011; Confraria, Ribeiro, and Vasconcelos 2017;
Srinuan, Srinuan, and Bohlin 2014). Network is also influence cus-
tomer behavior while choose service provider. The previous stud-
ies define that network also effect customer choice. From the study
of Kotler (1997), relation can affect buying behavior. Several ser-
vice providers have special offering for similarity provider. Qi et al.
(2015)andConfraria,Ribeiro,andVasconcelos(2017)definethatre-
lation has influence for buying behavior. Distribution is an activity
to facilitate the consumer to get the services delivered. Choosing
the right path will make it easier for consumers to obtain existing
services (Hidayati, Ginting, and Nasution 2018). The characteristics
of the salesperson and the telecommunication company also play
a very important part in the buying decision of consumers in the
sale of fixed telecommunications connections. Companies should,
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therefore, have better knowledge of consumers than in the past.
For the successful realization of a sales transaction it is necessary
forthesalespersontoknowanumberofdifferentfactorsthatinflu-
ence the purchase decisions of users or customers. The salespeople
arerequiredtopossessknowledgeofthemarketenvironmentwhere
the interaction takes place. The knowledge of buyers’ buying habits
and influencers in the purchasing decisions is also required. In the
contextofculturalfactors,salespeoplehavetobeawareoforbeable
to identify and respectthe customer’s core values and norms. In the
contextofsocialfactors,thesalespeoplehavetoprimarilyrecognize
the influence of traditional values, reference groups and family in
the purchase behaviour. The salespersonhas to identify, in the con-
textofthebuyer’spersonalfactors,theneedbasedonthebuyer’slife
cycle, the financial situation and the characteristics of the products
the buyer is purchasing. Within the psychological factor, however, it
is important to identify a motive that encourages the buyer to make
apurchasingdecision.Priceiscertainlyafactorthatshapesthecus-
tomer’s perception of the quality of the service, and the individual
needsofthecustomersalsohavetobetakeninto account.
Bydesigningitsmarketingstrategy,thecompanyshapesthechar-
acteristics of the company that play an important role in consumer
buying decisions. In today’s competitive environment, markets are
increasinglysaturatedwithbrandsandthebattlefor(possiblyloyal)
consumers is increasingly fierce. This is particularly noticeable in
the telecommunications industry, as its elements are changing even
faster than in other industries, which means that the battle for the
consumer is even fiercer and, therefore, the processes of devel-
oping and adapting to competitors and the market situation need
to take place even faster. In this day and age of increasing pres-
sure of information and marketing on consumers, brands are the
cornerstones of quality, consistency and trust (Kapferer 2008). The
brand is the transmitter of information about the quality, tradition,
style, status, manufacturer and origin of the product. According to
Koneˇ cnikRuzzier(2011,159),thefunctionofacompany’sbrandhas
thefollowing characteristicsfromtheuser’spointofview:facilitates
product recognition from competing products, enables better trans-
parency and access to information on the market, facilitates price
comparisons, ensures product quality, ensures better sales services,
makes it easier to buy, reduces the sense of risk. In this paper, an
important feature of the company is represented also by the char-
acteristics of telecommunication connection as the central entity of
the serviceanditsafter-salesactivities.
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During the process of selling and buying, loyalty (among other
things)representsanimportantpart.Theprocessofgeneratingloy-
alty in the sale of fixed telecommunications connections plays the
largestrole.Whenmakingapurchasedecision,thebuyerconcludes
a subscription contract for an indefinite period of time, with a very
short deadline and consequences for terminating the subscription.
User loyalty has been defined by Lovelock and Wirtz (2007, 125) as
a conscious decision by the user. But it does continue for a longer
period until its benefit is greater than its cost. The users a company
most wants are loyal users. As Vida (2010, 235) states, the feeling
of belonging and loyalty are important factors. A relationship that
keepstogethermutualconnectionsisdividedintothreetypesofcon-
nections – economic or financial connections based on direct bene-
fits arising from the transactions, structural connections based on
shared resources, shared infrastructure and coordinated processes,
and sociological and psychological connections, which create inter-
personalbondsbasedonsatisfactionofsocialneedsandsecurity.To
gain a comprehensive knowledge of loyalty-maintaining bonds, we
also have to acquire knowledge of the opposing forces that loosen
loyalty bonds andcreateinfidelity.
Telecommunication services are changing at an extraordinary
rate.Serviceproviders offer theirnew,renewed,modified andinno-
vative servicesateverystepofthe way.Adigitalagendaiscurrently
in place in the euas well as in Slovenia. With the rapid moderniza-
tion of the network, the digital agenda forces contracting entities to
change contractual relationships, thereby creating a great dynamic
inthe salesactivitiesfortelecommunicationserviceproviders.
The described trends that we are witnessing in the telecommu-
nications sector, analysis of the secondary data from the literature
reviewandthesofarpublishedresearchoftheareainquestion,will
serve as a starting point for the survey, by which we will design a
conceptualmodelfordeterminingthecorrelationsbetweenselected
factors and their influence on the buying decision of consumers of
fixed telecommunications services at personal sale. Izdelek preuˇ ce-
vanja je fiksni telekomunikacijski prikljuˇ cek, ki zajema internet,
televizijo, telefonijo in mobilni telefon v veˇckot15razliˇ cnih kom-
binacijah.
LiteratureReview
The buying behavior of consumers is the set of actions to get in-
volvement in obtaining some things, its usage, disposing of prod-
ucts and services, including decision practices and handling these
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TheFactors InfluencingtheBuyingDecision
actions (Engel, Blackwell, and Miniard 1986). ‘Consumer behavior
is a process when people select, purchase, use or dispose of prod-
ucts, services, ideas or experiences to satisfy their needs and de-
sires’(SpacilandTeichmannova2016).Consumerbehavior‘includes
mental,physicalandemotionalactivitieswhichpeopledowhenthey
want to select, purchase, use or throw away the product or the ser-
vice that fulfils their needs and demands’ (Eshra and Beshir 2017).
However, mental, physicaland emotional activities are some critical
features of consumer’s behavior that may involve them in the se-
lection, purchasing and usage of products to fulfil their needs and
wants (Wilkie 1994; Priest, Carter, and Stat 2013), as these features
may influence their decision like what to buy, why to buy, when to
buy, where to buy and how to use a product may be some critical
views in their mind. Further, Furaiji Latuszynska, and Wawrzyniak
(2012)have submitted their views thatconsumer buying behavior is
a series of steps in which consumers initially recognize their needs,
seeking sources to solve these needs, making decision to purchase
something to satisfy these needs, analyze available information, set
planandfinallytrytoimplementthis plan(Rehmanetal.2017).
Firms need to understand the factors influencing consumers’ be-
haviournotonlytoretainexistingcustomersbuttoattractnewones,
as well as to gain a competitive advantage in the market place. Un-
derstandingconsumers’needsandwantsenablesfirmstodetermine
what to produce and how to serve their customers better than com-
petitors. The modern marketing concept expects firms to place cus-
tomersatthecentreoftheirorganisationandtocreatevalueforcus-
tomerstosatisfytheirexpectations.Bydoingsothesefirmsincrease
the likelihood that they will become market leaders. Therefore, the
successoffirmsisassociatedwithunderstandinganddevelopingin-
sights into the factors influencing consumers’ behavior (Gunay and
Baker2011).
By identifying and understanding the factors that influence their
customers,brandshavetheopportunitytodevelopastrategy,amar-
keting message (Unique Value Proposition) and advertising cam-
paigns more efficient and more in line with the needs and ways of
thinking of their target consumers, a real asset to better meet the
needsofitscustomersandincreasesales(Rani2014).
Consumer behavior refers to the selection, purchase and con-
sumption of goods and services for the satisfaction of their wants.
There are different processes involved in the consumer behavior.
Initially the consumer tries to find what commodities he would like
to consume, then he selects only those commodities that promise
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AlešLukmanandTinaVukasovi´ c
greaterutility.Afterselectingthecommodities,theconsumermakes
an estimate of the available money which he can spend. Lastly, the
consumer analyzes the prevailing prices of commodities and takes
thedecisionaboutthecommoditiesheshouldconsume(Rani2014).
Jegan and Sudalaiyandi (2012) conducted a research study on
Consumer Behaviour towards mobile phone services in Kovilpatti,
Thoothukudi district on 100 mobile users and concluded that the
factors that influence the consumers to buy a particular mobile
phone operator is called Call tariffs followed by network coverage
andbrandimage(Sethi2018).
Nair(2013)inastudyconductedacrossover15000mobileusersin
14marketsworldwideandfoundthatover50%oftheaveragemobile
web user now uses the mobile as means of going online. The study
also reveals that the users get updates from their mobile devices,
it had provided them with better options and even they made their
purchasesusingtheir mobile devices(Sethi2018).
Wu and Ye (2013) opined that mobile technology services have
gradually influenced consumer shopping behavior and e-commerce
pattern. For this he conducted a study to understand the impulsive
purchaseintentofconsumersonmobilecommerceplatformson322
customers of iTunes. The result indicates that a high level of im-
pulsivity reduces the effect of enjoyment on irresistible urge to buy.
Thedataalsoshowsthatemotionalconflict,positivebuyingemotion,
mood management, cognitive deliberation, disregard the future and
unplanned buying are important to impulsivity formation and thus
relevantwithinthecontextofimpulsebuyingintention(Sethi2018).
Agyeman(2013)conductedaresearchon375customersthatcon-
clude the staff and students of the institution to find out whether
the social class, gender, and sub cultural factors influence the pur-
chase of a mobile phone. The study revealed that the maximum re-
spondents use the mobile phones with multi functions. The resi-
dential area has the minimum influence on the purchase decision
of the consumers where as income is an important factor as higher
the income higher will be the spending level. In respect to sub cul-
tural factors, religion and language are not an important factor to
effect the purchase decision where as work side colleagues, peers
andfriendshaveinfluenceonthepurchasedecisionoftheconsumer
(Sethi2018).
Telecom operators use a lot of media space to advertise services
andcurrentbenefits.Theyconsolidatetheirvisibilityandstrengthen
the brand at various social events. They have a large number of sale
points, both permanent and occasional, to bring them closer to the
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endusers.Telephone salesanddoor-to-door personal salesarealso
important sales channels. The key elements of a sales transaction
are the seller and the buyer. The largest and decisive share of sales
interactionisthereforebasedonthesellerandthebuyer.Animpor-
tant argument on the seller’s performance side is the coordinated
marketingcommunication ofthecompany withthe servicesandthe
relevantcompetenciesofthesellers.Withintheframeworkofasuc-
cessful seller who will realize the sales interaction with the buyer,
it is necessary to develop various skills. These skills can be identi-
fied as communication skills, analytical skills, ability to use modern
technology, interpersonal skills, decision-making ability, technolog-
ical knowledge and creativity (Vukasovi´ c and Junc 2014). Regard-
ing the guidelines for dealing with successful salespeople and their
development, it should be pointed out that it is important to start
with the selection of staff for salespeople, where it is necessary to
pursue an appropriate profile according to the goal of sales devel-
opment and sales content. Salesman development and training is a
time consuming and expensive process. Because of this, it is also
very important to plan behaviours and guide salespeople by moti-
vatingandrewardingthem.
MaterialsandMethods
methodology,datacollectionandsample
For the purpose of quantitative research, we were collected pri-
mary data employing a structured questionnaire. Using the deduc-
tive method, we were, on the basis of theoretical definitions by dif-
ferentauthorsandpreviousresearch,createdaquestionnaire,which
was included demographic factors and the perception of awareness
of the factors influencing the buying decision of customers of fixed
telecommunications connections. The questionnaire was pre-tested
onasmallersampleof customersthrough apilot survey.
The survey was carried out by distributing questionnaires via e-
mail. The distribution of the questionnaires was initiated accord-
ing to the snowball principle inallSlovenian regions.The question-
naires have been distributed via electronic mail (personal contacts)
andsocialmedia(Facebook–apublicprofile,Instagram,etc.).Ittook
placeoveraperiodof22Februaryto1March2020.Thetargetpopu-
lationofthesurveywerethepopulationofSloveniancitizensover18
yearsofagewhoalreadyusefixedtelecommunicationlinks,wantto
usethemorwanttochangetheirprovider.Analyseswereconducted
withstatisticalprogram1ka.
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Female 45%
Male 55%
figure1 Structureof RespondentsbyGender
Upto25 23%
26–35 19%
36–45 35%
46–55 17%
56–65 5%
Over 65 1%
figure2 Structureof RespondentsbyAge
Incarryingout theresearchwe weretakeinto accountthe ethical
criteria listed in the esomarcodes (icc/esomar2016). The ethical
behaviourofpractitionersissummarizedaccordingtoKavˇ ciˇ c(2011),
whereas the responsibility and ethical behaviour of researchershas
beenstudiedbyMalnar(2011).Thequestionnairewasviewedby134
people, and 82 people proceeded to answer. Of the latter, 77 were
onlypartiallycompletedandwerethusexcludedfromthesurvey.75
respondents completed it accordingly. The total sample of the anal-
ysedsurveys,hence,consistedof75respondents.
45%ofrespondentsincludedinthesurveyrepresentedthefemale
population. Themalepopulation was55%(figure1).
Respondents were placed in several age groups. In the first age
group up to 25 years the survey was adequately filled by 23% of re-
spondents,inthesecondagegroupfrom26–35yearsthesurveywas
adequately filled by 19% of respondents, in the third age group 36–
45 years the survey was adequately filled by 35% of respondents, in
the fourth age group 17% of respondents answered the survey ap-
propriatelyinthegroupof46–55years,5%ofrespondentsanswered
the questionnaire in the fifth age group of 56–65 years and 1% of
respondents inthesixthagegroup over65years(figure2).
InordertocovertheSlovenianterritory,wealsoaskedtherespon-
dents about the statistical region of their fixed telecommunications
connection. The starting point of the statistical regions was formu-
lated in the context of the directory of the Republic of Slovenia. In
the survey of adequately filled questionnaires, 32% of respondents
fromthestatisticalregion1Ljubljana32%fromthestatisticalregion
2Maribor-MurskaSobota12%ofrespondentsfromthestatisticalre-
gion 3 Celje-Trbovlje 32% of respondents from the statistical region
4Kranj3%ofrespondents fromthestatisticalregionregions5Nova
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TheFactors InfluencingtheBuyingDecision
Ljubljana 32%
Celje-Trbovlje 32%
Maribor-Murska Sobota 12%
NovaGorica-Koper 11%
Novomesto 11%
Kranj 3%
figure3 Region Fixed Telecommunications Connection
Gorica-Koper 11% of respondents and from the statistical region 1
Novo mesto11%ofrespondents (figure3).
ResultsandDiscussion
Theresultsoftheconsumerhabitsoffixedtelecommunicationscon-
nections inapurchase-decision-makingprocessfollow.
The survey included the representation of telecommunications
serviceproviders(table1)andtheservicestheyusewithinthefixed
telecommunicationconnection (table2)intheRepublic ofSlovenia.
The results of the survey show that the envisaged options that
weregiventotherespondentsareappropriateandshowahighlevel
of representation in the Slovenian territory both by telecommuni-
cation service providers and by the structure of services within the
fixedtelecommunicationconnection.
Withintheframeworkoftheresearch,wealsosetup2hypotheses,
whichwehavetestedintheempiricalpart:
h1 Over60%respondentsaresatisfiedwiththeservicesofthefixed
lineprovider.
h2 The brand of telecommunication company is the most impor-
tant factor in the purchase decision of telecommunication con-
nections.
For verification hypothesis 1, we checked whether they were sat-
table1 Telecommunications Provider
Answer (1) (2) (3) (4)
Telekom Slovenije 31 41 45 45
a1 81 11 25 7
t2 17 23 25 81
Telemach 12 16 17 99
Anotherprovider 1 1 1 100
Total 69 92 100
notes Columnheadingsareasfollows: (1)frequency,(2)percent,(3)validpercent,
(4)cumulativepercent.Average 2.2,standarddeviation 1.2.
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table2 Serviceson aFixedTelecommunications Connection
Answer (1) (2) (3) (4)
Packageof servis(Internet+ tv+ phone+
mobilephone)
22 29 31 31
Tripleplay(Internet+ tv+phone) 21 28 30 61
Tripleplay(Internet+ tv+mobile phone) 9 12 13 74
Duo(Internet+phone) 1 1 1 76
Duo(Internet+ tv) 1 21 61 79 3
Internet 2 3 3 96
tv 2339 9
O t h e r 1111 0 0
Total 70 93 100
notes Columnheadingsareasfollows: (1)frequency,(2)percent,(3)validpercent,
(4)cumulativepercent.Average 2.7,standard deviation1.8.
table3 Satisfaction with theFixed Telecommunication ServiceProvider
Answer (1) (2) (3) (4)
I ’ m s a t i s fi e d 6 18 19 09 0
Iamnot satisfied 7 9 10 100
Total 68 91 100
notes Columnheadingsareasfollows: (1)frequency,(2)percent,(3)validpercent,
(4)cumulativepercent.Average 1.1,standard deviation0.3.
isfied with the telecommunications service provider (table 3). 90%
of respondents are satisfied with the telecommunications service
provider. However, 10% of providers are not satisfied with the ser-
viceprovider.The hypothesis1wasconfirmed.
A very important segment of our research was the one, where we
tried to determine the key factors influencing the buying decision
ofconsumerbehaviourwhenbuyingfixedtelecommunicationscon-
nections.Basedontheacquiredevaluationtheaverageevaluationof
the individual factor were calculated and then sorted out the evalu-
ations from the most to the least important factor of the decision-
making purchasing process of fixed telecommunications connec-
tions (table 4).
The most important factor in the purchase decision or replace-
ment of a telecommunications provider is the characteristics of the
telecommunication connection. 63% of the respondents identified
themselves as a factor in the characteristics of the telecommuni-
cation connection. The factor for the telecommunications company
brand was second with 14%. Based on the presented results the hy-
pothesis 2wasrejected.
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table4 Factors ofPurchaseDecision
Answer (1) (2) (3) (4)
Personalcharacteristics ofthesalesperson 3 4 4 4
Salesperson’ssales skills 1 1 1 6
Salesperson’stechnological knowledge 6 8 9 14
Brandofthetelecommunicationscompany 10 13 14 29
Featuresofthetelecommunic.connection 44 59 63 91
After-sales activities ofatelecommunic.company 6 8 9 100
Total 70 93 100
notes Columnheadingsareasfollows: (1)frequency,(2)percent,(3)validpercent,
(4)cumulativepercent.Average 4.6,standarddeviation 1.1.
Conclusion
In the times of congested market, the companies are increasingly
more aware of the importance of familiarity with the characteris-
tics of consumers, their motives for the purchase of certain product
andtheirstandpointsontradedobjects.Companiespaymoreatten-
tion to marketand consumer researches,which are one of the more
important factors that determine the success on the market. Paper
presents the key factors influencing the buying decision of con-
sumer behaviour when buying fixed telecommunications connec-
tions in selected European country. Based on the presented results
themostimportantfactorinthepurchasedecisionorreplacementof
a telecommunications provider isthe characteristicsofthe telecom-
municationconnection.However,itisadvisabletoapplythefindings
regarding the very dominant factor to other factors. The results will
help the developers of marketing strategies working in telecommu-
nications companies and related industries to implement the new
findings. About future research, It would make sense to explore the
characteristicswithinthekeyfactorsofpurchasingdecisionsofbuy-
ers of fixed telecommunications connections both in Slovenia and
possibly more widely, in comparable European Union countries and
onalargersampleofthepopulation.
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