Vol. 12, Special Issue 12 (2023)

Author(s):
Dr. Priyanka Solanki

Abstract:
The aim of this study is to develop and validate scales for the consumer confidence level. Consumer Confidence level affects the final consumer purchase behavior. Consumer purchase behavior is a process from information acquisition, formation of purchase intention to purchase decision-making problem. Consumer buying intention is a significant aspect that results into the ultimate buying decision. And in today’s information technology era, information is a most vital factor that changes consumers’ buying intention and finally makes buying decisions. In this paper Factor Analysis was performed to validates the variables and factors. This technique is usually used to lessen a large number of variables into less factors. The investigation was conducted for testing the reliability of the developed instrument for the following factors viz., Gaining Market Information, Decision Making through Social Interaction, Inspiring Knowledge, Personal Decision Making and Market Ally.