Consumers' Repurchase Intention Towards a Mobile Phone Brand in Qatar: An Exploratory Study Utilizing Theory of Reasoned Action Framework

Abstract

The aim of this study is to analyze the influencing factors on consumers' repurchase intention towards a brand of a mobile phone. The theory of reasoned action has been used in this study to measure consumer repurchase intention. This theory considers consumer attitude towards action and subjective norms as influencing factors on consumer purchase intention. In this study, past behaviour is also added to the model to measure consumers' repurchase intention. The exploratory study was conducted in the State of Qatar and the results showed that peoples' attitudes toward action, subjective norms and past behaviour tend to have a significant influence on their repurchase intention. However, the analysis reveals that there is a negative relationship between consumers' repurchase intention and mobile phone price, size and consumers' past behaviour. Results of this study can be used by the marketing managers to devise strategies to attract consumers by understanding the factors that affect repurchase intentions.