A Particular Analysis of Consumer Behaviour of Products in Decline Phase

This paper investigates the dimensions of consumer behaviour in a particular context: products in decline phase. This analysis is conducted based on traditional factors influencing consumer behaviour. The objectives of the research are to identify the factors or dimensions of consumer behaviour for the specific case of purchasing a product in the decline phase and to compute the impact of each dimension. The resulted dimensions are: (1) satisfaction, (2) safe use, (3) situational factors, (4) technical factors, (5) self-perception, (6) promotions and (7) used to buy. The highest positive impact is attached to dimension “satisfaction”, while the highest negative impact is attached to dimension “promotions”.