Priorities of consumer behavior based on factor analysis

Abstract

In the article, the authors substantiate the relevance of studying consumer behavior. The purpose of
the study is to identify the possibility of using analytical tools to identify the main factors, which influencing
consumer behavior and being a priority to make a purchase decision. The survey method of primary
research was chosen among 408 respondents to study this problem. This method was found on the basis
of a sample survey called “snowball” method. The method of factorial estimation was used for data analysis.
All data were analyzed in IBM SPSS 22 software. The authors describe in details the methodology of
this study, with the provision of statistical analysis results. The method of factor analysis made it possible
to identify five main factors influencing consumer behavior when they buy car batteries: “basic characteristics
of batteries”, “marketing communications”, “sources of information”, “motivation” and “social
factors”. The data obtained in the course of the survey allowed us to conclude that consumer behavior in
the car battery market is determined by a combination of various variables within factors. The received
results also made it possible to draw a conclusion about the completeness of the identified factors of
consumer behavior and the need for further research in the context of studying the declared problem.
Key words: consumer behavior, factor analysis, purchase decision-making, car batteries.