Determinants of Customers’ Willingness to Buy: An Empirical Investigation

Abstract

The goal of the present study was to examine factors that influence willingness to purchase personal computer (PC) peripherals in the context of Bangladesh. Data were collected from 205 university students through conducting survey. The result shows significant statistical relationships between product quality, price sensitivity, and promotion with willingness to buy. The result also suggests that the brand name does not act differentially as an important predictor in consumers’ willingness to buy PC peripherals products in the context of Bangladesh.