Devi Prasad Kotni VV
The aim of this study is to test and validate the model of factors affecting consumer bahaviour. As per the theory of consumer behaviour, there are five factors, which affect consumer purchase decision i.e. personal factors, psychological factors, social factors, cultural factors and economic factors. This study explores various variables in each factor that influence consumer decision-making process. These factors will be tested and validated as a model with the help of primary data collected from consumers of hand sanitizer products. The primary data was collected from 384 consumers of hand sanitizer products using purposive sampling techniques in an Indian city of Visakhapatnam. The respondents were served with a structured questionnaire, which was designed with the variables related to the factors that are affecting consumer decision. Confirmatory Factor Analysis was applied on the primary data to test the model of factors affecting purchase decision. The model found to be significant after performing reliability test, convergent validity, discriminant validity and achieving satisfactory model fit indices. This is an original and novel research work, which is useful for marketers of FMCG or consumer durable products in designing marketing mix strategies.