Mehal Pandya, Abhigna Dholakia
Up-buying
–
a behavioural aspect wherein a buyer buys a higher priced product or service willingly-
which can improve the effectiveness of Up-selling strategy that focuses only on
firm’s strategic efforts in increasing revenue, whereas, Up-buying would focus
on customers’ purchase behaviour and associated factors affecting the same. The
purpose of this research is to study what are the possible situations wherein
Up-buying is possible, why a customer would up-buy and why a marketer would be
interested in up-buy more than an up-sell.A Literature has been reviewed on
Customer Purchase Intention,Customer Profitability and Relationship
marketing using a comprehensive search strategy as a part of
Systematic Literature review method which was applied on different databases,
including Pro-quest, Science Direct, Emerald, Google Scholar, JSTOR, Academia and
the retrieved articles were then selected.From reviewing the literature, the
researcher would try to identify customers who could up-buy and removing
customers who may prove to be unprofitable for the firm. And accordingly
developing strategies for length, depth and breadth of firm- customer
relationship.Researchers have also been able to develop a model on identifying
different consumer behaviour and corresponding strategies accordingly as up-buying
is the most cost-effective way of promoting and generating revenue from the
existing customers which focuses on breadth of the Firm-customer
relationship.No exclusive paper is available which reviews the Up-buying
strategy in the field of Consumer behaviour which can be further studied for
strategic purpose.
Up-buying,
Customer Purchase Intention, Customer Profitability, Relationship Marketing,
systematic review, Consumer behaviour.
VOL.13, ISSUE No.3, September 2021