Towards Excellence

(ISSN No. 0974-035X)
(An indexed refereed & peer-reviewed journal of higher education)
UGC-MALAVIYA MISSION TEACHER TRAINING CENTRE GUJARAT UNIVERSITY

A LITERATURE REVIEW: CHANGING CONTEXT OF MARKETING-FOCUS ON UP-BUYING INTENTION

Authors:

Mehal Pandya, Abhigna Dholakia

Abstract:

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.

Keywords:

Up-buying, Customer Purchase Intention, Customer Profitability, Relationship Marketing, systematic review, Consumer behaviour.

Vol & Issue:

VOL.13, ISSUE No.3, September 2021