Analyzing the buying behavior in baby care products through theory of reasoned action

Abstract

Introduction: Baby care products industry has been growing rapidly and analysis of factors affecting purchasing products still needs much more research. Theory of Reasoned Action (Ajzen and Fishbein, 1980) can be used to explain some aspects and understand the relevant issues. Aim: Aim of this paper is to provide a proposed framework for explaining the purchasing behavior in baby care products industry. Method: A broad literature review has been executed and possible variables have been discussed thoroughly and with the help of Theory of Reasoned Action, conceptual model has been built. Findings: Theory of Reasoned.Action provides some insights to build a framework for understanding this behavior and subscription based online services in baby care products industry has been selected to elaborate the study.