Factors Affecting Purchase Intention of Durable Goods, Case of Turkish Republic of Northern Cyprus

Exploring and evaluating the factors which affect or influence purchase intention of durable goods in particular case of Turkish Republic of Northern Cyprus was the main agenda of this study, that is perceived store image and name, perceived band name, word of mouth, customer loyalty, product knowledge and sales promotions among other possibilities. The results of the study showed that there is strong positive relationship between word of mouth, perceived brand image, sales promotion, product knowledge, customer loyalty and perceived store image and name. Meaning that when positive words are being spoken pertaining the product chances of the product to be purchased will increase, it is likely that when the product is on discounted people may intent to purchase it unlike when it is sold on normal price, also the more positive knowledge about the product the intention to buy it will increase. A positive relationship was also found on perceived store image and name and customer loyalty and purchase intention Managers and marketers were recommended to have full understanding of what influences the purchase intention of what they are offering so that they will direct their efforts in building such so that they will offer what is expected by the customers, for survival of any business lies on the shoulders of consumers they execute it through purchasing. Therefore anything that will make consumer a product should be addressed with caution.