Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 46-50)

ABSTRACT This study aims to assess the effect of internal and external pressure on consumer behaviour (CB) and to look at how internal pressure (IP) and External pressure (EP) impact the purchasing intention (PI) and the Purchasing Pattern behaviour of the members of Rhema House Glory Church migrants living in Girne, Northern Cyprus. Consumer behaviour is very important as it enables the marketers to understand and predict how their customers will act and to understand what influences consumers' buying decisions and it also aids in marketing existing products and services. Good insight and understanding of consumer behaviour will realize the exceptional level of sales performance, which will end up in business achievement, while lack of understanding can result in the collapse of a business or an organization. The questionnaire was divided into four sub-sections; internal pressure (IP), external pressure (EP), purchasing intention (PI) and purchasing pattern (PP). The research survey was been asked to be filled out by several respondents and approximately 180 participants willingly took part in the research survey, however about 136 respondents took part in filling out their questionnaire. It was analyzed using a descriptive statistic construct. Structural equation modelling was accustomed created and evaluating a model of mediation. The findings revealed that internal pressure (IP) influences consumer behaviour (CB), as external pressure(EP) and purchasing intentions (PI), all of which had a good impact on consumer behaviour (CB). The information also revealed from the model that internal pressure (IP) and external pressure (EP) have a link between purchasing intention (PI) and purchasing pattern (PP) on consumer behaviour (CB). Managers may increase their performance by having a good mastery and understanding of consumer behaviour by paying more attention to both internal and external pressure. Keywords: Consumer Behaviour, Internal and External Pressure, Purchasing Intention, Purchasing Pattern.