“…These factors have been investigated as influences of the purchase decision: price strategies (Bhate & Lawler, 1997;L. K. Mathur, & I. Mathur, 2000;Moon et al, 2002;Tung et al, 2012), product strategies (Martinsons et al, 1997;Chen, 2001;Handfield et al, 2001;Pujari, Wright, & Peattie, 2003;De Caluwe, 2004;Bhaskaran et al, 2006;Jansen & Stevels, 2006;De Ferran & Grunert, 2007), distribution strategies (Handfield et al, 2001) and communication strategies (Carlson, Grove, & Kangun, 1993;Banerjee, Gulas, & Iyer, 1995;Carlson & Grove, 1996;Mohr, Eroglu, & Ellen, 1998;Wagner & Hansen, 2002;Lankard & McLaughlin, 2003) but not altogether in cause-effect analysis.…”