Factors Influencing Customers‟ Buying Behaviour towards MLM Products: A Review Study

Success of any business depends upon the way how its customers are approached. There are two ways of doing this, first is mass marketing and other one is direct marketing. In former one, everyone is targeted in society, as it has general approach it has less impact on valued customers whereas latter one concentrates on valued customers. Multi-level marketing which is also called network marketing is relatively new industry but its reputation & size are growing rapidly. Network marketing is a method of product distribution in which products are moved through independent distributors. The distributors then got the opportunity to introduce other distributors to business. This review paper studies the factors that influence the consumers‟ buying behavior and acceptance of direct selling.