Abstract:

Despite its frequent exploration across various disciplines and extensive coverage in the literature, the concept of inertia remains inadequately comprehended. This study undertakes an exploration of the notion of inertia, specifically within the realms of consumer behavior and marketing. Within this context, the study also references analogous concepts linked to consumer inertia as elucidated in contemporary literature, subjecting them to comprehensive examination. Moreover, this research endeavors to illustrate how an abstract concept like consumer inertia can be quantified and conceptualized, drawing upon insights from existing scholarly works. The research findings indicate that the confusion regarding the concept of consumer inertia and related concepts continues. Additionally, it is important to emphasize that consumer inertia plays a pivotal role in shaping a country's economy and influencing the growth and innovation within associated industries. Moreover, it is worth noting that businesses often conflate the concept of consumer inertia with customer loyalty. In conclusion, at the culmination of this study, the research findings are critically assessed in relation to the discovered insights, and suggestions for future research directions are put forth. It is anticipated that this study will offer a comprehensive viewpoint to researchers engaged in empirical investigations across diverse sectors.

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