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Akkucuk, Ulas, and Javed Esmaeili. "The Impact of Brands on Consumer Buying Behavior." International Journal of Research in Business and Social Science (2147-4478) 5, no. 4 (July 20, 2016): 1–16. http://dx.doi.org/10.20525/ijrbs.v5i4.551.
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The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.
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VENKATESAN, L. "Essential Attributes On Brand Name And Impacts Of Consumer Buying Behaviour." Restaurant Business 118, no. 11 (November 28, 2019): 313–22. http://dx.doi.org/10.26643/rb.v118i11.10037.
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In the current situation, the entire area of branding is attractive a separate area. It is pertinent to study brands and branding because, first, it is part of our lives, whether we like it or not. It is also significant to understand how part of the business world functions. For a long time branding has also been seen as part of the marketing discipline. Conventionally, branding is part of the marketing mix, or the 4Ps: product, price, promotion and place. The product has two levels: core and augmented. Branding is not the core product but the augmented level of the product. A Brand cautious is measured a several constraints of during the products buying a consumer and can be considered all the way through brand remember or brand acknowledgment. The study determined remind the brand product of post purchase on effects of publicity and media which is motivated to remain the product. The study variables recollect and recognize the brand product. It was observed that the area and region were advertisement play significance role in the brand market. This study will focus on create indirect effect on recall the brand name and shows the consumer buying behaviour of different attributes of brand effect.
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Stávková, J., H. Prudilová, Z. Toufarová, and L. Nagyová. "Factors influencing the consumer behaviour when buying food." Agricultural Economics (Zemědělská ekonomika) 53, No. 6 (January 7, 2008): 276–84. http://dx.doi.org/10.17221/983-agricecon.
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The paper analyses buying behaviour of Czech consumer units on the market with food. Authors present the factors that can influence significantly this behaviour, e.g. price, brand, quality, product attributes, habits, price reductions, advertisement, innovation and word-of-mouth. The results were obtained within the framework of a survey performed in a set of 1 074 Czech households by the staff of the Department of Marketing and Trade, the Mendel University of Agriculture and Forestry Brno, in November and December 2004. Respondents were classified on the base of their annual income, residency, social group, age and education.
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Verma, Meghna, and B. R. Naveen. "COVID-19 Impact on Buying Behaviour." Vikalpa: The Journal for Decision Makers 46, no. 1 (March 2021): 27–40. http://dx.doi.org/10.1177/02560909211018885.
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Executive Summary Pandemics like COVID-19 result in a disruption in the lifestyle and buying pattern of a consumer and adversely impact the global economy. Consumer purchase of country’s own brand and the products manufactured in their own country plays a vital role in the GDP of that country and help in revival of the country’s economy. This study focuses on understanding the factors that influence consumer’s buying behaviour and model these factors to understand the causal relationship using partial least square-structural equation modelling. An online survey which was carried out between 30 March 2020 and 18 April 2020. A total of 367 responses were collected during this period. Findings of the study indicate that economic nationalism, lockdown sentiments and sustainable approach (LSSA), and product-specific ethnocentric behaviour (PSEB) tendency significantly influence the willingness to buy country’s own brands and products. Present study results reveal that during pandemic consumers have realized the importance of hygiene products, environment-friendly products, regional (local) products, and satisfaction beyond shopping; these factors determine their willingness to buy Indian brands (WBIB)/made-in-India products. Further, post lockdown and post COVID era, consumers feel that buying Indian-made products and encouraging others to buy them would impact and revive the Indian economy constructively. It was also found that the influence of factors such as economic nationalism, LSSA, and PSEB on the WBIB is mediated by attitude towards foreign products. The findings of the study can aid marketing managers in planning appropriate promotion strategies to stimulate ethnocentric tendency, and cues can be provided to invoke a sense of economic nationalism in consumers when they buy products or services.
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Das, Saumendra, and Padhy P K. "Demographic behavior of consumer towards selected brands of toothpaste." Journal of Management and Science 6, no. 1 (June 30, 2017): 44–55. http://dx.doi.org/10.26524/jms.2016.6.
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Consumer decision-making process varies with the type of buying decision.There are great differences between buying a toothpaste brand, a tennis racket, a personal computer and a new car. Complex and expensive purchases are likely to involve more buyer deliberation and more participation. Usually evaluating consumer behavior goes afar from advertising and marketing concepts to connect consumers and to understand their behaviors,motivations and sincere needs. Further consumer behavior is individually influenced by physical and social environment where one has to assume his or her perception on product,brand, service, or company. However, they may purchase any products as a result of their moods and ambiance. Most of the time consumer feels secure when the products are satisfying their needs surround to society and environment that one lives and communicates easily with its demographic factors. In this particular study, the main purpose is to understand the demographic behavior of consumer towards selected brands of toothpaste. Here the researcher randomly selected 485 respondents from Berhampur city of Odisha state and adopted descriptive research design. The study provides the association between the buying behaviors of consumers towards selected brands of toothpaste with respect to their demographic factors. Further, the data has been analyzed by one way ANOVAs and results interpreted.
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Ahmed, Siraj. "Effect of Brand Equity on Consumer Buying Behavior." Journal of Marketing Strategies 2, no. 2 (May 15, 2020): 101–16. http://dx.doi.org/10.52633/jms.v2i2.5.
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The purpose of this paper is to propose and test a model for getting a more comprehensive understanding of brand equity. It aims to analyze the effects of this construct on consumer’s responses using two European countries' data. SEM structural equation modelling was used through which the hypotheses were tested. Measurement invariance and stability of the model across the two national samples were fairly assessed by using multi-group confirmatory factor analysis. The results indicate that dimensions are inter-relatable to brand equity. There is a positive link between brand awareness which impacts brand associations and perceived quality. Brand loyalty is highly relatable by brand associations. At last, all of these are interlinked with brand equity linked to perceived quality, brand associations & brand loyalty. These possible findings link the positive impact of brand equity on the responses of consumers. The proposed general framework is generalized across all nations. Only a few differences were observed. A few in stock of a set of product categories, brands and countries were used. The practical implications of the study provide essential implications for brand equity management. These financial metrics can fit with consumer-based equity measures to better check brand performance over time against competitors to increase quality standards against others. Favourable feedback results in better branding. Moreover, the proposed model using data from a sample is used to study the limited international brand equity literature in two countries. It also enlightens the brand equity literature by empirically in-depth analyzing the relationships between consumer-based brand equity dimensions and their effects on consumers’ responses.
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De Vries, Eline L. E., and Bob M. Fennis. "Go local or go global: how local brands promote buying impulsivity." International Marketing Review 37, no. 1 (July 19, 2019): 1–28. http://dx.doi.org/10.1108/imr-10-2018-0292.
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Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.
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Bansal, Monika, Yogieta S. Mehra, and Nisha Rana. "Consumer Behaviour: A Comparison of Patanjali and Baidyanath Products." VEETHIKA-An International Interdisciplinary Research Journal 7, no. 2 (June 30, 2021): 6–11. http://dx.doi.org/10.48001/veethika.2021.07.02.002.
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Brand image plays a significant role in decision making by consumers. Brand image is considered as one of the important variable along with other variables which affects the buying behaviour. Present study attempted to understand the effect of consumers’ perception about a brand, analyse customers’ loyalty towards a brand and identify important factors influencing customers’ buying behaviour. Main focus was to compare two major companies viz., Patanjali and Baidyanath through a primary survey.
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Kurniawati, Masmira, Sri Hartini, and Lilik Rudianto. "Corporate Social Responsibility: Analisis Variabel Anteseden dan Konsekuensi." Jurnal Manajemen dan Bisnis Indonesia 1, no. 2 (February 1, 2014): 214–28. http://dx.doi.org/10.31843/jmbi.v1i2.19.
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This study is exploratory in nature and tries to explain buying consumer behavior of environmental friendly product. Specifically, this study focuses on the antecedents and consequences of corporate social responsibility (CSR) strategy and its impact on marketing outcome using qualitative method. Information on identification of consumer’s buying decision process of green marketing products, types of CSR, and marketing outcomes based on customer’s perspectives are gathered through in-depth interview.
Nine propositions in relation to the antecedents and consequences of corporate social responsibility strategy from customer perspectives proposed from this study are: (1) consumer perception of CSR activity objectives influences consumer evaluation on CSR activity; (2) consumer evaluation on CSR activity influences consumer buying decision; (3) CSR activity influences customer value; (4) CSR activity creates consumer skepticism toward company; (5) product-related CSR activity which directly impact on consumer will increase consumer attitude toward product; (6) CSR activity influences consumer perception on company’s and product’s image and increase company as well as brand reputation; (7) consumer judgment on CSR activity influences consumer loyalty; (8) consumer characteristics strengthen the impact of CSR toward consumer buying decision; (9) consumer culture of collectivism influences their attitude toward CSR activity and buying decision of environmental friendly product.
Keywords: corporate social responsibility, green marketing, marketing outcome, qualitative method
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Simanjuntak, Megawati, and Shafira Anissa Putri. "Consumer empowerment index of electronic product buying." Independent Journal of Management & Production 9, no. 4 (December 1, 2018): 1165. http://dx.doi.org/10.14807/ijmp.v9i4.814.
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The purpose of this research was to analyze the influence of demographic, social and economic characteristics towards the consumer empowerment of electronic products. The research used cross-sectional study with an online survey of 100 respondents. Data were analyzed using descriptive and inferential analysis. Descriptive analysis used to identify the demographic, social and economic characteristics of the sample and the consumer empowerment index. The inferential analysis used in this study include chi-square test and logistic regression. The level of consumer empowerment in electronic products only 41.78 that belongs to capable category. The largest index was found in goods selection dimension (88.33) and the lowest (6.4) on behavior complaint dimension. The result of this study showed that female, early-aged adult (18-40 year), higher education, employed, income between Rp2 000 000-Rp3 000 000 per capita per month, origin from the urban area, and family size ≤ 4 were the most empowered consumers. Only two of six variables significantly affect consumer empowerment, namely age and education. Age has a negative and significant effect on consumer empowerment, while education has a positive and significant effect on consumer empowerment of electronic products. Based on the results of the research, it is necessary to raise awareness of consumers to be able to choose the brand of local products. Also consumers need to use their rights as consumers to be able to file complaints if they experience disappointment or loss when buying electronic products.
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Sukoco, Andreas Ari. "MODEL PEMBELIAN PRODUK PRIVATE LABEL." Jurnal Riset Manajemen dan Bisnis 9, no. 2 (December 2, 2014): 171. http://dx.doi.org/10.21460/jrmb.2014.92.101.
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The growing of modern market such as minimarket, supermarket, and hypermarket has an impact on customer shopping behavior especially in development countries. Retail business offer manufactured product and private label product. Recently, private label product is growing up above manufactured product. The aim of this paper is to develop the model of buying private label product. This paper show that the buying of private label has formed some factors. This paper compile and analysis several researches that was done in India, China, Malaysia and Indonesian. The model reveals that quality, price, packaging, brand, consumer characteristics, and retail images affect the buying of private label. Keywords: private label, perception, quality, price, brand, packaging, store images,consumer characteristic, buying behavior
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Kumar, J. Suresh. "The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study." Ushus - Journal of Business Management 16, no. 4 (October 1, 2017): 1–13. http://dx.doi.org/10.12725/ujbm.41.1.
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Colour plays an important role in marketing products. It is a powerful marketing tool that influences consumer purchases in many aspects. Marketers must explore the harmony of colours for successful marketing of products. Nearly all products sold today have colourful facades. Selecting the right colours to use has an enormous impact on product sales. While no single set of rules governs colour choices, research has established general guidelines based on the principle of associative learning, the relationship between colour and emotion. The researcher made a diagnostic study on the psychology of colour influences consumers buying behaviour. Secondary data has been extensively used in this research. Colour properties like hue, saturation and value, were discussed. Usage of colours in the packing of products, how colours earn brand image to a product, how colours help marketers to communicate the brand to customers and how to match colours with customer’s personality are extensively discussed. Conclusions were drawn based on this diagnostic study.
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Qalati, Sikandar Ali, Wenyuan Li, Sajid Hussain Mirani, Jan Muhammad Sohu, Rana Yassir Hussain, and Naveed Ahmed. "The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry." Sukkur IBA Journal of Management and Business 7, no. 1 (July 20, 2020): 19. http://dx.doi.org/10.30537/sijmb.v7i1.527.
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In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.
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Fragata, Anabela. "Changes in consumer behaviour caused by the Coronavirus (COVID-19): evidence from Portugal." Archives of Business Research 8, no. 8 (September 1, 2020): 212–24. http://dx.doi.org/10.14738/abr.88.8727.
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This study attempts to explore Portuguese consumers sentiments and concerns during the coronavirus pandemic, the degree of trust in the recovery of the economy, month income affected by the pandemic, changes in online shopping behaviour, the consumer buying intentions for some products/services categories during the lockdown. We also analysed consumer concerns with food waste, or more sustainable product buying choices, brand loyalty and tourism issues impact like cancelled flights or accommodation and plans to schedule vacation away from home in 2020. Further, the study focuses on the change in the media consumption habits i.e., types and usage of media since the COVID-19 outbreak and also the various ways in which they are using social media to stay connected, informed, and entertained.
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Shrestha, Mikha. "A Study on Consumer Buying Behavior towards Wai Wai Noodles in Kathmandu Valley." Management Dynamics 21, no. 1 (February 28, 2018): 55–60. http://dx.doi.org/10.3126/md.v21i1.27047.
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This research overviews buying behaviours and their relations to the levels of consumer satisfaction. While approaching consuming behaviour, the researcher studies not only the act of purchase, but also the pre-purchase stage and post-purchase one. Only the whole study of buying behaviors gives a possibility to determine the relationship between buying behaviors and consumer satisfaction. This paper is aimed to showing that, while buying behaviors can be pre-determined to some extent, it is hard to manipulate them in order to increase satisfaction. In order to ensure customer satisfaction with products and services it is essential to study customer behaviors in a particular market and adjust the product according to them. The study focuses on the consumer’s buying behavior towards, ‘brand’ Wai Wai instant noodle in Kathmandu Valley and the reason behind its popularity, than other noodle across the consumers. Fast foods are the foods that can be prepared quickly and junk foods are the preprepared or packaged food. These foods do not take much time to cook and are also tasty, so they are quite popular among the people of every age group. The market of the junk foods is growing every year. There are a number of junk food production companies in the market and they are growing in size with the growing popularity of the junk foods. The noodles companies are producing noodles in large variety and taste so that the consumers of the noodles never get bored by the same taste every time. This has led to the increase of the noodles market globally. The market of Nepalese noodles companies have not only been limited within the country’s boundary but also it has been exporting its products to various countries. It still has the potential and scope to expand more.
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Maqsood, Khadija, and Iqbal Javed. "Impulse Buying, Consumer’s Satisfaction and Brand Loyalty." Journal of Economic Impact 1, no. 2 (May 2, 2019): 40–47. http://dx.doi.org/10.52223/jei0102192.
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Impulse buying is unplanned or spontaneous purchasing which could be negative for consumers and sellers at the same time. Recent literature showed great importance of impulse buying and many studies conducted about the factors which lead to attract the consumer through their impulsive behavior. During the current study underhand the focus was only on the consumers who purchase goods and services due to their impulsive behavior. The hypothesis of the study was that the impulse purchase is negative for both consumers and retailers. The study was conducted in Sargodha district of Punjab province. A sample of 300 respondents was selected through convenient sampling technique. Data were collected through personnel interviews by using a pretested questionnaire. The results showed that the quality of the product has a significant and positive impact on consumer’s satisfaction. The compatibility has positive and significant impact on level of consumer’s satisfaction. There is a positive impact of price of the product on consumer’s satisfaction for impulse buying. Budget disturbance has negative but insignificant impact on satisfaction after impulse buying. Happiness has positive and significant impact on consumer’s satisfaction. The impact of personality characteristics of openness is negative on satisfaction by the impulse buying. Personality characteristics of agreeableness has negative impact on satisfaction. The personality characteristic of extraversion has negative and significant impact on satisfaction. Individuals with this personality characteristics of conscientiousness can make good decisions during impulse buying which lead to satisfaction even after purchasing is done. Emotional stability has positive and significant impact on satisfaction after impulse buying which shows that these people make good decision even in the presence of impulse buying factors at the store.
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Rambabu, Lavuri, and Ramlal Porika. "Packaging strategies: knowledge outlook on consumer buying behaviour." Journal of Industry-University Collaboration 2, no. 2 (April 9, 2020): 67–78. http://dx.doi.org/10.1108/jiuc-10-2019-0017.
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PurposePackaging is a mantra for encountering a period of immense potential. It keeps on being seen as a key component in the buying decision, and also it is exhibited as a brand communication gadget that goes past the products and can interface with customers in both the physical and virtual forms. The research aspiration is to establish that the speculation of packaging approaches will influence on buyers’ purchasing mode. An attempt has been made to examine and present the results. This research facilitates to discern the perception of consumer in the direction of packaging strategies and to spot the power of packaging factors, elements and strategies of product packaging on purchasing mode of buyers.Design/methodology/approachData were collected from 836 respondents from the four major cities of two states in India through structure questionnaire. Every age of the respondents was targeted in the this study to get their perception and buying mode of them, and the analysis was done by using analysis of variance, correlation and regression analysis by using 23.0 version of SPSS.FindingsThe consequence of research reveals that media exposures, packaging strategies and elements have better influence on the buyers’ buying mode. Business people must produce innovative bundling designs for their items to market. These allow the keeping and catching the new and existed customers, because packaging has superior influence and also helps in acquiring and retaining the new consumers for their new products.Research limitations/implicationsThis study being at micro level considered that the city customers may not be similar to the rural customers. Hence, the perception of rural and urban may not be much different. A sample size is 836 drawn from the four major cities of two states in India; therefore, the sample may not represent the whole population of India. Hence, the limitation of generalization will be there. The elicited opinion of consumers may not be reliable all the times, and study considered only some of FMCG products.Originality/valueThe study theme is to establish the theory as stated earlier, and it's proved consumers are considering the packaging styles and designs while purchasing the products, which promotes to meet the expectations of the present and potential customers.
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Khare, Arpita. "Antecedents to green buying behaviour: a study on consumers in an emerging economy." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 309–29. http://dx.doi.org/10.1108/mip-05-2014-0083.
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Purpose – The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour. Design/methodology/approach – Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India. Findings – The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour. Research limitations/implications – Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined. Practical implications – The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors. Originality/value – Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.
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Janoskova, Katarina, and Pavol Kral. "Perception of selected sportswear brands with emphasis on expected benefits and features as prerequisite for customer satisfaction." SHS Web of Conferences 74 (2020): 01008. http://dx.doi.org/10.1051/shsconf/20207401008.
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Brand management has an important role in strengthening the loyalty of current customers as well as in attracting new customers. The product brand largely influences consumer buying behaviour. Many customers prefer branded products to non-branded goods in general, while others prefer branded products only when buying some kinds of products. This research is focused on analysis of perception of selected brands of sportswear (Nike, Adidas, Reebok, Under Armour, Puma, Asics, Umbro, Fila, Crivit, Quiksilver) by Slovak customers with an emphasis on expected benefits and features that are expected after buying preferred sportswear brand. The aim of research is to analyse the relationship between selected socio-demographic characters of Slovak citizens (age, gender, economic status, net monthly income, education) and their expected benefits of selected sportswear brands (happiness, lifestyle, attention, finding friend, increasing of social status). The relationship between selected factors was tested on a sample of 2002 respondents from Slovak republic. Information on perception of sportswear brand has been obtained through a survey. The results of the survey were evaluated using appropriate mathematical-statistical methods (correlation analysis, testing of statistical hypotheses). The assumption of a significant impact of the socio-demographic characteristics of the respondents on the expected benefits was confirmed partially.
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Khalid, Rizwan, and Tehreem Yasmeen. "Celebrity Physical Attractiveness Effect on Consumer Buying Behavior." JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen 16, no. 2 (May 30, 2019): 173. http://dx.doi.org/10.31106/jema.v16i2.2708.
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Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.
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Tinonetsana, Faith, and Darry Penceliah. "The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers." Journal of Economics and Behavioral Studies 9, no. 5 (October 21, 2017): 200–208. http://dx.doi.org/10.22610/jebs.v9i5.1923.
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The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university students’ buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international students’ perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, time pressure and level of involvement. It is thus imperative for the marketers to understand that packaging elements have various influences on the consumer depending on context and on product. If the package elements are properly combined, the package will be more attractive and attention grabbing.
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Wahyudi Setyo Rahayu, Denok. "MEREK SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER DI KOTA BLITAR." AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi 11, no. 2 (December 1, 2018): 20–27. http://dx.doi.org/10.35457/akuntabilitas.v11i2.601.
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Consumer behavior has become a consumer habit in shopping. This affects the pattern of product purchasing decision. The purpose of the study was to find out whether the brand could be a driver of buying Make Over cosmetics product in the city of Blitar. The variables used are brands and purchasing decisions with samples of seller and buyers of Make Over cosmetic product in the city of Blitar. The resut of the study found that cosmetics brands Make Over became the driving force for purchasing cosmetic products in the city of Blitar.
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Rahayu, Denok Wahyudi Setyo. "MEREK SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER DI KOTA BLITAR." AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi 11, no. 2 (December 20, 2018): 20–27. http://dx.doi.org/10.30957/akuntabilitas.v11i2.535.
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Consumer behavior has become a consumer habit in shopping. This affects the pattern of product purchasing decision. The purpose of the study was to find out whether the brand could be a driver of buying Make Over cosmetics product in the city of Blitar. The variables used are brands and purchasing decisions with samples of seller and buyers of Make Over cosmetic product in the city of Blitar. The resut of the study found that cosmetics brands Make Over became the driving force for purchasing cosmetic products in the city of Blitar.
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Chinomona, Elizabeth. "Modelling the Drivers of Impulsive Buying Behaviour: A Case of South Africa." Journal of Economics and Behavioral Studies 11, no. 1(J) (March 10, 2019): 27–38. http://dx.doi.org/10.22610/jebs.v11i1(j).2745.
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Abstract: Impulsive buying behavior is an emerging phenomenon in marketing literature and it affects consumers across the board. Impulsive buying is seen as the outcome of demonstrative reactions that breed the unexpected craving to purchase. Impulsive buying is becoming an important factor for retailers since they generate a lot of income through this kind of behavior. Due to the expansion of organized retail over the country, shops are trying to comprehend the buying behavior of consumers and try by all means that they trigger consumers to act in an impulsive way. Traditional buying behavior of consumers was seen as when purchasers made a list for purchasing products then depart to a particular store and purchase it. But now the whole buying behavior is changing due to the rise in the income level of consumers. This is giving the consumers more buying power, transformation in the socio-cultural environment way of life and consumption pattern. This, therefore, influences the consumer to act in an irrational manner which is known as unplanned buying without considering the potential consequences which may include non-usage of the product, negative economic consequences and feelings of regret, fury and fault. So the present study aims to analyze how uniqueness, price and past orientation influence impulse buying behavior are focusing on classical clothing brands like Nike, Adidas and Reebok. This study attempts to discern how consumer's traditional planned shopping behavior is shifting to impulse buying behavior. The study used a quantitative research method and analyzed the data by means of SMART PLS to test the relationships and the model. 350 questionnaires were used for data analysis using convenience sampling process. The outcomes of the research showed a progressive and significant association between the predictors (the need for uniqueness, price and past orientation) and the outcome variable (impulsive buying behavior).
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Rana, Arunima. "Facebook Marketing and its Influence on Consumer Buying Behaviour in Kathmandu." Journal of Business and Social Sciences Research 1, no. 1 (September 2, 2018): 111. http://dx.doi.org/10.3126/jbssr.v1i1.20952.
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<p>Facebook is one of the leading and rapidly growing online networks. With over 845 million users, Facebook is a very effective place for businesses. There is possibility to attract new customers, build online relationships and use Facebook as an online marketing communication channel. With its highly targeted marketing features and its smooth ability to spread information across the networks of each other, Facebook becomes an important marketing place for marketers these days. Facebook is a convenient medium for customers and prospects to communicate directly to brand representative or about your brand with their friends. However, the question is, which group of people are actually receiving the information and does this information influence their buying behaviour?</p><p>This paper aims to answer this question based on a study regarding the online activities of 200 Facebook users, by identifying and understanding the consumers buying behaviour varied with different factors like age, gender, occupation, income and how different factors related to Facebook have influenced the respondents’ perception of Facebook marketing in Kathmandu valley. The secondary data comes from several reports, past research, published articles, books, newspaper, website and journals. For clarity purposes, data obtained was reported using simple percentages and frequencies. The study uses mathematical tool, SPSS and Microsoft excel to present the data into quantitative form.</p><p>Results of the analysis indicates that although marketers spend hours in building brand image, the study found that consumers are less concern about the brand image while making a purchase decision. The findings also reveals that people are more influenced by word of mouth and opinion given by the people they know on Facebook and it substantially affects their buying behaviour. The least effective Facebook marketing factor is celebrity endorsement which implicates that consumers are more affected by views of friends and family rather than endorsement done by celebrities. This calls for more conjunct efforts on the part of companies, ad agencies and advertisers to extend their brand equity and build their customer base. Marketers should adopt relationship marketing strategy and work on bonding with customers for positive impact with better communication and interaction. The targeted customer should be the opinion leaders and social group to facilitate more patronage of the marketed product or service.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 111-128</p>
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Rai, Bharat. "Consumer Brand Preference: An Empirical Study of Car Buying in Nepal." Archives of Business Research 8, no. 7 (August 4, 2020): 258–71. http://dx.doi.org/10.14738/abr.87.8611.
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The main objective of the study is to identify the effect of product attributes, price perception, appearance perception, brand personality and self-congruity on brand preference in the buying of car in Nepalese market. Primary data was used for the study and data were collected through structured questionnaire in the five point Likert scale from car users in Nepalese market. Convenient sampling was used for the study and Kathmandu was the sampling location. 500 questionnaires were distributed to car users among them 394 questionnaires were collected. SPSS software has been used to processing and analyzes the data. Mean, Standard Deviation, Correlation and Regression techniques have been used to analyze the data. The research paper found that there is significant positive relationship between independent variables and dependent variable consumer behavior. Moreover, it is found that, there is significant and positive influence of price perception, appearance perception, brand personality and self-congruity on brand preference and product attributes has no significant influence on brand preference in buying of car in Nepalese market.
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Rai, Rashmi, and Shruti Tripathi. "CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION." Journal of Content Community and Communication 12 (December 31, 2020): 159–68. http://dx.doi.org/10.31620/jccc.12.20/15.
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Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.
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Kaur, Supreet, and Ankit Garg. "CELEBRITY ENDORSEMENT AND BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY STUDENTS." International Journal of Research -GRANTHAALAYAH 4, no. 11 (November 30, 2016): 122–36. http://dx.doi.org/10.29121/granthaalayah.v4.i11.2016.2430.
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In present era, there has been a change in consumer’s attitude towards lifestyle. Consumers give importance to brands to ensure better standard of living. Today consumers are not only educated but also selective while purchasing products. Everyday consumers are exposed to number of voices over the radio and TV and images in newspapers, magazines, hoardings, and websites. Therefore, every marketer tries to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand and for this purpose marketers use celebrity endorsement as an effective marketing strategy to fit their products in the minds of consumers. The practice of celebrity endorsements has proliferated over time and perceived as a winning formula for product marketing and brand building. This paper is an effort to analyze the impact of celebrity endorsements on buying behaviour of the college students. Questionnaire survey was used to collect the data by using convenience sampling.
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Spanjaard, Daniela, Louise Young, and Lynne Freeman. "Emotions in supermarket brand choice." Qualitative Market Research: An International Journal 17, no. 3 (June 3, 2014): 209–24. http://dx.doi.org/10.1108/qmr-10-2012-0049.
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Purpose – The purpose of this article is to show how the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods. Design/methodology/approach – A mixed-method approach was applied where the results of one technique provided the guidelines for the next as a way to understand how decisions are made within a grocery store. A mail survey started the process which subsequently presented input for the focus group, leading to videographic observations, depth interviews and consumer diaries. Findings – The results show that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand. This suggests that using behavioral and attitudinal surveys to understand this perspective may not adequately capture important aspects of grocery buying. Instead, consideration must be given to alternative methods which offer the shopper freedom to discuss what is important to them in terms of product selection. Research limitations/implications – This study is unique in applying multiple qualitative methods to an environment that is often overlooked as a source for meaningful insights into consumer decisions. The ability to use methods such as videography and self-assessment provides consequential reasons behind consumer behaviour rather than just statistical measurements of this. Practical implications – The results make a note of caution for retailers. Radical changes to brand offerings (e.g. deleting lines) and accessibility to preferred products (e.g. out of stocks, store layouts) runs the risk of potentially isolating regular customers. Our research shows that when a favorite product is not available, a substitute is not likely. Instead respondents tend to go to another store that does stock their brand, or they buy a smaller, cheaper product to “make do” until the next shop. Neither option is a good outcome for the consumer, the manufacturer or the store. Originality/value – This study will show that for grocery buying, not all decisions are rational where the use of available information is what drives the final brand choice. Instead, consumers display evidence of emotion that one research method in isolation is unlikely to adequately capture.
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Khan, Zawar. "Impact of Sales Promotion, Advertising and Direct Marketing on Sale of Cosmetic Products." Journal of Marketing Strategies 2, no. 1 (March 22, 2021): 20–34. http://dx.doi.org/10.52633/jms.v2i1.26.
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Retail markets have been one of the most rapid-growing markets in the world for the last decade; to stay competitive, retailers use effective sales promotions tools and that become a vital technique for marketers to stimulate consumer buying behavior towards purchasing any product. This study aims to determine the impact of the most used tools of sales promotion in the retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects: brand switching and customer loyalty. This study based on a literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field.
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Dadhich, Abhishek, and Kavaldeep Dixit. "CONSUMER PERCEPTION AND BRAND LOYALTY TOWARDS OVER THE COUNTER BRAND MEDICINES OF MAJOR PHARMACEUTICALS COMPANIES WITH SPECIAL REFERENCE TO RAJASTHAN." International Journal of Engineering Technologies and Management Research 4, no. 9 (February 1, 2020): 27–38. http://dx.doi.org/10.29121/ijetmr.v4.i9.2017.97.
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The study intends to explore the consumer perception towards over-the-counter (OTC) medicines and factors that influence consumer buying behavior for OTC brand medicines marketed by pharmaceutical companies. It also aims to study the impact of marketing mix factors on consumer perception and OTC brand loyalty. The research is descriptive in nature. It is based on primary data which is collected via structured questionnaire. The hundred respondents were participated in pilot study to understand and validate the questionnaire. The primary data obtained are analysed to identify the consumer perception and OTC brand loyalty promoted by the pharmaceutical companies. The study was conducted in period of 1 December 2016 to 31 March 2017. The respondents are from different districts of Rajasthan. 411 respondents participated on simple convenient non-probability sampling basis. In the study the dependent variables like consumer perception and brand loyalty with independent variables like consumer self-medication and OTC marketing mix factors are considered. It is observed in present study that OTC marketing mix factors like Place, Price and Promotion has positive impact on consumer perception and OTC brand loyalty whereas self-medication practices have negative impact. The study also revealed that Place (Product availability), Price and Promotions are the major influencing factor in considering consumer OTC medicine buying behavior.
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Wibawa, I. Made Satria Putra, and I. Gde Ketut Warmika. "PENGARUH GREEN MARKETING TOOL’S TERHADAP PERILAKU PEMBELIAN KONSUMEN PADA PRODUK LAMPU PHILIPS LED." E-Jurnal Manajemen Universitas Udayana 8, no. 3 (December 5, 2018): 1515. http://dx.doi.org/10.24843/ejmunud.2019.v08.i03.p13.
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The purpose of this study was to determine the effect of green marketing Tool's on consumer buying behavior. This research was conducted on Philips LED lighting products in Denpasar. The number of samples chosen was 112 people, with purposive sampling method. Data collection was done through questionnaire, with data analysis technique used is multiple liniear regression. The results of this study show that the tool of green marketing tool that consists of eco-label, eco-brand, and environmental advertisement have a positive and significant effect on consumer purchasing behavior. This shows that consumers who realize the importance of environmentally friendly products can encourage the decision to purchase a product.
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De Jesus, Fhrizz S., Jeverlyn B. Ramos, and Mariel T. Cunanan. "Green Marketing: A Descriptive Analysis of its Influence on Consumer Buying Behavior." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 17, no. 2 (June 21, 2021): 56. http://dx.doi.org/10.21013/jmss.v17.n2.p5.
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Green marketing has become a very important marketing concept in recent years, and it has proven to be effective in promoting and reinforcing the concept of environmental conservation and sustainable development. The objective of this descriptive study was to determine the influence of green marketing on buying behaviour of consumers and their views and expectations towards green product and this study aim to assist consumers in Palayan City, Philippines by raising product awareness through ads, with the goal of changing individual purchasing habits, which can have an effect on environmental welfare and also to understand environmental friendly products' availability and the impact of advertisers' marketing campaigns in relation to consumers. As to its findings, most of the respondent agreed that humans must live in harmony with nature in order to survive. Also, the respondents believed that no consumers or buyers should frequently buy which can be refilled, and they are highly in favour that they feel good about buying green brands causing less damage to our environment. It also revealed that using an eco-friendly product has the most impact of green marketing on consumer buying decision that contributes for the environment safety, they encourage patronizing green marketing and using eco-friendly products to lessen the negative impact in our environment. Finally, the researchers recommend strengthening the campaign on green marketing practice through the use of different social media platforms. These platforms will help to connect with the customers and increase awareness of the crisis facing by the environment.
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Đukić, Suzana, and Jelena Stanković. "Research into unplanned purchases on the Serbian market." Strategic Management 26, no. 2 (2021): 42–53. http://dx.doi.org/10.5937/straman2102042d.
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Purchases of products and services are mainly the result of planned actions of consumers based on identified needs and desires. However, impulse purchases that consumers did not plan before entering the store are quite common as well. Such purchases are stimulated by the consumers' sudden needs, current mood, recommendations of the seller and/or other consumers, as well as in-store incentives such as: the atmosphere in the sales facility, discounted prices, gifts. Also, numerous innovations make impulse buying easier for consumers, like: flexible working hours of shops, affordable supply of products/services, online sales, offer of so-called "instant" loans, the existence of ATMs. Unplanned purchases are not exclusively a consequence of the impulse-driven reaction of consumers. In addition to pure impulsiveness, there are other types of unplanned purchases, such as: suggestion effect, planned impulsivity, reminder impulse buying effect, and planned purchase of a certain type, but not brand of product. The aim of this paper is to point out the importance and basic characteristics of unplanned purchases, as well as the factors that influence consumer behavior while making such purchases. Conducted empirical research enabled the identification of the most important motives of unplanned purchases made by consumers in the Republic of Serbia, their frequency in buying different product categories, the connection of different shopping situations with unplanned purchases, as well as the determination of differences between certain demographic and economic groups of consumers in making such purchases. The research results and their analysis enabled the formulation of guidelines for the development of marketing strategies of companies from the Republic of Serbia as a model of response to this type of consumer behavior.
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S, Sathyanarayana, and B. H. Suresh. "The Role of Packing on Buying Behaviour of Rural Consumers with Special Reference to FMCG." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 8, no. 1 (August 5, 2017): 103. http://dx.doi.org/10.21013/jmss.v8.n1.p12.
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<p>Indian rural market with its enormous size and demand base offers great opportunities to marketers. However, there are many serious challenges that FMCG manufactures face in tackling rural markets, viz., the scattered nature of rural markets, their small size, remoteness, poor connectivity and tremendous heterogeneity, low level of literacy, too many languages and dialects, cultural diversities, inadequate banking facilities, acute dependence on the monsoon; seasonal demand, and media darkness are some serious limitations. However, the issue of packing is very crucial when it comes to marketing of brands in rural areas as the brand recognition in rural areas generally through its colours, logos, shape and size. Therefore, the current study has been undertaken with an intention to understand the role of packing in rural markets. In order to realize the stated objectives the researcher constructed a structured questionnaire has been constructed and pre tested and administered on 1,600 rural respondents spread across 200 villages in the state of Karnataka. The study revealed that packing make a significant role while buying FMCG. There is a significant difference in the opinion of rural consumer respondents on importance attributed to packing while purchasing FMCG as perceived by rural consumer respondents. There is a significant influence of annual house hold income of the rural consumer respondents on the level of importance attributed to packing while buying FMCG. Majority of the rural consumer respondents preferred sachets while buying FMCG. There is a significant difference in the packing size preference of the rural consumer respondents while purchasing products. There is a significant influence of the annual house hold income of the rural consumers on kind of packing preference. Majority of the rural respondents recognize brands through reading, colours, scanning of logos/pictures/trademarks and through packing style of the products. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion has been drawn. Finally the results have been compared with the possible evidence.</p>
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Orji, Marcus Garvey, Michael Oyenuga, and Agnes Iember Ahungwa. "Effects of Sales Promotion on Consummer Buying Behavior of Food Seasoning Among Nigerian House Holds: A Case Study Of Nestle Maggi Naijapot’." Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences 3, no. 1 (January 28, 2020): 134–49. http://dx.doi.org/10.33258/birci.v3i1.724.
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The major concern to Nigerian companies has been how do promote made in Nigeria food products like food seasoning that has been produced in line with our local taste and culture. It is in this context that this study seeks to examine the effects of sales promotion on the consumer buying behavior of food seasoning among Nigerian households using Nestle Nigeria Plc Maggi NAIJA POT brand as a case study. The study employed cross sectional research design and the population consists of consumers of Nestle product (Maggi seasoning) in Bwari Area Council, Abuja. The sample size is 246 determined using Topman’s formula. Primary data was used through administration of questionnaire and regression analysis was used to test the relationship between the study variables. The findings revealed that most of the consumers enjoy the rebates which influence their decision before, during and after the purchase; there is a positive effect of free trial and free gift on consumer buying behavior of Maggi NAIJAPOT in Bwari Area Council, Abuja. The study concluded that that sales promotion through rebates, free trial and free gifts is one significant tool marketing companies should give attention to in order to influence their consumers’ buying behavior, and recommended among others that providing free samples for food seasoning is a good technique to use in introducing new products to the Nigerian marketplace, also free gift should be included in the outer part of the product packaging to serve as a visual attraction to Nigerian consumers. It may also take the form of the commonly used terminology BOGOF’ (Buy one get one free)
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Wang, Xiaoyuan, and Yan Liu. "Explaining Consumer Heterogeneity in Structural State-Dependence." Sustainability 12, no. 7 (March 25, 2020): 2597. http://dx.doi.org/10.3390/su12072597.
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Consumers are heterogeneous in their inertial responses to previous consumptions. Information on consumers’ structural state-dependence is valuable for evaluating consumers’ habit-forming strength and thus can be used for encouraging more sustainable consumption. Conventional methods of estimating such effects are complex and require repeated purchase data, which is difficult to obtain when consumers are inexperienced in buying sustainable products. In this paper, we utilize consumers’ previous switch behaviour data and investigate whether it can explain heterogeneous state-dependence effects. We demonstrate this in consumer-packaged goods markets using scanner datasets. Consumers’ normalized brand switches in a different product category several years ago are used to measure inter-temporal preference variations that are stable and are independent of products and markets. Accounting for household characteristics, we find that some variation in switch behaviour is highly stable: it explains a significant portion of consumers’ structural state-dependence in the market under investigation. Therefore, consumers’ switch tendencies can be structural to their preference. The finding suggests that incorporating consumers’ switch behaviour from other choice domains can be a simple and effective method of understanding the heterogeneous effects behind habit formation. Our constructed measure has broad implications in shifting consumer behaviour to be more sustainable.
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Ismail Ibrahim, Mujahid Adam. "Impact of Advertising on Consumer Purchase Decision in Sudan." International Journal of Management Excellence 15, no. 2 (August 30, 2020): 2225–33. http://dx.doi.org/10.17722/ijme.v15i2.1159.
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Advertisements are a tool of communication used in the marketing and promotion of a product or service by the brand. It promotes an integrated marketing communication which emotionally motivates the consumers to make purchases. The advertisement has a strong linkage with the proliferation of the media and the entertainment industry. This research aimed to investigate the impact of advertisements on consumer purchase decisions. The research methodology adopted a primary research design with a quantitative and qualitative approach. Five hundred questionnaires were distributed and 466 questionnaires were collected and included in the study. As per the statistical analysis, a strong positive correlation has been found between advertisement and consumers purchasing decisions. The investigation of this study indicate that consumers consider TV as the most effective tool for the promotion of certain brand products or services. Also, study find that, Purchase decisions were also affected by the seller’s way of showing the product or the method of advertisement. Therefore, there are chances for those interested in the marketing domain to benefit from the findings of this research and may use them to analyse what aspects of advertisements change the buying behaviour and purchasing decisions of consumers.
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Malarvizhi, J., and T. Chitra Devi. "A Study on Customer Satisfaction towards Patanjali Products in Theni District." International Research Journal of Management, IT & Social Sciences 5, no. 2 (February 7, 2018): 75. http://dx.doi.org/10.21744/irjmis.v5i2.611.
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Indian consumer segment is broadly segregated into urban and rural markets and is attracting marketers from across the world. Global corporations view India as one of the key markets from where future growth is likely to emerge. Consumers of this millennium have become more concerned about their health and also inclined to maintain the quality of life which is reflected through the preferential consumption of those products that protect the good state of their health as well as provide maximum satisfaction. To purchase a product the customer will go through a process of buying behavior. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to the brand of eatable and cosmetics. This study also aims at identifying customer’s satisfaction towards present and expected products from Patanjali.
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Khurana, Karan. "Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market." International Journal of Social Sciences and Management 5, no. 1 (January 20, 2018): 18–30. http://dx.doi.org/10.3126/ijssm.v5i1.19005.
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This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.Int. J. Soc. Sc. Manage. Vol. 5, Issue-1: 18-30
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Zafran, Muhammad, and Velga Vevere. "THE INFLUENCE OF RETAIL SERVICES AND SELLING BEHAVIORS ON CUSTOMER’S SATISFACTION, TRUST AND LOYALTY INTENTIONS IN RETAIL INDUSTRY OF PAKISTAN." Acta Prosperitatis 12 (2021): 203–22. http://dx.doi.org/10.37804/1691-6077-2021-12-203-222.
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This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.
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Hwang, Chanmi, Youngji Lee, Sonali Diddi, and Elena Karpova. "“Don’t buy this jacket”." Journal of Fashion Marketing and Management: An International Journal 20, no. 4 (October 3, 2016): 435–52. http://dx.doi.org/10.1108/jfmm-12-2014-0087.
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Purpose The purpose of this paper is to examine the effects of anti-consumption advertisement on consumers’ attitudes and purchase intentions (PIs) of an apparel product. Design/methodology/approach An experiment was conducted with a sample of college students (n=1,300) who were randomly assigned to view either a traditional advertisement for a Patagonia jacket or an anti-consumption advertisement of the same jacket. After that, consumer attitudes toward buying the jacket and PIs were measured employing online survey. In addition, consumer environmental concern (EC), perceived intrinsic brand motivation and extrinsic brand motivation (PIBM and PEBM) were measured to test a proposed research model. Findings Participants exposed to the anti-consumption advertisement reported less positive attitudes toward and lower PIs to buy the jacket than participants who viewed the traditional advertisement. Participants’ EC, PIBMs and PEBMs were found to be important predictors of the attitude and PI. Research limitations/implications This study provides a foundation for future research on consumer attitudes and PIs in the context of anti-consumption behavior and the effects of anti-consumption advertisement. Limitations of the present study include convenience sampling. Practical implications Anti-consumption advertising might be used effectively to raise consumers’ awareness on their spending habits on clothing and reduce the clutter of consuming culture. Originality/value The research findings contribute to the corporate social responsibility literature in the apparel context, specifically socially responsible marketing, by focusing on the nascent topic of anti-consumption. This was the first study that examined how anti-consumption advertisement might affect consumer attitudes toward buying products displayed in this advertisement.
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Hameed, Shahid, and Munaza Kanwal. "Effect of Brand Loyalty on Purchase Intention in Cosmetics Industry." Research in Business and Management 5, no. 1 (February 23, 2018): 25. http://dx.doi.org/10.5296/rbm.v5i1.12704.
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There is a huge expenditure for cosmetics estimated around the world. Many competitors try to capture the market and compete aggressively. The principle of this study is to examine the impact of brand loyalty on the purchase intention of customer or evaluate that how much buying behavior of consumer are influenced by brand loyalty and what factors or variable influence the brand loyalty. There are six variables that influence on brand loyalty is brand name, product quality, price, design, promotion, store environment. The 80 questioner is filled from the female consumer of cosmetic product to investigate the purchase intention influenced by brand loyalty. For this purpose linear regression method used for analysis. The result of this study shows that there is a positive significant impact of brand loyalty on purchase intention and also there is a positive significant relationship between the variables (brand name, product quality, price, design, promotion, store environment) and brand loyalty of cosmetics.
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Prihandono, Dorojatun, Angga Pandu Wijaya, Ina Rizqiana, Wan Kalthom Yahya, and Agung Kresnamurti Rivai Prabumenang. "GREEN MARKETING TOOLS EFFECT ON CONSUMER BUYING DECISION IN THE BOTTLED WATER INDUSTRY." Humanities & Social Sciences Reviews 8, no. 4 (August 23, 2020): 537–46. http://dx.doi.org/10.18510/hssr.2020.8453.
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Purpose of the study: This study aims to examine green marketing tools, eco-friendly labels, and green advertising influence on consumer purchase behavior in mineral water. This research elaborates on the Ades brand, which promotes eco-friendly image in Indonesia. Green marketing has become a trending issue in all consumer package goods industries in the past decades. The bottled water industry faces enormous challenges to produce an idiosyncratic product to win a highly competitive market.
Methodology: This study applies the partial least square analysis to examine the variable relationships. 115 respondents were involved in this study. Data collected using a questionnaire and processed by SmartPLS 3.0.
Main Findings: The analysis results show that eco-friendly Label and green advertising have a positive and significant relationship on the consumer purchase decision.
Applications of this study: The results provide valuable inputs for bottled water manufacturers to commence a green marketing campaign that fits regional and global markets to improve sales performance and overcome challenges.
Novelty/Originality of this study: Previous studies are rarely concern on consumer behavior in purchasing bottled water, therefore this research attempt to elaborate better understanding using the theory of planned behavior.
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Sheth, Jagdish, and Anthony Koschmann. "Do brands compete or coexist? How persistence of brand loyalty segments the market." European Journal of Marketing 53, no. 1 (January 7, 2019): 2–19. http://dx.doi.org/10.1108/ejm-07-2018-0489.
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Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers. Design/methodology/approach Consumer panel data of carbonated beverages are examined using Markov chains to measure switching between two brands: Coke and Pepsi. Switching rates are conducted for all Coke households (n = 10,474) and Pepsi households (n = 7,227). This is further examined with respect to heavy half (upper median) consumers of each brand who make up approximately 86 per cent of volume purchases. Findings Households that made a majority of their purchase volume in either Coke or Pepsi products stayed with their preferred brands in subsequent quarters: 85 to 97 per cent of households. These findings are validated at all levels of the brand architecture (family brands, product brands and modified brands), even though both brands engage in similar marketing mix tactics (advertising, price cuts, distribution, product offerings). Loyalty was even higher among the heavy user households. Research limitations/implications The research was conducted using two well-known brands in a mature industry. Services or non-mature markets may exhibit different loyalty patterns. Originality/value The study extends prior research on competition, loyalty and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior.
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Oravecz, Titanilla, Laszlo Mucha, Robert Magda, Gedeon Totth, and Csaba Bálint Illés. "Consumers' Preferences for Locally Produced Honey in Hungary." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 68, no. 2 (2020): 407–18. http://dx.doi.org/10.11118/actaun202068020407.
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Sustainability is considered in relation to the consumption of local food. Consumers have recently become more concerned about food safety, including potential impurities in Asian honey. Some consumers believe that eating local honey products might be a way to avoid food safety risks. Food security is also guaranteed by certification marks that create confidence in consumers, and help their decisions in buying. The aim of the paper is to identify the main characteristics of Hungarian consumer preferences when buying honey. In this article we analyse the consumer behaviour of Hungarian hive products. This study was supported by the data from a nationwide consumer survey carried out in 2016. A total of 1584 subjects participated in this survey, the sample is representative for gender, age and highest level of education in Hungary. The results of our study show the actual potential consumers of the Hungarian honey products. Based on the results, the consumers we interviewed consider the consumption of honey of Hungarian origin very important, and they prefer to purchase these products directly or indirectly from the beekeepers. Well-informed consumers in terms of honey certification marks consider some features of honey (Hungarian origin; region of origin; brand, producer name; certification marks) significantly more important than uninformed consumers. Awareness of the certification marks helps consumer decisions which are confirmed by the fact that consumers who are informed about honey certification marks were not affected by honey counterfeits.
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Khamtanet, Khamtanet, and Premruedee Jitkuekul. "Factors affecting Brand Loyalty on Green Product Consumption." GATR Journal of Management and Marketing Review 6, no. 1 (March 7, 2021): 16–23. http://dx.doi.org/10.35609/jmmr.2021.6.1(2).
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Objective - This study aims to investigate the importance of brand trust affecting green product repeat purchases using a statistics program with structural equation modelling (SEM) to conduct confirmation factor analysis and correlation analysis between the independent and dependent variables. Methodology/Technique – This study collected data from 820 green-product consumers in the northeast region of Thailand. Samples were recruited from 20 local department stores across 20 provinces. The study used a stratified sampling technique to stratify each province’s residents. Findings - SEM analysis shows that brand trust has a positive correlation to brand engagement and loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.68 and 0.54. The study also found that brand engagement has positive correlation to loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.75. These results mean that when the customer trusted the brand, it would lead to brand engagement and being big a fan of the brand. This is because the customer is unfamiliar with green products, and there are some critical factors such as price and quality. Thus, building brand trust would decrease customer apprehension. When customers feel safe, they will feel engage to the brand. Accordingly, when customers are engaged to the brand, they become loyal to the brand leading to repeat purchasers, word of mouth, and brand advocacy. Novelty – This paper contributes to the understanding on green product consumption and customer behaviour and can be used to formulate the right strategies for promoting green products, based on critical factors that influence the customer buying process. Type of Paper: Empirical. JEL Classification: M31, M39 Keywords: Brand Engagement; Brand Trust; Green Products; Loyalty; Structural Equation Modelling; Customer Buying Process; Brand Loyalty Reference to this paper should be made as follows: Khamtanet, Jitkuekul, P. (2021). Factors affecting Brand Loyalty on Green Product Consumption, Journal of Management and Marketing Review, 6(1) 16 – 23. https://doi.org/10.35609/jmmr.2021.6.1(2)
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Yeo, Sook Fern, Cheng Ling Tan, Kah Boon Lim, and Shu Hui Teng. "Wearable Technology and Social Media: An Insight of Consumer Buying Behaviour." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 80. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(80).
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Social media is a method of communication that helps the community in interaction and content-sharing, such as Facebook, Google Plus, Twitter, LinkedIn, Wikipedia, Pinterest. Social media has become a part of daily life people use. Most of the online media will provides user with a social components comment fields in their website. In conducting business online, businesses will often use social media as a tool in conducting several activities such as marketing their products, brand advertising, as well as used form good relationships with customers. Social media marketing help some company expand their business, it is wider global reach. In this technology advance era, people are living in the environment which is full of electronic devices. People start to realize that the electronic devices such as smartphone can bring a lot of benefit to them. Furthermore, smartwatch is a wearable device which can bring the similar benefit like smartphone which can use as a navigation and call for other people. Statista (2016) has reported that wearable device market has been growing since 2015 and Asia Pacific has recorded the second biggest wearable devices sales with 30.4 million unit sales. Tandon (2015) found that smartwatch in Malaysia had function as major to control music, incoming messages and mail by 22%. As Malaysia is one of the members of Asia Pacific, thus, it is an interest to study the smartwatch in Malaysia. Wearable technology is based on rigid or bendable conventional electronics powered by rigid batteries. This includes mobile phone peripherals. In other cases, wearable technology is more "destructive," including distributed clothing and textiles. The ability to tightly integrate electronic devices. In this case, the development is not obvious because the device must be ironed, flexible, no collapsible, sometimes printable or translucent. Wearable device system should be installed once or continuously, it must have battery consumption, and can inform all health-related information wirelessly without restricting its users in any way. Keywords: wearable technology; social media; buying behaviour; perceived usefulness; Malaysia
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Amallia, Bunga Alfausta, M. Irhas Effendi, and Abdul Ghofar. "The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia." International Journal of Creative Business and Management 1, no. 1 (February 27, 2021): 66. http://dx.doi.org/10.31098/ijcbm.v1i1.4553.
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The damaged environment that has been influenced by human life is now encouraging consumer behavior changes to be more aware of the environment and interested in buying green products; and through this study, we want to determine and analyze the role of attitude as mediation and the effect of green advertising, green brand trust, and attitudes towards green purchase intention. We used a questionnaire and obtained a sample of 118 respondents using the purposive sampling technique. Then, we analyze the data using PLS-SEM analysis tool with Smart PLS 3.2.8. Our results showed that green advertising, green brand trust, and attitudes towards green products had a significant and positive effect directly on green purchase intention. Green product mediation's variable attitude was full of green advertising variables, green brand on green purchase intention.
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Et. al., Amandeep Singh,. "Impact of Social Media on Consumer Behaviour." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 1216–25. http://dx.doi.org/10.17762/turcomat.v12i5.1788.
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This paper encompasses the research studies done on the impact of social media on consumer behaviour. Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. People are using various social media websites and because of that the entire marketing landscape is changing. Massive audience is available who are spending many hours a day using social media across the various platforms and are majorly involved in information processing, entertainment and social connection activities, it is not surprising that marketers have started utilising social media as a marketing channel. Companies now place considerable value on the way in which social media can be used to shape consumer’s brand/product perception and influence their buying decision. Rather than focusing on short-term advertising through technology, companies are integrating social media mechanisms to enhance the relationship with consumers. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media. So, the research paper talks about what activities the consumer are involved in, how branding on social media is important and how it can help in marketing the goods/services. It also highlights how user generated content helps in marketing of a company and what will be the future of social media and areas the companies should focus on which will impact the consumers behaviour.