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1
Verma,, Mansi. "Consumer Buying Behavior." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04287.
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Abstract Consumer buying behavior encompasses the complex decision-making processes and actions involved when individuals select, purchase, use, and dispose of products and services. This research paper investigates the multifaceted nature of consumer buying behavior by examining the influence of psychological, cultural, social, personal, and economic factors on consumers' decisions. Drawing on established theoretical frameworks such as Maslow’s Hierarchy of Needs, the Engel-Kollat-Blackwell (EKB) model, and the Howard-Sheth model, this study explores the motivations and attitudes that drive purchasing decisions across different product categories and consumer segments. A significant focus of this paper is the transformative impact of digitalization on consumer buying behavior. The proliferation of e-commerce platforms, social media, and influencer marketing has reshaped the traditional buyer’s journey, making it more dynamic, personalized, and interactive. Consumers now have unprecedented access to product information, peer reviews, and brand interactions, fundamentally altering how they search for, evaluate, and purchase products. Moreover, the research highlights the growing importance of sustainability and ethical considerations in consumer choices. Increasingly, consumers are gravitating towards brands that align with their environmental and social values, signaling a shift towards more responsible consumption patterns. Using qualitative and exploratory methods, this research synthesizes findings from academic literature, industry reports, and case studies to identify recurring themes and emerging trends in consumer buying behavior. Key findings suggest that while psychological and cultural factors remain foundational, the influence of digital media and sustainability is becoming increasingly pronounced. Marketers must therefore adapt by embracing digital tools, engaging consumers through personalized content, and integrating ethical practices into their brand strategies. This study contributes to the academic discourse on consumer behavior by providing a comprehensive analysis of contemporary buying patterns and by offering practical recommendations for marketers seeking to understand and respond to evolving consumer expectations. Future research could build on these insights by conducting quantitative studies or cross-cultural comparisons to deepen the understanding of global consumer behavior trends. Keywords: consumer behavior, digital engagement, psychological factors, social influence, sustainability, brand loyalty, marketing strategies, consumer decision-making.
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Agasti, Sarmistha. "IMPACT OF FACTORS INFLUENCING CONSUMER BEHAVIOR IN WEST BENGAL." International Journal of Advanced Research 9, no. 10 (2021): 1394. http://dx.doi.org/10.21474/ijar01/13696.
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In the last years, consumer behaviour and their decision-making process has advanced and has become an important topic in the marketing society. this paper presents an extensive review on the influencing factors on consumers behavior and their buying decision-making process in marketing. The marketing starts and finish with the consumer hence, consumer purchasing decision taking shows how well the organizations marketing strategy suits marketing demand. Consumer behavior includes the psychological procedures which consumers experience in understanding their requirements. Discovering patterns to rectify these requirements, taking buying decisions for example, whether to purchase goods and services and if so, which types of brands and where, interpret tips, making plans, and executing these plans for example, with engaging in comparison shopping or real buying of products, Totally, modern and professional marketing staffs try to know consumers and their responses, therefore, analyses the essential traits of their behavior.
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Satpathy, Abhilash, Ansuman Samal, Kilaru Madhavi, and Raju Agrawal. "The Role of Influencer Marketing on Consumer Buying Decision." ECS Transactions 107, no. 1 (2022): 12373–80. http://dx.doi.org/10.1149/10701.12373ecst.
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The purpose of this research is to identify how influencer marketing can influence buying behavior of the consumers. To find out the same, primary data collection method was followed in this research work. Sample size was 66 however, 50 complete responses were received. From the responses it was found that most some participants directly buy products recommended by influencers while most of them check reviews about that product before buying it. Some consumers compare recommended products with other products before buying and some consumers check the price before buying. Therefore, from this information it can be concluded that influencers can positively influence buying behavior of the consumers. However, several factors affect this. For example, higher number of followers ensures that an influencer influences consumer. However, if influencers are paid for product promotion, then it cannot influence consumer buying behavior. On the other hand, area of expertise of the influencers also plays a major role in influencing buying behavior of the consumers. Besides, if an influencer is from a same country with the followers, then the influencers can easily influence their buying behavior.Keywords: Influencer marketing, consumer buying behavior, consumer-buying process, buying behavior of followers
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Nabin Gaire. "Impact of Green Marketing on Consumer Buying Behavior: The Mediating Role of Environmental Knowledge: A Study of Surkhet District." Journal of Nepalese Management and Research 6, no. 1 (2024): 142–55. http://dx.doi.org/10.3126/jnmr.v6i1.72093.
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This research addresses a significant gap in the literature regarding the impact of green marketing activities such as eco-labeling, green branding, and green advertising on consumer buying behavior, considering the mediating role of environmental knowledge. The study investigates the level of environmental awareness among consumers in Surkhet, a developing area, and analyzes how these green marketing practices influence purchasing decisions. Findings indicate that educated consumers in Surkhet exhibit high environmental awareness, with green branding and green advertising significantly enhancing consumer buying behavior, while eco-labeling shows no meaningful effect. Additionally, environmental knowledge positively impacts consumer buying behavior and partially mediates the relationship between green marketing initiatives and purchasing patterns. These results align with previous research in other developing countries, highlighting the effectiveness of marketing strategies in shaping consumer decisions. This study offers valuable insights into the interplay between green marketing and consumer behavior, emphasizing the importance of environmental knowledge, and suggesting targeted strategies for policymakers and marketers to promote sustainable practices and environmentally friendly purchasing behaviors.
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Devkota, Jiwan, Jhamka Narayan Shrestha, Shishir Pandit, and Aaditya Shankar Sharma. "Marketing on Consumer Buying Behaviors in Hospitality Industry." NPRC Journal of Multidisciplinary Research 2, no. 3 (2025): 189–203. https://doi.org/10.3126/nprcjmr.v2i3.76993.
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The hospitality industry relies heavily on marketing strategies to influence consumer buying behaviors. Understanding how marketing tactics, including digital marketing and social media influencers, affect consumer decisions is critical for businesses in this sector. This study investigates the role of marketing in shaping consumer behavior in the hospitality industry, focusing on consumer engagement with hotels and restaurants. This research adopts a quantitative approach with a descriptive design. A sample of 132 consumers, aged 18 and above, was selected through convenience sampling from an online survey. The study found that 80.3% of respondents had stayed in a hotel, highlighting the relevance of marketing in their buying decisions. More than 51% agreed that marketing influences their buying behavior, particularly through social media and digital platforms. The majority of respondents found content on digital networking sites interesting and were satisfied with the social media marketing of brands they followed. When asked about the effectiveness of traditional vs. digital marketing, most respondents believed digital marketing was more impactful in the hospitality industry. Marketing plays a significant role in shaping consumer behavior in the hospitality industry. Digital marketing, especially via social media influencers, has a stronger influence compared to traditional marketing methods. This study highlights the importance of leveraging digital platforms and social media to attract and engage consumers in the hospitality sector. Further research can explore the long-term impacts of these marketing strategies on consumer loyalty and business performance.
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Shrestha, Aditi, Alina Karki, Mayank Bhushan, Shiwani Joshi, and Shreya Gurung. "Effects of Social Media Marketing on Consumer Buying Behavior." New Perspective: Journal of Business and Economics 6, no. 1 (2023): 74–82. http://dx.doi.org/10.3126/npjbe.v6i1.58916.
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This study examines the effect of social media marketing on consumer buying behavior in Nepal, a typical developing country. The study used non-probability convenience sampling to survey 108 consumers and analyzed the effect of purchase intention, social network, social influence, and content marketing. Descriptive statistics, correlation, ANOVA, and multiple regression were employed for data analysis.The findings indicate that consumer buying behavior can be influenced by focusing on social network, social influence, and content marketing. The study aligns with previous research that highlights the importance of these factors in influencing consumer behavior. However, it is important to note that the literature review reveals a lack of research on the impact of social media on purchasing decisions in developing countries like Nepal. 
 The implications of this study are significant for marketers in Nepal. Firstly, marketers should prioritize social media marketing strategies to influence consumer buying behavior. Secondly, they should pay attention to building strong social networks, leveraging social influence, and creating compelling content to engage consumers. Thirdly, marketers should consider the role of purchase intention in shaping consumer behavior. Lastly, developing effective social media marketing strategies is crucial for influencing consumer buying behavior. In conclusion, this study contributes to the understanding of the effect of social media marketing on consumer buying behavior in Nepal. The findings suggest that social media marketing can influence consumer behavior, and the identified factors of social network, social influence, and content marketing play a crucial role. The study highlights the need for further research in this area and provides valuable insights for marketers seeking to leverage social media to drive consumer engagement and purchasing decisions in developing countries like Nepal.
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E. Mang’unyi, Eric, and Krishna K. Govender. "Antecedents to consumer buying behavior: the case of consumers in a developing country." Innovative Marketing 15, no. 3 (2019): 99–115. http://dx.doi.org/10.21511/im.15(3).2019.08.
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While consumers play a very crucial role in the marketing strategies of companies, effective development of strategies must satisfy their needs and wants. Therefore, an evaluation and understanding of the underlying factors and/or dimensions influencing consumer buying behavior are critical for supermarkets to both retain and acquire new customers. The article reports on factors impacting the consumer buying behavior and the relationship among the factors. The study uses data from a cross-sectional survey conducted within a random sample of 699 customers at 17 supermarkets in Nairobi, Kenya. Reliability and factorial validity of the self-administered questionnaire were evaluated and considered satisfactory, while structural equation modelling (SEM) was used to test several hypotheses. Social characteristics were a good predictor of the consumers’ inclination to patronize a supermarket, thus directly influencing the buying behavior. A strong positive connection between psychological factors and buying behavior was ascertained based on income, which suggests that although psychological characteristics impact consumer attitudes towards the supermarket, income and education levels may well play a determining role in this regard. Retail marketers in general and in Kenya in particular are encouraged to be cognizant of the above when developing strategic marketing programs to increase the level of patronage. As a research paper, the study is limited to the data and prior empirical research. It offers the benefit of new research directions for marketing managers in understanding and satisfying the consumers. The main contribution of the present research, interdisciplinary in nature due to combining elements linked to both marketing and psychology, is its focus on consumer buying behavior towards supermarkets in a developing country, thus producing revealing insights.
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Rawal, Dhavindra, and Bhoj Raj Aryal. "Consumer Awareness of Green Marketing and Buying Behavior: A Synthesis of Literature." Contemporary Research: An Interdisciplinary Academic Journal 7, no. 2 (2024): 51–64. http://dx.doi.org/10.3126/craiaj.v7i2.72149.
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The purpose of this study is to present the systematic review of the literature on green marketing. Green marketing is a burning issue in the global environmental protection context and it is necessary mater to discuss our consumption behavior, business patterns, and national policy to support environmentalism. As consumer and society become more concerned about natural environment, modify their buying behavior in an attempt to address their well-being. This study has synthesized the specified literature related to consumer awareness and their buying behavior in environmental marketing. The review of literature is based on limited theoretical and empirical studies. Based on the literature, the study concluded that there is a significant relationship between the green awareness of consumers and their buying behavior. In addition, green information and promotion activities help to increase the level of green awareness that leads to a change the green buying behaviour in marketing practices. Green consumers play a vital role in the protection of the environment.
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Wardani, Widia Sentia, Sumarsid Sumarsid, Jayadi Jayadi, Dewi Kartikaningsih, Ahmad Yani, and Robby Simanjuntak. "Analisa pengaruh Marketing Mix dan perilaku konsumen setelah Covid-19 terhadap keputusan Impulse Buying pada Miniso Cabang Mall Ciputra Jakarta." Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan 5, no. 5 (2022): 2518–27. http://dx.doi.org/10.32670/fairvalue.v5i5.2742.
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The purpose of this study was to determine the effect of marketing mix and consumer behavior after COVID-19, both partially and simultaneously, on impulse buying decisions at the Miniso Mall Ciputra Jakarta Branch. The research method used is a quantitative descriptive method, namely research that describes the characteristics of an actual situation. The results of this study state that the partial test can be concluded that the marketing mix (marketing mix) partially has a significant effect on impulsive buying decisions, and consumer behavior after Covid 19 partially also has a significant effect on impulse buying decisions by consumers at Miniso Mall Ciputra Branch Jakarta, simultaneous test results, it can be concluded that simultaneously, namely the marketing mix (marketing mix), and consumer behavior after Covid 19 jointly have a significant effect on impulse buying decisions by consumers at Miniso Mall Ciputra Jakarta Branch, analysis results determination found that the role of the marketing mix (marketing mix) and consumer behavior after covid 19 contributed 51.3% to impulse buying decisions by consumers at Miniso Mall Ciputra Jakarta Branch and the remaining 48.7% was influenced by factors another factor that not careful writer, for example price, service, business competition, and quality of human resources.
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Kanwal Iqbal Khan, Shahid Mahmood, Muzammil Iqbal. "Effect of Store Environment, Perceived Crowdedness, and Perceived Noisiness on Consumer Buying Behavior Through Brand Attachment." NUML International Journal of Business & Management 16, no. 2 (2022): 37–69. http://dx.doi.org/10.52015/nijbm.v16i2.72.
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Consumer buying behavior is becoming a key component in marketing where individuals search, select, use, and dispose off goods to satisfy their needs and wants. In the current competitive environment, cutthroat competition exists in the retail industry due to the development of social media channels. Now the success of a retail business is based on its ability to understand consumers' buying behavior. Therefore, the retail industry focuses on the factors and preferences that affect buying behaviors. Previously, crowdedness in shopping stores may lessen consumers' evaluation of products and decrease their satisfaction. However, recent research proved that crowdedness could significantly affect buying behavior. This study is conducted to check the role of the store environment, perceived crowdedness, and perceived noisiness on consumers buying behavior. We have conducted two surveys for this study. First, identify the top five popular brands in the clothing industry, and, secondly, the determinants of consumer's buying behavior were tested through a sample of 311 respondents. Results show that both store environment and perceived crowdedness affect brand attachment, whereas brand attachment mediates the relationships between store environment, perceived noisiness, perceived crowdedness, and consumer buying behavior. The results will assist future researchers and policymakers in devising marketing strategies by considering the determinants of consumer buying behavior.
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Saleem, Muahmmad, and Muhammad Bilal Mustafa. "The role of Unsolicited SMS Marketing in Driving Consumers’ Buying Behavior through Consumer Perception." Academic Journal of Social Sciences (AJSS ) 4, no. 3 (2020): 724–40. http://dx.doi.org/10.54692/ajss.2020.04031084.
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In last few decades, increasing advancements in technology and extensive usage of smartphones has increased the trend of unsolicited SMS marketing. Hence, organizations consider this marketing technique as an opportunity to boost their marketing efforts and to influence customers to make purchases. However, still there is vague understanding in the contemporary literature that how such marketing activities lead consumers’ perception toward buying behavior or to make purchase and repurchase. The idea behind the study is to identify that how unsolicited SMS marketing create consumer perception to purchase certain products and how this perception affect consumer buying behavior. For that purpose, we distributed 500 questionnaire to a random sample of those consumers who make extensive usage of smartphones. Although we used PLS-SEM to analyze the relationship of independent and dependent variables. Our findings suggest that unsolicited SMS marketing is a fundamental technique and has positive and significant impact on consumer perception to make a purchase of certain goods. However, once a consumer perceive that he/she will make this purchase then it will ultimately lead the consumer to reflect buying behavior and to make that purchase. Additionally, our findings also reveal the puzzle that unsolicited SMS marketing also has indirect effect on consumer buying behavior through consumer perception.
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Yeak Narayan Sharma. "Role of Social Media Marketing on Consumer Buying Behavior on Alcoholic Product inside Kathmandu Valley." Interdisciplinary Journal of Management and Social Sciences 3, no. 1 (2022): 164–77. http://dx.doi.org/10.3126/ijmss.v3i1.50245.
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This study investigates the effect of different social media marketing in consumer buying behavior on liquor products inside the Kathmandu Valley. Consumers' behavior is the dependent variable, and perceived value, quality service, usefulness, awareness, word of mouth, entertainment, and credibility are the independent variable. The primary data source is a respondent's opinion regarding consumer buying behavior through social media marketing. There are 101 respondents incorporated to reach the purpose of the study. The study followed a structured questionnaire and used a descriptive model to identify the relationship between important factors with consumer behavior be in Kathmandu valley.This study shows the perceived value of service of quality is positively related to consumer buying behavior and indicates that higher the perceived value would positive value of consumer buying behavior. Similarly, there is a positive relationship between perceived usefulness for consumer buying behavior, indicating that a higher perceived value of usefulness increases consumer buying behavior. The result also shows a positive correlation between word of mouth and consumer behavior. Itindicates that the higher the positive word of mouth concern would increase consumer buying behavior.Also, entertainment has a positive relation to brand loyalty; indicate that take higher the result of entertainment; the higher would be consumer buying behavior. There is a positive relationship between credibility and consumer buying behavior; it indicates that positive credibility increases consumer buying behavior. The descriptive static is used to measure the result that the higher mean value for perceived service quality, usefulness, word of mouth, credibility, entertainment, and other factors affects consumer buying behavior.
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N., MD. FAIYAZ AHMED. "CONSUMER PURCHASE BEHAVIOUR ON AIR CONDITIONER – A STUDY IN VANIYAMBADI TALUK TIRUPATTUR DISTRICT TAMILNADU." Journal of Jilin University 42, no. 08 (2023): 72–79. https://doi.org/10.5281/zenodo.8255563.
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<strong>Abstract</strong> Consumer Buying Behavior refers to consumers' actions taken (both on and offline) before buying a product or service. This process may include consulting search engines, engaging with social media posts, or various other actions. It is valuable for businesses to understand this process because it helps companies better tailor their marketing initiatives to the marketing efforts that have successfully influenced consumers to buy in the past. In this study, a research investigation was carried out to determine consumer purchase behavior towards purchasing Air conditioners in Vaniyambadi Taluk. Totally 200 consumers were selected from Vaniyambadi Taluk. The deliberate Sampling Method was adopted all through the research. <strong>Keywords: </strong>Consumer Behaviour, Air Conditioner, Impact of consumer behavior
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Sukhawatthanakun, Kanyarat. "Thai Consumer Perspective on Marketing Ethics of Consumer Products." Humanities and Social Sciences Letters 10, no. 2 (2022): 213–22. http://dx.doi.org/10.18488/73.v10i2.3012.
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Consumer complaints are continuously growing in Thailand; although consumer protection laws protect the Thai people while the current situation differs. Therefore, this research investigated the marketing ethics of consumer products from the perspective of Thai consumers and suggested the development of marketing ethics strategies for Thai businesses. This quantitative research used a questionnaire to collect data from 400 Thai consumers, which focused on personal factors, consumer buying behavior, problem & solution requirement, and satisfaction towards the marketing ethics of consumer products. The collected data were analyzed by descriptive statistics such as frequency, percentage, mean and standard deviation, and inference statistics to test the research hypotheses. The research results showed that the buying problems were high prices, deceptive advertising, selling prices over the price tag, defective/expired products, and below specification. Meanwhile, consumers required product replacement or money refunds as their preferred solution choices from producers at most. The hypotheses testing found that differences in personal factors (age and marital status) resulted in different preferences on marketing ethics of consumer products satisfaction, but the gender factor showed no differences. Meanwhile, consumer behavior factors (product type buying and buying frequency) and problem-solution requirement factor (no-any-action) resulted in different preferences on marketing ethics of consumer products satisfaction at a statistically significant difference of 0.05.
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Alhamad, Akram Mohamad, Essia Ries Ahmed, Mustafa Akyürek, and Abdullah Mahfoud Salem Baadhem. "Green Marketing and Attitude Affect the Consumer Buying Behavior of Green Product in Turkey." Indikator: Jurnal Ilmiah Manajemen dan Bisnis 7, no. 2 (2023): 1. http://dx.doi.org/10.22441/indikator.v7i2.19814.
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Consumers are increasingly looking for natural goods to live more sustainably and healthily in recent years. As a result, firms have begun aligning their strategies with sustainability by emphasizing their production of natural products that are both beneficial for health and environmentally sustainable. However, there is a risk of deceptive claims being made. This is study focuses on determining consumer buying behavior regarding green products in Turkey, with an emphasis on the effect of green marketing and attitude on consumer buying behavior. The study integrates fundamental theoretical approaches to consumer buying, such as the theory of planned behavior (TPB), in a modified conceptual framework. A survey of 385 Turkish consumers knowledgeable about environmentally friendly green products was used to gather data, which was then analyzed using the SPSS 26 software. The results show that green marketing and attitudes have a significant influence on Turkish customers' consumer buying behavior.The findings of this study offer insight into theoretical approaches to consumer buying behavior for researchers and academicians and provide guidance for marketers in devising green marketing strategies to achieve optimal competitive advantage.
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Cao, Jinglan. "The Influence of Social Media Influencers Recommendation on Consumers' Impulsive Buying Behavio." Highlights in Business, Economics and Management 37 (July 18, 2024): 161–68. http://dx.doi.org/10.54097/v4y7y898.
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Depending on the widespread use of short-form mobile video and the Internet, social media influencers recommendation has brought consumers a new way to learn about products. It has gradually become an important part of marketing with its advantages of large viewership and good marketing results. However, consumers are influenced by social media influencer, impulse buying behavior continues to emerge. Based on SOR model and identity theory, this paper investigates the influence of social media influencers recommendation on consumers' impulse buying behavior. This paper constructs a theoretical model, including four variables: consumers' favoritism towards social media influencers, social media influencers' fit with the products it recommends, consumers' sense of identity, and impulse buying. The empirical data were obtained by means of a questionnaire, and multiple regression analysis, mediation effect tests were conducted. This paper examined the positive and significant effects of consumers' affection for social media influencers, the fit between social media influencers and the products them recommends, the sense of consumer identity and consumer impulse buying behavior. This paper also examined the partially mediating role of the sense of consumer identity between social media influencers recommendation marketing and consumer impulse buying.
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C, Magila. "The Buying Behavior Influence of Consumers in Hosur Municipality." Shanlax International Journal of Commerce 6, s1 (2018): 285–93. https://doi.org/10.5281/zenodo.1461518.
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Powerful brands create meaningful images in the minds of consumers with brand images serving as a means of differentiation from the competition and thus positively influencing customer’s purchasing behavior. Branding plays a vital role to boost up any business performance, is a disguised tool which can confidently change people’s buying behaviors. In the current marketing scenario, the Study of Consumer Behavior has become important. Without consumers, no business organization can run. All the activities of the business concerns end with consumers and consumer fulfillment. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behavior has become an essential part of strategic market planning. The objectives of the study focus on examine power of branding on consumer buying behavior, to find out if consumer buying behavior is influenced by factors such as premium price of branded goods, perceived quality of branded goods, social status and brand name associated with the consumption of brand in Hosur municipality and the study will base on mobile electronics.
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Gahlot, Bharat, and Poonam Rani. "A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers." RESEARCH REVIEW International Journal of Multidisciplinary 8, no. 6 (2023): 99–103. http://dx.doi.org/10.31305/rrijm.2023.v08.n06.013.
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With the rapid growth of e-commerce, businesses are increasingly relying on digital marketing techniques to attract and engage customers. Understanding the impact of these strategies on consumer behavior is crucial for organizations seeking to optimize their marketing efforts in the digital landscape. Through a comprehensive analysis of relevant literature and empirical research, this study investigates the key digital marketing strategies that significantly affect consumer buying behavior in the e-commerce context. This research paper examines the influence of digital marketing strategies on the buying behavior of e-commerce consumers. The findings shed light on the dynamic relationship between digital marketing and consumer behavior, providing valuable insights for businesses to develop effective marketing strategies and enhance customer satisfaction.
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SINGH, PRIYA. "CONSUMER BUYING BEHAVIOUR REGARDING ONLINE ADVERTISMENT." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32722.
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In the era of digitization, the landscape of marketing has undergone a profound transformation. Traditional methods of advertising are gradually being overshadowed by the pervasive influence of online platforms. Among the myriad forms of online marketing, online advertising stands out as a powerful tool for reaching consumers in an increasingly interconnected world. In the context of India, a country witnessing rapid digitalization and a burgeoning online population, understanding consumer buying behavior regarding online advertisements assumes paramount importance. This introduction serves to contextualize the significance of studying consumer behavior in the realm of online advertising within the Indian market. The proliferation of the internet and the widespread adoption of smartphones have revolutionized the way businesses engage with consumers. Online advertising, encompassing various formats such as display ads, social media promotions, search engine marketing, and influencer collaborations, has emerged as a cornerstone of modern marketing strategies. Its appeal lies in its ability to target specific demographics, track user interactions, and personalize content, thereby enhancing its effectiveness compared to traditional advertising channels.
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Antczak, Barbara Olga. "The influence of digital marketing and social media marketing on consumer buying behavior." Journal of Modern Science 56, no. 2 (2024): 310–35. http://dx.doi.org/10.13166/jms/189429.
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Digital marketing and social media marketing play an essential role in shaping consumer buying behaviour. The spread of technology has created new opportunities for consumer-business interactions across various digital platforms such as social media networks, e-commerce websites, and mobile applications. These platforms provide consumers with access to product information, reviews and price comparisons that influence their purchasing decisions. This article aims to explore the relationship between digital marketing, social media marketing and consumers' online purchasing behaviour. The research will examine how marketing activities in digital and social media such as product reviews, social media advertising, e-mail marketing and influencer marketing affect consumer behaviour and purchasing decisions. It will also examine how social media networks influence the effectiveness of digital marketing strategies and how consumers interact with social media advertising. Results from this study will provide insights into the use and effectiveness of digital and social media marketing strategies. It will help companies better understand consumer behaviour in the digital age and inform their online marketing efforts to increase sales and profitability. The study will also contribute to the literature on consumer online purchasing behaviour and increase knowledge of the impact of digital marketing and social media marketing on consumer decision-making.
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Suraj Kushe Shekhar, Tony P Jose, and Rehin K R. "Consumer buying behavior and attitude towards pharmaceuticals." International Journal of Research in Pharmaceutical Sciences 10, no. 4 (2019): 3392–97. http://dx.doi.org/10.26452/ijrps.v10i4.1649.
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Pharmaceutical industry is a fastest growing industry in India. It is valued at above US 40 billion dollars. India exports large amount of drugs to difference parts of the world. Nowadays people are conscious of what they buy. Even if doctors prescribe a medicine, consumers resort to internet to get more information on the medicine before they consume it. Consumers have different perceptions on various kinds of drugs. Understanding the consumer attitude towards drugs will help the marketers to formulate marketing strategies better. The present study examines as to what the consumers look out when they reach to purchase a drug from the pharmacy. This paper scrutinizes and gives insights on consumer behavior and their attitudes towards buying different types of pharmaceuticals (like over-the counter drugs, herbals, ayurvedic, analgesics etc). The paper highlights the importance of factors like price, trust and brand in making importance purchase decisions. Further it was also observed that most of the people prefer buying over-the-counter drugs, which might end up being misused by the consumers. However, it was also found that consumers try to be well-aware of the medicine before buying or consuming it. Along with it, price sensitivity is something which majorly dominates the buying behavior of the consumers.
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Poudel, Prakash. "Impulsive Buying Behavior of Consumers at Bhatbhateni Supermarket in Damak, Jhapa." New Journey 2, no. 2 (2024): 112–24. https://doi.org/10.3126/njumc.v2i2.78779.
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Impulsive buying behavior, characterized by spontaneous and unplanned purchases, presents a significant area of interest in consumer research. This study explores the factors influencing impulsive buying behaviors among consumers in supermarkets located in Damak, Nepal. Drawing upon a quantitative approach, data was collected from 144 respondents using a structured questionnaire. The study investigates the relationships between impulsive buying behaviors and various demographic and situational factors including location, income, and store environment. Results reveal moderate positive correlations between buying behavior and location (r = 0.356), income (r = 0.281), and store environment (r = 0.378), indicating that these factors influence consumer purchasing habits to some extent. Hypothesis testing confirms significant relationships between location, income, store environment, and impulsive buying behavior. The findings underscore the importance of understanding consumer demographics and shopping habits for businesses seeking to influence consumer behavior and design effective marketing strategies. This study contributes to the existing literature by providing insights into the complex interplay of factors shaping impulsive buying behaviors in the context of supermarket shopping in Damak, Nepal.
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Bima Farras Suddywo and Ayu Ekasari. "Anteseden Consumer Buying Behavior." Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2, no. 4 (2024): 122–34. http://dx.doi.org/10.61132/maeswara.v2i4.1083.
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This research aims to analyze the consumer buying behavior consequential variables consisting of, Ecolabeling, Green Branding, Green Advertising, Environmental Knowledge, and Green Consumption. The sampling method used is non-probability sampling with purposive sampling technique. A total of 200 respondents had purchased or knew about environmentally friendly products and had ecolabeling labels. Data was collected through a cross-sectional questionnaire. Then the data was analyzed using SEM Structure Equation Modeling. The results of hypothesis testing show that there is a positive influence of Ecolabeling, Green Advertising, Green Branding, Environmental Knowledge, Green Consumption on Consumer Buying Behavior. The results of this research can provide input for entrepreneurs or companies that make environmentally friendly electronic products to further increase their green marketing and also product sales.
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K., B. Naveen Kumar. "Factors Influencing Consumer Buying Behavior." International Journal of Innovative Science and Research Technology 7, no. 11 (2022): 41–44. https://doi.org/10.5281/zenodo.7321245.
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The study is focused on the factors which affects the consumer buying behaviour. The objective of the study is to know the factors which affects consumer buying behaviour towards goods and services and to gain knowledge on how the factors affect the purchase decision of an individual consumers. The qualitative approach is used in this study. The secondary data is collected for this study. Many factors and characteristics that influence the individual in what he is and the consumer in his decision making process, buying habits, buying behaviour, the brands he use or the retailers he go. A buying decision is the result of each and every one of these factors. An individual or a consumer is led by his culture, subculture, social class, membership group, family, personality, psychological factors, etc. and is influenced by cultural trend as well as social and the society. By identifying and understanding the factors that influence the customers, brands have the opportunity to develop the strategy, a marketing message and advertising campaigns more efficient and more with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its customers and to increase the sales.
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Dr. Rachna Thakkar. "E-Marketing Effect on Consumer Buying Behavior." International Research Journal on Advanced Engineering and Management (IRJAEM) 2, no. 03 (2024): 365–72. http://dx.doi.org/10.47392/irjaem.2024.0052.
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The emergence of e-marketing has revolutionized the landscape of consumer behavior, profoundly impacting how individuals interact with brands, make purchasing decisions, and engage in commerce. This review paper synthesizes existing literature to examine the multifaceted effects of e-marketing on consumer buying behavior. Through a comprehensive analysis, key insights are drawn regarding the various ways in which e-marketing strategies, such as personalized recommendations, targeted advertising, and interactive experiences, influence consumer attitudes, preferences, and decision-making processes in the digital realm. Furthermore, the paper explores the role of social media platforms, technological advancements, and changing consumer expectations in shaping the e-marketing landscape. Ethical considerations, challenges, and future directions for research and practice are also discussed to provide a holistic understanding of the dynamic relationship between e-marketing and consumer behavior. Overall, this review contributes to a deeper appreciation of the complexities involved in navigating the e-marketing environment and underscores the importance of aligning marketing strategies with evolving consumer preferences and trends in the digital age.
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Yadav, Vansh. "Impact of Social Media Marketing on Consumer Buying Behavior." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04309.
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Abstract This study looks at how social media marketing is increasingly influencing consumer purchasing decisions, especially for Indian users. Social media platforms are now essential marketing channels for companies due to the growing popularity of mobile devices and the internet. In order to assess how consumers interact with digital content, ads, influencers, and brand communities, this study examines survey data gathered from 61 respondents. It also looks at the platforms and kinds of content that work best to influence decisions to buy. The results show that social media, particularly through visual content, user reviews, and promotional offers, has a major impact on consumer behavior, brand awareness, and trust. Along with recommendations for better utilizing social media marketing, issues like ad fatigue and privacy concerns are also covered. Keywords: Social Media, Consumer Behavior, Digital Marketing, Buying Decision, Influencer Marketing, Social Media Platforms
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Nikita, Maheshwari, and Namrata Khemraj Yadav Dr. "Role of Social Media Marketing towards Consumer Buying Behavior." Journal of Scientific and Engineering Research 10, no. 12s (2023): 1–6. https://doi.org/10.5281/zenodo.10466573.
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<strong>Abstract </strong>Over a decade social media has appeared as an emerging platform in the field of Marketing. For marketers, social media has become an effective mode to reach customers. This research shows the increasing role of social media marketing compared to offline or traditional media marketing. Using social media marketing the marketer can easily reach the consumers. Consumers can create brand awareness by influencing their behaviour. Marketers see social media as a modern way to build exposure for their brands. Social media marketing mainly depends on the following platforms: Facebook, Instagram, LinkedIn, Reddit, and Tumblr. The key advantage of social media is the ability to form strong and meaningful relationships. Marketers must develop their ability to engage and communicate with customers to form a bond directly. This research work contains some objectives which are to study the impact of social media marketing on consumer buying behaviour, and to know the initiatives which are taken by marketers for building brand image on social media, thus social media marketing has been able to influence the buying behaviour of customers. In conclusion, marketing has changed well with the advent of social media. Consumer buying behaviour is highly affected, and the level of awareness, customer satisfaction and brand loyalty has also increased.
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Sahu, Ved. "A Study of Social Media and its Impact on Consumer Buying Behavior." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04410.
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Abstract: Social media marketing has emerged as a central component in the strategic arsenal of contemporary businesses. With increasing penetration of digital technology in day-to-day life, social networking websites such as Instagram, YouTube, and Twitter have not only restructured communication patterns but also revolutionized consumer purchasing behavior to a large extent. This study investigates the role of social media marketing on Indian consumers, especially youth. Drawn from the quantitative data from the interviews of 65 individuals, the research highlights how consumer trust, degree of engagement, and site-specific content result in buying. The research highlights how user-generated content, influencer marketing, and interactive features drive consumer choice. The research offers strategic information for digital marketers looking to unlock the full potential of social media in the Indian market. Keywords: Social Media Marketing, Consumer Behaviour, Digital Influence, Online Purchase, Instagram, India, Youth Marketing, Brand Engagement.
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Burton, Mweemba, Geoffrey Mweshi Dr., and Edwin Bbenkele Professor. "Factors Affecting Consumer Buying Behavior towards Local Brands in Zambia: A Consideration of the Product Preference." RA JOURNAL OF APPLIED RESEARCH 08, no. 04 (2022): 256–65. https://doi.org/10.5281/zenodo.6422056.
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ABSTRACT Recent economic growth trends in Africa have heightened industry awareness of the market potential of many African countries including Zambia. As a result, academics are becoming increasingly interested in learning about African customers' attitudes, tastes, and behavior. The majority of the investigations on the factors affecting consumer behavior have been done predominantly from the Western marketing viewpoints, and the results have been informative in the sense that they confirmed and extended existing marketing models. In view of this, this paper brings out the Zambian perspective of consumer buying behavior. There has been an increase in the sale of imported FMCGs in Zambia, hence this motivated the investigation on the factors that motivate consumers when buying the products. The results indicate that quality, price, and availability influence consumer buying behavior in Zambia. The results further suggest that consumers in Zambia prefer imported FMCGs. The recommendation, therefore, is that manufacturers should take into consideration the factors affecting consumer behavior when producing FMCGs. The gap in understanding consumer buying behavior in less developed countries like Zambia has existed since 1986 when Bbenkele (1986) found that product shortages had an impact on brand loyalty in Zambia.
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Joshi, Chahana, Narendra Sejuwal, Sagar Panta, and Arjun Kumar Niroula. "Social Media Marketing and Consumer Buying Behavior." International Journal of Atharva 3, no. 1 (2025): 111–20. https://doi.org/10.3126/ija.v3i1.76722.
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This study examines the social media marketing on consumer buying behavior, with a focus on the associations between age, gender, employment, and purchasing decisions. Social media platforms have emerged as powerful tools influencing consumer choices, shaping preferences, and driving brand engagement. The research employs a descriptive, correlational, and quantitative design to assess how individuals across different demographics perceive and respond to social media marketing strategies. The study was conducted in Kathmandu with a sample of 202 participants selected using a convenience sampling technique. Findings from demographic analysis reveal that Instagram and Facebook are the most widely used platforms, with 91.1% of respondents acknowledging social media’s role in discovering products and services. Additionally, 98.5% of participants follow brands on social media, primarily for product updates (23.8%) and exclusive discounts (36.1%). A significant proportion (61.9%) anticipates that social media marketing will evolve further in the coming years. Chi-square analysis was employed to assess associations between age, gender, and employment with consumer buying behavior. The results indicate no statistically significant relationship (p > 0.05) between these demographic factors and purchasing decisions, suggesting that social media marketing influences all consumer segments similarly. This research contributes to understanding the growing role of social media in shaping consumer behavior and provides insights for marketers to tailor digital strategies effectively. Future studies can explore longitudinal trends and qualitative perspectives to deepen insights into evolving social media marketing dynamics.
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Babalola, Haorayau Bolaji, Saheed Ademola Lateef, and Abu Abu Zekeri. "NEW TRENDS OF INTELLIGENT E-MARKETING AND CONSUMER BUYING BEHAVIOUR: A STUDY OF SELECTED UNIVERSITIES IN OSUN STATE, NIGERIA." Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis 5, no. 1 (2020): 14–25. http://dx.doi.org/10.51263/jameb.v5i1.109.
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Understanding the attitude and behavior of customers is essential for every company where consumers differ in attitudes towards product/service. The consumer buying behavior in today's information-saturated world is based on how a product/service is marketed. However, the rapid diffusion of technology anchored growth and challenges on e-marketing trends. For instance, despite the widespread and large-scale adoption of e-marketing around the world, one does not see this trend happening on a big scale in Nigeria. Therefore, this study examines the influence of e-marketing factors on consumer buying behavior in the Nigerian context with particular reference to the University students participating in online business. The study employed the quantitative method, where primary data were collected via online distribution of the questionnaires among 233 customers, specifically students of the Osun state Universities in Nigeria. Also, structural equation modeling using AMOS software was employed to examine the relationship and hypothesis testing. The findings of this study revealed that e-marketing is positively and significantly influence consumer buying behavior in the area of e-mail marketing, mobile marketing, and e-advertising factors. The study asserted that firms must engage the consumers using technology that are more likely acceptable by consumers in the present digital and customer-oriented era. Also, knowing fully the emerging technologies may furnish valuable insights for various stakeholders to work well in Nigeria. Finally, the new trends in e-marketing are recommended from a strategic and operational level in which different techniques ease the buying behavior of consumers.
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Sulfa Sulfia, Refina Dyah Pramesti Utomo Putri, Mutiara Cantika Kamila Putri, and Muhammad Alkirom Wildan. "The Influence of Social Media on Customer Buying Behavior." LITERACY : International Scientific Journals of Social, Education, Humanities 4, no. 2 (2025): 115–20. https://doi.org/10.56910/literacy.v4i2.2294.
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This study aims to analyze the influence of social media on consumer purchasing behavior using a qualitative approach. Social media has become a primary medium in digital marketing, enabling direct interaction between brands and consumers. This study used an online questionnaire distributed to 50 respondents aged 18–24 years, as well as semi-structured interviews with five informants who had experience shopping through social media. The results showed that attractive visual content, influencer support, and Electronic Word of Mouth (E-WOM) play a significant role in shaping purchasing decisions. This study contributes to the understanding of contemporary marketing practices and offers effective strategies in optimizing social media. Visual content increases product appeal, influencers build consumer trust, and E-WOM serves as a source of information and social validation. These findings provide theoretical contributions to the study of digital consumer behavior and offer practical implications for business actors in designing more effective and relevant social media marketing strategies in the digital era. This study not only enriches the theoretical understanding of consumer behavior in the digital context but also offers practical implications for business actors and marketers. Marketing strategies that emphasize authentic visual elements, collaboration with relevant influencers, and encouraging consumer engagement through online reviews and testimonials have proven effective in influencing purchase intentions. Thus, this study provides an important contribution in the development of social media-based marketing strategies that are more adaptive and responsive to current consumer trends.
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Muhammad Hisyam Syafii and Halim Purnomo. "Pengaruh Cause-Related Marketing terhadap Minat Beli Buku Lekas Sembuh pada Generasi Z di Yogyakarta dan Bandung." MAMEN: Jurnal Manajemen 3, no. 3 (2024): 230–41. http://dx.doi.org/10.55123/mamen.v3i3.3430.
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This study aims to investigate the influence of Cause-Related Marketing (CRM) on the level of consumer buying interest in the book "Get Well Soon" in Yogyakarta and Bandung, especially in generation Z. Data was collected from 152 respondents via an online survey, and analysis was carried out using Linear Regression techniques and Chi-Square. The research results show that there is a significant relationship of 0.000<0.05 between CRM and the level of consumer buying interest in the book "Get Well Soon". These findings emphasize the importance of marketing strategies that focus on company/product involvement in social or humanitarian issues in influencing consumer behavior. Based on research results which show a significant relationship between Cause-Related Marketing (CRM) and the level of consumer buying interest in the book "Get Well Soon", it can be concluded that marketing strategies that focus on company involvement in social or humanitarian issues have an important impact in influencing consumer behavior. These findings support the Cause-Related Marketing theory which shows that consumers tend to give preference to brands that are committed to social and environmental responsibility. When Cause-Related Marketing is considered very influential, consumer buying interest tends to be high. The practical implication of this research is that companies can utilize CRM strategies as an effective tool to increase buying interest in their products and build more positive relationships with consumers. Further research can be conducted to understand other factors that influence the relationship between CRM and consumer purchasing interest in a broader context.
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Ardianah, Sefininda Desfia, and Roudlotul Badi'ah. "Pengaruh Affiliate Marketing dan Live Streaming Terhadap Impulse Buying dengan Consumer Trust sebagai Variabel Mediasi." Eqien - Jurnal Ekonomi dan Bisnis 14, no. 2 (2025): 589–606. https://doi.org/10.34308/eqien.v14i2.2029.
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The rapid growth of technology in this modern era has triggered a shift in human behavior patterns, especially in terms of shopping. This research uses consumer trust as a mediating variable to measure the impact of affiliate marketing and live streaming on impulse buying among generation Z consumers who use Shopee in Lamongan. This research uses quantitative methods. The sampling method used was non-probability sampling with purposive sampling as the sample determination method. Data was collected using a questionnaire distributed to 100 respondents. The data analysis technique used is Structural Equation Modeling- Partial Least Squares (SEM-PLS). The research results show that affiliate marketing has no effect on impulse buying, but affiliate marketing has an effect on consumer trust. Live streaming has an effect on impulse buying, but live streaming has no effect on consumer trust. Consumer trust has an effect on impulse buying. There is a mediating role from consumer trust on the influence of affiliate marketing on impulse buying, but there is no mediating role from consumer trust on the influence of live streaming on impulse buying.
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Suriya Kumari, A., S. Mani, and A. Arumugam. "Assessing the effectiveness of social marketing strategies in regulating exploitative buying behaviour in bangalore's urban sector." Salud, Ciencia y Tecnología - Serie de Conferencias 3 (June 13, 2024): 910. http://dx.doi.org/10.56294/sctconf2024910.
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In the urban landscape of Bangalore, the rapid proliferation of consumerism has led to a complex web of buying behaviors, often driven by exploitative marketing tactics. This study aims to evaluate the effectiveness of social marketing strategies in mitigating such exploitation and fostering more responsible consumer behavior. The research employs a mixed-methods approach, combining quantitative analysis of consumer trends with qualitative insights from marketing experts and urban consumers. Through surveys and interviews conducted across diverse demographic segments in Bangalore, the study seeks to uncover the prevalent patterns of exploitative buying behavior and the underlying factors influencing consumer decisions. Central to the investigation are the social marketing strategies implemented by various stakeholders, including governmental bodies, non-profit organizations, and corporate entities. These strategies encompass a range of interventions, such as public awareness campaigns, regulatory measures, and corporate social responsibility initiatives. The study evaluates the impact of these strategies on consumer attitudes, awareness levels, and actual purchasing behavior. Findings indicate a widespread prevalence of exploitative buying behavior among Bangalore's urban populace, fueled by factors such as peer pressure, advertising influence, and lack of information regarding ethical consumption choices. However, the research also highlights the positive influence of social marketing initiatives in curbing such tendencies. Notably, campaigns emphasizing ethical consumption, sustainable practices, and community welfare have shown promise in reshaping consumer attitudes and preferences. Furthermore, regulatory measures aimed at restricting deceptive advertising and promoting transparency in business practices have contributed to fostering a more ethical marketplace. Overall, this study underscores the critical role of social marketing in regulating exploitative buying behavior in Bangalore's urban sector. By leveraging insights from this research, policymakers, businesses, and civil society organizations can devise more targeted and impactful strategies to promote responsible consumerism and create a more equitable and sustainable marketplace.
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Fang, Xinyu. "Exploring the Reasons Behind Consumers' Crazy Buying Behavior." Advances in Economics, Management and Political Sciences 96, no. 1 (2024): 151–57. http://dx.doi.org/10.54254/2754-1169/96/2024mur0084.
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The ongoing expansion of the social economy has resulted in an improvement in Chinese inhabitants' living conditions. This has also influenced people's consuming concepts and actions. People are increasingly developing national self-confidence, deepening emotional resonance, and earning public awareness for a variety of national brand enterprises. As a result, these firms are progressively becoming a key factor in China's economic development. The Wahaha Company is depicted in the paper as an exploratory item. The purpose of this article is to look into Wahaha's actions, which may have influenced consumers to buy the product in huge amounts following the death of its inventor, Zong Qinghou. The analysis method is based on the marketing mix theory of 4Rs. This article uses the marketing mix theory of 4Rs to investigate why consumers purchased enormous quantities of products following Zong Qinghou's death, resulting in a significant boost in the company's sales. The study concludes that companies can improve consumer interaction by combining the marketing theory of 4Rs with appropriate emotional marketing, as well as staying current with health trends by developing specialty beverages that are more in line with consumer needs, using AI to provide better human care for the company, and developing closer relationships with consumers.
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Tyopine, Hanmaikyur. "Online Marketing and Consumer Buying Behaviour of Electronic Products in the North Central Zone of Nigeria." Journal of Advance Research in Business Management and Accounting (ISSN: 2456-3544) 5, no. 5 (2019): 01–19. http://dx.doi.org/10.53555/nnbma.v5i5.749.
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This study examined effects of online marketing and consumer buying behaviour of electronic products in the north central zone of Nigeria. The population of this study comprised online marketers and online consumers in the seven states in north central zone of Nigeria. Because the population is infinite, a sample of 385 respondents were taken from marketers and the online consumers. Information was obtained from the respondents using a structured questionnaire. The data collected were analyzed using descriptive statistics such as frequency, simple percentage and the relationship between the variables of the model was tested using multiple linear regression analysis. The result of the regression analysis indicates that a negative relationship exist between perceived risk on consumer (PRK) and consumer buying behavior of electronic products in the north central zone of Nigeria (CBHV) and the relationship is not statistically significant (p>0.05). A positive relationship exist between perceived enjoyment (PEN) and consumer buying behavior of electronic products in the north central zone of Nigeria (CBHV) and the relationship is statistically significant (p<0.05). Perceived ease of use (PEU) was positively related to consumer buying behavior of electronic products in the north central zone of Nigeria (CBHV) and the relationship is statistically significant (p<0.05). Perceived usefulness (PUF) was negatively related to consumer buying behavior of electronic products in the north central zone of Nigeria (CBHV) and the relationship is not statistically significant (p>0.05). A positive relationship exist between perceived convenience (PCN) and consumer buying behavior of electronic products in the north central zone of Nigeria (CBHV) and the relationship is statistically significant (p<0.05). It was concluded that majority of the respondents whopatronize online shopping adopt that because of the convenience and time saving factor they obtain from it. It was recommended among others that owners of online marketing platform should ensure that they make their website dynamic and user friendly so as to attract customerswho will derive comfort and satisfaction transacting from the comfort of their homes.
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Ali, Shahbaz Khan Saldera, Masood Hassan Dr., Ibrahim Javeriya, Nadeem Armaghan, and Jamil Ahmed. "Impact of Digital Marketing on Consumer Buying Behavior- A Study from a Metropolitan City Karachi." International Journal of Management Sciences and Business Research 11, no. 05 (2022): 125–40. https://doi.org/10.5281/zenodo.6911693.
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<em>Digital marketing is one of the most cost effective and measurable methods used by small businesses and multinationals, to track, monitor and target their audience’s preferences through Digital Marketing platforms like social media marketing, Email marketing and mobile marketing by running different campaigns (example: Awareness, consideration and conversion) accordingly to get the best results. The study investigates the impact of digital marketing towards consumer buying intention in pakistani context (Textile industry). This research will be focussing on how digitalization has changed how we associate with firms, items and brands through online administrations by putting away, examining and playing amusement, email, Facebook and other such applications. The techinques which will be used to measure the impact of of digital marketing towards consumer buying intention are descriptive statistics, correlation and regression. The results show that social media marketing, email marketing and mobile marketing has a significant affect on consumer buying intention with social media marketing having the greatest affect on consumer buying intention. The study concludes and confirms that email marketing and mobile marketing have a significant imapct on consumer buying intention</em>
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B Devaru, Susheela Devi. "SIGNIFICANCE OF NEUROMARKETING ON CONSUMER BUYING BEHAVIOR." International Journal of Technical Research & Science 3, no. 03 (2018): 114–21. http://dx.doi.org/10.30780/ijtrs.v3.i3.2018.015.
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-In today‟s vibrant business surroundings, it is no longer feasible to keep on practicing the same marketing tools to acquire an edge over the competitors. It is thus necessary to integrate other disciplines along with marketing to take a leap forward to understand consumers better. Neuromarketing is a fairly new discipline that combines behavioural psychology, economics and consumer neuroscience. Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Neuromarketing has attracted increasing attention, but critical aspects of it remain underexplored, including what exactly it is or includes, and how it is used in practice. Neuromarketing, as currently practiced, is heterogeneous, as companies are offering a variety of technologies. Consumers are complex, diverse in nature and neuromarketing can provide better insights about their purchase intentions. The idea that consumers are rational decision makers, who carefully consider options when making a decision about a certain phenomenon, will soon phase out! Believe it or not. In a bid to better understand the consumer, a myriad of economists still waste their precious time on “not-so-deep” modifications and elaborations of mainstream economic models, some of which are barely “shallow”. Businesses need to fully understand the consumer decision making processes for them to thrive in the current competitive business environment which is now a global village. The main aim of this paper is to highlight the role and importance of neuromarketing research techniques in the evolution of neurosciences and to explain how these techniques are used in market research. One of the most important challenges for companies who offer neuromarketing services is to stick to ethical principles when performing the investigations. This paper also looks at the human brain from a neuromarketing perspective, to shade more light on our quest to better understand the consumer brain. Neuromarketing was born by combining two fields: Consumer behavior and Neuroscience. Thus in beam of such remarkable potentiality of Neuroscience integrated with consumer behaviour, this paper is an attempt to understand the significance of neuromarketing on consumer buying behaviour. This article aims to help in understanding this new mixture of these sciences by explaining tech-niques that are used in this area and showing their application
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Lakshmi. "CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING." International Journal of Research -GRANTHAALAYAH 4, no. 8(SE) (2016): 60–65. http://dx.doi.org/10.29121/granthaalayah.v4.i8(se).2016.2588.
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With the increasing internet literacy, the prospect of online marketing is increasing. There are millions of people online any time and they all are a potential consumer in the online market. Since there are so many providers, the most important thing for organizations is to understand what are consumer wants and needs in this competitive business environment. Customer buying behaviors are influenced by different factors such as culture, social class, references group relation, family, salary level and salary independency, age, gender etc. and so they show different customer behaviors. These studies explain online shopping important and consumer buying behavior in online shopping.
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Nurwijayanto, Putra Ramadhani, Dyah Setyawati, and Vika Annisa Qurrata. "EVALUATING THE ROLE OF AFFILIATE MARKETING AND FLASH SALES IN SHOPEE: INSIGHT THROUGH ISLAMIC ECONOMICS LAW." Airlangga International Journal of Islamic Economics and Finance 7, no. 01 (2024): 56–64. http://dx.doi.org/10.20473/aijief.v7i01.57822.
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This research investigates the influence of affiliate marketing and flash sale programs on buying interest within the Shopee Marketplace, focusing on the perspectives of Islamic Economic law among consumers at Malang City in 2024. The study employs a case study approach to examine the impact of these marketing strategies on consumer behavior and ethical considerations. Through qualitative analysis, data is gathered from Shopee users in Malang City to explore their attitudes, perceptions, and buying patterns in response to affiliate marketing and flash sale promotions. The research delves into the ethical dimensions of these marketing practices within the framework of Islamic economic principles, examining their compatibility with notions of fairness, transparency, and social responsibility in buying and selling transactions. The findings shed light on the complexities of consumer decision-making in the digital marketplace, highlighting the interplay between marketing tactics and ethical considerations rooted in Islamic economic teachings. By synthesizing insights from Islamic economic law and consumer behavior research, this study contributes to a deeper understanding of the ethical implications of modern marketing strategies in e-commerce platforms like Shopee. The research results show a significant positive influence between affiliate marketing and the flash sale program on respondents' shopping behaviour and buying interest at Shopee. Furthermore, the research provides practical implications for marketers, policymakers, and stakeholders in balancing commercial objectives with ethical standards in online retail environments.
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Singh, Kamaldeep. "Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior." European Integration Studies 1, no. 15 (2021): 231–41. http://dx.doi.org/10.5755/j01.eis.1.15.28803.
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Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior depends on whether attitudes are positive or negative. Consumers with positive attitudes towards social media influencers have a greater tendency to acquire what is marketed in comparison with consumers who have negative attitudes towards social media influencers, who instead refrain from buying. Factors that increase confidence in social media influencer are whether the consumer feels connected, honesty and that social media influencer in markets products / services within its area of expertise. What has been shown to play a significant role when it comes to influencing consumers' buying behaviors and attitudes is what the environment's perceptions, opinions and experiences about the phenomenon look like WoM. It has emerged that the respondents have a greater confidence in their surroundings than they have in social media influencers. This study will adopt a qualitative approach towards collection and analysis of data. Hence this study will investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews. The researcher will conduct a minimum of 5 semi-structured interviews and analyze the data to formulate the required findings of this study.
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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 (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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Liao, Bo, Ya Ou, and Yan Lu. "Research on Consumer Tendency in Electronic Commerce Times." Applied Mechanics and Materials 687-691 (November 2014): 4494–98. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.4494.
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In the consumer's daily life, unplanned impulse buying behavior accounted for a large proportion. Impulsive buying behavior of consumers in the frequency is also quite high, but they tend to impulse buying for their own behavior without consciousness. Especially in domestic banks for credit and debit card under the strong sales, there are about nine million people are being caught in impulse buying. However, in a highly competitive environment, the competitiveness of enterprises is not only product innovation and price competition strategy, but to give consumers a valuable shopping experience. Therefore, many companies have begun to notice the importance of experiential marketing. In this study, we use the consumer mental resource as independent variable, perceived value as intervening variable and impulse buying behavior as dependent variable. We also add in three control variables (sex, age and price promotion), so that we could purify the relationship between consumer experience and impulse buying behavior. The main object of this study is based on the general consumer.
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Fadillah, Hikmatul Nur, Ahmad Ajib Ridlwan, Sri Abidah Suryaningsih, and Rachma Indrarini. "Muslim Millennial’s Buying Behavior of Halal Food & Beverage in Indonesia: The Mediating Effect of Purchase Intention." Amwaluna: Jurnal Ekonomi dan Keuangan Syariah 7, no. 1 (2023): 11–28. http://dx.doi.org/10.29313/amwaluna.v7i1.11146.
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This study aims to determine the factors that influence consumer behavior in buying halal food and beverages in Indonesia for the millennial generation. These factors include halal awareness, halal certification and attitudes which are important factors in influencing buying behavior directly or through buying intention as a mediating/intervening variable. Data collection was carried out through a questionnaire with a total of 206 millennial Muslims who consume the halal product in Indonesia and also part of society with births in late 1980 to early 2000 using non-probability sampling. To assist in data analysis using sem-pls with PLS-4 application. The results of the study show that there is a relationship between halal awareness, halal certification and attitudes towards consumer buying behavior which is mediated by purchase intention. In addition, for a direct relationship between halal certification and attitudes toward buying behavior, a positive and significant effect was found. Interestingly, it was found that halal awareness has no significant effect on consumer buying behavior. This study can be used also by companies and for marketing discussions to develop halal food and beverage products for Muslim consumers in Indonesia.
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Chaudhary, Anjali. "Influencing Factors of Social Media Marketing on Consumers Buying Decisions." Asian Journal of Managerial Science 8, no. 2 (2019): 40–48. http://dx.doi.org/10.51983/ajms-2019.8.2.1553.
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In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical behavior, and fake advertise, and exaggeration on promoting a product to those who spend three hours or more on social networking sites in the Kingdom of Saudi Arabia.
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Soegiono, Kristanto. "THE INFLUENCE OF VIRAL MARKETING ON BUYING INTEREST IN CITRALAND UTARA SURABAYA PROPERTY MEDIATED BY CONSUMER BEHAVIOR." Jurnal Bisnisman : Riset Bisnis dan Manajemen 6, no. 02 (2024): 213–26. http://dx.doi.org/10.52005/bisnisman.v6i02.231.
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Abstract: The purpose of this study is to analyze how consumer behavior mediates the impact of viral marketing on Tiktok and Instagram on interest in purchasing real estate in Citraland Utara Surabaya. The population in this research is Citraland Utara potential consumers and the number of TikTok and Instagram followers is 18,000. The sample used in this study is 391 samples. The data analysis technique used in this research is structural equation modeling (SEM) which uses the PLS method with the help of the SmartPLS version 3 program. Based on the results of data processing, analysis and discussions carried out by researchers, it can be concluded that viral marketing on Tiktok or Instagram has a significant and positive effect on North Citraland consumer behavior. Apart from that, viral marketing on TikTok or Instagram also has a significant and positive influence on North Citraland consumers' buying interest. North Citraland consumer behavior has a significant and positive influence on North Citraland consumer buying interest. Consumer behavior has also been proven to mediate the relationship between viral marketing on TikTok or Instagram and North Citraland consumers' buying interest. Keywords: viral marketing, buying interest, consumer behavior Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh viral marketing di Tiktok dan Instagram terhadap minat beli properti Citraland Utara Surabaya yang dimediasi oleh perilaku konsumen. Populasi dalam penelitian ini adalah calon konsumen Citraland Utara dan jumlah followers TikTok dan Instagram yang berjumlah 18000 dan sampel yang digunakan sebanyak 391 sampel. Teknik analisis data yang digunakan pada penelitian ini adalah dengan menggunakan structural equation modeling (SEM) yang menggunakan metode PLS dengan bantuan program SmartPLS versi3. Berdasarkan dari hasil olah data, analisa, dan pembahasan yang telah dilakukan oleh peneliti dapat disimpulkan bahwa viral marketing di Tiktok atau Instagram berpengaruh signifikan dan positif terhadap perilaku konsumen Citraland Utara. Selain itu, viral marketing di TikTok atau Instagram juga berpengaruh signifikan dan positif terhadap minat beli konsumen Citraland Utara. Perilaku konsumen Citraland Utara berpengaruh signifikan dan positif terhadap minat beli konsumen Citraland Utara. Perilaku konsumen juga terbukti memediasi hubungan antara viral marketing di TikTok atau Instagram dengan minat beli konsumen Citraland Utara. Kata Kunci: viral marketing, minat beli, perilaku konsumen
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Gan, Kia Hui, Wei Chien Ng, Xin Yao Chia, et al. "Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior." International Journal of Accounting & Finance in Asia Pasific 7, no. 3 (2024): 395–409. http://dx.doi.org/10.32535/ijafap.v7i3.3574.
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Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services
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Gan, Kia Hui, Wei Chien Ng, Xin Yao Chia, et al. "Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior." International Journal of Accounting & Finance in Asia Pasific 7, no. 3 (2024): 395–409. https://doi.org/10.32535/ijafap.v7i3.3615.
Full textAbstract:
Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services
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Eshra, Nevine, and Noha Beshir. "Marketing Mix Elementa Effect on Egyptian Consumers Buying Behavior for Cosmetics." Archives of Business Research 10, no. 2 (2022): 235–43. http://dx.doi.org/10.14738/abr.102.11492.
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Cosmetics play vital roles and have an impact on consumers everyday survives on constructing one self-esteem and confidence. Young consumers have become beauty aware and charming in the beauty lifestyle. Demand for cosmetics is dynamic in Egypt but, less consideration keen to the cosmetic industry in the literature. One main issue faced by marketers is their changing behavior, tastes, and preferences. Marketers are trying to deal with their behavioral changes and understanding their decision-making factors correctly and accurately. Therefore, the study purposes to examine the impact of product, price, promotion, and place on buying behavior of Egyptian consumers of makeups. The research is a descriptive research, with the survey conducted through questionnaire. The sampling technique used was convenience, with 120 samples achieved. The empirical results confirm that marketing mix elements overall have positive relationship with consumer buying behavior for makeup in Egypt. Also, price is the only marketing mix element that have significant positive impact on consumer buying behavior for makeup in Egypt.