To see the other types of publications on this topic, follow the link: Marketing. Consumer behavior. Consumers Consumers.
Journal articles on the topic 'Marketing. Consumer behavior. Consumers Consumers'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Marketing. Consumer behavior. Consumers Consumers.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Samoggia, Antonella, and Tommaso Rezzaghi. "The Consumption of Caffeine-Containing Products to Enhance Sports Performance: An Application of an Extended Model of the Theory of Planned Behavior." Nutrients 13, no. 2 (January 24, 2021): 344. http://dx.doi.org/10.3390/nu13020344.
Full textAbstract:
Caffeine is the most-used psychoactive substance in the world. About 80% of the world’s population consumes caffeine every day, including athletes and lifestyle users. Thus, it is important to understand the consumer drivers of caffeine-containing beverages and food. This research study aims to explore consumers’ behaviors, perceptions, attitudes, and drivers towards caffeine-containing products to enhance sports performance. The research applies the Theory of Planned Behavior (TPB) in order to understand consumers’ behavior, extended with utilitarian aspects for a comprehensive understanding of consumers’ behavior and attitudes. We interviewed consumers with the support of Qualtrics online software. The data were then processed with SPSS (statistical analysis software). The data elaboration includes a multivariate linear regression model to analyze the consumers’ intention to consume caffeine to enhance the sports performance, and to explore consumers’ preference of marketing leverages for this product category. The results contribute to an understanding of consumers’ consumption and purchasing behavior towards caffeine, and support the validity of the extended TPB to develop a more comprehensive picture of consumer behavior. Consumers have a positive attitude towards caffeine-containing products to enhance sports performance. The main consumer behavior drivers are subjective norms and utilitarian aspects. The present research results may support companies in the development of caffeine-containing products to enhance sports performance.
2
Borba, Helena Hiemisch Lobo, and Denise Maria Woranovicz Carvalho. "Consumer behavior towards pharmaceutical services: a scoping review." International Journal for Innovation Education and Research 8, no. 8 (August 1, 2020): 326–40. http://dx.doi.org/10.31686/ijier.vol8.iss8.2523.
Full textAbstract:
The present study aimed to map the evidence on consumer’s behavior towards pharmaceutical services. A scoping review based on the PCC (Population, Concept, and Context) mnemonic was conducted in Pubmed, Scopus and Web of Science. Population included consumers of pharmaceutical services, the concept referred to marketing/consumer behavior and the context to pharmaceutical services. Electronic searches were held on December 2019. Studies published in non-roman characters were excluded. A qualitative synthesis of the data extracted from included studies (i.e. author, country, study design, aims, patient/consumer profile, pharmaceutical services, marketing strategy, data analysis, conclusion) was performed. Electronic searches retrieved 1,215 articles that were screened by titles and abstracts. Of these, 31 studies were fully appraised, of which five fulfilled the inclusion criteria. One record was identified through manual search, totaling six included articles. All studies occurred within the scope of community pharmacy. The studies show that most consumers seek pharmacist’s orientation regarding over-the-counter drugs. Also, despite the expectations concerning pharmaceutical services, consumers exhibit distrust in pharmacists’ competence, which may hamper the seeking for pharmaceutical services. Hence, a marketing plan involving the knowledge of consumer's value along with the recognition of the consumer needs should be considered. Through this scoping review the available evidence on consumer’s behavior towards pharmaceutical services was mapped, elucidating consumer’s perceptions that motivate or prevent the seek for such services in the context of community pharmacies.
3
Thomas, Veronica L., Jennifer Wiggins Johnson, and Robert D. Jewell. "The tangled web we weave." Marketing Theory 16, no. 4 (September 22, 2016): 493–512. http://dx.doi.org/10.1177/1470593116666409.
Full textAbstract:
Consumers have been observed to engage in deceptive consumption behaviors, including hiding their brand consumption and pretending to consume brands that they actually do not. This article defines deceptive consumption behaviors as the deliberate falsification or concealment of an individual’s consumption behaviors pertaining to a brand. The present work recognizes deceptive consumption behaviors as a relatively unexplored construct in the consumer behavior literature. Therefore, this article sets out not only to define and delineate the various types of deceptive consumption behaviors but also to explore the underlying motivations that would result in consumers engaging in this practice. We propose that these behaviors are a response to an identity threat that occurs due to goal conflict between personal and social identities. We further propose a typology to illustrate the various behaviors that consumers may employ when engaging in deceptive consumption. We explore the consequences of engaging in deceptive consumption behaviors for the consumer as well as for the consumer’s relationship with the brand and the group. Finally, we identify avenues for future research on deceptive consumption behaviors.
4
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 (September 27, 2019): 99–115. http://dx.doi.org/10.21511/im.15(3).2019.08.
Full textAbstract:
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.
5
Jain, Neha, Vandana Ahuja, and Y. Medury. "Internet Marketing and Consumers Online." International Journal of Online Marketing 2, no. 3 (July 2012): 70–82. http://dx.doi.org/10.4018/ijom.2012070105.
Full textAbstract:
The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral patterns on the internet and subsequently nurturing long term relationships with consumers. This study aims at identifying the dimensions of website attributes that represent intentions of consumers for visiting product and brand websites and examines the relationship between various website attributes, with respect to the function performed by the attribute. The methods on how the results were obtained and used will be explored further in this article. This research will be further used for analyzing website attributes with respect to Web Traffic, Website Reputation, Alexa Reach & Readability.
6
Kapsdorferová, Z., and Ľ. Nagyová. "Consumer behavior at the Slovak dairy market ." Agricultural Economics (Zemědělská ekonomika) 51, No. 8 (February 20, 2012): 362–68. http://dx.doi.org/10.17221/5120-agricecon.
Full textAbstract:
The marketing concept in the Slovak dairy industry used to be production focused and the only task was to produce the cheap bulk commodities. Nowadays markets become more and more segmented. The number of foreign and domestic competitors has increased enormously. This new market approach requires: improved product quality, the sales management with good customer relations and effective marketing information system to collect data about customer needs and competition. The consumers represent the last but the most important component within the food chain. Therefore, they deserve a special attention. The study of consumers helps firms and organizations to improve their marketing strategies by the understanding of the issues such as consumers thinking, influence of the consumer by the environment or consumers’s shopping behavior. The answers serve to marketers to adapt and improve their marketing campaigns and marketing strategies in order to reach the consumer needs in the most appropriate way. The role of the marketing in the future in the dairy industry will be focused around two main topics: market segmentation and price differentiation.
7
Abuznaid, Samir Ahmad. "Islamic Marketing and Muslim Consumers’ Behavior." Asian Journal of Social Science Studies 5, no. 1 (February 4, 2020): 10. http://dx.doi.org/10.20849/ajsss.v5i1.710.
Full textAbstract:
Religion is a system of beliefs and practices that dictates individual response and interpretations regarding what is supernatural and sacred (Mukhtar, and Butt,2011). Religion is one of the most universal and influential social institutions that has strong influence on people’s belief, personal identity and value systems (Nooshin Ghodsimaab, 2016).The impact of religion on culture is exerted from the Quran and Sunnah (Abuznaid, 2006; Delener,1994).Religion has received little attention from consumer researchers mainly because they believe that the influence of religion on consumption processes are indirect and the topic of religion has no place in consumer behavior theories and literature.As a result of the widening gap and cultural conflict between the West and Muslim countries, many international companies have become negatively affected by the changes in the international environment, which is reflected in changes in consumer behavior (Al-Hayari et al., 2012).This research aims to discuss the impact of Islam on marketing practices and Muslim consumers’ behavior. A descriptive analytical approach using the interview method was used as a research tool for data collection.Conference papers in the field of Islamic marketing knowledge were consulted. Qur’anic quotes and Ahadiths (sayings and practices of Prophet Muhammad) are heavily used to best describe and explain Muslim consumers behavior. In addition, Muslim scholars and Imams (preachers) have been consulted on some issues for better definitions of Islamic terms and concepts.The findings of the study show that Islam has a major impact on Muslims’ buying behavior. Consumer behavior issues have become more heterogeneous because of cultural differences. This phenomenon makes it progressively important to understand factors impacting it (Abdellatif, Abu Auf, Meddour, Saoula, 2018).This paper will help marketers better address Muslim markets and Muslim consumer’s behavior taking into account that Halal food industry is growing in a number of markets in East Asia countries, North Africa , North America ,South America, Western Europe and the Middle East as the largest market.
8
Chen, Yan, and Jing Zhang. "The Lifestyle Oriented Marketing of Fashion Luxury." Advanced Materials Research 796 (September 2013): 519–22. http://dx.doi.org/10.4028/www.scientific.net/amr.796.519.
Full textAbstract:
The individual interviews were adopted in this research to investigate and to conclude the characteristics based on lifestyles and fashion consumption behaviors of the different customers in China. Consumers were grouped according to the age, life cycle, educational background and occupation to be interviewed for lifestyle. Six lifestyles were concluded according to the most prominent behavior of the consumer. The differences in five major items of lifestyle were also concluded. The influential factors on fashion luxury consumption behaviors of Chinese consumers were discussed. The marketing strategies towards consumers with different lifestyles were proposed on the basis of consumer lifestyle.
9
Petrović, Gordana, Darjan Karabašević, Gabrijela Popović, Gordana Tomić, and Pavle Radanov. "The research of consumers and their habits in the organic products market." Ekonomija: teorija i praksa 14, no. 2 (2021): 101–18. http://dx.doi.org/10.5937/etp2102101p.
Full textAbstract:
It is important for every consumer that the product he consumes is of good quality and safe for his health. An organic product for the consumer means quality and health. It is of crucial importance to look into the the organic food market, and based on that determine what the goals are and create a strategy to achieve the set goals. The organic market is the main source of information for organic food producers. Before organic products are being placed on the market, the target group of consumers to whom the marketing mix will be directed should be determined on the basis of information from the market. Various surrounding impulses affect consumer behavior, so it is necessary to continuously monitor all important factors, in order to meet consumer demands in a timely manner. Consumer behavior in the market is the result of the tendency of consumers to best meet their needs and desires. The goal of the research is why and how consumers buy and consume certain products, respectively, what are the motives for their purchase. The research was conducted in the period from September until December 2020. on the sample 250 respondents in the territory Republic Serbia. Field research was conducted through a questionnaire consisting of seven question and based on the answers received, the results were processed. The most important indicators of this research are that consumers are less likely to buy organic products due to the lower purchasing power of the population, but also insufficient information, and the main motive for buying is that organic products are healthy products.
10
Taufique, Khan Md Raziuddin, and Shahidul Islam. "Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials." Journal of Asia Business Studies 15, no. 4 (February 4, 2021): 541–58. http://dx.doi.org/10.1108/jabs-03-2020-0094.
Full textAbstract:
Purpose Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh. Design/methodology/approach This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data. Findings The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant. Practical implications Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior. Originality/value This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.
11
Krishna, Aradhna. "The Effect of Deal Knowledge on Consumer Purchase Behavior." Journal of Marketing Research 31, no. 1 (February 1994): 76–91. http://dx.doi.org/10.1177/002224379403100107.
Full textAbstract:
Research has shown that there is heterogeneity in consumer knowledge of prices and deals. In addition, it has been found that buyers’ purchase behavior can be influenced not only by the current price of a product, but also by what prices they expect in the future. The author builds a purchase quantity model to contrast normative behavior of consumers who have knowledge of future price deals with that of those who do not. Implications from the model are derived concerning consumer deal response for the consumer's preferred and less preferred brands. These implications show that normative purchase behavior is very different between consumers with and without knowledge of future deals. The model implies that consumers with knowledge of future deals could be more likely to purchase on low-value deals and deals on less preferred brands compared with consumers without knowledge of future deals. Another implication of interest is that the relative quantity purchased by consumers who have deal knowledge compared with those who do not depends on the time pattern of deals. The implications are supported in a laboratory experiment. The author finds that actual behavior varies depending on deal knowledge and is quite consistent with model predictions.
12
Gonzalez-Arcos, Claudia, Alison M. Joubert, Daiane Scaraboto, Rodrigo Guesalaga, and Jörgen Sandberg. "“How Do I Carry All This Now?” Understanding Consumer Resistance to Sustainability Interventions." Journal of Marketing 85, no. 3 (April 14, 2021): 44–61. http://dx.doi.org/10.1177/0022242921992052.
Full textAbstract:
Given the increasingly grave environmental crisis, governments and organizations frequently initiate sustainability interventions to encourage sustainable behavior in individual consumers. However, prevalent behavioral approaches to sustainability interventions often have the unintended consequence of generating consumer resistance, undermining their effectiveness. With a practice–theoretical perspective, the authors investigate what generates consumer resistance and how it can be reduced, using consumer responses to a nationwide ban on plastic bags in Chile in 2019. The findings show that consumer resistance to sustainability interventions emerges not primarily because consumers are unwilling to change their individual behavior—as the existing literature commonly assumes—but because the individual behaviors being targeted are embedded in dynamic social practices. When sustainability interventions aim to change individual behaviors rather than social practices, they place excessive responsibility on consumers, unsettle their practice-related emotionality, and destabilize the multiple practices that interconnect to shape consumers’ lives, ultimately leading to resistance. The authors propose a theory of consumer resistance in social practice change that explains consumer resistance to sustainability interventions and ways of reducing it. They also offer recommendations for policy makers and social marketers in designing and managing sustainability initiatives that trigger less consumer resistance and thereby foster sustainable consumer behavior.
13
Shaheera Amin, Aaliya Manzoor, and Fatima Farid. "The Role of Social Class on Consumer Behavior: A Study of Eco-friendly Cosmetic Products." Journal of Business and Social Review in Emerging Economies 6, no. 1 (March 31, 2020): 113–34. http://dx.doi.org/10.26710/jbsee.v6i1.1032.
Full textAbstract:
In the past few decades, the analysts have noticed an important change in consumers’ behavior while purchasing and picking products, especially in cosmetics. Now, when consumers purchase the product, they pay more attention to health and environment features of the product. Therefore, the purpose of this research is to analyze Pakistani Consumers’ buying behavior towards Eco-Friendly Cosmetic products. The theory of planned behavior has been applied for better understanding of consumer behavior. Moreover, analyzed the relationship of consumers’ values on their intention to buy eco-friendly cosmetics products. It is studied that consumers’ social class has a moderating effect on consumer’s intention toward purchasing eco-friendly cosmetic products. For quantitative data collection questionnaire is constructed. For questionnaire, variable scales are adapted from literature. Convenience sampling is used for distribution of questionnaire. Data is composed from 260 respondents in Punjab, Pakistan. For analyzing the data, statistical analysis will be done by using SPSS and AMOS. All variables are significantly influence consumer intention to purchase eco-friendly cosmetics.This research suggests marketers to develop their marketing strategies and promote eco-friendly cosmetics through effective advertising.
14
Hussain, Imran. "Impact of Celebrity Endorsement on Consumers' Buying Behavior." Journal of Marketing Strategies 2, no. 1 (January 15, 2020): 1–9. http://dx.doi.org/10.52633/jms.v2i1.23.
Full textAbstract:
The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.
15
Raska, David, and Doris Shaw. "Is the Greening of Firms Helping Consumers to Go Green?" Social Marketing Quarterly 18, no. 1 (March 2012): 40–54. http://dx.doi.org/10.1177/1524500411435482.
Full textAbstract:
Although research supports the notion that consumers look favorably upon firms that implement popular social behaviors like “going green,” little is known about how such practices impact the consumer’s own social attitudes and behaviors. In two experiments, the authors explore this underresearched area in social marketing by examining how a firm’s stated motive for its environmentally friendly behaviors as well as brand loyalty influence consumer attitudes toward, and intentions for, similar behaviors. Implications for social marketers are provided regarding the development of effective social marketing programs. These results suggest that society may best be served when marketers integrate more honesty and transparency into socially responsible claims since consumers are more likely to model their behavior under these circumstances.
16
MasKhanam, Masroor, and Akbar Ali. "IMPACT OF ADVERTISING: END USER PERSPECTIVE." Journal of Social Sciences and Humanities 58, no. 1 (June 30, 2019): 179–89. http://dx.doi.org/10.46568/jssh.v58i1.137.
Full textAbstract:
The purpose of this study is to investigate the end user perspective of advertising in Pakistan. This involves exploring and examining the consumer feedback about advertising from multiple dimensions. In this regard, survey was done for the current developments in literature so far, in order to discover a general pattern of consumer attitude that has been developing over time. This leads us to the realization that the advertising has been radically changing since its beginning with the change in literature. Advertisers communicate with consumers through advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion etc. organizations must use all available communication tools to communicate consumer and to create awareness about the need of consumer. Advertising is used to create awareness for products and services. Advertisers should know the needs of consumers, target audience, their culture, likes and dislikes. Advertising create feelings and satisfaction in consumer’s mind. Many food and beverage brands use advertising for the promotion of their products. Advergames have an advertisement for a product, service, or company and have become popular. Cultural frame work plays important role in advertising and consumer behavior. Music plays an imported role in advertising; it has recently attracted interest in marketing and consumer psychology. Music is key elements of the culture; it plays an important role in consumers’ perceptions, moods, and in the theme of the advertisements.
17
Hartmann, Patrick, Vanessa Apaolaza, and Clare D’Souza. "The role of psychological empowerment in climate-protective consumer behaviour." European Journal of Marketing 52, no. 1/2 (February 12, 2018): 392–417. http://dx.doi.org/10.1108/ejm-01-2017-0080.
Full textAbstract:
Purpose This paper aims to address the role of psychological empowerment in proenvironmental consumer behaviour, focussing on climate protection. Design/methodology/approach Study 1 analyses the interaction of the effects of psychological empowerment and personal norms on two environmental behaviours with a sample of 600 individuals drawn form a representative online panel of the Australian population. Study 2 addresses the reinforcing influence of empowerment with a quasi-experimental design comparing 300 consumers of green electricity with 300 conventional electricity clients. Findings Psychological empowerment moderates the effects of personal norms on climate-protective consumer behaviour in a value-belief-norm (VBN) framework. Personal norms have a stronger influence for consumers experiencing high psychological empowerment than for disempowered feeling consumers. Furthermore, psychological empowerment experienced as an outcome of actual proenvironmental behaviour mediates the relationship between prior climate protection and future climate-protective intentions. Research limitations/implications Future research should focus on the experimental manipulation of psychological empowerment with communicational claims, studying how perceived empowerment can be enhanced. Practical implications To promote climate friendly products and behaviours, marketers should use communication claims aimed at enhancing consumer’s subjective experience of empowerment. Social implications Public policy aimed at climate protection should focus on consumer education increasing consumers’ awareness of their potential influence. Originality/value Psychological empowerment has not been studied previously as either an antecedent or outcome of proenvironmental behaviour. This is the first study to show that psychological empowerment moderates normative influences on climate-protective consumer behaviour. This research further reveals a novel behavioural reinforcement process, in which psychological empowerment intervenes as a behavioural outcome as well as an antecedent of climate-protective consumer behaviour. Findings contribute to the development of the VBN framework as well as to the consumer-empowerment perspective on proenvironmental behaviour.
18
Testa, María Laura, Gabriela Grigioni, Begoña Panea, and Enrique Pavan. "Color and Marbling as Predictors of Meat Quality Perception of Argentinian Consumers." Foods 10, no. 7 (June 24, 2021): 1465. http://dx.doi.org/10.3390/foods10071465.
Full textAbstract:
In Argentina, color and intramuscular fat are the main attributes of raw beef quality; however, it is necessary to clarify how consumers use them, in order to establish different marketing strategies. Consumer preferences are affected by multiple factors. Thus, the objective of the present study was to identify the Argentinian consumer’s choice behavior regarding beef color and fat content. An online survey was carried out in Argentina. It inquired about socio-demographic characteristics, purchase and consumption habits and beliefs, showing pictures related to color, marbling and the amount of fat. Choice behavior was evaluated by asking why consumers chose a particular picture out of the ones shown. Several Kruskal–Wallis tests evaluated the different hypotheses. Three different decision trees using the CHAID analysis method were created. Multifactorial analysis was carried out for clustering consumers. Regarding consumer beliefs, 90% of the respondents agreed with the sentence, “The two main characteristics defining beef quality at purchase time are meat color and marbling”. Socio-demographic characteristics affected purchase habits and beliefs; they also affected perceptions about meat color and marbling. It was possible to build three consumer groups for future marketing strategies: “hedonic” focused on a pleasing sensory experience, “appearance” prioritized the visual aspects, and the “health-conscious” consumers were interested in their healthy nutrition.
19
Griffith, Rachel, Ephraim Leibtag, Andrew Leicester, and Aviv Nevo. "Consumer Shopping Behavior: How Much Do Consumers Save?" Journal of Economic Perspectives 23, no. 2 (April 1, 2009): 99–120. http://dx.doi.org/10.1257/jep.23.2.99.
Full textAbstract:
This paper documents the potential and actual savings that consumers realize from four particular types of purchasing behavior: purchasing on sale; buying in bulk (at a lower per unit price); buying generic brands; and choosing outlets. How much can and do households save through each of these behaviors? How do these patterns vary with consumer demographics? We use data collected by a marketing firm on all food purchases brought into the home for a large, nationally representative sample of U.K. households in 2006. We are interested in how consumer choice affects the measurement of price changes. In particular, a standard price index based on a fixed basket of goods will overstate the rise in the true cost of living because it does not properly consider sales and bulk purchasing. According to our measures, the extent of this bias might be of the same or even greater magnitude than the better-known substitution and outlet biases.
20
Kautish, Pradeep, and Ganesh Dash. "Environmentally concerned consumer behavior: evidence from consumers in Rajasthan." Journal of Modelling in Management 12, no. 4 (November 6, 2017): 712–38. http://dx.doi.org/10.1108/jm2-05-2015-0021.
Full textAbstract:
Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India. Design/methodology/approach Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers. Findings The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making. Research limitations/implications This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products. Practical implications This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms. Social implications It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon. Originality/value The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.
21
N., VEDMID, BOIKO M., and ROMANCHUK L. "MARKETING TECHNOLOGIES OF CONSUMERS SEGMENTATION OF RESORT AND RECREATIONAL SERVICE." Herald of Kyiv National University of Trade and Economics 138, no. 4 (September 10, 2021): 91–100. http://dx.doi.org/10.31617/visnik.knute.2021(138)07.
Full textAbstract:
Background. Using marketing technologies to segment consumers is a key resource for actively and quickly responding to consumer needs. Segmentation allows to identify differences in the response of consumers to services, implement the targeted marketing principles, develop a range of services in accordance with the consumers needs. The aim of the paper is to studydevelopment of methodological foundations of marketing technologies for consumers segmentation, taking into account the key features of resort and recreational services, which ensure scientific approaches development to consumer segments assessment and allows proactively adjusting the offer of resort and recreationnal services, especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are the results of theoretical and applied research of Ukrainian and foreign scientists on consumer segmentation. The behavioral method was used to analyze consumer behavior and needs. Special methods for ratings, sample observations, comparative analysis, grouping based on the use of general and special Google Analytic software, CoSchedule were used. Results. The problem of effective segmentation of consumers of resort and recreational services is very important in a situation of aggravated competition for the consumer, since the definition of target segments is the basis for the formation of effective and targeted marketing activities. The expediency of using the VALS model has been proven. The VALS model is proposed to be improved by adding a stage that allows to determine the level of customer satisfaction with resort services based on the CSAT Composite Customer Satisfaction Score method. This method allows to determine the compliance of the received services with the expectations of consumers and to identify the level of service processes. The driver of the effective impact of marketing communications on consumer segments is digitalization. This is manifested in the creation of an immersive environment for a resort and recreation enterprise. This is due to the fact that immersive environment simulators offer a personalized and efficient mechanism for introducing consumers to the spa and recreational service through visualization. Conclusion. The use of marketing technologies for consumers segmentation of resort and recreational services is influenced by the digitalization of marketing activities and leads to new methods of collecting and analyzing data for segmentation. These methods allow to accumulate quickly information about consumers in the digital space for segmentation and proactive interaction with target audiences, as well as reduce time it takes for a new service to enter the market. In the context of digitalization, further research to conduct marketing technologies for segmentation of consumers of resort and recreational services should develop the priority of using digital sources of dynamic information about consumer characterristics in a virtual environment; determine the features of the combination of static (offline consumer features) and dynamic (online consumer features) segmentation features. Keywords: segmentation, marketing technologies, digitalization, immersive environment, consumer, resort and recreational service
22
Koch, Camilo, and Davit Mkhitaryan. "Consumer’s Brand Choice Behavior for Luxury Cars in China." International Journal of Management Science and Business Administration 1, no. 12 (2015): 46–57. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.112.1005.
Full textAbstract:
This paper introduces the aphorism “think globally, act locally” and examines consumer tendencies in the Chinese automobile marketplace based on the analysis of relevant local brands. Findings demonstrate significant consumer preferences for products related to the luxury category signifying the need for refining local marketing operations where performance of multinational corporations must match global standards as expected by local consumers. Car consumption has grown during the last years in China turning brand marketing into a critical variable that can forge an active place in consumer’s minds, or negative impact if a campaign is not well-implemented. The relevance of this subject result from the realities that brand marketing is one of the most important aspects of determining whether a brand succeeds or fails. Regardless of the benefits of the brand, poorly marketed brand can end in failure. Multinational corporations need to identify several factors to understand the benefits of branding such as the image and characteristics of the firm, the purpose of the brand, the consumers profile, the brand’s position within the marketplace, and the brand’s general impression. Once, multinational corporations entirely assume these aspects they can utilize brand marketing to market the benefits of the brand in any space in the marketplace. The investigation provides several recommendations to multinational corporations intending to enter Chinese market by utilizing brand marketing as a strategic tool to focus on consumer needs and preferences in the Chinese luxury automobile market.
23
Morosan, Cristian, and Agnes DeFranco. "Co-creation of value using hotel interactive technologies: examining intentions and conversion." International Journal of Contemporary Hospitality Management 31, no. 3 (March 18, 2019): 1183–204. http://dx.doi.org/10.1108/ijchm-04-2018-0314.
Full textAbstract:
Purpose The purpose of this study was to validate a conceptual model that examined consumers’ intentions to use hotel interactive technologies (HINT) and their conversion behaviors in hotels. The model was built on consumers’ participation in consumer–firm interactions, their level of innovativeness and their perceived benefit of using interactive technologies as antecedents of intentions and conversion. Design/methodology/approach The conceptual model was built upon the service-dominant (S-D) logic, technology adoption, social psychology and marketing theory. Using structural equation modeling, the model was validated using a nationwide sample of 841 consumers who have stayed in hotels that offered interactive technologies. Findings Consumers’ information system habit and hedonic motivations influenced their participation in consumer–firm interactions when using HINT. In turn, participation and innovativeness influenced conversion behavior, while innovativeness and perceived benefit of using interactive technologies influenced intentions to use such technologies. Research limitations/implications This study extends the S-D logic, technology adoption, social psychology and marketing literature by validating a model that blends system perceptions, consumer characteristics and information system-related behaviors to explicate intentions and conversion. Thus, this study illustrates the modeling/evaluation of such blended models. Practical implications The study provides hoteliers a layout of the factors influencing consumers’ intentions to use interactive technologies and conversion. It also explains how participation in consumer–firm interactions and perceived benefit have contrasting roles in influencing consumers’ intentions and conversion behavior. Originality/value This study examined two distinct concepts that reflect the value co-created in hotel settings due to technology-based consumer–firm interactions: consumers’ intentions to use interactive technologies and their actual conversion behavior. The study also recognized the pivotal role of participation in influencing conversion and emphasized the contrasting roles of participation and perceived benefit in influencing longer-term (i.e. intentions) and short-term (i.e. conversion) behavior.
24
Arli, Denni, Tuyet-Mai Nguyen, and Phong Tuan Nham. "Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics." Journal of Consumer Marketing 38, no. 5 (August 13, 2021): 525–39. http://dx.doi.org/10.1108/jcm-04-2020-3755.
Full textAbstract:
Purpose There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, a two-step cluster approach was used to identify segments within these samples. Findings The study results show consumers’ intrinsic religiosity negatively influences all consumers’ unethical beliefs. Similarly, atheism also negatively influences all consumers’ unethical beliefs. This study also complements other studies exploring consumer ethics in developing countries. In addition, the segmentation analysis produced unique segments. The results from both samples (USA and Vietnam) indicated that non-religious consumers are less likely to accept various unethical behaviors compared to religious consumers. Religious consumers are not necessarily more ethical and atheism consumers are not necessarily less ethical. In the end, are implications for business ethics, religious and non-religious leaders on how to view the impact of beliefs on consumer ethical behaviors. Originality/value This is one of the first few studies investigating the impact of atheism on consumer ethics. The results of this study further extend the knowledge of study in consumer ethics by comparing consumers’ religiosity and atheism.
25
Ratten, Vanessa. "A US-China comparative study of cloud computing adoption behavior." Journal of Entrepreneurship in Emerging Economies 6, no. 1 (February 25, 2014): 53–71. http://dx.doi.org/10.1108/jeee-07-2013-0019.
Full textAbstract:
Purpose – The purpose of this paper is to examine the effects of privacy concerns and consumer innovativeness towards consumer's adoption of a technological innovation in the form of cloud computing technology. Design/methodology/approach – A cross-cultural comparison between consumers in the USA and China is made through a study of consumers intending to adopt cloud computing services. A review of the technology innovation adoption literature forms the basis of the research propositions, which are based on the extant literature and focused on the innovative adoption behaviour of consumers. A comparative approach is taken to analyse the differences between US and Chinese consumers intending to adopt cloud computing services. Findings – Findings suggest that there are more similarities than differences between US and Chinese consumers adopting cloud computing services. The survey suggests that the performance expectancy, perceived usefulness and perceived ease of use can help predict intention to adopt cloud computing services in both the USA and China, but consumer innovativeness is a better indicator in the USA than in China for consumers adopting technological innovations. Practical implications – This paper is important for cloud service technology marketers by indicating how social influencers can influence consumer's usage of cloud computing by affecting their social network of friends and family. In addition, insight into how consumers adopt cloud computing by focusing on privacy concerns of personal information being shared can help future technology innovations enter the marketplace at a faster rate. Originality/value – This paper fills the gap in the current technology marketing and innovation literature on how consumers adopt technological innovations and highlights the importance of increasing the perceptions of performance expectation of service innovations.
26
Castaneda, Marigold G., Carmelita P. Martinez, Rodilina Marte, and Banjo Roxas. "Explaining the environmentally-sustainable consumer behavior: a social capital perspective." Social Responsibility Journal 11, no. 4 (October 5, 2015): 658–76. http://dx.doi.org/10.1108/srj-02-2014-0019.
Full textAbstract:
Purpose – The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer’s knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer’s perceived capability to engage in eco-behaviour. Design/methodology/approach – This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings – The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications – Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications – Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications – Findings highlight the role of social capital within one’s community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value – The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.
27
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 (November 2, 2019): 3392–97. http://dx.doi.org/10.26452/ijrps.v10i4.1649.
Full textAbstract:
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.
28
Nadya, Nadya. "PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 1, no. 2 (October 1, 2016): 133–44. http://dx.doi.org/10.36226/jrmb.v1i2.17.
Full textAbstract:
Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research.
Keywords: Digital Marketing, Social Media, Consumer Behavior
29
Tan, Si, and Weiping Chen. "Building consumer trust in online food marketplaces: the role of WeChat marketing." International Food and Agribusiness Management Review 24, no. 5 (July 12, 2021): 845–62. http://dx.doi.org/10.22434/ifamr2020.0159.
Full textAbstract:
Consumer trust receives high attention in food marketplaces, however, little research focuses on how to build consumer trust in the online context. Drawing on signaling theory and presence theory, this paper proposes a comprehensive framework with which to explain the influence mechanism of WeChat food marketing on consumer trust. Utilizing data from 672 consumers in China’s WeChat food marketplaces, this study conducted a partial least squares structural equation modeling analysis. The findings indicate that food seller’s content behavior and interactive behavior on WeChat positively affect consumer trust through the mediating effect of consumer’s perceived information quality and presence. And consumer trust can enhance consumer loyalty. This study extends the research on consumer trust in online food marketplaces. It also provides certain theoretical guidance for food marketers to make better use of WeChat for trust building.
30
Kamath, Renuka, and Ashita Aggarwal. "It's not just a cup of “tea”: building consumer brand relationship." Emerald Emerging Markets Case Studies 5, no. 5 (September 24, 2015): 1–16. http://dx.doi.org/10.1108/eemcs-11-2013-0208.
Full textAbstract:
Subject area Marketing management, brand management, brand loyalty, brand consumer behavior. Study level/applicability MBA program or the Executive Education program. Case overview Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty. Expected learning outcomes The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.
31
Blodgett, Jeffrey G., Aysen Bakir, Anna S. Mattila, Andrea Trujillo, Claudia Quintanilla, and A. Banu Elmadağ. "Cross-national differences in complaint behavior: cultural or situational?" Journal of Services Marketing 32, no. 7 (October 8, 2018): 913–24. http://dx.doi.org/10.1108/jsm-12-2017-0413.
Full textAbstract:
Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and “consumer friendly” than in other parts of the world, and thus it is possible that their conclusions are flawed. The purpose of this study, therefore, was to determine the extent to which cross-national differences in complaint behavior are due to cultural vs situational factors. Design/methodology/approach To examine this issue, a two-part study was conducted. Study 1 compared consumers living in China, India and Mexico to cohorts who immigrated to the USA. Study 2 compared individuals from those same countries to subjects who are native to the USA. Findings The findings indicate that situational factors (i.e. consumer-oriented vs restrictive refund/return/exchange policies) have a large impact on consumer complaint behavior (i.e. redress, negative-word-of-mouth and exit), and that the effects of culture are minor. Research limitations/implications To infer cause-effect, and establish scientific theory, one must rule out alternative hypotheses. Researchers who are investigating cross-cultural complaint behavior must take situational factors into account. Practical implications With the emergence of “global consumers” consumer expectations around the world are changing. Astute retailers should institute and promote more liberal return policies, thereby mitigating consumers’ perceived risk. Originality/value This study dispels the notion that culture is responsible for differences in cross-national consumer complaint behavior.
32
Grubor, Aleksandar, and Dražen Marić. "CONTEMPORARY CONSUMER IN THE GLOBAL ENVIRONMENT." CBU International Conference Proceedings 3 (September 19, 2015): 028–36. http://dx.doi.org/10.12955/cbup.v3.580.
Full textAbstract:
One of the characteristics of human society in the 21st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system.Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes.Presenting and analyzing the results of research from marketing literature dealing with the problem of changed market behavior, this article aims to point to the necessity to change the thinking patterns of marketing theory and practice on the significance and impact of the consumer on companies’ corporate performance by accepting new roles that the consumers have in the contemporary society.By changing the attitude toward consumers as key stakeholders on the market and accepting their new roles, companies get guidelines for shaping and amending their marketing strategies toward raising the quality of corporate performance, and the same stands for institutions responsible for the functioning of a society and the state as a whole.The current marketing reality inexorably promotes the notion that consumer behavior as a whole is an essential social process shaped by intensive word-of-mouth communication. As a science and practice, marketing must become a complex and fluid system of network relationships, constantly redefining itself toward integration with the changes of contemporary consumers and their modus vivendi.
33
HATSKA, Liudmyla. "Research of consumer behavior in environmental marketing." Economics. Finances. Law, no. 10 (October 26, 2020): 5–8. http://dx.doi.org/10.37634/efp.2020.10.1.
Full textAbstract:
The relevance of the research topic is determined by the prospects of Ukraine's accession to the European Green Course and the resulting need to intensify efforts to form and constantly increase demand for environmental goods and services. A significant role in this issue is given to environmental marketing, namely – the study of consumer behavior of environmental goods and services, environmental market segmentation, selection of target groups and development of marketing strategies for each of them. Much attention is paid to these issues in our work. The article also contains a theoretical analysis of different approaches to the formation of a model of consumer behavior of environmental goods and services. We focused on the peculiarities of the application in environmental marketing of economic, psychological and social approaches to the formation of behavioral patterns of different groups of consumers in relation to the environmental friendliness of goods. We also considered the features of marketing strategies to attract different groups of "green" consumers and the main tools of environmental orientation of the consumption structure. Last one include eco-labeling, eco-branding, consumer information orientation on sustainable products, editing consumer choices and nudge. We made a conclusion that consumers of ecological goods should be considered as a dynamic structure that is constantly changing based on the growing awareness of buyers and their understanding of the problems of sustainable development and requires constant monitoring. In Ukraine, "green buyers" can be an excellent target group of high-value market segment, which is not yet sufficiently developed. The use of environmental marketing tools will help direct consumer demand for sustainable products and stimulate the development of environmental entrepreneurship.
34
Kunkel, Thilo, Daniel Funk, and Brad Hill. "Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty With Professional Sport Leagues and Teams." Journal of Sport Management 27, no. 3 (May 2013): 177–92. http://dx.doi.org/10.1123/jsm.27.3.177.
Full textAbstract:
Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.
35
Ali, Imran, and Saud Mandurah. "The Role of Personal Values and Perceived Social Support in Developing Socially Responsible Consumer Behavior." Asian Social Science 12, no. 10 (September 19, 2016): 180. http://dx.doi.org/10.5539/ass.v12n10p180.
Full textAbstract:
Corporate social responsibility (CSR) is a longstanding theme in marketing research. Although plenty of research have been done to examine the influence of CSR activities on consumer behavior, less attention is paid to explore the psychological factors that shape consumer’s socially responsible behavior (SRB). The current research addresses this gap by reviewing and comparing the literature from psychology and marketing streams that moves towards a degree of convergence. It examines the psychological role of personal values and external factors like perceived social support to build pro-social behavior among consumers. The personal values include; self-transcendence and self-enhancement values and perceived social support by social network in shaping consumer’s socially responsible behavior. The study proposed and tested the theoretical model using Structural Equation Model (SEM) technique. Data is collected through self-administered survey from 450 consumers in Pakistan. The study found that higher self-transcendence values leads to higher level of socially responsible behavior among consumers. Whereas self-enhancement values has negative influence on consumers in adopting socially responsible behavior. The social networks including; parents, friends/peers, teachers’ play important role in development of socially responsible behavior among consumers as individuals tend to pay focus on the recommendations of their members in their social networks. The findings of this study provide important recommendations to the corporate policy makers to ensure sustainable organizational performance in today’s competitive business environment.
36
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.
Full textAbstract:
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.
37
Miklosík, Andrej, Peter Starchon, Dana Vokounova, and Marína Korcokova. "The Future of TV Advertising Targeting Young Slovak Consumers." Marketing and Management of Innovations, no. 2 (2020): 122–38. http://dx.doi.org/10.21272/mmi.2020.2-09.
Full textAbstract:
The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.
38
Saleh, Mahmoud Abel Hamid. "Website Design, Technological Expertise, Demographics, and Consumer’s E-purchase Transactions." International Journal of Marketing Studies 8, no. 1 (January 29, 2016): 125. http://dx.doi.org/10.5539/ijms.v8n1p125.
Full textAbstract:
<p>This study investigates the association of e-retailer’s website design, the consumers’ technological expertise, and some demographic characteristics with e-purchase transactions. The study was conducted on a sample of 290 respondents of Saudi consumers who had online purchase. The findings revealed a statistically significant positive relationship between the consumers’ technological expertise and their e-purchase transactions. The study also demonstrated no relationship between the e-retailer’s website design and the consumers’ e-purchase transactions. Regarding demographics and consumers’ e-purchase transactions, the study found nonsignificant differences between males and females, as well as among the different levels of education, as opposed to significant differences among the consumer’s monthly income levels in favor of higher-income consumers, and among different age levels in favor of the age 35-45 category. To help both marketers and consumers to gain the benefits of e-purchase, the study recommended e-marketers to establish marketing activities that enhance the consumer adoption of e-shopping; giving more concern to order processing as an important strategy for differentiation and positioning. The study also recommended e-retailers to focus on entertaining and luxury products to attract higher-income consumers. Furthermore, the study advised e-retailers to extensively do consumer behavior research as a base to enhance the planning of e-marketing strategies and activities.</p>
39
Hill, Ronald Paul, and Debra Lynn Stephens. "Impoverished Consumers and Consumer Behavior: The Case of AFDC Mothers." Journal of Macromarketing 17, no. 2 (December 1997): 32–48. http://dx.doi.org/10.1177/027614679701700204.
Full text
40
Chaudhary, Anjali. "Influencing Factors of Social Media Marketing on Consumers Buying Decisions." Asian Journal of Managerial Science 8, no. 2 (May 5, 2019): 40–48. http://dx.doi.org/10.51983/ajms-2019.8.2.1553.
Full textAbstract:
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.
41
Padhy, Prabir Chandra, and Ashiss Kumar Mishra. "Green Consumerism: Catalyst for Environmental Marketing." Asia Pacific Journal of Energy and Environment 5, no. 2 (December 31, 2018): 49–52. http://dx.doi.org/10.18034/apjee.v5i2.252.
Full textAbstract:
In 21st century race towards industrialization is fast & furious. Due to the Industrial movements natural environment is heavily influenced. Environmental marketing is one best possible way to protect the environment. Both the organizations & consumers have changed their mind to address this issue. Green consumerism has taken the role of catalyst for environmental marketing. Aim of this paper to analyze the consumer behavior towards environmental marketing. This article also establishes the relationship between consumer behavior and purchasing decision of the customer on the green marketing ground. This research paper highlights the cause behind environmental marketing along with the initiative taken by the industries to promote environmental marketing.
42
Riptiono, Sulis. "HASRAT KONSUMEN YANG MENGIKAT (BINDING CUSTOMER DESIRES)." Fokus Bisnis : Media Pengkajian Manajemen dan Akuntansi 16, no. 2 (January 20, 2018): 82–92. http://dx.doi.org/10.32639/fokusbisnis.v16i2.166.
Full textAbstract:
Desires in the marketing context are defined as the phase of the sequence in marketing that begins with the creation of awareness, and then interest is usually at the stage when the customer really wants the product or service that is being marketed. Desire is a form that is seen as a precursor in making actual purchases. Desire is more than want of consumers to try and have the product, the consumer's curiosity towards the product is directed to the interest to buy. Desires are created to convince consumers that they have a great desire to have the product or service offered according to their needs. Desire is not enough to explain its impact on increasing consumer buying interest and consumer behavior, but the desire that has binding properties to consumers that called binding costumer desires can increase buying and behavioral interests. Binding costumer desires is used to fill the research gap about subjective norms against purchase intention by using the basic theory of the theory of reaction action (TRA) and theory of planned behavior (TPB).
43
Siswono, Savitri, and Sri Widyastuti. "Membentuk Citra Perusahaan Hijau Melalui Sikap Hijau Dan Pengetahuan Ekologi Dari Konsumen Air Minum Dalam Kemasan Aqua." JRB-Jurnal Riset Bisnis 1, no. 2 (May 13, 2019): 68–77. http://dx.doi.org/10.35592/jrb.v1i2.134.
Full textAbstract:
In the framework of green marketing, environmental management is a strategic tool not only increases control and reduces environmental impact but also develops business opportunities for the company. Companies need to observe green attitudes, as it is important to predict consumer behavior. Green attitudes as a kind of eco-friendly behavior that consumers do to express their concern for the environment. Not all companies have enough capability to market their green products to consumers. Environmental attitude refers to mental readiness that directly affects the consumer's response to the environment. This type of eco-friendly behavior that consumers do to express their concern for the environment. In addition, the existence of consumer ecological knowledge is a variable that can predict to be able to form a company's green image. The findings in this study revealed that green attitudes and ecological knowledge proved to have an effect on the formation of the image of green companies.
44
Ziyadin, Sayabek, Raigul Doszhan, Alex Borodin, Aizhan Omarova, and Aigerim Ilyas. "The role of social media marketing in consumer behaviour." E3S Web of Conferences 135 (2019): 04022. http://dx.doi.org/10.1051/e3sconf/201913504022.
Full textAbstract:
This article looks at recently published research on social media consumers. Five topics are highlighted: consumer digital culture, responses to digital advertising, the impact of social media on consumer behavior, mobile environments, and online rumors (WOM). The articles examines how consumers experience, are influenced and are influenced by the digital environment they are in as part of their daily lives. Much remains to be understood, and existing knowledge tends to focus disproportionately on WOM, which is only part of the digital consumer experience. Several avenues for future research have been proposed to encourage researchers to consider a wider range of phenomena.
45
Sandell, Kaisa. "Olfactory cues and purchase behavior: consumer characteristics as moderators." European Journal of Marketing 53, no. 7 (July 8, 2019): 1378–99. http://dx.doi.org/10.1108/ejm-12-2017-0918.
Full textAbstract:
PurposeThis study aims to examine the relationship between consumer characteristics and the effectiveness of olfactory cues on purchase behavior.Design/methodology/approachThe theories of the effects of consumer decision-making, olfaction and sensory marketing on purchase behavior are applied using loyalty card data collected through an experiment. These data are analyzed using quantitative methods.FindingsThe presence of an olfactory cue has a positive impact on purchase behavior, as measured by product-category sales. Results indicate that in sales promotion, olfactory cues are most efficient in men who have hedonistic or quality-oriented decision-making styles.Research limitations/implicationsThis paper is the first to study the effectiveness of olfactory cues on purchase behavior when the interactions between the individual characteristics of consumers are considered. The study broadens extant frameworks of sensory marketing by placing the consumer in the central position as the processor of sensory cues. The work pioneers the integration of consumer’s decision-making style (CDMS) as one of the moderating factors in the process.Practical implicationsThe results encourage retailers and practitioners to consider CDMS – and not only gender or age – when using olfactory cues in sales promotions. Hopefully, this paper will inspire retailers to think of the more psychological aspects of consumer behavior and decision-making when planning their loyalty card systems.Originality/valueThis paper is the first to study the effectiveness of olfactory cues on purchase behavior when the interactions between the individual characteristics of consumers are considered. Addressing the decision-making style in addition to demographics is a novel approach, contrasting with earlier studies that merely focused on olfactory acuity.
46
Susanti, Rizki Aprilia Dwi. "Efektivitas Bauran Pemasaran Dalam Mempengaruhi Pengambilan Keputusan Konsumen Pengguna Jasa Pembiayaan." BIP's JURNAL BISNIS PERSPEKTIF 8, no. 2 (July 31, 2016): 90–100. http://dx.doi.org/10.37477/bip.v8i2.3.
Full textAbstract:
The purpose of this study was to determine: the condition of the marketing mix and the behavior of consumers in making purchasing decisions, the influence of marketing mix (X) either partially or simultaneously to the behavior of consumers in making purchasing decisions (Y), and to know the marketing mix elements that most influence behavior consumers in making purchasing decisions. The independent variables in this study is product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6) and phyisical evidence (X7) and the dependent variable is the behaviour of consumers in making purchasing decision (Y). This study is classified into a descriptive correlational study. Data collection techniques in this study using questionnaires, interviews, literature review and documentation. The results of this research are: (1) There is no significant positive impact product, location and promotion on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan.(2) There is a significant positive effect the price, people, process and physical evidence on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan. (3) Together product, price, location, promotion, people, process and physical evidence influence consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan amounted to 65.1%, while the remaining 34.9% is influenced by other factors outside 7 these factors.
47
Ding, Shuiping, Jie Lin, and Zhenyu Zhang. "The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities." Sustainability 13, no. 2 (January 16, 2021): 869. http://dx.doi.org/10.3390/su13020869.
Full textAbstract:
Consumer-to-consumer interaction is an important activity in network communities. Consumer-to-consumer interaction involves information interaction and social interaction, which greatly influences consumers’ experience and behaviors. The model of stimulus-organism-response (S-O-R) is usually applied to explain how environmental stimulus affects consumer behavior through the internal state. Thus, this research takes dissatisfactory consumers as the object, sets information interaction and social interaction as a stimulus, consumer knowledge and trust as an organism, and repetitive purchases as a response. It constructs a theoretical model that consumer-to-consumer interaction influences repetitive purchases through consumer knowledge and trust. In this study, the model and hypotheses were tested by analyzing 328 valid questionnaires. The results show that information interaction had a significant positive effect on consumer knowledge, while social interaction had no significant effect on consumer knowledge. Information interaction and social interaction each had significant positive effects on consumer trust. Consumer knowledge and trust each had significant positive effects on repetitive purchases. Consumer knowledge and trust played a partial mediating role between information interaction and repetitive purchase, respectively. Consumer knowledge had no mediating role between social interaction and repetitive purchases, while consumer trust played a complete mediating role between social interaction and repetitive purchases. The results revealed that the deep mechanism of consumer-to-consumer interaction’s influence on dissatisfactory consumers’ repetitive purchases in network communities further enriched consumers’ purchase behaviors, at least theoretically. This research also provided insights for network community marketing.
48
Kuppelwieser, Volker G., and Phil Klaus. "Viewpoint: a primer for inclusive service marketing theory." Journal of Services Marketing 34, no. 6 (August 6, 2020): 749–56. http://dx.doi.org/10.1108/jsm-04-2020-0128.
Full textAbstract:
Purpose This viewpoint sheds light on an as yet underrepresented consumer group. Considering impaired consumers in our theories would not only change these theories’ meaning but also add variance. These theories would therefore develop from a specific case theory to a broadly acceptable and applicable theory. Design/methodology/approach As a viewpoint paper, this work relies on previously published literature and highlights exemplary shortcomings in the servicescape and customer experience theory. Findings The paper specifies shortcomings in the current theory development and application. While service marketing scholars consistently consider the normal and representative consumer, changing the customer groups will lead to a broader understanding of consumer behavior. Originality/value This paper not only highlights impaired consumers’ different needs and expectations, but also discusses the difference between impairment and disability. Given this distinction, the paper calls for further research on such consumers.
49
Tuškej, Urška, and Klement Podnar. "Exploring selected antecedents of consumer–brand identification." Baltic Journal of Management 13, no. 4 (October 1, 2018): 451–70. http://dx.doi.org/10.1108/bjm-08-2017-0268.
Full textAbstract:
PurposeThe purpose of this paper is to examine how brand anthropomorphism (BA), consumer–brand engagement (CBE), consumer skepticism and brand prestige influence consumer–brand identification (CBI).Design/methodology/approachThe proposed theoretical model is tested using structural equation modelling approach on the data gathered from 464 consumers.FindingsThe paper shows that being more engaged in consumer–brand interactions and perceiving a brand as more humanlike and prestigious increases consumer’s identification with product brands. On the other hand, consumer skepticism towards advertising only slightly decreases their identification. CBI is shown to have a strong positive influence on brand loyalty.Research limitations/implicationsThe study restricts itself to those brands that consumers know well and are somehow close to them. It might prove worthwhile to replicate the study to broaden the inferences beyond the criteria used in this study.Practical implicationsTo strengthen consumers’ identification with their brands, organisations should maintain a focus on interactions with their target consumers. Specifically, companies should expose their human-like character and engage consumers in company’s offerings. Also, companies should take care for keeping their competitive edge to be perceived as more prestigious than the competition.Originality/valueWhile previous papers studying drivers of CBI focused mainly on brand associations that help satisfy one of consumer’s self-definitional need, this paper aims to define the drivers of CBI by examining the origins of consumer’s interactions with brands. The paper proposes CBE and BA as two vital antecedents of CBI.
50
Peszko, Kamila. "THE CONSUMER AS A SOURCE OF MARKETING INFORMATION IN THE INFORMATION SOCIETY." CBU International Conference Proceedings 3 (September 19, 2015): 361–67. http://dx.doi.org/10.12955/cbup.v3.625.
Full textAbstract:
The development of IT technology has provided people with free access to the Internet, which is now a place for consumers to look for opportunities to share their observations with others. The Internet user wants to be more aware, and willingly participates in the development of emerging brands. Companies have also found their place on the Internet, where they source information from Internet users. They realize the power of the consumer as a source of marketing information, and "take advantage" of consumer behavior to promote their brands. They analyze information about consumers, especially consumer preferences, and then publish this via social media in ways that might appeal to users and lead them to share it with others. This study describes this relationship between consumers and marketing via the Internet, and how the consumer is a source of marketing information, because of the possibilities created for entrepreneurs in the information society.