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Journal articles on the topic 'Youth consumers'
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Amoroso, Donald, and Francisco Limcaoco Roman. "Youth Perception of Corporate Social Responsibility." International Journal of Asian Business and Information Management 10, no. 1 (January 2019): 1–25. http://dx.doi.org/10.4018/ijabim.2019010101.
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This research assesses the importance of corporate social responsibility (CSR) as it affects the perception of millennials regarding the socially responsible corporation that, in turn may influence their intention to purchase. The findings show that loyalty and trust appear stronger among older-age consumers than among the younger-age consumers, but both loyalty and authenticity are strong indicators of continuance intention. Younger-age consumers clearly analyzed authenticity to build trust and advocacy, whereas older-age consumer built trust with clearly communicated awareness of CSR initiatives. The managerial implications clearly highlight the importance of awareness for older-age consumers while authenticity was important for younger-age consumers. This offers opportunities for further development on the behavior of the two categoriews of consumers as well as strategies for practitioners to employ CSR to influence continuous purchases.
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Teare, Georgia, and Marijke Taks. "Exploring the Impact of the COVID-19 Pandemic on Youth Sport and Physical Activity Participation Trends." Sustainability 13, no. 4 (February 6, 2021): 1744. http://dx.doi.org/10.3390/su13041744.
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The COVID-19 pandemic offers youth sport organizations the opportunity to anticipate consumer behaviour trends and proactively improve their program offerings for more satisfying experiences for consumers post-pandemic. This conceptual paper explores potential impacts of the COVID-19 pandemic on changing youth sport and physical activity preferences and trends to inform sport and physical activity providers. Drawing from social ecology theory, assumptions for future trends for youth sport and physical activity are presented. Three trends for youth sport and physical activity as a result of the COVID-19 pandemic are predicted: (1) youths’ preferences from organized to non-organized contexts become amplified; (2) reasons for participating in sport or any physical activity shift for youth as well as parents/guardians; (3) consumers reconceptualize value expectations from youth sport and physical activity organizations. The proposed assumptions need to be tested in future research. It is anticipated that sport organizations can respond to changing trends and preferences by innovating in three areas: (1) programming, (2) marketing, and (3) resource management.
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Vandermerwe, Sandra. "Youth consumers: Growing pains." Business Horizons 33, no. 3 (May 1990): 30–36. http://dx.doi.org/10.1016/0007-6813(90)90038-d.
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Ertmanska, Karolina. "Sustainable Consumption Among Youth Consumers." EUROPEAN RESEARCH STUDIES JOURNAL XXIV, Special Issue 3 (September 1, 2021): 203–19. http://dx.doi.org/10.35808/ersj/2423.
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Frank, Phillip, and Kittichai (Tu) Watchravesringkan. "Exploring antecedents and consequences of young consumers’ perceived global brand equity." Journal of Product & Brand Management 25, no. 2 (April 18, 2016): 160–70. http://dx.doi.org/10.1108/jpbm-01-2015-0786.
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Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.
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Kylkilahti, Eliisa, and Minna Autio. "Young and Recognized in Service Interaction? Re-positioning Youth and Adulthood with Performance Tactics and Strategic Laughter." YOUNG 26, no. 1 (March 16, 2017): 17–33. http://dx.doi.org/10.1177/1103308816678742.
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Young consumers hold an iconic position in post-industrial cultures. In spite of youth idealization in consumer culture, we know little of how youth is situated in everyday interactions in service culture. In our study, we focus on age-related power structures in service encounters. We argue that customer service interaction is built on the norm of an adult order; that is, to achieve an appreciated position as a customer, young people are required to act like ‘middle-aged’ consumers. To gain recognition, young consumers use resistance tactics: They create co-performing teams together with adults and modify their own performance towards adulthood by masking signs of youth. The findings suggest that young people may also resist the dominant adult order; laughter and smiling express a strategy that re-positions adults into a less powerful position in the service environment. The study shows that young and adult categories in service interaction are constantly under re-negotiation.
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Knox, Susan, Sunny C. Collings, and Katherine Nelson. "Clinicians’ perspectives on recruiting youth consumers for suicide research." Mental Health and Social Inclusion 20, no. 1 (March 14, 2016): 52–62. http://dx.doi.org/10.1108/mhsi-11-2015-0039.
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Purpose – The purpose of this paper is to discuss mental health clinicians’ perspectives on recruiting youth for research exploring the influences of social media on self-harm in young men. Following the low recruitment of a clinical sample of young men to a qualitative e-mail interview study the authors investigated the barriers among clinicians who were involved in recruitment. Design/methodology/approach – Using a face-to-face, semi-structured interview, 13 clinicians were recruited and interviewed. Thematic analysis was undertaken to explore the issues which impeded a clinician-led approach to recruitment of young men. Findings – Online approaches to data collection hold promise as innovative ways to engage health consumers in research. However in this study the intention to e-mail interview young men increased clinicians’ perceptions of risk and contributed to the original study being abandoned. Inviting clinicians to recruit consumers to online research raised ethical and clinical dilemmas for clinicians because the potential risks of consumer participation in such research were unknown. Research limitations/implications – When involving clinicians as intermediaries in research, it is important to consider their perspectives on data collection methods and their perceptions of risk. Practical implications – Findings can be used to inform future recruitment strategies to ensure young men’s perspectives are present in the literature. Social implications – There is a need to balance increasing the presence of young men’s voices in the literature with clinical responsibilities for their best interests as mental health consumers. Originality/value – The study brings knowledge on perceptions of research risk into sharper focus in the research literature.
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Best, Amy L. "Youth Consumers and the Fast-food Market." Food, Culture & Society 17, no. 2 (June 2014): 283–300. http://dx.doi.org/10.2752/175174414x13871910531980.
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Alexandre, Ake Ake, Monde Absalome, Edjeme-Ake Angele, Bahi Gnogbo Alexis, Djaman Allico Joseph, and Yapo Angoue Paul. "Effects of Palm Oil Consumption on Lipid Profile among Rural Ivorian Youth." Journal of Food Research 6, no. 4 (July 11, 2017): 140. http://dx.doi.org/10.5539/jfr.v6n4p140.
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As palm oil has been qualified as atherogen, we have studied the impact of its consumption on changes of lipid and lipoprotein profiles of young Ivorian healthy subjects living in rural areas. It is a descriptive cross-sectional analytical study of about 120 Ivorian subjects aged 18 to 30 years, including 65 regular consumers of palm oil and 55 subjects consuming that oil periodically as control subjects. Serum concentrations of triglycerides, total cholesterol, HDL, LDL cholesterols and lipoprotein (a) were measured by enzyme conventional methods. The TC serum varied not significantly in both subjects’ groups as the triglycerides and HDL-C did. In addition, 58.46% of palm oil consumers had hypoLDLemia. The serum concentration of lipoprotein (a) was not significantly elevated (p> 0.05) with consumers compared to controls: 33.85% versus 29.09%, p = 0.55. The percentage of subjects with normal serum concentrations is higher in all the studied parameters, with both that is the consumers and the controls, except LDL cholesterol, of which the percentage of subjects with a lower value is the highest (58.46% for consumers and 52.73% for controls). This study has shown that the consumption of palm oil did not alter the lipid and lipoprotein profile of the consumer, on the contrary, this consumption revealed a decrease in cholesterol levels with these subjects.
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Lok Lam, Magnum Man, Eric Ping Hung Li, and Wing-Sun Liu. "Dissociative fashion practices and identity conflicts: local resistance as a response to clothing acculturation in the context of rural–urban migration." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (March 12, 2021): 723–47. http://dx.doi.org/10.1108/jfmm-07-2019-0150.
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PurposeThe purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.Design/methodology/approachData for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.FindingsData analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.Research limitations/implicationsThis research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.Practical implicationsFindings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.Social implicationsThis study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.Originality/valueThis study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.
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Siraj, Hiba, Abdul Rauf Syed, and Muhammad Faisal Sultan. "SMS Advertising & its Impact on Consumer Purchase Intention: A Comparative Study of Adults and Young Consumers in Pakistan." Journal of Marketing Strategies 3, no. 2 (July 20, 2021): 1–22. http://dx.doi.org/10.52633/jms.v3i2.69.
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The growing technological advancement and marketing strategies are creating great competition between companies. Marketers constantly focus on developing attractive marketing strategies to promote their products and services to increase their customer base. SMS marketing lies in one of these strategies of marketers to reach each individual in order to make them their loyal consumers by offering their required products or services. As there are different kinds of consumers with different needs, consumption styles and preferences. And every country has its own culture, lifestyle, and consumer perceptions. This study covers the importance of SMS advertising and to know the responses of Pakistani youth and adults towards SMS advertising. Messages sent by advertisers to inform about their product, new innovation or launch are not accepted everywhere by some people. The aim of this study is to determine the acceptance and rejection attitudes of youth and adults towards SMS advertising and how SMS advertising influences consumers to purchase the product.
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Dondolo, Hilda Bongazana, and Nkosivile Welcome Madinga. "Consuming For Recognition: South African Youth Consumption Of Status Clothing." Journal of Applied Business Research (JABR) 33, no. 5 (August 30, 2017): 919–28. http://dx.doi.org/10.19030/jabr.v33i5.10015.
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Buying expensive and fashionable brands to portray social status is increasing rapidly among South African township youth. The South African youth mainly spend their income on status-depicting clothing in order to conform to social settings and groups and to be noticed by their community. This study investigates the factors influencing the need to consume status-depicting clothing items among South African township youth. A self-completing survey questionnaire was administered to 400 youth consumers from three township malls in the Sedibeng district, Gauteng region of South Africa. Regression analysis was employed to analyse the data. The results suggest that materialism, fashion clothing involvement and group identity are key factors predicting status consumption among South African township youth consumers (aged 18-24 years). Marketers interested in targeting status conscious township youth consumers are advised to devise their advertisements in such a way that they emphasise the brand or product’s ability to indicate status.
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Yadav, Rambalak, Vikas Chauhan, and Govind Swaroop Pathak. "Intention to adopt internet banking in an emerging economy: a perspective of Indian youth." International Journal of Bank Marketing 33, no. 4 (June 1, 2015): 530–44. http://dx.doi.org/10.1108/ijbm-06-2014-0075.
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Purpose – The purpose of this paper is to understand the consumer’s intention toward internet banking adoption in Indian context by combining two theories; theory of planned behavior (TPB), technology acceptance model (TAM) and an additional construct, i.e. perceived risk. Design/methodology/approach – A questionnaire based survey was conducted to collect responses from young consumers (210 usable responses). Data were analyzed using structural equation modeling to evaluate the strength of relationship. Findings – The result shows that perceived usefulness, attitude, subjective norm and perceived behavioral control significantly influences the consumer’s intention to adopt internet banking whereas perceived risk failed to show any significant influence over intention to adopt internet banking. Research limitations/implications – The study is limited to young consumers (i.e. professional students) only. Further, the study concerns itself with consumer’s intention not actual behavior. Practical implications – The finding will be useful for bank officials for devising strategies and policies related to internet banking in the Indian scenario. Originality/value – The paper is one of the initial attempts in Indian context to understand the consumer’s intention to adopt internet banking by combining TPB and TAM theories.
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Sidorchuk, Roman, Sergey Vladimirovich Mkhitaryan, Boris Vladimirovich Musatov, Aleksey Aleksandrovich Meshkov, and Timur Alekseevich Tultaev. "The influence of high level values on brand preferences of student youth in Russia." International Journal of Retail & Distribution Management 46, no. 7 (July 9, 2018): 638–56. http://dx.doi.org/10.1108/ijrdm-01-2018-0006.
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Purpose The share of student youth, as consumers, is quite significant in the world. Considering that retailers view young consumers (including student audience) an important segment of the market, a substantial question is to study the effect of values on motivation consumer behavior. The purpose of this paper is to fill the lack of studies on motivational influence of “high-level values” (HLV) on young consumers. This research paper examines the motivational influence of HLV on brands in certain product categories-markers, to develop a methodology for segmenting consumers based on their clustering by values and evaluating brand preferences in different segments. Design/methodology/approach The sample was formed by the “snowball” method from first-year undergraduate students. The sample size involves 239 respondents. The research was carried out by the online survey method on the basis of a structured questionnaire. To obtain segments, the authors used hierarchical cluster analysis by the Ward method and the Euclidean distance method. The statistical significance of the differences in brand preferences between segments was checked in the conjugacy tables using the χ2 test at different significance levels. Findings Findings show clearly the possibility on the basis of HLV to identify segments of consumers, which allows obtaining the distribution of the perception of the brand. For a student audience received segments were: “Become a successful leader,” “become successful in a harmonious world,” “ascetic,” “the Hedonist,” Frequency analysis revealed an uneven distribution of preferences between the examined brands. At the same time, revealed the differences in the motivational significance HLV for brands in different product categories. Practical implications Retailers should use segmentation based on motivation influence of HLV for improving the effectiveness of communication of young consumers with brands. The solution of this problem will allow forming particular strategic behaviors of retailers occurring in the sphere of shaping relationships with young consumers. Originality/value It is one of the rare studies that investigate motivational influence of a complex of ten HLV on the young consumers. In this paper, the authors propose to use a methodology for young consumers segmentation based on clustering for HLV, and assessing brands preferences in different segments.
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Fowler, Aubrey, and Jie Gao Fowler. "Façade, Fashion and Fornication: Exploring the Embodiment of Self in Chinese Consumer Culture." Global Business Review 18, no. 3_suppl (April 18, 2017): S145—S156. http://dx.doi.org/10.1177/0972150917693161.
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China possesses a growing and powerful consumer culture that is largely made up of urban youth born since 1980. These children, for the most part, have been considerably impacted by two public policies implemented in the reform era after Mao’s death in 1976: the one-child policy and the open-door policy. These two policies have altered this generation’s cultural footprint within the culturally constituted world of China in ways that researchers are coming to realize. In this article, we explore public policy impacts on youth consumer culture as it relates to the body and attempt to provide a path for consumer researchers and international marketing researchers moving forward in their understanding of China and its young consumers.
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Chhetri, Ashmita Dahal. "Awareness Level of College Students on Consumer Protection Practices in Chitwan." Journal of Balkumari College 9, no. 1 (July 15, 2020): 95–100. http://dx.doi.org/10.3126/jbkc.v9i1.30092.
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Any individual who purchases products or services for his personal use is called a consumer. A consumer is one who is the decision maker whether to buy or not to buy an item. And It is true that the consumer is the king of the market, but in reality consumers are treated very badly in the market. The consumers are cheated in different ways by middlemen like adulteration, under-weight of goods, selling goods of inferior quality and duplicated goods, charging higher prices, misleading advertisement in the media, etc. The consumers are not sure of getting qualitative goods as per their demand and price payments. The most important step in consumer education is making them aware about consumer rights and to empower them for self-protection from the different unethical behaviors of the market. Consumer education is an important part of this process. Consumer education at the college level is an important process to enhance the capacity of the youth particularly the students to take the responsibility for their own life, their family, obligations to society and the environment. Consumer education helps the students to participate in the social life, as competent citizens. Students are not only learning about the consumer rights and duties but also teach their parents and the community, thereby they are enriching the society. This research is based on analytical and descriptive research. The method of data collection is based on primary method. The researcher personally involved in the data collection process with the help of structured questionnaire. The method of sampling technique adopted is Convenience sampling. In general, the level of awareness of college students on consumerism is satisfactory. It is found that the practices and behavior during buying process is appreciable.
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Kumar, Niraj, and Subhajyoti Ray. "Attitude towards soft drinks and its consumption pattern: a study of Gen Y consumers of India." British Food Journal 120, no. 2 (February 5, 2018): 355–66. http://dx.doi.org/10.1108/bfj-05-2017-0320.
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Purpose The purpose of this paper is to examine the consumption patterns and attitudes towards soft drinks among Indian youth. Design/methodology/approach A questionnaire was used to investigate consumption patterns, attitudes, and socio-demographic profiles of college-attending respondents between the ages of 18 and 30. Cluster analysis and factor analysis were undertaken to obtain a better understanding of the attitudes among young consumers towards soft drinks. A logistic regression model was used as a predictor to distinguish between frequent and non-frequent soft drink consumers. Findings Indian youths preferred diet drinks and fruit juices more than regular soft drinks. Soft drinks were mostly consumed as distinct drinks (not as substitutes) and on specific occasions. Easy availability of soft drinks at the locations closure to consumers was a critical factor in determining consumers’ purchase and consumption level. Attitude towards the utility and nutritional dimensions of soft drinks had a positive and significant influence on the frequency of consumption. Practical implications To remain competitive, soft drinks’ companies need to focus more on healthy products and those that are refreshing and relaxing. Social implications Regulating the availability of soft drinks in and around educational institutions will affect consumption of soft drinks and reduce diseases. Originality/value Only a few studies investigating consumption patterns and attitudes among Indian youth towards soft drinks. This study attempts to fill the gap.
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Verma, Sanjeev. "Niche level segmentation of green consumers." South Asian Journal of Business Studies 6, no. 3 (October 2, 2017): 274–90. http://dx.doi.org/10.1108/sajbs-05-2016-0040.
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Purpose The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization. Design/methodology/approach Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified. Findings The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood. Practical implications The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB. Originality/value Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.
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Khare, Arpita, and Geetika Varshneya. "Antecedents to organic cotton clothing purchase behaviour: study on Indian youth." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (March 13, 2017): 51–69. http://dx.doi.org/10.1108/jfmm-03-2014-0021.
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Purpose The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. Design/methodology/approach Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India. Findings Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour. Research limitations/implications The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied. Practical implications The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population. Originality/value Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.
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Gao, Tao (Tony), Fareena Sultan, and Andrew J. Rohm. "Factors influencing Chinese youth consumers' acceptance of mobile marketing." Journal of Consumer Marketing 27, no. 7 (November 2, 2010): 574–83. http://dx.doi.org/10.1108/07363761011086326.
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Jaiyeoba, Olumide Olasimbo, and Frederick Odongo Opeda. "Impact of Consumer Innovativeness on Shopping Styles: A Case-Study of Limkokwing University Students (Botswana)." Business and Management Horizons 1, no. 2 (December 12, 2013): 107. http://dx.doi.org/10.5296/bmh.v1i2.4733.
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The unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers most especially students. Innovative consumers are an important market segment. This paper seeks to investigate whether consumers’ innate innovativeness is associated with their shopping styles. Specifically, it aims to explore the relationship between two types of innovativeness (sensory innovativeness and cognitive innovativeness and consumer shopping styles). Indeed, the unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers. Despite these significant changes in the commercial environment, very little is known about the decision making processes of consumers in developing countries, most especially in Botswana. Ostensibly, the paucity of research in this area hinders our understanding of consumer decision making processes. The paper integrates the consumer innovativeness and consumer shopping styles literature. A structural equation model was used to test the relationship between cognitive and sensory innovativeness and various shopping styles. Cognitive innovators are inclined to show shopping styles such as quality consciousness, price consciousness, and confusion by overchoice, while sensory innovators are inclined to have shopping styles such as brand consciousness, fashion consciousness, recreational orientation, impulsive shopping, and brand loyalty/habitual shopping. The research is based on a convenience sample of young consumers in Botswana. The findings of this research would hopefully help managers to develop a deeper insight into product development and marketing. Furthermore, since the youth market in Botswana represents an enormous opportunity for marketers, the paper provides valuable insights into this key market segment. It thus provides new insights into the shopping patterns of consumers who belong to different innovativeness types. It also makes a new contribution to the shopping styles literature by explicating potential antecedents to the various shopping styles among the largest private tertiary institution students in Botswana.
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Mishra, Oly, and Prasad Ayatham. "Online retailers connecting to the youth segment through Facebook (A study on the influence of gender and personality type)." Journal of Asia Business Studies 11, no. 4 (December 12, 2017): 387–412. http://dx.doi.org/10.1108/jabs-08-2015-0129.
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Purpose The purpose of this paper is to develop an understanding of the different personality types and Facebook behavior of the young Indian consumers in the context of e-tailing. With the increased popularity of Facebook, consumers and e-tailers are using it as a platform to connect better with each other. This paper makes an attempt to study the motive and online purchasing behavior of youth by examining Facebook posts and understanding their relationship with personality and gender. Design/methodology/approach A survey was conducted on 200 young Indian consumers who use Facebook as well as follow at least one e-tailer on Facebook. The responses to the survey were used to test the proposed conceptual model to find out the relationship of personality types and gender with Facebook behavior, type of post liked on Facebook, reason to use Facebook and motive to follow an e-tailer on Facebook using descriptive statistics and nonparametric tests. Findings The tests showed that gender of online consumers influences their Facebook behavior and the type of post that they like the most on Facebook. The personality type of the online consumers has a significant influence on the motive to follow an e-tailer on Facebook and the reason to use Facebook. It implies that the Facebook pages of e-tailers should plan their posts keeping the gender and personality type of their followers in mind. In this manner, Facebook can be used as a platform by the e-tailers to increase their consumer base, especially among the youth. Research limitations/implications The limitations of this study are the respondents for this study are in the age group of 15-25 years only and the results of the study may vary with the change in the age group. The respondents are Indians by nationality and the results may vary for different nations. Practical implications This paper provides an insight to the e-tailer about attracting young consumers on their Facebook page in the context of their gender and personality type to enhance the reach and expand their business. This research paper is informative to the e-tailers who have budgets for social media marketing to know about social media usage by youth for online shopping. Originality/value Presently, India has a demographic advantage and this paper contributes to understand the youth social media usage for online shopping. The e-tailers can relate the findings to develop strategies to enhance their customer base. This research paper will contribute to the existing literature on social media marketing and e-tailing.
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Chen, Wei-Fen. "The perceived cosmopolitan consumption of globally mobile, young consumers from China." Young Consumers 19, no. 4 (November 19, 2018): 450–64. http://dx.doi.org/10.1108/yc-01-2018-00769.
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Purpose This study aims to explore the consumption practices of globally-mobile, young consumers from China who experience both upward social mobility and geographically outbound mobility by studying abroad, echoing emerging scholarship of “moving consumption”. Design/methodology/approach Data were collected through in-depth interviews with 27 first-generation Chinese international students studying in the USA. Findings The informants interpret outbound geographical mobility and upward social mobility in an overlapping manner. For them, cosmopolitan consumption practices are a form of boundary work and identity construction, reflecting their international experience. At the same time, the informants seek affirmation of the meanings and references of their consumption in their remote, native cultural contexts. In this way, they ensure that their tastes align with the popular “West” with which Chinese consumers are already familiar. Originality/value This study examines international student mobility that is unique to the younger generation. It considers how such form of mobility shapes the consumption patterns of Chinese youth with substantial purchasing power. Young, affluent international students differ in fundamental ways from other cross-cultural, cross-border travelers such as migrants, globally-mobile professionals, global citizens, nomads, sojourners and tourists. Thus, this study not only sheds light on the under-researched subject of “moving consumption” but also addresses youth cultures in transitional economies by exploring how Chinese youth consume when they are away from home and exposed to global consumerism first-hand.
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Бордунова, Мария Сергеевна, Елизавета Дмитриевна Звегинцева, and Людмила Павловна Липатова. "Youth Preferences and Sensory Experiences." Beer and beverages, no. 2 (June 26, 2021): 6–9. http://dx.doi.org/10.52653/pin.2021.2.2.009.
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Кофе - один из наиболее активно потребляемых на данный момент напитков. Сегодня производством и обработкой кофейных зерен занимаются более 70 стран мира. По данным ФАО, Бразилия и Вьетнам на протяжении многих лет занимают лидирующие позиции по производству кофе. При этом отмечается, что продажи кофе снижаются из-за насыщения рынка и других негативно влияющих факторов, таких как привычки к чаю или безалкогольным напиткам, увеличение неравенства доходов и проблемы со здоровьем. Авторами был проведен анализ ассортимента кофе на мировом рынке, включая элитные и эксклюзивные сорта кофе. Рассмотрены основные потоки производства и импорта кофейных зерен по странам мира, рассмотрены основные поставщики и производители кофе. Проведена экономическая и органолептическая оценка напитков кофе, оценка технологии производства некоторых брендов кофе, производящих зерновой, молотый, растворимый и капсульный кофе. Оценены преимущества и недостатки рассмотренных брендов, отмечено, что для придания потребительских свойств продукции мировые компании закупают кофейные зерна у поставщиков, обжаривают их и соединяют в различные купажи. В статье проанализированы предпочтения потребителей кофе в различных странах и способы удовлетворения данных предпочтений, проведено исследование среди студентов для определения потребительских предпочтений в разных видах кофе. Coffee is one of the most actively consumed beverages at the moment. Today, more than 70 countries are engaged in the production and processing of coffee beans. According to the FAO, Brazil and Vietnam have been leading coffee producers for many years. At the same time, it is noted that coffee sales are declining due to market saturation and other negative factors, such as tea or soft drink habits, increasing income inequality and health problems. Coffee production is based on two varieties of coffee beans: Robusta and Arabica. Based on this, the analysis of the range of coffee on the world market, including elite and exclusive varieties of coffee, was carried out. This article also examines the main flows of production and import of coffee beans in the countries of the world, the main suppliers and producers of coffee are considered. Today, in the coffee market, you can find a huge number of brands that offer coffee in various forms. An economic and organoleptic assessment was carried out, as well as an assessment of the production technology of some coffee brands that produce grain, ground, instant and capsule coffee. The advantages and disadvantages of the considered brands are noted. It was found that to give consumer properties of products, global companies buy coffee beans from suppliers, fry them and combine them into various blends. The article analyzes the preferences among coffee consumers in different countries and the ways to meet these preferences. Additionally, a study was conducted among students to determine the preferences of coffee consumers.
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Hensley, Cammie, Sonali Diddi, and Karen Hyllegard. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth." Social Sciences 8, no. 8 (August 14, 2019): 240. http://dx.doi.org/10.3390/socsci8080240.
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This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.
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Wilson, Dana Burdnell. "Youth in transition and foster care alumni as empowered consumers." Journal of Family Social Work 23, no. 5 (October 21, 2019): 411–30. http://dx.doi.org/10.1080/10522158.2019.1681335.
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Siregar, Rachmi Kurnia, and Liza Dwi Ratna Dewi. "ENTERTAINMENT OBJECTIVE TRUSTED CITIZEN JOURNALISM TRAINING FOR YOUTH GROUPS IN SOUTH JAKARTA, JAKARTA CAPITAL CITY." ICCD 1, no. 1 (December 12, 2018): 228–35. http://dx.doi.org/10.33068/iccd.vol1.iss1.35.
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Youth Groups Activities of Pesanggrahan village and Kebayoran Lama village, South Jakarta rarely published the mass media. These youth groups crave their activities can be informed to public as their self-actualization. Likewise, people wanted to know their activity. This community service activity aimed to inflame their spirit to share information of issues and problems in the local level around them. Hopefully this can preventing the youths drowned to negatives activities. This training divided into three steps: First, delivering basic journalism, news and article writing technique, journalism photography, online journalism; Second, field practice of citizen journalism thereby this youth groups members can be citizen journalist beside news consumers; Third, to published their work in mass media and social blog. Output of this social partnership program are: First, to publish these youth groups activities in mass media and social blog; Second, youth of these groups have ability to make journalism work starting from news and features which supported with journalist photography to publish in social blog and mass media. Conclusion: These Youth Groups need sustainable assistance, monitoring and evaluation so that their journalism work to be able to published in social blog and mass media continuously. These partners also need idea development to stimulating their creativities in domain of citizen journalism.
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Penkova, Oksana, Andrii Kharenko, and Valentyna Lementovska. "Marketing research of students' attitude to organic food." INNOVATIVE ECONOMY, no. 3-4 (May 2020): 133–39. http://dx.doi.org/10.37332/2309-1533.2020.3-4.19.
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Purpose. The aim of the article is identification and ranking of factors that determine the attitude of the student segment of consumers to organic food. Research methodology. The article uses general scientific and marketing research methods. In particular, systematic analysis and a comprehensive approach, as well as methods of collecting qualitative data such as focus groups and in-depth interviews, are used to identify the factors that determine the attitude of the student segment of consumers to organic food. Ranking of factors is performed by collecting quantitative data by questionnaires and processing the results by the arithmetic weighted average. Findings. The list of the main factors that potentially influence the attitude of student youth to organic food is determined. Using a questionnaire survey, the strength of the influence of individual factors on the desire to purchase organic food is assessed using a hierarchical rating scale. It is found that the vast majority of respondents determined the price and income level as the most significant factors. Confidence in the “organic” of products is the third most important in the decision to purchase organic food, which is determined by domestic specifics, namely the presence on the market of counterfeit products of unscrupulous producers. It has been established that the factors of concern for one's own health and ecology, which are of paramount importance for consumers in the developed countries of the world, are of secondary importance for the surveyed student youth. It is stated that domestic producers of organic food to successfully promote their products in this market segment need to adjust their own marketing systems. Originality. The main factors that define the attitude to organic food of the student segment of consumers and their hierarchical ranking depending on the strength of influence are determined. Practical value. The identified main factors influencing the formation of students' attitudes to organic food allow domestic producers to adjust the marketing mix for this segment of consumers. Key words: organic food products, student segment of consumers, attitude to organic products, motives of consumer behaviour, hierarchy of factors.
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Krainikova, Tetiana, Eduard Krainikov, and Tetiana Yezhyzhanska. "Media behavior of youth in the COVID-19 pandemic in Ukraine." Innovative Marketing 17, no. 1 (March 18, 2021): 94–108. http://dx.doi.org/10.21511/im.17(1).2021.08.
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The COVID-19 pandemic and quarantine measures have transformed the media agenda. The aim of the study is to identify the behavioral characteristics of the youth news audience, which is formed in the context of COVID-19. To solve research tasks, from March 24 to April 5, 2020, an intelligence survey of young Ukrainians as news readers was conducted. 364 respondents aged from 18 to 29, living in different regions of Ukraine, answered the questions of the Google questionnaire. The results of the survey are qualitative in nature and highlight the trends that exist in the youth audience. According to the data, the topic of coronavirus has become a priority for 82% of respondents. Phobias of young respondents increased: more than 70% stated they were worried and afraid. The alarm response to the pandemic has prompted many media consumers (46%) to turn to more information sources than usual. On the other hand, some media consumers have reduced their contact with the media, which is a typical protective reaction. Uncertainty, suspicion, and anxiety shake the confidence of the youth audience in public institutions and the media. The study showed the emergence of new challenges for media companies. The media should anticipate the consequences of disseminating information, fake news, and adjust content strategies accordingly: compliance with journalistic standards, responsible dissemination of news, fact-checking.
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WILUJENG, NOVIE, and ANIK LESTARI ANDJARWATI. "Penggunaan Donna Harun Sebagai Endorser Iklan di Televisi dan Pengaruhnya Terhadap Keputusan Pembelian Citra Lasting Youth Hand&Body Lotion (Studi Pada Konsumen di Kelurahan Wates Mojokerto)." BISMA (Bisnis dan Manajemen) 2, no. 1 (June 6, 2018): 61. http://dx.doi.org/10.26740/bisma.v2n1.p61-71.
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Indonesia is a potensial market for the product cosmetology and body treatmen. This can be seen from hundreds of cosmetic brand offered to consumers. Consumers' mind at this time has been met by a variety of ad products that beauty comes through television, radio and news media. In order for consumers to be interested to purchase products that advertising one of the ways used by the manufacturer is using a celebrity as endorser. Celebrity credibility, celebrity and brands mathcup, celebrity and audience mathcup, and the attractiveness of celebrities expected to make consumers purchase decisions.This research is conclusive research use multiple regression analysis. The sample used in this research was 103 people, which is the consumer Citra in Wates Mojokerto Distric. Research aims to understand Aplication of Dona Harun as Advertising endorser in Televition and Influence to Buyying Decision citra Lasting Youth hand&Body Lotion (Study at Consumer in Wates Mojokerto Distric) This research is shown determination coefficient (Adjusted R2) or 51% it means, there is influence simultaneously between using celebrity is advertising endorser in televition to buying decision Credibility it means variabel is more dominant in influence buying decision and followed by other variabel (attractiveness, celebrity and brand mathcup, and celebrity and audience matchup) Suggested to the researchers to do further research outside the free variables used in this research, so that insight abauot marketing communication and purchasing decision become more knowledgeabele
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Spasova, Lyubomira, and Zhenya Gundasheva. "PSYCHOLOGICAL MODELS FOR ATTITUDINAL AND PERSUASION CHANGES IN CONSUMER BEHAVIOUR." Trakia Journal of Sciences 17, Suppl.1 (2019): 838–46. http://dx.doi.org/10.15547/tjs.2019.s.01.138.
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The present study explores psychological models for changing consumers’ attitudes under the influence of advertisements in young people of 18 to 25 years of age. The aim of the study is to establish the influence of the advertisements of mobile phone operators on the attitudes, consumer thinking and behaviour of youth with respect to mobile products and services. The following tasks were set: • To study the advertisements of mobile phone operators in Bulgaria • To set a theoretical frame on consumers’ attitudes • To determine the models of attitudinal change and persuasion • To perform correlational analyses of statistically significant factors The methods used to achieve these tasks are the following: conducting two subsequent surveys on the same respondents regarding their behavior before, during and after exposure to advertisement; holding individual interviews with random young respondents.
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BAYRAK MEYDANOĞLU, Ela Sibel, Ahmet Mete ÇİLİNGİRTÜRK, Rıza ÖZTÜRK, and Müge KLEIN. "AN EMPIRICAL CROSS-COUNTRY STUDY ON CONSUMERS’ ATTITUDE TOWARDS AUGMENTED REALITY ADVERTISING." Business & Management Studies: An International Journal 8, no. 2 (June 25, 2020): 1424–54. http://dx.doi.org/10.15295/bmij.v8i2.1467.
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The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.
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Laxer, Rachel E., and Ian Janssen. "The proportion of excessive fast-food consumption attributable to the neighbourhood food environment among youth living within 1 km of their school." Applied Physiology, Nutrition, and Metabolism 39, no. 4 (April 2014): 480–86. http://dx.doi.org/10.1139/apnm-2013-0208.
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The study objective was to estimate the proportion of excessive fast-food consumption by youth that is attributable to living and attending school in a neighbourhood with a moderate or high density of fast-food restaurants. This was a cross-sectional study of 6099 Canadian youths (aged 11–15 years) from 255 school neighbourhoods. All participants lived within 1 km of their school. The density of chain fast-food restaurants within a 1-km circular buffer surrounding each school was determined using geographic information systems. Excessive fast-food consumption (≥2 times per week) was assessed by questionnaire. Multilevel logistic regression analysis was used to examine associations. The population attributable risk estimates of excessive fast-food consumption due to neighbourhood exposure to fast-food restaurants were determined based on the prevalence of exposure and the results from the logistic regression. Eight percent of participants were excessive fast-food consumers. After adjusting for sociodemographic factors (i.e., gender, race, and socioeconomic status), it was found that youths from neighbourhoods with a moderate (odds ratio (OR), 1.68; 95% confidence interval (CI), 1.11–2.54) or high (OR 1.70; 95% CI 1.12–2.56) density of chain fast-food restaurants were more likely to be excessive fast-food consumers than were youths from neighbourhoods with no chain fast-food restaurants. Approximately 31% of excessive consumption was attributable to living in neighbourhoods with a moderate or high density of fast-food restaurants. Thus, the fast-food retail environment within which youth live and go to school is an important contributor to their eating behaviours.
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Farrag, Dalia Abdelrahman, and Mohammed Hassan. "The influence of religiosity on Egyptian Muslim youths’ attitude towards fashion." Journal of Islamic Marketing 6, no. 1 (March 9, 2015): 95–108. http://dx.doi.org/10.1108/jima-04-2014-0030.
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Purpose – The purpose of this paper is to measure the impact of the different religiosity dimensions on the attitude of Muslim youth towards fashion. Design/methodology/approach – To understand the relationship between religiosity and Muslim youths’ attitude towards fashion, a structured questionnaire was circulated amongst university students in Cairo and Alexandria (Egypt’s two largest cities) using convenience sampling method. Religiosity has been measured using the operationalized definition by Glock (1972), as consisting of five different dimensions: ideological, Intellectual, ritualistic, experimental and consequential. Likert scales were used to measure religiosity dimensions, and semantic differential scale has been used to measure the attitude of Muslim youth towards fashion. An initial sample size of 350 Egyptian Muslim youth was surveyed on-campus using face-to-face method by a group of volunteer trainer students. Findings – Cronbach’s alpha has been measured for all variables to ensure internal consistency. The findings provide evidence that a negative relationship exists with all of the religiosity dimensions under study and attitude of youth towards fashion. More specifically, the intellectual and consequential dimensions had the strongest negative significant relationships with attitude of youth towards fashion. Research limitations/implications – The results of this study should be considered in light of a number of limitations on which recommendations for future research are based. First, the use of a student sample, even if these consumers are important and justified for this research, may hinder the generalizability of the findings across other segments of consumers who might behave differently. Second, this study relies on the declared attitudes of the respondents, which are likely to be biased because of respondents’ inclination to give socially desirable answers and spiritually peace reactions. Such an evaluation cannot identify unconscious attitudes and behaviours. Practical implications – The paper’s interesting findings serve to remind entrepreneurs and marketers in general that they cannot neglect the element of religion in their marketing activities, particularly in the fashion industry and the development of apparel targeting Muslim women. Such an understanding will help both marketers in designing their marketing practices according to their Muslim consumers’ convictions, and academicians in their research endeavours. Originality/value – Investigating and measuring the influence of religion in general and Islam in particular on youth’s attitude towards fashion is considered a very contemporary and raw topic that shall have significant contribution to the existing literature, as well as to fashion designers and marketers.
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Mintz, James H., Jane Hazel, and Tracy Schoales. "Challenge to Youth: A Health Canada Anti-Tobacco Campaign." Social Marketing Quarterly 5, no. 3 (September 1999): 99–102. http://dx.doi.org/10.1080/15245004.1999.9961071.
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“Marketers must accommodate rapid changes in technology, more limited public resources, changing demographics, and more sophisticated consumers, among other things. But: these changes also create opportunities for innovation.” (Social Marketing Matters, Vol. 1, No. 5, December, 1997)
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Dhiman, Rahul, Pawan Kumar Chand, and Sahil Gupta. "Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers." FIIB Business Review 7, no. 3 (August 23, 2018): 188–200. http://dx.doi.org/10.1177/2319714518790308.
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The study of consumer buying behaviour is essential for marketers to understand the key elements such as what is purchased, from where it is purchased, the quantity of purchase, how much money is spent and other related variables affecting buying behaviour. The purpose of this article is to assess the consumer buying behaviour for apparels. The study makes substantial effort to recognize the variables which affect decision of apparel purchase among youth. Theoretical foundation of the study is based on secondary sources such as research papers, articles, magazines and articles on consumer buying behaviour. Confirmatory factor analysis (CFA) is performed to extract factors which affect consumer buying behaviour and subsequently purchase decision. Total 6 factors were extracted with 20 prominent indicators. CFA confirms that all the obtained values of the indicators are model fit and comply with the standardized criteria. The findings show that consumer buying behaviour in apparel such as purchase frequency, average spending, preferred store type and preferred brand mostly depends on various demographic variables. Hence, the study validates the significance of segmentation, targeting and positioning (STP) for marketers of apparel. The present article reveals that all types of domestic and worldwide brands are available in Indian market and are purchased by consumers as long as those are perceived to deliver value to consumers. The study recommends that marketers must segment the market and target those segments which can be served expeditiously. Marketers must target a particular segment of consumers for which they can offer better value. The findings and recommendations of the study might be useful for academicians, policymakers, entrepreneurs and managers of apparel industry to understand industry trends and formulate appropriate strategies.
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Rosen, Sonia M. "“So Much of My Very Soul”: How Youth Organizers’ Identity Projects Pave Agentive Pathways for Civic Engagement." American Educational Research Journal 56, no. 3 (January 9, 2019): 1033–63. http://dx.doi.org/10.3102/0002831218812028.
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Neoliberal market logic positions youth as either commodities produced and marketed by private institutions or consumers for whose business those institutions are competing, a paradigm that narrows pathways for youth participation in civic and political institutions by restricting youth agency to participation in markets. However, youth organizing groups recast what we imagine as the public domain, how public institutions are governed, and who takes part in this governance. In this life histories study of youth organizers, the participants’ organizer identities occupied intellectual, emotional, social, and temporal space in their life worlds, mediating their agentive participation in an increasingly neoliberalized world. This article considers the implications of how youth involvement in social movements shapes identity and agency in a neoliberal sociopolitical context.
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Arli, Denni, Fandy Tjiptono, and Warat Winit. "Consumer ethics among young consumers in developing countries: a cross national study." Social Responsibility Journal 11, no. 3 (August 3, 2015): 449–66. http://dx.doi.org/10.1108/srj-05-2013-0059.
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Purpose – The present study aims to examine the similarities and differences between young consumers in Indonesia and Thailand based on actionable and strategy-yielding marketing variables (e.g. Machiavellianism, ethical orientations, trust, opportunism and materialism) and, second, it examined the impact of these variables on consumer ethics. Design/methodology/approach – A convenience sample of university students from a large private university in Yogyakarta (Indonesia) and a large public university in Chiang Mai (Thailand) were asked to complete a survey that incorporated scales to measure consumers’ ethical beliefs, specifically, Machiavellianism, ethical orientation, opportunism, trust and materialism, as well as demographic classification questions. Findings – The findings showed that young Indonesian and Thai consumers display similarities on most of the constructs. Moreover, the study found that personal moral philosophies (i.e. idealism and relativism) and trust strongly influence their judgment in ethically intense situations in both countries. Research limitations/implications – The current study has several limitations, especially the use of convenience sampling that may limit the generalizability of the findings. Students in Indonesia and Thailand may behave differently from general consumers or other cohorts with regards to their ethical judgments. Practical implications – Because personal ethical positions are developed over a lifetime of experiences in dealing with and resolving moral issues, schools and universities should intervene and educate youth on acting in ways that are consistent with moral rules. Currently, universities and schools in Indonesia and Thailand and many other countries in developing countries do not promote this knowledge to students. Originality/value – This is one of the first studies exploring consumer ethics in Indonesia and Thailand.
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Pham, Hai Chung, and Barry Richards. "The Western brands in the minds of Vietnamese consumers." Journal of Consumer Marketing 32, no. 5 (August 10, 2015): 367–75. http://dx.doi.org/10.1108/jcm-09-2014-1159.
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Purpose – This paper aims to explore the complexity and dynamics in the process of negotiation and re-negotiation of brand associations within a Vietnamese cultural context, focusing on the identity construction created through local consumption preferences. t It explores how Western brands are symbolically important in Vietnamese consumers’ self-image. Design/methodology/approach – A total of 600 Vietnamese youth between 18 and 35 years living in Hanoi and Ho Chi Minh City completed the survey. A projective technique (storytelling) was applied to elicit the hidden thoughts and motivations among respondents. Findings – Vietnamese consumers increasingly attach themselves to certain brands to affirm their desired identity. They believe in “material goods bring happiness”. The symbolic meanings of brands (which we describe around six themes) become very important in their patterns of consumption in shaping their lived experience and the way they want to communicate their self-images. Practical implications – The paper’s insights can be of value to marketing and advertising professionals and to those with responsibility for consumer regulation in emerging markets. Social implications – The paper contributes to our understanding of how socio-political tensions are played out and managed in consumer culture and identifies particular contradictions which may drive future changes. Originality/value – The paper reports on a study which uses a neglected method to provide the latest data on consumer culture in Vietnam and links features of consumption-based identity to the specific Vietnamese historical, political, economic and socio-cultural context.
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Birkholtz, M., and G. G. Rousseau. "Attitudes towards credit buying among the youth: An exploratory study." South African Journal of Economic and Management Sciences 4, no. 1 (March 31, 2001): 133–48. http://dx.doi.org/10.4102/sajems.v4i1.2634.
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The main objective of the study is to investigate attitudes of young consumers towards credit purchasing behaviour by means of store charge cards. Data were gathered by using an administered questionnaire from a multicultural sample (N=265) of learners and students attending various secondary and tertiary institutions in Port Elizabeth, as well as from observations of young shoppers at various retail outlets in the city. Results indicate that young consumers differ across gender, age, and home language in terms of attitudes towards credit. Findings suggest that there is a lack of knowledge and understanding by the respondents of the consequences of buying on credit, especially accountability for their financial actions. Implications are that education and training in personal money management are crucial for ensuring that marketers do not give rise to up a body of future debtors, stemming from financial illiteracy.
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Can, Gülin Feryal, Feride Bahar Kurtulmusoglu, and Kumru Didem Atalay. "A case study on shopping malls attributes for young consumers." Young Consumers 17, no. 3 (August 15, 2016): 274–92. http://dx.doi.org/10.1108/yc-04-2016-00596.
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Purpose This study aims to determine the mall criteria that are the most crucial for the youth market by determining the winning brand in comparison to other offerings to understand what is required to gain a competitive advantage and to differentiate a mall from its rivals. Design/methodology/approach This study chose the Stochastic Multicriteria Acceptability Analysis-2 method to evaluate the mall preferences of young people. By using this method, the various criteria were evaluated for more than one alternative to find the best solution. JSMA program was used to analyze the data. The survey was administered using the mall intercept method to reduce sample bias. Findings The study identifies that the criteria that have the highest impact on the mall preferences of young people are the mall campaigns for loyal customers; the traffic in the mall locality and the mall’s parking facilities; the mall’s facilities for disabled people; the quality of the mall locality; and the quality of the people visiting the mall. The study reveals that a mall’s physical features, its facilities and the criteria related to employees have a very low impact on the mall choices of young people. The study further finds that the youth market has very low satisfaction levels for all of the identified criteria. This study reveals that this macro accessibility criterion is less relevant for the youth market than for the general population. Originality/value Despite the importance of this market, there is insufficient research on the shopping behavior of young people. They have a considerable impact on the purchasing decisions of their families, significant disposable income and constitute the future market for the sector. This study uniquely enables the sequential ordering of customers’ decision-making criteria and determines the effectiveness or impact of these criteria in the mall sector.
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Forenza, Brad. "Empowering Processes of a Countywide Arts Intervention for High School Youth." Journal of Youth Development 12, no. 2 (June 27, 2017): 21–40. http://dx.doi.org/10.5195/jyd.2017.35.
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Arts interventions allow young people to address social problems and oppressive forces that impact their lives. Much research has explained the theory behind arts interventions; less has explored the organizational characteristics that may facilitate empowering processes for intervention consumers. The aim of this research is to contextualize dimensions of organizational empowerment in the context of a countywide arts intervention program. Retrospective, cross-sectional, in-depth interviews were conducted with 10 primary consumers of a countywide arts intervention for high school students. Directed content analysis of the interview data revealed ten emergent themes that transcended the data inductively. Findings support and extend our current understanding of organizational empowerment, as it relates to a countywide arts intervention program. Implications for policy, practice, and future research are discussed.
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Alagarsamy, Subburaj, Sangeeta Mehrolia, and Sonia Mathew. "How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices." Vision: The Journal of Business Perspective 25, no. 1 (January 25, 2021): 65–76. http://dx.doi.org/10.1177/0972262920977986.
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The aim of the study is to identify the green consumption values and production patterns and understand how they impact consumer behaviour and purchase intention of green consumers, in particular, the environment-conscious youth in the city of Bangalore. The focus of the study is on the pre-purchase sustainable logistics of food products and how they impact behaviour and attitudes of green consumers. The theory of planned behaviour and social cognitive theory form the theoretical base for the current research. An online survey was conducted among 284 participants in and around the scope area. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses. The results showed that green consumption values and consumer attitudes towards sustainable food logistics either directly or indirectly influence green purchase intention and environmentally conscious behaviour towards food products. The main contribution of this study is the identification of new multidimensional constructs which can be used to measure green consumer attitude in terms of sustainable food logistics practices in the Indian context. These findings will empower managers and future researchers to understand how sustainable food logistics practices can create green consumer attitudes. They will also assist food production companies to identify possible opportunities, developments and other benefits they can derive from following sustainable food logistics practices.
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Rishikesh, K. B., and Tomy K. Kallarakal. "Are We Nodding for the Noodles? – An Empirical Evidence among the Bengaluru Youth." Ushus - Journal of Business Management 15, no. 1 (January 1, 2016): 1–23. http://dx.doi.org/10.12725/ujbm.34.1.
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Noodles available in numerous brands and variants have become popular nowadays in the Indian markets. However, there were setbacks for this industry owing to the blacklist of a few brands by the state authorities and the consequent boycott of those brands by the general public. In this context, this study intends to investigate the factors which affect the purchase decision of consumers of Packaged Foods, especially the Ready-To-Cook noodles. The consumption patterns of the consumers in terms of taste, convenience and availability are also examined. This exploratory research has been done among the Bengaluru youth in the age group of 20-30 years, and the influence of five major players in this segment - Maggi, Yippee, Ching’s, Top Ramen and Knorr are explored. Analysis of variance (ANOVA) is used to understand the differences and variations among the brands. The paper concludes that Ready-To-Cook noodles has not yet got the acknowledgement and acceptance among the youth, though there is an immense potential for growth in this segment in the future. Critical factors that influence the buying decision of consumers are convenience, taste and availability. Consumers believe that noodles category should include more variety at reasonable and affordable prices, which will cater to the demand of this product in future. However, the brands in this study perform satisfactorily on the factors selected. And Maggi is perceived to be the best brand of noodle in terms of price, and Knorr in terms of its variety.
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Kozlova, Irina V. "Risky Sexual Behavior Among Alcohol Consumers in the Youth Environment (Sociologic Analysis)." Sociologicheskaja nauka i social naja praktika 6, no. 4 (2018): 130–38. http://dx.doi.org/10.19181/snsp.2018.6.4.6090.
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The article presents the results of the study “Lifestyle of student youth: behavioral risks”, which was carried out in 2016–2017. The survey was conducted among college and university students aged 17–23 years. The particularities of influence of alcohol on the guideline beliefs of young people about sexuality and in particular on sexual behavior are revealed. Youth consuming alcohol beverages systematically is distinguished by a more liberal attitude towards sex and premarital sexual contacts, as well as broad guideline beliefs about the acceptability of various sexual activities, and a lower sexual culture. The results of a sociological survey indicate a high sexual activity of students. The low level of social culture and education, the immature system of sexual education, a large number of questionable sources of information on this topic are the causes of this problem. The article identifies the negative effects of alcohol consumption before intimacy, as well as the level of knowledge of young people on safe sex issues. An analysis of medical statistics indicates that alcohol and drugs that are consumed even periodically increase the potential risk of HIV infection. The extensive empirical material of the sociology sector of deviant behavior shows the main behavioral risks to the health of the youth: alcohol consumption, risky sexual behavior. Also, the role of prevention of risky sex among the young is indicated, which should be based on timely moral and ethical education. The need was emphasized for prevention of alcohol abuse to the extent of the spiritual and moral education of young people, as well as the propaganda of safe sexual behavior.
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Zainal Abidin, Nor Aishah Zaha, and Azlaini Haji Abdul Aziz. "Popular Contemporary Window Display Composition and its Influences on Youths in Malaysia." Asian Journal of Environment-Behaviour Studies 2, no. 4 (July 1, 2017): 85–93. http://dx.doi.org/10.21834/aje-bs.v2i4.213.
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Consumers’ expectations from retailers increase with the expanding market demand, where diversification in business strategies to satisfy consumer’s expectations has become a managerial concern. Window display is one of the marketing methods that sells in silence, helps better decision making and improves the store’s image. This paper will critically analyse the application of window display at shopping malls in Kuala Lumpur. The investigation will help establish a better understanding of how the window display works in conveying product meaning, value and quality correctly towards youth consumer, while assisting in improving meaning transfer that leads to strategic merchandising messages and sales.
Keywords: Window display, Composition, Malaysia.
eISSN 2514-751X © 2017 The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
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Thusyanthy, Vadivelu. "Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka." International Journal of Business and Management 13, no. 7 (June 17, 2018): 93. http://dx.doi.org/10.5539/ijbm.v13n7p93.
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This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.
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Batool, Sumeera, Moneeba Iftikhar, and Arfa Mashal. "Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption." Liberal Arts and Social Sciences International Journal (LASSIJ) 4, no. 2 (December 20, 2020): 145–58. http://dx.doi.org/10.47264/idea.lassij/4.2.12.
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The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern.
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Grajo, Lenin C., Patricia Laverdure, Lindy L. Weaver, and Karrie Kingsley. "Becoming Critical Consumers of Evidence in Occupational Therapy for Children and Youth." American Journal of Occupational Therapy 74, no. 2 (February 17, 2020): 7402170020p1. http://dx.doi.org/10.5014/ajot.2020.742001.
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Dresler, Emma, Dean Whitehead, and Kelly Weaver. "Exploring adolescent-parent interaction strategies for accessing alcohol at home." Health Education 117, no. 6 (October 2, 2017): 566–80. http://dx.doi.org/10.1108/he-01-2017-0003.
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Purpose The purpose of this paper is to determine the extent to which youth have ready access to alcohol and the extent to which immediate family influence affects consumption. Design/methodology/approach This qualitative descriptive exploratory study undertook semi-structured peer-group interviews with 20 participants from four New Zealand high schools. The interviews centred on exploring the “general” experiences of youth related to alcohol access – but with a focus on alcohol access “at home” and the parental role. Findings The study confirmed that the home unit was the main source of alcohol for most youth and parents were the most common source of provision. Parents provided financial access to alcohol by giving their child money to purchase it themselves through older family members or friends. It was also found that youth used negotiation strategies with their parents to influence their consumer purchases of alcohol. Research limitations/implications Youth frequently used strategies such as pressure tactics, exchange tactics, ingratiating tactics and consultation tactics to influence their family’s decision-making process and to pressure their parents into supplying them with alcohol. Practical implications It is important to recognise the role that family play as “gatekeepers” for readily allowing access and supplying youth with alcohol – and the reasons for doing so. Social implications Alcohol plays an important part in many societies. It is important to understand how young people consume and access alcohol – particularly when the family plays a major role in access and consumption. Originality/value Many studies have been conducted in relation to youth and alcohol consumption. Very few, as far as we can tell, explore the role of the family from the young consumers’ perspective and especially from a qualitative narrative perspective.