A Bibliometric Analysis of Research on Consumer Buying Behaviour in 2018 to 2022 using VOSviewer Mapping Analysis Computations Indexed by Google Scholar

Abstract

Purpose: The aim of this study is to focus on bibliometric analysis and the concept of consumer buying behaviour to understand the evolutionary and developmental trends in the field of consumer buying behaviour. Theoretical framework: Analyzing the consumer buying behaviour in the context of management is necessary and a great opportunity for future research. It is undeniable that consumer buying behaviour is a part of marketing that cannot be overlooked and this study explores the gap in management studies. Design/methodology/approach: This research method is a bibliographic analysis using data from the Google Scholar database from 2018 to 2022 to provide meaningful insights for further discussions. To collect data, Publish or Perish was used with the central database of Google Scholar. VOSviewer is also used as a tool to get a map of the relationship between authors and between searched keywords. Furthermore, Microsoft Excel is used to process the data and tree mapping from the data obtained. Findings: According to the findings, a total of 275 articles were published in 2018, 264 articles in 2019, 232 articles in 2020, 191 articles in 2021, and 38 articles in 2022. In addition, the findings demonstrated a significant decline in interest in the discipline of consumer buying behaviour. The network analysis demonstrates five distinct sub-fields of inquiry regarding consumer buying behaviour. British Food Journal was the most prolific journal in terms of journal analysis for the topic of consumer buying behaviour. In terms of publication output, Wang was the most prolific author throughout the entire period analysed. Research, Practical & Social implications: The information might be used by professionals, policymakers, and academics to get insight into consumers' purchasing habits. This research traces the development of academic curiosity on consumer buying behaviour and highlights research gaps in this field. By doing a bibliometric analysis, this research adds to the existing body of work on the topic of consumer buying behaviour. The results of this bibliometric study might also be used to inform decisions and policy initiatives about consumer buying behaviour. Originality/value: The significance of this research is to systematise academic work on consumer buying behaviour and to provide academics and practitioners in the field with a complete review of the theoretical foundations of studies on consumer buying behaviour.