Abstract
PurposeThe emerging disintegrative processes of transitional economies are influencing companies’ business models in terms of consumer behaviour, especially food markets, which offer usual, common and traditional consumer products. Beyond investigating potential consumer misbehaviour, a further aim of this study is the building of a theoretical-descriptive model for consumer misbehaviour in food markets, which could influence the contextual complexity in business relationships, as well as the management of raw materials, services acquisition and final product sales. The research applies the “input-output” model (Ferrero, 1968) to some specific marketing theories, adopting an interdisciplinary approach for understanding the relationships between consumer behaviour and a company’s business model.Design/methodology/approachThe research is both qualitative and quantitative in nature. In the first phase, the research was conducted among representatives of grocery stores using an exploratory approach; thus, an in-depth interview method was used. In the second phase, direct research among consumers was conducted using an online survey. After the verification of correctness, validity and reliability, a final 1,200-questionnaire dataset was analysedFindingsThe most common consumer misbehaviour in food markets concerns the theft of foodstuff or the adoption of bad behaviour towards grocery stores employees. Market and store representatives have highlighted a large scale of pathological consumer misbehaviour, mostly due to psychological conditions at the individual (habits, lifestyle or personality) and collective (family or other social groups) levels. According to previous studies, consumer misbehaviour in food markets seems to be substantially affected by three factors: motivation, capacity and opportunity. These factors strongly impact the input-output model through which the company interacts with the context.Originality/valueThe three-factor model reveals advantages and applications, allowing for a simple explanation of consumer misbehaviour in food markets and stores. It can contribute to scientific theory development (especially theories related to consumer behaviour, customer relationship management, partnership marketing and supply chain management) and generate support for understanding complex relations among consumers, food producers, factories and food stores. In this direction, the management of knowledge about consumers and their behaviour is indispensable.
Highlights
The beginning of the 21st century has been characterized by the significant acceleration of various changes in the world, especially in transitional economies (Ho, 2020)
It is worth noting that the current turbulent situation in the global market is systemic and spreads as a result of correlations that are typical of the globalization process; these changes have generated impactful conditions for consumer behaviour in food markets and may have both positive and negative effects on consumer behaviour
It can be assumed that consumer misbehaviour in food markets extracts its shape from the intervention of at least three factors: (1) the motivation of the consumer to adopt a given misbehaviour in the market, (2) her/his capacity to implement that misbehaviour and (3) the opportunity that the market creates for that consumer about possible misbehaviour
Summary
The beginning of the 21st century has been characterized by the significant acceleration of various changes in the world, especially in transitional economies (Ho, 2020). (2) The second category describes the variables highlighting that to behave pathologically, a consumer needs to spend time looking for favourable opportunities for this, have knowledge about the functioning of food markets, legal regulations and sales policies, and master the situation and be able to efficiently use modern technologies; this multidimensional category as a factor has been called “consumer capacity.” Consumers misbehave when they have low income Consumers misbehave because they are looking for a thrill Consumers misbehave when they want to gain group acceptance Consumers misbehave when they do not want to feel inferior to other consumers Consumers misbehave because they want to harm an enterprise/store or other consumers To misbehave, consumers must spend time looking for favourable opportunities (e.g. situations, law gaps and so on) To misbehave, you need to know about the functioning of a market To misbehave, a good knowledge of legal regulations is necessary To misbehave, you need to know about sales regulations To misbehave, one must be calm To misbehave, the consumer must be able to use modern technologies (including the Internet, mobile applications and so on) Consumers misbehave because their surroundings behave in the same way Consumers misbehave when a favourable opportunity arises The “client our master” principle favours the appearance in consumer misbehaviour Unclear regulations and legal gaps favour consumer misbehaviour The development of modern technologies gives consumers more opportunities to misbehave The speed of the emergence of new products that can meet a given need is conducive to consumer misbehaviour High prices of products favour consumer misbehaviour.
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