Actual Purchase Research Articles

Роль потребительской кооперации в обеспечении продовольственной безопасности регионов Российской Федерации

Consumer cooperatives do not always use the possible potential of the region for their development. The success of the development of the cooperative largely depends on support from the state. Also, with an increase in production volumes by households by 3.7%, the volume of purchases from consumer cooperation is reduced by 8.5%. The novelty of the study is the results obtained on the potential of the purchasing and marketing activities of consumer cooperatives.

Identification of noteworthy digital marketing-related elements in the significance of online shopping and AI

Digital marketing is nowadays one of the most popular ways not only to search for information about goods and services, reviews, and experiences of other customers, but also to make the actual purchase. A modern phenomenon is also the use of artificial intelligence, which helps marketers in various ways, such as creating content, texts, or evaluating metrics. The main objective of the paper is to identify whether there are statistically significant differences in the importance of shopping online via smartphone between men and women. The inspiration behind this paper stems from the current relevance of digital marketing and artificial intelligence, particularly the prevalent trend of online shopping through smartphones in the e-commerce domain. The survey, which targeted 194 respondents from Generation Y (Millennials), was conducted throughout the latter half of 2023. The findings suggest that, for most men, the significance of online shopping via smartphones is minimal. In contrast, it’s noteworthy that online shopping via smartphones holds considerable importance for most women. The Mann-Whitney U-test validates the correlation between these variables. These results offer insights into the nuances of digital marketing and its influence on customer purchasing behaviour and decision-making. It is evident that the COVID-19 pandemic has instigated substantial shifts in people’s buying patterns. Due to travel restrictions, people are increasingly drawn to purchasing items using mobile shopping apps instead of going to physical stores. The findings of the survey add to the overall picture of the share of mobile marketing in e-commerce with potential of using artificial inteligence, which can be a real game changer for companies that offer their products and services online. Online companies can use these findings to effectively set up their marketing strategies specifically targeting customers who like to shop online.

The role of situational factors and purchase intention in actual purchase behaviour for organic food in Vietnam

The role of situational factors and purchase intention in actual purchase behaviour for organic food in Vietnam

GREEN MARKETING ON CONSUMERS’ ENVIRONMENTAL ATTITUDE, PURCHASE INTENTION, AND ACTION

The main objective of the study was to determine the influence of green marketing on the consumers’ environmental attitude, purchase intention, and actions in terms of the marketing mix: product, price, place, and promotion. It also determined the relationship between environmental attitude and purchase intention and purchase intention and action. After careful analysis of the gathered data, the researcher concluded that many consumers are now environmentally conscious, intended to purchase green products, and are actually buying green products. It was also concluded that a positive attitude can predict the intention to buy green products and purchase intention can also predict the actual purchase of these products.

Attitudes and Actual Buying Behaviour of Sustainable Clothes from the Perspective of Female Generations in Slovakia

Mainstream economics sees the solution to the problem of exploitative use of limited natural resources in a properly functioning price system. The price mechanism thus works on the principle of scarcity: if a natural resource becomes scarce, it is used less (higher demand causes an increase in the price of the resource). This argumentation is subject to the fulfilment of one condition: the price mechanism must work properly. The criticism of mainstream economics lies in the fact that the global market still offers producers locations with attractive input prices. This is how we achieve global economic growth but also an enormous increase in environmental problems. The clothing industry makes a significant global contribution to increasing the environmental burden. Enormous production is seconded here by customer demand. Specifically, fast fashion represents a constant cycle of buying and disposing of clothes, leading to a significant amount of textile waste. Consumers, with their decision-making power and choices,can be a part of a solution, but it is necessary to know their behaviour. The aim of the paper was to examine whether there exist differences among four female generational cohorts in Slovakia regarding their attitudes towards sustainable clothes and their real purchase behaviour. The questionnaire survey on the sample of n = 428 respondents was used as a method of data collection. One-way ANOVA was used to determine differences between all age groups. A Tukey post hoc test revealed that (1) Gen Y and Gen Z had significantly higher attitudes towards sustainable clothing in comparison with Baby Boomers and (2) Gen X and Gen Y expressed higher levels of purchases of sustainable clothes in comparison with both Baby Boomers and Gen Z. There were no significant differences in actual purchases of sustainable clothing between Gen X and Gen Y orbetween Baby Boomers and Gen Z. The oldest and youngest generations (Baby Boomers and Gen Z) do not differ among themselves but buy significantly less sustainable clothes in comparison with Gen X and Gen Y. Overall, all generations showed positive attitudes towards sustainable clothes, especially younger generations, but this was not fully reflected in their real purchase behaviour. Gen Z and Baby Boomers tend not to buy sustainable clothes, and Gen X and Gen Y are indifferent in this issue. This knowledge helps companies within the fashion industry concentrate on specific segments, tailor their communication strategies accordingly, target educational statements and adopt appropriate practices that are in line with consumer behaviour. To effectively tackle this matter, understanding diverse consumer groups can be highly advantageous, offering valuable insights into their behavioural patterns. It helps to distinguish practices that motivate female consumers to purchase sustainable clothes.

Društvene mreže i imidž kompanije kao determinante kupovine domaćih i globalnih brendova - moderacijski uticaj otvorenosti potrošača ka inostranim kulturama

The main goal of this paper is to analyze the impact of social media marketing activities (SMMA) and corporate image as antecedents of global and local brands purchase. Furthermore, the goal of this research is to determine whether consumer openness to foreign cultures has moderating influence on selected relationships in the research model. The sample of 372 respondents was collected. Hypotheses were tested using structural equation modeling. For both local and global brands, SMMA and corporate image have a positive impact on consumer attitudes. Additionally, consumer attitudes influence positively consumer intentions concerning the purchase of both types of brands, and intentions have the same influence on the actual purchase of analyzed brands. Consumer openness to foreign cultures has moderating influence on relationships between the corporate image and consumer attitudes, regarding both global and local brands.

ИЗМЕНЕНИЕ ПОВЕДЕНИЯ ПОТРЕБИТЕЛЕЙ В СОВРЕМЕННЫХ УСЛОВИЯХ

The article is devoted to the study of issues of changing consumer behavior in modern conditions. It was clarified that it is important for domestic companies to determine shifts in consumer behavior and activity, to take them into account when developing development strategies. It has been determined that the most common consumer economy strategies during crisis periods are substitution, rationalization and avoidance strategies. A general description of modern features of consumer behavior is given – irrational financial manifestations, changes in consumer habits and the level of purchasing activity.

메타버스 기술 확장과 패션브랜드 콜라보레이션 현황에 관한 연구

This study is to study fashion brand collaboration according to the expansion of metaverse technology. As a theoretical background, the types of metaverse technology were analyzed into four categories, and metaverse platform types implemented according to technological development were classified. The results of analyzing the types of fashion platforms growing through metaverse technology expansion are as follows. First, the game platform type, an early metaverse type, is an MMORPG type. Game users achieve goals through avatars, communicate with users, play games, and target the MZ generation. For fashion brands collaborating with game platforms, VR virtual fashion expands the business by overcoming realistic marketing limitations and merging real and virtual products beyond simple games. Second, the community platform type combines group play and cultural activities with social media games. It is being used as a space to build a brand identity for the MZ generation by providing fashion shows and virtual store experiences to users through fashion shows and virtual store experiences through collaboration with the metaverse platform and item creation through avatars. Third, the collaborative business platform is a service that supports video conferencing and multi-collaboration and is based on the development of AR, VR, MR, XR, and 3D design technology according to the development of metaverse technology. It is a representative type that suggests the direction of the future fashion platform as a meta-commerce platform that provides a shopping experience without time and space restrictions through collaboration with fashion brands based on delicate meta technology and connects with actual purchases. This study is meaningful in that it analyzes the impact of the convergence of metaverse technology and fashion brands on the development of the fashion industry and suggests the direction of future fashion platform implementation. It is expected that further studies on changes and future values will follow.

Procurement in Sausage Supply Chain - A Case Study From Mavin Foods

As a result of a rise in disposable incomes, population growth, and urbanization, sausage consumption in Vietnam has increased significantly over the last decade. To meet the higher demand from the local market, meat processors must establish an appropriate supply chain with identified sources to ensure food safety and good quality at a reasonable cost. This paper tries to assess the purchasing activities in the sausage supply chain in Vietnam in general and at a specific company such as Mavin Foods in particular. An in-depth interview method was applied by authors to get data for insight procurement practice of Mavin Foods’ sausage supply chain. The paper reveals the company’s self-contained production chain (3F) that helps to control all stages of Mavin’s sausage supply chain with many opportunities and challenges.

CONSUMER BEHAVIOR DURING THE COVID-19 OUTBREAK: AN ANALYSIS FOR DECISION MAKING, PREFERENCES AND FUTURE CONDITIONS

The COVID-19 outbreak has caused a catastrophic global terror. Several industries have been impacted. Customers' dissatisfaction is a challenge to coffee business entrepreneurs. It has an effect on coffee consumer behavior, particularly purchases made at coffee shops. The purpose of this study is to evaluate consumer motivation to buy coffee and the decision-making process of consumers buying coffee during a pandemic. This article provides an in-depth examination of the elements that influence customer behavior and purchasing decisions in marketing. Discerning patterns to rectify these requirements, making purchasing decisions such as whether to purchase goods and services and, if so, which types of brands and where, interpreting advice, establishing plans, and carrying out these plans, such as comparative shopping or actual product purchases, Totally, contemporary and professional marketing staff strive to understand customers and their answers, and so they analyze the key characteristics of their behavior.

A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance

This research aims to analyze the effects of perceived environmental responsibility (PER), environmental knowledge (EK), new ecological paradigm (NEP), and environmental collective efficacy (ECE) on the high-quality broiler purchase intention of China and Sierra Leone. Despite prior studies that have investigated the relationship between Hofstede’s cultural dimensions’ impacts on high-quality food (e.g., organic and green) purchase behavior, research on the moderating effect of uncertainty avoidance (UA) on the formulation of high-quality food purchase intention is rarely found. Based on this, a study was conducted via administrating an online structured questionnaire to 588 Chinese consumers and 410 Sierra Leoneans. The validity and reliability of the new conceptual model were examined through a confirmatory factor analysis, while structural equation modelling (SEM) was employed for the data analysis, and to test the hypothesized relationships among the variables. The results revealed that PER, EK, NEP, and ECE directly influence consumers’ purchase intention (PI) and actual purchase behavior (APB) for high-quality broilers in China and Sierra Leone. However, the results from Chinese consumers show that UA has a direct impact on high-quality purchase intention and actual purchase behavior, but was not found to have a moderate impact between the antecedents and purchase intention as well as actual purchase behavior, while UA positively moderates the relationship between PER, EK, ECE, and GPI, as well as between PI and APB in Sierra Leone markets. Therefore, the study concluded that enterprises in African markets, particularly Sierra Leone, can segment their customers and target them with persuasive positioning approaches by taking the cultural element (uncertainty avoidance) into account. This study enhances the methodology for learning about the preferences and behavioral patterns of cross-cultural consumers.

Buyers versus borrowers: a look at the finances of Shakespeare and Company

Abstract Sylvia Beach is known for her ‘imperfect record keeping’ and often indecipherable business accounts (Fitch, N. R. (1985). Sylvia Beach and the Lost Generation: A History of Literary Paris in the Twenties and Thirties. New York: Norton, p. 161). That said, data from her lending library cards and logbooks provide key insight into Shakespeare and Company’s cash flow. While this financial information is not always presented in a systematic or exhaustive manner, it can still be used to develop a more nuanced understanding of the inner workings of Beach’s literary enterprise. To that end, in this article, I use the Shakespeare and Company Project data sets to examine the exchange of books in Beach’s bookshop. More specifically, my analysis centers on the details surrounding purchases and borrows of books from the events data set. By limiting the scope of my study to only those records that contain transactional data—whether in the form of membership fees or actual book purchases—I provide a case study of how to approach incomplete data that unearths a new array of networks that were central to the daily operations of Shakespeare and Company. As a result, in contrast with the common focus on solely the most notable lending library members (or members of the Lost Generation in general), this financial approach brings to light invisible networks and underexplored figures whose monetary contributions were essential to keeping Beach’s business afloat.

The Impact of Higher Mortgage Rates on the Housing and Mortgage Markets

With the Federal Reserve tightening monetary policy, mortgage rates are up considerably. Although higher rates challenge affordability nationwide, they are also associated with periods of strong economic growth, low unemployment, and higher inflation. These latter effects have historically outweighed the affordability effect, and home prices have generally risen, albeit at a slower rate, during periods of increasing interest rates. Although affordability is even more challenged now than it was just prior to the Global Financial Crisis, the housing supply shortage and solid labor market conditions provide a cushion for home price appreciation. Higher rates will reshape the housing and mortgage markets, however: Rate/term refinances are largely choked off, cash-out refinances are likely to continue at much lower levels, and purchase activity will be lower, as there will be fewer buyers and sellers. Higher rates will also lead to the expansion of the second-lien market.

Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude

The global inclination toward organic and chemical-free products is increasing. It is mainly due to the growing demand for healthier food, environmental awareness and consideration for the consequences of environmental deterioration. Recently, researchers are increasingly investigating various facets related to the consumption of organic food as the interest in sustainable foods and healthy lifestyles has increased tremendously. This research work attempts to review the effect of determinants like health consciousness as well as environmental awareness amongst the consumers on their purchase intention of organic food, which subsequently results in the actual purchase. As studies have posited that attitude enhances purchase intention and hence, its moderating effect on the proposed relationships was examined. Present research establishes the proposed relationships using structural equation modelling including the interaction effect. In this direction, an attempt has been made to develop a framework that will help in providing useful insights for the policymakers, researchers, and sellers of organic food in emerging economies. Future research could examine various groups of customer segments with varied demographic and psychographic profiles and study their organic food consumption across different regions with a greater sample size that would further endorse the results of this study. Consumption of organic food is highly associated with health consciousness and environmental awareness this research will provide a better understanding by considering a detailed analytical framework with variables like intention, and attitude and get a close understanding of organic food consumption patterns.

Анализ и моделирование траекторий поведения пользователей онлайн-сервисов с использованием платформы RETENTIONEERING

The active development and widespread distribution of online stores and sales sites sets the task for marketers and IT specialists to analyze the results of sites and customer behavior to maximize store profits and predict the development of online sales. The article provides an analysis of the purchasing activity of Internet users of various categories in various periods, the postulates of online trading are formulated. To comprehensively analyze the impact of a variety of factors, predict the demand for goods, form additional recommendations and special support for purchases, the authors offer an integrated approach based on taking into account traditional components, and using the latest tools and software products for analyzing the behavior of online buyers. As a system of analysis, the Retentioneering platform is considered as the most representative and meets the modern requirements for business intelligence systems. The use of platform tools simplifies the processing and analysis of event flows, user behavior trajectories, user classification, allows you to create logical connections and functions for machine learning when predicting a user's category and behavior, as well as the likelihood of a target event - making a purchase based on previously collected data on user behavior. Based on a set of statistics on the behavior of online store buyers, the article discusses such tools for analyzing the Retentioneering platform as an interactive graph of visualization of the behavior trajectory, the matrix of steps and transitions, conversion funnels, clustering the behavior of vectoring user trajectories. Clustering methods use multivariate space convolution algorithms. The UMAP and t-SNE algorithms are considered as dimensionality reduction methods. The main stages and formulas of implementation of convolution algorithms are given, their advantages and disadvantages are considered. These algorithms simplify the process of finding global minima, and improve the quality of rendering. The described algorithms and methods allow you to analyze the behavior of visitors to the online store, combine users into clusters with a similar behavior strategy according to various target features, identify the most pressing problems and bottlenecks of the network platform.

Predicting Impulsive Consumer Behaviour Toward Handicrafts in India

Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.

An Ensemble Model for Consumer Emotion Prediction Using EEG Signals for Neuromarketing Applications.

Traditional advertising techniques seek to govern the consumer's opinion toward a product, which may not reflect their actual behavior at the time of purchase. It is probable that advertisers misjudge consumer behavior because predicted opinions do not always correspond to consumers' actual purchase behaviors. Neuromarketing is the new paradigm of understanding customer buyer behavior and decision making, as well as the prediction of their gestures for product utilization through an unconscious process. Existing methods do not focus on effective preprocessing and classification techniques of electroencephalogram (EEG) signals, so in this study, an effective method for preprocessing and classification of EEG signals is proposed. The proposed method involves effective preprocessing of EEG signals by removing noise and a synthetic minority oversampling technique (SMOTE) to deal with the class imbalance problem. The dataset employed in this study is a publicly available neuromarketing dataset. Automated features were extracted by using a long short-term memory network (LSTM) and then concatenated with handcrafted features like power spectral density (PSD) and discrete wavelet transform (DWT) to create a complete feature set. The classification was done by using the proposed hybrid classifier that optimizes the weights of two machine learning classifiers and one deep learning classifier and classifies the data between like and dislike. The machine learning classifiers include the support vector machine (SVM), random forest (RF), and deep learning classifier (DNN). The proposed hybrid model outperforms other classifiers like RF, SVM, and DNN and achieves an accuracy of 96.89%. In the proposed method, accuracy, sensitivity, specificity, precision, and F1 score were computed to evaluate and compare the proposed method with recent state-of-the-art methods.

A contingency-configurational view of purchasing operations: The mediating role between supplier relationship and firm performance

The literature has considered purchasing and supply management activities from a strategic perspective, but the tactical role of purchasing operations has yet to be explored. Purchasing operations represent the internal modus operandi for transactions with suppliers, comprising three main activities – purchasing transactions, purchasing document management, and purchasing assessment – and supportive activities like purchasing knowledge management. Following the contingency theory, we hypothesize that these internal activities mediate between external supplier relationship management and firm performance (financial, customer and delivery performance). Complementarily, we adopt the configurational theory to hypothesize that this link between external and internal activities can be combined to increase firm performance. To test this contingency-configurational view of purchasing operations, we conducted a quantitative survey with 234 companies. The regression results of the contingency analysis show that purchasing operations activities have a full mediation role in most relationships between supplier relationship management and firm performance, while knowledge management positively moderates the association between purchasing assessment and customer performance. Moreover, the cluster analysis for the configurational analysis shows that supplier relationship management and purchasing operations follow maturity levels of joint implementation of internal and external activities. Our findings shed light on the purchasing operations by defining the activities representing this concept and showing their role in supply management. We also contribute to practice by proposing an integrative system that helps managers organize the firm's purchasing and supply management activities.

Unveiling the impact of YouTube advertising on the cognitive attitude of Indian millennials

PurposeYouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK.Design/methodology/approachGeneralized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons.FindingsThe results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships.Practical implicationsIn a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands.Originality/valueThe study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.

LEGAL CONSEQUENCES AGAINST Default in USING THE SPAYLATER FEATURES ON THE SHOPEE APPLICATION

In this pandemic era, our mobility and range as a human being is getting smaller. Luckily we are now live in a digital world where everything can be done online. Such as shopping for daily necessities can also be done online. The payment options provided are also quite a lot. One of them is pay later. One of the marketplaces that provides this option is Shopee with the SPayLater service. To explore what are the legal consequences of default in the use of SPayLater services, legal arrangements regarding FinTech and how to minimize the occurrence of misuse of SPayLater services by using normative juridical research methods is the main goal of this study. Based on the results of this study, that there are still a lot of individuals who actually do not comprehend if this SPayLater service is a binding agreement. If there is misuse or Negligence in its use, it can be penalized. As a result, users feel disadvantaged because they get a fairly large fine compared to their actual purchases.