Better Understanding Of Consumer Behavior Research Articles

Examining the Impact of Digital Economy on Consumer Preferences in the Metaverse Era: An Empirical Study on the Role of NFTs and Tokenization in Changing Purchase Intentions

This study aims to investigate the impact of the digital economy on consumer preferences in the Metaverse era, focusing on the role of Non-Fungible Tokens (NFTs) and tokenization in changing purchase intentions. Using a mixed-methods approach, this study combines quantitative and qualitative analysis to gain a comprehensive understanding of the key determinants of consumer purchase intentions in a rapidly evolving digital context. The results of the quantitative analysis show that perceived value, trust in blockchain technology, and user experience significantly influence consumer purchase intentions towards NFTs. Qualitative analysis through in-depth interviews reveals that scarcity, digital ownership, and community involvement are the main factors driving NFT adoption, while lack of technological understanding and regulatory uncertainty are the main barriers. This study also introduces novelty through the use of machine learning-based sentiment analysis and social network analysis to explore the role of social interactions in the formation of purchase intentions. These findings make important contributions to the literature on the digital economy by offering new insights into consumer dynamics in the Metaverse and highlighting the need for marketing strategies that focus on creating community value and immersive user experiences. Practical implications of this study include the need for consumer education and clear regulations to increase NFT adoption, as well as marketing strategies that leverage the emotional value and scarcity of digital assets. This research contributes to a better understanding of consumer behavior in the digital age and offers recommendations for further research in this area.

Social Network Marketing and the Consumer Purchase Intention: Mediation Role of Brand Trust and Brand Image

The current research study aims to examine the nexus between social network marketing and consumers' buying decisions with the mediating effects of brand trust and brand image to gain a better understanding of consumer behavior using social media platforms. The research study collects the data from the respondents of the social network marketing using google form and shared physically. Data was collected from 289 respondents and analyzed with SMART PLS. The findings of the research study explained that social network marketing has a significant relationship with consumer purchase intention, brand trust, and brand image. The findings also indicate that brand trust mediates the association of the factor of social network marketing and consumer purchase intention because of the significance value=0.000, which is less than 0.05; thus, the hypothesis is that brand trust mediates the relationship between social media marketing and the consumer purchase intention is accepted. Furthermore, based on the results, the brand image has the mediation effects between the social media network and the consumer purchase intention. The research study expanded the existing literature on social network marketing the examined the mediating effects of brand image and brand trust with consumer purchase intention in the context of Pakistan.

Consumer Perception and Awareness towards Organic Food in the National Capital Region

The growing demand for organic food in recent years has led to increase an interest in studying consumers’ attitude and perception towards organic food products. The study explores consumer perception and awareness towards organic food in Haryana’s National Capital Region (NCR), with an emphasis on demographic variables and market dynamics. Primary data was collected from a sample of 300 respondents using a structured questionnaire between the months of September-October 2023 year. Factor analysis revealed two significant factors influencing consumers’ attitude were “Attitudes towards Organic Food” and “Consumer Perception and Market Dynamics.” While consumers in the NCR reflected positive attitudes towards organic food, driven by perceptions of health and environmental benefits, location was found to have no significant effect on attitudes but does influence perceptions of market dynamics. The study highlights the importance of consumer awareness and understanding market dynamics for promoting sustainable consumption patterns and engaging stakeholders in the organic food industry. Overall, these findings contribute to a better understanding of consumer behavior towards organic food products in the context of the NCR region, offering insights for policymakers, farmers, and industry stakeholders to promote organic food consumption and production.

The Effect of Service Quality and Product Quality on Consumer Repurchase Intention with Satisfaction as A Mediating Variable at Putri Ayu's Weaving in Gianyar Regency

Purpose – The aim of this study is to examine the effect of service quality and product quality on customer return through satisfaction at Putri Ayu Weaving in Gianyar Regency. 
 Methodology – In this study, a survey questionnaire was administered to 85 participants, and the data were analysed using SEM-PLS..
 Findings – show that satisfaction plays an important role in purchase intention, where physical evidence is the main factor of service quality and design is the main factor of product quality. It has also been shown that satisfaction is often influenced by price. The results also confirm that service quality has a positive and positive effect on customer satisfaction, product quality has a positive and positive effect on customer satisfaction, service quality has a positive and positive effect on repeat intention, and product quality has a positive and positive effect on repeat intention. In addition, customer satisfaction has a positive effect on repurchase intention and plays a mediating role between service quality and repurchase intention. The implications of this study suggest that Putri Ayu Weaving should prioritise good service by providing staff training on operations, information accuracy, professionalism, and problem solving to meet customer needs and satisfaction. This study promotes a better understanding of consumer behaviour and provides better insights for businesses in the weaving industry.
 Originality – indicators measuring customer satisfaction act as a mediator between product quality and service quality on repurchase intention
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THE IMPACT OF LIPSTICK EFFECT ON PURCHASING INTENTION: THE CASE OF THE LEBANESE COSMETICS INDUSTRY

The lipstick effect is motivated by women's desire to attract partners with resources and is driven by the intended mate-attracting function that these products perform. The study does not rule it out, but the emotions caused by the economic downturns make us suspect that other causes are likely involved in the lipstick's effect. Data from this study were collected using a self-administered questionnaire in Lebanon. The questionnaire was distributed to 250 people from the target group using Google Forms with customers who usually prefer to shop. The variables were explained to them, and only 180 respondents completed the questionnaires. This survey aims to collect information on people’s perceived usefulness, ease of use, perceived control, self-efficacyand enjoyment during 2022, as well as the descriptive characteristics of consumers who prefer to buy cosmetics products in Lebanon. The questionnaire responses were the main data source for statistics and hypothesis testing.
 The contribution of this study on the impact of the lipstick effect on purchasing intention during the crisis in Lebanon is to provide a better understanding of consumer behavior during economic downturns. By examining the factors that influence consumer purchase intention in the context of the lipstick effect, the study adds to the existing literature on consumer behavior duringa recession. In addition, by focusing on the specific case of Lebanon, the study provides insights into how the lipstick effect may vary across cultural and economic contexts.

THE IMPACT OF CONSUMER FATIGUE FROM MAKING DECISION ON THE FORMATION OF BRAND LOYALTY

Purpose. The purpose of the article is the formation of theoretical, methodological and practical foundations for the implementation of marketing tools to assess the impact of consumer fatigue from making everyday decisions on brand loyalty and purchasing behaviour in stores. Methodology of research. The theoretical and methodological basis of the article was formed by the provisions of behavioural economics, neuro-marketing, and branding. The study is based on the dialectical method of learning the influence of consumer fatigue from decision-making on brand loyalty. General scientific and special methods are used within the limits of the mentioned approach, in particular: comparison – to determine the advantages and disadvantages of different groups of marketing tools; questionnaire survey – for a pilot study of the criteria for making a decision on the purchase of goods by consumers in stores; mathematical modelling – for evaluating the data obtained during the experiment and determining the tendencies of choosing the company's product or brand by consumers during fatigue; analysis and synthesis – to form a mechanism for the implementation of neuro-marketing tools by companies; induction and deduction – to interpret conclusions based on research results. Findings. The phenomenon of consumer decision fatigue resulting from repeated choice-making is explored, leading to mental exhaustion and impaired behaviour control, affecting brand loyalty. A concept is formulated for the application of neuro-marketing tools to understand consumer behaviour in retail stores, which engages all human sensory organs, including audio influence, visualization, tactile stimulation, scent influence, and taste stimulation. Pilot study of the purchasing behaviour of consumers in a state of physical or mental fatigue and without it was conducted. It has been established that closer to the evening, consumer fatigue from decision-making is observed, as during the day people may be under the influence of stressful factors, depleting emotional and cognitive resources. The factors that are important in making a decision regarding the choice of a product of a certain brand are singled out. The hypothesis regarding the influence of consumer fatigue from decision-making on the formation of brand loyalty was confirmed. Originality. The concept is formulated of using neuromarketing tools for a better understanding of consumer behavior in stores, a more detailed analysis of the decision-making process and their purchasing behavior, the formation of habits and loyalty to company brands, consumer reactions to product packaging and labeling in a state of fatigue. Practical value. The results of the pilot study will help create more effective marketing campaigns using a personalized approach to consumers and simplified communication. Key words: consumer behaviour, decision fatigue, marketing, shopping in stores, brand loyalty, neuro-marketing.

Revolutionizing supermarket services with hierarchical association rule mining

The use of association rule mining techniques has become a focal point for many researchers seeking a better understanding of consumer behavior. By analyzing the relationships between products and their placement in aisles, valuable insights can be gained into the factors that influence product preservation in large-scale distribution environments. This approach has the potential to inform better decision-making processes and optimize product preservation outcomes, despite some limitations in the quality of the data available. Additionally, a hybridization approach was adopted by incorporating transactions from clients participating in a loyalty program to encourage large-scale distributions to gain a better understanding of customer behavior and improve their purchasing strategies. The goal of this research is to promote consistency between the real-world and virtual representations of customer behavior, ultimately leading to improved purchasing outcomes for large-scale distributions.

Marketing u umetnosti - kriterijumi odlučivanja posetilaca pozorišta

The purpose of this research is to identify key choice criteria of theater visitors in Serbia. The method used to conduct the research was the survey method, with statistical analysis of the obtained results. Key results suggest that the most important choice criteria of theatres are the plot of the play, personal recommendations and the genre of the play. A special focus was set on examining if there are differences in evaluation of observed criteria between respondents from generational cohorts X and Z, as well as between rare and frequent decision makers. In both cases, differences between the observed groups were discovered. Results of this research are useful for better understanding of consumer behavior of theater visitors and the way they make decisions. This can be helpful for decision-makers in theatre organizations for creating theatre marketing strategies to attract different market segments.

Why Do Consumers make Purchase Decisions? Exploring Fast Moving Consumer Goods as an Emerging Market

The Fast-Moving Consumer Goods (FMCG), also known as Consumer-Packaged Goods (CPG), are goods that have a high shelf turnover, relatively low cost, and don't take much thought, time, or financial investment to purchase. Any product that is widely used; often moves relatively quickly and regularly. The FMCG sector is India's fourth-largest sector that affects daily life for everyone. The FMCG goods sector contributes vitally to the gross domestic products of India. The present study is an attempt to examine various factors that influence the consumers’ purchase decision of FMCG products with the sample size of 195 consumers by surveying through a structured questionnaire in the state of Kerala and analyzed using correlational analysis and factor analysis. To accomplish the objective of the study, both primary and secondary data were used. The result of the study showed that promotional factors, product factors, price factors, brand image, social influence, convenience, and information availability have a positive and significant relationship with purchase decisions. The study also reveals that the promotional factor variable has a great impact and a better level of significance compared with the other variables in influencing the decision of the consumer to buy FMCGs. Overall, the findings of the research paper provide empirical support for theories-based knowledge of the different variables influencing consumer purchase decisions, as well as experimentally testing and supporting hypothesized effects among the relationships of the aforementioned factors. As a result, it contributes significantly to a better understanding of consumer behaviour in context of purchase of FMCG.

Factors Influencing Consumers’ Purchase Intention towards Electric Two-Wheelers

The demand for electric vehicles (EVs) has significantly increased in recent years, but it represents only a tiny percentage of the total new vehicles sold globally. In 2021, the total sales of electric two-wheelers were less than 1% only. Therefore, the adoption of an electric two-wheeler (E2W) needs to be studied. This research develops a behavioral electric two-wheelers adoption intention model. The present study aimed to identify the factors that influence consumers’ intentions to adopt electric two-wheelers. The questionnaire method was employed, and 182 valid responses were collected. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis. The empirical results indicate that environmental concern, perceived economic benefit, charging infrastructure, and social influence significantly impact consumers’ attitudes towards electric two-wheelers. Attitude also significantly affects the consumer’s intention to purchase an electric two-wheeler. Perceived economic benefits were found to be the main factor influencing consumers to purchase electric two-wheelers. The findings of this research also show that women are more inclined towards purchasing electric two-wheelers than men. These results offer useful information for governments and electric-two-wheelers companies to gain a better understanding of consumer behavior towards purchasing electric two-wheelers.

Consumer Behavior Towards Delicatessen Products and Branding Influence

It is a fact that branding is a tool for the business to get stronger and also embrace sustainability, which can apply to the delicatessen product market. In addition, the demand of delicatessen products has increased as new trends emerged. Greek businesses have successfully entered the market, advertising the superiority of delicatessen products. The aim of this paper is to provide better understanding of consumer behaviour towards delicatessen products. This is achieved through the views of market experts and a research on consumers investigating how branding influences them. The findings show that there are differences between market experts' opinions and consumers' preferences, which can contribute to the holistic development of the delicatessen market. Finally, this study may provide a basis for a survey of a larger sample of delicatessen firms nationwide and contributes important knowledge to enhance further development in the delicatessen sector and in the management and marketing approach of the market of Thessaloniki.

The Effect of Food Safety-Related Attributes on Customer Satisfaction of Ready-to-Eat Foods at Hypermarkets

Food safety issues have become increasingly important in the retail sector. This study focused on the perception of the safety of ready-to-eat (RTE) foods at hypermarkets. The objectives of the current study were to evaluate the perception of food safety-related attributes of RTE food and identify the key influencing factors to satisfaction at hypermarkets. A survey was conducted through a structured questionnaire that was administered at a hypermarket in Taipei, Taiwan. The hypermarket had a Hazard Analysis and Critical Control Points certification for RTE foods, while the target population was employees who had purchased RTE foods there. In total, 130 of the obtained questionnaires were valid. The statistical analysis encompassed descriptive statistics (means, percentages, and frequencies), exploratory factor analysis, and regression analysis. Four dimensions, i.e., facility, food, ambience/layout, and work staff, were identified to evaluate the food safety-related attributes of RTE foods at the hypermarket. A significant relationship between the food safety-related attributes and the overall customer satisfaction exists for ready-to-eat foods at hypermarkets. The facility, food, and work staff are all significantly impacting customer satisfaction. The results of this study promote a better understanding of consumer behavior toward food safety, thereby encouraging and supporting hypermarkets to design their layout and marketing strategies vis à vis RTE food.

Creativity and its paradoxes: How the Indonesia movie industry can survive

Creativity is the driving force of the global economy. Competitors will arguably outcompete companies that cannot accelerate creativity in terms of technology and innovation. Highly reliant on creativity, the movie industry exhibits tensions and dilemmatic situations from time to time. On the one hand, creativity is needed to produce high-quality cultural products. On the other hand, commercial success and market acceptance are crucial for survivability. This research explores the Indonesian movie industry in terms of creativity and commerciality and its relationship with the creativity paradox that is relatively understudied before. The research was conducted in 2015-2017 using the grounded method. We conducted several interviews with moviemakers and audiences and organized focused group discussions with experts (film-culture critics). The results show that filmmakers need to recognize this paradoxical situation and manage their creativity better. Besides cinematography and story-telling skills, a better understanding of consumer behavior, marketing strategies, innovation, and financing strategies are important factors in managing creativity in the movie industry.

Decreasing consumer animosity: The relationship between fast food businesses and social conflicts in Latin America and the Caribbean

Consumer animosity represents discomfort towards foreign goods, services and brands originating in countries with which there is some kind of conflict; in this way, a better understanding of consumer behavior in respect of hostilities between countries is sought. On the other hand, the conflicts in Latin America and the Caribbean are often overlooked in the academic literature, which focuses on studying the major Western economies and the great Asian tigers, given their political, economic and military value; for this reason, consumer animosity studies are mostly conducted in these countries. This study seeks to contribute to the scarce literature on consumer animosity in Latin America, through a current conflict between two South American countries, such as Colombia and Venezuela. The data processed through the PLS, allow us to demonstrate how the Colombian consumer, although he may have animosity towards Venezuela, has a positive image of the fast-food restaurants of Venezuelan origin in Colombia. In this way, this study shows that consumer animosity is not widespread, but must be studied specifically for each type of product, service, or brand.

The Effects of Construal Level and Donation Magnitude: The Case of Cause-Related Marketing

Marketers are focusing on their corporate social responsibility in recent years, utilizing charity business as an effective sale and marketing strategy. A better understanding of consumer behaviour in relation to cause-related marketing (CRM) is critical, as both marketers and consumers are able to build a win-win relationship. Borrowing the construal level theory, we examined the effects of advertising framing in CRM, focusing on how construal level and donation magnitude could have affected consumer’s attitude and willingness to donate. The study proposes that words induce high construal level that consumers should have higher buying intention and willingness to participate in a word- vs. picture-based advertisement. Consistent with the previous study, the preliminary study had successfully attributed picture vs. words to low vs. high construal level. However, the main study results failed to indicate a higher intention to participate and to buy among consumers in a high (e.g. 25% of the selling price) vs. low donation magnitude (e.g. 5% of the selling price) condition. The contribution of the current study is expected to extend the construal level theory by assessing the donation magnitude, which affecting consumer behaviour in the marketing context. The findings of the studies added to the understanding of construal level and donation magnitude manipulations in CRM, which benefits both the CRM marketers as well as the academic researchers. Besides, this study also demonstrated the potential to develop brand awareness, promote a social cause and inspire consumers to demonstrate support for causes they concern about.

Use of diaries as a research strategy on sensory perception and consumer behavior of Canastra cheese

AbstractThe diary method has been used in some areas of knowledge, being uncommon in the area of sensory analysis of food. In addition, given the expanding market and the added value of Canastra artisanal Minas cheese, it is important to study consumer behavior, as well as understand the consumption habits of the product. Thus, the objective of this study was to use the diary method to collect sensory data, in addition to investigating the behavior and perceptions of consumers of artisanal Minas cheese. Potentials and weaknesses of the application of the method were discussed. The results of this study will contribute to sensory science, focusing on the assessment of real and continued food consumption. Moreover, they provide a better understanding of consumer behavior and consumption habits of artisanal Minas cheese from Canastra, directing planning production, marketing and commercialization strategies.Practical ApplicationThe findings of this study are useful for Brazilian artisanal cheese producers as it enables understanding the consumer behavior and consumption habits of artisanal cheese to plan production, marketing, and commercialization strategies. In addition, it shows practical utility for consumer‐based methodologies, focusing on the assessment of real and continued food consumption.

A study of neuromarketing techniques for proposing cost effective information driven framework for decision making

Neuromarketing has brought a revolution in the field of marketing. The adoption of Neuromarketing has resulted in better understanding of consumer behaviour. The thrust for increasing business and branding through brains has a great impact to marketing. Neuromarketing, being an interdisciplinary research area has emerged as a solution for achieving better understanding of consumer behaviour. For sustainable future and increased business, neuromarketing techniques need sincere attention. Although it is an active research area and there are many solutions for achieving efficiency, existing approaches ignore the integrated framework for understanding neurometric data. The real challenge is to maintain a satisfactory performance level without raising costs. The current study provides a wide-ranging study of literature. The literature highlights that there is very less research being carried out using an integrated framework. An optimal framework that simultaneously handles performance and maintains low cost is required as foremost thing for advertisers. In the present research work, efforts will be made to propose towards cost efficient framework for understanding advertisers’ perspective.

Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research

Chocolate is consumed all over the world. Since its origin, it has undergone many transformations to meet changing market demand. A better understanding of consumer behaviour is a key objective of any business, and so it is for chocolate businesses. In order to fulfil this aim, the current study presents a systematic literature review of consumers’ consumption and purchasing behaviour towards cocoa and chocolate. Two databases have been used to collect the literature: Scopus and Web of Science. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flow diagram was used to identify the articles through the process of data screening and extractions. A total of sixty-four scientific articles have been selected. Research topics, methodological approach and data collection method were identified for each article selected. Then, the identified topics were grouped into four categories in order to obtain a model of major determinants in chocolate consumption: personal preferences, product attributes, socio-demographic factors and economic attributes. Results show that there is a strong focus on Fair Trade in chocolate. Moreover, the current literature review supports the fact that the price and promotion are under-investigated issues. This research represents a valuable tool, especially from a marketing point of view, by creating new channels and new sales opportunities for chocolate products.

Now is the time to embrace interactive electronic applications of Association Pattern Technique

Over time, researchers have explored and used diverse methodologies and innovative techniques to gain a better understanding of consumer behaviour. The laddering technique, in particular, has drawn considerable interest in recent years. Scholars across various fields have produced valuable findings using the Association Pattern Technique (APT) as a hard laddering technique. Compared to soft laddering, however, its potential to uncover consumers’ behavioural processes has not yet been optimised, probably due to several misconceptions. Following a systematic review of APT studies, prevailing issues are highlighted and an interactive electronic APT is proposed as a useful guideline for expanding future consumer behaviour research with actionable implications across different disciplines, including retailing.

Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior

The application of virtual reality in human activities has been rapidly growing during the last decade. Shopping for food is an important part of people's daily lives. As overnight delivery services of fresh produce, such as Amazon Fresh, are in their development stage, more studies on virtual stores for perishable products are needed, as the quality of fruits and vegetables (FaVs) cannot be easily assessed by consumers when virtual stores are used. This research examines the impact of a physical store, a non-immersive virtual store, and an immersive virtual store environment on consumers' perceptions and purchase behavior toward FaVs. Experimental between-subjects design (i.e., three groups), combined with a questionnaire survey (after-only design), was used to address the study objectives. The research found that consumers' perceptions of FaVs in both non-immersive and immersive virtual stores (VS) are similar to those in a physical store. By contrast, consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store. The findings also indicate that consumers tend to rely more on extrinsic cues (i.e., FaVs' prices) in the immersive VS when evaluating FaVs on offer and less on intrinsic cues (e.g., FaVs' appearance) they use in the physical store. The results have important implications for practitioners and researchers with regard to the usefulness of virtual reality for better understanding of consumer behavior.