Buying Decision Research Articles

Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina)

Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.

Analysis of the Influence of Brand Image and Product Variety on Purchasing Decisions for Wizzmie in Sidoarjo Regency

The goal of this study is to explore at how brand image and product diversity effect consumer purchasing decisions for Wizzmie in Sidoarjo Regency. A quantitative research approach, including a survey procedure, was employed. Wizzmie clients were requested to fill out surveys in order to collect primary data. The data was analysed using multiple linear regression techniques. The study's findings imply that brand image has a favourable and significant influence on client buying decisions. Product diversity has a substantial positive impact on buying decisions. As a result, both brand image and product variety impact Wizzmie consumers' purchase decisions in Sidoarjo Regency. This research implies that companies should pay attention to and enhance their brand image and product variety to improve consumer purchasing decisions. It is hoped that this will help companies in designing more effective marketing strategies.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

Impact of first impressions on female consumer behavior and adapting sales psychology in the automotive industry in semi-urban Vijayawada, India

Owing to the immense population of India (approximately 1,428,627,663) and the high drive towards advancing transportation, India has become a hot spot for the automobile industry to prove itself and witness extreme growth. This growth is fueled by the high profitability of customers, distributors, and consumers in their target market, attracting globally successful brands like Hyundai, Kia, and Toyota (Das, 2021). In the United States, women buy 62% of all new cars sold and influence more than 85% of all car purchases. Interestingly, in India, a report by Spinny indicates that 80% of passenger-car buying decisions are taken by women in the family. Additionally, 46% of second-hand car buyers are women (Mukherjee, 2016). As the sales industry and psychology collaborate to boost profitability, this paper is a study highlighting the current female consumer behavior in India and the techniques used to adapt sales psychology to increase profitability in the female consumer market.

Product aesthetics and consumer buying decision in the cosmetic sub-sector in Nigeria

In the recent modern marketing age, there is huge competition of product atheistic due to changing life style of the consumers and the improvement in cosmetic products. Every organization focuses on the packaging positioning of products because that is the main tool of stimulating consumer buying decision. The objective of this paper was to examine the effect of product aesthetics on the consumer buying decision. This research identified the relationship between the dependent and independent variables. This survey research consists on the primary data which were collected through the distribution of the questionnaire and SPSS software was b used for the purpose of the analysis. This study consists on the response of the 100 respondents and tested the reliability of the model. Findings shows that the dimensions of product atheistic such as product information and product packaging have positive effect on consumer buying decision. Results also shows that the dimensions of product packaging explain the variability of consumer buying decision of cosmetic brands in selected super supermarkets. The study recommended that management of supermarkets should engage the services of professionals who are knowledgeable about customer reactions towards product information and texts in order to continuously develop and improve on their packaging so as to boost their consumer purchase decision. Keywords: Product Aesthetics, Product Information, Product Packaging, Consumer and Buying Decision.

E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions

Impact of Celebrity Endorsements on Consumer Buying Decisions – A Conceptual Framework

The use of celebrity endorsement has become a prevalent strategy in contemporary marketing, embraced by numerous large corporations. This approach is characterized by a well-known individual leveraging their public recognition to promote a specific product or service. The study employed exploratory research methods alongside a qualitative framework, which included an extensive review of existing literature, leading to the development of a conceptual model. The findings of the research indicate that certain key attributes are essential for a celebrity to be deemed suitable for endorsement roles. These attributes include congruency, flexibility, expertise, attractiveness, longevity, and likeability, all of which contribute to the effectiveness of the endorsement in enhancing brand visibility and consumer engagement.

Factors Influencing Smart Phone Buying Behavior of Consumers: Implications for Building a Marketing Strategy

This research investigated the nature of factors that influence the smartphone buying decision in Arar province in Saudia Arabia. The research is based on a survey which targets individuals who own smartphones. A total of 384 smartphone owners were questioned. The five items that correspond to the study’s independent variables (personal factors, external factors) underwent reliability analysis. The results allowed confirming the reliability of the questionnaire items. The statistical package analysis program SPSS was used to examine the study data. The ACP-method, regression model, was used to evaluate our hypothesis. The ACP resulted in dividing the influencing factors into 3 groups: personal factors, external factors, and gender. Regression model analysis revealed that personal factors, external factors and gender accounted for 41.7% of the variance in buying decisions and were statistically significant. It has also been confirmed that these variables have an impact on smartphone buying behavior. The results of the analysis revealed that internal and external factors, as well as gender, influence the decision to purchase a smartphone. Personal traits have a greater impact on the decision to purchase a smartphone. The findings are important for smartphone marketers to better analyze consumer behavior and segment the market based on the customer’s particular qualities. The same results can be applied to these firms’ product development processes.

The Influence of Online Promotion and Consumer Lifestyle on the Decision to Buy Used Cars at Yusuf Mobilindo's Showroom in East Oku

This study aims to analyze the influence of online promotions and consumer lifestyles on the decision to buy used cars at the Yusuf Mobilindo Showroom in East Oku. This type of research is quantitative descriptive. The technique of determining the number of samples uses the Hair et at formula, which is 10 times the number of all indicators, so that the number of research samples is 110 respondents. Data analysis uses data quality test, classical assumption test, and multiple linear regression analysis with t test (partial), F test (simultaneous), and R test. The results of the study show that Online Promotion has a positive and significant effect on the Decision of Buyers of used cars at the Yusuf Mobilindo Showroom as seen from the results obtained with a calculation value of 3,772 > a table of 1,981 with a significance level of 0.000 < probability of 0.05. Lifestyle has a positive and significant effect on the Decision of Buyers of used cars at the Yusuf Mobilindo Showroom, the results obtained with a calculation value of 2,908 > 1,981 with a significance level of 0.000 < probability of 0.05. Online promotions and lifestyle simultaneously have a positive and significant effect on consumer buyer decisions at the Yusuf Mobilindo Showroom. This can be seen from the results of the F test obtained a value of Fcal 19.627 > Ftable 3.08 with a value and significance level of 0.000 < 005. The result of the correlation value for the online promotion variable (X1) and lifestyle (X2) in relation to buyer decision (Y) is 0.518, so the relationship is positive. In the calculation of R Square, 0.268 was obtained, meaning that the combined influence of variables X1 and X2 on Y was 26.8%. The remaining 73.2% was influenced by other variables that were not studied.

Assessing functional, comfort and aesthetic needs of Indian male riders from motorcycle clothing

The number of motorcycle riders is growing at a phenomenal rate in India and so is the number of crashes involving them. The use of motorcycle protective clothing (PPE) is known to reduce the severity of soft tissue injuries to motorcyclists in the case of a crash. The PPE currently available in India is imported and not designed to meet the unique weather, road, and riding conditions prevalent in India. In this study, a conceptual framework based on Functional, Comfort and Aesthetic (FCA) requirements of motorcycle riders is proposed for the design of motorcycle PPE. Data regarding the FCA requirements of Indian riders was collected through a questionnaire. Riding habits, risk factors, factors affecting the buying decisions for motorcycle clothing, awareness regarding protection standards, satisfaction with currently owned motorcycling clothing and requirements of comfort and aesthetics from motorcycle clothing were studied. 217 Riders aged 18–45 years from 10 major Indian cities responded to the online survey questionnaire. Most riders reported facing heat stress, wet stress (dues to sweating), restricted mobility, and dissatisfaction with the fit of the currently available motorcycle clothing. Satisfaction with the available colours and styles was also reported to be low. The results of the survey show that currently available riders’ clothing is not as per requirements of Indian riders. It fails to provide adequate thermal comfort to users, which may compromise rider safety during long rides. Findings of this study can be used by motorcycle clothing designers and manufacturers to design clothing as per the requirements of Indian riders. Improved thermal and psychological comfort can improve rider focus, may contribute to crash prevention and protect the rider from grievous injuries during a crash.

The Influence of Brand Image, Price Perception, and Local Wisdom-Based Promotional on Buyer's Decision

This study analyzes the influence of brand image, price perception, and local wisdom-based promotional strategies on the purchasing decisions for Tebo Riski Danang batik in Tebo Regency, Jambi Province. Tebo batik is unique, and Rumah Batik Riski Danang stands out by producing and marketing it, highlighting the region's history and distinctiveness. The research employed a quantitative method with questionnaires distributed to 255 respondents in Tebo Tengah District. The analysis included validity, reliability, correlation, and multiple linear regression. The findings revealed that brand image negatively impacts purchasing decisions, while price perception has a positive influence. However, the promotional strategy does not significantly affect purchasing decisions. Simultaneously, the three variables together significantly influence purchasing decisions. Brand image, price perception, and promotional strategy explain 41.4% of the variation in purchasing decisions, with other factors accounting for the remaining 58.6%. In conclusion, brand image and price perception are crucial in shaping purchasing decisions for Tebo Riski Danang batik, while the promotional strategy has no significant impact.

Evaluating the Impact of Celebrity Endorsement on Consumer Buying Behavior in the Nutraceutical Healthcare Products Market: An Empirical Study

With so many items and commercials bombarding customers in today's highly competitive market, the need of successful promotional methods has increased. Celebrity endorsement is one of the most well-liked and effective marketing strategies that businesses employ to draw attention, establish their legitimacy as a brand, and influence customer buying decisions. This pattern is also evident in the market for healthcare goods that contain nutraceuticals, which has grown significantly in recent years. The purpose of this study is to assess how customer purchasing behaviour in this particular business is impacted by celebrity endorsements (Patel, K. et al. 2023).

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

IMPROVING PURCHASING DECISIONS THROUGH PERCEIVED FOOD QUALITY: AN SERVICE DOMINANT LOGIC (SDL) APPROACH

This study aimed to investigate the impact of visual and verbal packaging on purchasing choices by assessing the perceived quality of food. One hundred seventy-five respondents were surveyed, specifically consumers who purchase MSME food goods in Banyumas Regency, including food, beverages, crafts, and other packaged items. This study employs AMOS structural equation modelling to examine the proposed research model. The findings indicate that visual and verbal packaging benefits the perceived quality of food and influences consumers' purchasing choices. The variable of perceived food quality has a beneficial influence on purchase decisions and can operate as a mediator between visual and verbal packaging regarding buying decisions. The model is grounded in the Service's Dominant logic and the consumption value theory. According to this theory, consumer behaviour is influenced by cognitive and hedonic evaluations that stem from consumption experiences. These experiences highlight the active involvement of consumers in creating value during their interactions with products, including visual packaging, verbal packaging, and perceived food quality.

Role of Point-of-Purchase on Consumers’ Perception of Coca-Cola Beverage in Nigeria

Consumers have needs, values, and preferences, which is important to them while making buying decisions. This preference determines the choice made by individuals when they see the product(s) or hear sounds that attract them to an environment in which they want to make a purchase decision. Having the opportunity to see product(s), does not only instigate a consumer to buy but reduce the uncertainties the customer experience while making buying decisions. The need to instigate consumers to buy a brand’s product among several competing brands makes brands provide point-of-purchase display tools to help push products to consumers through retail outlets whilst influencing consumers' buying decisions. Using the Servqual model and conditioning theory, this research work was carried out to examine the role of point-of-purchase display on consumers’ perception of brands. Survey research was conducted for this purpose. A total of two hundred valid responses were collected from respondents who are consumers of the Coca-Cola brand products. The data collected from questionnaires were analyzed using ordinal logistic regression on SPSS version 25. The research findings show that there is a significant positive relationship between the independent variable- point of purchase display (atmospherics, product display) and the dependent variable- perception (value, reputation). Hence, the study recommends that brands should always motivate retail outlets to keep their products on display and their display items in strategic places in the store to thrive in the competitive market. Lastly, because the atmospherics attract customers before the display in indoor settings, it is recommended that the atmosphere should create a remarkable experience for customers by leveraging on enticing the human sensory.

Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

The Impact of E-Advertising Strategy on Customer Buying Behavior: An Analytical Study

It's an approved fact that if a business wants to survive in the long run, it has to keep itselfupdated. Laggers are left behind when they stick to rigid traditional methods and are not able to keepthemselves going with the trends. With the advancement in technology, there is a shift from the traditionalmarketing strategies to digital marketing. There are various advantages associated with digital advertisingas compared to traditional methods of advertising the product or a service such as less cost, helps inbuilding customer base across the globe, boosting online sales and helps in growing brand loyalty. Thegoal of the research study is to analyze the impact of e- advertising on the buying decision behavior of theconsumer. With the advancement in technology and increase in the number of people engaged on socialmedia and other platforms as well as a shift in their preferences to buy online are important crucialreasons why no. of enterprises are taking a shift towards digital advertising. The secondary objective ofthe research is to analyze the consumer psychology and purchasing behavior while making onlinepurchases. The results of the findings depict that a positive change in the behavior of the consumer isseen via adopting digital advertising tools. The sales surely get a boost in the long run but this can notonly be attributable to only one factor but digital marketing strategies have an important role to play inthis regard. Thus the conclusion can be drawn from this study is that marketers need to be updated withthe technology and trends if they want to survive in the long run.

Peran Brand Reputation dan Hedonic Motive terhadap Buying Decision serta Implikasinya pada Customer Satisfaction Produk Motor Suzuki di Kota Serang

This research aims to determine the effect of brand reputation and hedonic motive on customer satisfaction through the buying decision variable. Using quantitative research methods. Respondents totaled 230 Suzuki brand motorbike users in Serang City. Data analysis tools use Smart PLS and SPSS. The research results show that partially there is a significant influence between the brand reputation and buying decision variables on customer satisfaction, but there is no significant influence between the hedonic motive variable on customer satisfaction. Simultaneously and partially, there is a significant influence between the brand reputation and hedonic motive variables on buying decisions. Indirectly, there is a significant influence between buying decisions through brand reputation and hedonic motives on customer satisfaction with Suzuki Motorbike products in Serang City.

Pengaruh Brand Awareness dan Product Design terhadap Buying Decision melalui variabel Purchase Intention pada Produk AQUA Japan di Kota Serang

This research aims to determine the influence of brand awareness and product design on purchasing decisions through the purchase intention variable. The subjects in this research were 250 community respondents in Serang City. Data analysis tools use SPSS and SmartPLS using a Likert scale. The results of the research show that there is a significant influence between the product design variable on the purchase intention variable, but no direct influence was found between brand awareness on the purchase intention variable for AQUA Japan products in Serang City. Then there is a significant influence of the brand awareness, product design, purchase intention variables on the buying decision variable for AQUA Japan products in Serang City. This research also found that the purchase intention variable does not have a mediating effect on the influence of brand awareness on buying decisions, but the purchase intention variable can be used as a mediation on the influence of product design on buying decisions for AQUA Japan products in Serang City.

Impact of the COVID-19 Pandemic on the Performance of Selected Bakeries in Abuja, Nigeria

The food industry's role in developing any economy cannot be over-emphasized due to the significant investment of disposable income into the sector. However, the sudden emergence of the COVID-19 pandemic attracted global attention and significantly disrupted many countries' economic sectors. The study determined the production pattern of the Bakeries in Abuja and further assessed the impact of the COVID-19 pandemic on Bakery performance in Abuja. The study covers only staff selected from twenty (20) bakeries in Abuja using a multistage sampling technique. The first stage involved the selection of twenty (20) bakeries extracted from the listing of master baker’s association of Abuja using a purposive sampling technique. The second stage is the selection of ten (10) staff from each selected bakery in the study area using a simple random sampling technique, thus, making a total of 200 respondents to participate in the study. Data were obtained using a set of questionnaires along with interviews. Secondary data were sourced from the internet, libraries, Journals and reports. Data obtained were analysed using frequency counts, percentages, mean ratings, and Analysis of variance (ANOVA). The study revealed that Bakeries made nine (9) distinct aggregate products in Abuja. These comprise a combination of butter-filled Bread, Chocolate Bread, Wheat Bread, and Low-fat Bread. These products were indicated to be produced always by the bakeries. Finally, the analysis showed that there is a statistically significant (P<0.05) difference in the variation between the mean rating of Increase in sales volume (2.82), Increase in customer satisfaction (3.38), Increase in customer loyalty (3.49) and Customer buying decision (3.45). The study further shows that there is a statistically significant (P<0.05) difference in the variation between the mean rating of the Bread distribution (2.98). The study concludes that the COVID-19 pandemic lockdown significantly impacted the performance of bakeries in Abuja and recommends that the adopted quality of products be sustained to enhance this performance.