Consumer Buying Behavior Research Articles

IMPACT OF CELEBRITY ENDORSEMENT TOWARDS CONSUMER PACKAGED GOODS

The concept of using celebrities to promote products or services has become a well-explored and widely adopted strategy in modern businesses. This essay aims to explore the influence of celebrity endorsements on customers' willingness to spend money, which is the central research inquiry. A qualitative approach is employed to examine this topic, utilizing an inductive research method. Secondary data from journals and online publications are collected to provide context for the study. However, it's important to note that customers' readiness to make purchases can vary due to factors like income and substitutes. It can be stated, however, that celebrity-endorsed items significantly affect consumers' decision to purchase. This study report use quantitative research methods to identify the variables that affect consumer purchasing behavior and celebrity endorsement. The review of previous research on celebrity endorsements sheds light on our research question and explains a number of key study-related facts. Our research study employs the quantitative approach to comprehend the perspectives of customer behavior, qualities, and how they interact with purchasing behavior. A questionnaire was used to gather the data, which was then analyzed using statistical package.

Instagram Marketing Strategies on Fashion Consumer’s Purchasing Behaviour: A Literature Review Study

This literature review is an attempt to examine the impact of Instagram marketing strategies on consumer purchasing behaviour within the fashion industry. While existing studies offered insights into specific aspects such as influencer credibility and viral marketing, there was a lack of a combined framework that integrated these factors to provide analysis. The study addresses this gap by analyzing 20 research papers spanning from 2015 to 2023, sourced from academic databases and scholarly journals. Findings revealed that brand equity is a crucial determinant of consumer behaviour, alongside influencer credibility, creative brand aesthetics, and interactive features. Despite Instagram's dominance, the study also brought forward insights into how influencers are sometimes perceived as passive sources of fashion inspiration. This review thus underscores the multifaceted nature of Instagram's influence on consumer behaviour and highlights the need for further research to develop adaptive marketing strategies that can resonate across diverse consumer segments.

The Impact of National Identity Dimensions in Patriotic Advertising on Consumer Purchasing Behavior in Nepal

The Impact of National Identity Dimensions in Patriotic Advertising on Consumer Purchasing Behavior in Nepal

A Study on Awareness of Greenwashing Among the Generational Differences in Bengaluru

In today’s world, everyone is seeking organic or sustainable products for their daily life. We are all concerned about leading a healthy life, so we look for green, sustainable products. However, the manufacturing of these products often involves misleading claims, also known as “greenwashing.” Greenwashing refers to misleading claims that create the illusion of environmental friendliness, but the reality is quite different. This is a serious issue, and it can be difficult to identify greenwashing claims as misleading. Factors that influence trust in a company’s green claims include the company’s reputation, product certifications, third-party audits, ingredients/materials used, and influencer endorsements. The rising tide of sustainability concerns brought with it a cloudy crosscurrent: Greenwashing. In the hectic metropolis of Bengaluru, India, this research takes center stage, pointing to understanding how different generations perceive and navigate false marketing tactics. In this paper, we approached different age groups and collected their perspective on the greenwashing concept, the factors influencing consumer buying behavior, corporate responsibility, and the evolving scenery of environmental consciousness. By understanding the heterogeneous dimensions of greenwashing, we desire to pave the way for informed argumentation and actions that promote actual sustainability in this vibrant metropolis.

A Study on Impact Factor of Social Media Marketing in Consumer Behaviour

The goal of this paper is to research empirically the role of social media in consumers' decision-making processes. A quantitative survey investigates up to what degree experiences are altered by the use of social media. Customer sentiments on items and administrations are currently progressively overwhelmed by outsiders in advanced spaces, which thusly impact conclusions in the disconnected space. Web-based social networking has engaged purchasers, as advertisers have no control over the substance, timing, or recurrence of online discussions among shoppers. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase decision and post-purchase evaluation. Social media marketing puts consumers back to the center of the business world and provides marketers a new set of tools to interact with consumers and to integrate them into the brands through innovative ways. In essence, marketers have to understand how the social media has influenced consumer buying behaviour.

Study of Consumer Buying Behavior towards Bicycle under EPS and LPS

The buying behaviour towards the bicycle is studied by the theoretical knowledge of EPS and LPS. The basics of consumer behaviour is analyses statistically to gather different influential factors. The Sequence of EBM model is also used to understand the theory for forwarding the study to the statistical mode. The historical background of the bicycle and product differentiation are structured to findout the result. The SPSS is used to study the correlation and Chi-square of difference variables. Chi-square test we conclude that there is significant relationship between the purchase of bicycle and the income level of the customers. Chi-square test we conclude that there is significant relationship between the purchase of bicycle and the Gender of the customers. There is more significant influence of the consumer behaviour in his purchase decision, where out of 10 variables, 7 variables are found significant towards the theory.

Consumer purchase response to e-bike incentives: Results from a nationwide stated preference study

Electric bike (e-bike) incentives are gaining popularity to increase ownership of e-bikes, with goals of increased mobility while reducing emissions. This study is among the first to experimentally analyze prospective purchase behavior of e-bike consumers to assess price sensitivity, behavioral response to incentives, and consumer value of e-bike attributes. We present results of a nationwide (20 cities) stated-preference survey and find e-bike incentives are powerful levers to shift behavior. Different incentive mechanisms have different behavioral utility. Point-of-purchase discounts are the most influential at shifting behavior, followed by tax credits, then mail-in rebates. Point-of-purchase discounts are 30% more effective than mail-in rebates. Across point-of-purchase scenarios, the average inframarginal cost of an added e-bike purchase is $4252 (range $3719 to $4799). Income-based schemes that are often aimed at increasing equity result in cost-effectiveness trade-offs. Policy makers should evaluate the investment in e-bike purchase incentives across benefits from added e-bike ownership that include not only greenhouse gas reductions, but also health benefits, increased mobility, travel affordability, safety, and congestion reductions.

Assessing the Knowledge and Purchasing Behavior of Consumers towards Olive Oil in Lebanon

Background: The olive oil in Lebanon play an essential role in the development of rural communities, providing a source of revenue and employment for most Lebanese population. Due to its high sensory quality and health benefits, olive oil is considered the most widely consumed oil in the Mediterranean area. Considering the factors that affect individual's knowledge of olive oil and consumer purchasing behavior can be difficult due to the diverse culture in Lebanon. The purpose of the current study was to evaluate the level of knowledge and the impact of sociological-demographic factors on the knowledge and consumer purchasing behavior towards olive oil among the general population in Lebanon.
 Methods: A cross-sectional study was conducted in Lebanon between January and March 2021 in which 604 responses have been collected. The questionnaire made up of four dimensions: socio-demographic characteristics, knowledge, sources and usage of olive oil; and consumer preference part. IBM SPSS V22 was applied to analyze the data for descriptive statistics and chi-square test for independence. p-value of less than 0.05 was employed as the level of significance
 Results: The findings revealed that the majority of the participants had only one or two uses of olive oil in their daily life and had minimal knowledge towards it. The association between the knowledge of participants about nutritional properties of olive oil among different sociological-demographic factors as governorate, gender, age and marital status was statistically significant (p<0.05). Participants with poor knowledge about olive oil were highest in Beirut (37.0%) compared to Akkar-North (3.1%). Furthermore, the consumers preferred southern, dark, and strong tasting olive oil in terms of region, color, and flavor with a statistically significant association (p<0.05).
 Conclusion: Our findings highlighted the need to improve consumer awareness of the olive oil's benefits, which will influence their purchasing decisions.

Unveiling the Augmented Realm: Exploring the Dynamic Relationship between Augmented Reality Technology and Consumer Engagement for Enhanced Purchase Behavior

This research paper aims to investigate the dynamic relationship between augmented reality (AR) technology and consumer engagement, specifically focusing on how AR influences consumer purchase behavior. With the rapid advancements in technology and the increasing prevalence of AR applications in various industries, it is crucial to understand the impact of AR on consumer engagement and its potential to enhance purchase behavior. By examining existing literature, empirical studies, and real-world examples, this paper explores the multifaceted aspects of AR technology, its ability to create immersive experiences, and its influence on consumer behavior. The findings of this research will contribute to a deeper understanding of the role of AR in shaping consumer engagement and provide insights for businesses to effectively leverage AR to enhance their marketing strategies and drive consumer purchase behavior.

Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements

PurposeThe aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.Design/methodology/approachTo test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.FindingsAs a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.Practical implicationsMarketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.Originality/valueThis research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Shades of green: Exploring the fascinating landscape of consumer behavior towards eco-friendly cosmetics in Pakistan

Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability.

Hold my beer! Consumer perceptions of innovative and sustainable secondary packaging

PurposeAs a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.Design/methodology/approachA single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.FindingsThe results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.Originality/valueThe authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

What is Livestream Marketing, and How Did It Change the Market?

Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.

Let’s drink to that! How wider glass rim leads to more pleasurable purchases

All beverages are consumed with the help of a vessel (i.e., glass, mug, or cup), yet research focusing on glassware is scarce despite this cue being ubiquitous in the consumption experience. Through four studies, including a field study, we examine the associative semantic schema deduced from wider (versus narrower) glassware rim and how the “bigger is better” bias influences consumer purchase behavior (i.e., choice, consumption, purchase intentions, and willingness to pay). The findings show that consumers are more likely to value beverages when the glass rim is wider; this effect is mediated by perceived subjective pleasure. Wider glass rims signal a “bigger experience,” inciting consumers to purchase more expensive beverages, to consume a greater volume of beverage, and to express higher intentions to purchase when presented with wider rim glasses. This effect is shown to be significant for those high on synesthesia (i.e., cross-activation of sensory-perceptual experiences).

Consumer Buying Behaviour Towards Social Media

The digital age, platforms like Facebook, Instagram, and Twitter have transcended mere social networks, transforming into dynamic marketplaces where individuals not only connect but also shape their purchasing preferences. To analyze the consumer buying behavior towards social media this study has been taken. 50 samples were collected. To find out the socio economic profile and consumer buying behavior towards social media. The collected data were analyzed using simple percentage method and Garrett ranking . The findings states that instagram use on daily basis. The customers are highly satisfied in buying behavior on social media.This study states that the role of influencers, targeted advertising, and of trends has transformed social media into a bustling marketplace where every click, like, and share contributes to the consumer choices.

UNDERSTANDING ROLES OF INSTITUTION BASED TRUST AND SOCIAL INTERACTIONS IN SOCIAL COMMERCE ENVIRONMENT

ABSTRACT User-generated content is a two-edged sword in that it can both build and destroy trust in social commerce Web sites. One of the most important ingredients in the social commerce environment is institutional trust. The purpose of this study was to investigate the relationships among institution-based trust, social interactions (content, positive valence, and negative valence), purchase intentions, purchase, and post-purchase behavior of consumers in a social commerce environment. With the help of 227 responses, the proposed research model was validated using structural equation modeling and binary logistic regression analysis techniques. The study’s findings confirmed significant effects of social interactions (content, positive valence, and negative valence) on consumers’ purchase intentions, increasing the likelihood of actual purchasing and sharing shopping experiences with other customers in a social commerce environment. Furthermore, institutional trust was found to be important in influencing content, positive valence, and negative valence. The academic and managerial implications are extensively discussed.

Consumers’ Perception of Impact of Perceived risk on their Online Purchase Intention of Consumer Durable Goods

The purpose of this paper is study a significant issue of how consumers perceive risk especially when it comes to purchasing consumer durable items online in India. Methodology– Data is collected from 250 respondents through survey questionnaire and analyzed through implementation of SEM. Findings – Findings indicate there are two impact risk factors namely, product risk and financial risk which impact the online purchase intention of consumer. Practical Implication- This research can be of great importance to marketers and retailers for developing valuable strategies to attract and retain consumers online. Research limitation –There could be other risk factors which yet to be explored; study can be focused on one particular region and some particular product category for better results. Originality/Value – The paper attempts to provide a predictive model for online buying behavior of consumer for consumer durable goods.

What influences consumers' online medication purchase intentions and behavior? A scoping review.

Objective: Consumers increasingly buy pharmaceuticals online. No scoping review has been carried out to summarize and synthesize the studies that have identified drivers of consumers' purchase intention and behavior from online pharmacies. Thus, we conducted a scoping review to explore the extent to which prior research has studied consumer purchase intentions and behavior related to online pharmacies, the drivers previously identified to explain consumers' online pharmacy purchase intentions and behavior, and how these antecedents differ between OTC and prescription medications. Then, we identified gaps in the published literature to form a comprehensive theory-based agenda for future research. Methods: We searched PubMed, Web of Science, and Scopus to retrieve relevant studies published in English in peer-reviewed journals. The search strategy identified forty-eight eligible studies. Results: We identified twelve types of factors influencing purchase intentions and behaviors from online pharmacies: demographics, convenience, availability, price, evaluations of the purchase environment, information sources, internet usage, prior experience, perceived risk, health insurance, privacy, and product. Our analysis also revealed differences between OTC and prescription medications in drivers of purchase intentions and behaviors. Conclusion: While demographic factors tended to be the most often measured influences on intentions and behavior, their role was generally inconsistent, with many contradictory results. However, other factors (e.g., convenience, availability, lower prices, and favorable evaluations toward the purchase environment) more consistently enhanced online medication purchase intentions and behavior. An extensive agenda for future research is advanced.

A Study of Select Variables Impacting Buying Behaviour of Electric Cars In India

The automobile industry is currently undergoing a significant transformation in its approach to transportation, primarily driven by increased awareness of climate change and limited resources. The recent resurgence of electric vehicles in the market can be attributed to various factors, including advancements in battery technology and government policies aimed at reducing vehicle emissions. This research focused on examining the factors that influence consumer purchasing behavior regarding electric cars in India. Primary data was collected through a self-administered questionnaire distributed to consumers. The survey sample was selected using a combination of conventional and snowball sampling techniques, drawing participants from the target population. The study and survey took place in the Delhi/NCR region from January to February 2023. A total of 649 questionnaires were distributed, out of which 324 were returned. After analysing the data, 214 fully completed responses were used for further analysis. The findings indicated that financial barriers, concerns about vehicle performance, lack of charging infrastructure, environmental awareness, societal influence, and knowledge of electric vehicles all significantly impact the decision-making process when considering the purchase of electric vehicles.

The Influence of Social Media Marketing on Consumer Buying Behaviour towards Small Scale Businesses in Sub Urban Areas - A Study

The Influence of Social Media Marketing on Consumer Buying Behaviour towards Small Scale Businesses in Sub Urban Areas - A Study