Marketing Consumer Behavior Research Articles

Consumer Behavior Analysis and Open Innovation on Actual Purchase from Online Live Selling: A case study in the Philippines

Live selling in the e-market has been dominating e-commerce consumer behavior, raising competition among brands. Given that online purchasing and live selling rose significantly in the Philippines, this study aimed to assess the actual purchase of Filipinos from online live sellers. Specifically, an extended and modified theory of planned behavior was utilized and measured with 316 valid responses analyzed through partial least squares structural equation modeling. Based on the results, it was seen that the factors under customer perceived value and purchasing intention presented a significant effect on the customer’s actual purchase. The feeling of relaxation, trust, confidence, and service quality obtained from purchasing from online live sellers posed a significant influence. In addition, utilitarian motivation was deemed significant while hedonic motivation was seen otherwise. Among the behavioral domains, attitude was deemed the highest significant variable, followed by perceived behavioral control, and subjective norm. E-market and e-businesses could consider the outcome of this study to build on strategies for live selling and participation among online live sellers in the e-market. Implications were discussed for practical approaches in the e-market. Lastly, the application and extension of the framework used may be considered by future researchers to completely assess online market consumer behavior.

A Study on Marketing Strategies of Consumer Psychology and Behavior: The Case of Luckin Coffee

This research takes the Chinese coffee chain brand Luckin as an example to explore the impact of consumer psychology and behavior on marketing strategies. It studies how Luckin, a coffee brand founded in 2017, has made more than 10,000 stores throughout the country in a short period and can stand out from the competition with international coffee chains such as Starbucks, Costa, and so on. This paper will generally explain the critical attributes of consumer psychology and consumer behavior in marketing. The 7Ps of the marketing mix (product, price, promotion, place, people, processes, physical evidence) will be used for the main analysis and discussion to reveal how consumer needs, psychological appeals, and behavioral habits play a role in the coffee marketing elements. Moreover, using the data collected from the questionnaire, Luckin Coffee is evaluated based on the current situation, and through the feedback of the data, it is suggested that some aspects can be improved in terms of marketing.

Entrepreneurial activity in rural areas: opportunities for stimulation

Entrepreneurial activity in rural settlements is the basis for sustainable development of rural areas. Supporting agricultural producers and ensuring food security, the importance of forming a unified complex for production and processing of agricultural products and diversifying the rural economy determine the relevance of the chosen topic. The goal is to show the potential of rural entrepreneurship as a mechanism for the stability of rural areas of the republic. Methods – scientific generalization, classification, systemic and comparative analysis, abstract-logical. Results – the following were noted as key effects. Organizing a business in rural areas has a number of advantages: increasing the level of employment by creating new jobs, increasing cost recovery, increasing the profitability of agribusiness, quickly responding to demand in accordance with market conditions and changes in market behavior of consumers. In villages, there is an opportunity to open facilities of small economic entities for growing crops for the processing complex, in the fields of agro-, eco-, ethno–tourism, and the sectors of craft professions and service provision. In the Concept for the Development of Rural Territories of the Republic of Kazakhstan for 2023-2027, special attention is paid to the issues of entrepreneurial initiative of rural residents. An analysis of production indicators of peasant (private) farms, legal entities, and individual entrepreneurs engaged in agriculture was carried out. Summarizing the study, the authors conclude that small business in rural areas will help overcome labor market problems, preserve the rural way of life, culture, social and environmental control of the territory, technological and institutional modernization based on a comprehensive, balanced and targeted implementation of the interests of the rural population and the state.

The Influence of Social Media Marketing on Consumers' Behavior

Social media, an essential part of social connection, is becoming an inevitable global communication tool. The popularity and availability of mobile phones have further fueled the importance of social media. Social media marketing activities carried out by enterprises helps to attract more comprehensive customers and influence customers' purchase behavior. However, with the increasing investment of significant brands in marketing activities on social media platforms, marketing on social media is becoming increasingly competitive in building consumers' awareness about a particular product, customers' purchase behavior, and purchase decisions. Marketing research has focused on using social media to motivate consumers' purchase intentions and maintain consumer loyalty. The previous studies have shed some light on the significant impacts of social media on consumers' behaviors. However, few focus on consumers' purchase intentions and decisions. Through a literature review, this paper studies how consumer behavior changes due to social media. This paper explores how social media can ultimately market consumer behavior by influencing consumer psychology, attitude, and internal motivation for consumption through a literature review. Hopefully, this paper also can provide some ideas for enterprises to better their strategy formulation, optimize marketing plans, and improve brand benefits and corporate earnings in the increasingly fierce social media marketing competition.

Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling (Meta-SEM) of the model of goal-directed behavior (MGB)

PurposeUnderstanding consumer behavior across various contexts within marketing has long been the focus of studies. Although many models are used in explaining consumers' behavior, one of these is the Model of Goal-Directed Behavior (MGB), which is becoming prominent in explaining consumers' behavior in marketing. Given its popularity, prior research on MGB has shown inconsistent outcomes regarding the casual association of MGB variables. To overcome this, the authors have adopted a meta-analytic review of the marketing studies grounded on MGB theory in examining the consumers' behavior.Design/methodology/approachThe study reviewed and analyzed 611 correlations from 27 studies with 31 samples (combined sample size of 9588) using a meta-analytic structural equation modeling (MASEM) technique.FindingsThe outcomes of MASEM confirm the significance of all the proposed relationships in the MGB model. However, the attitude has shown a strong influence on desire formation among all the proposed MGB relationships. Further, past buying experience and positive anticipated emotions strongly affect desire in developed nations compared to developing nations.Research limitations/implicationsThe current work has considered the possibility of various recommended moderators (e.g. culture, crisis situation, sample size, method of data collection, etc.); however, the study lacks to consider the dimension of gender dominance in it. Hence, future researchers should keep it in mind while conducting similar studies. Future scholars can also perform a comparative study on MGB across the domains and subdomains to know more insights.Originality/valueThe current work offers a better understanding of MGB application in marketing. As this work is one of the first meta-analyses on MGB application in marketing that also considers the effect of various moderators, it thus adds knowledge to the literature on MGB in marketing. It will also help the future researchers to understand MGB as a framework and its application in marketing.

XGBoost Analysis based on Consumer Behavior

With the rapid development of the Internet and e-commerce, a large amount of consumer data has become available, which allows us to better understand consumer preferences and purchasing trends. XGBoost (Extreme Gradient Boosting) is a powerful machine learning algorithm that performs well when dealing with large data sets and complex features. This article first introduces the basic principles of the XGBoost algorithm, and then discusses in detail how to apply it to consumer behavior analysis. This paper uses real consumer data set, including multi-dimensional information such as customer identification, product identification and customer purchasing behavior. By building the XGBoost model, we are able to identify important features, predict consumer purchase intentions, and provide personalized recommendations. In addition, the performance evaluation and optimization methods of the model are discussed to ensure its accuracy and practicability. Finally, we summarize the main findings of this study, highlighting the potential applications of XGBoost analytics based on consumer behavior in marketing and business decisions. By digging deeper into consumer behavior data, businesses can better meet customer needs, improve sales efficiency, and achieve sustainable competitive advantage, and this research provides strong support for the use of machine learning techniques to optimize market strategies.

Вероятностная модель дуополии

A probabilistic model of the duopoly market is constructed. The model is based on the assumption of the random nature of economic variables that determine the market behavior of consumers and competing firms: purchasing power; total costs associated with the production and sale of a unit of goods; commodity prices set by firms. Within the framework of the constructed model, expected values of the profit received and the amount of goods sold were found in the form of functionals of the probability density functions of purchasing power, costs, and prices for goods. Several special cases are considered when the laws of distribution of purchasing power, costs and prices are either exponential or degenerate. In each case numerical modeling was carried out, types of duopolistic relationships between the firms leading to Cournot and Bertrand market equilibria were determined, and economic criteria for the stability 
 of these duopoly market equilibria were established. It is shown that if all random variables included in the probabilistic model have exponential distribution laws, then in the duopoly market may arise an equilibrium state that is different from the Cournot equilibrium and the Bertrand equilibrium.

Ecologization of market behavior of consumers and management business strategies

Purpose. To build a theoretical model for ecologization of market behavior of consumers in modern economic conditions and to determine the main types of strategic reaction of enterprises to the ecological factor of business environment. Methodology. Methods of scientific generalization were applied to formulate the conclusions of research, analysis and synthesis to determine, in particular, the structure of ecological needs and interests. Statistical and graphical analysis showed dynamics of the market of ecological goods and consumers preferences. The comparison method was used for characterizing the strategical approaches to understanding the processes of market ecologization, the ecological marketing peculiarities. Findings. Components of the process of ecologization of consumers behavior (needs for security; needs for ecological safety; ecological interests; ecologization of the market demand) are consistently identified and substantiated. Structure of needs for ecological safety and their influence are defined (providing the reproduction of natural resources; safe natural environment; safe goods). The first two groups of needs form interests in ecological conditions of management, the third one in ecological properties of goods. Factors of ecological interests were divided into two groups endogenous and exogenous. Two possible strategic management approaches (adaptive and expansionary) to respond to the ecologization of consumers behavior are highlighted. Peculiarities of positioning, segmentation, communication and pricing policy of enterprises focused on the business use of trend of ecologization of market behavior of consumers are considered. Originality. A theoretical model for ecologization of market behavior of consumers in modern conditions was created on the basis of using the system approach. There was given further development to definition of such concepts as: needs for ecological safety; ecological interests of market agents-consumers; ecologization of demand; ecological goods. Definitions of factors influencing the consumers interests in ecological properties of goods were improved due to their dividing into endogenous and exogenous groups with further structuring. Two possible practical strategic management approaches (adaptive and expansionary) to reacting to ecologization of demand were substantiated. Peculiarities of components of ecological marketing were determined. Practical value. Results of the research can be used by managers for raising the level of analytical work as to taking into account the ecological component of business environment, consumers behavior and improvement of marketing strategies of enterprises.

PELATIHAN PERILAKU PEMBELIAN KONSUMEN DALAM PEMASARAN MEDIA SOSIAL PADA UKM

Consumer purchasing behavior is an action that is directly involved in obtaining, consuming and spending products and services through various media including online social media. The use of social media marketing is described as an application, platform, or media that can facilitate communication, collaboration, or information sharing among users in general and direct sales, customer acquisition, and customer retention. The purpose of the activity is to help business owners have a stock of knowledge about the importance of understanding consumer purchasing behavior through social media. The partner who became the place of activity was a mute craft creative product business located in Serang, Banten. Based on initial observations through online with zoom meetings, partners do not understand about social media consumer behavior, as a medium for communicating partner products to consumers without large costs. The method offered in the activity is training/socialization on basic understanding of marketing consumer behavior and the use of social media marketing. The output of PKM activities is in the form of publications to journals and IPR.

Impact of Sensory Marketing on Purchase Intention: Mediated Role of Sensory Experience and Moderated Role of Switching Cost

In today market consumer behavior change rapidly, consumers are rationally take decision before but now consumer want to purchase that product in which they feel sensorial satisfaction. Experiential marketing gives unforgettable experience to customer rationally and emotionally in specific interest to get satisfying outcome. The point of this study is to discover the impact of sensory marketing on purchase intention of consumer with mediating role of sensory experience and moderating role of switching cost in fast food restaurants. The reason to choose fast food restaurants is only that the food corner is the only place where consumers senses mostly used and targeted. Data were collected through field survey 300 adopted questionnaires gathered and completed through randomly selected customer. Descriptive statistics, reliability analysis, correlation and regression analysis were used to test the hypothesis under preacher and Hayes assumptions. The findings suggest that SM have significant and positive effect on PI and mediating variable SE also have a significant and positive effect between SM and PI and the impact of SM on PI is moderated by SC variable that also have a positive and significant. The results show that SM is significantly associated with PI, mediating variable and moderating variable also have a positive and significantly associated.

The Role of Consumer Behavior in Marketing

This research paper was carried out to investigate the role of consumer behavior in marketing. Aims of the study are to find the role of consumer behavior in marketing and problems facing the consumer behavior in South Sudan. Researcher used qualitative and quantitative methods for collected data and data was analyzed by statistical package for social science (SPSS). Key findings: the study revealed that the consumer behavior is important in marketing, marketing making customer aware, motivation is the primary drive to purchase decision, cultural factors have strong influence on consumer buyer behavior, marketing plays an important role in economic development, consumer behavior has an important role in improving the standards of living people, respondents agreed that advertisement helps promote new products in the market. In South Sudan there is no consumer behavior protection law. Major recommendations: the researcher has reached to a numbers of important recommendations: government should introduce laws for protection of the consumer’s right, government should increase the income of the workers to improve their living life, the government should stabilize the market prices or reduce taxes rate, and government should provide standard of quality directorate with standard lab for quality. Conclusion: the challenges that are facing consumer behavior in South Sudan includes of factors such as, low supply of goods and services, instability of prices and market fluctuation , low income of the consumer, lack of knowledge to meet the consumers needs and wants, lack of market research, social factors play an essential role in influencing the buying decision of consumers, the most important role of marketers in making a product successful is to meet consumer needs, Information helps in understanding the behavior of the consumers.

Trends of Evolution in Consumer Behavior in the Contemporary World

Purpose: Consumer behavior and decision making are changing along with civilization and cultural changes, socio-economic development, increase of quality of life and production growth. Consumers change their attitudes and habits in the evolving market conditions. The aim of the article is to present the changes in the behavior of contemporary consumers. Design/methodology/approach: In the article, theoretical considerations are undertaken based on the related literature as well as the results of Euromonitor International reports for the years 2015–2019. Therefore, in the article, the classic method of literature analysis consisting in determining the state of research with critical reflection over it is applied (critical literature review). Findings: In the future, we will be dealing with consumers conscious of their choices, minimizing consumption, caring for the environment and natural resources, individualists – focused on their own needs, proper diet, rest and caring for their health and safety. Research limitations/implications: Consumer market behavior resulting from the changes occurring all around us is still undergoing transformations. It is difficult to fully predict which of the trends will continue evolving and which will disappear. Most certainly, their mutual relations and co-existence will contribute to further changes in attitudes, consumer patterns and adaptive actions. Originality/value: In the paper, current trends observed in consumer behavior in the market are presented and an attempt is made at defining the directions in which such behavior will evolve.

A review of rural consumer behavior marketing strategies and consumer protection for FMCG

A review of rural consumer behavior marketing strategies and consumer protection for FMCG

The Evolution of the Role of Forms of Marketing Communication in Influencing Consumers’ Shopping Behavior (Based on Surveys in 1995–2018)

Abstract The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as well as to recognize the attitudes and market behavior of consumers under the influence these forms of communication, with particular emphasis on online advertising and social media. The basis of the analyzes are the results of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups as a source of information on offers is still relatively large. Despite the increase in critical attitudes towards advertising, it does not significantly reduce its effectiveness in influencing consumers, although the mechanism of this influence is changing, as the strength of the behavioral component of the attitudes studied, is greater compared to the emotional component. Moreover, according to the criterion of age and education, there are significant differences in attitudes and the use of online sources of information between consumer groups, but these differences tend to decrease due to the growing rate of internet penetration. The generation Z’s susceptibility to advertising is relatively the greatest, not only in relation to ads broadcasted on the web, but also offline ads. Consumers from this generation are also more likely to engage in various types of social media activity in shaping the market offer.

Globalization and Local Determinants of HORECA Customers Market Behavior in the Wholesale Food Market

The article is devoted to the research of local determinants of HoReCa sphere subject economic behavior in the wholesale markets of agricultural production under hospitality sphere globalization in Ukraine. The authors generalized the key provisions of consumer market behavior theories and its formation factors in HoReCa sphere. The peculiarities of agricultural wholesale market functioning are defined and the competitive surrounding of wholesale food market in western region of Ukraine is characterized. Main principles of business organization in HoReCa sphere are studied; the impact of globalization and foreign economic activity vectors on this sphere internationalization is outlined. The results of research project made by the authors are given, which was aimed at examining motives and peculiarities of HoReCa customers market behavior when wholesale purchasing agricultural production for their own business. The research was conducted on the basis of “Shuvar” market of agricultural production Ltd. - the largest in Western Ukraine wholesale agricultural market. It consists of several specialized food halls, including HoReCa centre. The structure of HoReCa establishments, that are “Shuvar” wholesale market clients, is analyzed. The factors influencing their managers’ decisions, concerning purchase assortment, its frequency, the most convenient time of goods delivery, are investigated. The evaluation of significance degree of certain products purchase, including price, products homogeneity, their constant availability, exclusiveness, is received. HoReCa sphere subjects’ wishes were studied, concerning purchase information support in the wholesale market, for service quality improvement.

Breaking the Privacy Paradox: The Value of Privacy and Associated Duty of Firms

The oft-cited privacy paradox is the perceived disconnect between individuals’ stated privacy expectations as captured in surveys and consumer market behavior in going online: i.e. individuals purport to value privacy yet still disclose information to firms. The privacy paradox is important for business ethics because the narrative of the privacy paradox defines the scope of corporate responsibility as quite narrow: firms have little to no responsibility to identify or respect privacy expectations if consumers are framed as relinquishing privacy online. The goal of this paper is to test the privacy paradox and empirically examine the conceptualization of privacy post disclosure assumed in the privacy paradox. Contrary to the privacy paradox, the results suggest consumers retain strong privacy expectations even after disclosing information. Privacy violations are valued akin to security violations in creating distrust in firms and in consumer (un)willingness to engage with firms in an experiment. Where firms currently are framed as having, at most, a duty to not interfere with consumers choosing to relinquish privacy, this paper broadens the scope of corporate responsibility to suggest firms have a positive obligation to identify reasonable expectations of privacy of consumers. In addition, the results impact how privacy is conceptualized and empirically examined in business ethics; research perpetuating the privacy paradox through the mistaken framing of disclosure as proof of anti-privacy behavior is harmful by giving license to firms to act contrary to the interests of consumers.

Breaking the Privacy Paradox: The Value of Privacy and Associated Duty of Firms

ABSTRACT:The oft-cited privacy paradox is the perceived disconnect between individuals’ stated privacy expectations, as captured in surveys, and consumer market behavior in going online: individuals purport to value privacy yet still disclose information to firms. The goal of this paper is to empirically examine the conceptualization of privacy postdisclosure assumed in the privacy paradox. Contrary to the privacy paradox, the results here suggest consumers retain strong privacy expectations even after disclosing information. Privacy violations are valued akin to security violations in creating distrust in firms and in consumer (un)willingness to engage with firms. This paper broadens the scope of corporate responsibility to suggest firms have a positive obligation to identify reasonable expectations of privacy of consumers. In addition, research perpetuating the privacy paradox, through the mistaken framing of disclosure as proof of anti-privacy behavior, gives license to firms to act contrary to the interests of consumers.

ANALYSIS OF INTENTION TO USE ELECTRONIC MONEY IN DENPASAR CITY: TAM APPROACH

The rapid development of technology has penetrated various sectors of life in the community, one of which is in the banking sector. Electronic money has advantages and disadvantages that can affect the behavior of consumers to use it. This study aims to explain the usefulness and perceived consumers' use of electronic money products. The population of this research is infinite. The sampling method used in this study is non-probability sampling. The sampling technique in this study was purposive sampling. The sample used was 108 respondents. The analytical tool used is Warp PLS 3.0 The results of this study are perceived usefulness and perceived ease of use has a positive and significant effect on using electronic money. Perceived usefulness have a positive and significant effect on the intention to use electronic money. The attitude of using electronic money has a positive and significant effect on the intention to use electronic money. Perceived ease of use have a positive and significant effect on the perceived the usefulness of electronic money. The practical implication of electronic money issuing companies can improve and improve in terms of the community's intention to use electronic money as a medium for future micropayment transactions. Factors that influence the intention to use in this study are perceived usefulness, perceived ease and attitude. Theoretical implications in this study to enrich the concept of consumer behavior in marketing, especially the results of previous research on the intention of using electronic money.

THOUGHT PIECE: An integrated theory of emerging market consumer behaviour: A qualitative investigation

THOUGHT PIECE: An integrated theory of emerging market consumer behaviour: A qualitative investigation

Analysis of consumer behavior in a small size market entity: case study for Vlora District, Albania

In standard econometric application all variables are analyzed statistically before being used in mathematical models. In this framework we considered non-stationary distribution as an starting procedure on the study of consumer behavior in a local market area whereof non-homogeneity of buyers and small size effect could be present. By evaluation of the degree of non-stationary of the actual state for particular variable as observed, we hope to be able to estimate and interpret the model outcomes. Assuming the non-stationary of variables as indicator of the overall stet itself, we argue that the state where observation were made is non-stationary too, and for that reason, models are expected to not fit well. In the other hand, by dropping the significance level in model fitting process we expect to count for this instability whereas the model remains valid. Herewith, the logistic model for consumer behavior in our system is applied and calculated using significance level 0.85-0.90. Under such limiting constraint assumption we identified the variables that mostly affected the proportion between expense categories and the characteristics of the expenses that mostly describe the market consumer behavior in the unity studied. We hope that methodically this procedure could be helpful for other similar market or socio-metric study as well.