Theory Of Consumer Behavior Research Articles

WINNING OVER THE GEN Z: EMPIRICAL INSIGHTS INTO SOCIAL MEDIA BEHAVIOUR DURING TRAVEL

Objective: The objective of this study is to investigate the social media behavior of Generation Z during travel, focusing on their product and service choices, as well as the environmental motivations behind these choices. The aim is to understand how social media influences their travel decisions and promotes responsible tourist behavior. Theoretical Framework: This research is grounded in theories of digital marketing and consumer behavior, particularly in the context of social media's impact on tourism. Concepts such as interactive marketing, online reviews, and social media influence are central to this investigation, providing a solid basis for understanding the dynamics of Gen Z's travel behavior. Method: The methodology adopted for this research comprises a mixed-method approach. Questionnaires were distributed, yielding 301 valid responses from Gen Z individuals born between 1995 and 2015, who had traveled at least twice a year and been active on social media for at least two years. The data collection was supplemented by interviews to gain deeper insights into their social media usage and travel preferences. Statistical tools were employed to analyze the data. Results and Discussion: The results revealed key social media preferences and usage patterns among Gen Z travelers. Notably, positive online reviews and social media influence were significant factors in their travel decisions. The discussion contextualizes these findings within the theoretical framework, highlighting the implications for effective marketing strategies. Discrepancies and limitations of the study are also considered, providing a comprehensive understanding of the research outcomes. Research Implications: The practical and theoretical implications of this research are significant, offering insights into how social media can be leveraged to foster responsible tourist behavior. These findings can influence practices in the tourism industry, particularly in marketing strategies aimed at Gen Z. The implications extend to benefiting local communities and the environment while enhancing tourist satisfaction. Originality/Value: This study contributes to the literature by highlighting the innovative approach of examining social media's role in shaping responsible travel behavior among Gen Z. The relevance and value of this research are evidenced by its potential to impact marketing practices in the tourism sector, promoting sustainable tourism and benefiting both travelers and local destinations.

Antecedents of Destination Image and Revisitation Intentions Post COVID-19: a Study in Indonesia

Objective: This research aims to explore the dynamics of destination image on the tourism landscape of Berau Regency, East Kalimantan Province, focusing on cultural, socio-economic, and environmental dimensions. A survey was conducted from November 2022 to June 2023 Theoretical Framework: consumer behavior theory, tourism, destination image, cultural image, socio-economic image, environmental image and tourist satisfaction Method: The survey was conducted from November 2022 to June 2023 by collecting data from 135 tourists in Indonesia through purposive random sampling. Variance-based Structural Equation Modeling (SEM) was used to analyze the data. Results and Discussion: These results emphasize the important role of cultural preservation, socio-economic development, and environmental management in optimizing tourist experiences and promoting destination sustainability, offering valuable insights for stakeholders and policymakers in destination management and tourism policymaking. Research Implications: This research aims to explore the dynamics of destination image in the tourism landscape of Berau Regency, East Kalimantan Province, with a focus on cultural, socio-economic, and environmental dimensions. Originality/Value: these findings offer valuable insights for stakeholders and policymakers to optimize tourist experiences, promote destination sustainability, and foster the growth of Berau Regency's tourism industry post-pandemic. Keywords: Destination Image Cultural Image, Socio-Economic Image, Environmental Image, Memorable Tourism Experience, Tourist Satisfaction, Interest in Returning, Tourism.

The Impact of Market Place Persona Based Neuromarketing on Brand Identity and Consumer Attitude on SDG's

Objective: The objective of this study is to investigate the impact of persona-based neuromarketing on brand identity and consumer attitude in the digital marketplace, with the aim of understanding how neuromarketing principles can enhance consumer engagement and marketing effectiveness. Theoretical Framework: This topic is underpinned by several key concepts and theories. Häusel's Limbic Map, consumer behavior theories, and digital marketing frameworks provide a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises a quantitative approach using structural equation modelling with SmartPLS. Participants included 440 respondents, who were surveyed via Google Forms. The study analyzed variables such as Persona, User Interaction, Information Quality, Ease of Use, Visual Design, Entertainment Value, Customization, and Website Domain. Results and Discussion: The results obtained revealed that consumer perceptions of marketplace personas significantly impact their attitudes, with mediator variables playing a crucial role. The marketplace itself acts as a confounding variable, influencing the relationship between brand persona and consumer engagement. In the discussion, these results are contextualized in light of the theoretical framework, highlighting the importance of aligning branding strategies with target audience motivations. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied in the field of digital marketing. These implications could encompass e-commerce strategy development, brand management, and consumer engagement tactics. Originality/Value: This study contributes to the literature by applying innovative neuromarketing techniques to the digital marketplace context, offering new insights into consumer behavior. The relevance and value of this research are evidenced by its potential to enhance consumer loyalty and brand equity, aligning with SDG 8 and SDG 9.

A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

From individual to household decision‐making: A practical perspective on the base of the pyramid consumer

AbstractThis paper proposes a new household decision‐making model for base of pyramid (BoP) consumers. Many decision‐making models focus on general consumer behaviour theory, with few focusing on the resource constraints experienced at the BoP. By focusing on the dynamics of household decisions, the data collected bring a unique perspective to BoP consumer behaviour and extend recent work in the BoP domain. The study comprised qualitative interviews with 61 household representatives (representing 233 household members) to explore decision‐making, loyalty, budgeting, shopping and category trade‐offs. The study proposes a household‐focused decision‐making framework, which is far more characteristic of BoP consumer behaviour (as opposed to isolated individual decisions). The proposed framework reveals the impact of situations and financial constraints on BoP household decision‐making and how most households operate in both the formal and informal economy. Family obligation was observed to be a key factor, as well as how functional illiteracy drives brand loyalty but also creates embarrassment. Word of mouth trumps all other sources of information and, due to household complexities, there is significant decision‐maker ambiguity, making it hard to define a target audience with a communication strategy. Brands are important, but fundamental value is still key and there is inexorable monthly variation in finances, making category trade‐offs commonplace.

Study of Social Media Influence on Consumer Purchasing Decisions

With the rapid development of the Internet and social media, the way consumers access information and communicate has changed significantly. Social media has become an important platform for enterprises to conduct brand promotion and marketing, which has had a profound impact on consumers purchasing decisions. The purpose of this study is to explore the specific influence of social media on consumer purchasing decisions, analyze social media marketing theory and consumer behavior theory, and propose corresponding marketing strategies. Through a deep understanding of the role mechanism of social media, help enterprises to develop more effective marketing strategies, improve brand competitiveness and market performance.

Homeownership through asnaf home financing in Malaysia: an empirical investigation

Purpose The purpose of this study is to examine asnafs’ acceptance of home financing in Malaysia. Design/methodology/approach This work developed and introduced the maqasid theory of consumer behaviour (MTCB) to examine the effects of educational programmes, mortgage welfare, consumer justice and Islamic debt policy on receptiveness. Data analysis involving 733 respondents was conducted using partial least squares (PLS), where SmartPLS4.0 software comes into play. Findings In the core model, the effects of the MTCB’s variables helped shape the development of asnaf home financing acceptance. Research limitations/implications This study was based on quantitative data and geographical constraints. Practical implications The findings provide valuable inputs for the Joint Committee Body (JCB), combining Islamic banks and State Islamic Religious Councils to develop action plans for improving the facility offered. Social implications This work functioned as a social benchmark for improving Islamic home financing that includes asnafs’ homeownership. Originality/value A new conceptual framework for asnaf home financing drawn from MTCB is developed in the context of asnafs’ homeownership.

Digital Compulsive Buying: A New Sequel of The Pandemic?

Objective: The objective of this study is to investigate digital compulsive buying, aiming to understand its impact on mental health and economic well-being post-pandemic. Theoretical Framework: This section presents the main concepts and theories underpinning the research. Theories of consumer behavior and the influences of marketing and culture are highlighted, providing a solid foundation for understanding the research context. Method: The methodology adopted for this research comprises a systematic review of the phenomenon. Data collection was conducted through the analysis of previous studies and the evaluation of sociodemographic variables such as age, gender, and socioeconomic context. Results and Discussion: The results obtained revealed that digital compulsive buying is related to emotional and social factors and has a significant impact on mental health. In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the identified implications and relationships. Research Implications: The practical and theoretical implications of this research are discussed, providing information on how the results can be applied in marketing and public health. These implications could encompass the need for emotional and financial education. Originality/Value: This study contributes to the literature by providing a systematic review of the impact of digital compulsive buying post-pandemic. The relevance and value of this research are evidenced in how the results can impact the field of marketing and mental health.

Effects of Utilitarian, Hedonic and Social Motives on Mall Shoppers Satisfaction

The primary objective of the study was to comprehend the factors influencing customers' choices in supermarket shopping. A notable concern arises as shoppers tend to frequent supermarkets regardless of the availability of alternative modern shopping options nearby. Employing the convenience sampling method, the research distributed 300 self-administered questionnaires at Mlimani City, a significant mall in Dar es Salaam, and retrieved 291 completed responses. Guided by consumer behavior theories, the study focused on utilitarian, hedonic, and social factors influencing customer satisfaction with supermarket shopping experiences. The findings emphasized the paramount importance of social factors, followed by hedonic factors, in shaping customer satisfaction. Utilitarian factors exhibited a stronger impact on behavioral intention but had a relatively lesser influence on overall customer satisfaction with the supermarket experience. This highlights that, for many Tanzanians, supermarkets serve as spaces for social interaction and leisure activities rather than purely for shopping. These insights carry significant implications for academia, managers, and policymakers, offering valuable perspectives to enhance the supermarket shopping experience for Tanzanian consumers.

Analisis Sikap Pelanggan Produk Kreatif pada Industri Kerajinan Mutiara Sekarbela Kota Mataram

This study aims to determine customer attitudes on creative products that are the flagship of Mataram City, namely Sekarbela pearl crafts. The type of research is descriptive which is used to get an idea of customer attitudes which is an important aspect in the theory of consumer behavior. This research uses a sample survey method, by choosing the center of Sekarbela pearl jewelry crafts as the research location. The population in this study was all customers of jewelry products who came to make purchases at the center. The respondent determination technique used in this study is purposive sampling, which is sampling according to the purpose of the study. Because the number of the study population is not known with certainty, the sample taken for the study was determined as many as 100 people. The analysis uses an attitude model to measure the extent of customer attitude after they make several purchases of the creative product. The topic of previous research with the research now proposed by researchers is interconnected, which remains on the creative products of Sekarbela pearl crafts in Mataram City. This study is to analyze customer attitudes which are important aspects of consumer behavior that periodically need to be analyzed and assessed to ensure the continuity of purchases and loyalty of their customers. The result shows that the attitude of consumers of pearl creative products was positive. These results are obtained from the process of analyzing a number of attributes inherent in the product such as durability, design, pearl grain quality, specifications, frame material, aesthetic value, and product price. The value of this attitude needs to be increased by marketers to ensure the survival of the business that has become the icon of Mataram City.

A Theoretical Analysis of Consumer Behaviour for Voters in Ghana

This paper identifies evidence of political marketing and, more specifically, consumer-oriented political marketing to analyse the theories of consumer behaviour and identify evidence of consumer behaviour in marketing in the behaviour of Ghanaian voters. The examination used quantitative research to analyse the relationship between three elements: (1) psychology, (2) personal and (3) social to understand the theory of the relationships between campaign messages and voters’ behaviour. Data were collected through a cross-sectional survey with semi-structured questionnaires administered to 7203 randomly selected respondents from participating political parties and voters in Accra, Ghana. Data received were analysed using descriptive statistics and Structural Equation Modelling (SEM). Findings revealed a statistically significant relationship between the behaviour of voters in Ghana and the campaign messages of political parties. This paper concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to the understanding of consumer behaviour theory that recognizes the behavioural dynamic of voters in the design of effective campaign messages that are responsive to voters’ needs.

Research on the Influence of Humor Response in the Context of Artificial Intelligence Service Failure: Moderating Effect Based on User Humor

With the development of high and new technology, artificial intelligence technology has been widely used in all walks of life. However, limited by the technical development level and the complexity of the service environment, the failure of artificial intelligence robots is inevitable. How to make an effective remedy has become the focus of attention of enterprises and academia. Based on cognitive-affective system theory of personality, benign violation theory and personality trait congruence theory, this paper conducts three situational experiments. This paper explores the relationship between artificial intelligence humor response, perceived sincerity and user forgiveness in the context of artificial intelligence service failure, and discusses the moderating effect of user humor degree. It is found that artificial intelligence humor response has a positive effect on user forgiveness in the context of service failure, and perceived sincerity plays a part of mediating role. In addition, for users with different degrees of humor, the same humorous reply will cause users to perceive different sincerity, and then lead to different users' forgiveness. This study complements the research on consumer psychology and behavior theory and remedy strategies in the context of service failure by artificial intelligence robots. At the same time, it provides a reference for enterprises how to dynamically adjust the artificial intelligence humor response level according to the user portrait, and further provides practical enlightenment for enterprises to implement effective remedy strategies.

The Determining Role of E-Service Quality, Utilitarian Value, and E-Customer Loyalty in the Banking Sector

The industrial revolution in the Internet sector has occurred worldwide, including in the banking industry. Internet banking has many advantages compared to traditional banking. For example, internet banking allows customers to carry out various banking activities at any time at low costs. The research method used was explanatory research with a quantitative approach; the research used SPSS analysis, and based on this, the sample used was 200 Bank Banjarmasin customers. The research results show that the E-Service Quality variable is reflected by system availability, fulfillment of needs, compensation, contact, responsiveness, efficiency, and privacy, which are most appreciated by system availability. The Utilitarian Value variable is reflected by convenience and security, most appreciated by convenience. The E-Customer Loyalty variable is reflected by continued use and recommendations that are most appreciated by continued use. The findings can be helpful theoretically, namely scientific development material that contributes to the theory of consumer behavior and related theories, all of which are linked to current advances in digital technology. For practitioners, namely the banking sector, it is hoped that they will be able to improve E-Service Quality, especially efficiency, Utilitarian Value, especially convenience, and Hedonic Value, especially pleasure. However, these elements have little influence; if they can be improved further, they will provide more satisfaction and a sense of attachment to the parties. banking and will ultimately be able to improve loyalty to customers.

THE THEORY OF CONSUMER BEHAVIOUR AND DEMAND IN A NEW PARADIGM OF DIGITAL HEALTHCARE

The article assesses the changing trends in the behaviour of consumers of medical services and building a new behavioural integrated model of medical services in the context of digital transformation of healthcare. The methodological basis of the study is the analysis of relevant domestic and foreign scientific literature on the issues under consideration, as well as the results of published expert interviews with healthcare specialists. The authors describe the concept of digital healthcare as a fundamental ecosystem in terms of the formation of new channels of interaction with the patient while providing medical services. They then characterise the role of new investors in the field of digital medicine - the largest technological leaders in terms of market capitalisation. The paper examines the basic principles of consumer behaviour in the medical services market underlying the demand in the traditional doctorcentered model of medical care, formulates the key approaches to changing the behaviour of the consumer s under the influence of healthcare digital transformation. The authors argue that through digitalisation healthcare goes far beyond the medical industry and acquires an intersectoral integrated character. They build a behavioural patient-centered model of a consumer of medical services in the new paradigm of digital healthcare. The new role of the patient as a partner in managing the healthcare system is substantiated. The results of the work contribute to the economic theory of consumer behaviour in the provision of medical services, as well as to the theory of health economics. The practical significance of the work lies in the possibility to implement the proposed target model for the provision of medical care in primary and secondary health care organisations as part of digitalisation programs.

Advancing the consumer behaviour theory in halal food: review literature and directions for future research

Purpose This paper aims to examine existing literature on halal food consumption from the perspective of consumer behaviour research. It identifies progress, current state and gaps and provides direction for future research to advance the field. Design/methodology/approach This paper reviewed papers from 2007 to 2023 using Scopus and WOS databases. The review used the Theories–Context–Characteristics–Methods (TCCM) framework and followed the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) protocol. Findings The review summarises the methods, theory and approaches used in the topic and presents key findings and a proposed framework. It can guide future researchers in developing their models, making it a valuable starting point for future research. Despite the existence of SRL in halal food to the best of the authors’ knowledge, this work is the first review that proposes a model for halal food in consumer behaviour. Originality/value This review provides a twofold contribution. First, this review's theoretical contribution is advancing consumer behaviour literature on halal food. Second, this work's practical contribution is to enrich practitioners' understanding of the antecedents of consumer behaviour regarding halal food. This is the first review proposing a consumer behaviour model for Halal food. It makes a theoretical contribution to understanding consumer behaviour on Halal food and provides practical insights for practitioners.

Food safety in consumer relations: the influence of personal values

Purpose: The aim of this article is to analyze the relationship between food safety and personal values in light of consumer behavior theory. Method: In this theoretical essay, this relationship is examined through a discussion on how consumers' subjective perceptions are influenced by their personal values in various contexts involving food safety. Findings: The debate addresses social, cultural, economic and environmental factors, considering that values are shaped through the interaction of these variables. By outlining their positioning strategies based on segments of values that are relevant to consumers, organizations are more likely to evoke favorable attitudes towards product acquisition. This includes considering external factors because they shape the formation of personal values and thus influence individuals' choices related to food and their perception of food safety. Originality: This work enriches the theory of personal values in the field of consumer behavior related to food safety by exploring the complex interplay between personal, cultural and market values. Considering personal values as a central element, the analysis presented provides insights for the development of more targeted marketing actions, effective public policies and food supply chain management approaches that meet consumers' expectations in terms of food safety.

Asses the Behaviour of Consumers for Enhancing Claims Processing and Fraud Detection in Insurance Through Blockchain Technology

The rapid advancement of blockchain technology presents a transformative opportunity for the insurance industry, particularly in claims processing and fraud detection. This paper explores the impact of blockchain technology on consumer behavior and its potential to enhance the efficiency and security of insurance operations. We begin by providing a comprehensive overview of blockchain technology, outlining its decentralized nature, immutability, and transparency. We then delve into the current challenges faced by the insurance industry, including prolonged claims processes and prevalent fraudulent activities. Through a mixed-methods approach, incorporating both quantitative surveys and qualitative interviews, we analyze how consumers perceive and interact with blockchain-based insurance solutions. The findings suggest that while there is general awareness about blockchain, its understanding remains limited among consumers. However, our study indicates a positive correlation between blockchain adoption and increased trust in insurance processes, driven by the technology's inherent characteristics of security and data integrity. Furthermore, we discuss several blockchain implementations, such as smart contracts that automate claims adjudication, and decentralized applications that ensure transparency and reduce opportunities for fraud. Finally, we propose a framework for insurance companies to effectively integrate blockchain technology, emphasizing consumer education, stakeholder engagement, and regulatory compliance. This study not only highlights the transformative potential of blockchain in reshaping consumer behavior and operational processes in insurance but also provides strategic insights for stakeholders aiming to harness these innovations for improved service delivery and fraud mitigation. The study titled "Assess the behavior of consumers for enhancing claims processing and fraud detection in insurance through blockchain technology" aims to explore how blockchain can revolutionize the insurance sector by influencing consumer behavior, improving claims processing, and enhancing fraud detection mechanisms. The focus of this research involves several key areas. This study explores the behavior of consumers in the context of enhancing claims processing and fraud detection in the insurance sector through the adoption of blockchain technology. Blockchain, known for its decentralized and transparent nature, holds promise for revolutionizing traditional insurance processes by improving transparency, efficiency, and security. However, successful integration relies heavily on consumer acceptance and adoption. This research aims to investigate consumer attitudes, perceptions, and intentions towards blockchain-based insurance solutions. Drawing upon established theories of technology acceptance and consumer behavior, the study examines factors influencing consumer trust, privacy concerns, and perceived benefits of blockchain in insurance. Additionally, demographic variations in consumer behavior and the impact of cultural and regulatory factors are explored. Through a comprehensive literature review and empirical research methods such as surveys and interviews, this study seeks to provide insights into how insurers can effectively engage consumers, address concerns, and leverage blockchain technology to enhance claims processing efficiency and fraud detection capabilities. The findings aim to inform strategic decision-making for insurance companies, regulators, and policymakers, facilitating the successful adoption and implementation of blockchain solutions in the insurance industry.

Evaluating the Impact of Price Fluctuations on Consumer Buying Decisions and Adaptation Strategies in the Automotive Market

This research paper delves into the intricate dynamics of the U.S. automotive market from 2012 to 2022, with a specific focus on understanding how price fluctuations influence consumer buying decisions and the corresponding adaptation strategies deployed by manufacturers. Through a mixed-methods approach, combining quantitative analysis of sales data, price trends, and economic indicators with qualitative insights from interviews with industry experts and consumers, the study reveals a pronounced shift towards fuel-efficient and electric vehicles (EVs). This shift is primarily driven by consumer sensitivity to price changes and a burgeoning emphasis on environmental sustainability. The findings highlight significant demographic variations in price sensitivity, particularly among younger and middle-income consumers, and delineate the impact of broader economic indicators on purchasing behaviors, especially in the luxury vehicle segment. Manufacturers’ adaptation strategies, including product diversification, investment in sustainable technologies, and flexible pricing models, are also examined. The study’s insights underscore the complex interplay between economic theories of consumer behavior, market adaptation strategies, and the evolving landscape of automotive technology. It offers valuable implications for manufacturers, policymakers, and consumers, aiming to navigate the challenges of market volatility and the transition towards sustainability. The research concludes with recommendations for future studies to explore emerging trends and assess long-term impacts, contributing to a deeper understanding of the automotive market’s adaptive mechanisms in response to economic fluctuations.

Evaluating the Role of Economic Factors in Sustainable Consumption Behaviour

The research paper investigates the intricate nexus between economic factors and sustainable consumption behaviour, providing a nuanced exploration of how such considerations shape an individual’s choice in the realm of environmental responsibility. Drawing on established theories of consumer behaviour and sustainability, this study employs a positivist approach encompassing quantitative surveys and analysis. It scrutinises the effects of prices, expectations and other broader economic conditions on the adoption of sustainable practices. The findings contribute significantly to the existing body of knowledge by providing a holistic understanding of the economic levers instrumental in driving towards sustainable consumption like taste and preferences and price or hindering the shift towards sustainable consumption like societal behaviour and availability of alternatives. This research aims to inform policymakers, businesses and consumers alike, facilitating the development of targeted interventions and initiatives that foster a harmonious convergence of economic and ecological goals.

Consumer Behaviour in Supermarkets and Food Markets: A Mixed Study in Peru

This research aimed to describe the characteristics of the factors that influence consumer behavior in food markets and supermarkets. The study was based on the theories of consumer behavior through the approaches outlined by Maslow and Mang’unyi and Govender. The research shows the results of the study conducted on the consumers of Peruvian markets and supermarkets located in Lima, the capital of Peru. The factors that influence consumer behavior when shopping are described, such as the proximity of the establishment, friendliness, quality, family atmosphere, prices, and perception. The methodology was based on a mixed, cross-sectional, and non-experimental approach, applying surveys to 400 consumers of food markets and supermarkets. The information obtained was corroborated by interviews with market traders, supermarket stockers, and marketing and economic experts. The results of the surveys conducted indicate that there are personal, cultural, and psychological factors that influence the decision-making of consumers of food markets and supermarkets. The results showed that personal factors have the greatest impact on consumer decisions, as confirmed by the majority of the population surveyed. In conclusion, this study has contributed to a better understanding of the factors that influence consumer behavior in food markets and supermarkets. The findings obtained can be useful for merchants and entrepreneurs in designing marketing strategies and making business decisions.