ABSTRACT Consumer buying behaviour is a key factor influencing the performance of retail stores in urban markets like Coimbatore. This study analyzes the purchasing behaviour, preferences, and decision-making patterns of consumers shopping in retail stores in Coimbatore. It particularly examines how demographic factors such as age, income level, education, and social class (middle, upper-middle, and high-income groups) affect buying decisions. The research is based on primary data collected through a structured questionnaire from retail customers, along with supporting secondary data. Statistical tools such as percentage analysis and ranking methods were used for interpretation. The findings indicate that product quality, price, brand reputation, store ambience, and promotional offers significantly influence consumer purchase decisions. Middle-income consumers are more price-conscious, while higher-income consumers show stronger preference for branded products and shopping experience. The study concludes that retailers in Coimbatore must understand varying consumer expectations to develop effective marketing strategies and improve customer satisfaction and loyalty. Keywords: Consumer Buying Behaviour, Retail Stores, Coimbatore, Customer Preference, Retail Marketing, Purchase Decision

Abstract This study investigates the impact of Green Marketing on consumer purchase behaviour in Sri Vijaya Puram. It examines the role of awareness, environmental concern, and price perception in influencing the adoption of green products. Data were collected from 150 respondents and analyzed using SPSS, including descriptive statistics, correlation, regression, Chi-Square, and ANOVA. The results indicate that awareness and environmental concern positively affect purchase behaviour, while price perception has a negative effect. Demographic factors such as gender and age also influence buying behaviour. The study emphasizes that targeted green marketing, environmental education, and competitive pricing can effectively promote sustainable consumption. These findings provide practical insights for marketers, local businesses, and policymakers to encourage eco-friendly practices in the region. Keywords: Green Marketing, Consumer Purchase Behaviour, Environmental Concern, Price Perception, Awareness, Sustainable Consumption, Eco-Friendly Products, Sri Vijaya Puram.

Digital marketing has significantly transformed consumer buying behavior, particularly in urban, tech-savvy markets like Kochi. This study examines the influence of social media, influencer marketing, SEO, and mobile advertising on awareness, purchase intentions, and online/offline buying patterns among 65 respondents, predominantly students and young professionals. Findings reveal high engagement with digital campaigns, with Instagram as the most influential platform, strong reliance on online reviews, and considerable responsiveness to discounts and influencer recommendations. Digital marketing also impacts offline purchases, especially in fashion products. The study highlights the importance of personalized content, mobile optimization, and multi-channel strategies to enhance consumer engagement and loyalty.

Purpose This study investigated the interactive effects of pop-up advertisements, promotional activities, and scarcity messages on consumers' purchase intention and purchase behavior in mobile commerce (m-commerce). Design/methodology/approach Data were collected through an online survey among consumers who had experience in using shopping apps and had viewed pop-up advertisements. Partial least squares structural equation modeling was used to analyze the data to determine the effects of the aforementioned factors on purchase intention and purchase behavior. This process yielded insights into how advertising and promotional activities influence m-commerce consumers. Findings The findings suggest that strategically integrating informative pop-up advertisements with nonprice promotions can increase users' purchase intention without overwhelming them. Scarcity messages, such as limited-time offers, can stimulate timely purchases when aligned with credible promotional activities to sustain consumer trust. Research limitations/implications This study's cross-sectional design limited temporal comparisons and constrained causal interpretation. Practical implications This study provides actionable recommendations for digital marketing and mobile app managers. By leveraging the effects of advertising attitudes and promotional activities, practitioners can optimize pop-up advertisement placement and campaign designs to enhance online product visibility and sales performance. Social implications The findings suggest that in m-commerce environments, excessive pop-up intrusiveness and manipulative scarcity tactics may intensify irrational impulse buying. Therefore, regulators should establish advertising-ethics-related guidelines and enhance consumers' digital literacy. Originality/value This study integrates pop-up ads, promotions, and scarcity messages into a unified behavioral framework, offering a novel view of consumer responses on mobile shopping apps.

A Study On Consumer Buying Behaviour Towards Gold Jewellery In Coimbatore

This research rigorously examines the determinants of environmentally sustainable packaging products purchase behaviour among Vietnamese consumers. The research model comprises four antecedents: perceived green value, advertising, ecological concern, and attitudes, with the moderating sway of consumers' construal level taken into account. Utilizing a rigorous research design, the study employs a Structural Equation Modeling approach to analyze the survey of 543 Vietnamese participants. The results show significant positive interrelations in the middle of purchasing behaviour and three primary drivers: attitudes toward environmentally friendly packaged products, perceived green value, and ecological concerns. Additionally, attitudes were the primary mediator in converting ecological concerns, advertisement, and perceived green value into actual purchase behaviour. The research also reveals that consumers' construal level can help elucidate the attitudes-behaviour gap, which provides theoretical implications for future research. Finally, managerial implications are proposed to enhance consumers' environmental consciousness, foster green values, and promote environmentally conscious consumer purchase behaviour in the Vietnamese market.

As the impact of visual social media increases, the way consumers learn about the products and purchase decisions has evolved drastically. Particularly, Pinterest is the platform that is more inspired, planned, and curates ideas instead of being about the social interaction. In this research, the phenomenon in question can be seen as the influence of the Pinterest usage on the consumer purchasing behaviour through the analysis of such vital variables as trust, the perceived value, the social influence, user engagement, and brand image. The quantitative research design was followed, and the data was gathered regarding approximately 280 to 300 active users of Pinterest who are aged 18 to 35 years and are living in the urban regions in India by using a structured online survey. The proposed hypotheses were tested with the help of statistical methods, such as reliability testing and Pearson correlation analysis. The results indicate that consumer purchase behaviour is positively influenced significantly by all the five factors and the weight exerted by using Pinterest in a significant manner. The findings however also report that although, Pinterest has a good presence in the aspects of inspiration, and consideration; there are low purchases conversions. The research can be helpful to the brands and marketers that are eager to learn more about the impact of Pinterest on consumer decision making.

This study aims to analyze the influence of social media influencers, price of product, and user-friendly social media features on consumer purchasing behavior among Generation Z TikTok users in Bekasi. The study used a quantitative approach with a survey method of the active TikTok user population in Bekasi. A sample of 210 respondents was selected through a simple random sampling technique with the criteria of being 18–28 years old and actively using TikTok. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares. The results showed that social media influencers have a positive and significant effect on consumer purchasing behavior and user-friendly social media features. In addition, price of product was proven to have a significant effect on consumer purchasing behavior and user-friendly social media features. The findings also confirmed that user-friendly social media features play an important role in driving consumer purchasing behavior. Overall, the results of the study confirm that the combination of influencer credibility, perceived fair prices, and the ease of TikTok features create an effective digital experience in driving consumer purchasing behavior among Generation Z. This study provides strategic implications for business actors in designing optimal TikTok-based digital marketing.

This study investigates determinants of eco-friendly product purchasing behaviour among 130 university students in Mandya, Karnataka, using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings reveal that product quality (β = 0.627, p < 0.001) is the strongest predictor, followed by environmental awareness (β = 0.138, p = 0.025). Price, availability, and perceived value show negligible direct effects. The model explains 47.8% of purchasing behaviour variance. Results align with 2025 market trends showing quality assurance and certifications as primary conversion factors (58%) versus environmental messaging (34%). The study provides context-specific insights for Indian university markets and actionable recommendations for marketers, policymakers, and educational institutions.

This study examines the key factors and underlying mechanisms influencing consumer purchasing behavior in livestream shopping within Vietnam’s rapidly expanding e-commerce market. Despite the growing popularity of livestream commerce, empirical research explaining how technological, social, and trust-related factors jointly shape consumer behavior in emerging digital economies remains limited. To address this gap, the study proposes an integrated research model grounded in the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and trust-based e-commerce frameworks. Data were collected from 463 Vietnamese consumers with a livestream shopping experience and analyzed using Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results show that perceived usefulness, perceived ease of use, streamer reputation, online consumer reviews, and trust positively influence purchase intention. Purchase intention, in turn, strongly predicts actual purchasing behavior and mediates the relationships between cognitive factors, attitudes, and behavior. The study concludes that effective livestream shopping strategies require not only technological usability but also trust-building and social influence mechanisms embedded in livestream interactions. This research extends consumer behavior theory to the livestream commerce context and offers practical implications for developing effective and sustainable livestream sales strategies in emerging markets.

Examining the impact of peer presence on consumer purchase behavior: evidence from Douyin live streaming e-commerce

Purpose – This study will examine how consumer brand preference is impacted by economic instability in the market of e-commerce in Indonesia, the relationship between self-image and purchasing patterns under three different periods; pre-crisis (2017–2019), crisis (2020–2022), and post-crisis recovery (2022–2023). Research methodology – Transactional variables (Total payment volume, average order value, and purchase frequency) were analyzed using the mixed-methods approach in three brand categories (global, local, unbranded) and two product subcategories (care, decorated). ANO- VA and T-tests were used as a quantitative analysis of one of the largest Indonesian e-commerce platforms. The methods of qualitative analysis included semi-structured interviews with 20 industry experts who were chosen while engaging in purposive sampling and analyzed based on thematic analysis, in order to understand the emergent themes and patterns. Findings – The findings indicate that the preference of global brands declined throughout the period of crisis (Z-sales declined 1.84 to –0.002) whereas local brands rejuvenated through community-oriented messages. The balanced status and sense of practicality seen in the post-crisis consumption saw global brands partially recovering (Z-sales: 1.43) and status-related self-image shifted into the health-conscious and community-supportive groups. Research limitations – The study has a limitation of studying the e-commerce market and beauty product of Indonesia and the generalization to other regions or products. Besides, the qualitative element is based on only 14 internal experts working in the e-commerce and beauty sectors, which is insufficient to reflect direct consumer experiences and motivation to behaviour. Although the managerial interpretations bring about strategic data, the findings on self-image and consumer psychology should be confirmed by conducting empirical research with customers. Practical implications – The results illustrate the significance of matching message of the brand with changing consumer values and using big data to create personalized marketing plans. Originality/Value – This study is the first one to synthesize big data analysis with the use of expertise to indicate how consumer self-perception and purchase behavior are redefined due to economic shocks in online markets.

In today's digital age, online shopping significantly impacts consumer purchasing behaviour. Customer reviews play a crucial role in influencing purchasing decisions, with positive feedback driving others to make similar purchases, while negative reviews deter them. Sentiment Analysis on Amazon product review data helps consumers evaluate products effectively. However, traditional machine learning methods have limitations in accuracy and feature selection, affecting sentiment classification performance. This paper introduces an Advanced Butterfly Optimization (ABO) algorithm to address these challenges, enabling the selection of the best features from the dataset and improving classification accuracy. This approach combines the Term Frequency-Inverse Document Frequency (TF-IDF) weighting scheme, the ABO algorithm, and the Random Forest (RF) algorithm. The ABO and TF-IDF algorithms extract relevant attributes from the input data, and the RF algorithm categorizes the data into positive or negative. The ABO-RF method proposed in this paper demonstrates 89.9% higher accuracy than existing methods such as Naive Bayes with GA, SVM, and Logistic Regression. The results of the simulation experiments show that the proposed approach outperforms traditional methods like Naive Bayes with GA, SVM, and Logistic Regression. Therefore, the ABO-RF algorithm is more effective in constructing a classification model for Amazon user reviews.

Objectives: This study aimed to examine the relationship between social media marketing and consumer purchasing behavior among users of the Nana application in the Kingdom of Saudi Arabia. It also sought to explore the extent to which this type of marketing influences purchase decisions and shapes consumer behavior. Methodology: The study adopted a descriptive-analytical approach appropriate to the nature of the research. The study population consisted of a broad segment of Nana application users in Saudi Arabia. A convenience random sampling method was employed, resulting in a sample of 300 application users from several governorates. Data were collected using a questionnaire that was distributed electronically to ensure access to the largest possible number of respondents. Results: The findings revealed a statistically significant impact of social media marketing on the purchasing behavior of Nana application users. However, the results also indicated that advertising content on social media platforms was not sufficient to exert a strong influence on purchase decisions. Consumers placed greater emphasis on highlighting the practical benefits of the product, the clarity of information, and explanations of product usage, while paying comparatively less attention to the visual or promotional aspects of advertisements. Conclusion: The study concluded that adhering to ethical standards in promotional advertising is essential for enhancing brand loyalty. It also emphasized the importance of rationalizing the use of influencers and focusing on credibility and actual product experience to strengthen consumer trust and support purchasing decisions.

The rapid advancement of Artificial Intelligence (AI) has transformed modern marketing by enabling businesses to analyze and interpret consumer emotions through facial recognition, voice tone analysis, text sentiment evaluation, and online behavioral tracking. This study examines how AI-driven emotional intelligence influences consumer purchase decisions and how businesses monetize consumer moods through personalized marketing strategies. Primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, correlation, chi-square test, and regression analysis were applied to examine the relationship between emotional AI factors and consumer buying behavior. The findings reveal that emotional personalization significantly enhances purchase intention, impulse buying, and brand loyalty. Trust and perceived accuracy of AI systems play a mediating role in shaping consumer acceptance. However, concerns regarding privacy and ethical use of emotional data remain significant challenges. The study concludes that AI-powered emotional analytics contributes substantially to revenue generation by improving customer engagement and decision efficiency. Businesses adopting transparent and ethical AI practices are more likely to sustain long-term consumer trust and competitive advantage in the evolving digital marketplace.

Introduction: Of all the techniques, it is the brand building that establishes a significant bond between the marketers and the customers. This is only starting the decision in the consumer buying behavior process but the marketer needs to face enormous challenges in creating brand positioning since it needs in-depth understanding. Methodology: This paper particularly endeavors to analyze the influence of brand identity on the consumer buying behavior in the FMCG sector, and for this purpose, 485 FMCG customers from the rural side of Tamilnadu were selected through a convenience sampling method. Results: The result showed an optimistic association of brand awareness, equity, and salience with consumer purchasing behavior. It is the brand equity that positively mediated the consumer buying behavior and loyalty. Spectral analysis result confirmed the long term periodicity effect of brand equity and brand identity on the consumer loyalty. Conclusions: Marketer should establish the brand identity among the rural customers through various promotional activities, and try to create the brand equity among them as these two have a good impact on their buying process.

This research aims to examine the effect of brand perception, brand trust, brand quality, and brand awareness on purchase decision-making in the FMCG food industry, with perceived quality as a mediator. A quantitative research approach was adopted, and data were gathered from 500 respondents using purposive sampling. The direct effects of brand trust and brand quality are the strongest, with β = 0.415 and β = 0.414, respectively, followed by brand awareness (β = 0.164) and brand perception (β = 0.091). Perceived quality was also found to have a significant and positive effect on purchase decision-making (β = 0.381). The results of the mediation test revealed that perceived quality partially mediates the relationship between brand perception and purchase decisions, while the mediating effect is minimal for brand trust, brand quality, and brand awareness. The model proves to be a good fit, as R² = 0.761 for perceived quality and R² = 0.671 for purchase decisions. The paper concludes that brand trust and brand quality are the most prominent drivers, while perceived quality reinforces the impact of brand perception on consumer purchase behavior in the FMCG food industry.

This study aims to analyze the influence of social media promotion and food content creator endorsements on consumer purchasing decisions for Raja Cireng products in Kebumen. The method used in this study is a quantitative approach with a survey technique through the distribution of questionnaires to 100 respondents. Data analysis was conducted using multiple linear regression with the help of SPSS software. The results show that partially, neither social media promotion nor food content creator endorsements have a significant effect on purchasing decisions. Simultaneously, both variables also have no significant effect, with a coefficient of determination (R²) of 0.027 or 2.7%, which means that only a small portion of purchasing decisions can be explained by these two variables. This finding indicates that the digital promotion strategy used has not been effective in influencing consumer purchasing behavior in local areas such as Kebumen. This study provides implications that marketing approaches need to be adapted to the demographic characteristics and preferences of local consumers to achieve more optimal results.

ABSTRACT This study investigates the role of demographic factors age, gender, education, and marital status on consumer buying behavior toward millet products in Haryana. Millets, recognized for their nutritional and ecological benefits, are increasingly promoted as healthy alternatives to conventional cereals. Understanding consumer behavior in relation to demographic variables is essential for designing effective marketing strategies and policy interventions. The analysis reveals that younger consumers and educators show greater awareness and willingness to purchase millet products, while gender and marital status influence preferences and purchasing frequency. These findings highlight the importance of demographic profiling in shaping consumer demand for millet-based products. Keywords: Consumer Buying Behavior, Millet Products, Demographic Determinants, Haryana State etc.

Celebrity endorsement has emerged as a powerful marketing strategy widely used by companies to influence consumer attitudes and purchasing decisions. This study examines the impact of celebrity endorsement on consumer buying behavior among college students of Trissur district, Kerala. The research is based on primary data collected through a structured questionnaire from 250 respondent’s selected using convenient sampling. The study reveals that celebrity endorsement plays a significant role in enhancing brand recognition and recall, though it does not always directly influence purchase decisions. While consumers recognize brands through celebrities and acknowledge their effect on brand image, many respondents do not buy products solely because of celebrity association. The study highlights both the strengths and limitations of celebrity endorsement as a marketing tool.