Consumer Buying Decision Process Research Articles

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

Quantitative descriptive analysis as a strategic tool in research activities relating to innovative meat tenderisation technologies

Sensory analysis plays a significant role in developing innovative technology from prototype to industrial stage, and above all, in the meat industry.The starting hypothesis is that the quantitative descriptive analysis is crucial to optimise an innovative process for tenderising meat before the scale-up stage because it provides information that instrumental and consumer science analyses cannot achieve. With this in mind, the present study describes the detailed protocol of the quantitative descriptive analysis, which was developed and optimised to contribute to the prototype development stage of new meat tenderising technology.This study applied the quantitative descriptive analysis to evaluate the sensory characteristics of semitendinosus beef meats submitted to the tenderising process by combining exogenous enzymes and ultra-sound radiation treatments. A correlation analysis was performed among sensory and instrumental data. A significant and negative correlation was found only among texture parameters evaluated by sensory and instrumental parameters (R > −0.81 and P < 0.05). Conversely, no significant correlation (P > 0.05) was found between sensory and instrumental chromatic characteristics. Moreover, the quantitative descriptive analysis was a valuable tool because it provided precious information on the appearance of the treated raw meat (score less than 6), which was not detected by instrumental analyses. This information is precious because the appearance of raw meat is fundamental to the consumer buying decision process. Based on the results obtained through sensory analysis, we could highlight the necessity of optimising technological processing before the industrialisation stage to avoid a probable failure of this production method when applied to the market.

The impact of gender on consumer buying decision process towards online shopping: a study of Thai consumers

The impact of gender on consumer buying decision process towards online shopping: a study of Thai consumers

Understanding reference points to make purchase decisions: overview, phases, and time-features

The examination of reference hasn’t been examined thoroughly from the domain of consumer decision-making process, as in the literature; there is a lack of research to examine the use of reference points in a wider variety of attributes, targeted to specific decision-making sequences. As such, the current research introduces a new approach on trying to examine the effects of reference points (RPs) on consumer buying decision process that rely on three time frame dimensions, ex-ante, ex-interium and ex-post. The methodology that has been adopted is a case study analysis following the principles of Bayesian analysis that tries to bring out the effects of reference points in the consumer purchasing decision process. The findings show that consumers' preferences for reference points are established and structured throughout the entire buying decision process, and can be modified based on potential signals and biased approaches. We are prompted to examine the crafting of RPs beyond their physical or tangible attributes due to these implications. Knowledge of the consumers’ assessment, about the use of the triangle framework of reference points, could be effectively used by different policy makers, in order to promote and guide consumers in a more efficient way. As a result, there are now many possibilities for casual modeling practice in the future.

A STUDY ON CONSUMER DECISION MAKING PROCESS FOR ONLINE SHOPPING

It is always assumed that the most important stage in a sale is when a consumer hands over the money at the billing counter or payment gateway. But when we see the bigger picture, the real challenge is to how to influence consumer behaviour. Every single step in the consumer decision-making process plays an important role. For marketers, it is imperative that they focus their attention to every stage in the buying process in order to maximize their profit. Most of the companies are now adopting to hybrid mode of business and making their presence in the web world as well through on-line portals and or through applications to sell their products/services on-line. Though online shopping is common outside India, its growth in Indian Market, which is a large and strategic consumer market, is still in line with the global market. The potential growth of on-line shopping and the dynamism of Indian Consumer buying decision process has triggered the idea of conducting a study on Consumer Decision Making Process for online shopping.

Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

This Research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision.

The Impact of Gender on Consumer Buying Decision Process Towards Online Shopping: A Study of Thai Consumers.

The Impact of Gender on Consumer Buying Decision Process Towards Online Shopping: A Study of Thai Consumers.

Impact of Word of Mouth on Consumer Buying Decision Process

Impact of Word of Mouth on Consumer Buying Decision Process

Impact of word of mouth on consumer buying decision process

Impact of word of mouth on consumer buying decision process

THE IMPACT OF PACKAGING ON CONSUMER BUYING DECISION: AN APPLICATION ON CONSUMER GOODS

The purpose of this research was to know the impact of packaging on consumer buying decision process. Both qualitative and quantitative research approach were used to achieve the objectives of the study. Respondents were selected using convenience sampling method for collecting primary data through self administrated questionnaire. 97 completely filled up questionnaires were authentic for research study. Six factors of packaging were considered as independent variables to evaluate the respondents’ opinion. The study result shows that all factors have a positive and significant relationship with buying decision of product with the highest correlation value of packaging color (.810) followed by other factors. Quality of packaging materials has highest positive impact on consumer buying decision process (β=.158, t= 4.215, p=0.001&lt; 0.05), followed by packaging color (β=.116, t= 3.281, p=0.000&lt; 0.05), followed by printed information of package (β=.224, t= 3.211, p=0.000&lt; 0.05) and other factors. R square value shows 58.2% variance in consumer buying decision depends on independent variables.

Connecting Digital Channels to Consumers’ Purchase Decision-Making Process in Online Stores

This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want.

Herd behaviour along the consumer buying decision process - experimental study in the mobile communications industry

With the dissemination of web technologies, the transparency of other people's opinions has increased tremendously, thus the possibilities of observing other consumers' decisions have also risen. Consumers may take a shortcut to follow a herd — according to which people discount their own information to imitate others. Nonetheless, despite a large body of literature exploring the topics of herd behaviour, little is known about it in the context of the individual decision-making phases before, during, and after buying. This study, examines consumers' decisions in the context of mobile communications products, using a survey experiment. The findings show that subjects use the information from others as cues in making buying decisions, whereby the influence decreases along the buying process and in the post-buying phase, where people no longer seem to follow the herd. Additionally, recommendations of other consumers exert a stronger influence on subject choices than those of experts. Finally, friends seem to influence consumers' choices more than social networks.

Influence of Social Media on Consumer Buying Decision Process

The present study was undertaken to examine the usage pattern of various social media channels and social media's influence on consumers' buying decision-making process. The research design was descriptive. The study showed that respondents used social media sites to gather information and make the wise purchase decision and were influenced by their close friends while making a purchase decision. The respondents used social media sites very frequently, that is, more than once a day. Reliability of information was the main concern for the respondents. Marketers can use this research for their advertisement planning. Brand experts can decide their media of sale and advertisement.

The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market

This research examines digital marketing channels (E-mail Marketing, Mobile Marketing, and Retargeting) for marketers. It analyzes the effect of these channels on the consumer buying decision process in the Egyptian market.&#x0D; &#x0D; The author researched an online questionnaire. The questionnaires were administered based on a simple sampling method and obtained in the Egyptian market. 285 questionnaires were distributed, and 213 available samples were collected, except incomplete questionnaires, resulted in a response rate of 74.7% to all those who chose to participate. Findings indicate that e-mail has a profoundly positive influence on consumer buying decisions in two phases (post-purchase) and information research). In the purchase, the decision phase has a negative effect on customer decisions. The mobile, as a digital marketing channel, has a negative impact on consumer decisions through all the stages of the consumer buying decision process in the Egyptian market. Also, re-targeting has a high effect on consumer decisions in the evaluation stage; then, information research needs recognition, purchase decision, and post-purchase.&#x0D; &#x0D; Targeting is the most influential variable in the consumer buying decision process. We can notice that the most significant effect on the consumer decision is in the evaluation stage, and this can be due to that the re-targeting channel directed to the consumer who has already been searching for the product.

How Consumers’ Make Purchase Decisions with the Use of Reference Points

How consumers form their preferences has been triggered the notion of scientists as many internal and external influencing variables interact jointly during the decision-making process. One such influence variable is the use of consumer referents or reference points. Till today, the examination of reference hasn’t been examined thoroughly from the domain of consumer decision-making process, as in the literature; there is a lack of research to examine the use of reference points in a wider variety of attributes, targeted to specific decision-making sequences. As such, the current research introduces a new approach on trying to examine the effects of reference points (RPs) on consumer buying decision process that rely on three time frame dimensions, ex-ante, ex-interium and ex-post. Most prior research on reference points from a consumer perspective has focused on the effects of possible prospects following the principles of what is called in the scientific community “prospect theory” or “mental accounting theory”.The methodology that has been adopted is a case study analysis following the principles of Bayesian analysis that tries to bring out the effects of reference points in the consumer purchasing decision process. The results indicate that consumer’ preferences of reference points are determined and structured during the whole buying decision process and can be altered according to potential signals and biased ways. These implications lead us to examine the laddering of RPs beyond the physical or tangible attributes. Knowledge of the consumers’ assessment, about the use of the triangle framework of reference points, could be effectively used by different policy makers, in order to promote and guide consumers in a more efficient way. Therefore, several future avenues for casual modeling practice have opened. Keywords: Reference Points, prospect theory, cognition, Bayesian Analysis DOI: 10.7176/JMCR/68-05 Publication date: May 31 st 2020

Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

The impact of digital buying during COVID-19 situation in Bangladesh creates a vast number of customers since staying at home availing products specially in aspects of branded cosmetics. A large number of customers really are ordering branded cosmetics through online in Bangladesh during pandemic (COVID-19). This study focuses the standpoint of digital marketing communication of branded cosmetics in Bangladeshi customers. The primary data was collected from Dhaka (Capital of Bangladesh) through online using convenient sampling and the sample size was 665. Chi-square along with hypothesis test was applied. The study reflects that digital channel of communication such as websites, social media, was used/followed through smart phones or computers during this pandemic while buying branded cosmetics in Bangladesh specially at Dhaka city. In buying decision process, starts from need recognition to post purchase behaviour were affected enormously. The outcome of the result shows digital marketing communication could trigger on every stage of buying decision behaviour with high involvement in buying branded cosmetics. This study also showed that customers have positive feelings towards digital platforms during this pandemic (COVID-19).

Behaviors of young consumers in a virtual environment on the example of the fashion industry

Theoretical background : The use of social media is increasing rapidly. The total number of users has surpassed more than 500 million worldwide. Social media communication is growing faster than any other form of communication. Websites such as Facebook, Instagram, YouTube and Snapchat are examples of the social media sites that are popular among all level of consumers, but especially among young consumers. Social media are definitely influencing customer behaviour. Social media has changed the way consumers think, and companies have changed their vision to reflect how it will affect their buying decision process. This article presents the characteristics of young consumers in a virtual environment. Purpose of the article : The main goal of the article is to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. The authors investigated the impact of social media on changing customer behaviour. The existing literature currently lacks a comprehensive conceptual framework to explain how social media could change consumer behaviour. Only a few studies have been conducted so far, but they have focused on the older generation, not on the youngest consumer. Nowadays, the young consumer constitutes an important but, at the same time, separate part of the market. The authors highlight the most important distinctive features of teenagers representing the so-called Generation Z. Research methods : The authors used qualitative analysis; more specifically, the technique of focus group interview. Three interviews were conducted, each consisting of eight students from Poznan universities. The main goal of this research was to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. Main findings : The influence of social media on buying behaviour can be observed for fashion products. Social media play an important role in the decision-making process of young consumers. Social media have changed customer behaviour. They are an invaluable source of information and recommendations for products for young consumers. Furthermore, social media generate new needs and cause unscheduled purchases, mainly impulse purchases – for example, inflenced by a discount or an interesting presentation of the product. In addition, social media are a place for expressing opinions and sharing shopping experiences for young consumers. This knowledge about young consumers’ behaviour and attitudes to the use of social media in the decision buying process of fashion brands can be very valuable advice for companies to help them adjust tools of social media communications to their target group.

Role of use of Social Media on Effective Buying Decision Process: A Study of Consumer buying Behavior in the Context of Bangladesh Market

Buyer behavior has always been an important and interesting area for research. This study focuses on measuring the influence of use of social media during different stages of buying decision process with effective buying decision process in the context of Bangladesh market. This study is based on empirical findings of a quantitative research in which primary data is collected by using survey method with the help of a self-completion questionnaire and by applying personal interview technique. The study reveals that out of five stages of consumer buying decision processes, uses of social media during problem recognition, purchase and post-purchase decision stages have small but positive and statistically significant associations with effective buying decision process. Overall, use of social media has weak but statistically significant association with effective buying decision process. Use of social media during problem recognition stage followed by use of social media during post-purchase decision made the strongest unique contribution to explain effective consumer buying decision process and are statistically significant. The study extends a direction for new researchers and concludes with suggestions for further research and suggests marketers to use social media to generate demand and to focus on offering superior value products to provide customer satisfaction so that buyers spread positive word-ofmouth which will in turn develop company/brand image and will bring more customers and will play significant role on the buying behavior of consumers.

A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market

ABSTRACTThe effect of digital marketing communication on product categories like books, music, fashion accessories, clothing, banking and online gaming etc. has been well researched by the researchers; but automobile industry despite being one of the largest digital spenders has faced dearth of academic studies especially in India. The present study aims to understand the effect of digital marketing communication on consumer buying decision process in Indian passenger car market. Mixed methodology was adopted for the study. Primary data was collected from 784 respondents from ‘Delhi’ using area wise proportionate sampling. One sample Wilocoxon Signed Rank, one sample binomial test and chi-sqaure tests were applied as tests of significance. The study concluded that 75% of the respondents used at least one digital channel of communication while buying a car. ‘Website’ was the most used digital channel of communication while buying a car followed by ‘social networking sites’ and ‘smartphones’. Each and every stage of car buying decision making process right from ‘need recognition’ to ‘post purchase’ was ‘significantly’ affected from digital marketing communication with ‘evaluation’ being the most affected stage. The results of the study confirmed that digital marketing communication is capable of even triggering need recognition in high involvement product category like car. The results also established that consumers feel positive towards digital communication, get affected from other customers' reviews and express their post-purchase feeling feelings over digital platforms. However, the study also confirmed that although customers appreciate the usage of digital channels throughout the decision making journey, still they don't book a car online.

Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda”

The purpose of this study was to analyze the effect of product quality, brand image and perception of the price of the consumer buying decision process matic Honda motorcycles. The population in this study were matic Honda motorcycle users. The samples in this study using purposive sampling, which means that sample based on specific criteria, namely: those who are older and those who use and have matic Honda motorcycles. The analytical tool used is multiple linear regression analysis. The results of the analysis can be concluded that: product quality, positive influence on consumer buying decision process matic Honda motorcycles. Brand image positive influence on consumer buying decision process matic Honda motorcycles. Perception price positive influence on consumer buying decision process matic Honda motorcycles.