Consumer Decision Research Articles

Persepsi Konsumen Terhadap Bauran Pemasaran Produk Se’i Babi pada Rumah Makan Baun, Kecamatan Amarasi Barat

Pork is one of the commodities that is widely consumed by people in East Nusa Tenggara Province (NTT), with se'i meat as one of its superior processed products. Se'i pork, which goes through a traditional smoking process, has a distinctive taste and aroma that makes it favored by many consumers. Based on data from the Kupang City BPS in 2021, the pig population in NTT reached 2.6 million heads, and pork production reached 26.81 million tons. This makes NTT one of the regions with the highest pork production in Indonesia. Along with the increase in the pig population, the consumption of processed pork products, especially se'i, has also increased, driving the growth of the pork se'i agroindustry in the region. The city of Kupang and its surroundings has many restaurant businesses that offer pork se'i, including Baun pork se'i restaurant, which is known for its location in the West Amarasi area. However, marketing factors such as price, location, product, and promotion in the marketing mix of pork products in Baun have not been analyzed in detail. Therefore, this study was conducted to understand consumer perception of the marketing mix of pork products in Baun and the factors that affect purchase decisions. This study aims to analyze consumer perception of the marketing mix of pork in baun, analyze factors that affect consumer decision-making. Price, location, product, and promotion are factors that affect the marketing mix of pork products in Baun. The sampling method uses an accidental sampling technique, while the data collection for primary data uses a list of questions that have been prepared and secondary data is taken from related agencies. Meanwhile, the data analysis method uses binary logistics analysis. The results of the study show that the consumer perception of pork sausage is included in the level of very fondness, and the factors that affect the marketing mix of pork sausage are price, location, and promotion while the product has no effect on the marketing mix of pork sausage in Baun.

Quality–Quantity Tradeoffs in Consumption

Abstract Tradeoffs between quality and quantity are widespread in consumer decision-making. While existing research has focused on situational and contextual factors driving choices of higher-quality or higher-quantity purchases, in the current work, we find that consumers possess generalized preferences for quality or quantity across purchase categories. Some consumers systematically prefer quality over quantity, and others systematically prefer quantity over quality. In 32 studies (N = 24,404) that use correlational, experimental, and longitudinal designs, and proprietary data from the Federal Reserve Bank, the current research introduces quality–quantity preferences as a novel facet of consumer decision-making. Studies 1–3 demonstrate quality–quantity preferences as an individual difference, develop the “quality-quantity tradeoffs” scale to measure it, and demonstrate that it is different from related existing constructs. Studies 4A–5 show that consumers who prefer quantity over quality spend more money, borrow more, and accrue more debt, indicating that quality–quantity preferences are consequential. Taken together, our findings underscore the importance of quality–quantity preferences as a driver of consumer behavior and pave the way for future research investigating the causes and consequences of consumers’ dispositions toward quality or quantity.

Impact of Inflation on Purchasing Decisions of Residents of Selected Polish Voivodeships

The purpose of the article. The study aimed to assess the impact of an inflation level on purchasing decisions of consumers in selected voivodeships (mazowieckie, lubelskie, podkarpackie, małopolskie). The following hypotheses were adopted: H1: Poles' purchasing decisions in a period of rising inflation depend on the voivodeship in which they live. H1a: Residents of voivodeships with a lower average gross salary (podkarpackie and lubelskie) pay more attention to product features, discounts and places where they shop than residents of voivodeships with a high average gross salary (mazowieckie and małopolskie). H2: Poles' purchasing decisions in a period of rising inflation depend on gender. H2a: Women pay more attention to product features, discounts and places where they shop than men. Methodology. The study employed the diagnostic survey method using an online survey. The voivodeships selected for the study were categorized based on the indicators of an average monthly gross salary in relation to the national average. For mazowieckie and małopolskie voivodeships these values were above 100%, while for podkarpackie and lubelskie voivodeships they ranged from 84–88%. In addition, statistical analyzes were performed to observe relationships such as gender and voivodeship: the chi-square test with an in-depth analysis of standardized categorized residuals, Cramer's V coefficient and Spearman's rank correlation coefficient. Results of the research. The article showed that the relationship between inflation and purchasing behavior of Polish people is an important topic that helps understand how consumers react to rising prices and what strategies they choose when shopping during inflation. Relationship between consumer behavior and the voivodeship was confirmed only in two cases related to shopping habits. This leads to the rejection of H1 and H1a hypotheses. The amount of the average monthly gross salary in relation to the national average (podkarpackie, lubelskie) is not a factor that makes Polish people more inclined to pay attention to product features, discounts and places of purchase, compared to residents of voivodeships with a higher average monthly gross salary (mazowieckie and małopolskie). H2 and H2a hypotheses were confirmed with greater accuracy. It has been noticed that purchasing decisions of Polish people depend on gender, and women pay attention to product features such as a price, promotions, and places where they shop more often than men.

Research on Cultural Consumption from the Perspective of Mental Accounting

Behavioral economics emerged in the late 1970s and early 1980s. Compared to traditional economics, its theory is based on bounded rationality and combines with disciplines like psychology to address the limitations of traditional economic theory, providing more convincing explanations for market phenomena. Behavioral economics covers a wide range of topics, and this paper focuses on the perspective of mental accounting to study cultural consumption. Cultural consumption is the endogenous driving force for the development of the cultural industry. The psychological factors behind cultural consumption are key to influencing consumption decisions. Adopting the mental accounting theory from behavioral economics, residents' cultural consumption mental account consist of three main categories: economic capital account, cultural capital account, and social capital account, as well as six sub-accounts: transaction cost account, sunk cost account, leisure and entertainment account, aesthetic value account, social interaction account, and identity differentiation account. These accounts can effectively explain the influence mechanism between utility changes and cultural consumption behavior decisions. Based on the connotation and mechanism of the cultural consumption mental account theory, formulating various bundled sales strategies, reducing the sunk costs of cultural consumption, and promoting the high-quality development of the cultural industry are important paths to expand residents' cultural consumption. By integrating insights from behavioral economics, this approach can provide more effective solutions to boost cultural consumption and drive the sustainable development of the cultural industry.

THE EFFECT OF SERVICE QUALITY AND PROMOTION TOWARDS CUSTOMER DECISION

This study investigates the influence of service quality and promotion on consumer decision-making regarding the use of Lash by Vie services in Pontianak City. Using an associative research approach, the study gathered data from 100 female respondents who had previously utilized the salon's services. Multiple regression analysis was employed as the primary analytical method, using SPSS version 25. Validity and normality tests confirmed that all items were both reliable and normally distributed. The findings reveal that, individually (through T-tests), both service quality and promotion have a positive and significant impact on consumer decision-making. Furthermore, the F-test results demonstrate that, when considered together, service quality and promotion significantly and positively influence consumers' decisions. These results underscore the importance of both factors in shaping consumer choices regarding beauty services.

The Role Of Promotion Mix On Visiting Decisions On Galesong Beach Tourism Takalar Regency, South Sulawesi, Indonesia

The role of the promotion mix is crucial to the survival of a company or organization. Through a mixture of promotions, companies can inform and influence consumer or customer decisions just as they do with a beach tour. As for this study, it aims to measure the role of the mix of promotions carried out by coastal tourism galeong on the decision of visiting tourists. This research uses descriptive qualitative methods. Data is collected through interviews and observations. The results of the research showed that the coastal tourism management made adjustments to the role of the promotion mix. This adjustment is made by leveraging digital media and establishing good relationships with people, governments and end-users.

Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach

Purpose This study aims to explore the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions on brand affinity and purchase intention moderated by self-identity and brand trust (Study 2). Design/methodology/approach Study 1, using data from 359 young Indians, reveals three underlying dimensions integral to underdog brand biography in emerging markets. Study 2 uses an experimental setup with a single-factorial design among 332 young Mexican consumers to investigate the direct effects of three identified underdog brand biography dimensions on purchase intention, mediated by brand affinity and moderated by consumer self-identity and brand trust. Findings Study 1 reveals three dimensions underlying underdog brand biographies: unfavorable circumstances, striving in adversities and passion, and persistent will to succeed. Study 2 reveals that consumers with higher self-identity demonstrate greater purchase intentions for an underdog brand than a top dog one. Practical implications The results indicate that marketers can successfully use underdog narratives to influence consumer decision-making, thereby increasing brand affinity and purchase intention. Originality/value This study delineates the link between different dimensions of underdog brand biographies with brand affinity and purchase intention in emerging countries and builds on the understanding of the moderating role played by self-identity and brand trust.

Breaking the Rationality Assumption

This paper explores the role of Behavioral Economics in understanding how psychological factors influence consumer decisions, often leading to irrational choices. Traditional economics assumes rational decision-making, but in reality, emotions, cognitive biases, and social factors drive behavior. The paper highlights how illiteracy impacts decision-making, forcing short-term thinking over long-term benefits. It also discusses how psychological barriers like overconfidence, peer pressure, and emotional responses prevent rational decisions. Several Indian government policies, such as the Population Control Policy, Reservation System, and Demonetization, are reviewed to show how poor execution can lead to negative consequences. The paper concludes by emphasizing the need for better education, critical thinking, and informed policymaking to improve decision-making and empower people to make rational choices. Effective decision-making requires understanding both economic and psychological factors, which can lead to more balanced, thoughtful choices for the betterment of society.

A Multi-Scale GNN-Based Personalized Recommender System for Online Consumption Decision

In an era of consumer electronics, effective consumption recommendation contributes a lot to improving benefits for online shopping operators. However, consumers and products constitute a complex heterogeneous information network, in which extraction of structural features is essential. To construct more fine-grained feature space for modeling, we introduce the graph neural network (GNN) theory for this purpose. Accordingly, a multi-scale GNN-based personalized recommender system for online consumption decision is proposed in this paper. Firstly, we set up an encoder for consumption decision based on a multi-scale GNN structure, and define the loss function. Two realistic datasets are utilized as the research scenario, in order to complete the feature combination of online consumption. Then, personalized recommendation settings are completed based on a recurrent neural network structure. And a graph learning module is embedded in it to integrate cross-attention mechanism to establish the consumption decision algorithm. Finally, the proposed method is tested by comparing with relevant research methods under several metrics: adaptability, success rate, and stability. The results show that the proposed method has achieved some improvement in accuracy, coverage, and recommendation speed.

An Empirical Study of the Impact Digital Ecosystem on Alpha Generation Purchase Intention: From the Perspective of Flow Experience and TPB

The digital Ecosystem is a multifaceted network that includes social media, e-commerce, socio-commerce, and gaming, where each component influences the others. Social media, for instance, has fostered the growth of socio-commerce by merging social interactions with commercial activities. This research explores the dynamics within this Platform, focusing on factors that drive Purchase intentions, particularly among the Alpha Generation, who are growing up in a digital-first world. The study finds that Attitude, Flow Experience, and Subjective Norms all significantly affect Purchase intentions. Among these, Attitude is the most influential, highlighting how consumers' emotions, feelings, and beliefs shape their Purchase decisions. This is especially important for the Alpha Generation, who are deeply embedded in digital culture and highly influenced by their online experiences. The significance of Flow Experience, which refers to the enjoyment and engagement during the Purchase process, emphasizes the need for a positive shopping experience to enhance purchase intentions. Additionally, Subjective Norms, or the impact of societal expectations and social pressures, play a crucial role in consumer decision-making, particularly for the socially connected Alpha Generation. The research quantitative approach and correlational design, confirms that these factors are key determinants of Purchase intention, aligning with existing consumer behavior theories. The study's sample of 115 participants met the required criteria, ensuring reliable and valid findings.

Tapping generative AI capabilities: a study to examine continued intention to use ChatGPT in the travel planning

ABSTRACT Generative AI has lately been established as a very effective tool impacting consumer decision-making. Thus, this study aims to evaluate the variables affecting the flow of controversial AI in travel and tourism. Despite the increasing interest in ChatGPT, little research has examined what factors influence the uptake of this novel AI tool and its implications in the travel planning industry. This work builds its conceptual model on UTAUT2 and PCI Theory and tests the antecedents of Flow which impacts continuance intention to use ChatGPT in travel planning. An online survey was administered among 408 individuals in India. Of the factors of UTAUT2 and PCI, social influence, compatibility, and image do not impact the flow state significantly. Additionally, the study establishes the relationship between Flow and the continued intention to use ChatGPT for travel planning with “external influence” as a moderator.

The Influence Of Consumer Ethnocentrism, Attitudes And Consumer Intentions On Actual Purchasing Behavior On Instant Noodle Products

Consumer ethnocentrism is very important because it affects consumer purchasing decisions. This study aims to reveal how demographic factors such as age, gender, education, and income affect consumers' views on domestically made instant noodles and foreign-made instant noodles which affect attitudes, intentions, and purchasing behavior. This study uses a purposive sampling method involving 200 consumers who consume domestically made instant noodle products and foreign-made instant noodle products in the JABODETABEK area. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The sample criteria are consumers who consume domestically made instant noodle products and instant noodle products made abroad at least 2 times. The results showed that consumer demographics affect consumer ethnocentrism, consumer ethnocentrism affects consumer attitudes, consumer attitudes affect consumer intentions, consumer ethnocentrism has no effect on consumer intentions, consumer intentions affect actual purchasing behavior. This study contributes that age, income and ethnocentrism significantly influence consumer attitudes and intentions towards local products and it is recommended that the sample be expanded and additional factors that may influence the relationship between ethnocentrism, consumer attitudes and purchase intentions be taken into account. Further research could also examine the long-term impact of ethnocentrism on actual purchase behavior as well as other factors that could potentially influence consumer decisions in greater depth. Keywords: Consumer demographics, Consumer ethnocentrism, Attitudes, Consumer intentions and Actual purchase behavior

EXPRESS: Crowdfunding Success for Female versus Male Entrepreneurs Depends on Whether a Consumer versus Investor Decision Frame Is Salient

Ensuring equal access to entrepreneurship and startup funding for both female and male entrepreneurs is crucial for societal perceptions of justice and long-term prosperity. Previous research presents contrasting findings, with some studies indicating a male advantage and others suggesting a female advantage. This research reconciles these inconsistencies by identifying decision frame as a moderator. Specifically, in crowdfunding contexts, a consumer decision frame leads to stronger reliance on communal evaluation norms, resulting in favoring female entrepreneurs who are perceived as more disadvantaged. Conversely, an investor decision frame leads to stronger reliance on exchange evaluation norms, resulting in favoring male entrepreneurs who are perceived as more determined/passionate. Based on this, the authors propose that the strategic use of an entrepreneur’s profile, activating a specific evaluation norm, or showing crowdfunding dependence, attenuates the differential support for female versus male entrepreneurs, resulting in equal support for both. Results from six studies using a multimethod design provide converging support for this framework. This research is the first to differentiate and directly compare consumer versus investor decision frames, advancing the related literature and offering valuable guidelines for entrepreneurs, funding platforms, and public policymakers.

The Mediating Role of Digital Financial Literacy : Examining How Problem Based Learning Influences Consumption Decision Making Among Adolescents

This study aims to analyze the role of digital financial literacy in mediating problem-based learning in adolescents' consumption decision-making. The research method used a survey with a quantitative approach. The population consists of tenth-grade high school students, sampled using purposive sampling from classes that had undergone problem-based learning in economics subjects covering (1) consumption and (2) financial literacy and prioritizing scales, resulting in 142 respondents. The instrument in this study was a questionnaire on Google Forms, which was distributed via QR code. The data was analyzed using SPSS 25. The results obtained by digital financial literacy can significantly mediate problem-based learning in adolescent consumption decision-making with a Z value of 3.003 > 1.96 and sig 0.002 < 0.05. Integrating digital financial literacy in problem-based learning can synergize to improve students' critical thinking, which gives them the ability to make smart consumption decisions regarding their consumption activities.

Guiding trust: The role of labeling information in the market for gluten-free pasta (2019–2023)

Labeling transparency is crucial in today's consumer landscape, ensuring informed choices and trust. Food labels are the first piece of information consumers have and become critical when foods must meet dietary restrictions. With its widespread consumption, gluten-free pasta is a fitting model to evaluate labels’ contribution to food literacy. The scope of this study is to examine the clean status and transparency of gluten-free pasta labels in the global marketplace analyzing by ingredient composition, nutritional facts, nutritional claims, and the implementation of quantitative ingredient declarations (QUID). To achieve this, Mintel Global New Product Database (GNPD) was used to retrieve a total of 1188 products sold from 2019 to 2023. Findings revealed variations in gluten-free pasta ingredients, with fresh and dry types varying in nutrients. Branded and private-label pasta differed in salt content, while pulses-based pasta was fiber and protein-rich but pricier. Organic pasta did not consistently show superior qualities, and whole grains did not change nutrition or price. Vegan options were similar in nutrition and price to vegetarian choices. While nutritional claims generally complied with regulations, inconsistent use of QUID highlighted the need for stricter labeling standards to ensure product transparency and support consumer decision-making. Our findings underline the critical role of clear and accurate labeling in empowering consumers and advocating for enhanced regulatory oversight.

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

Analyzing the consumer journey for hiking of the John Muir Trail

Most research on the consumer journey has focused on product purchases. This research, however, examines the consumer journey for experiences – in this case a long-distance hike. Two studies examine how people become aware of, learn more about, prepare for, evaluate, and reflect on a 200-mile hike on the John Muir Trail in California. The first study interviewed hikers while on the trail. The second study analyzed online discussion groups dedicated to the trail. These studies reveal that the idea of a long-distance hike often arises from a mention by others where people add the idea to a mental “bucket list”. For those with whom the idea resonates, they may quickly decide to hike the trail, though their motivation may not always be clear, and the trip may not occur for quite some time. Getting a permit is frequently a barrier, but online communities often offer advice. Preparation for the hike is typically a high-involvement process that involves purchasing equipment and physical training. The hike itself is a paradox of aesthetic appreciation in the face of physical struggle. Importantly, many hikers later report the journey as an important experience and serve as evangelists for other hikers. The two studies corroborate certain notions about the consumer decision process while calling others into question. For instance, they validate the significance of word-of-mouth recommendations from individuals with similar backgrounds, which plays a pivotal role in raising awareness. Simultaneously, they challenge conventional thinking by demonstrating that the decision-making process is influenced not solely by rational factors but also by emotional elements. Finally, these findings underscore the importance of employing multiple research methods to comprehensively grasp the intricate aspects of the consumer journey, especially the consumption of experiences.

The Effect of Personal Selling, Social Media Advertising and Sales Promotion on Purchasing Decision

Telkomsel Orbit is a product that provides an internet network that can be used anytime and anywhere, thereby attracting consumer interest. The company continues to market and develop this product so that it can continue to compete with other similar products, including by implementing several marketing methods which will be studied in this research. This study seeks to examine the impact of the independent variables, namely (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion on the dependent variable (Y1) Purchasing Decisions. This study uses quantitative data collected based on filling out questionnaires carried out by 330 respondents who are users of Telkomsel Orbit products in the Central Sumatra Region. Sampling was carried out by purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) techniques via the SmartPLS application. Statistical results show that the independent variables, such specifically as (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion have a positive and substantial effect on the dependent variable (Y1) Purchase Decision resulting in an R-Square featuring the value of 0.267 or 26.7%. The Telkomsel Orbit marketing team is expected to continue to improve and evaluate the application of personal selling, social media marketing and sales promotions to influence consumer decisions in choosing Telkomsel Orbit products. The application of personal selling is considered the most effective in this research, so it is hoped that optimization of human resources and abilities in forming relationships with consumers will continue to be carried out. Likewise, sales promotions must be carried out more massively to be able to continue to compete with other competitors, because the best and most attractive price offers or sales promotion methods will be superior in influencing purchasing decisions. Meanwhile, social media marketing continues to be optimized, especially facing the digital world, where information is disseminated via the internet or social media, so content is needed with information content that can attract consumer interest in products.

Inequality as determinant of donation: A theoretical modeling and empirical analysis of Korea.

Recipient financial need is a crucial factor in donation decisions. This study proposes a novel model for determining financial donations, incorporating consumption levels of both donor and recipient within a societal context. Solving our model's utility maximization problem reveals how consumption, donation, and savings are interlinked. Empirical evidence reinforces these findings, aligning with prior research and showing that larger consumption gaps between donors and recipients lead to increased donations. Our findings point towards an inherent altruistic motivation in donation, where elevating the recipient's well-being ultimately enhances the donor's own utility. This reinforces the notion that consideration of the recipient's financial hardship, as reflected by their consumption patterns, is crucial when making donation decisions. Shifting beyond traditional models, this study introduces a groundbreaking approach to financial donations. Our novel model factors in consumption levels of both the donor and recipient, along with the broader societal context, using utility maximization to unravel the intertwined decisions of consumption, donation, and savings. Real-world data validates our model, confirming known donation factors and revealing a key finding: larger disparities in consumption lead to increased giving, suggesting an altruistic drive where helping others boosts personal satisfaction.

Analysis of Consumer Decision-Making in the Influencer Market

Analysis of Consumer Decision-Making in the Influencer Market