Consumer Buying Behavior Research Articles

The impact of nutrition claims on purchase behavior for food products

Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.

Factors influencing consumer buying behavior towards Aloe vera products

Factors influencing consumer buying behavior towards Aloe vera products

Voice Search Technology and Consumer Buying Behaviour of Smart Phones in Port Harcourt

This study investigated the relationship between voice search technology and consumer buying behaviour of smartphones in Port Harcourt. Specifically, the objectives of the study were to determine how voice recognition accuracy and user experience relates to routine and impulse purchase behaviour of smartphones in Port Harcourt. The population of this study comprised of twenty-two registered mobile phone dealers in Port Harcourt. The census approach was adopted to choose the respondents for this study. To generate data for the study, researcher purposively distributed the copies of questionnaire in the frame of three (3) copies to each mobile phone firm. A total of sixty-six (66) respondents were used as the study subjects, however only fifty-eight (58) respondents provided data for the analysis. From results of the analysis it was revealed that voice recognition accuracy and user experience which are the dimensions of voice search technology positively and significantly relate with routine buying behaviour and impulse buying behaviour (measures of consumer buying behaviour). Therefore, the study concludes that the impact of voice search technology on consumer buying behavior of smartphones in Port Harcourt reveals significant correlations between the dimensions of voice search technology—voice recognition accuracy and user experience—and different buying behaviors. Furthermore, the study recommended that amongst others that Smartphone dealers should invest in advanced voice recognition technology to ensure high accuracy in voice commands. This will enhance consumer satisfaction and potentially increase both routine and impulse purchases.

Mask Wearing Fosters Relaxation and Store Engagement in an Offline‐Retail Context

ABSTRACTWearing a mask or face covering can serve not only as a health defense measure or a requirement for certain activities and rituals, but can also influence consumer purchasing behavior. This research examines whether, how, and when mask wearing fosters store engagement (e.g., higher intention to try on, longer staying time, and higher repeat patronage intention). Building on social observation and social monitoring theory, we conducted five studies and found that mask wearing leads consumers to perceive they are being observed/evaluated less and therefore to feel more relaxed; this feeling in turn leads to greater store engagement, especially for those who are high in self‐monitoring. Studies 1–3 indicate that consumers who wear (vs. not wear) masks generate higher engagement across different shopping contexts, demonstrate the proposed mechanism through serial mediation while ruling out alternative explanations, and show that being observed/evaluated less has a unique effect beyond perceived invulnerability to viruses on feelings of relaxation. Study 4 demonstrates the moderating role of self‐monitoring, such that this effect diminishes when consumers are low in self‐monitoring. Finally, Study 5 generalizes the mask‐wearing effect using a different facial covering situation. Both theoretical and practical implications are discussed.

Understanding the consumer purchase behaviour towards green electronic products: using insight from the theory of planned behaviour

PurposeThis research investigation aims to explore the factors that affect purchasing behaviour among consumers in India in the context of green electronic products with the aid of the extended theory of planned behaviour (TPB) by incorporating two additional constructs, namely environmental concern and ethical obligation.Design/methodology/approachThe current research adopted a quantitative methodology, utilising a survey (questionnaire) to gather data from respondents residing in Delhi-NCR, India. A convenience sampling technique was used to select these respondents. Both online and offline modes were used to collect the data. Moreover, to evaluate the theoretical foundation of the investigation, the researchers employed PLS-SEM (partial least square structural equation modelling) on 346 useable samples.FindingsThe outcome reveals that attitude, subjective norm and perceived behaviour control (PBC) are significant predictors, supplementary constructs such as environmental concern are not significant predictors, whereas ethical obligation is a substantial predictor of purchase intention. Consumer purchase behaviour, in turn, is influenced by consumer purchase intention.Practical implicationsThe outcome of this research could help the country’s legislators formulate policies and programs related to current environmental problems faced by our planet. Marketers could understand the factors that drive consumers' purchasing behaviour towards green electronic products and design effective marketing strategies accordingly. Thus, by enhancing the company’s green image, marketers of green products may potentially increase future purchases, all of which contribute to solving worldwide environmental problems.Originality/valueThis research confirms the usefulness of TPB in understanding Indian consumers' purchasing intention and behaviour towards green electronic products. It further extends the TPB by showing that new components, environmental concerns and ethical obligations influence Indian consumers' purchasing intentions and behaviour. Moreover, prior studies mostly used both additional constructs for green products. Current research used specific types of green products, i.e. green electronic products, as very few studies are available on these products that apply TPB, which makes this study novel. In contrast to previous research that primarily examined purchase intention, this study takes a further step by investigating the connection between intentions and consumers' purchase behaviour. It establishes intention as a precursor to behaviour, specifically towards green electronic products. Additionally, this study introduces new constructs and explores the Indian context, significantly contributing to the existing literature.

Exploring E-Commerce Live-Streaming Strategy in China

This article conducts a comprehensive analysis of the most cutting-edge topics in live-streaming e-commerce by reviewing 15 studies published between 2019 and 2024. The research is organized around four core areas of inquiry: live-streaming e-commerce modes and strategies, user participation and behavior, brand marketing and platform strategy, and technology application and influence. The review demonstrates the influence of diverse sales modes, including self-operation and third-party live streaming, on market competition and consumer engagement. Furthermore, the analysis identifies the influence of several key factors on consumer purchasing behavior, the strategic approaches adopted by manufacturers in integrating live-streaming channels, and the implications of AI and blockchain technologies in live-streaming commerce. The findings emphasize the significance of context-specific strategies in optimizing live-streaming e-commerce. They suggest that the successful integration of these technologies and strategies can lead to enhanced consumer engagement, augmented brand visibility, and improved overall market performance. Nevertheless, the study also identifies potential challenges and limitations, including the unpredictability of real-world market dynamics and the risk of reduced innovation in algorithm-driven economies.

Exploring the Formation, Characteristics, and Impact of Consumer Psychological Expectations on Consumer Behavior in the Chinese Environment

Consumer decision-making is a complex process influenced by numerous factors, among which psychological expectations, as a potential force, play a key role in various consumer activities and have a profound impact on consumer purchasing behavior. This study aims to deeply analyze the formation mechanism, typical characteristics, and specific manifestations of consumer psychological expectations in the Chinese consumer market environment, and explore how these psychological expectations affect purchasing decisions. By revealing the inherent laws of consumer psychological expectations, this article aims to provide strategic guidance for enterprises, helping them improve sales performance and customer satisfaction by effectively managing consumer psychological expectations. The results of this study not only help enterprises to more accurately grasp consumer demand, optimize products and services in fierce market competition, but also provide empirical support for the development of consumer behavior theory, thereby enriching and deepening academic research in related fields.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

Leveraging Machine Learning to Optimize Pricing and Restocking Strategies for Fresh Vegetables

In the competitive and diverse retail market, restocking and pricing perishable vegetables is challenging. Using big data and machine learning to analyze sales data, this research can build predictive models to refine these strategies and predict trends[1][2]. This research analyzed sales data from 2020 to 2023, identifying key trends in sales volumes, seasonality, and consumer preferences. It incorporated these findings into a multi-objective programming model that also considered wholesale and loss rates. This research used statistical tests like the Kruskal-Wallis and Mann-Whitney U to detect significant sales differences across vegetable categories, while the Spearman correlation showed strong seasonal and culinary impacts on consumer buying behaviors. To optimize freshness and maximize sales and profits, this research utilized genetic algorithms and regression analyses, including an effective XGBoost model. This model had a Mean Absolute Percentage Error of 16.97 and an R² of 0.94, aiding in predicting daily sales and improving pricing strategies and restocking schedules. These methods helped enhance decision-making, ensuring vegetable freshness and maximizing profitability, with projected profits reaching ¥41,582.87. This study not only highlights the effectiveness of integrating big data and machine learning in the retail sector but also sets a benchmark for operational efficiency in managing perishable goods.

Unlocking Market Potential: Strategic Consumer Segmentation and Dynamic Pricing for Balancing Loyalty and Deal Seeking

Background: This paper examines the economic implications of market segmentation on consumer purchasing behavior with a particular emphasis on intertemporal pricing strategies in dynamic markets. Methods: In order to analyze optimal discount rates and the timing for price reductions for consumer segments, including loyal and deal-prone customers, a detailed mathematical model was developed. The model incorporates theories of consumer behavior and pricing elasticity to simulate market responses to price changes throughout a product’s lifecycle. Results: This research indicates that market segmentation enhances sales by targeting the distinct preferences of loyal consumers, who are less price-sensitive and who stabilize revenue streams, and deal-prone consumers, who respond to price reductions. Customizing pricing strategies for loyal consumers and deal-prone consumers increases sales volumes and optimizes profitability. Conclusions: This research improves our comprehension of market segmentation and dynamic pricing, providing a practical framework for businesses to create effective pricing strategies that can be promptly implemented. It emphasizes the significance of understanding consumer behavior and price sensitivity in the interest of revenue promotion. This study also emphasizes the social implications of equitable pricing practices, promoting the implementation of transparent and value-based strategies to promote market inclusivity and consumer trust.

The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail

This study investigates the impact of visual stimuli on consumer emotions and purchase behaviour in online shopping environments, using the Pleasure, Arousal, and Dominance (P-A-D) model as a theoretical framework. It investigates how visual aspects, including website aesthetics, product photography, and design complexity, influence consumer pleasure, arousal, and dominance, ultimately influencing purchase intentions. Visually appealing and well-planned visual material makes consumers feel better, increasing engagement and the likelihood of purchasing. Furthermore, it discovers that increased arousal can lead to impulsive purchasing behaviours, yet a sense of power or control increases consumer confidence and satisfaction. The study emphasises the necessity of combining visual and experiential aspects to create immersive online buying experiences. Theoretical implications recommend a more in-depth analysis of the P-A-D model's applicability in e-commerce. In contrast, managerial implications assert visual design optimisation to improve consumer interactions and sales.

Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics

This study examines digital marketing strategies on the TikTok platform and their impact on consumer engagement. With the development of digital technology, traditional media marketing has been replaced by digital platforms. As a typical representative, TikTok is leading the industry change using its unique e-commerce model. Short videos and live e-commerce are rapidly emerging as new forms of digital marketing. Short videos are popular on social media, while live e-commerce combines real-time interaction with a shopping experience, offering consumers a new way to shop. By analyzing TikTok's unique features and business model, this study examines the application of digital marketing in the short-form and live-streaming e-commerce space. It highlights its significant impact on the consumer buying behavior and market trends. The findings show that TikTok's digital marketing strategy boosts user engagement and brand influence and significantly contributes to sales conversions. This study provides important insights for companies to develop effective digital marketing strategies in the digital era and provides valuable references for future research.

Research on the Impact of the "Live Streaming+Short Video" Sales Model on the Purchasing Behavior of Sportswear

The "live streaming+short video" sales model, with its intuitive, interactive, and convenient characteristics, has had a profound impact on the shopping mode of sportswear. This article aims to analyze the impact of the "live streaming+short video" sales model on the purchasing behavior of sportswear, reveal the relationship and path between various influencing factors, and provide theoretical basis and practical guidance for sportswear brands to formulate more effective marketing strategies. Firstly, based on theoretical analysis, a relationship model was constructed between social influence, product information transparency, anchor credibility, promotional strategy influence, perceived trust, and purchasing behavior; Subsequently, a structural equation model was constructed based on questionnaire survey data to test the theoretical model. The empirical results show that social influence, product information transparency, anchor credibility, and promotional strategies can significantly and positively affect consumer purchasing behavior; Perceived trust plays a mediating role between the aforementioned factors and purchasing behavior. Based on empirical results, it is recommended that sportswear companies use social media for knowledge output to enhance their brand's social influence; Develop various product information disclosure plans to enhance product information transparency; Strengthen the selection of talents within the industry and cultivate professional and trustworthy anchors.

Influence of social media on consumer buying behaviour towards cosmetic products

Influence of social media on consumer buying behaviour towards cosmetic products

Higher-Order Constructs of Injunctive and Descriptive Norm of Consumer Purchase Behaviour of Pirated Music Compact Discs

This study explores the higher-order constructs of injunctive and descriptive norm within the context of consumer purchase behavior of pirated music in Tanzania. Grounded in the Theory of Planned Behavior, the research aims to understand how subjective norm influence the decision-making processes of Tanzanian consumers regarding pirated music. A structured questionnaire was administered to a sample of 491 respondents, and data were analyzed using Smart PLS to test the relationships between the variables. These results have practical implications for marketers, business owners, and music promoters seeking to enhance CD sales among music users in Tanzania. Injunctive norm, which reflect perceived social pressures to conform to what is deemed acceptable behavior, and descriptive norm, which reflect perceptions of how others behave, were investigated as independent variables. Consumer behavior regarding the purchase of pirated music was the dependent variable. The findings reveal that both injunctive and descriptive norm have a significant impact on consumer behavior, affirming the strong influence of subjective norm on piracy-related decision- making. Based on these results, recommendations were made to Tanzanian consumers and policymakers. For consumers, the emphasis was placed on increasing awareness of the ethical and legal implications of purchasing pirated music. For policymakers, strategies were suggested to strengthen anti-piracy campaigns and to promote positive behavioral changes through normative interventions. These insights provide a valuable contribution to the understanding of consumer behavior in emerging markets, where social norms play a critical role in shaping illegal consumption patterns.

The Influence Of Digital Marketing And VAT (Value Added Tax) Literacy On Consumer Purchasing Behavior

This study aimed to examine the impact of digital marketing and VAT (Value Added Tax) literacy on consumer purchasing behavior. It investigates how marketing through digital media, along with VAT literacy, can affect respondents as consumers across both online and offline platforms. The research employs a quantitative approach, utilizing primary data collected through questionnaires and multiple linear regression techniques. The population consists of 387 students from “Universitas Advent Indonesia,” who graduated in 2023, with a sample of 151 students from the economics faculty. The sampling method used is probability sampling, resulting in 82 respondents. The independent variables are digital marketing and VAT (Value Added Tax) literacy, while the dependent variable is consumer purchasing behavior. This study utilizes SPSS 27 software. The findings indicate that digital marketing and VAT literacy, when considered together, influence consumer purchasing behavior. Additionally, the results of the study shows that effective digital marketing strategies can strengthen consumer relationships and enhance loyalty, making them essential in today’s digital age. However, VAT literacy has little impact on purchasing behavior since the surveyed respondents already have high VAT literacy.

Assessing the Determinants of Metaverse Adoption for E-Commerce Retailing

ABSTRACT The advent of metaverse technology has impacted the retail sector, shaping e-commerce platforms into a new form of metaverse-based online shopping environments. The metaverse e-commerce experience is new to shoppers, making it crucial to comprehend consumer reactions to this technology in the context of retail. This study explores the shopping intention and potential use of the metaverse for shopping using the UTAUT2 model and metaverse-based context-specific antecedents. Using a structured questionnaire, data from 1340 consumers were collected and analyzed through PLS-SEM. The findings indicated that factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, and facilitating conditions influence shopping intention in the e-commerce metaverse. The metaverse-related antecedents, namely, a sense of immersion and imagination, have a positive influence, whereas technological anxiety and perceived security and privacy concerns have a negative impact on e-commerce shopping intention in the metaverse. It was also found that shopping intention influences the potential use of metaverse for shopping and that stickiness to traditional shopping negatively moderates this relationship. This unique research explores consumer buying behavior in the metaverse. It provides marketers, e-commerce managers, designers, and developers of metaverse platforms with the antecedents of the potential use of the metaverse for shopping insights. Consumer policymakers can also draw insights from this study.

Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior

Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services

A Review on Sustainable Marketing Strategy for Crocs

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract peoples attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

The Influence of Influencer Marketing Strategy on Generation Z Consumer Purchasing Behavior

In the digital era, influencer marketing has become one of the main strategies used by companies to influence consumer purchasing behavior among Generation Z, which is the most active demographic group on social media and is highly influenced by content created by influencers. However, there are some specific aspects related to the purchasing behavior of Generation Z consumers that have not been explored in depth. This study aims to explore the influence of influencer type, content type, influencer engagement, and marketing message on Generation Z consumers' purchasing behavior. This study uses a quantitative approach with a survey method, the population is Generation Z consumers in Indonesia who actively use social media and are exposed to content from influencers. The research sample was taken using purposive sampling of 323 respondents, with data collected through questionnaires distributed online. Data analysis used path analysis to identify the relationship between the research variables. The results showed that influencer type, content type, influencer engagement, and marketing message have a significant effect on product awareness, purchase intention, purchase decision, and consumer satisfaction. A well-designed influencer marketing strategy can increase the effectiveness of marketing campaigns and influence the purchasing behavior of Generation Z consumers, with a focus on selecting suitable influencers, developing engaging content, and increasing the engagement and effectiveness of marketing messages to achieve optimal results.