Consumer Perceptions Research Articles

Navigating Tradition and Ethics: Consumer Perceptions of Luxury Brands Using Animal Products

This study investigates the complex relationships between consumer perceptions, brand equity, and customer loyalty in the context of luxury brands using animal products in Northern Vietnam. Employing a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), we surveyed 228 luxury consumers in urban areas. Our findings reveal that consumer perceptions significantly influence all components of brand equity - brand awareness, brand associations, and perceived quality - which in turn strongly impact customer loyalty. Notably, brand equity partially mediates the relationship between consumer perceptions and customer loyalty. The study also uncovers the dual influence of cultural factors: traditional cultural values positively moderate the relationship between consumer perceptions and brand equity, while ethical concerns exert a negative moderating effect. These results contribute to the theoretical understanding of luxury consumption in emerging markets and provide practical implications for luxury brand management. Our research highlights the need for a nuanced approach in navigating the delicate balance between leveraging cultural heritage and addressing growing ethical concerns in the luxury sector.

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

텍스트마이닝을 활용한 도심 드론 물류 서비스 수용성에 대한 연구: 유튜브 댓글을 활용하여

In modern society, logistics systems need new innovations due to urban traffic congestion and environmental issues. Drones, or unmanned aerial vehicles, are gaining attention for improving urban logistics efficiency. However, drone delivery faces issues such as costs, regulations, and noise. This study analyzes consumer perceptions of drone delivery services using text mining technology. A total of 16,695 comments from 587 YouTube videos containing the keyword ‘drone delivery’ were analyzed through frequency analysis, topic modeling, and sentiment analysis. The results provided insights into consumer opinions, attitudes, concerns, and preferences regarding drone logistics. Major issues identified include potential accidents, noise, and high costs. Proposed solutions include enhancing safety, developing noise reduction technologies, reducing costs, and achieving social consensus. This study offers insights for improving drone delivery services and developing strategies that reflect consumer demands for future implementations.

The Effect of Consumer Perception of Hotel ESG Activities on Corporate Trust and Loyalty

The Effect of Consumer Perception of Hotel ESG Activities on Corporate Trust and Loyalty

The Influence Of Promotion And Word Of Mouth On The Decision To Choose An International Kaniva Job Training Institution Through Brand Image As A Mediation Variable

This study aims to understand how promotion and word of mouth affect consumer perceptions of Kaniva International's brand image, as well as how these perceptions influence consumer decisions in choosing this training institution. The study used a quantitative approach with an associative research design and involved 72 respondents as samples. Data collection techniques include questionnaires, interviews, observations, and literature studies. Data analysis was conducted using Partial Least Square (PLS), a variant-based structural equation model. The results showed that promotion and word of mouth have a positive influence on the decision to choose LPK Kaniva International and also on its brand image. Brand image also has a positive effect on the decision to choose Kaniva International. In addition, promotion and word of mouth influence the decision to choose Kaniva International through brand image mediation, suggesting that effective promotion strategies and word of mouth recommendations can improve brand image perceptions and influence consumer decisions.

British consumer perspectives on terroir in cheese

PurposeThis paper reports on a project looking at consumer perceptions of terroir in the UK, using cheese as a stimulus for the data collection.Design/methodology/approachData collection was based on a consumer survey using a discrete choice experiment which included a number of cues to, and stories about, terroir. Analysis of preferences produced three latent classes with varying attitudes towards terroir cues for cheese. There was also an open-ended question giving rise to a qualitative analysis of respondents understanding of the work “terroir”.FindingsWhen faced with the terroir cues most used some positively to make their choices. A PDO label and stories about the production region and method and business structure all generally offered positive utility.Originality/valueTerroir is a widely used term in the marketing of (especially) wine, particularly in Europe, offering a form of authenticity and has been very important in policies to sustain the economies of otherwise declining rural areas. It has been adopted by producers in the English-speaking world but is less widely recognised, by consumers. The significance of this study is that it is the first large-scale survey of British consumer perceptions around a key tool for rural businesses – terroir – and one of the first around a non-wine product, and it explores the stories which resonate most effectively with consumers.

A Study on Consumer Perception and Behavior towards Sustainable Fashion Brand Image under the Consumer Value Theory

A Study on Consumer Perception and Behavior towards Sustainable Fashion Brand Image under the Consumer Value Theory

Maximizing the Nutritional Benefits and Prolonging the Shelf Life of Millets through Effective Processing Techniques: A Review.

Maximizing the nutritional benefits and extending the shelf life of millets is essential due to their ancient significance, rich nutrient content, and potential health benefits, but challenges such as rapid rancidity in millet-based products underscore the need for effective processing techniques to enhance their preservation and global accessibility. In this comprehensive review, the impact of diverse processes and treatments such as mechanical processing, fermentation, germination, soaking, thermal treatments like microwave processing, infrared heating, radio frequency, nonthermal treatments like ultrasound processing, cold plasma, gamma irradiation, pulsed light processing, and high-pressure processing, on the nutritional value and the stability during storage of various millets has been examined. The review encompasses an exploration of their underlying principles, advantages, and disadvantages. The technologies highlighted in this review have demonstrated their effectiveness in maximizing and extending the shelf life of millet-based products. While traditional processes bring about alterations in nutritional and functional properties, prompting the search for alternatives, novel thermal and nonthermal techniques were identified for microbial decontamination and enzyme inactivation. Advancements in millet processing face challenges including nutrient loss, quality changes, resource intensiveness, consumer perception, environmental impact, standardization issues, regulatory compliance, and limited research on combined methods.

Exploring consumer perceptions and adoption intention of home meal kit services

PurposeThis study aimed to determine the factors affecting consumers’ perceptions and intention to purchase home meal kit services (HMK), a convenient home-cooked meal option, considering the moderating effects of monetary restriction, through the lens of the theory of planned behaviour (TPB).Design/methodology/approachThis cross-sectional study used an online, self-administered survey to collect data from 374 US adults. Results were tested for variable associations via multiple linear regression and moderation analyses.FindingsHMK adoption intention was positively associated with attitude and subjective norms but negatively associated with perceived behavioural control. Consumers’ HMK attitude demonstrated a significant positive relationship with food safety concerns and perceived time constraints. Income and financial constraints were significant moderators of the associations between TPB determinants and HMK intention. The findings emphasised the possibility of using HMK as a foodservice option for time-challenged consumers with food safety concerns.Originality/valueThis study addressed the limited research on HMK, a competitive meal option that foodservice businesses could implement to boost revenue. The study establishes the contribution in understanding the motivators and barriers that potentially affect consumers’ HMK behaviour through the lens of TPB. The results expand the scope of the TPB application in food-related research, providing a deeper understanding of antecedents and other factors on consumers’ HMK behavioural attitudes. Understanding this information will enable practitioners to develop strategies that meet consumers’ concerns when embracing this service to promote HMK.

Consumer Acceptance and Sensory Properties of Wheat- Millet Composite Biscuits Fortified with Moringa oleifera and Camellia sinensis Leaves Powder

This study investigated the consumer acceptability of biscuits prepared with millet-wheat composite flour and enriched with Moringa oleifera and green tea leaves in Karachi, Pakistan. Cereals, especially wheat, and millet are crucial in global food trade. Moringa oleifera and green tea, rich in essential nutrients and phytochemicals, are of growing interest for their potential health benefits when added to food products. Sensory analysis and preference survey were conducted to evaluate the acceptance of these fortified unconventional biscuits. The results showed that biscuits made with pearl millet, moringa, and green tea were generally well-received by the panelists (p≤0.05). However, biscuits with green tea had slightly lower acceptability, likely due to their higher moisture content impacting texture and taste. A consumer perception survey revealed a notable interest in moringa-fortified biscuits among health-conscious consumers. While some consumers expressed a willingness to try biscuits made with pearl millet flour, there is an opportunity to raise awareness about the benefits of this grain. These findings underscore the potential for fortified biscuits, rich in essential nutrients, to provide healthier alternatives and address food insecurity, particularly among undernourished populations. The study highlights the importance of creating value added products by underutilized grain with acceptable organoleptic profiles to facilitate their adoption in the market.

Exploring the Influence of Consumer Perception, Social Norms, and Face Consciousness on Generation Z’s Willingness to Purchase Counterfeit Luxury Goods

This conceptual study explores the influence of consumer perception, social norms, and face consciousness on Generation Z's willingness to purchase counterfeit luxury goods. As the youngest and most digitally connected consumer group, Generation Z presents a unique paradox: a desire for luxury and social status juxtaposed with value-driven, often budget-conscious purchasing behaviors. Drawing on theories of consumer behavior, social identity, and face consciousness, this paper examines how Generation Z’s motivations are shaped by perceptions of counterfeit value, peer influence, and a heightened sense of social image. By analyzing these factors, the study provides a framework for understanding Gen Z's attitudes toward counterfeit luxury goods, offering insights for luxury brand managers to reinforce brand authenticity and mitigate counterfeit appeal. Findings suggest that aligning brand strategies with Gen Z’s values around authenticity, social responsibility, and exclusivity can play a pivotal role in counteracting the demand for counterfeit products, while fostering a culture of informed and ethical consumption.

Sentiment analysis and social media analytics in brand management: Techniques, trends, and implications

In the contemporary digital landscape, sentiment analysis and social media analytics have emerged as pivotal tools in brand management. This research explores the influence of sentiment analysis on understanding consumer perceptions and the effectiveness of social media analytics in shaping brand strategies. Through a comprehensive review of existing literature and case studies, the study highlights the critical role these techniques play in assessing consumer sentiment and optimizing brand engagement. Sentiment analysis, utilizing natural language processing (NLP) and machine learning algorithms, provides insights into consumer attitudes and emotional responses. It enables brands to refine their marketing strategies based on real-time feedback and improve brand perception. Concurrently, social media analytics offers valuable data on consumer interactions across various platforms, revealing trends and patterns that inform strategic decisions. The integration of sentiment analysis with social media analytics offers a holistic view of consumer behavior, though it presents challenges such as data accuracy, privacy issues, and the dynamic nature of social media. The research identifies key findings, including the impact of sentiment analysis on brand strategy and the role of social media analytics in enhancing brand visibility and engagement. Recommendations for brand managers include leveraging sentiment insights for strategic adjustments, adopting advanced analytics tools, and addressing privacy concerns. The study also suggests areas for future research, including the exploration of advanced sentiment analysis techniques, integration with emerging technologies, and the development of best practices for ethical data use. Overall, this research underscores the importance of sentiment analysis and social media analytics in modern brand management, providing actionable insights for optimizing brand strategies and improving consumer engagement.

“Let the Driver off the Hook?” moral decisions of autonomous cars and their impact on consumer well-being

Equipped with sophisticated, AI-based driver assistance systems, passenger cars are becoming increasingly intelligent. It seems that in a matter of a few years, fully autonomous vehicles will operate without any driver intervention. In this context, researchers are addressing the question of how fully automated vehicles should make decisions in critical situations. Should they spare the driver, children jumping out into the road or elderly people standing on the sidewalk? Projects such as MIT’s Moral Machine are investigating the preferences of people from different nations and cultures for ethical decision algorithms. Evaluations of these automated decisions and how the may impact consumer perception and well-being are still scarce. In our experimental study, participants experienced a simulator-based driving situation in a fully autonomous car, after which they were confronted with alternative scenarios requiring automated action by the car in a critical situation. We measured the emotional status and well-being of our test-persons (N=33) in those critical situations using facial expression recognition (FER), electroencephalography (EEG), and standardized questions. The results show that there are detectable differences between the scenarios with respect to emotions as well as subjective well-being and behavioral intentions in the test group’s responses to the questionnaire. Regarding FER and EEG, no statistically significant differences could be shown due to the small subsample.

Determinants of online apparel mass customization: a decade in review

PurposeMass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale production efficiencies. In recent years, several apparel retailers have integrated customization into their online presence. While the benefits of online apparel mass customization (OAMC) are apparent, factors that determine the usage of the process are many. Therefore, it is important to explore these factors and understand the relationships between them and the impact on the intention to use OAMC.Design/methodology/approachA review of studies published in the last decade was conducted through the Scopus, Web of Science and JSTOR databases in September 2023. Peer-reviewed research articles published in the English language were included. These studies were carried out in the United States of America, Canada, Korea and China and addressed motivations and antecedents of OAMC technology.FindingsThe data were extracted, and the findings were synthesized. The review process enabled us to examine several theories and determinants of OAMC. The latter were categorized into the following themes: “consumer personality and psychology”, “consumer perceptions”, “consumer behaviour determinants” and “process, experience and product”. The influence of consumer personality traits, psychogenic needs, characteristics and other facilitating conditions emerged through the review.Originality/valueThe purpose of this paper is to study the various determinants of OAMC and thereby provide valuable information to businesses in OAMC domains to improve customized processes, understand consumers' motivations and develop marketing strategies that improve overall satisfaction with OAMC.

Sensory Analysis and Panelist Assessment on Paired of French Fries and Chili Sauce

Food pairing was the process of combining food or food and beverages to produce sensory characteristics. The consumption of snacks with commercial chili sauce as a supplement was widespread among consumers. Research on food pairing of commercial chili sauce with French fries was limited. The research aimed to describe and understand the sensory profile of chili sauce with its accompanying foods and identify changes in sensory attribute intensity when chili sauce was paired based on consumer perception. The methods used were Quantitative Descriptive Analysis and Rate All That Apply. The main ingredients were four commercial chili sauces and three commercial French fries. The sensory characteristics of chili sauce and French fries pairs were evaluated using QDA with trained panelists and RATA with consumer panelists. The results from the QDA method showed dominant characteristics such as potato flavor, crunchy texture, oily mouthfeel, sweet taste, and sour taste. According to PCA and spider web in QDA, it can be observed that the sample pairs with the highest intensity were sample pairs 47 and 87. Based on the RATA test results, According to PCA and spider web in RATA, it can be observed that the sample pair with the highest intensity was sample pair 65.

Features of consumer perception of product innovations

The article examines the phenomenon of consumer perception of product innovations in order to identify features determined by modern market conditions. The purpose of the study is achieved by analysing the specifics of customer perception of: the degree of product innovativeness; product innovations in the framework of information overload and amid high intensity of their introduction to the market. As a result of the research, the following features of the сonsumer perception, characteristic of modern market conditions, are identified: subjectivity of perception of the product innovativeness; actualisation of the phenomenon of information neglect in conditions of information overload of consumers and the phenomenon of consumer stupor within the framework of high intensity of product innovations being introduced to the market. The work proves the need to study the psychology of perception of innovations by potential consumers in the process of developing and introducing a new product deeply and comprehensively, in particular, to study cognitive, value, need-motivational systems as well as the characteristics of behaviour patterns of consumers of innovative products. Only in this case it is possible to create a product innovation that is truly needed and therefore quickly and easily accepted by the market.

The Potential Effectiveness of Nutrient Declarations and Nutrition and Health Claims for Improving Population Diets.

Nutrition labeling supports healthier diets by aiding purchase decisions and stimulating reformulation. This systematic literature review applied Cochrane methods to synthesize and appraise evidence on the effectiveness of nutrient declarations and nutrition and health claims on diet-related outcomes. The search spanned 11 academic databases, from inception to July 2022. Evidence was synthesized using GRADE (Grading of Recommendations, Assessment, Development, and Evaluation) and vote counting. Data were available from 170 studies. Randomized controlled trials (RCTs) suggest that nutrient declarations likely improved consumer understanding of the nutritional quality/content of foods (moderate certainty) and may have improved the healthfulness of choices (low certainty) versus no label. RCT evidence also suggests that claims likely increased consumer perceptions of food healthfulness and increased choice and purchases of labeled foods (both moderate certainty), irrespective of nutritional quality. To improve label understanding and avoid misinterpretation, nutrient declarations may incorporate interpretive elements and claims can apply disqualifying conditions for their usage, on the basis of overall nutritional quality.

Enhancing broiler product consumption: the influence of consumer perceptions and information delivery—evidence from five Chinese provinces

Enhancing broiler product consumption: the influence of consumer perceptions and information delivery—evidence from five Chinese provinces

Low-income consumers’ informal and formal financial service experiences: perceptions of access, inclusion, and social dependence

Purpose Low-income consumers’ perceptions of access and inclusion in financial services, remain underresearched. To fill this gap, the purpose of this study, is to investigate elements of low-income consumers’ informal and formal financial service experiences, from their personal experience. Design/methodology/approach Mixed methods using data collected from low-income consumers in Latin America, reveal a spectrum of consumer perceptions making up access, inclusion and social dependence within financial service experiences. Scales, grounded in the consumer experience, are developed, validated and used to test a model of consumers’ service inclusivity perceptions. Findings Service costs, information and documentation difficulty, convenience and social dynamics influence low-income consumers’ perceptions of financial service inclusivity. Research limitations/implications Analysis reveals differentiation in the impact of aspects of low-income consumers’ experiences between formal and informal financial services. Working directly with this unique population exposes the nuance of their financial service experiences. Practical implications This research provides a more holistic perspective on low-income consumers’ financial service experience and provides contextually relevant scales with robust psychometric properties. Services marketers can use this research to inform design and evaluation of financial service offerings for low-income consumers. Originality/value This research contributes to study of the wellbeing of low-income consumers by providing understanding of their financial service experiences from their point-of-view and providing contextually-relevant, empirically validated tools for future inquiry.

Enhancing business performance through strategic integration of Naga worship

The extent to which businesses incorporate Naga worship into their strategies and operations and its effect on their success remains ignored. This study employed a multidisciplinary approach to examine the diverse practices of Naga worship in business contexts across different regions. This study utilized a mixed-methods research design to provide insights into the strategic integration of Naga worship into business practices and its impact on business performance. It employed a questionnaire to gather insights from respondents about their demographic data, awareness of Naga worship, its integration into business practices, consumer perceptions and behaviors, and overall business performance. Follow-up, in-depth interviews were developed to probe deeper into respondents’ experiences, motivations, and perceptions regarding the integration of Naga worship into their business practices. Most respondents agreed to integrate Naga worship into their company practices or marketing plans by using Naga symbols in branding, doing rituals for success, providing Naga-themed products and services, and scheduling activities on auspicious Naga-related dates. Respondents perceived companies that venerate Naga as culturally genuine and focused on the community. Worshipping the Naga deity improved the brand’s and corporation’s image and reputation. People patronized these enterprises by buying products and services associated with Naga culture. A substantial portion of respondents believe that worshiping Naga enhances commercial prosperity. Yet, a few participants from different regions mentioned difficulties regarding the integration of Naga religious customs.