Customer Purchase Research Articles

Customer Satisfaction Analysis: Factors Enhancing Purchase Decisions in Higher Education Institution

Higher education institutions face numerous obstacles, including severe rivalry. Higher education institutions must innovate to address these difficulties. The primary goal of this study is to investigate and analyze the elements that influence customer satisfaction and purchase decisions in higher education institutions. This research used quantitative methodologies, with questionnaires distributed to 385 students at one of Indonesia's institutions. The data will be processed using path analysis and correlational analysis with SEM-PLS in the SmartPLS software. The study's findings indicate that customer experience had positive and significant impact on customer satisfaction and purchase decisions (p < 0.05). Communication quality and event marketing positively and significant impacts customer experience and purchasing decisions (p < 0.05). Customer satisfaction significantly affects purchasing decisions (p < 0.05). Higher education institutions must focus on the elements that influence consumer satisfaction and purchase decisions. This can be accomplished through excellent quality communication and appealing marketing strategies.

The Impact of Short Videos and Live Streaming on E-commerce Consumers Purchasing Decisions

With the increasing popularity of online live broadcasts and short movies in e-commerce, the influence on customer purchasing behaviour has received extensive attention. This study seeks to investigate the influence of short films and live broadcasts on consumer purchasing decisions, with a particular emphasis on purchase intention, repeat purchase intention, and impulse consuming behaviour. The research used a literature review strategy to examine the particular influence of various live broadcast aspects on customer purchase decisions. This study discovered that short films and live broadcasts, due to their high engagement and immersive experience, may greatly improve customers' brand identity and happiness, resulting in increased buy and repeat purchase intentions. Furthermore, elements like real-time interaction, music and visual effects, and quick feedback can assist customers lower perceived risks and boost confidence in their purchase decisions. According to research findings, short films and live broadcasts are not only excellent marketing tools, but also essential strategic measures in modern e-commerce.

Customer perceptions about traceable meat: research from Northern China

Food traceability and food safety, including quality assurance processes, are essential for ensuring the health of members of society and can prevent food-supply-related problems. Meat-related food safety issues are significant, especially in developing countries like China. The main aim of this paper was to explore customer perceptions and purchase behavior, including willingness to pay, related to traceable meat. A qualitative exploratory approach was applied. Five focus groups were implemented with interviewees from Northern China, and grounded theory methodology was used in their analysis. The results showed that participants were influenced by product characteristics, sales-related factors, and subjective norms when purchasing meat. Their level of trust in traceability information was variable; respondents preferred independent quality assurance associations and information obtainable by scanning QR codes. The findings of this study may contribute to the introduction and development of food traceability systems in the meat industry, reinvigorating consumer trust.

A study on the determinants of consumer purchase intention on electric vehicles

The purpose of this research was to examine the variables that influence customer purchase intentions for electric vehicles (EVs), with a focus on electric cars in Malaysia. Four independent factors, namely social media, Perceived Usefulness, Subjective Norm, and Government Policy were examined to determine their impact on customer purchase intention. The study used a descriptive correlation design where respondents completing a questionnaire provided via Google Forms using a 5-point Likert scale. The Theory of Planned Behaviour (TPB) serves as the underpinning foundation for this research. The convenience sampling technique was used in collecting responses from 385 samples. The data collected is analysed using SPSS Version 29 including descriptive and inferential statistics. The findings seek to fill the knowledge gaps in Malaysian consumers' EV purchasing intentions and what are the influential variables. Findings provide policymakers and industry stakeholders with more information into the way to successfully plan and promote EV adoption in Malaysia's automotive sector.

THE ADOPTION OF AI-DRIVEN CHATBOTS INTO A RECOMMENDATION FOR E-COMMERCE SYSTEMS TO TARGETED CUSTOMER IN THE SELECTION OF PRODUCT

The research looks into the Adoption of AI-Driven chatbots into a recommendation for E-Commerce systems to targeted customer in the selection of product, particularly their function in product selection and overall customer experience. The study is based on five assumptions: improved product selection accuracy, increased user happiness, influence on customer engagement and purchase decisions, enhanced user experience and retention rates, and effect on consumer trust. The findings show that AI-powered chatbots greatly improve product selection accuracy, with a regression weight of 0.693 and a beta coefficient of 0.480, representing a 48% improvement per unit of implementation. User satisfaction has also significantly improved, as evidenced by a regression weight of 0.897 and a beta coefficient of 0.840, both with high statistical significance. Chatbots have a favourable impact on consumer engagement and purchasing decisions, as indicated by substantial regression weights and beta coefficients for each variable. AI chatbots improve user experience and retention, as evidenced by high regression weights and R² values. Finally, chatbots improve customer trust, with a regression weight of 0.447 and a beta coefficient of 0.200. Overall, the study shows that AI-powered chatbots significantly increase several aspects of e-commerce, including product selection accuracy, user pleasure, engagement, retention, and trust.

Exploring the Impact of E-WOM Information via Social Media on Customer Purchasing Decision: A Mediating Role of Customer Satisfaction

The study investigates the impact of E-WOM information on purchasing decisions, using customer satisfaction as a mediator. It examines E-WOM information as independent variables, such as quality, quantity, and credibility, and as dependent variables, such as consumer satisfaction and purchasing decisions, with customer satisfaction serving as a mediator to investigate the relationship between E-WOM information and purchasing decisions. A questionnaire was issued to 307 social media-active clients, and the hypotheses were tested using quantitative methods. Data analysis comprised descriptive statistics, Cronbach's alpha, skewness and kurtosis, and Pearson correlation coefficient, as well as a fit model for measuring questionnaire reliability and validity, regression for sub-hypotheses, and a path model for evaluating main hypotheses. The findings revealed that all three dimensions of E-WOM information had a positive impact on customer satisfaction and purchase decisions, both individually and jointly. Customer satisfaction has a positive influence on purchasing decisions. Furthermore, E-WOM information has been shown to positively impact purchasing decisions via consumer satisfaction. The study suggests that organizations should understand the dimensions that impact customer satisfaction and purchasing decisions in order to fulfill their goals, remain ahead of the competition, and obtain a competitive advantage. Proper tracking of social media reviews, comments, and recommendations may help organizations deliver answers, increase customer satisfaction, and aid in making purchasing decisions

Power of Advertising on Consumer Purchasing Behaviour: A Study on the “Share a Coke” Campaign

This study investigated the influence of advertising on customer buying behaviour by analysing the impact of the 'Share a Coke' Campaign. This text elucidates the significance of advertising in shaping the consumer's purchasing decisions. Several Nigerian organisations exhibit a lack of enthusiasm when it comes to promoting their products and services through an efficient advertising platform, which negatively impacts their sales performance. They do not consider it necessary to allocate a percentage of their money to ads for promoting their products and services and influencing customer purchase decisions. This study elucidates how the brand Coca-Cola has strategically utilised advertising to its benefit, ensuring not just customer affinity towards the brand but also driving real product purchases. The fast progress of technology has led to a substantial rise in the use of technology and digital media in the advertising industry. Given the fast progress, it has become more and more crucial to have effective advertising in order to get a competitive edge. This research is necessary to achieve that. Therefore, it is advisable to do comprehensive research on the target audience to gain insights into their watching patterns and purchase behaviours, thereby ensuring a successful advertising campaign.

E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions

The Role of Neuromarketing in the Purchasing Behavior of Customers: The Role of Cognition and Perception in Purchasing Decisions

This study aims to examine the impact of neuro-marketing on customer purchase behavior through the role of cognition and perception in purchase decision-making. To test these hypotheses, participants were placed in a laboratory environment and exposed to emotional and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the number of purchases, purchase amount, and decision-making time were evaluated as the main variables. The sample consisted of 30 participants, who were randomly assigned to experimental and control groups. The results indicated that emotional and cognitive stimuli had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster decision-making. Additionally, cognitive stimulation significantly increased both alpha and beta waves and reduced decision-making time. However, the effect of these stimuli on the number of purchases and the total amount spent was not significant. DOI: https://doi.org/10.52783/pst.905

The Impact of Ambiet Factors on Consumer Purchase Decisions (KKV Offline Store)

The rise of globalization and the increasing dominance of information technology have ‎transformed the paradigm for business success. Infrastructure is no longer the sole foundation for ‎entrepreneurs. Instead, the economic landscape now places greater emphasis on intangible assets ‎such as intellectual capital. This includes elements like market perception, interpersonal ‎relationships, company ethos, brand reputation, patents, trustworthiness, strategic vision, and ‎specialized expertise. In this evolving economic environment, these intangible factors play a ‎pivotal role in determining the competitiveness and prosperity of businesses. This research uses ‎quantitative research methods and approaches. Data is collected through random sample ‎distribution of questionnaires to respondents. The respondents of this study are offline store ‎KKV visitors. In this study, ambient temperature are predictors that have significant correlations ‎and ‎influence, contributing to 43.8 percent of variance in customers purchase decisions.‎

PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY

The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand promotion in confectioneries and cafes have been identified. Various tools used in marketing efforts within this industry, which constitute the marketing mix or marketing complex, have been explored. The peculiarities of developing a marketing plan for confectioneries and cafes using the “5R+1C” integrated marketing model, and elements of the marketing mix specific to the food industry, are discussed. The ecosystem of the internet marketing strategy for confectioneries and cafes is outlined. The necessity for increasing social media activity (SMM) and enhancing market recognition, as well as developing a user-friendly website with online table reservations and sweet order functionalities, has been emphasized. Directions for optimizing the digital strategy effectiveness for confectioneries and cafes, focused on improving brand recognition among target audiences, are proposed. Factors influencing the selection of Google’s contextual media network for the promotion of confectioneries and cafes are outlined. The required changes for social media pages and websites to enhance brand promotion are discussed. International experiences regarding the efficacy of business tools in the food industry, incorporating marketing concepts, are also explored. The main idea of advertising campaigns, centered around creating favorable conditions for customer purchases and replicating the brand’s style in every part of the establishment, is reviewed. The specifics of consumer loyalty, shaped by the brand’s appearance, communication, establishment design, and available offerings, are also examined.

Exploring young consumers’ perceptions towards sustainable practices of fashion brands

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

Approaches to Modelling Marketing Strategies in E-Commerce

Introduction. Increasing the efficiency of business activities requires developing a marketing strategy using e-commerce to attract a wide range of customers and maximise the company's income. The key marketing metric for most companies is the customer lifetime value indicator, which is why studying approaches to forecasting this indicator in e-commerce requires special attention, considering the changing business operation environment. Aim and tasks. The study aims to develop approaches to modelling the marketing strategy of e-commerce enterprises. The tasks are a comparative characterisation of modern marketing planning tools and an empirical analysis of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies, considering the need to implement scenario marketing planning in unstable conditions. Results. A comparison of the characteristics of the main marketing planning tools was conducted according to features such as content and focus, functional purpose, and planning period, which allows more purposeful use of these tools to solve specific tasks. In order to automatically obtain the required data format for modelling, a Visual Basic program was developed, a forecast of customer behaviour was built, and an indicator of customer transactions was determined for further calculation of customer lifetime value (CLV). During the simulation, four parameters of the BG/NBD model were evaluated, and the maximum value of the logarithmic likelihood function equal to 14460.54 was obtained. The expected number of transactions (forecast time = 26 weeks) was determined for each client from the database. After calculations the information was received, the selected client will make 2.35 transactions during the forecast period of 55-80 weeks. The recommended algorithm for using the BG/NBD model as part of a scenario approach for forecasting the cost of the customer's life cycle allows for more flexible forecasting of digital business revenues and building an optimal marketing strategy. Conclusions. An empirical study of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies showed that, for the simulation of indicators that affect a company's marketing strategy, it is crucial at the initial stage to convert the database of customer purchases into the input format required for modelling. Using a scenario approach allows e-commerce enterprises to carry out variable marketing planning and reduce risks under growing uncertainty. A well-designed marketing strategy that can be adapted to different business development scenarios enables an e-commerce company to increase its sales.

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

Research on Potential Customer Mining Models for Electric Vehicles Based on Machine Learning Models and Service Growth Models

This study investigates the factors that impact the sales of electric vehicles (EVs) across different brands. Initially, multiple linear regression was performed on the data, and the variance inflation factors were all found to be less than 10. For the first category of indicators, one-way ANOVA was conducted to separate the three types of brands. For the second category of indicators, a logistic regression model was developed to complete the selection. Through multiple rounds of filtering, the following indicators were determined: For the first category, indicators affecting Brand 1 are A1, A2, A3, A4; indicators affecting Brand 2 are A1, A3; indicators affecting Brand 3 are A1, A2, A3, A5. For all brands, the second category of influencing indicators includes B4, B10, B11, B16, B17. A potential customer mining model was then established. Logistic regression models were created based on the sales influencing factors for different brands, and the model formulas for the three types of brands were calculated. The purchase intentions of 15 target customers were predicted, with an accuracy rate of up to 90%. Finally, the study explores whether increasing service efforts could change customer purchase intentions. A stepwise percentage service growth model was established, incorporating an initial service difficulty coefficient to determine how service satisfaction could be altered. Customers 2, 8, and 11 were selected for validation, and their respective service increment percentages were derived, leading to sales strategies tailored to these three customers.

Parameters and barriers affecting the marketability of energy efficient residential buildings: a case study in Turkey

ABSTRACT The data indicate that merely improving energy efficiency within energy-efficient buildings (EEBs) is insufficient to significantly reduce the energy demand of the building sector. To achieve substantial reductions, strategies must also focus on increasing the number of EEBs within the existing building stock. However, research in this area remains limited. Therefore, this study aims to explore the current market demand and barriers for EEBs, examine the impact of various design decisions on housing prices, identify the factors influencing the marketability of residential buildings, and analyze customer purchasing decisions in Turkey (Türkiye). For this purpose, a comprehensive literature review was first made. It was observed that factors such as macroeconomic conditions, sales price, housing opportunities, location, brand, customer demographics, energy efficiency, housing features, and aesthetics were frequently discussed in the literature. Based on the literature review and preliminary study results, among other factors, aesthetic appreciation is considered the most applicable design strategy, and windows and balconies are identified as building components that can simultaneously affect energy efficiency, marketability, and aesthetics. Then, as a preliminary study to determine major marketing strategies, the housing marketing strategies were surveyed and analyzed from the real estate sector in different cities as provided in the advertisements posted on their websites. Furthermore, a comprehensive e-mail survey was conducted with 351 different real estate companies amongst 22 cities of Türkiye. Based on the findings, enhancing architectural designs could potentially elevate the perceived value of energy-efficient homes by up to 18% among consumers and this can increase the marketability.

The moderating effect of system quality on the relationship between customer satisfaction and purchase intention: PLS-SEM & fsQCA approaches

The study aims to understand the antecedents of customer behaviour that lead to high purchase intention, encompassing moderating role of system quality to achieve purchase intention. Theoretically, this research employs the technology acceptance model to examine the proposed relationship and complexity theory to employ fuzzy-set qualitative comparative analysis (fsQCA) as a robust complementary method to the partial least squares-structural equation model (PLS-SEM). The proposed conceptual model is measured using data gathered from online customers in Bangladesh's electronic market. A survey of 311 e-commerce customers, using PLS-SEM and fsQCA models, reveals that the antecedents of the customer behavioural practices are highly correlated to achieving purchase intention. The findings from PLS-SEM show that perceived enjoyment and perceived ease of use are highly supported by purchase intention. Similarly, system quality influences purchase intention and acts as a moderator. In the fsQCA analysis, hedonic motivation and perceived enjoyment are necessary conditions to achieve a high purchase intention. The hybrid models add the methodological contribution by combining both symmetric and asymmetric relationships, thereby providing a holistic understanding of system quality as a moderating factor to achieve high purchase intention, especially in the context of the e-commerce market in Bangladesh. This research outlines implications for the theoretical and managerial perspectives to build a better relationship between factors of satisfaction and purchase intention and enable policymakers to contribute better managerial decisions.

Key Determinants to Drive Motor Insurance Customer Acquisition in Western Province, Sri Lanka: A Focus on the Marketing Mix

Purpose: There is a significant need for a comprehensive insurance policy for all vehicle owners, especially considering the growing emphasis on health and safety, and public protection. The substantial preference for 3rd party insurance over comprehensive policy covers has created a hurdle for insurance companies, both in terms of acquiring new customers and retaining existing ones. This prevailing trend has presented a significant challenge to the growth potential of general insurance firms in the market. The main purpose of this study is to investigate how factors such as product, price, promotion, and distribution network influence the customer purchase intention towards motor insurance. Design/methodology/approach: This was a cross-sectional study using a deductive research approach. Data were gathered from 412 policy holders in Sri Lanka using a self-administered structured questionnaire. Multiple regression analysis was used to determine the most influencing factor among product, price, promotion and distribution network influencing customer purchase intention towards motor insurance. Findings: Based on the analysis, the insurance service [product], insurance premium [price], promotion and distribution network have a significant relationship with the customer purchase intention towards motor insurance policies in Sri Lanka. Among the factors tested, distribution network and insurance service have the most significant impact on customer purchase intention with reference to motor insurance segment. Originality: This study provides a unique contribution by highlighting the critical role of the distribution network, particularly the combination of Place and People elements, in driving motor insurance customer acquisition in Sri Lanka. Unlike prior studies that emphasize price and promotional strategies, this research focuses on the integrated influence of accessibility and personalized service. The findings demonstrate that a well-established distribution network outweighs traditional marketing factors in influencing purchase decisions, offering a new perspective on consumer behavior in the Sri Lankan motor insurance industry. Implications: The findings of this study will pave the way for a paradigm shift where, insurance firms could understand and develop relevant strategies to improve services provided to the existing and potential motor insurance customers. By analyzing what truly matters to Sri Lankan drivers, both insurance service providers as well as regulatory authorities can ally and develop a holistic insurance policy that comprehensively covers all aspects of vehicle ownership, filling the void in the current market. According to the findings, it can be advised that the insurance corporations should focus more on providing a product with more unique features and invest in creating a solid network of branches across the country which are fortified with skilled and service-oriented personnel who could persuade the customers in buying comprehensive insurance covers. Future researchers can also focus on income and educational level as moderators since both of which have an impact on consumer behavior as suggested in prior literature. Also, there is a possibility of widening their scopes by considering other types of insurance products and expand the geographical area as well.

Evaluating the Impact of Celebrity Endorsement on Consumer Buying Behavior in the Nutraceutical Healthcare Products Market: An Empirical Study

With so many items and commercials bombarding customers in today's highly competitive market, the need of successful promotional methods has increased. Celebrity endorsement is one of the most well-liked and effective marketing strategies that businesses employ to draw attention, establish their legitimacy as a brand, and influence customer buying decisions. This pattern is also evident in the market for healthcare goods that contain nutraceuticals, which has grown significantly in recent years. The purpose of this study is to assess how customer purchasing behaviour in this particular business is impacted by celebrity endorsements (Patel, K. et al. 2023).