Influence Consumer Preferences Research Articles

Consumer segmentation and preference for indigenous chicken products

PurposeThis study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.Design/methodology/approachData were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.FindingsDifferent sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.Research limitations/implicationsThe important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.Originality/valueRegardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

A study on tender coconut demand estimation and it#8217;s consumer preference

Coconut water is a natural isotonic beverage with electrolytic balance similar to the human blood. Hence called as ‘fluid of life’. Its composition is similar to the composition of Oral Rehydration Solution recommended by the World Health Organization. This study was aimed to estimate the demand for tender coconut and to know the major factors influencing its consumer preference. Sixty consumer respondents were selected randomly in Hubli-Dharwad Municipal Corporation, Karnataka for primary data collection. Analytical techniques like multiple regression and descriptive statistics were used. The price coefficient was negatively significant (-3.87). This indicated the decreased tender coconut consumption with increase in price. The coefficient for dummy variable (season) was negatively significant (-50). The R2 found to be 73 per cent. It was observed that there were many factors influencing consumer preference. Majority of the consumers preferred it because of its body cooling and nutritional properties. Most of the consumers disagreed the factor, doctor was suggested to drink, but on the other hand were consuming as they were aware of its nutritional benefits. Some of the respondents opined that tender coconut prices were not according to their budget.

FAKTOR YANG MEMPENGARUHI PREFERENSI KONSUMEN KEDAI KOPI MODERN DI BONDOWOSO

In the modern era today, coffee consumption lifestyle started to develop and penetrated the community especially in urban areas. The rapid growth of coffee shops in Indonesia, could be seen as well in Bondowoso. The existence of city branding "Bondowoso Coffee Republic" has increasingly encouraged the emergence of modern coffee shops. This study aimed to determine: (1) the characteristics of modern coffee shop consumers in Bondowoso, (2) factors that influenced the preferences of modern coffee shop consumers. Research area was determined intentionally (purposive method), namely the urban area of Bondowoso Regency. The location of the study was conducted at modern coffee shops located in the City. The sampling method used was incidental sampling with a total of 120 respondents in 3 selected modern coffee shops. The results showed that: (1) there were several characteristics of modern coffee shop consumers in urban areas of Bondowoso consisting of male with a percentage of 77.5 percent and female of 22.5 percent, 66.67 percent of consumers had the intensity of drinking coffee as much as 3-4 cups per day, ( 2) formed 4 factors that influenced consumer preferences based on 15 variables, namely brand image, service, coffee and modernity.

Descriptive sensory analysis and consumer preferences of bean sauces.

Sensory acceptability of value‐added bean products is a critical determinant of their consumption. This study determined the factors influencing consumer preference of processed beans. Dry common beans (Phaseolus vulgaris L) processed by boiling, roasting, and extrusion were milled into flour and used to make bean sauces. The sauces were evaluated by 10 panelists using quantitative descriptive analysis and ranked by 120 consumers for preference. The factors influencing consumer preference were computed by a partial least squares regression model. The results showed that sauces were more distinguishable by appearance, taste, and mouth‐feel than by aroma, flavor, and after‐taste. Sauces that were brown in color, with burnt aroma and burnt after‐taste were preferred to those that were described as lumpy with mashed potato flavor. Oven roasted beans and boiled beans were preferred to traditionally roasted, extruded, and unprocessed beans. Preference was significantly (p < .05) positively influenced by brown color and negatively by lumpiness which were both sensory descriptors of the appearance of sauce. Appearance is therefore the leading influencer of consumer preference in bean sauces and should be prioritized by product developers over other sensory attributes in development of similar products for wider acceptance and utilization of common beans.

An empirical discourse on forecasting the use of autonomous vehicles using consumers’ preferences

Given many known and unknown uncertainties, it is hard to forecast reliably the mode choices, expected to prevail with autonomous vehicle (AV) technology; however, the key to getting some idea lies in understanding the preferences of end users. In this vein, a random parameters logit model is employed to study the consumers’ preferences in small- and medium-sized metropolitan areas, based on their travel behavior and household characteristics, socio-demographic features, awareness about AV technology and new travel choices, psychological factors, and built environment features. Most of the past studies hypothesize that due to a wide range of anticipated benefits, there would be increased use of AVs especially as a shared service where multiple travelers use the same AV concomitantly. However, the results from this study do not support the hypothesis that vehicle ownership will be an obsolete model at least during the early phase of transitioning to the self-driving era (when roads are expected to contain vehicles with and without human drivers). The findings of this study reveal key factors influencing consumer preferences and offer important insights to technology developers and service providers in understanding the ways consumers would like to use this technology and hence, defining the business model.

Enhancing Nutritional Value in Gelatin-Based Confectionery Products Through the Incorporation of Cryoconcentrated Blueberry Juice

Abstract Objectives The objective was to analyze the effect of the cryoconcentrated blueberry juice (CBJ) as sugar and artificial colors substitute as well as a source of bioactive compounds in the development of gelatin-based confectionery products, in order to improve the nutritional value of these products. Methods Blueberry juice was concentrated by centrifugal block freeze concentration until the juice reached 45°Brix. Two groups of gelatin-based confectionery products were prepared: gelatin and aerated gelatin. This study assesses the addition of CBJ (ranging between 10 and 30%) with different percentages of gelatin (2–10%) by analyzing its effect on mechanical and optical properties, bioactive compounds content (total polyphenol, flavonoid, and anthocyanin) and antioxidant activity (DPPH, FRAP, and ORAC). Results Color is an important attribute of food that influences consumer preference. All samples show slightly reddish color due mainly to the contribution of the color of anthocyanins, responsible for the blueberry pigmentation (optical parameter: L* 3.2, a* 21, and b* 5.5). The texture results of the interactions between the food matrix components. Regarding texture, the incorporation of the CBJ led gelatin and aerated gelatin samples with high hardness and gumminess, without significant changes in springiness. The incorporation of fruit juice rich in bioactive compounds can improve the nutritional value of the confectionery products. CBJ had the following phenolic content: total polyphenols of 2400 mg GAE/L, total anthocyanin of 280 mg C3G/L, and total flavonoids of 750 mg CEQ/L. As expected, the bioactive compound content and antioxidant activity increased significantly (P &amp;lt; 0.05) with the increase of CBJ incorporated within confectionery products. Conclusions Our findings suggest that the enrichment of gelatin-based food matrices with CBJ proved to be useful in the production of confectionery products with higher nutritional characteristics without added artificial sweeteners and colors. Therefore, we propose the potential use of cryoconcentrated fruit juice as a functional ingredient to the development of food with improving nutritional value. Funding Sources University of Bío-Bío (Chile).

Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand

A number of different methods have been used to enhance the level of message relevance to the viewer based on past behavior (e.g., retargeting), and/or specific information about the shopper (e.g., microtargeting). Sometimes consumers see ads created by other consumers. In all of these cases the ads are something that happens “to” the viewer. While the extent to which data is overtly or covertly collected may influence consumer preferences for the content shown, they are still recipients of what an algorithm decides would be best for them to see. This paper is the first to experimentally examine customized advertising, where individuals customize specific message elements, in some cases in perceived collaboration with others, varying the level of ad customization. We take our classification of “customization” from Arora et al. (2008) who define it as the degree to which a modification in a marketing mix element is proactively generated by the customer as opposed to the firm. With customized advertising, the ad is something that happens “with” the viewer. We find that as customization increases, so too does: strength of the perceived customer relationship with the company; sense of task engagement; perceptions of company trust/integrity; and, attitude toward the ad. Experiment 1 demonstrates that when overlap is high, customized advertising is superior to a random version of the ad. Experiment 2 extends this into a social media context, where participants believed they were socially co-creating the ad with others. Those who believed they socially co-created the ad demonstrated higher values on all key dependent variables. Study 3 indicates that for the individually generated ads, the effect of level of overlap between what is desired and what is received is mediated by perceived efficacy, suggesting that the process of creation is important to the effects observed, to the extent that the process yields outcomes.

The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences

Abstract This research seeks to examine, first, whether and why consumers perceive divisible versus indivisible numbers differently and, second, how such divergent perceptions influence consumer preferences for marketer-created entities associated with divisible versus indivisible numbers. Integrating insights from two different literatures—numerical cognition and loneliness—we propose and find that numbers perceived to be divisible (vs. indivisible) are viewed as having more “connections” and are therefore deemed to be less lonely. Building on these findings and the literature on compensatory consumption, we then propose and demonstrate that a temporary feeling of loneliness increases participants’ relative preference for various targets—products, attributes, and prices—associated with divisible (vs. indivisible) numbers, which are perceived to be relatively more connected and less lonely. It merits mention that our findings are triangulated across a wide variety of numbers, different product categories, and multiple operationalizations of loneliness.

Political conservatism and preference for (a)symmetric brand logos

Processing fluency influences consumer preferences. In the current research, we introduce consumers’ political ideology as a potential moderator. We examine, in particular, if political ideology influences consumers’ preference for asymmetric brand logo designs. Because conservatives (vs. liberals) think more intuitively, they should dislike asymmetric brand logos more so than symmetric ones as symmetric brand logo designs are more fluent to process. We find support for this in four studies. Brand logos are a crucial element in an organization’s identity. Therefore understanding differences in how consumers respond to design changes based on underlying beliefs have implications such as click-through rates, which we show in our final study. Practically, brand logo designers will find our work useful since we suggest that consumers’ political ideology needs to be taken into account. Theoretically, we situate our work within the processing fluency and political ideology literatures at the intersection of marketing decisions.

An Evidence Based Analysis of Relevant Market: The Case of Ridesharing in Delhi NCR (India)

We recently undertook an evidence-based analysis to ascertain the relevant market of online app-based ride sharing platforms (OAPs) in Delhi NCR, India. The analysis was conducted from the perspective of consumers (users on both sides of OAPs, riders and drivers). To that end, we conducted an on-ground survey of 1377 riders and 660 drivers using OAPs services in Delhi NCR to understand their preferences and switching decisions. Price as well as non-price factors influencing consumer preferences and decisions were gauged. The data sets were analysed by applying tailored versions of Small but Significant Non-transitory Increase in Price (SSNIP) and Small but Significant Non-transitory Decrease in Quality (SSNDQ) tests in a complementary manner to ensure robust findings. We found that non-price factors induced by cross group network effects generated by platforms are increasingly becoming prominent, along with price factors, in decision making of consumers with respect to OAP services. Also, preferences of riders are multifarious and are influenced by factors like their income, gender, geography, purpose, duration, and time of the trip. Consequently, riders are unlikely to view OAP services uniquely. While considering alternate modes, riders are likely to compare specific features of OAPs, from which they derive most value, with similar features of other service providers, online as well as offline. This leaves scope for innovation and entry in the market substantially open. Consequently, in case of riders, we envision the relevant product market as “market for transportation services for riders”, in which the different probable substitutes of OAPs in Delhi-NCR are OAP Service Providers, Non-app Auto Rickshaws, Personal Vehicles, Non-App Taxis, Metro and Radio Taxis (in the decreasing degree of substitution). Key alternates considered by taxi drivers (linking with other OAPs) are likely to differ from those considered by auto drivers (plying as non-app autos). In case of drivers, the relevant product market is “market for facilitation services to drivers for accessing riders”. We hope this study will contribute in filling the void created by absence of evidence based studies in determination of relevant market. In addition, the emphasis on perspectives of consumers on both sides of a platform is expected to take forward the conversation on impact of cross group network effects generated by platforms and the importance of non-price factors in competition assessment. The tools used for relevant market determination in platform industries will also hopefully get refined.

Make It Hot? How Food Temperature (Mis)Guides Product Judgments

AbstractDespite being a basic food property, food temperature has been largely neglected by consumer research thus far. This research proposes that consumers spontaneously infer that warm foods contain more calories, an unexplored lay belief we named the “warm is calorie-rich” intuition. Eight studies reveal that this deep-seated intuition has powerful implications in terms of guiding (and often biasing) product judgments and consumption decisions. Temperature-induced calorie inferences are rooted in perceptions that warm foods are more filling and tastier than cold ones, which enhance warm foods’ desirability and affect consumer choices. The preference for warm products is mitigated when food energy does not provide utility to consumers though, such as when consumers have a health goal active, and it reverses when consumers purposefully aim to reduce their calorie intake. The “warm is calorie-rich” intuition is important for marketers and managers because warm food temperatures can increase willingness to pay (by 25%) and amount served (+27%), as well as influence consumer preferences. This intuition also has important public policy implications: consumers tend to underestimate the nutritional value of cold foods, resulting in increased consumption of calories (+31%) and fat (+37%).

The Implication of e-WoM Communication on Customer Preference and Purchase Decision of Electronic Gadgets

This study aims to analyze the implications of e-WoM components (intra-personal ties, homophile, credibility) on consumer purchasing decisions both directly and through mediating consumer preferences. Previous experience of consumer purchases conveyed by word of mouth can be a preference for other consumers in buying products or services. The development of digital communication makes electronic Word of Mouth (e-WoM) play an important role in influencing consumer preferences, especially for those who have to make purchasing decisions for products with many features such as gadgets. A total of 300 questionnaires were distributed around Jakarta using simple random sampling and obtained 102 complete responses from respondents. Data analysis was performed using descriptive statistical methods, correlational and multiple regression with the help of SPSS software. The results showed that the gadget purchase decision was partially influenced by consumer purchasing preferences and credibility sources, but this purchase preference was not as dominant as the credibility source. Gadgets are designed unusual and have many advanced technological features compared to conventional products, therefore the results of this study may not be valid for products outside of the gadget. Further research is needed whether e-WoM has the same influence on consumer purchasing decisions of conventional products.

Choice model based analysis of consumer preference for drone delivery service

It is anticipated that drones will soon be utilized for a range of applications, including delivery service. However, there has been a lack of research on consumer preference between drone delivery service and traditional delivery service. This is the first study to analyze the consumer preference for drone delivery based on a discrete choice model between the drone delivery service and traditional delivery services by truck or motorcycle. The discrete choice model is estimated using a stated preference survey, and potential consumers’ preference is analyzed for representative commodities with different price. The results show that the price and type of commodities influence consumer preference, which also depends on socio-demographic characteristics such as gender, age, and household income. Specifically, it was consistently observed in all cases that the younger the age, the higher the preference for drone delivery service. This study contributes to predicting the consumer preference for drone delivery service before real service offerings and to supporting the establishment of business strategies for companies who prepare for the new market of drone-based delivery.

CONSUMER FASCINATING DETERMINANTS OF GLOBAL FIVE-STAR HOTEL BRANDS: A SRI LANKAN PERSPECTIVE

Global brands for five-star hospitality firms such as Sheraton, Hilton, Marriot, Inter-continental, and Shangri-La were examined to scrutinize the determinants of global five-star hotel brands by exploring brand awareness, brand preference and brand association. Multi-methodological approach addresses the determinants of global five star hotel brands with a perspective in Sri Lanka, an emerging tourism small island to answer several questions: (1) how do global consumers of different cultural and different geographical regions and domestic Sri Lankan consumers evaluate global five star hotels brands differently? (Brand Awareness) (2) what determines their preference for global five-star hotels brands? (Brand Preference); and (3) how do different types of services associated with global five-star hotels brands influence consumer preferences? (Brand Association). JEL: D11; D12; L83 Article visualizations:

The Distribution Pattern of Co-working Space in Jakarta and Determinant Factors of Consumers’ Preferences on Location Decision

The growth of the creative economy and advances in information and communication technologies have led to a significant change in how space is both produced and consumed. Nowadays, people can work in a variety of locations, regardless of the space or time. This change has brought with it the need for new and flexible workspaces that allows people to collaborate, thus increasing the phenomenon of co-working space in urban areas. The purpose of this study is to identify the distribution of co-working space locations and determine the factors that influence user preferences in choosing such locations in DKI Jakarta. This study employed the nearest neighbour method and principal component analysis. The research concludes that the distribution patterns of co-working space in DKI Jakarta are clustered. The densest locations of co-working space are distributed in the central area of offices, trades, and services. Meanwhile, the factors influencing consumer preferences in choosing co-working space are location and fare factors. There is a strong relationship between the co-working space locations frequently visited and the choice of transportation types. Thus, co-working spaces that do not provide large parking areas tend to set lower rates, while their users tend to use public transportation. This implies that the government can facilitate collaboration and thus, has a strategic role to play in the development of the creative economy in the city while building strong networks with other development stakeholders in the Penta-helix.

Breeding and genomic investigations for quality and nutraceutical traits in vegetable crops-a review

Globally, micronutrient malnutrition is a big burden in pubic health spread across the geopolitical regions and socio-economic strata. The efforts for challenging this ‘hidden hunger’ are dietary diversity, food supplementation, food fortification and biofortification of common food crops. Human body requires nearly 49 different dietary elements and maintaining their regular intake seems to more effective and sustainable through dietary diversity and biofortified crops, however, their accessibility and affordability in continuum remain issues. For this, vegetable crops have great promise to serve for dietary needs because these crops represent a group of more than thousand plants spread all across world and constituent of regular diets. Although, accounted vegetable production in the world is 1088.8 million tonnes but huge numbers of minor vegetables also serve for dietary minerals in poor or rural communities inhabiting in vulnerable regions. Vegetables are bulky in nature but they are the key sources of health protective dietary constituents such as minerals, vitamins and antioxidants in human diet. Their intake also provides dietary elements and antioxidants to protect body from various immune-related diseases by acting against free radicals. The complex matrix of various constituents and minerals influence consumer preference and absorption pattern also. However, the focus on breeding for yield traits affected quality attributes seriously, hence it become essential to breed varieties having high yield and better quality traits. For this, molecular tools and genome sequencing techniques showed effectiveness to speed up the classical breeding methods for these traits of complex pathways. Besides, genome editing techniques such as transgenics, RNA interference and CRISPR/cas have great prospect in vegetables for enriching health beneficial constituents and also for removal of antinutritional factors. The present review reports significant achievements from attempts on understanding genetic of quality traits and breeding vegetables for quality, nutraceutical, pharmaceutical and other industrial traits.

Improvement of methods for determining the efficiency of advertising

&lt;p&gt;&lt;strong&gt;Theoretical background&lt;/strong&gt;: The paper shows that increase in sales and profit margins is only partially dependent on the implementation of advertising activities. Methodical approaches for estimation of an exhibition and advertising activity and promotion of its employees are specified.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Purpose of the article&lt;/strong&gt;: It is the purpose of this article to analyze and further develop the methodological principles for assessing the efficiency of advertising and exhibition activities.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Main findings&lt;/strong&gt;: The results of the work involve evaluation of the effect of advertising and the share of the impact of advertising in increased revenue from the sale of products. A corresponding proportion of this impact was determined based on consumer inquiries. We propose an index of exhibition and trade fair performance, calculated based on two components: how many times a specific company participated in such events, and how the company was presented at relevant exhibition and fairs. Indices of the cost of advertising and promotion of certain products were provided as well. The present research is a novel approach that consists first in proving that the sales increase effect should not be assigned to advertising only, and second, determining the factors that influence consumer preferences and their share in the total value effect. Moreover, the proposed index of influence of exhibition and trade fair performance results depending on the selected factors is innovative as well. The practical importance of the research results involves a more accurate calculation of the effect caused by activities performed and, consequently, an increase in the efficiency of the business entities.&lt;/p&gt;

Isolation and Characterization of Melanoidins from Dulce de Leche, A Confectionary Dairy Product.

Melanoidins, the brown-colored compounds formed through the Maillard reaction, are responsible for color development in dulce de leche (DL), a popular confectionary dairy product in the Río de la Plata region, particularly in Uruguay and Argentina. Color is a critical quality parameter that strongly influences consumer preference. This work aimed to develop a method to perform preliminary structural characterization of the chromophores produced by the Maillard reaction. Melanoidins are present in a water-insoluble fraction, linked to a protein backbone, conforming melanoproteins of high molecular weight. The insoluble melanoprotein fraction (10% total solids) was isolated, and the chromophores released by proteolysis and isolated by gel-permeation chromatography. The analysis of the products revealed that they present a high degree of molecular weight (MW) polydispersity, in a range of 300 to 2000 Da, where the compounds of higher molecular weight contributed the most to the color of the product. The isolated fractions were further analyzed by RP-HPLC using a diode array detector (DAD) detector. These results, together with H-NMR data, suggested that the chromophores isolated belonged to a relatively simple mixture of aromatic products with higher hydrophobic character relative to other products of the melanoprotein digestion.

Analisa Preferensi Konsumen Berbelanja di Pasar Malam dan Dampaknya terhadap Peningkatan Kesejahteraan Ekonomi Pelaku Usaha di Kota Samarinda

This study aims to analyze the factors of consumer preferences for shopping at the night market and the impact of these preferences on improving the economic welfare of night market entrepreneurs in Samarinda City. Sampling in this study was carried out by the method of non-probability sampling with convenience sampling technique, an analysis tool used simple linear regression. The results showed that there are 5 factors that influence consumer preferences in choosing the night market as a place to shop, of the 5 factors, the most dominant factor is the product. The diversity of products provided at the night market is considered to meet consumer expectations. With the Kaiser- Meyer-Olkin (KMO) test and Bartlett's Test, it shows a value of 0.672 so that the factor analysis process is feasible and the Barlett's Test of significance level of 0,000 shows that there is no correlation between variables so that factor analysis can be done. Meanwhile, the impact of consumer preferences on improving economic welfare can be seen from the results of t count of 5.270 with a significance level of 0,000. From the results of the test of the coef icient of determination can be seen by 72.7% increase in welfare of the night market business.&#x0D;

Factors Influencing Consumer Preference for Rice in the North West Region of Cameroon

Factors Influencing Consumer Preference for Rice in the North West Region of Cameroon