Consumer Behavior Patterns Research Articles

Moving Towards Responsible Consumption: The Road Ahead for Sustainable Marketing

The fundamental tenet of consumerism revolves around the belief that the burgeoning consumption of goods is favorable for the economy. Since the dawn of the Industrial Revolution, humanity has witnessed an exponential upsurge in consumerism. It has been related both to the increase in the population size as well as an increase in our demands due to constant changes in lifestyle. Multiple sources have corroborated the fact that if this consumption behavior continues unabated, we will soon face an acute shortage of resources of all kinds. Both consumer behavior patterns, such as addictive consumption and conspicuous consumption, can be attributed to this. Amongst the solutions available, ‘Demarketing’ is one. It is a type of marketing when a brand wants to discourage you from buying its product. The paper is descriptive in nature and is based on secondary data, which will be collected from journals, blogs, websites, magazines, books, etc. The paper intends to explore the theme of demarketing vis-à-vis the materialistic purchase behavior of a modern-day consumer and green demarketing strategies that companies are adopting by way of sustainable marketing.

The Influence of Online Marketing and Online Customer Review towards Purchase Decisions with Prevention of COVID-19 Spread as a Moderating Variables on the Women’s Clothing Consumers in Medan City

The development of technology during Pandemic has an impact on the pattern of consumer behavior undergoing digitization, especially in terms of fulfillment of needs. The ease to market products on various online marketing platforms makes various product spread so fast, but on the other hand, it makes consumers feel to be careful and wise before making purchase decisions, including women's clothing products. The increase online marketing in Indonesia was strengthened when Indonesia officially confirmed the Covid-19 case in early March, 2020. The fact of transmission through direct contact resulted in a high level of consumer alertness as a preventive measure, especially direct purchases of women's clothing at malls/shopping centers. Although consumers can’t see and feel directly the physical products and services of the seller, but from the online customer reviews, consumers will consider everything before making a purchase decision. The purpose of this study was to analyze the effect of Online Marketing and Online Customer Review on Purchase Decision with Prevention of Covid-19 Spread as a moderating variable. This type of research is an associative research and the population in this study are female consumers in Medan City who have purchased women's clothing in e-commerce during the pandemic (April, 2020- April, 2021). One hundred and sixty five (165) respondents are chosen as the samples with the accidental sampling method is used. The data are analyzed with PLS-SEM using SmartPLS 3.0 Program. The results show that Online Marketing influences positive and significantly on the Purchase Decision, Online Customer Review influences positive and significantly on the Purchase Decision, Prevention of Covid-19 Spread doesn’t significantly moderate the influences Online Marketing through Purchase Decision, and Prevention of Covid-19 Spread doesn’t significantly moderate the influences of Online Customer Review through Purchase Decision. Keywords: Online Marketing, Online Customer Review, Prevention of Covid-19 Spread, Covid-19, Purchase Decision.

Environmental Attitude Generasi Z dan Pengaruhnya terhadap Minat Beli Green Product

Economic growth and patterns of consumer behavior that are moving very fast throughout the world are the main causes of environmental damage that have an impact on the growth and development of green consumerism, namely consumers who are starting to realize the presence of environmental aspects in their consumption patterns and want products that have a not bad impact on the environment. environment. This growing awareness of environmental issues or environmental awareness encourages consumers to have environmental concerns/attitudes which in turn changes consumer buying behavior towards green products. According to the World Wild Fund (WWF), in 2017 as many as 63% of consumers in Indonesia were willing to buy environmentally friendly products even at higher prices. However, the level of brand advocacy ratio and purchase action ratio of several products that are included in the green product category has not yet occupied the first position. This condition causes researchers to be interested in examining the condition of buying interest in green products in Indonesia, especially those influenced by environmental awareness and environmental attitude. The results of the study show that environmental awareness will have a positive impact on environmental attitudes, and environmental attitudes will affect buying interest in green products, then environmental awareness will have a positive effect on buying interest in green products through environmental attitudes. This is intended in order to provide information to green product business actors about the environmental attitude of consumers so that the established marketing strategy is able to form a positive attitude and ultimately be able to encourage consumers to purchase green products in the future. The method used in this research is descriptive – associative by using survey techniques in collecting related data. The questionnaire instrument will be tested for validity and reliability and the survey data will be analyzed using multiple regression and tested for significance with the t-test and Sobel test using SPSS Version 24. Data collection was carried out by distributing online surveys and obtaining a sample of 257 respondents from various cities in West Java.

Business Development Strategy of Seblak Putri Setu During The COVID-19 Pandemic

This study aims to describe the business development strategy carried out by Seblak Putri Setu during the Covid-19 pandemic. This study uses a qualitative approach with a descriptive method. Data collection techniques were carried out by observation and interviews. Data analysis was carried out with an interactive model that included data collection, data reduction, data presentation and drawing conclusions. The results showed that several business development strategies were carried out by Seblak Putri Setu, namely expanding dining areas, adding decorations in the dining area, innovating new menus to adjusting patterns of changing consumer behavior by partnering and conducting online promotions and providing services for non-cash payments.

Sustainability assessment of value flow of end consumer’s products and/or services

The purpose of article is to develop an approach to sustainability assessment of value flow of end consumer's products and/or services as a basis for improving the management system of corporate sustainability and sustainable development of economic systems and processes based on the study of patterns of consumer behavior and their decision to purchase products and/ or services. The research hypothesis is based on the assumption that sustainable development of the economy is determined by the sustainability of enterprises generating flows of products and/or services consumed by end consumers focused on receiving value flows. Terminological analysis, methods of grouping, typology and classification chosen as research methods, and binary matrices formed on the basis of qualitative attributes of object and it dichotomies used as tools to substantiate the scientific novelty of research. The following results are obtained in the article: the author's definitions of terms value, value flow, value sustainability and value flow sustainability; main consumption types of products and/or services from the perspective of sustainability; an approach to sustainability assessment of states, feelings and impressions of end consumer as basis for substantiating recommendations to improve the management of corporate sustainability and sustainable development of economic systems and processes.

Muslimah Design Trends Through The Role Of Fashion Forecasting

Muslimah fashion design nowadays is a fashion trend that is the best alternative for Muslim women who want to cover their aurat with an attractive style. With a variety of options, Islamic clothing is not considered conservative or outdated. Therefore the form of fashion design should be more contemporary and in accordance with Islamic characteristics and suitable for use by all nations. In this paper the researcher will look at the fashion forecasting process used in the production of Muslimah clothing. Fashion trends are an important element in determining the concept of clothing design. As a trend forecasting concept, several things have a significant impact on the fashion industry. The ability to forecast trends in fashion, technology, and culture is a critical area of ​​the marketing industry dedicated to identifying patterns of consumer behavior while helping companies and brands connect with audiences. Fashion trends are styles of clothing and accessories that are popular at a particular time. It will affect the popularity and lifestyle for example through the use of colors and fabrics used. Fashion forecasters will do research somewhere to find out new trends and try to bring some new ideas about the brand. It requires scientific skills and creative concepts. Thus, fashion forecasting is a field in the fashion industry that is concerned with predicting upcoming fashion trends in terms of colors, design techniques, textile materials, and more that lead to consumer demand. Fashion forecasters produce trend reports that are used to develop a brand for the production of a product. In the process of making designs, designers need to pay attention to fashion predictions which in addition to having Islamic characteristics, the design can be comparable to international designs.

ROLE OF CORE ELEMENTS OF ORGANIZATIONS IN CONDUCTING DIGITAL TRANSFORMATION IN FASHION SMEs (Case Study of Yogyakarta and Klaten Fashion SMEs)

The speed of the development of information and technology in the current 4.0 Industrial Revolution however cannot be dammed again coupled with the existence of the Covid-19 outbreak. This has an effect on changes in the patterns of consumer behavior and their lifestyle, especially in shopping. So the company is required radically to change their model business in creating and adjusting values. Many companies have adopted a digital transformation strategy to change the way they create and adjust value. Therefore, the formulation of digital strategies must identify the business elements of the company model that must be modified in accordance with the new strategy, along with the scope of the digital transformation. This study examined how the role of the organization's core elements in transforming in the Fesyen SMEs in Yogyakarta and Klaten. The aim is to analyze the core elements of the organization used in carrying out digital transformations to keep the company's competitive advantage, using a qualitative approach with the method of case study, using small and medium enterprises in fashion, such as leather bags, batik, sports jerseys, and typical Muslim clothes Boutique as a research object. The data collection techniques by means of interviews (in depth, structured and open), observation and so on. And data analysis used is descriptive analysis. The results showed that the role of the core elements of the organization had an effect on carrying out digital transformation in the 4 small and medium businesses in Yogyakarta and Klaten.
 Keywords: Digital Transformation, Core Organizational Elements, Implementation of Digital Transformation

Return to the New Normal: Empirical Analysis of Changes in E-Consumer Behavior during the COVID-19 Pandemic.

The global pandemic caused by the new coronavirus has largely changed established business practices. The aim of this study is to present the results of eighteen months of intensive research into the effects of the pandemic on e-consumer behavior. In one of the most active e-commerce markets in Europe, the Czech Republic, we analyzed a sample of more than one and a half million Facebook users in terms of their C2B interactions on the B2C activities of the five major e-commerce market players. The measurements were carried out in three periods, which corresponded to the onset of the first wave, the peak, and the fading of the second wave of the pandemic. This enabled us to monitor the effect of seasonality and the stabilization of patterns of consumer behavior during the coronavirus crisis. The results suggest that a specific panic pattern of e-consumer behavior was developed at the time of the onset of the pandemic. However, as the pandemic progressed, the market adapted to a new normal, which, as evidenced by the change in trends, appears to be a combination of the pre-pandemic and pandemic behavioral patterns. Using a statistical analysis, it was possible to identify the delta of changes within the patterns of consumer behavior, thus fulfilling the final condition for creating an empirical model of the impacts of the COVID-19 pandemic on e-consumer behavior presented in this study.

The Post Covid-19 Consumer Buying Behaviour in The Nigerian Banking Industry: Issues, Challenges and Benefits

The purpose of this paper was to explore the issues of post COVID-19 consumer behaviour in the Nigerian banking sector. Customers and employees of five top commercial banks in Nigeria (Zenith Bank, Access Bank, Guarantee Trust Bank, First Bank and United Bank for Africa) were interviewed via the telephone. This study adopted the exploratory research design with qualitative analysis of respondents’ views. It is important to note that changing consumer behaviour patterns, shift in customers’ expectations and attitude and perceptions differences were the major issues. However, some of the challenges include; huge business uncertainty, high illiteracy rate vs. technological advancement in banking as well as space engagement. On the other hand, some of the benefits identified were; improved technological applications and seamless banking procedures, reduced credit gap, and increased banking opportunities with the growing rate of Fintech. However, short term actions and long term transformation were adequately highlighted as proposed mitigants to the challenges facing the Nigerian banking sector with respect to managing changing customers’ behaviour amid post COVID-19 pandemic. An area recommended for further studies is consumer behaviour and post COVID-19 pandemic in other developing economies, with the use of empirical approach to further validate the findings of this study.

EVOLUTION OF VALUE MOTIVES OF CONSUMPTION IN POST-SOVIET COUNTRIES: THE EXAMPLE OF UKRAINE

The paper considers the evolution of household consumption in Ukraine to study the changes in consumer behaviour over time. The purpose of this study is to analyse patterns of consumer behaviour in Ukraine and their historical roots. This will facilitate a better understanding of factors driving consumer behaviour of Ukrainians, help forecast its future changes and develop mechanisms and instruments for Ukrainian companies to manage consumer behaviour. Research results reveal that Soviet consumption habits are still affecting Ukrainian patterns of consumer behaviour. Even younger population that has never experienced the Soviet system is affected by its consumptive patterns to some extent. After the USSR’s collapse, Ukraine started to adopt consumer behaviour patterns from the Western world, first of all the consumerism and its inherent consumer protection, as well as the more recent fight against excessive consumption. At the same time, another global consumption trend – creative consumerism – is being actively adopted by Ukrainians, partly because such forms of behaviour are inherited from Soviet society. Modern technologies along with the COVID-19 crisis effect the patterns of consumer behaviour in Ukraine, primarily through the increasing role of online technologies in consumer decision making, in purchasing and post-purchasing processes.

Uticaj životnog stila generacije Z na prihvatanje onlajn kupovine u Srbiji

The development of information and communication technologies has influenced the lifestyle of consumers. Online shopping saves time and seemingly money, because it allows consumers to shop from home at any time 24/7/365. Today's consumers are online consumers, but the difference in generations indicates the need for consumers as such to be profiled and analyzed. The fact that 2020 is marked as the Corona year gives special importance to the analysis of online shopping intention. Measures to slow down the pandemic, among other things, were distancing, quarantine, isolation, so online shopping is becoming more convenient or the only possible option. The willingness of consumers to shop in a pandemic has accelerated the online shopping process in many countries and led to the creation of a new pattern of consumer behavior. The subject of this paper is Generation Z, which mostly follows the development of information and communication technologies. The aim of the research is to confirm the connection between the lifestyle of Generation Z, primarily students, as members of the dominant academic environment and online shopping. A well-structured questionnaire adopted from various previous studies was conducted through an online survey of 320 students across Serbia. Consumer lifestyle identification statements include activities, interests and opinions (AIO), where activities relate to a person's daily activities in terms of entertainment, leisure and shopping, interests relate to the importance a person has for fashion, food, recreation, media, and opinions focus on social issues, products, future, culture. The study uses a simple random sampling technique. The study performs a research factor analysis to isolate the factors that have emerged as bearers of consumer lifestyle characteristics.

СПОЖИВЧА ПОВЕДІНКА В НОВОМУ МЕДІАЛАНДШАФТІ

The article is devoted to analyzing a transformation of the end consumers’ behavior in the changing media environment. Informational, behavioral, and generational approaches to the transformation of consumption content are substantiated. The essential characteristics of the modern media paradigm are considered. The main challenges for traditional media are outlined. Qualitative and quantitative shifts in consumption of various types of media in certain countries are analyzed, and structural changes in media consumption are illustrated using the example of American society. The main causes of disparities in the degree of penetration of new media types are identified. Special attention was paid to the generation factor as the main prerequisite for the transformation of media consumption, as well as the acquisition of new consumer experiences and behavioral patterns. Other elements of the research program of consumption theory are proposed, reflecting the complications and expansion of consumer behavior taking into account the new media paradigm. Changes in roles, functions, structure, and forms of consumption implementation were studied. Distinctive characteristics of the Zoomers generation as a consumer segment are considered and the trends of its behavior in the digital space are reflected. The study exposes the activation and complication of the modern consumer, which is manifested in the diversification of needs and individualization of the information and communication space. It was established that the products are saturated with an informational component, which implies the inclusion of ideological, aesthetic, and other dimensions. The modification of the mechanism of consumer choice is explained by the growing influence of digital communications at each iteration of the purchase process. The algorithm of the consumer decision-making process is outlined, and the factors affecting this process are identified. It is noted that with the development of information and communication technologies and the expansion of the choice of media, the information saturation of the markets is increasing, which emphasizes the importance of partnership relations between the producer and the consumer. The article concludes with an outline of several megatrends and an assessment of their impact on consumer behavior.

Consumer Sentiment, Cognitive Attitudes, and Behavior Patterns toward Delivery Apps

Consumer Sentiment, Cognitive Attitudes, and Behavior Patterns toward Delivery Apps

Citespace-based Visual Analysis of Green Consumption Research in China

In order to cope with the rapid economic development and the continuous deterioration of ecological environment, it is necessary to promote green consumption so that the whole society can move toward sustainable development. Based on a large number of scholars' studies, this study provides a systematic review of core journals on green consumption in China through Bibliometric analysis and the visualization and analysis software CiteSpace. The research results show that the research hotspots of green consumption in China are "green consumption", "green marketing", "circular economy", "consumer "The research focuses on consumer behavior patterns of green product purchases, reflecting the convergence of consumer behavior research themes in the development of green consumption. There is less cooperation between authors and institutions, and academic cooperation in the field of green consumption research is far from sufficient. The research on green consumption in China can be divided into three stages: the initial period, the growth period, and the ebb and flow period. From studying consumption patterns and researching government policies, the research gradually focuses on the human psychological level and studies the influencing factors of green consumption from the consumer psychological factors, and the research on the micro consumption behavior level becomes more and more in-depth, and the research in the field of green consumption in China becomes increasingly mature.

The Role of Changes in Customer Behavior on Smart Marketing Strategies in The Post-Covid Pandemic Era

This study aims to describe the extent to which changes in consumer behavior patterns persist in the long term or only temporarily during the Covid-19 pandemic. Customers have often used communication technology so they can take advantage of its existing online applications to meet basic daily needs. An exploratory descriptive approach using qualitative and cross-sectional research methods is used to explain the relationship between changes in consumer behavior and marketing strategies. The data analysis using the Spradley Technique with domain and taxonomic analysis The results show that the online shopping pattern of the customer will continue until the next normal period. It is based on the characteristics of customer and technoculture theory. According to one of the major retailers in Indonesia, there has been an increase in transactions during social distancing by an average of 45%. Online shopping and home delivery services have also become consumer demand.

Economic theory: patterns of consumer behavior

The modern problem of cognition is the problem of choosing tools for obtaining new knowledge, either taken from the arsenal of other sciences, or newly created by scientists.

CONTINUUM OF ADVERTISING TECHNOLOGIES AND MARKETING PRICING IN THE FORMATION OF CONSUMER BEHAVIOR

The article considers the neсessity to study the consumers motivation when making a purchase, as one of the main factors ensuring the growth for goods and services demand. The review of consumer behavior models homo economikus and homo psychologicus and their postulates are reviewed. In the process of reviewing the models revealed key differences between rational and emotional consumer behavior, which is important in the formation of advertising appeals. The factors that determine the choice priority between rationality and emotional impact in terms of modern research are considered. The process of consumer decision-making on the purchase using the components of psychology is studied. Relevant, from the point of view of marketing, characteristics of the buyer’s behavior, which directly affect his attitude to the level of the product price and the reaction to changes in price, are presented and considered. It is necessary to take into account the risks to which the consumer is exposed when making a choice, which should be meant by the manufacturer when setting prices and developing advertising appeals. It was found that the study of patterns of consumer behavior allows manufacturers not only to identify consumer motives in the process of choosing and making a purchase decision, but also to form ways to influence them. The analysis of consumer behavior based on the considered models and risks showed that most consumers are not ready, and some do not want to be responsible for the choice and decision-making, while striving to “have a choice”. By studying consumer behavior, producers have the opportunity to significantly improve the pricing process and make a more accurate calculation of a “fair” price that is acceptable to the consumer. The need for accurate market segmentation is justified. It is proposed to conduct segmentation based on ABC analysis to ensure a sufficient size of segments required for the implementation of flexible pricing strategies. The article reveals that in modern conditions of market saturation, factors that have a special impact on buying behavior need a new quality. It is determined that the interaction of advertising technologies and pricing is based on continuous comparison of consumer benefits and their perception of the price offer, which is manifested in the degree of their involvement in the purchase process. The necessity of close interaction of advertising technologies and pricing as the most influential marketing tools on consumer behavior in modern conditions is substantiated. Achieving such interaction is possible through the study of consumer involvement in brands, motivating factors of consumer behavior and perception of advertising.

Solve dilemma of corporate sustainability: Research within Indonesian F&B companies

<p><em>Thrilled by changes in consumer behavior patterns and increased community awareness, Corporate Sustainability (CS) to minimize the environmental impact of business activities, is becoming an increasingly important discussion in Indonesia. However, CS is said to be resting on a dilemma between ethical obligations towards society versus economic duties of maximizing profits. As CS generates new stakeholder expectations towards the organization, company should take real action to solve dilemma. Research suggests that a company should have Strategic Communication (SC) that is built based on negotiation, understanding, and take into consideration “connections and responsibilities to a larger society” while launching CS. This SC will reinforce key proxy elements for successful CS and increased Corporate Performance (CP). Align with the Regulation of Indonesian Minister of Environment 75/2019, this research focused on the company's responsibility to manage plastic waste which includes reduction, collection, reuse, and recycling. The unit of analysis is F&B companies as one of the largest economic contributors in Indonesia but is also responsible for a variety of different environmental impacts. Quantitative data collection through online questionnaires processed with Partial Least Square (PLS) 3.0. The results show that even though company has made CS as one of the work programs, formed a division to handle CS, as well as awareness of changes in consumer behavior, they acknowledge the lack of SC. By proposing a set of conceptual principles that merge theory and practice, results expected to develop answers to the question: how best to communicate CS thereby contributing to the improvement of the CP?</em><em></em></p>

The ascent of digital banks in the Gulf region: Prospects and challenges

This paper provides a practitioner’s and academic’s perspective on the impending challenges faced by the Gulf banks from the growth of FinTech and technology disruptors in the region. The authors provide a comprehensive view of the approaches taken by the banking industry in the Gulf to face these new challenges, including the support provided by their governments. The paper describes three dominant approaches taken by the banks in the region on the digital banking front. As practitioners and academics, the authors provide their recommendation through their four-corner strategy of action points that the Gulf banks should adopt in order to successfully overcome ongoing challenges posed by FinTech’s and technology disruptors and to stay relevant during this period of changing consumer behavioural patterns led by technology disruption and growth.

How Culture and Trustworthiness Interact in Different E-Commerce Contexts: A Comparative Analysis of Consumers' Intention to Purchase on Platforms of Different Origins.

The outgrowth of e-commerce has advanced the development of countries' economies. Today, online marketplaces are targeting not only their local customers but are also spreading their interests overseas, expanding cross-border e-commerce. The current study aims to analyze the interaction of customer's personal traits, such as national culture, disposition to trust, and perceived trustworthiness, and their effect on the purchase intention within different e-commerce contexts. The contexts are chosen based on the country-of-origin parameter and serve as the moderator in the research model. Both direct and indirect effects of cultural dimensions on trustworthiness and purchase intention are analyzed within the research framework. The data for the analysis are randomly collected among the Russian population and assessed using structural equation modeling (SEM). The analysis results prove the marketplace context moderates the interaction of customers' personal traits among each other and their effect on the purchase intention. The study shows that dimensions of national culture have a more substantial effect on perceived trustworthiness and purchase intention in the Chinese marketplace context. The current study contributes to the analysis of customer behavior patterns within context, expanding context-related research direction. It increases the specificity of the culture and trustworthiness research and deepens the understanding of country-of-origin moderating effect in e-commerce. Moreover, addressing a high-level uncertainty avoidance culture within the research framework, the study diversifies the existing set of analyzed cultures in the e-commerce environment. The current study is applicable both in domestic and in cross-border e-commerce practice, broadening the understanding of consumer behavior patterns. The research model is relevant for the analysis of trust-effected behavioral outcomes.