Purchase Perceptions Research Articles

Consumer Preferences and Purchase Perceptions by the Picture Image Types of Floral Products - Focused on Image-Based SNS (Instagram)

This study surveyed 311 adult consumers in Korea to investigate their preferences and purchase perceptions of floral products through the social network services (SNS) market. The consumers responded that they favored purchasing a floral product via SNS mainly because the products were trendy in design, with a significantly high score among those in t heir 20s. Among the a ge g roups, the consumers in their 20s and 30s found the prices of floral products sold via SNS less reasonable than the consumers in their 40s. Those who were in their 50s or older showed lower confidence in the quality of floral products and freshness of flowers sold via SNS. The consumers said that the picture images of the floral products posted on SNS helped guide their choices, illustrating consumers’ positive views of the images of f loral products on SNS. Although the consumers were aware that the floral product images were retouched, they tended to assume that the actual products would be s imilar to the posted p icture images. As for the impact of image characteristics on the consumers’ purchase decisions of floral products, it was discovered that the respondents attached considerable importance to the overall atmosphere. The preferred backgrounds of the f loral product images slightly varied between floral bouquets and floral basket products. As for the composition preferences of images, most consumers preferred images that were taken from the front, for both floral bouquets and floral baskets. The consumers preferred bright images, with high chroma in color, whereas they disliked images with low brightness. Based on the semantic differential scale, the consumers used favorable terms, such as abundant, refined, high-class, and elegant, to describe bright images, regardless of color saturation. In contrast, dark images were generally perceived more negatively. Although the consumers’ preferences and emotional responses to picture images of floral products varied according to the background, composition, and retouching effects of the images, no significant differences were detected in responses among different genders, age brackets, and vocational g roups. Overall, w hen marketing floral products through SNS, product information with images appealing to consumers’ preferences would support their purchase decisions.

Integrating Factors Influencing Consumers’ Halal Products Purchase: Application of Theory of Reasoned Action

ABSTRACTThe purpose of this research is to determine Muslim consumers’ purchase perceptions of Halal products in Pakistan. The research team has integrated different factors such as processing, Halal logo, ingredients, health consciousness, perceived value, food safety concern, and religious factor with Theory of Reasoned Action (TRA), and they investigated their influence on consumers’ attitudes and intentions to purchase Halal food products. A survey was conducted in Islamabad and Rawalpindi city, Pakistan. A total of 282 (56.4%) completed questionnaires were received from 500 respondents. Structural equation modeling technique was used to determine consumers’ purchase intention and behavior regarding Halal products. Except for health consciousness and Halal logo, all factors positively influence consumers’ attitude and purchase intention of Halal food products and, subsequently, their purchase behavior.

Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials

Purpose – The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions. Design/methodology/approach – Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data. Findings – The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising. Research limitations/implications – Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs. Practical implications – Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials. Originality/value – This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.

Price presentation effects on green purchase intentions

Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions. Practical implications – This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness. Originality/value – This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

The antecedents of re-purchase intentions: the service quality perspective

The aim of this quantitative study is to undertake empirical research investigating the nature and magnitude of the determinants of re-purchase intentions from the point of view of service performance and post purchase perceptions. A theoretical model linking service quality issues and re-purchase intentions was developed and tested using structural equation modelling of 318 surveyed participants at various day spa locations. The findings of this study confirm that the enhancement of the delivery of high quality service, an accommodating environment and strengthening relationships with customers are more likely to increase re-purchase intentions. The major values of this study are the establishment of the role of service quality on re-purchase intentions and the mediating role of customer relationship strength. The major limitation of this research is the study was undertaken in a single service industry.

A conceptual framework for studying customer satisfaction in residential construction

A conceptual framework for studying customer satisfaction in Australian residential construction is developed using marketing theory merged with construction concepts. The framework aims to act as a stepping stone for determining how empirical data from real residential construction situations and real customers, fits marketing theory. To this end, customer satisfaction is modelled as a gap between two constructs: pre‐purchase expectations and purchase perceptions. A parallel marketing concept known as the purchase decision process is used to model identifiable inputs to the two constructs, thus creating the ability to model different customer profiles. The purchase decision process is adapted to suit residential construction and can be described as: housing needs recognition, search for tenders, evaluation of competing contractors, signing of contracts, progressive construction outcomes and practical completion outcomes. The first four contribute to pre‐purchase expectations and the remainder to perceptions of what is actually provided. Service quality, product quality and price are modelled as features that manifest consistently during the purchase decision process and therefore in pre‐purchase expectations and purchase perceptions, as well. Future research aims to develop a grounded model of customer satisfaction in residential construction.

Identifying purchase perceptions that promote frequent e-commerce buying

This research identifies the factors that may influence the e-commerce buying patterns of consumers. We surveyed 190 adults to examine consumers' demographic characteristics and purchase perceptions as they are applied to the frequency of e-commerce buying. Results showed that younger and better educated shoppers that possess computer and internet experience are more prone than other shoppers to buy items over the internet. An elevated number of children in the household were also found to increase shoppers' propensity to make e-commerce purchases. Additionally, the four purchase perceptions of customer service, shopping experience, consumer risk and product perception were all found to influence buying patterns. Shopping experience, which includes a mixture of effort, lifestyle compatibility, and enjoyment, was found to be most prominent.

The Role of Customer‐contact Personnel in the Marketing of a Retail Bank′s Services

Examines the role and importance of customer‐contact personnel in the marketing of a bank′s financial services and the importance of customer service in retail banking. Customer‐contact personnel from suburban branches of an Australian retail bank identified their level of agreement with statements dealing with customer purchase perceptions, customer purchase behaviour, the personal selling of services and their role and importance in the marketing of the bank′s financial services. The results were interesting in that they indicated several key factors that affected service purchase encounters. These factors included the organization′s reputation, the role of the customer‐contact personnel in the service encounter, level of reward given to the customer‐contact personnel for their contribution, the significance of an official sales training programme, word‐of‐mouth communication and the relationship between the salesperson and the customer.