Purchase Decisions Research Articles

Fostering Healthier Choices: Empowering Pharmacy Students to Bridge the Food Label Gap in Lebanon

Background: Non-communicable diseases are a significant public health issue in Lebanon, making it crucial to promote preventive measures such as informed dietary choices. Food labels play a key role in this, but there is a disconnect between knowledge and utilization, even among healthcare professionals. This study aimed to investigate this gap among Lebanese pharmacy students by assessing their nutrition knowledge, usage of food labels, and the factors influencing their label use. Materials and Methods: This cross-sectional study examined the knowledge gap among 81 pharmacy students in Beirut. A validated questionnaire assessed demographics, nutrition knowledge, label features influencing purchase decisions, and barriers to label use. Results: Despite having high overall nutrition knowledge (mean score of 82%), students reported inconsistent use of food labels. Gender did not significantly influence the prioritization of label features. However, students in higher academic years were more likely to pay attention to production dates (p < 0.001). Additionally, there was a positive correlation between the frequency of label use and knowledge scores. Conclusion: This study highlights a persistent knowledge-practice gap in food label utilization among pharmacy students. Educational interventions tailored to address specific knowledge gaps and perceived barriers are necessary.

The Impact of Escort Fees on the Consumption Behavior of Families of Expatriate Workers in the Private Sector in the Kingdom of Saudi Arabia

The study aimed to find out the impact of fees imposed on escorts on the consumer behavior of expatriate families in the Kingdom of Saudi Arabia by studying purchase motives, sources of purchase decisions, economic factors and social factors when purchasing products. The study concluded that there was no effect of these factors on changing the consumption habits of expatriate families. Rather, factors intervened that led to the increasing control of most of these factors and their impact, especially with the deterioration of the economic and security conditions in the countries of arrivals, and the preference of most families to stay in the Kingdom.

Identifying the Factors Influencing Youths Decision in Afghanistan for the Purpose of Smartphone Purchasing

The current study aims to investigate the variables influencing customer intent to purchase smartphones and to smooth the way and increase investor interest in investing in Afghanistan considering the identified factors (Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features). Data was collected through a Google Forms structured questionnaire, which was developed from previous studies, using a 5-point Likert scale. This study determined that a sample size of 800–1000 respondents would be appropriate for the survey; 892 replies in all were gathered. The factor analysis test was applied to test the variables' validity. In the study, Binary Logistic Regression Analysis (LR) was performed to assess whether there is a significant relationship between smartphone purchasing decisions and the following factors: Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features. The research showed that there is a significant relationship between the mentioned factors and smartphone purchase decisions. There are a variety of elements that influence consumers' intentions to buy smartphones, but subjective norms, personal factors, operational factors, software performance, and physical features are the factors that drive consumers to purchase.

Consumer Locus of Control Scale: Validity, and Measurement Invariance Evidence in Low and High Socioeconomic Status Groups

Consumer locus of control is a key factor in purchase decisions, where consumers perceive outcomes as either dependent on or external to their own actions. These beliefs vary among individuals from different socioeconomic backgrounds, except when it comes to consumption. However, the assumption of measurement invariance across all socioeconomic groups has not been proven. To address this, a study was conducted to develop, validate, and test the invariance of the Consumer Locus of Control Scale. The first study (n = 300) involved exploratory factor analysis and reliability testing. The second study (n = 309) examined confirmatory factor analysis, convergent and discriminant validity, and measurement invariance. Results showed high explained variance and internal consistency. The five-factor structure demonstrated a good fit, supporting the scale's structural validity. Furthermore, the scale was invariant between high and low socioeconomic groups. This study provides valuable evidence for the reliability and validity of the Consumer Locus of Control Scale.

Factors Influencing Automotive Lubricant Consumer Purchasing Behavior: A Conceptual Model

The automotive industry's rapid expansion and rising consumer appetite for automobiles have created an unprecedented demand for automotive lubricants. This surge in demand reflects lubricants' essential role in ensuring optimal performance, longevity, and efficiency of automotive engines and mechanical components. In the present day, consumers exhibit increased precision and selectivity in their purchasing behavior, underscoring the necessity for careful deliberation before making a purchase decision. Given the diverse range of products available, it is essential to understand consumer preferences to ensure that the selection is aligned with market demands and expectations. Thus, this paper aims to develop a conceptual model for automotive lubricant purchase behavior based on the Theory of Consumption Values (TCV), which are divided into five parts: functional value, emotional value, social value, and epistemic value. The consumption value theory, applicable across diverse goods and services, emerges as a valuable framework. Its versatility enables a comprehensive understanding of consumer preferences and behaviors across various markets, facilitating informed decision-making for businesses and policymakers. Through this conceptual model, the paper endeavors to provide insights into the complex interplay of value perception and provide insights into the drivers behind consumers’ choices regarding automotive lubricants.

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

The Influence of Advertising Creativity, Advertising Attractiveness, Endorser Credibility, and Advertising Effectiveness on Instagram on Purchase Decisions at Ilsproject Denpasar

The Influence of Advertising Creativity, Advertising Attractiveness, Endorser Credibility, and Advertising Effectiveness on Instagram on Purchase Decisions at Ilsproject Denpasar

Keterkaiatan antara Citra Merek, Kepercayaan Merek, dan Celebrity Endorser Terhadap Keputusan Pembelian dan Peran Minat Beli Sebagai Mediator

The fashion industry in Indonesia has undergone major changes with the development of the athleisure trend, which combines elements of sports with everyday fashion. Puma, as one of the leading brands, faces challenges in expanding its market share amidst increasingly fierce competition. This study aims to examine the impact of Citra Merek, Kepercayaan Merek, and celebrity endorsement on Puma consumers' purchasing decisions, and to evaluate the role of purchase intention as a mediating variable. A quantitative approach was used in this study, with data analysis through SEM-PLS 4.. The results showed that Citra Merek, which emphasizes modern and trendy aspects, has a significant positive effect on purchase intention and purchase decision. Kepercayaan Merek was also proven to have a positive effect on both variables. In addition, celebrities who become endorsers with high reputations also increase purchase intention and purchase decision. Purchase intention plays an important role as a mediator in the relationship between Citra Merek, Kepercayaan Merek, and celebrities with purchase decision. This study provides further insight into the interaction of marketing factors and highlights the importance of exploring further into other factors that influence purchase decisions.

Towards a Socially Conscious Start-up Brand: EDI in Entrepreneurial Branding

Successful start-ups are those capable of evoking customer loyalty. To achieve this, a well-crafted brand with a clear brand message that resonates with the target audience is needed. The pandemic, and its aftermath, has led to heightened scrutiny of brands by audiences, with consumers spending more time and money online. Purchase decisions and brand loyalty are increasingly influenced by what brands stand for, with a preference for those that believably prioritise people over profits. Nearly two-thirds of UK consumers expect brands to address societal issues. This trend is particularly pronounced among Generation Z, the fastest-growing demographic in the UK and other advanced economies in terms of spending power. This age cohort differs in several respects from preceding generations, showing a distinct hunger for social causes relating to equity, diversity and inclusion (EDI). This paper presents findings from an investigation into Generation Z's perception of EDI as part of entrepreneurial market communications. Our research aims to explore the target audience's awareness and attitude toward the inclusion of EDI elements in start-up brands and to ideate tangible recommendations for entrepreneurs in terms of embracing EDI as part of their brand’s activities. Guided by Design Thinking, a total of 35 semi-structured interviews were conducted with young adults in Greater London, UK. Through inductive Thematic Analysis, four key themes emerged: (i) There is currently limited visibility and awareness of start-ups with EDI branding; (ii) there is a desire for authenticity alongside distrust of brands delivering on this; (iii) there is an expectation of intersectional diversity; and (iv) there is a limited risk of 'cancel culture' for start-ups. Based on these insights, four tangible recommendations were formulated for crafting socially conscious start-up brands: (i) embrace intersectional diversity internally and externally; (ii) cultivate a community to co-create EDI initiatives; (iii) utilising/collaborate with existing EDI associations; and (iv) prioritise EDI efforts in branded communications.

The Influence of Marketing Mix on the Purchase Decision of Pristine 8.6+ Drinking Water Products in Sidoarjo Regency, East Java

Pristine is a product manufactured by PT. Super Wahana Tehno, which applies high pH drinking water in its composition. This research aims to determine the influence of the marketing mix (4P) on purchasing decisions for the Pristine 8.6+ high pH drinking water product in Sidoarjo Regency, East Java. This study is Explanatory Research with a quantitative approach using a survey method through the distribution of questionnaires. Explanatory research is intended to explain the causal relationship between research variables and test the formulated hypotheses. The sample consists of 100 respondents with the criteria of being over 17 years old, residing in Sidoarjo City, and being consumers who are currently purchasing or consuming Pristine 8.6+ drinking water. The validity test uses Pearson's Product-Moment correlation formula, while the reliability test uses Cronbach's Alpha. Partial Least Square analysis is used for hypothesis testing in this study. The results show that 1) The product variable influences purchasing decisions for Pristine 8.6+ consumers, 2) Price has a positive influence on purchasing decisions for Pristine 8.6+ drinking water consumers, 3) The place variable does not positively influence purchasing decisions for Pristine 8.6+ drinking water, 4) Promotion has a positive influence on purchasing decisions for Pristine 8.6+ drinking water consumers, 5) There is an influence of the marketing mix on purchasing decisions.

Pengaruh Komunikasi Pemasaran, Kualitas Produk, dan Label Halal terhadap Keputusan Pembelian di TikTok Shop

TikTok is a effective medium to promote and selling product. Because Tiktok has hundred of thousand users, which of course makes the product known to various group. This application has been successfully used by various brand to promote their products to consumers, especially to cosmetic industry, both local product and international brand. One of local product that dominates market share is Wardah Kosmetik as with its trademark as halal cosmetics. This study aims to analyze and examine the factors influence consumer purchase decisions Wardah Lipstick products of TikTok aplication users. These factors include the product quality, promotion and halal label. The research used the quantitative with regression analysis method. The sampling method used purposive sampling and the number of samples used in this study amounted to 75 respondents source was distribution of questionnaires to TikTok users in Central Lombok by online via WhatsApp. The data were analysed with IBM SPSS version 21 and analysis was carried out by several tests such as validity test, realibility test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that the product quality, promotion and halal label has a significant effect on purchase decisions Wardah Lipstick products of TikTok aplication users. The findings of this study can be reference uses as a reference for future researchers who will study similar problems. This research can also be a reference for companies to always be able to maintain aspects of product quality, promotion and halal label in designing and determining effective and efficient markering policies.

Pengaruh Brand Trust Dan Price Terhadap Keputusan Pembelian Sepatu Fans (Studi Kasus Pada SMAN 1 Habinsaran, Sumatera Utara)

This research aims to determine "The Influence of Brand Trust and Price on Fans' Shoe Purchase Decisions (Case Study at SMA N 1 Habinsaran, North Sumatra)". This research uses quantitative research methods with the aim of analyzing the influence between two or more variables. The sample in this research were female students at SMA N 1 Habinsaran. In this research, researchers carried out questionnaires. Test the data in this study using SPSS 22. Based on the results of the partial test (t), brand trust and price have a positive and significant effect on purchasing decisions. In the Determination Coefficient Test (R2), the Adjusted R Square value was 35.9%. This proves that the independent variable has a high ability to explain variations in the dependent variable in this research.

Do consumers prefer to buy dietary supplements online? Modeling sales prediction leveraging word of mouth

Purpose In online purchase for dietary supplements, due to the lack of professional advice from pharmacists, electronic word-of-mouth (eWOM) has become an important source of information for consumers to make purchase decisions. How can firms use eWOM resources to increase sales? The purpose of this paper is to provide practical methods for firms by exploring the effects of eWOM on sales and developing a sales prediction model based on eWOM. Design/methodology/approach The data came from 120 dietary supplements on Tmall.com. The authors extracted the product sales as dependent variable and 11 eWOM factors as independent variables. The multicollinearity was tested by using variance inflation factor and least absolute shrinkage and selection operator. The multiple linear regression was used to investigate the effects of eWOM on sales. Drawing on white- and black-box approaches, six models were developed. Comparing the root mean square error, the authors selected the optimal one as their target sales prediction model. Findings Product ratings, total reviews and favorites are positively and strongly associated with sales. Questions and additional reviews have negative effects on sales. The random forest model has the best prediction performance. Originality/value The research focuses on eWOM of dietary supplement. First, the authors show that easily accessible eWOM from online platforms can be used to evaluate effects and predict sales. Second, the authors introduce white- and black-box models through machine learning to assess eWOM. Firms could use the described models to foster their marketing initiatives.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

Mastering Market Movements: Technical Indicators in IDX30 Stock Selection

This study aims to analyze the role of trading volume, foreign money flows, and technical chart patterns in shaping investment decisions for IDX30 companies. Utilizing descriptive quantitative research, data was collected from Stockbit and IPOT, focusing on stock price charts, trading volume, and broker summaries from January 1, 2020, to December 31, 2022. The findings reveal that purchase decisions were made when stock prices broke out of a chart pattern, accompanied by increased trading volume and foreign accumulation. Conversely, sell decisions occurred when stock prices broke down from a pattern, followed by increased volume and foreign distribution. These results underscore the importance of technical analysis in guiding informed investment decisions, helping investors avoid irrational practices and potential losses. The study highlights the practical need for investors to integrate technical indicators, such as volume and foreign flows, into their decision-making processes to enhance investment outcomes.

Signals of change: eating trends shaping the future of food service

Food security is a problem across the world, as prices rise under pressure from climate change, geopolitics, demographics and de-globalisation. These factors, when combined, will impact on the food service sector. In this trends article, the authors identify ten trends that reflect the changes occurring in the food service sector. The trends analysis is based upon the predictive paradigm in futures studies which draws upon evidence, facts and observational research. The ten trends are: (1) climate change diets; (2) escapist indulgence; (3) moderation mantra; (4) evidence-based eating; (5) mood food; (6) digital food; (7) sustainable dining; (8) ethnic and fusion food; (9) local food; and (10) adventurous dining. The contribution of this article is that it clearly identifies the changes occurring in our eating patterns and food purchase decisions and provides a signal to food service operators and brands about the changes that are occurring and why.

Greening the procurement: a SMART evaluation of environmental sustainability in Australian government purchasing policies

PurposeThis study evaluates how well Victorian local councils’ procurement policies align with the sustainable and circular economy (CE) approach that prioritises sustainable and regenerative practices. It proposes a set of criteria designed to effectively integrate environmental sustainability issues into purchasing policies.Design/methodology/approachEmploying the Specific, Measurable, Assignable, Realistic and Time-bound (SMART) framework, a multi-dimensional content analysis guided by the goal-setting theory was applied to evaluate all 79 Victorian local councils’ procurement policies. This approach provided an assessment of policy specificity, measurability, assignability, realism and time sensitivity in promoting environmental sustainability through purchasing policies.FindingsThe findings underscored a significant deficiency in policy adherence to all SMART criteria concerning environmental sustainability, hindering the effective green purchasing decisions within government entities. This lack of integration of greening in purchasing policy poses challenges for manufacturers of waste-derived goods, obscuring the procurement objectives of these critical public sector customers.Practical implicationsThe paper contributes to the sustainable procurement (SP) discourse by proposing guidelines aimed at improving the efficacy of governmental purchasing of sustainable products. These guidelines address the broader imperative to mitigate the environmental impacts of governmental spending on less sustainable goods, thereby fostering ecological sustainability and promoting responsible consumption.Originality/valueWhile past studies have often relied on subjective content analysis methods, the SMART assessment used to develop the environmental sustainability criteria for purchasing policies, which distinguishes this study from previous governmental policy evaluation studies. This approach marks a departure from traditional governmental policy evaluation studies, offering a more structured analysis of policy effectiveness in promoting SP practices.

Impact of Green Advertising and Packaging on Purchase Decisions via Green Perceived Value

This study seeks to explore the impact of green advertising, eco-friendly packaging, and perceived green value on consumer purchasing decisions within the beverage industry, particularly in the bubble tea sector. Most bubble tea beverages are served in disposable plastic cups, lids, and straws, contributing to the accumulation of waste in Indonesia. Observing this issue, the Indonesian public has begun to feel a sense of guilt associated with the use of plastic packaging and prefers brands that incorporate sustainability in their packaging. Consequently, Chatime has initiated the implementation of green marketing by introducing the Eco Cup as an environmentally friendly alternative beverage packaging made from paper. Chatime promotes its Eco Cup to consumers through green advertising on Instagram. This study employs the SOR theory to explain how green advertising and green packaging serve as stimuli that partially influence green perceived value (the organism), ultimately leading to purchase decisions .(the response). Using a quantitative approach with a survey method, questionnaires were distributed to 400 respondents. The findings indicate that while green perceived value has an indirect impact, the direct influence of green advertising and green packaging on purchase decisions is more significant. The indirect effect of green packaging on purchase decisions through green perceived value is notable, as is the direct influence of green packaging on both green perceived value and purchase decisions. Green packaging plays a crucial role in shaping positive perceptions before individuals make a purchase

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

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.