Study Of Consumer Behavior Research Articles

МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ ВПЛИВУ ЦІНОВОЇ ПОЛІТИКИ НА ПОВЕДІНКУ СПОЖИВАЧІВ

Abstract Introduction. Economic terms "marketing pricing policy" are considered in the article, "behavior of consumers", interpretation different foreign and home scientists, it is given their description. The role of marketing pricing policy is investigational for companies and consumers of products or services. It is considered types of consumer behavior and their reaction on a price. The purpose of the article. Research of approaches in relation to determination of concept "marketing pricing policy" their value and terms of pricing, consideration of term "behavior of consumers", research of types of behavior of consumers and their reaction on a price. Methods. During research the methods of comparison, analysis, synthesis, abstraction, theoretical, historical and logical generalization are used. The dialectical method of research became methodological basis. Results. It is exposed essence of economic term "marketing pricing policy" and "behavior of consumers". The conducted research showed that a competent price policy is an important component of the company's marketing strategy, because the price is one of the key factors taken into account by consumers when making purchase decisions. The study of consumer behavior is a priority area in the activity of any company, because consumers, after purchasing goods, bring profit to it. Therefore, for the successful operation of the company, customers must be in the center of attention. By studying consumers, their motives, wishes, price categories, and purchase processes, companies try to offer buyers exactly what they need. Conclusiоns. A study of theoretical and practical aspects of the marketing policy of pricing and consumer behavior was conducted, the types of consumer behavior and their reaction to the price were investigated. It was determined that the influence of marketing price policy on consumers is a key factor in making a purchase decision. Price politics determines the cost of commodities and services, that influences on perception of general utility of product consumers. The question of the factors that influence the behavior of consumers that most encourage the purchase of goods or services requires further research. Defining the role and place of price in making a purchase.

How dark traits and regulatory focus manifest in online hotel reviews: a textual content analysis

ABSTRACT This study seeks to explore how Dark Triad of psychopathy, Machiavellianism, and narcissism interact with consumers’ regulatory focus (prevention-focus and promotion-focus) to influence online consumer reviews in the hotel industry. We conducted an empirical analysis of 1,185,940 hotel reviews from TripAdvisor.com, utilizing the textual content of online reviews and employing Language Inquiry and Word Count analytical tools. The research reveals a multifaceted link between regulatory focus and Dark Triad in online reviews. The results showed that individuals with a promotion focus tend to give higher ratings than those with a prevention focus. Dark Triad significantly influences how regulatory focus impacts online reviews. This study initiates a new academic dialogue on the interaction between regulatory focus and Dark Triad traits within online consumer behavior studies. It provides practical guidance for the hotel industry to refine their management and response strategies by acknowledging the impact of consumer personality traits on online reviews.

Navigating the Social Shift: A Preliminary Study of Consumer Behavior on Malaysia's Social Commerce Platforms

The proliferation of online businesses coupled with the advancement of information and communication technologies (ICT) has led to the emergence of social commerce. The integration of social media platforms into e-commerce offers businesses a convenient avenue for engaging with consumers and a novel method for capturing additional sales volume. This seamless integration of social media platforms into current e-commerce practices has significantly increased its success. Research on the factors that affect purchase intentions in social commerce is still sparse, especially in the context of Malaysian consumers. In general, the causal model of purchase intentions on social commerce in this study aims to investigate the impact of the constructs of visibility and metavoicing on purchase intentions among Malaysian millennial consumers. Henceforth, this initial study specifically aims to evaluate the reliability and validity of the IT affordance constructs of visibility and metavoicing through rigorous assessments. At the items-construct level, the internal consistency assessment was conducted using McDonald’s Omega, which is known for its robustness in measuring the reliability of multi-item constructs. At the construct level, discriminant validity and the strength of linear relationships among variables were assessed using Pearson correlation analysis. The pilot dataset gathered was analyzed with SPSS 29, and the results have validated that the predictive model achieved high levels of reliability and validity at both the item and construct levels. Furthermore, the analysis revealed that the independent variables, metavoicing and visibility, have a significant association with purchase intentions, underscoring their importance in understanding consumer behavior.

Understanding Gen Z’s Online Purchase Behavior through their Hedonic and Utilitarian Motivation

The COVID-19 pandemic ushered in lockdowns, limiting consumer movement to their homes and preventing consumers from shopping in brick-and-mortar stores. Consequently, consumers were reliant on e-commerce to manage their daily purchases of goods and services. This exacerbated the use of e-commerce and fast-tracked the growth of the digital economy. In this study, Gen Z’s consumer motivation is investigated using hedonic and utilitarian motivation and the Unified Theory of Acceptance and Use of Technology (UTAUT). Consumer motivation remains a crucial part of consumer behavior studies given its prominence in influencing consumer action, consumer decision-making and preferences. In particular, the effects of hedonic and utilitarian motivation on online purchase behavior were investigated. This study utilized a quantitative approach through the deployment of a survey questionnaire online. The data from 156 respondents was analyzed using SmartPLS 4.0 utilizing Partial-Least Squares Structural Equation Modelling. Approximately 44% of the respondents started shopping online for the first time during the pandemic (i.e., 2020 and 2022). The results indicated that the Gen Z respondents were motivated by utilitarian and hedonic motivation when shopping online, in particular by Idea Shopping motivation and Efficiency motivation. Additionally, Social Influence and Facilitating Conditions were significant factors in influencing Behavioural Intention, and Behavioural Intention influenced Purchase Behaviour. The evidence suggests that the respondents were not novice online shoppers but rather experienced online shoppers.

Сенсорный маркетинг в условиях диджитал-экономики

In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.

Do consumers’ perceptions of algorithms and trusting beliefs in providers affect perceived structural assurances of AI-powered applications?

This study aims to understand how perceptions of algorithms and trusting beliefs in service providers facilitate consumers’ perceived structural assurance of using commercial AI applications. The present study adopts a combined approach of partial least squares-structural equation modeling and fuzzy-set qualitative comparative analysis (PLS-SEM-fsQCA) to understand the linear and combined effects of the studied factors on perceived structural assurance with 297 effective responses. The PLS-SEM findings revealed that algorithmic perceptions (i.e., Fairness, Accountability, and Transparency) and trusting beliefs (i.e., Benevolence, Competence, and Integrity) were positively associated with Perceived Structural Assurance. The fsQCA findings indicate four configural solutions of causal conditions that explain Perceived Structural Assurance, and each solution reflects a particular type of consumers who have unique considerations when assessing commercial AI’s structural assurance. This study adds to consumer behavior studies by introducing consumers’ perceptions of algorithms and trusting beliefs in evaluating their structural assurances in commercial AI applications from linear and complexity perspectives.

The Impact of Lifestyle on Online Purchasing Decisions and Repurchase Intentions of Shopee Customers

Purchasing decisions because many factors can influence how buyers act towards products or services. When buyers want to buy something, they have to go through several stages. The initial stage is problem recognition, where they know what they need. Once they know what they need, they will be encouraged to seek additional information to meet their needs. Each person has unique characteristics. There are different cultures, ages, educations, jobs, activities, and hobbies. Producers must be able to steal the attention of various consumers so that the goods they sell are purchased. Marketers must understand consumer behavior, actions and ways of thinking so they can create effective marketing strategies. Consumers will respond to marketers' actions if they have the right strategy. The ability to compete increases when marketers take over the study of consumer behavior. There are several components that influence repurchase intentions, namely 1. Consumer satisfaction: if customers are satisfied with the services provided, the company will become better in the eyes of customers, reduce purchasing costs, reduce failure costs, increase profits, and reduce trial and error purchases. so customers will prefer to buy again. 2. Brand preferences: brands are constituents of differentiation attributes that influence customers' perceptions of what they buy.

A STUDY ON CONSUMER BEHAVIOUR THROUGH ADVANCED MARKETING TOOLS

The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.

Health Insurance: A Study of Consumer Behavior

Globally, People finance their medical needs through health insurance among varied ways. However, People are ignorant towards it including those who can afford it. Especially in India, subscription paralysis has been observed. An investor need to recognize the risk and manage appropriately. This study aims to examine the socio-economic factors that affect decision of investors to invest in health insurance. Data is collected through a structured questionnaire filled by 151 respondents. The relationship between demographic characteristics & policy features, as well as between demographic variables & the percentage of income invested in health insurance, was examined though Chi-square run in SPSS. The investment decision is affected by the income component and the benefits provided by an insurance policy.

The Influence Of Ambassador Brand, Price And Product Quality On Decisions To Purchase Ms Glow Products In Borobudur

This research aims to analyze the influence of brand ambassadorship, price, product quality on purchasing decisions for Ms Glow products. The sample in this study were 37 respondents who had purchased MS Glow products. The data collection technique used was a survey method with the research instrument used was a questionnaire. The results of the instrument test stated that the data in this study was proven to be valid and reliable. In the Classic Assumption Test, it is stated that the data in this study is normally distributed and produces a regression model that is free from multicollinearity, heteroscedasticity, autocorrelation. The results of this research prove that: 1) The R Square value is 0.759. This means that 75.9% of the variations in APBD preparation variables can be explained by the Brand Ambassador, Product Price and Product Quality variables which jointly influence Product Purchasing Decisions. Meanwhile, the remaining 24.1% is explained by other factors outside the model. researched. 2) Partially, the ambassador brand has a significant influence on the decision to purchase Ms Glow products. 3) Partially, product quality has a significant influence on the decision to purchase Ms Glow products. 4) Simultaneously, the ambassador brand and product quality have a significant influence on the decision to purchase Ms Glow products. These results have implications for future researchers to study consumer behavior towards various environmentally friendly toiletry products. The findings of this research have implications for Ms Glow producers to formulate pricing strategies to be able to influence consumer purchasing decisions.

Comparative Analysis of Naïve Bayes and K-Nearest Neighbors Algorithms in Predicting Public Interest in Electric Motorcycles

Concerns about global warming and the need for sustainable transport solutions have led to the emergence of electric vehicles as an alternative to conventional vehicles. These vehicles offer cleaner and more efficient transportation, especially in urban areas. However, high costs in some countries, such as Indonesia, hinder their adoption. Electric motorcycle companies use previously recorded data to predict customer interest in purchasing their products. Based on these forecasts, business owners make decisions about the quantity of goods to supply. Researchers are increasingly using machine learning algorithms to study consumer behavior and predict demand for a variety of products, including electric motorcycles. The researchers have used this data-based method to analyze large amounts of consumer data, including online survey responses and reviews, as well as other sources. The study aims to perform a comparative analysis of the performance of the Naïve Bayes and K-Nearest Neighbors algorithms to predict public interest in electric motorcycles in Labuhanbatu district. We will perform a comparative analysis based on the performance evaluation matrix (accuracy, precision, recall, and f1 score) to determine the most suitable algorithm. The phases of the research methods included: data collection, exploratory data analysis, data preprocessing, splitting data, implementation of naïve bayes and k-nearest neighbors, and evaluation. The results showed that Naïve Bayes achieved an accuracy of 31.13%, precision of 83.33%, recall of 4.63%, and f1-score of 8.77%. In contrast, K-Nearest Neighbors attains an accuracy of 71.52% and a precision of 71.52%, recall 100%, and f1 score of 83,40%. According to the research results, K-nearest neighbors showed much better results in terms of accuracy, recall, and F1 scores. These results demonstrate that K-nearest neighbor is more effective in detecting public interest in electric motorcycles, and it strikes a better balance between identifying all positive cases and avoiding predictive errors.

The Strategic Effect of Hedonic and Utilitarian Value in Building Brand Trust and Brand Satisfaction

Customer value, divided into hedonic (emotional) and utilitarian (functional) dimensions, is crucial for competitive advantage, prompting the need for research in diverse contexts. Existing literature highlights the strategic importance of balancing these values to enhance brand trust and satisfaction, yet the cosmetics industry in Ghana remains underexplored. This study gathered data from 200 cosmetic product users in Ghana and used structural equation modelling to analyze the relationships between hedonic and utilitarian values, brand trust, and brand satisfaction. The findings indicate that hedonic values do not significantly affect brand trust or satisfaction, while utilitarian values are key drivers of both. Brand trust positively influences brand satisfaction but does not mediate the relationship between hedonic values and satisfaction. However, brand trust mediates the connection between utilitarian values and satisfaction. These insights are valuable for scientists studying consumer behaviour and for marketers aiming to meet customer expectations more effectively. This study, among the first of its kind in Ghana, underscores the strategic importance of utilitarian values in building brand trust and satisfaction in the cosmetic industry. Limitations include a single geographic focus and industry, suggesting future research should explore other contexts and include variables like brand loyalty and socioeconomic status to enhance understanding.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

Mandatory CSR regime strips the competitive advantage: a comparative study of pre-post CSR mandate using the Bandwagon-bias effect theory

PurposeWith corporate social responsibility (CSR) becoming mandatory, several firms in India have been compelled into spending resources on CSR while their business strategy and processes were unprepared to take up CSR activities, effectively. In this light, the CSR relationship with other business functions would be altered. Using Thomson Reuters data from 2010 to 2018 (pre-mandate to post-mandate) this study aims to re-examine the relationship between CSR and financial performance.Design/methodology/approachThe current study is rooted in the bandwagon-bias effect theory and uses a long-term data (2010–2018) of Indian firms. It uses Refinitiv Thomson Reuters ESG rating to measure CSR and accounting measures for financial performance (FP) to make a pre-post analysis of the impact that mandatory CSR regime has had on firms performance. The study uses the weighted panel regression method.FindingsThe relationship between CSR and FP is different when CSR was voluntary than when it has been mandated by Law. CSR has a positive effect over the FP during the voluntary phase but this positive relationship weakens during the mandatory phase. The waning effect of CSR over FP substantiates the presence of bandwagon bias effect which can be explained by the crowding-in of several companies engaged in CSR activities because of the mandatory CSR law.Research limitations/implicationsvFew countries have made CSR mandatory therefore CSR literature is limited. But mandating CSR is a growing phenomenon so this study augments to the body of knowledge. Until now literature generally converged on a positive relationship between CSR performance and FP but the current study shows altering directions to this relationship in a changing CSR environment. The use of the bandwagon-bias theory contributes to the theoretical approaches. Theoretically, the findings add to the body CSR literature and offer impetus to the evolving domain of impact measurement and reporting.Practical implicationsResults of the study offer a clear indication to managers that they need to re-strategise their CSR activities during the mandatory CSR environment if they wish to draw instrumental benefits of a positive impact on the FP of their firms. CSR expenditure is now a leveller so managers may either exceed the mandatory 2% expenditure as some firms did during the voluntary CSR phase or else design their CSR implementation plans to bring about a more impactful positive change. Communicating the impact of CSR to influential and powerful stakeholders beyond the mandatory reporting to the government is yet another way through which managers can draw benefits of CSR activities. Additionally to draw positive results from CSR activities firms may consider adopting international reporting and benchmarking standards such as the GRI and ISO 26000. Finally, the results of the study can be used by policymakers to make a note that the CSR law is causing a weakening of the financial benefits and therefore.Social implicationsThe results of the study can be used by policymakers also need to make a note that the CSR law is causing a weakening of the financial benefits and therefore firms are adopting shortcuts, by donating the required amount of funds. But donation of funds defeats the real purpose of mandatory CSR which is social impact, therefore the regulators may want to make the necessary changes unplug the gaps in the CSR law to ensure better adherence to the law in spirit and a real impact on the ground activities.Originality/valueWhile CSR–FP relationship has been extensively explored but limited studies have explored this relationship in a mandatory CSR environment and no other work presents a comparative view of the CSR–FP relationship, namely, before and after the mandatory CSR policy. The current study is one of the limited few studying the impact of mandatory CSR policy on FP, and the only one that uses the bandwagon-bias effect to explain the phenomenon of weakening impact of CSR on FP of firms. Bandwagon-bias effect has been used in studying consumer behaviour, where group effect impacts behaviour of individuals and with mandatory CSR policy, firms following the other firms leading to crowding in. Using the bandwagon-bias effect has found limited attention from the CSR scholars, the current study uses this theoretical basis and therefore augments the CSR literature.

Marketing Management in Agri-Business Organization

Strategic planning and execution are key components of marketing management in agri-business organisations, with the goal of maximising the reach and profitability of agricultural products. Traditional marketing concepts are blended with the specific difficulties and possibilities of the agriculture industry in this area. Important components include agriculturally specific advertising efforts, distribution methods, price strategies, product creation, consumer behaviour study, and market research. Supply chain knowledge, product seasonality, and familiarity with regulatory frameworks are all essential for successful marketing management in the agribusiness sector. Modern agri-business marketing techniques are greatly influenced by technological advancements and environmental initiatives. Businesses in the agricultural sector may get an edge in the market, strengthen relationships with customers, and expand their reach via the use of data analytics and digital technologies. Sustainable practices are becoming more important as stakeholders and customers want goods that are both ecologically and socially responsible. To keep up with the ever-changing nature of the agribusiness industry, this abstract focuses on the most important parts of marketing management and how new strategies are needed.

The critical role of consumer behavior study in shaping powerful marketing strategies

The critical role of consumer behavior study in shaping powerful marketing strategies

دراسة تحليلية لسلوك المستهلك في الأسواق الحديثة

Quantitative research methods are crucial in understanding consumer behavior in modern markets. These methods involve collecting and analyzing numerical data to uncover patterns, trends, and correlations related to consumer preferences and choices. Researchers can gain insights into consumer identity, values, taste, consumption experiences, and even topics such as invisible brands, material culture, and fetishes in contemporary consumption by utilizing statistical models. Additionally, quantitative research methods allow for the examination of consumer sentiment, brand engagement, and market maven behavior, providing valuable information for marketers and businesses. The application of quantitative research methods in consumer behavior studies not only enhances our understanding of consumer preferences but also enables the integration of past findings with new observations, driving advancements in the field of consumer research. This integration is essential for effectively capturing the dynamic nature of consumer behavior, especially in response to global events and societal changes.

Парадоксы персонализации в потребительском поведении российской региональной студенческой молодежи

In consumer society, individuals have the opportunity to stand out from the crowd, for instance, through clothing and the construction of their outward appearance. However, in practice, individuals often strive not to do so, opting for clothing that allows them to blend in and become part of a significant social group. Scientists studying consumer behavior have concluded that individuals navigate between their own preferences and the demands of the group. The authors of the article sought to test this hypothesis within the community of students in Volgograd, employing a qualitative sociological method – the focus group. Eleven students from three universities in Volgograd participated in the study. The results revealed that informants preferred to conform to the norms and rules of the community, highlighting the paradoxical of individualization in the field of consumer behavior of clothing style. Some participants in the study expressed a desire to appear differently, but unfortunately, their desires remain unfulfilled, and if they are realized, it is only on rare occasions such as café visits, parties, and photography sessions. By elucidating these dynamics, this research contributes to a deeper understanding of the complexities of identity construction and consumer culture in modern society.

The Consumer Behavior of Senior High School Students in Purchasing Products at Shopee

Consumer behavior studies were relevant during COVID-19. However, studies have yet to be made on the population of senior high schools. This study investigates the purchasing behavior of senior high school students on Shopee during the COVID-19 pandemic from 2020 to 2023. The researchers hypothesized that monthly expenses and purchase level do not affect their purchasing intention from Shopee during the COVID-19 pandemic. This study used a quantitative descriptive research design and utilized numerical data to give accurate descriptions. The sample was comprised of 138 senior high school students who were selected through simple random sampling. The respondents were surveyed via Google Forms, and 38 questions were asked concerning their consumer behavior. Descriptive statistics and Pearson’s correlation coefficient were utilized in data analysis and treated the tested variables for their correlation. Findings indicate high satisfaction levels, varied monthly expenses, and purchase frequency across product categories. These insights inform decision-making for online platforms and consumers, enhancing the online shopping experience. Recommendations include improving product satisfaction and exploring factors influencing purchase behavior.

Who Benefits The MLM System? Case Study on Consumer Behavior Multilevel Marketing

This research explores who really benefits from the Multi-Level Marketing (MLM) system with a case study of consumer behavior regarding Oriflame products. This research uses qualitative methods with a case study approach to understand the dynamics and motivations behind consumer participation in MLM. The focus of this research is to explore how attitudes, subjective norms, and perceived behavioral control influence consumers' intentions and actions in joining and remaining in MLM, how external stimuli and previous experiences influence consumer behavior. The locus of this research involved five different women's communities, namely posyandu administrators, gymnastics community, Beauty Community members, weekly social gathering founders, and weekly regular recitation members, who were selected through purposive snowball sampling. The results show that despite the potential for significant financial gain and personal development, distrust of the business model and challenges in product sales often hinder long-term success. This study contributes to the literature on consumer behavior in the MLM context and provides recommendations for companies to increase transparency and support for distributors.