Study Of Consumer Preferences Research Articles

A case study of consumer preferences towards different brands of palm oil in Shah Alam, Selangor, Malaysia

The palm oil industry has played a vital role in the economic development of Malaysia and the economic expansion in developing countries primarily drove the growth in palm oil consumption. However, consumer preference towards palm oil products is changing due to the population increase, rapid urbanisation, rising income levels, development of communication tools, and negative campaign towards palm oil. Hence, this study was conducted to identify consumers’ preferences towards palm oil to understand this predicament further. In this study, the data were obtained from 107 respondents through convenient sampling from different supermarkets in Shah Alam, Selangor. Moreover, factors such as socioeconomic, marketing, and non-marketing factors were investigated, which employed descriptive analysis, factor analysis, and multiple regression analysis. The results showed that majority of the respondents were Malay females, married, and were in the age range between 31 and 40 years old. Most of these respondents completed secondary schools and were now working in public and private sectors with a monthly income between RM2001 and RM3000. It was found that most of the respondents purchased the bottled “Saji” brand palm oil at least once a month, and advertising was the primary source of brand information for the respondents. Furthermore, the multiple regression analysis of marketing factors revealed that product and price were the most significant factors that influenced consumer preferences towards palm oil. Meanwhile, non-marketing factors indicated that the quality of products, as well as advertising or campaign, were the significant determinants which affected consumer preferences towards palm oil. On that basis, this article proposed a few recommendations to enhance consumer preferences towards palm oil in the future.

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research.

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

Drivers and barriers for purchasing green Fast-Moving Consumer Goods: A study of consumer preferences of glue sticks in Germany

Set against the backdrop of growing consumer interest in green products, this study aimed to investigate the drivers and barriers for purchasing green Fast-Moving Consumer Goods in Germany, with a special focus on bio-based glue sticks with more environmentally-friendly packaging. An online survey, including a choice experiment, was conducted with 1390 buyers of adhesives in 2017. A Hierarchical Bayes estimation including the estimation of the influence of covariates showed that Green Consumer Values, Perceived Consumer Effectiveness and Trust act as drivers, whereas Habits, Cost Perception and Perceived Risk can act as barriers to the purchase of green Fast-Moving Consumer Goods. Additionally, prices of bio-based Fast-Moving Consumer Goods were of specific relevance, allowing producers moderate price increases if green product expectations of consumers were met. These results can be used to define marketing strategies for green Fast-Moving Consumer Goods in Germany and to support policy in shaping a strategy for reducing plastic waste.

Consumers as a marketing tool for the development of tourist activities

The article explores the features of the behavioral nature of consumers of tourism services, allowing to ensure the economic development of tourism companies based on the implementation of the basic principle of marketing - customer orientation. The competitiveness of a travel company is significantly affected not only by natural, climatic, economic, political, environmental, but also social factors. In order to study consumer preferences in the market of travel services, a questionnaire was developed and a survey of consumers (customers) in the amount of 100 people was conducted. The survey was conducted among real consumers (customers) of travel companies in the city of Nalchik. It was found that the higher the level of education of consumers, the greater their desire for knowledge and travel; mid-level managers and employees annually use part (a couple of weeks) of their vacation for recreation; the education and professional activities of potential clients of travel agencies affect not only the number of trips they make, but also the choice of travel destination; the main source of information about tourist destinations and services among potential clients of travel agencies is Internet resources; a decrease in cash income entails a reduction in the need for tourism services. Thus, socially oriented consumers are a marketing tool for the economic development of tourism companies and ensure their competitiveness. The information obtained as a result of the research will allow us to better understand customer behavior, timely identify problems that impede the effective conduct of business and reduce the likelihood of risk in the process of making the right management decisions in the tourism sector. Implementation of the main marketing principle - customer orientation will allow you to concentrate on the most promising market segments, to increase the efficiency of the applied forms and methods of sales, advertising, sales promotion, and, in general, to ensure the economic growth of tourism companies.

PREFERENSI KONSUMEN DAN STRATEGI PEMASARAN PRODUK OLAHAN KELAPA KOPYOR

Many people like Kopyor coconut. Kopyor Coconut formed from an abnormal coconut fruit that is only be found in a rare number of the normal coconut tree. Unfortunately, the demand for kopyor coconut is not followed by the supply, in other words, the supply of Kopyor Coconut is still under the demand. Following this opportunity, Indonesian Biotechnology Plantation Research Center, PT Riset Perkebunan Nusantara invented a plant tissue isolation method that can produce 90 to 100 per cent of kopyor coconut fruit. Thus, it is necessary to study consumer preferences and marketing strategy to distribute Kopyor product in the right plan. This study uses a quantitative approach by capturing 50 respondents in incidental sampling. The data is then processed descriptively using Microsoft excel to see consumer preferences and its 4P (Product, Place, Promotion, Price). From the data analysis obtained as follows: 1. Consumer preferences of kopyor coconut (Kosudu) are quite well and acceptable by the costumers. 2. The product, place and promotion need to be regenerated, but for the price is quite stable. 3. Need marketing strategies to improve product quality, such as (brand, packaging, and quality control), place such as (online delivery system and retail approach, last but not least the promotions such as (discounts and advertising).

Consumer segmentation and preference for indigenous chicken products

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

Buying Behaviour and Preferences of Consumers with Reference to Fmcg Goods in North Coastal Andhra Pradesh

The world has become a village and many MNCs have entered Indian operations as it is an attractive destiny for the burgeoning middle class with its increase in disposable income. This competition opened the new doors and ways to face the challenges encountering from FMCG Markets. There are many studies that analyse the consumer brand loyalty towards FMCG products, consumer buying behaviour and brand loyalty of the fast moving consumer goods in the rural markets, the contribution of FMCG goodsin economy of country, factors influencing demand of FMCG goodsamong people. Also there are studies that analyses the purchase behaviour of the male and female separately towards the FMCG goods. But no study has been done on buying behaviour of consumers in FMCG sector in the North Coastal Districts of Andhra Pradesh. Hence this Research Paper concentrated on North Coastal Andhra Pradesh Consumers and their buying behavior. The study of consumer preferences towards fast moving consumer goods relates to the buying preferences of FMCG products based on product attributes, price, quality etc. Before finalizing on the questionnaire a pilot study was carried out. This was to primarily check on the accuracy of the questions used in the survey. Field survey was carried out. This questionnaire was administered to 150 respondents. This Article is done with help of both sources like primary and secondary data. Article connected with the three districts of North Coastal Andhra Pradesh and consumers were selected both from rural and urban locations in each district

Особенности предпочтений людей пожилого и старческого возраста при формировании рациона

Introduction. Currently, the food market is replenished with new types of specialized food products intended for nutrition of certain population categories. Gerodietetic products are important in forming the diet for senior citizens. Therefore, gerodietetic foods are a factor of healthy lifestyle and active longevity. Functional food products should be based on age-related issues and consumer preferences. Aging weakens assimilative processes in organs and tissues, slows down the rate of redox reactions, and restructures the system of metabolism and body functions. Thus, people of advanced and gerontic age need to consume appropriate amount of vitamins and minerals, as their deficiency plays a decisive role in the development of age-related diseases. As a result, scientific justification and development of functional food products for this category is extremely important. The research objective was to study consumer preferences in relation to gerodietetic food products by collecting, processing, and analyzing marketing data.
 Study objects and methods. The research featured statistical data, as well as information obtained from consumers aged 60–77, residents of the Kemerovo region. The study involved methods of analysis, systematization of statistical and scientific information, comparison and generalization, as well as a marketing survey method.
 Results and discussion. The research started with an analysis of the structure and dynamics of the age-sex composition of the population in 2017–2019. The number of the elderly increased by 5% compared to 2017. The analysis also showed a stable quantitative prevalence of female population, i.e. 64.9% in 2017 and 64.8% in 2019. The daily diet of most survey participants included cereals, dairy products, and vegetables. The survey helped to identify the purchase factors. Price proved to be the main factor when choosing dairy products (72%). Most respondents (47%) consume dairy products daily.
 Conclusion. The marketing research defined the purchase factors for people of advanced and gerontic age in choosing food products. The obtained data can help to improve the gerodietetic products on the consumer market of Kemerovo.

Audience research as a cornerstone of demand management interventions for illegal wildlife products: Demarketing sea turtle meat and eggs

AbstractThe unsustainable wildmeat trade has been long recognized as a threat to wildlife. Yet, its impact on marine species has been underresearched. Sea turtles have been historically threatened by unsustainable trade, but there are few studies of consumer profile, motivations, and preferences. We conducted a survey in São Tomé Island, Gulf of Guinea, West Africa, including eight rural communities (n = 1,160) and the capital city of São Tomé (n = 628). We estimated prevalence of consumption, preference and availability of sea turtle meat and eggs. About 25% of rural and 32% of urban respondents had consumed meat in the past year. Around 25% of rural respondents were egg consumers, whereas little consumption was found in urban areas. Social norms were a predictor of consumption of sea turtle meat and eggs in rural communities but not in São Tomé city. Regarding influencers, teachers and religious leaders were the most trusted sources in rural communities, while teachers and NGOs were most trusted in São Tomé city. Radio and television were the most trusted channels in rural communities, while urban dwellers trusted radio the most. This research showcases how a structured approach to audience research can obtain behavioral insights that can guide behavior change efforts.

Technology of Minced Fish Canned Food from Thorny Skate, Enriched with Chondroitin Sulfate

The article presents the results of theoretical and experimental research on the development of technology of functional minced fish canned food. Study of consumer preferences and the market of canned fish in the Murmansk region allowed to determine the range of novelties such as canned fish (”Skate and cod in white sauce” and ”Meatballs made from skate and cod in tomato sauce”), enriched with chondroitin sulfate (CS). The use of thorny skate’s (a fish that lives in the North Atlantic and the Barents Sea) wings meat for canning purposes enriches the composition of canned food. The content of CS in one can of canned food with net weight of 250 g ranged from 550 to 700 mg. This guarantees the intake of human body from 78 to 100% of the daily rate of this powerful chondroprotector. To remove urea from the skate’s meat, the method of infrared blanching is proposed, which ensures the efficiency in removal of urea at over 70% of its initial content in fish. Infrared blanching allows not only saving raw materials from unpleasant smell, but also partially removing water from it (water losses are from 8 to 13%). Partial dehydration of raw materials allows avoiding formation of water sedimentation in ready-made canned goods after sterilization. With the help of the fuzzy logic method, the MatLab program determines the optimal formulations of canned food, which guarantee their best consumer properties. The Ellab device has been used to experimentally select sterilization modes, which guarantee industrial sterility of canned food, hence the actual sterilization effect is higher than the standard one. During the two years of research, experimental studies of organoleptic properties, microbiological and biochemical changes in canned food were carried out, which made it possible to establish the shelf life: one year at a storage temperature not exceeding 20ºC.

Management of competitiveness of organizations through improved product quality

Analysis and evaluation of approaches to management of quality of food products, development of directions of their management are shown. Also the goal is selection of tools for transformation of competitive position through the formation of a single evaluation model. The current economic situation in Russia, complicated by economic sanctions, shows the importance of studying consumer preferences for the analysis of product quality at a new level. The development of the market of domestic bakery products is mainly hampered by non-compliance with the basic parameters of non-price competition. Therefore, there is a need to systematize the factors affecting competitiveness, their analysis and ranking, decision-making, taking into account the capabilities of a particular enterprise. The methods of analysis of quality management of bakery products to ensure a competitive position at the regional level are implemented. The most significant parameters influencing formation of consumer preferences and perception of quality of bakery products are defined. The econometric model of dependence of parameters of quality of food products which description allows defining and carrying out coordination of strategic decisions on operational management competitiveness of the enterprises of the food industry is developed.

Consumer Preferences for Car sharing: Evidence from a Mobility Mode Choice Experiment in Beijing

Car sharing is promoted as a prominent alternative to private cars, and is therefore seemed as a sustainable innovation for urban mobility. Many policy makers introduced various incentives to facilitate the development of car sharing services as a complement to other public policies to contain the growth of car ownership. In this paper, we use a stated preference experiment to study consumer preferences for car sharing in transport ecosystem, considering a wide range of mobility modes and accounting for a regulatory policy of car plate lottery that aims to limit car ownership in Beijing. Based on a nested logit model, we identify a hierarchical structure of mobility mode choice, where bus and underground fall in the same nest of “public transit”, while car-sharing, private car and taxi are independent alternatives. We find that, in addition to the mobility cost, service accessibility and mobility speed are key attributes for consumers to choose car sharing. More importantly, we find that consumers who are participating in the car plate lottery would be more likely to choose car sharing, which implies that car sharing and the car plate lottery policy are indeed complementary. However, the introduction of car sharing can also lead to an unintended consequence of higher total car usage by attracting more public transit users who did not intend to buy cars to drive cars. Therefore, our study provides new insights into not only the marketing and operation strategies of car sharing service, but also the role of public policies in shaping the consumer preferences for car sharing.

Qualitative study of preferences and attitudes towards honey consumption in Hungary

Honey is becoming increasingly popular among consumers for its health and nutritional benefits as well as several other functions. The survey identifies four main dimensions of honey-purchasing motivation: medical benefits of honey consumption, dietary quality, cosmetics and sweetener. There are very limited empirical analysis of the aspects of honey consumption. The present study contributes to fill this knowledge gap through a qualitative study of consumer perceptions, preferences and attitudes towards honey among Hungarian consumers through 86 in-depth interviews. The study identifies different consumer segments, which are also willing to pay premium prices for the Hungarian or local honey. Quality cues are defined by search attributes of the product (colour, taste, aroma, thickness), and ethical attributes (warranties, brand name, country-of-origin).

Consumer Preferences for Local Chocolate Consumption. Implications from Market Segmentation at Ecuador

In this paper, we present a study of consumer preferences for chocolate consumption at Ecuador. The objective of the study was to identify consumer preferences for the following attributes of chocolate: organic, origin, composition, flavour, packing, recognized brand image. A self-administered questionnaire was used with the possible combinations of the aforementioned attributes as a preference elicitation method. Conjoint analysis procedure facilitated the identification of customers’ preferences on product attributes, predict the optimal combinations of product attributes and show which attributes are the most important considering when they evaluating product alternatives. A cluster analysis with the preferred option was employed to identify distinct clusters that reflected respondents’ different product preferences. The results shows that the type of chocolate that will most satisfy consumer preferences is the organic, locally sourced, combined with nuts, bitter, and packaged with plastic cover with a recognized brand image. Four different groups of consumers were identified. The results obtained facilitate the future behavior of producers and marketers of chocolate in the Ecuadorian market to boost the consumption of locally produced chocolate.

Informing sustainable business models with a consumer preference perspective

Abstract Sustainability-oriented firms can incorporate information about the sustainability of their business model elements into their value proposition. For some consumer segments, information about business model elements such as resources, activities, and partners will add value to the products and services offered by the firm. In this article, we study consumer preferences for these types of sustainable business model elements. We use a sample of 394 active Norwegian knitters to elicit ranked importance of sustainable attributes when choosing yarn labels and stores. Our findings indicate heterogeneous preferences for sustainable attributes. The most sustainability-oriented consumers ranked sustainable attributes related to the business model elements key partners, key resources, key activities, and channels higher than price. The sustainability of several of these business model elements is often not promoted toward customers. To integrate the valued business model elements into the value proposition, the yarn value chain must become more transparent and make pro-social and pro-environmental attributes visible to consumers. We suggest that sustainability-oriented firms aiming to capture the value of their sustainability efforts, should leverage the information about consumer segments for sustainable business model elements in their work with the business model trio of customer segments, value proposition, and channels.

Choice at the pump: measuring preferences for lower-carbon combustion fuels

A decarbonized future will require a transition to lower carbon fuels for personal transportation. We study consumer preferences for combustion fuels including gasoline, diesel, natural gas, and E85 (85% ethanol and 15% gasoline) using consumer choice survey data from two settings: online (n = 331) and in-person at refueling stations (n = 127). Light-duty vehicle owners were asked in a series of choice tasks to choose among fuels that varied in type, price, CO2 emissions, and location of origin for a hypothetical vehicle that could accept all fuels. We find that the majority of gasoline and E85 users are willing to substitute towards other fuels at today’s prices and attributes, while diesel users have a strong preference for diesel fuel. We also find that respondents are willing to pay on average $150/ton CO2 avoided from fuel consumption—more than most estimates of the social cost of carbon. Thus, communicating the climate benefits from alternative fuels may be an important strategy for decarbonizing the transportation sector.

Investigating Consumer Preference in Banking Services: A Conjoint Analysis Study

Purpose: This paper attempts to measure the consumer preference of banking services in Indonesia through the use of a conjoint analysis study. The study is expected to show kinds of combination of services and features that customers perceive to be important. Design/methodology/approach: The paper used conjoint analysis to study consumer preferences towards Indonesian banking services. Twelve unique orthogonal profiles are generated to enable the preference measurement. The conjoint study design is comprised of eight attributes that each has two levels. A sample of 655 respondent was collected through an online survey. Findings: Convenience of having transactions anywhere and anytime is the most crucial aspect of customers. That is, online banking facilities and ATM locations were found to provide the highest utility for customers. Meanwhile, supporting features such as information or notification is an attribute that customers are willing to trade off. Practical implications: Practitioners could use the study to find the best service combinations that they could offer to customers. Practitioners could also know which attributes customers are willing to make a trade off in comparison to other factor utilities. Originality/value: Testing customer preference in the banking industry is still relatively needed in the banking industry. Furthermore, the use of conjoint study is a valuable study that shows a new perspective of measurement in the service industry.

Исследование потребительских предпочтений на рынке шоколада г.Кемерово

Currently, chocolate and chocolate products remain quite popular among various consumer groups. According to experts, the average Russian consumes 4.7 kg of chocolate and chocolate products per year. The Russian chocolate market is 91% Russian-made. The market offers a wide range of products for various market segments. The high level of competition among the major domestic producers stimulates them to systematically study consumer preferences and adapt to them. In contrast with the central part of Russia, such market novelties as chocolate with salt, pepper, and other specific additives take root quite slowly in the non-metropolitan areas. The present research features the Kemerovo market of chocolate products and the preferences of Kemerovo residents. The main research method was questioning. The study revealed that the main target audience is the economically active female population aged 18–39. The greatest preference is given to milk chocolate in the middle price segment. As for the most preferred chocolate packaging, most respondents singled out plastic and paper packaging. As a rule, chocolate is purchased at a supermarket. Consumers are positive about new products but prefer to buy their favorite types of chocolate. The data obtained allowed the authors to formulate recommendations for chocolate producers taking into account the requirements of the main target audience, their preferences in taste, packaging, and the place of purchase.

Analysing online behaviour to determine Chinese consumers’ preferences for electric vehicles

While prior studies of consumer preferences on electric vehicles (EVs) utilized stated preference (SP) or revealed preference (RP) data, this study examined consumer preferences for EVs through their online behaviour. Using big data and text mining technologies to explore large quantities of Chinese consumers’ online behaviour pertaining to EV selection, comparison, purchase inquiry, and comments, we found that EV prices, car classification and powertrain types were the most important factors influencing consumer response. In addition to general interests, we also noted application specific interests. For instance, we observed a preference for small battery electric vehicle (BEV) models with fast-charging batteries, which are well-suited to work commutes and daily life. By contrast, when examining plug-in hybrid electric vehicles (PHEVs), we noticed that consumers expressed a preference for sport utility vehicle (SUV) models. Finally, we found that in addition to price and technical specifications, EV aesthetics play a significant role in consumer choice. These conclusions are valuable for government agencies and EV manufacturers looking to promote EVs and address environmental pollution by appealing to consume interests.

Can mobile and biometric payments replace cards in the Korean offline payments market? Consumer preference analysis for payment systems using a discrete choice model

The convenience of mobile and biometric payments are making these systems increasingly popular in the Korean offline payments market. However, the diffusion of alternative offline payment systems such as mobile or biometric payments is slower than expected. Therefore, the purpose of this study is to analyze consumer preferences for payment systems and examine the effects of consumers’ characteristics on the marginal utility of mobile and biometric payments. It uses the discrete choice experiment consisting of five major attributes to estimate preference parameters, and analyzes the data using the mixed logit model. The results show that consumers preferred cards to mobile and biometric payments even if they displayed the same level of related attributes. The scenario analysis results based on consumer preferences also showed the need to develop the overall attribute level of mobile and biometric payments. Furthermore, consumers’ positive attitude or innovativeness toward hi-tech products has a significantly positive effect on preferences for alternative payments. Based on the results, this study provides theoretical implications for consumer preference studies on payment systems and proposes market strategies for the diffusion of major next-generation payment systems from multiple aspects.