Theory Of Planned Behavior Model Research Articles

What promotes residents’ donation behavior for adaptive reuse of cultural heritage projects? An application of the extended theory of planned behavior

The adaptive reuse of cultural heritage (ARCH) is a sustainable heritage management method based on the principle of the circular economy. In response to the financial challenges ARCH faces in its promotion of the sustainable development of circular cities, this study explores the potential of resident donations as a largely untapped source of funding for ARCH projects and the factors influencing residents’ related intentions and behavior. We used partial least squares structural equation models to extend the original theory of planned behavior (TPB) to include policy perceptions, moral perceptions, and heritage awareness. A survey of 2038 residents in Nara Prefecture revealed that perceived behavioral control, behavioral intentions, and moral perceptions are significant positive predictors of residents' actual donation behaviors. Additionally, policy perception and attitudes toward behavior, along with subjective norms, also positively influence the intention to donate. Notably, heritage awareness significantly facilitates the conversion of intentions into actual behaviors. The extended TPB model proves significantly more effective than the original in predicting donation intentions and behaviors. The findings of this study provide insights for policymakers, encouraging a participative approach in cultural heritage management to achieve a virtuous cycle of cultural heritage conservation, thereby contributing to the advancement of sustainable cities.

Behavioral Intention in Domestic Heritage Tourism—An Extension of the Theory of Planned Behavior

Heritage tourist attractions are important in the diversification of tourism product offers for any competitive tourist destination. The current status of domestic heritage tourism in Kenya remains under-researched leaving many critical areas of interest requiring more research attention and redress. These needs also have to be examined in the Kenyan domestic heritage tourism context with a view to creating and satisfying higher demand for tourists. This research expands the widespread theory of planned behavior (TPB) by adding motivation and perceived safety and security as predictors of visit intention. In total, 802 respondents filled out the structured questionnaire, of which 693 questionnaires (86%) were found to be valid. The findings of this study validated the TPB with respect to heritage visitation in a domestic tourism context. It was further established that the expanded TPB model and its variables were applicable and more efficacious in directly predicting visit intention to historical heritage attractions. These results reveal the key determinants of the willingness of domestic tourists to visit historical heritage sites. Destination marketers and managers should endeavor to enhance the five psychographic aspects considered in the current study, in order to cultivate higher intentions towards visiting historical heritage sites among domestic tourists.

Revenge outbound travel in the post-pandemic era: evidence from an extended TPB model

ABSTRACT Revenge travel has become a hot topic in the global tourism industry since the lifting of pandemic-based travel restrictions. This research aims to thoroughly investigate the factors motivating revenge outbound tourism. Using an extended theory of planned behavior (TPB) model, this research considers factors such as social and environmental information, psychological stimulation, and rational control. The results of the structural equation model (SEM) analysis of questionnaire responses from 561 Chinese residents confirm that environmental and social information and psychological stimulation jointly influence travelers’ attitudes toward revenge tourism, along with perceived behavioral control (PBC). These factors significantly facilitate intention and, in turn, promote retaliatory tourism behavior. The results of this research provide valuable contributions to the theoretical analysis of revenge tourism and the TPB model. This study also offers practical guidance on the recovery and growth planning of the tourism industry after the relaxation of travel restrictions.

CB-SEM vs PLS-SEM comparison in estimating the predictors of investment intention

This paper compares different structural equation modeling approaches in estimating the predictors of investment intention. Covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM) techniques were compared in the estimation of the model according to the theory of planned behavior (TPB). Additionally, the consistent PLS algorithm (PLSc) was taken into consideration in the methods comparison. To determine which factors affect stock investment intention, a TPB model with attitude towards behavior, perceived behavioral control, and subjective norm as independent variables was estimated using three different approaches. The factors in the model were measured using survey indicators and the final sample included 200 Croatian residents. The results mostly show matching conclusions about the investment intention predictors, with a small difference observed in the PLS-SEM method. It can also be concluded that the factor loadings are higher according to PLS-SEM, as well as the indicators of convergent validity and reliability. On the other hand, CB-SEM shows stronger structural paths than PLS-SEM, and PLSc results are closer to those of CB-SEM. While CB-SEM shows better model fit, PLS-SEM shows high predictive power. This research further provides explanations of the differences and guidelines on when to use which approach.

An Empirical Model Of Customer Loyalty Toward The Film Industry With New Challenges In The Post-Covid Age

This study aims to construct an empirical model to address the challenges and opportunities facing the Chinese film industry in the post-Covid age and delves into the relationships between customer satisfaction and loyalty. The researcher conducted a comprehensive analysis employing a quantitative research approach and integrating various theoretical frameworks, including annual reports on the Chinese film market, consumer behavior models, and theories such as service quality (RATER) and theory of planned behavior (TPB). A questionnaire survey at Wanda Cinemas, one of the busiest cinema chains in Beijing, yielded 536 valid responses. The findings indicate significant relationships between the Theory of Planned Behavior (TPB), service quality (RATER), and customer satisfaction and loyalty in the film industry. The film market validates the impact of TPB and RATER on customer loyalty through the mediating role of customer satisfaction. Furthermore, the application of the TPB model reveals the enduring connection between customer satisfaction and loyalty in the post-Covid age. This study, which is based on a thorough investigation of the Chinese film industry, provides a profound understanding of the mechanisms shaping customer loyalty in the post-Covid Age Chinese film market. The empirical model not only offers strategic guidance for the film industry to navigate new opportunities and challenges but also establishes a valuable theoretical foundation for future research in related fields. Ultimately, this research provides empirical support and practical recommendations for the sustainable development of the film industry and customer relationship management.

Explore the intention to use environmental friendly products of young people in Ho Chi Minh City through expanding the theory of planned behavior

Environmental sustainability is one of the key factors for socio-economic preservation and development. This depends a lot on consumer behavior in modern society. The main purpose of the research is to explore the factors that influence the consumption behavior of environmentally friendly products among young people. This study has expanded the Theory of Planned Behavior (TPB) by two antecedent factors determining consumer attitudes toward environmentally friendly products: green perceived value and environmental knowledge. Empirical research was conducted on young people (gen Z) to gain a better understanding of their green consumption behavioral intentions. Qualitative research methods have proposed theoretical models, corrected scales and quantitative research have provided to test measurement models and theoretical models. The findings show that the green perceived value scale is a multidimensional scale and the scales in the research model are confirmed to be valid and have high measurement reliability. Besides, testing the research model using Structural Equation Modeling (SEM) also confirmed that the two expanded factors of the TPB model (green perceived value and environmental knowledge) have a positive impact on green consumption attitude and green consumption attitude is also the factor that has the strongest impact on young people's green consumption intention. In addition, the factors subjective norm and perceived behavioral control are also confirmed to have a positive impact on green consumption intention.

A84: Factors Influencing Parents' Intention to Involve Autistic Preschoolers in Outdoor Physical Activities

Purpose: Outdoor physical activities (OPA) can not only improve the physical fitness and health of autistic preschool children, but also provide an indispensable opportunity for their social learning and interaction. However, parents’ intentions of providing OPA for their autistic children are complex due to reasons such as potential risk. Theory of Planned Behavior（TPB）has conceptualized that attitude (AT), subjective norms (SN), and perceived behavioral control (PBC) are influential factors of behavioral intention. Perceived risk and perceived usefulness are suggested to associate with one’s intention, therefore, the purpose of this study was to test an extended TPB model on parent’s intention of providing OPA among parents of autistic children. Methods: This was a cross-sectional study. A convenient sample of parents of 301 autistic preschoolers (mean age = 3.45±1.10 years old; boys=219; girls = 68) were recruited. Parents reported to questionnaires assessing their AT, SN, PBC, and intention (Ajzen, 1991; Yang, 2017) as well as perceived risk and perceived usefulness of providing OPA for their autistic children (Davis et al., 1989; Yu, 2016). Structural Equation Modeling (SEM) using SmartPLS software was employed to investigate the extended TPB model by including perceived risk and perceived usefulness (exogenous variables) with AT, SN, PBC to synergistically predict intention (endogenous variable). Results: The results revealed that autistic preschooler parents’ perceived usefulness (p < 0.01, f2= 0.087）had a significant and positive prediction on intention in addition to the significant contributions from AT (p < 0.01, f2=0.053), SN (p < 0.01, f2=0.047), and PBC (p < 0.01, f2=0.060). However, perceived risk (p < 0.01, f2= 0.070) had a significant and negative prediction on intention. Besides, perceived usefulness (p < 0.01, f2= 0.108) was positively correlated with AT and AT partially mediated the association between perceived usefulness and intention (Variance Accounted For= 23.2%). In general, perceived usefulness, PBC, AT, SN and perceived risk had a high explanatory power to intention (R2=0.536). Conclusion: The extended TPB model demonstrated to be a useful framework to explain autistic preschooler parents’ intention of providing OPA for their autistic children. Perceived risk and perceived usefulness are critical to parents’ intention in addition to PBC, AT and SN, which should also be the targets of intervention in practice. This finding also suggests practitioners may help parents’ understand the usefulness of OPA to help autistic preschoolers’ parents form positive attitude of OPA, then boosting their intention to engage their autistic children in OPA.

Young adults’ intention to encourage COVID-19 vaccination among their grandparents: A nationwide cross-sectional survey of college students in China

BackgroundDuring a vaccination plateau phase, traditional vaccination promotion strategies such as the mobilization of government and community appear to have limited impact on expanding the coverage. New strategies to promote vaccination are needed especially in older adults. Our study aimed to assess college students’ intention to encourage coronavirus disease 2019 (COVID-19) vaccination among their grandparents and its correlates. MethodsA cross-sectional survey was conducted in China from May to June 2022. We collected information on socio-demographics of college students and their grandparents, constructs of health belief model (HBM) and theory of planned behavior (TPB) for college students, and college students’ intention to encourage COVID-19 vaccination among their grandparents. Multilevel logistic regression models were performed to assess correlates of intention. ResultsWe enrolled 2681 college students who reported information for 6302 grandparents. 2272 students (84.7 %) intended to encourage COVID-19 vaccination for 4744 (75.3 %) grandparents. Intention was associated with having received a booster dose of COVID-19 vaccine (AOR 3.28, 95 % CI 1.68–6.42), having ever lived with their grandparents (2.07, 1.46–2.93), and having grandparents who regularly went outdoors (2.85, 1.70–4.76). HBM and TPB models showed that college students who had higher levels of perceived susceptibility (1.79, 1.12–2.87), perceived severity (1.52, 1.12–2.06) of COVID-19 among their grandparents, and higher levels of subjective norms (2.88, 1.61–5.15) were more likely to have the intention. ConclusionCollege students’ intention to encourage COVID-19 vaccination among their grandparents was high. It may be potentially viable to engage college students in promoting COVID-19 and other routine vaccination among older adults.

Integrating Theory of Planned Behavior and Value-Belief-Norm Theory to Explain Residents’ Intention on Garbage Classification

Guiding residents’ garbage classification behavior is one of the important ways to alleviate urban environmental pollution. Based on the theory of planned behavior (TPB) and the theory of value-belief-norm (VBN), 440 questionnaires were analyzed by using partial least squares structural equation modeling (PLS-SEM) to study the factors affecting residents’ intention (I) of garbage classification. The results show that the integrated TPB and VBN model developed in this study has a stronger ability to predict and explain the Intention (I) of residents’ garbage classification. The residents’ Perceived Behavioral Norms (PBN), Subjective Norms (SN), and Personal Norms (PN) directly affect the behavioral intention (I) of residents’ garbage classification, and Perceived Behavioral Control (PBC) is the biggest factor affecting the Intention (I) of residents’ garbage classification. Besides, Residents’ Subjective Norm (SN), Awareness of Consequences (AC), and Ascribed Responsibility (AR) explain residents’ Personal Norms (PN), among which Subjective Norm (SN) have the most significant impact on Personal Norms (PN). Personal norm is a mediator between social norms and Intention (I) on garbage classification. The study further enriches the research on residents’ garbage classification intention (I) and inspires for enhancing residents’ garbage classification intention (I).

Shopping habit formation by consumers on black friday

Purpose: Black Friday (BF) is one of the most important holiday shopping days in retail and has impacted consumer habits. After many years, have been formed shopping habits by consumers on BF? To address this question, we conducted an investigation into the correlation between consumer habits and sales promotion studies, both of which share various commonalities. Our aim was to explore their interrelation within the context of Black Friday, utilizing a customized model specifically designed for this purpose. Design/methodology/approach: This paper is based on quantitative research involving 633 respondents. It uses structural equation models (SEM) to test relevant research hypotheses. Findings: The results show that there is habit formation on BF and that consumers are influenced by several factors, being guided not only by cognitive and rational issues regarding the strong appeal of low prices, but also by affective aspects and self-control difficulties, in addition to their previous buying experiences in the same period. Practical implications: As a significant portion of holiday shopping sales has shifted to November and consumers have developed a habit of shopping during BF, retailers can proactively enhance their strategies to meet consumer demands, avoiding unnecessary resource wastage. By adapting and capitalizing on this trend, retailers can maximize sales, attract new customers, and ultimately optimize their outcomes. Originality/value: The study contributes to the development of the research field on BF through a new model that investigates intention and future behavior, including the Theory of Planned Behavior (TPB). In addition, it adds to the existing discussions in the literature regarding the criticisms of the TPB model by pointing to evidence that mitigate these criticisms.

Predicting food waste reduction behavior among students in higher education institutions

Purpose This study aims to determine and analyze the predictors of food waste reduction intention and behavior among higher education institutions (HEIs) using an extended version of the theory of planned behavior (TPB). Design/methodology/approach This study empirically tested an extended TPB model through regression analyses using data obtained through an online survey. Findings Attitude toward food waste reduction, subjective norms, perceived behavioral control and food waste knowledge predicted intention to reduce food waste. Furthermore, the intention to reduce food waste predicted food waste reduction behavior. Research limitations/implications The results imply that extending the TPB by adding food waste knowledge significantly predicted food waste reduction intention and behavior. Practical implications The study identified factors that predict food waste reduction behavior and suggested ways to influence Filipino students in HEIs to reduce food waste. Originality/value The findings support the inclusion of food waste knowledge to the TPB in predicting food waste reduction intention and behavior among students in HEIs.

DOMESTIC VISITORS’ TRAVEL INTENTION TO SABAH POST COVID-19 TRAVEL RESTRICTION

This study aimed to study the intentions of Malaysian domestic travellers to visit Sabah after the COVID-19 travel restrictions were lifted by exploring the variables of fear of COVID-19, travel anxiety, subjective norm, perceived behavioural control, and risk attitude. This study utilizes the Theory of Planned Behaviour (TPB) to explore factors impacting travel intentions in a post-pandemic context. SPSS and Partial Least Squares Structural Equation Modelling (PLS-SEM) were used to analyse the 303 online survey respondents. The study reveals diverse perceptions among Malaysian domestic visitors regarding travel to Sabah after COVID-19 travel restrictions. Fear of COVID-19 and risk attitude were found to have no significant impact on travel intentions. However, perceived behavioural control, subjective norms, and travel anxiety showed significant relationships with travel intention. The findings offer practical implications for tourism stakeholders to develop targeted strategies for attracting and accommodating domestic travellers in Sabah while contributing to existing knowledge in the tourism and educational field. This study incorporated the TPB model by adding more variables, resulting in a more powerful explanation of post-pandemic travel intentions.

Consumer food choice motives and willingness to try plant-based meat: moderating effect of meat attachment

PurposeThe adverse effects on environmental sustainability, human health and animal welfare are often cited as the main reasons for reducing animal-based meat production and consumption. This study explored the food choice motives that determine consumer attitude toward plant-based meat (PBM) as a sustainable meat alternative. The theory of planned behavior (TPB) was applied to further determine whether an individual’s attitude toward PBM, subjective norms and perceived behavioral control influence their willingness to try novel meat substitutes (i.e. PBM). Finally, the moderating effect of meat attachment was also considered.Design/methodology/approachOnline self-reported questionnaires were administered in Taiwan, and 294 valid questionnaires were collected. Structural equation modeling (SEM) and moderated regression were employed for analysis.FindingsThe results clarified the food choice motives that influenced consumer attitude toward PBM and revealed that attitude and subjective norms pertaining to trying PBM explained up to 35.03% of the variance in consumer willingness to try PBM. Notably, consumer meat attachment moderated the positive relationship between consumer attitude toward PBM and willingness to try PBM such that it became negative.Practical implicationsOn the basis of the empirical findings regarding the food choice motives that influence consumer attitude and willingness to try PBM, this study provided practical implications for marketers seeking to increase consumer willingness to try PBM.Originality/valueThe main theoretical contribution of this research is that food choice motives should be considered in a TPB model to explain consumer willingness to try PBM. The moderating effect of consumer meat attachment should also be considered.

Child restraint system use in China, comparing theory of planned behavior, prototype willingness model, and integrative model

BackgroundAlthough the child restraint system (CRS) helps safeguard children's bodies, its use is currently at an exceedingly low rate in China. Also, there is a dearth of research from a psychological perspective on the factors that affect CRS usage. The theory of planned behavior (TPB) and prototype willingness model (PWM) are two of the main decision-making paradigms that have been extensively used in the research on risk-taking behavior. The rational and emotional aspects of decision-making are both covered by these theories. Two facets of decision-making, including the rational and the social-reactive, are studied by these theories. MethodsThis study investigated psychological factors that impact Chinese parents’ usage of CRS. Three models were compared and analyzed in the study: the TPB, the PWM, and an integrative model (which integrates the TPB and the PWM). ResultsThe integrative model has the highest explanatory strength and the TPB model has slightly lower explanatory strength than the PWM model; the effect of behavioral willingness on behavior is greater than the effect of behavioral intention on behavior. Prototype, perceived behavioral intention, and subjective norm are important factors influencing parents’ use of CRS.

The moderating effect of entrepreneurial motivation on the relationship between entrepreneurial intention and behaviour: An extension of the theory of planned behaviour on emerging economy

Background: The study investigates the influence of antecedents of the theory of planned behaviour (TPB) and personality traits on entrepreneurial intention and behaviour among engineering students in an emerging economy. It employs the extension of the TPB model by focusing on the intention-behaviour gap, an under-researched area in research. Furthermore, it investigates the moderating effect of entrepreneurial motivation on the relationship between intention and behaviour to improve conceptual model predictability. Methods: A structured questionnaire was used to gather data from 1,564 engineering students, and the data were analyzed using structural equation modelling (SEM) with Amos software. Results: The results revealed that subjective norms were the strongest predictor of entrepreneurial intention and behaviour, followed by entrepreneurial alertness, perceived behavioural control, attitude towards entrepreneurship, need for achievement, and risk tolerance. Moreover, the moderation analysis showed that entrepreneurial motivation was crucial in moderating the relationship between intention and behaviour. Conclusions: The present conceptual model contributes to the existing TPB model by improving predictive power to understand the intention-behaviour relationship. The results of the study will assist policymakers, academicians of higher education institutions, and universities in developing policies, strategies, and curricula to engage more students in entrepreneurial activities.

Understanding Consumers’ Intention to Purchase GI Cheeses Based on the SEM-Logit Model

Abstract This study aimed to investigate determinants of purchase cheeses with GIs in developing country and to analyze to what extent these factors affected individuals’ purchasing intention, because there is a growing interest in geographical indications of origin (GIs) as a tool for product differentiation. An extension of the theory of planned behavior (TPB) is used as the framework of the study. To get a deeper insight into the influence of unobserved exogenous latent variables on consumers’ intentions to purchase GI cheeses, SEM and Logit models were combined and the SEM-Logit integration model was constructed. The study supports extended model of TPB, which includes trust and loyalty, as a useful framework to understand the consumers’ intentions to buy the investigated product category. The results from SEM-Logit show that attitude, subjective norms, perceived behavioral control, trust, loyalty, education and monthly income have significant impacts on intention to purchase cheeses with GIs. The findings of this research provide important contribution for understanding GI cheeses’ consumption intention and behavior.

INDONESIAN LOW-INCOME HOUSEHOLDS’ ACCEPTANCE OF MICROTAKAFUL IN EAST JAVA

This research investigates the inclination of economically disadvantaged households in East Java, Indonesia, towards microtakaful adoption, utilizing an extended Theory of Planned Behavior (TPB). Analyzing data from 304 respondents through online and face-to-face surveys, the study reveals a significant demand for microtakaful among low-income households. Behavioral intention is positively influenced by factors such as attitude, subjective norms, price, and knowledge, with price being the most critical determinant. Notably, a substantial number of respondents from low-income backgrounds express positive intention toward microtakaful. The study underscores the importance of microtakaful providers raising awareness, offering affordable structures, and highlighting microtakaful's value as a risk management tool. By employing an advanced TPB model, this research offers profound insights into the perceptions and behavioral tendencies of East Java's low-income households regarding microtakaful. The findings suggest actionable strategies for providers to enhance outreach and participation among this vulnerable group, contributing to improved financial inclusion and resilience.

Implementation Of the People's Market Application to Improve the Performance of MSMES In Kendal Regency: Integration of Theory Acceptance Model (TAM) And Extended Theory of Planned Behavior (TPB)

The emergence of Covid 19 has devastated the performance of Micro, Small and Medium Enterprises (MSMEs) including in Kendal Regency. Through the People's Market application, it is hoped that it can encourage the performance of MSMEs after the pandemic. However, the problem that occurs is that users of the People's Market application in MSME players are still low which can hinder growth and competitiveness in the digitalization era. This study aims to analyze the behavior of MSME players in adopting the People's Market application in Kendal Regency through the integration of the Theory Acceptance Model (TAM) and the Extended Theory of Planned Behavior (TPB). This research is a causality study using seven main variables tested from the TAM and TPB models, namely: perceived benefits; perceived ease of use; attitude in adopting the People's Market application; subjective norms; perceived behavioral control; behavioral intention in adopting the People's Market application; and actual behavior. The sample of this study used a purposive sampling method with a total sample that met the criteria of 231 respondents. The data was obtained from distributing questionnaires via google form. The data were statistically tested through the AMOS program. The results showed that perceived benefits and perceived ease of use affect attitudes. Attitude affects the behavioral intention of traders in adopting the People's Market application. However, subjective norms and perceived behavioral control have no significant effect on behavioral intentions. The results also prove that behavioral intentions can encourage merchants to carry out actual behavior in adopting the People's Market application.

Implementation of the people's market application to improve the performance of MSMEs in Kendal Regency: Integration of Theory Acceptance Model (TAM) and Extended Theory of Planned Behavior (TPB)

The emergence of Covid 19 has devastated the performance of Micro. Small and Medium Enterprises (MSMEs) including in Kendal Regency. Through the People's Market application. it is hoped that it can encourage the performance of MSMEs after the pandemic. However. the problem that occurs is that users of the People's Market application in MSME players are still low which can hinder growth and competitiveness in the digitalization era. This study aims to analyze the behavior of MSME players in adopting the People's Market application in Kendal Regency through the integration of the Theory Acceptance Model (TAM) and the Extended Theory of Planned Behavior (TPB). This research is a causality study using seven main variables tested from the TAM and TPB models. namely: perceived benefits; perceived ease of use; attitude in adopting the People's Market application; subjective norms; perceived behavioral control; behavioral intention in adopting the People's Market application; and actual behavior. The sample of this study used a purposive sampling method with a total sample that met the criteria of 231 respondents. The data was obtained from distributing questionnaires via google form. The data were statistically tested through the AMOS program. The results showed that perceived benefits and perceived ease of use affect attitudes. Attitude affects the behavioral intention of traders in adopting the People's Market application. However. subjective norms and perceived behavioral control have no significant effect on behavioral intentions. The results also prove that behavioral intentions can encourage merchants to carry out actual behavior in adopting the People's Market application.

A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model

PurposeThis paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.Design/methodology/approachThis study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.FindingsUtilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.Practical implicationsThe study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.Originality/valueThe study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.