Understanding Of Consumer Behavior Research Articles

Optimizing Fashion Marketing Strategies: Understanding Consumer Behavior in Bangladesh

This study delves into the intricate dynamics of consumer behavior in the context of fashion apparel, focusing on t-shirts and denim pants in Bangladesh. Consumer preferences, perceptions, and purchasing decisions are explored through qualitative research methods, aiming to uncover insights crucial for marketers and retailers. The research emphasizes the significance of fashion attributes such as quality, comfort, fabric, color, and special effects in influencing consumer choices. A sample of 500 young Bangladeshi consumers participated in structured interviews, providing nuanced perspectives on their preferences and expectations. Findings highlight a strong preference for quality and comfort in both t-shirts and denim pants, with significant variations in color and fabric choices. The study underscores the evolving nature of consumer behavior influenced by globalization and digital advancements, posing challenges and opportunities for fashion marketers. By understanding these dynamics, stakeholders can optimize marketing strategies to better meet consumer demands and foster brand loyalty in a competitive marketplace.

Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.

Participatory Visual Methods and Artificial Intelligence-Driven Analysis for Sustainable Consumption Insights

Sustainable consumption is crucial for mitigating global sustainability challenges. Understanding consumer behaviors and motivations, particularly in developing regions, is essential for designing effective interventions. This study pioneers an innovative methodology integrating participatory visual methods (photovoice) and artificial intelligence analysis to investigate food waste perceptions in an emerging economy context. Twenty-six university students participated in the study, documenting their lived experiences and perspectives on household food waste through photographs and narratives. The key results included 32% of participants expressing shock at the extent of food waste in their daily lives, while 28% showed relative indifference. AI-powered (Artificial Intelligence) computer vision and natural language processing were used to efficiently analyze the large visual and textual dataset. The mixed methods approach generated nuanced, situated insights into consumer attitudes, behaviors, and socio-cultural drivers of wastage. The key themes included low waste consciousness, aesthetic and convenience motivations, social norms, and infrastructural limitations. The participatory process proved effective for raising critical consciousness and uncovering consumption practice dynamics. AI analysis enabled rapid knowledge discovery from the qualitative data while mitigating researcher bias. This innovative integration of participatory methodologies and computational analytics advances sustainable consumption research by empowering marginalized voices and generating contextual insights from unstructured data. With further development, such human-centered AI approaches can transform the study and governance of sustainable consumption.

Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers' Purchase Intention.

E-commerce live streaming has become a lucrative global industry. As the main carrier to convey information in live broadcasting, user-generated content (UGC)-and especially bullet screens-are crucial in influencing users' purchase intentions. However, the influence of bullet screens' multidimensional information characteristics on consumers' decision-making processes requires further exploration. Additionally, most existing studies start with the short-term effects of live product realization, and must address how to enhance customers' psychological ownership using new means of live streaming marketing to obtain long-term sustainable brand-building effects. This study introduces psychological ownership and the communicative presence as mediating variables based on the theory of elaboration likelihood modeling to explore the mechanism of the influence of UGC's multidimensional features on viewers' purchase intentions in live e-commerce broadcasting rooms. We collected 404 valid online questionnaires and tested our hypotheses using structural equation modeling. These findings indicate that UGC emotions, quality, and their interaction significantly and positively affect purchase intentions. Moreover, psychological ownership and the communicative presence mediate UGC's effect on purchase intentions. These results provide a new perspective for understanding consumer behavior in live e-commerce to improve marketing effectiveness of e-commerce live streaming platforms.

Factors Influencing Online Shopping Decisions in the Fashion Industry

The purpose of this study is to pinpoint the variables that affect consumers' decisions to purchase online for fashion. This study is crucial because it can assist e-commerce businesses better understand consumer behavior and enhance their marketing tactics, which will have a substantial positive impact on the fields of management and information technology. This research employs a mixed-method methodology that combines qualitative interviews with quantitative survey data. Using an online questionnaire, 500 active Indonesian e-commerce users provided quantitative data, and 20 respondents participated in in-depth interviews that yielded qualitative data. While qualitative data were examined thematically, quantitative data were evaluated using Structural Equation Modeling (SEM) with Smart-PLS software. The key conclusions show that customer service responsiveness, product clarity, user reviews, flexible return policies, and platform trust are significant determinants of online purchasing behavior. Competitive pricing and promotional tactics also have a big impact. These results have consequences for e-commerce organizations, who should concentrate on enhancing aspects of trust, the quality of product information, and efficient promotional techniques to draw in and keep customers. The present study suggests that additional investigation is warranted to examine other variables, including the impact of social media and fashion trends on the behavior of online shoppers.

Analysis of Millennial Entrepreneur Business Strategy Based on Digital Technology in Sidenreng Rappang Regency

This study examines the business strategies applied by millennial entrepreneurial students in Sidenreng Rappang Regency, South Sulawesi. These students are engaged in various business sectors such as food and beverages, fashion, cosmetics, services, art and design, and digital business. The primary purpose of the study is to analyze the strategies used in responding to business opportunities, competitive advantages, contributions to entrepreneurship learning in higher education, and obstacles and solutions faced by students. With a qualitative phenomenological approach, this study explores the experiences of young entrepreneurs in taking advantage of market opportunities that other entrepreneurs often ignore. Students utilize business model innovation theory by considering factors such as understanding consumer behavior, product differentiation, service quality, and location and network. Entrepreneurship learning in higher education makes an essential contribution to equipping students with an understanding of business strategies and their application in actual practice. Of the ten respondents, five have participated in entrepreneurship seminars and training, while the other five are self-taught and through campus activities. These two methods are considered influential in shaping entrepreneurial skills and mindsets. The challenges faced by millennial entrepreneurs, as well as the solutions they implement, show relevance to modern management theory. This research provides insight into how entrepreneurship education and training can support student business development.

Order prescriptions online: Determinants of purchase satisfaction in an emerging Indian e‐pharmacy sector

AbstractThe burgeoning Indian e‐pharmacy sector, spurred by digital commerce growth and affordable Internet access, presents a promising solution to distribution challenges, especially during the pandemic. Despite doubling online sales within a few months of lockdown and significant investments, understanding consumer behaviour in this novel domain remains crucial. This research addresses this gap by employing the stimuli–organism–response (SOR) model to conceptualize and empirically validate the determinants of customer purchase satisfaction in e‐pharmacies. In the e‐pharmacy context, stimuli encompass online cues like the perception of honesty (PH), convenience value (CV), perceived risk and quality perception. The organismic state embodies the user's propensity to purchase medications online (PPMS), whereas the response represents their customer purchase satisfaction (CPS). Employing partial least squares structural equation modelling on data from 220 consumers, this study reveals significant relationships between stimuli and PPMS and CPS. Furthermore, subjective norm moderates the influence of PH and CV on PPMS, highlighting the importance of social influence in online pharmacy decisions. These findings enrich the understanding of consumer behaviour in e‐pharmacies and demonstrate the utility of the SOR model in this context. This research contributes to both theory and practice. Theoretically, it pioneers applying the SOR model to e‐pharmacies, uncovering the interplay between environmental cues, internal states, and purchase satisfaction. Practically, the study offers valuable insights for e‐pharmacy platforms to enhance user experience and promote customer satisfaction.

Forging green Horizons: Revealing Catalysts of pro-environmental behavior in emerging market

In recent years, environmental pollution has started to threaten global economies. The understanding of consumer behavior within the context of sustainable development has become increasingly important to deal with this growing ecological complexity. Urbanization has accelerated in Pakistan, resulting in urban consumers raising more environmental concerns and promoting eco-friendly products. These concerns have demonstrated their commitment to sustainability and pro-environmental behaviors, such as reducing waste materials (e.g., plastics) and pollutants (i.e., smoke, dust, etc.), thus supporting eco-friendly behaviors. Today, Pakistan's urban consumers are well-aware of environmental complexities. As such, environmental knowledge is the driver of consumers' pro-environmental behavior, affective commitment and social capital also compel individuals to acquire ecological knowledge to enhance consumer behavior. This research considers customers' environmental knowledge and affective commitment, both of which actively contribute to pro-environmental activity. It explores the relationship between environmental knowledge, affection commitment, social capital, and environmental behavior in Pakistan. Data was gathered from Pakistan's urban customers and analyzed using Covariance-based Structural Equation Modeling (CB-SEM). The results indicate that affective commitment and social capital have a positive and significant effect on environmental knowledge and behavior. Notably, the relationship between social capital, affective commitment, and environmental behavior is mediated by knowledge of environmental issues. Through its findings, this study fosters an understanding of environmental behavior and explains the sense of responsibility and greater commitment in individuals, which thus leads them toward sustainability.

SYNTHESIS OF NEUROMARKETING WITH MARKETING: PRINCIPLES AND TRENDS

The integration of neuromarketing with traditional marketing strategies has emerged as a dynamic and innovative approach in understanding consumer behavior. This article explores the synthesis of neuromarketing with conventional marketing principles, highlighting the underlying mechanisms, key principles, and emerging trends. The discussion delves into how this synthesis can enhance marketing effectiveness by providing deeper insights into consumer preferences and decision-making processes.

Pengaruh Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen di Indomaret Wilayah Kecamatan Gubeng Kota Surabaya

This study aims to analyze the influence of promotions and service quality on consumer purchasing decisions at Indomaret stores in the Gubeng District of Surabaya City. The background of this research stems from intense competition in the retail industry, which demands companies to enhance attractiveness through optimal promotional strategies and improved service quality. In facing these challenges, it is crucial for retail companies like Indomaret to understand the factors influencing consumer purchasing decisions to formulate appropriate strategies. This research employs a correlational method to measure the relationship between the variables of promotion and service quality with consumer purchasing decisions. Data were collected through a survey conducted among Indomaret customers in the Gubeng District of Surabaya City, with a sample size of 100 randomly selected consumers to ensure the representativeness of the research findings. The survey included various questions designed to evaluate consumer perceptions of Indomaret's promotions and the service quality they received. Data analysis utilized multiple linear regression to determine the influence of each independent variable—promotion and service quality—on the dependent variable, consumer purchasing decisions. The results indicate that both promotion and service quality significantly influence consumer purchasing decisions at Indomaret in the Gubeng District of Surabaya City. This suggests that effective promotional strategies such as discounts and loyalty programs, along with high service quality such as staff friendliness and service speed, can enhance consumer purchasing decisions. The conclusion emphasizes the importance for retail companies to develop and implement innovative promotional strategies and continuously improve service quality. Thus, Indomaret can maintain and increase consumer loyalty, and compete more effectively in the competitive retail industry. This research contributes significantly to understanding consumer behavior in the retail context and serves as a reference for other retail companies in designing effective marketing strategies.

Innovative Strategies in Digital Marketing: Enhancing Consumer Engagement and Brand Loyalty

This study examines innovative strategies in digital marketing aimed at enhancing consumer engagement and brand loyalty. Utilizing a qualitative literature review method, the research synthesizes data from diverse sources, including academic journals, industry reports, and case studies, to provide a comprehensive understanding of current trends and practices in digital marketing. Key strategies identified include personalized content marketing, the use of social media platforms for interactive engagement, and the integration of artificial intelligence (AI) and big data analytics to understand consumer behavior and preferences. The findings reveal that personalized content significantly boosts consumer engagement by tailoring messages to individual preferences and needs, thus fostering a deeper connection with the brand. Social media platforms serve as powerful tools for creating a dialogue between brands and consumers, leading to increased brand awareness and loyalty. The use of AI and big data allows for more precise targeting and predictive analytics, enhancing the effectiveness of marketing campaigns. Challenges such as data privacy concerns and the rapid pace of technological change are also discussed, highlighting the need for adaptive strategies and ethical considerations in digital marketing. The study concludes that while challenges exist, the strategic implementation of innovative digital marketing techniques can substantially increase consumer engagement and brand loyalty. This research offers valuable insights for marketers and business leaders looking to leverage digital technologies to enhance their brand’s relationship with consumers.

The Influence of Digital Retail Environment on Consumer Purchasing Behavior: A Causal Study

As e-commerce continues to evolve, understanding consumer behavior in the context of online shopping becomes increasingly challenging. This study investigates the impact of purchasing attitudes among Saudi customers within the online clothing environment. By collecting 410 responses from residents of Riyadh, Saudi Arabia, the study emphasizes the convenience aspect of online and virtual markets and employs advanced statistical techniques, specifically SPSS-AMOS software, including confirmatory factor analysis, path analysis, and structural equation modeling. The findings reveal several key insights: perceived entertainment, perceived ease of use, and perceived usefulness significantly and positively influence the user experience on websites. The research highlights the importance of website quality indicators, such as perceived entertainment, ease of use, and usefulness, in shaping the user experience within the online clothing environment. It confirms that website quality, encompassing indicators of the user experience, exhibits a significant positive association with online impulse buying behavior. Additionally, the flow experience, which refers to the immersive and enjoyable state when browsing a website, also demonstrates a statistically significant and positive effect on online impulse buying behavior. These findings offer valuable insights for businesses and marketers seeking to understand and adapt to the evolving landscape of e-commerce, specifically concerning online clothing purchases.

Stormy sales: the influence of weather expectations on FMCG consumption

PurposeThis study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and FMCG types on such behavior.Design/methodology/approachThis paper conducted five studies, combining archival data analysis with behavioral experiments. The archival data included sales data from a supermarket chain and weather data from the National Weather Service. The experiments were designed to test the effect of extreme weather cues on consumption, the psychological mechanism behind this effect and moderators.FindingsThis research found that consumers’ anticipation of extreme weather events significantly increases their consumption of FMCGs. This research further discovered that these behaviors are driven by anticipated product scarcity and moderated by consumers’ altruisms and FMCG types.Research limitations/implicationsLimitations of the research include the reliance on reported sales data and self-reported measures, which could introduce biases. The authors also primarily focused on extreme weather events, leaving other types of disasters unexplored. Furthermore, cultural differences in disaster response might influence results, yet the studies do not fully address these nuances. Despite these limitations, the findings provide critical insights for FMCG retailers and policymakers, suggesting strategies for managing demand surges during disasters. Moreover, understanding consumer behavior under impending disasters could inform intervention strategies, potentially mitigating panic buying and helping ensure equitable resource distribution. Last, these findings encourage further exploration of environmental influences on consumer behavior.Practical implicationsThe findings have practical implications for products, brand managers and retailers in managing stock levels and product distribution during disasters. Furthermore, understanding the psychological mechanisms of these behaviors could inform policymakers’ designs of public interventions for equitable resource allocation during extreme weather events.Social implicationsThe research provides significant social implications by highlighting how extreme weather events impact FMCG consumption. This understanding can guide public policymakers in creating efficient disaster management plans. Specifically, anticipating surges in FMCG purchases can inform policies for maintaining price stability and preventing resource shortages, mitigating societal stress during crises. Moreover, these findings encourage public education around responsible purchasing during disasters, potentially reducing panic buying. By collaborating with FMCG manufacturers and retailers, governments can ensure a steady supply of essentials during extreme weather events. Thus, the research can play a crucial role in enhancing societal resilience in the face of impending disasters.Originality/valueTo the best of the authors’ knowledge, this is the first study to integrate the impact of extreme weather events on consumption behavior with the psychological theory of anticipated product scarcity. The unique focus on FMCGs offers a novel perspective on consumer behavior literature.

Consumer Dirtwork: What Extraordinary Consumption Reveals about the Usefulness of Dirt

Abstract Societies create material, social, and moral boundaries that define who and what is dirty. “Dirt” encompasses literal and figurative things—objects, beings, ideas—that transgress these boundaries and thus are “out of place.” Previous research describing how consumers avoid and manage dirt assumes that dirt is aversive. The concept of consumer dirtwork emerged from our examination of self-described “dirtbag” wilderness consumers. Dirtwork reveals the potential usefulness of dirt. Instead of cleaning, dirtworkers redraw dirt boundaries, revealing resources they then work to capture. Boundary redrawing describes a continuum of adjustments to dirt boundaries, ranging from small shifts to complete inversions. Resourcing work describes the efforts required to capture the resources that are uncovered by boundary redrawing. Dirtwork results in challenges and rewards, and offers the possibility of continued dirtwork-resourced consumption. Dirtwork contributes by revealing the process wherein consumers make use of dirt, thus demonstrating the usefulness of dirt and fluidity of dirt boundaries. Dirtwork provides a useful lens for understanding consumer behaviors that do not aspire or cannot conform to socially-imposed cleanliness rules, including stigmatized, mundane, and extraordinary consumption. Dirtwork challenges assumptions that clean is good, socially-valuable, safe, and sustainable, and implicit associations of dirt with danger, stigma, and unsustainability.

Digital Marketing Strategy to Increase Brand Awareness of PT Global Service Indonesia

The ability to understand consumer behaviour in the digital age is a very important strategy to achieve competitive advantage. Digital marketing or marketing that uses electronic devices or the internet, provides opportunities for consumers to find information about what positions they are interested in, and obtain testimonials from other consumers about their experiences after following the employee recruitment process. The purpose of this paper is to explain the digital marketing strategy of PT Global Service Indonesia to increase brand awareness, with a special focus on the role and contribution of MSIB interns in the process. This study will evaluate the effectiveness of various digital marketing tactics implemented, challenges, and obstacles faced in their implementation. The method used in this paper is qualitative data analysis based on the constructivist paradigm. Results show that there was a significant increase in the followers and interest of job seekers from April to June 2024.

Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere

PurposeWhile existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball stadium food quality, timeliness, satisfaction, and behavioral intention with an emphasis on the moderating effect of stadium atmosphere.Design/methodology/approachThe data were collected from spectators attending baseball games. This study established the validity of the measurement scale through confirmatory factor analysis, factor loadings, average variance extracted, and construct reliability using Cronbach’s alpha. In addition, this study employed structural equation modeling with maximum likelihood estimation to examine positive relationships and mediating effects and used Jamovi statistical software to conduct moderation analysis.FindingsThe findings demonstrate the significant impacts of food quality on satisfaction and behavioral intention, the positive effects of timeliness on satisfaction and behavioral intention, and the notable influence of satisfaction on behavioral intention. Additionally, this study found that satisfaction partially mediates the aforementioned relationships and that stadium atmosphere moderates these pathways.Originality/valueThis study contributes to the literature by addressing the impact of food service quality on outcome variables within sports marketing, an area that has received limited attention. Specifically, it examines how food quality and timeliness influence consumer satisfaction and behavioral intention. Furthermore, the study highlights the moderating role of stadium atmosphere, demonstrating its potential to enhance the relationship between food quality and consumer outcomes. These findings expand our understanding of consumer behavior in sports settings, offering practical strategies for team officials to enhance fan experiences. By diversifying menu options, optimizing concession operations, and collaborating with local vendors, team officials can significantly improve food service quality and create a more engaging stadium atmosphere.

Consumer continuous use of and satisfaction with Fintech payment applications in Saudi Arabia: towards an integrated model

Purpose The purpose of this paper is to examine the factors that influence Saudi Arabian users’ intentions to continue using fintech payment applications and their satisfaction with these applications. Design/methodology/approach The unified theory of acceptance and use of technology 2 and DeLone and McLean’s IS success model were integrated to provide a comprehensive framework. A questionnaire was distributed to 401 users of fintech payment applications, and the data collected was analysed using structural equation modelling to test the hypotheses. Findings The results reveal that factors such as social influence, price value and habit have a positive influence on the continued desire to use fintech payment applications, that the performance expectancy is positively influenced by the level of effort expectancy. Additionally, the quality of the system, service and information provided by the applications has a direct association with user satisfaction, as indicated by the IS Success Model. Moreover, it was observed that customer satisfaction with fintech payment applications positively affects their intention to continue using them. Originality/value This study addresses an important gap in the existing literature by examining the factors influencing Saudi Arabian consumers’ intentions to sustain the usage of fintech payment applications. Despite governmental support for the industry, understanding consumer behaviour and satisfaction with these applications remains limited, making this research timely and valuable.

From Psychology to Engagement: Tracing the Evolution of Customer Service Dynamics

This paper aims to explore the evolution of customer service through the integration of psychological and marketing theories, tracing its development from early organizational psychology to contemporary customer engagement strategies. The study employs a historical analysis of literature, examining key theories and models from psychology and marketing that have contributed to the evolution of customer service. It reviews seminal works and influential theories over several decades, highlighting their impact on understanding consumer behavior and service quality. The analysis reveals a significant transformation in customer service concepts, driven by insights from cognitive dissonance, equity theory, and expectancy disconfirmation, among others. The study highlights the emergence of service marketing in the 1980s, the shift towards customer-centric approaches in the 2000s, and the critical role of digital technologies and social media in facilitating customer engagement. These developments underscore the ongoing adaptation required to meet evolving consumer expectations. This paper provides a comprehensive overview of the evolution of customer service, synthesizing insights from various fields to present a cohesive understanding of its trajectory. By connecting past theories with current practices, it offers valuable insights for academics and practitioners seeking to navigate the complexities of modern consumer behavior and service management.

The Connection between Neuroscience and Marketing

Neuroscience and marketing may seem like two separate fields, however, there is an interesting intersection between the two; the connection is called neuromarketing. Neuromarketing has emerged as a fascinating discipline that combines neuroscience principles with marketing strategies to fully understand consumer behavior. This paper explores the connection between neuroscience and marketing; it emphasizes how insights from neuroscience can drastically improve marketing strategies and consumer engagement. By collecting research findings and conclusions from many different sources, this paper thoroughly explains the ways through which neuroscience influences the field of marketing. Overall, this paper emphasizes the immense benefits for businesses who understand the neuroscience behind consumer decisions as they are able to optimize their marketing campaigns. In essence, neuromarketing is an extraordinary field that combines neuroscience with marketing to study consumers' behavior and decisions. This article will talk about how neuroscience can help improve marketing strategies in addition to consumer involvement. Not only does this paper reveal the interesting connection between marketing and neuroscience, but it also explains how marketers can use neuroscientific methods to better their campaigns.

Customer innovativeness in the adoption of Islamic banking in Malaysia

AbstractIslamic banking is a financial system that operates in accordance with Islamic principles, prohibiting the payment or receipt of interest (usury) and adhering to Shariah law. In order to ensure ethical and socially responsible financial practices, Islamic banks use profit and loss‐sharing arrangements rather than traditional interest‐based transactions. Islamic banking has gained substantial traction in Malaysia, driven by its alignment with the values of the predominantly Muslim population. However, the adoption of Islamic banking products and services still faces challenges related to consumer preferences and innovation attributes. This study investigates the mediating influence of customer innovativeness in the adoption of Islamic banking within the Malaysian settings. The study gathered responses from 436 respondents in Malaysia. Structural equation modelling was used to examine customer innovativeness's role in mediating the relationship between relative advantage, compatibility, observability and complexity and the intention to adopt Islamic banking. The study supports the hypotheses that customer innovativeness partially mediates the relationships between relative advantage, compatibility and observability of Islamic banking and the intention to adopt them. However, the study did not provide evidence for the mediation hypothesis concerning the complexity of Islamic banking. In conclusion, this study sheds light on the mediating role of customer innovativeness in Islamic banking adoption, aiding academia's understanding of consumer behaviour. Policymakers can use these insights to promote ethical financial practices, whereas the banking sector can adapt offerings to meet consumer preferences and enhance competitiveness.