Understanding Of Consumers Research Articles

Playing dead in natural disasters: analysing customer reactions to the perceived silence of Starbucks on the earthquake disaster in Türkiye

Purpose This study aims to investigate the antecedents, consequences and severity of brand hate towards Starbucks, which was boycotted on social media due to its post-earthquake behaviour, including its “perceived silence”, in other words, playing dead, by delaying the publication of a condolence message and making an allegedly insufficient donation following the Kahramanmaras earthquakes in Türkiye. Design/methodology/approach Based on Küçük’s (2019) hierarchical model for brand hate, the severity of the brand hate attracted by Starbucks is differentiated. The antecedents and the consequences of brand hate in the aforementioned boycott period are investigated by conducting a thematic analysis of tweets collected from Twitter. Findings Hot hate was found to be the most frequently observed severity of hate towards Starbucks during the boycott period. Besides, brand betrayal (56.83%, n = 262 of 456 tweets) and insincerity (34.49%, n = 159 of 456 tweets) were prominent antecedents of brand hate and were found to be specific triggers of hot hate and cold hate, respectively. This study determined that negative word of mouth (20.54%, n = 205 of 510 tweets) and brand avoidance (11.92%, n = 119 of 510 tweets) were remarkable consequences of brand hate towards Starbucks and were also found to be extensions of hot brand hate. Originality/value This study makes a theoretical contribution to the literature by demonstrating how severity of hate functions as both a consequence and a trigger of brand hate. In addition, it expands the brand hate theory by showing that brand questioning can be a consequence of attitudinal brand hate, ethnocentric tendencies can trigger brand switching behaviour and symbolic incongruity can be associated with both cold hate and cool hate. In addition, by analysing real-time Twitter data, the study reveals how brand hate intensifies in crisis contexts and showcases social media as a powerful tool for understanding consumer backlash.

RETAIL IN TODAY'S COMPETITIVE ENVIRONMENT: ANALYSIS OF TRENDS AND TENDENCIES

Retail trade in Ukraine is one of the most competitive economic sectors, constantly evolving under the influence of macroeconomic factors, changes in consumer behavior, and technological advancements. This article provides a comprehensive analysis of the competitive environment in the retail industry, examining key market trends and strategic approaches of major players, including ATB-Market, Silpo, Auchan, and Novus. The study explores the impact of pricing policy, assortment, advertising, and store location on the competitive positioning of each company, as well as identifying major marketing challenges and opportunities for future growth. Special attention is given to the use of competitive benchmarking methodology as a tool for assessing market positions and comparing the effectiveness of business strategies. The analysis of marketing approaches reveals that modern retailers actively implement Big Data, CRM systems, SMM, and targeted advertising to enhance their competitiveness. Additionally, consumer segmentation by income level, geographical location, and behavioral characteristics is explored, enabling more effective strategy adaptation for different audience groups. The article summarizes key challenges faced by retail operators, including the growing share of online commerce, competition from discount stores, logistics difficulties, and shifting consumer preferences. Possible directions for improving Novus’ marketing strategy are outlined, such as developing loyalty programs, optimizing pricing policies, enhancing ad personalization, and expanding the private label assortment. This approach ensures that retailers remain agile and responsive, ultimately fostering customer loyalty and sustaining competitive advantage in an ever-changing market landscape. Retailers must also continuously innovate and adapt to the fast-paced digital environment to thrive. Analysis of the competitive environment in Ukrainian retail demonstrates that the market is dynamic and highly competitive, and its development is driven by factors such as changes in consumer preferences, economic instability, the development of digital technologies and the adaptation of business models to new realities. Despite differences in approaches, all retailers are called upon to respond to growing challenges, including increasing costs of state logistics, increased regulation and the transition of buyers to omnichannel consumption models. In conclusion, maintaining a deep understanding of market dynamics and consumer needs will be crucial for retail companies to not only survive but also flourish in the competitive landscape. By leveraging emerging technologies and aligning their strategies with consumer expectations, these businesses can enhance their market position.

Navigating the AI Customization Landscape: An Exploratory Study of Consumer Perceptions

AI-powered customization democratizes design by enabling consumers to generate personalized designs through text-based inputs, which AI then translates into corresponding design outputs. Despite its increasing emergence, a critical gap remains in understanding consumer perceptions, particularly the values they derive and the barriers they encounter when engaging with AI in fashion customization. Guided by consumption value theory and innovation resistance theory, this study explores consumers’ perceived values and barriers in AI-driven fashion customization. Three focus groups were analyzed using thematic analysis. Eleven perceived values were identified, with five related to AI-customized fashion products and six associated with the AI co-design process. Additionally, three key barriers emerged. The findings contribute to the growing interest in AI’s role in consumer-driven design and provide practical guidance for fashion practitioners integrating generative AI into product development and customization.

Exploring the sensory characteristics and understanding consumer acceptance of gluten-free pasta

Exploring the sensory characteristics and understanding consumer acceptance of gluten-free pasta

E-Commerce Evolution: Trust as a Catalyst for Consumer Choices

This study aims to analyze the relationship between consumptive behavior and consumer confidence in online shopping and its impact on entrepreneurship in the digital era. The research method employed is a quantitative survey, which involved distributing questionnaires to 300 respondents who actively engage in online shopping. The data obtained were analyzed using validity tests, reliability tests, and multiple regression analysis to identify the influence of all independent variables. The results showed that consumptive behavior significantly affects consumer confidence, which in turn influences entrepreneurial success in the digital marketplace. This highlights the importance of understanding consumer dynamics for businesses aiming to thrive in the evolving online shopping landscape.

Impact of Digital Marketing in Consumer Purchasing Behaviour

In the digital age, consumer purchasing behaviour has undergone a profound transformation, shaped by the strategic integration of digital marketing. This paper explores the intricate relationship between technological advancements and consumer decision-making in the online marketplace. The evolution of digital platforms has revolutionized traditional marketing, replacing conventional strategies with highly sophisticated, data-driven approaches that enable personalized and immersive brand-consumer interactions. This study critically examines how digital marketing influences consumer psychology and purchasing patterns by synthesizing insights from both academic and industry research. It delves into the diverse range of digital channels—including social media, programmatic advertising, content marketing, and emerging technological interfaces—highlighting their role in reshaping consumer engagement. Key findings suggest that digital marketing has evolved into a dynamic ecosystem, leveraging artificial intelligence, machine learning, and predictive analytics to enhance personalization and targeted communication. These technologies enable businesses to develop comprehensive consumer profiles, anticipate preferences, and craft tailored marketing experiences. Additionally, the study underscores the role of transparency and accessibility in fostering consumer trust and influencing purchasing decisions. By offering a nuanced exploration of how digital transformation aligns with evolving consumer behaviour, this review contributes valuable insights for both academia and industry. It emphasizes the growing importance of digital marketing as a tool for understanding consumer needs, optimizing engagement, and redefining purchasing experiences in an increasingly digitalized world.

A Conceptual Framework for Multi-Channel Marketing Optimization, Consumer Behavior, and Conversion Analytics

This paper presents a conceptual framework for optimizing multi-channel marketing strategies by integrating consumer behavior insights, data-driven approaches, and advanced analytical tools. In the context of increasingly complex marketing environments, businesses must navigate multiple consumer touchpoints, including traditional and digital channels, to enhance customer engagement and drive conversions. The study emphasizes the crucial role of understanding consumer behavior in shaping personalized marketing strategies and discusses the adoption of predictive analytics, artificial intelligence (AI), and automation to improve campaign effectiveness. By reviewing existing literature on attribution modeling, conversion analytics, and marketing optimization, this paper identifies gaps in current research and proposes a framework that balances reach, engagement, and conversion across diverse marketing channels. The practical applications of this framework are demonstrated through case studies from industry leaders such as Amazon, Starbucks, and Nike, showcasing successful multi-channel marketing optimization efforts. Despite challenges in data integration, attribution modeling, and real-time decision-making, the paper offers recommendations for businesses on how to implement these strategies effectively. Finally, it outlines potential future research directions in AI-driven personalization, cross-device tracking, and real-time marketing analytics, highlighting the need for continuous adaptation to evolving technologies and ethical considerations in the use of consumer data.

Analyzing Consumer Trends and Preference in Heavy Commercial Vehicle Purchase

This research focuses on understanding consumer preferences when purchasing Heavy Commercial Vehicles (HCVs) in Madurai. It examines key attributes such as mileage, performance, serviceability, resale value, spare parts availability, comfort, technology, discounts, and down payment. Conducted from February to March 2025, the study used primary data collected through a structured questionnaire, employing Simple Random Sampling with a sample size of 343 respondents. Data analysis was performed using percentage analysis, correlation analysis, and regression analysis through SPSS software. The findings indicate that factors like loading capacity, performance, safety, resale value, serviceability, and warranty significantly influence consumer preferences, ultimately impacting company sales.

The International Global Marketing Management using the VIKOR Method

International Global marketing Management is in international marketing activities strategic planning, integration and Implementation refer to it prevails between countries cultural, economic, for legal and social differences adaptive marketing strategies and designing tactics includes. universal in marketing management Some key features and here are the considerations: market research and Analysis: each uniqueness of the target market properties and understanding requests is crucial. This involves conducting thorough market research to gather information on consumer behaviour, preferences, buying patterns, competition, and regulatory environments in different countries. Cultural Sensitivity and Adaptation: Cultural differences Recognize and value Basic. In which language, customs, traditions, Values and Beliefs are included. marketing news, product offerings and advertising strategies with local cultural norms integration is for success necessary Product Localization: of each market Specific requirements and to fulfil the wishes products or services adaptation is most likely necessary It's product features, design, packaging or local produce absolutely to fill of new products in development includes changes. tastes and requirements. Distribution and Channel Management: Choosing the right distribution channels and partners is crucial. This may involve evaluating the effectiveness of existing distribution networks or establishing new ones. Considerations include transportation logistics, warehousing, and the role of intermediaries in the supply chain. Price Strategy and Management: Determining optimal pricing strategies requires an understanding of local market conditions, competitive pricing, cost structures, and consumer purchasing power. Factors such as currency exchange rates, tariffs, and taxation also play a significant role in pricing decisions. Promotional Strategies: Global marketing campaigns must be carefully crafted to resonate with diverse audiences. This includes choosing appropriate advertising channels, messaging, and promotional methods that align with the preferences and media consumption habits of each market. Global Brand Management: Maintaining a consistent brand image while accommodating local preferences is a delicate balance. It involves establishing brand guidelines that allow for customization without diluting the core brand identity. Global marketing management research holds significant importance in today's interconnected world. Here are some Understanding Diverse Markets: Research helps companies gain a deep understanding of the diverse markets they operate in. It provides insights into consumer behaviour, preferences, and purchasing habits, allowing businesses to tailor their strategies to specific cultural, economic, and social contexts. Mitigating Risks and Challenges: Global markets come with inherent risks, including political instability, economic fluctuations, and legal complexities. Thorough research identifies these risks helps in assessment, risk reduction strategies and contingency to implement plans helps companies. Improving product offerings: of various markets personal needs and according to preferences Companies and their products or services Research helps to adapt. It is product customization; Feature improvements or Completely new May include development offerings to address specific market demands. Standardized Global Marketing, Adapted Regional Marketing, Transnational Marketing, Glocalization and Niche Market Targeting. Market Research and Analysis, Cultural Sensitivity and Adaptation, Distribution and Channel Management and Monitoring and Performance Measurement. the Rank of Global Marketing Management for using the analysis of VIKOR Method. Niche Market Targeting is got the first rank whereas is the Glocalization is having the Lowest rank.

Decision Making and Consumer Behaviour Towards Electromobility in the Czech Republic

Objectives: This study evaluates consumer attitudes toward different electrified vehicle variants compared to internal combustion engine vehicles, considering economic, environmental, and user-related decision criteria.Theoretical Framework:The study applies multi-criteria decision-making (MCDM) approaches, particularly the PROMETHEE method, to understand consumer preferences and the role of behavioral factors in electromobility adoption.Method:A quantitative research approach was employed, collecting data through a structured online questionnaire survey (N=1000). Respondents' preferences were analyzed using PROMETHEE ranking algorithms to assess their evaluations of electric, hybrid, and combustion vehicles. Results and Discussion: The findings indicate that economic criteria, including purchase price and operating costs, play the most significant role in vehicle selection. Internal combustion engine vehicles received the highest preference, followed by MHEVs, BEVs, and PHEVs. Driving frequency and prior experience with electric vehicles significantly impact consumer attitudes, with more exposure leading to a more favorable view of electrified options.Research Implications:The study highlights the need for targeted marketing strategies that emphasize economic benefits and practical advantages of electric vehicles. Strategies such as test drives and consumer education may help shift preferences toward electromobility. Originality/Value:This research contributes to understanding consumer decision-making in emerging electromobility markets, offering insights for policymakers and automotive firms to design better incentives and marketing campaigns. The paper discusses one of the essential sustainability activities in the automotive industry, namely the production and sale of electric vehicles. Car makers are trying to meet this challenge but are facing consumer disinterest in these products. Researchers are racing to come up with suitable communication tools for electromobility, but the starting point is consumer behaviour and influences on the decision to buy an electric vehicle. Based on the data coming from the conducted survey, the preferences of various groups of drivers are explored, and the most suitable car type for them is assigned. The paper compares the results of the decision analysis with the intuitive evaluation obtained directly from drivers. The study results showed that for consumers deciding between an internal combustion engine car or an electric car, the purchase price of the car is still an important decision criterion.

The Role of AI and ML in Alternative Credit Scoring in Fintech Lending

This research examines the influence of artificial intelligence (AI) and machine learning (ML) on alternative credit scoring in fintech lending, highlighting the effect of alternative data on financial inclusion and confidence in AI-based credit assessments. The study, using a sample size of 384 and evaluated via quantitative methodologies with SPSS and Structural Equation Modeling (SEM), emphasizes the need for ethical frameworks and transparent governance to guarantee fairness and accountability in AI-driven credit assessments. Conventional credit assessment techniques often exclude persons with sparse credit histories, whereas AI/ML-driven models use digital footprints, utility payments, and behavioral data to provide a more thorough credit review. The results demonstrate that alternative data substantially improves the perceived precision of AI/ML credit rating, resulting in heightened confidence in automated conclusions. Moreover, increased consumer understanding of AI/ML enhances trust in digital lending systems, hence promoting broader financial inclusion.

Consumer perceptions of 'traditional doenjang' using a free word association test.

Doenjang (fermented soybean paste) is a traditional Korean ingredient that has long been part of Korean cuisine. Commercial, mass-produced doenjang products are prevalent in the Korean market, and consumer demand for traditionally produced doenjang is steadily decreasing. An understanding of consumers' perceptions of traditional doenjang can serve as a foundation for sales and marketing strategies that are informed by consumer insights. The objective of the current study was to determine consumers' perception of traditional doenjang using a free word association test. A total of 339 participants responded to the survey, each carefully recruited from a predetermined demographic quota. A total of 906 valid words were elicited, representing 2.67 words per person, and these were categorized into six dimensions and 11 sub-categories. Significant differences according to residential area were observed in four dimensions: 'sensory,' 'foods,' 'health' and 'fermentation.' Overall, the sensory dimension was the most dominant psychological concept relating to traditional doenjang among all consumers. Consumers' sensory perceptions of traditional doenjang were mostly flavor-related under sensory dimension such as 'gu-soo flavor,' a well-aged, and well-fermented flavor. There was a difference in the perceptions of traditional doenjang according to age and residential area. © 2025 Society of Chemical Industry.

Consumers' attitudes toward 3D food printing: A South African context.

Three-dimensional food printing is an emerging technology for processing food that could contribute to the goal of feeding about eight billion people in 2030. Considering the gradual uptake of this technology in other parts of the world and potentially in Africa, there is a need to understand consumers' attitudes toward this technology and subsequent products to provide evidence that might guide business decisions among others. This study adopted an online survey from which 355 usable responses were received and subsequently analyzed. Using partial least squares structural equation modeling, the study proves that knowledge awareness, experience awareness, benefits, and health positively influence attitudes toward three-dimensional-printed food. The benefits associated with three-dimensional-printed food reveal the strongest relationship with attitude. However, food familiarity and convenience do not have a significant impact on attitude, signaling that consumers' familiarity with three-dimensional-printed food could be related to their perceptions of convenience. Moreover, the study shows that food neophobia has a negative yet significant impact on attitude, signifying the importance of managing the levels of food neophobia. The study contributes to the understanding of consumers' attitudes within a region where three-dimensional food printing is still in its infancy. However, given its potential positive impact, particularly in Africa, understanding and affecting the attitudes toward three-dimensional printed food is significant. PRACTICAL APPLICATION: This research will assist developers and marketers in understanding consumer attitudes toward 3D-printed food. Food neophobia (the fear of trying new food) significantly affects the consumer's attitude negatively, while the benefits that 3D-printed food offers present the strongest positive influence on attitude. The study entrenches the need for developers and marketers of 3D-printed food to highlight the benefits that 3D-printed food offers to positively shape consumers' attitudes.

Alternative Food Purchase Intention with Moderating Role of Health Consciousness: Perspective from Non-Working Housewives

This study investigated the factors influencing the intention of nonworking housewives in Malaysia to purchase alternative food products, focusing on the moderating role of health consciousness. It examined key drivers of buying behaviour, including attitudes, subjective norms, and perceived behavioural control, grounded in the Theory of Planned Behaviour. Data was collected from 218 respondents through a structured questionnaire administered to non-working housewives in Malaysia using a purposive sampling method to ensure the inclusion of the target demographic. SPSS 30.0 was used for descriptive analysis of respondents’ demographics, while SmartPLS 4.0 conducted PLS-SEM and bootstrap analyses to evaluate the proposed model and test its significance. The study found that attitudes, subjective norms, and perceived behavioural control—significantly influenced purchase intention. However, health consciousness did not strengthen the relationship between these factors and the intention to purchase alternative food products. This research contributed to understanding consumer behaviour in the alternative food market within emerging regions. It provided practical implications for policymakers, marketers, and producers to address non-working housewives’ healthconsciousness preference in influencing their purchasing decisions, thus bridging gaps in consumer insights for this demographic.

Customers’ mindset about coffee value in comparison: ROBOT versus BARISTA

ABSTRACT This study contributes to marketing science by examining customer mind-set about coffee when compared to the services provided by barista versus robots. The study proposes a model of comparative prices depending on the service provider: barista or robot. It shows how customers’ perceptions and expectations about products and service providers influence the perceived value of the product. The current research conducted two studies. Study 1 defines the ranking of coffee sensory characteristics from the customer’s perspective. The findings of Study 2 discover that after obtaining knowledge of the coffee process and its provider, there were no changes in satisfaction and purchase intention. However, customers are willing to pay less if the coffee provider is a robot; otherwise, they are willing to pay more if coffee is made by humans. This study deepens understanding of customers’ mind-set about coffee across satisfaction and price as factors for evaluating coffee value whether it is prepared by human or robot, and following purchase intention. By using the proposed factor theoretical framework, the marketers will be able to obtain a better understanding of consumer’s behavior, choose the appropriate way to design an effective service product, and set the best price for coffee.

Consumer Behaviour on Cashless Transactions in Kerala

The shift towards a cashless economy has transformed consumer behaviour and financial transactions, in Kerala, India. This study analyses consumer behaviour regarding cashless transactions, focusing on awareness, preferences, satisfaction levels, and challenges faced by users. It highlights the factors influencing digital payment adoption, including security, convenience, and government initiatives such as Digital India and Smart City Mission. Through a structured questionnaire and statistical analysis. This research explores the relationship between demographic factors (age, income) and satisfaction with cashless transactions. The findings contribute to understanding consumer trust, adoption barriers, and the role of digital payment systems in fostering economic development. Keywords: Cashless economy, consumer behaviour, digital payments, electronic transactions, financial technology, mobile banking, e-wallets, UPI, digital India, economic transformation, Kerala.

Consumer boycott movements: Impact on brand reputation and business performance in the digital age

Consumer boycotts have emerged as a significant force in modern markets, with research indicating that up to 42% of multinational corporations and 54% of prominent brands currently face such actions. The growing prevalence of consumer activism represents a fundamental shift in consumer-corporate relationships, where ethical considerations increasingly drive purchasing decisions. Despite extensive research on boycott outcomes, significant gaps exist in understanding the longitudinal effects of boycotts across diverse cultural contexts and the specific mechanisms through which social media amplifies these movements.This study addresses these gaps by examining: (1) the psychological and sociocultural factors driving consumer participation in boycotts; (2) the impact of corporate responses on brand reputation and financial performance; and (3) the role of social media in facilitating consumer activism. Following PRISMA guidelines, we systematically reviewed articles from the Scopus database published between 2019-2024, initially identifying 8,958 documents which were screened down to 45 final articles based on specific inclusion and exclusion criteria. The methodology combines quantitative bibliometric analysis using VOSviewer software and qualitative synthesis. Our findings reveal that consumer boycotts significantly impact both immediate sales and long-term brand reputation, particularly when boycotts are perceived as credible and widely supported. The research demonstrates that boycott participation is driven by complex motivational factors including ethnocentrism, religious beliefs, and social identity, which vary significantly across demographic and cultural contexts. Companies that fail to address consumer concerns face substantial financial losses, while those engaging in proactive corporate social responsibility can mitigate negative impacts. This research contributes a comprehensive framework for understanding consumer boycotts and their strategic implications, highlighting the necessity for businesses to integrate ethical considerations and align communications with consumer values. It extends existing literature by identifying the need for longitudinal and cross-cultural studies to better understand consumer activism in today's conscientious marketplace.

Slow fashion design: understanding consumer preferences through self-congruity

ABSTRACT Even though slow fashion lessens the adverse environmental and social effects of the fashion industry and promotes ethical consumption, current fashion design efforts in promoting adoption are still insufficient. Based on self-congruity theory, this qualitative study identifies consumers’ knowledge levels and perceived expressive attributes of slow fashion relative to their self-concept. Data collection consisted of six focus groups with 27 consumers and four interviews with experts. Results indicate various levels of slow-fashion knowledge in participants. Because consumers prefer product attributes that align closely with their self-image (self-congruity), emphasising the primary descriptors of slow fashion where alignment exists – such as organised, pleasant, and comfortable – offers actionable insights for enhancing circular design efforts. Findings suggest that design strategies emphasising slow fashion as an extension of self-care reflecting a minimalist lifestyle are the most promising. This study contributes to fashion design and consumer behaviour and slow-fashion brands aiming at improving their designs.

The Role of AI in Predicting Consumer Behaviour and Effective Marketing Strategies

Artificial Intelligence (AI) has become an important tool in analysing and predicting consumer behaviour. With its big data processing capabilities, AI can assist companies in developing more effective and efficient marketing strategies. This research aims to analyse the role of AI in understanding consumer behaviour patterns and their implications for marketing strategies. The method used in this research is a literature study that includes various journals, industry reports, and case studies. The results show that AI provides significant advantages in increasing sales conversions, optimising marketing costs, and strengthening relationships between companies and customers. However, challenges such as data privacy and algorithm transparency remain major concerns in the application of this technology. Therefore, an ethical and sustainable strategy in adopting AI is required so that the benefits can be optimised without compromising customer trust. This research provides insights for academics and business practitioners in understanding the impact of AI on consumer behaviour and developing more innovative and data-driven marketing strategies.

Consumer Awareness of Green Banking Practices Among People of Bengaluru

This study explores the awareness and perception of green banking practices among Indian consumers, examining the influence of e-banking, sustainable banking, and green investment. Utilizing a mixed-method approach, including surveys and statistical analyses, the research investigates the relationships between these factors and overall green banking awareness. The study aims to identify key determinants of consumer engagement with sustainable financial practices and assess the impact of demographic factors. The findings reveal a significant positive correlation between green investment and sustainable banking practices with increased green banking awareness. While e-banking showed a positive correlation, its significance was less pronounced. Gender did not significantly impact awareness levels; however, age groups demonstrated statistically significant differences in general awareness, green investment awareness, and sustainable banking awareness. Regression analysis confirmed a significant impact of the independent variables on green banking awareness, and correlation analysis supported a significant relationship between green investment, sustainable banking, and awareness. This research underscores the importance of targeted awareness campaigns and strategic policy initiatives to enhance consumer understanding and adoption of green banking in India. The study highlights the need for financial institutions and policymakers to focus on promoting sustainable banking and green investment to effectively raise awareness and encourage participation. Despite limitations, the findings provide valuable insights into consumer behavior and contribute to the growing discourse on sustainable finance in emerging economies.