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A Methodology for Profiling Consumers' Decision‐Making Styles
Abstract
Consumers use a variety of decision-making styles. This paper conceptualizes eight basic characteristics of these styles and develops a Consumer Styles Inventory to measure them empirically. Factor analysis of the Consumer Styles Inventory validates these eight consumer characteristics. A valid and reliable method for presenting a Profile of Consumer Style, based on measures of the eight style characteristics, is described. Unique findings of the research are discussed, and applications of the Consumer Styles Inventory in consumer education, consumer research, and family financial counseling are suggested.
... Finally, the DMS incorporates empirically validated decision-making variables within the context of broader socio-demographic and sociopsychological criteria, which aids in practically (rather than descriptively) predicting the travel intentions of ethnic minority travelers. Perfectionistic consumers, confused consumers due to over-choice (Sprotles & Kendall, 1986) Organized comfort-seekers (Chang, 2011) The rational vacationer (Decrop & Snelders, 2005) Adaptability Independent travelers who frequently revisit their decisions and modify their behavior based on the circumstances. They do not plan the trip in detail because flexibility is also important during the trip. ...
... Impulsive consumers, consumers confused by overchoice (Sprotles & Kendall, 1986) Opportunistic vacationers (Decrop & Snelders, 2005) Social adjustment Travelers are passive decision-makers who are morally bound and prefer to rely on the approval of their partner, friends, and relatives when making travel decisions. ...
... Brand consciousness, novelty-fashion consciousness, and price consciousness (Sprotles & Kendall, 1986) Brand conscious & Price conscious styles (Peng et al., 2015) Source. Authors' elaboration. ...
Grounded on the concept of ethnicity, this paper explores the travel consumption and decision-making behaviors of ethnic minority travelers through the lens of psychological empowerment. Employing a quantitative-dominant concurrent nested mixed-methods approach, 951 surveys (404 white and 547 ethnic minority participants), 6 focus groups, and 10 semi-structured interviews (with ethnic minority travelers) were conducted in the UK. The findings reveal the existence of prejudices and discrimination experienced by ethnic minorities during international and domestic travel, with ethnicity being a key factor. The paper identifies the need to adopt a multi-level empowerment approach, where psychological empowerment is found to be key to understanding how negative experiences and perceived risks are accepted, feared, and/or transformed into sources of interactional and intrapersonal empowerment. This has significant positive impacts on international and domestic travel intentions of ethnic minorities. The theoretical, methodological, and management implications of the study are discussed.
... The consumer decision-making style is a concept first introduced by Sprotles and Kendall (1986). Consumer decision-making style is "a mental orientation that characterizes a consumer's approach to making choices, having both cognitive and affective characteristics (e.g., quality consciousness and fashion consciousness). ...
... It can be seen as analogous to personality in psychology." Sprotles and Kendall (1986) developed the Consumer Styles Inventory (CSI) as a tool to measure consumer decision-making characteristics or "personality," which comprises eight dimensions (perfectionism, brand consciousness, novelty-fashion consciousness, recreational and hedonistic shopping consciousness, price consciousness, impulsiveness, confusion from over choice, and habitual or brand-loyal orientation). However, this measurement tool has some limitations, including being solely based on literature rather than empirical research, which means it may miss relevant dimensions not identified in the literature (Anguiano et al., 2019). ...
... Additionally, some earlier studies found that CSI yielded inconsistent results across diverse populations in various countries (Chaudhary & Dey, 2016;Lysonski et al., 1996;Shim, 1996). Sprotles and Kendall (1986) explained that the purpose of creating the CSI measurement tool was to understand consumer styles' characteristics in general and establish a standard for consumer decision-making styles. However, due to the various limitations of the CSI tool, Anguiano et al. (2019), Anguiano et al. (2018) developed the Purchase Decision-Making Inventory (PDMI) based on previous research (Bachkirov, 2015;Kahneman, 2011;Laros & Steenkamp, 2005;Shiv & Fedorikhin, 1999;Sprotles & Kendall, 1986;Watson & Spence, 2007) which explains that the decision-making process involves cognitive and emotional processes described as emotional and rational. ...
The empirical limitations of the Consumer Styles Inventory (CSI) render the formation of dimensions from this measuring tool-less relevant. Scholars have attempted developing Purchase Decision Making Inventory (PDMI) measuring tool to answer cognitive and emotional processes in decision-making. This research examined the validity of the internal structure of the purchasing decision-making inventory (PDMI) measuring device in the Indonesian context. PDMI has two main dimensions, namely emotional and reasoned. The emotional dimension has five sub-dimensions: impulsivity, indebtedness, negative emotions, frustration, and hedonism. The reasoned dimension has three sub-dimensions: saving, reasoning, and information seeking. The main dimensions explain the differences in cognitive and affective processes that occur in consumers when making decisions. The internal structure of PDMI was evaluated using Confirmatory Factor Analysis (CFA) and reliability analysis. The population of this study was Indonesian people aged 18-25 years (M = 20.3 years, SD = 1.55). The sample in this study was 588. The results of the CFA analysis showed that the results fit the data. The model accuracy indices used are the comparative fit index (CFI), Tucker-Lewis index (TLI), and root mean square error of approximation (RMSEA). The CFI value is 0.932, the TLI value is 0.921, and the RMSEA is 0.046. The results of this research are supported by the reliability results of each sub-dimension and the primary dimension of the PDMI measuring instrument, which has a Cronbach's alpha value ≥ 0.6 with a corrected item-total correlation (CITC) ≥ 0.3 which can be concluded that the PDMI measuring device is valid based on internal structure and reliable evidence sources.
... Sproles and Kendal (1986) defined consumer decision-making (CDM) style as the direction of the mind that helps consumers in decision-making; this can be classified as consumer personality. There were three approaches to the concept of consumer personality: The approach of buyer typology (Darden and Ashton, 1974;Moschis, 1976), the approach of lifestyle or psychographics (Lastovicka, 1982;Wells, 1975), and the approach of consumer characteristics (Sproles, 1985;Sprotles and Kendall, 1986;Sproles and Sproles, 1990). It was further unified to conclude that consumers act with basic decision-making style while shopping for any product, which includes choice towards rational purchasing, use of consciousness more in towards deciding brand, consciousness about price, quality among others. ...
... The study is mainly based on the primary data collected through a comprehensive questionnaire, the reporting of responses towards emotional advertisement is taken through the recall and report method (Mehta and Purvis, 2006), as it has been seen in many studies that recall is one of the important measures of seeing the effectiveness of emotional as well rational advertisements (Ambler and Burne, 1999) as advertising affect doesn't come instantaneously, it starts from attention, recall, advertising liking, brand preference and learning (Thorson, 1991). The well-structured questionnaire of CSI scales was composed to analyze the eight consumer decision-making styles (Sprotles and Kendall, 1986), Response to emotional advertising (EA), and demographics. Seven-point Likert scales ranging from 1 (strongly disagree) to 7 (strongly agree) were used. ...
... This study constructs a significant contribution toward the effectiveness of emotional advertising literature. As in previous research, importance had been given to CDMS based on the orientation through which they perceive information and process it to evaluate their general views and motives toward purchasing (Sprotles and Kendall, 1986). This study signifies that a consumer's attitude and PI are primarily influenced by emotional advertising, where at the time of watching an advertisement consumer matches those emotions and feelings with his personal experiences and feelings (Holbrook and Batra, 1987). ...
... In characterizing users' individual traits, this study employed the Big Five personality traits, encompassing five dimensions: openness, conscientiousness, extraversion, agreeableness, and neuroticism (Huseynov, 2020). The Big Five personality model has been widely employed to elucidate the roles of different personality traits across various scenarios (Sprotles and Kendall, 1986). ...
... Building on this foundation, we extended our investigation to encompass the moderating impact of personality traits. A body of earlier studies has convincingly demonstrated the profound influence of personality on user behavior (Kortum and Oswald, 2017;Sprotles and Kendall, 1986), particularly highlighting the pivotal role of openness in shaping perceived product usability (Kortum and Oswald, 2017). Through a comprehensive analysis utilizing a moderated mediation model, our study uncovers that the personality trait of openness serves as a mediator in connecting smartwatch comfort with usage intention. ...
The comfort of a smartwatch is recognized as a pivotal determinant affecting users’ engagement with the device. This study delved into the intricate interplay between smartwatch comfort, users’ behavioral intention, and their actual usage behavior within the specific context of sleep. Through the lens of a structural equation model, we find that the appearance and movement dimensions of comfort significantly influence users’ intention to wear the smartwatch during sleep, while other dimensions like pressure, harm, attachment, and perceived change do not show significant effects. Furthermore, this intention significantly translated into smartwatch usage behavior. Building on these insights, we subsequently embarked on an exploration of how personality traits interplay with comfort and intention to impact smartwatch usage during sleep. The moderated mediation models revealed that the personality trait of openness acts as a moderator, amplifying the relationship between smartwatch comfort and behavioral intention. Individuals with higher levels of openness exhibit increased inclination to adopt the smartwatch during sleep, even when comfort is compromised. These insights contribute to a nuanced understanding of smartwatch usage behavior and offer guidance for personalized design strategies, especially within the sleep context.
... In many studies, the proposed model by Sproles and Kendall has been introduced as influencing factors on purchasing and decision-making styles of consumers and has been examined (Sprotles & Kendall, 1986). Since the introduction of this model, extensive studies have been conducted to assess its generality in different countries and markets; these studies have shown that not all eight styles exist in different societies and consumers of different products. ...
... The questionnaire used in this study (Table 1) was designed based on various studies that have been conducted in Iran and other parts of the world (Khodadad Hosseini & Asadollahi, 2018;Masoumian Miandoab, 2020;Sprotles & Kendall, 1986;Tanksale et al., 2014). The content validity of the questionnaire was confirmed based on its repeated use in reputable domestic and international scientific research and feedback from experts and relevant professors. ...
Objective: This study aimed to evaluate the decision-making styles of Sproles and Kendall among online buyers of the Kowsar Isfahan store. The main question of this research was to determine the priority and importance of Sproles and Kendall decision-making styles among the online buyers of this store. Methodology: The primary tool for data collection was electronic questionnaires on the internet with 35 items, designed and distributed based on a 7-point Likert scale, and data were collected accordingly. The statistical sample of this research included 251 individuals from the statistical community. In the data analysis phase, confirmatory factor analysis was used to extract latent variables. Findings: According to the results of this research, the online buying decision process involves six styles: perfectionism and sensitivity to quality, sensitivity to brand name, sensitivity to fashion, hedonism, confusion due to many options, and habitualness. Conclusion: Among these styles, the decision-making style of perfectionism and sensitivity to quality was the dominant decision-making style of online buyers at the Kowsar Isfahan store.
... "Novelty-Fashion Consciousness," "Recreational, Hedonistic Shopping Consciousness," and "Price and Value for Money Shopping Consciousness". During the account registration procedure, an online questionnaire was administered to the consumer in order to ascertain their topology [38]. Each of these nodes captures specific characteristics that influence shoppers' decisionmaking processes. ...
... Identifying the most significant sequences within a sequential pattern is a notable problem. In order to address this issue, a weighted Sequential Pattern Mining (SPM) approach is employed, drawing upon the methods outlined in prior research endeavours [38,40]. The proposed methodology involves the assignment of weights to items in order to accurately reflect their relative significance within the sequence. ...
The abundance of information on online purchasing websites makes it challenging for customers to locate products that match their preferences. However, the cold-start problem arises when there isn’t enough previous data, making it harder to make accurate recommendations for new customers or products. The enormous number of possible customers and products in a recommendation system leads to sparse data, which makes it harder to generate relevant recommendations and causes the sparsity problem. In addition, existing e-commerce recommender systems have difficulty making accurate product recommendations because they disregard individual consumer characteristics. In order to overcome these limitations, a hybrid recommender system combining ontology and sequential pattern mining (SPM) techniques is proposed. The strategy entails constructing an ontology that encompasses customer and product-related knowledge in the e-commerce domain. This ontology is then utilized to calculate customer preference similarities and generate predictions for the intended customer. The SPM algorithm is applied to the results of collaborative filtering to generate personalized recommendations for the customer. Experiments have demonstrated that the hybrid recommender system outperforms existing methods and resolves the cold-start problem and data sparsity in e-commerce recommender systems effectively. Even with limited initial data, the system generates accurate and individualized recommendations based on ontological domain knowledge and the customer’s sequential purchase patterns. By integrating ontology and sequential pattern mining, this strategy enhances the precision and individualization of the e-commerce industry’s recommendation process.
... All the antecedents are discussed below: 2.1.1 Brand consciousness. BC has been defined as a psychological orientation towards brand-name products (Sprotles and Kendall, 1986). Brand conscious consumers perceive brands as a symbol of prestige and status (Liao and Wang, 2009), and this personification enables social identification and strengthen consumers' group associations (Zhang and Kim, 2013). ...
... Sprotles and Kendall, 1986) The well-known national brands available online are best for me 0.855The more expensive brands are usually my choices 0.741 I prefer buying the best-selling brands through online shopping 0.674The most advertised brands are very good choices 0.759 FI(Chae et al., 2006) Fashion goods matter to me 0.908My friends turn to me for advice on fashion goods available online0.814 I usually have one or more of the very latest style fashion goods 0.866 I like to shop for fashion goods through online shopping portals 0.861 FC (Bao et al., 2003) It is important that others like the things I buy 0.849 Sometimes, I buy a product because my friends do so 0.769 I enjoy showing off my new possessions to others; otherwise, there is no point in buying new stuff 0.845 A brand is a good way to distinguish people from others 0.883 IBT (Verplanken and Herabadi, 2001) I usually think carefully before I buy something à 0.848 I usually only buy things that I intend to buy through online shopping à 0.822 Most of my online purchases are planned in advance à 0.831 I like to compare different brands available online before I buy one à 0.834 I am used to buying things "on the spot" from online e-commerce sites 0.674 I often buy things without thinking, particularly when I remain online 0.793 AC (Richins and Dawson, 1992) I usually buy only the things I need from online e-commerce sites à 0.847 As far as possession is concerned, I keep my life simple à 0.779 The things I own are all important to me 0.762 I enjoy spending money on things that are not practical 0.749 Buying things through online shopping gives me a lot of pleasure 0.682 I value luxury in my life 0.734USV(Babin et al., 1994) While shopping online, I can easily find the exact item(s) I was looking for0.775The ...
Purpose
The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions.
Design/methodology/approach
Following an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire.
Findings
The findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated.
Research limitations/implications
The study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values.
Originality/value
The study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.
... Rather than making planned purchases, many consumers act on their emotions (Farah and Ramadan, 2020); hence, impulse buying represents irrational behavior (Sprotles and Kendall, 1986;Rook and Fisher, 1995). It is also a purchasing activity that results from emotional reactions that have been stimulated (Chen et al., 2020). ...
Live streaming promotion is a groundbreaking form of e-commerce that showcases real-time visibility and synchronous interactivity attributes. Assessing its consequences would be crucial for marketers to understand its opportunities. Accordingly, this research aimed to investigate the relationship between live streaming promotion and online impulsive buying behavior. To further enhance knowledge about that relationship, a model has been suggested which includes the relationship between live streaming promotion and online impulsive buying behavior mediated by the effect of perceived value. Moreover, the suggested model included the effect of Fear of Missing Out (FoMO) as a moderator. Five hypotheses were developed and data were collected from 323 convenience Egyptian fashion wear customers using a questionnaire designed for this purpose. Two types of analyses were utilized, SEM and multi-group moderation analysis, to examine the hypotheses. Findings validated the suggested relationships. The implications of results, both theoretical and managerial, are deliberated upon. Additionally, limitations were identified and recommendations for future research were put forward. Keyword: Live streaming promotion, online impulsive buying behavior, perceived value, Fear of Missing Out (FoMO), and Egyptian fashion wear customers.
... The relationship between consumer innovativeness and perceived value have been proven by Hong et al (2017); Karjaluoto et al (2019) that consumer innovativeness strongly affected both utilitarian value and hedonic value with respect to new products and services. Their findings are attributed to the fact that innovativeness is considered as part of consumer decision making mechanisms which influence the cognitive and affective dimensions of consumer's mental orientation (Sprotles and Kendall, 1986). Chauhan et al (2019) highlighted that consumers are likely to adopt financial related technology when they found that its utilitarian value in their daily banking needs. ...
... 1. Сумарний бал за шкалою ставлення до бренду. 2. Сумарний бал за кожним із стилів прийняття рішень споживачем (Sprotles & Kendall, 1986): а) стратегія «Перфекціонізм»; б) стратегія «Ціна дорівнює якості»; в) стратегія «Споживання новинок»; г) стратегія «Гедоністичне споживання»; д) стратегія «Імпульсивне споживання»; е) стратегія «Мінімізація витрат»; ж) стратегія «Регулярне споживання». 3. Соціо-демографічні характеристики споживачів: стать, вік, освіта, професія, дохід, сімейний стан, місце проживання. ...
... Brands typically reflect consumers' tastes and attitudes (Manrai, Lascu, Manrai, & Babb, 2001). Brand-conscious customers want premium brands (Liao & Wang, 2009;Sprotles & Kendall, 1986). Brands signify prestige and class (Escalas & Bettman, 2005;Jamal & Goode, 2001). ...
Purpose
This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions: perceived relevance (PR), perceived informativeness (PI) and perceived credibility (PC). Furthermore, the authors incorporated a single mediator: customers' brand consciousness (CBC) to test the mediating effects on the direct relationships.
Design/methodology/approach
The authors purposively selected 1937 fashion-conscious individuals based on a cross-sectional survey design. The authors applied SPSS 25 for explanatory statistics and structural equation modeling (SEM) (through AMOS 25) for testing the hypothesized relationships.
Findings
Based on the responses and the application of statistical measures, the authors revealed that all of the three dimensions of SMA have significant positive relationships with CPI. CBC is also significantly and positively related to CPI. Regarding the mediating effects, CBC was identified to have full mediation effects on the relationships between PR and CPI and PI and CPI. On the contrary, the same variable was found to have partial mediation on the relationship between PC and CPI.
Originality/value
South Asia is a growing business hub and the largest consumer market in terms of population. This empirical study was undertaken to reveal the role of SMA on CPI in the three highly populated South Asian countries, which is rare in academia. The outcomes of this empirical study are expected to be useful for further research attempts regarding SMA and consumer behavior. Businesses and policymakers are also expected to benefit from formulating SMA-related strategies to retain present buyers as well as attract the prospective ones.
Purpose
This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.
Design/methodology/approach
Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.
Findings
The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.
Research limitations/implications
The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.
Practical implications
This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.
Originality/value
To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.
The customer-dominant logic is defined by the core elements of the provider’s customer-dominant logic, the customer’s logic, customer ecosystem, customer’s life spheres and life phases, customer value generation, and integration offers. The core elements show a holistic understanding of value creation relationships between the provider, customers, and actors in the customer ecosystem. The conception of the core elements allows a consideration of the customer-dominant logic with regard to individual as well as collective purchasing decisions on business-to-consumer and business-to-business markets. Crucial for the success of customer-dominant management is a holistic understanding of the customer, his individual logic, his ecosystem, his life spheres and life phases, as well as his value generation. This understanding is presented in the chapter and forms the basis for the systematic activities of customer-dominant management and the creation of integration offers for the customer.
Purpose
The study analyzes brand love in local eco-hijab fashion (LEHF) by discussing the value of collectivism, fashion consciousness, environmental value, religiosity and brand advocacy. LEHF becomes the trend pursued by consumers, so this can create market opportunities to optimize marketing strategies. The focus on LEHF in a sustainable fashion would allow local businesses to develop local values-based companies. This study uses the value attitude-behavior model to analyze data.
Design/methodology/approach
This research uses a quantitative survey to obtain data. The questionnaire is spread to 300 respondents with a purposive sampling approach, especially respondents who have worn LEHF.
Findings
This study shows that collectivism values, fashion consciousness, environmental values and religiosity influence brand love, while brand love influences brand advocacy related to LEHF. On the other hand, consumers are the target market with a fashion consciousness to follow the trend of hijab clothes. This also shows they wear clothes to fulfill religious values while prioritizing the latest styles.
Research limitations/implications
Since this study focuses on LEHF, this product is only relevant to hijab fashion. This takes into account the potential of Muslim-dominated Indonesian society. The fashion category can be enlarged to include more local products in future studies. A large selection of goods may promote greater use of regional interests.
Practical implications
For business actors, particularly micro and medium firms that are just starting to grow to support the local hijab fashion industry company, this research has managerial implications. This presents a chance for business actors to improve the local economy and opens doors for establishing more employment possibilities. The growth of the regional hijab fashion market offers an opportunity to satisfy the demands of customers who favor regional goods. Brand love in LEHF may foster business revenue growth and help local firms compete favorably with international brands. Marketers for LEHF are anticipated to intensify their efforts to advance socialism, the environment and fashion sensibility. Additionally, LEHF marketers emphasize the importance of religiosity when promoting their products to the target population. Marketers are also aware that the study’s environment is Indonesia, which has 90% Muslim population. Marketers have an excellent opportunity to maximize this scenario.
Social implications
This study also had social implications. The goal of producing locally made eco-hijabs is to benefit nearby communities and the environment. This aligns with the more general objectives of ethical and sustainable fashion. Sustainable methods are used in production, such as using eco-friendly colors, water conservation and waste reduction. Sustainable manufacturing methods are designed to reduce their adverse effects on the environment and encourage ethical production. Empowerment and community engagement may be involved in the manufacturing of locally-made eco-hijabs. This can entail educating and hiring regional craftspeople or incorporating neighborhood residents in manufacturing.
Originality/value
The study focuses on religiosity and environmental value to further analyze its influence on LEHF. The context of the products analyzed in this study is LEHF, which prioritized local production and strengthened local wisdom through pro-environment. The study used the VAB (value, attitude, behavior) model to analyze the concept.
In the face of accelerated losses in advertising revenue, news organizations are increasingly interested in strategies to increase subscription sales. Previous studies have found several predictors of paywall success in obtaining and maintaining subscriptions, willingness to pay, and paying for news. But these factors have not been linked together into one clear conceptual framework. This monograph introduces a new construct, News Subscription Motivation, that theoretically links different predictors of paying for news. Mixed-method research was employed to conceptualize and operationalize this new construct. Results of in-depth interviews and online surveys revealed six underlying motivations that drive people to pay for news: support for journalism, journalism quality, triggering by the paywall, community attachment, affordability, and content utility. We conducted a confirmatory factor analysis to validate the News Subscription Motivation Scale and used multiple regressions to demonstrate statistically significant relationships between subscription motivations and both the number of news subscriptions people report paying for and the types of subscriptions people buy (local vs. national). We discuss the theoretical and practical implications of studying news subscription motivation.
Ülkelerin ekonomik ve sosyal gelişmişlik düzeyleri ile yaşlı nüfusunun psikososyal durumu ve bakım hizmetleri arasında anlamlı bir ilişki vardır. Üretici konumdan kopan yaşlıların, pasif yaşama geçişle birlikte yalnızlık duygusunu yoğun bir şekilde yaşadığı bilinmektedir. Bu hassas dönemde psikososyal değişimlere bağlı olarak yaşlıların tüketici davranışlarında meydana gelen değişimlerin araştırılmasında yarar vardır. Geçmişte yaşadıkları ekonomik yoksunluğa bağlı olarak ülkemizdeki yaşlıların para harcamaktan korktukları, geleceklerini güvende tutmak amacıyla da sürekli mal ve para biriktirdikleri bilinen bir gerçektir. Ekonomik ve sosyal yoksunluğa bağlı olarak gençliklerinde yapamadıkları bazı faaliyetleri, özlemini çekip de yaşayamadıkları güzel duyguları yaşlılık döneminde telafi etmenin hazırlığı içerisinde olmaları olumlu bir davranıştır. Toplumda yaşlı kesime verilen değere bağlı olarak, sosyal devletin koruyuculuk anlamında yaşlılara yönelik yapmış olduğu sosyal hizmet çalışmaları ve geliştirilen yeni politikalar yaşlıların kendilerini güvende hissetmeleri açısından çok önemlidir. Ekonomik, sosyal ve teknolojik gelişmelerin baş döndürücü hızla geliştiği ve değiştiği yeni düzende yaşlıların tüketim davranışlarında ciddi anlamda değişimlerin olduğu gözlemlenmiştir. Yaşlılık ve tüketici davranışları alanında yapılmış akademik çalışmaların sınırlı olması sebebiyle yapacağımız bilimsel çalışmamızın bu alanda araştırma ve inceleme yapacak akademisyenlere ve öğrencilere kaynak teşkil edeceği kanaatindeyiz. Ayrıca sosyal bilimlerin üyesi olan sosyal hizmetler ve pazarlama biliminin sentezi açısından da multidisipliner bir çalışma olma özelliği taşımaktadır.
Uzun yıllarımı huzurevlerinde sosyal hizmet uzmanı, müdür ve il sosyal hizmetler müdürü olarak geçirirken kafamda yaşlıların aşırı para biriktirme, harcamalardaki kısıtlılığı, tüketici davranışları konusundaki merakım ve sorularım İstanbul Üniversitesi-Cerrahpaşa’da pazarlama hocası olarak çalışan kızım Güzide Öncü Pektaş’ın bu alanda yapmış olduğu çalışma ile kesişerek Yaşlılar da Para Harcar! isimli kitabımızı kaleme almaya karar verdik. Bu uygulamalı kitap çalışmamıza bir dönem öğrencim olan sosyal hizmet uzmanı Özlem Salman da katılarak destek sağladı. Yaşlılık alanında yayınlanmış literatür taramalarında, bu alanda yazılmış kitapların incelenmesinde, çeşitli nitel-nicel araştırma çalışmalarında Özlem Salman’ın üstün gayretleri oldu.
Multidisipliner bir yaklaşımla yoğun emek harcayarak kaleme aldığımız kitapta, İÜC’de öğretim üyesi olan kızım Doç. Dr. Güzide Öncü Eroğlu Pektaş’la ve öğrencim Özlem Salman’la birlikte adlarımızın olmasından duyduğum memnuniyet bana ayrı bir gurur vermektedir. Umarım bu çalışmamız genç kuşaklar için de iyi bir örnek teşkil eder.
Toplumların en kıymetlisi olan yaşlı analarımız ve babalarımızdan oluşan bu grup hem devlet kurumları hem de işletme ve markalar için göz bebeği olmalıdır. Unutmamalıyız ki; Ulu Önder Mustafa Kemal Atatürk’ün dediği gibi “Bir milletin yaşlı vatandaşlarına ve emeklilerine karşı tutumu; o milletin yaşama kudretinin en önemli kıstasıdır” sözünü benimseyerek onları sadece bayramlarda değil; hayatın içine alarak son nefeslerine kadar huzurlu ve rahat yaşamalarını sağlamalıyız.
Son olarak Yaşlılar da Para Harcar! kitabımızın, İÜC-Cerrahpaşa ‘Cumhuriyetin 100. Yılına 100 Kitap’ projesi kapsamında yayınlanması ayrı bir gurur ve onur kaynağıdır. Ayrıca araştırmamızda anket çalışması için katkıda bulunan tüm yaşlı katılımcılarımıza da sonsuz teşekkürler…
Purpose
Consumer shopping motivations are evolving in tandem with shifts in products, services and the retail landscape. This paper primarily aims to explore what drives shopping behavior among consumers in Oman. Additionally, the paper aims to profile consumers based on their shopping motivations.
Design/methodology/approach
Based upon the review of literature, we developed a list of 63 items of shopping motivations. Exploratory factor analysis later led to a 12-factor solution involving 50 items, which were refined further into an 11-factor solution involving 44 items using CFA. A combination of hierarchical and k-means cluster analysis was performed for profiling consumers.
Findings
Five distinct segments of consumers that emerged in the Omani food and grocery retail market were derived as Practical Value Seekers, Discerning Shoppers, Selective Online Shoppers, Social Brand Seekers and Instant Gratifiers. Theoretical and managerial implications were discussed.
Practical implications
In theory, this study examines market heterogeneity by considering customer shopping motivations and applies profiling (clustering) techniques to categorize them into distinct market clusters. In practical terms, it provides valuable insights to food and grocery store managers.
Originality/value
This study is novel and the first of its kind, suggesting a typology of food and grocery shoppers in Oman. Research on consumer shopping motivations has primarily focused on consumers in Western countries, particularly in the United States.
Companies are becoming increasingly involved with sustainability as various stakeholders require them to orient their activities in line with sustainability and its principles. In some industries, such as the food industry and the fashion industry, these requests are particularly relevant because they are considered to be keenly related to environmental and social issues. In this study, by integrating Ajzen's theory of planned behavior with Schwartz's norm activation model, we seek to understand the main drivers behind a consumer's decision to engage in second‐hand clothes buying processes. Our results not only highlight the advantages of integrating various models to obtain a more rounded perspective on ethical consumer motivations but also enable the identification of relevant drivers of this specific behavior. Accordingly, the results might help managers in this industry be more effective in their sustainability activities, as those activities result in positive perceptions among consumers and, thus, might trigger second‐hand clothes purchases.
The rapid evolution of digital technology has led to a transformative era, significantly impact the global economy and daily lives. This study focuses on understanding the factors influence hotel decision-making through digital platforms in South Asia. Also, employed the Optimum Stimulation Level (OSL) theory, the research explores the relationship between awareness, brand, digital information, price, variety and hotel decision-making. Additionally, the inferential statistics study was conducted quantitatively, using data collected from 1431 hotel visitors in the top cities of South Asia through a cross-sectional design. Thus, PLS-SEM were utilised in the study to analyse the hypothesis. Hence, the results indicate significant positive relationships between awareness, brand, digital information, price, variety and hotel decision-making. However, the brand does not moderate the relationship between price and hotel decision-making. These findings offer constructive understandings for industry and academia stakeholders, emphasising the importance of digital platforms in shaping consumer behaviour and hotel selection in South Asia’s hospitality industry.
This study empirically examines the antecedents to users’ intention to follow brands on the two most popular social media platforms, that is, Facebook and Instagram. Using the existing body of knowledge, a conceptual model was developed. Users appear to follow brands on Facebook and Instagram for different gratifications. The findings show that consumers who utilize social media platforms to follow brands perceive their usage as convenient and fruitful. Second, social circle pressure has a great impact on users in social media engagement with brands. Lastly, advertisers should design social media campaigns that provide value to consumers.
Drawing upon the theory of planned behavior, the present study investigates the antecedents (perceived value, media exposure, and environmental knowledge) of customer intention toward purchasing green durables. Secondarily, this study also examines whether the driver effect of the precursors of customers’ sustainable purchase intention varies across different levels of their price sensitivity. A mall-intercept survey method was used to acquire data from 261 respondents from India’s National Capital Region, and the relationships were tested using PLS-SEM. The findings reveal that perceived value, media exposure, and environmental knowledge positively impact customer buying intention of green durables. Also, price sensitivity negatively moderates the relationship between media exposure and purchase intention. These results afford critical insights to marketers and policymakers regarding the driving factors of customer intention to purchase eco-friendly durables
A sample of consumers, ranging in age from late teens to 65, is used to examine the impact of demographic antecedents on consumer electronic utilization variables (age, household income, undergraduate major, and ethnicity).Then, the impact of these electronic utilization variables on positive consumer characteristics is examined (cultural openness, deal proneness, value judgment, self-esteem, and shopping enjoyment).Strong support indicates the various impacts the antecedents have on consumer electronic utilization. Findings also suggest the influence of these electronic utilization variables on positive consumer characteristics. The non-findings are discussed, and future research is suggested to further examine the relationships included in this study’s research model.
Purpose
This study aims to explore the relationship between Generation Z (or Gen Z) consumers’ decision-making styles and electronic word-of-mouth (eWOM) use in the tourism sector. Drawing on the consumer style inventory (CSI) model and the theory of reasoned action (TRA), the research examines how specific decision-making styles influence Gen Z’s propensity to use eWOM recommendations for accommodation choices.
Design/methodology/approach
The study uses structural equation modelling to analyse data collected from 296 Gen Z users of Booking.com. The CSI model is adapted to the analysed context and attributes – impulsive, recreational, sustainable, fashion-conscious and perfectionist attitudes – are examined to determine their impact on eWOM use intention and actual eWOM use.
Findings
Three of the hypothesised relationships in the model were validated. Specifically, the results suggest that the attitudes of sustainable and perfectionist consumers influence the intention to use eWOM. Furthermore, use intention is positively associated with the actual use of eWOM.
Practical implications
For marketers and tourism businesses, understanding the decision-making styles of Gen Z can inform the development of targeted marketing strategies that emphasise quality and sustainability. Highlighting these aspects in online reviews and eWOM platforms can enhance engagement with Gen Z consumers.
Originality/value
This research advances the understanding of eWOM behaviour by integrating CSI and TRA theories in the context of Gen Z’s tourism decision-making. It provides empirical evidence on the significant role of perfectionist and sustainable attitudes in shaping eWOM intentions, contributing to the literature on consumer behaviour and digital marketing in tourism.
Luxury cars are often considered conspicuous consumption, where their purchase mainly to show off one's wealth. The luxury cars have been fast to adapt to the present generation. Brands improvise and adapt to the advancements by finding alternatives to be sustained in the business and also be in contact with their customers. The current research is aimed to understand the customer preferences, where, a survey was conducted with 225 respondents through questionnaires developed to study the customer preferences on the selected luxury cars. The obtained data was analysed using Chi-square analysis, percentage analysis, cross tabs, graphs and pie charts in Jamovi software. This study shows that there was an increase in the purchase of luxury cars for personal and intercity/state travelling as the purchase power and customer passion towards the luxury cars has been improved.
O mercado da Juventude é determinante em todas as sociedades, em resultado da independência que os jovens vão continuar a conquistar face aos pais e o contínuo crescimento da atenção que a população em geral coloca no conceito de jovem. O contínuo crescimento do rendimento disponível deste segmento da população assegura a sua vitalidade do mercado de consumo da juventude. O objectivo deste trabalho é reconhecer perfis e identificar as diferenças de comportamento entre os jovens através da análise de homogeneidade (HOMALS) com a ajuda da análise de clusters. Este estudo confirma da preferência da maioria dos jovens por marcas e pela escolha dos mesmos locais de compra, apesar de afirmarem que não fiéis a marcas e lojas. Optam preferencialmente por comprar em centros comerciais e menos em hipermercados. O vestuário, os alimentos de conveniência e os livros constituem o tipo de artigos que mais relevância tem nas suas despesas e que mais condicionam a sua escolha por locais e marcas.
Purpose
This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).
Design/methodology/approach
Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.
Findings
Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.
Originality/value
While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.
This research study explores the buying styles of young consumers, especially the millennials (Gen Y, and Gen Z), whose idiosyncrasies and consumption peculiarities are quite different from previous generations. This present study further expanded on the eight constructs of the consumer style inventory (CSI) that were conceived by Sproles & Kendall, developing six additional constructs that helped define the younger consumers’ decision-making style. The sample population for this study was made up of 125 respondents (young consumers), who were selected randomly across all 20 local governments from Lagos State in Nigeria. The factor analyses through varimax rotation, the latent root criterion (eigenvalue =1), the scree plot test and the percentage of variance methodologies were conducted to determine the number of constructs that are significant to retain among the variables. The findings revealed that the new CSI constructs developed in this study (sexiness, trendiness, global branding, smartness, socialization and entertainment) are strong and significant within the young consumers’ styles of decision-making. The six (6) constructs developed reveal that the young consumers’ purchasing styles are evolving and have become sophisticated and relatively dynamic. That is why solely relying on Sproles & Kendall’s dimensions to assess the young consumers’ purchasing decision styles is inadequate and create gaps in business/behavior strategy development. By and large, the constructs developed here capture variables the variables that mostly underpin and dominate the considerations within the purchasing decision-making styles and behaviors among millennials.
This article examines the evolution of brand loyalty in the context of social media's pervasive influence on consumer behavior and marketing practices. Traditionally, brand loyalty has been characterized by consumers' consistent preference for a particular brand. However, the emergence of social media platforms has transformed the marketing landscape, offering brands unprecedented opportunities to engage with their audience, foster relationships, and cultivate loyalty. With billions of users actively participating on platforms like Facebook, Instagram, Twitter, and LinkedIn, social media has become a powerful tool for brands to connect with consumers. This paper highlights the significance of understanding the evolving nature of brand loyalty in the age of social media. It emphasizes the need for marketers to adapt their strategies to leverage this new terrain effectively. Through a review of relevant literature and theoretical frameworks, the article explores the implications of social media on brand-consumer relationships. It offers practical recommendations for marketers aiming to capitalize on the opportunities presented by the digital landscape.
Din, sosyal ilişkilerden yeme alışkanlıklarına kadar insan hayatının pek çok yönünü derinden etkileyen önemli bir faktördür. Özellikle, bireylerin dünya görüşünü şekillendiren temel bir unsur olan dindarlık, tüketim davranışları üzerinde de büyük bir etkiye sahiptir. Bu çalışma, dini inançların tüketim tercihleri üzerindeki etkilerini din psikolojisi perspektifinden incelemeyi amaçlamaktadır. Dini inançlar, bireylerin dünyayı nasıl algıladığını etkileyen renkli gözlükler metaforu ile açıklanabilir. Bu gözlüklerin rengi, dünyanın nasıl görüldüğünü ve algılandığını belirler, bu da doğrudan tüketim tercihlerini etkiler. Son yıllarda dindarlık, tüketici araştırmalarında giderek daha fazla önem kazanan bir değişken haline gelmiştir. Bu bağlamda, dünya genelinde yapılan pek çok araştırma, dindarlık ile tüketim davranışları arasındaki ilişkileri ortaya koymaktadır. Araştırmalar, dürtüsel davranış, hoşgörüsüzlük, yeni ürün benimseme, materyalizm, marka sadakati, ürün kalitesi algısı, giyim tarzı, moda, helal sertifikalı ürün tercihleri, etik tüketim, ürün fiyat algısı ve dini temalı pazarlama iletişimlerine tüketici tepkileri gibi çeşitli tüketim davranışları üzerinde dindarlığın etkisini inceler. Dindarlık, tüketicilerin ürün ve hizmetlere yönelik tercihlerinde önemli bir belirleyici olarak ortaya çıkmaktadır. Örneğin, dini inançlar, tüketicilerin helal gıda ürünleri gibi belirli ürün kategorilerine yönelik taleplerini artırabilir veya alkol gibi bazı ürünlerden kaçınmalarına neden olabilir. Bu durum, pazarlama stratejilerinin ve ürün tekliflerinin, tüketici tabanının dini inançlarına uygun şekilde şekillendirilme-sini gerektirir. Ayrıca, dindarlık düzeyi yüksek tüketiciler genellikle daha faz-la marka sadakati gösterir ve etik tüketim gibi konularda daha bilinçli olabilir-ler. Bu çalışma, dini değerler, alışkanlıklar ve tutumlar gibi konuları kapsayan bir kavramsal çerçeve geliştirerek dindarlığın sadece ibadet ve ritüellerle sınırlı olmadığını, bireylerin günlük yaşamlarına derinlemesine işlediğini vurgular. İlgili literatürde yapılan araştırmalar, dindarlık ve tüketim arasındaki dinamik etkileşimin bireylerin kişisel ve sosyal yaşamları üzerinde önemli bir etkiye sahip olduğunu gösterir. Bu etkileşim, tüketimde dini inançları belirleyici temel faktör olarak öne çıkarır. Sonuç olarak, din psikolojisi perspektifinden bakıldığında, dini inançların tüketici kararlarında bilinçli veya bilinçdışı bir etmen olarak rol oynayarak, bireylerin marka tercihlerinden ürün sadaka-tine, etik tüketim davranışlarına kadar davranışları şekillendirdiği görülmektedir.
The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.
Thrift fashion represents the fastest-growing trend on Instagram. Although consumers are still skeptical about thrift, its increasing popularity among young Indian consumers remains under-researched. Thus, this article analyzes the responsible factors shaping consumers’ purchase intention toward Instagram thrift stores. Responses from 206 Instagram thrift store followers were received using a self-administered questionnaire. Structural equation modeling in SPSS AMOS 21 tests the proposed research model. Six factors influencing consumers’ purchase intention were identified after reviewing relevant literature on the topic. Results indicate that the gain goal frame (economic value), hedonic goal frame (perceived concern and hedonic value), and electronic word-of-mouth significantly influence consumers’ purchase decisions. However, the impact of the normative goal frame (environmental concern) and fashion consciousness was insignificant. The findings of this study could help Instagram thrift store owners plan their communication strategies by identifying the motivating and demotivating factors of conscious consumers’ purchase intention. It is the first empirical article to understand the factors influencing the purchase intention of Indian consumers while purchasing from Instagram thrift fashion stores.
This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work with brand representatives who try to persuade them to purchase the brand’s product(s) for resale. As the ‘agent’, they then persuade their customers to purchase products. This study uses a grounded theory approach with a thematic analysis to examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of the model when someone with high topic, agent, and persuasion knowledge is both an ‘agent’ and a ‘target’. Results showed: bartenders’ high knowledge (topic, agent and persuasion) leads to both skepticism or trust in the brand representatives, depending on the level of knowledge the brand representative displays and whether or not that satisfies the bartender’s expectations; when a ‘target’ is an expert, ‘agent’ attitude is second to topic knowledge; bartenders use the same persuasion attempts as the ‘agent’ that are effective on them as the ‘target’; when bartenders felt validated, this aided in persuasion; when ‘targets’ are passionate, they respond more favourably to ‘agents’ they perceive as passionate; bartenders actively seek topic knowledge through internal motivations; and bartenders’ passion informs their persuasion attempts.
Purpose
With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.
Design/methodology/approach
Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.
Findings
The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.
Originality/value
Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.
Many years ago, if the TV shopping channel drew many viewers (mostly the elderly) with jewelry and luxury kitchenware, they would now present and market sale items on a live-stream broadcasting platform rather than on television. Currently, the trend of using Facebook live-stream broadcasting technology for business is blooming in Vietnam, with every kinds of business from small-scale online sellers to big fashion and beauty companies. Furthermore, livestream has evolved into a commerce channel, encouraging customers to engage in online impulsive buying. Through a Facebook livestream broadcasting, this study aims to clarify the role of social proof, trust, and customer traits towards customers' online impulse buying behavior. At the same time, the study provides practical recommendations to assist companies in becoming more aware of online impulsive buying behavior of customers through livestream broadcasting on the Facebook live platform, especially when the economy is significantly influenced by online platforms and outbreaks erupt.
Purpose
This study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.
Design/methodology/approach
The data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.
Findings
The findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.
Originality/value
This study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.
In the post-pandemic era, consumers are increasingly opting for healthier and sustainable beverage choices, particularly natural plant-based herbal teas. Areca tea has gained significant popularity in this context. A study involving 150 consumers, with a focus on gender equality, explores the factors influencing choices around Areca tea. Using the VALS framework, the research identifies distinct psychographic profiles, shedding light on values, attitudes, and motivations. The findings highlight that Areca tea, as a plant-based herbal beverage, not only meets evolving demands for health and sustainability but also offers potential health benefits. This research provides valuable insights for marketers and policymakers, aiding in targeted strategies and effective product positioning in the post-pandemic landscape. The study's uniqueness lies in its application of the VALS framework, enriching our understanding of evolving consumer preferences in the contemporary beverage market.
Much research has focused on consumer adoption of online grocery shopping (OGS), with less attention paid to consumers’ decision-making styles (CDMS) in OGS. Prior research in other retail domains suggests that CDMS is an effective way to identify relevant consumer segments thereby enabling retailers to differentiate their service offering and marketing efforts to different target groups. This study aims to segment online grocery shoppers based on CDMS by conducting a survey and cluster analysis with Finnish online grocery shoppers (n=426). The study identifies three segments; Quality-oriented, Price-oriented and Novelty-oriented. The segments were further specified by comparing their demographics, shopping characteristics and OGS behavior. The results indicate that the Novelty-oriented are the most active and loyal group of online shoppers, who offer potential for a variety of online grocers. They are the youngest, busiest, and most likely to work a full-time job and have children. The other two clusters also have clear profiles which grocers are wise to tailor their offering to. Overall, the results show that using CDMS for segmentation is a reasonable way to better understand characteristics and behaviors of online grocery shoppers, thereby helping retailers to target them more effectively.
Consumer decision-making has been examined extensively by both marketers and researchers. This examination is not only instrumental in identifying market challenges and opportunities but also in strategizing to address these profitably. This particular study aims to fill such a research void by exploring and analysing the factors that contribute to understanding consumer decision-making styles, specifically in the context of online apparel shopping among Indian Generation Y consumers. A sample of 335 Generation Y consumers was surveyed, and exploratory factor analysis was carried out using SPSS 26 to identify the dominant decision-making styles. Following this, confirmatory factor analysis was performed using SPSS AMOS to validate the existence of the model. The outcomes of this study indicate that the decision-making styles of Generation Y are significantly influenced by multiple factors including website quality consciousness, hedonic and incentive motivations, societal and external circumstances, as well as novelty orientation and impulsiveness.
Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five‐factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross‐culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.
Bu araştırma bireylerin ekonomi okuryazarlık düzeylerinin tüketici karar verme tarzlarına etkisini ölçmek amacı ile yapılmıştır. Ayrıca çalışmada katılımcıların ekonomi eğitimi alıp almama durumuna göre tüketici karar verme tarzlarında farklılık olup olmadığı incelenmektedir. Araştırmanın örneklemini Balıkesir ilinde ikamet eden 426 katılımcı oluşmaktadır. Yapılan çalışma sonucunda ekonomi okuryazarlığının tüketici karar verme tarzlarına etkisinin anlamlı olduğu tespit edilmiştir (R=0,325 R2=0,105 F=49,999 p
Despite the increasing popularity of the online Customer-to-Customer (C2C) second-hand market, factors that affect consumers’ willingness to engaged in online C2C second-hand transactions are not fully investigated. Therefore, we take an approach to identify the factors influencing consumers’ intention to purchase on C2C second-hand platforms in China, verifying the applicability of existing achievements in China's second-hand trading context and exploring new factors based on the characteristics of C2C second-hand transactions. Based on the literature review and characteristics of C2C second-hand transactions, eight consumer factors were introduced into the research model: disposition to trust, familiarity with buying, familiarity with selling, frugality, environmentalism, dematerialism, fashion consciousness and hygiene consciousness. Among them, familiarity with selling and hygiene consciousness are new research variables that never appeared in previous studies. A questionnaire containing 38 questions with 10 constructs and demographic data was designed and distributed to 425 participants, where 377 valid responses were finally obtained. The results provided evidence that consumers’ familiarity with buying, frugality, dematerialize, fashion consciousness and hygiene consciousness all significantly affected their intentions to purchase in C2C second-hand transactions. Also consumers’ familiarity with selling and disposition to trust had positive impacts on purchase intention through the mediation effect of trust. Another important finding revealed that the impact of environmentalism on second-hand purchase intention was not significant, showing a difference in the role of environmentalism in China and developed countries. The findings provided insight into marketing and design strategies for C2C second-hand platforms to promote C2C second-hand consumption.
We study how collectivism, religion-tradition, thriftiness, and status/materialist consumption values jointly shape consumption preferences in seven Asian markets. These markets are diverse but relatively small, so identifying similarities should help companies implement standardized marketing strategies. Using data from 3000+ consumers, we find the effects to be largely similar. Collectivistic values directly and indirectly increase both religious and thriftiness values, both of which negatively affect status consumption values. However, the direct positive effect of collectivistic values on status consumption values is so strong that it dominates all of these countervailing negative effects, which explains the paradoxical affinity of Asian consumers towards luxury consumption while endorsing the moral virtues of thriftiness. We identify the effects these values have on preference towards symbolic (style, prestige, overseas origin) and utilitarian (durability, and value for price) attributes. Our results have implications for international marketing theory by highlighting the role of values in Asian consumption, and for practice by helping marketers arrive at more informed standardized brand/product strategies in these rapidly growing Asian markets. In particular, they support earlier findings that high and increasing luxury consumption in Asia may not be due to increasing individualism nor Westernization, but because collectivists have their own reasons for valuing status consumption.
The paper aims to explore the impact of digital marketing channels on the purchase decisions of online customers. It has been found that online companies use various forms of digital channels that allow or motivate consumer to purchase through online sources. The study conducted is empirical whereby the two factors on the digital channel; perceived usefulness, and ease of use were assessed amongst 138 online customers. The study found that perceived value and perceived ease of use of digital channels motivated the customers to buy from online sources considerably.
The research aims to determine the effect of sports consumers' decision-making styles regarding their online shopping activities and social media marketing activities on their perceptions and compare these two dependent variables with various demographic variables. The research sample consists of 989 consumers who engage in online shopping. The participants were included in the study using the convenience sampling method. As data collection tools, a Personal Information Form, the "Online Consumer Style Inventory (O-CSI)," and the "Social Media Marketing Activities Scale (SMMA)" were used. Descriptive statistical methods, t-tests, and ANOVA tests were employed to analyze the data. According to the findings, within the O-CSI, the sub-dimensions "high-quality, buying habit consciousness," "brand consciousness," "novelty-fashion consciousness," "price consciousness," and "portability consciousness" show significant differences based on sex and the weekly internet shopping budget. Additionally, the sub-dimensions "high-quality, buying habit consciousness," brand consciousness," "novelty-fashion consciousness," and "portability consciousness" show significant differences based on age groups. At the same time, the sub-dimensions "high-quality, buying habit consciousness," "brand consciousness," "novelty-fashion consciousness," and "price consciousness" show significant differences based on weekly internet shopping duration. Regarding the SMMA scale, no significant differences were found based on sex in all sub-dimensions, but significant differences were identified based on age groups in all sub-dimensions. Furthermore, the SMMA scale shows significant differences based on weekly internet shopping duration in the sub-dimensions "Personalization" and "Word of Mouth" and significant differences based on weekly internet shopping budget in the sub-dimensions "Informativeness" and "Word of Mouth." Correlation analysis results indicate that all sub-dimensions of O-CSI have a significant, moderate, and positive relationship with all sub-dimensions of SMMA. In conclusion, brands' marketing activities on social media effectively determine sports consumers' consumption preferences.
The exponential growth of the sharing economy has led to the emergence of new forms of luxury services and experiences challenging luxury’s DNA.. This growth in shared luxury services and experiences has resulted in the emergence of new consumer segments. In this research we aim to answer the following research question: who are these consumers and what are their characteristics, motives, and attitudes? While previous research has hitherto investigated consumers’ perceptions of new forms of liquid luxury, little is known about the types and characteristics of consumers who engage in shared luxury services and experiences. This work delves deeper into the different motivational and behavioral characteristics of 805 US-based consumers in a shared luxury service context. Through a cluster analysis, we draw on sharing economy and luxury consumption motivations and uncover four main clusters of shared luxury consumers: Luxury indulgers, excellence-driven traditionalists, value seekers, and community engagers. We delineate each cluster’s different characteristics, motivations, and attitudes towards shared luxury services and offer theoretical and managerial implications for shared luxury providers as well as traditional luxury marketers who wish to tap into this fast-growing market.
How valid are lifestyle trait concepts and measures? A literature review shows little published evidence to suggest lifestyle trait researchers have rigorously tested the validity of their concepts and measures. An illustrative validation study demonstrates how trait validation efforts can improve. The validation study carefully scrutinizes three previously proposed lifestyle traits and provides only partial support for the validity of two of the three traits evaluated.
An attempt is made to explicate the meaning of construct validity. Operational issues in the process of construct validation are investigated. A subset of JMR studies involving construct validation are reviewed and the role of construct validity in marketing is considered.
An attempt is made to explicate the meaning of construct validity. Operational issues in the process of construct validation are investigated. A subset of "JMR" studies involving construct validation are reviewed and the role of construct validity in marketing is considered.
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How valid are lifestyle trait concepts and measures? A literature review shows little published evidence to suggest lifestyle trait researchers have rigorously tested the validity of their concepts and measures. An illustrative validation study demonstrates how trait validation efforts can improve. The validation study carefully scrutinizes three previously proposed lifestyle traits and provides only partial support for the validity of two of the three traits evaluated.
Administered questionnaires to 203 adult female department store shoppers to obtain empirical confirmation of 7 hypothesized dimensions of consumer shopping motivation and to determine an underlying taxonomy of shoppers through discernment of shopping motivation configurations. The hypothesized motivational factors were anticipated utility, role enactment, negotiation, choice optimization, affiliation, power/authority, and stimulation. Results provide a general confirmation of the motivational factors. All but stimulation were significantly related to economic and social dimensions. Application of a taxonomic analysis procedure led to the identification of 6 types of shoppers that differed in the gratification they received from shopping. These shopper types included the recreational shopper, the shopper apathetic to the shopping process, 2 types of economic shoppers, and the shopper who is motivated to optimize merchandise choice and to exercise power/authority. (23 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The theory of optimal choice is founded on the classic principles of maximization and rationality which are developed in economics and other social sciences. The principle of maximization is applicable to the analysis of consumers' choices in contexts ranging from individual consumer decisions to efficient operation of consumer markets in aggregate. Newer and revised formulations of maximization have evolved in the related concepts of satisficing behavior, efficiency of choice, decision quality and choice accuracy. This paper reviews the evolution of these concepts, with special attention to the context of optimal consumer choice at the individual level. Empirical measures of optimal consumer decision-making are also reviewed. Finally, optimal consumer decision-making is conceptualized both in terms of 1) optimal outcomes (choices) and 2) optimality of the actual decision-making process prior to choice.
Psychographic Profiles of Patronage Jacoby Brand Loyalty: Measurement and Manage-Lastovicka On the Validation of Lifestyle Traits: A Review and Illustra-Maynes Decision-Making f o r Consumers: An Introduction to Consumer Miller Shopping Orientations and Consumer Uses of Information
- James R Bettman
- E Joseph
- William R Mcgrath Darden
- Ashton Dub
- Robert W Jacob
- Chestnut
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