scholarly journals An effect of symbols on consumer behaviour: the theoretical insights

2019 ◽  
Author(s):  
Gintarė Kriaučiūnaitė-Lazauskienė ◽  
Rima Žitkienė
Keyword(s):  
Decision Making ◽  
21St Century ◽  
Utility Theory ◽  
Consumer Behaviour ◽  
Scientific Literature ◽  
Empirical Studies ◽  
Marketing Strategies ◽  
Decision Models ◽  
Symbolic Consumption ◽  
Practical Implications

Purpose – this article aims to analyse and integrate the limitations of consumer’s decision-making and difficulties for symbolic consumption in relation to symbolic branding. It highlights the symbolic impact to goods, which influenced by advertising and 21st century consumer’s behaviour propagates hedonistic values. Research methodology – the analysis of theoretical scientific literature, comparative study of conceptions. Findings – support the idea that consumers may modify their principles about the symbolic brand depending on both their self-brand relation as well as the effect of social (both live and virtual) influence. Research limitations – it is necessary to acknowledge that the current research is limited by broad scope consumer behaviour theories and methods (we in passing analysed empirical proves). Practical implications – authors suggest that the emergence of brand subculture on consumer behaviour gives the possibility of adjusting specific marketing strategies and presents the shortcomings of current research by pointing out the trends for future empirical studies. Originality/Value – It also highlights that the consumers’ search of symbolism and meaning in brands correlated with their consumer buying decision models, and we claim it could be related to utility theory. The main aim of this article is to analyse the field of symbols in advertising – in terms of their impact on the consumption process.

Analysis Social Media Based Brand Communities and Consumer Behavior

2018 ◽  
Vol 14 (1) ◽  
pp. 37-53 ◽  
Author(s):  
Monireh Hosseini ◽  
Afsoon Ghalamkari
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Consumer Behaviour ◽  
Marketing Strategies ◽  
Consumer Decision Making ◽  
Business Managers ◽  
Analysis Software ◽  
Brand Communities ◽  
User Comments ◽  
Decision Making Styles

In today's highly competitive markets, business managers are always looking for new ways to increase awareness of their products and promote their brands. As such, they use a variety of marketing strategies to attract more customers. This study was implemented using a qualitative research method known as netnography in conjunction with MAXQDA data analysis software. Three smartphone brand communities were studied, and their popular brand pages (Samsung, Sony, and Huawei) were targeted on Instagram. This study consists of two parts. First, the researchers analyse the content of user comments to explore the consumer's brand attitude, purchase decision-making process, and consumer decision-making styles. In the second part, the content of posts of brands was coded in order to examine creative social media strategies used by these brands and measure their efficiency. Results offer valuable guidelines to brands with regards to consumer behaviour on social media.

Consumer Decision-making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework

2018 ◽  
Vol 18 (3) ◽  
pp. 270-306
Author(s):  
Nanda Choudhury ◽  
Srabanti Mukherjee ◽  
Biplab Datta
Keyword(s):  
Decision Making ◽  
Literature Review ◽  
Consumer Behaviour ◽  
Marketing Strategies ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Base Of The Pyramid ◽  
Consumer Decision ◽  
Integrative Framework ◽  
New Perspective

As a pioneering effort, this study analyses the consumer decision-making process at the Base of the Pyramid (BoP). This study proposes consumer vulnerability, bounded rationality, locking-in effect and opportunism as major constructs influencing the consumer decision-making process at the BoP. Using a Systematic Literature Review (SLR), this study has integrated the transaction cost perspective into the consumer decision-making process at the BoP, which is a novel contribution to the literature of consumer behaviour. This work has recognised the importance of the retailer and its role in the decision-making process, and adds a new perspective to the study of BoP as well as to consumer behaviour theories. This study will be helpful to businesses while serving the BoP segment by crafting appropriate marketing strategies for this segment.

Young Syrian Consumer Styles

2016 ◽  
Vol 58 (6) ◽  
pp. 835-857 ◽  
Author(s):  
Reem Ramadan
Keyword(s):  
Decision Making ◽  
Undergraduate Students ◽  
Consumer Behaviour ◽  
Arab World ◽  
Brand Names ◽  
Consumer Decision Making ◽  
Arab Population ◽  
Consumer Decision ◽  
Decision Making Styles ◽  
Practical Implications

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population. Its aim is to advance understanding of contemporary consumer behaviour in the Arab world. Participants in the study described were undergraduate students at Damascus University and the results confirmed a six-factor consumer decision-making style. Social motivation was found to be an important factor for consumption. Syrians were more likely to relate to a brand or product to the extent where a cognitive match existed between an individual's self-concept and a positive value-expressive attribute. In addition, brand names formed cognitive reflections of product quality rather than formal assessments of quality in products. The results of this study could help in generalising theories developed in western societies to Arab populations, as well as in the better understanding of Arab consumer decision-making styles. Practical implications for practitioners and international marketers are also proposed.

Giffen Paradox in the 21st Century

2019 ◽  
Vol 2019 (5) ◽  
pp. 183-205
Author(s):  
Olga Antipina ◽  
Aleksey Verenikin ◽  
Evgenij Matveev
Keyword(s):  
21St Century ◽  
Consumer Choice ◽  
Choice Theory ◽  
Scientific Literature ◽  
Empirical Studies ◽  
Minimum Level ◽  
Neoclassical Theory ◽  
Significant Aspect ◽  
Teachers And Students

The article addresses the Giffen paradox as a significant aspect of the consumer choice theory, which receives considerable attention in microeconomics at introductory, intermediate and advanced levels of studies. The authors are expanding on a textbook interpretation of the Giffen paradox by analyzing the results of empirical studies conducted by R. Jensen and N. Miller early in the XXI century, as well as describing the “Giffen behavior” through characteristic preference approach and incorporating the subsistence constraint in the neoclassical theory of consumer choice. Drawing on the idea of maintaining a minimum level of consumption by relatively poor individuals, the article proves the unity of a textbook approach to explaining the “Giffen behavior” and its modern versions presented in scientific literature. The article can be useful to teachers and students of microeconomics, as well as to all those willing to get modern understanding of the Giffen paradox.

Modelling and Analyzing Consumer Behaviour Employing Observational Data

2018 ◽  
Vol 3 (1) ◽  
pp. 42-57
Author(s):  
Yuliia Kyrdoda ◽  
A.Malek Hammami ◽  
Drakos Periklis ◽  
Panagiotis Kaldis
Keyword(s):  
Decision Making ◽  
Logistic Regression ◽  
Regression Model ◽  
Logistic Regression Model ◽  
Consumer Behaviour ◽  
Explanatory Power ◽  
Demographic Characteristics ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
Factors Affecting

The purpose of this article is to investigate and model retail consumer purchase behavior and determine factors affecting the purchasing decision. The following hypotheses were verified: H1 tests the influence of “Decision-making Time” over “Final Purchase”. H2 tests “Promotion” over “Final Purchase”. H3, H4 and H5 were established to test the influence of demographic characteristics (respectively: Age, Nationality, Gender) over “Final Purchase”. SPSS 23 was used to analyze the collected data from the observations completed in the supermarket. In order to identify the explanatory power of the variables, a Logistic Regression model was developed. Empirical findings indicated that demographic characteristics (Age, Nationality, Gender), as well as “Time” and “Promotion,” have a significant effect on “Purchase” and that “Time” has a greater impact on “Purchase.” These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as observation timing, the unicity of location and observers' subjectivity.

scholarly journals Towards a Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research

2018 ◽  
Vol 10 (1) ◽  
pp. 90 ◽  
Author(s):  
Letizia Alvino ◽  
Efthymios Constantinides ◽  
Massimo Franco
Keyword(s):  
Decision Making ◽  
Utility Theory ◽  
Consumer Behaviour ◽  
Marginal Utility ◽  
Marketing Research ◽  
Decision Making Process ◽  
Important Goal ◽  
Know How ◽  
Psychological Mechanisms ◽  
Research Gap

Understanding consumers’ decision-making process is one of the most important goal in Marketing. However, the traditional tools (e,g, surveys, personal interviews and observations) used in Marketing research are often inadequate to analyse and study consumer behaviour. Since people’s decisions are influenced by several unconscious mental processes, the consumers very often do not want to, or do not know how to, explain their choices. For this reason, Neuromarketing research has grown in popularity. Neuromarketing uses both psychological and Neuroscience techniques in order to analyse the neurological and psychological mechanisms that underlying human decisions and behaviours. Hence, studying these mechanisms is useful to explain consumers’ responses to marketing stimuli.This paper (1) provides an overview of the current and previous research in Neuromarketing; (2) analyzes the use of Marginal Utility theory in Neuromarketing. In fact, there is remarkably little direct empirical evidence of the use of Marginal Utility in Neuromarketing studies. Marginal Utility is an essential economic parameter affecting satisfaction and one of the most important elements of the consumers’ decision-making process. Through the use of Marginal Utility theory, economists can measure satisfaction, which affects largely the consumer’s decision-making process. The research gap between Neuromarketing and use of Marginal Utility theory is discussed in this paper. We describe why Neuromarketing studies should take into account this parameter. We conclude with our vision of the potential research at the interaction of Marginal Utility and Neuromarketing. 

scholarly journals Analysis of heavy truck maintenance issues

Pomorstvo ◽  
2020 ◽  
Vol 34 (1) ◽  
pp. 24-31
Author(s):  
Sebastjan Škerlič ◽  
Edgar Sokolovskij
Keyword(s):  
Decision Making ◽  
Scientific Literature ◽  
Empirical Studies ◽  
Cost Optimization ◽  
Empirical Support ◽  
Truck Drivers ◽  
Current Development ◽  
Technical Issues ◽  
Heavy Truck ◽  
Methodological Approaches

The objective of the study is to determine whether the scientific literature in the field of heavy truck maintenance parallels current development trends in maintenance. For this purpose, models related to fleet maintenance were analysed in terms of cost optimization, decision-making support and improving employees’ maintenance competencies. The analysis underlines the lack of research in the studied field and highlights the scientific gap in the development of methodological approaches to improving the competencies of truck drivers as important entities in the process of detection and elimination of technical issues. The analysis of heavy truck maintenance issues therefore serves as empirical support for the improvement of maintenance processes in the addressed industry as well as in logistics in general. The resulting research also synthesizes the scientific literature in the field of fleet maintenance, which represents an important support for future empirical studies.

scholarly journals DECISION-MAKING FACTORS IN CONSUMER BEHAVIOUR ON THE MARKET WITH DECORATIVE COSMETICS

2021 ◽  
Vol 11 (2) ◽  
pp. 177-181
Author(s):  
VERONIKA MACHOVÁ ◽  
VERONIKA ŠANDEROVÁ ◽  
DOMINIKA MRKVIČKOVÁ
Keyword(s):  
Decision Making ◽  
Consumer Behaviour ◽  
New Technologies ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Structured Interviews ◽  
Decision Making Factors ◽  
Term Basis ◽  
Body Care

The article explores major decision-making factors in consumer behaviour when purchasing decorative cosmetics. The employed methods involve brainstorming and structured interviews. The most powerful internal stimuli are body care and looking good. On the other hand, a desire to try a new cosmetic product plays a rather subordinate role. The main external purchasing factors involve a recommendation from a friend or relative. On the contrary, aspects such as vegan composition of the product or its packaging do not attract much attention. However, research conclusions cannot apply on the long-term basis given to the rapid development of new technologies and marketing strategies in this branch. It is therefore imperative to monitor the current market trends.

Eliciting and Exploiting Utility Coefficients in an Integrated Environment for Shared Decision-Making

2019 ◽  
Vol 58 (01) ◽  
pp. 024-030 ◽  
Author(s):  
Elisa Salvi ◽  
Enea Parimbelli ◽  
Silvana Quaglini ◽  
Lucia Sacchi
Keyword(s):  
Decision Making ◽  
Decision Support ◽  
Decision Trees ◽  
Shared Decision Making ◽  
Utility Theory ◽  
Decision Models ◽  
Shared Decision ◽  
Elicitation Method ◽  
Integrated Environment ◽  
System Usability Scale

Background In shared decision-making, a key step is quantifying the patient's preferences in relation to all the possible outcomes of the compared clinical options. According to utility theory, this can be done by eliciting utility coefficients (UCs) from the patient. The obtained UCs are then used in decision models (e.g., decision trees). The elicitation process involves the choice of one or more elicitation methods, which is not easy for decision-makers who are unfamiliar with the theoretical framework. Moreover, to our knowledge there are no tools that integrate functionalities for UC elicitation with functionalities to run decision models that include the elicited values. Objectives The first aim of this work is to provide decision support to the clinicians for the selection of the elicitation method. The second aim is to bridge the gap between UC elicitation and the exploitation of those UCs in shared decision-making. Methods Based on evidence from the utility theory literature, we developed a set of production rules that recommend the optimal elicitation method(s) according to the patient's profile and health state. We then complemented this decision support tool with a functionality for quantifying and running decision trees defined through the commercial software TreeAge. Results The result is an integrated framework for shared decision-making. Given the primary aim of this work, we focus for result evaluation on the elicitation tool. It was tested on 51 volunteers, who expressed UCs for four purposely selected health states. The insights on the collected UCs validated the rules included in the decision support system. The usability of the tool was assessed through the System Usability Scale, obtaining positive results. Conclusion We developed an integrated environment to facilitate shared decision-making in the clinical practice. The next step is the validation of the entire framework and its use besides shared decision-making. As a matter of fact, it may also be exploited to target cost-utility analysis to a specific patient population.

A decision support method for poorly structured problems in school management

2013 ◽  
Vol 9 (1) ◽  
pp. 91-112 ◽  
Author(s):  
Anna Meczynska ◽  
Roman Kmieciak ◽  
Anna Michna ◽  
Iwona Flajszok
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Empirical Studies ◽  
School Management ◽  
Educational Institutions ◽  
Content Type ◽  
School Activities ◽  
Structured Problems ◽  
Decision Support Method ◽  
Practical Implications

Purpose – This paper aims to propose and present a decision-making support method for poorly structured problems in schools, using the example of one of the most important and difficult decisions that principals face: terminating a teacher's employment. Design/methodology/approach – A literature review was conducted, along with observations and interviews with 30 experienced principals, in order to identify decisions made by Polish principals. In order to sort non-programmable decisions according to their importance and difficulty, data were collected from 377 principals. Opinions from two groups, consisting of 22 and 25 experts, respectively, were collected in order to identify and order a set of criteria for making a specified non-programmable decision. Findings – The four following areas of school activities were distinguished: finances, teaching and care, internal processes, and development of organisation. Within these categories, 126 decisions made by principals were identified, 96 of which were non-programmable. One of the most difficult and important non-programmable decisions was related to the termination of a teacher's employment. In order to support decisions regarding a teacher's dismissal, 44 criteria with different importance levels were identified. Practical implications – Principals can use the method proposed in this paper, as it increases the rationality and objectivity of making a dismissal decision. The method can also be adapted for other difficult non-programmable decisions. Originality/value – The expert opinion method might be useful for solving poorly structured problems in the management of educational institutions. As far as it can be ascertained, no previous empirical studies have identified and ranked the most important and difficult non-programmable decisions facing principals.

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