scholarly journals The Role of Consumer's Identification in Consumer Behavior and Branding

2017 ◽  
Vol 2017 (2) ◽  
pp. 59-83
Author(s):  
Mana Razeghi ◽  
Amir Vahid Fakhredaie ◽  
Ali Hjaiha
Keyword(s):  
Consumer Behavior

scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

scholarly journals RELIGIOSITY AND CONSUMER BEHAVIOR: A STUDY OF CONSUMPTION PATTERNS FOR ALCOHOLIC AND NON-ALCOHOLIC BEVERAGES AMONG ANIMIST, CHRISTIAN AND MUSLIM CONSUMERS IN THE CONTEXT OF GHANA

2020 ◽  
Vol 2 (4) ◽  
pp. 244-261
Author(s):  
Dr. Théophile Bindeouè Nassè ◽  
Naab Francis Xavier ◽  
Bismark Boateng ◽  
Nicolas Carbonell ◽  
Justice Agyei Ampofo ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Qualitative Data ◽  
Alcoholic Beverages ◽  
Research Approach ◽  
Structured Interviews ◽  
Production And Consumption ◽  
The Social ◽  
And Behavior ◽  
Voice Recorder

Researchers' interest in consumer religiosity and behavior is explained by the fact that religion influences not only the social behavior of individuals, but also their consumption behavior. Most of the studies on the subject come from Western and Asian countries with a few of such studies been conducted in Africa and particularly in Ghana. The aim of this paper is to explore the concepts of religiosity and consumer behavior in Ghana, in order to consider the role of culture in the management and marketing of industrial products. Ghana is a country where religion plays an important role in shaping lives and ensuring community cohesion. However, a determined part of the believers contributes to increasing the consumption of industrial beverages, and the obliviousness in the marketing sector also seems to be a barrier that slows the production and consumption of non-alcoholic industrial beverages. The research approach is exploratory and qualitative. The collection of qualitative data is done with the aid of a SONY voice recorder through some semi-structured interviews. Then, the qualitative data are transcribed manually and verbatim analyzed. The results show that in the context of Ghana, religiosity of believers affects the behavior of the consumer and that consumer behavior towards non-alcoholic industrial beverages affects religiosity. Keywords: Religiosity, Consumer Behavior, Industrial Beverages, Consumption, Marketing, Ghana.

Big Collusion

2016 ◽  
pp. 127-144
Author(s):  
Garry Robson ◽  
C. M. Olavarria
Keyword(s):  
Consumer Behavior ◽  
Insufficient Attention ◽  
Individual Privacy ◽  
Digital Surveillance ◽  
Financial Benefits ◽  
The Social ◽  
The Government ◽  
Relationship Of ◽  
The U.S

In the post-Snowden digital surveillance era, insufficient attention has been paid to the role of corporations and consumers in the onslaught on digital privacy by the largest surveillance state – the U.S. The distinction between corporations and the government is increasingly difficult to pinpoint, and there exists an exclusive arrangement of data sharing and financial benefits that tends towards the annihilation of individual privacy. Here the role of consumers in facilitating this alliance is examined, with consideration given to the “social” performances treated as free and exploitable data-creating labor. While consumers of the digital economy often assume that everything should be free, the widespread tendency to gratify desires online inevitably leads to hidden costs and consequences. The permanent data extracted from consumer behavior helps agencies sort and profile individuals for their own agendas. This trilateral relationship of ‘Big Collusion' seems to have gained an irreversibly anti-democratic momentum, producing new transgressions of privacy without proper consent.

Tactile Sensations in E-Retailing

2020 ◽  
pp. 225-247
Author(s):  
Carmela Donato ◽  
Maria Antonietta Raimondo
Keyword(s):  
Consumer Behavior ◽  
Experimental Studies ◽  
Sources Of Information ◽  
Willingness To Buy ◽  
Web Community ◽  
Digital Environments ◽  
Written Descriptions ◽  
Tactile Sensations ◽  
Online Sources

Previous research universally recognized the pivotal role of touch in consumer behavior and considered it as one of the critical factors limiting the adoption of online shopping. In fact, in digital environments, consumers can rely only on the product visual representation and/or written descriptions of its characteristics. Starting from this evidence, several authors have underlined how the provision of a description of a product's tactile characteristics may positively affect consumer behavior. However, previous contributions have devoted little attention to the differential influence of online sources of information on consumers' willingness to buy when a description of a product's tactile characteristics is provided. The research presented in this chapter aims to cover this gap, by demonstrating through two experimental studies that, when a description of the tactile characteristics of the product is provided, the information given by the users of a web-community increases consumer's willingness to buy the product.

scholarly journals Unethical consumer behavior: the role of institutional and socio-cultural factors

2019 ◽  
Vol 36 (1) ◽  
pp. 124-135 ◽  
Author(s):  
Arpita Agnihotri ◽  
Saurabh Bhattacharya
Keyword(s):  
Factor Analysis ◽  
Consumer Behavior ◽  
Unethical Behavior ◽  
Institutional Environment ◽  
Institutional Trust ◽  
Structured Interviews ◽  
Content Type ◽  
Quantitative Phase ◽  
Unethical Consumer Behavior

PurposeThe purpose of this study is to explore how institutional trust, frugality and materialism motivate consumers’ unethical behavior.Design/methodology/approachThe authors conducted the study in two phases – qualitative and quantitative. In the qualitative phase through a content analysis of semi-structured interviews, a list of unethical activities was obtained. In the quantitative phase, a questionnaire was developed, which had questions related to the unethical activities. Data collection for the quantitative phase was achieved through mall intercept surveys. The collected data were subjected to exploratory factor analysis, confirmatory factor analysis and multivariate regression analysis.FindingsPoor institutional environment, frugal attitude and materialistic values motivate consumers from an emerging economy to indulge in unethical acts some of which were not explored before such as booking a cab but not boarding or stealing electricity.Originality/valueResearch evidence on unethical consumer behavior is lacking from emerging markets. Furthermore, extant studies have used mainly national culture models to explore unethical behavior, and finally, the role of institutional trust and frugality has not been explored in previous studies. The present study tries to fill these gaps by considering these elements as the cornerstone of this study.

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