Depicting the Prototype Change in Rural Consumer Behaviour: An Empirical Survey on Online Purchase Intention

Paradigm ◽  
2021 ◽  
Vol 25 (2) ◽  
pp. 161-180
Author(s):  
Indrajit Ghosal ◽  
Bikram Prasad ◽  
Mukti Prakash Behera ◽  
Atul Kumar
Keyword(s):  
Cluster Analysis ◽  
Rural Areas ◽  
Purchase Intention ◽  
Consumer Behaviour ◽  
Value Addition ◽  
Empirical Survey ◽  
Economic Stratification ◽  
Online Purchase ◽  
Growth Opportunity ◽  
System Resilience

E-commerce is an undeniable growth opportunity. The infrastructure of e-commerce has been successful in making their system resilience in this age of VUCA (volatility, uncertainty, complexity and ambiguity). Besides during the time of pandemic, e-commerce have accomplished in meeting the demand of the consumers crossing various obstacles and scarcity of resource across the colours of socio-economic stratification of India. A detailed investigation of social, cultural, behavioural norms along with effect of socio-cultural regions has been investigated to strengthen the research. The method of cluster analysis has been used to segment the consumers into homogeneous subsets. The implied findings of this research will help the digital entrepreneurs to know their target consumers. Through cluster analysis, six clusters have been identified and they are named as, (a) Advanced changers; (b) Price sensitive; (c) Enthusiasts; (d) Realistic and logical; (e) Conservatives; (f) Unconcerned. The outcomes of this research can help the strategy managers and intrapreneurs to make informed decisions. This study can be of value addition for startups, digital entrepreneurs to start their own business through online shopping portals. The extracted results can help the marketing managers to know about the specific attributes of the consumers of rural areas which will lead to framing strategy according to market design, market space and marketplace.

scholarly journals The consumer’s motivation towards online purchase intention of chicken meat during the Covid-19 pandemic

2021 ◽  
Vol 306 ◽  
pp. 02040
Author(s):  
Silvia Dewi Sagita Andik ◽  
Arief Daryanto ◽  
Pria Sembada
Keyword(s):  
Purchase Intention ◽  
Consumer Behaviour ◽  
Food System ◽  
Chicken Meat ◽  
Online Purchase ◽  
Corona Virus ◽  
Data Survey ◽  
Normal Food

The extent of the Corona virus or Covid-19 in various countries, including in Indonesia, has impacted numerous sectors. The Covid-19 pandemic will have potentially caused changes to the normal food system for chicken meat commodities in Indonesia. Among them is a shift in consumer behaviour in getting access to chicken meat. Consumers’ online purchase intention is seen as an appropriate alternative during the pandemic, especially for consumers in the red zones. This study was conducted to analyse factors that impact online purchase intention on Chicken meat during the pandemic. This research uses data survey of 316 consumers in Jakarta, Bogor, Depok (Red zone areas). The analysis used is SEM using AMOS software. The results show that there are situation impact and hedonic influence towards online purchase intention of the chicken meat during the pandemic. We provide recommendation for companies on how to address consumers purchase motives.

Consumer Behaviour Towards Vietnamese Online Shopping Websites in the Covid-19 Pandemic

2020 ◽  
Vol 36 (3) ◽  
Author(s):  
Nguyen Thu Ha ◽  
Hoang Dam Luong Thuy
Keyword(s):  
Purchase Intention ◽  
Theory Of Planned Behaviour ◽  
Consumer Behaviour ◽  
Online Shopping ◽  
Positive Impact ◽  
Subjective Norm ◽  
Behavioural Control ◽  
Planned Behaviour ◽  
Perceived Behavioural Control ◽  
Online Purchase

The theory of planned behaviour (TPB) was applied in this research in order to evaluate the influences of three factors including attitude, subjective norm and perceived behavioural control on online shopping purchase intention and behaviour towards websites in Vietnam. Data were collected from 170 online buyer in Vietnam, who responded willingly and fully to a questionnaire-based survey through Google Drive. The analysis results show that all three factors have positive impact on customer’s online purchase intention and behaviour in the Covid-19 pandemic. Especially, attitude is considered to have the greatest effects, followed by subjective norm and then perceived behavioural control that impacted on consumer shopping intention. In addition, the research also proposed some implications to diversify Covid-19 propagandas, encourage people using online shopping as well as support them in daily life during Covid-19 pandemic.

scholarly journals Online Purchase Behaviour of Food Product During Covid-19 Pandemic: a Study on Consumer of Bedukmutu Marketplace

2021 ◽  
Vol 316 ◽  
pp. 01013
Author(s):  
Heri Akhmadi ◽  
Zahra Fuadia Qurrotu Aini ◽  
Aprila Saffana ◽  
Dedi Runanto
Keyword(s):  
Purchase Intention ◽  
Consumer Behaviour ◽  
Food Product ◽  
Food Products ◽  
Spearman Correlation ◽  
Cooking Oil ◽  
Online Marketplace ◽  
Online Purchase ◽  
Consumer Purchase Intention ◽  
Purchasing Behaviour

Covid-19 pandemic has affected various aspects of life, one of which is consumer behaviour in purchasing food products. This study aims to examine online purchase behaviour of food products of Bedukmutu online marketplace consumers during the Covid-19 pandemic. A 5-point Likert scale, Rank Spearman correlation and multiple linear regression were used to explore purchasing behaviour, factors that are correlated with and influence consumer purchasing behaviour of food products during the pandemic. The results showed that there was a slightly increase in the monthly purchasing activity of food products during the pandemic which was dominated by cooking oil and beverage products with an average purchase value of IDR 250,000 to IDR 500,000. Furthermore, compatibility and usability variable are proven to have a strong correlation and have a positive and significant effect on consumer purchase intention of food products during the Covid-19 pandemic.

A Survey of the Challenges and Pifalls of Cluster Analysis Application in Market Segmentation

2011 ◽  
Vol 53 (3) ◽  
pp. 391-414 ◽  
Author(s):  
Michael N. Tuma ◽  
Reinhold Decker ◽  
Sören W. Scholz
Keyword(s):  
Cluster Analysis ◽  
Best Practices ◽  
Market Segmentation ◽  
Marketing Research ◽  
Journal Articles ◽  
Research Setting ◽  
Empirical Survey ◽  
Critical Issues ◽  
Analysis Application

Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnièar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately.

Convergence of management practices in India’s IT sector with ana priorivalidation

2018 ◽  
Vol 12 (4) ◽  
pp. 402-421
Author(s):  
Jayashree Mahesh ◽  
Anil K. Bhat
Keyword(s):  
Cluster Analysis ◽  
Operations Management ◽  
Management Practices ◽  
Qualitative Interviews ◽  
A Priori ◽  
Statistical Testing ◽  
Content Type ◽  
Empirical Survey ◽  
Different Types ◽  
Group A

PurposeThe purpose of this paper is to document similarities and differences between management practices of different types of organizations in India’s IT sector through an empirical survey. The authors expected these differences to be significant enough for us to be able to groupa priorithis set of companies meaningfully through cluster analysis on the basis of the similarity of their management practices alone.Design/methodology/approachUsing a mixed-methods approach, 73 senior-level executives of companies working in India’s IT sector were approached with a pretested questionnaire to find out differences on eighteen management practices in the areas of operations management, monitoring management, targets management and talent management. The different types of organizations surveyed were small and amp; medium global multinationals, large global multinationals, small and medium Indian multinationals, large Indian multinationals and small and medium local Indian companies. The differences and similarities found through statistical testing were further validateda priorithrough cluster analysis and qualitative interviews with senior-level executives.FindingsThe management practices of multinationals in India are moving toward Western management practices, indicating that management practices converge as the organizations grow in size. Though the practices of large Indian multinationals were not significantly different from those of global multinationals, the surprising finding was that large Indian multinationals scored better than global multinationals on a few practices. The practices of small and medium Indian companies differed significantly from those of other types of organizations and hence they formed a cluster.Practical implicationsThe finding that large Indian IT multinationals have an edge over global multinationals in certain people management practices is a confirmation of the role of human resource practices in their current success and their continuing competitive advantage.Originality/valueThis is perhaps the first study of its kind to document state of specific management practices across different types of organizations in India’s IT sector and then use measures on these practices to group a priori these organizations for validation.

scholarly journals The Influence of Gamification, E-Service Quality and E-Trust on Online Purchase Decision with Online Purchase Intention as Intervening Variable at the Marketplace Shopee in Medan City

2021 ◽  
Vol 8 (8) ◽  
pp. 546-558
Author(s):  
Dita Aulia ◽  
Endang Sulistya Rini ◽  
Fadli .
Keyword(s):  
Service Quality ◽  
Path Analysis ◽  
Purchase Intention ◽  
Secondary Data ◽  
Primary Data ◽  
Purchase Decision ◽  
Analysis Method ◽  
Insignificant Effect ◽  
Online Purchase ◽  
Descriptive Statistical Analysis

This study aims to determine and analyze the effect of gamification, e-service quality and e-trust variables on online purchase decision through online purchase intention at the Shopee marketplace in Medan City. This type of research is using a quantitative approach. The nature of this research is associative research and the data used are primary data and secondary data obtained through documentation and a list of questions that measure it using a Likert scale. The sample in this study is the community in Medan City at least 17 years old, has a Shopee marketplace application and is a consumer who has purchased and used the Shopee marketplace at least 1 time as many as 175 respondents. Researchers collected data by distributing questionnaires to all respondents in this study. The data analysis method used descriptive statistical analysis and path analysis. Statistical results show that the majority of respondents agree with all the statements shared. The results of the research on the first substructure show that gamification has a positive and significant effect on online purchase intention with a significance of 0.000, e-service quality has a positive and insignificant effect on online purchase intention with a significance of 0.836 and e-trust has a positive and significant effect on online purchase intention with a significance of 0.000. The results of the research on the second substructure show that gamification has a positive and significant effect on online purchase decision with a significance of 0.031, e-service quality has a negative and insignificant effect on online purchase decision with a significance of 0.721, e-trust has a positive and significant effect on online purchase decision with a significance of 0.002 and online purchase intention has a positive and significant effect on online purchase decision with a significance of 0.000. The path analysis test using the sobel test shows that online purchase intention is able to mediate between gamification and e-trust with online purchase decision, but online purchase intention are not able to mediate e-service quality with online purchase decision. Keywords: Gamification, E-Service Quality, E-Trust, Online Purchase Intention and Online Purchase Decision.

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