Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S19-S37 ◽  
Author(s):  
Varisha Rehman
Keyword(s):  
Conceptual Framework ◽  
Generation X ◽  
Consumer Behaviour ◽  
Indian Culture ◽  
Indian Consumers ◽  
Cultural Traits ◽  
Buying Behaviour ◽  
The Impact

This article seeks to demonstrate the importance of the integration of specific cultural traits of Indian consumers on their buying behaviour. It offers better and more comprehensive insights into the factors that affect the buying behaviour of Generation X, Y and Z consumers. Through a conceptual framework, this article tries to bridge the gap between the Indian consumers’ perceptions and their actual buying behaviour. The study reported in this article also identifies the ‘influencers’ and ‘intermediaries’ of consumer behaviour for Generation X, Y and Z consumers. Participation and observation techniques were used to collect data from 14 Indian consumers. The analysis of data offered new empirical insights into Indian consumers. This article puts forward a conceptual framework of the impact of Indian culture on consumer behaviour for two settings—modern and postmodern era—that can be used by management practitioners for formulating their strategies regarding their product and promotion.

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2018 ◽  
pp. 132-157
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

Do Long Format Advertisements Sell? Evidence from Indian Consumers

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S38-S51 ◽  
Author(s):  
Jay P. Trivedi
Keyword(s):  
Structural Equation Modelling ◽  
Structural Equation ◽  
Consumer Behaviour ◽  
Research Data ◽  
Purchase Intentions ◽  
Mediation Effect ◽  
Descriptive Research ◽  
Equation Modelling ◽  
Indian Consumers ◽  
The Impact

Indian firms are engaging consumers with long format advertisements (ads longer than 60 seconds in duration). Television (TV) spot costs are escalating for high viewership programmes. Limited attempt has been made to explore the impact of long format ads (ads longer than 60 seconds in duration) on consumer behaviour. The researcher explores the types of long format ads which increases the audience involvement leading to formation of purchase intentions (PI). Descriptive research design was used to conduct the research. Data was collected from 364 respondents. The conceptual framework was tested using structural equation modelling. The findings reveal that entertaining and informative long format ads exhibit the strongest influence on audience involvement which leads to formation of PI. However, long format ads do not directly lead to formation of PI among the consumers. The mediation effect of message process involvement (MPI) and attitude towards the brand is statistically evident.

scholarly journals Culture and Personality: A Examination of Impulsive Buying Behavior of Indian Consumers

2019 ◽  
Vol 8 (3S) ◽  
pp. 467-474
Keyword(s):  
Personality Traits ◽  
Big Five Personality ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Impulsive Buying ◽  
Indian Consumers ◽  
Unplanned Buying ◽  
Buying Behaviour ◽  
External Stimuli ◽  
The Impact

The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimuli on impulse buying behaviour. Impulse buying is an unplanned buying or accidental behaviour of consumers. This paper tries to establish a relationship between different personality traits and accidental behaviour of consumers. The impact of Big Five personality traits and culture (Individualism and Collectivism) on the impulsive buying behavior is studied. Data has been collected from consumers using structured questionnaire on a five-point Likert’s scale. The data would be analysed through various statistical tools using SPSS.

Discounts or happy money for efficient inventory management? A new trend on Romanian markets in changing the consumer behaviour

2018 ◽  
Vol 5 (2) ◽  
pp. 82-88 ◽  
Author(s):  
Raluca Giorgiana Chivu ◽  
Ivona Stoica ◽  
Gheorghe Orzan ◽  
Andra-Victoria Radu
Keyword(s):  
Inventory Management ◽  
Quantitative Research ◽  
Consumer Behaviour ◽  
Financial Resources ◽  
Shopping List ◽  
Final Remark ◽  
Consumer Habits ◽  
Buying Behaviour ◽  
The Impact ◽  
Initial Price

Consumer behaviour is one of the basic factors precisely analysed by major companies to identify the main requirements, needs, desires and trends in people’s consumption habits and to generate profit. Do these occur when consumers’ financial resources are limited and whether consumer habits are changing according to their financial availability? In this study, the impact of discounts on people’s buying behaviour, especially during the product’s expiration when it is sold with only 50% of the initial price was analysed. An online quantitative research was carried out with a sample of 160 respondents concluding that most of the consumers bought 50% less products even if they are not on their shopping list, most of the time there was only the illusion of an economy, not the saving itself. As a final remark, people are very sensitive when it comes to discounts changing the mindset of individuals who usually waste money for useless amounts of food and other products.Keywords: Happy money, discount, consumer behaviour, quantitative research.

Fast fashion environments: consumer’s heaven or retailer’s nightmare?

2017 ◽  
Vol 45 (2) ◽  
pp. 143-157 ◽  
Author(s):  
Sasikarn Chatvijit Cook ◽  
Jennifer Yurchisin
Keyword(s):  
Positive Attitude ◽  
Consumer Behaviour ◽  
Emotional Responses ◽  
Impulse Buying ◽  
Product Returns ◽  
Fast Fashion ◽  
Content Type ◽  
Buying Behaviour ◽  
Post Purchase ◽  
The Impact

Purpose The current research explored both pre-purchase and post-purchase factors of consumer behaviour. Specifically, the purpose of this paper is to investigate the relationships that may exist among consumers’ perceptions of perishability, scarcity, low price, attitudes, impulse buying, post-purchase emotions, and product returns within the context of the fast fashion environments. Design/methodology/approach A total of 246 usable questionnaires completed by female undergraduate students, who made purchases and product returns at fast fashion retailers, were analysed in SPSS and AMOS 23.0. Structural equation modelling was employed to test the hypotheses. Findings Consumers who are attracted to scarcity due to limited supply and scarcity due to time, referred to as perceived perishability, have a positive attitude towards the fast fashion retailers in which products are presented in scarce environments. Likewise, consumers have a positive attitude towards fast fashion retailers due to low priced merchandises they offer. Consequently, consumers who have a positive attitude towards the fast fashion retailers are likely to purchase products from them impulsively. Moreover, impulse buying behaviour positively influenced some negative post-purchase emotional responses, which in turn positively influenced product returns in the fast fashion environments. Research limitations/implications The results of the current study contribute to a greater understanding of apparel-related consumer behaviour in general. A theory formation of fast fashion consumer behaviour from acquisition to disposal can be drawn from the results of this study. Because some fast fashion retailers do sell clothing for both men and women, researchers could compare the responses of males and females to examine differences in consumer behaviour related to demographic characteristics. In the future, an examination of actual emotional responses and return behaviour would be beneficial for a more complete understanding of post-purchase consumer behaviour. Practical implications Fast fashion retailers could use this information to carefully design shopping environments that induce impulse buying behaviour because it may result in product returns. Fast fashion retailers need to understand the causes of the return behaviour, whether consumer related or product related, to better meet the needs of their target market. Return policies must be considered. Originality/value This research is the first to examine the impact of negative emotions following consumers’ impulse buying on product returns in the fast fashion retail environments.

Consumer buying behaviour and purchase intention of organic food: a conceptual framework

2020 ◽  
Vol 31 (6) ◽  
pp. 1515-1530 ◽  
Author(s):  
Neeraj Dangi ◽  
Sandeep Kumar Gupta ◽  
Sapna A. Narula
Keyword(s):  
Conceptual Framework ◽  
Emerging Economies ◽  
Organic Food ◽  
High Income ◽  
Health Concern ◽  
Related Factor ◽  
Content Type ◽  
Food Purchase ◽  
Buying Behaviour ◽  
The Impact

PurposeThe paper aims to investigate existing research in factors impacting organic food purchase with special reference to eco-labels and identify the relative influence of various determinants.Design/methodology/approachA conceptual framework is proposed of organic food buying behaviour after analysing a sample of 154,072 consumers reported in 91 research studies from 2001–2020. The factors are categorised into four categories on the basis of relatedness. In addition, the factors were analysed based on time, region and national economic status.FindingsThe impact of consumer psychographics, socio-demographic and product-related factor categories were found to be more pronounced compared to supply-related factor category. The results show that among individual factors like health concern, environment concern, knowledge and awareness, eco-labels and price followed by trust in organic food are the most important factors in organic food purchase. The findings suggest that eco-labels increase trust in organic food by reducing information asymmetry in consumers. However, there were differences in perception and factors importance between high-income economies and emerging economies.Originality/valueThe study is unique, as it analyses secondary research based on criteria of high-income economies and emerging economies. The conceptual framework can also be incorporated further into different cognitive models like the theory of planned behaviour.

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2019 ◽  
pp. 1149-1170
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art

2020 ◽  
Vol 75 (4) ◽  
pp. 637-661 ◽  
Author(s):  
Shahab Pourfakhimi ◽  
Tara Duncan ◽  
Willem J.L. Coetzee
Keyword(s):  
Conceptual Framework ◽  
Conceptual Analysis ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
State Of The Art ◽  
Academic Research ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Tourism And Hospitality ◽  
The Impact

Purpose Despite its volume, the academic research on the impact of electronic word of mouth (eWOM) on tourism and hospitality consumer behaviour is fragmented and largely limited to investigating a small scope of its impact. The purpose of this paper is to bridge this gap by synthesising the existing literature, providing a conceptual framework for the various dimensions of this impact. Design/methodology/approach This paper is based on the meta-synthesis and a critical conceptual analysis of relevant academic literature identified using a keyword search of papers via the Web of Science and Scopus databases, followed by a snowballing process comprising tracking the citations to the resources referred to in the identified papers. Findings This conceptual analysis illustrates how the full spectrum of the impact of eWOM on tourist behaviour spans well beyond the limited scope traditionally focussed on by tourism and hospitality researchers. This scope, encompassing multiple cognitive, normative and affective dimensions, is illustrated in an evidence-based conceptual framework proposed in this paper, providing a systematic tool to identify the less-studied aspects of this important phenomenon. Originality/value This paper synthesises the large and fragmented body of literature on eWOM and proposes a novel conceptual framework, illustrating the vast scope of the various cognitive, affective and normative mechanisms through which eWOM affects consumers’ choice of tourism and hospitality products. Furthermore, this paper provides a synthesis of the state-of-the-art of research in this field, highlights the existing gaps and provides researchers with a systematic tool to identify pathways towards breaking the status-quo in progressing beyond the current boundaries of academic research in this field.

scholarly journals Generation Y: Evidences from the Fast-Fashion Market and Implications for Targeting

2013 ◽  
Vol 1 (1) ◽  
pp. 1 ◽  
Author(s):  
Mariachiara Colucci ◽  
Daniele Scarpi
Keyword(s):  
Generation X ◽  
Generation Y ◽  
Consumer Behaviour ◽  
Natural Setting ◽  
Fast Fashion ◽  
Potential Applications ◽  
Key Variables ◽  
Applied Approach ◽  
Buying Behaviour ◽  
First Time

This study, for the first time, empirically investigates the actual buying behaviour of Generation Yin a<br />natural setting for fast-fashion consumption. The lack of external validity of existing research,<br />conclusions based on convenience samples and artificial settings, affect the potential applications of<br />previous findings. Conversely, we adopt an applied approach focusing on key variables in the field of<br />consumer behaviour and compare Generation Y and Generation X in the same setting, along the same<br />variables. We find that people in Generation Y are more prone to hedonism, use more word-of-mouth,<br />are more willing to try novelties, are less price conscious and buy more expensive items, spending more<br />money than the other age group. Although, their purchase behaviour in terms of frequency, repatronage<br />intention and satisfaction are the same as Generation X; they also buy a comparable number of items.<br />Our findings from the fast-fashion market help both academics and practitioners to target these<br />consumers.

Sign in / Sign up

Export Citation Format

Share Document