MARKETING RESEARCH OF CONSUMER BEHAVIOR OF HOTEL SERVICES

2021 ◽  
Vol 43 ◽  
pp. 175-180
Author(s):  
N Shkvyria ◽  
T Arestenko
Keyword(s):  
Consumer Behavior ◽  
Marketing Research

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

2021 ◽  
pp. 1578-1597
Author(s):  
Syed Habeeb ◽  
K. Francis Sudhakar
Keyword(s):  
Systematic Review ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Marketing Research ◽  
Journal Articles ◽  
Exclusion Criteria ◽  
Repurchase Intentions ◽  
Online Consumer Behavior ◽  
Research Areas ◽  
Online Consumer

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

scholarly journals Social networks usage implications at the level of medical services consumption in Romania

2017 ◽  
Vol 6 (1) ◽  
pp. 55
Author(s):  
Daniel Adrian Gardan ◽  
Mihai Andronie ◽  
Iuliana Petronela Gardan ◽  
Cristian Uta
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Healthcare Services ◽  
Public And Private ◽  
Quantitative Marketing ◽  
Medical Institutions ◽  
Key Issues ◽  
Key Variables ◽  
Scientific Endeavor

The social networks usage degree increase is evident in recent years, this having implications for the consumption of the most types of products and services. A very special field of research is presented by the consumption of healthcare services, who, both in terms of consumption motivations, decisional buying process or consumer behavior is having peculiarities and specific traits. In this context, the present article aims to investigate the role that social networks use can have regarding changes within the consumer behavior in case of healthcare services consumption. In order to achieve the scientific endeavor, authors have conducted a quantitative marketing research as a field survey, using a questionnaire administered online to patients from different medical institutions, both from the public and private sector.The research results reveal key issues from the perspective of emotional involvement within consumption for the patients and the influence of key variables such as level of education, personality and lifestyle within social networks usage context.

scholarly journals Symbolic consumers of fine art in the art market and their motivations

2021 ◽  
Author(s):  
Dmytro Akimov
Keyword(s):  
Consumer Behavior ◽  
Small Businesses ◽  
Analysis Of Algorithms ◽  
Methodological Approach ◽  
Fine Arts ◽  
Marketing Research ◽  
Art Market ◽  
Fine Art ◽  
Symbolic Consumption ◽  
Works Of Art

The purpose of the article. Research and analysis of algorithms of marketing technologies in the art market by studying the motivations of symbolic consumers of fine arts, namely, individuals who consume products of fine arts through symbolic appropriation. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of symbolic consumers of works of art with the subsequent use of research results in the marketing processes of promoting works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivations of symbolic consumers of the fine arts market and in the study of further marketing processes in it. The article analyzes the algorithms of marketing technologies in the analysis of motivations of symbolic consumers of the fine arts market. The article establishes that in the marketing of fine arts it is relevant and necessary to study the behavior of symbolic consumers of works of art as Individuals through the analysis of types of symbolic Consumers, as well as through the analysis of situations of symbolic consumption of works of art as a symbolically appropriated Product at the art market while viewing works of art in exhibition halls. Based on research in the field of art market marketing, we can say that artistic creativity is an area of activity of non-profit public and private museums, gallery and exhibition institutions, as well as large and small businesses, which should professionally analyze consumer motivations, which in turn makes it possible to highly segment consumers of works of fine art in accordance with their motivations. Conclusions. The article defines and analyzes the model of consumption of fine arts by symbolic appropriation, and, accordingly, describes the group (segment) of consumers. We are talking about symbolic consumption, which is associated with the possibility of obtaining aesthetic pleasure through the symbolic appropriation of the work without material possession. It is also proved that consumer behavior in art marketing is determined by three mandatory components: Individual - Product - Situation. It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied individuals who consume works of art, which in turn are products presented in exhibition halls, and we have studied the situations of consumption of works of art that are consumed by symbolic appropriation in exhibitions. Key words: art market, marketing research, motivation of consumers of works of art, symbolic consumption of works of art, behavior of consumers of art market.

Measuring Consumer Behavior Using Neuroscience Methods in Marketing

2019 ◽  
pp. 31-52
Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu Brobbey ◽  
Esther O. Duodu
Keyword(s):  
Consumer Behavior ◽  
Developing Country ◽  
Marketing Research ◽  
Brain Activation ◽  
Research Data ◽  
Research Tool ◽  
Field Of Study ◽  
Insight Into ◽  
Research Studies

Neuromarketing is providing the leverage for marketers to delve into consumers' subconscious minds to determine behavior. Marketers, economists, and other consumer-related disciplines are looking to science to accurately determine consumer behavior. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation. Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

Consumer behavior studied by marketing research

2020 ◽  
pp. 14-17
Author(s):  
Anne-Sophie Bayle-Tourtoulou ◽  
Michel Badoc
Keyword(s):  
Consumer Behavior ◽  
Marketing Research

scholarly journals Posicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na Área

2012 ◽  
Vol 11 (2) ◽  
pp. 69-95
Author(s):  
Victor Sciasci ◽  
Sheila Farias Alves Garcia ◽  
Lesley Carina do Lago Attadiai Galli
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
Brand Management ◽  
International Marketing ◽  
Country Of Origin ◽  
Marketing Research ◽  
Consumer Marketing ◽  
Origin Effect

Este estudo teve como objetivo produzir indicadores bibliomtricos que representassem a produo cientfica sobre posicionamento de marcas globais, publicada nos ltimos cinco anos (2007-2011), tomando como base os seguintes peridicos: Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research e Journal of Product Brand Management. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, utilizando o mtodo bibliomtrico. Como resultado, observa-se que a frequncia do tema nos peridicos selecionados no perodo de cinco anos (2007 a 2011) correspondeu a 6% do total das publicaes. Nota-se uma tendncia colaborativa na elaborao dos artigos, com a participao de 3 ou mais autores. Verifica-se que as teorias com maior destaque entre os artigos so Country of Origin Effect (COE), Standardization vs Globalization, Consumer Behavior e Brand Equity. DOI: 10.5585/remark.v11i2.2332

scholarly journals CONSUMER BEHAVIOR RESEARCH OF ORGANIC FOOD MARKET IN UKRAINE

2021 ◽  
Vol 5 (2) ◽  
pp. 72-83
Author(s):  
O. Karpii ◽  
◽  
N. Struk ◽  
Keyword(s):  
Consumer Behavior ◽  
Healthy Lifestyle ◽  
Organic Food ◽  
Marketing Research ◽  
The State ◽  
Global Trends ◽  
Key Characteristics ◽  
Organic Products ◽  
Products Analysis ◽  
Food Market

Purpose. The goal of the research is to characterize the profile and study the behavior of consumers on the market of organic products based on the results of marketing research. It is important to identify marketing tools that will stimulate demand for organic products. Design/methodology/approach. Achieving these goals will contribute to the use of general and special research methods, such as: abstract-logical, analysis and synthesis, comparative analysis and monograph, generalization - to formulate the theoretical and methodological foundations of the study, conclusions and prospects for further research; sample observation with the use of specially designed questionnaires - to form a sample of research and identify key characteristics and motives of consumer behavior in the market of organic products; analysis of time series, averages and relative values - to analyze the state and dynamics of the market of organic products; tabular and graphical - to visualize the results of the study. Findings. As a result of the study, the differences between the concepts of "environmentally eco products", "environmentally friendly products" and "organic products" were established, and the use of the latter term was substantiated. An analysis of the state and dynamics of the market of organic products was conducted to assess the prospects for its development and regulation. Problems of its formation in Ukraine are revealed, a group of marketing threats is singled out. The key characteristics of the consumer of organic products are studied and generalized portrait is given. According to the results of sample observation, the key motives for the behavior of existing and potential consumers of organic food market were identified. Marketing tools are offered to solve current problems of formation of the organic food market and to stimulate consumer demand. Practical implications. The market for organic products is actively developing around the world. Consumers are interested in a healthy lifestyle, care about their health and the environment, so choose food wisely. Therefore, organic products are interesting to consumers, who prefer expensive products if they are confident in its quality. Due to this, the market of organic products is being formed in Ukraine. Therefore, clarifying such issues as determining the theoretical basis, studying the prospects of the organic market, the portrait of the consumer and the motives of the behavior will help to intensify this process. Originality/value. Considering the global trends and possibilities of organic food market in Ukraine, the results of marketing research on the behavior of existing and potential consumers are very important and relevant to intensify this process. The expediency of application of the term "organic products" for formation theoretical and methodological preconditions of formation the organic food market in Ukraine is substantiated in the work; identified prospects and key threats to its development, and suggested directions to eliminate them; the portrait of the consumer of organic products is characterized and motives of its behavior are defined, offers concerning stimulation of this kind of demand are given.

scholarly journals Scientific and publishing activity of Ivan Vernadsky as a realization of his civil position

2021 ◽  
Vol 2021 (54) ◽  
pp. 167-181
Author(s):  
Valentyna Feshchenko ◽  
Keyword(s):  
Consumer Behavior ◽  
Brain Research ◽  
Social Issues ◽  
Code Of Ethics ◽  
Marketing Research ◽  
Research Process ◽  
Ethical Problems ◽  
Goods And Services ◽  
Traditional Marketing ◽  
Marketing Tool

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

scholarly journals PERAN KELUARGA DALAM PERILAKU PEMBELIAN HEDONIS

2019 ◽  
Vol 17 (2) ◽  
pp. 1-14
Author(s):  
Sigit Wibawanto
Keyword(s):  
Qualitative Research ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Research Paradigm ◽  
Family Role ◽  
Purchasing Decisions ◽  
Buying Behavior ◽  
Hedonic Dimension ◽  
Process Observation ◽  
Selection Of

This study aims to examine the structure of the family's role in the lifestyle of hedonism and its influence on the consumer purchasing process. Observation activities are carried out at modern markets and cafes/ restaurants in Kebumen district. This research paradigm discusses aspects of consumer behavior and marketing research regarding consumer behavior and purchasing decisions that vary and reflect the hedonic dimension. This descriptive qualitative research conducted with the purpose to understand the meaning symbolized by each family's behavior according to the family's own perspective. The results of the study show that shopping locations can cause a shift in purchasing activities in modern markets lead to hedonic behavior, but are still relatively normal. In the visit activities at cafe/ restaurant show hedonic behavior because it provides an illustration that eating outside the home as a place of discussion is considered interesting, not up to date, luxurious and worth displaying on its social media accounts. This research shows a number of the propositions that apply in the field. This research still needs to be improved, especially in the discussion of objects and research locations, including the selection of entertainment/ tourism places, as well as family strata in influencing hedonic buying behavior.   Keywords: buying behavior, hedonic lifestyle, family role, modern market, cafe/ restaurant

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