Effect of colour and relative product size (RPS) on consumer attitudes

2013 ◽  
Vol 1 (1) ◽  
pp. 41-58
Author(s):  
Varsha Jain ◽  
Subhadip Roy ◽  
Advita Pant
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Medium Size ◽  
Product Size ◽  
Product Categories ◽  
Relative Product ◽  
Small X ◽  
Product Familiarity ◽  
Full Factorial

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes incorporating the moderating role of product familiarity. An experimental design was used, with a sample size of 420 respondents of 18-25 years in a 3 (Product Size: Large/Med/Small) X 2 (Ad Colour: CL/BW) X 2 (Gender: Male/Female) full factorial design. The dependent variables were attitude towards the advertisement, attitude towards the brand and purchase intention with product familiarity as the moderating variable. Colour scheme of the ad was not found to have any effect on the consumers’ attitude, while medium size of the product relative to the ad size was found to be the most preferred option. Product familiarity was found to have significant moderating impact. Females were more influenced by the colour and picture size as compared with males. Implications for practitioners in designing ad content and layout are discussed. 

Measuring the effect of Chinese brand name syllable processing on consumer purchases

2015 ◽  
Vol 25 (2) ◽  
pp. 150-168 ◽  
Author(s):  
Ming-Chuan Pan ◽  
Chih-Ying Kuo ◽  
Ching-Ti Pan
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Brand Name ◽  
Purchasing Decisions ◽  
Content Type ◽  
Product Categories ◽  
Seller Reputation ◽  
Moderating Role ◽  
Practical Implications

Purpose – The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach – This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings – Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications – This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value – This paper extends the literature on consumers’ brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.

Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ankur Srivastava ◽  
Nitin Gupta ◽  
Nripendra P. Rana
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Preference ◽  
Consumer Attitudes ◽  
Positive Influence ◽  
Content Type ◽  
Mediating Role ◽  
Underlying Mechanisms ◽  
Foreign Brands

PurposeThis study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.Design/methodology/approachThe responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).FindingsThe results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.Practical implicationsFinally, the study concludes by providing implications for marketing scholars and managers of global and local brands.Originality/valueThe paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

The Impact of Online Product Presentation on Consumers’ Perceptions

2011 ◽  
pp. 128-145
Author(s):  
Carlos Flavián ◽  
Raquel Gurrea ◽  
Carlos Orús
Keyword(s):  
Purchase Intention ◽  
Website Design ◽  
Key Factors ◽  
Salient Factor ◽  
Perceived Usability ◽  
Product Presentation ◽  
Product Familiarity ◽  
The Impact

The website design and specifically the visual aspects have been revealed as key factors for achieving a successfully e-service website. This research examines the effects of the visual product presentation on online users’ perceptions. We carried out an experiment to analyze the impact of the size, the quality and the movement of the product picture on the perceived usability, satisfaction and purchase intention of users. We also analyzed the moderating role of user experience and product familiarity. The results suggest the importance of visual aspects, emphasizing the quality of the picture as the most salient factor. This study also indicates that users’ satisfaction is influenced to a great extent by these attributes.

The Impact of Environmental Concern on Consumer Attitudes and Intentions Toward Electric Vehicles

2022 ◽  
pp. 245-267
Author(s):  
Niray Tunçel ◽  
Esna Betül Buğday
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Environmental Concern ◽  
Age Groups ◽  
Consumer Attitudes ◽  
Positive Influence ◽  
Intention To Purchase ◽  
Research Findings ◽  
The Impact

This research aims to analyze the impact of environmental concerns on Turkish consumers' attitudes toward and intention to purchase EVs. It is also aimed to investigate the role of demographical characteristics—gender, age, income, and education—on those impacts. Given the purpose, a descriptive study was conducted through an online survey with a sample of 334 consumers. The research findings indicate that environmental concern plays a significantly influential role in the attitude toward and intention to purchase EVs. The study also confirms that environmental concern impacts on the attitude and intention toward EVs differs in terms of gender, age, and income. Only women show a positive influence of environmental concern on the attitude toward EVs. There is no difference in the direct or indirect link between EV purchase intention and environmental concern for age groups. Environmental concern's indirect influence on the intention to buy EVs is the highest and significantly different for the consumers with 7500-9999 TL income.

Communicating across age-groups: variance in consumer attitudes from tweenagers to adults

2015 ◽  
Vol 16 (3) ◽  
pp. 348-362 ◽  
Author(s):  
Ruppal Walia Sharma
Keyword(s):  
Purchase Intention ◽  
Product Information ◽  
Age Groups ◽  
Consumer Attitudes ◽  
Age Group ◽  
Content Type ◽  
Brand Recall ◽  
Product Categories ◽  
Younger Age ◽  
Communication Needs

Purpose – This paper aims to study whether age impacts the responses to different communication cues in terms of brand recall, attitude toward advertisement, attitude toward brand and purchase intention, and which age groups respond more favorably to a given cue. Design/methodology/approach – An experimental research was conducted across a sample of 1,050 respondents in Delhi to test variance in consumer attitudes across “tweenagers”, teenagers, youth, young adults and adults, when exposed to different communication cues for dummy brands of biscuits and mobile handsets. Findings – Significant variances were observed in consumer attitudes across the five age groups. However, the variation pattern differs across the two product categories. The caricature cue worked well for biscuits across most age groups. For mobile handsets, the picture cue was very effective for the two younger age groups but not as much for others. The product information cue was highly effective for adults. Practical implications – The study provides insights on making communication for brands targeted at more than one age group. If adults are a part of the marketers’ age group, some amount of product information is highly desirable, just as bright pictures/caricatures are necessary for tweenagers. For teenagers, who exhibit high variance vis-a-vis other age groups, communication needs to be customized. For brands where both children and adults are part of the target audience, common appeals can easily be identified, as they had similar responses in all but one case. Originality/value – The framework proposed in this research fills a gap in the existing literature by establishing that age impacts attitude formation in response to communication cues and gives insights for marketing communication.

scholarly journals The role of subjective knowledge and perceived trustworthiness in fair trade consumption for fashion and food products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tim Eberhardt ◽  
Marco Hubert ◽  
Helena Maria Lischka ◽  
Mirja Hubert ◽  
Zhibin Lin
Keyword(s):  
Fair Trade ◽  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Content Type ◽  
Subjective Knowledge ◽  
Product Categories ◽  
Consumption Behaviour ◽  
Information Trustworthiness

Purpose The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food. Design/methodology/approach Data were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK. Findings The results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products. Practical implications This paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets. Originality/value This research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.

scholarly journals PERAN SIKAP DALAM MEMEDIASI PENGARUH KESADARAN LINGKUNGAN TERHADAP NIAT BELI TUMBLER STARBUCKS DI KABUPATEN BADUNG

2020 ◽  
Vol 9 (8) ◽  
pp. 3279
Author(s):  
Ni Kadek Yora Yohana ◽  
I Gusti Agung Ketut Gede Suasana
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Sampling Method ◽  
Environmental Awareness ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Significant Positive Effect ◽  
Analysis Technique ◽  
Positive Effect

Purchase intention is the desire of consumers to own a product. Purchase intention is very important. Companies need to pay attention to factors that can increase consumer purchase intentions for the products they offer. The purpose of this study is to explain the role of consumer attitudes in mediating the influence of environmental awareness on purchase intentions. This research was conducted in Badung Regency. The number of samples taken were 65 respondents who were consumers of Starbucks Coffee who had never bought a Starbucks tumbler. The sampling method used is the purposive sampling methFheteod. Data collection is done through interviews and questionnaires. The analysis technique used is path analysis (sobel test), sobel test, and solimun theory. The analysis showed that environmental awareness had a significant positive effect on purchase intentions, environmental awareness had a significant positive effect on consumer attitudes, consumer attitudes had a significant positive effect on purchase intentions, and this study also succeeded in proving that consumer attitudes were able to mediate the effect of environmental awareness on purchase intentions. Keywords: purchase intention, environmental awareness, and consumer attitudes

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