scholarly journals Asymmetry of Visual Perception When Choosing Products: Methods and Algorithms of Neuromarketing

2020 ◽  
Vol 9 (8) ◽  
pp. 179-187
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Food Consumption ◽  
Consumer Choice ◽  
High Speed ◽  
Consumer Preferences ◽  
Financial Resources ◽  
Demographic Groups ◽  
Vegetables And Fruits ◽  
Gender Groups

Consumer behavior is a complex and multi-step process. It is necessary to study consumer choice with different alternatives and choice parameters, which will allow us to identify behavioral characteristics in different demographic groups. The article deals with theoretical and practical issues of consumer behavior when choosing food. The article uses classical marketing methods and neuromarketing approaches. Based on this comprehensive approach, an assessment of the structure of food consumption was carried out, as well as a pilot study of the characteristics of consumer choice depending on gender characteristics.The study of statistical data showed that the decline in real incomes of the population in Russia affected the structure of food consumption. There is a decrease in the volume of demand for meat, vegetables, and fruits, which is associated with a decrease in the population's ability to pay and an increase in the level of poverty.Gender characteristics in the consumer's preferred and actually purchased products were identified using the neuromarketing research methodology. Thus, it was determined that the speed of decision-making when choosing products is higher for women than for men, since women are more frequent buyers. The high speed of decision-making by women is most likely a result of emotional choice of products. Using visual advertising signals can increase attention to incentives and increase motivation. It was also found that in the absence of external restrictions: the number of products chosen and sufficient financial resources, women consumers are strongly influenced by internal restrictions, but men tend to take risks. Women try to be Thrifty, choosing a standard set of products that make up their diet, men in conditions of unlimited financial resources tend to buy expensive goods without thinking about the costs. The study of consumer choice between those products that were visually noticed and those that were selected as a result of the survey showed that there is a significant asymmetry between what is desired and what is chosen. To assess the level of asymmetry of visual attention, we proposed a method for assessing the asymmetry of consumer preferences, the use of which allows us to assess the gap between the desired and purchased goods. Based on the coefficient of asymmetry of consumer preferences, it is possible to assess the level of consumer imbalance and timely prevent social and economic dissatisfaction in different gender groups. The possibility of changing consumer choice under the influence of various stimulating factors is proved. The results obtained can be used in the practical activities of food retailers and food manufacturers when promoting their products with gender differences in mind. The results also need to be taken into account when developing government strategies for developing the food market and supporting healthy lifestyles and changing consumer culture.

Tracking Generation Y: A Contemporary Sport Consumer Profile

2005 ◽  
Vol 19 (3) ◽  
pp. 254-277 ◽  
Author(s):  
Julie Stevens ◽  
Anna Lathrop ◽  
Cheri Bradish
Keyword(s):  
Physical Activity ◽  
Decision Making ◽  
Consumer Behavior ◽  
Generation Y ◽  
Physical Activity Level ◽  
Consumer Preferences ◽  
Activity Level ◽  
Purchase Decision ◽  
Product Features ◽  
Sporting Goods

In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.

scholarly journals CONSUMER CHOICE BEHAVIORAL ASPECTS IN CONDITIONS OF UNCERTAINTY

2020 ◽  
Vol 1 (18(46)) ◽  
pp. 4-9
Author(s):  
Anna Shumei
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Problem Solving ◽  
Consumer Choice ◽  
Decision Making Process ◽  
Behavioral Aspects ◽  
The Individual ◽  
The Impact ◽  
The Continuum

We studied the category of «uncertainty» in the context of consumer choice of individual. It was determined that that the quality and quantity of information that consumers received and processed during decision-making played the most important role, affecting the degree of uncertainty. At the same time the quality of information plays a more important role than the quantity of information. We analyzed every stage of the individual decisions making process on the acquisition of goods and the role of uncertainty on each stage. We considered the decision-making process in conditions of uncertainty in everyday (routine) and special purchases, separated all stages of these types of purchases and defined values ​​of uncertainty influence on all types of purchases. It was determined that an individual can get into conditions of uncertainty in two types of purchases: everyday purchase, when the decision is used quickly, automatically and uncontrollably, and special (not everyday purchases), when the individual uses specific processes to make a decision, which requires additional attention and effort. Practical situations when the consumer can get into conditions of uncertainty were considered. We analyzed alternative variants of using the consumer choice and investigated the continuum of consumer behavior. We determined the conditions, when consumer behavior could correspond to «routine behavior», «limited problem solving» or « problem solving» in the continuum of consumer behavior. The modern six-stage model of the decision-making process сщтішіеі the quality of character for environmentally conscious consumers and the impact of uncertainty at each stage of decision-making in these models, especially at the stage of use and utilization, were analyzed. We identified that the study of the degree of uncertainty about the final result of decision-making is an unsolved problem in modern science and outlined the prospects of the behavioral aspects of consumer choice study in conditions of uncertainty.

Consumer behavior

2020 ◽  
Author(s):  
Vladimir Naumov
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Choice ◽  
Quantitative Research ◽  
Statistical Processing ◽  
Buying Behavior ◽  
Psychological Theories ◽  
Internet Environment ◽  
Online Stores

The book describes the basic issues concerning consumer behavior on the basis of the simulation of the decision-making process on buying behavior of customers in the sales area of the store and shopping Internet sites. The classification of models of consumer behavior, based on research in the area of economic, social and psychological theories and empirical evidence regarding decision-making by consumers when purchasing the goods, including online stores. Methods of qualitative and quantitative research of consumer behavior, fundamentals of statistical processing of empirical data. Attention is paid to the processes of consumers ' perception of brands (brands) and advertising messages, the basic rules for the display of goods (merchandising) and its impact on consumer decision, recommendations on the use of psychology of consumer behavior in personal sales. Presents an integrated model of consumer behavior in the Internet environment, the process of perception of the visitor of the company, the factors influencing consumer choice of goods online. Is intended for preparation of bachelors in directions of preparation 38.03.02 "Management", 38.03.06 "trading business" and can be used for training of bachelors in direction of training 43.03.01 "Service", and will also be useful for professionals working in the field of marketing, distribution and sales.

Transformation of retail risk in the post-epidemic period

2021 ◽  
Vol 17 (7) ◽  
pp. 1261-1276
Author(s):  
Larisa A. CHALDAEVA ◽  
Denis A. KOROLEV ◽  
Andrei V. BAIER ◽  
Anatolii A. KILYACHKOV
Keyword(s):  
Content Analysis ◽  
Consumer Behavior ◽  
Consumer Preferences ◽  
Financial Resources ◽  
Epidemic Period ◽  
Retail Chains ◽  
Professional Talent ◽  
Independent Audit

Subject. The article discusses the transformation of retail risks in the post-epidemic period. The pandemic altered the consumer behavior, thus inducing new risks. E-commerce risks are on agenda. However, some other risks were overlooked, though they relate to changes in consumer preferences, strict hygienic requirements, etc Objectives. We look for new retail risks, which emerge as a result of changes in the consumer behavior during the pandemic. We suggest how retail companies should mitigate the risks. Methods. Retail risks were identified through the content analysis of available sources and evaluate their content. Results. We found new retail risks arising from changes in the consumer behavior of people, including cyberattack risks at retail enterprises, sale of counterfeit or low-quality products, theft, etc. Conclusions and Relevance. To mitigate retail risks in the post-epidemic period, companies need to perform some actions. They should establish the internal cybersecurity department, order independent audit, use the AI technology, etc. The above activities will require significant financial resources and professional talent. Therefore, most of the activities are affordable only for large retail chains.

Marketing Modeling and Validation

2012 ◽  
pp. 198-223
Keyword(s):  
Consumer Behavior ◽  
Consumer Choice ◽  
Choice Behavior ◽  
Consumer Preferences ◽  
Structural Equations ◽  
Purchase Decisions ◽  
Cognitive Characteristics ◽  
Preference Functions ◽  
Consumer Choice Behavior ◽  
Over Time

Most existing mathematical models of consumer choice behavior assume that individuals’ preferences remain invariant over time. Although the assumption of invariant preference functions may be reasonable in some choice contexts, consumer preferences are largely influenced by variety-seeking effects. This chapter presents four models on consumer choice behavior, shopping performance, marketplace advantage, and buying decisions involving several cognitive, economic, and relational determinants affecting consumer behavior. These models are based on sequential structural equations using interrelated variables and can be applied in research on consumer shopping channel choices based on cognitive characteristics and consumer risk profiles. The framework for measuring the consumer behavior discussed in this chapter provides analytical dimensions for delineating the prediction of intangible variables affecting consumer preferences in order to optimize the purchase decisions in a given marketplace.

scholarly journals Consumer preferences and decision-making determinants for the purchase of sheep's milk and its products

10.5219/1424 ◽  
2020 ◽  
Vol 14 ◽  
pp. 673-681
Author(s):  
Ľudmila Nagyová ◽  
Andrej Géci ◽  
Elena Horská
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Individual Characteristics ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Chi Square ◽  
Contingency Coefficient ◽  
Research Document

When observing consumer behaviour, we find that the consumer carries out the process of purchasing decisions under the influence of several factors. These factors come from the external environment, from its individual characteristics, and also from the specific purchasing situation. The above facts show that consumer preferences and understanding of the behaviour is a very demanding process. This is mainly because consumers may behave differently, i.e. they may have different consumer behaviours that depend on their needs and desires. Therefore, it is necessary to know the factors that influence consumer behavior or the purchasing decision for certain market commodities. The presented research document is focused on the issue of consumer behavior and decision-making in sheep's milk and its products. Sheep's milk has a long tradition and is one of the basic building elements of human food. Consumer behaviour is constantly evolving, their needs and desires are changing as well as factors that influence their shopping behaviour. The main goal of the research is to draw attention to the personality of the consumer, to selected personality characteristics and social factors, and, subsequently, to evaluate their impact on purchasing behaviour and making purchasing decisions on the market of sheep's milk products. Primary data were obtained from a survey conducted on a sample of 796 respondents. Most of the respondents were classified in the sanguine group based on temperament - an emotionally stable extrovert. When buying sheep's milk and its products, they make emotional decisions (57.17%). The most important factor in buying these products was their quality (47.16%). Assumptions were formulated for deeper analysis, which was subsequently verified by the means of a statistical test - Chi-square of the square contingency. The degree of dependence between the examined variables was determined by the means of the Cramer contingency coefficient.

scholarly journals A Conceptual Discourse on Consumer’s Preference of Brandy

2019 ◽  
Vol 1 (2) ◽  
pp. 296-307
Author(s):  
Raj Maharjan
Keyword(s):  
Consumer Behavior ◽  
Consumer Choice ◽  
Reasoned Action ◽  
Action Theory ◽  
Factor Model ◽  
Choice Model ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Alcoholic Beverages ◽  
Hedonic Price

Background: Liquor industry is growing to become a global giant by empowering its competitiveness. Nowadays, alcohol has been accepted and welcomed as a normal part of everyday life with innovatively embedded alcohol development and promotion. Alcohol products consist of a range of offerings including Gin, wine, vodka and Scotch, among which brandy has been gaining higher importance. Objectives: This paper explores the consumers’ preferences for brandy, their knowledge on brandy and also the factors determining the consumer choice on consumption of brandy.This study aims to contribute to the brandy consumer behavior-responsive managerial implications, especially in hospitality industry by identifying the attributes that are perceived important for the marketing of brandy to a large segment of dynamic market. Methods: The academic discourse on this paper includes exploration of multiple dimensions related to the study of consumer behavior. Theories concerning consumer preferences, with specific focus on Reasoned Action Theory, Engel Kollat Blackwell Model, Hybrid Choice Model, Hedonic Price Model, Consumer Perception Factor Model and Conjoint Analysis are reviewed.The study on brandy, along with the differences from other alcoholic beverages, has also been included. Findings: Brandy represents a wide category and the bases of differences among types of brandy are studied along with the review of brandy products available worldwide. This study highlights brandy consumption practices in the world, benefits of brandy consumption and people’s perception towards brandy among other alcoholic beverages. Conclusions: Alcohol is the fastest growing industry and requires consumer preference for the promotions and penetration of the product into the market, and for developingthe product and improving it further.

Decision Making Styles and Consumer Choice

2008 ◽  
Author(s):  
Thomas Nygren ◽  
Rebecca White ◽  
Kristi Snuttjer
Keyword(s):  
Decision Making ◽  
Consumer Choice ◽  
Decision Making Styles

The transformation of the decision-making process on the part of economic agents influenced by social constraints

2020 ◽  
Vol 16 (7) ◽  
pp. 1202-1222
Author(s):  
M.V. Grechko ◽  
L.A. Kobina ◽  
S.A. Goncharenko
Keyword(s):  
Decision Making ◽  
Consumer Choice ◽  
Social Constraints ◽  
Decision Making Process ◽  
Economic Knowledge ◽  
Economic Agents ◽  
The Individual ◽  
Contextual Environment ◽  
Economic Constraints ◽  
External Signals

Subject. The article focuses on the decision-making mechanism used by economic agents given the existing social constraints. Objectives. We devise applied toolkit to study how socio-economic constraints transform the decision-making mechanism used by economic agents. Methods. The study involves means of the expert survey, the method that streamlines economic knowledge. Results. Social constraints are illustrated to influence the decision-making mechanism used by economic agents, assuming that the individual mind relies on specific mechanisms to make judgments and decisions. Generally, the mechanisms are very useful, however they may generate serious errors during the decision-making process. Given the social constraints, economic agents were found to follow four mental models to make their decisions in case of the full or partial uncertainty, i.e. the representative relevance, accessibility, relations, heuristics (modeling). Conclusions and Relevance. The scientific ideas herein show that the inner architecture of a choice an individual makes determines his or her decisions. The decisions often depend on the contextual environment that gives external signals perceived by the individual while evaluating alternative ways. The findings can possibly be used as a mechanism to manage the consumer choice.

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