Research and Managerial Implications

2013 ◽  
pp. 333-347
Author(s):  
Hans Rüdiger Kaufmann ◽  
Yianna Orphanidou ◽  
Francesco Casarin ◽  
Umberto Rosin
Keyword(s):  
Research Methodology ◽  
Consumer Culture ◽  
Consumer Behaviour ◽  
Marketing Communication ◽  
Market Selection ◽  
Market Intelligence ◽  
Culturally Adapted ◽  
Managerial Implications ◽  
Research Findings ◽  
Buying Behaviour

The chapter summarizes the project’s contribution to knowledge in the field of consumer behaviour and consumer culture, the applied, partially innovative, research methodology, and the major research implications. Furthermore, the key research findings are portrayed with respect to European consumers’ preference and motives for different beverage categories, the drivers and places for alcoholic consumption, further aspects of general buying behaviour, and the influence of branding and identity on alcoholic consumption. Concluding from the research findings, it provides practical managerial implications with respect to decisions on market intelligence, segmentation, positioning, and marketing communication with a special emphasis on the influence of health and to what extent these decisions can be standardized or should be culturally adapted. Moreover, innovative market clusters are described based on a variety of criteria to support managers’ decisions on market selection and market entry. The chapter finishes with a final note.

Practical Implications in Popular Consumer Behaviour Research

2018 ◽  
Vol 18 (3) ◽  
pp. 322-343
Author(s):  
Balamurugan Annamalai ◽  
Sanjeev Varshney
Keyword(s):  
Consumer Behaviour ◽  
Academic Research ◽  
Research Articles ◽  
Marketing Communication ◽  
Communication Tools ◽  
Reference Guide ◽  
Managerial Action ◽  
Managerial Implications ◽  
Advertising And Promotion ◽  
Practical Implications

Despite the frequent calls to bridge the academic-practitioner divide by making academic research easily comprehensible to practitioners, there are minimal discernible advances in this direction. The objective of this study is to identify the popular trends in academic research and establish the relevance of scholarly works for managerial action. The study initially scrutinises the prominent topics in consumer behaviour between 2005-2016 using subject terms and the Google Scholar (GS) ranking of the reviewed papers. Following which, correspondence analysis is carried out on the themes to check correlation, and then validated using content analysis. A total of 149 research articles with managerial implications on the prominent topics were considered. The themes that emerged were: marketing communication tools (advertising and promotion); influencing strategies (pricing, selling and product offering); and customer reactions (loyalty and satisfaction). The implications common to the themes are consolidated and presented in a way that could act as a quick reference guide for practitioners. The review, though being limited to studies published in top-tier marketing journals, is unique in that no other paper has previously focused exclusively on listing the academic findings of practical relevance that could aid managers in decision-making.

scholarly journals The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach

2015 ◽  
Vol 10 (1) ◽  
pp. 140-145
Author(s):  
Mihai Tichindelean
Keyword(s):  
Relationship Marketing ◽  
Value Chain ◽  
Consumer Behaviour ◽  
Recent Literature ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Buyer Behavior ◽  
Target Unit ◽  
Input Variables ◽  
Buying Behaviour

Abstract The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.

Looking at Innovation through CCT Glasses: Consumer Culture Theory and Google Glass Innovation

2013 ◽  
Vol 1 (1) ◽  
pp. 38-54 ◽  
Author(s):  
Stefano Pace
Keyword(s):  
Innovation Diffusion ◽  
Consumer Culture ◽  
Preliminary Analysis ◽  
Consumer Behaviour ◽  
New Product ◽  
Google Glass ◽  
Culture Theory ◽  
Cultural Determinants ◽  
Functional Features ◽  
Consumer Culture Theory

Today innovation can be so radical and futuristic that common models of innovation diffusion might not be enough. The success of an innovation relies on the functional features of the new product, but also on how consumers shape the meaning of that innovation. Consumer Culture Theory (CCT) can help managers by focusing on the cultural determinants of consumer behaviour. The work provides a preliminary analysis of how consumers elaborate the cultural platform that will determine the degree of success of the upcoming innovation Google Glass.

scholarly journals The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

SAGE Open ◽  
2020 ◽  
Vol 10 (2) ◽  
pp. 215824402092703
Author(s):  
Andriani Kusumawati ◽  
Sari Listyorini ◽  
Suharyono ◽  
Edy Yulianto
Keyword(s):  
Decision Making ◽  
Human Life ◽  
Consumer Decision Making ◽  
Fashion Products ◽  
Managerial Implications ◽  
Research Findings ◽  
Store Patronage ◽  
Life Values ◽  
Patronage Intention

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

Consumer Confusion in Mobile Application Buying

2014 ◽  
Vol 10 (4) ◽  
pp. 52-70 ◽  
Author(s):  
Tathagata Ghosh ◽  
Venu Gopal Rao
Keyword(s):  
Consumer Behavior ◽  
Structural Equation ◽  
Need For Cognition ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Future Research ◽  
Consumer Confusion ◽  
Managerial Implications ◽  
Research Findings

This study aims to examine effects of consumer confusion proneness on two consumer behavior variables, word of mouth and buying decision, in a confusion prone product market like smartphone and mobile applications (app). Additionally, the study examines the moderating influence of a personality trait variable pertinent to information processing – need for cognition, on the afore-mentioned relationships. Data were collected via a survey from 254 post-graduate students and analyzed with the help of structural equation modeling with a partial least square (PLS) approach using SmartPLS 2.0. Research findings indicate that the dimensions of consumer confusion proneness behave differently in terms of their linkages with consumer behavior. Further, as expected, consumers' need for cognition also play a major moderating role which helps to fathom the concept of consume confusion in the context of mobile and smartphone applications. Academic and managerial implications as well as scope for future research are also discussed.

scholarly journals Hasrat Komoditas di Ruang Urban Jakarta : Sebuah Kajian Budaya

2020 ◽  
Vol 20 (1) ◽  
pp. 57-66
Author(s):  
Ida Rosida
Keyword(s):  
Cultural Studies ◽  
Consumer Culture ◽  
Life Style ◽  
Consumer Behaviour ◽  
Urban Society ◽  
Human Mind ◽  
False Consciousness

Abstrak Artikel ini mengkaji perilaku konsumsi masyarakat urban Jakarta yang dilihat dari sudut pandang kajian budaya. Kajian ini penting karena adanya konsumsi komoditas tiada batas dimana masyarakat urban Jakarta tak mampu menggunakan pikirannya secara tepat untuk memutuskan apa yang harus dan tak harus dikonsumsi. Arus kapitalisme budaya yang berkembang pada era posmodern telah memicu persoalan pada perilaku konsumsi masyarakat yang sengaja dikonstruksi sedemikian rupa sehingga perilaku konsumsi setiap individu dinilai alamiah. Pada kenyataannya, hal tersebut disebabkan oleh kesadaran palsu (false consciousness) yang ditanamkan dalam pikiran manusia melalui ideologi kapitalisme yang berkembang dalam budaya konsumen Indonesia. Kesadaran palsu bukanlah ketidakmampuan pikiran manusia untuk membedakan yang benar atau salah, tetapi kesadaran tersebut dipalsukan oleh mekanisme tertentu, sehingga manusia menyerap informasi yang salah terhadap sebuah realitas.---Abstract The article investigates consumerism as a life style of Jakarta urban society through a cultural studies view. This study is important due to the fact that Jakarta urban society keep consuming commodities without any consideration on what should and shouldn’t be consumed. The development of cultural capitalism in postmodern era has led to a serious problem on how consumer behaviour is intentionally constructed in a such way and seems to be natural. In fact, this is caused by a false consciousness which is placed in the human mind through capitalism in Indonesia consumer culture. False consciousness in not defined as a disability of human mind to distinguish right and false, but the consciousness is counterfeited by a certain mechanism, so that human reserves wicked  information through a reality.

scholarly journals A STUDY ON CONSUMER BEHAVIOUR TOWARDS POTHYS TEXTILE IN TIRUNELVELI DISTRICT

2016 ◽  
Vol 4 (4SE) ◽  
pp. 21-28
Author(s):  
A. Hamil ◽  
Kothai Natchiar
Keyword(s):  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Buying Behaviour ◽  
Day By Day

Now   a days the consumer buying behaviour is changing day by day. The ultimate decision of whether (or) not to purchase a product (or) service and from whom to buy has always been vested in the hands of the final consumers. In this article I discussed about the various sections and types of sarees sold in Pothys textile and Guinness record saree and also in this study provide on consumer behavior towards Pothys textile.

scholarly journals Evolving MCDM Applications Using Hybrid Expert-Based ISM and DEMATEL Models: An Example of Sustainable Ecotourism

2013 ◽  
Vol 2013 ◽  
pp. 1-18 ◽  
Author(s):  
Huan-Ming Chuang ◽  
Chien-Ku Lin ◽  
Da-Ren Chen ◽  
You-Shyang Chen
Keyword(s):  
Public Education ◽  
Virtual Community ◽  
Viral Marketing ◽  
Network System ◽  
Dynamic Nature ◽  
Managerial Implications ◽  
Research Findings ◽  
Technology Tool ◽  
Global Threat ◽  
Interactive Experience

Ecological degradation is an escalating global threat. Increasingly, people are expressing awareness and priority for concerns about environmental problems surrounding them. Environmental protection issues are highlighted. An appropriate information technology tool, the growing popular social network system (virtual community, VC), facilitates public education and engagement with applications for existent problems effectively. Particularly, the exploration of related involvement behavior of VC member engagement is an interesting topic. Nevertheless, member engagement processes comprise interrelated sub-processes that reflect an interactive experience within VCs as well as the value co-creation model. To address the top-focused ecotourism VCs, this study presents an application of a hybrid expert-based ISM model and DEMATEL model based on multi-criteria decision making tools to investigate the complex multidimensional and dynamic nature of member engagement. Our research findings provide insightful managerial implications and suggest that the viral marketing of ecotourism protection is concerned with practitioners and academicians alike.

scholarly journals Entrepreneurial orientation in a franchised home entertainment system

2014 ◽  
Vol 9 (1) ◽  
pp. 1-16 ◽  
Author(s):  
A Maritz ◽  
G Nieman
Keyword(s):  
Research Methodology ◽  
Entrepreneurial Orientation ◽  
Electronic Media ◽  
Future Research ◽  
Data Set ◽  
Franchise System ◽  
Factors Associated ◽  
Home Entertainment ◽  
Managerial Implications ◽  
Survey Approach

This paper fills the gap in the research undertaken into the entrepreneurial orientation of franchisees. The study identifies entrepreneurial orientation within a defined franchise system, using the entrepreneurial character theme matrix developed by Thompson (2002). Research methodology comprises the survey approach, using electronic media and Surveypro analysis (Dillman, 2000). Hypothesis tests highlight the absence of statistically significant entrepreneurial orientation in the franchise system, despite a significant orientation in a multiple-outlet proposition analysis. Conclusions and recommendations include mobilising and communicating the action factors associated with entrepreneurial orientation, involving all franchisees within the system. Managerial implications include the motivation of developing multiple-outlet franchise systems. Future research involves broadening the data set across industries and borders.  

Research Methodology

2013 ◽  
pp. 100-115
Author(s):  
Stéphane Ganassali ◽  
Jean Moscarola ◽  
Francesco Casarin
Keyword(s):  
Data Collection ◽  
Research Methodology ◽  
Consumer Culture ◽  
Methodological Approach ◽  
A Priori ◽  
Point Of View ◽  
Response Process ◽  
Collection Method ◽  
Qualitative And Quantitative ◽  
Different Dimensions

Considering the large number of participants and the heterogeneity of the group, the research methodology of COBEREN has been defined in a very specific way. The authors implemented a mixed methodological approach, combining qualitative and quantitative techniques, and they used a various range of numerical, verbal, and even pictorial measurements. The scope for covering different dimensions of the consumer culture was made as open as possible but had to remain acceptable from the point of view of the survey response process. Finally, they successfully combined some a priori instructions/guidelines and some a posteriori adjustments/adaptations. This chapter introduces the data collection method, the sampling aspects, the questionnaire design and translation, implemented according to the general principles of the COBEREN methodology.

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