Food Purchase Behavior during The First Wave of COVID-19: The Case of Hungary

Coronavirus disease (SARSCoV-2) appeared in 2019 was confirmed as pandemic by the WHO on 11 March 2020. Stay-at-home order had an impact on consumers’ food purchase habits, as people around the world were able to leave their homes solely in extremely severe or urgent cases. In our research, we delve into the impact of COVID-19 pandemic on consumers’ food purchase habits. The research involved 3000 consumers during the first wave of coronavirus. The sample represents the Hungarian population by gender and age. To achieve the research goals, we applied multivariate statistical tools. The findings suggest that the pandemic could not change consumer attitude significantly, but the order of factors influencing purchases changed. Consumer motivation factors were organized into four well-distinguished factors: Healthy, domestic, and environmentally friendly choice; Usual taste and quality; Reasonable price; Shelf life. Due to the lack of outstanding data during segmentation, we developed four segments by hierarchical cluster analysis: Health- and environment-conscious women; Price sensitive young people; Taste-oriented men; Quality-oriented intellectuals. The results confirm that food manufacturers and traders need to be prepared for further restrictions in the future.

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.

MOTIVASI KONSUMEN DALAM MELAKUKAN PEMBELANJAAN ONLINE DI KOTA BLITAR

Online shopping has recently become a consumer choice. The motivation of consumers in making online purchases includes factors of experience, trust, convenience, price, and knowledge. The purpose of the study was to determine the factors that motivate consumers to make online purchases. The research method uses direct observation and questionnaires to consumers in Blitar City who make online purchases. The research population is online shopping consumers in Blitar City. The sampling technique uses accidental sampling, namely online shopping consumers who coincidentally meet with researchers. The variable used is consumer motivation. The results showed that consumer motivation in doing online shopping showed results in the form of a percentage that respondents tended to choose experience and trust (93.33%), convenience (90.00%), price (86.67%), and continued knowledge (83.33%).

Examination of Consumer Motivation and Expectation in the Case of Addiction Prevention Services

The aim of this paper is to examine the consumer expectations and marketing communications related to the services of addiction prevention. The research questions of the study are the following: 1. What are the front- and back-office components to addiction prevention services and what key attributes should the front office staff have? 2. What types of service gaps occur, and what are the most critical factors highlighted by these gaps? 3. How do consumers perceive addiction prevention campaigns and what are their expectations? In order to answer the research questions, secondary and primary research were conducted, where the Servuction; GAP; and AIDA models were applied. As primary research, in-depth interviews were conducted with healthcare professionals in Hungary. Based on expert opinion we assessed the possible GAPs related to the campaign, placing the greatest emphasis on the communication gap (GAP4). To examine the consumer response, we analysed the attitude and opinion of consumers with an online questionnaire survey in connection with the communication GAP of the service, following the structure of the AIDA model. This paper presents the factors affecting the environment, implementation and the consumers of addiction prevention services. Our results highlight the importance of positive messages, family therapy and continuous training of patients; moreover, they show that friends and general practitioners have more influence on the behaviour of people than celebrities and social trends. The results presented in our study can help healthcare managers or marketers to develop their communication programmes/campaigns.

A Study of Buyer Motivations at the Bottom of Pyramid in Urban India

The Indian bottom of pyramid (BoP) segment contributes around 85% of the total national household market. This study attempts to ascertain the purchase behaviour of customers at the Indian urban BoP. It endeavours to appreciate the viewpoint of the urban BoP consumers in the purchase process with reference to their purchase basket comprising of products mainly across categories such as grocery, perishables and basic consumer durables. The study starts with qualitative grounded theory followed by quantitative survey-based approach. It presents and validates emergent themes to give insights about purchase behaviour of consumers at urban BoP. The empirical findings of the study discovered five consumer motivations through factor analysis. The subsequent result of the cluster analysis showed that the urban BOP market is heterogeneous. Since the size of cluster is substantial, companies must make marketing efforts to target them on a priority basis. The study proposes a conceptual model of consumer motivation supported by the self-determination Theory for the urban BoP market in India.

Consumer Motivation by Using Unified Theory of Acceptance and Use of Technology towards Electric Vehicles

The transport sector is the leading source of growing greenhouse gas (GHG) emissions globally. To consider environmental degradation aspects due to transport, electric vehicles (EVs) have the prospect to lead road transport to electric mobility from conventional petroleum vehicles. Despite various eco-friendly benefits, the EV market penetration ratio is very low, especially in developing countries. The primary reason for low penetration is consumer limited motivation and knowledge about the EVs features. This paper uses a unified theory of acceptance and technology (UTAUT) model to assess consumer motivation and environmental knowledge towards EVs. This research used convenience random sampling to collect data and analyzed the results using the Partial Least Squares (PLS) method on the example of 199 respondents from Malaysia. The study results revealed that factors identified in the motivational context significantly influence consumer intentions to purchase EVs. Perceived environmental knowledge and technophilia have been included in UTAUT from a motivational perspective. Furthermore, a significant relationship between effort expectancy, social influence, technophilia, perceived environmental knowledge, and purchase intention towards electric vehicles has been observed, without performance expectancy. The study findings serve to inform policymakers and automakers to formulate effective marketing strategies to enhance consumer motivation, knowledge, and value creation for EVs in a sustainable era. Ultimately, the policies will help to encourage consumers to buy eco-friendly vehicles that will help reduce transport carbon emissions and attain sustainable development goals (SDGs).

Research on the goal setting by modern students

The article presents a study of the goal setting by modern students. The authors analyze the role of goal setting in educational and future professional activities. The authors consider goal setting in the structure of valueoriented activity. They reveal the correlation of prosocial and egoistic values of students. The article provides a brief overview of modern approaches to goal setting. The authors consider various aspects of goal setting related to future professional activities, family life planning and the formation of material prosperity. The practical part of the study includes an analysis of goal setting based on a survey of 479 respondents (172 male, 307 female). The respondents were senior students of Novosibirsk universities. The researchers asked the respondents to formulate their life goals for one year, for five years, and for life. The results of this study are diverse. On the one hand, it reveals disturbing trends (a low level of prosocial motives expressed in the goal setting by students, as well as a small percentage of students who associate their future with research activities). Consumer motivation is expressed in student’s goal setting much more strongly than prosocial motivation. On the other hand, the results of the study allow us to speak about the preservation of the importance of family values in the views of modern students. There is a desire to acquire housing in the property, which indicates a tendency to settle down. This contradicts the ideas about the prospect of increasing the mobility of labor resources in Russia. It is also significant that only less than a third of young men and less than a third of girls expressed their intention to start their own business, which indirectly indicates the relatively modest prospects for the development of small and medium-sized businesses in Russia. Finally, the study showed a low level of emigrant sentiment among the surveyed students. The authors consider it expedient to organize such studies everywhere on an ongoing basis.

Measuring the motivation to avoid duping: scale development and validation

Purpose This paper aims to develop and validate a psychometrically sound scale measuring buyers’ motivation to avoid being duped (MAD) in a marketplace transaction. Design/methodology/approach Standard scale construction methodology was followed in developing the MAD Scale. Eight studies were conducted. Findings Three underlying MAD factors were discovered: suspicion of sellers, anticipated aversive emotions and deception detection. For purposes of analyses, data were collapsed across factors. High MAD individuals exhibited more vigilance in decision-making, were less trusting of strangers and displayed a greater desire to appear perfect to others. Those high in MAD were also more apt to have a prevention regulatory focus. Test-retest reliability was satisfactory, and no social desirability bias was observed. Finally, in an economic game with real financial consequences, those higher (vs lower) in MAD invested less after being duped, thus supporting criterion validity. Originality/value Marketplace deception has been identified as an existential threat facing consumers. Yet, few studies have examined how consumers cope with this threat. There currently exists no scales to measure consumer motivation to avoid being duped. The current research defines MAD and differentiates it from related constructs. The MAD scale will be useful in a variety of research contexts related to marketplace deception.

ARTISTIC AND GRAPHIC DESIGN OF ADVERTISEMENTS OF THE LATE XIX – EARLY XX CENTURY (BASED ON THE MATERIALS OF THE KYIV CALENDARS)

Aim: to explore the means of artistic and graphic design of advertisements in periodicals of the late nineteenth – early twentieth century. Methodology. The historical, analytical, iconographic methods have been used in the research; the methods of formal, figurative-stylistic, and comparative analysis have been used for analyzing the samples of advertisements. Results. The analysis of advertisements of periodicals "Kyiv Calendar" of 1989 and "Kyiv Zemsky Calendar and reference book for 1911" is presented in the work in terms of artistic and graphic means (composition, fonts, stylistic features of fonts, images, the nature of images, graphic decorative elements) and terms of tools influencing consumer motivation. Advertisers have been found to use a variety of fonts, highlighting company and institution names, creating messages with textual information only, and combining text with an image to give a potential customer an associative view of the product. Logos and trademarks in this period in the published messages are almost not observed, the companies provided information with the name of the product, the name of the owner, and address. Scientific novelty. Abilities of print advertising at the end of XIX – the beginning of the XX centuries have been analyzed, the means of artistic and graphic design of advertisements and tools of influencing motivation of potential consumers have been revealed. Practical significance. The revealed peculiarities of artistic and graphic design of advertisements in periodicals of the end of XIX – beginning of XX centuries based on the materials of the Kyiv calendars provide an idea of the approaches and capabilities of artists and printing houses in creating advertising forms for the promotion of goods and services in the market. The analyzed samples of advertising introduce the variety, names, and characteristics of goods and services of the analyzed period.