The Effect of Product Perception and Price Perception on Reference Book Purchase Decisions

The decision to purchase reference books is a form of a student's positive attitude in meeting learning needs. This study was conducted to analyze the effect of product and price perceptions on reference book purchasing decisions. This research was conducted on 80 students of the Jambi University Economic Education Study Program class of 2017. Data were obtained from the results of a survey using a questionnaire. The data were analyzed using the logit regression model because the dependent variable data were categorical (buying and not buying). The results of the analysis show that product perception has a significant influence on purchasing decisions for reference books at an error rate (alpha) of 5 percent. Student perceptions of price also significantly influence the decision to purchase reference books at an error level (alpha) of 5 percent. Taken together, product perception and price significantly influence the purchasing decision of reference books. Thus, it is recommended for students to make the right decision by understanding the quality and usefulness of reference books to meet their learning needs and supported by adequate purchasing power.

Managing positional innovation in small food enterprises. The bakery industry

Purpose The concept of positional innovation – as one of the four innovation types of the Francis and Bessant’s “4P’s” model – is an effective product innovation strategy for producers of mature and credence goods as food products are. Despite the acknowledgement as one of the major industries worldwide, positional innovations about the food products are underexplored in the managerial literature. To fill this gap, this paper first develops a theoretical analysis of the concepts. Then, by adopting a case-study research methodology, it discloses the way a bakery small enterprise manages positional innovation. Theoretical and practical implications are finally introduced and discussed. Design/methodology/approach After a literature review about the role and the characteristics of the positional innovation, the paper presents a case study of definition and implementation of managerial actions and initiatives driven by positional innovation. The aim is not to report on an inductive study, but to use this example as a picture to clarify theory and show how the various conceptual issues may be operatively applied and provide more contextual insights. Findings It emerges how a small food enterprise manages positional innovation to survive and compete in the national and international markets; the positional innovation sources are tapped into culture, social responsibility, tradition and other territorial assets of tangible and intangible nature, effectively combined to innovate the product perception and/or the utility in a use context. Originality/value “Non-technological”, simple products, like food, are underexplored and rarely seen as relevant context to investigate along the strategic and innovation management literature. Nonetheless, positional innovation is a perspective that values and credits the innovation efforts of small food products, revealing interesting managerial concepts and inspiring entrepreneurs and managers for activating and sustaining new strategies of innovation for their businesses.

Is It Worth Focusing on Product Details? How Consumers Use Abstract Product Information in Direct Response to Product Alternatives

This paper proposes a model showing how response self-relevance shapes the use of abstract product attributes in the consumer response (i.e., evaluation and choice) to a set of product alternatives perceived directly (i.e., with no accompanying verbal message). The related existing literature scarcely studied the above relationship, focusing instead on consumer response to a verbal message about a single product alternative. The model developed in this paper is examined in multi-stage research, including the main survey on product evaluation and choice, and a preliminary study, using Exploratory Factor Analysis to identify the structure of direct product perception. The results suggest that, for the high self-relevance response (i.e., choosing alternatives for own usage), consumers who process more analytically respond more consistently with the evaluation of abstract attributes. On the other hand, for the low self-relevance response (i.e., mere evaluation of product alternatives), consumers who process more analytically respond more consistently with the evaluation of attributes perceived as important. This paper extends the current views on the relationship between self-relevance and the use of abstract attributes into the domain of the consumer direct response to a set of product alternatives. The findings may support managers in allocating their focus on product attributes between the abstract ones and those perceived as important.

Effects of advertising features on smokers’ and non-smokers’ perceptions of a reduced nicotine cigarette modified risk tobacco product

IntroductionResearch is needed to determine the impact of marketing on perceptions and use of reduced nicotine content (RNC) cigarettes, particularly as US regulators have permitted the sale of an RNC cigarette modified risk tobacco product (MRTP) that seeks further authorisation to advertise using modified risk claims. This study examined the effects of two advertising elements (product name and disclaimer content) on perceptions of an RNC cigarette MRTP.MethodsAdult participants (n=807, 28.7% smokers, 58.2% male, 74.2% non-Latinx white) completed an online MTurk survey. Participants were randomised to view one of six RNC cigarette advertisements, using a 2×3 between-subject factorial design to manipulate product name (‘Moonlight’ vs ‘Moonrise’) and disclaimer content (industry-proposed: ‘Nicotine is addictive. Less nicotine does NOT mean a safer cigarette’ vs focused: ‘Less nicotine does NOT mean a safer cigarette’ vs no content), then completed recall and product perception questionnaires.ResultsAll participants who viewed the industry-proposed disclaimer (vs no content) perceived greater addiction risk (p’s<0.05). Non-smokers who viewed this disclaimer also perceived greater health risks and held fewer false beliefs (p’s<0.05). Smokers who viewed Moonlight (vs Moonrise) ads perceived lower health risks (p<0.05).ConclusionsDisclaimer content may effectively inform consumers about addiction risk of a new RNC cigarette MRTP, and further inform non-smokers about health risks. This element, however, had little effect on perceived health risks among smokers, among whom the Moonlight product name was associated with health risk misperceptions similar to the banned ‘light’ descriptor.

Impact of Social Media on Consumer Behaviour

This paper encompasses the research studies done on the impact of social media on consumer behaviour. Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. People are using various social media websites and because of that the entire marketing landscape is changing. Massive audience is available who are spending many hours a day using social media across the various platforms and are majorly involved in information processing, entertainment and social connection activities, it is not surprising that marketers have started utilising social media as a marketing channel. Companies now place considerable value on the way in which social media can be used to shape consumer’s brand/product perception and influence their buying decision. Rather than focusing on short-term advertising through technology, companies are integrating social media mechanisms to enhance the relationship with consumers. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media. So, the research paper talks about what activities the consumer are involved in, how branding on social media is important and how it can help in marketing the goods/services. It also highlights how user generated content helps in marketing of a company and what will be the future of social media and areas the companies should focus on which will impact the consumers behaviour.

Is It Worth Focusing on Product Details? How Consumers Use Abstract Product Information in Direct Response to Product Alternatives

This paper proposes a model showing how response self-relevance shapes the use of abstract product attributes in the consumer response (i.e., evaluation and choice) to a set of product alternatives perceived directly (i.e., with no accompanying verbal message). The related existing literature scarcely studied the above relationship, focusing instead on consumer response to a verbal message about a single product alternative. The model developed in this paper is examined in multi-stage research, including the main survey on product evaluation and choice, and a preliminary study, using Exploratory Factor Analysis to identify the structure of direct product perception. The results suggest that, for the high self-relevance response (i.e., choosing alternatives for own usage), consumers who process more analytically respond more consistently with the evaluation of abstract attributes. On the other hand, for the low self-relevance response (i.e., mere evaluation of product alternatives), consumers who process more analytically respond more consistently with the evaluation of attributes perceived as important. This paper extends the current views on the relationship between self-relevance and the use of abstract attributes into the domain of the consumer direct response to a set of product alternatives. The findings may support managers in allocating their focus on product attributes between the abstract ones and those perceived as important.