Search results for "Consumer behaviour"
showing 10 items of 213 documents
Brand credibility in cause‐related marketing: the moderating role of consumer values
2009
PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…
Message-driven factors influencing opening and forwarding of mobile advertising messages
2015
This work aims to analyse the influence of message-driven factors -informativeness, ubiquity, frequency and personalization- on consumer attitude and behaviour -opening and forwarding- towards mobile advertising messages. A theoretical model was developed and empirically tested using a sample of 355 Spanish teenager mobile users. Findings show that frequency is the dimension accounting the most -and significantly- of the four message-driven factors analysed on attitude toward mobile advertising. Attitude has a significant effect on acceptance of mobile advertising messages. Message-driven factors – in a direct way and indirectly through attitude toward mobile - lead to consumer opening and …
Emotional and Altruistic Values as Drivers for a Loyalty-Based Segmentation in Retailing: An Approach to Postrecession Spanish Apparel Consumers
2016
ABSTRACTResearch on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended experiential value concept for segmenting apparel retail customers in terms of their loyalty toward the store. A CHAID algorithm based on a sample of postrecession Spanish apparel retail customers has identified three segments of customers with differentiated levels of loyalty toward the store: play (emotional value) and ethics (altruistic value) are the most relevant variables for defining these segments.
Evaluating Dance Consumption through the Experiential Value Approach
2018
Purpose – The experiential paradigm has been confirmed as a valuable means to explore and understand people’s consumption of cultural services, thus drawing an increasing interest in the marketing and consumer behavior literature. In this context, consumers’ behavioral decisions are considered not as merely functional but also strongly influenced by emotional dimensions and intrinsic aspects. As consumption of arts is strongly associated with feelings, the experiential approach is a valuable lens for exploring and understanding individuals who consume cultural services. This paper therefore adopts the experiential approach to assess dance as a consumption experience, which is meant to be in…
Gaining competitive advantage through customer value oriented management
2001
Within the customer value literature there is a lacuna of theoretical frameworks and models that underlie consumers’ overall product valuation. This paper addresses this limitation and presents a model integrating consumer values, product benefits, and various costs of consumption. In the proposed model, benefits and costs are defined in terms of consumers’ perceptions in the activities of acquisition, consumption, and maintenance, as well as consumers’ expectation of value satisfaction before buying.
Consumer perceptions of product packaging
2006
Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers.Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typog…
Teleshopping adoption by Spanish consumers
2007
PurposeThe purpose of this paper is to analyse key drivers of teleshopping adoption.Design/methodology/approachThe impact of demographics, televiewing behaviour, non‐store shopping previous experience and attitude to teleshopping in present and future teleshopping decisions is analysed in the paper.FindingsData analysis shows that attitude towards teleshopping and teleshopping genre exposure are the main predictors of teleshopping behaviour, while consumer attitude towards teleshopping and previous experience as user of non‐store shopping channels (catalogue and television) are the most relevant factors influencing future teleshopping intention.Practical implicationsThis research enables co…
Characteristics of early adopters in mobile communications markets
2007
PurposeThe purpose of this paper is to study consumers' adoption of mobile communications services, and to explore common denominators uniting those most likely to be early adopters; thereby, to help practitioners to predict early adoption and segment the market.Design/methodology/approachData were collected by postal questionnaire from 26 per cent of a sample of 3,000 customers of a telecommunications service provider in Finland, stratified into three sub‐samples according to type of usage. For this paper, the returns from the two sub‐samples with the highest rates of use were analysed.FindingsPrevious experience of related types of communications services significantly and positively infl…
Ethical consumerism: a view from Finland
2004
Business ethics and corporate social responsibility have gained more attention in recent years. However, the consumers’ perspective on ethics is still a little researched area. This study reports a survey ( n = 713) on the views of Finnish consumers about ethics in trade. Consumers’ willingness to promote business ethics as well as the obstacles to ethical consumption are investigated. The results of the study show that while the majority of the respondents regard business ethics as important, this attitude does not translate into their choice behaviour. Consumers are uncertain about which products and firms follow ethical rules and which do not. The most important obstacles to ethical cons…
IMPLICACIONES DEL USO DE BUSCADORES EN EL COMPORTAMIENTO DE COMPRA ONLINE
2009
RESUMENEl objetivo del presente trabajo es analizar los factores que influyen en el uso de buscadores y su incidencia en el comportamiento de compra en Internet. El análisis de resultados obtenidos a partir de una muestra representativa de 485 compradores por Internet españoles, pone de manifiesto que los consumidores que consideran la comodidad, reducciones de precio y amplitud de surtido como motivaciones relevantes para realizar compras online presentan una mayor predisposición al uso de buscadores en la realización de sus compras virtuales. La experiencia como internauta y como comprador en Internet son factores que influyen negativamente en el uso de buscadores para la realización de c…