Consumer behaviour

About: Consumer behaviour is a research topic. Over the lifetime, 24632 publications have been published within this topic receiving 992989 citations. The topic is also known as: consumer behaviour & shopping behaviour.

The Customer Cannot Choose

Abstract: People can choose and they make many choices each and every day. However, most people are unaware of how strong their environment influences the choices they make. In his inaugural address, Bas Donkers highlights the impact of what people see (and what they don’t see), what people experience (and what they don’t experience), or more general, the impact of salient decision characteristics. Evidence will be provided in a number of applications that range from online consumer search behavior to physician prescription behavior. The lessons to be learned from this for marketers and policymakers are highlighted in the context of pension savings decisions and health state valuations.

Consumer behaviour in online shopping : understanding the role of regulatory focus

Abstract: The behaviour of consumers on the Internet is increasingly a focus of marketing research. In particular, consumers behaviour in online shopping, from adoption motivation to post-usage behaviour, has become a major focus of research in the field of marketing, especially within consumer behaviour. Yet it has been acknowledged that while aspects such as adoption and usage motivation are now better understood, there are many questions that remain unanswered, and this warrants continued research effort. In line with the above, this research addresses an issue in online consumer behaviour that is currently under researched and which relates to the role that the consumers regulatory focus trait plays in their manifested behaviour in online shopping. The research argues that it is important to understand the role of regulatory focus in online shopping because this psychological trait has been shown to affect other aspects of human behaviour such as in response to advertising, dieting and sports. Drawing upon research from consumer behaviour and the wider fields of marketing and psychology, this research proposes a number of hypotheses relating the consumers regulatory focus to her perception of online shopping, motivation for online shopping, and actual usage behaviour in a structural manner. The resulting structural equation model is then tested using empirical data obtained from 306 Internet shoppers in the United Kingdom. The results of the research confirm that regulatory focus has an influence on consumer behaviour in online shopping by affecting their perception, motivation and usage of online shopping. The research makes a unique contribution by demonstrating that regulatory focus is a valid and robust predictor of online shopping behaviour and behavioural outcomes, a conclusion which is relevant to both marketing research and marketing practice. Finally, the research identifies and recommends areas for future studies.

Social Media Channel Segmentation of Tourists

Abstract: Segmentation can be regarded as one of the cornerstones of marketing. In online marketing importance of social media has been growing. In this study these two marketing aspects are combined by segmenting tourists according to social media channels they use. Social media users are segmented to nine segments using two-step cluster analysis. Also a segment of social media nonusers is found. These ten segments differ from each other in what social media services they use as well as their online information and buying behaviour and some socio-demographic factors. However, the method presented here is not very effective from practitioner’s point-of-view.

Brand Community as Co-Creation Value in the Service-Dominant Logic of Marketing

Abstract: In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position; therefore, they have to find the effective way to understand how consumers consume in the dynamic world which consumers seek the value and symbolic meaning from their consumption beyond functional utilities. This leaded to call for the new dominant logic of marketing. Vargo and Lusch (2004a) respond to this call by proposing the "Service-Dominant Logic of Marketing" or "S-D logic", a marketing paradigm evolution which shifts from the firm-centric or good-centred view to the consumer-centric or service-centred view. The idea is presented by resource-based theory to explain firms' and consumers' operant and operand resources (figure 1). In figure 2, we synthesise the S-D logic with the Consumer Culture Theory (CCT) by integrating theories of firms' resources and consumers' resources and adding the social dynamics within a group of consumers to understand the value co-creation process. This conceptual paper has several contributions to the consumer behaviour. First, it moves the level of consumer behaviour and consumption analysis from individuals to social dynamics. Second, because consumers in brand communities are an integral part of the co-creation value, the importance of consumer power to co-create value during their consumption has relevance to firms, as their control over the brand may be diminished. It advances the S-D logic in the value co-creation process between consumers and firms to emphasise co-creation among consumers who can jointly pressure firms to apply their core competencies to capture this value and process in order to create and deliver an effective value proposition. Finally, brand communities create value between consumers and consumers, and between consumers and marketers or brands in different forms and activities. Many researchers have been interested in the value from brand community which emerge from consumer interaction with brands or specific products, but very few researchers have concerned themselves with the co-creation value of consumers. Consequently, the question of "How do members of brand community co-create value", and "How do firms engage themselves with consumers' co-creation process" are asked. The response to this question provides a new perspective to the concept of brand community through linking the S-D logic of marketing, and CCT which suggests the idea of consumer co-creating values by the field.