Tag Archives: Consumer Behaviour

Perception Analysis and Consumer Behaviour on Purchasing Shell Helix Lubricate Oil Product by Pt. Tira Wira Usaha (Published)

At present most companies not only produce products and sell them,  but switch to consumers to meet their needs and wants. Environmental factors, technological developments and corporate competition will affect the value and consumer satisfaction towards the products offered. Marketing is a social and managerial process whereby individuals and groups get their needs and wants by creating, offering and exchanging something of value to each other. Products are things that can be offered to the market to be noticed, obtained, used or consumed that can meet the wants or needs of consumers.Consumer’s age of Shell Helix lubricants varies in meaning that can be used by all ages and the most user of Shell Helix lubricants are aged 26 – 30 years. Consumer perceptions towards product attributes on consumer behaviour towards Shell Helix lubricant oil purchasing turns out  to have a  significant effect.

Keywords: Consumer Behaviour, Perception, Product, Purchasing, Respondent

The Relationship between Premium Beer Brand Attributes and Brand Loyalty – An Exploratory South African Study (Published)

This paper reports the findings of an exploratory study conducted among a convenience sample of 300 premium beer consumers selected from two major cities in KwaZulu-Natal, South Africa. South African Breweries (SAB), the largest brewery in South Africa has been struggling to compete in the premium beer market as a result of more brands competing in the premium beer market which is the most attractive segment of the beer market. This paper aimed at exploring the factors that attract consumers to premium beer brands. It was ascertained that the crispiness of the beer, superior, unique taste and, the price of the beer brand ate important factors.The implications of the above for the SAB, is that premium beer market is a highly competitive market hence, marketing strategies should take into consideration the factors which attract the consumers to a brand. For the SAB to gain a competitive advantage, it needs to design marketing strategies that will differentiate its premium beer brands on the basis of the important factors that attract consumers, namely price, beer quality, crispiness and taste.

Keywords: Branding, Competitive Advantage, Consumer Behaviour, Premium Beers, South African Breweries.

The Effect Of Country-Of-Origin, Consumer Characteristics And Attitudes On Consumer Behaviour Towards Foreign Clothing Brands In Nairobi, Kenya (Published)

The country-of-origin (COO) concept refers to the country where a particular product is made and is anchored on the international marketing theory. The broad objective of this pioneering study was to determine the effect of COO, consumer characteristics and attitudes on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. The specific objectives were to: assess the influence of COO on consumer behaviour; determine the influence of country-of-origin on consumer attitudes; establish the influence of consumer attitudes on consumer behaviour; assess the influence of consumer characteristics on consumer behaviour; determine the extent to which consumer characteristics moderate the relationship between COO and consumer behaviour; assess the degree to which consumer attitudes influence the relationship between country-of-origin and consumer behaviour and; establish the extent to which the relationship between COO and consumer behaviour towards foreign clothing brands is influenced by consumer characteristics and by consumer attitudes. The pertinent hypotheses were derived from the objectives. The study adopted a descriptive cross-sectional research design which facilitated testing of hypotheses quantitatively and ensured that conclusions about the COO research problem were based on the information provided at the time of the research. Primary data were collected using semi-structured questionnaires from a study population comprising 384 consumers of clothing brands across Nairobi County, Kenya. Data were analyzed using descriptive statistics and inferential statistics. The results of the study established that country-of-origin influences consumer behaviour towards foreign clothing brands and there was a significant association among the two. The findings also revealed that consumer characteristics directly influence consumer behaviour and also moderate the relationship between COO and consumer behaviour. There was a significant relationship between consumer characteristics and consumer behaviour. Furthermore, the results showed that consumer attitudes strongly mediate the relationship between country-of-origin and consumer behaviour, and there was a significant association among the two. Finally, the joint effect of COO, consumer characteristics and consumer attitudes was greater than the individual effects of the independent, mediating and moderating variables on consumer behaviour towards foreign clothing brands. The combined effect of these variables on consumer behaviour was also found to be statistically significant. The study has made contribution to theory, policy and practice in relation to consumer behaviour towards foreign clothing brands in general and specific influence of country-of-origin, consumer attitudes and consumer characteristics. The selection of the study variables was not exhaustive. The use of a relatively small population, use of a descriptive cross-sectional research design and testing of COO as a single concept put constraints on the generalizability of the results. The use of quantitative methods alone is also restrictive. Future research should seek to address these limitations by inclusion of the additional factors; use of a longitudinal and broader research design and; incorporation of qualitative research techniques such as focus group sessions and structured interviews.

Keywords: Attitudes, Consumer Behaviour, Consumer Characteristics, Country of origin, Foreign Clothing Brands, Kenya, Nairobi

Online Marketing and Consumer Purchase Behaviour: A Study of Nigerian Firms (Published)

Businesses are spending more on and partaking in online marketing than ever before, the world over. Understanding the consumer behavioural factors that influence e-marketing effectiveness is crucial. While some researchers have addressed this issue, few studies draw their conclusions focusing on the customers’ angle. More also is the fact that the study of the developing countries in this regards have been lesser than expected. The work seeks to validate empirically, while analyzing Nigeria firm engaging in internet marketing, the impact of the same on consumers’ purchase behaviour. We seek to understand to what extent the functionality of the infrastructure of the internet and the internet security issues impact consumers’ decision to eventually purchase. The survey research used a structured questionnaire to elicit data from selected firms in Lagos State, Nigeria. A reliable Cronbach’s Alpha was used to determine the reliability of the questionnaire. The data was analyzed using simple regression while the hypotheses drawn were tested. The findings show that online marketing has impacted consumer purchase decisions in Nigeria firms. There is a significant relationship between consumer purchase decisions and infrastructure of the internet in Nigeria. There also exists relationship between internet security and consumer purchase behaviour. These simply imply that one variable influences the other

Keywords: Consumer Behaviour, Online Marketing

RETAIL STORE MERCHANDISE ASSORTMENT AND DISPLAY AND THEIR INFLUENCE ON CONSUMER IMPULSE BUYING BEHAVIOUR IN NORTH-WEST NIGERIA (Published)

This paper determined the influence of retail store merchandise assortment and display on consumer impulse buying behavior in north-west Nigeria. Two specific purposes were set with two research questions to guide the study. Two null hypotheses were formulated for the study and were tested at .05 level of significance. The study was conducted in 10 Colleges of Education in North-west Nigeria on a target population of Business Education Lecturers. A total of 219 Lecturers who teach Business Education courses in the colleges and who also patronize retail stores as consumers were studied. A structured questionnaire called “Influence of Retail Store Merchandise Assortment and Display on Consumer Impulse Buying Behaviour (IRSMADCIBB)” was used to obtain data for the study. The instrument was structured on a five-point Likert scale. The instrument was face-validated by three experts in Business Education in University of Nigeria, Nsukka and Ahmadu Bello University, Zaria all in Nigeria. Cronbach’s Alpha reliability test was used to determine the internal consistency of the instrument and a reliability index of .75 was obtained. A total of 204 copies of the instrument were retrieved for analysis. Data were analyzed using Mean and Standard Deviation to answer the research questions while Analysis of Variance (ANOVA) was used to test the null hypotheses at .05 level of significance. It was found out that the respondents agreed that retail store merchandise assortment and display are capable of influencing consumers’ impulse buying behavior. It was recommended, among others, that retail store merchants should take advantage of training and retraining programmes such as workshops, seminars and conferences to update their retailing skills for better product presentations to their customers.

Keywords: Consumer Behaviour, impulse buying, merchandise assortment, merchandise display

MARKETING OF BANKING SERVICES AND CONSUMER SATISFACTION IN THE NIGERIAN BANKING INDUSTRY (Published)

The study examined the marketing of bank services in some selected banks in Nigeria. It also aimed at identifying the various marketing principles being applied, and which actually enhanced consumers’ value and consumers’ satisfaction. Hypotheses were propounded to assist in validating the objectives. The study was carried out among top ten banks that survived the re-capitalisation and consolidation process carried out by the Central Bank of Nigeria. Data for the study were obtained from primary and secondary sources. Using random sampling 340 bank customers were selected from the ten banks. The primary data were collected through questionnaires and focus group discussions. The questionnaires were administered to 340 customers of the selected banks who were chosen from the traffic count and customer cycle per week. Secondary data were collected from banks’ journals, annual reports, newsletters, official diaries, brochures, textbooks and academic journals. The data were analysed using both descriptive and inferential statistical methods such as percentages, frequency counts mean scores and, histogram. Finally, the result revealed that marketing practices explained 48% of changes in consumers’ satisfaction (F = 19.06; P < 0.05).The study concluded that applying various marketing concepts enhanced consumers’ satisfaction.

Keywords: Consumer Behaviour, and Consumer Satisfaction., services

COUNTRY OF ORIGIN EFFECTS AND CONSUMER PRODUCT EVALUATION PROCESS (Published)

The topic is focused on country of origin concept and its impact on consumer product evaluation process. In analyzing, attempt was made from cognitive perspective of country of origin and the processing of consumers prior knowledge about a country’s products and not about the country itself. The analysis reveals that the occurrence of a country of origin-effect in terms of a halo effect, a summary-construct effect, a product attribute effect of a default heuristic effect on the consumer’s evaluative tendency.

Keywords: Cognition, Consumer Behaviour, Country of origin, product evaluation

COUNTRY OF ORIGIN EFFECTS AND CONSUMER PRODUCT EVALUATION PROCESS (Review Completed - Accepted)

The topic is focused on country of origin concept and its impact on consumer product evaluation process. In analyzing, attempt was made from cognitive perspective of country of origin and the processing of consumers prior knowledge about a country’s products and not about the country itself. The analysis reveals that the occurrence of a country of origin-effect in terms of a halo effect, a summary-construct effect, a product attribute effect of a default heuristic effect on the consumer’s evaluative tendency.

Keywords: Cognition, Consumer Behaviour, Country of origin, product evaluation

VISUAL COMMUNICATION MANAGEMENT TECHNOLOGIES IN PROMOTING TOURISM DESTINATIONS (Published)

The scope of this paper is to investigate the role of visual communication as one of the main factors in order to promote destinations of Greek Tourism Industry and to influence perspective tourists. The paper aims at recording tourism demand trends and the profile the modern tourist, analyzing the use of print and electronic media, with particular emphasis on the Internet, as well as, to focus on the tourism offer, attempting to outline the specific actions used by the tourism businesses in order to communicate with potential tourists/customers. The results and conclusions of both the primary and secondary survey demonstrate the contribution of Visual Communication in tourism and the need to redefine the relationships and the ways of communication between tourism businesses and tourists, according to new requirements in the evolutionary process of the Greek tourism industry

Keywords: Consumer Behaviour, Information and Communications Technologies, Internet, Tourism, Virtual Reality, Visual Communication, e-Tourism