This study established the relationship between locus of control and consumer purchase intentions of fabrics in Abia state. Locus of control is a psychological concept that points where a consumer’s source of control is located. An individual’s source of control accounts for the differing purchase decisions made even for the same product. The study was anchored on attribution theory. The independent variables were search effort, product knowledge, chance and significant others. The dependent variable was purchase intention. The study adopted a correlational research design. Study population was made up of all adult buyers of fabric material in Aba. Sample size was 350using purposive sampling technique. Data generated through questionnaire was analyzed using descriptive statistics and Pearson Product Moment Correlation Coefficient (PPMCC). Result showed a strong positive relationship between search efforts, product knowledge and consumer purchase intention. Result also showed a strong negative relationship between chance factor, significant others and consumer purchase intention. It was therefore recommended that marketers should recognize the influence of locus of control on their customers’ choice decision as the knowledge will help them know what marketing strategy to adopt in other to serve the customers better. They should endeavor to provide necessary product information and make it accessible to consumers.
Competitiveness in the retail sector calls for an understanding of psychographic constructs and their potent drive of consumer purchase intention. The study examined psychographic constructs in terms of the effect of personality on consumer purchase intention in supermarkets and the effect of lifestyle on consumer purchase intention in supermarkets in Nairobi, Kenya. The study was grounded on Freud’s theory of personality and social learning theory of consumer behaviour. Anchoring on a positivist philosophy, a descriptive cross-sectional survey was employed in studying 48 supermarkets. Using quota sampling, a final sample of 384 consumers was drawn from 48 anchor supermarkets under study. Data from the validated questionnaire was subjected to descriptive statistical analysis and multivariate regression analysis. Both personality and lifestyle had a positive and significant effect on consumer purchase intention and therefore the effect of psychographic constructs on consumer purchase intention was significant and positive. The larger effect size of lifestyle meant supermarket managers should pay more attention to attributes of consumer lifestyle
Factors Determining Purchase Intention and Behaviour of Consumers towards Luxury Fashion Brands In India: An Empirical Evidence (Published)
The Luxury consumer goods market has enjoyed a significant rise during the last decade, predominantly in the emerging markets such as India. This research exhibits the adaptation and incorporation of the theory of planned behaviour (TPB) along with an external variable brand image to examine the determinants that influence Indian consumers’ purchase intention towards luxury fashion brands. The luxury goods of interest in this study are high-end personal fashion products including apparel, perfume, and accessories like handbags, shoes, watches. Data was collected in the form of a survey from 815 luxury goods users in Delhi-NCR and structural equation modeling was used to analyze the framework. Results revealed that all the four variables brand image, attitude, subjective norms and perceived behavioural control were found to have a positive relationship with purchase intention. Moreover positive influence of purchase intention is also found on actual purchase behaviour. Furthermore, both attitude and purchase behaviour are positively influenced by brand image. The findings of this research provides meaningful insights to marketers and managers to understand consumer behavior towards luxury and formulate marketing strategies to successfully market their products in India.
The Effect of Using Mobile Branded Apps on the Purchase Intention in the Retail Industry among Saudi Females (Published)
This paper aims to increase collective awareness of the importance of introducing E-commerce in businesses in Saudi Arabia. The easiest and the trendiest way is using branded mobile apps. The study investigates consumer purchase intentions using smartphone branded applications. More specifically, it studies whether a moderating variable such as brand loyalty and mediating variables such as trust and quality of the app affect the purchase intention. The usability of the app is the independent factor and the purchase intention is the dependent factor. The survey was conducted using an electronic and self-administered questionnaire. 167 questionnaires were answered. The response rate was 95%. The findings were that the usability of branded mobile apps highly affects the purchase intention among Saudi females in Saudi Arabia.
Impact of Service Quality on Customer Trust, Purchase Intention and Store Loyalty, with mediating role of Customers’ Satisfaction on Customer Trust and Purchase Intention (Published)
Service Quality is most important dimension on which customer satisfaction is based. The main theme behind this research paper is to examine the impact of Service Quality on Customer trust, Purchase Intention and Store Loyalty where Satisfaction performs the role of mediator with Trust and Purchase Intention. Also, this study will analyze the impact of Store image on store Loyalty. This study is conducted mainly under the context of Grocery shopping in Jeddah, Saudi Arabia. Sample of 322 has been taken by using convenient sampling. Results show that all predicted hypothesis has been accepted after conducting the regression test. Positive impact has been seen between service quality and trust, service quality and purchase intention, and service quality and store loyalty. Also mediating role of customer satisfaction has been seen on customer trust and purchase intention. Finding also reveals that store image positively impact the store loyalty. This study will be helpful for researchers for future consideration in Saudi Arabia which provide useful implications as well.
The Customer’s Desire and Online Effective Advertisements in Social Media (Case Study: Instagram Users) (Published)
Today Online social media is an inevitable part of consumers’ modern life.. Every day, more consumers use the internet for acquiring information related to their needs and purchases. Despite the fact that the social media increase commercial incomes and purchases, the conducted studies about them and effective factors on advertisement effectiveness in online spaces are limited and many users leave the social media due to advertisements. This study is sought to investigate one of the moderating factors on effectiveness of advertisement using DAGMAR model in online space. The survey method and questionnaire have been used. The population of the study includes Instagram users at the age range of 20-50 years old during the time period of spring 2018.384 questionnaires were distributed among available users. This number was calculated through the Cochran formula. Using structural equations model and PLS software, the data were analyzed. The results indicated the effect of customers’ tendency for receiving commercial messages on their leading to purchase and effectiveness of online advertisement has a mediating role.
This research is conducted on “impact of celebrity endorsement on consumer’s buying behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics, this research only focuses on the buying intention of the female segment. Celebrity endorsement is made up of four main pillars that are credibility, attractiveness, product matchup and lastly meaning transfer. All these four elements combine to make up celebrity endorsement. The findings of this research report shows that the element of credibility (which is composed of expertise and trustworthiness) of the celebrity positively affects consumers intention to purchase cosmetics. Celebrities also transfer meanings to the product that positively influences consumer’s intention to buy cosmetics. This meaning transferred indicates that consumers start accepting that celebrity endorsed cosmetics makes them feel classy and glamorous and also perceive such cosmetics as a symbol of status. This research also shows that people get more attracted towards celebrity endorsed advertisements than the ones that doesn’t have celebrities into them which ultimately leads them to recall the products (cosmetics) much easier because celebrities appeared into those advertisements.
Effect of Emotional Experience on Purchase Intention: A Sequential Mediation of Social Value and Hedonic Value in a Retail Setting (Published)
The purpose of this study is to empirically examine the indirect effect of social and hedonic value on the relationship between emotional experience and purchase intention. The sample consists of 420 retail customers selected using the store intercept method. Process macro program is used to test the sequential mediating effect. The results of the study show that both social value and hedonic value individually mediates the relationship between emotional experience and purchase intention. Moreover, social and hedonic value sequentially mediates the relationship between emotional experience and purchase intention. Based on the study findings, managers should focus on improving the customer’s emotional experience by dealing with them as individuals with unique expectations. In addition, managers should lay a lot of emphasis on creating enjoyable and fun-packed shopping environment while at the same time creating an environment that encourages socialization.