Abstract: Customer relationship analysis is vital for retail stores, especially for supermarkets. The point of sale (POS) systems make it possible to record the daily purchasing behaviors of customers as an identification point of sale (ID-POS) database, which can be used to analyze customer behaviors of a supermarket. The customer value is an indicator based on ID-POS database for detecting the customer loyalty of a store. In general, there are many supermarkets in a city, and other nearby competitor supermarkets significantly affect the customer value of customers of a supermarket. However, it is impossible to get detailed ID-POS databases of competitor supermarkets. This study firstly focused on the customer value and distance between a customer's home and supermarkets in a city, and then constructed the models based on logistic regression analysis to analyze correlations between distance and purchasing behaviors only from a POS database of a supermarket chain. During the modeling process, there are three primary problems existed, including the incomparable problem of customer values, the multicollinearity problem among customer value and distance data, and the number of valid partial regression coefficients. The improved customer value, Huff’s gravity model, and inverse attractiveness frequency are considered to solve these problems. This paper presents three types of models based on these three methods for loyal customer classification and competitors’ influence analysis. In numerical experiments, all types of models are useful for loyal customer classification. The type of model, including all three methods, is the most superior one for evaluating the influence of the other nearby supermarkets on customers' purchasing of a supermarket chain from the viewpoint of valid partial regression coefficients and accuracy.
Abstract: Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers.
Abstract: Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.
Abstract: This paper is focusing on the attitude of Georgian
consumers toward social media, influence of social media on
consumer buying behavior. The purpose of this paper is to explore
the usage of social media marketing for small business companies of
Georgia. The result of marketing research has revealed that social
webs are mostly used by Georgian consumers, but they have little
impact on the buying decision. The research method was exploratory
and descriptive. Conclusions summarize the research results and
offers insight to provide better understandings of consumers demand
and implementation of marketing strategy through social media in
Georgia.
Abstract: The Malaysian government had consistently revived
its campaign for “Buy Malaysian Goods” from time to time. The
purpose of the campaign is to remind consumers to be ethnocentric
and patriotic when purchasing product and services. This is necessary
to ensure high demand for local products and services compared to
foreign products. However, the decline of domestic investment in
2012 has triggered concern for the Malaysian economy. Hence, this
study attempts to determine the drivers of actual purchasing behavior,
intention to purchase domestic products and ethnocentrism. The
study employs the cross-sectional primary data, self-administered on
household, selected using stratified random sampling in four
Malaysian regions. A nine factor driver of actual domestic purchasing
behavior (culture openness, conservatism, collectivism, patriotism,
control belief, interest in foreign travel, attitude, ethnocentrism and
intention) were measured utilizing 60 items, using 7-point Likertscale.
From 1000 questionnaires distributed, a sample of 486 were
returned representing 48.6 percent response rate. From the fit
generated structural model (SEM analysis), it was found that the
drivers of actual purchase behavior are collectivism, cultural
openness and patriotism; the drivers of intention to purchase
domestic product are attitude, control belief, collectivism and
conservatism; and drivers of ethnocentrism are cultural openness,
control belief, foreign travel and patriotism. It also shows that
Malaysian consumers scored high in ethnocentrism and patriotism.
The findings are discussed in the perspective of its implication to
Malaysian National Agenda.
Abstract: This paper presents partial results of primary research on consumer purchasing behavior in times of crisis. It starts with brief theoretical debate on purchasing behavior and short secondary research related to the issues, which is used for the comparison of results. For purpose of collecting data, questionnaire survey was given to 355 respondents in Moravian-Silesian region. Hypotheses deal with the relationship of the financial situation of the respondents and their purchasing behavior. The research analysis disclosed that consumers change their behavior during crisis and MS region has some specifics compared to other regions.
Abstract: The objective of this research was to study the
influence of marketing mix on customers purchasing behavior. A
total of 397 respondents were collected from customers who were the
patronages of the Chatuchak Plaza market. A questionnaire was
utilized as a tool to collect data. Statistics utilized in this research
included frequency, percentage, mean, standard deviation, and
multiple regression analysis. Data were analyzed by using Statistical
Package for the Social Sciences. The findings revealed that the
majority of respondents were male with the age between 25-34 years
old, hold undergraduate degree, married and stay together. The
average income of respondents was between 10,001-20,000 baht. In
terms of occupation, the majority worked for private companies. The
research analysis disclosed that there were three variables of
marketing mix which included price (X2), place (X3), and product
(X1) which had an influence on the frequency of customer
purchasing. These three variables can predict a purchase about 30
percent of the time by using the equation; Y1 = 6.851 + .921(X2) +
.949(X3) + .591(X1). It also found that in terms of marketing mixed,
there were two variables had an influence on the amount of customer
purchasing which were physical characteristic (X6), and the process
(X7). These two variables are 17 percent predictive of a purchasing
by using the equation: Y2 = 2276.88 + 2980.97(X6) + 2188.09(X7).
Abstract: The consumption capability of people in China has
been a big issue to tourism business. Due to the increasing of China
tourists, Taiwan-s government rescinded the category of people in
China and opened up the non-stopped airline from China to Taiwan.
The “one-day traveling style between China and Taiwan" has formed,
hoping to bring business to Taiwan. Night market, which shows
foreigners the very local character of Taiwan, contains various
merchandise for consumers to purchase. With the increasing numbers
of non-stopped airline, visiting Taiwan-s night markets has also been
one of major activities to China-s tourists. The purpose of the present
study is to understand the consumer behavior of China tourists in
tourist night markets in Taipei and analyze that if their shopping
motives cause the different shopping behaviors and post-purchase
satisfaction and revisiting intention. The results reveled that for the
China tourists, the motives of significant influence to the shopping
behaviors. Also, the shopping behaviors significant influence to the
whole satisfaction and the whole satisfaction significant influence to
post-purchase behavior.
Abstract: Luxury is an identity, a philosophy and a culture
which requires understanding before the adoption of e-business
practices because of its intricacies and output are essentially different
from other types of goods. Factors such as culture, personal
characteristics, website quality, and vendor characteristics influence
the online purchasing behavior of consumers thus making it a
complex area of study. This paper explores the scope of e-retail for
luxury consumption in the U.A.E. by identifying what motivates and
de-motivates online purchase behavior of U.A.E. consumers and
necessary hypotheses have been drawn to reflect behavior between
online luxury preference consumers and non-online luxury preference
consumers.