Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Šostar, Marko; Ristanović, Vladimir

doi:10.3390/su151310341

Cited by 18 publications

(27 citation statements)

References 58 publications

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“…Similarly, consumers with a higher fondness for brands show a weakened relationship between promotional offers and perceived personal fit with the brand (Papadopoulou et al, 2023;Phau & Lau, 2000). These moderating effects highlight the importance of considering individual consumer characteristics when crafting advertising strategies incorporating promotional offers (Lemon & Verhoef, 2016;Alsharif et al, 2022;Šoštar & Ristanović, 2023).…”

Section: -Discussionmentioning

confidence: 96%

“…The study's practical implications enable advertisers and marketers to make choices that will optimize the efficacy of promotional tactics, enhance consumer connection with brands, and propel company expansion in the cutthroat retail environment of today. Findings offer valuable guidance for strategic brand positioning, carefully designing promotional offers, segmentation and targeting, consumer engagement strategies, and the effectiveness of promotional offers in influencing brand perception and consumer behavior Alsharif et al, 2022;Šoštar & Ristanović, 2023).…”

Section: -Implications Of This Studymentioning

confidence: 99%

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Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.

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Section: -Discussionmentioning

confidence: 96%

Section: -Implications Of This Studymentioning

confidence: 99%

Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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“…This factor is very important because good relationships with customers can help build deep trust and increase the level of customer loyalty. In addition, the social factor in CRM also includes a deep understanding of culture, social values and societal norms that influence customer behaviour [15]. Companies need to recognise the diverse cultures and backgrounds of their customers, and wisely integrate this understanding into their CRM strategies.…”

Section: Figure 1 Flowchart Methodologymentioning

confidence: 99%

The Influence of Social and Psychological Factors in the Success of Customer Relationship Management Strategies

Diawati

2023

MALCOM

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Customer Relationship Management (CRM) is an important business approach in maintaining a strong relationship between a company and its customers. CRM strategies aim to increase customer satisfaction, build loyalty, and maximise customer value. This study aims to analyse the influence of social and psychological factors in the success of CRM strategies. This research is a literature review that adopts a qualitative method approach, which means that this research will analyse and interpret data by relying on information and text from various sources. The study results show that in a competitive business world, CRM plays an important role in building strong relationships with customers. Social and psychological factors have a crucial influence on the success of CRM strategies. Strong interpersonal relationships with customers are key, and companies should pay special attention to training employees to interact well and empathetically.

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“…It is suggested that comparative analyses and collective reviews of related studies may be conducted to provide generalizable findings. In relation to this, Sostar and Ristanovic [104] explained that geographical context may also influence generalizability. Therefore, sensitive data collection processes could be considered which are relevant to the geographical settings of future studies.…”

Section: Limitations and Recommendations For Future Researchmentioning

confidence: 99%

Machine Learning Methods Analysis of Preceding Factors Affecting Behavioral Intentions to Purchase Reduced Plastic Products

Villanueva,

Ong,

German

2024

Sustainability

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The COVID-19 pandemic has led to an increase in the use of personal protective equipment and single-use plastics, which has exacerbated plastic littering on land and in marine environments. Consumer behaviors with regards to eco-friendly products, their acceptance, and intentions to purchase need to be explored to help businesses achieve their sustainability goals. This paper establishes the Sustainability Theory of Planned Behavior (STPB), an integration of the TPB and sustainability domains, in order to analyze the said objectives. The study employed a machine learning ensemble method and used MATLAB to analyze the data. The results showed that support and attitude from perceived authorities were the main variables influencing customers’ intentions for purchasing reduced plastic products. Customers with a high level of environmental awareness were more likely to embrace reduced plastic items as a way to lessen their ecological footprint and support environmental conservation, making perceived environmental concern another important factor. This shows that authorities play a big role in the community in influencing people to choose reduced plastic products, making it the duty of governments and companies to promote environmental awareness. This study emphasizes the significance of the latent variables considered when developing marketing plans and activities meant to promote products with less plastic.

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Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Cited by 18 publications

References 58 publications

Promotion Hurts Brand Personality and Consumer Responses

Promotion Hurts Brand Personality and Consumer Responses

The Influence of Social and Psychological Factors in the Success of Customer Relationship Management Strategies

Machine Learning Methods Analysis of Preceding Factors Affecting Behavioral Intentions to Purchase Reduced Plastic Products

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