Consumer decision‐making styles and post purchase behaviour of poor for Fast Moving Consumer Goods

Kumar, Arvind; Vohra, Anupama; Dangi, Hamendra Kumar

doi:10.1111/ijcs.12320

Cited by 19 publications

(20 citation statements)

References 72 publications

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“…premium brands) with their budgetary constraints Costa Filho and Motta, 2015), this optimistic view should be taken with care. Other studies have shown that LICs are only moderately loyal or not loyal at all (Gbadamosi, 2009;Kumar et al, 2017).…”

Section: Introductionmentioning

confidence: 93%

Brand loyalty among low-income consumers?

Filho

Falcão

Motta

2020

QMR

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Purpose Low-income consumers (LICs) have gained more attention from marketers after Prahalad and Hart (2004) called attention to untapped opportunities among the world’s poorest. Once neglected and seen as price-driven, more recent research has depicted LICs as brand-conscious consumers who are willing to pay a premium for quality. However, because LICs must balance their tight budgets with aspirations for branded items, this perspective may be too optimistic. To address this issue, the purpose of this paper is to investigate brand consideration and loyalty among LICs across a wide range of products. Design/methodology/approach The authors used a qualitative-inductive approach to assess LICs’ brand considerations across ten fast-moving consumer goods. In-depth interviews with 20 Brazilian LICs were conducted. Findings The authors found that brand loyalty among LICs is both context- and category-dependent. Patterns of loyalty are influenced by five factors: perceived differentiation, perceived risk, contextual usage, proportion of the category expenditure to household income and hedonic vs functional consumption. It seems that the interplay of these factors ultimately shapes differently the attitudes and repeated patronage of brands within each category among LICs. Research limitations/implications Generalizability of findings is limited owing to the qualitative method used. Practical implications The authors provide practical insights to managers concerning key attributes that influence brand consideration and loyalty among LICs. Originality/value This paper adds to the yet limited knowledge on LICs and provides a deeper and more holistic understanding of the relation of LICs with brands.

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Section: Introductionmentioning

confidence: 93%

Brand loyalty among low-income consumers?

Filho

Falcão

Motta

2020

QMR

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“…Because of the dynamic characteristics of neurons and their connections with each other, this excitation mode will automatically change into a new equilibrium state. In this way, this kind of neural network can define the corresponding mode transformation and realize the mapping relationship [6].…”

Section: Basic Theory Of Artificial Neural Networkmentioning

confidence: 99%

Consumer Decision‐Making Power Based on BP Neural Network and Fuzzy Mathematical Model

2021

Wireless Communications and Mobile Computing

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In real life, because of the uncertainty of risk, incomplete information, perceived cost, and other factors, there are irrational behaviors in the decision-making power of consumers, so it is of great practical significance to study the decision-making power of consumers in the choice of countermeasures and personalized product recommendation. The purpose of this paper is to analyze the decision-making power of consumers based on the BP neural network and fuzzy mathematical model. First, the basic theory of artificial neural network and the concepts of set theory and fuzzy reasoning of fuzzy mathematics are described. Second, the behavior prediction model with the equal emphasis on rationality and irrationality and the integration of artificial neural network and fuzzy mathematics are constructed. The comments of a certain mobile phone are selected as the experimental objects to analyze the decision-making reasoning and prediction of individual consumers in the network and the decision-making reasoning of group consumers in the network, the experimental results show that through Mamdani reasoning, behavioral intention = 5.72 . Through the fuzzy set processing, it is finally determined that the consumer’s purchase intention is close to the VT mode, which is “very inclined.” In the first method, the user’s recognition rate of product C1 is 82%, and in the second method, the user’s recognition rate is 55%. The comparison of the two methods is in line with the expectation. The first method extracts the user’s emotion and evaluation information from the comments, fully considers the personalized needs of consumers, and is closer to the prediction results of the system.

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“…The literature on consumer post-purchase behaviour has examined various factors associated with either repeat purchases or brand-switching behaviour, such as customer satisfaction, customer expectation, and consumer emotion (Kumar et al, 2017;Santos and Boote, 2003). Other studies on post-purchase behaviour have also evaluated the relationship between consumers' post-purchase and word-of-mouth (WOM) intention (Dellarocas and Narayan, 2006;Kuo et al, 2009).…”

Section: Consumer Post-purchase Behaviourmentioning

confidence: 99%

“…The literature on consumer post-purchase behaviour has examined various factors associated with either repeat purchases or brand-switching behaviour such as customer satisfaction, customer expectation and consumer emotion (Kumar et al , 2017; Santos and Boote, 2003). For example, Jones and Taylor (2018) investigate consumer responses to frontline employees’ requests for positive post-purchase evaluations, explaining the mixed feelings of consumers in response to employees’ requests in the post-purchase phase.…”

Section: Literature Reviewmentioning

confidence: 99%

Higher education: a once-in-a-lifetime purchase

Yang

Yen

Balmer

2020

QMR

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Purpose Drawing on infrequent purchase and university selection literature, the purpose of this study is to make theoretical contributions to the identification and comprehension of the ‘once-in-a-lifetime purchase’ (OILP) phenomenon. Design/methodology/approach Data derived from in-depth interviews with 34 Taiwanese and 11 Chinese students over two phases suggest that an OILP qualitatively differs from other purchases. Findings The principal traits of OILP are quadripartite in character: zero-repurchase intention; permanency of purchase; high social pressure and extensive information search. The results contribute to the theoretical understanding of the higher education (HE) sector as one type of OILP provider, and managerial implications are discussed specifically for the HE institutions. Practical implications Marketing managers of HE institutions should be cognisant of the range of information collected by prospective OILP customers from a variety of different sources. Prospective students who are OILP customers perceive non-marketing information as more reliable than marketing promotional materials and will better assist them during their decision making. Originality/value The paper makes explicit theoretical and instrumental contributions to our identification and comprehension of the OILP phenomenon, thus shedding new light on studies of consumer purchase decision literature. It also extends previous understanding of HE marketing by showing that choosing an HE degree is, in fact, an OILP and, as such, requires a new way of approaching prospective students as consumers.

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Consumer decision‐making styles and post purchase behaviour of poor for Fast Moving Consumer Goods

Cited by 19 publications

References 72 publications

Brand loyalty among low-income consumers?

Brand loyalty among low-income consumers?

Consumer Decision‐Making Power Based on BP Neural Network and Fuzzy Mathematical Model

Higher education: a once-in-a-lifetime purchase

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