How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

Fekete-Farkas, Mária; Gholampour, Abbas; Bouzari, Parisa; Jarghooiyan, Hadi; Ebrahimi, Pejman

doi:10.17230/ad-minister.39.2

Cited by 16 publications

(15 citation statements)

References 63 publications

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“…There was a significant difference between consumer purchase behavior in all age groups and the age group over 50 years on Facebook. This important result emphasized the importance and impact of social networks as marketing channels on young people (Fakete-Farkas et al, 2021;Sorce et al, 2005) found that age did not impact consumer purchase behavior, and it is contrary to the results of a particular study. Different marketing strategies and approaches are necessary for the different consumer age segments in E-Commerce showed the results of the study (Nemati & Khajeheian, 2018).…”

Section: The Use Of Marketing In the Context Of Different Age Consumerscontrasting

confidence: 63%

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Gravite-Lapere

2022

SCMJ

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Introduction. In recent years, research about consumer behavior has not lost its relevance in the face of increased competition and global economic change. In the marketing field specialists are also constantly looking for new solutions that scientists are researching in consumer behavior and vice versa. Modern research on consumer behavior in the market has been conducted mainly by scientists in the USA, Germany and the United Kingdom. It should be noted that a large part of the research is based on the study of psychological and social aspects of consumer behavior, but less on the modeling and prediction of consumer behavior. Purpose and methods. The aim of this study is to investigate the effects of marketing on consumer behavior, including special attention to different age groups if they have been studied over the last five years and to answer the question – what is the role of marketing in customer behavior? To address the research question, the author conducted a systematic review of the literature following the rules proposed by David Denyer and David Tranfield. The process of the systematic literature review followed in this study aims to identify the relevant literature related to consumer behavior in relation to marketing and select and synthesize the themes with respect to the research question in a transparent, complete and rigorous manner. Results. Over the last five years, from 2018 to the beginning of 2022, research on consumer behavior in relation to different marketing directions has been studied extensively and in different countries. Marketing provides opportunities not only to learn about consumers, but also to tailor activities to appeal to new and existing products. Research has shown that green marketing seeks to change consumer behavior to make it more sustainable. Conclusions. Researchers' studies on consumer behavior is becoming more relevant. The role of marketing in consumer behavior is important regardless of the industry, country and customer age.

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Section: The Use Of Marketing In the Context Of Different Age Consumerscontrasting

confidence: 63%

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Gravite-Lapere

2022

SCMJ

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“…The inter-class correlation (ICC) coefficient value was confirmed in terms of consistency (Bouzari et al 2021;Fekete-Farkas et al 2021;Ebrahimi et al 2020) to determine the reliability of sampling.…”

Section: Data Collectionmentioning

confidence: 97%

Health Services and Patient Satisfaction in IRAN during the COVID-19 Pandemic: A Methodology Based on Analytic Hierarchy Process and Artificial Neural Network

Khansari

Arbabi

Jamshidi

et al. 2022

JRFM

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The aim of this study is to identify and classify the most important factors affecting patient satisfaction in the COVID-19 pandemic crisis considering economic effects. This is an analytical study using the analytic hierarchy process (AHP) method and ANN-MLP (Artificial neural network based on multilayer perceptron model as a supervised learning algorithm) as an innovative methodology. The questionnaire was completed by 72 healthcare experts (N = 72). The inter-class correlation (ICC) coefficient value was confirmed in terms of consistency to determine sampling reliability. The findings show that interpersonal care and organizational characteristics have the greatest and least influence, respectively. Furthermore, the observations confirm that the highest and lowest effective sub-criteria, respectively, are patient safety climate and accessibility. Based on the study’s objective and general context, it can be claimed that private hospitals outperformed public hospitals in terms of patient satisfaction during the COVID-19 pandemic. Focusing on performance sensitivity analysis shows that, among the proposed criteria to achieve the study objective, the physical environment criterion had the highest difference in private and public hospitals, followed by the interpersonal care criterion. Furthermore, we used a multilayer perceptron algorithm to assess the accuracy of the model and distinguish private and public hospitals as a novelty approach. Overfitting results in finding an MLP model which is reliable, and the accuracy of the model is acceptable.

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“…, 2019; Ebrahimi et al. , 2021a, b; Fekete-Farkas et al. , 2021), their validity is confirmed (Table 2).…”

Section: Analysis and Resultsmentioning

confidence: 54%

“…Convergent validity for the research constructs was assessed using AVE criteria. Since the AVE values for three structures were above 0.5 The effect of internal branding (Hair et al, 2019;Ebrahimi et al, 2021a, b;Fekete-Farkas et al, 2021), their validity is confirmed (Table 2). However, values above 0.4 are acceptable if discriminant validity is not compromised (Ebrahimi and Mirbargkar, 2017).…”

Section: Analysis and Resultsmentioning

confidence: 72%

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

Soleimani

Dana

Salamzadeh

et al. 2022

JABES

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PurposeThis study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment.Design/methodology/approachThe data gathered from 200 Pasargad insurance employees in Iran were analysed. Structural Equation Modelling and R were used to evaluate the model. Financial performance was measured by four Concepts (ROI, ROE, Sales growth, ROA) based on available data from March 2010 to March 2020.FindingsThe results revealed that internal branding and psychological empowerment have no significant effect on financial performance, but both have a significant positive effect on brand loyalty. Likewise, the mediating role of psychological empowerment on the subject of the impact of internal branding on brand loyalty was confirmed. Furthermore, psychological empowerment did not play a mediating role in the impact of internal branding on financial performance.Research limitations/implicationsThe findings of this study could be important for managers of organisations active in the insurance industry to highlight internal branding and enhance psychological empowerment and employee brand loyalty. Moreover, managers' perception of the effective role of psychological empowerment to enhance employee brand loyalty is another practical aspect of this research.Originality/valueConsidering the mediating role of psychological empowerment to the effect of internal branding on financial performance and brand loyalty is an innovative aspect of the present study. Meanwhile, the use of R software for VB-SEM was another point to surge the value of this paper.

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How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

Cited by 16 publications

References 63 publications

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Health Services and Patient Satisfaction in IRAN during the COVID-19 Pandemic: A Methodology Based on Analytic Hierarchy Process and Artificial Neural Network

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

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