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Article
Publication date: 4 November 2020

Erny Rachmawati, Suliyanto and Agus Suroso

The purpose of this study is to determine the relationship between product knowledge and product involvement with purchase decision-making. In addition, this study also…

Abstract

Purpose

The purpose of this study is to determine the relationship between product knowledge and product involvement with purchase decision-making. In addition, this study also determines the role of halal brand awareness as a moderating variable in influencing the relationship between product knowledge and product involvement with purchase decision-making.

Design/methodology/approach

Five major cities in Indonesia were chosen as study locations because they are student cities, and also cities with more population and more famous in Indonesia, so the sample is more heterogeneous. A total of 500 questionnaires were distributed using a convenience sampling method with an effective rate of 93%. Hypotheses are tested by structural equation modeling procedures using analysis of moment structure 22.0.

Findings

The empirical results suggest that product knowledge and product involvement have a positive and significant effect on consumer purchase decision-making; halal brand awareness is a moderating variable in the relationship between product knowledge and product involvement with purchase decision-making.

Research limitations/implications

This study adopts convenience sampling with the sampling area restricted in five cities, so it may not be suitable to be concluded as a consumer in general. This study only conducts research on halal food products in general. Future research may choose to use one brand of halal food product or compare several other halal food product brands. The results of the study support that the heterogeneity of respondents (age, education, gender and religion) has always been an important component in the study of consumption behavior. So that future research can examine the effect of different characteristics of respondents on the relationship between product knowledge, product involvement, halal brand awareness and purchase decisions.

Practical implications

The findings have significant implications that can help producers to develop strategies suitable for halal brand awareness and heighten the decision to purchase halal products by consumers in both Muslim and non-Muslim countries. So that the branding of halal products can enable businesses to access new markets for non-Muslim consumers in both Muslim and non-Muslim countries, so as to increase producer profitability by selling products at higher prices thereby providing higher profit margins.

Originality/value

In accordance with the author’s knowledge, this study is the first study to examine the moderator role of halal brand awareness variables in the relationship of product knowledge and product involvement with purchase decision-making.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in…

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11005

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 June 2012

Sharon L. Forbes

The purpose of this paper is to investigate the purchasing behaviour of consumers across four nations and evaluate the influence that gender has on wine purchasing decisions.

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2285

Abstract

Purpose

The purpose of this paper is to investigate the purchasing behaviour of consumers across four nations and evaluate the influence that gender has on wine purchasing decisions.

Design/methodology/approach

An interviewer‐administered questionnaire was used to examine the actual purchase decisions made by 399 consumers inside stores in New Zealand, Australia, the UK and the USA.

Findings

The results indicate that gender has little significant impact on the frequency with which consumers purchase and drink wine. In addition, gender does not significantly influence the number of attributes which are evaluated by consumers nor the importance that they attach to them. In terms of product attributes, gender was found to significantly influence consumer utilisation of the discount price cue and the region of origin cue.

Practical implications

For those wine marketers who are targeting the female consumer, one implication of this research is that this may be achieved by utilising price discounts. In general, however, the results provide little evidence of significant differences between males and females in terms of wine purchasing behaviour and therefore suggest that gender may not be a useful variable for segmenting the global wine market.

Originality/value

This paper adds to current knowledge regarding the influence of gender on purchase decision making. In particular, the paper is of significance because it has explored the behaviour of consumers during an actual purchase decision and examined the views of consumers across four nations.

Details

International Journal of Wine Business Research, vol. 24 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 2 June 2010

Zhongjun Tang, Xiaohong Chen and Juan Xiao

This paper seeks to develop a conceptual model that enables understanding of consumer purchase decisions in relation to the first customized products, including steps of…

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4035

Abstract

Purpose

This paper seeks to develop a conceptual model that enables understanding of consumer purchase decisions in relation to the first customized products, including steps of the decision process, determinants, and consequences of each step.

Design/methodology/approach

The classic grounded theory approach was used.

Findings

The study found that the process consists of six steps called knowledge learning and preliminary information searching, problem recognition, budget setting, detailed information searching and solution creating, purchase involvement, and use and post‐purchase. The process is distinct from the process of traditional models of consumer decision mainly from three aspects: the process starting from “knowledge learning and information searching”, not from “problem recognition”, while “problem recognition” is the second step; information searched in the process mainly on components of products, with little on products; and the process includes a step “solution creating”, but without steps “alternative evaluation” and “choice”. The consequences of the first step consist of knowledge mastered, market information acquired, pre‐decisions, perceived value of customized PC, positive attitude towards customized PC, and self‐confidence, which are the main determinants of the following steps. Besides these determinants, others included are interest, curiosity, work with computers as tools, sources of knowledge and information on PC, and income.

Practical implications

The study provides a foundation for future quantitative research on determinants of consumers' purchasing the first customized products and provides insights into marketing: for example, target consumers of customized PC are characterized at least by having great self‐confidence in their capability to make an effective decision in purchasing customized PC, and having mastered enough PC knowledge.

Originality/value

Across a variety of domains, consumers are demanding increased customized products. While consumer decision making has become a prominent research topic in various fields of marketing and consumer science over the past decades, surprisingly little research has examined consumer purchase decisions in relation to the first customized personal computer (PC) and factors influencing such a process. The study may fill this gap.

Details

Journal of Product & Brand Management, vol. 19 no. 3
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 24 August 2021

Hilda Monoarfa, Juliana Juliana, Rahman Setiawan and Rizuwan Abu Karim

This study aims to investigate the influence of the Islamic retail mix of product, price, promotion and store atmosphere on consumers' purchase decisions.

Abstract

Purpose

This study aims to investigate the influence of the Islamic retail mix of product, price, promotion and store atmosphere on consumers' purchase decisions.

Design/methodology/approach

The research method is a survey with a purposive sampling technique, involving 100 respondents. The data was analyzed using the SEM PLS analysis tool.

Findings

Products and promotions are partially insignificant to purchasing decisions in Islamic retail. This is because consumers are convinced of all the products offered by the sharia retail mix, so they are less concerned with products and promotions. However, this study reinforces that price and store atmosphere has a significant impact on purchasing decisions in Islamic retail.

Research limitations/implications

This study focuses on product, price, promotion and store as its variable dependent, with two of the variables are less significant compared to the rest. In addition, the samples are relatively small, leading to concerns about its ability to generalize the results of the study. The instruments that are used are also relatively limited. Additionally, the relevant characteristics of respondents are not evenly distributed. Thus, further study investigating similar topics might need to increase the number of samples, expand the characteristics of the sample, and including such variables as process, location, brand equity and customer’s trust level.

Practical implications

To encourage consumers to make purchases on Islamic retail, companies should emphasize price and store atmosphere, which are the main considerations for consumers in making purchases at Islamic retail. Product and promotion are less prominent in Islamic retail because they are similar to those carried out by conventional retail.

Originality/value

This paper is significant in investigating the effect of sharia retail product mix, price, promotion and store atmosphere on consumer purchasing decisions at Sehati Muslim Mart Daarut Tauhid (SMM-DT), which is located in a famous boarding school in Indonesia. This study has succeeded in revealing the strengths and weaknesses of the variables that influence consumer purchasing decisions in Islamic retail.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 21 August 2009

Emily McCutcheon, Johan Bruwer and Elton Li

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

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4091

Abstract

Purpose

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

Design/methodology/approach

Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.

Findings

Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.

Research limitations/implications

The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.

Originality/value

This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.

Details

International Journal of Wine Business Research, vol. 21 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 August 2006

Long‐Yi Lin and Chun‐Shuo Chen

The main purpose of this study is to explore the influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decision.

Downloads
20190

Abstract

Purpose

The main purpose of this study is to explore the influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decision.

Design/methodology/approach

Taiwan, China and the USA were the three countries selected for research into the country‐of‐origin, insurance and catering services. Structured questionnaires and convenience sampling were used. Samples were collected from consumers in the Taipei area. A total of 400 questionnaires were distributed with convenience sampling method, and 369 effective samples were collected, the effective rate being 92.25 percent. Stepwise regression analysis was adapted to test hypothesis.

Findings

The main findings were listed as follows: the country‐of‐origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision; the country‐of‐origin image has a significantly positive effect on consumer purchase decisions under different product involvement; and product knowledge has significantly positive effect on consumer purchase decisions under different product involvement.

Research limitations/implications

Limitations of the study are: it is unable to infer to national consumers and to other service areas and the explanatory power of some empirical models is relative low. Implications of the study are that: a more thorough structure about consumer purchase decisions should be provided and the relationship between product knowledge and information search quantity should be verified.

Practical implications

Practical implications pf the study are that the company must face competitive strategies from many countries and also the effect of consumer product knowledge on business competitive strategy.

Originality/value

The added value of this paper is to link between theory and practice, and explore the different country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions.

Details

Journal of Consumer Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 5 May 2021

Xiaoxiao Fu, Bingna Lin and Yao-Chin Wang

Grounded in the theory of mental budgeting, this paper aims to investigate how the regret and perfectionism of exposition attendees influences their purchasing strategy.

Abstract

Purpose

Grounded in the theory of mental budgeting, this paper aims to investigate how the regret and perfectionism of exposition attendees influences their purchasing strategy.

Design/methodology/approach

This research collected on-site data at a well-established specialty food exposition in China. Confirmatory factor analysis and structural equation modeling were applied to test the proposed model.

Findings

The findings confirm the effect of psychological mechanism (regret and perfectionism) on exposition attendees’ purchasing strategy as one that boosts/impairs their confidence in purchasing healthy food at the exposition. Specifically, regret and perfectionism show differential contributions to purchasing strategy dimensions. Variety seeking has a positive effect, whereas price consciousness has a negative effect, on purchase confidence.

Practical implications

Event organizers and exhibitors should understand attendees’ consumption-related psychological mechanism and devise effective management and marketing strategies for optimal consumption experiences at expositions. They can create an informative and worry-free experience that facilitates a pleasant thought process to reduce uncertainty in attendees’ on-site decision-making.

Originality/value

The current research pioneered a unique model conceptualizing the important, yet underexplored, phenomenon of purchasing mechanism in the exposition setting. Addressing the emerging interest in food expositions, to the best of the authors’ knowledge, this study is the first for examining purchasing mechanism from the perspective of mental budgeting, providing insightful knowledge about how the psychological mechanism affects exposition attendees’ pre-purchase evaluation and confidence toward purchasing healthy food at expositions.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 7
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 9 September 2014

Chinintorn Nakhata and Hsiao-Ching Kuo

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers…

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1063

Abstract

Purpose

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers and subsequently impact their purchase decision for SCs offered by unfamiliar brands.

Design/methodology/approach

Participants recruited from Amazon Mechanical Turk online panels participated in three scenario-based experiments.

Findings

Low (vs high) variety-seekers perceive greater risk and indicate lower likelihood of purchasing SCs offered by unfamiliar brands. Both high and low variety-seekers utilize the two non-priced cues – consumer rating and number of purchased SCs – as risk-relievers sequentially. That is, consumer rating constantly has a substantial impact on purchase likelihood for such SCs, whereas number of purchased SCs is influential only when consumer rating becomes ambiguous. Specifically, low (vs high) variety-seekers have a greater tendency to rely on number of purchased SCs in addition to consumer rating as a risk-reliever.

Originality/value

This paper examines cue utilization process in the SC context and suggests that high and low variety-seekers respond to the two non-price cues differently and sequentially. This provides theoretical insights on consumers’ cue utilization process and managerial insights regarding how managers could strategically handle the cues on SC provider websites. Further, this paper identifies situations where high variety-seekers may not prefer unfamiliar experiences and low variety-seekers may become more likely to embrace unfamiliar experiences.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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