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Article
Publication date: 3 November 2020

Md Rajibul Hasan, Assem Abdunurova, Wenwen Wang, Jiawei Zheng and S.M. Riad Shams

The purpose of this study is to gather insights into digital consumer behaviour related to Chinese restaurents by examining visual contents on Tripadvisor platform.

Abstract

Purpose

The purpose of this study is to gather insights into digital consumer behaviour related to Chinese restaurents by examining visual contents on Tripadvisor platform.

Design/methodology/approach

Using the deep learning approach, this research assessed consumer-posted online content of dining experiences by implementing image analysis and clustering. Text mining using word cloud analysis revealed the most frequently repeated keywords.

Findings

First, 4,000 photos of nine Chinese restaurants posted on Tripadvisor’s website were analyzed using image recognition via Inception V3 and Google’s deep learning network; this revealed 12 hierarchical image clusters. Then, an open-questionnaire survey of 125 Chinese respondents investigated consumers’ information needs before visiting a restaurant and after purchasing behavior (motives to share).

Practical implications

This study contributes to culinary marketing development by introducing a new analysis methodology and demonstrating its application by exploring a wide range of keywords and visual images published on the internet.

Originality/value

This research extends and contributes to the literature regarding visual user-generated content in culinary tourism.

Details

Journal of Place Management and Development, vol. 14 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Content available
Article
Publication date: 14 January 2021

Darko B. Vukovic, Demetris Vrontis, S.M. Riad Shams and Md Rajibul Hasan

336

Abstract

Details

Journal of Place Management and Development, vol. 14 no. 1
Type: Research Article
ISSN: 1753-8335

Article
Publication date: 10 April 2017

Md Rajibul Hasan, Ben Lowe and Mizan Rahman

This paper aims to explore how visual comprehensibility of a product can affect innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh.

1023

Abstract

Purpose

This paper aims to explore how visual comprehensibility of a product can affect innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh.

Design/methodology/approach

This is an exploratory qualitative study based on interviews with eight managerial respondents involved in the design and marketing of innovative products targeted at BOP consumers in Bangladesh and three respondents who are consumers of these products.

Findings

One key finding from this research, in comparison to innovation adoption research in developed contexts, is the distinct importance that BOP consumers attach to visual cues in learning about and understanding a new product.

Practical implications

This research provides guidance for private and public sector organisations selling products and services to BOP consumers explaining the role of visual cues in generating better product comprehension. It also identifies the role of social relations in facilitating the adoption of new products within this segment.

Social implications

By enhancing the adoption of so-called pro-poor innovations, this research can assist in bringing about positive social change and developmental benefits in this burgeoning segment of the market.

Originality/value

This is one of the first studies to consider innovation adoption of pro-poor innovations in BOP markets and one of the first studies to collect data on the role of visual comprehensibility for consumers in BOP markets.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 31 March 2020

Md Rajibul Hasan, S.M. Riad Shams, Mizan Rahman and Shamim Ehsanul Haque

To enhance the understanding of the moderating influence of different bottom of the pyramid (BOP) income segments on the antecedents of pro-poor innovation acceptance.

Abstract

Purpose

To enhance the understanding of the moderating influence of different bottom of the pyramid (BOP) income segments on the antecedents of pro-poor innovation acceptance.

Design/methodology/approach

In this study, 320 BOP consumers with a range of low-to-moderate literacy and low-income levels were used as a convenience non-probability sample for undertaking quantitative analyses.

Findings

Only the influence of perceived usefulness on intention is moderated by income segments, such that the effect will be stronger for low-income BOP segment. Moreover, the influences of relative advantage, compatibility and observability on intention are moderated by income segments.

Practical implications

This empirical work has considerable private sector and public policy implications for companies and government designing/selling products for millions of poor people in developing and emerging economies.

Originality/value

This study contributes originally to knowledge in the subject area as there are very few studies that clearly and systematically analyse the key antecedents influencing the adoption intention of pro-poor technological innovations in the BOP market.

Details

Management Decision, vol. 58 no. 8
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 3 December 2018

Ben Lowe, Md. Rajibul Hasan and Saju Valliara Jose

Pro-poor innovations are innovations targeted at economically poor consumers. These innovations have the potential to improve consumer wellbeing. However, while take up of some…

Abstract

Pro-poor innovations are innovations targeted at economically poor consumers. These innovations have the potential to improve consumer wellbeing. However, while take up of some such innovations has been rapid (e.g., mobile phones) take up of others has been slower (e.g., fuel efficient stoves). What explains why some pro-poor innovations fail and some succeed? While the literature on consumer innovation adoption in economically wealthy countries is vast, there is very little literature in the context of the “bottom-of-the-pyramid” (BoP) and subsistence marketplaces. This chapter aims to begin answering this question through a review of the extant literature in the area of consumer innovation adoption, which is integrated with literature in the area of consumption within subsistence marketplaces and the BoP. A conceptual model is proposed which outlines key parameters for marketers and managers. The chapter closes by outlining implications and a future research agenda.

Details

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
Type: Book
ISBN: 978-1-78714-556-6

Keywords

Content available
Book part
Publication date: 3 December 2018

Abstract

Details

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
Type: Book
ISBN: 978-1-78714-556-6

Article
Publication date: 7 June 2021

Muhammad Mehedi Masud, Md Rajibul Ahsan, Noor Azina Ismail and Md Sohel Rana

Life insurance remains an essential part of financial and social security. The insurance penetration rate is high in the developed countries but very low in developing countries…

1244

Abstract

Purpose

Life insurance remains an essential part of financial and social security. The insurance penetration rate is high in the developed countries but very low in developing countries such as Malaysia, with only 4.8% penetration and extremely low underwritings. Therefore, this study aims to scrutinize the underlying determinants of a household purchase behaviour of life insurance.

Design/methodology/approach

The data generated from the administration of survey questionnaires to 325 households were analysed, using structural equation modelling to obtain the research purposes.

Findings

The analysis reveals that the knowledge of life insurance, attitudes towards life insurance, subjective norms (SN), trust and risk perception, affect the tendency of a household to purchase life insurance. The results of this study also highlight that households’ purchase-propensity influences the purchase behaviour of life insurance. Concurrently, the intention to purchase has mediating effects on explanatory variables and purchase behaviour.

Originality/value

This paper established awareness, SN, perceived behavioural control, trust and risk perception as the key determinants promoting positive attitudes towards purchasing life insurance. The findings of this study can be successfully applied to different stakeholders in a similar context. This study suggests that the managers of life insurance companies should adjust their policy guidelines in accordance with the positive relationship between the constructs and consumers’ intention to purchase life insurance.

Details

Society and Business Review, vol. 16 no. 3
Type: Research Article
ISSN: 1746-5680

Keywords

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