CONSUMER BEHAVIOR STUDIES
Year:2020 | Volume:7 | Issue:1|Papers Count:15

Today, ecotourism, as one of the most unique and growing species of tourism, has become one of the most important economic sectors in this area, which if taken seriously, can play an important role in sustainable local development and earn money for many From developing countries. In this regard, the present study examines the impact of experience-based marketing strategies on the loyalty of ecotourists. This research is analytical-survey and its data is selected in a sample of 98 individuals of Ecotourists in several Ecotourism trips in Kurdistan Province using available sampling method. The required data were collected by distributed questionnaires, and in order to analyze the data, first, the reliability and validity of each of the model structures were examined. Finally, the hypotheses were analyzed using nonparametric test of phi and cramer v has taken. The results of the study showed that the Experience-based Marketing Strategics in ecotourism, namely, perceived service strategies for experience creativity, perceived price of services, perceived interactions of people involved in the provision of services, perceived physical attractiveness of services and perceived processes of service with loyalty of the ecotourist has a significant relationship. But there is not a meaningful relationship between the perceived service promotion Strategy and the ecotourist loyalty.

The behavioral response of users to advertise plays a significant role in consumer buying behaviors. An effective way to gain users 'positive perceptions of advertising is social bonds that can facilitate in-group communications and users' positive response to ads by employing an accurate communication system in an online group. Accordingly, the present study examines the effect of social links on consumer responses to advertisements in social networks. The present research is practical and the aim of collecting data, descriptive-survey. The statistical population of the study consisted of all individuals who are members of service and production companies that provide products or services on the social networking sach as telegram or instagram. Data were obtained by simple random sampling in a sample of 303 members of groups using questionnaire tools and were tested by structural equation modeling. The results indicate that social bonds with impact, Support for communication, Recognition for contribution and participation are an effective factor for increasing consumers participation in online groups businesses through Social bonds can influence the Perceived Ad relevance and Perceived Ad values of the consumers towards advertising. When consumers perceive ads to be useful, valuable and relevant to the product or service, they pay attention, they click on the ad and are more likely to view the likes and comments of other members of the group, thereby they will feel a positive sense about the ad and want to buy them. A user's positive response reflects a user's personal support for what is in that ad. This way the user will be more interested in the product or service, advertising this network and when the time comes to buy, it is very likely that the user will prefer that brand to other brands.

Many entrepreneurs, policy makers and researchers consider business growth as a key outcome for new and young firms. Why do some companies continue creating jobs and finding innovative solutions for old problems. While other companies remain small. A better understanding of important factors of growth, helps Entrepreneur women and investors succeed in their business. This study is a qualitative study, to identify strategies that influence the growth of women's small and medium business market. The statistical population consisted of female entrepreneurs in the statistical population includes female entrepreneurs in Guilan, Khorasan, Markazi, Kurdistan and Kerman provinces from five geographical regions of Iran (north, south, east, west and center) in year of 2018. The statistical sample consisted of 15 experts in women-led SMEs and marketing female entrepreneurs from 5 provinces of Iran. The data collection method in this study is semistructured interview and to analyze the data Utilizing three coding stages( open, axial and selective). The results of this study identify a set of strategies that are effective on business growth. These include marketing strategies (market development, product development, market penetration, and diversification). The strategy of business practices (Customer orientation, training, use of modern technology, networking and agility) and the eventuallya final model is presented.

The purpose of this study was to identify the relationship between key customer experience with loyalty and perceived value of the players in the football clubs of the Premier League. The statistical population of this study included all the 328 players in the Premier League. The sample size was reduced to 298 players using the entire sampling method with a reduction of less than 10 percent. Three questionnaires were used to conduct the research. The validity of all the questionnaires was confirmed by a number of sports management experts and their reliability, in a pilot study with 40 subjects, was 0. 84 for Sanderson & Lian Customer Satisfaction Questionnaire (2011), 0. 93 for Mahoney Loyalty (2000) and 0. 88 for the Perceived Value by Agrita and Olaga (2002). In order to analyze the data, descriptive and inferential statistics, including the method of partial least squares, were used. Findings of the research showed that the key drivers of perceived value experience and loyalty are related. The customer experience had a significant relationship with the loyalty and perceived value of the players in the Iranian football Premier League. Also, the highest relationship in this study was related to two variables of loyalty and perceived value. Clubs need to secure the experience strategies based on the diversity of services, adapt to them, and create value and loyalty for the players in this way.

The purpose of this study was to investigate the effect of brand value based on customer attitude on the performance of central branches of Pasargad bank in Mashhad. The dimensions of brand value were considered based on customer attitude to brand loyalty, brand awareness, brand association and perceived quality. The research method is the applied and survey method. Content validity as well as the convergent and differential convergence was used to assess the validity of the questionnaire and Cronbach's alpha coefficient was used for reliability measurement that was 0. 87. The statistical population of the study consisted of Pasargad Bank customers in Mashhad. Using purposive cluster sampling, 384 people were selected as the statistical sample. The collected data were analyzed in two levels of descriptive and inferential statistics. Structural equation modeling was used to test the model and investigate the research hypotheses. The research results help Pasargad Bank executives influence the bank's performance through existing customer valuebased branding mechanisms. The results showed that brand value based on customer attitude had a significant effect on the performance of Pasargad Bank in Mashhad. Also, dimensions of brand loyalty, brand awareness, brand association and perceived quality have a positive and significant impact on the performance of Pasargad Bank in Mashhad that Most influenced is related to the brand perceived quality dimension, followed by brand loyalty, brand association and brand awareness respectively.

Much research has been done on consumer behavior in relation to consumption of domestic and foreign products in developing countries, but how consumers react to domestic and foreign products is still questionable. The purpose of this paper is to designation the model of consumer willingness to domestic product given the role of consumer consciousness in Iranian non-alcoholic cold beverage industry. The study is a mixed approach with practical goal. Thus, in the beginning and in the first quantitative part, based on the literature review, the initial research model was designed and in the second and qualitative part, data were collected through 16 semi-structured interviews and a model was designed based on quantitative content analysis. The sampling method of this section was purposeful sampling that the sample continued until theoretical saturation. By reviewing the research literature and matching it with the qualitative section model, the model of consumer willingness to domestic product given the role of consumer consciousness was designed and in the third section, data were collected through a questionnaire and descriptive survey method using structural equation modeling was used for analyzing the model. The statistical sample of the quantitative section was 333 non-alcoholic cold drink consumers who answered the electronic questionnaire. The results showed that consumer consciousness had a positive and significant effect on attitude toward domestic products, evaluation of domestic products and preferences of domestic products, also, the effect of evaluation of domestic products on attitude toward domestic products was positive and significant, but the effect of attitude toward domestic products on domestic product preference was not significant. Also, the economic situation negatively moderates the effect of consumer consciousness on the evaluation of domestic products and the effect of consumer consciousness on the preference of domestic products but does not moderate the impact of consumer consciousness on attitudes toward domestic products.

In this study, customer loyalty is explained based on brand personality. The research method is applied in terms of approach, exploratory and explanatory, and qualitative. The statistical population of the study consisted of managers and professionals of the home appliance industry, among which 16 samples were selected by purposeful snowball sampling for semi-structured interview. In this study, to analyze the qualitative data obtained from the interview, the content analysis method based on grounded theory was used. For this purpose, appropriate passwords were assigned to different parts of the data and concepts were identified. Finally, with selective coding, the categories were refined and the main dimensions of the research emerged in the form of causal, axial, contextual, intervening, strategies, and consequences. Findings showed that customer loyalty to brand with 10 factors and 29 components including elements of marketing mix (4 components), customer attitude (2 components), brand management (2 components), brand functional characteristics (2 components), consolidation Brand status (2 components), purchase decision (2 components), brand personality (5 components), brand loyalty (2 components), environmental factors (4 components), and shopping experience (4 components) are explained.

The purpose of this study is to present a conceptual model of sellers of sports goods. The present research method is qualitative with a thematic analysis approach. The statistical population of the study consists of experts in the field of sales and sales in Tehran. The sampling method was purposeful. According to theoretical saturation researcher interviewed 11 people participated in this study. The results indicate the extraction of 4 criteria (customer orientation, information knowledge, ethical behavior and personal characteristics) with 11 sub-criteria (Ethics-oriented, Trustworthiness, Honesty, Responsible, Open to criticism, Accountability, Knowledge about product, Knowledge about customer, Harmony between seller and product, Interested in sales and Communication). The findings of this article are important for the sports retail industry, for renewing their sales and marketing strategies. In general, it can be said that sellers have a very important role in retaining customers, sellers' trust and honesty can cause a sense of loyalty and the intention to buy consumers again. Also, the high ability of the seller and long-term communication with the customer brings a competitive advantage for the store and the brand.

The concept of “ value” in a business is a potential product or service that a business promises to deliver to the customer and in general, it is the reason why a customer chooses a brand and prefers it over competing brands. In recent years, with the increasing presence of consumers in social networks, it has become possible to access data related to the interests and expected values of consumers. The purpose of this study is to identify the components of value, in order to create and present value to the customer, using the analysis of comments and content produced by consumers in social networks. For this purpose, 41, 904 customer comments, regarding the "cell phone" product were collected from the Digikala online store site and analyzed using "big data analytics" methods (Opinion Mining and Latent Dirichlet allocation). According to this study, five main groups of values were detected: 1. Functional values, 2. Economic values, 3. Qualitative values, 4. Emotional values, 5. Social values. Also, the components related each group was identified. The results show that by using big data analytics, a clearer picture of the customer's expected values can be obtained with more speed and less waste of resources, in order to provide products tailored to the needs and desires of the consumer.

The purpose of the present research is to Forgiveness the brand on the path to brand transggression to coping behavior. The present research is applied in terms of purpose and is a descriptive-survey method for collecting data. The statistical population of the research is customers of household appliance stores in Bushehr city With regard to the unlimited population, 384 individuals were selected as samples. Available sampling method was done in this research. The data gathering tool was a questionnaire whose validity and reliability were confirmed. The SMART PLS 3 software has been used to analyze the data. The results show that whatever the past experience of Customers is More negative, it's forgiveness probability has a reduced effect. Whatever imaginative (relative to the brand) is the more inconsistent, it's forgiveness probability has a reduced and meaningful effect. Whatever the brand has more wrongdoings, it's forgiveness probability has a reduced effect. More forgiveness has a reduced and meaningful effect on brand change. More forgiveness has a reduced and meaningful effect on private complaints. More forgiveness has a reduced and meaningful effect on public complaints. More brand forgiveness has a reduced and meaningful effect on reducing brand revenge. More brand forgiveness has an increasing and significant effect on the probability of re-buying this brand.

The ultimate value of an audit activity is to help consumers identify the quality of information received. The quality of audit that determines the performance of an audit is subject to a number of factors. Therefore, the purpose of this study is to identify the factors affecting the quality of auditing from the perspective of consumers of these services. This research is an applied one in terms of its purpose and is a survey research according to the method. Data was collected using a questionnaire. Also, to achieve the purpose of the study, 29 variables related to audit quality were identified from the perspective of consumers of these services and divided into 3 components. The subjects of this study included credit managers based in Iranian banks and according to the sampling method, 123 credit managers of the country's banks have been determined as a statistical sample. Factor analysis method has also been used to analyze the research data and hypotheses. The results show that ethical values have the most influence and qualification has the least impact on audit quality from the viewpoint of consumers of these services.

Understanding the behavior of life insurance policyholders is important in formulating effective marketing strategies and developing life insurance penetration rate. Therefore, this research employed a qualitative approach using the Corbin and Straus' grounded theory (4th Edition) to develop a model in which we explain buying behavior of life insurances in economic, social, cultural and micro or individual contexts in Iran. In order to bring in diverse perspectives in the research, the participants were selected among prospect and actual policyholders, sales representatives, marketers and life insurance experts using the theoretical sampling process. The semi-structured deep interviews were utilized with 27 samples to reach theoretical saturation. The analysis of data in a systematic process of open coding, axial coding and selective coding using the analyzing strategies of questioning, comparisons, and the memos, diagrams, and paradigm tools (Through Maxqda 12 software) concluded to the life insurance buying behavior model (LIBBM). In this model, communication and interactions as an axial category play a fundamental role in the life insurance buying behavior including trust-building, attitude formation, behavioral intentions and taking action, to the extent which considers the behavior as a communication-oriented process based on the multifaceted interactions.

Nowadays, having enough information and knowledge of consumer behavior is a reliable guide to marketing activities of business organizations. All marketing decisions and processes are based on the perception of consumer behavior and it is not possible to think of making key marketing decisions without understanding and considering consumer behavior. In this study, an attempt has been made to provide a model to measure the effect of mental, social and behavioral stimuli on consumer purchasing decisions. Social and behavioral decisions on consumer purchasing decisions have been identified using a combination research method. Then, using the Delphi method, the relevant dimensions and components were identified by marketing experts and experts, so that at the end, these variables and components were identified. Relevant was monitored and extracted in the form of a questionnaire. The statistical population of this study consists of two groups, the first group includes elites and university professors and experts in the field of marketing and consumer behavior, and the second group of statistical population of the study includes consumers with experience of shopping in various hypermarkets in Tehran. The statistical formula of Cochran, Krejcie and Morgan, 388 people were analyzed by random sampling method. The present study is considered mixed in terms of data collection method. The method of data analysis is in the qualitative part of Delphi and in the quantitative part of the research to test the designed model of the questionnaire and the data obtained using SPSS statistical tool To prepare the data and also the structural equation technique has been used to measure the effect of variables using Smart PLS software. The results of this study show that for consumers of the sample under study, mental, social and behavioral stimuli will use this information when they want to buy, and this information can influence their purchasing decision.

Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and shoppers to interact more effectively in the online retail environment and thereby the effectiveness of the exchange process is enhanced by increasing consumer interaction with the brand and parasocial interaction formed in social networks and promoting consumer based brand value through increasing consumer love for the brand has become increasingly possible. The purpose of this study was to investigate the influence of brand personality traits, consumer interaction with the brand and parasocial interaction on consumer based brand equity with the mediating influence of brand love. This study is of applied purpose, descriptive-survey method and data collection is field-libraries. The statistical population of the study is the users of Instagram social network DigiKala, which based on Cochran formula for unlimited community, the sample size was 384 people and the samples were selected based on available sampling method. The data collection tool is a questionnaire. The validity of the questionnaires was assessed by construct validity, diagnostic, divergent and convergent and its reliability was assessed by Cronbach's alpha coefficient using Smart PLS software. The results showed that masculine and feminine brand personality traits had a positive effect on consumer brand value. Brand love plays a mediating role in the relationship between brand personality traits and consumer based brand value. Also, consumer interaction with the brand and parasocial interaction have a positive effect on consumer based brand value.

Interstate ownership, which is the result of foreign direct investment or the transfer of authority and ownership to local partners, is an important factor in shaping normative and emotional reactions to foreign products. Consumer ethnocentrism and animosity due to economic issues are also considered as factors that reduce the willingness to buy foreign products, and there are few studies on how to mitigate their negative consequences. In the present study, adopting an appropriate foreign market entering mode alternative to export, which leads to the creation of the hybrid country of origin, is proposed as a way to improve the attitude and reaction of Iranian consumers toward Chinese products. Thus, the impact of ethnocentrism and animosity of Iranian consumers against two groups of products, directly imported from China and products of Iranian and Chinese mutual investment, has been studied. Using the structural equation method, the data collected from the sample including 385 consumers in Isfahan were analyzed. The findings suggest that 1-Ethnocentrism and Economic Animosity of Iranian consumers harm the quality evaluation and willingness to purchase of china products. 2-making a hybrid Coo by foreign investing improve reaction toward foreign products. The results of this study are of value for foreign firms that when developing marketing strategies for the Iranian market as well as the domestic brand when competitive or cooperation with the foreign company. This study adds to the existing body of knowledge on ethnocentrism and animosity in Iran market, and more specifically, about different of the consequence of these concept based on different COO-cues.