Günümüzde rekabetin ve ürün çeşitliliğinin artması, işletmeler için; tüketici onun sergilediği davranışları daha da önemli hale getirmiştir. Tüketici, bu davranışlarında çeşitli kişi faktörlerden etkilenmektedir. Aile, arkadaş çevresi fikir liderleri etkileyicilerin başında gelmektedir. Son zamanlarda sosyal medya platformlarının kullanımının etkileyiciliğinin bir lideri olarak influencerları ö...

An empirical study was conducted to test the relevance of personality trait theory in the Indian context. The objective was to define the scope of personality trait theory for research and marketing strategy by overcoming the limitations of past studies. The findings indicated that differences in brand use could be explained by personality theory under certain conditions. Specifically/ the find...

stimuli and tasks it is known that verbal, visual and combined verbal-visual implementation intention formats are equally effective (e.g., Burkard, Rochat, & Van der Linden, 2013; McFarland & Glisky, 2012; Meeks & Marsh, 2010). However, in everyday life settings using richer stimuli (e.g., food products) implementation intentions effects can indeed be augmented by visualizing the plan contents ...

This paper investigates and reviews literature regarding a range of topics important to the research question – the themes apply across all the topics. The topics include label and package warnings, including tamper-evident features, to review their effect on the consumer behaviour of changing usage or purchase decisions. This information was then applied to gain insight into anticounterfeit pr...

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Online consumer behaviour is a broad and interesting area of study that can benefit organizations in their efforts to market and sell products online. As consumers’ attitude towards online shopping is a prominent factor affecting actual buying behaviour, this research attempts to investigate a modest part of that area. The results of study of perceptions of 200 online purchasers in Hyderabad re...