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Currently, consumers pay more attention to their health; there is a growing awareness of health benefits of healthy drinks such as the green tea. Green tea is a popular healthy drink that helps prevent many deadly diseases. There are increasing numbers of green tea manufacturers around the world especially in Thailand. This industry has overwhelmin...
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... is an equal score of 6 (12.0%) respondents who are employed and are housewives, and only 1 (2.0%) out of 50 respondents is a business owner. Table 1 indicates the Cronbach alpha coefficients of the variables used for this study. ...
Citations
... Regarding age, Onwezen et al. (2021) highlighted young people's lack of awareness of meat substitutes. Additionally, research has revealed disparities in environmental consciousness among different socioeconomic groups, with low-income individuals showing varying degrees of concern about meat substitutes (Oke et al. 2016;Al Mamun et al. 2018). Notably, Wang (2022) proposed that low-income groups might exhibit heightened interest in meat substitutes due to their lower meat consumption. ...
... One of the most commonly used non-parametric tests is the Chi-square test, which is versatile and allows for comparing different categories and assessing the degree of importance of differences (Rana & Singhal 2015). Previous research has demonstrated the utility of Chi-square tests in evaluating the influence of branding on customer behavior (Slabá, 2019), the effect of advertising on consumer decisions (Hsiao & Chen 2016), brand loyalty (Oke et al. 2016), and green product purchasing patterns (Agyeman 2014). In the present study, non-parametric tests were utilized since the data were intentions to purchase, which is categorical data that is generally not distributed normally. ...
... Moreover, scholars have noted that low-income consumers may lack environmental awareness and knowledge and that cost is a critical factor in their food choices (Oke et al. 2016). Therefore, to promote the adoption of sustainable meat choices among low-income groups, it is crucial to provide affordable alternatives and raise awareness of the benefits of meat substitutes through targeted education and awareness campaigns. ...
Meat consumption has long been a staple in China, but its environmental and social impacts have prompted the development of a market for meat substitutes. However, the question remains whether meat substitutes can coexist with traditional food culture in the context of sustainable development. To address this issue, the researchers used a mixed methods approach to examine the factors influencing Chinese consumers' purchase intentions for meat substitutes. This study conducted an online survey to explore the demographic characteristics of Chinese consumers who are more likely to purchase meat substitutes. The online survey focused on environmental factors such as greenhouse gas emissions (GHGs), animal welfare, energy efficiency, and waste. Differences in the intention to purchase meat substitutes across various groups were compared using a Chi-square test. The results showed that women were more likely to buy meat alternatives for environmental sustainability, over half of the vegetarians were willing to purchase plant-based meat to reduce GHG emissions, and over a quarter of younger respondents were ready to buy cultured meat to minimize waste. Nearly a third of higher-income earners were willing to purchase cultured meat to protect animal welfare. Furthermore, the study conducted in-depth interviews with experts from various industries to explore consumer perceptions of meat alternatives. Text analysis revealed factors that motivate or discourage consumers from purchasing meat alternatives, such as traditional Chinese medicine, food therapy, masculinity, and other socio-cultural factors. The study highlights the complex interplay of cultural, environmental, and social factors that shape Chinese consumers' attitudes toward meat alternatives, providing new insights into the future of sustainable meat.
... In parallel to this, the possibility of a customer purchasing a particular product is referred to as their purchasing intention (Edelman, 2010). According to certain researchers, consumers are persuaded to purchase products that have been verified by other users after the use of the product (Oke et al., 2016). Hence, brand image positively affects customer's purchasing intention (Li et al., 2018). ...
C O N T E N T S
The Frame of Asian Movement in Hollywood Films N.S. Ambar , F. Sayogie, I.K. Raschani, C.S. Nadine …………………………………..…………..
174
Arctic Floating University Diary as the Media Genre Influencing University Students’ Perception of the Arctic Issues
N. Beloshitskaya, O. Pechinkina ...………………………………………………………………………………..
181
The Sociocultural Context and the Main Developing Stages of Family Education
in Russian Feature Films
I. Chelysheva …………….…………...…………..………………………………….…………………………..
195
Exploring the Social Television Landscape and User Engagements: Preliminary Findings from a Northern Nigerian Study
A.M. Ibrahim, H.U. Sanda , U.I. Abubakar, A.T. Ibrahim ………….………………………..…
206
Modern Media Discourse and Standard in the Context of Ecological Thinking:
Linguistic Tolerance E. Kulikova, V. Barabash ..………………………………………………………………………………….
218
Metaverse in Media: Understanding Digital Traces Towards Futuristic Technologies in India
M. Kumar, A. Sharma, T. Goswami, A.K. Sharma ……………………………………………………….
227
Customer-Brand Attitude Congruence and Purchase Intentions Among
Thai Media Students in Higher Education: A Case Study of the Sansiri Brand
K. Lamoonpot, S. Boonchutima, I. Mazahir …………………….…………………………………………
239
The Political and Ideological Contexts of the Family Image and Family Education
in Russian Post-Soviet and Contemporary Feature Films
G. Mikhaleva ……...............................................................................................................
251
Messaging Apps in Teacher-parent Digital Communication O. Petrova, I. Belyakova ....………………………………..…………………………………………………
261
Microcinema: What Are the Ultra-short Films of the Digital Age? E. Proskurnova, X. Lin, A. Litvincev, L. Algavi ……………………………………………………..
272
Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s Facebook Advertisements’ Impact on Undergraduate Consumer’s
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S.S. Shaikh, A. Turk …………………………………………………………………………………………..
282
Technology of Project Activity in Media Education (On the Example of Training
Aspiring Journalists at Kazan Federal University)
M. Simkacheva, R. Bakanov .............................................................................................
293
Twentieth Anniversary of the Media Education Journal: Main Trends in Research
M. Tselykh ...........................................................................................................
... The theory of consumer culture is defined as everything that consumers do and believe in a character (Arnould et al., 2019). Companies must understand the culture and behavior of consumers in order to effectively meet their demands, as well as their demand patterns and the motivating factors for consumers (Oke et al., 2016). The stimulus model is separated into four parts: stimulus input, communication channels, buyer characteristics relevant to the choice process, and output of the purchase. ...
... The stimulus model is separated into four parts: stimulus input, communication channels, buyer characteristics relevant to the choice process, and output of the purchase. Based on the influence of stimuli on each of these four parts, consumers will react differently (Oke et al., 2016). Silva et al. (2020) explained that there is a new perspective related to Consumer Culture Theory (CCT) covering four dimensions, such as (1) Consumer Identity Projects. ...
... Hedonism motivation is related to fantasy and individual emotions that increase shopping interest which tends to be impulsive (Korry & Suartini, 2019). According to Oke et al. (2016), consumers respond differently depending on the stimuli obtained. One dimension in consumer culture theory (consumer identity projects) shows how personalities with certain characteristics form hedonism towards one's shopping interest (Tarka et al., 2022). ...
This study aims to determine the factors that influence consumer behavior related to shopping intention in used clothing products (thrift). The population of this study is Indonesian people who desire to purchase used clothing products. The total population in the study was 200 thrift consumers. This study used primary data obtained by distributing questionnaires using the Google form and a Likert scale. The analytical method uses SEM with AMOS (Analysis of Moment Structure) software. The results of this study indicate that social support has a significant effect on shopping intention. In contrast, hedonic motivation and perceived risk do not significantly affect shopping intention. The development of the industrial world, especially in the field of used clothing products (thrift) to increase people's shopping intention, can be based on factors that have a significant influence, such as social support. The limitation of this research is that the data produced is only from a questionnaire instrument based on the perception of respondents' answers, so conclusions are drawn only based on data collected through a written questionnaire instrument without being equipped with interviews.
... Consumer behaviour is the assessment of a person's choice as to when, how, why, and where to buy or not buy a product. The objective is to analyse a consumer's decision-making process, whether it occurs in a group or individually (Oke et al., 2016). ...
International Marketing Evaluation of Nestle India & the United Kingdom
... These factors influence the way consumers perceive products and services and their buying decisions (Kotler, 2017). Personal factors help marketers create targeted marketing campaigns, develop products that meet specific needs, and build brand loyalty (Oke et al., 2016). Furthermore, as consumer preferences change over time, businesses must continuously analyze and adapt these personal factors to compete in the marketplace. ...
Sensory marketing is an innovative marketing technique that uses customers' five senses to create a memorable experience and influence their decision-making process. This research aims to investigate the impact of sensory marketing on consumer behavior in KFC restaurants in Erbil city of Kurdistan region of Iraq. Based on the nature of the research and the objectives it seeks to achieve, the descriptive analyti-cal approach has been relied upon. In this research quantitative method was used through questionnaires to collect data and the target samples were 140 customers who were chosen as participants of the research through simple random sampling in all three KFC branches in Erbil city. The data has been analyzed using the SPSS V.26 program and hypotheses were tested using the help of several statistical methods, the correlation coefficient, and multiple linear regressions to measure the strength of the linear relationship and the impact between the two variables of sensory marketing and consumer behavior. The results of the research mainly showed that sensory marketing has a strong relationship with consumer behavior. Additionally, the results revealed that sensory marketing has a positive and significant impact on consumer behavior.
... This knowledge enables businesses to meet the needs and wants of their target market, differentiate themselves from competitors, and ultimately enhance customer satisfaction, thereby strengthening their financial performance (Ofek & Sarvary, 2001). Oke et al. (2016) highlight the significance of consumer behaviour by emphasizing that it encompasses various aspects, such as attitudes, preferences, and decisionmaking processes. These elements collectively influence how consumers perceive and respond to marketing efforts (Varadarajan & Yadav, 2009). ...
In the context of business and consumer behavior, this paper explores the impact of Debt Level, Market Orientation, and Financial Literacy on Consumer Behavior and Microenterprise Financial Performance. The purpose of this study is to examine the role of Debt Level, Market Orientation, and Financial Literacy in managing financial risk, shaping consumer behavior, and improving financial performance of small firms. The study utilizes a comprehensive analysis of key elements including Debt Level (Amount of Debt, Debt Interest Rate, Duration of Debt, and Debt to Asset Ratio), Market Orientation (Market Segmentation, Marketing Strategies, and Customer Satisfaction Level), and Financial Literacy (Knowledge of Interest and Interest Rates, Understanding of Investments, and Ability to Manage Budgets). The study examines the managerial and consumer implications of these factors. The findings suggest that wise debt management is crucial for maintaining positive consumer relationships and achieving good financial performance. Similarly, understanding the market, employing relevant marketing strategies, and focusing on customer satisfaction are important for shaping consumer behavior and improving financial performance. Additionally, improving financial literacy at both individual and organizational levels positively impacts consumer behavior and financial performance. This study highlights the importance of Debt Level, Market Orientation, and Financial Literacy in the business and consumer ecosystem. It emphasizes the need for awareness, education, and wise management for achieving positive consumer relations and financial success. The study provides valuable insights for firms to improve their financial performance while meeting consumer needs and encourages consumers to make wiser financial decisions.
... It has been recognized by Pechmann and Catlin (2016) that health-oriented communication can produce substantial and measurable effects on the recognition, emotion and behavior of consumers. Individuals are, indeed, becoming more cognizant of their well-being and paying increased attention to the health benefits that healthy beverages, such as tea, can provide (Oke et al., 2016). The tea culture in China has a profoundly rooted influence on the Chinese population, particularly with regard to the health functions of tea. ...
China boasts a diverse tea culture, being the world's largest tea producer, consumer, and exporter. As China's economy grows, and living standards improve, the demand for tea continues to rise, making it a critical product for marketers to understand. The purpose of this study is to identify the factors that influence consumer behavior towards Wuzhou Liupao Tea and provide recommendations for its development and marketing. Data was gathered through a consumer behavior survey, and 392 complete responses from Liupao tea consumers were analyzed using the JAMOVI program. The research results indicate that price, education, perceived culture, healthiness, and pecuniary condition are crucial factors positively impacting consumer behavior towards Liupao tea. As such, it is recommended to highlight these factors in marketing and promotional activities, including tailored pricing strategies, educating consumers on the product's health benefits, acknowledging the diversity of consumer cultural perspectives, emphasizing Liupao tea's health benefits, targeting consumers with good economic conditions, and providing more affordable choices for low-income groups. These suggestions could help Liupao tea producers and marketing personnel to enhance product competitiveness, expand market share, and provide policymakers with valuable insights for relevant policy formulation.
Download full text: http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7321/3799
... To gain market share, providing variety of products attempting the individual customers' needs leads to beneficially satisfy the customers (Khadka & Maharjan, 2017;Afroz, 2019). The ultimate customer's buying behaviour is influenced by various factors of specifications, and thus, the purchase decision is generated as the reflective result of those factors (Oke et al., 2016;Stankevich, 2017). The marketer's capability of identifying and understanding the influencing factors on the targeted customers' purchase decision, is an asset to set the strategies and meet the needs of the customers, enabling the efficiency and effectiveness of the organisation's benefits (Brata et al., 2017;Al-Huwaishel & Al-Meshal, 2018). ...
... There is a need to understand the reasons customers choose specific products to manage offerings effectively and efficiently (Padhy & Sawlikar, 2018;Poturak & Softić, 2019). The ultimate customer's buying behaviour is influenced by various factors (Oke et al., 2016;Stankevich , 2017). It is the marketer's capability to identify these factors in order to formulate strategies and meet the needs of the customers (Brata et al., 2017;Al-Huwaishel & Al-Meshal, 2018). ...
This study aimed to analyse the factors considered by the learners in choosing a language learning centre in Myanmar as an overview of the competitive advantage in the rapidly transforming cutthroat and globalised market competition. Deductive approach was applied as the base of conducting the study with exploratory research design using survey questionnaire in which the related quantitative and qualitative questions distributed to 108 students. The qualitative and quantitative data interpreted revealed two prominent factors, TV advertising and financial factor, have no impact on the students’ selection decision. However, the other three factors, social media advertising, academic quality, and social influence, have significant impact on the students’ decision of selecting a language institute. The competitive advantages based on the user experience have been identified as well. Because the research area is limited to only five influential factors, the number of variables can merely cover the narrow scope of the research area to foreground the whole resemblance of the students’ selection behaviour and attitude. However, the results imply that competitive advantage in the highly competitive market requires strategic formulation of marketing strategies.
... It starts after the after-purchase stage [41]. Regarding repurchase decisions in the buying cycle, there are two main sets, namely interest and post-purchase evaluation [42]. ...
... Beberapa ahli menganjurkan bahwa keunikan dari produk sangat penting untuk diciptakan, dipelihara dan dipahami yang akan memengaruhi kepuasan konsumen. Konsumen akan merasa puas ketika mengerti tentang produk yang akan dibeli serta menerima informasi dari perusahaan (Oke et al., 2016). ...
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