13 resultados para Consumer behaviour
em Corvinus Research Archive - The institutional repository for the Corvinus University of Budapest
Resumo:
The aim of this paper is to describe the consumer behaviour and everyday lifestyle patterns of Hungarian university and college students. The results are gained from an international survey, carried out by the Department of Environmental Economics and Technology at the Corvinus University of Budapest, supported by the Norwegian Financial Mechanism. As background literature, characteristics of the consumer society and the development of sustainable consumption as a concept are interpreted in the paper. The empirical analysis aims to describe the most important clusters of students, based on the factors of their consumer behaviour, environmental activism and pro-environmental everyday habits. Our results identify two extreme clusters which most significantly differ from each other: the environmental activists and the indifferent group. However, a third cluster has the most modest consumer behaviour, namely the group which considers product features, energy consumption and the behaviour of producers. They spend the least on consumer goods. The three other clusters show quite mixed lifestyle patterns.
Resumo:
A szerzk kutatsi projektjkben a hazai lakossg utazssal kapcsolatos fogyasztsi, vsrlsi magatartst vizsgltk, klns tekintettel a hibrid fogyaszti viselkeds alakulsra. A kutats a rendszeresen utaz vagy az utazs irnt rdekld csoportra terjedt ki. Az els, kvalitatv fzisban a nyarals rtelmezst, a keress s dnts kritriumait trtk fel, majd kvetkez lpsben statisztikai elemzsekkel vizsgltk a fogyaszti magatarts jellemzit. Indexszmts alapjn besoroltk a vlaszadkat a hibrid fogyaszts kategriiba. Besorolsuk szerint a megtakartsorientlt olcsn vsrlk s a komfortorientlt mrkavsrlk jelentik a legnagyobb csoportokat, az elbbi 31,9%-ot, az utbbi 29,6%-ot kpviselve a mintban. A megtakarts-orientlt mrkavsrlk 21%-ot, a komfortorientlt olcsn vsrlk 17,5%-ot tesznek ki. Elemzsk igazolta, hogy a hibrid vsrli magatarts elmleti megkzeltse jl hasznlhat a hazai utazsi piac elemzsekor. ________ Recent study examines travelling behaviour in Hungary with special emphasis on hybrid consumption. Using qualitative and quantitative analysis the study explore the decision making process related to hybrid consumption in travel services. Based on indexes the authors classified respondents into categories of hybrid consumption. According to their classification the main groups are savings-oriented budget shoppersand comfort-oriented brand shoppers, representing 31,9% and 29,6% share in the total sample, accordingly. Based on their analysis the approach of hybrid consumption proved to be useful to analyse consumer behaviour in travel services.
Resumo:
A virtulis szocilis vilgok, gy mint a Second Life, egyre nagyobb npszersgre tve szert, hamar az zleti rdeklds kzppontjban talltk magukat. A szerz clja, hogy feltrkpezze a virtulis identits s a fogyaszti magatarts kztti kapcsolat mibenltt a Second Life vilgban. Ezrt elszr bemutatja, hogy miknt mkdik a Second Life s milyen jellemzkkel rendelkezik. Msodszor ismerteti, hogy az on-line identitsalkots miknt befolysolja zleti szempontbl az individulis viselkedst. A Second Life vizsglata sorn a virtulis identits fogalmt hasznlja fl, mely sszevethet az egyn valdi letbeli identitsval. Harmadszor: rtr a kutatsi rszre, amely sorn a Second Life vilgban kialaktott identits jellemzit vizsglta. Ngy virtulis identitstpust azonostott, melyeknek ms s ms kapcsolata van a virtulis fogyaszts jelensgvel. Vgezetl: kiemeli azokat az eredmnyeket s megllaptsokat, melyeket a vllalatoknak klnskppen figyelembe kell vennik a pszicholgiai nzpont szempontjbl ahhoz, hogy eredmnyesen szerepeljenek a virtulis vilgokban. ________ Given their increasing popularity, virtual worlds, such as Second Life, attracted the attention of the business media. The aim of the present article is to explore the relationship between virtual identity and consumer behaviour in Second Life. First, the author reviews Second Life functions and particular characteristics. Second, he illustrates how online identity construction affects ones behaviour in such environments from a business perspective. Third, the author demonstrates his findings associated with identity construction in Second Life. More specifically, four different types of virtual identities can be identified, each with slightly different implications toward virtual consumption. Finally, he highlights the major points to which companies should pay particular attention in their virtual social world activities, focusing on the psychological mechanisms that influence peoples online behaviour and thinking.
Resumo:
A tanulmny egy olyan kutats mlyebb elemzsnek eredmnyeit mutatja be, amelynek sorn a Budapesti Corvinus Egyetem Krnyezetgazdasgtani s Technolgiai Tanszknek munkatrsai krdves felmrst hajtottak vgre a Norvg Alap tmogatsval, a Fenntarthat fogyaszts, termels s kommunikci c. projekt keretben. A vlaszok alapjn sszehasonlthatjuk a fiatalok egyes csoportjainak krnyezettudatossgt s a fogyasztshoz val viszonyt, amelynek alapjn meghatrozhatjuk a krnyezeti nevels legfontosabb fkuszait s eszkzeit. Kt iskolatpus (egyetemistk s kzpiskolsok) tanulinak adatai alapjn tbbdimenzis sklzs segtsgvel vizsgltuk azt, hogy a dikokat ler jellemzk kzl melyek mozognak egytt, s melyek elfordulsa mutat ellenttes irnyba. Klaszterelemzssel azt is feltrtuk, hogy a mintba kerlt szemlyek milyen hasonlsgokat s eltrseket mutatnak, milyen, tbb-kevsb homogn csoportok kpezhetk bellk. Az eredmnyek alapjn szakmai javaslatokat fogalmazunk meg a krnyezeti nevels terletre. _______ This paper presents the in-depth analysis of results from a survey of students from secondary and tertiary education. The survey was conducted by researchers from the department of environmental economics and technology of the Corvinus University of Budapest in the framework of the project titeld sustainable consumption, production and communication supported by the Norwegian Fund. The environmental consciousness and consumer behaviour of different groups of young people are compared, allowing identification of the main focus points and tools of environmental education. Multidimensional scaling is used to examine which characteristics of the students are related and which point in opposite directions. Similarities and differences between respondents were mapped through cluster analysis and relatively homogeneous groups were indentified. The results are used to make suggestions for the development of environmental education.
Resumo:
Various authors have used the term consumer society with a number of different meanings, yet one common point has been the shift of focus to the consumer ethos, which alters the everyday life of society members and their relationship to each other and society as a whole. Ones relationship to consumption determines fundamental levels of consumption and for what purposes (e.g. hedonic values, family and savings), thus it is essential to explore this relationship to develop an understanding of consumer behaviour and to create effective marketing messages. This paper provides a brief summary of the various approaches and research lines of consumer culture and reviews the findings of the first, qualitative phase of our consumer culture study in Hungary. The purpose of this research programme is to analyse the changes in peoples relationships to consumption since the change of regime.
Resumo:
The importance of advertising has changed in many aspects in the last decade, and mainly during the last years of the economic crisis. Economics traditionally did not find advertising a valuable factor until empirical studies demonstrated that advertisement affects consumer perception by means of indicating the quality of the underlying product. Consequently, products that are advertised more frequently, are more likely to be associated with a higher quality. Nevertheless, advertising is a strong tool in competition, which statement is confirmed by the recognition that increasing consumer knowledge contributes to the diffusion of innovation and to the reduction of research and development (R&D) costs. This contribution can be achieved nowadays by consumer interactivity, where companies deliberately rely on the involvement of their consumers. Recently, when companies were confronted to the global economic crisis, brand managers realized that allocating advertising budgets in a recession (considering the actual state of the economic conditions) is a highly important decision factor beside competition, consumer behaviour, trends or industrial conditions. Companies have to realize that their communication budgets are planned substantially in a different way in times of crisis than during an upsurge. Moreover, should a company make the best of maintaining their advertising budgets in recession times, it will indicate more trust towards their consumers and show a more favorable image towards their investors. This study assembles different approaches from the economics of advertising to draw conclusions for the subsequent analyses of advertising in times of a crisis. The main objective with the literature review is to show, that pro-cyclical actions (reducing advertising budgets in times of crisis and overspending during upsurge) of companies can lead to problems of profitability, consumer trust and competitiveness in the long run.
Resumo:
A 2008-ban kezddtt gazdasgi vlsg a korbbiaknl is fontosabb tette az rakat a vsrlk szmra. Azt eddig is mindenki tudta, hogy az rak alapveten befolysoljk a fogyasztk vsrlsi dntst. Arra a krdsre azonban, hogy mikppen, mr nem mindig tudunk pontos vlaszt adni. A kzgazdasgtan szerint az rak cskkense nveli a fogyasztk vsrlsi hajlandsgt s fordtva, az rak emelkedse kisebbti azt. A valsg azonban nem mindig rhat le kzgazdasgtani fogalmakkal vagy matematikai kpletekkel. _______ Since the beginning of the global economic recession prices have become more and more important for sellers and buyers. To study the role of prices in consumer behaviour is a rather new field of marketing research. The paper starts out from the fact that prices can be regarded as a multidimensional stimulus, which influences the purchasing decision of consumers. The study describes the process how, in this multidimensional pricing environment, consumers get from the perception through the evaluation of prices to the purchasing decision. According to the model constructed by the author the perception of prices depends on the presentation of prices and on the willingness and ability of people to numerically perceive and evaluate the different presentations of prices. In the process how consumers get from the perceived prices through the excepted prices to the purchasing decision the perceived value plays the most important role. The perceived value is motivated by the internal and external reference prices and the perceived reference value. The paper comes to the conclusion that in recession and post recession times, companies are compelled to understand these processes better to be able to set their price points according to the changing buyers behaviour.
Resumo:
The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.
Resumo:
There is growing interest among researchers working in the areas of product-country image effects, and more generally international consumer behaviour, in the potential relationship between consumers familiarity with, and evaluation of, products from various countries. We use data from a consumer survey in Hungary to attempt an initial exploration of this relationship. The data support findings from earlier similar studies but also suggest that affective considerations may be playing a considerable role in the evaluations of domestic products, and that the relationship of familiarity with product evaluations may vary significantly from country to country and may not be as strong as previously thought.
Resumo:
Oftentimes, packaging is the first and only marketing tool consumers encounter before a purchase, therefore it is considered to be the most important communication and informative tool (Behaegel, 1991; Peters, 1994). The aim of the research is to better understand food label usage of consumers. To make the identification of behaviour patterns possible and to understand the way consumers use labels on packaging netnography has been chosen as the research method. We identified market factors in our research which result in label use. Based on our results, two large consumer segments were identified: conscious and non-conscious consumer behaviours. Reading information on packaging can be classified in two ways, according to method of use (superficial, conditional, incidental) and place (home, or point of sale).
Resumo:
This paper provides an insight into how the atmospherics of a retail environment influence shopping behaviour. Its objective is to support researchers and practitioners by summarizing the current state of knowledge and identifying gaps and avenues for future research. The scope covers studies in retail marketing and environmental psychology published during the last 35 years. It has been shown that environmental cues (music, scent etc.) have an effect on the emotional state of the consumer, which in turn causes behavioural changes, both positive (approach, buy more, stay longer etc.) and negative (not approach, buy less, leave earlier etc.). Most studies make reference to the PAD model, which proposes that the relevant emotions in this process can be measured along three dimensions Pleasure, Arousal and Dominance (Mehrabian, A. & Russell, J.A.,1974, An approach to environmental psychology, Cambridge, MA.: MIT Press). Since then, significant advances have been made to understand the effect of individual cues, their interaction, as well as the role of moderators, such as gender, age, or shopping motivation. However, there are a number of opportunities for further research. Too little is known about the moderating effects of Arousal and Dominance and how they interact with each other and with Pleasure dimension. Also a number of other moderators, such as gender and culture, should be integrated into the model.
Resumo:
This article provides new insight into how the ambience and design of shopping environments impact onspending behaviour. Environmental cues in a retail area influence emotional states of by-passers, which in turn influence spending levels. Past research suggested that this effect only applies to shops with moderate arousal level. Also, several studies failed to confirm a relationship between emotions and spending levels. This is surprising, since high arousal environments (e.g., amusement parks, sports stadiums and airports) often feature a wide range of retail outlets. Based on survey data collected in a live airport shopping area, this study finds a relationship between pleasure emotions associated with the retail area and recalled consumer spending, but also the time available for shopping (which in an airport is constrained). Also, visitors emotional state was influenced by the ambience (e.g., cleanliness, noise levels, lighting) as well as the design (e.g., easy wayfinding, seating areas) of the retail area. Shoppers arousal levels did not explain variations in spending level. Implications for researchers and managers are discussed as well as suggestions for future research.
