University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
The Effect of Light on Reaction of Food Customers Based on Neuromarketing
1
21
FA
Abbas
Shahnavazi
0000000213197194
Instructor of Business Management, Department of Business Management, Roudbar Branch, Islamic Azad University, Roudbar, Iran.
a.shahnavazi@iauroudbar.ac.ir
Mahdi
Homayounfar
Assistant Professor of Industrial Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran
homayounfar@iaurasht.ac.ir
Mehdi
Fadaei
0000000267563153
Assistant Professor of Industrial Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran
fadaei@iaurasht.ac.ir
Shahin
Shabani
M.A. in Executive Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran
setshsh@yahoo.com
10.34785/J018.2021.932
The current research is conducted to investigate the effect of different lights on reaction of customers of unpackaged fresh food (fruit) using neuromarketing method. Considering research objective, it’s an applied study and regarding method it's experimental , because the control and manipulation of variables took place in the laboratory environment. The statistical population of the study includes food customers (fruit) of Rasht city which 10 out of them were selected as statistical sample using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 13-30 HZ by two F3 and F4 electrodes, while for each one, 4 steps of 4-second frequency recording were performed. The results of testing hypotheses using Wilcoxon and Kruskal Wallis nonparametric tests in SPSS software showed that according to the values of F3’ alpha and beta (Positive emotions) and F4’ alpha and beta (negative emotions), there are no differences among green, yellow, and red colors in the choice of food. In comparison of average of F3’ alpha and beta and F4’alpha and beta, there were significant difference in each light and the left hemisphere of the brain more involved. So, positive and logical emotions are dominant.
Customer Behavior,Emotions,Neuromarketing,Electroencephalogram
https://cbs.uok.ac.ir/article_61752.html
https://cbs.uok.ac.ir/article_61752_49421fc66e3fd079f53ca45dd2b21e73.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
Analyzing Customers' Behaviors with Approach of Measuring Visual Attention of Users to Websites Banner Advertising
22
37
FA
Masoud
Keimasi
Assistant Professor, Marketing, MBA Department, Faculty of Management, University of Tehran, Tehran, Iran.
keimasi@ut.ac.ir
Mozhde
Khoshnevis
PhD student, Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran.
m.khoshnevis@ut.ac.ir
10.34785/J018.2021.489
Since a large budge is spent on advertisements that lack effectiveness, important elements should be investigated in order to increase the effectiveness of advertisements and avoid wasting expenditure. Reviewing the models of customers' buying behavior shows that customers' attraction is a key issue in attracting customers. With regard to the impact of banner advertising on customers' buying behavior, the purpose of this study is measuring the effect of personalization of banner advertising on visual attention to the advertisement. A 2(advertisement type)×2(task cognitive demand) matrix was used for exploring this relationship. 80 people participated in this test to measure the way by which the personalized information affects visual attention in two levels of task cognitive demand. These effects on participants' attitude toward advertisement were measured. In this research, visual attention, attitude toward advertisement and perceived goal impediment are dependent variables and personalization and cognitive demand are independent variables. Eye tracking device was used for collecting data about visual attention and questionnaire was used for measuring attitude and perceived goal impediment and two-way ANOVA was applied for measuring the relationship between dependent and independent variables. Findings show that participants pay more and longer attention to personalized advertisements in comparison to impersonalized advertisements. However, task cognitive demand mediates the effect of personalization on attention. There is no significant effect between personalization and task cognitive demand on perceived goal impediment and attitude toward advertisement.
personal advertising,visual attention,task cognitive demand
https://cbs.uok.ac.ir/article_61705.html
https://cbs.uok.ac.ir/article_61705_da01624b44e199bf131e5b3a0cfd143e.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
The Influential Barriers to Green Purchase Intention: an Interpretive Structural Modelling Approach
38
58
FA
Mohammad Hossein
Marvi
Ph..D student, Department of Management,Shahrood Branch, Islamic Azad University, Shahrood, Iran.
marvi1341@gmail.com
Morteza
Maleki MinBasRazgah
0000-0001-5780-5967
Associate Proff, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
mmaleki80@semnan.ac.ir
Azim
Zarei
0000-0002-8719-6338
Associate Professor, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
a_zarei@semnan.ac.ir
Golnar
Shojaei
0000-0003-4560-701X
Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran
golnar.shojaei@gmail.com
10.35066/J040.2019.345
The purpose of this paper is to identify, analyze and rank the barriers to purchase intention and consumption of foods (healthy, natural and organic) among consumers. To achieve this goal, Delphi qualitative method was used to identify green buying barriers indicators and for analysis, ranking, relationship building and model presentation, interpretive structural modeling (ISM) and MICMAC method were used. The data were collected using green marketing literature, interviews and three rounds of Delphi method in a 10-person panel of individuals with green marketing knowledge, food knowledge and non-probability. Structural modeling was performed with the participation of 12 experts. The research findings were modeled on 6 main barriers and 49 indicators at five levels. The results revealed that demographic (income , low education. family size , generation), cognitive and motivation (lack of knowledge and awareness of healthy and environmental), contextual (high price ,lack of diversity, Inaccessibility, advertise, effective control rules and regulations), cultural (individualism, myopia, lack of altruism, unreliability, fidelity) social (norms, reference groups, social responsibility), and behavioral (nutrition patterns, dietary habits, justification of non-buying laziness, indifference, neglect) The most important barriers manufacturers and suppliers can address. This research is intended to guide the policy and decision makers in marketing to understand consumer behavior.
purchase barriers,interpretive structural modeling,Consumer Behavior
https://cbs.uok.ac.ir/article_61709.html
https://cbs.uok.ac.ir/article_61709_660048ed11334b698520d7ea976efad8.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
The impact of Physical Environment on Perceptions of Price, Customer satisfaction and Loyalty (The Case: Ahvaz City Restaurants)
59
84
FA
Edris
Mahmoodi
Business Administration Department, Faculty of economic and social sciences, Shahid Chamran university of Ahvaz, Ahvaz, Iran
mahmoudi.edris@yahoo.com
Seyede Zahra
Salari
Business Management, Faculty of economic and social sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
hanaa.salari@gmail.com
hatam
khalilipour
Business Management; Faculty of economic and social science, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
khalilistu@yahoo.com
Marzieh
Hosseini Sarteshnizi
Business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
marziehhossieni@stu.yazd.ac.ir
10.35066/J040.2019.301
the aim of this study was to investigate the effect of perceived quality from the physical environment on customer perceptions of price, satisfaction and loyalty. The research is in terms of its nature and method, descriptive-correlation and in terms of its purpose is applied. The statistical population of the research is customers of Ahvaz restaurants. Due to the fact that an estimate of the number of customers was not available, using the sampling formula from the infinite population, 384 people from the statistical population were examined and tested as a statistical sample using a nonprobability method convenience sampling. By referring to the articles that used this questionnaire or similar questionnaires, the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software. The results of hypothesis analysis show that Décor and artifacts, spatial layout and environmental ambient conditions have a positive and significant effect on price perception, Décor and artifacts has a positive and significant effect on customer satisfaction. Also, customer satisfaction and price perception have a significant effect on customer loyalty.
Restaurant's Physical Environment,Price perception,customer satisfaction,Customer loyalty
https://cbs.uok.ac.ir/article_61706.html
https://cbs.uok.ac.ir/article_61706_d0e187b16d108d2108cad8b3fdd1a29c.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the mediating role of Domain Specific Innovativness (Case Study: The consumers of Smart Wearable Products)
85
104
FA
Mona
Kardani Malekinezhad
PhD Candidate in Human Resource Management, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran
m.kardani@mail.um.ac.ir
Alireza
Khorakian
Associate Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran.
a.khorakian@um.ac.ir
fariborz
rahimnia
0000-0001-9680-6735
Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran
r-nia@um.ac.ir
10.35066/J040.2019.115
One of the most lucrative strategies for competitive organizations is to put innovative products on the market and gain a competitive advantage. Consumer innovativeness creates the desire in a person to go for different products. The innovative behavior of these consumers motivates others to emulate them and buy new products. Therefore, innovative consumers and their innovative behavior play a key role in the success of new products and services. The present study, in accordance with the hierarchical view of consumer innovativeness, examines the effect of innate innovativeness on innovative consumer behavior with the role of the interface of domain specific innovativeness. The research method of the present study is analytical-survey and in this research, available sampling has been used. Because the size of the community is not known and no information is available on the variance of the community, according to the Cochran's formula with a 95% confidence interval and a tolerable error value of 0.07, the sample size is 390 consumers of smart wearable products in Mashhad. A questionnaire was used to collect preliminary data. After collecting the data, the research hypotheses were analyzed using structural equation modeling and through Amos software. The results of the present study confirm the hierarchical view of consumer innovativess, especially that cognitive innovatiness and Product possessing innovativeness as well as Sensory innovativeness and Information possessing innovativeness are the best combinations to predict innovative consumer behavior.
Innovative consumer behavior,Domain specific innovativeness,Innate innovativeness
https://cbs.uok.ac.ir/article_61711.html
https://cbs.uok.ac.ir/article_61711_55e7897dbed3ed4ef51d573812f62b0a.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
Investigating the Role of Cultural Intelligence of Handmade Carpet Sellers in Tourism Development with Purchasing Regime and Fair Pricing Approach
105
132
FA
HOSSEIN
BALOUCHI
PhD in International Marketing Management, Assistant Professor, Department of Accounting and Management, Khayyam University, Mashhad, Iran
hossinbalochi@alumni.ut.ac.ir
Majid
Nematolahi
Master of Tourism Management, Young and Elite Research Club, Shiraz Branch, Islamic Azad University, Shiraz, Iran
mnematolahi@gmail.com
10.35066/J040.2019.918
Iranian handmade carpet, with its prominent cultural and artistic features has always been one of the prominent products in the non-oil export of Iran. On the other hand, neglecting the principles of marketing and business, the competitive advantage of handmade carpets has faced serious risks, in particular at the global level. In this way, the purpose of this paper is investigating the role of cultural Intelligence of handmade Carpet vendors in the development of tourism by moderating regret buying and fair pricing approach. The statistical population consisted of both groups of carpet sellers and tourists in Vakil Bazaar of Shiraz city. To obtain sample of tourists, an available sampling, and to obtain sample of vendors, Random sampling was used. In order to measure the reliability of the data, internal consistency was used. Measurement the validity of the instrument was done using convergent and divergent validity. For investigating Modifier Effect of regret buying, used LISREL software. Statistical sample divided into 2 groups and structural modeling was investigate by considering modifier role and not considering modifier role. Results showed that without considering modifier role, there is positive and significant relationship between cultural intelligence and tourism development. This indicates the importance of cultural intelligence in the development of tourism. The relationship between fair price and tourism development has not confirmed. Because pricing and pricing issues for foreigners are less important. There is a significant relationship between variety-seeking and tourism development And this diversity is important in choosing new destinations for tourists.
cultural intelligence,Shopping Regime,Fair Price,adjustment,Handwoven Rug
https://cbs.uok.ac.ir/article_61707.html
https://cbs.uok.ac.ir/article_61707_c220eb16536495933df1adf084ee8c8b.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
Designing a model of the antecedents and consequences of Integrated Marketing Communications in the banking industry
133
157
FA
Saman
Sheikhesmaeili
orcid.org/0000-0002-5473-5868
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
sheikhesmaeili@gmail.com
Seyed Kamran
Nourbakhsh
Assistant Prof, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
s_k_nourbakhsh@yahoo.com
seyedabbas
hedari
Department of Business Management, Central Tehran Branch, Islamic AzadUniversity, Tehran, Iran.
abbas.heydari70@gmail.com
10.35066/J040.2019.106
In today's competitive and dynamic world of the banking industry, large-scale marketing goals cannot be achieved without considering integrated marketing communications (IMC). For this purpose, the main purpose of this study is to identify the types of outcomes, management methods, types of outcomes, modeling, and structural relationship modeling of the comprehensive model of "integrated marketing communication management" in Selected bank branches. The statistical population consists of all employees working in Selected bank branches in Tehran City, including both line and staff units’ form. This research was conducted by descriptive-survey method and based on heuristic-contextual methods of conducting and collecting data through a researcher-made questionnaire. Data were also analyzed using structural equation modeling. The results confirmed the proposed research model, which means that the proposed variables are appropriate explanations of the antecedents and consequences of integrated marketing communications and the assumptions in the model were significantly confirmed. Also, this model in two general levels of concepts and examples can as a roadmap, the interaction and communication activities of the bank in a significantly cohesive and integrated.
Integrated Marketing Communications,Market Orientation,Brand Orientation,Advertising,Banking Industry
https://cbs.uok.ac.ir/article_61710.html
https://cbs.uok.ac.ir/article_61710_44326cc960ae43e92fe864220a25ac6b.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
1
2021
04
21
Prerequisites for the Development of Smart Consumption Behavior
158
173
FA
yousef
mohamadifar
Assistant Professor of Mangement & Entrepreneurship, Faculty of EconomicandEntrepreneurship,University of Razi, Kermanshah, Iran.
mohamadifar@razi.ac.ir
hadis
pourjamshidi
PhD Student, Entrepreneurship, Faculty of Economic and Entrepreneurship, University of Razi, Kermanshah, Iran.
hadis.pourjamshidi@gmail.com
10.35066/J040.2019.472
Changing the global approach to smart consumption is a new and serious issue. Intelligent consumption aims to reduce the consumption of resources and energy in order to produce less waste and recycle more consumables, and is the manifestation and symbol of a socially and ethically action that includes personal and public interests. The present study aims to investigate the factors affecting the development of intelligent consumer behavior based on the qualitative-quantitative approach. For this purpose, in the qualitative dimension of the hybrid instrument with seven steps and in the quantitative approach using the Cochran's formula of a sample with a volume (N = 386) and considering the maximum variance, large population and sampling method. Multi-stage clusters were randomly selected. The data collection tool was a structured questionnaire. Experts assessed the validity of this tool and the reliability of its variables was obtained with Cronbach's alpha coefficient and a model for predicting consumer behavior regarding intelligent behavior was presented using structural equation modeling. Findings indicate that the variables of product brand, product trust, product value perception, price appropriateness, product quality, social context and social responsibility had a significant impact on the development of intelligent consumer behavior. The studied variables were able to explain 0.30 of the variance of intelligent consumption behavior.<br /> Keywords: Intelligent consumption, consumer behavior, Behavior development structural equations
Intelligent consumption,Consumer Behavior,Structural Equations
https://cbs.uok.ac.ir/article_61751.html
https://cbs.uok.ac.ir/article_61751_1c68dddf0ed1ba317e9908906bd9f9cb.pdf