BUYING BEHAVIOUR Research Papers - Academia.edu (original) (raw)

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- Information Systems, Marketing, Information Technology, Business and Management

The study has been conducted to explore, identify and develop a model for predicting buying behaviour of young Smartphones consumers. The earlier researches explicate the involvement of individual factors and environmental factors in the purchase decision of mobile handset. Smartphone consumers particularly youngsters are very selective in the purchase of the smartphones and their purchase is driven by factors like functionality, product positioning and psychological facets. The Smartphones industry has witnessed a fast technological development through its inception; it was always a challenge for the manufacturers to predict the future demand. The current research is conducted in two phases, in the first stage Exploratory factor analysis using Principal axis factoring and in second phase Confirmatory factor analysis using Structural equation modelling. The results of the study indicate that the most important parameters for predicting buying behaviour are Brand Name, Advanced Value Features and Physical Appearance.

- by Publishing India Group and +1
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- Customer Relationship Management (CRM), BUYING BEHAVIOUR, Product Positioning, Psychological Facets

Purpose: This paper is aimed to design a framework for categorizing literature based upon buying behaviour of cosmetics / personal care products and for contribution towards existing research. This study will help researchers, academicians and corporates. This research is on the basis of research article analysis which was extracted mainly from Elsevier, Emerald, Wiley and Taylor and Francis and Springer data basis. Methodology: In total 50 peer reviewed articles were selected randomly from data bases of Emerald, Elsevier, Taylor and Francis, Wiley and Springer for systematic analysis. Findings: Scarce literature is available in context of organic personal care products in India. Originality: It is found that very less research has been conducted on personal care purchase behaviour in Indian context. The authors have therefore suggested this framework for literature categorization linked to personal care products which will help in conduct of future research in this area.

- by Mentari Ramadhani and +1
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- Marketing, Brand Management, Ghana, Consumer Psychology
- by Kaushal Kishore
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- Communication, Retail, Customer Relationship Management, BUYING BEHAVIOUR

Improved technology, better education, advancement in science and economic growth has provided people with a chance to better standard of living. With increased purchasing power & influence of media made people more conscious towards beauty, hygiene and better life style. The study focuses on identifying the important factors considered by the customers while purchasing face care products. A self designed questionnaire is designed to collect the information form the respondents. Total sample size for the study is 200.The survey is conducted among the college students in the Pathanamthitta district, Kerala. For identifying the important factors affecting the purchase decision the respondents were asked to rank seven factors from 1 to 7 based on the importance. Rank 1 means most important and rank 7 means least important. Garrett Ranking technique is used. Influence of advertisement on the consumer behaviour of youth is also analyzed. The results of the study indicate that female consumers give the prime importance to the brand name of the product followed by ingredients and advertisements respectively. Male consumers give the most importance to brand name followed by advertisement and price respectively.

- by Journal ijmr.net.in(UGC Approved)
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- Marketing, BUYING BEHAVIOUR

Pharmacies have hit the internet and received a warm response. Against the traditional way of buying medicines from pharmacy stores after seeking a medical advice, people are getting adapted to buying medicines online. A common practice among the druggists is to provide a substitute medicine. Customers are highly concerned and sensitive about their health. People are well aware of the fact that medicines though cure, are accompanied with major or minor side effects. Online availability of medicines has brought revolution in the health sector. Online pharmacies in India are in a nascent stage right now but have immense potential for growth. Online medicine market is growing at an exponential rate. Indian consumers are welcoming the trend of online buying of medicines. Online pharmacies provide facilities like home delivery, easy access and reminders to customers along with pocket-friendly offers. For marketers, it becomes all the more important to cater to the mindset of customers. Existing literature in the Indian context is limited to online buying of drugs by consumers without being specific to generic or non-generic. This brings forward a research gap to explore the online buying behaviour of consumers with respect to generic as well as non-generic medicines.

- by Publishing India Group and +1
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- Generic Medicine, BUYING BEHAVIOUR, online pharmacy, Marketing and Business Communication

Cosmetics are an important part of the modern lifestyle of people. In 2019, the international cosmetics market amounted to 380.2bnandby2027,willgrowto380.2 bn and by 2027, will grow to 380.2bnandby2027,willgrowto463.5 bn. The Indian Cosmetics Market size was 13.19billionin2020andisprojectedtoexpandto13.19 billion in 2020 and is projected to expand to 13.19billionin2020andisprojectedtoexpandto28.98 billion by 2026 showing a CAGR of 16.39% through 2026. The COVID-19 pandemic has impacted the practices of businesses as well as the lives of consumers. This has led to a change in the purchase behaviour of consumers. Such a change has been caused by many variables such as falling incomes, lockdowns, low availability of goods, breaking down of supply chains as well as accessibility of products. As there has been a change in the purchase behaviour of consumers due to the pandemic, this research aims to study the change in the cosmetic purchase behaviour of females in Gurugram, a city in Haryana (India), if any on various variables. A structured questionnaire based survey of the 159 women of Gurugram was conducted to examine the impact of Covid-19 pandemic on the factors affecting cosmetics buying behaviour like customer buying behaviour like product brand, variety, price of product, friends recommendation, advertising, celebrity endorsement, social media marketing, e-word of mouth and product information.

- by IAEME Publication
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- Women, India, Cosmetics, BUYING BEHAVIOUR

This study aims to establish whether the residential background of consumers has a
varying influence on their buying decisions due to the influence of TV advertising.
Objectives and Hypothesis: This research is conducted with a view to study the impact
of TV advertising on the buying behaviour of rural and urban teenagers in India. To
achieve the above objective, the following hypotheses were framed:-
1. There is no significant difference in the opinion of rural and urban teenagers’ as
far as the influence of TV advertising on their buying behaviour is concerned.
2. There is no significant difference in the perception of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.
3. There is no interaction between residential background and gender of the
teenagers to affect their buying behaviour with respect to TV advertising.
Methodology: The study was conducted on 866 teenagers of Haryana (431 male and 435
female) of which 440 were rural and 426 were urban. The data was analysed by applying
counts, percentages, means and ANOVA.
Findings: The study suggests that rural teenagers like television advertising more than
their urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is helpful in
buying the new products, getting the best product and also supports collective decision
making. The urban teenagers also want TV advertised products even though they do not
require them. They also like the advertisements of the products that they are using and
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believe that products are as good as expected from TV advertisements. Buying behaviour
of male teenagers is more influenced by television advertisements than their female
counterparts.
Key Words: Teenagers, impact, television, advertising, rural

- by sumit naidu
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- Marketing, Brand Loyalty, Consumer Behavior, Marketing Research
- by Syuhaily Osman
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- Marketing, Sales Promotion, BUYING BEHAVIOUR, Marketing Studies

Celebrity Endorsements are an important aspect of marketing that helps the brands to gain attention and improve their brand image. There are many aspects of celebrities that appeal to consumers, such as trustworthiness, credibility, attractiveness, expertise and product-celebrity match. Endorsements don't only add to the brand image of the company, but it also increases the image of the celebrity endorser. Luxury brands require endorsements in order to improve consumer perception through the endorser's personality. This paper helps to see the impact of celebrity brand endorsements on buying behavior towards the luxury brands and affirms the attributes that appeal to the consumers.

- by Ijariit Journal
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- Consumer Perception, BUYING BEHAVIOUR, Celebrity Endorsements

The major factor of consumer behaviour in organised retailing is the changing buying behaviour. Various management thinkers have conducted several studies to understand the relationship of buying behaviour and organised retailing. Consumer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. (L.G. Schiffman, L.L. Kanuk, 2005). Consumer buying behaviour is changes due to organised retailing sector which introduce in India in 2000 year. Slowly organised retail flourish in India year after year and till 2008 many malls and other hypermarkets open in many cities of India. In this sector some Indian players took the initiative and open their retail chains. For example Future Group opened Big Bazaar, RPG Group opened Spencer Store, Ruia Group opened Shoppers Stop in many cities Now-a-days employees have been hired, trained and remunerated in organised sector. In this respect the malls and hypermarkets provide job opportunities to many people in the country. The organised retailing changes a lot the " consumer buying behaviour " in the country. Under one roof the whole items related to each category available to the consumers in the shops. Times have changed people want a good shopping experience and this experience they feel in purchasing the products from malls, hypermarkets etc. The purpose of this study was to identify through hypothesis testing how consumer buying behaviour changes in organised retailing. The study was conducted using structured questionnaire on private and public sector employees. Chi-Square technique was applied and chi value was computed to test the formulated hypothesis in order to find relevance of consumer buying behaviour in organised retailing.

Internet banking is a form of self service technology. The numbers of Internet users have increased dramatically, but most of them are reluctant to provide sensitive personal information to websites because they do not trust e-commerce security. This paper investigates the factors influencing of e-services on senior citizens buying behaviour and also indicates level of concern regarding security and privacy issues in Indian context. Primary data was collected from 200 respondents, above the age of 60, through a structured questionnaire. were used to know trend of internet use and factors affecting e-banking services among senior citizen customer in Bangalore, India. The finding depicts many factors like security & privacy, trust, innovativeness, familiarity, awareness level increase the acceptance of e-banking services among Indian customers. The finding shows that in spite of their security and privacy concern, senior citizen customers are willing to adopt online banking if banks provide him necessary guidance. Based on the results of current study, Bank's managers would segment the market on the basis of age group and take their opinion and will provide them necessary guidance regarding use of online banking.

- by IERJ Journal
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- Security and Privacy, E-Banking, Senior Citizens, BUYING BEHAVIOUR
- by rafshan razi
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- Marketing, Malaysia, Islamic Studies, Islam
- by International Res Jour Managt Socio Human
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- Marketing, Brand Awareness, M31, BUYING BEHAVIOUR

In recent years, several researches conducted in the field of consumer behaviour because of increased importance given to brand management and performance. Technological factors such as the availability of personal computers and internet access, download time and representativeness of pictures and colors of products are the reason for increasing the potential customer .Here Impulse buying plays a major role in consumer buying behaviour. It is the time to analyze the impulse buying behaviour which makes the customer to grab the product instead of choosing them.

- by Khalil Bukhalaf
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- Marketing, Information Technology, Online Shopping, BUYING BEHAVIOUR
- by Radha Kashyap
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- BUYING BEHAVIOUR

In today’s dynamic marketing environment, thousands of marketers try and reach out to the same set of audience through innovative messaging mediums in order to break through the clutter. The word of mouth as a form of communication took to electronic format and marketers grabbed this opportunity as well. This form of marketing vowed many potential customers into making final purchases. The objective of this study is to find out about the level of importance given by the centennials to electronic word of mouth (eWOM) while making purchase decisionsand how marketers can use the insights for effective marketing strategies in clothing and accessories industry. The study dives deep into the various concepts of defining the generations, marketing practices followed at present and how social listening is adopted by marketers. To bring in accuracy, the study has been narrowed down to the Indian clothing segment and the research is restrictive to the Indian market only. This study is based on quantitative method. Tool used is survey questionnaire to reach to the main objective of this research. Survey method with the help of structured questionnaire was used for collection of data.For the interpretation of the concept, triangulation involving two theories ‘Social Comparison Theory’ and ‘Social Impact Theory’ will be used in the study

- by IAEME Publication
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- Communication, Ewom, BUYING BEHAVIOUR, Market Trends
- by Amalina Md Yusof
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- Sales Promotion, BUYING BEHAVIOUR
- by Lee Wang
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- BUYING BEHAVIOUR

This research paper is an effort to find the variables/factors that effects impulsive buying behaviour of the customers based on textile and apparel industry. This impulse buying behaviour further will lead to the sales for the companies. Here we have tried to find the impact of various impulse buying factors like the impact of sales and promotions, placement of product, window marketing, social pressure, culture, etc. on consumer impulse buying behaviour. The study found that are many factors which change the buying behaviour of the customer such as: in store atmosphere, display at Purchasing Point, convenience of shopping, location of the store, characteristics of the product, quality of the product, availability of branded and special items, Size of the store, store image, variety seeking behaviour, discounts available, packaging of products and in store displays etc. All of the above-mentioned factors were considered while deciding whether impulse buying behaviour impacts purchasing decisions of the customers. In this research paper, 100 questionnaires were sent to a plethora of people and the effective rate was 78%, viz. 82 people out of 100 were affected by one of the variables which led to sale of the product related to the apparel industry. The test data was analysed by linear and logistic regression and it was found that the external and the internal factors impact the purchasing patterns of the customers while making purchase decisions. Also, the, implications for managers are discussed in the paper.

- by IAEME Publication
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- Textiles, Logistic Regression, Impulse Buying, BUYING BEHAVIOUR

In today’s dynamic marketing environment, thousands of marketers try and reachout to the same set of audience through innovative messaging mediums in order to break through the clutter. The word of mouth as a form of communication took to electronic format and marketers grabbed this opportunity as well. This form of marketing vowed many potential customers into making final purchases. The objective of this study is to find out about the level of importance given by the centennials to electronic word of mouth (eWOM) while making purchase decisionsand how marketers can use the insights for effective marketing strategies in clothing and accessories industry. The study dives deep into the various concepts of defining the generations, marketing practices followed at present and how social listening is adopted by marketers. To bring in accuracy, the study has been narrowed down to the Indian clothing segment and the research is restrictive to the Indian market only. This study is based on quantitative method. Tool used is survey questionnaire to reach to the main objective of this research. Survey method with the help of structured questionnaire was used for collection of data.For the interpretation of the concept, triangulation involving two theories ‘Social Comparison Theory’ and ‘Social Impact Theory’ will be used in the study

- by IAEME Publication
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- Communication, Ewom, BUYING BEHAVIOUR, Market Trends
- by Chainuwat Soonchan
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- Information Systems, Marketing, Human Computer Interaction, Web Design

The study investigates theoretical framework of non-store retail management and online retail management in the first chapter and types of buying and compulsive buying in the second. For this purpose, the study investigated the compulsive buying tendencies of shoppers in electronic environment.
For the study, data was collected by survey method. 384 questionnaires were analyzed by SPSS 16.0 package software. Results revealed that compulsive buying tendencies has a significant relationship with marital status and gender. Besides, compulsive buying tendencies does not have a significant relationship with profession, monthly income and educational status.

- by Mustafa Said AKIN
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- Marketing, Impulse Buying, Dijital Pazarlama, Pazarlama araştırmaları
- by Sok Foon Yeoh
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- Marketing, Sales Promotion, BUYING BEHAVIOUR, Marketing Studies

Consumer demand for fashion apparel is at an all-time high, resulting in a paradigm change in consumer tastes. Social factors plays a very significant role in the purchase behaviour pattern in the clothing sector. The aim of this research is to determine the influence of social factors, including reference groups, social media, fashion involvement, and clothing benefits sought, on the purchasing decisions of working women. This research also intends to investigate the level of cognitive dissonance among the aforementioned users. The data was evaluated using structural equation modelling on a sample of 250 urban women. According to the findings of the study, social media, reference groups, and clothing benefits sought were significantly linked to purchasing decisions. There was no significant difference in purchasing decision for fashion involvement. Furthermore, buying decisions have a huge impact on customer cognitive dissonance. The results have implications for future studies, as well as retail stores.

- by Publishing India Group
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- BUYING BEHAVIOUR, Consumer Behaviour

Every day consumers make decisions on whether or not to buy a product. In some cases the decision is based solely on price but in many instances the purchasing decision is more complex, and many more factors might be considered before the final commitment is made. In an effort to make purchasing more likely, in addition to considering the asking price, companies frequently introduce additional elements to the offer which are aimed at increasing the perceived value of the purchase. The goal of the present work is to examine using data driven machine learning, whether specific objective and readily measurable factors influence customers’ decisions. These factors inevitably vary to a degree from consumer to consumer so a combination of external factors, combined with the details processed at the time the price of a product is learnt, form a set of independent variables that contextualize purchasing behaviour. Using a large real world data set (which will be made public following the pu...

- by Ognjen Arandjelovic
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- Applied Mathematics, Computer Science, Applied Statistics, Corporate Finance

A b s t r a c t: The identifications of consumers’ decision-making patterns is a crucial issue for marketing-oriented companies that strive for bringing innovations successfully to the market and for developing their offer - this is the absolute truth. To better understand consumer behaviours it is worth to consider clients as a business partners, that have their missions, visions and pursue their strategies. Following this assumption, the purpose of the article is to present an idea of defining consumers as a market entities and explain their behaviour in the light of the theory of management. The author of this paper uses literature review as a method to describe basic issues, which are both: the mission & vision statement of the consumer as first of them and the strategy
as the second one.

- by Tahir Wani
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- Philosophy, Islamic Studies, Islam, Quran

We show that the space of invariants for the Weil representation for discriminant groups which contain self-dual isotropic subgroups is spanned by the characteristic functions of the self-dual isotropic subgroups. As an application, we... more

- by Dr. Durgesh Agnihotri
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- Consumer Behavior, Health insurance, Consumer Research, Consumer Psychology

Purpose This study aims to predict ethical self-identity’s effect on consumer buying behavior of biodegradable bags. Moreover, a moderated mediation model is tested by analyzing the mediating role of attitude and the moderating role of religiosity to investigate buying behavior. Few studies have been conducted to explore moderated mediation to predict consumer behavior based on belief congruence and planned behavior theories, according to previous literature, indicating a literature gap in consumer behavior studies. Accordingly, the moderating role of religiosity in the relationship between ethical self-identity and purchase intention in the context of biodegradable bags was used to contribute to the consumer behavior literature. Design/methodology/approach The population of the study included literate consumers who are aware of biodegradable bags and keen to buy them. The data were collected from consumers of twin cities (Rawalpindi/Islamabad) via purposive sampling. The data were ...

- by Huda Irshad
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- Waste Management, Waste Reduction, BUYING BEHAVIOUR, Environment

In this paper, we follow the suggestion of Cova and Salle (2003) to apply “a bulk of rejuvenated methodologies” to research industrial marketing and purchasing. By adopting anthropological methods we intend to contribute to the literature regarding trade shows and the pre-purchase information search of industrial buyers. Our findings unfold new knowledge and a deeper understanding of visitor behavior at trade shows and of the informative value of these events. Discussions of data collected in the field of five events in the fashion industry provide insights to exhibitors as well as new directions for future research.

- by Diego Rinallo and +1
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- Ethnography, International Trade, Ritual, Experiential Marketing

Today, the advancements of the Internet and new technologies have affected consumer behavior. This has led to the emergence of more and more channels which is causing consumers to change their purchasing habits. The omnichannel refers to retailers with a presence on both physical and digital platforms. It is a modern approach to commerce that focuses on designing a cohesive user experience for customers at every touchpoint. This paper deliberates on the omnichannel behavior of consumers in India towards mobile phones. It analyses the channel preferences of mobile consumers, the selection of omnichannel during mobile purchase, and brand preferences in the omnichannel business environment. The outcome of this paper confirms that there is a significant relationship of socio-economic class with consumer information search, consumer evaluation of alternatives, and consumer purchase decisions through online and offline sources which indicates the omnichannel behavior of consumer India for...

- by Avinash pawar
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- Marketing, Marketing Research, Marketing Strategy, Marketing Management

Agriculture was changed into a contemporary world, and agriculturists used new technologies, synthetic fertilisers, and chemicals to increase production. Consumer needs, wants, and demand fluctuate with lifestyle and time due to changes in demographic, social, and economic aspects of life. Individual food consumption preferences are influenced by a number of existing and new food trends. Fast food, quick food, ethnic food, fusion cuisine, processed food, organic food, functional food, genetically modified food, and foods that promote health are only a few examples. Chemical-based food consumption continues to cause health and environmental problems. Organic farming was introduced to address these challenges, limiting the use of synthetic fertilisers and chemicals in the pasture. As a result, consumers are becoming more conscious of health and food safety issues, and are increasingly demanding organic foods for better health and the environment. This study looks into customer buying habits when it comes to organic foods. This research investigates why customers choose organic foods and where they are willing to buy them.

- by IAEME Publication
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- Organic Synthesis, Consumer, Foods, Places

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.

- by Tamás Gyulavári
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- Business, Marketing, International Relations, International Business

Today, the advancements of the Internet and new technologies have affected consumer behavior. This has led to the emergence of more and more channels which is causing consumers to change their purchasing habits. The omnichannel refers to retailers with a presence on both physical and digital platforms. It is a modern approach to commerce that focuses on designing a cohesive user experience for customers at every touchpoint. This paper deliberates on the omnichannel behavior of consumers in India towards the mobile phones. It analyses the channel preferences of mobile consumers, the selection of omnichannel during mobile purchase, and brand preferences in the omnichannel business environment. The outcome of this paper confirms that there is a significant relationship of socio-economic class with consumer information search, consumer evaluation of alternatives and consumer purchase decisions through online and offline sources which indicates the omnichannel behavior of consumer India ...

- by Avinash pawar
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- Marketing, Marketing Research, Marketing Strategy, Marketing Management

Since the last decade, consumers pay more attention towards green products, and so, there is a sudden increase in the demand of herbal products for health care and beauty care, not only among the women, but also among the male youth. The present study is an attempt to understand the buying behaviour of male youth towards the herbal products. Both primary and secondary data were used for conducting the study. For primary data, 320 questionnaires were distributed among the boys is three hostels of Jammu University; however, only 310 responses were derived, resulting in a response rate of 96.8%. Secondary data were collected using the Internet and journals. Raw data from 310 respondents was purified using factor analysis, and analysed using regression and correlation test. It is found that the male youth give importance to the brand along with the performance of the herbal products. It is suggested that marketers should properly promote the herbal products among the male youth, through advertisements and periodical awareness campaigns; fix reasonable price for the herbal products, considering the disposable income of the various classes; conduct periodic upgradation of product attributes in accordance with the demands of the male youth; introduce more herbal products with positive health features, and so on.

- by Publishing India Group and +1
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- Marketing, Business Communication, BUYING BEHAVIOUR, Herbal Products

O principal objetivo deste artigo é perceber o impacto das cores, do tamanho e do posicionamento dos elementos dos estímulos visuais na captação da atenção dos consumidores. Adicionalmente pretende-se ainda verificar se existem ou não diferenças significativas entre o comportamento do sexo masculino e feminino.
Um conjunto de indivíduos foi sujeito a uma experiência, sendo exposto a estímulos visuais manipulados para assim se conseguir determinar o impacto dos vários elementos, utilizando para a recolha dos dados um equipamento de eye-tracking.
Os dados recolhidos foram analisados individualmente, sendo selecionados os estímulos que que apresentavam mais fiabilidade e satisfaziam os requisitos do estudo. Os estímulos selecionados foram posteriormente analisados em conjunto.
Da análise efetuada foi possível concluir que o tamanho e a posição apresentam capacidade para influenciar a captação de atenção dos consumidores, e que é possível observar diferenças significativas entre os géneros.

- by Daniel Tente Paiva and +2
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- Visual Studies, Eye tracking, Visual attention, Consumerism

- by Jozsef Beracs
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- Business, Marketing, International Relations, International Business

Every day consumers make decisions on whether or not to buy a product. In some cases the decision is based solely on price but in many instances the purchasing decision is more complex, and many more factors might be considered before the final commitment is made. In an effort to make purchasing more likely, in addition to considering the asking price, companies frequently introduce additional elements to the offer which are aimed at increasing the perceived value of the purchase. The goal of the present work is to examine using data driven machine learning, whether specific objective and readily measurable factors influence customers' decisions. These factors inevitably vary to a degree from consumer to consumer so a combination of external factors, combined with the details processed at the time the price of a product is learnt, form a set of independent variables that contextualize purchasing behaviour. Using a large real world data set (which will be made public following the publication of this work), we present a series of experiments, analyse and compare the performances of different machine learning techniques, and discuss the significance of the findings in the context of public policy and consumer education.

- by Ognjen Arandjelovic
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- Marketing, Finance, Applied Mathematics, Computer Science

- by Ligo Koshy
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- Marketing, BUYING BEHAVIOUR, business management and social science

Considering the competitive nature of SMEs environments, developing innovative capabilities is vital for survival. The study assessed the effect of innovative capabilities and entrepreneurial attitude on the performance of SMEs in Ashanti Region of the republic Ghana. The population comprised of SMEs (registered and unregistered) owners with a sample size of 400. A response rate of 98.75% was achieved. Purposive and convenience sampling techniques were adopted and questionnaires used in collecting data. Multiple linear regression was used in establishing the relationship among the variables with the use of Statistical Package for Social Scientist software. The study found innovative capabilities variables of product, process, marketing and organisational innovativeness having positive and significant effect on performance of SMEs. Entrepreneurial attitude also positively and significantly impacts on SMEs performance.

- by Job Addae and +1
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- Innovations, BUYING BEHAVIOUR, Consumer Behaviour
- by Francis Chipatiso
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- Information Systems, Marketing, Human Computer Interaction, Web Design
- by Maro Vlachopoulou
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- Information Systems, Marketing, Information Technology, Business and Management

This study investigates re-branding: implication, benefits and effects on buying decision using selected FMCG in Lagos state. Consumers of selected FMCG companies in Lagos state were the selected respondents in Lagos state. Interest in the study was to determine rebranding activity and strategy on product repositioning only with less consideration of other branding elements, product physical appearance with less concern for consumer acceptability, product image and physical appearance with no commensurate effort on salesmen activity and operations and of market share and customer retention. Survey design was adopted in this for this study, stratified and simple random sampling was adopted in selecting 216 respondents used for this study. The questionnaire used was structured questionnaire to collect date used for this study. The result from the analysis indicated that there's a relationship between Rebranding activity and product strategic positioning. (Rebranding and improvement and product physical appearance R= 319, R2=0.102, Adjusted R2=0.098 F-statistics= 24.475, p-value= 0.000) and (Rebranding activity and strategy and product image and physical appearance with no commensurate effort on salesmen activity and operations). The result shows that there is a relationship between rebranding activity and strategy and organization performance in terms of market share and customer retention.

- by Efthymios Constantinides
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- Information Systems, Marketing, Human Computer Interaction, Web Design