Search Results for consumer-behavior
Abstract
The objective of the research is to determine the correlation and influence relationship between the independent variable neuromarketing with its dimensions represented by (product, pricing, distribution, promotion) and the dependent variable consumer behavior with its dimensions represented by (environmental awareness, consumer perception of the product, consumer education level, consumer economic condition, benefits perception, social influence) and the degree of arranging these dimensions according to priority.
Abstract
This research aims to explore the modern marketing of drugs through smartphone applications, focusing on the mechanisms of reaching and influencing consumers. With the rapid technological advancement and the widespread use of smartphones, these devices have become a powerful tool exploited for illegal purposes, such as drug promotion. The research examines how drug dealers utilize modern technologies, including encryption and targeted advertising, to reach a wide audience while maintaining the confidentiality of their operations. The study reviews the digital methods employed in this field and analyzes their impact on consumer behavior from psychological and social perspectives. Additionally, the research addresses the role of applications and digital platforms in facilitating this type of illegal marketing and how personal data and artificial intelligence algorithms are exploited to attract customers. Through data analysis and a review of previous literature, the research provides a comprehensive view of the ways drug dealers adapt to the rapidly changing digital environment and how they target specific consumer groups. Ultimately, the research aims to offer practical recommendations that help develop effective strategies to reduce the impact of this type of marketing on society, emphasizing the need to strengthen digital oversight and raise public awareness of the risks of exploiting technology for illegal activities.
Abstract
Branding is a vital means of product identification and represents a fundamental aspect of marketing, distinguishing a company's products from those of its competitors and conferring a competitive advantage. This study aims to assess the extent to which Iraqi retail stores (BIG) value branding and their employees' awareness of its importance in achieving superiority and competitiveness. The study adopted a descriptive analytical approach, and data was collected through a random survey of 1,087 merchants in Baghdad. Statistical analysis was used (SPSS V.24). The results revealed a strong, positive relationship between branding and the dimensions of competitive advantage (cost, quality, flexibility), while the relationship was weak with the delivery dimension. The added value of the study lies in its focus on the variables of branding and competitive advantage, offering practical contributions to how to invest in branding to enhance competitive advantage and increase profits. This positively impacts the stores' positioning and ability to achieve goals in a competitive market.
Abstract
This research explores consumer resistance to smartphone innovation in the Erbil/Iraq, uncovering several significant findings. The main goal of the study was to identify the consumer characteristics that influence this resistance and its implications. For smartphone manufacturers, marketers, representatives, and researchers, this study offers a comprehensive understanding of consumer behavior and resistance to technological progress. The results can guide targeted strategies to overcome barriers, improve product development, and increase market share. The study contributes to our understanding of innovation resistance in the unique context of the Erbil/Iraq, highlighting the importance of conducting thorough investigations in similar circumstances.
In light of the findings of the demographic survey, a significant portion of respondents were young people, supporting the widely held belief that young individuals are more likely to adopt new technology. However, the study emphasizes that age is not the sole determinant of resistance to innovation. The diminished impact of income, marital status, and gender on resistance indicates a complex interplay of factors. Conversely, a higher level of education was associated with a greater likelihood of embracing smartphone innovation.
The study delved into various aspects of innovation and revealed that self-efficacy, motivation, complexity, perceived risk, and expectations of a superior product all significantly influenced consumer resistance. Resistance showed a negative correlation with self-efficacy as a psychological trait, suggesting that individuals with higher levels of self-efficacy were less resistant to smartphone innovation. Conversely, higher levels of complexity, perceived risk, expectations of a better product, and motivation were linked to increased resistance, highlighting the crucial role of behavioral and psychological characteristics in shaping consumer attitudes towards innovation. Relative advantage did not appear to have a significant influence, while compatibility and attitudes towards current products were deemed insignificant predictors of resistance. These findings underscore the intricate nature of innovation resistance and demonstrate that socio-demographic traits alone are insufficient as predictors. Consumer resistance is largely shaped by psychological elements such as self-efficacy, motivation, expectations, complexity, and perceived risk.
Abstract
In the modern digital landscape, a growing number of consumers are actively avoiding traditional advertising channels. This trend is driven by factors such as information overload, advertising fatigue, and increasing concerns over data privacy. As a result, marketers face significant challenges in reaching and engaging these ad-avoidant consumers, necessitating the development of new strategies that align with consumer preferences while remaining effective. The proliferation of digital media has empowered consumers to control their exposure to advertisements more than ever before. This control has led to a rise in ad avoidance, where consumers actively seek to minimize or eliminate their interactions with traditional advertising methods. This study addresses the challenge of identifying effective marketing strategies that can engage these ad-avoidant consumers without compromising ethical standards or violating their privacy. The central research problem is to explore and identify effective marketing strategies that resonate with consumers who avoid traditional advertising. The research aims to uncover methods that not only reach but also engage this segment of the population in a way that respects their preferences and upholds ethical marketing practices. The study utilizes a mixed-methods approach, combining quantitative surveys with qualitative case studies. Quantitative surveys provide insights into the behaviors and motivations of ad-avoidant consumers, while qualitative case studies analyze successful marketing campaigns that have effectively engaged this audience. Additionally, a comprehensive literature review on digital marketing trends and consumer behavior is conducted to inform the research. Results: 1. Value-Driven Content: Content marketing strategies that offer genuine value, such as educational or entertaining content, are more effective in engaging ad-avoidant consumers compared to traditional advertising methods.2. Personalization: Personalized, data-driven marketing approaches that tailor messages to individual consumer preferences lead to higher engagement rates among ad-avoidant individuals.3. Transparency and Trust: Consumers who avoid traditional ads are more likely to engage with brands that prioritize transparency and clearly communicate how their data is used, reinforcing trust and loyalty. Recommendations: 1. Focus on Content Marketing: Businesses should invest in creating high-quality, value-driven content that resonates with consumers, as this approach is more likely to engage ad-avoidant individuals.2. Enhance Personalization: Marketers should leverage data to create personalized experiences, ensuring that marketing messages are relevant and respectful of consumer preferences, which increases the likelihood of engagement.