THOUGHT PIECE: An integrated theory of emerging market consumer behaviour: A qualitative investigation

Balushi, Maha K. Al

doi:10.1362/147539218x15333820725146

Cited by 2 publications

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“…Oni osporavaju dosadašnje, dominantno gledište i predlažu usmeravanje na dinamičnu interakciju kognicija potrošača, njihovih navika i uticaja unutar određenog društvenog konteksta. Autori smatraju ovu svoju ideju i svoj rad istraživačkim projektom koji će pokrenuti razmišljanje drugih istraživača u potrazi za što realističnijim prikazom donošenja kupovnih odluka (Balushi & Khamis, 2018).…”

Section: Pregled Literatureunclassified

Relations between purchase decision styles and personal characteristics of buyers

Matanović¹,

Markov²

2020

Marketing

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The aim of the presented research is to examine whether certain personality traits can predict the decision-making styles in the context of purchasing among Serbian customers. The research involved 462 respondents of different genders, ages and levels of education. The decision-making styles of purchasing were examined using the SDKO questionnaire. SDKO questionnaire measures purchasing decision-making styles (Planners, Ethno-eco oriented, Trendsetters, Bargain hunters, Sceptics). Personality traits like Extraversion, Neuroticism and Openness to experience were measured with subscales from the Big Five Inventory, Impulsiveness was measured with Scale of Innovativeness; and Impulsiveness with the Impulsive Buying Scale (BIC). Regression analyzes were performed on the data and the results show that a set of predictors can be used to predict three purchasing decision-making styles: Planners, Ethno-eco oriented and Trendsetters. The obtained results were discussed in relation to their theoretical and practical significance for marketing practice.

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Section: Pregled Literatureunclassified

Relations between purchase decision styles and personal characteristics of buyers

Matanović¹,

Markov²

2020

Marketing

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Resale as sustainable social innovation: understanding shifts in consumer decision-making and shopping orientations for high-end secondhand clothing

Lichy¹,

Ryding

Rudawska

et al. 2023

SEJ

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Purpose The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry. Design/methodology/approach Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market. Findings Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale. Originality/value Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.

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THOUGHT PIECE: An integrated theory of emerging market consumer behaviour: A qualitative investigation

Cited by 2 publications

References 0 publications

Relations between purchase decision styles and personal characteristics of buyers

Relations between purchase decision styles and personal characteristics of buyers

Resale as sustainable social innovation: understanding shifts in consumer decision-making and shopping orientations for high-end secondhand clothing

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