"This book focuses on consumption activities of consumers in developing nations. Consumer behavior is notably the bedrock of marketing discipline. It also focuses on the fact that developing countries play pivotal roles in the global marketing system serving as homes to many multinational corporations that are primarily interested in serving consumers in these nations." - Provided by publisher
Introduction and theoretical background -- The changing landscape of young consumer behaviour -- Young consumers as individuals -- Children's consumer perception -- Learning and consumer socialization in children -- Young consumers' motivation and involvement : uses and gratifications perspective -- Exploring personality, identity and self-concept among young consumers -- Attitudes and persuasion in young consumer behaviour -- Young consumers and marketing strategies -- Brand, branding, and brand culture among young consumers -- Pricing, income, and brand symbolism : exploring young consumers¿ understanding of value -- The young ones, shopping and marketing channels : what actually shapes their mind? -- Marketing communications and the young consumer : evidence from a developing country -- Digital marketing and the young consumer -- Services and relationship marketing : perspectives on young consumers -- Segmenting the children's market -- Amplifying the voices of young consumers in food advertising research -- Young consumers in social and cultural contexts -- Reference groups and opinion leadership in children's consumption decisions -- Youth subcultural theory : making space for a new perspective -- Young consumer misbehaviour -- Faith, religion and the young consumer -- Children consumer behaviour in developing countries in the 21st century -- Social marketing and consumerism : perspectives on young consumers -- Social marketing and the protection of the young consumer -- Consumerism and consumer protection : a focus on young consumers -- Index
"Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholdifers. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications."--Provided by publisher
Foreword -- Preface -- Acknowledgment -- Consumer behaviour in developing nations : a conceptual overview / Ayantunji Gbadamosi, University of East London, UK -- Customer perceived value of frequent flyer programmes : an empirical study of airline passengers in China / Zhibin Lin ,Northumbria University, UK, Rose Quan, Northumbria University, UK -- Consumers attitudes towards debt : an empirical evidence from Morocco / Nicholas Hamelin, S P Jain School of Global Management: Dubai, Singapore, Sydney / Ayantunji Gbadamosi, University of East London, UK, Sofia Mohaouchane, Al Akhawayn University in Ifrane, Morocco, Imane Benelkaid, Al Akhawayn University in Ifrane, Morocco -- Perfume consumption in India : an exploratory study / David James Bamber, University of Bolton, UK, Clay Alex Gransden, Liverpool Hope University, UK, Swati Aisha Beg, Liverpool Hope University, UK -- Market receptiveness and product positioning model of Chinese firms in emerging markets / Olukayode Ojo Iwaloye, Macau University of Science and Technology, Macau, Guicheng James Shi, Macau University of Science and Technology -- Consumer acculturation and implications for brand preferences / Rohini Vijaygopal, The Open University, UK -- Consumption of landed properties in Africa : the mediating role of culture / Sanya Ojo, University of East London, UK -- Technology is transforming shopping behavior : in-store mobile technology usage / Süphan Nasr, Istanbul Universitesi Iktisat Fakultesi Isletme Bolumu, Turkey, Bengi Kurtulu?, Istanbul University, Turkey -- Consumer adoption of e-government in South Africa : barriers, solutions, and implications / Richard Shambare, Tshwane University of Technology, South Africa -- Social media engagement : reshaping the consumption patterns of generation y Caribbean and Latin American consumers / Kathy-Ann P Fletcher, University of East London, UK, Christiana M Emmanuel-Stephen, University of East London, UK -- Sales promotional strategies and buying behavior in an emerging market at the post recession period / Süphan NASIR, Istanbul University, Turkey, Esra BAL, Istanbul University, Turkey -- Neuromarketing and the potential application of scientific methods in measuring consumer behaviour / Cynthia A. BULLEY, CENTRAL UNIVERSITY, Ghana, Veronica Adu-Brobbey, University of Education, Winneba, Ghana, Esther O. Duodu, ABL Intel Consulting Ltd., Ghana -- Exploring the changing role of children as consumers in India : are they learning from US or teaching US? / Adya Sharma, Symbiosis International University, India -- Consumer protection in sub-Saharan Africa : an exploration of "big tobacco" marketing practices / Nnamdi O Madichie, London School of Business & Management, UK, Abdullah Promise Opute, GPROM Academic & Management Solutions - JUamfF Investments Limited -- Ethically questionable behavior and consumerism in Uganda : a survey of university students / Isaac Wasswa Katono, Uganda Christian University, Uganda -- Social class and consumer behaviour in sub-Saharan Africa : implications for cross cultural marketing / Ayodele Oniku, University of Lagos, Nigeria -- Consumer values and green products consumption in Malaysia : a structural equation modelling approach / Brahim Chekima, Universiti Malaysia Sabah, Malaysia -- Sustainable consumption and social institutions : setting a research agenda for India / Neha Purushottam, University of South Africa, South Africa -- Sustainable consumption and green marketing in developing countries- contemporary perspectives on Nigeria and Kenya as case studies / Abiodun Elijah Obayelu, Federal University of Agriculture, Abeokuta, Ogun State, Nigeria -- Correlates of political consumption in Africa / Emmanuel Adugu, University of West Indies -- Compilation of references -- About the contributors -- Index
Purpose– This paper aims to unravel how membership of Pentecostal fellowships aids the entrepreneurial activities of African-Caribbean (AC) members. While many issues about the entrepreneurial engagements of AC people have been discussed in the literature, there are far less studies documented about the link of these activities to faith, especially in the context of Pentecostalism.Design/methodology/approach– Adopting the interpretive research paradigm, a total of 25 tape-recorded, semi-structured, in-depth interviews were conducted with AC entrepreneurs who are members of Pentecostal faith-based organisations in London, and pastors in this same sphere. Sixteen of the respondents are entrepreneurs running and managing their businesses, seven are pastors and the remaining two fall in both categories, as they are both entrepreneurs and still serving as pastors in churches in London. Rather than merely serving as gatekeepers for information, the pastors are active participants/respondents in the study.Findings– The paper highlights the challenges confronting the AC ethnic entrepreneurs, but also suggests that those in the Pentecostal faith are motivated and emboldened by the shared values in this religion to navigate the volatile marketing environment. It unveils participants' faith in God as their key business survival strategy. It also shows the unwavering confidence of the respondents that this religious stance results in outstanding business successes like increase in sales and profits, competitive edge, divine creativity and innovation, opportunity recognition, networks, institutional support and other factors that underpin entrepreneurship.Originality/value– This study unpacks the thickly blurred link between Pentecostalism as a thriving religious orientation among the AC ethnic group in the UK and their entrepreneurial engagements.
PurposeThis paper aims to examine the Nigerian advertising environment with children as the target audience in relation to its regulatory system.Design/methodology/approachA comprehensive review of the extant relevant literature was conducted to provide the needed framework for exploring the state of ethics in advertising to children in Nigeria.FindingsWhile it is shown that Nigeria like most other countries of the world has regulations on advertising to children in place, some examples from the industry indicate that some of the advertisers/marketers are not embracing these fully, hence the recommendation for a robust strengthening of how these rules are being implemented.Social implicationsThe regulations will ensure a society which enjoys an ethically acceptable advertising with respect to children and their upbringing and safety, and will consequently be beneficial to all the stakeholders including the international community.Originality/valueThe paper reiterates the complexity inherent in the nature of the relevance of adverting to the life of children. Thus, it acknowledges its roles both as a beneficial tool which informs, educates, and offers social benefits; and the downside which revolves around its major criticism of being adopted unethically largely based on the irregularities in the way some marketers use it in the studied context.
PurposeOver the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers' brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap.Design/methodology/approachThis paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic.FindingsThe paper emphasises the significance of trust and religiosity in consumers' commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship.Practical implicationsThis paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers' consciousness on the potency of trust embedded in consumers' faith/religiosity in their brand preferences.Originality/valueThis paper explores the concepts of trust and consumers' brand choices within the relationship marketing literaturevis-à-visthe role of religion, which is rarely examined.
This article examines the impact of management structure on the performance of population control program in Pakistan. Specifically, it explores the relationship between management structures and program outcomes in social marketing program (SMP) contexts. A combination of pattern matching and explanation building techniques for embedded case analysis was used and the data brought together in a reasoned form to provide an analysis and explanation of the focused topic. Management structures adopted for various SMPs for family planning were defined directly or indirectly by the funding agencies, and these, in turn, led to varying implementation difficulties. The Pakistani experience shows that donor agencies' involvement in operational issues has little positive impact on the program outcome. Essentially, the findings afford program managers evidence-based insights in developing new structure and avoiding failed ones. It emphasizes that, in countries where more than one SMP are in operation, the stakeholders need to assess program components circumspectly to avoid duplication. Overall, the article provides strategic directions to stakeholders on how varying organizations handling social marketing projects could enhance operational effectiveness of the program. It emphasizes the need for improved coordination, devolution of responsibilities, alignment of organizational goals with the program goals, and effective involvement of local stakeholders in program planning.
PurposeThe purpose of this paper is to explore the intricate interconnection between religion, spirituality and pursuits of economic opportunities among ethnic entrepreneurs, using British Africans as a frame. Against the backcloth of institutional constraints confronting ethnic minorities, the paper investigates how African immigrants in the UK utilise ethnic‐based religious resources in the enactment of entrepreneurship. It focuses on the intersection between religion, spirituality, and entrepreneurship for the purpose of providing "below the surface" understandings of African entrepreneurship.Design/methodology/approachRooted in the context of discovery rather than verification, the research approach involved the use of a focus group as an "entry point" in the collection of field data. This was followed up with one‐to‐one interviews so that key issues were then probed deeper whilst simultaneously allowing considerable scope to idiosyncratically explore particular meanings with research participants. The sample was drawn from British Africans in London.FindingsAfrican Pentecostal churches have become a significant force in nurturing business start‐ups and encouraging entrepreneurship among the population group. Social capital generated within the religious organizations has a catalytic effect on entrepreneurial propensities.Research limitations/implicationsThe boundaries between enterprise and religion can be delicately thin and confusing, with wide‐ranging implications for policy interventions. For the entrepreneurs, reconciling religious orientation with the imperatives of entrepreneurship can be hugely problematic and this presents an opportunity in terms of support needs.Originality/valueEthnic‐based religious spaces have become a fecund ground for stimulating a brand of religion‐based ethnic entrepreneurship. This hybrid entrepreneurship is unique and offers a novel platform for constructing new understandings of ethnic entrepreneurship.
Branding is at best a complex phenomenon in conventional commercial settings and even more so in social marketing where the application of branding concepts and techniques are fairly recent but nevertheless gaining momentum. Against the backdrop of contraceptive social marketing programs implemented in Pakistan over the past 2 decades to promote the use of contraceptives, this article examines ways in which social marketing organizations used branding in a variety of ways to achieve positive behavioral changes and stronger market positioning. Using 3 illustrative case studies, our article provides a review of issues influencing branding in a highly regulated market-space. It finds that the development of trademarks and logos is fundamental to building a memorable brand, as is consistency of design and colors. Much of the techniques applied can be described as "pseudobranding"; (Hall & Jones, 2007) — conveying the identity of the product while not actually naming it.
