Naslov
Identifying the Relative Influence of the Product-related Attributes on Consumer's Choice
(Identifying the Relative Influence of the Product- related Attributes on Consumer's Choice)

Autori
Mjeda, Trina ; Tomiša, Mario ; Kurečić, Petar

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
37th International Scientific Conference on Economic and Social Development – "Socio-Economic Problems of Sustainable Development” Proceedings / Ibrahimov, Muslim ; Aleksic, Ana ; Dukic, Darko - Varaždin : Varazdin Development and Entrepreneurship Agency / Azerbaijan State University of Economics (UNEC) / University North, Koprivnica, Croatia / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco, 2019, 1434-1439

Skup
37th International Scientific Conference on Economic and Social Development

Mjesto i datum
Baku, Azerbajdžan, 14.02.2019. - 15.02.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
branding ; buying behavior ; consumers' choice ; product attributes ; purchase decision

Sažetak
Under a dynamic and volatile changes that affect the marketplace, consumers face trade- offs in their buying decision on a daily basis. In such turbulent economic environment, producers are also facing a challenge by constantly developing and innovating their products, in order to satisfy much more demanding consumers who are seeking for extra benefits. In line with consumer's choice being a complex process affected by consumer's socio- demographic, economic and behavioral determinants, there is a set of several intrinsic and extrinsic product- related attributes that influence forming expectations during the purchase decision process. Since consumers' perceptions of product quality changes over time as a result of new information, increased competition or changing expectations, marketers need to have insights on consumer behavior to properly anticipate and respond market challenges. Understanding the process of forming expectations can provide guidelines to marketers and brand experts to identify the key parameters for developing a more efficient and focused product strategy. This study aims to investigate the relative importance of the selected extrinsic product attributes, since a better and more comprehensive understanding of trends in consumers' buying behavior and product attributes that mostly affect their buying decisions can enhance the product placement process. The research findings will result in several contributions, with respect to future marketing communications, product positioning and further scientific research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA