印度啤酒的二分法:风险和利益感知的分析及其对消费者行为的影响

IF 2.3 Q1 AGRONOMY
Vikas Gupta, Manohar Sajnani
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引用次数: 0

摘要

本文旨在探讨影响印度啤酒顾客购买和消费决策的风险和利益观念。它深入研究了消费者对啤酒的消费模式和态度背后的驱动因素,这些因素随后会影响他们的行为意图,包括口碑推荐和重复购买意愿。设计/方法/方法本研究使用结构化问卷收集了来自德里和国家首都地区306名啤酒顾客的数据。通过探索性因素分析和结构方程建模,研究使用由29个结构组成的因素模型来检验与啤酒消费相关的风险(5)和收益(3)因素。概念框架说明了变量之间的相互关系,这些关系随后经过经验验证。研究结果表明,顾客对啤酒的态度受到他们对风险和利益的看法的影响。具体而言,健康和社会心理风险被确定为影响顾客态度的最重要和最负面的因素。析因分析表明,顾客对啤酒的态度受到他们对诸如物有所值、感官吸引力和便利性等利益的感知的积极影响。此外,该研究强调,利益感知的增加或风险感知的减少会导致顾客对啤酒的态度发生有利的转变。据作者所知,这项研究将首次调查消费者的消费模式和购买决策是如何受到消费者风险和利益感知的影响的。这项研究还将帮助利益相关者更好地定制他们的啤酒产品,以满足客户的愿望和要求。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Indian beer dichotomy: an analysis of risk and benefit perception and its effect on consumer behavior
Purpose This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions. Design/methodology/approach The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically. Findings The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer. Originality/value To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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