Motivation for buying branded items: a cross country application of Maslow?s hierarchy of needs in consumer decision making.

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43866693" target="_blank" >RIV/70883521:28120/11:43866693 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Motivation for buying branded items: a cross country application of Maslow?s hierarchy of needs in consumer decision making.

Original language description

The brand is a pledge to buyers about the quality and prestige of a product or service. The main objective of this study is to analyze the importance of branding in the decision making of buyers and to examine the motives that drive consumer decisions when buying branded items. The conceptual framework of this study groups the hierarchy of needs according to Maslow into two main motives. The motives are risk reduction and social demonstrance. In this study, the non-probability sampling method was used to select respondents from four different countries namely, the Czech Republic, China, Ghana and Sri Lanka and a semi-structured questionnaire was administered. A total of 979 valid responses from the respective countries were used in the analysis. Findings from the study are that, among the selected countries, brands play an important role in consumer buying behaviour and risk reduction, social demonstrance are motives that drive consumer purchases.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2011

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Scientific Papers of the University of Pardubice. Series D. Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

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Volume of the periodical

16

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

13

Pages from-to

6-18

UT code for WoS article

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EID of the result in the Scopus database

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