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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

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

Název periodika

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

ISSN

1211-555X

e-ISSN

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Svazek periodika

16

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

6-18

Kód UT WoS článku

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EID výsledku v databázi Scopus

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