Social Network Analysis on Marketing Intelligence Adoption Towards Retail Consumer Inclinations and Buying Behaviour

EasyChair Preprint 7165

Abstract

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on consumers’ buying behavior. The article aims to explore hybrid consumption behaviour as an emergent consumption pattern on fast moving consumer goods (FMCG) that may make conventional consumer stereotypes outdated. t Purpose – The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors. More importantly, the study seeks to explore the importance of involvement profile comprising relevance, pleasure, sign-value, risk importance and risk probability and perceived risk facets (financial, psychological and performance) in acceptance of brand extension across FDS.

Keyphrases: Buying Behaviour, Consumer Inclinations, Marketing Intelligence Adoption

@booklet{EasyChair:7165,
  author    = {P Divakar},
  title     = {Social Network Analysis on Marketing Intelligence Adoption Towards Retail Consumer Inclinations and Buying Behaviour},
  howpublished = {EasyChair Preprint 7165},
  year      = {EasyChair, 2021}}