The role of the brand in identifying patterns of the consumer decision-making process on the example purchasing a passenger car
 
More details
Hide details
1
Lublin University of Technology
 
 
Submission date: 2023-12-02
 
 
Acceptance date: 2023-12-06
 
 
Publication date: 2023-12-18
 
 
Corresponding author
Paulina Agnieszka Jusiuk   

Lublin University of Technology
 
 
JoMS 2023;54(Numer specjalny 5):596-617
 
KEYWORDS
TOPICS
ABSTRACT
Objectives:
Nowadays, the five-stage consumer decision-making process ends with the purchase of a specific brand of product. When searching for information, decision makers usually have specific categories that they search when solving a given decision problem. The aim of this manuscript is to check whether the product brand influences the scope of information necessary to make a decision to purchase a passenger car. The article focuses on specifying the place of decisions in the purchasing process, as well as taking into account the brand's position.

Material and methods:
The research procedure was based of in two stages. In the first step, the respondents' attitude towards the decision-making process was examined, and then, using an information table, an experiment was conducted focusing on the respondent's choice of a product. Then, statistical inference was performed using basic statistical analyses, the Mann-Whitney non-parametric statistical test, and correlation analysis.

Results:
Based on of the analysis, assumed that in the event of a consumer decision making process on the purchase of a car, a brand information there is an information that consumer is acquire first. Moreover, consumers in the aim of satisfy a need reach for brands that are well known to them and, consequently, tested. The developed pattern of consumer behavior when choosing a car assumes that the subsequent information that decision-makers reach for is related to incurring costs.

Conclusions:
In the era of inflation, this fact is not surprising, because consumers must manage their home budget very carefully and prudently. The fact of incurring high additional costs while exploring a new brand of passenger car can lead to some kind of frustration.

REFERENCES (48)
1.
Al-Abdallah, G., Khair, N., & Elmarakby, R. (2021). The Impact of Social Networking Sites on Luxury Vehicles Purchase Decision Process in Gulf Cooperation Council Countries. Journal of International Consumer Marketing, 33(5), 559–577. https://doi.org/10.1080/089615....
 
2.
Arco, L. H. del, & Alikpala, G. (2023, marzec 28). What do women take into account when buying a car? Diario AS. https://en.as.com/latest_news/....
 
3.
Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation | SpringerLink. https://link.springer.com/arti....
 
4.
Buhmann, K. M., & Criado, J. R. (2023). Consumers’ preferences for electric vehicles: The role of status and reputation. Transportation Research Part D: Transport and Environment, 114, 103530. https://doi.org/10.1016/j.trd.....
 
5.
Chacko, E., & Selvaraj, P. (2014). A study on buying behavioral pattern of Women drivers regarding B segment cars in Bangalore.
 
6.
Clive H, B., Kuo-Szu, C., & Del Ponte, E. M. (2022). Plant disease severity estimated visually: A century of research, best practices, and opportunities for improving methods and practices to maximize accuracy | Tropical Plant Pathology. https://link.springer.com/arti....
 
7.
Durmaz, Y. (2011). A teoratical aproach to the concept of brand. Contemporary Marketing Review (CMR), 1, 1–5.
 
8.
Ellitan, L. (2020). Konkurencja w dobie rewolucji przemysłowej 4.0 i społeczeństwa 5.0 | Ellitan | Jurnal Maksipreneur: Manajemen, Koperasi, dan Przedsiębiorczość. https://ejournal.up45.ac.id/in....
 
9.
Grundey, D., & Šavriņa, B. (2008). Women consumers: Chief purchasing officers. Lyčių Studijos Ir Tyrimai, 63–71.
 
10.
Guliyev, S. M. (2023). Thi se. Impact of brand perception and brand image on consumer purchasing behavior in Azerbaijan. 6(1).
 
11.
Gupta, V. (2019). The influencing role of social media in the consumer’s hotel decision-making process. Worldwide Hospitality and Tourism Themes, 11(4), 378–391. https://doi.org/10.1108/WHATT-....
 
12.
Hafner, R. J., Walker, I., & Verplanken, B. (2017). Image, not environmentalism: A qualitative exploration of factors influencing vehicle purchasing decisions. Transportation Research Part A: Policy and Practice, 97, 89–105. https://doi.org/10.1016/j.tra.....
 
13.
Hall, H. (2009). Satysfakcja konsumenta jako przedmiot badań marketingowych.
 
14.
Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., Hill, R., John, D. R., Mittal, C., O’Guinn, T., Piff, P., Roux, C., Shah, A., & Zhu, M. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47(3), 532–550. https://doi.org/10.1007/s11747....
 
15.
Hamza, Podgląd danych autora, Hamza, & Khraim. (2020). An exploratory study on factors associated with consumers’ post-purchase dissonance of electric vehicles—ProQuest. https://www.proquest.com/openv....
 
16.
Henderson, I. L., Avis, M., Tsui, W. H. K., Ngo, T., & Gilbey, A. (2023). Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls. Sustainability, 15(2), 1450.
 
17.
Holska, A. (2016). Teorie podejmowania decyzji.
 
18.
Hur, W.-M., Kim, Y., & Park, K. (2013). Assessing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective. Corporate Social Responsibility and Environmental Management, 20(3), 146–156. https://doi.org/10.1002/csr.12....
 
19.
Imaniya, T., & Agus, A. A. (2019). The Influence of Consumer’s Decision Making Process to Online Purchase Behavior Analysis. 2019 2nd International Conference of Computer and Informatics Engineering (IC2IE), 116–121. https://doi.org/10.1109/IC2IE4....
 
20.
Irianto, H. (2015). Consumers’ Attitude and Intention Towards Organic Food Purchase: An Extension of Theory of Planned Behavior in Gender Perspective (SSRN Scholarly Paper 2578399). https://papers.ssrn.com/abstra....
 
21.
Iskamto, D. (2021). Investigation of Purchase Decisions Based on Product Features offered. ADPEBI International Journal of Business and Social Science, 1(1), Article 1. https://doi.org/10.54099/aijbs....
 
22.
Išoraitė, M. (2018). Brand Image Theoretical Aspects. Integrated Journal of Business and Economics, 2(1), Article 1. https://doi.org/10.33019/ijbe.....
 
23.
Jaworski, D., Honka, E., & Chena, K. (2021). Poszukiwania konsumentów w amerykańskim przemyśle samochodowym: Rola wizyt u dealerów | SpringerLink. https://link.springer.com/arti....
 
24.
Jeon, J.-E. (2017). The impact of brand concept on brand equity. Asia Pacific Journal of Innovation and Entrepreneurship, 11(2), 233–245. https://doi.org/10.1108/APJIE-....
 
25.
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/10.1111/ijcs.1....
 
26.
Kecojevic, A., Basch, C. H., Sullivan, M., & Davi, N. K. (2020). The impact of the COVID-19 epidemic on mental health of undergraduate students in New Jersey, cross-sectional study. PLOS ONE, 15(9), e0239696. https://doi.org/10.1371/journa....
 
27.
Kursan Milaković, I. (2021). Purchase experience during the COVID-19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase. International Journal of Consumer Studies, 45(6), 1425–1442. https://doi.org/10.1111/ijcs.1....
 
28.
Longinos, M., Salvadora Ruiza, D. M., & Rubio, A. (2018). Granice | Rola identyfikacji w ocenie konsumentów dotyczącej rozszerzeń marki. https://www.frontiersin.org/ar....
 
29.
Maik, R. (2014). Struktura i hierarchia oczekiwań konsumentów dla wybranej kategorii produktów w ujęciu jakościowym.
 
30.
Mustafa, S., Sohail, M. T., Alroobaea, R., Rubaiee, S., Anas, A., Othman, A. M., & Nawaz, M. (2022). Éclaircissement to Understand Consumers’ Decision-Making Psyche and Gender Effects, a Fuzzy Set Qualitative Comparative Analysis. Frontiers in Psychology, 13. https://www.frontiersin.org/ar....
 
31.
Nadzri, W., Musa, R., Muda, M., & Faridah, H. (2016). The Antecedents of Brand Experience within the National Automotive Industry. Procedia Economics and Finance, 37, 317–323. https://doi.org/10.1016/S2212-....
 
32.
Nasirinejad, M., & Sampalli, S. (2023). Internet Rzeczy | Bezpłatny pełny tekst | Ocena zachowań konsumentów, podejmowanie decyzji, ryzyko i wyzwania związane z zakupem produktu IoT. https://www.mdpi.com/2624-831X....
 
33.
Przybylska, K., & Pytlik, M. (2016). Proces podejmowania decyzji zakupu produktów farmaceutycznych.
 
34.
Qazzafi, S. (2019). Consumer buying decision process toward products. 2(5).
 
35.
Reisenwitz, T. H., & Fowler, J. G. (2019). Information Sources and the Tourism Decision-making Process: An Examination of Generation X and Generation Y Consumers. Global Business Review, 20(6), 1372–1392. https://doi.org/10.1177/097215....
 
36.
Sajjad, A., Eweje, G., & Tappin, D. (2019, styczeń 2). Managerial perspectives on drivers for and barriers to sustainable supply chain management implementation: Evidence from New Zealand—Sajjad—2020—Business Strategy and the Environment—Wiley Online Library. https://onlinelibrary.wiley.co....
 
37.
Saleh, Y., & Kusuma, H. P. (2019, sierpień 22). The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. https://repository.unibos.ac.i....
 
38.
Schweizer, E. H., Steve Hedlund, and Mark. (2003). Reality Is Perception: The Truth about Car Brands. Strategy+business. https://www.strategy-business.....
 
39.
Szcześniak, M. (2020). Proces decyzyjny konsumenta na rynku. Zeszyty Naukowe PUNO, 8(1), 379–390.
 
40.
Tarek Ziyad, A. (2019). Factors Affecting the Purchase Decision Making of Female Car Buyers in Riyadh, Saudi Arabia—ProQuest. https://www.proquest.com/openv....
 
41.
Tien, N. (2020). The role of brand and brand management in creating business value case of Coca-cola Vietnam. International Journal of Research in Marketing Management and Sales, 1, 57–62. https://doi.org/10.33545/26633....
 
42.
Tyszka, T. (2010). Decyzje. Perspektywa psychologiczna i ekonomiczna. Scholar. https://scholar.com.pl/pl/ksia....
 
43.
Vazirani, A., Sarkar, S., Bhattacharjee, T., Dwivedi, Y. K., & Jack, S. (2023). Information signals and bias in investment decisions: A meta-analytic comparison of prediction and actual performance of new ventures. Journal of Business Research, 155(PB). https://ideas.repec.org//a/eee....
 
44.
Virdi, P., Kalro, A. D., & Sharma, D. (2020). Online decision aids: The role of decision-making styles and decision-making stages. International Journal of Retail & Distribution Management, 48(6), 555–574. https://doi.org/10.1108/IJRDM-....
 
45.
Vollero, A., Sardanellego, D., & Siano, A. (2021, czerwiec 29). Badanie roli wpływu Amazona na oczekiwania klientów: Analiza treści generowanych przez użytkowników w handlu detalicznym elektroniką użytkową—Vollero—2023—Journal of Consumer Behaviour—Wiley Online Library. https://onlinelibrary.wiley.co....
 
46.
Wellsandta, S., Hribernik, K. A., & Klausa-Dietera, T. (2015). (PDF) Źródła i charakterystyka informacji o użytkowaniu produktu. https://www.researchgate.net/p....
 
47.
Zhang, J., Simeone, A., Gu, P., & Hong, B. (2018). Product features characterization and customers’ preferences prediction based on purchasing data. CIRP Annals, 67(1), 149–152. https://doi.org/10.1016/j.cirp....
 
48.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03, 58–62. https://doi.org/10.4236/ojbm.2....
 
eISSN:2391-789X
ISSN:1734-2031
Journals System - logo
Scroll to top