Institute of Management

(Nirma University)

MBA-FT

Marketing Management

GROUP ASSIGNMENT 2.0

“Consumer Behaviour”

Submitted by-

Sr. Name- Roll No-

No.
1. AakashChavda 191302
2. BhanuPratap Singh Rathore 191318
3. Mridul Jain 191334
4. Shubham Patel 191350
5. YogeshRochani 191366

Under the Guidance of:

PROF. JayeshAagja
 Contents

ARTICLE 1: SOME ISSUES IN INTERNATIONAL CONSUMER RESEARCH

ARTICLE 2: HOW CONSUMERS “SEE”A VISUALLY WARM STORE:

DIFFERENCES BETWEEN AFFECTIVE AND COGNITIVE PROCESSORS

ARTICLE 3: REACTION TO UNETHICAL CONSUMER BEHAVIOUR

ACROSS SIX COUNTRIES

ARTICLE 4: PARADIGMS IN CONSUMER REASEARCH: A REVIEW OF

PERSPECTIVES AND APPROACHES

ARTICLE 5: HOW COMPANIES’ GOOD DEEDS ENCOURAGE

CONSUMERS TO ADOPT PRO-SOCIAL BEHAVIOR.

ARTICLE 6: CROSS CULTURAL CONSUMER VALUES, NEEDS AND

PURCHASE BEHAVIOUR

ARTICLE 7: CONSUMER ATTITUDES TO UTILITY PRODUCTS: A

CONSUMER BEHAVIOUR PERSPECTIVE

ARTICLE 8 : E-CONSUMER BEHAVIOUR

ARTICLE 9: EXTENDING THE PREVALENT CONSUMER LOYALTY

MODELLING: THE ROLE OF HABIT STRENGTH

ARTICLE 10 : TRIPLEX MODELING OF THE POLITICAL MESSAGES

CONSUMER BEHAVIOUR IN SOCIAL NETWORKS
 ARTICLE 1: SOME ISSUES IN INTERNATIONAL CONSUMER
RESEARCH

A surge in the international operations of many US companies has gained an interest to explore
the needs and interests of the consumers of major international economies so that they optimize
themselves and fit it with the right type of products in the customer’s households.

The entire research paper revolves around the dilemma of the international marketer to find out
the needs and interests of the international customers to build & market the right products. The
other relevant questions which puts forward the importance of the customer research of
international markets include the surety of the study of international research or go the other way
round and rely on the home data of the existing country. The second dilemma concludes the
aggregate use of the statistics of the nation or empirical investigations of the consumer behaviour
in international markets. The third question included the amount of research to be done to target
the goal.

Assumptions used for Consumer Behaviour:

 International customers need not be researched upon because mostly customers respond
in a similar manner no matter what their origin is; so the same data can be used for the
broader approach.
 Consumers in specific are cohorts, i.e., people with similar characteristics which implies
that researches to be done on a country basis rather than a similar international research
 There also lies a major gap between the consumer behaviour in different parts of a single
country which also implies that researches on global scale can examine specific
differences in behaviour within and outside their own country.

Psychological processes and basic drives can be universal, but environmental and socio-
cultural patterns and techno-economical patterns varies in response patterns in different
cohorts. Thus, a similar pattern doesn’t applies to similar behavioural patterns.

The decision on the dilemma to select whether to opt for aggregate country data or move in
with the data collection part within the country lies on two aspects: 1. Target markets to
meet, 2. Strategies to be chosen to reach potential consumers.

An example can be quoted as of the acceptance of Ham-burgers in a country like India.

Cultural and social factors also accounts for the demand of specific products.

And, then the initial screening process can be done on the basis of aggregate data available.
Data like the per capita income of individuals of a particular sector can give the gross
estimate of the customer ability to purchase. Behavioural Sciences can also be used for the
variable selection process for the data collection.
 Behavioural sciences help in data collection in different following ways:

 Identification of problem specific variables

 Defining variables through operational aspects
 Testing and validation of the research hypothesis

If an aftershave is taken as a product then there are various factors which conclude in accordance
to the consumer behaviour. There are socio-cultural factors where the people of upper classes
associate the said product with a feminine aspect which leads to distortion in data acquisition and
males then tend to be more receptive towards it. It is important to consider such factors because
they may appear to be smallbut they may affect response patterns in a larger manner.

In the data collection part customers are asked to rate or rank a set of stimuli according to one’s
own prejudices.

Conclusion:

The research concludes on the ground that there are not only cultural factors which plays a role
in modifying and altering the behavioural patterns and which affects in drawing strategies but
there are a lot many factors as well which are attitudes, group influences and social roles, etc.
The research on the problems associated with international markets shows the correct use of
strategies to get the data and tells us that generalization at country level may not help us in
coming up with strategies and data collection for international market. Knowledge of modern
marketing techniques along with an understanding of behavioral science helps in the selection of
the appropriate research procedure in hand.

References:

SOME ISSUES IN INTERNATIONAL CONSUMER RESEARCH by Yoram Wind and Susan Douglas
 ARTICLE 2: HOW CONSUMERS “SEE”A VISUALLY WARM STORE:
DIFFERENCES BETWEEN AFFECTIVE AND COGNITIVE
PROCESSORS

Consumer behaviour can get affected by store atmosphere and it can have an impact in the
shopping experiences of people. The purchase behaviour also largely varies in regards to the
colors and the themes of lights in the shopping stores which led in selection of this topic.

“Warm” is described as a thermal perception of any object which can affect one’s senses and
perceptions to things. In terms of consumer behaviour warm relates to the ambience of the stores
where prospective customers visit for purchases.

An example of a café at Mebane, shows how the visitors on a particular day felt more welcoming
as if they were in someone’s personal home enjoying their meals. The furnishing and the décor
gave the ambience of the place an extra mile to make the customers feel at ease. A lot many
empirical studies have gathered data on the concept of warmth in shop stores and their effects on
customer behaviour. The data suggests that it develops interpersonal connect with the
surroundings as well as provide the consumers with personal belongings and makes them
develop compatible feelings for the same.

Recent retail studies have evaluated that there lies an impact of ambient temperature on
consumer behaviour. Warm temperatures in shop floors leads to greater shopping experience and
better product evaluations and greater consumer’s perceived sense that the brand personality is
warm.

Social Perception related to the experience of warmth: When a person is been acted by a stimuli,
they tend to draw connections and activate associative memories in the brain. The experience of
warmth also shows greater similarities between given object pairs. People with high affect
intensity are tend to maintain stronger emotional response to an emotional appeal of
advertisements. People with high tendency of affective processing are called affective
processors, and with high level of cognitive processing are cognitive processors. A hypotheses
was been conducted in accordance with the notion that people tend to associate network
memory. The results showed that warm store participants inhibited higher temperature than the
reverse and therefore made the manipulation check successful.

Conclusion: Interior color and materials are known to provide a sensation of warmth; visually
cold stores were also perceived to be warm. It was also concluded that the way physical warmth
influences our psychological perceptions in the same way the perception of warmth also
influences their behaviour. Shopkeepers and retailers can effectively create an influencing
atmosphere with design elements that influences customers a lot.
Though the hypotheses was conducted and was carried out with the posits of the genders but still
the stimuli was women-oriented. Analysis show that there is no such significance of sex variable
on the context of behaviour. The study also demands more and more other inputs and variables
for the further investigation of atmospheric and ambient effects on consumer behaviour.

References:

HOW CONSUMERS “SEE”A VISUALLY WARM STORE: DIFFERENCES BETWEEN AFFECTIVE

AND COGNITIVE PROCESSORS by EunsooBaek, Ho Jung Chooz, Hyunjoo oh3, So-yeonyoon.
 ARTICLE 3: REACTION TO UNETHICAL CONSUMER BEHAVIOUR
ACROSS SIX COUNTRIES

We choose this article because it revolves around unethical code of conducts of consumers. The
increasing cost of security has made consumer behavior an important factor for a business
enterprise. Moreover, general consumer ethics is significant to individuals’ emotions of self-
worth and society as a whole. Determining the tolerating power of people towards unethical
consumer behavior is of great significance. This article portrays a practical understanding of
customer’s ethical conduct throughout six countries.

While the bad conducts and ethical violations of the businesses are much criticized, the behavior
of such organizations needs to be molded in respect to consumer behavior. The wrong and
doubtable conducts of consumers incurs significant cost to the business and the security in-
charge is held responsible for managing these challenges. The literature review of the article
suggests different code of conducts of the consumer which are illegal irrespective of the actions
taken by the company against the act. Thus a need arises for evaluation of the sources from
where such bad behavior arises. This in-turn provides a major challenge to any business i.e. to
determine whether their actions results into induction of such unethical consumer behavior or
other factors are the sources of such behavior. The article makes us understand consumer
perspective to the unethical conducts by the help of an example of stealing towel from the hotel.
A person does not steal a towel while staying in a friend’s or relative’s place but is more inclined
to do the same in a hotel.

The reasons which incline customers towards unethical conducts are as follows:

1. The chance of being caught is less.

2. The consumer perceives the product to be owned by the organization and not the
individual and hence the owner would not notice the loss.
3. The consumer believes that the degree of unethical behavior is less as compared to other
acts and would most probably face no criticism.

MANAGING THE UNETHICAL BEHAVIOR

A major challenge of management is posed by the unethical consumer behavior basically on the
majority of consumer service industry. So, there are many steps which should be taken for
efficient management and ethical code of conduct. These include:

1. Taking actions against the guilty,

2. Reward ethical consumer behavior,
3. Stay clear about your side when the customer tries to cheat, and
4. Promote high ethical values among staff and suppliers.
The businesses thus do not require ignoring the unethical conducts just for the sake of customer
retention. This article has shown different ethical standards of different cultures and regions.
Europeans are quite little cheerless while Americans are greedy in their conduct. The ethical
standards of USA are much clearer than that of any other country. Lastly if one promotes or
ignores unethical behavior, one is no way better than the one who practices it.

References- REACTION TO UNETHICAL CONSUMER BEHAVIOUR ACROSS SIX

COUNTRIES by Amin Babakus, T. Bettina Cornwell and BodoSchlegelmilch
ARTICLE 4: PARADIGMS IN CONSUMER REASEARCH: A REVIEW OF
PERSPECTIVES AND APPROACHES

We choose this article because it cases that the consumer behavioral field, during the most recent
two decades, has turned out to be both multinational and multidisciplinary. It states that
advertising with its purchasers behavior, has turned into the most import sub-field, while
noteworthy commitments to its comprehension have been made by business analysts, therapists,
sociologists and political researchers. It endeavors to demonstrate that incorporating the fields
into extensive models have not been fruitful up to this point, by utilizing an alternative.

The theorists have identified different theoretical perspectives based on consumer behavior
research, they are:

1. INDIVIDUAL-LEVEL RATIONAL ACTION:

A ruling piece of buyer research has received an emphasis on the individual customer as the
unit of investigation and has expected that the conduct can be seen sensible, long-sighted
activity being objective oriented and balanced.

2. GROUP—LEVEL RATIONAL ACTION:

Most behavior on consumer behavior has approached the subject matter at the individual
level rather than group level. This would not present any problem either if all consumer
decision processes were an individual affair only or if individual behavior could be
aggregated in a meaningful way.

3. EXTERNAL CONTROL OF INDIVIDUAL BEHAVIOR:

A basic premise for the paradigms in this group is the idea that individual consumers adapt to
their environment. Environmental factors are viewed as both necessary and sufficient causes
of consumer behavior. This means less emphasis on utilities, preferences and motives.

4. EXTERNAL CONTROL OF CONSUMER GROUP BEHAVIOR:

This worldview varies from the previous one in centering on the conduct of totals of
purchasers as opposed to people. The two ideal models arranged into a gathering are the
relative research custom and the thought of basically decided shopper conduct.

5. SOCIAL CONSTRUCTIONIST VIEW OF INDIVIDUAL CONSUMER BEHAVIOR:

The paradigms classified as social constructionist formulations do not lead to theories which
may be expressed in terms of causal models. Instead they focus on processes, how action and
 interaction unfold in consumer units over time, and how meanings and interpretations are
constructed around such events.

CONCLUSION:

The ideal models delegated social constructionist plans don't lead to speculations which might be
communicated as far as causal models. Rather they center on procedures, how activity and
cooperation unfurl in purchaser units after some time, and how implications and understandings
are built around such occasions. Buyers' exercises, appropriately, are frequently expressive
conduct and a pursuit for importance. Different parts of purchaser activity are generally careless,
in that numerous propensities are organized and solidified after some time absent much
cognizant assessment of how reasonable they are.

References- PARADIGM IN CONSUMER RESEARCH: A REVIEW OF PERSPECTIVES AND

APPROACHES by Johan Arndt
ARTICLE 5: HOW COMPANIES’ GOOD DEEDS ENCOURAGE CONSUMERS TO
ADOPT PRO-SOCIAL BEHAVIOUR.

The article aims at finding out the effects of Company Social Responsibility (CSR) activities on
two consumers’ social behaviors related to the social cause done by the company, such as
consumers’ volunteering for social work and donating money. Also it attempts to test the
elevation of customer and company relationship.

Summary –

To find out whether people experience moral elevation when they witness companies doing
social work or performing some corporate social responsibility a test was conducted. In the
following test there were 54 participants and they were asked to write about a specific positive
case when they had witnessed or heard about a company showing a higher or good moral nature.
Then specific questions were asked about changes in their thoughts, actions, motivation level or
behaviors. Most of the participants responded positively. According to them despite the growing
capitalism and exploitation of resources a good number of social activities still take place. In the
test three types of consumer themes were identified after analyzing the responses of consumers.
These are as follows –

1. Changes in thought-action collection

Many companies often claim that they take up CSR activities seriously but to be pro social and
sustainable is an ongoing process and often attracts criticism form environmentalist and other
stakeholders in business. When consumers hear about any company’s’ social activities they
commonly find themselves morally elevated and emotionally touched. In the test some
respondents reported that their views about that particular company changes after hearing news
of a social work from a reliable source. They become more optimistic. This type of news
removes the misconception that the only social obligation that business has is to pay taxes. In
addition to this the respondents also reported their desire to become a better person by
committing themselves to some social activity.

2. Behavioral consequences of these changes

One of the most positive effects of company’s social activities is the growth in the relationship of
company and consumer. It was reported by the respondents that they are more loyal to
the company which takes up more social work. The behavioral consequences also include
speaking positive things about the company and increase in engagement with that company.

3. Situations that ignites moral values and associated feelings

The situation that is cited by most of the respondents which is likely to cause positive emotional
feelings of moral elevation is the one in which company is not only involved in business strategy
but also in the overall and sustainable growth of environment and society.

The case of dove is also presented as an example in which the company attempts to change the
stereotypical views if female beauty.

After this study, a hypothesis test is performed considering the moral elevation as a missing
factor on the consumer from the CSR activities. This was performed by taking two models in
consideration. In Model 1 it was considered that the mediating role of one variable identification
with the company which plays a role in explaining how consumers’ perception of CSR activities
influences their relevant outcomes. In Model 2 we tested the mediating role of feelings of moral
elevation, “nesting” this variable in Model 1. The comparison of the two models certifies the
increment obtained by adding moral elevation.
It was concluded from the test that there is a significant amount of moral elevation which results
in tempting consumers to volunteer for social work, donate money and indulge in other social
activities.

Conclusion –

Using theoretical evidence, performing surveys and testing these assumptions through hypothesis
it can be concluded that the article provides significant evidence which demonstrates the positive
effects of companies CSR activity on two outcomes i.e. donating money and volunteering time.
In addition to this the article also provides evidence of moral elevation in consumers from CSR
activities of the company.

References- HOW COMPANIES’ GOOD DEEDS ENCOURAGE CONSUMERS TO ADOPT

PRO-SOCIAL BEHAVIOUR by Simran Romani and Silvia Grappi
 ARTICLE 6: CROSS CULTURAL CONSUMER VALUES, NEEDS AND
PURCHASE BEHAVIOR

To determine the relationship of consumer values, needs and purchase behavior by taking
samples from two Asian markets.

Summary –

Consumer needs vary from place to place. Meeting changing consumer needs by providing the
right kind of product or the service has been one of the biggest challenges of the corporates.
Taking Indian market as an example we can easily infer that the product which is extensively
bought in the northern part of the might not be a famous product in the southern part of the
country. Consumer needs which are to be fulfilled with a product or a service vary with the socio
economic and cultural differences among consumer markets. Thus, consumer values should
affect the needs to be fulfilled through purchase and consumption decisions and therefore
consumer behavior.

In this article we aim to study two Asian markets i.e. China and South Korea. On the basis of
values both markets can be bifurcated as self-directed values and self-affiliated values. Among
the three types of needs that are to be satisfied through apparel products are

1. Experiential needs
2. Social needs
3. Functional needs

Experiential needs were the most important needs that influenced apparel purchases of female
consumers in both the Asian markets. Consumers in both country markets exhibited brand loyal
behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each
need through brand loyal behavior differed between the two consumer samples. While for brand-
loyal Chinese consumers experiential image was the most important aspect of the branded
apparel appeal to female customers, social image with performance quality assurance was a more
important feature of the branded apparel appeal to consumers in Korea. Implications for brand
image management for international markets were discussed.

Differences in consumer values, behavior and attitude across international boundaries are well
documented. However, we should recognize that much in consumer behavior is consistent
wherever we go in the world. The majority of variations lie in the degree of emphasis placed on,
for example determinants of selling behavior.

Socio-economic and cultural differences between the two countries as a factor to examine
whether these identifiable differences result in different consumer values, needs and purchase
behavior.
Conclusion – Both the countries they studied are usually characterized as collectivist rather than
individualistic. Such a position states that consumer purchasing behavior will focus more on the
satisfaction of group needs rather than individual requirements. China and South Korea may
derive from very different economic conditions. We can compare how consumer behavior varies
according to the per capita GDP with the way in which behavior varies across class and income
boundaries. The main finding is that a comparatively rich country will witness more pursuit of
pleasure than a comparatively poor country.

References- CROSS CULTURAL CONSUMER VALUES, NEEDS AND PURCHASE

BEHAVIOR by Jai-Ok Kim, Sandra Forsythe, QinglangGu and Sook Jae Moon
 ARTICLE 7: CONSUMER ATTITUDES TO UTILITY PRODUCTS: A
CONSUMER BEHAVIOUR PERSPECTIVE

One of the significant motivation to choose this article was understanding the conceivable
promoting procedures for the theoretical items like utility. Likewise how various variables to be
considered in investigation of purchaser conduct for items like utility. This article additionally
clarifies how customer frame of mind can shape the markets and factors to be considered for the
equivalent.

Summary-

Depending upon the application, Utility products may be categorised in convenience goods
category, goods that need on regular basis. To understand the consumer behaviour of utility
products one needs to consider following attributes like need recognition, search for information,
evaluation, decision and post purchase evaluation.

Econometric examination propose that shopper exchanging choice relies on expense of choice,
the apparent advantages of such choice and client's general evaluation of elements. Utility market
has changed over the period in this manner the client desires has advanced along with
innovation. Client expects advantages like lesser cost, environmentally friendly power vitality,
improved productivity what's more, excess in utility supplies.

From the customer's viewpoint, this lessens the degree of data search required, what's more,
decreases the apparent "hazard" of evolving brand. Second, where providers can't give an
agreeable bundle, or disappointment is with the brand itself, the choice will become a high in
speculation. Choice itself is relies on customer disposition and that, when that frame of mind
changes, at that point costs might be diminished significantly making conduct change.

Alongside the mechanical headways utility market is exposed to turn out to be increasingly
straightforward and greatest information will be accessible to shoppers. Taking thought of every
one of these elements advertisers needs to utilize disarray showcasing procedures, which may
viably keep on making the modification hard for the not so distant.

References-"Consumer attitudes to utility products: a consumer behaviour perspective" by Anna

Watson, Howard Viney, Patrick Schomaker
 ARTICLE 8 :E-CONSUMER BEHAVIOUR

E-shopping is developing at a fast pace while conventional shopping battles to look after
development. This article upgrades our insight into components contributing towards the conduct
of shopper on the web. A large portion of the business currently have both online just as
disconnected nearness and it is important to manage them two in an unexpected way. This article
alongside the elements opened more territories for research in econsumer conduct.

Summary-

There have been different looks into going on in buyer conduct however prior research tended to
look into on mental and innovative points of view independently. This examination was finished
with the goal to contend and create coordinated model just as animate more research in still to be
investigated territories. In the first place, all the wellknown components impacting buyer conduct
are drawn from existing writing and after that a system is proposed to look at the
interrelationships and impacts in the middle of the variables that can foresee e-purchaser
conduct.

The specialists built up the dynamic model to clarifying conduct of purchaser. From the prior
ideas it is discovered that individuals' conduct is the consequence of their convictions, frame of
mind and aims towards playing out that specific conduct. In any case, contention is made that
dispositions drive the e-customer expectations that thusly prompts real buys. Applicable
legitimization is given to help this contention. After that for further suggestions for the model it
takes into contemplations picture build what's more, its impact on basic leadership process.
Picture idea implies the general rating of something in a manner that would control our activities.
It depends on item determination, satisfaction and client administration given by e-retailer.
Further this examination goes inside and out by considering the elements that constructs our
frame of mind or trust like e-purchaser enthusiastic states, e-intuitiveness, social factors just as
buyer characteristics. Passionate states E-intuitiveness gives likeness sales rep client cooperation.
Social communications just as social thought processes are noteworthy inspirations for e-
shopping.

The connection among frame of mind and feelings would be directed by customer qualities, for
example, sexual orientation, age, instruction and pay. Besides, sign of how situational elements
like accommodation, assortment and acquiring recurrence decidedly impacts demeanor towards
e-retailer is talked about. Likewise connection between web atmospherics and enthusiastic state
too e-intelligence is built up by as it structures condition to deliver impacts genuinely that thus
upgrades the buy likelihood. In this manner, this paper proposes the coordinated model of e-
shopper conduct.

References- "E‐ consumer behaviour" by Charles Dennis, Bill Merrilees,

ChanakaJayawardhena, Len Tiu Wright
 ARTICLE 9: EXTENDING THE PREVALENT CONSUMER LOYALTY
MODELLING: THE ROLE OF HABIT STRENGTH

This article is about the role of habit strengths on loyalty behaviour.

Summary : Marketing research believes that the strategy of consumer loyalty and prevention of
Consumers turning to competitive products are essential business issues today. Many researchers
have published their research and findings in this area. Oliver’s model says that product loyalty
is due to the positive cognition and a strong commitment. Triandis’ model says that Habits and
not intention hide the most common form of repeat purchase or consumption.

Oliver proposed that consumers pass through different phases from cognitive loyalty, affective
loyalty (satisfaction,loyalty intention (commitment) before being committed to loyalty
behaviour. Hence, loyalty intention acts as mediator between satisfaction and loyalty behaviour.

In this article a conceptual framework for examining the mediating role of habit strength on the
satisfaction-loyalty relation is proposed. The author has provided an extension of mainstream
consumer loyalty through the principle Conventional concept of customary power in traditional
Oliver (1999) Model.

Oliver’s model is shown in as Model 1 and Proposed model is shown as Model 2.

Data of 2063 consumers have been used from the countries like Spain and Denmark. Multigroup
structural equation modelling has been used to analyze the data.

This study works with consumer loyalty towards consumers’ loyalty for the consumption of fish
as the main meal protein for in-home context.Two representative samples from Denmark (DK)
(n =1110) and Spain (SP) (n = 953) construct the basis of the analysis. The countries were
selected based on expected differences in fish consumption.

Findings: The study results show that when habits begin to develop and gain strength, less
planning is required and with the effect of automaticity and inertia loyalty behaviour sequence
occurs. New proposed model with habit strength as a mediator gives increase in explained
variance in loyalty behavior than the traditional model.

Reason for selecting the article : While searching for the articles related to Consumer behaviour,
I came across this article and I found it interesting as it projects how habits of consumer can
somehow transferred into regular repeating buying process and at last into customer loyalty.
Even though it has some complex calculations and modelling, the result which it has provided is
useful for marketing researchers and companies.

References :

Extending the prevalent consumer loyalty modelling: the role of habit strength ;

European Journal of Marketing

Vol. 47 No. 1/2, 2013

pp. 303-323

Link : www.emeraldinsight.com/0309-0566.htm
 ARTICLE 10 : TRIPLEX MODELING OF THE POLITICAL MESSAGES
CONSUMER BEHAVIOUR IN SOCIAL NETWORKS

This article suggests a triplex model of the political messages consumer behavior in social
networks by combined use of Delphi method, exploratory factor analysis (EFA), and an artificial
neural network.

Summary –

In this era, application of digital media has grown steadily over time. This days, no candidate or
political party can enter an election cycle without having having their presence online. It has
become widely used tool for pre election political campaigning. Compare to other media
platforms like printed media and television, digital media is faster and cheaper.

In this article, the author tries to find the likelihood of a person forwarding the political
messagesThe study has 3 phases. In the first phase, the Delphi method is used, and 24
motivations for the forwarding a political message with a social media have been identified and
listed; these motivations have been used to make the model in the second phase. Finally, in the
third phase, an ANN has been used to rank the motivations to determine their priority.

In the social network, massage forwarding and viral marketing focus on the social networks to
encourage people to make referrals to their friends and connections. Sampling demographic
characteristic has been done on parameters like male-female, High school-Bechelors degree-
master degree, conservative-reformist etc. for developing the data base for the model.

effective variables in political messages consumer behaviour arranged as per result.

Findings: This study suggests that the relative candidate commitment to ethics and appropriate
scientific level of the relative candidate in political message in social network can lead the
candidate to their goals. However, as this study was conducted in Iran, it can be used to its
neighbour and related cultural areas only. Because due to change in culture, religion, economy
and geographical conditions, the results may vary.

Reason for selecting the article : In this fast growing technological world, Social networking
sites are playing huge role in marketing and advertising for sellers as well political parties.
Consumer behaviour can be easily developed by studying their preferences and responses using
social networking sites at a very low cost and with grater accuracy due to availability of large
demographic and cultural user base. Being an important tool in the field of advertising to reach
to the customer and users and an essential as well as integral part of marketing , I chose this
topic.

References :

Sobhanifard Y, Sadatfarizani S. Triplex modeling of the political messages consumer behavior in

social networks.

J Consumer Behav. 2018;17:187–196.

https://doi.org/10.1002/cb.1703