Results found: 2

Search results

Search:
in the keywords: extrinsic

Sort By:

Limit search:

Gender And Life Satisfaction In The Czech Republic

100%

CHANDA S. K.

Gender Studies

2014

vol. 13

issue 1

131-151

Life satisfaction in its gender aspects opens up a new dimension in social research. This study starts with the research question of how life satisfaction and gender are associated with intrinsic and extrinsic aspirations. The questionnaire survey was used with 1821 respondents in the Czech Republic. The results show that it was in the 33-48 age range that the highest proportion of males, 59 per cent, expressed substantial life satisfaction, compared to the 18-32 age range for females (72 per cent). In addition, for males, a greater identification with life satisfaction is found for both intrinsic and extrinsic aspirations, whereas females represented this greater identification only in regard to intrinsic aspirations.

Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension

86%

Kempen E., Christie L.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2022

issue 1(14)

4-21

In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers’ reasons for purchasing a UHT line extension that was designed to include the word ‘enriched’ and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with differentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specific behavioural acts that positively or negatively infl uenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers’ approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers.

Refine search results

1 Gender Studies

1 Journal of Marketing and Consumer Behaviour in Emerging Markets

1 CHANDA S. K.

1 Christie L.

1 Kempen E.

1 2022

1 2014

Search results

Gender And Life Satisfaction In The Czech Republic

Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension