Predicting changing pattern: building model for consumer decision making in digital market

Journal article


Kumar, Anil, Mangla, Sachin Kumar, Luthra, Sunil, Rana, Nripendra P. and Dwivedi, Yogesh K. 2018. Predicting changing pattern: building model for consumer decision making in digital market. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-01-2018-0003
AuthorsKumar, Anil, Mangla, Sachin Kumar, Luthra, Sunil, Rana, Nripendra P. and Dwivedi, Yogesh K.
Abstract

Purpose Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the purpose of this paper is to propose a structural hierarchy model for analyzing the changing pattern of consumer decision making in digital market by taking an Indian context. Design/methodology/approach To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy analytic hierarchy process (AHP) is employed to find the priority weights of finalized factors. The fuzzy set theory allows capturing the vagueness in the data. Findings The findings obtained in this study shows that consumers are much conscious about innovative and trendy products as well as brand and quality; therefore, the service providers must think about these two most important factors so that they can able to retain their consumer in their online portal. Practical implications The analysis shows that “innovative and trendy” is the first priority factor for the consumers followed by “brand and quality” and “fulfilment and time energy.” The proposed model can help the marketers and service providers in predicting customers’ preferences and their changing pattern efficiently under vague surroundings. The outcomes of this research work not only help the service provider to update their products and services according to consumers’ needs but can also help them to increase profit and minimize their risk. Originality/value This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era.

Purpose

Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the purpose of this paper is to propose a structural hierarchy model for analyzing the changing pattern of consumer decision making in digital market by taking an Indian context.
Design/methodology/approach

To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy analytic hierarchy process (AHP) is employed to find the priority weights of finalized factors. The fuzzy set theory allows capturing the vagueness in the data.
Findings

The findings obtained in this study shows that consumers are much conscious about innovative and trendy products as well as brand and quality; therefore, the service providers must think about these two most important factors so that they can able to retain their consumer in their online portal.
Practical implications

The analysis shows that “innovative and trendy” is the first priority factor for the consumers followed by “brand and quality” and “fulfilment and time energy.” The proposed model can help the marketers and service providers in predicting customers’ preferences and their changing pattern efficiently under vague surroundings. The outcomes of this research work not only help the service provider to update their products and services according to consumers’ needs but can also help them to increase profit and minimize their risk.
Originality/value

This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era.

KeywordsConsumer behaviour; Fuzzy AHP; Fuzzy Delphi; Changing pattern; Digital market; Hierarchy model
Year2018
JournalJournal of Enterprise Information Management
PublisherEmerald Insight
ISSN1741-0398
Digital Object Identifier (DOI)https://doi.org/10.1108/JEIM-01-2018-0003
Web address (URL)http://hdl.handle.net/10545/623202
hdl:10545/623202
Publication dates10 Sep 2018
Publication process dates
Deposited08 Dec 2018, 10:52
Rights

Archived with thanks to Journal of Enterprise Information Management

ContributorsBML Munjal University, Graphic Era University, Dehradun, India, State Institute of Engineering and Technology, Nilokheri, India, Swansea University, BML Munjal University, Gurgaon, India, Department of Mechanical Engineering, Graphic Era University, Dehradun, India, Department of Mechanical Engineering, State Institute of Engineering and Technology, Nilokheri, India, Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Swansea, UK and Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Swansea, UK
File
File Access Level
Open
File
File Access Level
Controlled
Permalink -

https://repository.derby.ac.uk/item/92zzw/predicting-changing-pattern-building-model-for-consumer-decision-making-in-digital-market

Download files

  • 90
    total views
  • 0
    total downloads
  • 3
    views this month
  • 0
    downloads this month

Export as

Related outputs

Measuring the financial impact of equipment performance improvement: ISB and IEB metrics
Luis Alejandro Gólcher-Barguil, Simon Peter Nadeem, Jose Arturo Garza-Reyes, Ashutosh Samadhiya and Anil Kumar 2022. Measuring the financial impact of equipment performance improvement: ISB and IEB metrics. Benchmarking: An International Journal. pp. 1-24. https://doi.org/10.1108/bij-09-2021-0559
A framework for assessing trust in e-government services under uncertain environment
Shayganmehr, M, Kumar, A, Garza-Reyes, Jose Arturo and Zavadskas, E. K. 2022. A framework for assessing trust in e-government services under uncertain environment. Information Technology & People. pp. 1-38. https://doi.org/10.1108/ITP-01-2021-0096
Barriers to Sustainable Sourcing in the Apparel and Fashion-Luxury Industry
Bhandari, N, Garza-Reyes, Jose Arturo, Rocha-Lona, L, Kumar, A., Naz, F and Joshi, R 2022. Barriers to Sustainable Sourcing in the Apparel and Fashion-Luxury Industry. Sustainable Production and Consumption. 31, pp. 220-235. https://doi.org/10.1016/j.spc.2022.02.007
Redesigning Traditional Linear Supply Chains into Circular Supply Chains – A Study into its Challenges
Tarun, Roy, Garza-Reyes, Jose Arturo, Kumar, Vikas, Kumar, Anil and Agrawal, Rohit 2022. Redesigning Traditional Linear Supply Chains into Circular Supply Chains – A Study into its Challenges. Sustainable Production and Consumption. 31, pp. 113-126. https://doi.org/10.1016/j.spc.2022.02.004
Sustainability concerns on consumers’ attitude towards short food supply chains: an empirical investigation
Wang, Meng, Kumar, Vikas, Ruan, Ximing, Saad, Mohammed, Garza-Reyes, Jose Arturo and Kumar, Anil 2021. Sustainability concerns on consumers’ attitude towards short food supply chains: an empirical investigation. Operations Management Research. https://doi.org/10.1007/s12063-021-00188-x
Nexus of circular economy and sustainable business performance in the era of digitalization
Rohit Agrawal, Vishal Ashok Wankhede, Anil Kumar, Arvind Upadhyay and Jose Arturo Garza-Reyes 2021. Nexus of circular economy and sustainable business performance in the era of digitalization. International Journal of Productivity and Performance Management. https://doi.org/10.1108/ijppm-12-2020-0676
Assessing people-driven factors for circular economy practices in SME supply chains: business strategies and environmental perspectives
Betuel Sawe, F, Kumar, A, Garza-Reyes, Jose Arturo and Agrawal, R 2021. Assessing people-driven factors for circular economy practices in SME supply chains: business strategies and environmental perspectives. Business Strategy and the Environment. 30 (7), pp. 2951-2965. https://doi.org/10.1002/bse.2781
A Framework for Assessing Sustainability in Multi-tier Supply Chains using Empirical Evidence and Fuzzy Expert System
Shayganmehr, Masoud, Kumar, Anil, Lutha, Sunil and Garza-Reyes, Jose Arturo 2021. A Framework for Assessing Sustainability in Multi-tier Supply Chains using Empirical Evidence and Fuzzy Expert System. Journal of Cleaner Production. 317. https://doi.org/10.1016/j.jclepro.2021.128302
Enhancing resiliency of perishable product supply chains in the context of the COVID-19 outbreak
Shanker, S, Barve, A, Mudulib, K, Kumar, A and Garza-Reyes, Jose Arturo 2021. Enhancing resiliency of perishable product supply chains in the context of the COVID-19 outbreak. International Journal of Logistics Research and Applications: A Leading Journal of Supply Chain Management. https://doi.org/10.1080/13675567.2021.1893671
Impact of I4.0 technologies and their interoperability on performance: future pathways for supply chain resilience post-COVID-19
Guilherme F. Frederico, Vikas Kumar, Jose Arturo Garza-Reyes, Anil Kumar and Rohit Agrawal 2021. Impact of I4.0 technologies and their interoperability on performance: future pathways for supply chain resilience post-COVID-19. The International Journal of Logistics Management. https://doi.org/10.1108/ijlm-03-2021-0181
Design for environment Ontology-based knowledge management model for green product development
Benabdellah, A.C, Zekhnini, K, Cherrafi, A., Garza‐Reyes, J.A and Kumar, A 2021. Design for environment Ontology-based knowledge management model for green product development. Business Strategy and the Environment. 30 (8), pp. 4037-4053. https://doi.org/10.1002/bse.2855
Machine learning applications for sustainable manufacturing: a bibliometric-based review for future research
Anbesh Jamwal, Rajeev Agrawal, Monica Sharma, Anil Kumar, Vikas Kumar and Garza-Reyes, J. 2021. Machine learning applications for sustainable manufacturing: a bibliometric-based review for future research. Journal of Enterprise Information Management. https://doi.org/10.1108/jeim-09-2020-0361
Lean Manufacturing and Internet of Things – A Synergetic or Antagonist Relationship?
Anosike, Anthony, Alafropatis, Konstantinos, Garza-Reyes, Jose Arturo, Kumar, Anil, Luthra, Sunil and Rocha-Lona, Luis 2021. Lean Manufacturing and Internet of Things – A Synergetic or Antagonist Relationship? Computers in Industy. 129, pp. 1-15. https://doi.org/10.1016/j.compind.2021.103464
A review of challenges and opportunities of blockchain adoption for operational excellence in the UK automotive Industry
Upadhyay, Arvind, Ayodele, J, Kumar, Anil and Garza-Reyes, Jose Arturo 2020. A review of challenges and opportunities of blockchain adoption for operational excellence in the UK automotive Industry. Journal of Global Operations and Strategic Sourcing. https://doi.org/10.1108/JGOSS-05-2020-0024
Industry 4.0 enablers for a cleaner production and circular economy within the context of business ethics: a study in a developing country
Shayganmehr, Masoud, Kumar, Anil, Garza-Reyes, Jose Arturo and Moktadir, Abdul 2020. Industry 4.0 enablers for a cleaner production and circular economy within the context of business ethics: a study in a developing country. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2020.125280
Sustainability adoption through sustainable human resource management: a systematic literature review and conceptual framework
Kumar, Anil, Bhaskar, Preeti, Nadeem, Simon Peter, Tyagi, Mrinal and Garza-Reyes, Jose Arturo 2020. Sustainability adoption through sustainable human resource management: a systematic literature review and conceptual framework. International Journal of Mathematical, Engineering and Management Sciences. https://doi.org/10.33889/IJMEMS.2020.5.6.078
Analysing the risks of adopting circular economy initiatives in manufacturing supply chains
Ethirajan, Manavalan, Arasu M, Thanigai, Kandasamy, Jayakrishna, K.E.K, Vimal, Nadeem, Simon Peter and Kumar, Anil 2020. Analysing the risks of adopting circular economy initiatives in manufacturing supply chains. Business Strategy and the Environment. https://doi.org/10.1002/bse.2617
Managing operations for circular economy in the mining sector: An analysis of barriers intensity
Rajesh, Singh, Kumar, Anil, Garza-Reyes, Jose Arturo and M.de Sác, Marcelo 2020. Managing operations for circular economy in the mining sector: An analysis of barriers intensity. Resources Policy. https://doi.org/10.1016/j.resourpol.2020.101752
A framework to achieve sustainability in manufacturing organisations of developing economies using Industry 4.0 technologies’ enablers
Yadav, G, Kumar, Anil, Luthra, S, Garza-Reyes, Jose Arturo, Kumar, V and Batista, L 2020. A framework to achieve sustainability in manufacturing organisations of developing economies using Industry 4.0 technologies’ enablers. Computers in Industy. https://doi.org/10.1016/j.compind.2020.103280
An integrated framework for evaluating the barriers to successful implementation of reverse logistics in the automotive industry
Kaviani, Mohamad Amin, Madjid, Tavana, Kumar, Anil, Jerzy, Michnik, Raziyeh, Niknam and Elaine Aparecida, Regiani de Campos 2020. An integrated framework for evaluating the barriers to successful implementation of reverse logistics in the automotive industry. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2020.122714
A systematic literature review on machine learning applications for sustainable agriculture supply chain performance
Sharma, Rohit, Kamble, Sachin, Kumar, Vikas, Gunasekaran, Angappa and Kumar, Anil 2020. A systematic literature review on machine learning applications for sustainable agriculture supply chain performance. Computers & Operations Research. https://doi.org/10.1016/j.cor.2020.104926
Behavioural factors on the adoption of sustainable supply chain practices
Kumar, Anil, Moktadir, Md. Abdul, Rehman Khan, Syed Abdul, Garza-Reyes, Jose Arturo, Tyagi, Mrinal and Kazançoğlu, Yiğit 2020. Behavioural factors on the adoption of sustainable supply chain practices. Resources, Conservation & Recycling. https://doi.org/10.1016/j.rcrx.2020.100031
Developing a strategic sustainable facility plan for a hospital layout using ELECTRE and Apples procedure
Vimal, K.E.K, Kandasamy, Jayakrishna, Nadeem, Simon Peter, Kumar, Anil, Šaparauskas, Jonas, Garza-Reyes, Jose Arturo and Trinkūnienė, Eva 2020. Developing a strategic sustainable facility plan for a hospital layout using ELECTRE and Apples procedure. International Journal of Strategic Property Management. 25 (1), pp. 17-33. https://doi.org/10.3846/ijspm.2020.13733
A systematic literature review of data science, data analytics and machine learning applied to healthcare engineering systems
Roberto Salazar-Reyna, Fernando Gonzalez-Aleu, Edgar M.A. Granda-Gutierrez, Jenny Diaz-Ramirez, Jose Arturo Garza-Reyes and Anil Kumar 2020. A systematic literature review of data science, data analytics and machine learning applied to healthcare engineering systems. Emerald. https://doi.org/10.1108/md-01-2020-0035
The adoption of environmentally sustainable supply chain management: Measuring the relative effectiveness of hard dimensions
Choudhary, Sangita, Kumar, Anil, Garza-Reyes, Jose Arturo and Nadeem, Simon Peter 2020. The adoption of environmentally sustainable supply chain management: Measuring the relative effectiveness of hard dimensions. Business Strategy and the Environment. 29 (8), pp. 3104-3122. https://doi.org/10.1002/bse.2560
Deploying Kaizen events in the manufacturing industry: An investigation into managerial factors
Garza-Reyes, J., Christopoulos, C., Kumar, A., Luthra, S., Gonzalez-Aleu, F., Kumar, V. and Villarreal, B. 2020. Deploying Kaizen events in the manufacturing industry: An investigation into managerial factors. Production Planning & Control. 33 (5), pp. 427-449. https://doi.org/10.1080/09537287.2020.1824282
A step to clean energy - Sustainability in energy system management in an emerging economy context
Mangla, Sachin, Luthra, Sunil, Jakhar, Suresh, Gandhi, Sumeet, Muduli, Kamalakanta and Kumar, Anil 2019. A step to clean energy - Sustainability in energy system management in an emerging economy context. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2019.118462
Do human critical success factors matter in adoption of sustainable manufacturing practices? An influential mapping analysis of multi-company perspective
Ahuja, J, Kumar Panda, T, Luthra, S, Kumar, Anil, Choudhary, S and Garza-Reyes, Jose Arturo 2019. Do human critical success factors matter in adoption of sustainable manufacturing practices? An influential mapping analysis of multi-company perspective. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2019.117981
Is tourism really affected by logistical operations and environmental degradation? An empirical study from the perspective of Thailand.
Zhang, Yu, Rehman Khan, Syed Abdul, Golpîra, Heris, Sharif, Arshian and Kumar, Anil 2019. Is tourism really affected by logistical operations and environmental degradation? An empirical study from the perspective of Thailand. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2019.04.164
Using entropy and AHP-TOPSIS for comprehensive evaluation of internet shopping malls and solution optimality
Kumar, Anil, Dash, Manoj Kumar and Seharawat, Ritu 2017. Using entropy and AHP-TOPSIS for comprehensive evaluation of internet shopping malls and solution optimality. International Journal of Business Excellence. https://doi.org/10.1504/IJBEX.2017.082575
Evaluating innovation capabilities of real estate firms: a combined fuzzy delphi and dematel approach.
Kumar, Anil, Kaviani, Mohamad Amin, Hafezalkotob, Ashkan and Zavadskas, Edmundas Kazimieras 2017. Evaluating innovation capabilities of real estate firms: a combined fuzzy delphi and dematel approach. International Journal of Strategic Property Management. https://doi.org/10.3846/1648715X.2017.1409291
Causal modelling and analysis evaluation of online reputation management using Fuzzy Delphi and DEMATEL
Kumar, Anil and Dash, Manoj Kumar 2017. Causal modelling and analysis evaluation of online reputation management using Fuzzy Delphi and DEMATEL. International Journal of Strategic Decision Sciences. https://doi.org/10.4018/IJSDS.2017010103
Using Fuzzy Delphi and Generalized Fuzzy TOPSIS to Evaluate Technological Service Flexibility Dimensions of Internet Malls
Kumar, Anil and Dash, Manoj Kumar 2017. Using Fuzzy Delphi and Generalized Fuzzy TOPSIS to Evaluate Technological Service Flexibility Dimensions of Internet Malls. Global Journal of Flexible Systems Management. https://doi.org/10.1007/s40171-017-0154-8
Fuzzy Delphi and hybrid AH-MATEL integration for monitoring of paint utilization
Kumar, Anil, Mussada, Eswara Krishna, Ashif, Mohammed, Tyagi, Divakar and Srivastava, Ashish Kumar 2017. Fuzzy Delphi and hybrid AH-MATEL integration for monitoring of paint utilization. Advances in Production Engineering & Management. https://doi.org/10.14743/apem2017.1.238
Combined artificial bee colony algorithm and machine learning techniques for prediction of online consumer repurchase intention
Kumar, Anil, Kabra, Gaurav, Mussada, Eswara Krishna, Dash, Manoj Kumar and Rana, Prashant Singh 2017. Combined artificial bee colony algorithm and machine learning techniques for prediction of online consumer repurchase intention. Neural Computing and Applications. https://doi.org/10.1007/s00521-017-3047-z
Capturing user sentiments for online Indian movie reviews.
Trivedi, Shrawan Kumar, Dey, Shubhamoy and Kumar, Anil 2018. Capturing user sentiments for online Indian movie reviews. The Electronic Library. https://doi.org/10.1108/EL-04-2017-0075
Performance Efficiency Measurement of Airports: A Comparative Analysis of Airports Authority of India and Public Private Partnership
Kumar, Anil, Dash, Manoj Kumar and Sahu, Rajendra 2018. Performance Efficiency Measurement of Airports: A Comparative Analysis of Airports Authority of India and Public Private Partnership. International Journal of Strategic Decision Sciences. https://doi.org/10.4018/IJSDS.2018040102
Measuring and improving customer retention at authorised automobile workshops after free services.
Kumar, Anil, Luthra, Sunil, Khandelwal, Dinesh Kumar, Mehta, Rajneesh, Chaudhary, Nityanand and Bhatia, Sukhdev 2017. Measuring and improving customer retention at authorised automobile workshops after free services. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2017.07.007
Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty, and evangelism
Panda, T. K., Kumar, Anil, Jakhar, S, Luthra, S, Garza-Reyes, J. A., Kazancoglu, I and Nayak, S.S. 2019. Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty, and evangelism. Journal of Cleaner Production. 243, pp. 1-11. https://doi.org/10.1016/j.jclepro.2019.118575
Industry 4.0 as enabler of sustainability diffusion in supply chain: analysis of influential strength of drivers in emerging economy
Luthra, S, Kumar, Anil, Zavadskas, E, Mangla, S and Garza-Reyes, Jose Arturo 2019. Industry 4.0 as enabler of sustainability diffusion in supply chain: analysis of influential strength of drivers in emerging economy. International Journal of Production Research. 58 (5), pp. 1505-1521. https://doi.org/10.1080/00207543.2019.1660828
Construction of capital procurement decision making model to optimize supplier selection using Fuzzy Delphi and AHP-DEMATEL
Kumar, Anil, Pal, Amit, Vohra, Ashwani, Gupta, Sachin, Manchanda, Suryakant and Dash, Manoj Kumar 2018. Construction of capital procurement decision making model to optimize supplier selection using Fuzzy Delphi and AHP-DEMATEL. Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-01-2017-0005
Investigating the role of social media in polio prevention in India: a Delphi-DEMATEL approach
Kumar, Anil, Kaviani, Mohamad Amin, Bottani, Eleonora, Dash, Manoj Kumar and Zavadskas, Edmundas Kazimieras 2018. Investigating the role of social media in polio prevention in India: a Delphi-DEMATEL approach. Kybernetes. https://doi.org/10.1108/K-06-2017-0210
Developing textile entrepreneurial inclination model by integrating experts mining and ISM-MICMAC
Kapse, Chanduraj Pious, Kumar, Anil, Dash, Manoj Kumar, Zavadskas, Edmundas Kazimieras and Luthra, Sunil 2018. Developing textile entrepreneurial inclination model by integrating experts mining and ISM-MICMAC. International Journal of Production Research. https://doi.org/10.1080/00207543.2018.1443523
Evaluating the human resource related soft dimensions in green supply chain management implementation
Kumar, Anil, Kumar Mangla, S, Luthra, Sunil and Ishizaka, Alessio 2019. Evaluating the human resource related soft dimensions in green supply chain management implementation. Production Planning & Control.
When risks need attention: adoption of green supply chain initiatives in the pharmaceutical industry
Kumar, Anil, Zavadskasb, Edmundas Kazimieras, Mangla, Sachin Kumar, Agrawal, Varun, Sharma, Kartik and Gupta, Divyanshu 2018. When risks need attention: adoption of green supply chain initiatives in the pharmaceutical industry. International Journal of Production Research.
Mapping the human resource focused enablers with sustainability viewpoints in Indian power sector.
Yadav, Mohit, Kumar, Anil, Mangla, Sachin Kumar, Luthra, Sunil, Bamel, Umesh and Garza-Reyes, Jose Arturo 2018. Mapping the human resource focused enablers with sustainability viewpoints in Indian power sector. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.11.132