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
| Authors | Kumar, 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. 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. 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. 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. This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era. | |
| Keywords | Consumer behaviour; Fuzzy AHP; Fuzzy Delphi; Changing pattern; Digital market; Hierarchy model |
| Year | 2018 |
| Journal | Journal of Enterprise Information Management |
| Publisher | Emerald Insight |
| ISSN | 1741-0398 |
| 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 dates | 10 Sep 2018 |
| Publication process dates | |
| Deposited | 08 Dec 2018, 10:52 |
| Rights | Archived with thanks to Journal of Enterprise Information Management |
| Contributors | BML 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 |
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