Emiliya Ahmadova and Khatai Aliyev
The purpose of this study is to analyze the customer attitude on Halal food products and determine major factors that affect the attitudes towards Halal food products in…
Abstract
Purpose
The purpose of this study is to analyze the customer attitude on Halal food products and determine major factors that affect the attitudes towards Halal food products in Azerbaijan. Within the framework of this research, theory of planned behavior was applied and influence of subjective norms, religiosity level, availability of Halal certification and health considerations on attitude toward Halal food products was measured.
Design/methodology/approach
Random sampling technique was used during these studies. Within the framework of current research, the local Muslim population was surveyed. The sample size for current research was 636, and specified models were estimated using Eview by applying a robust least squares method.
Findings
The impact of subjective norms, religiosity level and availability of Halal certification and health considerations upon consumer’s attitude is economically and statistically significant. Empirical findings show that the strength of the association between religiosity level and attitude toward Halal food products is dependent on the level of religiosity and some other factors such as age category, gender status and existence of halal certification.
Practical implications
As a predominantly Muslim country, exploring attitudes toward Halal food products in Azerbaijan can serve as a valuable source of information while developing Halal branding strategy in this market, i.e. insights gaining from this research will guide marketers while tailoring their marketing strategy for efficiently targeting this market.
Originality/value
This is the first empirical research in Azerbaijani market devoted to understanding factors that influence Halal food purchase attitude.
Details
Keywords
Emiliya Ahmadova and Ayan Nabiyeva
The purpose of the current exploratory study is to provide a more comprehensive understanding of the essence of impulse buying and postulate the drivers behind it for Azerbaijani…
Abstract
Purpose
The purpose of the current exploratory study is to provide a more comprehensive understanding of the essence of impulse buying and postulate the drivers behind it for Azerbaijani consumers who practice Islam. Though there are numerous factors that impact impulsive buyer tendencies, current empirical research focuses on demographic indicators and persona characteristics that influence impulsive buying, which are considered as internal factors.
Design/methodology/approach
The current research is exploratory and uses the quantitative research method. A total of 442 responses were collected from the surveys between April 6th and May 6th, 2022, with random sampling. The collected data was analyzed with the SPSS Statistics software and the SPSS AMOS 26 version. Cronbach’s alpha was calculated to measure the reliability of the scales. The construct validity of the questionnaire was measured with confirmatory factor analysis (CFA). The correlation among variables was measured by calculating the Pearson correlation coefficient. The structural equation model was run to determine the structural relationship between latent variables and test the proposed hypotheses.
Findings
According to the regression weights, all the latent variables, excluding materialism, have a statistically significant impact on the impulsive buying tendency. Hedonic motivation and self-esteem have a positive relationship with hedonic buying tendency, while self-control is inversely related. In terms of the impact of demographic indicators on impulsive buying tendency, for Azerbaijani consumers, impulsive buying behavior, differs based on age, education and marital status. However, contrary to previous research, impulsive buying behavior does not change based on income level. However, based on the squared multiple correlations, the predictive power of the model is 24%.
Research limitations/implications
The current study measured the general impulsive behavior of the local population. Analyzing impulsive buyer behavior toward particular products or product categories might lead to different results. Therefore, other researchers can focus on studying impulsive buyer behavior toward different product categories.
Practical implications
Understanding consumer buyer behavior, including impulsive buyer behavior, is among extensively researched subjects. However, studies examining the state of impulsive buyer behavior in Azerbaijan and, most importantly, measuring the impact of the numerous factors behind it are lacking. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. Hence, understanding the motivations behind impulse buying behavior can benefit both businesses and consumers, though for contrasting reasons. The former can use the data to determine the triggers for impulse buying, while the latter can be more conscious of their purchasing behavior to avoid unfavorable financial consequences. The primary implication for businesses is that they will be equipped with empirical evidence on which factors and to what extent they influence consumer buying behavior. Subsequently, they can use it while developing marketing and customer relationship strategies.
Originality/value
There are countless studies focused on defining and measuring impulsive buyer behavior; however, there is a gap in measuring the impulsive buyer behavior of Muslim consumers and, most importantly, understanding the underlying factors. In addition, empiric research examining the state of impulsive buyer behavior of local Muslim consumers in Azerbaijan and, most importantly, measuring the impact of numerous factors behind it is absent. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. The current study analyzes the impact of consumers’ hedonic motivations, materialist values, ability to retain self-control and psychological state on their impulse buying tendency.