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• Analysis of the Affective and Conative Components of Consumer Attitude in the Image of the Pálinka

  21-32

  László Mucha

  Titanilla Oravecz

  Gedeon Totth

  Views:

  225

  The research aim is to explore the potential role of consumer attitude components in image development related to a traditional Hungarian alcoholic beverage, the pálinka. This study focuses on the effect of the affective and conative components of attitude on image of the pálinka. The relevance of this research is the expansion of the pálinka market in recent years and the change of the regulatory environment about homemade spirits. Distillate made at home, which product improperly called homemade pálinka, is very popular in Hungary. This study was supported by the data from a nationwide, representative consumer survey carried out in 2019 and 2020. A total of 626 subjects participated in this survey, the sample is representative for the Hungarian adult population according to gender, age group and region. To understand the effect of the affective and conative attitude components, we used Likert scales and graphically illustrate the consumer feeling and behavior about the homemade spirit and the “in-store” pálinka. The study confirmed the advantage of homemade spirit image over in-store pálinka, and points out the importance of education and information in the case of the affective and conative components of consumer attitude. The reconsidering of the marketing communication of the in-store pálinka producers is timely and very important; however, this task requires a comprehensive marketing strategy covering all three attitude components, and this is the only way for them to remain competitive.
  
  JEL Codes: M31

• Food Super Store Shopping Environment and Consumer Impulsive Buying Behavior

  65-77

  Muhammad Fahid Muqaddas

  Syed Ali Azfer

  Views:

  94

  This study examines the impact of food super store shopping on impulsive buying behavior. The results highlight that discounted price, advertisement &promotion, visual merchandising and emotional attachment, have impact on consumer impulsive buying behavior but special occasions and companion’s influence donot impact consumer impulsive buying behavior. The study is based on a sample of food super store buyers from Rawalpindi and Islamabad. The exploration is useful for marketers to understand impulsive consumers and their choices. Food super stores are one of the growing businesses in Pakistan; therefore, this study will guide the marketers to understand this market segment effectively. The study also discovers the association between food super store shopping environment and types of consumer impulsive buying behavior which are cognitive impulsive buying and affective impulsive buying.

  JEL codes: M31, M37, M39