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Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

ABSTRACT: The aim of this study was to examine the relationship between the country of origin image of a product and consumers' purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers' information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the impact of country of origin image on information search and product evaluation, but it does play a significant and positive role in purchase decision-making and post-purchase behavior. As a result, it is important for Nigerian hypermarkets to be aware of the origin of the products they import, as importing from countries with a positive image can enhance their performance. Furthermore, perceived quality can mediate purchase and post-purchase decisions.

SUBMITTER: Martins JM

PROVIDER: S-EPMC10464966 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature

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Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

Martins José Moleiro JM Moguluwa Shedrack Chinwuba SC Lucas João Luis JL Iloka Chiemelie Benneth CB Mata Mário Nuno MN

PloS one 20230829 8

The aim of this study was to examine the relationship between the country of origin image of a product and consumers' purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural e ...[more]

PMID: 37643203

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Project description:BackgroundScreening for changes in pregnancy-related anxiety and depressive symptoms during pregnancy may further our understanding of the relationship between these two variables and preterm birth.ObjectivesTo determine whether changes in pregnancy-related anxiety and depressive symptoms during pregnancy influence the risk of preterm birth among Pakistani women; explore whether perceived stress moderates or mediates this relationship, and examine the relationship between the various components of pregnancy-related anxiety and preterm birth.MethodsA prospective cohort study design was used to recruit a diverse sample of 300 low-risk pregnant women from four centers of Aga Khan Hospital for Women and Children in Karachi, Pakistan. Changes in pregnancy-related anxiety and depressive symptoms during pregnancy were tested. Multiple logistic regression analysis was used to determine a predictive model for preterm birth. We then determined if the influence of perceived stress could moderate or mediate the effect of depressive symptoms on preterm birth.ResultsChanges in pregnancy-related anxiety (OR = 1.1, CI 0.97-1.17, p = 0.167) and depressive symptoms (OR = 0.9, CI 0.85-1.03, p = 0.179) were insignificant as predictors of preterm birth after adjusting for the effects of maternal education and family type. When perceived stress was added into the model, we found that changes in depressive symptoms became marginally significant after adjusting for covariates (OR = 0.9, CI 0.82-1.01, p = 0.082). After adjusting for the mediation effect of change in perceived stress, the effect of change in depressive symptoms on preterm birth were marginally significant after adjusting for covariates. Among six different dimensions of pregnancy-related anxiety, mother's concerns about fetal health showed a trend towards being predictive of preterm birth (OR = 1.3, CI 0.97-1.72, p = 0.078).ConclusionsThere may be a relationship between perceived stress and antenatal depressive symptoms and preterm birth. This is the first study of its kind to be conducted in Pakistan. Further research is required to validate these results.

Project description:Anhedonia, the diminished ability to experience pleasure, is a key symptom of a range of mental and neurobiological disorders and is associated with altered eating behavior. This research study investigated the concept of anhedonia in relation to mental disorders and the perception of pleasure from food to better understand the link between anhedonia and eating behavior. A consumer survey (n = 1051), including the Food Pleasure Scale, the Chapman Revised Social Anhedonia Scale, the Patient Health Questionnaire, and the Generalized Anxiety Disorder scale, was conducted to explore the perception of pleasure from food among people with anhedonic traits. Comparative analyses were performed between people with symptoms of depression and/or anxiety and people with no symptoms of these conditions. A segmentation analysis was furthermore performed based on three levels of anhedonia: Low, Intermediate and High anhedonia. Thus, insights into how food choice and eating habits may be affected by different levels of anhedonia are provided for the first time. Our findings showed that the 'Low anhedonia' segment found pleasure in all aspects of food pleasure, except for the aspect 'eating alone'. 'Eating alone' was, however, appreciated by the 'Intermediate anhedonia' and 'High anhedonia' segments. Both the 'Intermediate anhedonia' and 'High anhedonia' segments proved that their perceptions of food pleasure in general were affected by anhedonia, wherein the more complex aspects in particular, such as 'product information' and 'physical sensation', proved to be unrelated to food pleasure. For the 'High anhedonia' segment, the sensory modalities of food were also negatively associated with food pleasure, indicating that at this level of anhedonia the food itself is causing aversive sensations and expectations. Thus, valuable insights into the food pleasure profiles of people with different levels of anhedonia have been found for future research in the fields of mental illness, (food) anhedonia, and consumer behaviors.

Dataset Information

Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

Publications

Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

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