Competitive pressure has resulted in fierce competition among agro-dealer businesses, with market share margins being divided among industry parti-cipants. This paper empirically investigates the main competitiveness drivers in Kenyan agro-dealer businesses. The study employed an exploratory...

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...

Grape farming is a significant part of agricultural production in the central region of Dodoma and contributes tremendously to improving the livelihood of farmers. Smallholder farmers in Tanzania have been encouraged to use mobile phones for agricultural purposes. Regrettably, the involvement...

While most studies on African Indigenous Vegetables (AIV) focused on their nutritional values, household income and consumer attitudes, little has been documented on their marketing patterns. This study examines the influence of socio-economic factors and market patterns on AIV marketing among...

This work adds to the debate on the determinants of the demand for life insurance providing new insights for the unexplored Romanian market, and the new perspective of spatial econometric analysis. Results show that there are spatial interactions between the Romanian counties regarding the life...

This study defines and measures the key factors driving the export performance of agricultural product firms in Vietnam. It uses both qualitative and quantitative research: (i) the qualitative research is carried out through focus group discussions with 10 chief executive officers of firms (5...

Globally, concerns regarding consumers’ food quality and safety have increased. There is an increase in the search of alternative healthy and safe food that also enhances immunity. Organic food eliminates most of the concerns that consumers have. Market experts expect the Indian domestic...

The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected...

This research aims to determine the Chinese millennials' dominant value perception on their purchase intention of luxury fashion goods. A survey was used to analyse the importance of luxury values such as quality, uniqueness, self-expression, prestige, and brand image when purchasing luxury...

The number of studies on the fear of missing out (FOMO) has increased with the increasing variety of phenomena discussed. However, researchers observe that not many studies in the marketing context explore this FOMO condition in depth. The field of psychology still dominates in exploring the...