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Open research questions in Consumer Perception and Purchasing Behavior

44 unresolved questions extracted from the limitations and future-work sections of 1,158 Consumer Perception and Purchasing Behavior papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • In conclusion, the integration of TikTok Marketing and Online Customer Review is an effective digital marketing strategy for improving coffee shop competitiveness in Medan; therefore, coffee shop managers should optimize creative content and customer experience management to generate positive reviews, while future research is recommended to include additional variables such as brand image, store atmosphere, and influencer marketing with a broader sample coverage.

    The Influence of TikTok Marketing and Online Customer Reviews on Generation Z's Purchase Intention: Empirical Evidence from Coffee Shop Consumers in Medan City, Indonesia · 2026 · DOI

  • i. Based on the results of these findings, the following https://journals.stecab.comStecab PublishingPage Journal of Arts, Humanities and Social Science (JAHSS), 3(2), 383-395, 2026 393 recommendations are given: Customers; Souvenir Shop Management and local entrepreneurs; Tourism and Business students, Local Community, Future researchers. ii. It is suggested that customers must be involved and share their opinions as well feedback on what they like to buy, because it will definitely help in improving the quality, variety, price range and customer service of souvenir products available at local shops. iii. It is advisable that souvenir shop management and local entrepreneurs enhance product selection by emphasizing quality, design, and originality. They should also improve marketing and promotion, especially through social media and word-of-mouth; and enhance customer service to drive repeat and recommendations intention. iv. Tourism and business students can also refer to the findings of this study in understanding more about how businesses operate, particularly in their product quality, pricing strategies, customer service efforts and product variety provided in influencing customer behavior and thus impacting growth for companies. v. It is suggested that stakeholders improve the capacity of souvenir shops integrated into community-based tourism with regard to local product promotion, cultural identity preservation, and participation in tourism-related activities for improving local economic development. vi. Future Researches are encouraged to widen the scope of this study by including more souvenir shops or communitybased enterprises from other locations, using a size that is larger than what was used in this study and employing probability sampling techniques, as well as use mixed-methods where data can be collected through survey or focus group discussions for a better understanding of customers' perception and purchasing behavior. found tourism-related enterprises LIMITATIONS OF THE STUDY There are several limitations that need to be considered while interpreting this study. One, the study is limited to customers of the Uacon Fisherfolks Fishermen Cooperative Souvenir Shop in Candelaria, Zambales and therefore may not capture the complete diversity of souvenir shops as well as cooperatives or other throughout different localities. Second, there was possibility of sampling bias which can arise from convenience sampling methodology by the nature of selection where the respondents may not be a representative of the population because they were chosen based on availability and willingness.

    Customers’ Perceptions and Purchasing Behavior at Uacon Fisherfolks Fishermen Cooperative Souvenir Shop · 2026 · DOI

  • There are several limitations that need to be considered while interpreting this study. One, the study is limited to customers of the Uacon Fisherfolks Fishermen Cooperative Souvenir Shop in Candelaria, Zambales and therefore may not capture the complete diversity of souvenir shops as well as cooperatives or other throughout different localities. Second, there was possibility of sampling bias which can arise from convenience sampling methodology by the nature of selection where the respondents may not be a representative of the population because they were chosen based on availability and willingness. Additionally, the study depended on self-reported survey questionnaires and may be subject to opinions, memory limits, or respondents giving socially desirable answers. The data were also collected in a short time span, thus customer perception and purchasing behavior may differ by tourism periods or seasons, holidays, special occasions (festivals), economies etc. Finally, while the descriptive-correlational design allowed for examination of the relationship between customer perceptions and purchasing behavior, it identifies associations only between variables but not direct cause-and-effect relationships. Unlike some previous studies involving similar data, the current study removed valuable information for monitoring customer behavior and purchasing behavior in a community-based souvenir shop, the Uacon Fisherfolks Fishermen Cooperative Souvenir Shop. REFERENCES Anastasiei, B., Dospinescu, N., & Dospinescu, O. (2021). Understanding the Adoption of Incentivized Word-of- Mouth in the Online Environment. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 992-1007. https://doi.org/10.3390/jtaer16040056 Bacay, I., Ramirez, R., Ramos, F., & Grimaldo, J. (2022). Factors Influencing Shopee Users’ Intention to Purchase Products during Shopee Philippines’ Big Online Shopping Events. Journal of Business and Management Studies, 4, 27-37. https://doi.org/10.32996/jbms.2022.4.2.3 Baronia, N. K., Daño, J., Mingo, A. B., Miones, D. & Gagani, F. (2022). Souvenir Purchase Motivations and Product Attribute Preferences among Arts and Design Students amidst Covid-19. Journal La Bisecoman, 3. https://doi. org/10.37899/journallabisecoman.v3i3.670 Caballar, R. D. (2022). What the Philippines can teach us about giving. What the Philippines can teach us about giving. https://www.bbc.com/travel/article/20170706-what-thephilippines-can-teach-us-about-giving Camus, T. L., Lariz, A., Afalla, L., Bagsic, V., Dazo, B., & Lasic, D. (2026). Local Products as a Catalyst for Memorable Tourist Experience in Puerto Galera Oriental Mindoro. International Journal of Education, Research, and Innovation Perspectives, 2(1), 61-88. https://doi.org/10.5281/zenodo.18475672 Casimiro, J. J., Romualdo, K. B., & Santiago, V. R., (2025). Innovation Strategies in Traditional Cultural Expressions MSMEs in the Philippines: A Case Study. DP 2024-48 https:// doi.org/10.62986/dp2024.48 Creatabar. (2025). The Importance of Logo Design for Business https://creatabar.com/the-importance-of-logo- Success. design-for-business-success/ Defta, N., Barbu, A., Ion, V. A., Pogurschi, E. N., Osman, A., Cune, L.-C., & Bădulescu, L. A. (2025). Exploring the Relationship Between Socio-Demographic Factors and Consumers’ Perception of Food Promotions in Romania. Foods, 14(4), 599. https://doi.org/10.3390/foods14040599 DOST. (2019). Setup Feature Story: Souvenir Maker Penetrates Tourist Market with Laser Technology. https://region7.dost. gov.ph/souvenir-maker-penetrates-tourist-market-withlaser-technology/ Fan, J., & Dong, L. (2021). A study on improving customer value based on the effect of word of mouth. Frontiers in psychology, 12, 628665. https://doi.org/10.3389/fpsyg.2021.628665 Fatmawati, I., & Olga, F. (2023). Investigating The Determining Factors of Tourist Revisit Intention in a Natural-based Tourism Destination.

    Customers’ Perceptions and Purchasing Behavior at Uacon Fisherfolks Fishermen Cooperative Souvenir Shop · 2026 · DOI

  • For example, while the results showed that facility findability positively influenced satisfaction rankings, it remains unclear which specific facili- ties should be prioritized. Firstly, the specificity of the store image indi- cators is insufficient.

    Simultaneous analysis of shopping mall satisfaction and area attractiveness located in adjacent commercial areas of Malaysia · 2026 · DOI

  • Nila Nurlimah1, Indriyati Kamil2, Raihan Reynaldi3 1,3 Adhirajasa Reswara Sanjaya University, Bandung, Indonesia.

    An Analysis of the “Barbiecore” Fashion Trend from a PR Marketing Perspective · 2026 · DOI

  • This study seeks to explore the psychological and behavioral drivers shaping Indian consumers’ adoption of private chef services by expanding the theory of planned behavior (TPB) with two critical yet underexplored dimensions—past culinary experiences and perceived risk.

    Understanding customer behavior towards private chef services based on theory of planned behavior, past experience and risk perception framework · 2025 · DOI

  • Research limitations/implications – A major limitation was the age range specification of 18 to 45 years which meant the omission of older generations of regular and experienced shoppers.

    Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret · 2013 · DOI

  • Although sales of athletic team merchandise (ATM) contribute to the overall consumption of sport, a research effort that comprehensively measures aspects that trigger the consumption of ATM is lacking.

    Confirmatory Analysis of the Athletic Team Merchandise Model · 2012 · DOI

  • Research limitations/implications The results are limited to the UK food retail sector and, therefore, should not be generalised or be regarded as an indication of the general reaction of the UK workers in this area of study.

    Pay referent comparison and pay level satisfaction · 2008 · DOI

  • The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.

    A functional approach to instrumental and terminal values and the value‐attitude‐behaviour system of consumer choice · 2002 · DOI

  • The purpose of this paper is to examine the impact of appearance and self-presentation among gay consumers, to discuss issues relating to conducting gay consumer research, to discuss implications for marketing strategies, and to suggest recommendations for further research on specific aspects of appearance management as they may affect marketing to gay consumers.

    Appearance and Self-Presentation Research in Gay Consumer Cultures: · 1996 · DOI

  • Although the data collected in this study did not permit intra-individual analysis in that the motivational perceptions of various performance levels were not investigated, small samples of sales personnel from the same company selling to a regional market such as that used in this study may be ''homogeneous enough" for cross-sectional analysis [ 48] when compared to national consumer samples used in many studies of brand preference.

    Expectancy Theory Predictions of Salesmen's Performance · 1974 · DOI

  • By linking commercialisation, consumer behaviour, and cultural change in an empirically understudied rural setting, the study offers practical direction to marketers, policy makers, and researchers on designing sustainable and culturally appropriate marketing strategies for rural consumers.

    Commercialisation of new celebrations in Rural Kerala: The role of jewellers and textile businesses in shaping consumer spending and behaviour · 2026 · DOI

  • A limitation of this study is that the survey was conducted with only one diamond jewelry brand, and the respondents were exclusively consumers of the Passion Jewelry brand residing in Jakarta.

    The Influence of Brand Collaboration and Price Image On Purchase Intention Mediated By Design (An Empirical Study of The Passion Jewelry Consumers In Jakarta) · 2024 · DOI

  • The research is limited by the non-exhaustive character of the study, the questionnaire method, and household budget surveys as research tools, which are not without flaws, as well as time limitations.

    Servitization in the food behaviors of Polish consumers · 2021 · DOI

  • Abstract Pictures have been used for a wide range of marketing purposes, but few studies have focused on the specific uses of abstract versus concrete images in marketing field.

    Abstract or concrete? The influence of image type on consumer attitudes · 2020 · DOI

  • Abstract Despite the large body of work on approach intentions in airport servicescapes, literature considering cognitive evaluations as a possible mediator is lacking.

    Airport Servicescape, Approach Intentions, and the Mediating Role of Perceived Merchandise Value and Shopping Value<sup>1</sup> · 2020 · DOI

  • Originality/value – Despite the ubiquity of photos of smiling faces in marketing, very few studies have isolated the effects of the smile appeal on consumer response to marketing objects.

    Spreading joy: examining the effects of smiling models on consumer joy and attitudes · 2015 · DOI

  • The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers9 use of a “precondition”—<i>i.

    Do Price Promotions Help or Hurt Premium-Product Brands? · 2015 · DOI

  • Although a 1-month interval may be too long to wait between preference assessment administrations, no guidelines exist with regard to how often to assess employee preference.

    An Initial Assessment of Effective Preference Assessment Intervals Among Employees · 2014 · DOI

  • Sexual appeals grab attention and elicit emotional responses, yet the existing literature surrounding this area of research has yielded inconsistent findings with regard to their ability to influence consumer liking and preference.

    Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness · 2014 · DOI

  • The results of thistype of analysis can be used in the course of further research into the product and taking innovativeactions, and thus contribute to strengthening the competitive position of the company on the marketand increase its shares in it.

    Compositional and Decompositional Approaches in Measurement of Stated Consumer Preferences · 2013 · DOI

  • Politically motivated consumption behaviors (such as boycotts) are a significant source of human rights mobilization, yet the roots of individual consumption decisions are under-explored in the human rights literature.

    Information, Choice and Political Consumption: Human Rights in the Checkout Lane · 2011 · DOI

  • In accordance with theories on the perception of human faces, the first study shows that perception of friendliness is limited to the grille (mouth), while aggressiveness can be communicated with both grille and headlights (eyes).

    It's Got the Look: The Effect of Friendly and Aggressive “Facial” Expressions on Product Liking and Sales · 2011 · DOI

  • As we can see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase.

    Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers · 2008

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44 open questions have been extracted from the limitations and future-work passages of 1,158 Consumer Perception and Purchasing Behavior papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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