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Open research questions in Consumer Perception and Purchasing Behavior

169 unresolved questions extracted from the limitations and future-work sections of 1,187 Consumer Perception and Purchasing Behavior papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • The non-acceptability of newly bred lines by end users is a major challenge in the yam value chain. There is a need to understand user preferences and identify factors that influence the acceptance and consumption of pounded yam.

    Exploring gender dynamics in the yam value chain in yam growing communities of Osun State, Nigeria · 2026 · DOI

  • The study faced limitations due to the constraints of AI algorithms in comprehending complex cultural elements, - AI-generated designs are constrained by the limited data provided by designers, - The study only used AI-generated cultural and creative products from the Dunhuang Museum

    Unveiling Consumer Satisfaction with AI-Generated Museum Cultural and Creative Products Design: Using Importance–Performance Analysis · 2024 · DOI

  • Further research is needed to improve AI algorithms for comprehending complex cultural elements, - Developing more advanced AI-generated design models, - Exploring the application of AI-generated MCCPs in different cultural contexts

    Unveiling Consumer Satisfaction with AI-Generated Museum Cultural and Creative Products Design: Using Importance–Performance Analysis · 2024 · DOI

  • Although the generalizability of these results is severely limited by the fact that only one product was studied, the conclusion that different modalities and appeals may have both advantages and disadvantages should be sustained.

    Effects of Message Modality and Appeal on Advertising Acceptance · 1987 · DOI

  • There is a lack of understanding of the intrinsic motivations behind the enthusiasm of trendsetters. The study aims to fill this gap by exploring the narrative experiences of resource persons.

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

  • The study identifies a gap in the understanding of the role of food quality and price in shaping tourist behavioral intentions. The study highlights the need for further research on the importance of motivation in affecting tourist perceptions of food quality and price.

    Exploring the role of food quality and price in shaping tourist behavioral intentions · 2026 · DOI

  • The majority of previous research models have focused on supermarkets, which differ from shopping malls in location, trade area, store interior, and scale. There is a need to establish and evaluate a wide range of factors specifically affecting stores in shopping malls.

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

  • Future research should investigate the impact of sustainable marketing strategies on quality of life. Further studies should explore the relationship between consumption and quality of life in different contexts.

    The Impact of Modern Marketing on Quality of Life from the Perspective of Sustainability · 2026 · DOI

  • The paper identifies a gap in the understanding of the impact of modern marketing on quality of life from a sustainability perspective. The paper argues that current marketing practices are not sustainable and threaten quality of life.

    The Impact of Modern Marketing on Quality of Life from the Perspective of Sustainability · 2026 · DOI

  • The rapid advancement of digital technologies has fundamentally transformed the mechanisms of information search, brand perception, and consumer decision-making. The need for K-Beauty brands to build trust through social media and User-Generated Content (UGC). The challenge of leveraging digital platforms to achieve rapid international expansion.

    Growth Strategies of K-Beauty in Digital Transformation: A Case Study of COSRX · 2026 · DOI

  • Further research on the impact of digital platforms on the global beauty industry. The analysis of other K-Beauty brands' strategies for achieving sustainable competitiveness in the digital technology landscape.

    Growth Strategies of K-Beauty in Digital Transformation: A Case Study of COSRX · 2026 · DOI

  • Developing effective packaging design strategies that cater to different genders. Understanding the psychological pathway through which visual elements influence satisfaction. Balancing the need for visual homogenization with the need for differentiation.

    Effects of Visual Expression Elements in Natural Cosmetics Packaging Design on Consumer Preference and Satisfaction -Focusing on Gender Differences- · 2026 · DOI

  • There is a lack of studies on gender differences in preferences for color, imagery, and packaging materials in natural cosmetics. Prior studies have not examined the psychological pathway through which visual elements influence satisfaction.

    Effects of Visual Expression Elements in Natural Cosmetics Packaging Design on Consumer Preference and Satisfaction -Focusing on Gender Differences- · 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

  • Fast fashion brands have a significant impact on the environment. The second-hand market is growing in India and is expected to value over $9 billion by 2032. Businesses need to understand the factors affecting consumer behavior to make informed decisions.

    Factors affecting the Gen-Z Consumer Behaviour of pre-loved clothing: A Mumbai based study · 2026 · DOI

  • There is a gap in understanding the factors affecting Gen-Z consumer behavior of pre-loved clothing. The study aims to fill this gap by providing insights into the consumer behavior of pre-loved clothing.

    Factors affecting the Gen-Z Consumer Behaviour of pre-loved clothing: A Mumbai based study · 2026 · DOI

  • There is a need to understand the impact of personal brand characteristics on purchasing and selection behaviors in like-commerce. The study addresses this gap by examining the effects of brand image, consumer psychology, influencer credibility, information usefulness, and content diversity.

    Influence of Personal Skincare Brand Characteristics via SNSs on Purchasing Behavior and Selection Behavior in Skincare: Focusing on Like-commerce Consumer · 2026 · DOI

  • 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

  • The lack of physical inspection of products prior to making a purchase on TikTok Shop. The importance of building trust among consumers in digital transactions.

    The Effect of Content Marketing and Brand Image of Skintific Products on Purchase Intention, with Trust as a Moderator (Case Study: Consumers TikTok Shop in Jakarta) · 2026 · DOI

  • Prior literature has not specifically investigated the role of Trust as a moderating variable. The study aims to fill this gap by examining the moderating role of Trust.

    The Effect of Content Marketing and Brand Image of Skintific Products on Purchase Intention, with Trust as a Moderator (Case Study: Consumers TikTok Shop in Jakarta) · 2026 · DOI

  • The study identifies a gap in understanding the determinants of consumer repurchase intentions for beauty and haircare products on e-commerce platforms in South Africa. The study aims to explore the factors influencing consumer repurchase intentions and provide recommendations for e-commerce businesses.

    Exploring the determinants of consumer repurchase intentions for beauty and haircare products on e-commerce platforms: an emerging market perspectiv · 2026 · DOI

  • Despite the widespread use of advertising and brand ambassador programs, empirical research specifically examining their simultaneous influence on Lazada users remains limited. There is a need to understand the specific drivers of consumer purchase decisions in the context of e-commerce platforms.

    The Influence of Advertising and Brand Ambassadors on Consumer Purchase Decisions on PT Lazada’s Marketplace · 2026 · DOI

  • The study identifies a gap in the understanding of the influence of lifestyle, social media marketing, and price discounts on purchasing decisions in the context of Prior.id products in Sidoarjo.

    Lifestyle, Social Media Marketing dan Price Discounts sebagai Faktor Strategis dalam Keputusan Pembelian Prior.id di Sidoarjo · 2026 · DOI

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169 open questions have been extracted from the limitations and future-work passages of 1,187 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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