Volume 6 Issue 1

This study investigates the association of both health hazards awareness and price sensitivity of soft drinks with consumer's purchase attitude in Saudi Arabian market. The study also investigates whether there is a moderating role for each of consumer's gender, age, education, and monthly income on the two studied relationships. The study has been conducted on 865 respondents of soft drinks consumers in Saudi Arabia and an online self-administered survey has been used to collect primary data from the participants. The study findings revealed a statistically significant negative associations of both soft drinks' health hazards awareness and price sensitivity with consumer's purchase attitude. Heath hazards awareness is higher than the price sensitivity in predicting the consumer's purchase attitude. Hence, the consumer's attitude is more responsive to health hazards awareness than the price sensitivity. The study also found that consumer's gender, age, education, and income do not significantly moderate the relationships between either of health hazards awareness or price sensitivity and the purchase attitude of soft drinks. Thus, the study recommends marketers to adopt social orientation in doing marketing activities and do best to develop healthier soft drinks. Furthermore, marketers should be careful when setting soft drinks' prices because of consumer sensitivity. Optimization of soft drinks' cost structure can help in respect to price sensitivity. Finally, the undifferentiated marketing strategy is suitable for targeting in the Saudi market concerning gender, age, education, and income.

Nowadays, amid increasingly tight competition in the business environment and the difficulties students are experiencing in getting new jobs, being an entrepreneur is increasingly in high demand among college graduates. The advancement of information technology has enabled many jobs to be carried out efficiently. Moreover, the dissemination of knowledge takes place quickly and widely, so that one's interest to start up a business by utilizing information technology is also increasing. The purpose of this research is to a test research model that proposes that self-efficacy and motivation will affect students' intentions to become entrepreneurs. In general, self-efficacy is a condition in which individuals believe that a behavior is easy or difficult to achieve, including experiences and obstacles that individuals consider; while motivation leads to entrepreneurial activities that can be interpreted as a stimulus that can encourage someone to run a business. The research design is represented by the survey technique, which implied using a questionnaire provided to a number of students, selected with purposive sampling technique. By using a multiple regression analysis, the results showed that self-efficacy and motivation variables proved to be positively significant to entrepreneurial intention. However, parents' profession did not moderate the relationship between self-efficacy and motivation to entrepreneurial intention.

In Romania, the value of online shopping reached 2.8 billion in 2017, 40% more than in 2016, being one of the highest increases in the European Union. However, the e-commerce market value is still small compared to other European countries, one of the main reasons that people prefer not to buy online is mistrust in the quality of the products offered. In order to gain insights into the criteria used by Romanian consumers to evaluate product quality, we conducted eight in depth interviews. The results show that there are a lot of similarities between attributes used to evaluate product quality in a physical store and attributes used to evaluate product quality in an online store. Meanwhile, the differences consists in the presence of customer reviews as the most relevant attribute for the online stores and price as the most relevant attribute for physical stores.

The purpose of this research is to understand the extent of the business of Minahasa Cultural House and how it can compete in international market, particularly in facing other competitors while maintaining its uniqueness and cultural value. The researchers used a qualitative approach, in addition to the case-study method. The data used in this research were both primary and secondary data. The data collection was achieved through observation technique, interview, and documentation. The data analysis implied three steps, namely (1) data reduction, (2) data display, (3) conclusions. The results of this research show the main factors that will help achieve the competitiveness of Minahasa Cultural House to other business competitors are: condition factor, demand factor, industrial-related factor, and the government's role. The key factor highlighted in this research that influences the competitiveness is the condition factor, such as the quality of the product, price of the product, human resources, uniqueness, innovation, and the demand of the product itself.