الملخص الإنجليزي
ABSTRACT :
This research aims at identifying the commercial brands' influences on the formation of the behavioral consumption among intermediate students in the Kingdom of Bahrain. Childhood is considered one of the most dynamic and active phases with high appetite towards food consumption. Thus, this research examines the elements of the standard hexagon which involves the interaction of the brand's image, comprehension, preference, confidence, and satisfaction, in addition to these elements impact on behavioural consumption patterns of intermediate students who are between 12 to 15 years old in the Kingdom of Bahrain. This research involves descriptive analysis involving a randomly selected sample of students that is equally composed of 400 students of both genders males and females from the different governates of the Kingdom.
The research has concluded with significant findings that reflect the patterns of behavioral consumption. First, 79% of the participants prefer to purchase branded products, where 45.2% select their choices based on flavour. On the other hand, 33.9% of the participants who did not prefer to purchase branded products considered the price of the product as a significant factor in their purchases. In addition, the results reveal different ratios of product and brand awareness. For instance, only 23% of the participants have brand awareness. Participants choices rely on other factors, such as 19.8% who depend on colour, 18.5% who depend on layout and shape, and 15.5% consider the logo. Other purchasers consider tend to purchase products depending on the high quality of the product. 33.5% of the participants select their purchases based on the quality of the product, where it does not have any deficiencies. 26.2% choose their products based on its uniqueness, where the product does not have any alternatives. Moreover, 27.7% of the consumers consider brand's trust as an important factor, where 33.2% purchase a product since it is the best, 28% purchase a product because it boosts their self-esteem. As for the behavioral consumption patterns, 28% buy products after some consideration and articulation while 27.7% purchase products from well-known brands. In terms of product satisfaction, 32.6% of the participants are satisfied with the outstanding features of branded products, which distinguishes them from the other products. 21.2% choose brand products because they look elegant, and 18% purchase brand products because they feel satisfied and comfortable.
This research has concluded with some varieties and differences with statistical significance among the average responses of the studied sample in terms of the purchases of chocolate, beverages, and chips. These include:
The brand's image variable reflects moral and mental significance in both chocolate and beverages, but there is no such significance when it comes to chips products.
The awareness variable has moral and mental significance in the commercial brands of beverage, but there is no such significance when it comes to chips and chocolate products.
The variables of trust/confidence, satisfaction, and preference do not reveal moral and mental significance.
The consumptive behaviour variable reveals a high significance in all beverages, chocolate, and chips.
To conclude, the research asserts the accuracy of the proposed Model and its subsequent variables. In addition, the results of the research reveal an interdependent relationship between the different variables. Thus, this proposed pattern of analysis can be applied to consumers who prefer purchasing commercial brands commodities.
