1. School of Management and Economics, Beijing Institute of Technology, China; yuninghexian@gmail.com

*             Correspondence: yuninghexian@gmail.com

Keywords: economic factor, efficiency factor, visual appeal, consumer perception, consumer purchase behavior

1. INTRODUCTION

Catalog marketing is a frequently employed strategy utilized by marketers within the field. This method of direct marketing has a long-standing history, dating back to ancient times. Catalog marketing has been a widely employed strategy by numerous companies since the 1880s in order to raise consumer awareness about their products [1]. The catalogs encompass a range of categories, namely print catalogs, online catalogs, single-company catalogs, and multiple-company catalogs. Catalogs, as a general resource, serve as a means to establish a link between consumers and manufacturers of products [2]. The generation of an effective catalogue that facilitates enhanced sales necessitates the execution of five discrete stages. The initial step involves the identification and selection of the target audience. 2. Envision the products or services offered by your organization. 3. Choose the corporate entity to establish a partnership with the brand. In this inquiry, we shall elucidate the attributes and details pertaining to the subject matter under consideration. The level of success achieved by the catalog shall be ascertained [3]. This study aims to comprehensively examine all facets pertaining to catalogs. An effective catalog enhances customers’ cognitive representation of a product, thereby influencing their inclination towards purchasing said product. The attributes of a successful catalog include efficacy, cost-effectiveness, customer satisfaction, exceptional service, and aesthetic attractiveness. The aforementioned elements were consolidated to form a more robust and persuasive compendium, as perceived by the customer. Direct marketing, specifically catalog marketing, constitutes the predominant form of marketing activities undertaken by marketers [4]. In the context of catalog marketing, consumers commonly obtain essential information that aids in their perception of product quality and attributes, ultimately influencing their purchasing decisions. Catalog marketing is a type of direct marketing strategy. The perception of a consumer refers to the subjective impression or sentiment that an individual holds regarding a particular product or service subsequent to the formation of their initial judgment [5]. The process of influencing a consumer’s perception of a product with the intention of persuading their purchasing decision can be effectively achieved through the utilization of catalog marketing. The establishment of a direct connection between a consumer and a business through catalog advertising proves advantageous to the consumer during the process of making a purchase decision. Consumer purchase behavior refers to the decision-making process undertaken by individuals when they choose to acquire a product or service and complete the associated payment. Once an individual has formed a perception regarding a particular product or service, the subsequent course of action involves making a decision regarding the intention to engage in a purchase [6]. The main aims of this study are to examine the influence of different dimensions of catalog marketing, namely the economic factor, the efficiency factor, the enjoyment/entertainment factor, the visual appeal factor, and the service excellence factor, on consumers’ perceptions of catalogs. These perceptions, in turn, serve as a driving force for consumers to engage in purchase behavior.

2. LITERATURE REVIEW

Economic factors consistently exert significant influence in shaping consumer perceptions of catalogs. Notably, the ease of purchasing through the internet represents a crucial economic factor in consumer buying behavior [7]. Research has also demonstrated that factors play a significant role in shaping consumer perception. Various factors play a significant role in shaping consumers’ perceptions of their purchasing intentions. These factors encompass economic, social, cultural, personal, and other relevant dimensions [8]. Prior research has indicated that retailers are more frequently burdened by the retail price and promotional costs when attempting to influence changes in consumer purchasing behavior. In order to consistently maximize the advantages experienced by consumers, retailers have at their disposal various strategies for promoting a mutually agreed-upon price [9].  There have been extensive deliberations regarding the efficacy of catalogs, thereby exerting a pronounced impact on customers who visit physical retail establishments with the intention of procuring catalogs. The efficacy of catalogs is influenced by various factors, including competitive pricing and the manner in which the catalogs are presented (Smith, 2010). The efficiency factor in catalog marketing pertains to the extent to which the catalog contributes to the establishment of a favorable brand perception among consumers, subsequently influencing their purchasing behavior. Catalog marketing remains a perpetually efficacious approach for marketers when it comes to effectively engaging targeted customers. The establishment of an efficient relationship between consumers and companies is advantageous to consumers [11]. In contemporary marketing practices, marketers incorporate the notion of enjoyment and entertainment elements as a means to cultivate a favorable perception within the consumer psyche. The utilization of a specific product fosters enhanced consumer engagement, thereby contributing to the development of a favorable perception [12].  The concept of visual appeal encompasses its impact on consumer behavior and attitudes towards prospective purchases. The utilization of visual terms is consistently advantageous when searching for a product [13]. During the process of introducing a product to the market, manufacturers and retailers consider various factors related to the visual appeal of the product, in accordance with their respective visions [14]. The visual aesthetics have a profound impact on the subconscious cognition of consumers, eliciting emotional responses and shaping their perception of a brand, thereby influencing their purchasing behavior [15].  The concept of “service excellence” pertains to the role and effectiveness of the catalog in fulfilling its responsibilities in enhancing the brand’s reputation. Is it possible to construct a comprehensive catalog that effectively delivers accurate and valuable information, consequently cultivating a favorable perception of the brand among prospective customers? The company exhibits its capacity to surpass expectations for the betterment of its clients in the domain commonly referred to as service excellence (16). The attainment of exceptional customer service was accomplished by following a series of four steps: the establishment of a core value proposition, effective handling of customer complaints, personalized service delivery, and provision of auxiliary services. The provision of these diverse services is assured in the catalog based on the nature and categorization of the product [17]. This study contributes to the existing body of knowledge by examining the diverse dimensions of service quality within the context of online commerce, as perceived by different stakeholder groups. Furthermore, this research examines the impact of services on customers’ perceptions of said services. The perception of customers is primarily influenced by the quality of the service provided, as stated by previous research [18]. The satisfaction of customers with waiting time is influenced by management concepts. Service-oriented enterprises play a pivotal role in the overall success of a company. Reducing customer waiting time is imperative, as managers may perceive prolonged waiting periods as excessive. The literature encompassing architecture, environmental psychology, psychology, physiology, surgery management, sociology, and marketing is incorporated in order to develop a conceptual model that elucidates the impact and influence of the service environment on outcomes and the perception of waiting time [19]. The perception of the consumer is contingent upon their visualization of a particular product. The catalog serves as a viable means of establishing a connection between the consumer and the marketer, thereby fostering the development of a consumer’s purchasing intention. Customers develop trust and establish a preliminary connection with a specific product through their experience with a catalog. Consumers are consistently driven to make purchases due to their favorable perception. Consumer perception refers to the cognitive process of forming judgments, which can manifest as either negative or positive evaluations [20].  The process of consumer purchase decision-making is a highly intricate and nuanced phenomenon. Various factors influence a customer’s decision when purchasing a product based on visual perception. Furthermore, it is important to consider additional factors, such as the impact of visual merchandising on consumers’ purchasing choices. The inclusion of special displays in stores has been found to significantly impact consumers’ cognitive processes, enabling them to more effectively discern variations among different products [21]. Various studies and experiments have consistently demonstrated that visual displays exert a significant influence on consumer behavior [22]. Consumers exhibit a greater inclination towards companies that actively engage in the promotion of their product catalogs, as this has a significant influence on their cognitive processes, thereby stimulating their purchasing behavior. Consumers are inclined to engage in purchasing behavior when companies distribute catalogs that showcase their products (23). It was surveyed that two third of catalogs were opened and read. It is probably the most watched tool by consumers compared to other marketing tools [24].

H1: There is a significant change in consumer perception due to a change in the economic factor of the catalog.

H2: There is a significant change in consumer perception due to the change in the efficiency factor of the catalog.

H3: There is a significant change in consumer perception due to the change in the enjoyment/entertainment factor of the catalog.

H4: There is a significant change in consumer perception due to a change in the visual appeal of the catalog.

H5: There is a significant change in consumer perception due to a change in the service excellence of the catalog.

H6: There is a significant change in consumer purchase behavior due to a change in consumer perception of the catalog.

Figure 01: Conceptual Model

3. MATERIALS AND METHODS

In this research, the survey was conducted by a questionnaire to know about the catalog’s impact on consumers’ perception of consumer buying behavior. The questionnaires were filled with N=510 respondents from both males and females from Bangladesh. Out of N=510 respondents, N=500 provided correct data about the consumer’s perception of catalogs that leads to consumer buying behavior. This convenience sampling technique was used and analyzed by using the Partial Least Square approach through SMART PLS software [25].

Table 01: Reliability Analysis

	Cronbach’s Alpha	Composite Reliability	Average Variance Extracted (AVE)
Consumer Perception (CP)	0.912	0.934	0.740
Consumer Purchase Behavior (CPB)	0.866	0.917	0.788
Economic Factors (ECOV)	0.834	0.900	0.750
Efficiency Factors (EEFV)	0.894	0.934	0.826
Enjoyment/Entertainment Factors (EntV)	0.880	0.926	0.807
Service Excellence (SE)	0.855	0.933	0.874
Visual Appeal (VA)	0.838	0.902	0.754

Cronbach’s Alpha and composite reliability shows the reliability and goodness of data. Both values should be greater than 0.7 [26]. All the variables are greater than 0.7, which shows that the data is reliable. The average Variance extracted shows the reliability in the context of convergent validity. Its value should be greater than 0.5. In our research, the values for the entire constructs met the requirement.

4. RESULTS AND DISCUSSION

4.1 Convergent Validity

Convergent validity is described as questions that ask the respondent for a response that is valid for a specific construct [27]. It can be tested by AVE value and correlation between the indicators of a construct; if the coefficient of correlation is above 0.7, then it is suggested by the researchers that it is considered convergent validity according to the standard [28]. The standard value of AVE is 0.5.

Table 02: Fornell-Larcker Criterion

	CP	CPB	EcoV	EEFV	EntV	SE	VA
CP	0.860
CPB	0.824	0.887
EcoV	0.871	0.794	0.866
EEFV	0.881	0.817	0.850	0.909
EntV	0.735	0.723	0.723	0.750	0.898
SE	0.711	0.950	0.704	0.766	0.681	0.935
VA	0.872	0.825	0.837	0.959	0.870	0.774	0.868

It measured the discriminant validity, which shows that it has a distinct concept of questions with their variables. The threshold criteria of Fornell Larcker is that the value should be greater than 0.6. In the above table, all the constructs have greater value than which shows all questions measure the good distinct of a variable.

4.2 Discriminant Validity

It is a difference between the construct with respect to the responses of respondents. The difference can be verified by outer loading [29]. The correlation between the construct is comparatively high than the correlation with indicators of other constructs, so the construct is discriminately valid. In the given below table, the cross-loading values in Figure 02 should be maximum with its own construct and less with other constructs.

Table 03: Cross Loading

	CP			CPB	EcoV	EEFV		EntV			SE	VA
CP1	0.854			0.672	0.850	0.829		0.641			0.603	0.815
CP2	0.831			0.709	0.747	0.786		0.735			0.627	0.802
CP3	0.843			0.727	0.618	0.695		0.541			0.644	0.669
CP4	0.887			0.720	0.754	0.751		0.640			0.603	0.734
CP5	0.886			0.716	0.763	0.721		0.598			0.581	0.723
CPB1	0.837			0.887	0.778	0.739		0.651			0.698	0.747
CPB2	0.647			0.869	0.657	0.711		0.616			0.931	0.710
CPB3	0.681			0.907	0.660	0.721		0.657			0.938	0.735
EFFV1	0.790			0.755	0.793	0.934		0.662			0.728	0.842
EFFV2		0.802	0.723		0.790		0.902		0.648	0.672			0.877
EFFV3		0.809	0.748		0.733		0.889		0.733	0.688			0.893
EcoV1		0.725	0.747		0.867		0.737		0.531	0.698			0.690
EcoV2		0.710	0.620		0.878		0.651		0.625	0.509			0.667
EcoV3		0.816	0.691		0.853		0.807		0.709	0.619			0.804
EntV1		0.645	0.674		0.647		0.683		0.923	0.656			0.833
EntV2		0.630	0.611		0.669		0.656		0.870	0.576			0.711
EntV3		0.702	0.663		0.634		0.682		0.902	0.605			0.797
SE1		0.647	0.869		0.657		0.711		0.616	0.931			0.710
SE2		0.681	0.907		0.660		0.721		0.657	0.938			0.735
VA1		0.645	0.674		0.647		0.683		0.923	0.656			0.833
VA2		0.802	0.723		0.790		0.902		0.648	0.672			0.877
VA3		0.809	0.748		0.733		0.889		0.733	0.688			0.893

The upper table shows that cross-loading values of all questions are more reliable with their own construct and less reliable with other constructs. The threshold value should be greater than 0.7, which shows all constructs are reliable.

4.3 R-Square

The R squares show how well a regression model predicts our data set. The upper table shows that consumer perception is measured by 83.4% by independent variables. The consumer purchase behavior is measured by 67.8% by all the independent variables.

4.4 PLS Path Model

The upper model shows the path model in which the factor loading values of all the variables are greater than 0.7, which means that all the questions are reliable and well-measured. The inner loading values show that Economy Factor has the most impact on consumer perception, i.e., 41.6%.

Figure 02: PLS Path Model

The visual appeal has 17.7%, the Entertainment/ Enjoyment Factor has 2.6%, the efficiency value has 33.1%, and service excellence has 1.0% [30]. Consumer perception has a 27.8% impact on consumer purchase behavior.

 

4.5 PLS-SEM Path Analysis

Figure 03: PLS SEM Path Analysis

Table 04: Hypotheses Statistical Result

Hypotheses	Sample Mean (M)	Standard Deviation	T Statistics (|O/STDEV|)	P Values
Impact of Consumer Perception on Consumer Purchase Behavior	0.825	0.022	36.766	0
Impact of Economic Factors on Consumer Perception	0.414	0.059	7	0
Impact of Efficiency Factors on Consumer Perception	0.318	0.118	2.795	0.005
Impact of Enjoyment/Entertainment Factors on Consumer Perception	0.023	0.09	0.292	0.77
Impact of Service Excellence on Consumer Perception	0.014	0.057	0.172	0.864
Impact of Visual Appeal on Consumer Perception	0.191	0.168	1.051	0.294

In hypothesis testing, we consider the P-Values and T-Statistics values for the acceptance and rejection of the results. P-values should be less than 0.05, while T- the value should be greater than 1.96 [31]. There were six hypotheses made to evaluate the result. H3, H4, and H5 are rejected because it shows a weaker relationship with consumer perception. H1, H2, and H6 are accepted because they show a significant relationship because consumer perception builds a positive relationship with consumer purchase behavior, economic factors, and efficiency factors.

Table 05: Hypotheses Result

SR	HYPOTHESIS	Supported
H1	There is a significant change in consumer perception due to the change in the economic factor of the catalog.	Yes
H2	There is a significant change in consumer perception due to the change in the efficiency factor of the catalog.	Yes
H3	There is a significant change in consumer perception due to the change in the enjoyment/entertainment factor of the catalog.	No
H4	There is a significant change in consumer perception due to the change in the visual appeal of the catalog.	No
H5	There is a significant change in consumer perception due to a change in the service excellence of the catalog.	No
H6	There is a significant change in consumer purchase behavior due to a change in consumer perception of the catalog.	Yes

5. CONCLUSIONS

This research investigates the hypothesis that consumers’ mental processes are significantly altered by catalogs. When a consumer experiences a product through a catalog, they form perceptions about the product based on three factors: the economic factor, the visual appeal, and the enjoyment factor. The consumer is motivated to make a purchase after perceiving the various elements contained within catalogs. Consumers place a greater emphasis on the pricing or cost factor, as well as the effectiveness of its usage. They place less of an emphasis on the aesthetic appeal of the product, the services it provides, or any entertaining features it may have. It demonstrates that the majority of a buyer’s purchases are motivated by a need and that the search scenario in a catalog is driven both by an economic factor and by the useful features of the product. From the perspective of the marketer, they need to concentrate on the Paid benefits and provide more features that are proportional to the cost. Consumers place a lower priority on visual appeal, follow-up services, and entertainment attractions when they are shopping for what they require, and as a result, they are constantly looking for the best available alternatives in the market to satisfy their requirements. The catalog is a direct marketing tool, and it always floats toward the target audience. Therefore marketers should build a catalog according to customers’ demands.

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