To see the other types of publications on this topic, follow the link: Discounts as marketing strategies.
Journal articles on the topic 'Discounts as marketing strategies'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Discounts as marketing strategies.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Bang, Hyejin, Dongwon Choi, Sukki Yoon, Tae Hyun Baek, and Yeonshin Kim. "Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans." European Journal of Marketing 55, no. 6 (2021): 1780–802. http://dx.doi.org/10.1108/ejm-10-2019-0791.
Full textAbstract:
Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount). Design/methodology/approach American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3). Findings The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion. Research limitations/implications The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific. Practical implications International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity. Originality/value Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures.
2
Dominique-Ferreira, Sérgio, Helder Vasconcelos, and João F. Proença. "Determinants of customer price sensitivity: an empirical analysis." Journal of Services Marketing 30, no. 3 (2016): 327–40. http://dx.doi.org/10.1108/jsm-12-2014-0409.
Full textAbstract:
Purpose Consumer price sensitivity has become a major issue over the past few decades. This paper aims to investigate the importance that insurance customers give to premiums, insurers, intermediary recommendations and bundling strategies. The relationship between attributes and consumer price sensitivity is also studied. Design/methodology/approach To calculate the importance of attributes and part-worth utilities, a Conjoint Analysis with Full Profile was performed. To segment the market, a two-stage cluster analysis was performed. The traditional formula for estimating price elasticity of demand was also used. Findings Price sensitivity is affected by the level of purchase involvement, bundled discounts and brand loyalty. Also, brand loyalty has a strong influence on customer acceptance of bundled discounts. Price bundling increases a firm’s revenues and profits. Research limitations/implications The size of the sample of the second stage of the research could be higher. It would also be interesting to have the collaboration of an actuary to carry out more precise analysis of premium estimation of bundling strategies and to study the ideal number of products that would compose the bundling strategy. Moreover, it could be relevant to consider life insurance products as part of the bundling strategy. It would also be interesting to study whether there is any benefit in applying the bundle discount to the anchor product instead of applying it to the accessory product. Practical implications Insurers and intermediaries can benefit from price bundling strategies to increase sales and profit. Originality/value The study contributes to the service marketing literature and marketing of the insurance sector by providing empirical evidence of the impact of price bundling on insurance customer sensitivity, with the use of a methodological and experimental approach.
3
Jian, Oh Zi, A. A. Gde Satia Utama, Wan Nurin Afrina Binti Wan Musa, et al. "Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia." International Journal of Applied Business and International Management 6, no. 2 (2021): 33–46. http://dx.doi.org/10.32535/ijabim.v6i2.1167.
Full textAbstract:
The purpose of this study is to examine the effective marketing strategies of McDonald’s in Malaysia and Indonesia. The research method used online survey and analyzed by using SPSS version 24. Literature reviews, journals, and papers also are analyzed to support the collected data. The findings indicated that 87.07% of respondents are satisfied with the existing services whereas 69.83% of respondents are satisfied with the food by McDonald's. The findings also showed that the majority of consumers knew McDonald's from social media. The findings provide suggestions for future research and improvement provided by McDonald especially for offering more options and providing more discounts in their services.
4
Lawrence, Justin M., Andrew T. Crecelius, Lisa K. Scheer, and Ashutosh Patil. "Multichannel Strategies for Managing the Profitability of Business-to-Business Customers." Journal of Marketing Research 56, no. 3 (2019): 479–97. http://dx.doi.org/10.1177/0022243718816952.
Full textAbstract:
As business-to-business customers increasingly use online channels, sellers must reconsider strategic investments in at least two areas: the salesperson channel, which faces the threat of substitution, and customer-specific discounts, which may be more precisely targeted. The authors draw on communication theory to posit that a customer’s search and purchasing in the seller’s online channels interact positively with both salesperson contact and customer-specific discounts to drive the seller’s customer-level sales and profit return on these investments. A multimethod approach using a complex data set from a large industrial seller provides broad support for hypothesized effects. Two post hoc experiments reveal how online and salesperson channels are complementary, together improving customer–seller communication such that the seller is better able to fulfill customer needs and reduce customer perceived risk. This research advances the multichannel and pricing literatures and offers actionable insights for business-to-business marketers, revealing how online channels can complement traditional seller investments in salespeople and customer-specific discounts.
5
NM, Gayathri. "A study on innovative marketing practices in retail marketing sector-with special reference to big bazaar." Journal of Management and Science 8, no. 2 (2018): 118–31. http://dx.doi.org/10.26524/jms.2018.11.
Full textAbstract:
The present paper provides a platform to understand the customer satisfaction towards retail products and how retail sector is adopting different kinds of strategies to attract the customers and also explains its CRM Practices; marketing practices etc A Researcher has selected 50 customers who are purchasing products from Big Bazaar in Shivamogga. It particularly focused on Benefits of the customers about offering discounts, any special services, games etc and also collects information about how this particular Retail marketing strategies contribute towards consumers taste and preferences , Finally the detail information about Retail marketing strategies and How it is very important for all service sector has explained clearly. Therefore, small attempt have been made to understand the benefits, taste, preferences and satisfaction of the Assessee towards Big Bazaar and how Retail Strategies plays an important role in Company development today. The structured questionnaire method conducted to the Big Bazaar consumers in Shivamogga and the data collected will be arranged properly for the findings. It concentrates on the new emerging challenges, opportunities and issues in the field of Marketing. Finally, it makes an attempt to offer suggestions to analyze the improvement of Retail Marketing Strategies.
6
Sonalitha, Eltha. "SISTEM PENENTUAN DISKON PADA SWALAYAN BERBASIS JUMLAH PENJUALAN DAN STOK BARANG MENGGUNAKAN METODE FUZZY CONTROL." MATICS 7, no. 1 (2015): 43. http://dx.doi.org/10.18860/mat.v7i1.2876.
Full textAbstract:
<p><em>Abstract-</em>Competition supermarkets scattered everywhere with close proximity constraints have stock of goods in the supermarket is not immediately sold out even to reach the thresholds are exceeded. Sales management must be done to regulate the stock of goods in order to stock a lot of goods can be sold in advance. It is necessary to accelerate the inventory round. Monitoring and observation turnover should be done to determine the most salable goods and sought after by prospective customers with a high level of sales.In order to support the circulation of goods is required appropriate marketing strategies in the form of one of them by giving discounts on goods that are at risk of piling. The main target of this discounting is the amount of inventory that much and goods sales level slightly. The amount of stock that much should be given discounts in the hope that more rapid goods sold, thereby reducing the stock of goods that much. While the level of sales that little item must also be given a discount that much anyway so that goods are not up to the expiry date.This discount can not be separated determination of subjectivity manager self-service based on his experience as a sales management. Merging these two elements in determining the needs of this discount will rise to a complex calculation, to the researchers using fuzzy control methods to overcome them.</p> <p>The main objective of this research is to develop a system that can suppress the determination of prices of the losses suffered as a result of delays in circulation of goods. Research will implement determination system based discount rate of sales and inventory with fuzzy control in supermarkets.</p> <em>Keywords</em>: Supermaket, Discounts, Fuzzy, Control
7
Ulandhari, Ulandhari, and Lilik Hamidah. "Strategi Komunikasi Pemasaran di Syirkah Aqiqah Surabaya." Jurnal Ilmu Komunikasi 9, no. 2 (2019): 180–94. http://dx.doi.org/10.15642/jik.2019.9.2.180-194.
Full textAbstract:
This article examines the marketing communication strategy at Syirkah Aqiqah Surabaya. The purpose of this research is to identify the marketing communication strategy carried out by syirkah aqiqah in marketing its products. This study uses a qualitative-descriptive approach to understand the phenomena that occur thoroughly and deeply. The results of this study are the marketing communication strategies used by syirkah aqiqah to market and introduce their products including (1) Syirkah Aqiqah using the Word of Mouth, (2) Syirkah Aqiqah making attractive packaging, (3) Syirkah Aqiqah giving discounts and free one bottle of Syuniz. to create sales promotions, and (4) Syirkah Aqiqah uses interactive marketing or online marketing through Instagram and Facebook.
8
Davis, Douglas D., and Charles A. Holt. "List prices and discounts: The interrelationship between consumer shopping patterns and profitable marketing strategies." Psychology and Marketing 13, no. 4 (1996): 341–63. http://dx.doi.org/10.1002/(sici)1520-6793(199607)13:4<341::aid-mar2>3.0.co;2-a.
Full text
9
UAzuay, Administrador. "Estudio exploratorio de estrategia de descuento que utilizan las principales cadenas de supermercados del Ecuador para persuadir el consumo de alimentos." UDA AKADEM, no. 4 (October 25, 2019): 134–55. http://dx.doi.org/10.33324/udaakadem.v1i4.240.
Full textAbstract:
El objetivo del presente estudio exploratorio consiste en identificar la estrategia de descuento que utilizan las principales cadenas de supermercados del Ecuador, para persuadir el consumo de productos de los grupos de alimentos. El método de investigación utiliza do fue la revisión sistemática de literatura, tanto de artículos científicos, de literatura gris, como de los portales de internet de las principales cadenas de supermercados a nivel nacional, durante la primera semana del mes de febrero de 2019. Con estos insumos, se construyeron dos tablas que muestran las estrategias utilizadas por las cadenas de supermercados relacionadas con la distribución geográfica de puntos de venta (POP, point of purchase, por sus siglas en inglés) y su concentración; y, descuento en grupos de alimentos. En lo que respecta a los resultados obtenidos, se puede decir que la estrategia de descuento que aplican las cadenas de supermercados se direcciona a ciertos productos específicos de los grupos de alimentos, distribuidos en los diferentes días de la semana y con porcentajes que varían desde el 10 hasta el 25%. Como conclusión, se destaca que, de las cuatrocadenas de supermercados, tres aplican estrategias de descuento del 10, 20 y 25%; principalmente, en legumbres, frutas, verduras. En lo que respecta a carnes, las estrategias fluctúan entre el 10 y 15%. En productos como leche, yogurt y huevos se aplica el 10% de descuento.Palabras clave: Consumo, descuento, estrategias, marketing, supermercados
 AbstractThe objective of this exploratory study is to identify the discount strategy used by the main supermarket chains in Ecuador, to persuade the consumption of products from food groups. The research method used was the systematic review of literature, both scientific articles, gray literature, and Internet portals of major supermarket chains nation wide, during the first week of February 2019. With these inputs, two tables were created that show the strategies used by the supermarket chains related to the geographical distribution of points of sale and their concentration; and discounts on food groups. With regard to the results obtained, it can be said that the discount strategy applied by the upermarket chains is directed to certain specific products of the food groups distributed on the different days of the week; and with percentages that vary from 10 to 25%. In conclusion, it is noted that of the four supermarket chains, three apply discount strategies of 10, 20 and 25%, mainly in vegetables and fruits. With regard to meats, the strategies fluctuate between 10 and 15%. In products such as milk, yogurt and eggs the 10% discount is applied.
 Keywords: Consumption, discounts, strategies, marketing, supermarkets
 
 
10
Acosta-Deprez, Veronica, Judy Jou, Marisa London, et al. "Tobacco Control as an LGBTQ+ Issue: Knowledge, Attitudes, and Recommendations from LGBTQ+ Community Leaders." International Journal of Environmental Research and Public Health 18, no. 11 (2021): 5546. http://dx.doi.org/10.3390/ijerph18115546.
Full textAbstract:
Tobacco companies use price discounts, including coupons and rebates, to market their products. Lesbian, gay, bisexual, transgender, and queer (LGBTQ+) communities are targeted by these marketing strategies, contributing to inequitably high tobacco use. Some localities have adopted policies restricting tobacco price discounts; for successful implementation, community buy-in is crucial. From July–October 2018, Equality California staff conducted semi-structured interviews with seven participants in Los Angeles, CA. Themes included familiarity with tobacco price discounts, their perceived impact on tobacco use in LGBTQ+ communities, and attitudes toward potential policy restrictions. Interview notes were analyzed using a deductive approach to qualitative analysis. Awareness of tobacco price discounts varied; some interviewees were familiar, while others expressed surprise at their ubiquity. Price discounts were seen to disproportionately impact LGBTQ+ individuals, especially those who additionally identify with other vulnerable groups, including young people and communities of color. Support for policy restrictions was unanimous; however, interviewees expressed concern over political opposition and emphasized a need for culturally competent outreach to LGBTQ+ communities. Community organizations are essential in mobilizing support for policy reform. Understanding the perceptions and recommendations of community leaders provides tools for policy action, likely improving outcomes to reduce LGBTQ+ tobacco use through restricting tobacco price discounts.
11
Ciuffo, Joseph, James E. Johnson, and Daniel R. Tracy. "Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences." Recreational Sports Journal 38, no. 2 (2014): 175–87. http://dx.doi.org/10.1123/rsj.2014-0039.
Full textAbstract:
Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.
12
Lamey, Lien. "Hard economic times: a dream for discounters." European Journal of Marketing 48, no. 3/4 (2014): 641–56. http://dx.doi.org/10.1108/ejm-01-2011-0010.
Full textAbstract:
Purpose – The aim of this paper is to study the relationship between the popularity of discount stores and the aggregate business cycle: Does discounters' market share go up during economic contractions and go down during economic expansions? Does the aggregate business cycle contribute to the long-term growth of discounters' success? Does the relationship between discounters and the economy differ across discounter types, namely hard versus soft discounters? Design/methodology/approach – The study will consider the relationship between discounters' market share and the aggregate economy between 1991 and 2008 for 15 Western European countries. Moreover, aggregated data is provided for the Western European region as a whole, which distinguishes hard from soft discounters' share. Recent time-series techniques are used to disentangle the temporary versus permanent effects of economic contractions on discounters' share. Findings – The aggregate business cycle induces temporary upward and downward swings in discounters' market share. Moreover, part of the increase in discounters' share during an economic contraction remains beyond the contraction, resulting in a permanent boost in discounters' popularity. Same substantive findings are found for each discount type (i.e. hard and soft). Practical implications – In economic contraction years the growth rate of both hard and soft discounters accelerates, leaving permanent scars on the performance levels of traditional retailers. Discounters should try to further enhance their increased popularity when the economy turns sour. Traditional retailers, on the other hand, should try to prevent consumers from switching to discounters during contractions. Future research should explore the strategies that are called for in order to do this. Originality/value – Discounters are the fastest growing grocery format in Europe. Traditional retailers can no longer afford to ignore them. As such, a better understanding of the drivers of this growth is called for. This study highlights one of the potential drivers, namely the economic climate, a driver that is widely discussed in the business press with substantial implications for grocery channel management.
13
Vignesh Kandasamy, S., A. Madhu, P. K. Gupta, A. Niveditha, and K. Bordoloi. "LOCATION BASED ADVERTISING FOR MASS MARKETING." ISPRS - International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences XLII-5 (November 19, 2018): 189–92. http://dx.doi.org/10.5194/isprs-archives-xlii-5-189-2018.
Full textAbstract:
<p><strong>Abstract.</strong> GIS and machine learning (ML) are powerful ICT tools in retail industry which helps the sellers understand their markets. For the consumers, however, there always lies an ambiguity with respect to the quality and quantity of the product to be purchased, vis-à-vis the price paid for it. Most retail businesses today adopt “Discount Pricing Strategies” or “Offers” to make new customers and increase sales. Owing to several establishments selling the same product and offering a variety of offers, the process of identifying the shops where the consumer can get the best value for his money, requires a lot of manual effort. A prototype has been developed in this study to allow the consumers to locate such prospective shops based on advertisements in newspapers. This solution has a two-pronged approach. First, all the offers advertised in the newspaper are pre-processed and text extraction is performed using a ML algorithm named Tesseract OCR. Second the location of shops is collected and stored in a geodatabase. Finally, the advertisement is matched to the respective geo-located shop based on its name and location. Further based on the location of the consumer and his purchase choice, shops offering discounts are shown on a web based map. This prototype provides the consumer, a platform for geo-discovery of establishments of interest through the clutter of unrelated endorsements, by the use of Open Source GIS, Python programming and ML techniques.</p>
14
Dias, Suzi Elen Ferreira, Rosilene Maria dos Santos, Vinicius Martins, and Giuliana Isabella. "Efeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento Impulsivo." Revista Brasileira de Marketing 13, no. 3 (2014): 138–51. http://dx.doi.org/10.5585/remark.v13i3.2646.
Full textAbstract:
Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.DOI: 10.5585/remark.v13i3.2646
15
Suhandi, Nazori, and Rendra Gustriansyah. "Marketing Strategy Using Frequent Pattern Growth." Journal of Computer Networks, Architecture and High Performance Computing 3, no. 2 (2021): 194–201. http://dx.doi.org/10.47709/cnahpc.v3i2.1039.
Full textAbstract:
The biggest problem faced by printing companies during the Covid-19 pandemic was that the number of orders was unstable and tends to decrease, which had the potential to harm the company. Therefore, various appropriate marketing strategies were needed so that the number of product orders was relatively stable and even increases. The impact was that the company could survive and continued to grow. This study aimed to assist company managers in developing appropriate marketing strategies based on association rules generated from one of the data mining methods, namely the Frequent Pattern Growth (FP-Growth) method. The case study of this research was a printing company where there was no similar research that used a printing company's dataset. This study produced nine association rules that meet a minimum of 25% support and a minimum of 60% confidence, but only two association rules that had a high positive correlation, namely for a custom paper bag and banner products. Therefore, several marketing strategies were suggested that could be used as guidelines for companies in managing sales packages and giving special discounts on a product. The results of this study are expected to trigger an increase in the number of product orders because this study tried to find the right product for consumers and did not try to find the right consumers for a product.
16
Gong, Yanping, Wei Hou, Qin Zhang, and Shuang Tian. "Discounts or gifts? Not just to save money." Journal of Contemporary Marketing Science 1, no. 1 (2018): 53–75. http://dx.doi.org/10.1108/jcmars-08-2018-0009.
Full textAbstract:
Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.
17
Andita Kirana, Cindy. "Komunikasi Pemasaran Terpadu “Lemospirés Batik” dalam Menarik Minat Pembelian Konsumen." Jurnal Ilmu Komunikasi 9, no. 1 (2019): 69–84. http://dx.doi.org/10.15642/jik.2019.9.1.69-84.
Full textAbstract:
This article examines the marketing communication strategies used by Lemospirés Batik to attract consumer interest. This research uses a qualitative-descriptive approach. The research data were analyzed with the perspective of the marketing communication mix theory. The results of this study describe that the strategy taken by Lemospirés Batik to market and introduce its products is (1) the use of advertisements on social and non-social media, (2) organizing exhibitions to do direct marketing, (3) giving discounts and giveaways. to create sales promotions, (4) creating distinctive features on products that are part of personal selling, (5) using public relations to build relationships, and (6) using social media Instagram and Facebook to market products with the concept of storytelling.
18
Syukur, Fatah. "Model Strategi Pemasaran Jasa Pendidikan Islam pada SD Nasima Semarang." Jurnal SMART (Studi Masyarakat, Religi, dan Tradisi) 7, no. 01 (2021): 1–14. http://dx.doi.org/10.18784/smart.v7i01.1084.
Full textAbstract:
Educational services marketing strategies are becoming increasingly crucial in line with the role of educational institutions. However, only a few educational institutions have implemented strategies in marketing their educational services to the public. This study examines the marketing strategy of educational services at Nasima Elementary School Semarang. This research uses a qualitative case study approach. Data related to marketing management of educational services obtained from interviews, observation, and documentation, then tested by triangulation and then analyzed. The results of this study indicate two marketing strategies by SD Nasima Semarang, namely: internal marketing and external marketing. In internal marketing, the strategy implemented is to provide direct admission policies for TK Nasima alumni, giving discounts, parenting classes, and optimizing the roles of homeroom teachers, teachers, and guardians of students. As for external marketing, the strategy is to establish partnerships with kindergartens in the Nasima market area, distribute brochures, load information about Nasima schools, install banners, strategic billboards, hold educational exhibitions, free trial classes, and open houses. The Nasima Elementary School Education Model has quite a significant opportunity because many middle-class people are aware that religion needs good quality Islamic education. On the other hand, the challenge is the provision of good quality and innovative education. In this case, SD Nasima is the first education in Semarang to hold a full-day school.
19
Hecht, Amelie A., Crystal L. Perez, Michele Polascek, Anne N. Thorndike, Rebecca L. Franckle, and Alyssa J. Moran. "Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior." International Journal of Environmental Research and Public Health 17, no. 20 (2020): 7381. http://dx.doi.org/10.3390/ijerph17207381.
Full textAbstract:
The retail food environment plays an important role in shaping dietary habits that contribute to obesity and other chronic diseases. Food and beverage manufacturers use trade promotion—incentives paid to retailers—to influence how products are placed, priced, and promoted in stores. This review aims to: (1) catalogue trade promotion practices that manufacturers use to influence retailer marketing strategies, and (2) describe how these retailer marketing strategies affect consumer purchasing behavior and attitudes. Researchers searched five databases, Academic Search Ultimate, Business Source Ultimate, PsycINFO, PubMed, and Web of Science, to identify literature from industry and academic sources published in English through November 2019. Twenty articles describing manufacturer trade promotion practices were synthesized and provided insight into four types of trade promotion practices: category management, slotting allowances, price discounts, and cooperative advertising. Fifty-four articles describing the impact of retailer marketing on consumers were synthesized and graded for quality of evidence. While comparison across studies is challenging, findings suggest that retailer marketing strategies, such as price promotions and prominent placement, lead to increased sales. Results can guide efforts by policymakers, public health practitioners, and food retailers to design retail environments that improve healthy eating while maintaining retailer financial interests. Additional research should measure the impact of retailer marketing strategies on consumer diet quality and retailer outcomes (e.g., return-on-investment).
20
Falk, Martin, and Miriam Scaglione. "Effects of ski lift ticket discounts on local tourism demand." Tourism Review 73, no. 4 (2018): 480–91. http://dx.doi.org/10.1108/tr-08-2017-0133.
Full textAbstract:
Purpose The purpose of this paper is to provide a first evaluation of the effectiveness of the early bird discount on ski lift tickets by estimating the impact on hotel overnight stays of the Saas-Fee destination. Design/methodology/approach The difference-in-differences (DID) approach is used to compare winter sport destinations with and without the price reduction before and after the introduction of the price discount. The sample is composed of the 54 largest Swiss winter sport destinations for the seasons 2013/2014 and 2016/2017. Findings DID estimations show an increase in overnight stays of Swiss residents by 50 per cent as compared to the control group. Quantile regression estimations for the conditional upper part of the overnight stays distribution reveal a lower average treatment effect of 38 per cent. However, DID estimates for total overnight stays (domestic and foreign) are much smaller – about 17 per cent – indicating that the price reductions are not effective in attracting foreign visitors. Results are not sensitive when taking into account a large number of control variables (elevation, size and snow making capacity). Research limitations/implications As tourists visiting winter sport destinations are interested in a mix of activities, lift ticket revenues or number of skier days should be used as an alternative outcome measure. Practical implications As positive effects on local tourism demand are mainly limited to Swiss tourists, such price strategies should be carefully considered. In the long term, the skiing market will stagnate or even shrink for several reasons (population ageing, climate change and changes in leisure preferences). Originality value This paper provides a first quantitative evaluation of price discounts in tourism research. Knowledge about the discounts and consumers reactions to sales promotions are of great interest to marketing managers in today’s competitive ski market.
21
Njeri, Antoneta, Edwin Odhuno, and Oscar Ouma Kambona. "An In-Depth Thematic Analysis of Customer Driven Factors Influencing the Purchase Decisions of Guests in Four and Five Star Hotels in Kenya." International Journal of Marketing Studies 7, no. 6 (2015): 61. http://dx.doi.org/10.5539/ijms.v7n6p61.
Full textAbstract:
<p>It is apparent that Kenya’s tourism marketing strategies are not effective. One way for hospitality facilities in the country to stay ahead of competitors is by addressing the ever changing needs of their guests. Various factors also influence the purchase decisions of guests in four and five star hotels. These factors should nonetheless form the bases of the marketing strategies of the hotels. This study consequently explored the purchase decisions of guests in the hotels with a view of enhancing the tourism performance of the country. The guests, who were interviewed, identified the atmosphere, hospitality, food, facilities, amenities, location, accessibility, price, value, discounts and security as being the key factors behind their purchase decisions. These should subsequently be addressed by hospitality marketers in the country.</p>
22
Taylor, Mark, Vince Kwasnica, Denis Reilly, and Somasundaram Ravindran. "Game theory modelling of retail marketing discount strategies." Marketing Intelligence & Planning 37, no. 5 (2019): 555–66. http://dx.doi.org/10.1108/mip-11-2018-0489.
Full textAbstract:
Purpose The purpose of this paper is to use the game theory combined with Monte Carlo simulation modelling to support the analysis of different retail marketing strategies, in particular, using payoff matrices for modelling the likely outcomes from different retail marketing strategies. Design/methodology/approach Theoretical research was utilised to develop a practical approach for applying game theory to retail marketing strategies via payoff matrices combined with Monte Carlo simulation modelling. Findings Game theory combined with Monte Carlo simulation modelling can provide a formal approach to understanding consumer decision making in a retail environment, which can support the development of retail marketing strategies. Research limitations/implications Game theory combined with Monte Carlo simulation modelling can support the modelling of the interaction between retail marketing actions and consumer responses in a practical formal probabilistic manner, which can inform marketing strategies used by retail companies in a practical manner. Practical implications Game theory combined with Monte Carlo simulation modelling can provide a formalised mechanism for examining how consumers may respond to different retail marketing strategies. Originality/value The originality of this research is the practical application of game theory to retail marketing, in particular the use of payoff matrices combined with Monte Carlo simulation modelling to examine likely consumer behaviour in response to different retail marketing approaches.
23
Azhra, Fariza Halidatsani, Najib Fadhlurrohman, Bagas Swardhana Putra, and Faisal Ibrahim. "Marketing strategy planning at alfamart lodadi stores using the clustering, ahp, and ar-mba method." International Journal of Industrial Optimization 2, no. 2 (2021): 85. http://dx.doi.org/10.12928/ijio.v2i2.4361.
Full textAbstract:
Nowadays, people are very facilitated by the existence of various shopping centers, including retail. Because many retailers are close to each other, Alfamart Lodadi must have a good marketing strategy. So far, the strategy used is sometimes inaccurate because it is not based on customer segmentation. Therefore, the purpose of this research is to help retail owners to make decisions regarding the right marketing strategy with three methods so that Alfamart Lodadi can compete and increase sales. The Analytical Hierarchy Process (AHP) is employed to find the priority variables of customer segmentation; meanwhile, the K-Means Clustering is used to group customers based on the similarity of predetermined characteristics. AR-MBA is used to find out the best rules, and products are rarely, sufficient, and frequently purchased. The results of this research, based on AHP, obtained five segmentation priority variables based on the largest eigenvector values. There are income, age, expenditure, distance, and shopping intensity with each eigenvector value of 0.13; 0.16; 0.12; 0.12; 0.17. From clustering, there are three customer clusters with different strategies, including free shipping when shopping, product discounts for certain periods, and providing catalogs and discounts on each transaction and offer notifications. Then, this research also obtained three strategies based on AR-MBA. These include making a catalog by bringing frequently purchased products closer together, choosing a layout for shopping places by bringing frequently purchased products closer together, and making shopping coupons for rarely purchased products. With several strategic choices, companies can make decisions appropriately according to the desired criteria.
24
Deleersnyder, Barbara, Marnik G. Dekimpe, Jan-Benedict E. M. Steenkamp, and Oliver Koll. "Win–win strategies at discount stores." Journal of Retailing and Consumer Services 14, no. 5 (2007): 309–18. http://dx.doi.org/10.1016/j.jretconser.2006.09.009.
Full text
25
Khare, Arpita, Subhro Sarkar, and Shivan Sanjay Patel. "Influence of culture, price perception and mall promotions on Indian consumers’ commitment towards malls." International Journal of Retail & Distribution Management 47, no. 10 (2019): 1093–124. http://dx.doi.org/10.1108/ijrdm-06-2017-0134.
Full textAbstract:
Purpose The exponential growth of organised retail has led to competition among mall retailers with the use of promotions to increase traffic to the stores. The footfall in the malls is dependent on the sales generated by various retail stores located in the malls. The current research analyses the role of promotions used by the retailers located in Indian malls in improving consumers’ commitment towards the mall. The purpose of this paper is to examine the influence of culture, personality traits like value consciousness, price consciousness and coupon proneness, and promotions used by retailers in malls on consumers’ commitment towards the malls. Design/methodology/approach Eight malls from six cities were selected by popularity and footfall. Mall-intercept technique along with systematic sampling was used to collect data from 453 mall shoppers using a self-administered questionnaire. Structural equation modelling was used to analyse the data. Findings Retailer promotions were categorised under discounts, promotional offers and loyalty cards. The findings suggest that cultural values of long-term orientation and masculinity have an impact on consumers’ perceptions towards discounts, promotional offers and loyalty programmes. Different promotional strategies had varied responses from consumers. Practical implications Mall retailers can use the findings to design promotions according to the cultural values of masculinity and long-term orientation. Loyalty programmes can symbolise status and long-term relationship with retailer. Commitment towards retailers and consequently malls could be enhanced through discounts and promotional offers. Different promotional strategies can be used to target price-conscious consumers and increase footfall in the stores. The linkages between cultural dimensions and promotional techniques would be helpful in targeting different consumer groups by designing promotions which are in line with cultural values. Originality/value The research extends the existing literature on mall retailing by analysing the importance of cultural dimensions on sales promotions strategies used by retailers in malls. The study establishes that perceptions towards retailer promotions differ across cultures. Different promotions offered by retailers generate varied response from consumers across different cultures which would influence their commitment towards malls.
26
Ganatra, Varsha, A. A. Gde Satia Utama, Purvika Pawar, et al. "Marketing Strategies of Travel and Tourism Industry." International Journal of Tourism and Hospitality in Asia Pasific 4, no. 1 (2021): 43–52. http://dx.doi.org/10.32535/ijthap.v4i1.1020.
Full textAbstract:
Travel and Tourism is an assemblage of all the leisure, luxuries, comfort, travel products, and services provided by suppliers including airlines, hotels, transportation like self-drive agencies, cruise lines, restaurants, etc. All these functions require marketing. This study aims to explore the marketing patterns of tourist agencies to increase customer awareness. The tourism sector also helps to promote the various hotels, restaurants, rental agencies by giving a platform for all these services to promote their services and also provide a customer discount for customer satisfaction.
27
Sajeesh, Sajeesh, and Sang-Young Song. "Transaction Utility and Quality Choice." Review of Marketing Science 15, no. 1 (2017): 1–17. http://dx.doi.org/10.1515/roms-2016-0030.
Full textAbstract:
AbstractThis paper uses a game-theoretic model to examine the role of reference price for firms that vary in their quality positioning in competing for customers. Reference prices provide consumers with additional components of utility. Building on previous research on the impact of consumer decision making on firm strategies, we focus on how firms choose their positioning when consumer utility is driven not only by acquisition utility but also by the transaction utility associated with the purchase and how this, in turn, affects firms’ pricing decisions and profits. Considering a competition between two firms, this paper shows that the firm with higher product quality provides greater discounts to consumers. We also show that when firms are allowed to set a high ‘regular’ price, product differentiation is greater between the firms, and price competition is less intense. Furthermore, under some conditions, the profits of both firms can be higher than the benchmark case (when the effects of transaction utility are ignored).
28
Ma, Baolong, Xiaofei Li, and Lin Zhang. "The effects of loyalty programs in services – a double-edged sword?" Journal of Services Marketing 32, no. 3 (2018): 300–310. http://dx.doi.org/10.1108/jsm-06-2016-0227.
Full textAbstract:
Purpose This paper aims to demonstrate both the positive and negative effects of loyalty programs. The study proposes a model to demonstrate why and how loyalty program strategies can result in good customer relationships and customer entitlement behaviors. Various configurations of three different loyalty program strategies are analyzed – tangible rewards, preferential treatment and perceived status. Design/methodology/approach The authors’ hypotheses were tested by analyzing the survey data of 152 frequent flyer program members in China through partial least squares-structural equation modeling. Fuzzy-set qualitative comparative analysis (fsQCA) was used to test different configurations of the three loyalty program strategies. Findings A net effects analysis demonstrates that loyalty programs are a double-edged sword. While loyalty programs can improve customer relationships, strategies based on perceived status have a positive relationship to customer entitlement, which may lead customers to expect extraordinary efforts from companies, such as greater discounts and extra privileges. Using fsQCA, the authors determined four sufficient configurations of high level of relationship quality and high level of customer entitlement, which also support their findings. Originality/value First, this study expands the research on loyalty programs by providing an examination of their positive and negative consequences. Second, by proposing the configuration paths that lead to high level of relationship quality and high level of customer entitlement using fsQCA, this research enriches research on the net effects of loyalty programs, providing researchers and practitioners with a more comprehensive understanding of loyalty programs. Third, this research extends the concept of customer entitlement to the context of buyer–seller relationships by introducing perceived status as an important antecedent of customer entitlement and by identifying four sufficient configurations.
29
Kucukusta, Deniz, Mariia Perelygina, and Wing Sze Lam. "CSR communication strategies and stakeholder engagement of upscale hotels in social media." International Journal of Contemporary Hospitality Management 31, no. 5 (2019): 2129–48. http://dx.doi.org/10.1108/ijchm-06-2018-0484.
Full textAbstract:
Purpose The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and media type receive the highest level of engagement. Two major aspects are considered, namely, CSR communication activity and stakeholder engagement. Design/methodology/approach The analysis is conducted for Forbes four-star to five-star hotels in Hong Kong. Facebook data are extracted from the property pages of the sample hotels by Netvizz, which is a Facebook data extraction application. The data analysis includes three steps and combines qualitative and quantitative approaches. Findings The results indicate that the type of information has a significant influence on engagement and has even more of an affect than the message strategy. Although the number of CSR-related posts is significantly lower than marketing-oriented posts, they achieve a comparable level of popularity and engagement. Posts encouraging CSR practices show the highest level of engagement among CSR-related posts. In terms of media and content types, video achieves the highest engagement, and posts related to discounts achieve the highest engagement. Originality/value This study fills the gap in the current literature by conducting a comparison between marketing and CSR communication strategies on social media. It also provides insights on how to draft more effective CSR messages.
30
Lozza, Edoardo, Andrea Bonanomi, Cinzia Castiglioni, and A. Claudio Bosio. "Consumer Sentiment after the Global Financial Crisis." International Journal of Market Research 58, no. 5 (2016): 671–91. http://dx.doi.org/10.2501/ijmr-2015-075.
Full textAbstract:
The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis. The analysis focuses on the period 2005–2013 and investigates the predictive power of the ICS with regard to two different outcomes: (1) the actual level of household consumption (considering both its absolute value as total spending and its quarterly variations) and (2) consumers' strategies (i.e. reducing their consumption, focusing on discounts and promotions, focusing on quality), both in general and in specific sectors (e.g. food, leisure, health). The study is based on a second-level analysis of data collected by the Italian Statistical Institute (ISTAT) and a tracking survey on Italian consumers' perceptions and strategic intentions (four waves per year, each consisting of 1,000 telephone interviews based on a structured questionnaire). The findings show that the ICS is predictive of quarterly variations in household consumption, and not of its absolute values; that the index is more predictive in the following trimester, while less predictive synchronously (i.e. in the same quarter); and that its predictive power was stronger between 2009 and 2013 compared to previous years. Furthermore, after 2008, the ICS was also predictive of consumer strategies, particularly those aimed at reducing expenses and focusing on quality (while no relation seems to exist between consumer sentiment and consumers' strategies aimed at discounts and promotions). Implications for marketing and market research are discussed.
31
Gunawardana, Pemasiri J., and Inka I. Havrila. "An Analysis of Restaurant Characteristics and Meal Prices in Melbourne, Australia." Tourism Economics 2, no. 1 (1996): 79–93. http://dx.doi.org/10.1177/135481669600200105.
Full textAbstract:
This paper applies the hedonic price function approach to identify and estimate the variations in meal prices according to various characteristics of a sample of restaurants in Melbourne, Australia. The estimated hedonic price functions have important implications for restaurant marketing strategies and provide useful information to customers, and may serve to improve the efficiency in the market for restaurant dining. From the point of view of restaurant operators, the results indicate how short-term and long-term investment decisions may be made to impart particular characteristics. From the perspective of customers, the results provide information on price premia and discounts for restaurant meals according to each of the characteristics, including locations.
32
Lo, Steven Ka Ho, Billy Yin Sing O, and Jimmy Chun Yu Louie. "Food and beverage advertising in Hong Kong mass transit railway stations." Public Health Nutrition 23, no. 14 (2020): 2563–70. http://dx.doi.org/10.1017/s136898002000083x.
Full textAbstract:
AbstractObjectives:To examine the extent and characteristics of food and beverage (F&B) promotion in Hong Kong mass transit railway (MTR) stations in districts with different socioeconomic statuses (SES) and school density.Design:All advertisements located in the eight selected MTR stations were recorded by photographs or videos, and classified into F&B and non-F&B. The percentage of F&B advertisements and unhealthy F&B being promoted, and common persuasive marketing strategies used in F&B advertisements were compared between low v. high SES districts and school zones v. non-school zones.Setting:MTR stations in Hong Kong.Participants:Not applicable.Results:Of the 8064 advertisements documented, 861 (10·7 %) were F&B advertisements, promoting 1860 F&B items. More than half of the these were unhealthy foods. Stations in high SES districts or school zones tend to advertise more unhealthy items (high v. low SES: 55·8 v. 50·8 %, P = 0·049; school v. non-school: 60·8 v. 49·3 %, P < 0·001). More than one-third of the F&B advertisements recorded did not utilise any of those persuasive marketing techniques that were examined, and using models (13·9 %) or providing discounts (8·8 %) were the two most frequently used non-festival-related persuasive marketing strategies.Conclusions:Unhealthy F&B advertising in MTR stations is prevalent regardless of SES and school density, and persuasive marketing strategies were infrequently used. These suggest that a ban on unhealthy F&B advertising around schools or the use of persuasive marketing strategies alone would be ineffective in Hong Kong. To align with the recommendation from WHO, a universal ban of junk food advertising should be enacted.
33
Zhou, Ziyu, and Benjamin M. Bohrer. "PSII-8 Defining pig sort loss with a simulation of various marketing options of pigs with the assumption that marketing cuts improve variation in carcass weight and leanness." Journal of Animal Science 97, Supplement_2 (2019): 228–29. http://dx.doi.org/10.1093/jas/skz122.402.
Full textAbstract:
Abstract The study offers clarification on pig sort loss and associated marketing strategies using a simulated pig marketing modeling system. The objective was to investigate the economic variability associated with marketing strategies using the simulated pig marketing models. Typically, individual pigs are assessed by measuring carcass weight and predicted leanness, which is then incorporated into a two-factor grid for producer payment, providing incentives for producers who consistently produce desirable carcasses and discounts for producers who produce inconsistent or undesirable carcasses. The simulation considered six producers with the presumption that each had a maximum capacity for 4,800 grow-finish pigs, in order to imitate commercial finishing barns with 48 pens of roughly 100 pigs per pen. The simulation dataset was created using a random number generator with the inverse of the cumulative normal distribution function on Microsoft Excel (Microsoft Inc., USA) with a targeted carcass weight (102.86 kg) and average predicted lean (60%) based on industry averages and previous research studies. Under the assumption that variability in carcass weight and predicted leanness decreased with the addition of each marketing cut, the simulation incorporated a standard deviation reduction of 20% per increase of one marketing cut for both carcass weight and predicted leanness of the population of pigs marketed on a given day. Consequently, there was an increase in profitability; as well as, a decrease in pig sort loss (defined with both carcass weight and predicted leanness) with each marketing cut, but these profitability improvements diminished (as a percentage improvement) with each additional marketing cut. Finally, this simulation provides an appropriate framework and the necessary equations to allow repetition of the different parameters and marketing grid specifically related to an individual producer and processing facility. Thus, helping the industry gain a better understanding of how market cuts can decrease variation and consequently improve profitability.
34
Nafarin, Lydia, and Adrie Oktavio. "SCARCITY MARKETING TO PERCEIVED UNIQUENESS AND DESIRABILITY USERS OF THE FOOD DELIVERY SERVICE INDONESIA APPLICATION." Jurnal Aplikasi Manajemen 19, no. 3 (2021): 483–94. http://dx.doi.org/10.21776/ub.jam.2021.019.03.03.
Full textAbstract:
The number of online applications users of food and beverage delivery services in Indonesia is growing every year. That is also followed by many culinary entrepreneurs who have established partnerships with online applications. One of the major online food and beverage delivery service applications in Indonesia is Grabfood. Through Grabfood, products ordered online by users will be delivered to their homes in a relatively short time. Ordering food and drinks through Grabfood is also very beneficial for users because they can enjoy a variety of attractive promotions, both in the form of food and beverage discounts, cashback, shipping cost discounts, and so on. One of the promotional strategies carried out by Grabfood is to do scarcity marketing. This study aims to observe whether the scarcity marketing carried out by Grabfood can affect the desirability of Grabfood users and at the same time examine the role of perceived uniqueness as an intervening variable in the model developed by this study. Scarcity marketing in the study is divided into two types, namely limited-quantity scarcity and limited-time scarcity. The sample in this study involved one hundred and thirteen active users of the Grabfood application who have filled out a complete online questionnaire. The data processing results show that limited-quantity scarcity and limited-time scarcity can directly have a positive and significant effect on perceived uniqueness and desirability. Furthermore, perceived uniqueness also has a direct positive and significant effect on desirability. In its position as an intervening variable, the construct of perceived uniqueness can partially mediate the relationship between limitedquantity scarcity and limited-time scarcity on desirability. Further research focused on another intervening variable that partially mediates the relationship between limited-quantity scarcity and limited-time scarcity to desirabilities, such as perceived value or social status.
35
Sukmaaji, Nadya, and Sisca Eka Fitria. "Analysis Of Consumer Preferences For Marketing Communication Strategy On Sass And Co." Jurnal Ilmu Sosial Politik dan Humaniora 1, no. 1 (2019): 1–8. http://dx.doi.org/10.36624/jisora.v1i1.17.
Full textAbstract:
The development of the creative industrial sector is able to contribute significantly to the national economy, one of which is fashion business. This is due to the phenomenon of fashion trends that gave birth to many business actors in the field of the fashion business. With so many fashion business players, fashion business competition will be more competitive that can impact on business success. One strategy that can be taken by business actors is product development, but according to modern marketing, it takes more than developing a product. Business actors need to apply various forms of communication in marketing so as to effectively reach and influence target markets through marketing communications strategies. Consumer preferences can be used to help the selection of the right marketing communications strategy as an effort to grab attention and influence the target market effectively in order to increase sales resultsThis study aims to determine consumer preferences of marketing communication strategy for Sass and Co. products. This study uses five marketing communication mix as variables or attributes and 16 sub-attributes. Sampling was done by Non-Probability Sampling method with a total of 400 respondents and using conjoint analysis technique. The results of this study show that the best combination of respondents is the marketing communication strategy using social media advertising, sales promotion by giving discounts, direct marketing through Shopee, word of mouth marketing using friend recommendation, and using personal sales through the offline store.
36
Jayakumar, Tulsi. "Behavioral lessons from Flipkart’s Big-Billion Day sale." Competitiveness Review 26, no. 4 (2016): 453–75. http://dx.doi.org/10.1108/cr-03-2015-0019.
Full textAbstract:
Purpose The purpose of this paper is to understand the behavioral lessons and managerial implications of deep discount strategies used by e-commerce firms to gain a competitive advantage over rivals. The paper seeks to understand the behavioral aspects of consumer and competitor response to such online sales, particularly with reference to e-satisfaction and e-loyalty. The case study seeks to: understand the behavioral aspects of utility and customer satisfaction; understand the behavioral aspects influencing customer attitudes, preferences and choice; understand heuristics involved in consumer decision-making; and understand possible firm strategies based on a thorough analysis of behavioral influencers of customer decisions. Design/methodology/approach The paper follows a case study approach. Secondary data sources from the library, company website and newspaper articles have been used to build a case which would encourage students to discuss and analyze the application of principles of behavioral economics to marketing problems faced especially by e-retailers. It uses Flipkart’s botched-up Big-Billion Day sale to drive home lessons in behavioral economics to marketers. Findings With growing internet penetration, e-retail presents high potential in India along with its BRICS peers. However, the task of grabbing customer mindshare, as also a share of wallet of the growing Indian purchasing power through monster discounts and deals by e-tailers may not work. Firms such as Flipkart may strategize using principles of behavioral economics including confirmatory bias, framing effects, reference points, principles of loss aversion, heuristics and the peak–end rule to influence customer decision-making in their favor. They must also guard against any incidents/events which invoke the representativeness heuristic or negative confirmatory biases towards e-commerce portals. Practical implications E-tailers in countries like India should understand the behavioral implications of deep discount strategies and deals offered by them as a means of gaining competitive advantage. Attention to e-service outcome quality and e-service recovery is important. Originality/value The case is unique in its applications of behavioral economics principles to e-retailing in India. It seeks to apply behavioral principles to a major e-commerce marketing event in India. With the e-commerce industry likely to boom in India, the case study provides unique insights into competitive pricing strategies adopted by e-retailers and the feasibility thereof.
37
Collins, Michael Frank. "Leisure Cards in England: An Unusual Combination of Commercial and Social Marketing?" Social Marketing Quarterly 17, no. 2 (2011): 20–47. http://dx.doi.org/10.1080/15245004.2010.546942.
Full textAbstract:
The article examines how the mechanism of local Leisure Cards (LCs) operated by local authorities in England and Wales interestingly combine both commercial and social marketing functions. However, they could be much more potent in promoting sport in a sedentary and obesogenic society. Methods include national survey, case studies, and policy analysis. The article describes the quasicommercial marketing of the residents' tier of LCs, using loyalty devices, and the social marketing tier to attract deprived groups. It shows how tokenistic most card operations are, with few dedicated resources, and how the most effective cards carefully segment and target their markets; they offer a choice of sport, arts, and commercial activities, thereby attracting female and older users. The article argues that improved resources and clearer strategies could help usage of facilities and make a better contribution to very challenging government targets for increasing participation. It ponders the conundrum as to why social marketing has not been seen as useful in a field well used to commercial marketing. The article suggests that, unusually, LCs can combine commercial benefits to public leisure providers, and wider social benefits to frequently excluded groups. Although many cities offer tourists packages of discounts, and some social promotion program, there seems little or no research on their impact or efficacy in what is the most free-choice area of social life.
38
Bruce, Norris, Preyas S. Desai, and Richard Staelin. "The Better They are, the more They Give: Trade Promotions of Consumer Durables." Journal of Marketing Research 42, no. 1 (2005): 54–66. http://dx.doi.org/10.1509/jmkr.42.1.54.56886.
Full textAbstract:
The authors study trade promotions for durable goods, such as automobiles, for which manufacturers provide special incentives to dealers for exceeding specific sales targets. They develop a theoretical model of consumer, retailer, and manufacturer behavior based on observations about key aspects of the automobile market. The analysis provides important insights about the intertemporal effects of trade promotions and the effect of product durability on the promotion strategies of manufacturers. For example, manufacturers of more durable products benefit more from running trade promotions and give deeper discounts. The authors find empirical support when they test the theoretical results.
39
Gertner, David, Alex K. Gertner, Denizar Vianna Araujo, Luciana Bahia, and Isabel Bouzas. "Calories and Cents." Social Marketing Quarterly 22, no. 4 (2016): 325–39. http://dx.doi.org/10.1177/1524500416648915.
Full textAbstract:
In recent decades, obesity has become a critical global health issue. Experts and laypeople alike attribute high obesity rates to lifestyle choices involving diet and exercise. Following decades of increasing portion sizes and decreasing nutritional value, the food and beverage and fast-food industries have felt intense pressure to answer to new consumer priorities and what some see as their role in fueling the obesity epidemic. This article examines marketing and pricing practices implemented by some of the most popular food and beverage and fast-food industry players in the U.S. market that are involved in this response. Although marketers claim they are offering healthier choices and supporting the fight against obesity, our analysis reveals common industry strategies, including value pricing, psychological pricing, quantity discounts, and combo deals that undermine healthy food choices. We argue that in order to truly encourage healthy eating, these industries must revise not only their products but also their fundamental approach to creating customer value. It is also imperative that consumers, legislators, and the media be informed about deceitful strategies used pervasively by food and beverage manufacturers and fast-food restaurant chains that ultimately aggravate the obesity epidemic.
40
Bailey, Matthew. "Marketing to the Big Middle: establishing Australian discount department stores." Journal of Historical Research in Marketing 8, no. 3 (2016): 416–33. http://dx.doi.org/10.1108/jhrm-07-2015-0029.
Full textAbstract:
Purpose This study focuses on the marketing strategies of the two most successful discount department store chains in Australia between 1969 and the late 1980s when consumer acceptance of both brand and format were being determined. It examines how they approached marketing a new-format national retail chain to the Big Middle of the market and the ways in which brands were differentiated. Design/methodology/approach Archival sources and oral histories provide evidence about the marketing strategies of each firm. These are integrated with press coverage, advertising and promotional activity to analyze marketing programs. Consumer research from the time offers insights into the effectiveness of campaigns. Findings The Coles and Myer retailing firms pursued similar marketing strategies to encourage adoption of their Kmart and Target discount department store chains, educating consumers about the links between their operational efficiencies and lower prices. Both firms not only formulated national standardized marketing strategies but also differentiated their positioning to maximize their appeal to consumers. Originality/value This article expands understandings of the ways in which new national retail chains are developed and marketed. It explores the intersection between public relations material and media coverage and the ways in which existing brands can be leveraged to legitimize new formats and encourage adoption. More broadly, it contributes to a literature on the “Big Middle”, a space occupied by dominant, volume-oriented retailers. In doing so, it demonstrates that foreign adopters can draw on Big Middle retail formats to quickly gain access to large population segments in their home markets.
41
Rojanadilok, Rojanadilok, and Bunchapattanasakda . "Marketing Strategies of Imported Herbal Cosmetic Products in Thailand." Information Management and Business Review 3, no. 4 (2011): 217–21. http://dx.doi.org/10.22610/imbr.v3i4.936.
Full textAbstract:
This research investigated the factors that influence marketing strategies of imported herbal cosmetic products in Thailand. The study is qualitative research using in - depth interview to collect primary data and use content analysis to analyze the obtained data. The facial herbal cosmetics products using in this study were moisturizer, whitening lotions, creams, powder, toner, make up cleansing, mask, cleansing oil, soap bar, anti-aging lotions and creams which imported from Australia and the USA. Findings from the study found that product A positioned itself as a premium biodynamic natural plus innovation technology product using the greenhouse concept. The shops were decorated using recycle woods. The products’ packaging give customers a sense of the source, herb images grow around the boxes and bottles, whilst the text grows with the image, creating a sense of energy. Product A conscious of the environment and strive to source and use the most environmentally aware materials where possible. The retail price strategy depends on local marketing promotions. It has the stand-alone shops plus day spa and counters in department stores. The advertisement media strategies focus on magazine, direct mail, social network advertisement; facebook. Product B sets the position as an innovative organic beauty solution using pure certified organic ingredients without paraben, petroleum, and silicones. Recycled materials were used to make packaging and printed using soy ink. It has shop online and 12 counters in department stores. The local price strategy is discount on vocation. The promotion strategies focused on premium product and cash discount. The advertisement strategies of product B focused on magazines, direct mail, social network advertisement; facebook and popular brand ambassadors. Product C set position as ancient herbal product. The product’s formulations have made with the unique natural ingredients, effective botanical extracts with the latest innovations from around the world since a 160 years old formula. The products avoid using of preservative and perfume. It has 8 counters in department stores and used the recyclable packaging so that product C concentrate the efforts and cost on the substance and quality of products which reflex selling price. The advertisement strategies focused on brochure and social network advertisement (facebook and twitter) while selling promotion strategies of the product are free premium sampling, customers refer friends, and 28 days satisfaction guarantee for refund.
42
Chaklader, Garima. "Active and upcoming deals: effect on purchase intention." Marketing Intelligence & Planning 38, no. 1 (2019): 32–45. http://dx.doi.org/10.1108/mip-01-2019-0004.
Full textAbstract:
Purpose The purpose of this paper is to study the interaction of timing cues (active deals vs upcoming deals) and brand familiarity on consumers’ purchase intention. Design/methodology/approach The research design of this paper is based on one experiment conducted in a behavioural experimental laboratory and two experiments in Mechanical Turk. The data received from these experiments were analysed using one-way ANOVA technique and PROCESS models. Findings Results across three experiments show that consumers prefer upcoming deals over active deals when brands are of low familiarity. However, the effect is attenuated for brands with high familiarity. Further, the paper proposes and shows that the effects of timing cues and brand familiarity interactions on purchase intention are explained by temporal distance. Finally, results show that need for cognition moderates the effects. Research limitations/implications The research results may vary when size of discounts is mentioned. There is a need to study various other moderators such as product type, self-other overlap and regulatory focus. Practical implications The paper offers managerial strategies and insights that can be adopted by the online retailing industry. Paper offers practical implications for brands, especially for ones with low familiarity. Originality/value This paper adds to the literature by studying new timing cues to understand the behaviour of consumers in retailing industries.
43
Gabriel, Radu, Solomon Maria, Hostiuc Marinela, Bulescu I. Alexandru, and Purcarea Lorin Victor. "The efficiency of marketing strategies in health care - using social vouchers and coupons." Global Journal of Business, Economics and Management: Current Issues 8, no. 3 (2018): 89–94. http://dx.doi.org/10.18844/gjbem.v8i3.3649.
Full textAbstract:
Introduction: Marketing strategies in the field of health care represent the health care organizations’ attitude towards the marketing environment and also their conduct in relation to its components. In this case, the product being sold is the medical service provided to the patient.Purpose of study: The purpose was to determine the efficiency of social voichers and coupons for marketing strategies.Methods: We have conducted a retrospective study using 2 groups of patients .In group A were included 220 patients of a dental clinic who have received 330 vouchers with 25% discount with the purpose of promoting medical services, by four different marketing strategies (E- mail, websites, distribution of coupons in the dental office and office area).In group B, 124 people were included, who have acquired vouchers through the internet for a free consultation and dental scaling. 142 vouchers were sold and 124 patients turned up, with an average age of 32.1 years. The 220 patients from group A were asked to complete a four-question survey, which allowed us to evaluate the effectiveness of the applied strategies. After the dental appointment, 97 patients from the group B were informed they require further treatment.Findings and results: The patients' response to recommendations was the marker for evaluating the marketing strategies.Conclusions: There are many marketing strategies. Through this study we wanted to evaluate their effectiveness in the case of a private medical practice, aiming to obtain patients’ loyalty, to increase the number of patients and performed treatments. We consider that the significant number of enrolled patients gives the study relevancy, analysing various promoting techniques.
 Keywords: marketing strategies, dental clinic, coupons, vouchers, discount, patients
44
XU, JIAN-TENG, and SHAO-JIAN QU. "DECISION ANALYSIS FOR SUPPLIER IN TWO-ECHELON SUPPLY CHAIN WITH DISCRETE DEMAND VIA DYNAMIC GAME." Asia-Pacific Journal of Operational Research 31, no. 04 (2014): 1450023. http://dx.doi.org/10.1142/s0217595914500237.
Full textAbstract:
This paper analyzes noncooperative dynamic game behavior in a two-echelon supply chain composed of one supplier and one retailer. The aim is to give supplier reasonable suggestions on decision making of marketing strategy. The challenge of dealing with this problem is the discreteness of demand. The main contributions of this paper are twofold: one is to address the necessary conditions in which supplier can choose quantity discount policy as marketing strategy; the second is to provide the solving methods of the equilibrium strategy and discount rate under quantity discount policy. Two types of quantity discount marketing strategies are considered. It is concluded that the strategy sets of production and procurement are independent of discount rate via analyzing the optimality properties. Numerical tests illustrate that incremental quantity discount policy is more widely considered than all-unit quantity discount policy, and whether the quantity discount policy can be chosen as the marketing strategy not only relates to supplier's own cost structure but also retailer's cost structure.
45
Ramos, André Luiz, Otávio Bandeira De Lamônica Freire, and Marcelo Moll Brandão. "Value of the Company and Marketing Metrics." Revista Ibero-Americana de Estratégia 12, no. 4 (2013): 235–60. http://dx.doi.org/10.5585/ijsm.v12i4.2044.
Full textAbstract:
Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point.
46
Yulius and Herru Prasetya Widodo. "Strategi Komunikasi Pemasaran RRI Malang dalam Upaya Pencapaian PNBP dan Meningkatkan Jumlah Pengiklan." Jurnal Komunikasi Nusantara 1, no. 2 (2019): 60–71. http://dx.doi.org/10.33366/jkn.v1i2.19.
Full textAbstract:
RRI Malang as a Public Broadcasting Institution continues to survive amid intense competitions, with the demands to meet the target of achieving Non-Tax State Revenues (PNBP), which rely on the main source of revenue such as advertising but are bound by the Government Regulation No. 5 of 2015. The research aimed to find out how the marketing communication strategy of RRI Malang and the obstacles in implementing the strategy in an effort to achieve Non-Tax State Revenue (PNBP) and increase the number of Advertisers. This research used a descriptive qualitative research method with the data collection obtained from interviews and documents then collected and described. The result showed that the strategies applied by RRI Malang were market opportunity analysis and a competitive analysis which is summarized to an integrated marketing communication (IMC) which included: advertising in the form of price advertising, brand advertising and institutional advertising. A direct marketing through media channels such as catalogs, and telemarketing. The sales promotions were through broadcast programs, general and functional advertisements. The personal selling was through personal face-to-face communication. Furthermore, public relations (branding relations) activities were such as making press releases for each activity and becoming a media partner. The Barriers to the implementation of strategies were the limited funding sources and scope to collaborate with sponsors, advertisement selection was difficult to display discounts, because they were bound by the regulation No.5 of 2015 and lack of Human Resources (HR) and discrepancies between tasks and functions in the field of work.
47
Rachmad Rinata, Asfira, and Mina Sariniati. "Strategi Marketing Public Relations Jawa Timur Park Group dalam Menjalin Good Relations dengan Stakeholders." Jurnal Komunikasi Nusantara 2, no. 2 (2020): 20–30. http://dx.doi.org/10.33366/jkn.v2i2.53.
Full textAbstract:
The purpose of this research is to know the planning strategy of public relations Jawa Timur Park Group especially the strategy to establish good relationships with its stakeholders and support programs with the good relations. This research uses a qualitative paradigm by colaborating data from semi-structured interviews and documentation. The concepts used in his analysis are public relations planning strategies initiated by Cutlip, Center, and Broom, including making decisions about objectives and objectives, identifying deciding audiences, setting policy or strategy rules, and deciding which strtegi to use. The results of this research marketing public relations Jawa Timur Park Group made decisions that were handed over entirely to the leader of the company. Public relations also makes the purpose of the program to attract stakeholders so that they want to cooperate. In addition to identifying the audience by looking at what is their characteristic, the company has a policy or strategy rule that is to promote the understanding of the East Java park group company to all its business scopes, and decide what strategy the company will use. The strategy that has been decided in establishing relationships with East Java Park Group stakeholders is implemented through programs tailored to stakeholders' relationships. These programs are Corporate Social Responsibility (CSR), special events, discounts, and additional facilities.
48
Madhani, Jeet Virendrabhai, and Krunal Hareshkumar Rajyaguru. "IMPACT ANALYSIS OF DIGITAL MARKETING: AN INDIAN PERSPECTIVE." Jurnal Manajemen dan Kewirausahaan 22, no. 2 (2020): 161–64. http://dx.doi.org/10.9744/jmk.22.2.161-164.
Full textAbstract:
The increasing use of digital media by consumers, companies utilizes digital marketing to outreach their market segments. The purpose of this study is to determine marketing strategies commonly utilized in digital communication and identify the preferred by consumers which influences decision making. Consumers have been identified as a driving force for online shopping. While there have been numerous studies about digital advertising, there has been little academic research focused on type of digital marketing strategies are preferred and influences their consumer’s behavior. A survey of 225 consumes indicated a preference for side panel ads and email ads; they do not like pop – up advertising. If provided a personal benefit like discount or reward they will write an online product review.
49
Yohandira, Yohandira, Idqan Fahmi, and Alla Asmara. "Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak." Jurnal Manajemen dan Organisasi 12, no. 2 (2021): 122–33. http://dx.doi.org/10.29244/jmo.v12i2.34552.
Full textAbstract:
The growth rate of e-commerce in Indonesia is high. The condition could be seen on the competition map between marketplaces in Indonesia. Bukalapak was one of the top three marketplaces in Indonesia that has seen the most significant decrease in visitor numbers in 2019, at 26 percent precisely. Organizations should formulate marketing strategies in accordance with marketing mix determined based on market analysis to survive in the competitive field. This research aims to analyze consumer perceptions of marketing mix and purchase decision on Bukalapak, analyze marketing mix factors that influence purchase decision on Bukalapak, and formulate marketing strategies to hold back the decline in Bukalapak visitor numbers. The research data were analyzed using Structural Equation Modeling and presented descriptively. The results showed that 66 percent of consumers rated products on Bukalapak had excellent features, 72 percent of consumers rated prices on Bukalapak were reasonable, 64 percent of consumers rated payment methods on Bukalapak were in variety, and shipping discount on Bukalapak was attractive. The marketing mix factors that significantly influenced purchase decision on Bukalapak were place and price. Recommended marketing strategies to hold back the decline in Bukalapak visitors were increasing price variations and optimizing mobile application speeds.
50
Chung, Jaekwon. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing." Sustainability 12, no. 14 (2020): 5653. http://dx.doi.org/10.3390/su12145653.
Full textAbstract:
Quality uncertainty is one of the major challenges for new products entering a market. Companies launching new products may consider price-related promotions to stimulate consumer purchases. Prior studies have investigated the impacts of quality uncertainty and price-related promotions on consumer behavior. However, studies that consider quality uncertainty and price-related promotions on consumers’ perceived savings based on regulatory focus are rare. Therefore, this study aims at investigating the impacts of price-related promotions (price discount and value-added promotion), quality uncertainty (high vs. low), and regulatory focus (promotion vs. prevention) on perceived savings. Survey studies were conducted, and results were analyzed. The results indicate that when quality uncertainty level is high, perceived savings for price discount and value-added promotions are higher for promotion-focused consumers compared with prevention-focused consumers. By contrast, when quality uncertainty level is low, perceived savings for price discount and value-added promotions are higher for prevention-focused consumers compared with promotion-focused consumers. The results of this study are expected to assist companies in introducing new products to develop sustainable price-related promotions.