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Journal articles on the topic 'Marketing channel utility'
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Wang, Kaihong, Xu Yang, Yiwan Sun, and Chuan Ding. "A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference." Abstract and Applied Analysis 2014 (2014): 1–11. http://dx.doi.org/10.1155/2014/527458.
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This paper studies channel consisting of a manufacturer and two retailers. As a basis for comparison, the first, multiagent Stackelberg model has been structured based on perfect rationality. Further, fairness preference theory will be embedded in marketing channel multiagent Stackelberg model, and the results show that if the retailers have a jealous fairness preference, the manufacturer will reduce the wholesale price, retailers will increase the effort level, product sales will be increased, and the total channel utility and manufacturers’ utility will be pareto improvement, but the pareto improvement of retailers’ utility is associated with the interval of jealousy fairness preference coefficient. If the retailers have a sympathetic fairness preference, the manufacturer increases wholesale price, retailers reduce the effort level, and the total channel utility, manufacturer’s utility, and retailers’ utility are less than that of the no fairness preference utility.
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Yang, Haoxiong, and Wen Wang. "A Study on the Price Decisions of the Dual-Channel Composite Decision in B2C Mode." Journal of Electronic Commerce in Organizations 12, no. 4 (2014): 46–56. http://dx.doi.org/10.4018/jeco.2014100105.
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This paper studies the subject of pricing decisions of online dual-channel based on hybrid decisions wherein a manufacturer introduces direct online marketing channels beyond the traditional online retail channels. The purpose is to study how to balance the interests of different online channels and maximize the overall efficiency of the channel. Having considered both online channels' satisfaction and the hidden costs of channel selection, by means of the demand function of both channels derived from a consumer utility and selection model, the author investigates the impacts of these two factors on the online dual-channel pricing decisions. This article also further analyzes the impact of changes in these two factors for manufacturers, retailers and channel' total revenue, with the purpose to provide decision-making reference for the enterprises' managers in the supply chain to develop optimal pricing strategies.
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Qin, Yangyang. "The Mutual Impact of Suppliers’ Online Sales Channel Choices and Platform Credit Decisions for Offline Channels." Mathematics 13, no. 6 (2025): 931. https://doi.org/10.3390/math13060931.
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This study examines the strategic decisions and profit dynamics of suppliers marketing their products through both offline and online channels, alongside online e-commerce platforms providing their own consumer credit services. We develop a model that incorporates consumer disposable income, channel preferences, and credit utility. Four supply chain scenarios are analyzed: wholesale and agency models with either private or open credit strategies. Using Stackelberg game theory, we explore suppliers’ sales model choices and the conditions under which platforms extend credit to offline channels. Our results show that increasing credit utility generally leads to higher equilibrium prices, while higher service fees compel suppliers to adjust their prices, favoring lower-cost channels. Notably, suppliers are more likely to adopt the wholesale model to secure platform credit for offline sales, especially when credit service fees or credit utility are high. Furthermore, platform credit strategies are strongly influenced by suppliers’ sales model choices: In wholesale models, platforms are more inclined to extend credit to offline channels under specific conditions of high disposable income (DPI) and credit utility, whereas in agency models, open credit strategies are only adopted when both DPI proportions and credit utility are low. This research provides new insights into how platforms can tailor credit offerings based on supplier strategies, offering a theoretical foundation for consumer credit policies in multi-channel sales environments and valuable guidance for managers in determining optimal channel strategies and credit service offerings.
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Balasubramanian, Sridhar, Rajagopal Raghunathan, and Vijay Mahajan. "Consumers in a multichannel environment: Product utility, process utility, and channel choice." Journal of Interactive Marketing 19, no. 2 (2005): 12–30. http://dx.doi.org/10.1002/dir.20032.
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Maggioni, Isabella, Sean James Sands, Carla Renee Ferraro, et al. "Consumer cross-channel behaviour: is it always planned?" International Journal of Retail & Distribution Management 48, no. 12 (2020): 1357–75. http://dx.doi.org/10.1108/ijrdm-03-2020-0103.
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PurposeFor consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.Design/methodology/approachSegmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.FindingsCross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.Practical implicationsCross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.Originality/valueIn contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.
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Eliashberg, Jehoshua, Stephen A. LaTour, Arvind Rangaswamy, and Louis W. Stern. "Assessing the Predictive Accuracy of Two Utility-Based Theories in a Marketing Channel Negotiation Context." Journal of Marketing Research 23, no. 2 (1986): 101–10. http://dx.doi.org/10.1177/002224378602300202.
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The results of the study show the robustness of two utility-based negotiation theories—group decision theory and Nash's bargaining solution—in accurately predicting outcomes of a marketing channel laboratory simulation in which power and information conditions were varied. Both theories significantly outperformed the predictions of a random model. Nash's theory performed better than group decision theory.
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Spais, George S. "An Integrated Bargaining Solution Analysis For Vertical Cooperative Sales Promotion Campaigns Based On The Win-Win-Win Papakonstantinidis Model." Journal of Applied Business Research (JABR) 28, no. 3 (2012): 359. http://dx.doi.org/10.19030/jabr.v28i3.6955.
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Authors intention was to examine the possibility to investigate win-win-win papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical cooperative sales promotion campaigns. Based on previous theoretical extensions (Spais and Papakonstantinidis, 2011; Spais, Papakonstantinidis and Papakonstantinidis, 2009), this study presented an integrated bargaining solution analysis for cases of optimal allocation of a promotion budget in a cooperative sales promotion campaign in vertical marketing channels. This integrated bargaining solution analysis included: a) three (3) adjusted utility functions, considering the parameters of sales response budgeting method, the break-even sales analysis and the marketing channel members trade promotion goals; b) the referee solution, the optimal solution for the three players and the constraints; c) the definition of the third win in terms of a continuous sensitization process and perfect information; and d) the presentation of the potential outputs from a bargaining process regarding to the sharing of the cooperative sales promotion cost among A, B and C parties/players for different sales promotion offerings. Encouragingly, the review of the modern literature and the four (4) critical case studies of cooperative marketing programs confirmed the need for a win-win-win approach in cooperative sales promotion planning in vertical marketing channels.
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Wu, Yunting, Aimin Zhu, Lijuan Yu, and Wenbo Wang. "Research on Pricing and Effort Investment Decisions for Dual-Channel Fresh Product Supply Chain Under the Participation of Third-Party Logistics Provider." Systems 13, no. 7 (2025): 538. https://doi.org/10.3390/systems13070538.
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This study takes the dual-channel fresh product supply chain involving the participation of third-party logistics (3PL) as the background to explore how 3PL makes choices between homogeneous and differentiated logistics service strategies and how the supply chain formulates optimal decisions under different logistics service strategies to achieve maximum benefits. This paper constructs a sequential game model of the three-tier supply chain composed of 3PL, a supplier, and a retailer; uses the consumer utility function to describe market demand; and considers different logistics service strategies adopted by 3PL. It compares and analyzes the equilibrium strategies under the traditional retail channel (O Model), the homogeneous cold-chain service dual-channel model (D1 Model), and the differentiated cold-chain service dual-channel model (D2 Model). The results show the following: (1) The D1 Model reduces the transportation cost of the supply chain through economies of scale. Under the D2 Model, the transportation and sales prices of the offline channels are higher than those of the online channels, while the online marketing effort is higher than that of the offline channels. (2) The profits generated by the dual-channel models (D1 Model and D2 Model) are both higher than those of O Model. In most cases, the D1 Model generates the highest system profit. However, in scenarios where consumers are highly sensitive to freshness and marketing efforts, the system profit of the D2 Model is higher than that of the D1 Model. (3) The supply chain has lower pricing and effort input when consumers are more sensitive to prices and higher pricing and effort input when consumers are more sensitive to freshness. These findings contribute valuable insights to the field of supply chain management, particularly in the context of fresh product supply chains involving 3PL. They underscore the importance of considering consumer behavior and logistics service strategies in optimizing supply chain performance and highlight the potential trade-offs between standardization and differentiation in logistics services.
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Eliashberg, Jehoshua, Stephen A. LaTour, Arvind Rangaswamy, and Louis W. Stern. "Assessing the Predictive Accuracy of Two Utility-Based Theories in a Marketing Channel Negotiation Context." Journal of Marketing Research 23, no. 2 (1986): 101. http://dx.doi.org/10.2307/3151657.
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S, Gurusamy, and Tamilarasi M. "Challenges for Mobile Marketing in India." Shanlax International Journal of Commerce 6, S1 (2018): 122–25. https://doi.org/10.5281/zenodo.1461456.
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In India, mobile communications have been the most visible manifestation of the extraordinary digital accomplishments seen in the past decade. In modern information and communication age, the mobile application is one of the most concerned and rapidly developing areas. Mobile marketing has been considered a new form of marketing and provided new opportunities for companies to do businesses. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers at a fast speed and regardless of the geographical location. Mobile advertising has been recently referred as one of the best means to cut through the clutter and interact directly with the consumer. Hence, with the trend toward direct, one-to-one marketing, more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers. Indian mobile market is one of the fastest growing markets due to the increase in the number of middle-income consumers and is forecasted to reach millions of users in the next decade. Thus, research on mobile marketing would impact greatly on the way business is done. The current study is an attempt to study consumer responsiveness to mobile marketing, regarding its impact on purchase decision making. The primary objective is to understand the perception of mobile users towards mobile marketing/advertising and their utility value regarding the impact on the purchase decision. The study also aims to concretize some features enhancing the acceptability/ utility of mobile marketing/advertising and suggests an appropriate strategic initiative for the same.
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Liao, Bi-feng, and Bang-yi Li. "A Marketing Strategy in a Closed-Loop Supply Chain with Loss-Averse Consumers." Mathematical Problems in Engineering 2018 (2018): 1–9. http://dx.doi.org/10.1155/2018/2560153.
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The importance of remanufacturing system has been extensively investigated in recent years. Taking into account the consumer valuation uncertainty and the demand uncertainty, this paper addresses the issue of closed-loop supply chain with remanufacturing by game theory. We consider two types of consumers in the market: loss-neutral consumers and loss-averse consumers. The loss-neutral consumers are completely rational. The loss-averse consumers, on the other hand, are with losses being more painful than equal-sized gains being pleasant. When multichannel structure can be chosen, the manufacturer has three pricing strategies in direct market: (1) keeping the price high with a small discount, no customers choose the online store; (2) keeping the price high with a moderate discount, only the loss-neutral customers choose the online store; (3) keeping the price low with a big discount, all customers choose the online store. Consumers make up their decisive selections through comparing the price and channel attributes. We introduce utility function for analyzing the market demand and then identify the optimal pricing and channel strategy to maximize the manufacturer’s profit. Finally, the rationality and validities of the proposed model are illustrated by numerical examples, and sensitivity analyses of the parameters are also presented.
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Sharma, Abhishek, and Deepika Jain. "A game theoretic analysis of dual-channel supply chain with nash bargaining fairness concern." Journal of Business & Industrial Marketing 35, no. 2 (2019): 244–59. http://dx.doi.org/10.1108/jbim-11-2018-0347.
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Purpose The purpose of this paper is to investigate the impact of fairness concerns of the retailer on the pricing policies of the supply chain partners, their individual profits, and the overall performance of a dual-channel supply chain composed of one manufacturer and one retailer. First, the authors model the dual-channel supply chain under retailer’s fairness concern. Second, the authors derive the optimal pricing policies of the channel members. Third, the authors analyze the effects of retailer’s fairness and bargaining power on the pricing strategies and profit functions of the dual-channel supply chain system. Design/methodology/approach The authors adopt the manufacturer-led Stackelberg game theoretic framework, where the dominant manufacturer’s pricing decisions are based on the retailer’s pricing decision. The paper considers Nash bargaining solution as the fairness reference point to formulate the utility function of the fair-retailer. The paper uses this approach because it endogenously accounts for the competitive power and cooperative contribution of the channel members when they interact. Findings The authors find that the retailer’s fairness concerns are not always beneficial for its better performance. If the retailer is moderately sensitive towards its fairness, it will positively influence its performance. However, if the fairness concern becomes too high then it will negatively impact the retailer’s performance because it results in customers’ migration towards direct online channel for buying the products. In addition, if the retailer’s fairness concerns are mild, the manufacturer’s prices will decrease in retailer’s bargaining power, which is opposite otherwise. Originality/value The authors use Nash bargaining solution model as the fairness reference in the context of dual-channel supply chain, which is comparatively a recent approach and has been used independently from dual-channel supply chain system.
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Tselempis, Dimitrios, Philippos Karipidis, Dionysios Tzimas, and Ioanna Karypidou. "Factors that impact farmers’ engagement in local food brand development." EuroMed Journal of Business 15, no. 1 (2019): 86–101. http://dx.doi.org/10.1108/emjb-06-2019-0079.
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Purpose The purpose of this paper is to explore farmers’ intentions to engage in food brand development schemes and identify the factors that impact this. Design/methodology/approach By assuming the utility maximization behavior of farmers, based on data collected from 539 fruit and vegetable producers, this study estimates an intention to participate and a willingness to pay model. Findings Three groups of factors determine the utility the farmers derive and subsequently their engagement in brand development. Farm business characteristics include farmers’ age, the attainment of quality certification and cultivated area, while psychological factors include farmers’ attitudes toward local reflections of the brand, perceptions regarding the need for farm business external support and consumers’ interest, as well as farmers’ commitment to quality requirements. Farmers’ strategies related to the share of products sold by cooperatives and to individually use the brand also determine their engagement in a brand development scheme. Research limitations/implications Future research should distinguish producers according to the marketing channel they choose and their industry, and explore the intentions of intermediate marketers. Practical implications Marketing cooperatives should undertake initiatives to develop local brands effectively, taking into consideration the factors that impact farmers’ engagement, while food marketing firms should properly adapt their purchasing and promotion strategies. Public authorities should formulate a policy mix that enhances farmers’ knowledge related to marketing issues and encourages farmers to strengthen their positions in the marketplace. Originality/value The research reveals a strategic proactive behavior of farmers favoring the development of local brands, and provides insights into the factors that impact farmers’ adoption decisions.
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Adeniran, James A., and ONIKU Ayodele. "Distribution Intensity and Marketing Utility Perception of Consumers of FMCG Products in Lagos State, Nigeria: Moderating Effect of Channel Multiplicity." International Journal of Applied Economics, Finance and Accounting 3, no. 1 (2018): 37–47. http://dx.doi.org/10.33094/8.2017.2018.31.37.47.
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Guo, Yuchen, Fangfei Liu, and Qi Qi. "The Impact of Knowledge Marketing on Chinese Consumers' Purchase Intentions The Case of Oriental Selection." Lecture Notes in Education Psychology and Public Media 4, no. 1 (2023): 901–9. http://dx.doi.org/10.54254/2753-7048/4/2022622.
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With the development of the Internet, people have a variety of ways to obtain knowledge and information. Online consumption has become the most important shopping channel nowadays. China has a large group of online consumer users, and the development of online consumer platforms and their surrounding logistics and distribution bodies is more complete than those in Europe and the United States. With the rapid development of short video platforms and live broadcast platforms, the number of users is growing, and the live broadcast with goods based on this has also occupied most of the market for online sales. After understanding the user's preference for knowledge acquisition forms, enterprises use anchor commentary, copywriting, short videos and other forms to clearly convey product information to users, thereby subconsciously influencing their consumption habits. With knowledge marketing as a means to dig deeper into users' preferences for knowledge acquisition forms, enterprises can guide users to establish their willingness to purchase and further influence their purchasing behavior. Oriental Selection integrates a large number of knowledge elements into its products in the process of live broadcast with goods, realizing the maximum utility of knowledge marketing and directly driving consumption.
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Gerona, Maria Anabelle, Arturo Pasa, Eduardo Mangaoang, and Rotacio Gravoso. "Stakeholders' Reactions to the 'Whiteboard' Timber Information System: Insights for Linking Smallholder Tree Farmers to the Market." Science and Humanities Journal 8, no. 1 (2008): 16–30. http://dx.doi.org/10.47773/shj.1998.081.2.
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Two whiteboards were installed at the office of the Community Environment and Natural Resources Office (CENRO) in Maasin City, Southern Leyte, as a tool for improving the flow of timber marketing information. The boards contain list of registered tree plantations, including theri location and the estimated volume at harvest and list of buyers in the locality. Focus group discussions with timber dealers, agricultural technologists and CENRO personnel indicated the potentials of the whiteboards for improving timber information flow. It established a link between farmers and buyers, and farmers are encouraged to register their trees so that their names would appear in the list. Buyers, on the other hand, are able to locate the farmers and the tree species they have available. According to the extension workers, the whiteboards made the monitoring of tree farms easy. Considering the utility of the information contained in the whiteboard, farmers suggested that each barangay be provided with the same list on bond paper. Alternative means suggested to improve dissemination of timber marketing information is through the local radio station, local cable television channel, newspapers, and through the extension workers.
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David Kisa, Peter MWAURA, and John Kipkorir TANUI. "The Influence of Marketing Mix Strategies on the Sales Performance of Small Scale Bixa Ollerana Farmers in Kwale County, Kenya." Kabarak Journal of Research & Innovation 11, no. 1 (2021): 69–84. http://dx.doi.org/10.58216/kjri.v11i1.95.
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The main aim of this study was to assess the influence of marketing mix strategies on the sales performance of Small Scale Bixa Ollerana farmers in Kwale County, Kenya. The specific objectives were; to examine the influence of product, pricing, placement and promotion on sales performance of Small Scale Bixa Ollerana farmers in Kwale County, Kenya. The study was based on the following theories; Consumer Utility Theory, Theory of pricing, AIDA model and Distribution Channel Theory. The study adopted descriptive research targeting 2,419 Bixa farmers registered by the Ministry of Agriculture in Kwale County. A sample size of 106 farmers was drawn using simple random sampling technique. The study used structured questionnaire to collect the required data from the respondents. The study used descriptive statistics such as means, standard deviation and percentages and inferential statistics using Regression Analysis. The study established that individually, apart from placement strategy, product, price and promotion strategies influenced the sales performance of small scale Bixa Ollerana farmers in Kwale County. Overall, when the four marketing mix strategies were combined in multivariate-regression, only promotion strategy influenced the sales performance of small scale Bixa Ollerana farmers in Kwale County, Kenya. The interaction of the moderating effect of Government policy on Bixa Ollerana value chain did not change the relationship between marketing mix strategies and sales performance of small scale Bixa Ollerana farmers. Promotion mix strategy remained the only marketing mix strategy (r = -0.286, p = 0.000<0.05) that influenced the sales performance of small scale Bixa Ollerana farmers in Kwale County, Kenya. The findings from the study will be of importance to practice, marketing scholarship and Ministries of Industry, Trade and Cooperatives and Agriculture on Policy formulation for local and international marketing of Bixa Ollerana products. The study recommends that the Government of Kenya puts in place a policy framework now that Bixa Ollerana is a scheduled crop, to regulate and promote its production, processing and marketing.
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Wang, Junbin, and Xiaojun Fan. "Co-production strategy, retail competition, and market segmentation." Asia Pacific Journal of Marketing and Logistics 32, no. 2 (2019): 607–30. http://dx.doi.org/10.1108/apjml-10-2018-0408.
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Purpose The purpose of this paper is to examine the effect of manufacturers’ co-production strategy on market segmentation and channel performance under retail competition. Design/methodology/approach It differs from previous empirical studies by primarily focusing on the increment in consumer value accompanying co-production. The authors establish a game-theoretical model to analyze the impact of co-production on market segmentation and the profitability of channel members in a competitive retail environment. Findings The results reveal that manufacturers introducing co-production expand market coverage and benefit all channel members, when the intensity of competition is sufficiently high, especially for retailers with low-quality levels, who are out of the market without co-production. Furthermore, with the increase in customer valuation through co-production, employing a co-production strategy is always a dominant strategy for manufacturers. Research limitations/implications First, although the authors assume a monopoly manufacturer and two duopoly retailers, adding competition between manufacturers should enrich the model. Multiple products with vertical or horizontal differentiation could also be introduced into the model. Second, the authors use the multiplicative utility function to model the value co-creation effect on consumers; however, different utility functions may yield significantly different results and implications. Third, the authors model a one-shot game in a single product selling period; future studies may employ multi-period games to obtain further insight into co-production strategy. Finally, the model assumes that all consumers are homogenous in the extent of value creation and hassle cost. Future research may find it interesting to consider heterogeneity in these characteristics. Practical implications The business world today already sees the power of leadership in a supply chain to have shifted from manufacturers to retail giants such as Walmart, Home Depot and Best Buy. The findings also propose a new route to counteract the emergence and rise of dominant retailers. On the other hand, with the application of new technology in the retail industry such as 3D avatar, AR/VR, Internet of Things, consumers are more likely to participate in various forms of co-production activities, how to execute the co-production strategy has become more and more important for managers. Social implications The conclusion of this study points out the way to achieve a win–win outcome under which both channel members including manufacturer and retailers and consumers can be better off, that is, the channel can reach Pareto improvement, so the social welfare is increased accordingly. Originality/value The authors propose an analytical framework to examine the effects of co-production and competition on market segmentation and profitability, and prove that co-production is a powerful marketing tool that can attract consumers and increase profitability, which manufacturers can incorporate into their products even in a competitive environment.
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Wang, May, Stella Cho, and Trey Denton. "The impact of personalization and compatibility with past experience on e-banking usage." International Journal of Bank Marketing 35, no. 1 (2017): 45–55. http://dx.doi.org/10.1108/ijbm-04-2015-0046.
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Purpose Banks and financial services providers are increasingly delivering their services via electronic banking, also known as e-banking. Yet even though this type of delivery is now common, the degree of personalization in the services provided via this channel exhibit considerable variation. The purpose of this paper is to examine the impact of service personalization on consumer reaction to the e-banking service. Based on research of information and communication technology (ICT) service innovation and the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this study further examines one contingent factor, compatibility with previous experience with e-banking. This study focuses on the interactions effect of personalization and technology compatibility on customer e-banking service usage. Design/methodology/approach A survey was conducted to investigate the impacts of personalization on e-banking usage decision process and the interactions between personalization and compatibility with past e-banking experience. Quota sampling was applied and different type of customers were approached in 30 branches of the commercial bank. Data were collected from a sample of 181 banking customers in a metropolitan region in southern China. Findings The results indicated that personalization leads to increased performance expectancy and decreased effort expectancy, which in turn lead to increasing intention to continue to use e-banking services. In addition, compatibility with previous e-banking experience and personalization produces an interaction effect on both performance expectancy and effort expectancy. Research limitations/implications The theoretical contribution of this study is to demonstrate how the contingent factor of compatibility moderates the impact of personalization, thus extending the UTAUT model in the area of e-banking service adoption. Implications are twofold: personalization influences evaluations of both utility and ease of use, and the effect is magnified when compatibility with prior e-banking experience is factored into the model. This is an important extension and future research should examine whether the same relationship holds in other industries using new technologies to deliver services. The UTAUT model, after extension by including the moderating impact of compatibility, works well in demonstrating the impact of various factors on the adoption of a new technological delivery system for a service. Practical implications This study has two significant implications for managerial practices. First, the study sheds lights on the segmentation of e-banking customers. Modern marketers know that the best way to engage with consumers is through personal messaging strategies and should make great efforts to identify customers before trying to reach them. In the e-banking realm, consumer banking preferences keep changing. With a clear understanding of the different consumer banker segments, financial institutions can identify which channels appeal to them. For example, some users are more likely than average to use e-banking. Second, this study helps e-banking service provider design different personalized e-banking service for different customers. Social implications This study sheds light on social value of personalization, particularly among those new to a delivery platform. Originality/value This study provides evidence demonstrating that personalization increases customer perceptions of performance expectancy and decreases effort expectancy, and that the effect is most profound for customers with limited level of perceived compatibility with past experience with e-banking. This paper extended the UTAUT model and research on ICT service innovation by providing more insights on the impacts of e-banking service personalization and the contingency impact of user’s background in e-banking context.
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Yunita, Dwijayanty, and A. Windasari S.A. MBA. Ph.D. Nila. "Perfume Influencers Impact on Customers' Purchase Decision of HMNS Perfumery." International Journal of Current Science Research and Review 05, no. 12 (2022): 4714–24. https://doi.org/10.5281/zenodo.7479344.
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<strong>ABSTRACT: </strong>Nowadays, due to the fast growth of social media, the number of people using social media increases day-by-day. Influencer is one marketing strategy that has been used by marketers to strengthen brands' reputations. Hence, the use of digital platforms as a marketing channel has increased. Influencer marketing has been observed whereby well-known social media users are employed by brands to promote their products. However, the problem in the perfume industry's marketing is that it differs from other things in that its function and utility can be proved and seen easily, whereas it does not apply in the perfume industry. Fragrance is considered to be a personal preference. Online descriptions rarely correspond to what the consumer imagines. Customers will not know how the perfume smells unless they read other people's reviews on the internet. Therefore, the author wants to delve more into the impact of those people who are known as perfume influencers evaluations on HMNS brand consumer purchase decisions. This study was created to fill this gap. The purpose of this study is to explore the effect of social media influencers on HMNS Perfumery customer’s decision in purchasing perfume. This paper adopted the Ohanian model of source credibility since the authors aim to examine association between SMIs’ perceived attractiveness, trustworthiness, and expertise. For perfume influencer there is also one competence which the author assumes is needed to have, which is storytelling competence. The relationship between brand image and purchasing decision of perfume was then also investigated. The survey method was used as the research method. Online questionnaire was employed to gather primary data from the respondents in Indonesia. A total of 265 sample HMNS Perfumery customers participated in the survey and collected data was analyzed using PLS-SEM analysis with WarpPLS 8.0 software. Trustworthiness and expertise were found to have substantial impacts to increase brand image. Meanwhile, attractiveness and storytelling competence is not significant for the brand image increase. The results also showed that there was a favorable connection between brand image toward perfume influencers and their decisions to purchase fragrances. In addition to highlighting the study's contributions to theory and practice, this paper also emphasizes those contributions.
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Wang, Xue, Jiayuan Zhang, Deqing Ma, and Hao Sun. "Green Agricultural Products Supply Chain Subsidy Scheme with Green Traceability and Data-Driven Marketing of the Platform." International Journal of Environmental Research and Public Health 20, no. 4 (2023): 3056. http://dx.doi.org/10.3390/ijerph20043056.
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Government subsidies have played an important role in the development of green agriculture. In addition, the Internet platform is becoming a new channel to realize green traceability and promote the sale of agricultural products. In this context, we consider a two-level green agricultural products supply chain (GAPSC) consisting of one supplier and one Internet platform. The supplier makes green R&D investments to produce green agricultural products along with conventional agricultural products, and the platform implements green traceability and data-driven marketing. The differential game models are established under four government subsidy scenarios: no subsidy (NS), consumer subsidy (CS), supplier subsidy (SS), and supplier subsidy with green traceability cost-sharing (TSS). Then, the optimal feedback strategies under each subsidy scenario are derived using Bellman’s continuous dynamic programming theory. The comparative static analyses of key parameters are given, and the comparisons among different subsidy scenarios are conducted. Numerical examples are employed to obtain more management insights. The results show that the CS strategy is effective only if the competition intensity between two types of products is below a certain threshold. Compared to the NS scenario, the SS strategy can always improve the supplier’s green R&D level, the greenness level, market demand for green agricultural products, and the system’s utility. The TSS strategy can build on the SS strategy to further enhance the green traceability level of the platform and the greenness level and demand for green agricultural products due to the advantage of the cost-sharing mechanism. Accordingly, a win-win situation for both parties can be realized under the TSS strategy. However, the positive effect of the cost-sharing mechanism will be weakened as the supplier subsidy increases. Moreover, compared to three other scenarios, the increase in the environmental concern of the platform has a more significant negative impact on the TSS strategy.
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Villas-Boas, J. Miguel, and Ying Zhao. "Retailer, Manufacturers, and Individual Consumers: Modeling the Supply Side in the Ketchup Marketplace." Journal of Marketing Research 42, no. 1 (2005): 83–95. http://dx.doi.org/10.1509/jmkr.42.1.83.56959.
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The authors construct a model of the local ketchup market in a Texas city that accounts for household, manufacturer, and retailer decisions. That is, the model develops both demand and supply sides of the market. The authors model the demand side through a latent utility framework that allows for a no-purchase option. Accounting for both sides of the market enables the authors to check for any endogeneity problems on the demand side. They model the supply side through the profit-maximizing decisions of the manufacturers and a multiproduct retailer. Accounting for both the retailer and the manufacturer decisions enables the authors to evaluate the degree of manufacturer competition, retailer–manufacturer interactions, and retailer product-category pricing. Given the model assumptions and the market being studied, the authors find that not accounting for demand endogeneity can create bias in the estimation, the retailer seems to price below the static profit-maximizing prices for two of the three brands, and the inferred marginal wholesale prices are below the equilibrium uniform wholesale prices for two brands. The authors discuss the results with regard to channel bargaining, quantity discounts, and retailer category pricing.
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Pandey, Nivedita, Abhishek Vaishnava, and Priyanka Gupta. "Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry." European Journal of Sustainable Development Research 8, no. 4 (2024): em0271. http://dx.doi.org/10.29333/ejosdr/15139.
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It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.
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Li, Qiuxiang, Mengnan Shi, and Yimin Huang. "A Dynamic Price Game Model in a Low-Carbon, Closed-Loop Supply Chain Considering Return Rates and Fairness Concern Behaviors." International Journal of Environmental Research and Public Health 16, no. 11 (2019): 1978. http://dx.doi.org/10.3390/ijerph16111978.
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In this paper, we developed a dynamic price game model for a low-carbon, closed-loop supply chain system in which (1) the manufacturer had fairness concern and carbon emission reduction (CER) behaviors, and market share and profit maximization were their objectives, and (2) the retailer showed fairness concern behaviors in market competition and provided service input to reduce return rates. The retailer recycled old products from customers, and the manufacturer remanufactured the recycled old products. The effects of different parameter values on the stability and utility of the dynamic price game model were determined through analysis and numerical simulation. Results found that an increasing customer loyalty to the direct marketing channel decreased the stable region of the manufacturer’s price adjustment and increase that of the retailer. The stable region of the system shrank with an increase of CER and the retailer’s service level, which expanded with return rates. The dynamic system entered into chaos through flip bifurcation with the increase of price adjustment speed. In the chaotic state, the average utilities of the manufacturer and retailer all declined, while that of the retailer declined even more. Changes to parameter values had a great impact on the utilities of the manufacturer and retailer. By selecting appropriate control parameters, the dynamic system can return to a stable state from chaos again. The research of this paper is of great significance to participants’ price decision-making and supply chain operation management.
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Lekhovych, A., Ye Andrushchak, and M. Mrochko. "Challenges and prospects of virtual banking in Ukraine." Galic'kij ekonomičnij visnik 73, no. 6 (2021): 33–42. http://dx.doi.org/10.33108/galicianvisnyk_tntu2021.06.033.
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The essence of banking business virtualization is considered in this paper. It is noted that this process is an automated delivery of new and traditional banking products and services directly to customers by means of electronic, interactive communication channels. At present, most experts consider virtual banking to be the most promising electronic channel for providing banking services, as it allows you to implement an effective marketing concept of «the bank that is always with you». Virtual banking provides a transition from the traditional way of personal communication of customers with the bank's representatives face-to-face indoors during working hours to remote by connecting to the network anywhere at any time (24 hours a day, seven days a week). Trends in the development of virtual banking are systematized and the key ones are: active use of P2P transfers and increase in the number of payment services for utility and other bills; the growing popularity of making payments using smartphone; support of a single standard for electronic remote identification of BankID customers by the National Bank; active development of P2P lending. Features of electronic identification of the person through Bank-ID which allows confirmation of the user identity, using his bank data, and to receive remote access to administrative, financial, and commercial services are considered. In order to use Bank-ID, simply enter the login and password of Internet banking, from which the government receive the necessary information (passport data, identification code, etc.). It is revealed that today more than 40 participants are connected to the BankID system of the NBU and some banks are still at the testing stage. The provisions of the NBU Fintech Development Strategy until 2025 are analyzed. The strategy defines the priorities and goals of the Ukrainian financial sector development until 2025. The main problems of the virtual banking development in Ukraine are highlighted and it is noted that the cost of digital transformation is the most important barrier to the introduction of new technologies and the transformation of traditional bank into virtual one. Based on the analysis, conclusions about the importance of the banking business virtualization, especially in the current pandemic Covid-19, are substantiated.
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Lee, Hanna, Lori Rothenberg, and Yingjiao Xu. "Young luxury fashion consumers' preferences in multi-channel environment." International Journal of Retail & Distribution Management 48, no. 3 (2020): 244–61. http://dx.doi.org/10.1108/ijrdm-11-2018-0253.
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PurposeThe purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.Design/methodology/approachA D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.FindingsFindings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.Research limitations/implicationsThe sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.Practical implicationsProviding preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.Originality/valueThe paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.
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Hu, Wu-Yueh, Daniel Phaneuf, and Xiaoyong Zheng. "Quantifying the benefits associated with the use of alternative marketing arrangements by US farmers." China Agricultural Economic Review 6, no. 1 (2014): 108–24. http://dx.doi.org/10.1108/caer-10-2011-0147.
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Purpose – The purpose of this paper is to quantify the benefits to farmers from using alternative marketing arrangements (AMAs) in the USA. The authors first estimate a behavioral model explaining farmers' joint decisions on which commodities to produce and which marketing channels to use when selling their outputs. The authors then use the estimated model to quantify the benefits to farmers from using AMAs. Design/methodology/approach – The authors use the discrete choice random utility maximization model to examine farmers' choices on production regimes, where a regime is defined as a possible combination of all the individual commodity/marketing arrangement channels that the farmer can choose to use. The farmer is assumed to compare the utilities he gets from each of the possible production regimes and then selects the production regime that yields the highest utility to him. The benefit of having access to a particular AMA is measured as the negative of the welfare loss associated with forcing the farmer to abandon that particular AMA. Findings – The results indicate that AMAs yield an economically significant amount of benefits to farmers who rely on them to market their outputs. At the national level, the benefit of using production contracts to hog farmers is valued at $336.4 million. The benefits of using marketing contracts are valued at $374.2, $156.6 and $92.1 million for corn, soybeans and wheat producers. Originality/value – The paper is the first study that uses the farm-level data to study the welfare effects of marketing contracts in the grain sector. The results show that considering a multi-enterprises farm, farmers' welfare loss might be smaller when the hog production contract is no longer existed.
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Azizatun Fitriani, Muhammad Yasin, and Aditya Arga. "Aplikasi Kewirausahaan (K) “CLIPMATE”." Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2, no. 2 (2025): 240–62. https://doi.org/10.61132/jieap.v2i2.1118.
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This study explores the development and marketing strategy of an entrepreneurial product named CLIPMATE, a multifunctional keychain combining aesthetic design and carabiner functionality. The product targets young consumers, particularly university students, by offering both utility and personal expression. SWOT analysis, market surveys, and profit-loss calculations were conducted to assess market potential and business sustainability. Results indicate that CLIPMATE has promising market opportunities through digital marketing via social media and offline channels such as campus events. The product proves to be profitable with a positive net income and stable growth projection over the next five years. The study concludes that a blend of attractive design, affordable pricing, and strategic marketing are the keys to the success of the CLIPMATE business.
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Dr., Amit Dixit, and Tarun Kushwaha Dr. "MOBILE APPS EVALUATION: AN EXPLORATORY STUDY OF SMART PHONE USERS IN INDIA." Manager - The British Journal of Administrative Management 57, no. 145 (2021): 36–52. https://doi.org/10.5281/zenodo.5958089.
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<strong>ABSTRACT</strong> The widespread use of smart-phones has added new dimensions to interactive m-commerce in India. The penetration of smart-phones has brought millions of mobile applications (Apps) to the users and these apps offer direct marketing channels to marketers to communicate with target customers at any place and at any time. The marketers use customer’s profile and provide contextual and relevant information through the apps. These apps are significantly influencing every step of the buying behaviour of young consumers especially in the age bracket of 18-35 years. These apps are technological breakthrough and their evaluation and usage depends upon various factors. The present paper attempts to focus on the underlying factors that drive consumers to evaluate and use mobile app technology. 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Torrens, Marc, and Amir Tabakovic. "A Banking Platform to Leverage Data Driven Marketing with Machine Learning." Entropy 24, no. 3 (2022): 347. http://dx.doi.org/10.3390/e24030347.
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Payment data is one of the most valuable assets that retail banks can leverage as the major competitive advantage with respect to new entrants such as Fintech companies or giant internet companies. In marketing, the value behind data relates to the power of encoding customer preferences: the better you know your customer, the better your marketing strategy. In this paper, we present a B2B2C lead generation application based on payment transaction data within the online banking system. In this approach, the bank is an intermediary between its private customers and merchants. The bank uses its competence in Machine Learning driven marketing to build a lead generation application that helps merchants run data driven campaigns through the banking channels to reach retail customers. The bank’s retail customers trade the utility hidden in its payment transaction data for special offers and discounts offered by merchants. During the entire process banks protects the privacy of the retail customer.
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S.Hasan, Banu, and Princy P.Sahaya. "Marketing Problems of Betel Leaf A Study with Reference to Sholavandan at Madurai District in Tamil Nadu." Shanlax International Journal of Commerce 7, no. 2 (2019): 38–42. https://doi.org/10.5281/zenodo.2617225.
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Any production does not become economic until it reaches the consumers and the producers get their share out of consumer’s rupee which is worth the utility of his product. It is well known that betel leaf is a highly perishable commodity and does not last long. As such it has very low endurance level in the adverse weather. At the same time, even a little damage to the leaves of betel makes it defective leading to a reduction in demand. Consequently its prices declines sharply. Hence it causes many marketing problems at an alarming scale. Betel leaf agricultural market is characterized by high dominance of market intermediaries, non-availability of the storage facility, lack of market information, no proper organized market, high transportation cost. E-Marketing of agricultural products is an electronic trading portal for agricultural products through which many of the farmer’s problems can be solved. Using internet as a way of selling agricultural products is changing marketing channels in the agribusiness industry. This paper analysis the nature and importance of e-marketing of betel leaves in the study area.
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Kufile, Omolola Temitope, Oluwatolani Vivian Akinrinoye, Abiodun Yusuf Onifade, Onyinye Gift Ejike, Bisayo Oluwatosin Otokiti, and Samuel Augustine Umezurike. "Developing Conceptual Attribution Models for Cross-Platform Marketing Performance Evaluation." International Journal of Multidisciplinary Research and Growth Evaluation 4, no. 2 (2023): 844–54. https://doi.org/10.54660/.ijmrge.2023.4.2.844-854.
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In today’s fragmented digital marketing landscape, understanding the true impact of marketing efforts across multiple platforms is an increasingly complex yet essential challenge. As consumers interact with brands across various channels—social media, email, search engines, websites, and mobile apps—traditional last-touch or heuristic-based attribution models fail to capture the nuanced contributions of each touchpoint. This has created a pressing need for more accurate and theoretically grounded attribution models capable of evaluating cross-platform marketing performance holistically. This paper conducts a comprehensive literature-based investigation into the evolution, limitations, and innovations in marketing attribution modeling. Emphasizing a conceptual perspective, it synthesizes existing frameworks, analytical methods, and empirical findings to propose a unified attribution model suitable for dynamic, multichannel environments. The study explores rule-based, statistical, algorithmic, and hybrid approaches, assessing their effectiveness in tracing customer journeys and allocating credit to influencing interactions. Furthermore, it examines the role of data granularity, privacy regulations, and real-time processing in shaping attribution models. The proposed conceptual model seeks to bridge gaps in accuracy, interpretability, and strategic utility, offering a roadmap for marketers, analysts, and researchers to optimize performance evaluation across platforms. By integrating theoretical rigor with practical relevance, the paper contributes to the advancement of attribution science in the digital marketing ecosystem.
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Vagianos, Dimitrios. "Social media for brand image manipulation: an automotive industry applied approach." Scientific Journal of the Military University of Land Forces 211, no. 1 (2024): 97–121. http://dx.doi.org/10.5604/01.3001.0054.4269.
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The paper illustrates how social media marketing and analytics can assist businesses in achieving branding objectives by increasing their social media impact through advertising, getting social, using appropriate keywords, and creating effective and interactive communication channels with their intended audience. The multifaceted influence of social media postings is demonstrated by leveraging the Toyota Motor Corporation example. An explanation of how defamatory incidents have impacted the company’s social media atmospheric image is also included. Evidence of how negative intervals of social media presence could have been intelligently reversed through efficient content infusions is presented. Among numerous instruments allowing for analysis of marketing strategy results, “Social Mention”, “Talkwalker” and “Mentiolytics” were selected in order to demonstrate the efficiency and utility of social media monitoring methods using freely available tools. In this study, Toyota’s social media marketing strategy is highlighted by presenting measurements of variables such as the reach, strength, passion and sentiment of the brand over randomly selected time windows, demonstrating the dynamically evolving field of social media monitoring techniques.
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Henninger, Claudia Elisabeth, Panayiota J. Alevizou, and Caroline J. Oates. "IMC, social media and UK fashion micro-organisations." European Journal of Marketing 51, no. 3 (2017): 668–91. http://dx.doi.org/10.1108/ejm-08-2015-0599.
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Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
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Sasora, Fajar, Rahmad Fajrido Toreza, and Eny Inti Suryani. "RADIO MARKETING COMMUNICATION STRATEGIES IN AN EFFORT TO INCREASE THE NUMBER OF LISTENERS IN THE INDUSTRY 4.0 ERA IN 2021 ( Study on Radio El John 89.7 FM Baturaja )." Journal of Public Relations and Digital Communication (JPRDC) 2, no. 1 (2024): 10–19. https://doi.org/10.24967/jprdc.v2i1.3086.
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Radio as one of the audio mass media , radio ever has become a superior event whose strength is really taken into account . along with development technology communication radio start state dimmed and replaced by audio visual media, however until moment it's still radio still exists and airs one of them namely Radio El John 89.7 FM Baturaja . This radio has a superior program namely tourism, business, investment. Study This use approach qualitative descriptive For describe communication strategies marketing El John Radio 89.7 FM through featured programs in effort maintain radio listeners. Results study show that this radio use communication strategies marketing used with more utilise social media channels in effort reach listener from circles millennials and their results significant ie happen enhancement listener to radio's flagship programs
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Kaptein, Maurits, Richard McFarland, and Petri Parvinen. "Automated adaptive selling." European Journal of Marketing 52, no. 5/6 (2018): 1037–59. http://dx.doi.org/10.1108/ejm-08-2016-0485.
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Purpose This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website. Design/methodology/approach This paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies. Findings The results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used. Research limitations/implications This paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices). Practical implications The methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media). Originality/value To the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.
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Wu, Xiaoqin, Chaiyanant Panyasiri, and Li Zhang. "Development of a global management model and verification of the connotation of “Guanxi” in contemporary Chinese marketing channels." Journal of Infrastructure, Policy and Development 8, no. 15 (2024): 8382. https://doi.org/10.24294/jipd8382.
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This study aims to explore the connotation of “Guanxi” within contemporary Chinese marketing channels and to construct and verify a global management model. The objective is to examine how instrumental and emotional dimensions of Guanxi influence enterprise operations and management processes. A hybrid research methodology combining qualitative and quantitative approaches was employed. In-depth interviews with 30 dealer executives provided qualitative insights, while a large-scale survey with 305 valid responses facilitated quantitative analysis. SPSS22.0 and LISREL8.8 were utilized for data analysis, including reliability, validity, hypothesis testing, and structural equation modeling (SEM). The findings reveal that Guanxi is multi-dimensional, comprising both instrumental and emotional components. Instrumental Guanxi includes factors such as status, prestige, credibility, and decision-making power, while emotional Guanxi encompasses trust, emotional connection, and mutual respect. Both dimensions significantly affect professionalism, shared values, contact frequency, and popularity within marketing channels. Hypothesis testing confirmed the significant relationships between these variables, except for the non-significant impact of popularity on instrumental Guanxi. The mediating effects of flexibility and supervision on the relationship between Guanxi and corporate performance were also significant, highlighting the mechanisms through which Guanxi influences organizational outcomes. Moderating effects of perceived internal incentive fairness and digital collaboration capabilities further amplify these relationships. Finaly, the study underscores the dual importance of strategic utility and emotional resonance in Guanxi, providing a robust model for understanding its impact on business management. These insights are valuable for both researchers and practitioners aiming to leverage Guanxi in enhancing organizational performance and relational strategies.
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Ngarava and Mushunje. "Market Awareness and Participation for Cattle Farmers in the Kaonafatso ya Dikgomo (KyD) Scheme in KwaZulu-Natal Province, South Africa." Agriculture 9, no. 10 (2019): 215. http://dx.doi.org/10.3390/agriculture9100215.
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The objective of the study was to outline the determinants of market awareness and participation in the Kaonafatso ya Dikgomo (KyD) scheme in South Africa. The study utilised a cross-sectional survey of a randomly selected sample of 116 KyD farmers in KwaZulu-Natal Province. A Logit model was used to analyse the data. The results show that more farmers are aware of farmgate market channels, but however, they tended to utilise auction market channels. Furthermore, gender, marital status, educational level, employment status, farm income, source of income, herd size, labour and training were significant variables in the awareness and use of butcheries, auctions and farm gate markets. The study concludes that the scheme is particularly effective in influencing commercialisation through utilisation of more lucrative market channels such as auctions. Furthermore, socio-economic factors had a bearing on the awareness and use of marketing channels for smallholder farmers in the KyD scheme. Labour was particularly significant across butchery, auction and farm gate market channels. The study recommends that the scheme needs to improve awareness and use of market channels through utilisation of information platforms such as radio, television and direct communication though mobile phones. Furthermore, extension should assist farmers not only in awareness of markets, but also in the utilisation of those markets.
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Contreras Pinochet, Luis Hernan, Guilherme Tongnole Diogo, Evandro Luiz Lopes, Eliane Herrero, and Ricardo Luiz Pereira Bueno. "Propensity of contracting loans services from FinTech’s in Brazil." International Journal of Bank Marketing 37, no. 5 (2019): 1190–214. http://dx.doi.org/10.1108/ijbm-07-2018-0174.
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Purpose Given the large global investments made in FinTechs and the context of Brazilian credit (which has been suffering from the effects of the crisis in the last decade), the purpose of this paper is to study the propensity of consumption of credit services offered by FinTechs of loans. In order to discover the factors that influenced the propensity to apply for FinTech loans, a theoretical model was designed, which was tested by means of a survey given to individuals who might contract loans. Design/methodology/approach The final sample consisted of 507 individuals whose data were analyzed through structural equation modeling (SEM), with estimation of partial least squares. Findings From the results of the research, it was possible to draw a profile of the FinTechs of Brazilian loans and also to estimate the antecedents of the propensity to utilize this type of service. Research limitations/implications The model proposed in this work was developed to measure the propensity to consume in relation to the credit services offered by lending FinTechs. Practical implications The consumer should intensify the use of these channels to shape financial products and services to their needs, thereby democratizing access to credit, which is often restricted in quantity and quality by policies of institutions that dominate the Brazilian lending market. Originality/value Aspects such as trust, personal innovation, perceived utility, ease of use and social influence, as well as the constructs that precede them like privacy, stigma and transactional distance, explain 41.5 percent of the propensity to use services from lending FinTechs in Brazil.
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Broadbent, Gail Helen, Thomas Oliver Wiedmann, and Graciela Isabel Metternicht. "Electric Vehicle Uptake: Understanding the Print Media’s Role in Changing Attitudes and Perceptions." World Electric Vehicle Journal 12, no. 4 (2021): 174. http://dx.doi.org/10.3390/wevj12040174.
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Passenger motor vehicle transport is a significant and growing emissions source contributing to climate change. Switching from internal combustion engines to electric vehicles (EV) would significantly reduce most countries’ emissions, but for many consumers perceived barriers deter EV adoption. Consequently, government policies designed to incentivise a transition to EVs could benefit from consideration of the utility of communication channels such as print media for influencing consumer behaviour. This research explores the role that media and other communication channels writing about EVs play in consumer perceptions and awareness of government-initiated programs and policies to incentivise EV market transition. Using mixed methods of a media review and New Zealand car buyer surveys (questionnaires, interviews) (n = 893), we identified car buyers’ media use to update knowledge about cars, perceptions about EVs, and likelihood to buy, and tested awareness and popularity of incentives. We derive recommendations for policy improvements to accelerate EV uptake, including a significant role for the print media to disseminate relevant information, increase awareness of policies, and shift perceptions about EVs. We argue that social marketing programs should be enhanced to overcome lack of knowledge and misinformation, focusing on the market segment next most likely to buy EVs.
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Ahmad Shahrul, Nurul Izzati, Nor Azah Mohd Rathi, Haliza Abdul Ghani, and Zaemah Abdul Kadir. "A Cultural Analysis of Malaysian Youtube Advertisements Using Aristotle’s Persuasive Techniques." International Journal of Research and Innovation in Social Science VIII, no. VIII (2024): 1024–33. http://dx.doi.org/10.47772/ijriss.2024.808079.
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Most companies utilise technological advancement to broaden their reach to larger-scale audiences with the presence of various social media platforms. YouTube which is a free online sharing website has been used by advertisersas their top choice to execute their marketing strategies. Marketing managers need to advertise their products with charming persuasive strategies and incorporate appeals that connect to audiencesto persuade the audiences’ purchase decisions. The main purpose of this study is to analyse Aristotle’s Persuasive Techniques used in Malaysian YouTube video advertisements from a cultural perspective. This study adopted a qualitative approach involving data samples from three video advertisements from different brands selected from their official YouTube channel. Data is analysed using content analysis from a cultural perspective, with Aristotle’s persuasive appeals as the foundation. The findings showed each advertisement employs persuasive strategies to engage its audiences. These findings are hoped to offer a better understanding of the use of persuasive strategies and to prove that culture is also an appeal that can be incorporated into persuasive strategies to successfully deliver intended messages to the audiences.
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Singh, Sukhpal. "India’s Agricultural Market Acts of 2020: Implications for (small) farmers with special reference to Punjab." Sikh Research Journal 6, no. 1 (2021): 108–25. http://dx.doi.org/10.62307/srj.v6i1.66.
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Agricultural markets are key to ensuring higher farmer incomes, but in India, agricultural market reforms have been stuck for almost two decades as agriculture is a state subject. The Union Ministry of Agriculture and Farmer Welfare (MoAFW) framed two new Acts on agricultural produce wholesale markets and contract farming (besides amending the Essential Commodities Act, 1955) in 2020 to allow and encourage new market channels in terms of buying from or working directly with farmers. These were parallel to state governments changing their APMC Acts, following the Model APMC Acts suggested by the Union MoAFW. This paper assesses the rationale and benefits of the 2020 Acts, and their implications for farmers and other stakeholders. It also examines the major provisions of the new Acts, i.e. APMC mandi bypass Act, 2020, which creates a new trade area outside the purview of the APMCs, and the Contract Farming Act, 2020, besides the amendments to these Union Acts by the state government of Punjab (2020), as informed by research studies on various marketing channels used by farmers and their experience of the same. The paper highlights some major lacunae of the 2020 Acts, in the context of Punjab agriculture, and examines the utility of the Punjab’s amendments to the Central Acts. The paper highlights the need for legal provisions to protect smallholder interests and leverage new channels for their development.
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Green, Joshua. "More Than TV: Channel Ten and Diversity in Free-to-Air Broadcasting." Media International Australia 100, no. 1 (2001): 49–63. http://dx.doi.org/10.1177/1329878x0110000107.
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Free-to-air broadcasting is currently facing some tough challenges. Amidst declining viewing figures, the rise of competing technologies and the infiltration of pay TV, free-to-air broadcasters have watched their audience fragment and their revenue base become shaky. This paper examines the way the Ten Network has reconfigured itself in response to some of these challenges, recasting itself as a free-to-air broadcaster narrowcaster, appealing specifically to the youth market as a way of making itself economically viable. In doing so, Ten has introduced to the Australian television environment a new way of conceiving a television network — as an entity that transcends the broadcasting medium and configures itself as a desired cultural space. This paper examines Ten's shift from the position of a broadcaster to a narrowcaster through the introduction of niche marketing and determined counter-programming strategies. Hand in hand with this. Ten's branding strategies and expanded media interests have sought to establish the network as a youth cultural mecca rather than simply a youth-focused broadcaster. This paper will look at the way the reconfigured Ten exists as a portal for youth viewers to gain access to a youth-specific public sphere, a commercial space where they can engage in semiotic self-determination and utilise transnational products enabling a process of DIY citizenship (Hartley, 1999: 162).
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Merritt, Kamarin, and Shichao Zhao. "An Investigation of What Factors Determine the Way in Which Customer Satisfaction Is Increased through Omni-Channel Marketing in Retail." Administrative Sciences 10, no. 4 (2020): 85. http://dx.doi.org/10.3390/admsci10040085.
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There have been significant changes evident across the retail sector over the last 20 years, which have been primarily influenced by technological advancements. These changes have forced many retailers to rethink their business models and utilise a combination of both brick and mortar stores and online domains to present an integrated shopping experience. In order to gain an understanding of how customer satisfaction is increased through omni-channel retailing, we collected data through survey research, specifically through semi-structured interviews and questionnaires. In order to generate concise and accurate findings, the data were analysed using thematic analysis. From this analysis, three themes were generated. The first theme explores the reasoning behind preferred shopping methods and what influences these customers’ purchase methods. The second theme explores customers’ personal preference and investigates the potential of using virtual reality as a method for increasing customer satisfaction. Finally, the third theme looks into utilising interactive technology to create a diversified user experience. This theme explores the potential of utilising a communication platform for customers and also designing a tangible interface for disabled customers. This study has opened up an opportunity for future research and has outlined potential design insights in how to improve customer experience and customer purchase intentions.
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Amelia, Anika, and Nursantri Yanti. "Strategi Yang Efektif Dalam Pengembangan Produk Bank Muamalat KC Medan Baru." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2023): 872–78. http://dx.doi.org/10.47467/elmal.v5i3.3865.
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In developing a company must have a strategy that is very effective in developing a product that must be done so that the company is always growing rapidly in the world of market competition. Product development for bank Muamalat KC Medan Baru, the business carried out by the company develops existing products or produces new products and takes a strategic approach to achieve success and avoid risks, and presents products that are attractive, competitive and provide convenience in transactions, as well as according with the needs of society and market industry. The purpose of this study is to find out the strategy for product development at Muamalat Kc Medan Baru bank. The method used is descriptive qualitative method. The results of this study indicate that the product marketing concept that Islamic banks need to pay attention to in developing products and services, namely: needs, wants, demands, production, utility, value and satisfaction. Direct product promotion channels for Bank Muamalat KC Medan Baru are by picking up the ball, introducing the Muamalat DIN application, using the Personal Selling model, optimizing Costomer Service, door to door.
 Keywords: Product Development Strategy, Bank Muamalat Products
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Amelia, Anika, and Nursantri Yanti. "Strategi yang Efektif dalam Pengembangan Produk Bank Muamalat KC Medan Baru." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2024): 1266–72. http://dx.doi.org/10.47467/elmal.v5i3.635.
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In developing a company must have a strategy that is very effective in developing a product that must be done so that the company is always growing rapidly in the world of market competition. Product development for bank Muamalat KC Medan Baru, the business carried out by the company develops existing products or produces new products and takes a strategic approach to achieve success and avoid risks, and presents products that are attractive, competitive and provide convenience in transactions, as well as according with the needs of society and market industry. The purpose of this study is to find out the strategy for product development at Muamalat Kc Medan Baru bank. The method used is descriptive qualitative method. The results of this study indicate that the product marketing concept that Islamic banks need to pay attention to in developing products and services, namely: needs, wants, demands, production, utility, value and satisfaction. Direct product promotion channels for Bank Muamalat KC Medan Baru are by picking up the ball, introducing the Muamalat DIN application, using the Personal Selling model, optimizing Costomer Service, door to door. Keywords: Product Development Strategy, Bank Muamalat Products
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Clark, Christopher, and Lesley White. "Entry barriers in retail pharmacy: a novel model." International Journal of Pharmaceutical and Healthcare Marketing 3, no. 3 (2009): 279–93. http://dx.doi.org/10.1108/17506120910989688.
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PurposeBarriers to entry and entry deterrent strategies are widely discussed elements of the strategic literature and help define the attractiveness of an industry. The channel structure of the pharmaceutical industry, in part because of the level of regulation applicable to it, has the potential for idiosyncratic strategic behaviour. The purpose of this paper is to explore the applicability of traditional approaches to entry barriers and entry deterrence in the Australian retail pharmacy industry facing the threat of a major entry by examining the perceptions of incumbent retail pharmacists regarding the strength of potential barriers to entry into the industry, and their likely response to entry.Design/methodology/approachThe paper uses both qualitative and quantitative methodology to categorise potential barriers to entry in terms of their perception by incumbent players. More than 20 in‐depth interviews are conducted with a range of stakeholders and 132 retail pharmacists completed questionnaires.FindingsThe paper suggests that this industry is relying on barriers which, while arguably effective, are outside the industry's control, and do not justify the apparent complacency among retail pharmacists.Practical implicationsThis research is of significant managerial relevance since it demonstrates that the incumbents are unprepared for potentially devastating impacts if supermarkets or other new competitors were to enter the market.Originality/valueThe authors propose and utilise a novel framework for entry barrier analysis which includes the perceived locus of control for each entry barrier. The contribution of the paper is therefore in its treatment of the traditional arena of entry barriers and deterrence.
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Vo Nguyen, Minh-Trang, Man-Keun Kim, and Shang-Ho Yang. "Exploring the Ingredient Choices and Maximum Budget for Fresh Food Boxes in Taiwan." Horticulturae 7, no. 10 (2021): 408. http://dx.doi.org/10.3390/horticulturae7100408.
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Fresh food boxes have been popular in many countries for providing convenience and supporting local production, while the convenient access of various market channels in Taiwan makes it difficult to develop. The COVID-19 events shed light on the opportunity to promote fresh food boxes. Due to the complexity of consumer preferences, it is important to investigate the market opportunity of fresh food boxes. A total of 748 valid survey data were collected throughout Taiwan from July to September in 2019. The analysis of variance and interval regression model with random utility theory was adopted to explore food product preferences and to elicit the maximum budget for the fresh food box. Results show that marrow vegetables, fruits, and meats are the major categories that must be included in the list of the fresh food box. The average maximum budget for a fresh food box is about NTD 702 (about USD 25), while the highest maximum budget can reach up to NTD 1202 (about USD 43) for some potential consumers. Although fresh food boxes have a market opportunity in Taiwan, the market potential may be more focused on those who have online market shopping experiences. Marketers would need more marketing strategies to enhance more potential shoppers to adopt the online purchase for fresh food boxes.
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Ndou, Portia, Bridget Taruvinga, Christian P. du Plooy, Tshililo Ramusandiwa, and Michael Mokwala. "Enabling Environment for Inclusive Horticultural Value Chain for Smallholders in Gauteng Province, South Africa." Journal of Agricultural Science 13, no. 2 (2021): 66. http://dx.doi.org/10.5539/jas.v13n2p66.
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The purpose of this study was to investigate the enabling environment within which smallholder farmers operate amidst the uneven playing field in the agricultural sector and the stringent demands of the consumer driven market. Most of the smallholder farmers utilise informal vegetable markets and these offer higher prices for the leafy vegetables. The study is based on data collected from 56 smallholder vegetable producers in Gauteng Province of South Africa. The study unveiled that the business environment has many challenges for the smallholder to competitively function in formal marketing channels, including poor upstream and downstream linkages and access to finance and technology. Access to inputs is a limiting factor to productivity with almost 41.7% of the farmers depending of government input handouts. The results of the logistic regression analysis shows a positive relationship between the choice of most utilised market and age, level of education, established arrangement with certain markets and sources of information on markets. This study concludes that there is need for multi-stakeholder engagements including organisations already working with smallholder farmers in order to ensure that there is no overlap of support services and hence indirectly ensuring wider coverage of farmer support. Both upstream and downstream linkages need to be promoted and this needs the intervention of the government through the support of organisations such as the national Department of Agriculture.
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McClelland, Heather, Rory C. O'Connor, Laura Gibson, and Donald J. MacIntyre. "Exploring Web-Based Support for Suicidal Ideation in the Scottish Population: Usability Study." JMIR Formative Research 9 (January 24, 2025): e55932. https://doi.org/10.2196/55932.
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Background Suicide is a global health concern. In the United Kingdom, Scotland has the highest suicide rate. Lived experience and suicide prevention stakeholders in Scotland have identified a key gap in suicide prevention activities: the lack of 24-hour peer-driven web-based support for people who are suicidal. Objective This usability study aimed to evaluate the feasibility, acceptability, utility, and reach of a suicide prevention website (Surviving Suicidal Thoughts) specifically designed to support residents in Scotland who are experiencing suicidal thoughts themselves or suspect or know someone who is experiencing suicidal thoughts. Intended support was delivered through the provision of personal testimony videos of individuals with lived experience. Methods A peer-driven website was developed specifically to support residents of Scotland experiencing suicidal thoughts. The website included resources (eg, videos from lived experience and written guidance about how to respond to someone who may be experiencing suicidal thoughts) to help reduce distress, normalize experiences, and challenge distressing thoughts. The website was promoted via leading web-based social media channels and Google Ads. Evaluation of the website was based on website engagement, marketing strategy, and direct web user feedback via a cross-sectional survey. Results Data were collected for 41 weeks (June 2022 to February 2023) spanning the launch of the website and the conclusion of the second marketing campaign. On average, the website received 99.9 visitors per day. A total of 56% (n=14,439) of visitors were female, ages ranged from younger than 18 years to older than 70 years (commonly between 25 and 34 years) and originated from all regions of Scotland. According to Google Search terms of Scottish residents, of the individuals indicated to be experiencing suicidal thoughts but not looking for help, 5.3% (n=920) engaged with the website compared to 10.5% (n=2898) who were indicated to be looking for help for themselves. Based on participant responses to the evaluation survey (n=101), the website was associated with a significant reduction in suicidal thoughts (P=.03). Reasons for visiting the website varied. Marketing data implied that people were more likely to engage with advertisements, which they felt were more personal, and visitors to the website were more likely to engage with videos, which corresponded to their age. Conclusions A peer-led website may help residents of Scotland who are experiencing suicidal thoughts. Web-based interventions may have considerable reach in Scotland both in terms of age and geographic area. Engagement with the website was similar to other self-help websites for suicidal ideation; however, more nuanced methods of analyzing website engagement for help-seeking behavior are recommended. Future work would benefit from exploring the effectiveness of this website based on a larger participant sample with website modifications guided by the principles of social learning theory.