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Journal articles on the topic 'Marketing consumer goods'
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1
Carter, C. "Marketing electronic consumer goods." Engineering Management Journal 6, no. 1 (1996): 41. http://dx.doi.org/10.1049/em:19960106.
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S, R. Deepika. "Analysis of Marketing Vs Online Marketing." Shanlax International Journal of Commerce 7, S3 (2019): 56–60. https://doi.org/10.5281/zenodo.2572421.
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It process of the Product should be reach ultimate consumer nothing but marketing. We use a large variety of goods and services in our daily life. We know that the businessman produces goods and services for our use. These are not necessarily produced at the places where they are consumed or used. While the obvious purpose of internet marketing is to sell goods, services or advertising over the internet, it’s not the only purpose a business using internet marketing may have a company may be marketing online to communicate a message about itself brand or to conduct research.
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Pirakatheeswari, Dr P., and B. K. Balasuriya. "A STUDY ON THE IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS ELECTRONIC GOODS WITH REFERENCE TO COIMBATORE CITY." Juni Khyat 15, no. 02 (2025): 108–17. https://doi.org/10.36893/jk.2025.v15i2.027.
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The advent of digital marketing has revolutionized the way consumers interact with electronic goods. This study investigates the impact of digital marketing on consumer behaviour of electronic goods in Coimbatore City. A survey of 300 consumers was conducted to gather data on their online shopping habits, social media influence, and digital advertising effectiveness. The results show that digital marketing significantly influences consumer purchasing decisions, with social media and online reviews being key drivers. The study also reveals that Coimbatore consumers are increasingly relying on digital channels for product research and purchasing. The findings have implications for electronic goods marketers, highlighting the need to develop effective digital marketing strategies to engage with consumers in Coimbatore City.
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Zhang, Zhiyan. "An Analysis of Consumer Behavior and Marketing Principles in Blind Box Purchasing A Case Study of Pop Mart." Advances in Economics, Management and Political Sciences 78, no. 1 (2024): 7–12. http://dx.doi.org/10.54254/2754-1169/78/20241615.
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As an emerging marketing model, blind box marketing has been sought after by consumers and various industries. Based on the consumer purchase process of blind box, this paper takes Pop Mart, the leading blind box brand, as an example, carries out a consumer behavior analysis including motivation generation, information collection and selection, purchase process and post-purchase behavior, and discusses the principle of "blind box marketing". Consumers do not know what is the specific toy before purchase. The uncertainty of probabilistic marketing incentives, as well as the pricing method of sales channels, hit the consumers' psychology, bringing a sense of excitement for consumers, further stimulating the desire to consume, and enhancing user loyalty. Finally, this paper explores the use of "blind box marketing", and categorizes and analyzes its applicable products. Due to its price, and consumer preferences, FMCG (Fast Moving Consumer Goods) products are more suitable for the "blind box" marketing model, while products with strong functionality or luxury products are not suitable for this model.
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G, Saranya. "A Study on Consumer Behavior towards Durable Goods- with Special reference to Theni District." Shanlax International Journal of Commerce 7, S3 (2019): 9–13. https://doi.org/10.5281/zenodo.2572403.
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Consumer behavior is center of modern marketing, understanding his behavior is quite essential for efficient and effective marketing management. Customers may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Marketing problem enhancing from the consumer’s behavior has a greater degree of similarity behavioral problems relating to the consumer durables. Use of durable goods is becoming increasingly popular in recent years in India. The introduction of different types of durables has also brought out many significant changes in the tastes and preferences of ultimate consumers in recent years.
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HATSKA, Liudmyla. "Research of consumer behavior in environmental marketing." Economics. Finances. Law, no. 10 (October 26, 2020): 5–8. http://dx.doi.org/10.37634/efp.2020.10.1.
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The relevance of the research topic is determined by the prospects of Ukraine's accession to the European Green Course and the resulting need to intensify efforts to form and constantly increase demand for environmental goods and services. A significant role in this issue is given to environmental marketing, namely – the study of consumer behavior of environmental goods and services, environmental market segmentation, selection of target groups and development of marketing strategies for each of them. Much attention is paid to these issues in our work. The article also contains a theoretical analysis of different approaches to the formation of a model of consumer behavior of environmental goods and services. We focused on the peculiarities of the application in environmental marketing of economic, psychological and social approaches to the formation of behavioral patterns of different groups of consumers in relation to the environmental friendliness of goods. We also considered the features of marketing strategies to attract different groups of "green" consumers and the main tools of environmental orientation of the consumption structure. Last one include eco-labeling, eco-branding, consumer information orientation on sustainable products, editing consumer choices and nudge. We made a conclusion that consumers of ecological goods should be considered as a dynamic structure that is constantly changing based on the growing awareness of buyers and their understanding of the problems of sustainable development and requires constant monitoring. In Ukraine, "green buyers" can be an excellent target group of high-value market segment, which is not yet sufficiently developed. The use of environmental marketing tools will help direct consumer demand for sustainable products and stimulate the development of environmental entrepreneurship.
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Rai, Bharat, and Rewan Kumar Dahal. "Social Media Marketing Initiatives and Brand Loyalty." Nepal Journal of Multidisciplinary Research 7, no. 1 (2024): 22–39. http://dx.doi.org/10.3126/njmr.v7i1.65241.
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Background: Social media advertising strategies have radically changed how brands interact with consumers and cultivate brand loyalty. The study's principal objective was to identify the influence of social media marketing activities on consumer brand loyalty toward shopping goods. Methods: The study used primary data from a structured survey questionnaire with the six-point Likert scale sent to Nepalese customers. The study's sampling was convenient, and the Kathmandu-based location was chosen as the sample site. The study's population was the consumers of consumer shopping goods. People who purchase consumer shopping items were given 600 surveys, but only 395 usable questionnaires were collected. Results: Through the path analysis, the influence of the credibility of social media significantly and positively influenced brand loyalty (β = 0.165, p < 0.05). It was also found that the informativeness of social media significantly impacted brand loyalty toward consumer shopping goods (β = 0.130, p < 0.05). Likewise, it was also investigated whether social media entertainment significantly impacts brand loyalty (β = 0.426, p < 0.05) toward consumer shopping goods in the Nepalese market. Conclusion: By leveraging the power of social media venues to engage with customers, deliver pertinent content, and create personalized experiences, businesses may cultivate a strong emotional connection with their target audience, increasing brand loyalty and trust. Novelty: The study results show how future researchers and business people can look at the new conditions for market growth.
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Popadynets, Nazariy. "Nature of marketing activity in the system of organization of domestic market provision with consumer goods." Regional Economy, no. 4(94) (2019): 127–36. http://dx.doi.org/10.36818/1562-0905-2019-4-12.
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The modern stage of economic development of the domestic consumer market, its new patterns and priorities, change of regulation and saturation factors, and transformation of the paradigm of resources and goods provision stipulate the need to improve all the components of its functioning mechanism with the mandatory use of marketing instruments. Therefore, the research of the consumer market condition and development trends as an important component of the general economic system becomes increasingly important. On the one hand, the current condition of most segments offering food and non-food products is considered as unstable and demonstrating negative tendencies related to a sharp decline of previously achieved volumes of supply and sales, reduction of the material basis for production and realization of high-quality goods, and substantial noncompliance with the needs of the population. On the other hand, the paces of innovative changes regarding the methods of production and realization of consumer goods that correspond to global standards, including the use of advanced marketing strategies and Internet resources, are high. The paper aims to substantiate the nature and reasonability of the use of the marketing approach in the system of organization of domestic market provision with consumer goods. Improvement of the quality of life by verification of the safety and quality of food is determined to be the major task of the consumer market regulation. The nature of marketing activity is proven to lie in the stimulation of demand and its forming, as well as stimulation of consumer goods production and creation of conditions for their quality and competitiveness maintenance. The tasks of the marketing activity in the system of organization of domestic market provision with consumer goods are directed at the qualitative meeting of consumer needs of the population by the use of various marketing technologies and approaches. Marketing approaches to the organization of the domestic market provision with consumer goods are outlined. Marketing methods of analysis and determining of production volumes and consumers’ needs on the domestic consumer market are defined.
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Chen, Xianfeng. "Quantitative Analysis of Regional Luxury Brand Marketing Using Logit Model." Journal of Mathematics 2022 (February 10, 2022): 1–11. http://dx.doi.org/10.1155/2022/4870685.
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The luxury consumer market in my country is developing rapidly. However, due to the differences in the culture and consumer psychology of different regions in my country, the marketing status of luxury goods in my country will be different in different regions. Under the premise of analyzing consumer groups, it deeply analyzes the factors that affect the luxury consumption psychology of Chinese consumers, expounds this psychological state, and then analyzes the problems existing in my country’s luxury goods marketing. Finally, based on consumer psychology, suggestions on luxury marketing related to these issues have been put forward. In addition, quantitative research on marketing and how to psychologically open a new chapter of marketing in the luxury goods industry have always been the core themes that foreign marketing researchers will continue to explore for a long time. The logo model is an excellent analysis in this process. By introducing the principles of the logo model and applying this model to the empirical study of domestic consumers’ choice of a specific luxury brand, it is shown that the logo model can be used to analyze many problems in marketing research. More useful quantitative information is undoubtedly of great benefit to the academic research of marketing and the practice of marketing management.
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B. Attih, Okokon. "Marketing Mix and Consumer Purchase Decision of Fast-Moving Consumer Goods (FMCG) in Akwa Ibom State, Nigeria." British Journal of Management and Marketing Studies 8, no. 1 (2025): 67–81. https://doi.org/10.52589/bjmms-ixxfwokk.
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This study was conducted to examine the effect of marketing mix on the consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, Nigeria. The survey research design was used in this study. Data for the study were obtained through a structured questionnaire administered to the respondents. The population of the study comprised all the consumers of fast-moving consumer goods (FMCG) in Akwa Ibom State. The sample size of 308 respondents were selected using convenience sampling technique. Four hypotheses were formulated and tested using Spearman Correlation at 0.05 level of significance. The findings of the study revealed that there is a positive and significant relationship between marketing mix-product, price, place, promotion and consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, with the correlation coefficient (r = 0.479), (r =0.573), (r = .0.720) and (r = 0.623) respectively at the significant value of 0.000 (p>0.05). Therefore, it is concluded that marketing mix plays an important role in influencing the consumer purchase decision of fast-moving consumer goods (FMCG).
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VERMA, ADITYA, and VANDANA TYAGI. "Eco-Design and Sustainable Product Development: Greening Innovation." Universal Research Reports 10, no. 3 (2023): 57–63. http://dx.doi.org/10.36676/urr.2023-v10i3-008.
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Businesses use green marketing, sustainable marketing, or eco-marketing to promote environmentally friendly, socially responsible, and ecologically sustainable goods and services. This marketing strategy targets environmentally concerned customers who want items with minimum environmental and social effect. We examine green marketing's core elements and ramifications. First, we examine why organisations use green marketing methods, such as brand reputation, recruiting environmentally concerned customers, compliance with legislation, and global sustainability. Second, we examine the difficulties organisations confront in green marketing, such as eco-labeling, supply chain transparency, and cost-effectiveness vs sustainability. investigates the changing consumer attitude and societal green awareness. The debate shows how people are increasingly choosing eco-friendly goods and services. We also examine how social media and technology promote green goods and sustainable lifestyles. examines how green marketing affects industry, agriculture, and energy. It examines eco-design, renewable energy, and waste reduction efforts by various sectors. Government laws, incentives, and international agreements also influence global green marketing strategies. considers technology, consumer tastes, and business's role in sustainable innovation in green marketing's future. It stresses long-term planning and stakeholder participation to balance economic development and environmental protection. Green marketing is moving beyond conventional marketing. Businesses must innovate, educate consumers, and appreciate sustainability. Green marketing is essential to a sustainable and ethical future as the globe faces environmental issues.
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Boniar, Svitlana, Olena Pylypenko, and Nataliia Valiavska. "PROBLEMS OF INTERPRETING RESULTS OF MARKETING RESEARCH OFCONSUMER MARKETS / OF CONSUMER PREFERENCES." Collection of scientific research papers State University of Infrastructure and Technologies Section “Economics and Management”, no. 54 (December 15, 2023): 14–29. http://dx.doi.org/10.32703/2664-2964-2023-54-14-29.
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The article is devoted to the consideration of the problems of interpreting the results of marketing research on the preferences of consumers of mass consumer goods markets (FMCG markets, consumer goods markets, mass market).The relevance of the study is established and the reasons for the importance of analyzing the problems of interpreting the results of marketing research on consumer preferences in the markets of mass consumption goods are established. Such reasons are the high level of competition of manufacturers in these markets, the high degree ofpersonalization of needs and the variability of trends in the markets, the complexity of data collection and the high costof research.The analysis of the latest research and publications in the field of identifying problems of the organization and conducting marketing research, in particular the description of the problems of conducting research on the preferences of consumers of goods in mass demand, іs performed. The article notes the characteristic features of mass consumer goods markets, such as large sales volumes, significant volumes of product stocks and high turnover of these stocks, significant intensity of competition and a large number of product manufacturers involved in market participation, a significant variety of products, consumer sensitivity to price changes.Features of conducting marketing research on consumer preferences in mass consumer goods markets are established, including the formation of large databases (the so-called big data), the variability of consumer preferences, the need for periodic updating of the database, the dependence of research results on the degreeof representativeness of the sample and the peculiarities of its formation;the dependence of sales volumes on the applied measures to promote goods. A wide range of problems of interpreting the results of consumer marketing research are grouped into several groups: problems of collecting an adequate and accurate database;application of inadequate methods in the processing of statistical data;insufficient sample size or incorrect sample formation;inconsistency, discrepancy, incompatibility of data, lack of basis of comparison or standardized units of measurement;insufficient understanding of the sociocultural context;subjectivity.Descriptions of the problems inherent in each group and examples of the formation of inadequate conclusions are provided.The main ways and methods of overcoming the problems of misinterpretation of the results of marketing research are presented.
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Deekshitha, A. Udaya Kumar M., and D. Pradeep M. "A STUDY ON CHANGING CONSUMER BEHAVIOUR TOWARDS FAST MOVING CONSUMABLE GOODS IN INDIA." International Journal of Multidisciplinary Research and Modern Education 3, no. 1 (2017): 392–98. https://doi.org/10.5281/zenodo.801189.
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Consumers are the king in the modern business world. They are one who buys goods for their consumption to meet their aspirations. Fulfilling consumer desire is the ultimate goal of marketing activities. Indian business are highly influenced by the rapid changes in the technology, improved economic systems, higher purchasing power of consumers, changing life style, online marketing and retail opportunities. Organised retail business has facilitated towards bringing drastic changes in the buying behaviour among consumers. Consumer behaviour is dynamic in nature. Hence, exact prediction, about future sustainable growth of the business prospects upon consumer behaviour is a challenge. Moulding marketing strategies to meet changing consumer needs should be planned well by the business entities. This study is descriptive in nature where the researcher used secondary sources of data from research Journals, books, Company Reports, Newspapers, and Magazines etc. This paper explores on various dimensions of changing consumer preference and consumer behaviour over the fast moving consumable goods, identifies the shift in consumer behaviour through analysing the impact over manufacturing units to become consumer centric and suggests measures to the organisations to formulate consumer centric marketing strategies.
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Dr., J. Jothi Krishnan, and S.Sivaraj. "Customer Motivation and Loyalty towards Shopping Malls in Chennai City." International Journal of Engineering and Management Research 8, no. 2 (2018): 118–23. https://doi.org/10.5281/zenodo.3361986.
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Consumer movement is a universal phenomenon. The goods or services available may be in abundance or in short supply, but the position of the consumer is weak, in relation to the seller. Sellers want customers, as buyers and not as complainants. The frustration and bitterness on the part of consumers, who have been promised much is indeed great, but they realise less. It can be due to the existence of sellers’ market, where consumers are voiceless. There are many practices whereby consumers are not only being denied their basic rights but are being deceived too. A consumer is an individual who consumes goods, manufactured by firms or created by nature (air, water etc.) and services offered by government hospital, educational institutions etc.
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Raksha, Prabhu K. "A Comparative Analysis on Digital Marketing and Traditional Marketing: Consumer Perspective." International Journal of Advance and Applied Research 4, no. 20 (2023): 55–57. https://doi.org/10.5281/zenodo.8035841.
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Throughout centuries marketing has always been consumer centric. The main reason behind marketing is to make goods and services available to the consumers as per their needs, wants and to identify the right channel of advertisement which becomes very crucial in marketing campaign. Marketing is the way to increase buying and selling speed at the market place. In the past few yearse-marketing technologies have become the fastest growing technology.The main objective of this study is to analyze consumer motives and reasons related to the purchase of goods or services and identifying the differences in marketing strategies used depending on the demographics of respondents. There is a drastic shift into digital marketing after covid-19 pandemic; hence it has negatively impacted the traditional marketing. The purpose of this study is to recognize the differences in consumer opinions by availing distinguished services of traditional and digital marketing strategies. Marketing is ongoing process since it has been shifted from traditional marketing to digital marketing. This paper has acknowledged the traditional and digital marketing with help of consumer opinion and after using the different service experience of traditional and digital marketing. The number of responses collected is 150 responses.
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Lyzhnyk, Yu B., І. V. Shapovalova, and R. V. Shamrin. "APPLICATION OF INTERNET MARKETING TOOLS TO FORM CONSUMER BEHAVIORAL RESPONSE." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1(78) 2023 (2023): 14–20. http://dx.doi.org/10.33274/2079-4819-2023-78-1-14-20.
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Objective. The objective of the article is to study the directions of application of Internet marketing tools for the formation of behavioral reactions of consumers, in particular, the determination of the main advantages and potential problems in the promotion of goods on the Internet. Methods. To achieve the goal, general scientific and special research methods were used, in particular: the analysis method (to study the growth of Internet sales in Ukraine), the logical generalization method (to formulate a list of Internet marketing tools that have the greatest influence on consumer behavior), the method of analogies (to determine the main potential problems when applying Internet marketing to form consumer reactions), the method of comparative comparison (to compare the speed and cost of Internet access in Ukraine and in other countries) and the method of analyzing scientific publications (to analyze the modern works of domestic and foreign scientists in the areas of research on the impact of marketing on consumer behavior and on the use of Internet tools for marketing promotion of goods). Results. As a result of the conducted study of the directions of application of Internet marketing tools for the formation of the behavioral response of consumers, the main branches of Internet marketing tools were outlined, such as website development, search engine optimization and search advertising, content marketing and social media marketing. The main prerequisites of the commercial segment of the Internet and marketing means of product promotion using Internet marketing tools in Ukraine are determined. The main components of Internet marketing and the features of their application in the process of forming the expected behavioral reaction of the consumer are clarified. The main areas of potential reaction of consumers are given. The need to use Internet marketing tools for the promotion of goods and services is substantiated, and the main problems that may arise in this process are outlined.
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Barabanova, V. V., and N. S. Pryimak. "THE EFFECT OF MARKET PRICING ON CONSUMER BEHAVIOR IN CONDITIONS OF UNCERTAINTY." TRADE AND MARKET OF UKRAINE, no. 2(54) 2023 (December 30, 2023): 71–78. http://dx.doi.org/10.33274/2079-4762-2023-54-2-71-78.
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Objective. Purpose of the article is to highlight and find ways to solve the problem of assessing the impact of marketing pricing on consumer behavior in conditions of uncertainty. Methods. he theoretical and methodological basis of the research is inductive and deductive research methods for the systematization of marketing pricing concepts; scientific works of domestic scientists regarding the impact of marketing pricing on consumer behavior in conditions of uncertainty. The research used methods that provide the method of scientific knowledge, the method of system-structural analysis. The results. The article examines the impact of marketing pricing on consumer behavior in conditions of uncertainty. It has been proven that the consumer is the main reference point of marketing pricing. Changes in consumer behavior require extensive research in Ukraine in conditions of uncertainty. Certain changes in consumer behavior, formed in conditions of uncertainty for the period 2022-2023, were studied, namely: active purchase of promotional goods, during discounts; reduction of purchase volumes of certain groups of goods; purchase of the company's own brand products; search for cheap substitute goods; purchase of products of Ukrainian trademarks of companies; purchase of goods in online stores. It was determined that it is relevant to take into account the needs and preferences of consumers according to psychological types, which will allow enterprises to implement an effective marketing price strategy and become more successful than their competitors on the market. It is proposed to use psychological methods in the formation of marketing pricing for products in conditions of uncertainty: seasonal, holiday discounts; "rule 100"; unrounded prices; decreasing the number on the left; "price environment". The use of discounts will improve the quality of development of the marketing price policy of enterprises, save business and meet the demands of the Ukrainian consumer in conditions of uncertainty.
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RAJA, Dr M. "Services Marketing – A Study With Reference To Private Hospitals In Dharmapuri District." Restaurant Business 118, no. 9 (2019): 390–407. http://dx.doi.org/10.26643/rb.v118i9.8509.
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Services marketing are a sub field of marketing which covers the marketing of both goods and services. Goods include the marketing of fast moving consumer goods (FMCG) and durables. Services marketing typically refer to the marketing of both business to consumer (B2C) and business to business (B2B) services. Common examples of service marketing are found in telecommunications, air travel, health care, financial services, all types of hospitality services, car rental services, and professional services.
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Belyaev, V. I., and O. N. Pyatkova. "MARKETING AS A FUNCTION OF BUSINESS MANAGEMENT IN THE CONTEXT OF PHILOSOPHY OF UTILITARISM AND AXIOLOGY." Economics Profession Business, no. 2 (June 17, 2022): 15–22. http://dx.doi.org/10.14258/epb202216.
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The article proposes a method for managing the development of consumer properties of goods using the categories of utility and value. The author considers the content of the philosophy of utilitarianism and axiology. The author proposes to use their fundamental principles as the basis of the marketing function for the development of consumer properties of goods. Utility, according to the theory of utilitarianism, is capable of shaping such social behavior that increases the level of satisfaction with the everyday life of the bulk of consumers. Value in the everyday life appears in the desire of individuals and large social groups to obtain real quantitative benefits from the consumption of purchased goods. Finally, utility of individual consumer properties is represented by the value of the entire product for sale. That is the task of marketing in business. The solution to this task is the real substantive connection between the philosophy of utilitarianism and axiology with the functional tasks of marketing to develop the functional characteristics of the good. These characteristics, in the process of buying and selling, are perceived by buyers as its consumer properties, by which they judge the value of the purchase. The author proposes to use these philosophical principles in solving the functional tasks of marketing for the development of goods by the means of a three-level model for analyzing the consumer properties of goods. According to this model at the first level the author proposes to use an indicator that reflects the value of the purchase, for example, car fuel efficiency. At the second and third levels there are the consumer properties of individual components, aggregates that consumers integrate in consciousness into the value of the entire product. This value determines the behavior of the buyer when making purchases.
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Kumari, Ms Priyanka. "“Impact of Social Media Marketing”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49873.
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ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E-commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data was collected from reports, scholarly journals, and case studies
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Kaif, Mohd. "“Impact of Social Media Marketing”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50444.
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ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E- commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data was collected from reports, scholarly journals, and case studies.
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Chen, Qiaoshan, Shousong Cai, and Xiaomin Gu. "Construction of the Luxury Marketing Model Based on Machine Learning Classification Algorithm." Scientific Programming 2021 (October 19, 2021): 1–11. http://dx.doi.org/10.1155/2021/6511552.
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China has become the world’s largest luxury goods consumer market due to its population base. In view of the bright prospects of the luxury consumer market, major companies have entered and want to get a share. For the luxury goods industry, traditional mass marketing methods are not able to serve corporate sales and marketing strategies more effectively, and targeted marketing is clearly much more efficient than randomized marketing. Therefore, in this paper, based on consumer buying habits and characteristics data of luxury goods, the paper uses a machine learning algorithm to build a personalized marketing strategy model. And the paper uses historical data to model and form deductions to predict the purchase demand of each consumer and evaluate the possibility of customers buying different goods, including cosmetics, jewelry, and clothing.
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Kottoor, Nimmy S., and Dr Abin T. Mathews. "Consumer Behaviour Towards Durable Goods: A Study On Thiruvananthapuram District." IOSR Journal of Humanities and Social Science 29, no. 9 (2024): 16–22. http://dx.doi.org/10.9790/0837-2909051622.
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Understanding consumer behaviour is fundamental to modern marketing, making it essential for effective marketing management. While consumers may articulate their needs and desires, their actual behaviour often diverges, reflecting deeper motivations they might not even recognize. India's consumer market is currently flourishing, fuelled by the nation's robust economic growth. This expansion is largely driven by a youthful population with increasing disposable incomes and easy access to financing options, leading to remarkable market outcomes. The challenges posed by consumer behaviour are becoming more pronounced, especially in the context of durable goods. In recent years, the popularity of durable goods in India has surged, with the introduction of various products bringing about significant changes in consumer tastes and preferences
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Sun, Yulou. "Marketing Strategies for Luxury Brands in the Chinese Market: Based on the Evolution of Consumer." Highlights in Business, Economics and Management 30 (April 10, 2024): 256–64. http://dx.doi.org/10.54097/p104dy69.
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This paper explores the development and evolution of luxury brand marketing strategies in the Chinese market from 1992 to the present through a diachronic analysis. It divides the development of China's luxury market into four phases: the initial entry period, the golden development period, the localization period, and the global leadership period. This paper explores the evolution of consumer psychology by analyzing consumers' views on luxury goods and the meaning of luxury consumption to consumers in different periods. Based on this, this paper delves into how the marketing strategies of luxury brands in China have changed in response to the changes in consumer psychology, and explores the dual relationship between the marketing strategies of luxury brands and the psychology of consumers from a macro-historical perspective. The paper has found that Chinese traditional culture and Western values have jointly shaped consumer behavior, reflected in the pursuit of social value and individual expression through luxury goods. Luxury brands, on the other hand, continue to inject fresh impetus into their growth in the Chinese market through constant localization, digitalization, and youthful marketing strategies.
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CUONG, Pham Hung. "Role of Digital Marketing in Consumer Goods Retailing. Evidence from Vietnam in the Context of the 4th Industrial Revolution." Journal of Advanced Research in Law and Economics 10, no. 4 (2019): 1266. http://dx.doi.org/10.14505//jarle.v10.4(42).26.
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The development of the 4th Industrial revolution has brought many changes in technologies that are set to change the business world. In Vietnam, retailers of consumer products have taken the advantage of the innovation to engage in digital marketing. The aim of this study is therefore to evaluate the significance of digital marketing in consumer goods retailing. The hypothesis developed for the research is that there is a certain link between digital marketing and consumer goods industry. To achieve its aim, the study uses quantitative research methodologies where data is collected through online questionnaires. A purposive sample of 580 respondents was used to obtain data. The information gathered was analyzed using Excel and SPSS packages.
 The study finds that most respondents knew about online sale of consumer goods through advertising ads on the web. The paper then draws a correlation between knowledge of marketing and the actual buying of goods. It is further established that majority of participants prefer buying goods online because it is convenient and cost-effective. The role of digital marketing in consumer goods retailing is explicitly outlined and linked to research hypothesis. By so doing, the study is said to have met its objective.
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Li, Chengzhu. "Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies." Highlights in Business, Economics and Management 41 (October 15, 2024): 542–45. http://dx.doi.org/10.54097/aew6n176.
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With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.
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Agasti, Sarmistha. "IMPACT OF FACTORS INFLUENCING CONSUMER BEHAVIOR IN WEST BENGAL." International Journal of Advanced Research 9, no. 10 (2021): 1394. http://dx.doi.org/10.21474/ijar01/13696.
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In the last years, consumer behaviour and their decision-making process has advanced and has become an important topic in the marketing society. this paper presents an extensive review on the influencing factors on consumers behavior and their buying decision-making process in marketing. The marketing starts and finish with the consumer hence, consumer purchasing decision taking shows how well the organizations marketing strategy suits marketing demand. Consumer behavior includes the psychological procedures which consumers experience in understanding their requirements. Discovering patterns to rectify these requirements, taking buying decisions for example, whether to purchase goods and services and if so, which types of brands and where, interpret tips, making plans, and executing these plans for example, with engaging in comparison shopping or real buying of products, Totally, modern and professional marketing staffs try to know consumers and their responses, therefore, analyses the essential traits of their behavior.
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Kollabathula, Aravind and Ramchandra. "A STUDY ON RURAL MARKETING OF FAST-MOVING CONSUMER GOODS [MILK] PRODUCTS IN GUNTUR DISTRICT OF ANDHRA PRADESH." MULTILOGIC IN SCIENCE XIII, no. XXXXVII (2023): 833–35. https://doi.org/10.5281/zenodo.8111966.
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Fast Moving Consumer Goods (FMCG) also known as consumer-packaged goods are consumed every day by the average consumers and it has become part of everyday life for most of the urban and rural people, used up over short period of days, weeks or months and within one year. The items in FMCG include all consumables (other than groceries, pulses) and non-consumable that people buy at regular intervals. Since the past few years, the income of rural Indians is raising and their mindset to buy FMCG products are increasing rapidly with improving their lifestyle. With this improving interest of rural consumers over FMCG products, the study entitled " Study on Rural Marketing of Fast-Moving Consumer Goods (FMCG) Milk was undertaken to investigate the buying pattern of rural consumers inVinukonda mandal of Guntur district, the factors affecting the buying pattern of rural consumers, the factors affecting the buying behavior of rural consumers, their level of satisfaction towards the changing the attributes like Price, Quality, Availabilities, offers, and purchasing experience and the various opportunities and challenges for FMCG companies in rural areas. The products chosen for this case study are milk and its importance This study also reveals that how a rural consumer makes the decision to spend their available resources (time, effort, money) on consuming related items and their satisfaction levels towards their FMCG product available in their locations. The study also identifies how their power of buying the FMCG products is utilized from different stores. It also revealed the affective of various sources of information affecting the buying behavior of FMCG brands and also the loyalty of rural consumers on sticking to the same brand.
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ГОФМАН Е.И., ГОФМАН Е. И. "BEHAVIORAL MODELS IN MARKETING: HOW CONSUMERS REACT TO PARAPHERNALIA IN A SPORTS CLUB." Экономика и предпринимательство, no. 5(166) (June 28, 2024): 757–59. http://dx.doi.org/10.34925/eip.2024.166.5.151.
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В статье рассмотрены модели рационального и иррационального поведение потребителей с точки зрения основных типов поведение потребителей спортивных товаров с потребителями товаров повседневного спроса. В исследовании полностью учитывается культурные, социальные, психологические и индивидуальные факторы поведения потребителя, при анализе выявлено несколько основных моделей потребительского поведения, количество которых зависит от особенностей сегмента и рынка. The article considers the models of rational and irrational consumer behavior in terms of the main types of behavior of consumers of sporting goods with consumers of everyday goods. The study fully takes into account cultural, social, psychological and individual factors of consumer behavior, the analysis reveals several basic models of consumer behavior, the number of which depends on the characteristics of the segment and market.
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Harcourt, Horsfall. "Perceived Brand Quality and Marketing Effectiveness of Quoted Fast Moving Consumer Goods (FMCG) Companies in Rivers State." International Journal of Advanced Academic Research 10, no. 5 (2024): 1–11. https://doi.org/10.5281/zenodo.11117248.
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<em>The study examines the empirical relationship between perceived brand quality and marketing effectiveness of quoted fast moving consumer goods (FMCG) companies in Rivers State. The study adopted a correlational investigation. The population of this study consists of twenty-one (21) quoted fast moving consumer goods (FMCG) companies in Rivers State, using a census sampling techniques. Three (3) respondents were drawn from each of the companies making a total of sixty- three (63) respondents to whom copies of structured questionnaire were administered. The hypotheses were tested using the Pearson Product Moment Correlation with the aid of statistical packages of social science (SPSS) version 25.0. The study’s findings revealed that there is a positive and statistically significant relationship between perceived brand quality and marketing effectiveness of quoted fast moving consumer goods (FMCG) companies in Rivers State. It is the recommendation of this study that managers of quoted fast moving consumer goods companies should be involved in activities that communicate, promote and educate the consumers on the quality of their products in order to improve the consumers’ perception on their brand equity and should aim to further improve their perceived brand quality.</em>
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Rosenbaum, Mark Scott, Germán Contreras Ramírez, Karen Edwards, Jiyeon Kim, Jeffery M. Campbell, and Marianne C. Bickle. "The digitization of health care retailing." Journal of Research in Interactive Marketing 11, no. 4 (2017): 432–46. http://dx.doi.org/10.1108/jrim-07-2017-0058.
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Purpose This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers. Design/methodology/approach The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers. Findings The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity. Research limitations/implications Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment. Social implications Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches. Originality/value The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.
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Yadav, Ankita, S. K. Singh, and Manoj Kumar Dash. "Evaluating the Impact of Digital Marketing Platforms on Generation X and Y Purchase Intentions in the FMCG Industry." Darpan International Research Analysis 13, no. 1 (2025): 25–39. https://doi.org/10.36676/dira.v13.i1.161.
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For Generation X and Generation Y particularly, digital marketing has revolutionised consumer behaviour and the fast-moving consumer goods (FMCG) industry. “Among many digital marketing outlets, this study evaluates the degree to which social media marketing, email marketing, influencer marketing, and online advertising—all of which affect purchase intentions. Using a mixed-methods approach to assess engagement levels, brand perception, and purchase behaviour, the research aggregates qualitative interviews with consumers from both generations with quantitative surveys. The findings highlight significant factors affecting consumer response to digital marketing: engagement, brand confidence, and customisation. Generation X consumers are primarily influenced by email marketing and online advertising; Generation Y consumers make purchase decisions largely depending on social media and influencer marketing. Furthermore, the studies reveal that by means of engaging content, highlighting the requirement of targeted marketing strategies suitable for age preferences helps to improve conversion rates and brand loyalty. The insights gained by this research provides FMCG managers with vital guidance to maximise their digital marketing projects, therefore ensuring more effective audience involvement and improved brand-consumer interactions.
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Putra, I. Wayan Govinda Gotama, and Gede Sri Darma. "MENAKAR STRATEGI GOVINDA SPORT MENYIKAPI PERUBAHAN PERILAKU KONSUMEN DARI KONVENSIONAL KE ONLINE SHOPPING." E-Jurnal Manajemen Universitas Udayana 10, no. 7 (2021): 714. http://dx.doi.org/10.24843/ejmunud.2021.v10.i07.p05.
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The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. This research uses qualitative methods with descriptive approach. Data collected through in-depth interviews and using Zoom. The informans were determined by purposive sampling. The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery. Govinda Sport has implemented Marketing Mix strategy in conventional and online stores but the profit obtained from online business are still far less, this is due to the low level of sales and there is no staff who have expertise in digital marketing. The management should hire digital marketing expert, doing promotions on Instagram and encouraging consumers to purchase through online store in marketplace.
 Keywords: consumer behavior, marketing strategies, online shopping, marketing mix
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Kalkova, Natalya Nikolaevna, and Artemiy Nikolaevich Buzni. "Sensory marketing in the digital economy." Vestnik of Astrakhan State Technical University. Series: Economics 2024, no. 3 (2024): 104–10. http://dx.doi.org/10.24143/2073-5537-2024-3-104-110.
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In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.
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Federico, De Andreis. "Consumer Behavior and Marketing Management Strategies." International Journal of Management Sciences and Business Research 8, no. 4 (2019): 73–77. https://doi.org/10.5281/zenodo.3491823.
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The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (brands, products, and retailers) or are influenced by their environment (culture, media, family, social groups). This article aims to explain how the consumer behavior involves the study of how people - either individually or in groups -acquire, use, experience, discard, and make decisions about goods or services. The impact consumer behavior on the marketing management is also of relevance, in fact, a marketing campaign may have serious repercussions on the purchase of a product or a service and shall be calibrated on the customers’ needs and desires to be effective an efficient
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Mr., Abhilash Jha Mr. Akshay Ukirde. ""ANALYTICAL STUDY OF COP-SHOP SERVICE USED FOR VEGETABLE DELIVERY"." International Journal of Advance and Applied Research 9, no. 6 (2022): 22–33. https://doi.org/10.5281/zenodo.6988323.
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<em>Abstract</em> <em>According to Philip Kotler, “Every Producer seeks to link together the set of marketing intermediaries that fulfil the firm’s objectives. This set of marketing intermediaries is called the marketing channel also trade channel or channel of distribution.” A major focus of marketing channels is delivery. It is only through distribution that public and private goods and services can be made available for use or consumption. The path between producers and users that goods and services follow is called a marketing channel. For marketing of services, the channel is direct because of their intangibility. A marketing channel, therefore, requires a minimum of a seller and a buyer. The buyer may be an ultimate consumer or an industrial consumer. Typically, a marketing channel includes, besides buyers and sellers, various middlemen. Middlemen may be wholesalers, dealers, distributors, or retailers. The marketing or distribution channel is the movement of goods and services between the point of production and the point of consumption through an organization that performs a variety of marketing activities. The major participants in the distribution channel are; producers, intermediaries, and consumers.</em>
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Dwivedi, Abhishek, and Robert McDonald. "Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications." European Journal of Marketing 52, no. 7/8 (2018): 1387–411. http://dx.doi.org/10.1108/ejm-11-2016-0665.
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Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for. Findings Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome. Research limitations/implications The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity. Practical implications An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity. Originality/value A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.
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E, Nithish. "Study on the Impact of Emotions on Consumer Purchasing Behaviour of FMCG Products." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem42949.
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The behaviour of consumers plays a crucial role in the marketing of Fast-Moving Consumer Goods (FMCG). Consumer decision-making is influenced by numerous factors, including emotional triggers. This research aims to examine the impact of emotions on consumer purchasing behaviour, particularly focusing on social value and impulsive buying tendencies. By analyzing consumer preferences and emotional drivers, this study highlights the role of emotional marketing strategies in FMCG product sales. The research utilizes statistical analysis to measure the significance of emotions in purchasing decisions and their influence on brand loyalty and repeat purchases. Keywords: Consumer behaviour, emotional marketing, social value, impulsive buying, brand loyalty, FMCG.
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Mustikorini, Dwi Indah, and Eprilia Cindi Calista. "Pengaruh Elemen Bauran Pemasaran Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen Menggunakan Jasa Pengiriman Barang Pada PT. JNE Cabang Surabaya Selatan (Studi Pada Konsumen Pengguna Jasa Pengiriman PT. JNE Cabang Surabaya Selatan)." PRAGMATIS 2, no. 1 (2021): 17. http://dx.doi.org/10.30742/pragmatis.v2i1.2017.
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This study aims to determine the effect of elements of the marketing mix and consumer confidence on consumer purchasing decisions using goods delivery services at PT. JNE South Surabaya Branch. One of the factors that can influence purchasing decisions is by applying elements of the marketing mix consisting of products, prices, places, promotions, people, processes, and physical evidence and increasing consumer confidence. The formulation of the problem in this study is whether the elements of the marketing mix (marketing mix) and consumer trust have a significant effect on consumer purchasing decisions in using goods delivery services at PT. JNE South Surabaya Branch. The purpose of this study is to determine the effect of elements of the marketing mix and consumer confidence on purchasing decisions. The method used in this research is quantitative. The population in this study are the consumers of JNE service users. The sampling technique in this study is a non-probability sampling technique used by 100 respondents. The data collection method used in this study was a questionnaire. Data analysis used descriptive analysis and multiple linear analysis. The results showed that the marketing mix and consumer trust together had a significant effect on purchasing decisions. However, two variables do not have a significant effect on purchasing decisions, namely place variables and physical evidence.
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Lidiya, Vasylchenko. "Analysis of consumer behavior formation models under the influence of marketing communication environment of the enterprise." Technology Audit and Production Reserves 1, no. 4(51) (2020): 41–44. https://doi.org/10.15587/2312-8372.2020.198534.
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<em>The object of research is the influence of the marketing communication environment of the enterprise on the model of formation of consumer behavior. The study of this influence in today's conditions is becoming increasingly promising and is due, first of all, to the increasing role of marketing communications in the promotion of goods and services of an enterprise. The application of scientific approaches to the formation of consumer behavior will more accurately determine the target audience. This will increase the effectiveness of the advertising campaign of the enterprise. When writing the work, such methods and approaches as logical generalization, analysis and synthesis are used to substantiate conceptual approaches to shaping consumer behavior. As well as a grouping method – for compiling methodological approaches to the study of consumer behavior.</em> <em>The paper analyzes the differences between the adoption of consumer decisions about the purchase of goods and the communication component of marketing in the relationship of business models B2B and B2C. In particular, it is indicated that industrial consumers in the B2B business model are influenced by corporate marketing, which reflects not the personal interests, but the interests of business entities. At the same time, the business model in the B2B segment is aimed at maintaining stable and mutually beneficial relations between economic entities as strategic partners using a specific set of methods and tools. The author systematizes the main methodological approaches to the study of consumer behavior and its models, in general terms it can be divided into two enlarged groups: psychographic (value style) and commodity or subject.</em> <em>It is argued that the successful use of the considered models is an effective tool of marketing communications, the use of which will increase the effectiveness of the advertising campaign, will turn potential consumers into real ones. This, in the future, will lead to an increase in the volume of sales of products (services) and an increase in the competitiveness of the enterprise.</em>
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Barabanova, V. V., H. A. Bohatyryova, and Y. S. Popova. "MARKETING ASPECTS OF GOODS COMPETITIVE ADVANTAGES FORMATION ON THE MARKET OF UKRAINE." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 2 (75) 2021 (2021): 9–18. http://dx.doi.org/10.33274/2079-4819-2021-75-2-9-18.
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Objective. The objective of the article is to substantiate the innovative marketing approach to the formation of competitive advantages of goods on the market of Ukraine, its focus on customer needs, to improve management through the use of innovative marketing instruments that will ensure the competitiveness of goods on the market of Ukraine. Methods. The theoretical and methodological basis of the study is the set of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The following methods are used to ensure logical essence in the study - the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems. Results. In the article the authors consider the features of innovative marketing approach to the formation of competitive advantages of goods in the market, the ability to offer and sell competitive goods with the acquisition of additional services for better customer service. The importance of individual marketing for the sale of goods and services for each individual consumer based on constant contact with customers, marketing awareness of the product is justified. The essence of the marketing approach to the formation of competitive advantages on the example of the market of cosmetic products with the use of innovative approach to marketing decisions, brand loyalty, creative advertising etc. is researched. The authors develop a structural and functional model of the formation of competitive advantages of goods on the basis of innovative marketing approach as consumer-oriented marketing, the development of new types of goods that consumers need and want to get. Innovative marketing instruments that will promote the formation of competitive advantages of goods on the market of Ukraine are proposed
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Yang, Yuqing. "Analysis on the Marketing Strategy of Blind Box." Advances in Economics, Management and Political Sciences 27, no. 1 (2023): 26–30. http://dx.doi.org/10.54254/2754-1169/27/20231206.
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In recent years, as blind boxes are becoming more and more popular among consumers, the blind box economy is booming. From hot toys to cultural and creative products, from digital appliances to food and clothing, buying and sharing blind boxes has become a new consumer trend. A toy box that is labeled "blind" means that the consumer cannot know in advance what sort of goods will be inside. This trend of toys targets the young consumer market, stimulating consumers to buy and rebuy. Blind boxes' unknowability can pique customers' curiosity, increase their readiness to buy, better activate the market for consumer goods, and boost their potential for consumption. As a marketing carrier, blind box can innovate and develop new cultural business forms, and also extend the cultural industry chain. Traditional culture is full of vitality under the guidance of new consumption patterns. Looking at the development of blind box economy in recent years, with the rise of blind box economy, many problems have been exposed, breeding industry chaos. This paper analyzes the reasons why blind box is so popular, its marketing success and its reasons, as well as some existing problems and future prospects, so as to offer some references for future researches on blind box industry.
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Jaggi, Pallavi, and Rini. "Analysis of Marketing Strategies in the context of Green Products." Gyan Management Journal 17, no. 1 (2023): 8–19. http://dx.doi.org/10.48165/gmj.2022.17.1.2.
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Purpose - In the context of the consumer durables products business, transformational marketing tactics have been made possible by the implementation of holistic marketing in the era of Industrial Revolution 4.0. As a result of customers’ active involvement with marketers, the range of marketing methods has expanded in line with consumer knowledge of climate sensitivity, establishing the groundwork for environmentally friendly products. Green marketing makes it possible for businesses to create and sell environmentally friendly goods. Enhancing the company’s reputation, making it simple to reach a specific consumer group (Niche marketing), and most crucially, retaining its competitive edge. As consumers become increasingly conscious of the quality of the items, green products are intriguing topics to debate. Consumer education about product quality strives to promote environmental protection and health advantages. The decision of consumers to purchase green products is influenced by a variety of factors. In the context of green products in the consumer durables business, the current study emphasizes the fundamentals of marketing strategies and related techniques. Consumer durables encompass anything from FMCG to electronic devices (white and brown products).
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Dutta, Aarohi, and Birla Vidya Niketan. "MARKET STUDY OF FURNISHING GOODS." International Journal of Social Science and Economic Research 08, no. 11 (2023): 3697–702. http://dx.doi.org/10.46609/ijsser.2023.v08i11.025.
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Furnishing goods are one of the types of products in shopping goods in marketing. These are durable consumer goods. Durable consumer goods are considered as necessities, purchased regardless of economic conditions. This paper involves information about the types of furnishing goods and emphasizes on consumer preferences, how it keeps changing, what all establishments do to work with consumer preferences and bring in more customers, the reasons of difference in consumer preferences and market leaders in furnishing goods.
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Ritika, Agrahari, and Brijesh Kumar Jaiswal Dr. "Consumers Awareness towards Green Marketing and Consumer Perception and Preferences in Varanasi." International Journal of Innovative Science and Research Technology 7, no. 10 (2022): 149–62. https://doi.org/10.5281/zenodo.7226968.
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The green movement is quickly growing around the world. Consumers accept responsibility and act responsibly in this regard. Consumer awareness and inspiration continue to drive market transformation, particularly with the launch of more environmentally friendly products. The key to successful marketing has always been to recognize trends and frame goods, brands, and services in ways that support customer intentions. Many firms have expressed concern about environmental issues. Companies are coming up with more green products that help to improve the world's polluted conditions. They "go green" as they realize that they can decrease pollution issues and at the same time grow profits. Environmental marketing, or green marketing, aims to protect the environment for upcoming generations. This paper highlights consumer awareness of green marketing and the perception of consumers with the help of a questionnaire. A survey of 100 respondents was conducted. According to the results of this survey, there are growing concerns about consumer awareness, the environment, and a growing preference for green products. This trend offers a chance for a marketer to offer green products and catch the theme. Keep in mind that these research-inspiring, mind-boggling facts can have a big impact on the way different companies make and sell consumer goods.
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Khanal, Jayant Nath. "Cause Related Marketing and Purchase Intention Consumers' Goods in Nepal." Tribhuvan University Journal 28, no. 1-2 (2013): 89–98. http://dx.doi.org/10.3126/tuj.v28i1-2.26220.
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In an emerging market, social development is an imperative, brands, consumers and society will benefited by cause-related marketing (CRM) that could provide an avenue to those in need receive more support than can be provided by traditional means. Though considerable work on CRM campaign sand consumer responses to them have been undertaken show ever, not much research has been done in this field in Nepal. In this connection, present study attempts to examine consumer responses on CRM, and particularly investigates whether the consumers’ level of involvement with a cause and the way in which the message is framed influence purchase intention. This study reveals that cause involvement is significantly influencing factor fir purchase intention while message framing did not. Therefore, there was no interaction between cause involvement and message framing.
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Putri, Farahiyah Inarah, and Rosita Mohd Tajuddin. "Exploring Factors Contributing Towards Purchase Intention of Yogyakarta’s Fashion Goods via Digital Marketing." Information Management and Business Review 16, no. 3(I)S (2024): 202–10. http://dx.doi.org/10.22610/imbr.v16i3(i)s.4025.
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To remain competitive in the VUCA era, Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta need to strengthen their digital sales strategies to reach a broader customer base. This research investigates the factors influencing local consumers' purchase intentions towards Yogyakarta's products through digital marketing. Grounded in the Theory of Planned Behavior and the Digital Marketing Mix model, data was collected via Google Forms using snowball sampling. The pilot test showed strong reliability (Cronbach's alpha = .97). Exploratory Factor Analysis (EFA) identified six key factors from 47 items: Digital Marketing Mix (28 items; loadings 0.794–0.934), Consumer Engagement (7 items; loadings 0.779–0.856), Perceived Behavioral Control (3 items; loadings 0.905–0.924), Attitude (3 items; loadings 0.858–0.886), Purchase Intention (3 items; loadings 0.847–0.884), and Subjective Norm (3 items; loadings 0.840–0.907). The findings confirmed the scales' reliability and highlighted the impact of digital marketing on consumers' purchase intentions. This study suggests that the Theory of Planned Behavior and Digital Marketing Mix are influential in assessing purchase intentions for Yogyakarta's fashion goods, providing insights applicable to the broader Indonesian market. Based on these findings, MSMEs in Yogyakarta should develop effective digital marketing strategies, optimizing their marketing mix to positively influence consumer purchase intentions. This is crucial for adapting to rapid technological changes that may alter consumer behavior and for ensuring business sustainability.
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Et. all, Mustafizul Haque. "Impact of Influencer Marketing on Consumer Behavior : An Analytical Study." Tuijin Jishu/Journal of Propulsion Technology 44, no. 4 (2023): 3160–66. http://dx.doi.org/10.52783/tjjpt.v44.i4.1410.
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The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with modern consumers is becoming more difficult for traditional advertising approaches. Influencer marketing research enables marketers to use the power of social media and online influence while adjusting to the changing business environment.Influencers are frequently more relatable to and trusted by consumers than traditional advertising Examining this authenticity and trust can reveal ways to strengthen the bonds between brands and consumers.Influencers play a crucial part in the decision-making process by introducing customers to new goods and services. Companies may enhance their marketing tactics by knowing how influencer recommendations affect consumers.Influencer marketing's interactive quality enables direct communication between companies and customers. Brands can improve customer connections and the customer experience by researching this element.Businesses can connect with their potential clients by using influencer marketing to target particular groups. Study aids in the improvement of targeting tactics.The main aim of the research is to analyse factors impacting influencer marketing on consumer behaviour.& to study opportunities & challenges in influencer marketing & how it impacts on consumer behaviour.
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Sang, Dixian, Siqi Xiong, Wanqi Zhang, and Yafeng Lin. "Study the Importance of Advertising in the Market take Luxury Goods, FMCG,Car Market as An Example." BCP Business & Management 20 (June 28, 2022): 1181–85. http://dx.doi.org/10.54691/bcpbm.v20i.1117.
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With the globalization of the economy, the products that people can buy are more and more diverse. No matter what kind of market, advertising, which directly spreads product information, always occupies an important position in the marketing mix. Luxury goods focus on meeting people's psychological needs. Luxury brands need to convey intangible things such as brand culture and value concepts to consumers, and make them pay for the symbolic meaning of the brand. In the automobile market, as a high-consumption product, people choose carefully and often do not buy them multiple times, which makes the car market inactive. At the same time, the fast-selling market is highly substitutable, with high product performance and appearance similarity, and its market competition is increasingly fierce, resulting in consumers becoming less and less sensitive to the promotion of fast-selling products. This paper studies the problem of advertising promoting consumers' purchase desire in three markets in the form of a review. We found that the advertising characteristics of luxury goods, fast-moving consumer goods and automobile markets are based on consumer psychology, and through specific advertising forms or content, as well as high advertising investment, to amplify product characteristics, stimulate consumers' willingness to buy, and increase corporate sales. Finally, the research significance of this paper is to summarize the successful experience of advertising and marketing in the luxury goods, automobiles, and fast-moving consumer goods industries, and provide reference for other industries.
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Marić, Aleksandar. "THE INFLUENCE OF CONSUMER BEHAVIOR ON THE SEGMENTATION OF RETAIL SALES OF CONSUMER GOODS." ЗБОРНИК РАДОВА ЕКОНОМСКОГ ФАКУЛТЕТА У ИСТОЧНОМ САРАЈЕВУ 1, no. 9 (2014): 71. http://dx.doi.org/10.7251/zrefis1409071m.
Full textAbstract:
One of the main characteristics ofmodern retailing is certainly diversification of retailformats. The structure of retail formats in a particularmarket is conditioned by the needs and behavior ofconsumers in this market. Depending on the intensityof the impact of certain factors on consumer behavior,the segmentation of the retail sales, that is, divisioninto various retail formats is brought about. Therefore,in order to establish optimal retail structures, it isnecessary to perform a detailed analysis of the marketand the influence of economic, sociological,psychological, geographic and demographic factorson consumer behavior in a given market.Understanding the structure of retail formats is veryimportant both for the retail chains and for suppliersand manufacturers of consumer goods, as it facilitatesthe movement of products through marketing channelsand delivery to end consumers.