scholarly journals CUSTOMER PREFERENCES ON SUSTAINABLE FASHION PURCHASES: A CONCEPTUAL MODEL

2021 ◽  
Vol 4 (13) ◽  
pp. 78-88
Author(s):  
Florencia Devina Delimarta ◽  
Raden Aswin Rahadi
Keyword(s):  
Marketing Strategies ◽  
Pricing Strategies ◽  
Price Limits ◽  
Customer Preferences ◽  
Fashion Brand ◽  
Research Findings ◽  
Sustainable Fashion ◽  
Quality Design ◽  
Customer Motivation ◽  
Product Strategies

This research purpose is to investigate customer motivation when purchasing sustainable fashion. These research objectives are to investigate customers' perception toward sustainable fashion, to determine the preferences of customers in buying sustainable fashion, and the range of price limits of customers in purchasing sustainable fashion. Therefore, for this research, there are several papers that are being reviewed and preliminary research being conducted. The literature analysis and preliminary studies have shown that customer preferences such as Price, Quality, Design, Brand Image, and Promotion influencing sustainable fashion purchases. Based on the literature review and preliminary study, this research was able to produce a simple conceptual framework. This research’ findings will be useful for fashion brand owners in developing their business. These findings can be useful to create pricing strategies, marketing strategies, and product strategies.

scholarly journals ANALISIS STRATEGI PEMASARAN PRODUK SMARTPHONEVIVO DI TELEMARCO PADA INTERNATIONAL PLAZA PALEMBANG

2021 ◽  
Vol 6 (1) ◽  
pp. 70-76
Author(s):  
Iin Hendrayani
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Field Research ◽  
Marketing Strategies ◽  
Pricing Strategies ◽  
Strategy Analysis ◽  
Descriptive Research ◽  
Library Research ◽  
Promotional Strategies ◽  
Product Strategies

Research of marketing strategy of Vivo smartphone products has been done at Telemarco at the Palembang International Plaza (IP). The purpose of this study was to find out the marketing strategy of the Smartphone Vivo product at the Palembang International Plaza. This research is a type of descriptive research using the method of presenting qualitative data which is analyzed using the SWOT method by describing the object of research based on strengths, weaknesses, opportunities and threats. Data collection techniques are carried out by means of Library Research and Field Research through observation and interviews. The results obtained from this study are that there are three  marketing strategies of Vivo Smartphone in Telemarco Company which have been implemented include product strategies that build brand image, pricing strategies include cash and credit purchases, promotional strategies in the form of advertisements in Television, Newspapers and Online media as well as promo brochures and gift giving. The marketing strategy that has been carried out by the Telemarco Company is basically in accordance with the results of the SWOT analysis conducted on Vivo Smartphone products which include elements of marketing mix strategies such as Produck, Price, Promotion, and Place. Suggestions that can be given by the author in this study, Vivo provides gifts to consumers and the ease of buying by installments or also giving discount prices to attract consumers to buy. Marketing strategy analysis needs to be done every year so that the company always gets a new alternative strategy that is more innovative so that the goal to reach market marketing leaders can be achieved.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe

2017 ◽  
Vol 15 (2) ◽  
pp. 288-300 ◽  
Author(s):  
Africa Makasi ◽  
Krishna Govender
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
National Policy ◽  
Modern Technology ◽  
Marketing Strategies ◽  
The Body ◽  
Equation Modeling ◽  
Sustainable Marketing ◽  
Research Findings ◽  
New Perspective

This article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.

scholarly journals Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

2020 ◽  
Vol 12 (5) ◽  
pp. 1703 ◽  
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Network Analysis ◽  
Brand Image ◽  
Brand Associations ◽  
Fast Fashion ◽  
Female Consumers ◽  
Fashion Brand ◽  
Depth Analysis ◽  
Sustainable Fashion ◽  
Depth Interviews

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

scholarly journals IMPORTÂNCIA DAS ESTRATÉGIAS DE MARKETING PARA AS EMPRESAS BRASILEIRAS DE PAPEL E CELULOSE

FLORESTA ◽  
2001 ◽  
Vol 31 (12) ◽  
Author(s):  
João Carlos Garzel Leodoro Da Silva ◽  
Rubens Da Costa Santos ◽  
Elisabeth Hildebrand ◽  
José Sawinski Júnior ◽  
Pedro Giovani Lacowicz ◽  
...  
Keyword(s):  
Marketing Strategies ◽  
Pulp And Paper ◽  
Minor Importance ◽  
Price Promotion ◽  
Product Price ◽  
External Market ◽  
Promotion Strategies ◽  
The One ◽  
Product Strategies ◽  
Price Strategies

Este trabalho mostra a importância atribuída pelas empresas brasileiras exportadoras de papel e celulose às estratégias de produto, preço, promoção, distribuição e variáveis estratégicas de marketing, nos períodos de 1990-1995 e 1996-2000. Com base no volume produzido, volume exportado e participação das exportações na produção, as empresas foram separadas em dois grupos: EGI (empresas com grande interesse no mercado externo) e EPI (empresas com pequeno interesse no mercado externo). Os resultados apontam para um aumento da importância das estratégias propostas para o período 1996-2000, na opinião dos dois grupos de empresas (EGI e EPI). Ocorreu pouca diferença quanto à importância atribuída às estratégias de produto, preço, promoção, distribuição e marketing, tanto pelas EGI quanto EPI. Do conjunto de estratégias analisadas, as que apresentaram menor importância foram às estratégias de promoção, para os dois grupos de empresas, em ambos períodos. Por outro lado, as estratégias consideradas mais importantes, entre 1990-1995, foram as de preço, para os dois grupos. No período 1996-2000 passaram a ser consideradas mais importantes, pelas EGI, as de marketing e produto, e pelas EPI, as estratégias de produto e preço. International marketing strategies in the Brazilian pulp and paper companies Abstract This work shows the importance the Brazilian pulp and paper export companies attribute to the product, price, promotion and distribution strategies and to the marketing strategic variables in the 1990-2995 and 2996-2000 periods. Considering the produced volume, exported volume and the export participation in the production, the companies were classified in two groups: EGI (companies with large interest in the external market) and EPI (companies with small interest in the external market). The results point to an increase of the importance of the strategies proposed to the 1996-2000 period in the opinion of the two groups of companies (EPI and EGI). It was verified minimum differences about the importance attributed to the product, price, promotion, distribution and marketing strategies by the two groups. Of the set strategies analyzed, the one that presented minor importance was the promotion strategies, for both groups and periods. On the other hand, the price strategies were considered more important to the 1990-1995 periods, for the two groups. In relation of the 1996-2000 period, the EGI companies, and the product and price strategies by the EPI companies considered the marketing and product strategies more important.

Pay upfront or pay later? Fixed royal payment in sustainable fashion brand franchising

2019 ◽  
Vol 214 ◽  
pp. 95-105 ◽  
Author(s):  
Ya-Jun Cai ◽  
Yue Chen ◽  
Tana Siqin ◽  
Tsan-Ming Choi ◽  
Sai-Ho Chung
Keyword(s):  
Fashion Brand ◽  
Sustainable Fashion

scholarly journals Hotel Marketing Strategy in Biak Papua to Survive During the Covid-19 Pandemic

2021 ◽  
Vol 4 (2) ◽  
pp. 319
Author(s):  
Andi Sahat Maasi Sigalingging ◽  
Dominggus Rudolf Leiwakabessy
Keyword(s):  
Marketing Strategy ◽  
Online News ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Service Companies ◽  
Analytical Strategies ◽  
Almost All ◽  
Product Strategies ◽  
The Impact ◽  
Hotel Marketing

 The pandemic has paralyzed global tourism. In Biak Papua, the impact of the pandemic on the tourism industry is enormous. Almost all hotels stop operating, even if one is open, that also opens up for the quarantine of Covid sufferers. This article examines the condition of hotels in Biak and the survival marketing strategies adopted during the outbreak. This research uses a descriptive qualitative approach using in-depth interviews and literature studies on books, scientific journals, and online news. This study focuses on Basana Inn and Manna Inn, on the grounds of the level of representation of the Jasmine Hotel and customer types. The research results show that the impact of the pandemic has resulted in almost empty hotel occupancy. The strategy carried out is almost the same, namely by terminating employees permanently and temporarily, limiting the use of hotel facilities, spending efficiency, selling non-room products online, and refusing to refund bookings by changing visit schedules. During the Covid 19 pandemic, a marketing strategy is very important to do. In obtaining optimal results, strategies in marketing are carried out which have a very broad scope, including analytical strategies to face competition, price strategies, product strategies, service strategies and so on. The Covid 19 outbreak has given service companies a sense of worry or discomfort, especially the Basana Inn Hotel which is engaged in accommodation services. Seeing the results of the identification of problems in this study, researchers are interested in researching the title "Hotel Marketing Strategies in Biak Papua to Survive the Covid-19 Pandemic." The purpose of this research is to find out and analyze the most appropriate strategy in the Covid 19 Pandemic situation.

scholarly journals Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions, Under the Moderating Effect of Gender, Malaysian Context

2021 ◽  
Vol 9 (8) ◽  
pp. 108-124
Author(s):  
Mohammad Shadah
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Marketing Strategies ◽  
Moderating Effect ◽  
Sampling Techniques ◽  
Key Factors ◽  
General Management ◽  
Research Findings ◽  
Convenience Sampling

This study seeks to identify the source credibility of social media influencers that impact customer's purchase intention under the moderating effect of gender. It adopts the Ohanian model of sources credibility and Kamins, Michael A.'s "match-up" hypothesis. The conceptual model includes (purchase intention” source credibility” trustworthiness” attractiveness” expertise “gender and product match-up). The researchers employed online surveys to collect responses on the criteria in the current study, which took a quantitative approach, using convenience sampling techniques. A total of 231 responses were received after data cleaning, 209 responses were accepted. SmartPLS 3, were used for data analysis. The research findings show that expertise, attractiveness, and match-up are the key factors that influence customers' purchase intention and describe the customer's perception of influencers, except for trustworthiness, which suggests that Malaysian customers are aware of the authenticity issues of social media influencers. This study also revealed that there is no moderating effect across gender regarding social media influencers except for trustworthiness. The study has implications for general management as social media influencer has a powerful impact on effective communication and marketing strategies.

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

2021 ◽  
Vol 16 (3) ◽  
pp. 2-12
Author(s):  
Samuel Smolka ◽  
Eva Smolkova ◽  
Lucia Vilcekova
Keyword(s):  
Marketing Strategies ◽  
Environmental Marketing ◽  
Customer Preferences ◽  
Environmental Objectives ◽  
Sustainability Concept ◽  
Enterprise Level ◽  
Environmental Requirements ◽  
Marketing Principles ◽  
Sustainability Principles

The most up-to-date challenge of modern marketing is the need to incorporate sustainability principles into marketing strategies. Promoting the principles of sustainability requires setting environmental objectives at the enterprise level and devising marketing strategies that meet the environmental requirements and customer preferences. The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary. Although the aim of the research was to correlate selected findings with the preferences of the environmental objectives of different generations, the research that focused on the behavior of different generations of consumers under the sustainability concept revealed some original findings concerning the assessment of ethnocentrism under the sustainability concept.

Tourists’ Motivations to Choose Indonesia as a Vacation Destination

2018 ◽  
Vol 9 (4) ◽  
pp. 707
Author(s):  
Roozbeh BABOLIAN HENDIJANI
Keyword(s):  
Multivariate Analysis ◽  
Data Collection ◽  
Descriptive Analysis ◽  
Theoretical Implication ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Practical Application ◽  
Academic Knowledge ◽  
Research Findings ◽  
The Government

Purpose - It is pertinent for the government and tourism marketers of particular destinations to have a better understanding of tourists’ motivations to choose a destination. Since there is little academic knowledge in the tourism industry in Indonesia, this study explores the factors which motivate international tourists to select Indonesia as a vacation destination.  Design – Besides the theoretical implication of this research regarding tourism industry in Indonesia, this study also gives practical application into the matter of tourism industry in Indonesia. Methodology - Self-administrated questionnaires consisting of three sections were distributed randomly to 400 international tourists at the Jakarta International Airport (Soekarno-Hatta) and some popular tourist areas around Jakarta. Data collection was conducted from June to September 2016. Related analyses such as a multivariate analysis and a descriptive analysis were used to answer the objectives of this research. Findings - The findings show the motivations underlying choosing Indonesia for a vacation spot and why these factors should be considered by the Indonesian government and tourism marketers in developing marketing strategies. Originality - This article is one of the limited researches regarding tourism industry in Indonesia and definitely one of the few which discussing about the motivations of international tourists to that destination.

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