scholarly journals Behaviorally targeted location-based mobile marketing

2021 ◽  
Author(s):  
Stefan F. Bernritter ◽  
Paul E. Ketelaar ◽  
Francesca Sotgiu
Keyword(s):  
Virtual Reality ◽  
Field Study ◽  
Product Category ◽  
Mobile Marketing ◽  
Price Promotion ◽  
Price Promotions ◽  
Online Experiments ◽  
Behavioral Targeting ◽  
Marketing Messages

AbstractMarketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its potential to minimize consumer reactance, which can be achieved by effectively combining location targeting (in-store vs. out-store), behavioral targeting (based on consumers’ product category involvement [PCI]), and the type of promotion offered (price vs. non-price promotion). Results of a field study, a virtual reality experiment, and two online experiments show that although in-store mobile ads are generally more effective in increasing sales than out-store mobile ads, this is only the case if consumers have low PCI with the advertised product category, because this decreases their reactance. To attract consumers to stores by out-store LBMM, we show that firms should offer price promotions to consumers with low PCI and non-price promotions to consumers with high PCI, because these combinations of location targeting, behavioral targeting, and type of promotion elicit the least reactance and therefore result in a higher probability to buy.

scholarly journals The effects of price promotion on relative virtue and vice food products

2017 ◽  
Vol 20 (5) ◽  
pp. 637-654
Author(s):  
Josefa Parreño-Selva ◽  
Francisco J. Mas-Ruiz ◽  
Enar Ruiz-Conde
Keyword(s):  
Survey Data ◽  
Product Category ◽  
Scanner Data ◽  
Price Promotion ◽  
Low Fat ◽  
Price Promotions ◽  
Product Categories ◽  
Light Product ◽  
Enduring Involvement ◽  
Product Sales

Retailers use price promotion of light and regular products, but not all of these products are perceived as relative virtues and vices, respectively. This paper aims to identify whether consumers distinguish between the two product categories. Survey data is used to distinguish between each product category, and identifies low-fat milk as a light product that gives both immediate and delayed rewards. Daily scanner data from a hypermarket supports the effects of price promotions on sales within and between product categories, as expected. We expect that, (1) due to these light products representing more enduring involvement, demand is less price sensitive compared to demand for regular products; (2) as nonimpulse purchase products, price promotions of light products cannibalize the sales of other light products; and (3) the loss of light product benefits associated with switching means that price promotions of light products hurt regular product sales more than vice versa.

scholarly journals Price Promotions and Popular Events

2018 ◽  
Vol 83 (1) ◽  
pp. 73-88 ◽  
Author(s):  
Wiebke I.Y. Keller ◽  
Barbara Deleersnyder ◽  
Karen Gedenk
Keyword(s):  
The Netherlands ◽  
Price Promotion ◽  
Price Promotions ◽  
Packaged Goods ◽  
Consumer Packaged Goods ◽  
Timing Decisions ◽  
Sales Response ◽  
Event Times

Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events.

scholarly journals Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective

2020 ◽  
Vol 12 (4) ◽  
pp. 14
Author(s):  
Mustapha Iddrisu ◽  
Akolaa Andrews Adugudaa ◽  
Albert Martins
Keyword(s):  
Consumer Attitudes ◽  
Transitional Economy ◽  
High Rate ◽  
Mobile Marketing ◽  
The Internet ◽  
Exploratory Research ◽  
Factors Affecting ◽  
Marketing Activities ◽  
Structured Questionnaire ◽  
Marketing Messages

The advancement in technology is influencing the ways in which organizations conduct business and marketing activities. Mobile Marketing has become one of the most widespread media to communicate with potential and existing customers mainly in the form of text advertisements through the internet. This study is aimed at finding out the receiving and action-oriented attitudes of the youth towards mobile marketing, particularly the rate at which the youth use mobile marketing to determine the propensity to be influenced in their actions. The study also investigated the factors affecting consumer attitudes and their relationship with mobile marketing. The study employed descriptive and exploratory research methodology design and the data were collected using a structured questionnaire. Four hundred (400) questionnaires were administered to young people between the ages of 18 and 35 years in Accra and Three hundred and fifty 350 were used. We found a high rate of youth’s preference for mobile marketing messages and a relationship between youth attitude and mobile marketing messages and/or the youth’s attitude being influenced by mobile marketing messages. Finally, it revealed that there is a relationship between the youth’s receiving and action-oriented attitude and consumer factors that influence the use of mobile marketing.

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cortney L. Norris ◽  
D. Christopher Taylor ◽  
Scott Taylor Jr.
Keyword(s):  
Social Media ◽  
Behavioral Outcomes ◽  
Product Category ◽  
New Product ◽  
Viral Marketing ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Marketing Messages

Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

Why Switch? Product Category–Level Explanations for True Variety-Seeking Behavior

1996 ◽  
Vol 33 (3) ◽  
pp. 281-292 ◽  
Author(s):  
Hans C. M. Van Trijp ◽  
Wayne D. Hoyer ◽  
J. Jeffrey Inman
Keyword(s):  
Field Study ◽  
Individual Difference ◽  
Choice Behavior ◽  
Product Category ◽  
Switching Behavior ◽  
Variety Seeking ◽  
Brand Switching ◽  
Seeking Behavior ◽  
Key Issues ◽  
The Individual

The authors address two key issues that have received inadequate attention in the choice behavior literature on variety seeking. First, they explicitly separate true variety-seeking behavior (i.e., intrinsically motivated) from derived varied behavior (i.e., extrinsically motivated). Second, they hypothesize variety-seeking behavior to be a function of the individual difference characteristic of need for variety and product category–level characteristics that interact to determine the situations in which variety seeking is more likely to occur relative to repeat purchasing and derived varied behavior. The authors test their hypotheses in a field study of Dutch consumers, which assesses both the intensity of brand switching and the underlying motives for their switching behavior. Results support the importance of isolating variety switches from derived switches and of considering product category–level factors as an explanation for the occurrence of variety-seeking behavior.

scholarly journals The Healthiness of Food and Beverages on Price Promotion at Promotional Displays: A Cross-Sectional Audit of Australian Supermarkets

2020 ◽  
Vol 17 (23) ◽  
pp. 9026
Author(s):  
Lily Grigsby-Duffy ◽  
Sally Schultz ◽  
Liliana Orellana ◽  
Ella Robinson ◽  
Adrian J. Cameron ◽  
...  
Keyword(s):  
Food Environments ◽  
Unhealthy Food ◽  
Price Promotion ◽  
Healthy Foods ◽  
Purchasing Decisions ◽  
Price Promotions ◽  
Cross Sectional ◽  
Policy Makers ◽  
Food And Beverages ◽  
Economic Position

Supermarket environments can strongly influence purchasing decisions. Price promotions are recognised as a particularly persuasive tactic, but the healthiness of price promotions in prominent in-store locations is understudied. This study compared the prevalence and magnitude of price promotions on healthy and unhealthy food and beverages (foods) displayed at prominent in-store locations within Australian supermarkets, including analyses by supermarket group and area-level socio-economic position. A cross-sectional in-store audit of price promotions on foods at key display areas was undertaken in 104 randomly selected stores from major Australian supermarket groups (Woolworths, Coles, Aldi and independents) in Victoria, Australia. Of the display space dedicated to foods with price promotions, three of the four supermarket groups had a greater proportion of display space devoted to unhealthy (compared to healthy) foods at each promotional location measured (end of aisles: 66%; island bins: 53%; checkouts: 88%). Aldi offered very few price promotions. Few measures varied by area-level socio-economic position. This study demonstrated that price promotions at prominent in-store locations in Australian supermarkets favoured unhealthy foods. Marketing of this nature is likely to encourage the purchase of unhealthy foods, highlighting the need for retailers and policy-makers to consider addressing in-store pricing and placement strategies to encourage healthier food environments.

Determining Optimum Price Promotion Quantities

1970 ◽  
Vol 34 (4) ◽  
pp. 31-39 ◽  
Author(s):  
David A. Goodman ◽  
Kavin W. Moody
Keyword(s):  
Price Promotion ◽  
Price Promotions ◽  
Optimum Price

How can a price “special” be made more profitable for the manufacturer? Is it possible to predict sales which will be generated through price promotion? These are two of the basic questions that are examined in this article. A methodology is presented for optimizing manufacturers’ shipment quantities for price promotions in cases where the duration of the promotion is fixed and the item to be promoted is fair-traded.

Alternatives to the Traditional Retail Store Audit: A Field Study

1984 ◽  
Vol 48 (1) ◽  
pp. 54-61
Author(s):  
V. Kanti Prasad ◽  
Wayne R. Casper ◽  
Robert J. Schieffer
Keyword(s):  
Field Study ◽  
Market Share ◽  
Product Category ◽  
Retail Store ◽  
Market Data ◽  
Market Shares ◽  
Share Data

A field study was conducted to empirically compare market share data yielded by weekend selldown and store purchases audit methods with those provided by the traditional store audit method, for the beer product category. In one of the two test cities, market shares based on the weekend selldown audit method were statistically different for many major brands from those based on the traditional store audit method. Market share figures computed from the store purchases and traditional store audit methods, however, were statistically comparable in both test cities. The study points to the importance of focusing attention on the conditions under which the traditional store audit method and its economical alternatives may or may not yield comparable market data.

Virtual Reality and Neuroimaging Technologies

2011 ◽  
pp. 118-128
Author(s):  
Harrison R. Burris ◽  
Shahid A. Sheikh
Keyword(s):  
Magnetic Resonance Imaging ◽  
Virtual Reality ◽  
Magnetic Resonance ◽  
Functional Magnetic Resonance Imaging ◽  
Immersive Virtual Reality ◽  
Functional Magnetic Resonance ◽  
Resonance Imaging ◽  
Quantitative Electroencephalography ◽  
Simulated Environments ◽  
Marketing Messages

Marketers have long been fascinated by the possibility of understanding how consumers think and what factors stimulate favorable reactions to marketing stimuli. Marketers are now beginning to utilize neuromarketing techniques to map patterns of brain activities to ascertain how consumers evaluate products, objects, or marketing messages. Neuromarketing is relatively a new field of marketing that utilizes computer-simulated environments, such as Virtual Reality (VR) or Immersive Virtual Reality (IVR) technologies combined with neuroimaging technologies, such as Functional Magnetic Resonance Imaging (fMRI), Quantitative Electroencephalography (QEEG), Magnetoencephalography (MEG), and other means of studying human neurological responses. Marketers need this information to help gain favorable reactions to their marketing stimuli and to predict which product designs and marketing messages will appeal most and be on consumer’s minds when the prospects are ready to buy.

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