scholarly journals Reshaping of the retail environment due to internet as a global competitor

2020 ◽  
Vol 74 ◽  
pp. 01005
Author(s):  
Lubica Gajanova ◽  
Margareta Nadanyiova
Keyword(s):  
Consumer Satisfaction ◽  
Communication Channel ◽  
Online Shopping ◽  
Brand Image ◽  
Point Of View ◽  
Retail Stores ◽  
Retail Environment ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right

According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view.

scholarly journals THE INFLUENCE OF MARKETING PRODUCT POLICY ON CONSUMER BEHAVIOUR IN CRISIS

2021 ◽  
Author(s):  
Viktoriia Khurdei ◽  
◽  
Viktoriia Dacenko ◽  
Ludmila Semenova ◽  
◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Consumer Satisfaction ◽  
Global Economy ◽  
Brand Image ◽  
Educational Process ◽  
Point Of View ◽  
Economic Life ◽  
Product Policy ◽  
The Future ◽  
The Impact

The COVID-19 crisis radically changed the trends of the global economy, formed new consumer trends and forced companies to change their marketing strategy, in particular marketing product policy, because the introduction of social distance affected the social and economic life of the population and their consumer habits. The study of consumer behavior in the new economic realities will allow making timely adjustments to marketing product policy taking into account consumer trends and value priorities, as well as developing recommendations for the formation of marketing product policy based on the value proposition. To achieve this goal the impact of marketing product policy in times of crisis on consumer behavior was analyzed; consumer trends in times of crisis were identified; options for strategic decisions of product policy were considered and recommendations were developed for domestic producers on the process of improving marketing product policy in times of crisis; directions for forming and strengthening brand image and strengthening brand confidence were proposed. It is determined that only those enterprises that study consumer trends, act actively, maintain the image and win the favor of consumers will survive and develop in the future in the crisis. It is noted that it is necessary to plan the marketing product policy of companies taking into account the components of digital marketing. It has been proved that the improvement of marketing product policy should take into account consumer trends, ensure the value of the supply and require a strategic approach. This means that the decision on the brand should be made not only from the point of view of current interests, but also taking into account what the future of the company should look like. Improving the marketing product will allow companies to create relevant products, increase the efficiency of online sales, increase the brand image, make customer choices and influence consumer behavior, which will increase consumer satisfaction, trust in the brand, constant sales and stable profit. Further research is advisable to focus on the justification of consumer loyalty and loyalty to the brand. Certain provisions of scientific research can be used in the educational process and in the writing of scientific papers.

Personal image: introduction to legal discourse

2021 ◽  
pp. 117-123
Author(s):  
Karolina Karbovska
Keyword(s):  
Civil Rights ◽  
Public Relations ◽  
Intangible Assets ◽  
Point Of View ◽  
Main Body ◽  
Communication Tool ◽  
Personal Brand ◽  
Marketing Tool ◽  
Object Of Study ◽  
The Right

Problem setting. Intensive development of public relations, digitalization and commercialization of new spheres of life, growing popularity of the media sphere necessitates civil protection not only the privacy of individuals who are popular and recognizable, but also their right to publicity, which is directly related to lawful use of intangible benefits that belong to a person and shape his image. Analysis of recent researches and publications. Among the world's most prominent researchers of image as a social phenomenon are R. Burns, I. Hoffman, W. James, J. Rotter, L. Holl, and others. Domestic studies of image are represented by the works of Atamanskaya K.I., Barny N.V., Krynychna I.P., Lavrentiya A.S., Palekha Y.I., Panteleychuk I.V., Fedoriva T.V., Shcherbak N. V. and other representatives of various social sciences. The purpose of the article is to outline general scientific approaches to defining the concept of image, distinguishing it from related concepts and identifying promising areas of civil law research of image. Article’s main body. The concept of image is more often used in the information space, which leads to an increase in public demand for the legal definition of this concept and the settlement of issues related to the protection of the image of both individuals and legal entities. Image is the object of study of various branches of social science and studied by them in a variety of manifestations and aspects. Based on the analysis of a number of approaches to image definition by representatives of various sciences, it can be concluded that image considered as: (a) a communication tool that is a manipulative technology to influence public consciousness; (b) marketing tool to promote goods, works and services; (c) the external and psychological image of the public person through which society identifies him as an individual. Considering the image of an individual from the standpoint of a systematic approach, in particular a multilevel set of different components - personal intangible assets, we believe that reputation is an element of the image of an individual and should be considered as its structural component. From the standpoint of interdisciplinary research, the concepts of image and personal brand should be considered as synonymous, from a legal point of view, despite their similarity, they are formed by different objects of civil rights, although within the protection of the individual's right to protection and personal brand. Conclusions and prospects for the development. In view of the above, it can be concluded that the image of an individual is a complex, interdisciplinary concept. It is a holistic, stable image of a particular person that exists in society, and is characterized by the indivisibility of its external and internal characteristics, the corresponding personal, professional and social qualities. The constituent legal elements of the image are (a) personal intangible assets: the right to a name, the right to an image, the right to individuality, personal reputation; (b) objects of intellectual property rights: means of personalization: personal brand, trademark, trade name and others.

scholarly journals SHARP: Immersive retail experiences through augmented reality

2021 ◽  
Author(s):  
Reuben Benjamin Kiblitsky
Keyword(s):  
Augmented Reality ◽  
Online Shopping ◽  
Consumer Products ◽  
Retail Environment ◽  
Image Tracking ◽  
Technological Advances

Online shopping is becoming easier than ever with ecommerce sales steadily increasing year after year. Through recent technological advances, augmented reality has become widely available throughout consumer products such as the iPhone X and Samsung Galaxy S9. Using techniques such as object and image tracking, while using Apple’s native software, ARKit, Sharp enhances online shopping by elevating the experience between consumers and the products they are assessing. Allowing users to have a heightened retail experience in the comfort of their own space, Sharp achieves a traditional retail environment through an innovative ecommerce process. With current solutions unable to mimic similar immersive online shopping experiences, Sharp plans to achieve new standards for ecommerce experiences.

Online Shopping Behavior

2018 ◽  
pp. 1413-1429
Author(s):  
Rama Mohana Rao Katta ◽  
Chandra Sekhar Patro
Keyword(s):  
Consumer Satisfaction ◽  
Online Shopping ◽  
Shopping Behavior ◽  
Revolutionary Change ◽  
Factors Affecting ◽  
Goods And Services ◽  
The World ◽  
Major Shift ◽  
Online Shopping Behavior ◽  
The Right

Online shopping is a recent phenomenon in the field of E-Business with promising results indicating revolutionary change in shopping in the world. Accessibility and convenience are the key drivers for a major shift to online shopping. Due to ever increasing work pressure, multiple roles in life style, paucity of time, consumers are on the lookout of such facility that can suit to their changing needs. Online shopping provides the right solution to get the desired goods and services with a touch on the computer/ mobile screen. Consumers are more connected than ever before and have more information and choices at their fingertips today due to expanding connectivity of internet all over the world. If e-marketers know and understand the factors affecting consumer satisfaction, they can further sharpen their marketing strategies to attract and retain customers. The study focuses on identifying the factors influencing online shopping behavior and the reasons for preferring online shopping compared to shopping in conventional stores.

Online Shopping Behavior

2016 ◽  
Vol 8 (4) ◽  
pp. 21-36 ◽  
Author(s):  
Rama Mohana Rao Katta ◽  
Chandra Sekhar Patro
Keyword(s):  
Consumer Satisfaction ◽  
Online Shopping ◽  
Shopping Behavior ◽  
Revolutionary Change ◽  
Factors Affecting ◽  
Goods And Services ◽  
The World ◽  
Major Shift ◽  
Online Shopping Behavior ◽  
The Right

Online shopping is a recent phenomenon in the field of E-Business with promising results indicating revolutionary change in shopping in the world. Accessibility and convenience are the key drivers for a major shift to online shopping. Due to ever increasing work pressure, multiple roles in life style, paucity of time, consumers are on the lookout of such facility that can suit to their changing needs. Online shopping provides the right solution to get the desired goods and services with a touch on the computer/ mobile screen. Consumers are more connected than ever before and have more information and choices at their fingertips today due to expanding connectivity of internet all over the world. If e-marketers know and understand the factors affecting consumer satisfaction, they can further sharpen their marketing strategies to attract and retain customers. The study focuses on identifying the factors influencing online shopping behavior and the reasons for preferring online shopping compared to shopping in conventional stores.

scholarly journals Influence of Perceived Corporate Social Responsibility on Brand Image, Satisfaction and Trust

2019 ◽  
Vol 7 (2) ◽  
pp. 33-58
Author(s):  
Humyra Dawood
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Favourable Effect ◽  
Corporate Marketing ◽  
Marketing Tool ◽  
Corporate Social ◽  
Apparel Manufacturers

The purpose of this research is to analyse the influence of consumers’ perception of Corporate Social Responsibility (CSR) practices on a brand’s image, satisfaction and trust in Pakistan. While the strategic importance of CSR, as a corporate marketing tool, is fairly established in the developed world, the concept is still finding its ground in developing countries. This study focuses on the consumers of the apparel industry of Pakistan, and has used the Structural Equation Modelling (SEM) to test the model. The findings show that the perceived CSR affects brand image in a positive manner, but has no impact on consumer satisfaction and trust directly. Brand image, however, has a favourable effect on both satisfaction and trust, and completely mediates the relationship between perceived CSR, and satisfaction and trust. This study provides insights to apparel manufacturers to formulate corporate marketing strategies that aim at enhancing their brand image through CSR activities.

scholarly journals SHARP: Immersive retail experiences through augmented reality

2021 ◽  
Author(s):  
Reuben Benjamin Kiblitsky
Keyword(s):  
Augmented Reality ◽  
Online Shopping ◽  
Consumer Products ◽  
Retail Environment ◽  
Image Tracking ◽  
Technological Advances

Online shopping is becoming easier than ever with ecommerce sales steadily increasing year after year. Through recent technological advances, augmented reality has become widely available throughout consumer products such as the iPhone X and Samsung Galaxy S9. Using techniques such as object and image tracking, while using Apple’s native software, ARKit, Sharp enhances online shopping by elevating the experience between consumers and the products they are assessing. Allowing users to have a heightened retail experience in the comfort of their own space, Sharp achieves a traditional retail environment through an innovative ecommerce process. With current solutions unable to mimic similar immersive online shopping experiences, Sharp plans to achieve new standards for ecommerce experiences.

scholarly journals The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products

SIASAT ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 59-72
Author(s):  
Evelyn Maurencia ◽  
Hery Winoto Tj ◽  
Soegeng Wahyoedi
Keyword(s):  
Social Media ◽  
Communication Strategy ◽  
Global Perspective ◽  
Celebrity Endorsement ◽  
Goods And Services ◽  
Internet Users ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

At this time, technological advances are increasingly having a strong enough impact and if it can be utilized properly, this maximizes the results obtained from the existence of the technology itself. Especially in the act of marketing an item, using social media that has many users will make the product marketing process much easier. Supported by the current pandemic conditions that have made major changes in purchasing and selling product transactions, as well as a fairly high increase in internet users. Therefore, using social media that displays advertisers in the form of videos will be considered effective. For now, people are starting to be presented with various types of social media featuring videos such as Youtube, Snapchat, Instagram & TikTok. According to research (OGUNSIJI, 2012) celebrity endorsement is a marketing tool created to show differentiation points between various brands and coverage in the market. Meanwhile, (Nelson & Gloria, 2012) focuses celebrity support on a global perspective because this is a communication strategy that will create promotional actions for a product in the form of goods and services in society. The right choice should be made to choose a celebrity to endorse a brand, as celebrity endorsement can affect the image and productivity of an organization in positive or negative ways. With this research, it is hoped that entrepreneurs who want to market their products will be wiser and easier in choosing what kind of media are currently having a high appeal to consumers. In addition, readers will also be invited to see the benefits of the impact of celebrity endorsement, the quality of a product and how the price affects consumer purchase interest.   

scholarly journals The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study

2017 ◽  
Vol 16 (4) ◽  
pp. 1-13 ◽  
Author(s):  
J Suresh Kumar
Keyword(s):  
Brand Image ◽  
Secondary Data ◽  
Diagnostic Study ◽  
Colour Properties ◽  
Marketing Tool ◽  
Buying Behaviour ◽  
The Right ◽  
Product Sales ◽  
The Relationship ◽  
Single Set

Colour plays an important role in marketing products.  It is a powerful marketing tool that influences consumer purchases in many aspects.  Marketers must explore the harmony of colours for successful marketing of products.  Nearly all products sold today have colourful facades.  Selecting the right colours to use has an enormous impact on product sales. While no single set of rules governs colour choices, research has established general guidelines based on the principle of associative learning, the relationship between colour and emotion. The researcher made a diagnostic study on the psychology of colour influences consumers buying behaviour.  Secondary data has been extensively used in this research.  Colour properties like hue, saturation and value, were discussed. Usage of colours in the packing of products, how colours earn brand image to a product, how colours help marketers to communicate the brand to customers and how to match colours with customer’s personality are extensively discussed. Conclusions were drawn based on this diagnostic study.

ANALISIS PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP BUYING DECISION SERTA DAMPAKNYA PADA SATISFACTION (Survei Pada Konsumen Produk Kosmetik Rossa Beauty Di Kota Pontianak)

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
ANGELINA CAROLIN B2042152001
Keyword(s):  
New Jersey ◽  
Consumer Behavior ◽  
Product Quality ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Repurchase Intention ◽  
Purchasing Decisions ◽  
Celebrity Endorser

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. Kata Kunci: Celebrity Endorser, Product Quality, Buying Decision, Satisfaction DAFTAR PUSTAKAAmbadar, et al. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsi MandiriAsma, Saleem dkk. 2015. Product Perceived Quality and Purchase Intention with         Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Vol 15Baruna Hadi Brata dkk. 2017. The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.Saudi Journal of Business and Management StudiesDajan, Anto. 1986. Pengantar Metode Statistik. Jakarta: LP3SDurianto, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka UtamaEndang, Sulistya. 2012. Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Jurnal Bisnis dan Manajemen Vol.6Elfarisi Al. 2016. Pengaruh Celebrity Endorser (HiVi) Terhadap Proses Proses Keputusan Pembelian Sepatu Kulit Amble Footwear (Survei Kepada Para Pengguna Sepatu Amble Footwear di Sosial Media TwitterEvelina dkk. 2012. Pengaruh Citra Merek, Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kartu Perdana Telkomflexi. Jurnal Ilmu Administrasi Bisnis Volume 2 Nomor 1 Tahun 2013Ghozali, Imam. 2011. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas DiponegoroGriffin, Jill. 2003.Customer Loyalty: Menumbuhkan Dan Mempertahankan Pelanggan. Jakarta: Penerbit ErlanggaHadi, Prasetyo dan Sumarto. 2010. Pentingnya Brand Loyalty Terhadap Minat Beli Ulang. Jurnal Riset Ekonomi dan Bisnis Vol.10 No.1Hendra Riki Wijaya dan Sri Rahayu. 2018. The Effect of Trust and Brand Image to Repurchase Intention in Online ShoppingHestayani, Andriana Dwi dan Astuti. 2017. Analisis Pengaruh Celebrity Endosser, Daya Tarik Iklan, Kualitas Produk terhadap Kepurusan Pembelian dengan Brand Image sebagai Variabel Intervening.Kotler, Philip dan Keller. 2007. Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. IndeksKotler, Philip and Kevin Lane Keller, 2012. Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2, Alih Bahasa: Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Alih Bahasa : Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong, Gary. 2014. Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: ErlanggaKotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson         Education, IncLutiary Eka Ratri. 2007. Hubungan Antara Citra Merek (Brand Image) operator Seluler Dengan Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Pengguna Telepon Seluler Di Fakultas Ekonomi Reguler Universitas Diponegoro SemarangMade Sintha Ayu Saraswati Sujana. 2017. Peran Brand Image Memediasi Hubungan Celebrity Endorser Dengan Purchase Intention. Forum Keuangan Dan Bisnis Indonesia (FKBI)Mahestu Noviandra. 2006. Analisis Pengaruh Model Iklan Terhadap Perilaku Pembelian Remaja, Kasus Pada Bintang Akademi Fantasi IndosiarNababan, Marya Desyeni. 2008. Pengaruh Selebriti Pendukung (Celebrity Endorser) terhada Minat Pembelian Indomie (Studi Kasus pada Fakultas Ekonomi Universitas Methodist Indonesia)Pakpahan, Erick Simon Bolivar. 2017. Pengaruh Kredibilitas Celebrity Endorseer terhadap Keputusan Pembelian dan Kepuasan Konsumen YOU-C 1000 Vitamin C di Kota PekanbaruParengkuan, dkk. 2014. Analisis Pengaruh Brand Image dan Celebrity Endorsment terhadap Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi           Pemasaran. Terjemahan. Jakarta: Erlangga Keputusan Pembelian Produk Shampo Head and Shoulders. Jurnal EMBA Vol.2 No.3Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Terjemahan. Jakarta: ErlanggaRamadhan dan Santosa. 2017. Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada sepatu Nike Running di Semarang melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Diponegoro Hournal of Management. Volume 6, Nomor 1, Tahun 2017Royan, Frans. M. 2004. Marketing Selebritis, Selebritis dalam Iklan dan Strategi Selebritis Memasarkan Diri Sendiri. Jakarta: Elek Media Komputindo kelompok GramediaSantoso, Singgih. 2014. Panduan Lengkap SPSS Versi 20. Jakarta: PT. Elek Media KomputindoSchiffman and Lazar Kanuk. 2000. Costumer Behavior: Internasional Edition. New Jersey: Prentice HallSchiffman, Leon G. and Leslie Lazar Kanuk.2007. Customer Behavior, edisi ke 7. New Jersey: Prentice-hall,1ncSaputra, Setiawan Tri dkk. 2017. Pengaruh Kualitas Produk terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Konsumen Pengguna Iphone (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang)Setiadi, Nugroho J. 2003. Perilaku Konsumen. Jakarta: KencanaShimp, Terence. 2003. Periklanan Promosi Aspek Aspek Tambahan Komunikasi Terpadu. Jakarta: ErlanggaSugiyono.  2017.  Metode  Penelitian  Kuantitatif,  Kualitatif,  dan  R&D.  Bandung: AlfabetaSujarweni, V Wiratna. 2014. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.Sulis, Riptiono. 2013. Pengaruh Lifestyle, Brand Awareness dan Product Quality terhadap Repurchase Intention Minuman Saribuah Buavita dengan Purchasing Decisions sebagai Variabel Intervening di Kecamatan Kebumen. Jurnal Fokus Bisnis Vol.12 No.1Sumarwan, Ujang.2010. Perilak  Konsumen: Teori dan Penerapannya Dalam Pemasarannya. Jakarta: Ghalia IndonesiaSumarwan, Ujang. 2004. Perilaku Konsumen. Jakarta: PT Ghalia IndonesiaSuryani, Tatik. 2008. Perilaku Konsumen Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha IlmuTjiptono, Fandi. 2008. Strategi Pemasaran. Yogyakarta: Andi

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