scholarly journals Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

2016 ◽  
Vol 11 (1) ◽  
pp. 355-370
Author(s):  
Senthil Nathan Chockalingam ◽  
Densingh Joshua Isreal
Keyword(s):  
Tamil Nadu ◽  
Marketing Mix ◽  
Green Marketing ◽  
Product Price ◽  
Product Categories ◽  
Descriptive Research ◽  
Product Consumption ◽  
Literature Reviews ◽  
Tamil Nadu State ◽  
Product Sales

Abstract The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN MARKET SHARE SEGMEN REMAJA PT TELKOMSEL DI KOTA SURABAYA

REPRESENTAMEN ◽  
2018 ◽  
Vol 3 (02) ◽  
Author(s):  
Deliana Putri Agustin
Keyword(s):  
Qualitative Research ◽  
Market Share ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Product Price ◽  
Descriptive Research ◽  
Key Informant ◽  
Depth Interviews ◽  
Descriptive Qualitative

Deliana Putri Agustin, Marketing Communication Strategy In Improving Market Share YouthSegment PT Telkomsel in Surabaya City. This study aims to describe the marketing communicationstrategy conducted by PT Telkomsel in increasing the market share in Segment Youth based on kotlertheory (1976: 46) which is Marketing Mix consisting of Four P (4P) ie product, price, place, place),and promotion (promotion) and AIDDA Theory (Attention, Interest, Desire, Decision, Action). Thetype of this research is descriptive qualitative, that is descriptive research which describes factfactually and meticulously as well as qualitative research which yields findings that can not beobtained by statistic or measurement. This research describes marketing communication strategyconducted by PT Telkomsel assisted by SPV Youth and Community Telkomsel Branch Surabya,covering product (product), price (price), place (place), and promotion (promotion). Data collectedthrough in-depth interviews SPV Youth and Community Branch Surabaya as representative of PTTelkomsel as Key Informant and some staff as informant as well as to test the validity of data. Theresult of the research shows that the fourth communication strategy conducted by PT Telkomsel inincreasing the market share of youth segment is by promotion.Keywords : Marketing Communication Strategy

scholarly journals Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Studi Pada Ina Cookies Bandung)

2016 ◽  
Vol 9 (1) ◽  
Author(s):  
Fiera Aryati Natakusumah ◽  
Ai Lili Yuliati
Keyword(s):  
Descriptive Analysis ◽  
Secondary Data ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Data Sampling ◽  
Purchasing Decisions ◽  
Product Price ◽  
Consumer Complaints ◽  
Descriptive Research ◽  
Source Data

This research is motivated by the problems related to the marketing mix Ina Cookies. Those problems based on the results of the initial interview is indicative of consumer complaints related to marketing mix consisting of product, price, place and promotion. This study aims to determine the effect of marketing mix consisting of product, price, place and promotion on purchase decisions.The method used is quantitative method with descriptive research and causal. Source data using primary and secondary data, sampling techniques using Non Probability sampling with incidental sampling with the number of respondents as many as 400 people. Data were analyzed using descriptive analysis and multiple linear regression analysis.The results showed that the mix of marketing and consumer purchase decisions on Ina Cookies included in either category. The marketing mix consists of product, price, place and promotion simultaneously or partially positive and significant impact on purchasing decisions.

PERAN DAN ETIKA DISTRIBUTOR DALAM PEMBERIAN HADIAH (PRODUK KOPI TORA BIKA) GUNA MENINGKATKAN DAYA BELI PAGUYUPAN PEMILIK WARUNG.

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Marminingsih ,dkk.
Keyword(s):  
Marketing Mix ◽  
Gift Giving ◽  
Product Price ◽  
Limited Ability ◽  
Marketing Activities ◽  
Product Sales

In marketing activities, there are elements called the marketing mix that includes product, price and promotion, and one of the elements that were also very instrumental is a place in this case a distribution channel.In an effort to increase sales of its products, the company has a strategy that is by giving gifts to customers with certain conditions. Gift-giving is done by a distributor. Being adistributor must have the ability to sell a product. Not only a limited ability alone, ethics must be owned by a distributor.Based on research through interviews,distributor of coffee products Tora Bika has adopted the ethics promotion. Ethics used has been well received by consumers with evidence that many new customers who take the program prizes that have been awarded by the company. So Tora Bika Coffee product sales increased.From the description above, the company is expected to add strategies such as gift order coffee products Tora Bika could be easily bought among consumers.Kata Kunci: etika distributor, pemberian hadiah, daya beli

scholarly journals Peranan Persepsi Bauran Pemasaran terhadap Keputusan Pembelian dan Loyalitas Produk Hatten Wines

2017 ◽  
pp. 346
Author(s):  
IDA AYU PUTU CITRA DEWI ◽  
I GUSTI AYU OKA SURYAWARDANI ◽  
PUTU UDAYANI WIJAYANTI
Keyword(s):  
Alcoholic Beverage ◽  
Product Variety ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Product Price ◽  
Purchasing Decision ◽  
Product Availability ◽  
Ease Of Access ◽  
Product Sales

The Role of Marketing Mix Perception on the Purchasing Decision and the Product Loyalty to the Hatten Wines Hatten Wines is a local wine-based local alcoholic beverage product that is sought after by tourists visiting Bali. The decline in product sales turnover of Hatten Wines since 2008 lies behind this study. The purpose of the study was to identify the variables that determine the marketing mix decisions on the product purchases and loyalty toHatten Wines and their constituent indicators and determine the role of the marketing mix perceptions on the purchasing decisions and loyalty to the products of Hatten Wines. The study was conducted in Sanur, Kuta and Nusa Dua by distributing questionnaires to 100 foreign tourists. The data were analyzed based on the factor analysis with SPSS 19 program. The findings showed that the marketing mix variables that determine the purchasing decision and the loyalty to the products of Hatten Wines consist of four variables: product, price, promotion, place and distribution. The product variables are formed from five indicators: brand, flavor, packaging, aroma, and product variety. Price variables are formed from three indicators, namely affordability, price conformity with benefits, and price competitiveness. Promotional variables formed from four indicators of promotional services, promotional media, promotional quality, and promotional quantity. Place and distribution variables are made up of three indicators: place of sale, product availability, and ease of access. The role of the marketing mix perceptions on the purchasing decisions and the product loyalty to Hatten Wines can be explained by the variance value of 60,946%, the remaining 39,054% is influenced by other variables that are not incorporated into the model. Improved marketing mix quality is needed to improve the competitiveness of the products of Hatten Wines from those of imported products.

scholarly journals The „7Ps”&”1G” that rule in the digital world the marketing mix

2017 ◽  
Vol 11 (1) ◽  
pp. 759-769
Author(s):  
Luminita Pistol ◽  
Rocsana Ţoniş Bucea-Manea
Keyword(s):  
Environmental Changes ◽  
Unit Root Test ◽  
Marketing Mix ◽  
Green Marketing ◽  
Digital Marketing ◽  
New Paradigm ◽  
Product Price ◽  
New Politics ◽  
Digital World ◽  
Fast Development

Abstract Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.

scholarly journals Ramadan dan Promosional: Strategi Komunikasi Pemasaran PT Unilever Indonesia Tbk

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Amalia Pertiwi ◽  
Raden Ayu Erni Jusnita ◽  
Nurannafi Farni Syam Maela
Keyword(s):  
Qualitative Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Literature Study ◽  
Product Price ◽  
Descriptive Research ◽  
Depth Interview ◽  
Depth Interviews ◽  
Research Type

The purpose of this research is to know marketing communication strategy conducted by PT. Unilever Indonesia Tbk. using media webpage in increasing sales especially in the month of Ramadan. This research uses descriptive research type using qualitative method. Data collection techniques used in this study are literature study and field study of field observation (field obersvation) and depth interviews (depth interview) on the parties who play an important role in PT. Unilever Indonesia Tbk. Based on the results of research, found that marketing communication strategy conducted by PT. Unilever Indonesia through media webpage is known to be quite effective in increasing consumer buying interest and increasing sales during the session. By using marketing mix on E-marketing Mix that is, Product (product), Price (price), place (place).Keywords: Marketing Communication, Webpage, PT. Unilever Indonesia Tbk

scholarly journals Pemasaran Jasa Pendidikan IAIN Antasari (Perspektif Marketing Mix Jasa Pendidikan)

2015 ◽  
Vol 12 (2) ◽  
Author(s):  
Juhaidi Ahmad
Keyword(s):  
Marketing Mix ◽  
Educational Services ◽  
Product Price ◽  
Descriptive Research ◽  
Stratified Sample ◽  
New Students ◽  
Study Population ◽  
Place Promotion ◽  
Quantitative Descriptive ◽  
Academic Year

Competition among institutions of education to make educational services marketing into an inter- esting study to be observed . This article is the result of quantitative descriptive research with descrip- tive statistical analysis . The study population was all new students IAIN Antasari in 2013 amounted to 1578 people with a stratified sample of 515 people . This research error rate below 1 % . This study found that the elements of the marketing mix is the reason most dominant freshman academic year 2013/2014 to choose IAIN Antasari is a product ( 92.12 % ) and most do not provide the driving is the promotion element ( 62.27 % ) . Thus , the promotion of which has been implemented so far should be evaluated in order to optimize the marketing of educational services IAIN Antasari . Key Wordss : Product, price, place, promotion, people, physical evidence, and process

scholarly journals GREEN MARKETING: tendencies and perspectives

2016 ◽  
Vol 2016 (2) ◽  
pp. 55-60
Author(s):  
Дарья Зайцева ◽  
Daria Zaitseva ◽  
Инна Краковецкая ◽  
Inna Krakovetskaia
Keyword(s):  
Marketing Strategy ◽  
Environmentally Friendly ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Products ◽  
Product Price ◽  
Environmental Marketing ◽  
Traditional Marketing ◽  
New Strategies

This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is directly connected with the concept of the marketing mix it is related to. Many companies do not want to use all parts of the 4 P strategies but instead choose to use only specific elements of each. This allows companies to choose a tailored "green" marketing strategy to achieve their goals. Green marketing strategies help companies to develop products that are environmentally friendly and satisfy the requirements of consumers.

scholarly journals Analisis Pengaruh Variabel Bauran Pemasaran terhadap Keputusan Pembelian Minuman Milktea oleh Mahasiswa Universitas Padjadjaran di Jatinangor

2021 ◽  
Vol 5 (4) ◽  
pp. 1095-1106
Author(s):  
Raissa Putri ◽  
◽  
Totok Pujianto ◽  
Selly Putri
Keyword(s):  
Decision Process ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Marketing Mix ◽  
Purchase Decision ◽  
Process Data ◽  
Product Price ◽  
Descriptive Research ◽  
Independent Variable ◽  
Quantitative Descriptive

This research aimed to analyze the effect of marketing mix variabels on purchase decision for milktea in students of Padjadjaran University Jatinangor. Milktea is ready-to-drink that mix tea and milk, and this makes milktea quite popular. This research is classified as quantitative descriptive research. The independent variable in this research is the marketing mix variable that consisting four variabels, which is, product , price, location, and promotion, that affect the dependent variabel that is, purchase decision process. Data was gathered with distributing questionnaires. Analysis of the data used is multiple linear regression analysis with the help of software Statistical Package for Social Science (SPSS) 23.0 for windows. The result of this research indicate that marketing mix variabel simultaneously and partially have a significant effect on purchase decision, as evidenced by the value of F test and T test. The effect given from marketing mix variabel on the decision purchase of milktea drinks for students at Padjadjaran University Jatinangor is included to moderate category,which is equal to 42,3%

Sign in / Sign up

Export Citation Format

Share Document