scholarly journals Scientific and publishing activity of Ivan Vernadsky as a realization of his civil position

2021 ◽  
Vol 2021 (54) ◽  
pp. 167-181
Author(s):  
Valentyna Feshchenko ◽  
Keyword(s):  
Consumer Behavior ◽  
Brain Research ◽  
Social Issues ◽  
Code Of Ethics ◽  
Marketing Research ◽  
Research Process ◽  
Ethical Problems ◽  
Goods And Services ◽  
Traditional Marketing ◽  
Marketing Tool

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

scholarly journals Determining the ethical aspects of using neuromarketing in modern market conditions

2021 ◽  
Vol 2021 (54) ◽  
pp. 136-153
Author(s):  
Oleksandr Zhmai ◽  
◽  
Mariia Filatova ◽  
Keyword(s):  
Consumer Behavior ◽  
Brain Research ◽  
Social Issues ◽  
Code Of Ethics ◽  
Marketing Research ◽  
Research Process ◽  
Ethical Aspects ◽  
Market Conditions ◽  
Ethical Problems ◽  
Traditional Marketing

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

scholarly journals IMPLEMENTASI SUSTAINABILITY SEBAGAI ALAT PEMASARAN PADA ERA PANDEMI COVID-19

2020 ◽  
Vol 4 (2) ◽  
pp. 343
Author(s):  
Six Finish Wella ◽  
Chairy Chairy
Keyword(s):  
Consumer Behavior ◽  
Social Issues ◽  
Environmentally Friendly ◽  
Social Impacts ◽  
Qualitative Approach ◽  
Environmental Concerns ◽  
Sustainability Concept ◽  
The Subject ◽  
Marketing Tool ◽  
Online Buying

Kepedulian terhadap lingkungan dan dampak sosialnya terhadap bisnis telah menjadi isu utama di berbagai organisasi saat ini. Pelanggan telah semakin sadar dan menghendaki produk yang ramah lingkungan. Karenanya, banyak perusahaan yang kemudian berusaha memenuhi keinginan konsumen dengan menerapkan sustainability marketing. Namun demikian tidak semua perusahaan peduli dengan isu ini. Beberapa perusahaan menggunakan sustainability marketing sekedar untuk meningkatkan pendapatan perusahaan. Artikel ini membahas lebih lanjut tentang sustainability marketing, tipe perusahaan dari sisi komitmen dan gaya komunikasinya, dan relevansi sustainability marketing sebagai alat pemasaran dalam situasi bisnis yang tidak pasti karena pandemi Covid-19. Lebih lanjut, Covid-19 telah mengubah perilaku konsumen dalam kaitannya dengan belanja online dan kesadaran akan isu sosial dan lingkungan atas produk yang dikonsumsi. Dengan menggunakan pendekatan kualitatif, artikel ini memperlihatkan efektivitas sustainability marketing. Dengan mengadopsi sustainability marketing banyak perusahaan tidak hanya akan berhasil melewati masa sulit karena pandemi Covid-19 namun juga akan memenangkan persaingan di masa depan.  Nowadays, environmental concerns and its social impacts on business have become major issues in most of organizations. Customers have become more aware and demand for more environmentally friendly products from companies. Therefore, many companies have been trying to answer the demand by using sustainability marketing in running the business. However, not all companies are concerned about the issues. Some of them only using green and sustainability concept as a tool to increase their revenue. The object of this research is sustainability marketing. Specifically, this article explores more about sustainability marketing, types of companies in terms of their commitment and communications related to sustainability marketing, and the relevance of sustainability marketing as a marketing tool in this uncertainty situation due to Covid-19 pandemic. The subject of this research is two big companies in Indonesia. Further, Covid-19 pandemic has changed consumer behavior in terms of online buying and awareness of environmental and social issues about products they consume. Using qualitative approach, this article shows the effectiveness of sustainability marketing. By adopting sustainability marketing, many organizations will not only survive the Covid-19 pandemic, but also win further competiton.

The transition to greener ways at Parsa’s

2021 ◽  
Vol 11 (2) ◽  
pp. 1-19
Author(s):  
Mir Insha Farooq ◽  
Parul Gupta
Keyword(s):  
Consumer Behavior ◽  
Emerging Market ◽  
Marketing Research ◽  
Research Process ◽  
Jammu And Kashmir ◽  
Content Type ◽  
Academic Level ◽  
Green Practices ◽  
Entrepreneurial Decision ◽  
Quick Service

Learning outcomes The aim is to make students deliberate on the prospects and challenges of green practices and developing an understanding of the significance of the decision to be taken by marketers and how data can help even in small-sized entrepreneurial decision-making. Upon completion of this case study, the students will be in a position to achieve the following: • Identify factors that are essential for organizations to think of including planet while formulating strategies. • Understanding the significance of research in studying green consumer behavior and the research process. • Interpreting and critically evaluating the survey. • Suggesting measures how to improve the survey so conducted and recommending solutions. Case overview/synopsis Parsa’s is a case about a quick-service restaurant in an Indian emerging market, which faces the harsh realities of environmental degradation. In a very short span of time, Parsa’s has evolved as a reputed brand – steadily growing with around 16 outlets across different parts of India, most of them in Jammu and Kashmir (J&K). The Indian subcontinent’s landmass is getting buried under its own garbage with the country adding more than 15 million metric tonnes of waste every day. This unmanageable waste generation, which is piling up, adds to the pollution of land, air and water. To curb this menace, India’s Government came up with a one-time plastic ban on October 2nd, 2019. At Parsa’s, Javeed – its owner, had envisioned in 2018 to transit to greening their business activities. The organization’s greening was providing a unique selling proposition. However, they were still in early transition. Indian market being an emerging one, is yet to adopt green practices. In addition, J&K is no different from the rest of the nation. However, Parsa’s had to now think beyond the plastic ban, which was mandatory to all and this strategy will no more provide a competitive advantage. Both the partners were unsure whether the consumers were ready or they need more awareness. Javeed, a management graduate, suggested to conduct a survey in the Kashmir region as their quick-service restaurant had a good holding in most of the districts of Kashmir. Complexity academic level This case is most suitable for graduate and post-graduate level program, ideally in the following courses offered: • and in areas of marketing research, where the students can develop an understanding of how research can help marketers in studying consumer behavior • in strategic management concerning a bigger ambit of sustainability; this case can cover the issues about decisions regarding going green strategies. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing. Supplementary materials Teaching notes are available for educators only.

Determining the reliability and validity of online reputation databases for lodging

2017 ◽  
Vol 24 (3) ◽  
pp. 261-274 ◽  
Author(s):  
Manuel Rodríguez Díaz ◽  
Tomás F Espino Rodríguez
Keyword(s):  
Reliability And Validity ◽  
Nonparametric Tests ◽  
Lodging Industry ◽  
Customer Reviews ◽  
Goods And Services ◽  
Strategic Factor ◽  
Customer Evaluations ◽  
New Type ◽  
Marketing Tool ◽  
Online Reputation

Online reputation is a strategic factor in determining the competitiveness and marketing capacity of lodging companies. The influence of online opinions on customers’ decisions is increasing, and, consequently, the online reputation is a new marketing tool to capture clients and reach sales objectives in the lodging industry. In this context, the reliability and validity of customer evaluations available on websites is an essential key to competing in a tourism market influenced by the development of the Internet. The objective of this study is to analyze three of the most important online reputation websites in tourism in order to establish the reliability and validity of the scales used in customer reviews. The results demonstrated that the three websites analyzed fulfill the conventional statistical criteria of reliability and validity. However, a new type of validity is formulated in this study in order to test the capacity of the scales to determine the similarities or differences between tourism goods and services. Nonparametric tests were carried out, demonstrating that although the three websites meet the conventional statistic criteria of reliability and validity, only Booking.com has the capacity to differentiate between destinations.

THE SPECIFICS OF THE DEVELOPMENT OF ONLINE COMMERCE UNDER THE INFLUENCE OF CONSUMER BEHAVIOR OF INTERNET USERS

2021 ◽  
pp. 158-171
Author(s):  
Dmitrii V. Tyurin ◽  
◽  
Aleksandra O. Volkova ◽  
◽  
Keyword(s):  
Consumer Behavior ◽  
Customer Orientation ◽  
Consumer Preferences ◽  
Point Of View ◽  
Practical Skills ◽  
Electronic Format ◽  
Online Commerce ◽  
Goods And Services ◽  
Internet Users ◽  
Technical Innovations

The article presents trends and innovations in the global and Russian markets regarding consumer behavior, analyzes the prospects for the development of online commerce, and suggests various approaches to increasing the share of online store customers and consumer retention in the era of digitalization and e-commerce. In particular, the authors analyzed the specifics of interaction with the audience on the example of a large online platform “Shopping live”. The practical skills of using innovative developments by marketers in terms of the development of mobile consumption of services and goods are demonstrated. The article takes into account the requirements that customers face in connection with the pandemic and forced self-isolation, in particular, the ability to use various technical innovations. It also demonstrates, as modern factors, the experience of practicing marketers, which influenced their work in the electronic format of selling goods and services, and in particular the use of new approaches in communication and customer orientation. The authors formulate approaches to the development of electronic promotion of goods and products of various industries from the point of view of consumer preferences, based on the specifics of the marketing strategy of large marketplaces, such as Wildberries, Aliexpress.

scholarly journals Getting our act together: a qualitative evaluation of the impact of a play on issues relating to women, sex work and substance use

2021 ◽  
Vol 6 ◽  
pp. 234
Author(s):  
Anne Campbell ◽  
Jo Egan ◽  
Paul Murphy ◽  
Carolyn Blair
Keyword(s):  
Substance Use ◽  
Sex Work ◽  
Performing Arts ◽  
Social Issues ◽  
Qualitative Evaluation ◽  
Research Process ◽  
Service Users ◽  
Policy And Practice ◽  
The Arts ◽  
The Impact

Background: The arts have always sought to explore significant social issues through literature, performing arts and visual art. However, more recently there has been an increase in the use of theatre as a means of gauging audiences’ perception and understanding of key social issues. The primary aim of the current evaluation was to seek the views of audience members, service users of addiction services and expert commentators as regards their perception of a number of key issues related to the content of a play entitled Madame Geneva. Methods: The evaluation used an exploratory qualitative design incorporating a dualistic approach to the research process: including post show discussion with panellists and members of the audience and a focus group comprising service users who had also viewed a live performance of the play. Results: The topics elucidated by the performance of the play included women and sex work, women and substance use, and impact on policy and practice. The discussion of the issues raised reiterated that women still experience high levels of oppression and discrimination in areas of substance use, sex work and welfare ‘reform’ which are often couched within male dominated political discourses and structures in contemporary society. Conclusions: The arts and specifically dramaturgical representations of substance use and related issues is an effective method of initiating important pragmatic and policy discussion of issues, which affect women

scholarly journals A Review of Factors Affecting Consumer Behavior towards Online Shopping

2018 ◽  
Vol 8 (4) ◽  
Author(s):  
Roopjot Kochar ◽  
Harmanjot Kaur
Keyword(s):  
Consumer Behavior ◽  
Online Shopping ◽  
Web Browser ◽  
Factors Affecting ◽  
Privacy Concerns ◽  
Goods And Services ◽  
Factors Influencing ◽  
Guaranteed Quality ◽  
Specific Factors ◽  
Fierce Competition

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Online shopping provides a good example of business revolution. Ecommerce has made life Simple and innovative of individual and groups. Consumer behavior on online shopping is different from physical market where he/she has access to see the products online shopping sites are fast replacing traditional or physical shops. Over, the years the trust of the customers for online shopping sites has increased considerably. The increase in the number of these sites on one hand has led to a fierce competition which means better and cheaper products for customers. However, at the same time customers have their privacy concerns when it comes to shopping online. Internet is changing the way consumers shop and buy goods and services and has rapidly evolved into a global phenomenon. The technology oriented factors like guaranteed quality, cash on delivery discounts and promotions are the major specific factors influencing customer’s attitudes toward online shopping. This research paper attempts to analyze the consumer behavior towards online shopping and the various factors influencing trend of online shopping.

scholarly journals LA ÉTICA EN LA INVESTIGACIÓN EDUCATIVA

2018 ◽  
Vol 6 (1) ◽  
pp. 45-51
Author(s):  
Eddy Javier Paz Maldonado
Keyword(s):  
Educational Research ◽  
Research Process ◽  
Human Being ◽  
Ethical Problems ◽  
Fundamental Factor ◽  
Palabras Clave ◽  
Research In Education ◽  
Face Complex ◽  
International Instruments ◽  
Normative Foundations

La ética en la investigación educativa constituye un factor fundamental que debe ser considerado para la realización de estudios que incluyan la participación de diversos sujetos. Los investigadores deben enfrentarse a escenarios complejos y cumplir con una serie de pautas nacionales e internacionales que tienen como propósito respetar los derechos de las personas que se someten al proceso de investigación en el ámbito educativo. Por esta razón, existen los instrumentos internacionales y tienen como elementos primordiales los principios éticos que incluyen consideraciones sobre la persona, para impedir que sea un simple objeto estudiado. Sin embargo, en la actividad indagativa se presentan diferentes problemas éticos que están relacionados con los participantes, el incorrecto uso de la investigación, el investigador, el plagio y la utilización de datos falsos. En relación al acto ético en la investigación educativa, los educadores han de efectuar responsablemente sus estudios sin perjudicar a ningún ser humano. El objetivo de este trabajo de revisión bibliográfica, es describir la importancia de la ética en la investigación educativa.   Palabras clave: ética de la investigación, investigación educativa, principios éticos. ABSTRACT Ethics in educational research is a fundamental factor that should be considered for the realization ofstudies that include the participation of diverse subjects. Researchers must face complex scenarios andcomplete it with a series of national and international guidelines that are intended to respect the rightsof people who undergo the research process specifically in the field of education. For this reason, thereare international instruments and their main elements are ethical principles that include considerationsabout the person, to prevent it from being a simple object studied. However, in the inquiry activity thereare different ethical problems that are related to the participants, the incorrect use of the research, theresearcher, the plagiarism and the use of false data. In relation to the ethical act in educational research,educators must responsibly conduct their studies without harming any human being. The results affirmthat the ethics applied to the research in education provides to the investigators theoretical,methodological and normative foundations on the moral to achieve the development of the inquiringprocess in a coherent way. The objective of this work of bibliographical review is to describe theimportance of the ethics in educational research.

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