scholarly journals A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model

2015 ◽  
Vol 7 (5) ◽  
pp. 44-54
Author(s):  
Fazal ur Rehman ◽  
Shabir Hyder . ◽  
Sadaqat Ali .
Keyword(s):  
Electronic Mail ◽  
Marketing Channel ◽  
Business Environment ◽  
Marketing Channels ◽  
Qualitative Approach ◽  
Mobile Marketing ◽  
Structured Interviews ◽  
Email Marketing ◽  
Sales Company ◽  
Aida Model

In present spirited business environment, marketers and advertisers are facing trouble in the selection of viable marketing channels. Obviously, mobile phone and electronic mail are the two interesting communication sources. This study aims to emphasize on the effectiveness of mobile and email marketing channels using AIDA model. The study applied qualitative approach to collect data through semi-structured interviews from the registered customers of a retailer and whole sales company “Metro-Habib Cash & Carry Pakistan (MHCCP)”. The collected data were analyzed through matrix structure by defining themes and color codes. The sub-rows and columns were re-arranged with the help of iterative approach to properly manage the data. The study clarified that mobile marketing channel creates better market attention, interest, desire and purchase action as compared to email marketing channel.

E-Mail Marketing

2021 ◽  
Vol 11 (4) ◽  
pp. 63-83
Author(s):  
Albérico Travassos Rosário
Keyword(s):  
Return On Investment ◽  
Response Rates ◽  
Research Paper ◽  
Business Environment ◽  
Marketing Channels ◽  
Cognitive Responses ◽  
Legal Requirements ◽  
Email Marketing ◽  
Effective Strategies ◽  
E Mail

Email marketing is a considerable development and includes direct emails, transactional emails, and email newsletters to attract new customers and retain existing ones. This research paper aims to identify and synthesize literature on the effectiveness of email marketing and potential challenges affecting its proper implementation. The research establishes that businesses in the current business environment recognize email marketing's capacity to produce a higher return on investment and generate more sales than traditional marketing channels, such as television. The adoption of permission-based email marketing enables establishing strong relationships between companies and their target audiences, developing emotional, conative, and cognitive responses to the distributed messages. Therefore, salespersons should ensure compliance with legal requirements in email marketing and develop effective strategies of reducing spam emails to avoid negative impressions and increase response rates.

scholarly journals Marketing Channels of Chili in Central Java: Players, Levels, and Segmentations

2019 ◽  
Vol 22 (2) ◽  
Author(s):  
Joko Mariyono
Keyword(s):  
Distribution Channel ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Qualitative Approach ◽  
Market Survey ◽  
Provincial Level ◽  
Village Level ◽  
Central Java ◽  
Segmented Markets ◽  
The Village

Chili production is an important commodity in Indonesian, and the marketing issues frequently disrupt the economy.  This paper aims to analyse the distribution channel of chili and formulate the suitable policy to overcome the marketing problems. The study employed a qualitative approach. A market survey was qualitatively conducted at producer, intermediary, wholesaler and retailer levels. The results were descriptively presented using table and figures. This result shows that the marketing channel of chili in Indonesia was complicated and lengthy. Many players were starting at the village level to the provincial level. Segmented markets were based on the types of chili, which were categorized as local and hybrid cultivars. Farmers selected the marketing channels because of business circumstance and their farm location. Distance and gentleman agreement with traders limited farmers to select the marketing channel.

scholarly journals Analysis of Factors Influencing Marketing Channel Choices by Smallholder Farmers: A Case Study of Paddy Product in Wet and Dry Season of Prey Veng Province, Cambodia

2020 ◽  
Vol 13 (4) ◽  
pp. 15
Author(s):  
Rachana Chiv ◽  
Fengying Nie ◽  
Shu Wu ◽  
Sokea Tum
Keyword(s):  
Smallholder Farmers ◽  
Marketing Channel ◽  
Dry Season ◽  
Marketing Channels ◽  
Primary Data ◽  
Structured Interviews ◽  
Factors Influencing ◽  
Large Irrigation ◽  
The Right

This study analyzes factors influencing marketing channels that were chosen by paddy smallholder farmers in the wet and dry season. The aims focused on determining the factors influence marketing channel choices to be able to reveal out the need for smallholder farmers to increase their productions and investments to formulate policies to enhance them such as increasing revenue, poverty alleviation, food security, and sustainable development. The primary data was collected through structured and semi-structured interviews with 216 smallholder farmers cultivated in both seasons, 12 collectors, 12 traders, 12 millers, 6 wholesalers, and 6 retailers by analyzed with Multinomial Logit. Results revealed that socio-economic, institutional, and marketing factors were different statistically significant influence into marketing channel choices in both seasons. These findings relate to factors that need to resolve and stimulate smallholder farmers to choose the right marketing channels by suggestion to policymakers. The outcomes of policies aim to stimulate and encourage extension office to support, sharing experiences, and knowledge to smallholder farmers who older, low experiences, and low educations. To improve extension services by the focus on telecommunications, storage facilities, and rural infrastructures. Moreover, urge smallholder farmers to market participation, and enhance market competitions. Finally, the policymakers should work efforts to improve and enhance the ongoing investments in the water supporting such as small, medium, large irrigation systems, and so forth for reducing the constraints.

Mitigating microfinance marketing channels inefficiencies with customerization of mobile technology

2018 ◽  
Vol 35 (4) ◽  
pp. 619-636 ◽  
Author(s):  
Esi Abbam Elliot ◽  
Benjamin Ngugi ◽  
Charles A. Malgwi
Keyword(s):  
Emerging Markets ◽  
Mobile Technology ◽  
Emerging Market ◽  
Research Question ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Channel Structure ◽  
Mobile Marketing ◽  
Content Type ◽  
Market Inefficiencies

Purpose The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging markets. By examining in detail, specific market inefficiencies that inhibit the efforts of micro and small enterprises to access microfinance in emerging markets and the use of technology to alleviate these failures, the authors bridge the literatures on marketing channel inefficiencies and technological innovation relevant to emerging markets. Design/methodology/approach The authors use a qualitative method in the form of phenomenological interviews and participant observation in Ghana, West Africa, to investigate the research question. Findings The three themes that arise from the findings are: channel structure and structure selection; power-dependence relationships and relational outcomes; and conflict mechanisms and control behaviors. Customerization of technology is observed to mitigate inefficiencies in mobile marketing channels by facilitating data sharing, reminders, peer referencing and other marketing strategies of awareness, affordability, access and scalability. Research limitations/implications The limitations of this study are the fact that the context of the study is only one emerging market country – Ghana. This market is however experiencing dynamic changes in mobile technology innovations that is revolutionizing the microfinance industry. Practical implications Mobile money innovations have advanced the scope of marketing channels to the point that an updated perspective of the role of mobile technology in mitigating marketing channels inefficiency is both appropriate and timely. Originality/value The authors make the contribution of customerization as an aspect of mobile technology that is a key enabler in microfinance marketing channels, serving to mitigate microfinance market inefficiencies. Additionally, the study augments theories on the marketing channels framework by contributing perspectives on mobile technology.

The Effect of Mobile Marketing and Email Marketing on Exploratory Information Seeking (EIS) Behavior of the Consumers

2017 ◽  
Vol 13 (4) ◽  
pp. 76-89 ◽  
Author(s):  
Abdul Waheed ◽  
Jianhua Yang
Keyword(s):  
Information Seeking ◽  
Structural Equation ◽  
Positive Relationship ◽  
Business Environment ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Email Marketing ◽  
Future Studies ◽  
Relationship Of ◽  
The Relationship

The technological revolution has radically transformed the business paradigm toward wireless networks owing to widespread penetration of technology. The present study sought to investigate the relationship of mobile marketing (MM) and email marketing (EM) on exploratory information seeking (EIS) behavior of the consumers. To this end, the surveys were randomly disseminated among 1100 consumers from March 2016 to August 2016 in the context of Pakistan. Structural equation modeling (SEM) with AMOS integration was used to test the research hypotheses. The findings of this study revealed a positive relationship of the mobile marketing and email marketing on exploratory information seeking (EIS). In contrast, the profound analysis ensured a positive relationship of each sub-dimensions. This study furnishes empirical evidence in the literature of advertising to reinforce and ensure the significance of advanced mediums in today's business environment. This study recommends certain future studies for academics and practitioners.

scholarly journals The development of online marketing channel for safe vegetable in Thailand

2021 ◽  
Vol 58 (1) ◽  
pp. 3705-3713
Author(s):  
Kanokpatch Koprasert, Nittaya Ngamyingyong, Jemine Settheerathan
Keyword(s):  
Marketing Channel ◽  
Research Area ◽  
Marketing Channels ◽  
Online Marketing ◽  
Extended Model ◽  
Research Model ◽  
Structured Interviews ◽  
Internet Commerce ◽  
Sample Group ◽  
Research Findings

This research aims were to; 1) to develop an online marketing channel for safe vegetable in Thailand. The research model was mixed methods. The theory of Extended Model of Internet Commerce Adoption (eMICA) was used as a research framework. The research area was Nakhon Pathom Province. The sample group was divided into 3 groups as follows; 1) 30 smart farmers who grow safe vegetables; 2) People who are involved in the safe vegetable business, including entrepreneurs and academics, were 10 people by using a specific randomization and 3) 400 people of online consumers by using simple randomization. The tools used were semi-structured interviews and questionnaires. Then analyze the results for the development of online marketing channels. The research found that farmers had online marketing channels sorted by their sales as follows; Facebook 16 users, Instagram 5 users, online orders 7 users and Shopee 2 users. The results of the trial are sold through online marketing channels, when comparing the highest efficiency was Facebook channel where customers can reach at 78.23% and generate the most income at 68.15 percent. Research findings on shipping, packaging, and consumer behavior are emerging in the process of developing online marketing channels  

scholarly journals EXPLORING CUSTOMERS’ ATTITUDES AND BEHAVIOURS TOWARDS USING MOBILE MARKETING BEFORE, DURING, AND AFTER VISITING RESTAURANTS IN SAUDI ARABIA

2021 ◽  
Author(s):  
Mshari Aljabr ◽  
◽  
Romana Garma ◽  
Colin Drake ◽  
◽  
...  
Keyword(s):  
Saudi Arabia ◽  
Marketing Channels ◽  
Ease Of Use ◽  
Mobile Marketing ◽  
Structured Interviews ◽  
Negative Attitudes ◽  
Misleading Information ◽  
Positive Attitudes ◽  
Marketing Activities ◽  
Customer Attitudes

Contemporary tourism has seen the adoption of mobile applications to discover and market attractions such as restaurants and hotels, yet few academic studies focus on customer attitudes and behaviours towards the usage of mobile marketing for restaurants in non-western cultures, like Saudi Arabia. The Saudi Arabian Government’s announcement that its borders are opening to international tourists marks a significant opportunity for the hospitality businesses. This study provides insight into customers’ attitudes and behaviours towards using mobile marketing channels when deciding on restaurants. Qualitative research using semi-structured interviews were conducted with ten Saudi customers who frequently utilised their smartphones to decide on restaurants. Thematic analysis identified positive attitudes towards using mobile marketing for restaurants which considered factors like usefulness, ease of use, time and money savings, while misleading information and massive advertising resulted in negative attitudes. Furthermore, the research highlights customers’ main mobile marketing activities before, during, and after their visits to restaurants. This research provides the initial findings identifying opportunities for businesses as a result of the adoption of these technologies.

Different Forms of Work Satisfaction

1998 ◽  
Vol 3 (3) ◽  
pp. 209-218 ◽  
Author(s):  
André Büssing ◽  
Thomas Bissels
Keyword(s):  
Work Satisfaction ◽  
Preliminary Evidence ◽  
Qualitative Approach ◽  
Extended Model ◽  
Work Situation ◽  
Structured Interviews ◽  
Global Satisfaction ◽  
Evaluative Processes ◽  
The Right ◽  
Level Of Aspiration

The extended model of different forms of work satisfaction ( Büssing, 1991 ), originally proposed by Bruggemann (1974) , is suggested as a distinctive qualitative approach to work satisfaction. Six forms of work satisfaction—progressive, stabilized, resigned satisfaction, constructive, fixated, resigned dissatisfaction—are derived from the constellation of four constituent variables: comparison of the actual work situation and personal aspirations, global satisfaction, changes in level of aspiration, controllability at work. Preliminary evidence from semi-structured interviews with 46 nurses shows that the dynamic model is headed in the right direction (qualitative differentiation of consistently high propertions of satisfied employees, uncovering processes of person-work situation interaction). Qualitative methods demonstrated their usefulness in accessing underlying cognitive and evaluative processes of the forms, which are often neglected by traditional attitude-based satisfaction research.

ANALISIS TATANIAGA TANDAN BUAH SEGAR KELAPA SAWIT DI DESA TEMPAKAN KECAMATAN BATU ENGAU KABUPATEN PASER (Marketing Analysis of Fresh Fruit Bunches of Oil Palm in Tempakan Village, Batu Engau Subregency, Paser Regency)

2019 ◽  
Vol 2 (2) ◽  
pp. 113
Author(s):  
SIMON SUTRADO SIMANJUNTAK ◽  
ACHMAD ZAINI
Keyword(s):  
Oil Palm ◽  
Sampling Method ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Fresh Fruit ◽  
Snowball Sampling ◽  
Level Zero ◽  
Average Share ◽  
Marketing Analysis ◽  
Fresh Fruit Bunches

The purposes of this study were to know marketing channel, marketing margin, share, and marketing profit of fresh fruit bunches of oil palm in Tempakan Village, Batu Engau Subregency, Paser Regency. The study was conducted from June to August 2016. The sampling method was done with two ways as random sampling in farmer level and in marketing channel as snowball sampling. Data analysis were done by calculating marketing margin, share, and marketing profit. The results of this study showed that there are two marketing channels in reserach location are channel of level zero and channel of level one. Marketing margin in farmer level was Rp40.39 kg-1 and margin in whole trader level was Rp314.44 kg-1. The average share of farmer level was 97.58% and in trader level was 81.48%. Margin and share that profitable for farmer is at channel of level zero. The average of profit in whole trader level of fresh fruit bunches was 112.75%, that meant marketing by whole trader is profitable.

scholarly journals Motherhood: Female Perspectives and Experiences of Being a Parent with ASC

2021 ◽  
Author(s):  
Rebecca Winnard ◽  
Mark Roy ◽  
Hannah Butler-Coyne
Keyword(s):  
Interpretative Phenomenological Analysis ◽  
Phenomenological Analysis ◽  
Qualitative Approach ◽  
Clinical Settings ◽  
Structured Interviews ◽  
Autistic Spectrum ◽  
Parenting Support ◽  
Practical Management ◽  
Specific Skill

AbstractLittle is known about the emotional pressures and practical management of daily challenges and, intra and interpersonal demands of raising a child as a parent with a diagnosis of Autistic Spectrum Conditions. The present study utilised a qualitative approach to understand perceptions of females diagnosed on the autistic spectrum of ‘being a parent’. Eight semi-structured interviews were analysed using Interpretative Phenomenological Analysis. Benefits and challenges of being a parent were highlighted alongside population-specific skill and characteristics associated with strength and resilience, love, nurture, routine and sensory considerations. Findings identify the need for population-specific specialist parenting support, provide direction for professionals in clinical settings and expand the paucity of research in this area.

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