Marketing Models: A Review of the Literature

2017 ◽  
Vol 59 (3) ◽  
pp. 355-381 ◽  
Author(s):  
Canan Eryigit
Keyword(s):  
Consumer Behaviour ◽  
Marketing Research ◽  
Product Management ◽  
Distribution Management ◽  
Marketing Models ◽  
Quantitative Marketing ◽  
Product Pricing ◽  
Research Theme ◽  
Research Themes ◽  
Functional Areas

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.

scholarly journals Considerations regarding the purchase behaviour for clothes made from recycled textile waste in Turkey

2021 ◽  
Vol 72 (01) ◽  
pp. 97-101
Author(s):  
IONICA ONCIOIU ◽  
ANA MARIA IFRIM ◽  
MARIUS PETRESCU ◽  
ANCA GABRIELA PETRESCU ◽  
CĂTĂLIN PETCU ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Consumer Behaviour ◽  
Significant Contribution ◽  
Marketing Research ◽  
Turkish Population ◽  
Global Level ◽  
Textile Waste ◽  
Quantitative Marketing ◽  
Market Shares ◽  
Textile Products

Today, more than ever, the increasing levels of recycled textile waste ratios in Turkey make a significant contribution to the development of a sustainable future at global level. This research paper aims to present the attitudes, motives and experiences of the Turkish purchase intention related to textile products coming from the recycling of unused, old or faulty textile products. A quantitative marketing research was carried out on a sample of over 650 participants on the data provided by the questionnaire which focuses on studying the consumer behaviour of textile products coming from the recycling of unused, old or faulty textile products, influenced by endogenous (psychological) and exogenous (sociological) variables. A series of general hypotheses and statistical assumptions were made, the results of which were presented through testing using a series of econometric formulas. The results show important aspects regarding the purchase intention of the textile products coming from the recycling of unused, old or faulty textile products and they also describe the evolution of the market shares of green textile products, based on the perceptions of the Turkish population.

scholarly journals Motivation and consumer behaviour in the context of loyalty programs

2012 ◽  
Vol 60 (2) ◽  
pp. 211-216
Author(s):  
Klára Mrkosová ◽  
Ondřej Dufek ◽  
Luděk Majer
Keyword(s):  
Consumer Behaviour ◽  
Marketing Research ◽  
Loyalty Programs ◽  
Loyalty Program ◽  
Deferred Compensation

The paper introduces the partial results of the marketing research on loyalty programs. The aim was to identify the reasons that lead consumers to participate in loyalty programs and the benefits that are the main motivators for participation in the loyalty program. Respondents had the opportunity to create a loyalty program as they wish. The aim of this paper was also to prove the popularity of loyalty programs based on the principles of the deferred compensation.

Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

2018 ◽  
pp. 317-336
Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu-Brobbey ◽  
Esther O. Duodu
Keyword(s):  
Developing Country ◽  
Potential Application ◽  
Consumer Behaviour ◽  
Marketing Research ◽  
Brain Activation ◽  
Research Data ◽  
Research Tool ◽  
Field Of Study ◽  
Scientific Methods ◽  
Insight Into

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

Cerenity Sanitizer: Marketing Research for New Product Launch (B)

2014 ◽  
pp. 1-21
Author(s):  
Anand Kumar Jaiswal ◽  
Sachin Kumar Singh ◽  
A Manu
Keyword(s):  
Quantitative Research ◽  
Research Team ◽  
Research Study ◽  
Marketing Research ◽  
New Product ◽  
Product Launch ◽  
Quantitative Research Methods ◽  
Toilet Seat ◽  
Quantitative Marketing ◽  
New Product Launch

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

scholarly journals Assessing the Benefits of the Sustainability Reporting Practices in the Top Romanian Companies

2020 ◽  
Vol 12 (8) ◽  
pp. 3470 ◽  
Author(s):  
Anca Gabriela Petrescu ◽  
Florentina Raluca Bîlcan ◽  
Marius Petrescu ◽  
Ionica Holban Oncioiu ◽  
Mirela Cătălina Türkeș ◽  
...  
Keyword(s):  
Business Strategy ◽  
Marketing Research ◽  
Sustainability Reporting ◽  
Special Interest Groups ◽  
Global Business ◽  
Reporting Practices ◽  
Quantitative Marketing ◽  
Sustainability Strategy ◽  
Development Goals ◽  
Social And Environmental Performance

The concept of sustainability reporting has been addressed by experts worldwide and is defined as the process of communicating the social and environmental effects of the economic actions of organizations to special interest groups within society in general. The main purpose of this research was to identify and analyze the opinions of the real benefits obtained by large companies in Romania following the elaboration of sustainability reports and their contribution to the development of a sustainable economy. A quantitative marketing research was carried out on the sample randomly extracted from a target community of the largest 5750 companies across 35 counties that were active in strategic priority areas of Romania. Both explicitly and implicitly, the research resulted in essential aspects related to the correlation of the sustainability strategy with sustainability reporting, how sustainable development goals contribute to improving all of the processes included in the integrated company management system, how the internal and external benefits can contribute to increasing economic, social, and environmental performance, and building sustainable relationships with shareholders, employees, and stakeholders. In addition, the findings show that aligning a sustainability strategy with a global business strategy and including sustainability reporting requirements (non-financial) are important concerns at the level of the top companies in Romania.

scholarly journals Behaviour and decision making of Czech consumers when buying beverages 

2012 ◽  
Vol 52 (No. 7) ◽  
pp. 341-346
Author(s):  
M. Foret ◽  
P. Procházka
Keyword(s):  
Decision Making ◽  
Life Style ◽  
Consumer Behaviour ◽  
Mineral Water ◽  
Secondary Analysis ◽  
Marketing Research ◽  
The Other ◽  
Research Project ◽  
The One ◽  
Consumption Habits

The article deals with the problem of analysis of the factors that influence the behaviour and decision-making of consumers when buying beverages. The analysis was based on data about consumer behaviour obtained within the period of 1993–2004. The secondary analysis involved data collected within the framework of a marketing research project SHOPPING MONITOR performed by the marketing agencies INCOMA Research and GfK Prague in years 1999–2002. Based on the results obtained, it was concluded that hypermarkets were dominating not only as a place of purchasing foodstuffs in general but also as a leading outlet for sale of beverages. Czech consumers preferred Czech brands of beverages and there was a new trend in increasing purchases of tea, juices and mineral water on the one hand and coffee and wine on the other. This indicates a change in consumption habits and reflects an interest in a healthier life style. 

scholarly journals Acquisition of Electric Vehicles—A Step towards Green Consumption. Empirical Research among Romanian Students

2019 ◽  
Vol 11 (23) ◽  
pp. 6639 ◽  
Author(s):  
Gabriel Brătucu ◽  
Adrian Trifan ◽  
Lavinia Dovleac ◽  
Ioana Bianca Chițu ◽  
Raluca Dania Todor ◽  
...  
Keyword(s):  
Electric Vehicles ◽  
Marketing Research ◽  
High Price ◽  
Low Carbon ◽  
Green Consumption ◽  
Quantitative Marketing ◽  
Financial Benefits ◽  
Special Programs ◽  
And Behavior ◽  
Competitive Economy

The paper analyzes particular aspects of a competitive economy based on low carbon emissions, which requires a fundamental change in consumer behavior, by focusing mainly on green acquisitions. The article contributes to the literature by the novelty of the researched problem: identification and analysis of the attitude and behavior of Romanian students regarding the electric vehicles acquisition. Thus, a quantitative marketing research was conducted, using a sample of 1221 students from 11 Romanian university centers. Also, the paper includes an overview regarding the costs and financial benefits provided by the Romanian Government to the electric vehicles owners, such as acquisition price reductions or tax reductions. The research results show that only half of the students are familiar with the concept of green consumption, and 37.8% of them are interested in buying an electric vehicle, the main reason being the fuel consumption. The authors recommend to the state’s institutions to develop special programs, by offering attractive facilities to the young people with higher education, as potential buyers, for the purchase of electric vehicles, this way diminishing the barrier effect generated by the high price. The academic environment should initiate research, both at the micro and macroeconomic level, to quantify the economic-social implications of green acquisitions in general and electric vehicles in particular.

scholarly journals APPROACHES REGARDING QUALITY AND SUSTAINABILITY STRATEGIES ON THE ROMANIAN BAKERY MARKET

2021 ◽  
Vol 14(63) (2) ◽  
pp. 49-54
Author(s):  
Andreea Nicoleta Neacșu ◽  
Keyword(s):  
Marketing Research ◽  
Continuous Development ◽  
Quantitative Marketing ◽  
Sustainability Strategies ◽  
Wide Range ◽  
Quality Of Products

Lately, consumers have become more critical and alert to the quality of products and the factors that influence the sustainability of the society in which they live. The Romanian bakery market is in a continuous development, with a wide range of products. In order to attract and satisfy customers, manufacturers apply various quality strategies and sustainability measures. The study analyzes the quality strategies and sustainability measures adopted in this market. In order to achieve the objective of the paper, a quantitative marketing research was carried out.

scholarly journals Social responsibility in the textile industry in Romania

2020 ◽  
Vol 71 (04) ◽  
pp. 357-363
Author(s):  
NICOLETA ANDREEA NEACȘU ◽  
SIMONA BĂLĂȘESCU ◽  
MARIUS BĂLĂȘESC ◽  
CARMEN ELENA ANTON
Keyword(s):  
Social Responsibility ◽  
Social Life ◽  
Textile Industry ◽  
Marketing Research ◽  
Sustainable Society ◽  
Quantitative Marketing ◽  
The Social ◽  
The Way

In a sustainable society, the integration into the activity of entities of the actions from the sphere of social responsibility becomes more and more evident. The study analyzes the textile industry in Romania in terms of social responsibility, the involvement of companies in this industry in asserting the values of this level. Thus, a quantitative marketing research is carried out at the level of the population in Romania, a piece of research which is aimed at identifying the opinions and attitudes of the citizens regarding the social responsibility adopted by the Romanian companies, with emphasis on the companies in the textile industry. In this research, particular attention was given to the comprehension of the reality of the aspects in which consumers perceive the requirements of social responsibility and of the way in which they function in practice. The results of this research can be used by the companies in the textile industry as well as by all the companies interested in this aspect in order to improve the quality of the services and of their implications in the social life and in order to respond to the needs of the citizens as well as possible.

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