scholarly journals Evaluation of Marketing Components of Organic Cosmetics in terms of Sociodemographic Composition of Women Consumers

2021 ◽  
Author(s):  
Ayşe ERSOY YILDIRIM
Keyword(s):  
Women Consumers

Consumer reactions towards femvertising: a netnographic study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ana Marina Lima ◽  
Beatriz Casais
Keyword(s):  
Design Methodology ◽  
Case Study Research ◽  
Female Empowerment ◽  
Women Consumers ◽  
Cultural Changes ◽  
Content Type ◽  
Online Comments ◽  
Consumer Reactions ◽  
Corporate Social

PurposeThis paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes.Design/methodology/approachThe authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.FindingsResults indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.Originality/valueFemvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.

scholarly journals Factors Affecting Brand Preference of Scooters among Women Consumers in Kathmandu Valley

2018 ◽  
Vol 1 (2) ◽  
pp. 185
Author(s):  
Riya Malla
Keyword(s):  
Spare Parts ◽  
Fuel Tank ◽  
Comfort Level ◽  
Kathmandu Valley ◽  
Brand Preference ◽  
Women Consumers ◽  
Factors Affecting ◽  
Daily Movement ◽  
Favorable Change ◽  
Colour Variety

<p>The trend of using scooters nowadays is a key to support consumer daily movement; the increasing number of sales of scooters shows a good sign for vehicle industry. The main objective of the research is to identify and analyze the factors that leads to brand preference of a scooter and which among them led to purchase of scooters. The findings of the study are based on the primary survey of 200 users of different brands, conducted within Kathmandu Valley. Correlation test is applied to test the relationship between the factors and the customer satisfaction. It is found that majority of the respondents considered comfort, mileage and design as the top three important factors that influence brand preference of scooters. The bottom three factors are colour variety, resale value and size of fuel tank. Factors such as price, mileage, comfort level, colour variety, design, size of fuel tank and spare parts supply have significant role in the brand preference of scooters, which means a favorable change in these factor can lead to brand preference of the customers. Whereas, resale value and durability are factors which have no significant relationship with brand preference of scooters among women consumers. From the result obtained, it is recommended that scooter brands should focus in developing more comfortable scooters because research shows that comfort level is the major factor that affects brand preference of scooter. In a city like Kathmandu valley, customers prefer scooter which has higher mileage potential. Although resale value and durability are the least influencing factors still the scooter brands should not neglect these factors because though not so significant but still few customers would prefer such factors while purchasing a scooter. The scooter brands should also focus of providing excellent reach of spare parts supply as majority of the customers agree that they will not purchase a brand of scooter if its spare parts are not easily available.</p><p>Journal of Business and Social Sciences Research, Vol. 1, No. 2, pp. 185-200</p>

Masstige marketing redefined and mapped

2015 ◽  
Vol 33 (5) ◽  
pp. 691-706 ◽  
Author(s):  
Justin Paul
Keyword(s):  
Marketing Strategy ◽  
Measurement Scale ◽  
Primary Data ◽  
Women Consumers ◽  
Product Price ◽  
Foreign Markets ◽  
Content Type ◽  
Brand Building ◽  
Culturally Different ◽  
Pyramid Model

Purpose – “Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy. Design/methodology/approach – The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method. Findings – Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market. Originality/value – The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

Bicycling and Gender: Targeting Guides to Women

2016 ◽  
Vol 24 (2) ◽  
pp. 120-130 ◽  
Author(s):  
William Riggs ◽  
Megyn Rugh ◽  
Kelly Chung ◽  
Jana Schwartz
Keyword(s):  
Best Practices ◽  
Gender Gap ◽  
Demand Management ◽  
Lessons Learned ◽  
Women Consumers ◽  
Transportation Demand ◽  
Planning Processes ◽  
Mode Of Transportation ◽  
And Gender ◽  
Gap Data

As the usage of bicycles increases, cities are transforming their planning processes to incorporate this sustainable mode of transportation. In spite of bicycling’s importance to communities, there is a gender gap. Data indicates that only a small number of cyclists are women. This paper addresses that gender gap with an eye toward the marketing strategy known as transportation demand management (TDM). TDM provides lessons for communities looking to encourage greater levels of bicycle riding. To do this we review the literature on best practices in marketing to women, and evaluate different bicycle marketing guides. We find, after an analysis to pinpoint best practices, that only 15% of the marketing guides are targeted to women. The lessons learned from our study provide information for the design of future bicycle guides that will appeal to women consumers.

scholarly journals Potency and power

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Lara Tessaro
Keyword(s):  
National Health ◽  
Dose Response ◽  
Consumer Product ◽  
Primary Sources ◽  
Cosmetic Products ◽  
Women Consumers ◽  
Risk Regulation ◽  
Estrogen Regulation ◽  
New Type ◽  
Response Thresholds

Building on a rich body of feminist scholarship on estrogen, this account interrogates how potent estrogenic cosmetics and consumer product labels emerged together, through the regulatory practices of scientists and lawyers, in mid-century Canada. Composed from archival and other primary sources, the story traces the development of Canada’s first cosmetic regulations – which applied only to cosmetic products containing estrogens. In 1944, “sex hormones” had been the first substances for which the Department of National Health and Welfare adopted labels in lieu of dose or potency standards under the Food and Drugs Act. With dose-response thresholds thus written out of the Sex Hormone Regulations, in 1949, regulators devised a new type of consumer product label that warned women to use estrogenic cosmetic products “with care”. Further regulatory amendments in 1950 appeared, on their face, to require positive proof of safety for estrogenic cosmetics, However, through varied administrative and enforcement practices that hinged upon “directions for use” in product labels, National Health officials quietly reintroduced dose-response logics back into estrogen regulation. As legal technologies for disciplining women consumers to regulate their own exposures, product labels were becoming instrumental. With labeling, estrogen catalyzed an early example of risk regulation in Canada.

Low‐income consumers' reactions to low‐involvement products

2009 ◽  
Vol 27 (7) ◽  
pp. 882-899 ◽  
Author(s):  
Ayantunji Gbadamosi
Keyword(s):  
Low Income ◽  
Women Consumers ◽  
Content Type ◽  
Marketing Environment ◽  
The Subject ◽  
Low Income Women ◽  
Grocery Products ◽  
Low Income Consumers ◽  
Depth Interviews ◽  
Is Value

PurposeThe purpose of this paper is to explore the attitudes and behaviour of low‐income women consumers in respect of low‐involvement grocery products.Design/methodology/approachOne focus group and 30 in‐depth interviews on the subject‐matter are conducted with low‐income women in Salford (Northwest England). Given the nature of the topic and the target respondents involved, the subjects are recruited through the use of purposive and snowballing sampling methods.FindingsThe findings suggest that low‐income women consumers' purchases of low‐involvement grocery products are based on habit. They do not show strong loyalty to brands of these products, and do not perceive price as an indication of their quality. Their key motivation underlying their purchases of these products is value‐for‐money. Also they are very sensitive to sales promotional stimuli, albeit in varying degrees according to the respective attractiveness of these tools. However, while they indicate a positive attitude towards buy‐one‐get‐one‐free (BOGOF), free samples, discount and coupons, BOGOF stands out as their best preference; but they are not positively inclined towards gifts and competition.Originality/valueThe paper explores the motivation, attitudes and behaviour of a special group of consumers (low‐income women) in respect of low‐involvement grocery products. It indicates the directions of their sensitivity in terms of marketing stimuli. Hence, it will be valuable for marketing decision making towards providing this group of consumers with the utmost satisfaction needed in this increasingly complex marketing environment.

Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East

2015 ◽  
pp. 358-372
Author(s):  
A. M. Sakkthivel ◽  
B. Sriram
Keyword(s):  
Middle East ◽  
Empirical Investigation ◽  
Middle Eastern ◽  
Sultanate Of Oman ◽  
Women Consumers ◽  
Communication Tools ◽  
Brand Communication ◽  
The Impact ◽  
Brand Preferences

The chapter aims to design a model of constructs of brand communication tools (direct and indirect) and test the impact of the same on brand preferences of women consumer buying intentions from Middle Eastern countries with specific evidences from Sultanate of Oman. The survey was conducted among 200 women consumers with reference to identifying the influence of brand communication tools on their buying intentions. The results revealed that both the communication tools found to have a significant impact. It is found that the direct brand communication tools have a higher impact over women buying intentions.

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