scholarly journals CONSUMER PERCEPTION ON E-MARKETING STRATEGIES OF WECHAT EDUCATIONAL OFFICIAL ACCOUNTS

2020 ◽  
Author(s):  
Yingran Guo Yingran Guo ◽  
Zhiqiang Luan Zhiqiang Luan
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception

Consumer Perception

2015 ◽  
pp. 1-22
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Environmental Cues ◽  
Sensory Cues ◽  
Consumer Behaviors ◽  
Product Packaging ◽  
Sensory Marketing ◽  
Conscious Processing ◽  
Five Senses ◽  
And Performance

Sensation and perception refers to different stages in the processing of stimuli that influence consumer behaviors. The five senses involved in sensation and perception—touch, smell, taste, hearing, and vision—have important implications for marketers. Consumers often make inferences about the quality and performance of products on the basis of sensory cues. Product packaging can also be an important cue from which consumers can derive information and make evaluations about the performance of the product. This chapter also discusses non-conscious processing of environmental cues and how unconsciously perceived stimuli affect a variety of consumer behaviors. The research presented in this chapter on sensory cues and unconscious processes can help managers to develop effective sensory marketing strategies.

The Relationship between Fast Fashion and Luxury Brands

2017 ◽  
pp. 910-931
Author(s):  
Cesare Amatulli ◽  
Antonio Mileti ◽  
Vincenzo Speciale ◽  
Gianluigi Guido
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Luxury Brands ◽  
Fast Fashion ◽  
Customer Perception ◽  
The Uk ◽  
The Relationship

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

scholarly journals Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

2021 ◽  
Vol 17 (4) ◽  
pp. 111-119
Author(s):  
Boitumelo Vincent Molelekeng ◽  
Hilda Bongazana Dondolo
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Consumer Preference ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Celebrity Endorsements ◽  
Gauteng Province ◽  
South Africans ◽  
Celebrity Endorsers

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

Entertainment Media

2017 ◽  
pp. 956-978
Author(s):  
Paula Cordeiro ◽  
António Mendes ◽  
José Mascarenhas ◽  
Sofia Lameira
Keyword(s):  
Media Studies ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Entertainment Industry ◽  
Media Relations ◽  
Entertainment Media ◽  
Editorial Content ◽  
Television Shows ◽  
Branding Strategies

This chapter examines the hybridization of entertainment in media through the emergence of new advertising formats in radio, new forms of revenue and sponsoring for television shows, and the hybridization of press content, with monthly magazines portraying more promotional than editorial content. It is focused on media as entertainment industry to study marketing strategies developed by brands towards an approach to entertainment as part of branding strategies, focusing as well on innovative advertising formats. Thinking about these might affect the consumer perception of media and brands. This chapter relates media studies with technology and marketing studies rooted in the idea that lifestyle media may transform practices and routines with media as well as audiences' media relations.

scholarly journals The Influence Of Marketing Mix On Usage Decision Of Auto Clean Waterless Car Wash Services

2021 ◽  
Vol 8 (2) ◽  
pp. 44-54
Author(s):  
Tegar Graha Adiwiguna ◽  
Megawati Simanjuntak ◽  
Kirbrandoko -
Keyword(s):  
Significant Influence ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Customer Segmentation ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Business Opportunity ◽  
Car Wash ◽  
Ease Of Access ◽  
A Company

Increasing the number of vehicles makes a great business opportunity for car wash services. AutoClean Waterless is a company engaged in car wash services that utilise innovation by using special fluids so that it saves water. The problem faced by AutoClean in Bogor City is AutoClean’s sales have not been stable because there is still a decrease in transaction and termination of partners. Sample in this research were 185 respondents. Data were analysed using descriptive analysis and SEM LISREL. The result of this research shows that consumer use behaviour is influenced by weather, priority factors in using car wash services are quality, price, ease for access, and customers more often come to outlets that are not in the mall and majority customers use silver packages. Consumer perception of AutoClean innovation shows that innovation is one of the most essential factors in usage decisions of the consumer. The marketing mix (7P) has a significant influence on usage decisions. Marketing strategies to increase sales in AutoClean Waterless can be applied by making AutoClean customer segmentation based on customer characteristics. Then the company can make priority targets  following following predetermined segmentation. Next, AutoClean can make positioning by looking at the priority factors when customers choose car wash services, such as quality, price and ease of access

scholarly journals Wild-Caught Versus Farmed Fish – Consumer Perception

2017 ◽  
Vol 75 (2) ◽  
pp. 41-50 ◽  
Author(s):  
Marina Tomić ◽  
Zoran Lucević ◽  
Tea Tomljanović ◽  
Daniel Matulić
Keyword(s):  
Fish Consumption ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Wild Fish ◽  
Consumer Perception ◽  
Farmed Fish ◽  
Fresh Fish ◽  
Limited Knowledge ◽  
Older Consumers ◽  
The Impact

Abstract We have limited knowledge of determinants of consumer preferences for wild-caught versus farmed-raised fish, so this work aims to investigate the impact of sociodemographics, habits and frequency of fresh fish consumption, such as involvement in cooking, on the preferences for wild versus farmed fish. A survey was done on a sample of 1151 fish consumers in Croatia. Results showed that female, older consumers, consumers with higher income and those living in coastal parts of Croatia give higher preferences for wild fish and they detect differences between the taste of wild and farmed fish. Consumers with higher levels of habits of fresh fish consumption, who eat fresh fish often and are more involved in cooking, prefer wild-caught fish. These findings provide valuable information for the aquaculture sector, especially for planning marketing strategies for the promotion of farmed fish.

The Relationship between Fast Fashion and Luxury Brands

2016 ◽  
pp. 244-265 ◽  
Author(s):  
Cesare Amatulli ◽  
Antonio Mileti ◽  
Vincenzo Speciale ◽  
Gianluigi Guido
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Luxury Brands ◽  
Fast Fashion ◽  
Customer Perception ◽  
The Uk ◽  
The Relationship

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

scholarly journals PENGARUH ONLINE PROMOTION TERHADAP REPURCHASE INTENTION DENGAN CONSUMER PERCEPTION SEBAGAI MEDIASI PADA TRAVEL ONLINE

2018 ◽  
Vol 12 (2) ◽  
pp. 94-100
Author(s):  
Stefanie Adelia
Keyword(s):  
Low Cost ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Online Media ◽  
Media Campaign ◽  
Repurchase Intention ◽  
Analysis Technique ◽  
Travel Services ◽  
Online Travel ◽  
Positive Effect

Marketing strategies such as online promotion are now mostly done to attract customer repurchase intention to online travel services by establishing a good consumer perception. Online media is chosen as a media campaign because it is able to reach a very broad market segment and not limited to time with a relatively low cost and can form a consumer perception that affects the consumer's buying interest. Research on the influence of online promotion on repurchase intention with consumer perception as mediation on online travel is done to 100 online travel online buyers selected by non-probability sampling with WarpPLS data analysis technique. The results showed that online promotion has a positive effect on repurchase intention directly and repurchase intention positively indirectly influence through the mediation variable consumer perception. This study proves that consumer perception can be a good mediation between online promotion and repurchase intention

scholarly journals How Nestle Succeed in the Food Industry: A Consumer Perspective

2021 ◽  
Vol 4 (2) ◽  
pp. 84-97
Author(s):  
Daisy Mui Hung Kee ◽  
Nur Hannis Syakirah ◽  
Nurun Najihah ◽  
Nur Anis Aliya ◽  
Nur Zahirah Sikumbang
Keyword(s):  
Quantitative Research ◽  
Food Industry ◽  
Online Survey ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Success Factor ◽  
Research Approach ◽  
Main Driver ◽  
Consumer Perspective ◽  
Reasonable Price

The purpose of this study is to analyze consumer perception of how Nestle succeeds in the food industry. The study employed a quantitative research approach, and an online survey was carried out. Data were collected from 121 Nestle consumers in Malaysia. The results show that Nestle's success factor is from the provision of good products at a reasonable price and marketing strategies that Nestle has developed to be the main driver of the growth, which contribute to the organizational success. Discussion and recommendations are presented.

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