scholarly journals Marketing Communication Tool on Consumer Buying Behaviour in Selected Supermarkets in Nairobi City County, Kenya

2021 ◽  
Vol 3 (2) ◽  
pp. 90-105
Author(s):  
Ayoma C Adhiambo ◽  
Jane Wanjira
Keyword(s):  
Information Exchange ◽  
Sales Promotion ◽  
Shopping Behavior ◽  
Digital Marketing ◽  
Primary Data ◽  
Marketing Communication ◽  
Purchasing Behavior ◽  
Validity And Reliability ◽  
Convenience Sample ◽  
Substantial Impact

Consumer purchasing habits have remained a challenge for marketers to grasp, and studies have suggested that the construct can be best grasped through marketing communication stimulus that is planned and implemented in the organization. However, empirical research into consumer purchasing behavior in retail supermarkets has been limited and anecdotal, particularly in Kenya, where several stores have gone bankrupt and others are trying to stay afloat. In light of this, the purpose of this study was to look at how marketing communication tools affect consumer purchasing behavior in selected supermarkets within Nairobi City County, Kenya. The tools in marketing communication adopted included; sales promotion, personal selling, direct and digital marketing. Descriptive together with the explanatory research design were applied. Customers were the study's population, with a sample size of 370 customers established using the Yamane method. The respondents for the study were chosen using the convenience sample method. Questionnaire were used in obtaining the study’s primary data. The instruments’ validity and reliability were evaluated to identify the acceptability and adequacy of the research items. The collected information was analyzed utilizing descriptive and inferential analytical methods. The data was analyzed using both descriptive and inferential statistical methods. At the 0.05 level of significance, the multiple regression approach was employed to examine the significant influence of the hypotheses formulated in this study. Research results have shown that in a sample of Nairobi City County supermarkets, consumer purchasing behavior has been significantly influenced by the integrated development of advertising communication technologies. Personal sales, direct marketing, and digital marketing, according to the findings, have had a substantial impact on consumer shopping behavior at selected supermarkets in Nairobi City County, Kenya. Advertising and sales promotions, on the other hand, were shown to have no effect on consumer behavior in a few supermarkets. Although the lack of a link between advertising and sales promotion and consumer buying behavior is indicated by the findings of insignificant effects, marketing firms may still need to focus their efforts on increasing advertisements and promotion in sales as instruments in attracting customers' desires on what is offered in the market. It is recommended that Kenyan supermarket managers use the findings to better understand people's perceptions of market offerings and information exchange on what defines public behavior.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

scholarly journals Adaptation of the marketing communication policy of trade enterprises to the conditions of the COVID-19 pandemic

2021 ◽  
Author(s):  
Oleh Burdyak ◽  
Irуna Cherdantseva
Keyword(s):  
Retail Trade ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Retail Market ◽  
Purchasing Behavior ◽  
Communication Policy ◽  
Delivery Services ◽  
Key Indicators ◽  
The Cost

The article discovers the nature and significance of the complex of marketing communications in the market activities of trade retail enterprises of Ukraine and analyzes the features and key indicators of the development of the food retail market in recent years. Based on the results of a consumer survey and statistics on the cost of marketing communications of enterprises in 2020, individual changes in customer purchasing behavior caused by quarantine restrictions imposed due to the COVID-19 pandemic are characterized. Among these changes, attempts to reduce the number of visits and minimize the time spent in the store are highlighted, an increase in the volume of simultaneous purchases of "necessary" goods and a decrease in the number of spontaneous and unplanned purchases, a change in priorities regarding store formats and their remoteness, an increase in the popularity of online shopping and delivery services, and so on. The influence of the identified changes on the attitude of customers to marketing communications of retail trade entities is determined and possible directions for adapting the communication policy of enterprises to work in quarantine conditions are indicated. In particular, the possibilities of adapting individual advertising tools at the place of sale, advertising in social media and instant messengers, sales promotion measures, commercial propaganda and sponsorship are defined.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals EFFECT OF SALES PROMOTION PROGRAMS ON PURCHASING BEHAVIOR AT HYPERMARKETS IN RIYADH, KSA

2020 ◽  
pp. 16-31
Author(s):  
Dr. Iyad A. Al-Nsour
Keyword(s):  
Saudi Arabia ◽  
Key Words ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Purchasing Behavior ◽  
Public And Private ◽  
Price Discounts ◽  
Stratified Sample ◽  
Research Population ◽  
The City

The study aims at determining the effect of sales promotion programs using main four programs - price discounts, free samples, buying vouchers and celebrities - on purchasing behavior of consumers in Saudi Arabia, as well as diagnosing the statistical differences in using the sales promotion programs according to the demographical variables of the consumer. The research population consists of all Saudi and non-Saudi buyers residing in the city of Riyadh reaches 3.874 million people in 2018. The unit sample represents the total number of Saudi and non-Saudi employees working in public and private sectors in the city of Riyadh. The proportional stratified sample is used and the calculated sample size is 387 employees. The study concludes that the sales promotion programs have a positive significant effect on the purchasing behavior of the consumer, and the price discount program is the engine program of purchasing behavior. The study finds that there are statistical differences in the perception of sales promotion programs according to age, education and marital status. Finally, the study recommends a set of implications that enhance the marketing communication uses and some recommendations are presented. KEY WORDS: Sales Promotion, Purchasing Behavior , Hypermarkets , Riyadh , KSA.

scholarly journals PENGARUH MUTU TABUNGAN DAN PROMOSI PENJUALAN TERHADAP MINAT MENABUNG NASABAH PADA PT. BANK SULSELBAR MAKASSAR

2021 ◽  
Vol 3 (2) ◽  
pp. 12-24
Author(s):  
Mohammad Ali Wairooy
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Multiple Regression ◽  
T Test ◽  
Sales Promotion ◽  
Primary Data ◽  
Validity And Reliability ◽  
Partial Analysis ◽  
Regression Techniques

This study aims to examine and analyze the effect of quality of savings on customer saving interest at PT. Bank SULSELBAR Makassar, To test and analyze the effect of Sales Promotion on Customer Saving Interest at PT. Bank SULSELBAR Makassar, and to test and analyze the effect of the Quality of Savings and Sales Promotion simultaneously on Customers' Interest in Saving at PT. Bank SULSELBAR Makassar. Data collection using primary data obtained from a questionnaire with a population of 165,957 customers and samples using the Slovin formula obtained as many as 100 respondents. The results of the questionnaire have been tested for validity and reliability, as well as tested classical assumptions in the form of normality assumptions and heteroscedasticity assumptions. Methods of data analysis using multiple regression techniques. Based on the partial analysis (t-test) and simultaneously (Test-f) it turns out that the research results prove that all hypotheses are accepted because the Quality of Savings and Sales Promotion has a positive and significant effect partially and simultaneously on Saving Interest at PT. Bank SULSELBAR Makassar.

scholarly journals Implementation of Integrated Marketing Communication in Image of Private Higher Education

TRIKONOMIKA ◽  
2017 ◽  
Vol 16 (2) ◽  
pp. 63
Author(s):  
Dikdik Harjadi ◽  
Dewi Fatmasari
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Private University ◽  
Sales Promotion ◽  
Public Relation ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
University Image

This study aimed to examine the implementation of integrated marketing communication conducted by private universities in Kuningan Regency and analyze the influence of integrated marketing communication performance which includes advertising, sales promotion, personal selling, public relation, and direct marketing on private university image. The method used was descriptive and verificative method conducted by collecting primary data in the field from private university students in Kuningan Regency. Based on the results of data processing and hypothesis testing, it was known that integrated marketing communication consisting of advertising, personal selling, sales promotion, public relation, and direct marketing simultaneously and partially had a positive and significant impact on private university image. The simultaneous influence is 38.7%, which meant there was still much influence outside the implementation of integrated marketing communication that affected private university image. The biggest influence was sales promotion.

scholarly journals Impact of marketing communication mix on business results of SMEs

2021 ◽  
Vol 120 ◽  
pp. 02016
Author(s):  
Gergana Todorova ◽  
Georgi Zhelyazkov
Keyword(s):  
Small And Medium Enterprises ◽  
Statistical Significance ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Primary Data ◽  
Research Approach ◽  
Marketing Communication ◽  
Business Results ◽  
Medium Enterprises ◽  
The Impact

Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising, sales promotion, and direct marketing on some financial parameters, such as the profit, sales, and profitability of the companies. The result shows statistical significance between advertising, sales promotion, and financial indicators: profit and net sales revenue. Recommendations were made to the SME managers regarding the use of promotional activities, using communication channels to inform and keep up to date customers, the effectiveness of the types of media, and more.

Impact of Value Proposition of Digital Marketing Communication on Car Buyers’ Attitude

Paradigm ◽  
2017 ◽  
Vol 21 (2) ◽  
pp. 175-191
Author(s):  
Rekha ◽  
Aparna Mishra ◽  
Ajay Kr. Chauhan
Keyword(s):  
Structural Equation ◽  
Cost Effective ◽  
Digital Marketing ◽  
Primary Data ◽  
Equation Modeling ◽  
Rank Test ◽  
Marketing Communication ◽  
Value Proposition ◽  
Signed Rank Test ◽  
The Impact

Digital marketing communication has affected almost every business along with significantly altering the consumer behaviour. Businesses around the globe are accepting digital marketing communication as an advanced, cost-effective and more relevant alternative to its traditional counterpart, that is, conventional marketing. Consumers have also become accustomed to digital technology and exercising their control over content along with dictating the terms for time and place of purchase. Marketers are resorting to digital marketing because it is interactive, personalized, relevant, informative and cost-effective. FMCG, BFSI and automobiles have been consistently ranked at top digital spenders of the country for last 5 years. The present study deals with understanding the value proposition of digital marketing in Indian car market by applying Neil Rackham’s model. The study also aimed to assess the impact of value proposition on car buyers’ attitude. Primary data were collected from 603 actual and potential car buyers using area-wise proportionate sampling from Delhi. One sample Wilocoxon-Signed Rank Test was applied as test of significance to understand the value proposition. Structural equation modeling (SEM) was used to assess the overall fit and impact of value proposition on car buyers’ attitude. Value proposition model successfully explained 67 per cent of the variation in car buyers’ attitude.

scholarly journals Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences

2021 ◽  
Vol 5 ◽  
Author(s):  
Alena Kusá ◽  
Marianna Urmínová ◽  
Tamás Darázs ◽  
Jarmila Šalgovičová
Keyword(s):  
Consumer Preferences ◽  
Current Knowledge ◽  
Shopping Behavior ◽  
Primary Data ◽  
Local Foods ◽  
Marketing Communication ◽  
Chi Square ◽  
Sustainable Food ◽  
Friedman's Test

Marketing communication concerning the consumer in the retail food market is currently undergoing significant changes, based on a shift from the passive supply to manage the consumer, toward an effort to understand his needs. The changes in communication are influenced by the technological revolution, which has also significantly affected retail and consumer shopping behavior, resulting in the modern changes in how to approach customers nowadays. Marketing communication must respond to changes in purchasing behavior with the greatest possible flexibility and ability to follow current trends. The presented research will aim to present the importance of the topic and emphasize its topicality by defining specific forms of communication causing an increase in consumer interest in local and sustainable food. Part of the aim of the presented work will be a general proposal for applying specific forms of marketing communication, increasing the interest of consumers in local foods characterized by the attribute of sustainability. The theoretical basis of the work presents current knowledge focused on marketing communication about sustainability in the food chain and consumers' relationship to local and sustainable food, which builds the communication. The work is based on collecting primary data and their subsequent management by mathematical and statistical methods. Friedman's test as a method used for data processing allows us to reveal differences in consumer preferences between various forms of standardized marketing communication to increase local, sustainable foods to engage the consumer. Independently of the Friedman test, the Chi-square test allows us to find races among the individuals corresponding to the respondents. The research results reveal that the differences between the various forms of standardized marketing communication bring a new perspective on the role of communication with the consumer. The results also reveal the role of a specific label expressing the sustainability of local foods. The benefit of our work is to set recommendations for producers and distributors of local and sustainable foods in the field of marketing communication.

scholarly journals PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY

2019 ◽  
Vol 7 (3) ◽  
pp. 32-37 ◽  
Author(s):  
Endang Ruswanti ◽  
Rila Gantino ◽  
Sabrina O Sihombing
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Reliability And Validity ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Organic Product ◽  
Purchasing Policy

Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia. Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis. Result: The results showed only direct marketing have positive significant on intention to buy the organic product. Implications/Applications: Integrated Marketing Communication provides an information to the purchasing policy of organic product

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