Building Shopping Arousal Through Direct Marketing in Retail Environment

2010 ◽  
pp. 257-277
Author(s):  
Dr. Rajagopal
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Direct Marketing ◽  
Shopping Behavior ◽  
Buying Behavior ◽  
Retail Environment ◽  
Leisure Shopping

This study attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customers’ value through empirical investigation in Mexico. The role of outsourced salespeople who act as sales promoters in stimulating arousal and satisfaction as behavioral drivers, which influence buying behavior of consumers and measures the extent of satisfaction, has been analyzed. Also, customer prospecting as direct marketing strategy through outsourced salespeople in swaying the leisure shopping and driving brand loyalty is discussed in the study.

Travel Agencies and Tour Operators at KidZania

2019 ◽  
pp. 48-64
Author(s):  
Hugues Seraphin ◽  
Frederic Dosquet
Keyword(s):  
Marketing Strategy ◽  
High Capacity ◽  
Distribution Channel ◽  
Point Of View ◽  
Retail Environment ◽  
Travel Agents ◽  
Travel Agencies ◽  
Fierce Competition ◽  
The Way

The role of tour operators (TOs) and travel agents (TAs) are putting together transport, events, attractions, accommodation and food / drink into a package and are then selling them to customers. The authors introduce in this chapter a new marketing strategy for TOs and TAs, as there is fierce competition in the retail environment. The approach offers an alternative to the existing marketing and distribution channel in the industry. The KidZania concept in itself is very strong from a marketing point of view due to its high capacity to convince customers. Also, with KidZania, TOs and TAs have an opportunity to ‘breed' ethical tourists, that is to say, tourists that respect their host, their environment, and culture. That said, the KidZania model could be said to be a form of manipulation of emotions, by pushing the children to behave and consume the way we would like them to.

scholarly journals The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

2018 ◽  
Vol 7 (1) ◽  
pp. 35-48
Author(s):  
Melis Kaytaz Yigit ◽  
Mehmet Tıgli
Keyword(s):  
Brand Loyalty ◽  
Time Pressure ◽  
Brand Awareness ◽  
Strategy Development ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Moderator Effect ◽  
Browsing Behavior ◽  
Moderating Role

In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers.

scholarly journals Role of brand loyalty in purchase of sports shoes

2009 ◽  
pp. 60-67
Author(s):  
Marta Grossmanová ◽  
Mária Vojtková ◽  
Pavol Kita
Keyword(s):  
Brand Loyalty ◽  
Empirical Investigation ◽  
Consumer Attitudes ◽  
Self Image ◽  
Significant Dependence ◽  
The Creation ◽  
Sports Shoes

This article reports the results of a study of consumer attitudes to brand loyalty. An empirical investigation is based on the sample of 872 individuals aged from sixteen years and located in the cities with upper and lower ten thousands inhabitants in sports shoes market. First, the creation of brand loyalty is defined, followed by an overview of theoretical works in the field. Finally, the study itself is presented. The study concludes that there is a significant dependence on the degree of loyalty determined by the environment in which consumers live and expenses connected with a specific sport. It also reveals the dimensions of brand selection that is influenced by a reflection of self-image of consumer in spite of the increase of price.

scholarly journals The Role of Sales Consultants in the Direct Marketing Strategy of Honda Kebon Jeruk West Jakarta in the Covid-19 Pandemic Era

2021 ◽  
Vol 3 (3) ◽  
pp. 131-139
Author(s):  
Sugeng Dwi Nugroho ◽  
Denik Iswardani Witarti
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Secondary Data ◽  
Primary Data ◽  
Study Approach ◽  
Verification Methods ◽  
The Face ◽  
The Right ◽  
Document Review

Business actors have their way of finding and getting new customers. They develop the right marketing strategy to get new customers because they will win the business competition with their competitors. This study uses a qualitative research method with a case study approach the data used in primary data and secondary data. The methods used in data collection are interviews, observation and document review. Sampling using purposive sampling. The data analysis methods used are data reduction, data display, and conclusions drawing/verification methods. From the research results, it can be seen that: 1) Honda Kebon Jeruk has a breakthrough, namely collaborating with E-commerce such as Tokopedia in marketing their products; 2) Direct Marketing used in Honda Kebon Jeruk includes social media marketing, direct mail, telemarketing, digital marketing, and direct marketing; and 3) The role of sales consultants is significant in the success of the marketing strategy made by Honda Kebon Jeruk using the face to face customer method.

scholarly journals Role of Brand Awareness, Brand Loyalty and Advertisements towards Consumer Buying Behaviour in Insurance Industry

2019 ◽  
Vol 9 (1) ◽  
pp. 6847-6849
Keyword(s):  
Brand Loyalty ◽  
Insurance Industry ◽  
Study Data ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Buying Behavior ◽  
Independent Variables ◽  
Buying Behaviour ◽  
Consumer Buying Behavior

In the era of competition companies do face tough competitions in selling their products and services. The insurance industry too is not an exception to this. It is important that organizations do follow proper marketing strategies to grab the attention of the consumers. This paper has tried to research and reveal the best strategies that would help the insurance organizations to sell their insurance products to the consumers. Independent variables like Brand Awareness, Brand Loyalty and Advertisements. The dependent variable is Consumer Buying Behaviour was chosen for the study Data was collected from 100 insurance buying consumers on convenience basis. The results reveal, that brand awareness alone contribute towards insurance buying behavior but brand loyalty and advertisement contribution towards consumer buying behavior has not proved to be significant. Even though they do not contribute, these two variables are like pepper and salt required for pushing the insurance products.

scholarly journals A Behavioral Study on Leisure Shopping Purchasing in Supermarket Setup

2020 ◽  
pp. 41-51
Author(s):  
Nilanka Madushani ◽  
Shamini Howshigan
Keyword(s):  
Sri Lanka ◽  
Service Providers ◽  
Shopping Behavior ◽  
Retail Sector ◽  
Sri Lankan ◽  
Behavioral Study ◽  
Buying Behavior ◽  
Promotional Activity ◽  
Retail Service ◽  
Leisure Shopping

Asian country retail sector blooming fast. Sri Lankan retail association expected a revolution in the retail sector. Recently Sri Lanka retail sector has been facing huge challenges with technology changes. Customers are more engaging with technology so in this situation, they are more informed toward their purchasing. Retailers use many strategies and tactics to attract customers and enhancing market shares. Most of the retailers have used 4ps strategies (product, price, place, promotions). Apart from those traditional retail strategies, retailers adopt more innovative strategies for getting customers. Recently they have engaged with enhanced retailers display settings, in-store initiatives, online listening strategies with digital marketing, build retail navigation with buzz marketing, enhancing merchandising windows display, and recently most of the retailers using curbside also to explore new retail features to customers.in addition to that retailers maintain good sales staff, using leverage social media like Facebook, Instagram, SMS marketing, email marketing, and online contest and referral retailer marketing and influence retailers' strategies. Sri Lanka retail sector accounts for approx. 34% of the country’s GDP,14% of the employments, and over 250 million. Footfall per annum thus contributing positively toward the national economy. Sri Lankan was ranked 12th in the global retail development index (GRDI). The supermarkets' service providers face competition to attract customers and enhance their shopping behavior, to increase retail market share. Therefore, supermarket service providers should be conscious of the leisure shopping factors affecting shopping behavior. This study aims to investigate the behavioral study of leisure shopping factors (wide choice, Atmosphere, Convenience, Salespeople, Location, promotional activity, merchandising policies) on customers' shopping behavior with regards to the retail industry. The objective of this study is to identify the level, relationship, and impact of leisure shopping factors on customer shopping behavior. This study was based on the customer's perspectives and their experiences with retail service. Data were obtained from a sample of 150 customers, and convenience sampling was used. The descriptive statistics, correlation, and regression analysis were used to analyses the data by using SPSS. The results revealed that leisure shopping factors have a significant impact enhance customer purchasing behavior. Same as, leisure shopping factors (wide choice, Atmosphere, Convenience, Salespeople, Location, promotional activity, merchandising policies) impact on customer buying behavior significantly through customer leisure shopping factors. The study contributes to existing Theoretical and practical knowledge by providing evidence regarding the relationship and impact between leisure shopping factors and customer buying behavior. The modern retail service providers, in Sri Lanka; it is growing rapidly with high competition between the service providers. Hence, this research has the potential to contribute to the overall modern retail service providers in terms of how to maintain long-term relationships between the service providers and their customers through the strategies of leisure shopping factors. 

The Influence of Personality Traits on Consumer Impulsive Buying Behaviour

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Khagendra Nath Gangai ◽  
Rachna Agrawal
Keyword(s):  
Personality Traits ◽  
Cultural Influences ◽  
Buying Behavior ◽  
Doing Business ◽  
The Social ◽  
Impulsive Buying ◽  
Social And Physical Environment ◽  
The Common ◽  
Buying Behaviour

Consumer behavior is a complex phenomenon which is evolving according to the time, situations, demographic characteristics of individuals, personality traits, cultural influences etc. The personality of individuals is a unique dynamic organization of the characteristics of a particular person, physical and psychological, which influence behavior and responses to the social and physical environment. It gives the impression that consumer buying is always influenced by their personality. Therefore, many marketers make use of personality traits in the advertisement of products and at the same time they enhance their marketing strategy. The marketers always designed different products and target specific market segments which commonly addressed on individuals personality traits. The individuals few personality traits influence consumer for impulsive buying behavior. The aim of present research is to study the personality traits influence on consumer impulsive buying behavior as it will help to create opportunities of doing business and dealing with customers. The objectives of this research are: (1) to investigate the influence of personality traits on consumer impulsive buying behavior, and (2) to identify the role of gender and their personality traits influence on consumer impulsive buying behavior. To fulfill the purpose of the study, the researchers randomly collected sample and divided them on the basis of gender, 60 males and 60 females. Data were collected from Delhi and NCR region. The data were analyzed using statistical applications such as correlation and t Test. The result was revealed that the common personality traits have a significant relationship with impulsive buying behavior that is psychoticism in the case of male and female. The role of gender has significant differences in impulsive buying behavior. The man showed more impulsive buying behavior compare to women.

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