The Book Trailer as a Publishing House Promotional Tool

2020 ◽  
pp. 147-160
Author(s):  
Gloria Jiménez-Marín ◽  
Rodrigo Elías Zambrano
Keyword(s):  
Consumer Behaviour ◽  
Publishing House ◽  
Marketing Mix ◽  
Cultural Industry ◽  
Continuous Change ◽  
As If

When referring to the cultural industry, it can be said that literature is a product like any other, a product that can be sold. As such, publishing companies seek to make their products profitable. In order to sell books, physical books or e-books, publishing companies resort to marketing them as if they were any other product. The same concepts used to sell a car are used to sell a book, although the strategy and tactic does not have to be the same. In the continuous change and evolution that society undergoes, promotion techniques and, in particular, those related to literature, must be updated in order to overcome market fluctuations, changes in consumer behaviour and, in this same line, adapt to technologies. In this sense, marketing does not usually make distinctions in the type of products or services when selling them, treating them all as goods or services that can be sold and, therefore, applying the strategies of the four variables of the marketing mix.

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

scholarly journals The Impact of Green Marketing on Green Consumer Behaviour in Jordan

2019 ◽  
Vol 15 (1) ◽  
pp. 36
Author(s):  
Arwa Hisham Rahahleh ◽  
Monira Abdallah Moflih ◽  
Zaid Ahmad Alabaddi ◽  
Jihad Farajat ◽  
Sanaa Nawaf AL-Nsour
Keyword(s):  
Natural Resources ◽  
Quantitative Method ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
General Purpose ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Limited Resources ◽  
Marketing Activities ◽  
The Impact

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

scholarly journals Consumer Behaviour during Pandemic of COVID-19

2021 ◽  
Vol 6 (3) ◽  
pp. 34-37
Author(s):  
Lenka Svajdova
Keyword(s):  
Consumer Behaviour ◽  
Secondary Data ◽  
Marketing Mix ◽  
Current Situation ◽  
External Factors ◽  
Economic Situation ◽  
Global Markets ◽  
Economic Factors ◽  
Knowing How

Knowledge of consumer behaviour is an important factor in the success of companies. Knowing how the consumer behaves and what factors influence him enables companies to manage the marketing mix, branding and communication more effectively with customers. Identifying the factors that affect consumers is sometimes very difficult to identify correctly, because very often they are internal factors.The current situation currently prevailing in global markets is mainly influenced by external factors – the COVID-19 pandemic and the effects of political and legislative steps and the economic situation. That is, the factors that both customers and retailers had to adapt to. The author aims to identify changes in consumer behaviour when buying basic products – food, drugstore goods, clothing and footwear and electronics during the pandemic of COVID-19. The aim of this article is based on analysis of primary, secondary data and marketing survey to identify changes in consumer behaviour because of political, legislative, and economic factors caused by the spread of illness COVID-19. The result will be the evaluation of changings in consumer behaviour because of the pandemic of COVID-19.

Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation

2015 ◽  
Vol 57 (1) ◽  
pp. 95-124 ◽  
Author(s):  
Yamen Koubaa ◽  
Rym Boudali Methamem ◽  
Fatiha Fort
Keyword(s):  
Data Collection ◽  
Consumer Behaviour ◽  
Brand Image ◽  
Product Evaluation ◽  
Marketing Mix ◽  
Country Image ◽  
Hand Cream ◽  
Sports Shoes

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.

scholarly journals Repeat Consumption Behaviour in Traditional Markets: Bandung and Surrounding Regions

2017 ◽  
Vol 2 (4) ◽  
pp. 81
Author(s):  
R. Aswin Rahadi
Keyword(s):  
Open Access ◽  
Customer Loyalty ◽  
Consumer Behaviour ◽  
Publishing House ◽  
Research Subjects ◽  
Surrounding Area ◽  
Traditional Markets ◽  
International Publishing ◽  
Open Access Article

This study will explore several issues that might affect consumer decision to become a repeat consumer in traditional marketplaces in Indonesia. This study is conducted via structured self-administrated closed-ended questionnaires. The research subjects are people who know and are familiar with traditional marketplaces and stores. Most of them have preference to shop at a certain marketplace and are familiar with the stores there. The study showed that the quality of service and consumer identification play a significant part in consumer repurchase behaviour in the traditional marketplace in Bandung and its surrounding area. Keywords: repeat consumption; traditional marketplace; consumer behaviour; customer loyalty. eISSN 2514-7528 © 2017 The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK . This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

scholarly journals Pengaruh Bauran Pemasaran Terhadap Citra dan Keputusan Menginap Wisatawan di Hotel Bagus Jati, Ubud

2020 ◽  
pp. 496
Author(s):  
Tjok Istri Indriyanti Pemayun ◽  
I Gst Ayu Oka Suryawardani ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Statistical Analysis ◽  
Marketing Strategy ◽  
Quantitative Methods ◽  
Qualitative Data ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Literature Reviews ◽  
Decisions To Stay

Bagus Jati Hotel is one of the accommodations in Bali which is favoured by tourists, located in Ubud, Gianyar Regency. The imagery of Bagus Jati Hotel is the consideration for tourists to decide whether they want to stay or not. The imagery can be measured through the perceptions of tourists by assessing the marketing strategy which has been applied. The aim of the studys is to identify the indicators which form the Marketings Mix variables that influence the imagery and decision of tourists staying in Bagus Jati Hotel. The study uses quantitative methods which are supported by qualitative data. The study was conducted at Bagus Jati Hotel with correspondents of 100 tourists who were being staying there. The questionnaire questioned 19 indicators and literature reviews to support the results of statistical analysis. The validity and reliability tests of the data produced 17 valid and reliable indicators. Afterward the analysis of the Structurals Equations Model was conducted by using the Smarts_PLS Version 3.0 program. The results of the analysis resulted that: 1) A simultaneously Marketing Mix has a significant effect on imagery, 2) Marketing Mixed has a significant effect on tourist decisions to stay overnight, 3) Imagery has a significant effect on purchasing decisions. Keywords: Marketing Mix, Imagery, Purchasing Decision, Consumer Behaviour

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