scholarly journals A New Framework To Revive Industries With The Help Of Advanced Technology Used As Marketing Tool

2020 ◽  
Vol 4 (4) ◽  
pp. 1-11
Author(s):  
Ishan Bhatt ◽  
Rushina Singhi
Keyword(s):  
Human Resource ◽  
Consumer Behaviour ◽  
Advanced Technology ◽  
Operational Cost ◽  
Entire World ◽  
Marketing Tool ◽  
Marketing Costs ◽  
New Consumer ◽  
Distribution Cost ◽  
New Framework

Entire world is facing a huge competition in the market. Companies are spending tremendously over marketing of products and services. These costs are taking a toll on profit as well. Many industrial units are facing loses and banks are getting cash deficit. In order to revive market, it is necessary to understand new consumer approaches and behaviour to identify their buying pattern. Clearly lesser profits and increasing marketing cost are signs of down trend. There are many types of consumer behaviour theories. They have their own advantages but they also contain serious flaws. These flaws make them vulnerable. This paper proposes to discover a new consumer behaviour or perspective of millennials. This will help in increase of profits and decrease marketing costs. The framework will also help in reducing operational cost, human resource costs and distribution cost all together.

scholarly journals The use of traditional versus e-marketing in SMEs in a developing country: A comparative analysis

2015 ◽  
Vol 4 (4) ◽  
pp. 202-212
Author(s):  
Leanne Manley
Keyword(s):  
South Africa ◽  
Comparative Analysis ◽  
Developing Economies ◽  
Target Market ◽  
The Difference ◽  
Marketing Tool ◽  
Marketing Costs ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
The Way

The revolution of the internet has changed the way many organisations conduct business in today’s market environment, and has specifically changed in the way companies market products to consumers. E-marketing allows a marketer to not only reach a broader target market than traditional methods, but substantially reduces marketing costs as well, which can mean the difference between success or failure in small medium enterprises (SMEs). Multiple studies have investigated traditional and e-marketing practices, however, few studies have focused on SME marketing practices and their use of e-marketing in developing economies. This article provides an insight into current marketing tools employed by SMEs in South Africa and provides a comparative analysis between traditional and e-marketing tool usage. A self-administered questionnaire was distributed to SME owners, whereby data was analysed by means of frequency occurrence. The main results stemming from the research indicate that SME owners have no preference in using either traditional or e-marketing tools, with majority preferring to use both. However, the majority of marketing tools being used and receiving the most effective rating according to SME owners is directed towards e-marketing tools. From the results obtained recommendations are made to policy-makers, SME managers, development agencies and business owners so as to establish an appropriate strategy to improve SME marketability within South Africa. The findings can be universally applied as studies have shown that there is a lot of similarity in the challenges faced by SMEs irrespective of where they come from.

Social Media Enhances Consumer Behaviour During e-Transactions: An Empirical Evidence from Bahrain

2020 ◽  
Vol 19 (01) ◽  
pp. 2040012
Author(s):  
Dalal Saad ALShaer ◽  
Allam Hamdan ◽  
Anjum Razzaque
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Consumer Behaviour ◽  
Descriptive Analysis ◽  
Consumer Welfare ◽  
Vital Role ◽  
Restaurant Industry ◽  
The Social ◽  
Pros And Cons ◽  
Marketing Tool

This study aims to investigate the role of social media on consumer behaviour in the restaurants industry of Bahrain. The objectives of this research were to assess importance of social media as a marketing tool for Bahrain’s restaurants for influencing consumer purchase decision-making. Such an objective was reached by the scholars who randomly collected data from 224 respondents in Bahrain, who use social media, using a survey instrument. The findings of the descriptive analysis revealed that social media affects consumers’ decision-making, such that the consumers use the social media to study new products, services, and particularly new brands. Also, ongoing consumer discussions reveal how social media exposes the pros and cons of products, services, and brands, so consumers are comfortable with their online decisions, since they can select broads before settling on what is the best price, quality, etc. Moreover, the social media speeds the spread of information unlike any other mass media; ensuring that new knowledge reaches consumers, hence enhancing competition among retailers in the restaurant industry. This study concludes that social media plays a vital role in promoting consumer welfare and decision-making.

scholarly journals SMART SHOPPING IN CONSUMER BEHAVIOUR OF POLISH SENIORS (REPORT FROM OWN RESEARCH)

2017 ◽  
Vol 16 (3) ◽  
pp. 101-110
Author(s):  
Tomasz Zalega
Keyword(s):  
Consumer Behaviour ◽  
Demographic Changes ◽  
Polish Population ◽  
Consumer Decisions ◽  
Factors Influencing ◽  
Consumer Segment ◽  
New Consumer ◽  
Insight Into

The observed demographic changes involving mainly progressive ageing of the Polish population are leading to increased market importance of the senior consumer segment. More and more seniors are following new consumer trends, including smart shopping. The article aims to provide some insight into smart shopping, as well as to outline the factors influencing the dissemination of such shopping behaviours, with a broader reference to consumer behaviours of Polish seniors. The first part very synthetically explains the concept and key determinants of the smart shopping consumer trend. The next section focuses on the research conceptualisation and a description of the sample and its characteristics. Based on the conducted research, the last part sheds light on seniors’ consumer behaviour and attempts to define the extent to which seniors do smart shopping when making consumer decisions.

Brand as a marketing tool for growth in organic sales: Evidence from Ukraine

2020 ◽  
Vol 19 (3) ◽  
pp. 297-316
Author(s):  
Iryna Koshkalda ◽  
Liudmyla Bezuhla ◽  
Olena Nihmatova ◽  
Tetiana Ilchenko
Keyword(s):  
Business Model ◽  
Consumer Behaviour ◽  
Consumer Awareness ◽  
Brand Association ◽  
Factors Influencing ◽  
Brand Development ◽  
Organic Products ◽  
Purchasing Behaviour ◽  
Marketing Tool

This article examines the role of a brand as a marketing tool for improving the sales of organic products. The study observes the features of the organic brand, namely consumer awareness, trust and brand communications, which influence the purchasing behaviour of consumers. Research shows the relevance of brand development for smallhold farmers’ association in the Ukrainian organic market. Preliminary data on brand-forming factors influencing consumer behaviour were collected by a survey of Ukrainian consumers. The results of the survey revealed a low level of awareness about organic products: 68 per cent of respondents were not familiar with its characteristics. The study presents the conceptual basis of the business model of brand association, and the conditions of its implementation by smallhold farmers who collectively sell an organic product. The authors argue that the implementation of this business model will improve smallhold farmers’ position in the Ukrainian organic market by building dynamic and systematic interactions with consumers.

Facebook Advertising as a Marketing Tool

2021 ◽  
Vol 11 (2) ◽  
pp. 52-74
Author(s):  
Barween Hikmat Al Kurdi ◽  
Muhammad Turki Alshurideh
Keyword(s):  
Social Media ◽  
Consumer Behaviour ◽  
Message Content ◽  
Factors Affecting ◽  
Female Consumers ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Buying Behaviour ◽  
Facebook Advertising ◽  
Advertising Communication

Social media platforms are widely used these days for the advertising and marketing of products. Facebook is considered one of the main social media platforms used by users these days. Currently, there are limited studies investigating the use of Facebook as an advertising communication platform, especially for the purchase of cosmetic products. This study targeted female consumers to ascertain to what extent Facebook advertising influenced their cosmetic buying behaviour through using a set of factors that were selected, namely, advertisement quality, advertisement design, message strength, advertisement repetitiveness, and message content. Smart PLS was used to assess the study model and to test the study's hypotheses. The study found that the main factors affecting consumer behaviour were advertisement quality and advertisement repetitiveness. The paper discusses the study's findings by presenting a set of implications and making recommendations.

Does CSR affect consumer’s purchasing behaviour?

2017 ◽  
Author(s):  
Simon Lam
Keyword(s):  
Consumer Behaviour ◽  
Limited Information ◽  
Socially Responsible ◽  
Social Responsibilities ◽  
Ethical Consumerism ◽  
The Social ◽  
Socially Conscious Consumption ◽  
Purchasing Behaviour ◽  
Marketing Tool ◽  
Buying Behaviour

Research on socially conscious consumption or ethical consumerism goes back 40 years from Webster’s theory in 1975, but only recently gain popularity in consumer research and marketing practices. Consumers’ positive perception and attitudes for products deemed ethical or sustainable is expected to encourage firms to adopt CSR into their operations. There is evidence which indicates interest from companies in CSR is becoming a mainstream phenomenon and no longer preserved for niche market segments. Whether CSR companies are a common phenomenon, what do consumers really know about the social responsibilities of companies? How are their buying behaviour influenced by their limited information on companies’ CSR? Does consumers’ perception and attitude of CSR match with their purchasing behaviour? Despite countless research on the connection between CSR and consumer behaviour, it is still a relatively new concept. Increasing evidence reveal consumers are well aware that companies need to be more responsible towards society and the environment whilst seeking profits. Companies also use this to their benefit and see CSR as a marketing tool to help create competitive advantage. Major companies already realize that their socially responsible behaviour will have a direct impact on how consumers perceive them; whether this will affect actual purchase behaviour is debatable. This research paper seeks to investigate whether CSR affect consumers’ buying behaviour within the toy industry. It will go further to discover which CSR element is more important to consumers; for identifying CSR layers, economic, legal, ethical and philanthropic variables have been considered under Carroll's definition. Lastly the paper will research whether non-CSR element such as price and quality plays more of an important role than CSR.

ACHILLES AS A MARKETING TOOL FOR VIRTUAL HERITAGE APPLICATIONS

2017 ◽  
Vol 11 (3) ◽  
pp. 109 ◽  
Author(s):  
Mohamed Nabil Arafa
Keyword(s):  
Virtual Reality ◽  
Mobile Application ◽  
Consumer Behaviour ◽  
Marketing Research ◽  
Virtual Reality Technology ◽  
The Past ◽  
Virtual Heritage ◽  
Interactive Training ◽  
Marketing Tool ◽  
At Home

Virtual Reality technology has made it possible for people to visit places and enjoy different exciting experiences while remaining at home. It gives an opportunity to enjoy the past at its best. Virtual Reality was introduced in 1929 with interactive training devices that simulated fighter planes. In 1957, the Sensorama simulator was designed which could generate city smells and wind sensations. The need for tourism to become virtual becomes more urgent than ever before. Virtual Reality applications provide this chance, not only in place, but in time as well. This paper presents a guide to the heritage applications' builders and marketers to reach more online users. The paper helps the builder to understand the consumer behaviour for marketing research. The paper illustrates eight levels, with each one leading to the next. The author named the eight levels A.C.H.I.L.L.E.S. Each letter represents a level; beginning with the awareness and ending with the sustainability. ACHILLES represents a sequence that shows three main phases of mobile application usage. It aims for a better management for the online visitors' engagement. This aim can be accomplished through the understanding of the different stages that the online visitors go through. In addition, it shows the correlation between the users and the mobile application.

scholarly journals The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?

2020 ◽  
Vol 22 (2) ◽  
pp. 291-301 ◽  
Author(s):  
Seema Mehta ◽  
Tanjul Saxena ◽  
Neetu Purohit
Keyword(s):  
Paradigm Shift ◽  
Consumer Behaviour ◽  
Business Models ◽  
Rapid Assessment ◽  
Future Research ◽  
Market Segment ◽  
Critical Situation ◽  
Health Measures ◽  
Market Competitiveness ◽  
New Consumer

A critical situation pushes human behaviour towards different directions with some aspects of behaviour being irrevocable. COVID-19 pandemic is not a normal crisis, and to control the spread of disease various measures were taken including complete and then partial lockdown. Since all elements of the economy are intricately interrelated with public health measures and lockdown, this resulted in economic instabilities of the nations hinting towards change in market dynamics. In every market, consumers are the drivers of the market competitiveness, growth and economic integration. With economic instability, consumers are also experiencing a transformation in behaviour, though how much of transformation experienced during the crisis will sustain is a question. This article looks at the consumer behaviour during COVID-19 crisis and in the subsequent lockdown period when the world stood still for more than a quarter of a year. Further, the article attempts to weave through the maze of literature available about consumer behaviour in normal times and in crisis times, strengthens it with the rapid assessment reports culled out by the different consulting organisations during lockdown phase, substantiates the same with first-hand telling and retelling of experiences by consumers and professionals with marketing background to bring up a hypothesis of the pandemic affecting a paradigm shift from consumer materialism to consumer spiritualism. The proposition offers further testable hypotheses for future research to understand consumer sentiments or requirement in buying ‘what is enough’ within the marketing context and how it can be reinforced post-COVID crisis for ensuring sustainability of business models. It would also be interesting to explore the correlates of this forced consumer behaviour with other variables such as learning from crisis, changing needs, personality, nationality, culture, new market segment and age to develop new models of consumer behaviour.

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