Product Features and Customers Satisfaction of Patanjali Product: Evidence From Kathmandu, Nepal

The objectives of this study are to identify the features of Patanjali products and it focuses to identify the satisfaction level and purchasing decision of consumer by the features of Patanjali products. In this research, convenient sampling technique were used to get the sample, correlation and regression were used in order to get the result. Descriptive statistics is used to explain the respondents’ perception towards the features of Patanjali product. In this study, the data was collected through questionnaire from 300 respondents. This research used SPSS - 23 for analysis. This study has been done on four attributes or determinants of Patanjali product, they are price, quality, availability and healthy (organic) of product. The result of this study indicates that there is positive relationship between the features of Patanjali product and satisfaction. It can be said that the independents variables have effect on consumer satisfaction of Patanjali products. The producer and marketing managers are recommended to focus on the product features in order to obtain loyal satisfied customers.

The influence of formal and informal control on market and financial results

Purpose This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results. Methodology This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3. Findings The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control. Practical implications The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results. Originality The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.

THE IMPACT OF COMPETITIVE INTELLIGENCE ACQUISITION AND UTILIZATION ON HOTELS' PERFORMANCE: EVIDENCE FROM MALAYSIA

Acquisition and frequency utilisation of Competitive Intelligence (CI) are critical strategic activities designed to assist firms in evaluating emerging trends in their business environments, major and potential threats, capabilities, and competitions for businesses today, particularly in the tourism and hotel sectors. However, there is still ambiguity about the impact of competitive-intelligence acquisition (CIA) and utilisation (CIU) on firms' performance, particularly for the hotel industry in a developing country such as Malaysia. Thus, the purposes of this research are to define the nature of CI practice in Malaysian hotels, and to illustrate the relative importance of various CIA types and sources to marketing managers in Malaysian hotels, moreover, to investigate the impact of CIA and CIU on the financial and non-financial performance of Malaysian hotels. A quantitative research design was adopted in this study. To obtain the necessary data for analysing the hypothesised model of the study, 505 questionnaires were issued to marketing managers in member hotels of the Malaysian Association of Hotels (MAH), and a total of 184 analyzable questionnaires were gathered, with a response rate of 34.44%. The research data were analysed using partial least squares structural equation modelling and statistical package for social sciences "SPSS". Despite that half of the responding hotels practiced CI informally, and many of these hotels began practicing CI five years ago, the study found that hotel marketing managers have high and medium interest levels for most types and sources of CI in Malaysia, these five CIA's types were the most important: (1) competitors, (2) customers, (3) human resources, (4) socio-cultural, and (5) Global. As well, these five CIA's sources were the most important: the internet and extranets, (2) customers, (3) electronic information services/intranets, (4) business associates, and (5) newspapers and periodicals, and industry trade associations. Furthermore, the results indicate that CIA and CIU had a positive and significant impact on hotels' performance, but CIU has the most effect. These findings enrich those in positions of power like owners, managers, and practitioners, as well as academicians, with greater knowledge of the relationship and influence of CIA and CIU on firms' performance, particularly for hospitality and tourism firms.

Career patterns of marketing managers in top European football clubs

PurposeThe goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).Design/methodology/approachThe data came from the LinkedIn profiles of current and past SMMEFCs. Firstly, the optimal matching algorithm was used to determine clusters of pathways leading to a first SMMEFC position based on the main activity of the employing organisation. Secondly, these patterns were compared in terms of variables depicting the career paths, clubs and managers. Finally, the evolution of the post-SMMEFC careers was analysed.FindingsPeople in their first SMMEFC positions are mainly male with a university degree in business and marketing, and with a predominantly functional experience in marketing. There are five ways to become an SMMEFC: through business (40% of the sample), football (32%), other sports (11%), marketing and communication (11%), and media (6%). As the majority of SMMEFCs come to their positions from outside the sporting world, the specificity of the football industry is not a serious obstacle. Instead, the careers are bounded by functional marketing experience. Among the individual sequences leading to a first SMMEFC position, only around half of the football cluster may be considered traditional careers. Football, and sports in general, seem attractive for post-SMMEFC career development for the majority of managers coming from all pathways.Originality/valueThe study is the first one to quantify career patterns in professional sports management. It provides new insights about marketing careers and practice in European club football.

Influence of Promotion Strategy on Student Enrolment in Kenyan Universities

The purpose of this study was to focus on the influence of promotion strategy on student enrolment in Kenyan Universities. This study was guided by the Resource-Based View Theory. The study will adopt a descriptive cross-sectional study design. The target population for this study senior administrative staff, heads of departments/faculties and marketing managers at the universities. The researcher considered these groups for the population since they have accurate information on the performance of the universities. The target population comprised a total of senior personnel comprising of top administrative staff, heads of departments/faculties and marketing managers of the University. Stratified sampling was adopted for this study; there were four strata which include senior personnel in private universities. The researcher adopted structured questionnaires to collect data for the study. A pilot study was done to test the research instruments for validity and reliability. Before the collection of data, the researcher obtained a letter of authorization from the university as well as a permit from NACOSTI to undertake the study. Further, permission was sort from the management of the universities whose personnel participated in the study. Descriptive statistics was applied in the analysis of the quantitative data. Analysis of data was done and the findings presented using, charts, table and graphs. Additionally, a linear regression analysis was conducted to establish the relationship between the variables. From the findings, 46% of the respondents were marketing managers, 23% were heads of departments, 15% were senior lecturers while 16% were senior administrative officers. The findings imply that accurate data was obtained for the study since majority of the respondents had adequate knowledge on the strategy used by private universities. The findings revealed that the university charges fees based on the technicalities of programmes offered and that charges fees based on the demand for programmes offered.

Color Psychology in Marketing

The purpose of this research was to review the psychology of colors in marketing. People make their minds about product or people within 90 seconds. About 62 to 90 % of a product or people assessment is based on colors alone. Thus, a color is not only using to differentiate your product from your competitors, but it also affects the moods and feelings of the individual buyers, thus colors make attitude towards a certain product. Human feelings and moods are changeable overtime; thus, every marketing managers should know the importance of colors and make their products or packaging accordingly. This study evaluates the literature linking to color psychology. The study found that colors play an important role in marketing. Managers should give immense attention to their brands and products colors in order to attract a large number of customers. Limitations and future research agenda are presented.

How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy

Purpose This paper aims to explore how senior business to business (B2B) marketing managers within a collectivist culture, contribute to knowledge development by interacting with staff in customer organizations to produce a co-owned marketing strategy. Design/methodology/approach A qualitative research strategy incorporating an open-ended questionnaire was used to collect data from 15 senior B2B marketing managers in three Korean companies that deployed the customer-centred approach. The grounded theory technique (Strauss and Corbin, 1998) and the mind map method (Burgess-Allen and Owen-Smith, 2010) were used to show how senior Korean marketing managers’ thoughts are processed and knowledge transfer occurs. Findings The findings show that a governance mechanism is instrumental in guiding interactive communication that results in knowledge being used that benefits the members of a partnership arrangement. The knowledge development process is enhanced by mutual trust and emotional bonds that are established through socialization. Cyclical interaction through socialization and frequent (in)formal meetings facilitates the process of turning explicit knowledge into tacit knowledge and vice versa, and encourages new knowledge to be developed. Socialization also helps to reduce learning myopia and contributes to the innovatory processes that result in customer needs being met. Originality/value The paper provides insights into the importance of boundary setting that facilitates cooperative marketing action, which results in a B2B integrated marketing intelligence and planning process.

Marketing campaigns and sustainability issues

The concept of sustainable development has left its footprints on marketing strategy and, today, it has strong impact on the consumer’s mind and behaviour. Globally, consumers are focusing their preferences towards products and brands implementing different innovations to promote sustainability. Marketing managers face the challenge of incorporating the main dimensions of sustainability—environmental, social, and economic, into their strategies. These cases are intended to encourage critical thinking of readers regarding issues related to sustainability marketing strategies and campaigns.

Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude

Purpose Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers. Design/methodology/approach In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses. Findings The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love. Practical implications Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran. Originality/value This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.