B2C Market Research Articles

The Key Factors for Improving Returns Management in E-Commerce in Indonesia from Customers’ Perspectives—An Analytic Hierarchy Process Approach

The rapid growth of e-commerce has led to an increase in the number of product returns in supply chains, which is both environmentally and economically challenging. E-commerce companies need to effectively manage product returns, as this has a direct impact on their reputation and consumer experience. Reducing returns is key to maintaining sustainable practices for online product sales. A significant increase in e-commerce transactions is also evident in Indonesia, which is the fourth largest country in the world. Despite the very large size of the market, research on e-commerce in the business-to-customer (B2C) market in Indonesia is underrepresented in the literature. The purpose of this paper is to identify key factors from the customer perspective that influence product returns in reverse logistics in Indonesian e-commerce. The novelty of this study stems from the focus on the customer perspective on product returns in the B2C market when shopping online and the spatial scope. Due to the uncertainty inherent in multi-criteria decision making, the analytic hierarchy process (AHP) method was used to rank factors and potential solutions derived from a critical literature review. As a result, the study provides a ranking of factors and alternatives for managing e-commerce returns in Indonesia. The results show that among Indonesian e-commerce customers, product quality (QP) was rated the highest, while (Pu) was rated the lowest. In terms of the alternatives that are the most suitable for improving the customer experience of e-commerce product returns in Indonesia, a clear returns policy (CRP) scored the highest, while the merchandise catalog (Cat) was rated as the lowest priority.

Impactful Kol Marketing For B2C In Social Commerce: Create Powerful, Viral And Long-Lasting Campaign In Various Medium And Industries

In today's digital era, marketing through Key Opinion Leaders (KOLs) has become a very effective strategy in reaching a wider audience and building consumer trust. KOLs, or often known as influencers, have the unique ability to influence the purchasing decisions of their followers through the content they share on various social media platforms. This article aims to achieve significant success in KOL marketing, especially in B2C (Business-to-Consumer) in the realm of social commerce, a well-planned strategy and proper execution are required. This study uses a qualitative approach by means of an in-depth literature review related to KOL Marketing for B2C in social commerce. The results of research on Impactful KOL Marketing for B2C in Social Commerce which includes the creation of strong, viral, and sustainable campaigns across various mediums and industries and efforts to measure their impact comprehensively may not be found in many specifics. In the use of Key Opinion Leaders (KOLs) for B2C marketing strategies in social commerce, it is evident that this approach has great potential to increase brand exposure, consumer engagement, and ultimately, sales.

Mangalam Organics Limited: making camphor grow innovatively

Learning outcomes The case study will provide an opportunity for students to identify the challenges a business-to-business (B2B) organization in a commodity product category faces in a growing environment. The students will learn to analyze and evaluate different strategies for growth and profitability. The students will be equipped to make decisions based on financial and nonfinancial data and the trade-offs therein. The case study will enable students to understand the application of the concept of operating leverage in different business conditions. Case overview/synopsis The leadership team at Mangalam Organics Limited (MOL) was worried about the company’s future in December 2021. The chief strategy officer (CSO), Akshay Dujodwala; the chairman, Kamal Dujodwala and the managing director, Pankaj Dujodwala had watched MOL go through many ups and downs. MOL manufactured camphor powder and supplied it to tableters [1], who would convert it into tablets, essentially used for Puja [2] purposes in India. Camphor was a white, waxy terpenoid with a strong aroma. It was mainly a commodity business with no pricing power when MOL supplied it in bulk to tableters. They had ventured into the business-to-customer (B2C) [3] space with their consumer brand “Mangalam” camphor tablets, positioned for religious uses in homes. However, this formed a very small percentage of their turnover. With thin margins and a low growth rate, it was difficult for MOL to sustain and grow, especially in the B2B [4] business. To make matters worse, their manufacturing unit caught fire in 2015, causing a major blow to their business. Under the leadership of their CSO, Akshay, they implemented strategies that helped the company bring down costs and wastage. Akshay helped MOL diversify further into the B2C market through their brands, “CamPure” for home care products and “Cam+” for health-care products. Huge expenditures on marketing and advertising were incurred to promote these brands. The COVID-19 pandemic watched the world go through a terrible phase with lockdown and rising health issues (both physical and mental). Camphor found an interesting place in immunity and religious purposes due to its aromatherapy properties and evoking feelings of relaxation. The newfound use helped MOL achieve an unexpectedly higher turnover. But Akshay knew that camphor, by itself, was fickle in providing profitability. To sustain growth post-COVID-19, MOL would urgently need to look for growth options. After giving it a lot of thought, he was faced with three options – he could either focus on CamPure as a B2C option, or concentrate completely on camphor powder and aroma as an existing B2B option or take the third option to go in for a first of its kind exclusive stores for all types of puja items called Pooja Sangam. While all these options had their own pros and cons, he had to now decide which was the best financially viable option for MOL as a way forward. Complexity academic level The case study is designed at the postgraduate level in an Master of Business Administration and executive education programs. Given the nature of the issues in the case study, it can be included in courses such as business strategy and strategic marketing. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Using flexible customer pricing strategies in the B2C market for vegetable products

Using flexible customer pricing strategies in the B2C market for vegetable products

Analytical Hierarchy Process (AHP) Method for Marketing Agency Selection at PT Kirana Mitraabadi

E-Commerce growth in Indonesia sets the stage for PT Kirana Mitraabadi, underlined by statistics indicating a substantial increase in e-commerce users. PT Kirana has identified the need to embrace and make a shift from a B2B-focused business model to the dynamic B2C market. The company aims to leverage this momentum, recognizing the potential to broaden its customer base and drive sales through the introduction of a new product line derived from its core offering of paraffin wax. However, the complexities of this shift reveal a major challenge in PT Kirana’s marketing division, which specializes only in B2B strategies. The key responsibility is developing B2C marketing strategies, required to be employed with a competent marketing agency. The assessment is conducted using 5 Whys technique and a fishbone diagram, examining the current factors and challenges that PT Kirana faces. Then, the process of choosing the agency involves a thorough decision making approach that takes into account both qualitative and quantitative factors. The Analytic Hierarchy Process (AHP) is the preferred method for assessing and choosing the best marketing agency to partner with. The findings of the AHP analysis offer actionable insights, facilitating a seamless transition for PT Kirana Mitraabadi’s as it ventures into the B2C market, supported by the strategic expertise of the chosen marketing agency. This will help the company to capitalize on the e-commerce market in Indonesia, expand its customer base and successfully introduce their new product line also increasing their sales through the B2C market strategies.

Implementation of Integrated Marketing Communication Based on Purchase Intention in The Artisan Tea Marketing Program

This study delves into a plantation industry company operating with B2B and B2C marketing but needs more digital marketing expertise. Their production base is situated in Wonosobo Regency, known for supplying raw materials to market leaders, positioning them as market followers. PT. Perkebunan Teh Tambi introduced the "Volka" brand's Tea Artisan program. The primary aim of this research is to formulate the company's digital marketing strategy. Qualitative research methods such as in-depth interviews, direct observations, document collection, and secondary data analysis within the company's marketing division are utilized. The ultimate goal is to aid the company's market expansion through digital marketing, improving Purchase Intention via Integrated Marketing Communication theory, with an anticipated optimization of digital marketing's utility.

The influence of integrated marketing strategies on the adoption and success of IT products: A comparative study of B2B and B2C markets

This study explores the influence of integrated marketing strategies on the adoption and success of IT products, with a comparative analysis of Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Integrated marketing strategies, which combine various communication and promotional tools to create a cohesive and consistent message, have become increasingly critical in the competitive IT sector. The study examines how these strategies impact product adoption, market penetration, and overall success in both B2B and B2C contexts. In the B2B market, where decision-making processes are complex and involve multiple stakeholders, integrated marketing strategies are essential for building long-term relationships and demonstrating value. The study highlights how companies that effectively integrate content marketing, direct sales, and digital campaigns are more successful in gaining the trust and buy-in of corporate clients, leading to higher adoption rates of IT products. Conversely, in the B2C market, the emphasis on brand awareness, customer engagement, and personalization plays a crucial role. The study demonstrates that IT products marketed with a strong focus on social media, influencer partnerships, and targeted advertising campaigns tend to achieve higher consumer interest and quicker market adoption. The comparative analysis reveals that while both markets benefit from integrated marketing strategies, the approach and emphasis differ significantly, reflecting the distinct needs and behaviors of B2B and B2C customers. This research contributes to the understanding of how integrated marketing strategies can be tailored to optimize the success of IT products in diverse market segments. It offers practical insights for marketers and business leaders on developing and implementing marketing strategies that resonate with their target audiences, thereby enhancing product adoption and sustaining competitive advantage. The findings suggest that a nuanced approach, sensitive to the specific dynamics of B2B and B2C markets, is essential for maximizing the effectiveness of integrated marketing efforts in the IT industry.. Keywords: B2B Markets, B2C Markets, IT Products, Influence, Integrated Marketing Strategies.

Business Model Innovation to Optimize Revenue Growth in the B2C Sector of Research Service Providing Institution: Case Study at Nano Riset Indonesia

This research explores business model innovation at Nano Riset Indonesia NRI, a leader in nanotechnology research, focusing on enhancing revenue growth in the Business-to-Consumer (B2C) sector. The thesis presents an in-depth narrative of NRI’s business model, critically examining its internal operations and external market environment. Employing a holistic methodology, it blends quantitative and qualitative analyses, utilizing frameworks like VRIO, Porter’s Five Forces, and the Business Model Canvas to evaluate NRI’s position and identify areas for innovation. Key focuses include improving consumer value propositions and strengthening customer relationships, all while maintaining cost efficiency. Central to the thesis is a strategic vision for a reimagined business model, tailored to the unique demands of the B2C market. This proposed model aims to financial improvement but also to cultivate a sustainable business growth and adaptability in the dynamic field of research services.

THE IMPACT OF INSTAGRAM INFLUENCERS ON CONSUMER PURCHASING BEHAVIOUR IN CHENNAI

Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce Marketers can direct their product to other businesses (B2B marketing) or directly to consumers (B2C marketing). Regardless of who is being marketed to, several factors apply, including the perspective the marketers will use. Known as market orientations, they determine how marketers will approach the planning stage of marketing. The marketing mix, which outlines the specifics of the product and how it will be sold, is affected by the environment surrounding the product, the results of marketing research and market research and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods will be used to promote the product, including use of coupons and other price inducements. The term marketing, what is commonly known as attracting customers, incorporates knowledge gained by studying the management of exchange relationships and is the business process of identifying, anticipating and satisfying customers' needs and wants

Literature review: visible light communication system business model scheme for telecommunication business in Indonesia

The telecommunication sector mainly comprises operators, vendors, and regulators. In Indonesia, tele- communications operator companies tend to decrease profits from the first quarter of 2017 to the third quarter of 2018. This condition is due to the tight competition of telecommunication service providers, high operational costs, and digital transformation that does not provide substantial revenue for the company. Telecommunica- tions operators need other service options that can expand target market segmentation. It aims to open up a new blue ocean as a new source of income. The world is getting closer to massive communication technology, so high-speed communication is needed. Therefore, telecommunications operators can open new service options based on the visible light spectrum as their communication resources. This option can be integrated with ambient lighting, a wide spectrum ranging from radio waves, and greater bandwidth, making visible light suitable for IoT- 5G services. This research aims to design a wireless visible light communication business model. Several frame- works are used, such as the magic triangle of St. Gallen, Osterwalder Business Model Canvas, and PESTLE analysis. The business model design results in a business model with B2B market segmentation being the main focus and B2C market segmentation to acquire retail customers.

The Influence of B2B (Business to Business) and B2C (Business to Customer) Marketing Strategies on How to Purchase Lion Group Aircraft Tickets in The Public Environment

Airfare is a form of agreement between the buyer of flight services and the airline. Ticket sales are the biggest income for an airline company engaged in civil aviation. Airline companies will certainly carry out various strategies to support the marketing of their products. Including the use of B2B and B2C marketing strategies. Airline ticket sales are spread in various ways, either by buying from airlines directly by ordering through the company's website or the company's ticketing office through airline ticket sales agents or through airline ticket sales applications. This study aims to determine whether there is an influence of B2B and B2C marketing strategies on how to purchase airplane tickets in student circles. This research was conducted at the Ticketing Office of PT. Lion Group. This study uses primary data obtained directly from respondents by distributing 100 questionnaires. Questionnaires that have been collected are then analyzed. The results showed that the null hypothesis was accepted, namely, B2B and B2C marketing strategies simultaneously had no significant effect on the method of purchasing airplane tickets in student, office, and community environments with an F significance value of 0.340 which is above the significance level (?) of 0.05. Testing the coefficient of determination shows that R2 is worth 0.009, which means that the influence of B2B and B2C marketing strategies on how to buy airplane tickets in student environments is only 0.9%. While 99.1% is influenced by other variables not discussed in this study.

How Shopping was Transformed from Offline to Online Space - A Case Study within the Slovak Republic

Abstract The prognosis and determination of consumer behavior is not an easy process. As part of the development of consumer behavior as the last member of the B2C market in the distribution channel, one can observe the gradual decline of brick-and-mortar stores and the rise of online shopping for several decades, especially the enormous growth of online shopping over the last two years caused by the COVID-19 pandemic. However, it should be noted that many retailers offer their products simultaneously in brick-and-mortar stores and also through the e-shop. The main purpose of the article is to determine the dependence of spent funds on the basis of individual criteria. The primary data were obtained by conducting a questionnaire survey, in which we determined the amount of spent funds for traditional and online retail shopping. Data were analyzed using the Shapiro-Wilk normality test, followed by an analysis of the dependencies of the variables using the Kruskal-Wallis’s test and one-way ANOVA. The results show that, apart from gender, the other factors examined do not affect the amount of spent money. Due to the absence of published academic literature and empirical findings concerning the behavior of retail trade format selection in the Slovak market, this study may serve as a starting point for future studies in this area of interest. The survey is also relevant for retailers in terms of format development and reorientation of marketing strategies.

STRATEGIES AND DIFFERENCES IN B2B AND B2C MARKETING

The article classifies B2B and B2C markets and performs their comparative analysis. The target audience of the B2B and B2C market, the specific characteristics of the sale of goods, transactions, distribution channels, customer behavior and their actions in these markets are classified and their distinctive features are studied.

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING AND TECHNOLOGY READINESS TO INCREASE PURCHASE INTENTION THROUGH SOCIAL MEDIA BRAND ENGAGEMENT MEDIATION ON X INSTANT MORTAR BRAND

The Covid-19 has disrupted several businesses marketing strategies. This also has an effect on the building materials industry, they have to adapting its marketing to the B2C market via social media. Social Media Marketing can increase a customer's interest in making purchase, according to the findings of prior study and theory; yet, the company's data reveals various outcomes. There was a strong response to the social media marketing campaign, however the number of sales was not related to the number of sales the company made. Consequently, this study will assess the impact of Social Media Marketing on Purchase Intention as mediated by Social Media Brand Engagement, and considering the Technology Readiness. 150 Instagram followers of Mortar Instant X were surveyed using a quantitative way to acquire data for this study. According to the findings, Social Media Marketing has a positive direct and indirect influence (mediated by Social Media Brand Engagement) on Purchase Intention. Meanwhile, Technology Readiness has a positive direct and indirect effect (mediated by Social Media Brand Engagement) on Purchase Intention. It is anticipated that Instant Mortar X and the construction materials industry would use the findings of this study to develop and implement social media marketing strategies.

Formulasi Strategi Bisnis Distribusi Tekstil UD. XYZ Menggunakan Model Diamond Strategy

UD. XYZ is a business engaged in the distribution of textiles since 1995. UD. XYZ distributes its products to B2B (Business to Business), namely convection manufacturers and B2C, namely end consumers. In 2020 and 2021 UD. XYZ experienced a decrease in revenue and market share due to the impact of the pandemic. This study aims to formulate a textile distribution business strategy that fits UD. XYZ. This study uses an analysis of the five main elements of the diamond strategy from Hambrick & Fredickson. This study uses a qualitative method. Data collection techniques using interviews, observation and document study. The results of this study are the analysis of the five main elements of the diamond strategy, namely: (1) Arena, covering answers regarding product categories for convection needs, B2B and B2C market segments, East Java geographical area, computerized inventory system technology, finance and digital marketing, and efficiency value creation; (2) Vehicles, through partnerships and internal development; (3) Differentiators, in terms of image quality guaranteed at competitive prices, in terms of customization of cloth cutting services, in terms of competitive and affordable prices, in terms of styling different qualities, in terms of product availability, best seller ready stock products. (4) Staging is divided into short, medium and long term; (5) Economic Logic with cost effectiveness.

A survey of Kansas beef producers and consumers who participate in business-to-consumer marketing of beef.

Following the coronavirus disease 2019 (COVID-19) pandemic, producer and consumer interest in business-to-consumer (B2C) beef sales increased. The objective of the current study was to assess current B2C beef producer and consumer attitudes and understandings of the B2C beef marketing process in order to identify knowledge gaps and strategies to improve producer/consumer interactions. Both producers and customers of local beef were recruited using a large online platform (https://shopkansasfarms.com), and descriptive statistics were used to summarize the data. In total, 41 B2C beef producers and 174 consumers who had either previously participated in B2C marketing or intended to participate were surveyed. Most producers (69.8%) only produced beef and produced only a small number (1 to 20 head) of animals per year. Many (43.9%) reported selling 100% of beef directly to consumers, while 29.3% reported selling less than 20% through this channel. Almost all (97.3%) of the producers indicated that increased sales directly to consumers would be desirable, with most (87.1%) considering this marketing channel as the most profitable. Marketing beef in smaller portions, including portioned cuts, was popular, reported by more than 62% of producers, while whole carcass sales were lower. Word-of-mouth (91.3%) and social media (65.8%) were the most popular forms of advertisement used by producers and more than one-third of producers (38.9%) reported having trouble with customers regarding a sale. Over 60% of consumers indicated they had purchased B2C beef less than 5 times, with more than 73% indicating that more than 75% of their beef purchased was local. Low take-home weights, portion sizes, and quality were among consumers' most cited troubles. Lack of freezer space (25%), price (24.9%), and quantity of product (41.7%) were reported as the largest barriers to consumer participation in B2C marketing. Both consumers and producers indicated that consumer testimonials would be the most beneficial in improving producer/consumer interactions, with educational materials from government sources viewed as the least beneficial. These results provide a baseline for B2C beef marketing and provide insight into impactful strategies to use to assist in this process.

Assessment of Kansas Beef Producers’ Perception and Knowledge Level of Business-to-Consumer Marketing

Objective: The objective of this study was to assess the perception and knowledge level of Kansas beef producers regarding business-to-consumer marketing. Study Description: A digital survey was created to assess the perception and knowledge level of business-to-consumer (B2C) marketing of Kansas beef producers. The survey was disseminated to Kansas beef producers utilizing the Shop Kansas Farms online social networking group. Results: Results from this study showed that 25.5% of beef producer respondents (n = 41) raise another species in addition to beef. It was found that 50.0% of survey respondents sold 20 or fewer head of finished beef cattle in 2020, with 43.9% selling 100% of their beef to individual consumers. Furthermore, 61.0% of respondents reported an increase in sales to individual consumers in 2020 compared to previous years, with 75.0% indicating sales to large beef processors were about the same. An increase in individual consumer sales was classified as “very desirable” by 73.0% of respondents, and 87.1% believe sales to individual consumers are the most profitable marketing channel. There were 72.2% of respondents selling beef in a B2C market for 1–10 years, with 47.2% reporting that repeat customers make up 75% of their sales. Word of mouth was the most common method of product marketing, as indicated by 91.6% of producers. Concerns or complaints from consumers were noted by 38.9%. It was believed by 47.1% of respondents that an improvement in consumer knowledge would be “very effective” to prevent future complaints or concerns. Moreover, an increase in producer knowledge was believed by 31.03% to be “extremely effective” in preventing future complaints or concerns. Finally, it was believed that an increase in state extension resources would be “moderately” or “very” effective in improving consumer and producer knowledge by 46.9% and 33.3% of respondents, respectively. The Bottom Line: Producers self-reported B2C marketing to be the most profitable marketing channel within their operation. However, many are not utilizing this channel to its full potential, and many have experienced consumer concerns or complaints. This study confirms the need for more state extension resources to support B2C marketing for beef producers in Kansas and sets the foundation for future research priorities.

The importance of the employer brand on the labour market: case study from Czech Republic

The case study proposes a methodological procedure for building an employer brand applied to two real companies between 2016 and 2019. The process of creating an employer brand includes three phases: (1) knowledge – analysis of the current situation and setting SMART goals, (2) creation – design of a communication strategy and selection of appropriate communication tactics and (3) implementation – development of an action plan with detailed calculation and design of control tools. The paper focuses on ways in which marketing and HR departments should work together to develop a good employer brand. Other sub-issues include: Can the same method of employer branding methodology be implemented in industrial and service corporations? Are the same principles important both in a B2B company and in a company in the B2C market? The paper presents the results of a focus group survey and a questionnaire survey among employees of two selected companies. The results of the study show that through cooperation it is possible to formulate meaningful job offers, become a company attractive to employees, fulfill their needs and at the same time fulfill the company’s strategic goals.

ТОВАРНА ІННОВАЦІЙНА ПОЛІТИКА ЯК СКЛАДОВА МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ КОМПАНІЙ НА РИНКАХ В2С ТА В2В

The article considers the definition of the concept of innovation and the factors affecting the need for innovation. It was noted that the successful implementation of innovations in the development of new goods and services and in production technologies is the key to maintaining a high level of economic performance of enterprises in the B2C and B2B markets. The development of innovative activity in Ukraine and the change in the indicator of innovative activity in the B2C and B2B markets were studied. It is highlighted that the focus on new technologies, marketing methods, trends and new services helps entrepreneurs to constantly attract customers, develop innovatively and increase profits. The article states that there is a need to apply not only product innovations, but also innovations aimed at elements of the marketing complex, the goals of marketing activities are defined: short-term and long-term. The process of planning a new product was studied and its stages were determined. The foreign experience of developing and introducing new products to the market was analyzed. Taking into account the foreign experience of implementing product innovations, it is recommended that at the stage of developing a marketing strategy, more attention should be paid precisely to the price expectations of consumers, since among the main factors of the success of enterprises in modern market conditions is leadership in terms of costs. The peculiarities of the implementation of product innovations of enterprises operating in the B2C and B2B markets are considered. It is noted that the approach to the development of a new product of companies operating both in the B2C and B2B markets requires detailed study, since according to statistics, almost 40% of unsuccessful innovative developments are observed in the B2C market and about 20% in the B2B market. Enterprises that work on the B2B market have certain features regarding the introduction of innovative products to this market. These companies must take into account the risks faced by the consumer organization. Product innovation is a decisive factor in the marketing activities of companies.

Using the power of machine learning in sales research: process and potential

This study addresses the potential for improving the accuracy, scope, and value of sales research through the application of data mining and machine learning algorithms. By examining prior research, identifying opportunities for improvement, and assessing gaps that can benefit from machine learning, research and application are made more accessible for sales researchers and managers. Machine learning can address important sales research questions that cannot be answered with the same accuracy or efficiency as traditional research methods. This study demonstrates the benefits of the methods through an example of application to the prediction of salesforce performance based on behavioral, attitudinal, and demographic data. This includes future research ideas, usage cases, and applications where machine learning could advance sales research and management. Machine learning and predictive analytics methods have multiple applications, including in B2C and B2B market contexts and for companies and independent sales teams.