Marketing Channels Research Articles

Insights into Cheese Marketing in Bangladesh: Marketing Cost, Margin, and Efficiency

Cheese though not native to Bangladesh has seen an increased surge in popularity in recent years. Even though there have been several studies that focus on the economic aspects of cheese production, there is a dearth of studies tackling the marketing aspects of cheese in Bangladesh. This study is an attempt to examine the marketing channels, the cost associated, the marketing margin, and the marketing efficiency of cheese in Bangladesh. This study is mainly based on primary data, collected from purposively selected participants from the districts of Kishoreganj, Thakurgaon, and Manikganj. The respondents consisted of 50 cheese producers and 20 market intermediaries. Simple descriptive statistics were employed to analyze the data. Traditional and modern types of channels were associated with the marketing of cheese. Marketing cost analysis identified, transportation, facility rent, and outlet maintenance to be the primary cost components. The value additions of per kg cheese by wholesaler-cum-retailers, retailers, and supermarkets were calculated at BDT 232.40, BDT 97.12 and BDT 250, respectively. Significant net margins were observed across all the channels. Though producers mostly used Channel I, Channel III (Producers → Consumers) and Channel IV (Producers → Retailers → Consumers) were identified to be the most efficient among the different channels examined in the study. Channel II had the lowest price spread, on the contrary, Channel V had the highest one. Just after direct marketing, cheese producers received higher percentage of consumers price (74%) using Channel II. Given the current potential of the cheese industry, the government should focus on this sector to address and overcome existing challenges in cheese marketing.

Economics of Banana Marketing in Goalpara District of Assam

The present study was conducted in the district of Goalpara, Assam to examine the economics of marketing in the district covering a total sample size of 258 banana growers. The banana growers were stratified into five groups based on land holding viz., Marginal (Below 4.0 ha), Small (4.0-8.0 ha), Semi-Medium (8.0-16.0 ha), Medium (16.0-40.0 ha) and Large (40.0 ha and above). The study mainly based on primary and data were collected through pre-tested survey schedule through personal interview method of sampling. The Shepherd formula for marketing efficiency was used to analyze the data. The results revealed that Jahaji Banana, Seni-Champa Banana and Malbhog Banana were banan varieties grown in the study area. The banana growers used four marketing channels in the district. Results revealed that for marketing of Jahaji Banana, Seni-Champa Banana and Malbhog Banana, the marketing channel I, Channel IV and for Channel I were most efficient Channel for marketing of banana.

Trend-Driven Innovation for RTE Food Market: A Comparison Study Between Consumers from Malaysia and Indonesia

The ready-to-eat (RTE) food market is growing worldwide. Nevertheless, a limited study was found where researchers compare consumer behavioral intention toward RTE foods between countries. This study compares consumers in Malaysia and Indonesia regarding their food preferences and behavioral intentions toward RTE foods. Using a quantitative cross-sectional approach, the researchers developed an online survey and distributed the survey link to consumers aged 18 years and above from both countries via social media platforms. The dataset comprised 321 responses from Malaysia and 262 from Indonesia. Based on the analyses, findings reported some similarities and differences in consumer preferences and behavior intention between both countries. The highest percentages of Malaysian respondents were recorded for plant-based, genetically modified, gluten-free, and allergen-free foods. Interestingly, the highest percentage of Indonesian respondents reported for insect-based food than the Malaysians. More Malaysian consumers preferred ethnic foods from different cultures than Indonesians. About the same highest percentages of consumers from both countries preferred cell-cultured meat, 3D printed foods, and vegan foods. For Malaysian samples, attitude and subjective norms significantly influenced their behavior intention toward RTE foods. For Indonesian samples, subjective norms and behavioral control significantly influence consumer behavior intention toward RTE foods. Findings are relevant for food producers and marketers to explore the young consumer market and to identify new products to fulfill the market demand. This study broadens and deepens the current understanding of both countries' RTE food trends and consumer behavioral patterns. Food producers should promote RTE food products by highlighting their benefits through marketing channels.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

Dark patterns, dark nudges, sludge and misinformation: alcohol industry apps and digital tools.

Many alcohol-industry-funded (AIF) organizations disseminate eHealth/mHealth tools that claim to assist users in making health decisions by monitoring alcohol consumption, e.g. blood alcohol calculators, AUDIT scores, consumption trackers. Previously, AIF materials were found to contain health misinformation that could increase consumption (dark nudges) or make healthy behaviour change more difficult (sludge). The accuracy and functionality of AIF tools have never been analysed, and given the history of AIF materials it is possible they contain misinformation and function as covert marketing channels to promote alcohol-industry-friendly narratives on the causes and possible solutions of alcohol-related harms. We evaluated the information accuracy and framing, behaviour change techniques (BCTs), and functions of AIF digital tools (n = 15, from the UK, Ireland, the USA, Canada, New Zealand, Australia; including Drinkaware, Drinkwise, Educ'alcool and others), compared to a non-industry-funded independent sample (n = 10). We identified misinformation and 'dark patterns' (interface design strategies for influencing users against their interest) throughout AIF tools; significantly fewer provided accurate feedback (33% vs 100%), and significantly more omitted information on cancer (67% vs 10%) and cardiovascular disease (80% vs 30%) and promoted industry-friendly narratives (47% vs 0%). AIF tools encouraged consumption through priming nudges (53%) and social norming (40%). AIF tools utilized fewer BCTs, provided users with more limited pre-set options (54%), and fewer drink choices (mean 24 vs 275). Their input structure often impeded their ability to provide guideline advice. We conclude that AIF tools contain pro-industry misinformation strategies and dark patterns that misinform users about their consumption and could 'nudge' them towards continuing to drink alcohol-characteristics of 'Dark Apps' designs.

Role Of Government Policies In Shaping Vegetable Marketing Practices: Evidence FromRajasthan

This study examines the impact of government policies on vegetable marketing practices in the Indian state of Rajasthan. Using primary data collected from surveys of 500 farmers, 100 wholesalers, and 50 retailers across five districts of Rajasthan, as well as secondary data fromgovernment reports and academic literature, the paper analyzes how various national and state-level agricultural policies have influenced the structure and functioning of vegetable value chains in the region. Key policies considered include the Agricultural Produce Market Committee (APMC) Act, contract farming laws, minimum support prices (MSP), and agricultural subsidies. The results show that the APMC Act has led to the development of a network of regulated wholesale markets which serve as the main marketing channel for vegetables, but its provisions restricting sales outside these markets have hindered direct linkages between producers and buyers. Recent reforms aimed at allowing private markets and removing barriers to interstate trade have had limited impact so far. Contract farming remains underdeveloped due to regulatory uncertainty and lack of trust between stakeholders. MSP haslittle relevance for most vegetable crops given their perishability and lack of public procurement. Input subsidies, while increasing yields, have exacerbated problems of overuse of chemicals and declining water tables. The paper argues for a more holistic, nutrition-sensitive approach to agricultural policy that goes beyond a narrow focus on boosting production and marketable surplus. Specific recommendations include investments in storage and cold-chain infrastructure, expansion of crop insurance coverage, promotion of Farmer Producer Organizations and shorter supply chains, and greater emphasis on sustainable production practices and nutrition education. Enhancing smallholder access to credit, information, and input-output markets remains critical

Smallholder Farmers’ Perception Of Sunflower Commercialization: A Case In Kimilili Sub-County, Bungoma County, Kenya

Low-income generation among Smallholder farmers could be attributed to their low sunflower commercialization with subsequent effects from their knowledge, entrepreneurial skills, commercializing efforts, and trust in critical stakeholders in the agricultural value chain. Thus, this study analyzed smallholder farmers’ perception of sunflower commercialization, which may contribute to improving sunflower commercialization. A pilot study was carried out in Kabuchai Sub-County before the Kimilili Sub-County, Bungoma County, Kenya survey. 288 sunflower smallholder farmers were interviewed using an open and close-ended questionnaire where a multistage sampling procedure was applied. The study used factor analysis and structural equation models to analyze the perception of smallholder farmers on sunflower commercialization. The factor analysis model reflected that smallholder farmers firmly trust agricultural cooperatives, media, and the national government in sunflower commercialization. However, they moderately trusted producer groups, farmer groups, and neighbour farmers. Smallholder sunflower farmers also strongly trusted different market outlets based on Factors 1 and 2. They strongly trusted exporters, producer groups, and neighbor farmers under factor 1 as their market outlets but lowly trusted brokers and supermarkets. Further, they highly trusted brokers and supermarkets under factor 2 as their market outlets and lowly trusted exporters, producer groups, and neighbor farmers as their market outlets. Additionally, smallholder farmers expressed their proactiveness strongly on commercial impact, commercial efficiency, and farmers’ view concerns about their sunflower commercialization. They lowly suggested marketing channels contracts, and commercial contributions to their livelihoods to shape their proactiveness on sunflower commercialization. An alpha reliability scale of over 0.79 per measurement variable and a KMO value of over 0.8 was obtained for this study, showing the internal consistency of the data. The SEM analysis showed that smallholder farmers’ entrepreneurship, trust in institutions, and market outlets influenced sunflower commercialization. However, their proactiveness negatively affected sunflower commercialization. The study recommends support of sunflower smallholder farmers in access to market information and strengthening their trust through institutions viable outcomes on them through the agricultural cooperatives, the national government, and coordination by the international markets.

Direct Channel or Distribution Channel? The Role of Internet-Based Targeted Advertising With Vertical Differentiation in Distinct Channels

The selection of optimal channels is considered the critical marketing strategy for the firm. Effective vertical channel selection could induce distinct effects on the firm’s profit and social warfare by selecting a specific type of advertising. Otherwise, as the targeted population is quite different for the firm using mass or targeted advertising, this differentiation is becoming more significant for the population in the final marketing channel. Within the vertical differentiation model, the role of Internet-based targeted advertising on direct sales and distribution channels is studied. Compared to mass advertising, the firm using Internet-based targeted advertising in distinct channels can benefit the firm’s equilibrium profit by reducing advertising waste and enhancing the product’s price. The manufacturer might use Internet-based targeted advertising to control the total profit of the channel. Meanwhile, Internet-based targeted advertising might reduce the retailer’s and the entire channel’s profit. Otherwise, the targeting accuracy of the firm shows a bidirectional role in the firm’s equilibrium price in the direct channel. The firm’s equilibrium advertising level and profit might be reduced with the increasing targeting accuracy. The public department of the government needs to consider the potential risk of targeted advertising that might reduce the real benefits of distribution channels and harm the development of the market.

Determinan Yang Memengaruhi Pemilihan Saluran Pemasaran Kopi Robusta Di Kabupaten Malang

The demand for coffee in Malang Regency by determining the quantity of commodities is very dependent on the marketing subsystem. Robusta coffee marketing channels in Malang Regency include marketing institutions, namely small traders, sub-district collectors and large traders. Coffee marketing is dominated by small traders. This research aims to analyze the determinants that influence the choice of marketing channels for Robusta coffee in Malang Regency. The location of this research was carried out in two villages, namely Srimulyo Village and Sukodono Village, Kec. Dampit, Kab. Poor. The respondents in this research were Robusta coffee farmers in two villages in a total of 60 respondents. Marketing agency respondents were then determined using snowball sampling techniques. Snowball sampling method by collecting data based on information from previous respondents based on existing marketing patterns in Malang Regency. This research uses multinomial logit analysis by determining efficient marketing channels as a reference variable. Based on the results of marketing channel analysis, it was found that there are 5 marketing channel patterns. Marketing channel 1 consists of 27 farmers and the largest channel choice is 45%, while the results of the marketing efficiency analysis show that channel 5, namely direct farmers to wholesalers, is the most efficient. Marketing channel 5 consists of 11 farmers with a percentage of 18.3%. The results of the research show that 3 variables influence the choice of marketing channels, namely production volume, farming experience, and education level. Suggestions from research for extension workers and local governments need to assist farmers regarding financing and coffee market information so that marketing channel choices are more varied.

Sistem Pemasaran Beras Bujang Marantau Di Kecamatan Sungai Tarab, Kabupaten Tanah Datar, Provinsi Sumatera Barat

The “Bujang Marantau” rice variety is local rice from Tanah Datar Regency which was registered as a national superior rice variety by BPTP West Sumatra in 2015 and grows well in Tanah Datar Regency. This increase in “Bujang Marantau” rice production must be balanced with a good marketing system so that farmers and institutions marketing can receive more favorable prices. The study is aimed to analyze the channels, functions and operational efficiency of rice marketing (marketing margin, farmer’s share, and profit to cost ratio) in Sungai Tarab District. This research involved 45 farmers as samples obtained through a simple random sampling method. Marketing institution respondents were obtained using the snowball method based on the flow of information from farmers and 15 marketing institution respondents were obtained. Qualitative data is used to analyze marketing channels and institutions. Quantitative data is used to analyze marketing margin, farmer’s share, profit to cost ratio and marketing efficiency index. The results showed that there are 3 marketing channels and 3 types of marketing institutions involved. The results of the marketing operational efficiency analysis show that the relatively efficient marketing channel is channel III because it has the lowest marketing margin value, the highest farmer’s share, and the shortest marketing channel compared to other channels. Marketing institutions should further optimize the marketing functions of each institution, such as the transportation function, so that transportation costs can be lower and minimize marketing costs more efficiently.

Efisiensi Pemasaran Karet Di Kabupaten Ogan Ilir Sumatera Selatan

The rubber commodity in Ogan Ilir Regency plays an important role in increasing family income, but currently, the income of rubber farmers is still relatively low because farmers are still traditional in their marketing, causing the prices received by farmers to be low. The objectives of this study are to 1) Identify the functions of rubber marketing institutions in Ogan Ilir Regency, 2) Analyze the efficiency of rubber marketing in Ogan Ilir Regency.. Sampling was carried out randomly. 75 samples were used in this research, with a population of rubber farmers, namely 236 farmers in Tanjung Batu District and 254 in Payaraman District. Locations were chosen purposively based on the same considerations: the subdistricts and villages that produce the largest rubber production. Data collection uses cross-section data. Rubber marketing efficiency is analyzed using marketing margin, farmer's share, profit to cost ratio and the Data Envelopment Analysis (DEA) model. The research results show that rubber farmers in Ogan Ilir Regency use three marketing channel patterns. Based on the analysis of rubber marketing efficiency, it is recommended that rubber farmers in Ogan Ilir Regency use marketing channel 1, namely farmers-UPPB-factories and marketing channel 3, namely farmers-wholesalers-factories.

RESEARCH ON THE IMPACT OF ADVERTISING IMPLANTATION CHARACTERISTICS ON USER PURCHASE INTENTION ON SELF MEDIA PLATFORMS

This study aims to explore the characteristics of embedded advertising in self-media platforms and its impact mechanism on users' willingness to buy. With the popularization of the concept of craftsmanship in the self-media industry, self-media advertising has become an important channel for brand marketing. This study analyzes the various embedded characteristics of self-media advertising (such as advertising intensity, advertising product evaluation, and advertising embedding time nodes), combined with the customer perceived value theory (perceived practicality and perceived emotion), to explore how these factors work together on users' willingness to buy, and the moderating role of media character characteristics in this process. The results show that: (1) Various characteristics of self-media embedded advertising (ad intensity, advertising product evaluation, and advertising embedding time) all significantly affect users' purchase intention. (2) The process of self-media embedded advertising significantly influences users' purchase intention, with perceived value playing a key mediating role. Both users' perceived practical value and perceived emotional value have a significant positive impact on purchase intention. (3) The characteristics of media figures play an important moderating role between the characteristics of advertising embedding and users' perceived value and purchase intention. In particular, when the media figures are highly similar to the target users in terms of personality, interests, and values, the effect of advertising embedding is more significant.

Exploring the prospects, challenges and need assessment of live fish marketing from aquaculture farms in Kerala

The current study investigated the potential and challenges of live fish marketing in the aquaculture farms of Kerala, India. Surveys were conducted among farmers from six major aquaculture producing districts of Kerala to gather information regarding aquaculture practices, harvesting methods and marketing strategies followed. Freshwater aquaculture systems, particularly tilapia farming was dominant among the farmers. The respondents primarily sold their products to domestic market through dealers. The study revealed that approximately 20% of the farmers adopted live fish transportation methods, preferring tank systems and open-type transportation. The study emphasised the importance of addressing challenges related to culture, harvest as well as post-harvest operations and providing knowhow on effective marketing and distribution channels to promote the adoption of live fish marketing. Keywords: Aquaculture, Kerala, Live fish transportation, Marketing, Need assessment, Price realisation

Innovative practices and competitive advantage among SMEs: An empirical review

The study investigated the influence of innovative practices on competitive advantage of SMEs in Awka Metropolis, Anambra State, Nigeria. This study is anchored on Diffusion of Innovation Theory (DOI). The study employed correlational research design. The target population of the study are registered SMEs in Awka Metropolis, Anambra State Nigeria. The population of the study which had six hundred and twenty eight (628) owners/managers of SMEs. Primary data was used and was collected using questionnaires. The research instrument was validated using face and content validities. The reliability of the items was tested using Cronbach Alpha. Data collected for this study were analysed using the linear regression analysis in order to determine the relationship between the variables. The study revealed that the association between innovative practices and competitive advantage is unequivocally positive. The study concluded that innovative practices such as technological innovation and marketing innovation are key drivers of sustainable competitive advantage. This study recommended that small and medium enterprises (SMEs) need to continuously monitor and adopt emerging technologies to stay ahead of competition and also SMEs need to harness and invest in digital marketing channels to drive innovation and reach new customers.

Pricing and Service Decisions of Products in a Dual-Channel Supply Chain Introducing Ship-to-Store

This study investigates the optimal pricing and service decisions when implementing ship-to-store (STS) in a dual-channel supply chain comprising one BM store and one manufacturer. Homogeneous products within the market are categorized into mainstream and niche products. The effects of consumer service sensitivity, channel preference, and degree of personalization on optimal decisions and profitability are analyzed, followed by numerical simulation and analysis. It is found that (1) the supply chain should charge high prices for mainstream products and low prices for niche products to maximize profits. (2) Implementing STS is conducive to expanding niche products in the market when facing highly service-sensitive consumer groups. (3) Based on highly service-sensitive consumer segments, supply chains are more profitable implementing STS strategies in a centralized decision-making model than in a traditional dual-channel one; however, under decentralized decision-making, it is only profitable to implement an STS strategy if consumers have a low level of personalization and have a particularly pronounced preference for online direct marketing channels.

Comparative Assessment of Robusta Coffee Marketing Channels in Solok City, West Sumatra

Comparative Assessment of Robusta Coffee Marketing Channels in Solok City, West Sumatra

The Use of E-Marketing Channels and Customer Satisfaction in Uyo Metropolis, Akwa Ibom State, Nigeria

This research was conducted to investigate the influence that the use of e-marketing channels have on customer satisfaction in Uyo Metropolise of Akwa Ibom State. Electronic marketing proxies like social media platforms and website platforms were considered and measured against customer satisfaction in Uyo metropolis. Primary data were collected with the use of the questionnaire from users of electronic marketing channels and the target population of the study were treated as infinite, hence a sample size of 347 respondents were selected using the convenience sampling technique. Data collected were further analyzed using the Pearson’s Product Moment Correlation statistics at a 0.05 level of significance. Findings showed that the two independent variables (social media platforms and website platforms) significantly influence customers’ satisfaction. It was concluded that customers’ access to information on social media platforms and website platforms played a significant role in building customer satisfaction. On the basis of the findings, it was recommended among others, that e-marketing channels like social media platforms should be well utilized by online merchants for engaging and communicating products information, benefits and availability to online shoppers in Uyo metropolis, Akwa Ibom State.

Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies

Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities.

Does the size of the housing rental market stabilize regional economic fluctuations? Evidence from China's large- and medium-sized cities

The influence of the housing rental market on economic operations is a significant concern. Particularly in China, the rental market has been undergoing a transition from being disregarded to being valued. Based on an analytical framework referencing the three-sector theory of metropolitan economic growth, this study explores the impact of rental market size on regional economic fluctuations and its influence channels using a panel of 69 large and medium-sized cities from 2010 to 2019. The results indicate that increased rental market size is significantly correlated with decreased regional economic fluctuations through housing sales and labor market channels. Specifically, house price depression, house investment stability, labor allocation, and employment stability effects are crucial channels through which the size of the rental market influences regional economic fluctuations. In addition, the marginal effect of rental market size on regional economic fluctuations is smaller in cities with higher economic development. The conclusions imply that policymakers should not focus on how to unilaterally expand the housing rental market, but should strategically compensate for the defects of regional housing rental–related institutional systems.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.