Concept Of Marketing Research Articles

Stigma in marketing and consumer research: A literature review and research agenda

AbstractStigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state‐of‐the‐art in this domain; (2) our two‐step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio‐psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland

<p class="MsoNormal" style="margin-top: 12pt; text-indent: 0cm; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; font-size: 14pt;">The business world is a competitive place, and enterprises must cultivate sustainable relationships with their clients to gain customer loyalty. Concepts of relationship marketing (RM) are becoming vital in the service industry. Different RM strategies are used to attract customers, but some of these strategies do not achieve customer loyalty as easily as predicted due to customers’ changing behaviour patterns. This paper investigates the impact of RM strategies on customer loyalty through relationship qualities (customer satisfaction and trust) by concentrating on the high-end hairdressing sector in Auckland. Additionally, this research investigates the expectations of customers of high-end hair salons formed by RM strategies, which influence their satisfaction, trust, and customer loyalty to their service provider. The results indicate that brand image shows a significant relevance to trust, satisfaction, and customer loyalty claiming that brand image is an essential element of RM. Additionally, this investigations revels that, hair salons in Auckland are looking forward to ascertaining a sustainable relationship with their clients through a spectrum of strategies such as positive brand image, good service quality, reasonable price, and good value deals to earn optimistic relationship quality, which will ultimately escalate to customer loyalty. Findings of this research will be useful in supporting hair salons to gain a greater understanding of their customers by adopting effective RM strategies.</span></p>

Analisis Segmentasi Pelanggan Toko Online Marketplace Berdasarkan Recency, Frequency, Monetary, Time, Satisfaction (Rfmts) Menggunakan Algoritma K-Medoids Clustering

The marketplace is an e-commerce website that applies traditional market concepts and implements them online. Due to the rapid development of the times, a business will seek various ways to maintain its business so that it continues to grow and generate a high income. One way is to build and maintain long-term relationships with customers. Therefore, it is necessary to implement a marketing strategy based on customer relationship management, all of which aims to increase turnover and profit while retaining customers. From these problems, this study applies customer segmentation to detect diversity among customers, so those segments represent potential customers to improve marketing strategies. This segmentation needs to consider the value of the customer's recency, frequency, monetary, time, and satisfaction (RFMTS) variables. Recency is the customer's length of time since the last payment. Frequency is how often customers make transactions. Monetary is the number of transactions made by the customer. Time is the time interval between two consecutive purchases by a customer. Satisfaction is the level of customer satisfaction based on the total rating and number of reviews. This study uses the K-Medoids Clustering algorithm to perform segmentation according to customer characteristics. This study uses primary data from a database of one of the online marketplace stores in Indonesia.

Sustainable Practices and Demarketing: An Interview with Philip Kotler

Abstract: This article presents a conversation between Laurence Minsky and Philip Kotler focused on sustainability, societal marketing, and the evolving role of businesses in fostering a more sustainable future. Kotler, a preeminent marketing scholar, delves into the concepts of societal and social marketing while emphasizing the importance for businesses to prioritize sustainability to achieve profitability and positive societal impact. He advocates for demarketing strategies to discourage harmful consumer behaviors and highlights the significance of branding in delivering value and fostering customer loyalty. Minsky and Kotler explore the challenges brands face in a politically divided world while covering the benefits of degrowth as a way to balance economic and population growth with environmental needs. Kotler critiques traditional business models focused on endless growth and advocates for stakeholder (over shareholder) centric approaches. He also sees potential change through the integration of ethical considerations into business education and recognizing and rewarding sustainable practices in advertising. The interview underscores the critical need for a unified approach among businesses, academia, and governments. It also supports the pivotal role of marketing and advertising in promoting positive behavioral change to address societal and environmental challenges.

The Impact of E-commerce Stores on Changing Consumer Culture in the Kingdom of Saudi Arabia (A Field Study)

The field study conducted by the two researchers included the study community, who are users of electronic stores. The study sample consisted of 84 individuals with diverse demographic backgrounds, varying in age, professional and social statuses, as well as geographic locations of each individual in the sample. The researchers clarified in the study chapters the general framework of the study, the methodology employed in the study, the study tool, questionnaire axes, and the study sample. Furthermore, they elucidated the cognitive framework of the concept of electronic marketing, and analyzed the results obtained from the responses of the study sample individuals. The study concluded that there is a statistically significant relationship between the development and diversity of electronic stores and the increase in consumer culture in Saudi Arabia, with a percentage of 54.8%. There is also a statistically significant relationship between reliance on electronic stores and the increase in consumer culture in Saudi Arabia during the COVID-19 pandemic period, with a percentage of 83%. Additionally, there are statistically significant differences between the development and diversity of electronic stores and the increase in consumer culture in Saudi Arabia, attributed to demographic factors (gender, age, social status, occupation, location). Keywords: online stores – shopping online - consumer culture in Saudi Arabia – E-commerce in Saudi Arabia - Digital marketing.

Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

PurposeWith rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.Design/methodology/approachBased on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.FindingsThe study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.Originality/valueDrawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

Augmented Reality Advertisements within the Realm of Phygital Marketing: Case Studies of Advertising Examples

Technology has evolved to be a concept of constant development and innovation, significantly impacting both individual and societal life. It has become a fundamental building block that influences personal inclinations, choices, and decisions, and is already present in many phases of human life. Individuals react to technological advancements they encounter in their daily lives, as they are not just consumers in the current era, but also producers. The responses to technological advancements extend to influencing purchasing activities and shopping behaviors of individuals. This study has been developed to analyze the role and usage of Augmented Reality technology, one of these technological advancements, in the transforming field of marketing and specifically in advertising. The evolution of the marketing concept has brought about new approaches, as is the case in almost every developing field. Among these new approaches, the influence of digitalization is acknowledged. Within these definitions, the concept of phygital marketing is included. The phenomenon of transferring real-life actions to a virtual (digital) environment has given way to the transfer of virtual (digital) environments into the physical, real-life aspect. The term "phygital", a combination of physical and digital, can be summarized as the reflection of digital phenomena, especially in the physical dimension, into everyday life. One of the application areas where the impact of phygital concept in marketing is evident is the use of Augmented Reality technology in advertisements, which defines the scope of this study.

The role of implementing carbon market scheme and carbon trading as an effort to mitigate climate change

Increasing the amount of greenhouse emissions is a challenge that must be faced considering that these emissions are one of the causes of greenhouse gases, the implementation of carbon markets and carbon trading is an effective effort to implement. Background: This journal aims to examine the role of carbon trading and carbon markets in reducing global emissions. Methods: The data collection method uses a literature review of reading materials that are relevant to the topic and uses qualitative analysis techniques. Finding: From the results of the research it can be seen that the application of an emission trading system is the right thing to implement to reduce carbon emissions, but in its implementation it still requires cooperation from several parties. Conclusion: The concept of trade and carbon market is very urgent to be implemented in Indonesia considering the deteriorating environmental conditions that will affect the quality of public health. The implementation of this system can achieve the emission reduction target as committed by Indonesia at the international level.

Pemberdayaan UMKM Komunitas Preman Super dalam Pemanfaatan Pemasaran Digital

Purpose – This community service activity aims to introduce the concept of digital marketing to members of the Preman Super Community (Independent Women Sources of Change) and help MSMEs utilize digital marketing to increase competitiveness. Design/methodology/approach – Implementation of activities uses the Participatory Rural Appraisal method with four stages: identification, program design preparation, implementation, and evaluation. Findings – This activity results in an increased understanding of the Preman Super Community MSMEs regarding digital marketing. Community members realize the importance of digital marketing to increase business competitiveness and expand market share. Utilizing digital marketing can also help MSMEs to increase brand awareness. Originality/value – The era of digitalization requires MSMEs to innovate in the type of marketing they carry out. This service activity was carried out to educate the Super Preman Community MSMEs so they can utilize digital marketing to increase business competitiveness.

The Influence of Green Marketing and Brand Awareness on Purchase Intention Through Brand Image as a Mediation Variable

Marketing using the concept of green marketing should create positive emotions so that consumers can influence product evaluation. Objectives: The problems of the study are: Does green marketing influence brand image? Does green marketing influence buying interest through brand image as a mediation variable? Does brand awareness influence buying interest? Does brand awareness influence brand image? Does brand awareness influence purchasing attention through the perception of a brand as a mediation variable? Does brand image influence buying interest? Meanwhile, the objectives of the study are to find out the influence of green marketing on buying interest, the influence of green marketing on brand image, the influence of green marketing on buying interest through brand image as a mediation variable, the brand awareness's impact on consumers' purchase intentions, the impact of brand awareness on brand image, the influence of buying interest through brand image as a mediation variable, and the influence of brand image on buying interest.Methodology: This research is part of exploration research. Participants in the research are unknown; the quantity of samples used in this research is 110. The analysis tool used is PLS.Finding: green marketing does not influence buying interests; green marketing does not influence brand image; brand image does not moderate the impact of green advertising on buying interests; brand awareness influences buying interests; brand awareness influences brand image; brand image does not mediate the impact of brand recognition on purchasing interests; and trademark image influences purchasing interests. Conclusion: Based on the findings from the conclusions of this study, these are some suggestions that can be used as research recommendations: this research focuses on the variables green marketing, brand awareness, brand image, and buying interest, so other variables such as brand trust, social media marketing, perceived quality, price, and customer satisfaction are needed to find out the buying interest; Future studies are anticipated to increase the sample size, expand the research object, and add relevant topics; future research is expected to process data with different analysis tools.

Marketing in the Digital Age - Adapting to Changing Consumer Behavior

The digital age has transformed consumer-brand interactions, requiring a nuanced grasp of evolving digital consumer behaviors and expectations for effective marketing strategies. This study aims to investigate changing consumer behavior influenced by digital technologies and marketing. A descriptive cross-sectional study was conducted involving 204 respondents engaged in digital marketing technology. Self-administered questionnaire was distributed via Google Form through various social media platforms and emails, and collected data was analyzed using SPSS version 25. The findings revealed pervasive influence of digital platforms, with 79.9% awareness of digital marketing concepts and 94.1% making online purchases after encountering digital advertisements. Informed decision-making is found evident, as 86.3% review product information before online purchases, and 84.3% express trust in information from blogs and websites. The study found that the consumer perceptions of digital marketing, revealing positive sentiments towards content, satisfaction with social network marketing, and the role of digital media in aiding decision-making. The study highlights the significant impact of digital marketing on consumer behavior, emphasizing the need for businesses to strategically leverage social media, enhance online product information, and tailor marketing approaches to align with diverse consumer preferences.

Research on Marketing Strategy of Huishan Dairy Group under the Digital Background

With the advent of the digital age, the wide application of its technology has a profound impact on the traditional marketing methods, so the marketing strategy that ADAPTS to the market has become more and more important in various industries. As an enterprise with a good reputation, Huishan Dairy Group's products are loved by the majority of consumers, but in order to occupy its own market share in today's market environment undergoing major changes, it needs to continue to carry out in-depth optimization. This study takes Huishan Dairy Group as the research object, uses SWOT analysis to discuss the group's marketing strategy under the digital background, and points out the existing problems of enterprise marketing, such as lack of digital marketing concept and system, low Internet penetration rate of digital marketing platform, and lack of digital professional marketing guidance. In addition, it puts forward optimization countermeasures and suggestions such as establishing a perfect digital marketing system, making full use of diversified digital marketing platforms, training digital marketing professionals, etc., in order to promote Huishan Dairy Group to grasp the opportunities of digital background, keep pace with The Times, and develop stably and continuously.

Critical market studies:

This article aims to propose a research agenda to articulate market studies and critical marketing. Discussions were developed about the concept of market and marketing, about the movement known as studies of market dynamics, as well as notes on critical marketing. We conclude that the various dysfunctions which business activities can cause cannot be addressed by observing only their dynamics and the relations among their actors. It is necessary to create a path that includes the moral and political aspects of markets, their wrongdoings, illegalities, as well as their dark, dirty and sometimes clandestine side. This is only possible by adopting a critical and denunciative orientation, committed to the goal of removing the "veil" that covers these issues, historically erased from the marketing debates that can be represented by critical marketing.

PENERAPAN DIGITAL MARKETING SEBAGAI INFORMASI BARANG DAGANGAN DI PASAR NUSUKAN SOLO

ABSTRACT One form of application that can be used as a digital marketing medium is imooji. The imooji digital application was not yet known to market traders and was only discovered when the PKM team arrived. This community service activity aimed to increase participants' knowledge in understanding the concept of digital marketing using the imooji application, namely contents containing photos of merchandise found at market stalls. The participants in the activity were 8 traders and shop owners. The method of implementing activities was through the application of digital marketing, creating content for the imooji application. This is done because kiosk traders do not understand digital technology. Next, the team provided a brief explanation regarding the use of imooji which can be shared via social media such as WA, FB, and IG. The results of the implementation of the community service activities showed that not all participants are technologically literate and understand how to use imooji via cellphone because half of the participants are elderly, namely over 55 years, thus made it difficult to understand the imooji digital work process. Creating imooji content by providing a link containing a catalog of goods sold at market stalls can be easily shared with various participant social networks. This activity is expected to foster an entrepreneurial spirit in the digital era.

Historical development, significance and application of marketing in agribusiness

Market conditions in which the agricultural sector does business are continuously changing and developing. The agricultural sector competes with the competition when the only constants in agricultural production are great turbulences of agroclimatic conditions, and permanent changes in the market. Those changes are happening rapidly, which causes oscillations in business results, and it often leads to disappointment and desertion of the agricultural sector, especially by young, mobile, and working people. This chapter aims to offer a concept of modern marketing, so its implementation into the agricultural sector would contribute to more efficient and effective work. Also, it would lead to better results for all partakers of agricultural sectors, especially agricultural producers. Today, the battle for a better and more profitable position of agricultural producers in domestic and foreign markets is unimaginable without applying strategies and tools of modern marketing. To master the competitive advantage and maintain it on the market for a long time is a complicated process for the biggest and richest companies of today. It is especially hard and complex for participants from the agricultural sector because of the countless specificities of agricultural producers, and agricultural production itself. The finding of the review and research is that domestic agricultural producers are the main, but the weakest link in the chain of the agricultural sector. They are faintly, or not at all prone to using marketing management, strategies, and tools of marketing, like market segmentation, targeting, product differentiation, as well as combining elements of the marketing mix in their business activities and their value offer to customers. By doing this, they significantly make their market position more difficult, and they reduce competitiveness on both domestic and foreign markets of agricultural products, or in a broader sense, the whole agricultural sector. The most current trends of modern marketing practice are represented in this review, together with solutions for their implementation into the agricultural sector.

Pendampingan Pengelolaan Bisnis Syariah dalam Meningkatkan Kemandirian Lembaga di Yayasan Islam Al-Lathifah Mulia Cikarang Baratlam Al-Lathifah Mulia Cikarang Barat

This community service aims to provide information to stakeholders within the scope of the Al-Lathifah Mulia Islamic Foundation about increasing the independence of their institutions by carrying out sharia business management activities in the form of marketing concepts for honey and pure milk. The method used in this community service research is a training and mentoring method provided by providing explanations via Microsoft Power Point. The results of the sharia business management assistance that has been carried out have apparently had a significant positive impact on increasing the independence of institutions at the Al-Lathifah Mulia Islamic Foundation in West Cikarang. One of the positive impacts that can be felt is improving marketing concepts in accordance with sharia business concepts. This can help institutions gain sustainable profits and reduce the risk of unwanted losses. Apart from that, assistance with sharia business management can also help in strengthening the institution's sharia identity. Through the implementation of business practices that comply with sharia principles, institutions can gain the trust of the public who need business services that are in accordance with their religious beliefs.

Digital Marketing Untuk Peningkatan Produktivitas Usaha Tape di Kabupaten Sumenep Madura

Tape entrepreneurs in Payudan Dundang and Pordapor villages have been pursuing this business conventionally since the beginning. The assistance aims to change methods from conventional to digital to become a solution in advancing the business of the Entrepreneurs in the two assisted villages. Assistance with digital marketing concepts is one of the effective methods of driving the economy of residents who focus on local potential. This tape productivity effort is not just an economic concept, but is also a way to solve the socio-economic problems of the interior which are getting worse with the existence of the modern market. Mentoring is carried out by opening initial communication with tape entrepreneurs at the mentoring location, seeing what business techniques are used, and planning the best mentoring method. The method used is advocacy, training and real action in utilizing natural materials around, and penetrating the modern market with tape packaging innovations.

Marketing instruments of influence on development of service business in time of war in Ukraine

The article discusses various definitions of marketing, its essence, and its main elements. Different interpretations of these concepts by domestic and foreign scientists have been studied. The main key units of service marketing have been determined. Various marketing concepts and the importance of applying new methods and techniques of marketing in the service sector have been studied. The necessity of applying the main types of services in the development of the economy under market conditions has been highlighted. The role of marketing as a factor in the modern development of the service sector in Ukraine, from the perspective of defining the peculiarities and the need for applying its main instruments and methods, has been highlighted. Attention has been drawn to the peculiarities of marketing and its instruments used in market competition when providing relevant services. Conclusions have been made that different types of services require the application of various management approaches, among which marketing occupies a central place. Marketing strategies that allow enterprises to maintain and develop services have been investigated. The market for various services and transportation services has been analyzed, in particular. It has been proven that the role of marketing in the service sector lies in maximizing consumer and producer satisfaction through the application of modern marketing instruments in Ukraine's market economy, regardless of peacetime or wartime conditions. The authors have formulated proposals for improving the application of marketing instruments in the service market during war and post-war times in Ukraine.

Pentingnya Perilaku Organisasi dan Strategi Pemasaran dalam Menghadapi Persaingan Bisnis di Era Digital: Studi Kasus Usaha “SAPIRING” Sale Pisang Kering

Every company needs organizational behavior, where organizational behavior is needed if you want to establish good communication between individuals and groups and be able understand individual behavior in an organization. In the digital era like today, where the level business high. Every company must pay attention to one very important and vital aspect in company management, namely in the filed of marketing. By using marketing concepts and strategies in running a business, targeted or effective marketing management will be more optimal. So, it can be hoped that the company can maximize the achievement of profit and non-profit, to the maximum and can face existing competition and at the same time achieve success in its business for the company concerned.

Pengaruh Green Marketing, Lifestyle, dan Environmental Awareness terhadap Brand Loyalty: Studi pada Pengguna Produk The Body Shop di Surabaya

In recent years, global issues regarding environmental problems have increased significantly. Humans are indirectly forced to continue to adapt and improve the quality of life to remain in line with the changes that occur. The concept of green marketing emerged as a response to issues of environmental damage. Green marketing helps businesses adopt more sustainable business practices because it helps promote the benefits of environmentally friendly products and services. The aim of this research is to determine the influence of green marketing, lifestyle, and environmental awareness on brand loyalty among users of The Body Shop products in Surabaya. The type of research used is quantitative research. The population in this study is all users of The Body Shop products who live in Surabaya, aged 17 years and over and with a history of purchasing at least twice using a sample of 200 respondents. The sampling method used is non-probability sampling, and the sampling technique is purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. The results of this research state that green marketing, lifestyle, and environmental awareness have a significant effect on brand loyalty. The green marketing, lifestyle and environmental awareness variables are valid and reliable variables. Simultaneously, the variables green marketing, lifestyle and environmental awareness have a positive and significant effect on brand loyalty. Partially, the variables green marketing, lifestyle, and environmental awareness have a positive and significant effect on brand loyalty.