Consumer-centric Marketing Research Articles

Marketing-Driven Supply Chain Innovation: A Framework for FMCG SME Sustainability

In an increasingly competitive and sustainability-conscious market, small and medium-sized enterprises (SMEs) in the Fast-Moving Consumer Goods (FMCG) sector face unique challenges in achieving long-term sustainability. This review explores the concept of marketing-driven supply chain innovation as a strategic framework for enhancing SME sustainability. By integrating consumer-centric marketing strategies with supply chain operations, SMEs can align their product offerings, sourcing practices, and logistics with growing consumer demand for environmentally and socially responsible products. The framework outlined in this study includes key components such as sustainable product design, green logistics, ethical sourcing, and the incorporation of circular economy principles. Additionally, technology-driven innovation, such as data analytics and digital platforms, is emphasized as a tool to improve supply chain transparency, reduce waste, and optimize resource utilization. Through these collaborative efforts, SMEs can foster stronger consumer trust, enhance brand loyalty, and build a competitive edge in the market. Despite the potential benefits, the review also discusses the challenges SMEs may face, including limited financial resources, resistance to organizational change, and balancing profitability with sustainability goals. However, by leveraging green financing options, cross-sector partnerships, and phased implementation strategies, SMEs can overcome these barriers. Ultimately, the integration of marketing-driven supply chain innovation is positioned as a critical path for FMCG SMEs to achieve long-term sustainability, profitability, and market competitiveness in an evolving global economy. Keywords: Marketing-Driven, Supply Chain, FMCG SME, Review.

Demystifying the Research Trend of Content Marketing Research: A Co-authorship and Co-occurrence Analysis

Nowadays, content marketing is a marketing strategy used by marketers to organize, produce, and share information in order to draw in certain audiences and persuade them to make purchases. As a result, marketers are devoting a significant amount of time in producing quality content that raises awareness of their brand and piques the interest of their target audience. Consequently, the purpose of the research is to examine various published articles in content marketing to identify key themes and the extent to which research has influenced content marketing utilizing bibliometric analysis of 414 papers published in Scopus database between 1999 and 2023. The result of the study depicts that content marketing is growing at fast pace with the growing use of digital and social media marketing. The top three nations contributing to the field of content marketing are the “United States,” the “United Kingdom,” and “Germany.” Five themes have been identified as follows: Integrated digital marketing ecosystem, strategic B2B digital branding, AI-driven consumer-centric marketing, crafting a data-infused digital narrative: unveiling the intricate dance between big data, consumer behavior, and digital content marketing, and exploring the dynamic landscape of modern commerce. In accordance to the results, the primary authors and contributions in the field have been recognized, facilitating the formulation of guidelines and directions for potential research.

Consumer-Centric Marketing: Strategies for Building Stronger Connections

Consumer-Centric Marketing: Strategies for Building Stronger Connections

Research on the Application of Psychology to Advertising Design

In the 21st century, the advertising landscape is witnessing significant transformations due to the widespread use of new media communication tools. The surge in internationalization of advertising campaigns and the evolving artistic and humanistic aspects of advertising present both challenges and opportunities. With a proliferation of advertisements, competition in this space intensifies, creating a novel context for consumer psychology research. This study explores the intricate relationship between new media advertising and consumer psychology. It delves into how new media advertising influences consumers psychological processes, with a special focus on the role of advertising creativity in shaping emotions and purchase intentions. Employing a comprehensive research approach that blends quantitative and qualitative analysis, advertising content scrutiny, and consumer psychology surveys, this research strives to unravel the complex dynamics of advertising and psychological interactions. This research leverages a multi-pronged methodology that incorporates quantitative and qualitative analyses, content scrutiny of advertisements, and surveys within the realm of consumer psychology. It seeks to answer fundamental questions regarding the impact of new media advertising on consumers emotional responses and purchase decisions. Specifically, it investigates how advertising creativity affects consumer emotions and the intent to purchase. This research provides valuable insights into the symbiotic relationship between new media advertising and consumer psychology. It underscores the importance of creativity in advertising as a potent tool for influencing consumer emotions and purchase intentions. By bridging the gap between these domains, this study contributes to the enhancement of advertising effectiveness and the cultivation of stronger consumer-brand connections, ushering in a new era of consumer-centric marketing strategies.

Impact of innovative marketing strategy behind Balaji wafers brand profitability in Pune city

Balaji Wafers' success attributed to its innovative marketing strategies, which include word-of-mouth advertising, quality control checks, and a dedication to sustainability. The company's regional focus and distribution strategy may be responsible for its leadership in Gujarat and Maharashtra. Balaji has succeeded in growing its market share by offering a greater selection of goods and services at competitive prices. Current trends should be included, social media platforms should be used actively, and sustainable practises should be used. The Innovation Adoption Curve clearly shows Balaji's astute product strategies. Future growth is possible if local as well as Internaltional presence is maximised, undiscovered markets are investigated, and corporate social responsibility is given top priority. The importance of consumer-centric marketing as a crucial element in establishing long-term success in fiercely competitive industries is highlighted by this case study.

A Research-based Approach to Identify the Health-conscious Consumers in India

With the current pandemic, the health-conscious consumer segment, a niche segment, has emerged as a major market for a range of products and services. It is necessary for marketers to identify and profile the health-conscious consumers in the country to devise the right segmentation, targeting, and positioning (STP) strategy and to design a consumer-centric marketing mix. The scales used to measure health consciousness and related concepts are developed and tested in the West and there is no such scale that fits India’s demographic and cultural context. The objective of this study was to conceptualize a reliable health consciousness scale that is relevant to India. This was a quantitative study that was conducted in April–May 2021. Items to be included in the scale were derived based on the review of existing literature and brainstorming among target respondents. Confirmatory factor analysis was used for data reduction. A series of principal component factor analyses using Varimax yielded 12 scale items that loaded onto three factors—health involvement, health responsibility, and health awareness. Scale items were tested for validity and reliability—measures tested include Cronbach’s alpha, composite reliability, discriminant validity, and average variance extracted. SPSS version 20 and AMOS version 20 were used to analyse data. This study yielded a health consciousness scale that can be used to identify health-conscious consumers in India.

Mind the attention gap: how does digital advertising impact choice under low attention?

PurposeThis study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.Design/methodology/approachUsing two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.FindingsAd exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.Research limitations/implicationsThis research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.Practical implicationsIntrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.Originality/valueThere has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

Broadening the Collective Turn in Marketing: From Consumer Collectives to Consumption Agencements

Broadening the Collective Turn in Marketing: From Consumer Collectives to Consumption Agencements

New Marketing Strategies for Fast Fashion Brands in South Korea: An Exploration of Consumer’s Purchasing Experiences

Global fast fashion brands have been popular and most of them have entered the Korean market. With their success, Korean apparel companies launched domestic fast fashion brands; however, recently they have become fiercely competitive, and consumers are demanding better design and quality and cheaper prices than before. The purpose of this study is to explore consumer purchasing behavior of the global as well as domestic fast fashion brands sold in Korea and to suggest marketing strategies for the brands sold in Korea. The study includes interviewing 61 Korean consumers to ask about their purchasing behavior and experiences. This study found four themes from these in-depth interviews: 1) demand of product glocalization which considers both globalization and localization for better style, quality, and assortment plan, 2) satisfaction with the reasonable price range of fast fashion brands but dissatisfaction with price discrimination among countries, 3) importance of easy, comfortable, and convenient accessibility to fast fashion brands, and 4) preference for good brand reputation related to corporate social responsibility(CSR) and nationality. From these four themes, this study developed the four elements of the marketing mix: product, price, accessibility, and reputation to adapt to a new marketing environment that emphasizes the development of information technology, consumer-centric marketing, and corporate ethics. The findings of this research could contribute useful information to both global and domestic fashion companies as well as consumers.

Exogenous Cost Allocation in Peer-to-Peer Electricity Markets

The deployment of distributed energy resources, combined with a more proactive demand side management, is inducing a new paradigm in power system operation and electricity markets. Within a consumer-centric market framework, peer-to-peer (P2P) approaches have gained substantial interest. P2P markets rely on multibilateral negotiation among all agents to match supply and demand. These markets can yield a complete mapping of exchanges onto the grid; hence, allowing to rethink the sharing of costs related to the use of common infrastructure and services. We propose here to attribute such costs through exogenous network charges in several alternative ways, i.e., uniformly, based on the electrical distance between agents and by zones. This variety covers the main grid physical and regulatory configurations. Since attribution mechanisms are defined in an exogenous manner to affect each P2P trade, they eventually shift the market issue to cover the grid exploitation costs. It can even be used to release the stress on the grid when necessary. The interest of our approach is illustrated on a test case using the IEEE 39 bus test system, underlying the impact of attribution mechanisms on trades and grid usage.

The relationship between color cycles in home furnishings and apparel, 1969\u20132009

Fashion is visible in many product categories; color can be an important component in consumers’ product selection decisions. The current phenomenon of fast fashion suggests color cycles have shortened and overlapped between product categories, however no current research has explored the length or speed of color cycles in the current consumer-centric market. Three research questions concerning apparel and home furnishing furnishings were proposed, what (1) parallel color cycles or trends can be identified; (2) are the comparative lengths of color cycles in apparel and home furnishings; and (3) colors exhibited evidence of a time lag between 1969-2009. Content analysis was applied to colors seen in two interiors and two apparel magazines. Few parallel or sequential trends were observed between apparel and home furnishings. Overall, this research showed that color cycles in these consumer product sectors are complex phenomena that deserve more research.

Assisting Mid-Atlantic Wine Industry Stakeholders in Developing Consumer-Centric Marketing Strategies: Internet Survey Results

Two Internet surveys were administered to wine consumers in New Jersey, New York, and Pennsylvania. Purchasing frequencies, consumption occasions, and sources used to learn about wine were documented. National data are readily available; however, the study discussed in this article focused on Mid-Atlantic consumers, whose behaviors and attitudes were not well understood. These data provide Extension personnel in the region with the ability to better inform industry members about their clientele and help them develop marketing strategies that appeal to local wine drinkers.

A Review of Resource Theories and Their Implications for Understanding Consumer Behavior

The shift to consumer-centric marketing accentuates the need for a more comprehensive understanding of consumer desires, including how consumers manage their resources to satisfy these desires. How ...

Revenue management, pricing and the consumer

Revenue Management (RM) emerged as a specific discipline in the mid-1980s. However, despite the fact that it has been seen as a set of techniques to influence customer demand and exploit the consumer surplus, there has been a tendency for much of the research in the area to lack a consumer focus. What research there is tends to focus on three main areas, namely, the algorithm modelling of consumer behaviour, consumer trust and fairness and consumer-centric marketing. The purpose of this article therefore is to consolidate and synthesise existing consumer focused research in RM in these three key areas.

Conceptualisations of the consumer in marketing thought

Purpose– This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex and nuanced than a single unified vision. Organisations tout their consumer-centric marketing decisions, in that they use consumer research to make operational decisions about products, prices, distribution and the like. However, marketers’ treatment of consumers is often far from the customer’s best interests. It is proposed that by understanding the different conceptualisations of the consumer over time, we can explore their implications for putting authentic consumer-centric marketing into practise.Design/methodology/approach– A thematic analysis of marketing thought as reflected in the marketing literature.Findings– This review of the history of marketing thought bears out a diversity of opinions concerning the role of consumers in aiding marketing efficiency and effectiveness. Not all views of the customer are nurturing of the marketing concept nor predicated on a solicitous relationship with consumers. A demonstrable lack of consumer orientation can lead to a distrust of marketers as well as the extant marketing system. Often additional regulation of marketers and markets is a compensating result and sometimes the structure of the marketing system itself may require adjustment.Originality/value– This paper is intended to nudge marketing academics to more thoughtfully examine the pragmatic implications of how marketing managers conceive of the typical consumer. After conducting a thematic analysis of marketing thought, a normative ethical argument is then put forward concerning why an adherence to this fragile grand vision of marketing – genuine customer concern – is important for prudential marketing and the overall health of the marketing system.

A Cloud Based Mobile Dispatching System with Built-in Social CRM Component: Design and Implementation

Mobile dispatching applications have become popular for at least two major reasons. The first reason is a more mobile-centric usage pattern, where users relate to apps for fulfilling different needs that they have. In this respect, a vehicle dispatching application for mobile phones is perceived as a modern way of booking a vehicle. The second reason has to do with the advantages that this method has over traditional dispatching systems, such as being able to see the vehicle approaching on a map, being able to rate a driver and the most importantly spurring customer retention. The taxi dispatching business, one of the classes of dispatching businesses, tends to be a medium to lower class fidelity service, where users mostly consider the closest taxi as opposed to quality, which is regarded as being at a relatively consistent level. We propose a new approach for the taxi ordering application , a mobile dispatching system, which allows for a more engaged user base and offers fidelity rewards that are used to enhance the customer retention level based on a built in social customer relationship management (CRM) component. With this approach, we argue that in a business world which is shifting from a consumer-centric marketing to a human-centric model, this apps will allows taxi businesses to better interact with their clients in a more direct and responsible manner. Also this distributed system helps taxi drivers, which can receive orders directly from their clients and will be able to benefit from offering quality services as they can get higher ratings.

A Contrasting Evaluation of Consumer Purchase Attitude-behavior of Urban-Rural Working Women Consumers towards White-Brown Durables, a Study with Specific Relevance to Kochi, Kerala

Consumer centric marketing style is predominant in the durables, which in turn revolves around the consumer purchase attitude. It is known that Consumer attitude is a learnt predisposition to respond to an object or act consistently in a favorable or unfavorable manner and is shaped by one’s values and beliefs which are learnt. Only by changing the consumer’s attitude can they be influenced to enact a merchandise transaction in the marketing milieu. Hence the importance of attitude change is of paramount importance to marketers who are consumer focused in the modern age often customizing the products/services to match the tastes of the consumer by proper positioning and targeting strategies. Consumer segments may be urban or rural based on the peculiarities /residential location and outlook /lifestyle characteristics of the consumer. In this paper, an evaluation of the Urban and Rural Consumer Purchase attitude-Behavior, a Comparative Study of various facets with Special Reference to Consumer Durables (both white and brown goods) with the sample frame of middleclass working women families of Ernakulam (Kochi), the premier test marketing site in Kerala, is attempted herein. Based on the rich findings, the future strategies in market segmentation and market mix can be redesigned to match with current consumer tastes.

Moderating Effect of Gender in Repatronage Behavioral Intention: The Role of Personal Characteristics

The agendas of consumer-centric marketing and remarkable revolution of gender in consumption have prolonged the reformation in marketing module as to entice the repatronage shoppers. The focuses of this study were to examine the repatronage behavioral intention from the personal characteristic perspective and to identify the gender-invariant of the causal relationships. Specifically, this study aimed to investigate the relationships between personal characteristics (need for activity, impulsiveness, shopping confidence, interpersonal influence susceptibility, utilitarian and hedonic shopping orientations) and repatronage behavioral intention as well as to assess the moderation effects of gender on the relationships. Reasoned Action Approach was employed as the theoretical basis of the study. The responses from 569 apparel adult shoppers were used for data analysis. Personal characteristics were found significantly associated with the repatronage behavioral intention. There was a moderation effect of gender ascertained in the identified relationships. The present study discerned some important implications for the marketing practitioners to gain insight into the characteristics of their targeted shoppers as to customize and position their product offerings accordingly.

Personal Characteristics and Hedonic Shopping Orientation on Apparel Adult Shoppers’ Repatronage Behavioral Intention

A new direction of consumer centric marketing is now advocated to be included in the marketing module, yet there is a lack of shopping repatronage research based on a solid theoretical background pertinent to the issue. Based on the Reasoned Action Approach by Fishbein and Ajzen (2010), this study endeavors to examine the relationships between the personal characteristics, hedonic shopping orientation and repatronage behavioral intention. The structural equation modeling was used to analyze the causal relationships for the self-administrated data gathered from 569 apparel adult shoppers aged 30 to 60 years old. The refined hypothesized model was relatively good fitted. The personal characteristics of need for activity, impulsiveness, shopping confidence and susceptibility to influence were found significantly related to the repatronage behavioral intention. These relationships were fully mediated by the intervening variable of hedonic shopping orientation. The hypothesized model of hedonic mediating structural model explained 56% of the repatronage behavioral intention. The study advanced the understanding of the importance of hedonic shopping orientation as well as the personal characteristics in consumer-centric marketing.

Data mining for the online retail industry: A case study of RFM model-based customer segmentation using data mining

Many small online retailers and new entrants to the online retail sector are keen to practice data mining and consumer-centric marketing in their businesses yet technically lack the necessary knowledge and expertise to do so. In this article a case study of using data mining techniques in customer-centric business intelligence for an online retailer is presented. The main purpose of this analysis is to help the business better understand its customers and therefore conduct customer-centric marketing more effectively. On the basis of the Recency, Frequency, and Monetary model, customers of the business have been segmented into various meaningful groups using the k-means clustering algorithm and decision tree induction, and the main characteristics of the consumers in each segment have been clearly identified. Accordingly a set of recommendations is further provided to the business on consumer-centric marketing. SAS Enterprise Guide and SAS Enterprise Miner are used in the present study.