Marketing Channels Research Articles

Impact and Mechanism of Digital Information Selection on Farmers’ Ecological Production Technology Adoption: A Study on Wheat Farmers in China

The application of ecological techniques by farmers is important for ensuring the environmentally sustainable advancement of the grain sector. Based on micro-level survey data from 921 Chinese wheat growers in the Hebei and Henan provinces, this study employed an endogenous switching probit model and counterfactual analysis to investigate the impact and mechanisms of digital information utilization on ecological production technology adoption. The results indicated that 43.87% of sample wheat farmers had a low level of adoption of ecological techniques. The utilization of digital information significantly promoted farmers’ adoption. If farmers who currently used digital information were to opt-out, the probability of their high adoption would decrease by 11.26%. The utilization of digital information significantly enhanced the adoption of ecological technologies through three mediating factors: technological cognition, production monitoring, and market channels. Therefore, it is imperative to encourage farmers to broaden their social networks and enhance their perception of the importance of digital information. Additionally, it is essential to promote the industrialization and scale operation of wheat production, direct policy subsidies towards new types of management entities, and ensure the accuracy of the supply of digital information for green production through multiple channels. Therefore, it is imperative to expand farmers’ social networks and leverage rural communities to increase their perceived importance of digital information. Governments should increase subsidies and promote the scale and industrialization of wheat production. Moreover, the accuracy of digital information supply for sustainable production should be promoted through digital learning platforms, production monitoring systems, and e-commerce networks.

Development Strategy of Batu Ojung Tourism Object Using SWOT Analysis

Development Strategy of Batu Ojung Tourism Object Using SWOT Analysis

Current Issues of Methodology of Wholesale Turnover Analysis

Wholesale trade is the buying and selling of products in large volume. Products are purchased in bulk from manufacturers and then delivered to retail stores. The transfer of goods from the sphere of production to the sphere of consumption is called commodity circulation. Merchandise turnover, in turn, is divided into wholesale and retail turnover. As a rule, due to the conditions of production and circulation, goods must go through the intermediate links of production, turnkey and trade in order to be brought directly from the production to the consumer. The operations of buying and selling goods between intermediate links are called wholesale turnover. As a result of wholesale turnover, the goods do not yet pass into the sphere of personal consumption, they continue to circulate in the sphere of circulation, are transferred to the disposal of some retail trade or industrial processing, and then again participate in the circulation of goods. Thus, in order to bring goods into the retail trade network, intermediary links are needed, which carry out wholesale goods turnover. These are mainly distributors, who play a major role in the organization of goods circulation in the shortest way to bring goods to the retail network, speed up their turnover and reduce circulation costs. It is possible that the manufacturer supplies the goods to the retail store himself and does not have an intermediary (distributor) engaged in wholesale trade. In the conditions of the market economy, the study of the issues of perfecting the wholesale and retail turnover analysis methodology is one of the topical topics, since these two forms of business (wholesale and retail trade) are important intermediaries of the marketing channel, and in the absence of these two links, the entire chain will fail. Keywords: wholesale turnover, retail turnover, price index, volume index, dynamic line, growth rate, trend, sales forecast, coefficient of variation, mean square deviation, coefficient of homogeneity.

Examining the importance of digital marketing strategies in brand creation for SMEs in Malaysia

This research aimed to investigate the relationship between brand creation and various types of marketing strategies in SMEs across Malaysia, with a focus on the role of digital platforms in shaping consumer engagement and perceptions. The research was conducted using a correlational quantitative approach in Malaysia. Through the probability sampling method, 51 SME employees were selected. Research data were collected through surveys and analyzed using SPSS software. The findings showed that utilizing various digital marketing strategies was essential for SME brand creation. Social media, content creation, community engagement, influencer collaboration, SEO, and email marketing proved significant in increasing brand visibility and loyalty among Malaysian consumers. The study highlighted that content marketing enabled SMEs to convey their values and unique selling propositions. Additionally, implementing an SEO strategy significantly increased an SME's visibility in search engine results, boosted website traffic, and built customer credibility. Influencer marketing was also effective for Malaysian SMEs in facilitating audience reach and increasing brand awareness through personalized consumer relationships. Moreover, email marketing played an important role in brand creation by enhancing customer relationships and engagement. This study provided empirical insights into how Malaysian SMEs leveraged digital marketing channels to strengthen their brands, emphasizing the need to adapt strategies to changing consumer preferences and technological advances in the digital landscape.

Understanding sample product quality, purchase decision, and brand awareness of Nescafe

This study explored the impact of sample product quality and brand awareness on consumer purchasing decisions for Nescafe coffee products in Denpasar, Indonesia, during the COVID-19 pandemic and under the Indonesian government’s Large-Scale Social Restrictions (PSBB). These restrictions limited traditional marketing channels, including direct consumer interactions that were essential to Nescafe’s sampling strategy, which historically relied on face-to-face engagement to boost brand recognition and trust. The research focused on how sample quality and brand awareness influenced consumer decisions and examined whether brand awareness mediated the relationship between sample product quality and purchase intent. Using path analysis on data collected from 100 purposively sampled respondents, the study found that higher sample product quality directly improved both brand awareness and purchasing decisions. Additionally, brand awareness significantly enhanced the likelihood of a purchase and served as a mediating factor, strengthening the effect of sample product quality on purchase decisions. These findings underscored the value of high-quality sampling in building brand familiarity and consumer trust, especially when traditional marketing channels were constrained. The study suggested that brands could maintain consumer engagement and drive purchasing behavior by investing in quality-controlled sampling programs and developing robust brand awareness strategies, offering practical implications for marketing in challenging environments.

Analisis Variabel Sosial Media Marketing, Optimasi Mesin Pencari, dan Interaksi Konsumen Online terhadap Pertumbuhan Penjualan Produk Kerajinan Tangan di Kota Bandung

This study investigates the effect of digital marketing strategies, including social media marketing, search engine optimization (SEO), and online consumer interaction, on the sales growth of handicraft products in Bandung City. A quantitative approach was employed, and data were collected from 135 handicraft businesses through structured questionnaires. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results revealed significant positive relationships between social media marketing, SEO, online consumer interaction, and sales growth. Specifically, social media marketing, SEO, and online consumer interaction were found to have a significant positive impact on sales growth, highlighting the importance of leveraging digital marketing channels effectively in the handicraft industry. These findings provide valuable insights for handicraft businesses in Bandung City and contribute to the broader understanding of digital marketing's role in driving sales growth.

STRATEGIC MANAGEMENT OF TALAS BENENG (Xanthosoma undipes) AGROFORESTRY IN CIAMIS REGENCY, INDONESIA

Recently, the Indonesian government has sought to secure food production from forestlands by implementing agroforestry in rural areas. Talas beneng or tall elephant ear plant (Xanthosoma undipes) is a potential species for agroforestry that produces medicinal tubers and leaves. It has high productivity and export opportunities, but its management strategy under community forestland needs to be more widely studied. In Ciamis Regency, talas beneng has been cultivated for the last two years, but the progress has not been significant. This study aimed to formulate strategic management for improving its business model by identifying internal and external factors. Two groups of farmers in Ciamis Regency were chosen as the case study. Observation and in-depth interviews with farming group leaders as key informants were employed to gather the existing model business. Internal and external factors were analyzed using a business model canvas (BMC) framework, SWOT analysis and quantitative strategic planning matrix (QSPM). Results show that the market channels between the two groups of talas beneng producers are slightly different. SWOT analysis shows that both groups have positions in which product development and market penetration are required as strategies to improve future management. Specific strategies that need to be prioritized include 1) improving farming intensification, 2) improving talas beneng product competitiveness, and 3) expanding the business partnership to access market information better.

PURCHASE CHANNEL SELECTION OF AGRICULTURAL MACHINERY BY WHEAT AND BARLEY FARMERS IN IRAQ: A TRANSACTIONS COST ATTITUDE

This study was aimed to identify the role of transaction costs and their attributes in the selection of markets for the purchase of agricultural mechanization services in Baghdad province. To achieve this goal, a random sample of 150 wheat and barley farmers in the province was selected, and the data was collected through a questionnaire form prepared for this purpose. The research was based on the transaction cost theory as a modified theoretical framework to explain the farmer's behavior towards choosing installment market channels to buy agricultural machinery and through the analysis of the binary logistic regression model. The results of the regression analysis showed that some elements of transaction cost, such as a privacy and uncertainty, have an important role in determining and choosing the installment market for the purchase of tractors, while the element of the number of repeat transactions proved its important role in choosing the installment market for seeders, and the time saving element showed its important role in choosing the installment market for combine harvesters. The results also showed the existence of significant differences in some demographic and economic characteristics related to farmer, such as farmer experience, farm area and net farm income, in influencing the respondents' decision towards choosing the markets for agricultural machinery transactions referred to above.

Determinants of Market Participation of Artisanal Gold Miners: Evidence from Kumuruk District, Northwest Ethiopia

In Ethiopia as well as most other regions of the world, the artisanal mining industry was mostly ignored, because of there are a number of factors limiting the performance of Ethiopia's artisanal mining market participation. So the purpose of this study was to determine the extent of market participation of artisanal gold miners in the Kumuruk District, Northwest Ethiopia. The respondents were chosen using a two stage sampling procedure in order to accomplish this. The initial phase involves the deliberate selection of Seven Assosa District gives rise to Kumuruk District. Five kebeles were chosen at random from the sixteen kebeles in the second stage. From the provided sampling frame, 200 respondents were chosen using a systematic random sampling technique. Tools used to analyze the data included Stata14 version and SPSS version 21 statistical software. The results of descriptive statics show that gold producers and brokers were found to be important gold market mediators at mining gate and that eight market catchments were present in the study area. Additionally, the Heckman two stage econometric estimation procedure was used to identify factors that limit gold market participation decision and gold sale weight of the artisan gold miners’ households in the study area. Informational resources, age, proximity to the market, prior mining experience, years of schooling, and household size all have a favorable and significant impact on gold market involvement. The amount of gold that each responder provided served as the depend ant changeable. Age, years of schooling, ownership of mining equipment, availability of non-mining income, cost of transportation, and informational resources were all significantly and favorably correlated with the amount of gold supplied for sales. This implies that a rise in any of these factors will result in a rise in the amount of gold offered for sale. According to the survey, efforts should be taken to open more places of sale. In order to increase market participation, mining areas should establish a direct market channel with the National Bank of Ethiopia. Additionally, youth participation in mining operations should be encouraged in order to minimize transportation expenses. Encourage the government to set up a revolving and collateral fund, and encourage microfinance institutions to open branches close to artisanal miners.

Determinants of Marketing Channels Choices: Evidence from Vegetable Farmers in the Eastern Cape Province of South Africa

Vegetable farmers are faced with computational and informational restrictions when making marketing decisions. Fresh produce markets in South Africa lack an efficient approach to supply chain management, from the farmers to the consumers. Improving market access can incentivise smallholder farmers to scale up their production. The present paper investigates factors influencing smallholder vegetable farmers' choice of market channels in the Eastern Cape Province of South Africa. A structured questionnaire and a multi-stage sampling technique were used to select 149 vegetable farmers. Multivariate probit regression and descriptive statistics were used for analysis. The results show that most sampled vegetable farmers in the study area sell their vegetable produce to traditional, wholesale, and retail outlets compared to other outlets. The study found that vegetable farmers can substitute one market with the other. Various socio-economic characteristics, transaction costs, asset ownership, membership of farm organisations, and access to extension services influence the selection choice. The study recommends intensive education and training to capacitate smallholder farmers through extension officers and farm organisations to enable farmers to understand and meet the requirements of high-value markets.

The Influence of Market Positioning on the Development of Sugar-Free Beverage Industry Enterprises

Sugar-free beverage industry is undoubtedly an important field in China's beverage market in recent years. The industry is in a period of rapid development, while the market size is expanding, and the demand of consumers for healthy diet is also increasing. In general, different brands have differences in market positioning and marketing strategies. Besides, those brands also face competitive pressure in the same industry. Brands compete for market share by innovating products, improving quality and expanding marketing channels. The present study mainly discusses the impact of differentiated market positioning on the enterprise development of three sugar-free drinks, namely Vitality Forest, Oriental Leaves and Suntory. On the whole, enterprises in the sugar-free beverage industry should pay attention to the health of products, enhancing competitiveness through innovation and differentiation, seizing the development opportunities of online sales and customized services, so as to cope with the changes of market environment and consumer demand.

Study on the Challenges Encountered by Eri Silkworm Rearers in Tapioca Cultivation and Eri Rearing in Udalguri District of Assam

Sericulture, specifically eri silk production, plays a crucial role in sustainable rural development and employment generation. This study investigated the constraints faced tapioca cultivation and eri rearing in Udalguri district, Assam. Primary data were collected from 120 respondents through a snowball sampling technique. The rearers encountered personal, social, land utilization, rearing, managerial, economic, marketing, transportation, and institutional challenges. Notable issues included lack of formal education, high labour wages, land scarcity, inadequate rearing facilities, limited knowledge on scientific practices, insufficient capital, price fluctuations, poor marketing infrastructure, transportation costs, and lack of need-based training. The respondents suggested interventions such as government support for infrastructure and equipment, need-based training, formation of cooperatives, effective marketing channels, financial assistance, value-added product training, community rearing centers, land allocation, and extensive plantation of secondary feed plants. Addressing these constraints through targeted strategies is essential for fostering the long-term sustainability of eri silk production and enhancing the socio-economic status of rearers.

Research on the Social Media and Online Sales

The role of social media in marketing and e-commerce has grown exponentially as the Internet has had a transformative influence on consumer behavior. And, the trend of online shopping is gradually becoming the dominant way of consumption and surpassing the traditional sales model, particularly in the context of the significant impact of the COVID-19 pandemic. The article highlights key findings related to the efficient use of social media as a marketing channel, customer engagement strategies, selection of social media platforms, and maximizing return on investment through the literature review and theoretical analysis. This research also illustrates the practical implications of these trends with a case study of Amazon's online versus traditional brick-and-mortar retailing. In addition, the article underscores the importance of understanding and leveraging the power of social media platforms for businesses looking to thrive in the digital age. It predicts a promising future for social media platform sales with continued growth and evolving opportunities for businesses.

Pemasaran Lada Putih (Piper nigrum) Di Desa Majel Kecamatan Bonti Kabupaten Sanggau

This research is to determine the marketing channels and margins for White Pepper in Majel Village, Bonti District, Sanggau Regency. The number of farmers who were respondents in this research was 33 farmers, 2 collecting traders and 1 retailer. The variables observed in this research consist of prices at the farmer level, prices at the trader level, prices at the retailer level, marketing costs at the collector and retailer levels, marketing profits at the collector and retailer levels and marketing margins. The results of the research show that in Majel Village there are several marketing institutions that form 1 marketing channel, namely from pepper farmers selling to collecting traders, then collecting traders selling to retailers, then retail traders selling to consumers. The largest margin in this marketing channel is at retailers, namely IDR 6,000/Kg, Farmer's share in the white pepper marketing channel in Majel Village is 91.18%

Foreign market entry with circular business models: a customer-centric approach

Circular business models have been developed in recent years, driven by concerns over environmental sustainability. The circular business models are initially tested domestically, but businesses may aspire to expand internationally with it. However, entering foreign markets with circular business models, which include novel products and innovative services, may be challenging. Moreover, generalized foreign market entry criteria for circular business models are lacking. This in-depth case study utilized a mixed-method approach to shed light on the tactical adaptations businesses need to make in their circular business model when entering foreign markets while also ensuring economic competitiveness. The case includes foreign market entry with a circular “service" business model; therefore, we emphasized the customer side of the business model canvas related to customer relationships. In our conclusion, we identify five tactical adaptations, namely implementing a co-creation tool for customization, offering tangible customized benefits, increasing investment in social media marketing, utilizing start-up incubators/accelerators/co-working spaces as a marketing channel and offering adjustable contract lengths. Foreign markets with circular business models and involving the value network partners of the business are also expected to expand the positive externalities of circular economy internationally.

Maximizing Marketing Efficiency: A Deep Dive Analysis into Castor crop in Namakkal District, Tamil Nadu, India

Castor is a vital industrial oilseed crop with a range of uses that have increased its global economic importance. The research study was conducted using primary data collected through personal interview using well-structured and pre-tested interview schedules with 125 castor farmers and 50 intermediaries were selected purposively random sampling method. The study revealed that marketing of castor, small farmers often sell to local traders due to transportation costs, while larger farmers transport directly to market for higher prices. Main markets for castor are Namakkal, Tiruchengode and Paramathi. The most efficient marketing channel for castor was found to be Producer, Village Trader and Processor i.e. Channel I followed by Producer, Wholesaler and Processor i.e. Channel II and subsequently, Producer and Processor i.e. Channel III. Major constraints identified include pests, labour shortages, monsoons failure, high input & labour costs and lack of market information. Fruitful suggestions to improve the marketing efficiency of agricultural commodities like castor, it is important to consider the benefits of value addition reaching farmers and customers. Dealing with insect pests is crucial, so farmers need access to resistant cultivars and pest management methods. Weather-based crop insurance can protect against production risks. The castor industry is hindered by a lack of infrastructure, so improvements in processing, value addition, grading, packaging, storage, and market infrastructure are necessary. Encouraging farmers to add value to castor could be a profitable strategy.

Strategic mapping of onion supply chains: a comprehensive analysis of production and post-harvest processes in Northwest Ethiopia

IntroductionOnion is a significant vegetable crop in Ethiopia, serving as a source of income for smallholder farmers. However, various challenges in the production and post-harvest handling processes impede a consistent supply and marketing of the crop. This study focused on a comprehensive analysis of the onion supply chain, ranging from production to post-harvest handling, to address the existing production and marketing processes. The research initiative was undertaken to map the onion supply chain from farmers to consumers, intending to establish an improved marketing system in northwest Ethiopia.MethodsThe study area covered three onion-producing districts of the Amhara Region. Data collection involved interviews, observations, and market assessments using a structured questionnaire. Sampling followed a multistage technique. The analysis included descriptive statistics and food system analysis to map the supply chain and estimate marketing margins.Results and DiscussionPost-harvest loss in onion production presents a major obstacle in the farming sector, impacting its growth. The study identified six alternative channels for onion marketing where different actors are involved throughout the supply chain. Key stakeholders include farmers, local collectors, brokers, transporters, wholesalers, retailers, and consumers. Packaging and sorting activities are implemented at different supply chain stages to minimize post-harvest losses. Farm-level activities, including curing, sorting, grading, and ventilating, are crucial for reducing losses. The perishable nature of onion bulbs and the existing production and handling challenges exacerbate post-harvest losses. Efforts to address this challenge demand a comprehensive approach, integrating interventions across the value chain, from improved cultivars and storage infrastructure to enhanced market access strategies. Hence, stakeholders and governmental organizations are urged to promote onion value-addition technologies, including the establishment of processing industries. Such endeavors promote collaborative efforts across the onion supply chain, ensuring sustainable benefits for producers and traders.

Maximizing marketing impact: heuristic vs ensemble models for attribution modeling

Purpose Allocation of the marketing budget has become increasingly challenging due to the diverse channel exposure to customers. This study aims to enhance global marketing knowledge by introducing an ensemble attribution model to optimize marketing budget allocation for online marketing channels. As empirical research, this study demonstrates the supremacy of the ensemble model over standalone models. Design/methodology/approach The transactional data set for car insurance from an Indian insurance aggregator is used in this empirical study. The data set contains information from more than three million platform visitors. A robust ensemble model is created by combining results from two probabilistic models, namely, the Markov chain model and the Shapley value. These results are compared and validated with heuristic models. Also, the performances of online marketing channels and attribution models are evaluated based on the devices used (i.e. desktop vs mobile). Findings Channel importance charts for desktop and mobile devices are analyzed to understand the top contributing online marketing channels. Customer relationship management-emailers and Google cost per click a paid advertising is identified as the top two marketing channels for desktop and mobile channels. The research reveals that ensemble model accuracy is better than the standalone model, that is, the Markov chain model and the Shapley value. Originality/value To the best of the authors’ knowledge, the current research is the first of its kind to introduce ensemble modeling for solving attribution problems in online marketing. A comparison with heuristic models using different devices (desktop and mobile) offers insights into the results with heuristic models.

Research on Apple's Marketing Strategy

With the rapid development of science and technology, electronics continue to emerge, and the market competition is increasingly fierce. Apple, with successful marketing strategies, and strong technical support, emerged among many electronics products, becoming the industry giant. Since Apple launched the App Store, the online application market has been developing rapidly, which not only promotes mobile Internet. The development of the network has changed the revenue structure of mobile value-added services and promoted the re-integration and improvement of the mobile network industry chain. In this stage, how to enter and seize the market better and faster has become the primary problem of Apple. This paper discusses the current market situation of Apple, analyzes the target market selection, and focuses on the main competitive advantages of Apple. Then, by introducing a marketing information management system, a series of marketing channels are organized for Apple and marketing countermeasures. The management system enables to effective implementation of the marketing and promotion plan, as well as evaluation, monitoring, and update of the implementation results in a reasonable and timely manner, laying a good foundation for successful marketing. The work provided valuable advice. Through an in-depth analysis of Apple, people can deeply understand its core competitiveness and enterprise development of the layout of ideas. The paper also provides examples and references for enterprises to optimize their business models.

Does the participation in modern marketing channels for dry chillies affect economic welfare? Evidence from India

Does the participation in modern marketing channels for dry chillies affect economic welfare? Evidence from India