Development Of Marketing Strategies Research Articles

Investigating consumers’ intention to use drone food delivery services: Do personality traits matter?

PurposeThe drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).Design/methodology/approachSurvey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.FindingsThe study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.Originality/valueThis study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.

The Influence of Social Information Processing and Perceived Usefulness in Building Customer Trust in Halodoc Users

The rapid development of digital technology has reshaped healthcare, with mobile apps such as Halodoc emerging as key tools for quick and efficient access to medical services and information. However, the success of such health apps depends on customer trust. This study investigated the relationship between social information processing (SIP) theory, perceived usefulness, and customer trust among Halodoc users in Surabaya City using quantitative methods. A total of 157 respondents were sampled, and data analysis was conducted using the SPSS application. The results showed that social information processing and perceived usefulness are simultaneously and partially significant in influencing the development of customer trust, where users assess Halodoc's information features and express satisfaction with its services, which then fosters trust. The findings highlight the importance of social information processing and perceived usefulness in building customer trust, offer insights for increasing trust in healthcare applications and inform marketing and product development strategies in the telemedicine industry.

The Economic Sustainability of Industrial Potato Production Within Entrepreneurial Strategies

The study was driven by rising global potato consumption, the potato sector's economic impact, and the need for ecologically sustainable growing methods. The objective of the study was to identify entrepreneurial activity and the spirit in the context of entrepreneurship to achieve economic sustainability via the cultivation of industrial potatoes. Furthermore, it accurately recognized the strengths, weaknesses, opportunities, and threats this agribusiness in Sulaimani Governorate, Kurdistan Region of Iraq is confronting. This study classifies the farmer as an entrepreneur based on his alignment with various entrepreneurial activities, such as product diversification, hiring professional farmers, implementing an irrigation system, owning resources, conducting research and development, adding value to products, engaging in inter-sector interactions, and creating employment opportunities. Additionally, the farmer demonstrates entrepreneurial spirit through activities such as agro-climatic zoning, risk analysis, developing marketing strategies, having a vision, taking advantage of opportunities, encouraging others, employing critical thinking, and displaying resilience. In this study also the SWOT analysis was used. the primary strength identified was the improvement of the economy, whilst the biggest opportunity for the farmer included the establishment of a Lays chips plant by Green Iraq Company. Lastly, the major threats encompassed the lack of financial services and political instability.

Legal Protection of Trademarks Loveana Beauty at Diana Spa Salon

This research aims to discuss arrangements for legal protection of the Loveana Beauty trademark in positive law in Indonesia, and the challenges and efforts faced by the Loveana Beauty trademark in maintaining and protecting its rights amidst increasingly fierce business competition. The method used in this research is empirical normative legal research using a statutory approach, a conceptual approach and a sociological approach. Data collection techniques were carried out using document study techniques and interview techniques. Based on the research results, it is known that the legal protection regulations for the Loveana Beauty trademark in positive law in Indonesia refer to the legal basis for trademark regulation, namely Law Number 20 of 2016 concerning Trademarks and Geographical Indications, namely by registering a trademark, in order to provide legal certainty by grant rights based on the provisions regulated in the Law. One of the challenges faced by Loveana Beauty running a business in the world of beauty means understanding customer needs, in terms of meeting or adapting different customer needs. Then the efforts made to maintain and protect their rights in the midst of increasingly fierce business competition include registering trademarks, developing marketing strategies, product and service innovation, building relationships with customers, and taking a proactive approach to unhealthy competition.

The mirror effect in online survey data: Evidence and implications for marketing theory and strategy

AbstractThis research reveals the presence, in online survey data, of a key pattern documented in psychology lab research: the Mirror Effect. The Mirror Effect occurs when unfamiliar stimuli are unexpectedly recognized as accurately as familiar stimuli, or more accurately. Using a set of familiar and unfamiliar words (as determined by lexical frequency), we first report that we can robustly replicate psychology lab research in an online survey, detecting the Mirror Effect. We then apply the same analytical approach to surveying consumer recognition of everyday brands (supermarkets, banks and car brands). We find that unfamiliar brands can be recognized with the same level of accuracy as familiar brands, and this effect is stronger than age and gender memory biases present in the data. However, we detect a boundary condition for branded apps, which are extremely unfamiliar brands competing in highly fragmented marketplaces, so very few get downloaded or used. For these digital brands, we find a Concordant Effect, as most respondents find it difficult to recognize highly unfamiliar branded apps (i.e., those with fewer than 5000 downloads). The Mirror Effect re‐emerges for highly experienced app users. These results demonstrate the implications of a generalizable empirical pattern from cognitive psychology for branding and advertising theory. The outcomes of this research also translate into practical guidelines for brand performance measurement via online surveys, mitigating recognition memory bias for the development of marketing strategies based on more accurate interpretation of empirical evidence.

Exploration Of Subjective Norms Of Tourists In The Application Of Planned Behavior Theory To Predict The Intention To Visit Tourist Objects In Indonesia

This research aims to explore a deeper understanding of the factors that influence tourists' intentions to visit tourist attractions in Indonesia using the Planned Behavior Theory (TPB) approach. This research focuses on exploring tourists' subjective norms, which is one of the main components in the TPB, along with attitudes and behavioural control. The research method involves an online survey targeting a sample of tourists who have visited or intend to visit tourist attractions in Indonesia. The research instrument consists of structured questions designed to measure critical variables in the TPB, with particular emphasis on subjective norms. Data analysis used descriptive and inferential statistical techniques to identify relationships between key variables. The research findings are expected to significantly contribute to understanding the factors that influence tourists' visiting intentions, as well as their implications for developing marketing strategies and managing tourist attractions in Indonesia. It is hoped that the results of this research can become a reference for tourism industry stakeholders, government and researchers in consumer behaviour and tourism to improve the management and development of tourist attractions in Indonesia to increase the attractiveness and competitiveness of tourist destinations globally.

EFFECT OF PRODUCT MARKET MATRIX ON THE PERFORMANCE OF MEDIUM ENTERPRISES IN NORTH CENTRAL, NIGERIA

This research work examined the effect of product market matrix on the performance of medium enterprises in North Central, Nigeria. The researcher used primary data source from a sample of three hundred and eighty four (384) respondents obtained by the use of a structured questionnaire. The data collected was analyzed using descriptive statistics such as frequency, simple percentage and the relationship between the variables of the model were tested using multiple linear regression analysis. The hypotheses of the study were tested using the probability value of the regression estimates. The result of the regression analysis indicates that Market penetration strategy's regression coefficient is 0.401 and significant (p0.05). Product development strategy is -0.059 and negligible (p0.05). A one-unit increase in product development decreases medium firm performance by 0.059 units. A one-unit increase in market development strategy increases medium firm performance by 0.196 units (p0.05). Product diversification approach has a strong coefficient of 0.319. This means a one-unit improvement in product diversification strategy increases medium firm performance by 0.319 units. It was concluded that businesses must consider the region's market conditions, competitive hurdles, and client behaviors to flourish. It was recommended among others that Market Penetration and Product Diversification Strategies are advised for medium enterprises in North Central Nigeria due to their benefits. Expanding market share and targeting existing clients can increase performance. Diversifying products to fulfill client needs can enhance revenue and performance. Firms should use both methods to optimize profits.

PEST Analysis and Development Strategy of the Market Environment of Bondent Oral Digital Platform

With the rapid development of digital technology, the field of oral medicine is undergoing a revolutionary change. As a leader in the industry, its market environment and development strategy have attracted much attention. By using the PEST analysis framework, this paper makes a comprehensive and thorough analysis of the market environment of Bondent oral digital platform from four aspects of politics, economy, society and technology. Based on the results of the PEST analysis, this paper further explores the development strategy of the Bondent oral digital platform. While maintaining the technological innovation, the Bowen platform should strengthen the communication and cooperation with the government, medical institutions and consumers, deepen the market penetration, and enhance the brand influence. In addition, the Bondent platform should also focus on the competitive situation in the industry, constantly optimize the service process, improve the user experience, in order to cope with the increasingly fierce market competition. The research in this paper provides a useful reference for the Bowen oral digital platform to develop reasonable development strategies in the complex and changeable market environment, and also provides a reference for the market analysis and strategy development of other oral digital platforms.

Consumer Feedback Analysis Using LDA Approach in Cross-border E-commerce

Purpose - The objective of this research is to gain insight into consumer feedback regarding cross-border e-commerce, which is a pivotal avenue for companies venturing into global markets. It seeks to investigate the variety of themes present in consumer feedback in order to gain a more profound understanding of their preferences and concerns, ultimately influencing future market strategies. Design/Methodology – The present study utilizes an extensive collection of textual online evaluations and a text-mining LDA framework to analyze and classify potential themes in consumer feedback pertaining to cross-border e-commerce platforms. By quantifying the sentiment tendencies in consumer-related comments, sentiment analysis models that rely on emotion dictionaries as a foundation identify the polarity and intensity of emotions. Findings – The present study examined 1,500 consumer evaluations pertaining to Korean cosmetic products, sourced from a cross-border platform in Southeast Asia. The analysis unveiled five key subjects frequently referenced in consumer feedback. A subsequent sentiment analysis revealed that a significant proportion of consumer sentiments were positive. Nevertheless, consumers identified certain concerns in the minority of negative reviews, including packaging and delivery, product quality, and the absence of freebies. Originality/value - In a practical sense, this provides significant ramifications for the optimization of consumer experiences and the development of successful market strategies in the ever-changing global marketplace. This is especially advantageous for organizations striving for success in the fiercely competitive cross-border e-commerce industry. This study exceeds conventional survey methods in its methodology by offering more comprehensive and datacentric understandings of consumer attitudes and behaviors.

Understanding consumer acceptance of 3D-printed food in Japan

The global market for innovative food technologies is expanding. 3D-printed food is one such technology, presenting benefits such as personalized nutrition and optimized use of food resources, which can reduce waste. This study explores the factors that influence consumer acceptance of 3D-printed food in Japan, offering essential insights for developing market strategies. We conducted a survey among Japanese residents and developed a consumer acceptance model using structural equation modeling. This model emphasizes the significant influence of social media usage, environmental consciousness, perceived benefits, and interest in innovative foods on the intention to purchase 3D-printed food. Our results indicate that a strong affinity for information through social media can heighten environmental awareness and perceived benefits, leading to increased purchase intent. Furthermore, an interest in new foods can boost the intention to buy 3D-printed food. Notably, environmental consciousness can indirectly affect acceptance through perceived benefits. The potential to reduce food loss may appeal to environmentally conscious consumers. Based on these findings, we recommend that future marketing strategies for 3D-printed food in Japan underscore its environmental advantages and utilize digital media to improve consumer acceptance.

Utilizing Data Mining Techniques to Analysis Changes in Purchase Behavior of Batik’s Customers

Sales transaction data contains rich information potentially used to support company competitiveness. However, interpreting and utilizing transaction data in developing marketing strategies remains a challenge, even for big companies. Therefore, this research aims to develop marketing strategies using data mining techniques. A medium-sized company focusing on producing and selling traditional motif clothes (batik) will be used as a case study. The negative sales trend is the biggest issue currently faced by the company. Hypothetically, this problem is caused by imported products sold at lower prices or changing consumer behavior after pandemic covid. Currently, the company only implements simple analysis of its transaction data. The analysis of transaction data, conducted through five data mining stages, yielded a shift from purchasing small quantities to larger quantities, increased purchases during the final week of each month, and increased purchases on religious occasions. Furthermore, the analysis revealed that 31.29% of all transactions were attributed to loyal consumers, and 192 customers exhibited in Cluster 1 (high transaction quantities and high transaction values). Further investigation also revealed that customers categorized as loyal customers and Cluster 1 have different behaviors that can be used to develop further customer relationship programs. Future research can be conducted by employing data mining techniques to study the organization's assortment of products. Management discussions reveal that changes in consumer buying behavior extend to the selection of items and batik themes.

The relationship between digital orientation, organizational ambidexterity, and growth strategies of rural SMEs in time of crisis

The rapidly changing digital landscape presents a new context highlighting growth strategies and organizational ambidexterity. This research explores the interaction between growth strategies of rural SMEs, digital orientation, and organizational ambidexterity during the COVID-19 pandemic. The survey data comprised 204 responses from Finnish SME owner-managers in the rural region of South Ostrobothnia in October 2021. The results from the ordinal regression analysis demonstrate that organizational ambidexterity positively influences the utilization of all growth strategies, serving as a mediator in the relationship between digital orientation and these strategies. Digital orientation is positively associated with applying a product/service development strategy, market development strategy, diversification, and business model development but not with market penetration strategy. These findings suggest that a digital orientation enables SMEs to strike a balance between exploration and exploitation, allowing them to effectively pursue both. Furthermore, digitalization offers rural businesses opportunities to implement more demanding growth strategies. Therefore, to ensure the long-term vitality of rural areas, society and policymakers must collaborate in providing robust digital infrastructure.

ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA ROTI BAKAR BANDUNG BONDOWOSO (Studi Kasus Pada Franchise RB. Duzzi)

This research intend to analyze marketing strategies that can increase sales at Roti Bakar Bandung Bondowoso (RB. Duzzi), a toast franchise. In the context of increasingly fierce competition, effective marketing strategies are the key to success in increasing sales. Through a SWOT analysis approach (Strengths, Weaknesses, Opportunities and Threats), this research explores the internal and external factors that influence RB sales. Duzzi. The results of this research provide a better understanding of the strengths, weaknesses, opportunities and threats faced by RB. Duzzi, as well as providing recommendations for marketing strategies that can be implemented to increase sales. Thus, this research contributes to the development of more effective marketing strategies in the context of the toast franchise business.

Разработка маркетинговых моделей для продвижения мобильных приложений в зависимости от целевой аудитории и вида экономической деятельности

The article is dedicated to the mobile app market as one of the fastest growing and most innovative segments of digital business. Success and stability of companies in this sphere are affected by strategic planning, a marketing model is one of its components. The development of a marketing model is costly and requires consideration of the latest trends in the industry, however, a well-designed marketing strategy brings considerable profit and loyalty of users. That said, the study of mechanisms of the development of a successful marketing strategy is the main subject of this research.

Market Development and Global Expansion Strategies: An Analytical Study of Sephora

This article investigates Sephora's market development strategy as a leading worldwide retailer in the beauty business. A review of Sephora's target market, a comparison with IKEA's unplanned sourcing approach, and a detailed SWOT and PESTEL analysis yielded key results and recommendations for market development. Beauty aficionados who value high-quality goods and individualized shopping experiences are Sephora's target market. Sephora can improve shop layout and presentation, stimulate spontaneous purchases, and enhance sales by borrowing from Ikea's successful strategy. Sephora's excellent brand recognition, large product selection, and devoted client base are highlighted in the SWOT analysis, while opportunities for development in digital consumer interaction and promotional promotions are identified. Product diversification, collaborations, and growth into foreign regions are all possibilities for Sephora. Threats include competition from traditional and internet stores, as well as the problem of counterfeit items. The PESTEL research indicates the necessity of adhering to government rules, reacting to economic trends, responding to changes in beauty trends and sustainability, and utilizing technical improvements to enhance online business and sales channels. On this premise, it is suggested that online and physical sales channels should be used to complement each other.

Marketing Strategies for Luxury Brands in the Chinese Market: Based on the Evolution of Consumer

This paper explores the development and evolution of luxury brand marketing strategies in the Chinese market from 1992 to the present through a diachronic analysis. It divides the development of China's luxury market into four phases: the initial entry period, the golden development period, the localization period, and the global leadership period. This paper explores the evolution of consumer psychology by analyzing consumers' views on luxury goods and the meaning of luxury consumption to consumers in different periods. Based on this, this paper delves into how the marketing strategies of luxury brands in China have changed in response to the changes in consumer psychology, and explores the dual relationship between the marketing strategies of luxury brands and the psychology of consumers from a macro-historical perspective. The paper has found that Chinese traditional culture and Western values have jointly shaped consumer behavior, reflected in the pursuit of social value and individual expression through luxury goods. Luxury brands, on the other hand, continue to inject fresh impetus into their growth in the Chinese market through constant localization, digitalization, and youthful marketing strategies.

Exploring the Factors Affecting Shared Biking Perception: Insights from Turkey

Understanding consumer perception regarding shared biking services requires the analysis of psychological factors underlying the late diffusion of shared biking services. This approach alone has the potential to develop new business strategies that better respond to users’ needs and facilitate the spread of these mobility systems. By analyzing the factors influencing consumer perception of shared biking services, survey data from 330 respondents from Turkey were used. A structural equation modeling analysis was conducted to investigate consumer perceptions regarding shared biking through the analysis of psychological factors underlying the late diffusion of shared biking services. The statistical tools SPSS version 28 and AMOS version 28 were employed for data analysis. Findings showed that as consumers perceive shared biking services as useful and hedonic, their attitudes become more favorable. Importantly, highlighting the mediating role of compatibility, this study emphasizes the congruence among shared biking services, consumers’ lifestyles, and their traveling habits. Findings also suggest that the perceived complexity has a negative impact on shared biking attitudes. Interestingly, no significant relationship was found between perceived risk and shared biking attitude. The findings provide further support for innovation diffusion and theory of reasoned action, and developed a theoretical framework integrating variables related to both barriers and drivers, thus guiding future studies on the sharing economy. The study also provides insights with the potential to contribute to the development of service design and service marketing strategies that respond better to users’ needs, and also, to facilitate the spread of these mobility systems.

The Post-Effects of the Authenticity of Rural Intangible Cultural Heritage and Tourists' Engagement.

Amidst the burgeoning interest in rural Intangible Cultural Heritage (ICH) tourism, this study, anchored in the Stimulus-Organism-Response (S-O-R) theoretical framework, chose Meizhou Island in Fujian Province as a case study to examine the impacts of tourists' perceptions of authenticity and their engagement levels on the destination image and loyalty towards rural ICH tourism. Utilizing Structural Equation Modeling (SEM) to analyze survey data, findings revealed that higher perceptions of a destination's preservation of original characteristics and traditional values correlate with a more favorable overall perception of the destination, albeit with smaller impact on emotional connections. Conversely, depth of tourist engagement was shown to enhance both understanding and emotional bonds with the destination. Further, familiarity with the destination was found to foster affection, thereby increasing the likelihood of repeat visits or recommendations. The more tourists know about a place, perceiving it as authentic, the more likely they are to remain loyal; similarly, deeper engagement enhances understanding and affection, increasing the probability of revisiting or recommending the place. These outcomes not only offer new insights into tourist behavior but also provide theoretical and practical guidance for the protection and development of rural ICH tourism, destination marketing, and management strategies, thus promoting the sustainable development of rural ICH tourism.

Beyond STP Marketing Strategy for Online Service Businesses

Purpose: This research presents the new marketing strategy concept with the customization strategy as the specific consumer satisfied to be in line with the online service business. Theoretical Framework: The researcher studied the elements of marketing strategies for online service businesses. The strategy development process is divided into 4 components as segmentation, targeting, positioning and customization. Design/methodology/approach: In this research, the researcher uses mixed-methods as qualitative research that analyzed the consensus with fuzzy logic techniques, and quantitative research. Findings: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy: “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. Practical implications: The objective of the study is to find consensus among experts using fuzzy logic and develop market strategies through segmentation, targeting, positioning, and customization strategies to the specific consumer satisfied. In this research, mixed-methods research, among other things, qualitative research was used with 19 experts with in-depth interviews, which analyzed the consensus with fuzzy logic techniques, and quantitative research was used with 983 online service business entrepreneurs. Originality/value: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy as “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. The obvious thing is that marketing should apply these strategies in decreasing order importance, segmentation, and customization strategies involve the specific consumer needs that are inferior to their importance, plus combining with the targeting and positioning, respectively.

Analisis Pengaruh Influencer dan EWOM terhadap Minat Beli Skincare pada Generasi Z di Kota Batam: Peran Mediasi Brand Image

Rapid developments in the skincare industry have created increasingly fierce competition and require the development of effective marketing strategies. In this context, influencers are one of the strategies adopted to support marketing efforts in the industry. Therefore, this research aims to evaluate the main factors influencing Generation Z's buying interest in skincare products in Batam City. Data was collected through a questionnaire distributed to Generation Z, which is interested in skincare products as research objects and has 321 respondents. The data analysis method used is SmartPLS 3.0, with a quantitative analysis approach. The research results show that influencers who meet the criteria of attractiveness, expertise, social media influence, and EWOM influence the image of skincare brands. The image of the skincare brand also significantly influences Generation Z's buying interest in Batam City. The mediating role of brand image influences attractiveness, expertise, social media influence, and EWOM on purchase intention. However, there is a criterion for influencers, namely trustworthiness, which does not significantly influence the skincare brand's image. Apart from that, the role of skincare brand image does not influence trustworthiness on purchase intention.