Marketing Of Products Research Articles

A Simple Production Process for Prolonging the Microbiological Shelf-Life and Improving the Sensorial Quality of Refrigerated Shucked Mussel (Mytilus galloprovincialis) Products Marketed in Greece

ABSTRACT Commercial production of refrigerated shucked mussels (SM) in Greece presents several challenges that are associated with short shelf-life, lack of taste and development of brown color in the filling medium. To overcome these problems an alternative mussel body recovery process in combination with different filling media, namely brines and white vinegar solutions of various concentrations, was used for the production of SM. A 2-fold to 5-fold increase in the shelf-life of the various SM products was observed when compared against control, while significant improvements were also found in both taste and visual appearance of the products.

PENERAPAN INOVASI DIGITAL PEMASARAN UNTUK PENINGKATAN OMZET PEMBERDAYAAN EKONOMI RUMAH TANGGA PKK KELURAHAN RAGUNAN

The background of this Community Service activity is that PKM partners of PKK cadres in Ragunan Village have several limitations in terms of identity, packaging and product marketing. For product identity, there is no logo (label) for packaging, so the product that has been made is less known. In addition, there is no safe packaging design for the delivery of business products sold. So far, sales have only been carried out through event bazaars around Ragunan village so that there is a lack of marketing networks. Limited sales range, and the target market is not wide and diverse, revenue or sales turnover does not increase. The purpose of this PKM activity is to expand market reach, build strong product appeal, increase sales turnover and increase economic independence. The method for this PKM activity is to provide socialization and training regarding new product logos for the packaging production process on packaging labels, packaging design for shipping packaging, socializing the e-commerce application that has been made to PKK cadres of Ragunan Village. Providing training in using e-commerce platforms to market their products. The targeted output is to create an online sales application (e-commerce) to be able to market the business products of PKK cadres in Ragunan Village widely. This community service reached the main conclusion that digital marketing strategies effectively help the economic empowerment of PKK cadres' households and this strategy shows positive results in increasing their economic independence and income.

From Exclusivity to Accessibility: Factors Influencing Masstige Purchase Intentions

Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through 'masstige marketing,' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyse the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behaviour, snob motivation and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.

The Impact of Sustainability and Environmental Ethics in Product Marketing Campaigns: A Qualitative Study with a Sociological and Economic Approach

This study aims to examine the impact of sustainability and environmental ethics on consumer loyalty, brand perception, and economic resilience within product marketing campaigns. Driven by the increasing consumer demand for ethical business practices, this research integrates sociological and economic perspectives to understand how sustainable marketing shapes consumer-brand relationships and offers competitive advantages. Employing a qualitative methodology based on a comprehensive literature review, the study synthesizes data from recent research to provide a nuanced analysis of the socio-economic implications of sustainable marketing. The findings reveal that sustainability-focused brands not only foster long-term consumer loyalty but also experience enhanced brand equity and profitability due to a stronger alignment with consumer values. Furthermore, the research highlights the importance of transparency, which reinforces consumer trust and solidifies brand credibility in markets sensitive to greenwashing concerns. The study underscores the Theory of Planned Behavior and Brand Equity Theory as foundational frameworks for interpreting consumer responses to ethical marketing. These insights contribute to both academic discussions and practical applications, providing a roadmap for brands to leverage sustainability as a core strategy. The research concludes that sustainable marketing is a transformative approach that fosters socio-economic resilience, positioning brands for sustained success in eco-conscious markets

“I’m buying organic, but not like you….” Multiple ways of being an organic food consumer

Understanding the attitudes and behaviours of organic consumers is vital for implementing strategies, at both producer and policy levels, to foster an expansion of the organic sector. In this study, we aim to identify the most relevant attitudinal profiles of organic consumers, and study how these profiles affect consumer behaviours on the market for organic products. A questionnaire was administered to a sample of 847 Italian consumers and a three-step latent class procedure was implemented to identify attitudinal profiles and connect them with individual behaviours. While the organic sector can count on quite a large base of committed consumers, the potential for further development is still important. While the focus on a western country might have affected the results, this can be addressed, especially by communicating the individualist benefits of organic foods, since self-oriented attitudes appear more able to stimulate pro-organic behaviours on the market.

Understanding the consumer purchase behaviour towards green electronic products: using insight from the theory of planned behaviour

PurposeThis research investigation aims to explore the factors that affect purchasing behaviour among consumers in India in the context of green electronic products with the aid of the extended theory of planned behaviour (TPB) by incorporating two additional constructs, namely environmental concern and ethical obligation.Design/methodology/approachThe current research adopted a quantitative methodology, utilising a survey (questionnaire) to gather data from respondents residing in Delhi-NCR, India. A convenience sampling technique was used to select these respondents. Both online and offline modes were used to collect the data. Moreover, to evaluate the theoretical foundation of the investigation, the researchers employed PLS-SEM (partial least square structural equation modelling) on 346 useable samples.FindingsThe outcome reveals that attitude, subjective norm and perceived behaviour control (PBC) are significant predictors, supplementary constructs such as environmental concern are not significant predictors, whereas ethical obligation is a substantial predictor of purchase intention. Consumer purchase behaviour, in turn, is influenced by consumer purchase intention.Practical implicationsThe outcome of this research could help the country’s legislators formulate policies and programs related to current environmental problems faced by our planet. Marketers could understand the factors that drive consumers' purchasing behaviour towards green electronic products and design effective marketing strategies accordingly. Thus, by enhancing the company’s green image, marketers of green products may potentially increase future purchases, all of which contribute to solving worldwide environmental problems.Originality/valueThis research confirms the usefulness of TPB in understanding Indian consumers' purchasing intention and behaviour towards green electronic products. It further extends the TPB by showing that new components, environmental concerns and ethical obligations influence Indian consumers' purchasing intentions and behaviour. Moreover, prior studies mostly used both additional constructs for green products. Current research used specific types of green products, i.e. green electronic products, as very few studies are available on these products that apply TPB, which makes this study novel. In contrast to previous research that primarily examined purchase intention, this study takes a further step by investigating the connection between intentions and consumers' purchase behaviour. It establishes intention as a precursor to behaviour, specifically towards green electronic products. Additionally, this study introduces new constructs and explores the Indian context, significantly contributing to the existing literature.

STRATEGI PEMASARAN PRODUK MENGGUNAKAN MEDIA ANIMASI DI INDONESIA

In the growing digital era, the use of animation media has become one of the effective marketing strategies in Indonesia. Animation provides a visual appeal that is able to convey marketing messages in an attractive and easily understood manner by various audience segments. This research aims to analyse product marketing strategies that use animated media, with a focus on the effectiveness, flexibility, and consumer engagement generated. The research method used is qualitative analysis with case studies on several companies in Indonesia that have successfully adopted animation in their marketing campaigns. The results show that animation not only increases product appeal, but is also able to convey complex messages in a simpler and more interactive way. In addition, animation has also proven effective in building brand awareness and creating a strong emotional connection with consumers. This research is expected to provide insights for creative industry players and companies in optimising marketing strategies through the use of animation media.

Research on the Operation Status and Development Strategy of Wechat Public Account

With the continuous development and progress of global science and technology, the demand of users is increasing, and Wechat, as an important information exchange platform, plays an indispensable role in daily communication and communication. The Wechat public account, one of its main functions, plays a major advantage in disseminating information and providing facilitation services. However, how to create a fair public account environment so that each content production subject achieves satisfactory communication effects needs to be further studied. This paper studies the operation status and development strategy of Wechat public accounts. By searching and reading relevant materials and literature, it comprehensively analyzes the content production characteristics of different types of Wechat public accounts and finds that the development of science and technology and the needs of users are the main factors that promote the rapid development of Wechat public accounts. It is characterized by diversity of content and subject, fragmentation of content production, low publicity cost and high communication efficiency, accurate positioning of users, and secondary transmission. However, there are still many problems in the operation of Wechat public accounts, such as insufficient attention from content producers, homogeneity and vulgar content, irregular time of content release, fan conversion rate, and insufficient user loyalty. Content producers can win better communication effects by releasing high-quality content, enhancing user loyalty, expanding the dissemination scope by secondary communication, and using Wechat public accounts for product marketing in multiple ways.

Innovative tools from WHO Europe to protect children from digital marketing of unhealthy products

Abstract Children in the WHO European Region are extensively exposed to marketing of unhealthy products, including tobacco, alcohol, HFSS foods, and gambling, which negatively influences their dietary choices, behaviors, and perceptions of a norm, threatening their health rights. Recognizing the urgency to protect children’s developmental potential and rights, WHO has actively addressed this issue both within Europe and globally. In 2010, WHO issued recommendations for Member States on marketing foods and beverages to children. Building on these efforts, the CLICK framework for monitoring digital marketing to children was introduced in 2018. In 2023, WHO released guidelines urging countries to adopt comprehensive, mandatory policies to protect children from HFSS food marketing. Despite political commitments and policies, children and adolescents continue to be exposed to unhealthy product marketing, increasing their risk of NCDs as online activity rises. At the same time, while efforts have focused on restricting specific products, rapid changes in digital marketing strategies necessitate broader measures. Emerging trends include promoting brand loyalty among young children through brand characters and logos. Tools and support are urgently needed to monitor and implement WHO recommendations in online settings, including brand marketing. Despite WHO recommendations, few countries have implemented mandatory policies. Reliable monitoring mechanisms are essential. To address this gap, the WHO Regional Office for Europe developed the KidAd platform to monitor children’s exposure to digital advertising.

3.G. Scientific session: Making WHO European Region the Healthiest Online Environment for children: Restrict harmful marketing

Abstract Children spend a significant amount of their time daily on digital devices using online services. While this can bring many advantages and benefits, it also entails dangers if not the online environment is not effectively regulated. Exposure to marketing of harmful products and services, particularly towards children, remains a pervasive challenge, despite the extensive evidence base documenting its negative impacts. This session will give an overview of integrating behavioural sciences with public health which suggested promising avenues for addressing the complexities of harmful digital marketing to children. Additionally, current tools developed by WHO Regional Office for Europe and Joint Actions, which Member States can use to address novel challenges like brand marketing will be presented. The tools help to map, monitor and regulate the digital marketing exposure of unhealthy foods and brands to children in their country. One focus will be on the need to objective monitoring of marketing exposure to inform policies and ensure that they are fit for purpose. This is particularly challenging, as traditional monitoring tools struggle to keep up with automated, targeted and personalized advertisements. Due to the complexity to successfully restrict marketing exposure to children, strong collaborations are needed. Collaborative efforts of the Joint Action PreventNCD and the WHO Europe will be presented. Specific goals set by the Joint Action, as well as the importance of a sustainable approach will be highlighted. A discussion on the way forward will focus on how tangible impact can be created in the WHO European Region. Key messages • Need for effective tools to address novel challenges and successfully monitor and regulate harmful marketing to children. • Need for integration of behavioural science and strong collaborations to create real impact.

PRODUCTION AND EXPORT PERFORMANCE OF COIR PRODUCTS IN INDIA

The coir sector is an important agro-based industry in India that plays an important role in employment opportunities and economic development. India is the world's largest producer and exporter of coir and coir products, exporting coir and its products to more than a hundred countries. It is the by-product of coconut's outer shell, which is used to produce coir fiber, coir yarn, different mats, mating rugs, non-woven products, non-woven mats, coir geo-textiles, coir pith, garden articles, curled coir, needle felt, hand knotted netting, coir ply articles, coir braid, coir rope, coir tea leaf bags, coir brushes, lunch bags, office bags, chapels, pouches, and many more. It is a 100 percent natural and biodegradable product that helps to store water molecules in soil to improve its fertility. The aim of the study is to determine the trend in production of coir fiber and its products in India and to know the export performance of coir fiber and its products in India during the last ten years. According to the study release, there are good opportunities in the world market for the coir products. KEY WORDS: coir fiber, coir products, production, exports, value, countries etc.

Challenges and Problems of Rural Entrepreneurship in India

Rural entrepreneurship is now a significant possibility for those who relocate from rural or semi-urban areas to urban settings. On the contrary, it is also true that the majority of rural businesses face numerous challenges due to a lack of essential amenities in rural parts of developing countries such as India. Lack of education, financial constraints, limited technical and conceptual competence, and other factors make it difficult for rural entrepreneurs to create industries in remote areas. This paper makes an attempt to find out the Problems and Challenges for the of Rural Entrepreneurship. It also focuses on the major problems faced by rural entrepreneurs especially in the fields of Marketing of products, financial amenities and other primary amenities, i.e. availability of electricity, water supply, transport facilities and required energy etc

Marketing Harm to Children: Children’s exposure to unhealthy commodity marketing using body cameras

Abstract Background Sophisticated, persuasive and extensive product marketing is a key driver of unhealthy commodity (UHC) consumption. This study aims to identify the nature and extent of children’s exposure to UHC marketing. Methods The study is a secondary analysis of Kids’Cam, a cross-sectional study in which 168 New Zealand 12-year-old children wore body cameras that automatically captured images of their environment every 7 seconds over four days. Images were analysed for exposure to UHC, Healthy and ‘Other’ marketing. Results Children were exposed to UHC marketing on average 76.2 times/day, nearly 2.5 times their daily exposure to ‘Healthy’ marketing. Exposure included: unhealthy food marketing (68.4/day), alcohol (5.7/day), gambling (2.1/day) and tobacco marketing (0.1/day). These exposure rates align with the level of statutory regulation each UHC faces in NZ. Food outlets were the most common setting for UHC marketing exposures, while product packaging was the most common medium. Coca-Cola (6.3/day) was the most common UHC exposure, followed by Cadbury, Tip Top, Bluebird and Powerade. Over half of children’s unhealthy food (54.9%) and alcohol (51.9%) marketing exposures were attributed to multinational corporations. In contrast, statutory bodies are responsible for almost all (97.4%) of children’s gambling marketing exposure. Conclusions Children currently grow up in an environment in which they are constantly persuaded to consume products that directly harm their health - an environment in which the profits of corporations are favoured over public health. Statutory regulation of UHC marketing is urgently needed to protect children from harm. Key messages • Children were exposed to unhealthy commodity marketing on average 76.2 times/day, nearly 2.5 times their daily exposure to ‘healthy’ marketing. • Statutory regulation of unhealthy commodity marketing is urgently needed to protect children from harm.

Why is regulation of the online world urgently needed to protect children’s wellbeing?

Abstract Background The online world affords children many benefits, such as connectivity and access to educational and cultural content. Simultaneously, it increases their likelihood of encountering harmful or distressing web-based content and behaviour, such as marketing for harmful products, violent or discriminatory material, and cyberbullying. Yet, there is a dearth of objective research globally on children’s real-time experiences, with current research relying on self-reports or observations made in experimental conditions. This paper reports on the nature and extent of children’s online world. Methods Kids Online Aotearoa is a cross-sectional observational study of children’s real-time experiences of the online world. A strategic sample of 180 12-year-olds from schools in the Wellington region of Aotearoa, New Zealand, used Zoom video conferencing software to record their online world for four days. Recordings were analysed manually and using AI. Results Children spend most of their time online on their phones, often using TikTok. Children spend 25 % of their online phone time gaming or watching games (game time). They encounter many gambling and gambling-like activities while doing so. Of game time, 16% of the time children are exposed to marketing. Preliminary analysis reveals that children are exposed to marketing for alcohol, junk food, tobacco, vapes and gambling. This is counter to national legislation prohibiting or restricting such marketing to children. Conclusions This novel methodology reveals the actual online experiences of children as they go about their daily lives. This includes engaging in harmful behaviours such as gambling and encountering harmful product marketing. While from New Zealand, this study is likely to be relevant for other countries given the global reach of the online world. The research indicates the urgent need for national and global government regulation of the online world to protect the rights of children and ensure their wellbeing. Key messages • Kids Online Aotearoa reveals the nature and extent of children’s online world, including their exposure to harmful product marketing. • National and global regulation of the online world is urgently needed to protect child rights and wellbeing.

Exploring the Presence of Cannabinoids in Hemp-Infused Fermented Milk Drinks: An Analysis of Pre- and Post-Fermentation Levels.

Yoghurts are the most popular fermented dairy products. Consumer attention is directed towards products containing inputs that enrich the product with bioactive substances. The growing interest in the Cannabis sativa L. plant has resulted in the development of a market for hemp products. The main aim of this research work was to determine the effect of the lactic fermentation process on the stability of cannabinoids in fermented milk beverages containing hemp inputs (hemp oil, dried hemp, ethanolic hemp extract) at 0.5, 1 and 2% (w/v). The effect of the type of hemp input on the technological process (i.e., pH value, viability of LAB during 28 days of storage) was also checked and the sensory quality of the prepared samples was evaluated. It was shown that the choice of type/form and amount of hemp addition influenced the final cannabinoid content of the product after fermentation and post-fermentation, but no effect on the survival of yoghurt bacteria or pH changes during storage was confirmed. Fermented milk drinks containing hemp oil had the highest cannabinoid content. The QDA results of the sensory evaluation of the yoghurts show that the most acceptable product in terms of overall quality is the yoghurt containing 0.5% hemp extract and 2% hemp oil.

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.

An Analysis of MUJIs Successful Strategy in the Chinese Market

Abstract: The Chinese consumer market has changed significantly in the last few years due to a tendency toward simplicity and a change in customer sentiments. MUJI has effectively entered the Chinese market by using its sustainable development idea and minimalist style, allowing it to adapt to this shift. This paper aims to examine the innovative marketing strategy employed by MUJI in the Chinese market, its capacity to achieve long-term growth, and its role as a symbol of the minimalist lifestyle, while demonstrating an ability to adapt to the changing needs of its customers. In this paper, both literature review and data analysis are employed to provide an in-depth study of MUJIs strategy to enter the Chinese market. The results show that Chinese consumers preference for MUJI products not only stems from their simple and practical design, but also coincides with the concept of minimalist aesthetics in traditional Chinese culture. In addition, MUJI's unique advantages in product quality, brand image and marketing strategy further enhance its competitiveness in the Chinese market. Through specific analysis, it comprehensively discusses the success factors of this Japanese brands minimalist design style in the Chinese market, which provides a reference for the design and marketing of other international brands in the Chinese market.

Komunikasi Persuasif dan Word of Mouth dalam Pemasaran Tabungan Haji Panin Dubai Syariah Bank

Marketing communication has the function of conveying information, persuading and reminding potential consumers of products and services for making purchasing decisions. The type of product, the target market for prospective consumers, the strength of the network owned and the company's ability in terms of promotion budget are aspects that need to be considered in determining the form and channel of marketing communication for a product. Persuasive communication plays an important role for the company's success in influencing prospective customers to respond and act according to what is expected in relation to product marketing. Word of mouth about the experiences of customers who have enjoyed the company's products and services forms word of mouth which is an effective communication medium in influencing the decision making of other prospective customers. This study uses a qualitative approach and is descriptive in nature, aims to describe and analyze the application of persuasive communication elements and word of mouth elements as a form and channel of marketing communication for Hajj Savings at Panin Dubai Syariah Bank. The data used in this study are primary and secondary data. Primary data was obtained from direct observation and interviews, while secondary data was obtained from the results of research that had been carried out by previous researchers and scientific reports contained in articles or journals regarding persuasive communication and word of mouth. The results of the study show that the elements of persuasive communication (claims, warrants and data) are implemented in verbal communication by the opinion leaders and non-verbally in the choice of media sentences to promote PDSB Hajj Savings products. Word of mouth elements (WoM Units, Participants, Venues, Actions and Outcomes) occur and are implemented in the interaction process both by opinion leaders to the community and Hajj Savings customers who have experienced PDSB Hajj Savings services to the surrounding community.

Marketing Strategies and Performance of Small and Medium Scale Enterprises (SMEs) in Ikare Akoko Ondo State

Marketing strategies has been a functional desire and a method for attaining all-inclusive business success. This paper examined effect of marketing strategies on the performance of Small and Medium Enterprises in Ikare Akoko. A descriptive research design was employed. Sample size of 350 was drawn from a population of 2825 which comprised selected registered SMEs owners in Ikare Akoko. Multiple Regression Technique was used to test research hypothesis. The findings obtained revealed that marketing strategy (promotion marketing strategy, price marketing strategy, place marketing strategy, and product marketing strategy) significantly influence performance of SMEs in Ikare Akoko. The research concluded that marketing strategy (product strategies, promotion strategies, price strategies and place strategies) have a significant and positive impact on performance of SMEs in Ikare Akoko. Hence, the paper recommended that SMEs in Nigeria should establish varieties of quality products with new features and design. This will increase many customers to patronize their products. They should also charge equitable price, position suitably to the final consumers. More so, Management of the SMEs in Ikare Akoko should ensure that they increase effort in product advertisement in order to enhance promotional strategy in the organisation. Finally, SMEs should continually ensure goods and services produced reach final consumers or users by locating convenient place for their varieties products. Keywords: Marketing Strategies, Performance, Price Strategies, Promotion Strategies, SMEs,

Redesain UI UX Website Lemonder Indonesia Menggunakan Metode Design Thinking Untuk Meningkatkan Media Promosi

Lemonder Indonesia's website is designed to compete in the market for lemons, vegetables, and other high-quality fresh products. This website provides easy access to information about the company and its products for all users. The purpose of this research is to increase customer trust and improve the design of the Lemonder Indonesia website. The Design Thinking approach is used as a method for redesigning the website. This method includes five stages: Empathy, Define, Ideate, Prototype, and Testing. It focuses on consumer-centered innovation, emphasizing product and service designs that attract attention in the business world. During the testing phase, this research uses usability testing to evaluate the effectiveness of the website redesign. The System Usability Scale (SUS) involves using a questionnaire distributed via Google Forms. Before the redesign, the SUS score was 51.75%, which is a grade D with a "poor" indicator. However, after the redesign, the SUS score significantly increased to 85.08%, which is a grade A with an "excellent" indicator. This result demonstrates that the SUS testing in this research was successful and that the new design is well-received by users.