Marketing Channels Research Articles

Analisis Pemasaran Digital Pelaku UMKM Pada Kawasan Wisata Situ Gede Kota Bogor

The proposal to designate Situ Gede in Bogor City as a Creative Economic Tourism Zone is grounded in the findings of the 2022 RIPPARDA study conducted by the Regional Planning and Development Agency of Bogor City. The envisioned development aims to shape the area as a hub for creative eco-tourism, contributing positively to Bogor City's identity with a strong emphasis on community empowerment and environmental sustainability. The region, including Situ Gede, has organically nurtured Micro, Small, and Medium Enterprises (UMKM) over the years, playing a pivotal role in establishing it as a preferred tourist destination. UMKM entities, recognizing the evolving landscape of technology, have adeptly embraced digital marketing strategies, particularly through social media platforms and Google reviews. Research findings illuminate the presence of 11 active UMKM businesses in the Situ Gede tourism vicinity. Notably, 7 of these businesses leverage social media platforms for digital marketing, while 4 have implemented search engine optimization (SEO) and location tagging on digital maps (Geo Tag) through the Google application. The study underscores the imperative for additional guidance and support for UMKM entities to optimize their utilization of diverse digital marketing channels. It transcends the conventional use of social media platforms, extending to strategies like search engine optimization (SEO) and social media optimization (SMO). Additionally, the research advocates for training initiatives to empower UMKM entities in optimizing online sales, whether through social media platforms or popular marketplaces. This comprehensive study seeks to contribute valuable insights to the international academic community, specifically targeting submission to an international journal. By addressing the intersection of sustainable tourism and economic development in the context of creative eco-tourism zones, the research contributes to ongoing discussions on fostering local businesses and sustainable tourism practices.

Analisis Pemasaran dalam Rangka Peningkatan Efisiensi Pasar Ikan Tangkap

Marine fish production in PPN Palabuhanratu fluctuates every year. This condition impacts fish prices at the producer and consumer levels. The low cost of fish is one of the problems with PPN Palabuhanratu. In addition, perishable products affect the importance of an efficient marketing process so that fish can reach consumers fresh. The research aims to analyze the marketing to increase fish catches, especially efficiency in madidihang tuna in PPN Palabuhanratu. This research was conducted from November 2022 to June 2023, interviewing ten respondents from 10 sample ships. The study used three methods (purposive sampling, accidental sampling, and snowball sampling). Primary and secondary data are used in this research to calculate marketing margin, fishermen's share, and profit-cost ratio. The result is four marketing channels, the most efficient being the marketing channel from traders, fishermen, and consumers. This is because this channel has the smallest margin value, the highest fishermen's share value, and the profitable value of cost benefits.

Increasing Consumer Buying Intention through Strengthening Promotion, Brand and Market Analysis

This community service program at PT Sebangku Kuliner aims to increase consumer buying interest in Taiyaki Minnasan and Ladybee Taiyaki Jogja through strengthening promotions, brands, and market analysis. Then, content planning is made so that business social media is more organized and directed. The method used is through the transfer of knowledge and technology which is realized in the creation of content planning so that business social media is more focused, making attractive promotional designs, and market analysis which plays an important role in knowing the target market. The results of the work program carried out successfully identified the target market, increased Instagram performance by 70%, targeted branding, and succeeded in adding new marketing channels through the Tiktok platform.

Research on the Innovation of Marketing Management Mode Under the Digital Transformation of Textile and Garment Enterprises

With the rapid development of China’s economy, the proportion of people’s disposable income is increasing. The consumption of daily necessities is increasing day by day. The traditional marketing channels of the existing clothing industry have been difficult to meet the development needs of clothing enterprises and consumer consumption needs. In response to this problem, this research introduces in-depth learning into the digital transformation of garment enterprises, focusing on how to combine in-depth learning with the innovation of marketing management mode in the digital transformation. This paper proposes an omni channel marketing management mode based on the improved PGBN user profile construction model and the improved RBF sales volume prediction model. Simulation experiments and comparative experiments are designed to test the effect of the sales volume prediction model and the new marketing management model. The test results show that the performance of the sales volume prediction model is improved by 15.97-19.87%. The new marketing management model improves the sales volume by more than 30%. The improvement effect is significant, which can provide an effective reference for the digital transformation of garment enterprises.

The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City

This study presents the impact of digital marketing on customer buying behavior and examines how digital marketing channels, such as social networks, search engines, and emails, influence customers’ purchasing behavior. The main purpose was to investigate the influence of digital marketing on customer's behavior and identify effective platforms for businesses in Soran independence administration to retain customers. The methodology of the study utilizes a quantitative approach through a survey questionnaire to gather data on the impact of digital marketing on customer buying behavior, including variables such as age, gender, income, education level, and online shopping behavior. The data is analyzed using statistical Package for social science (SPSS 26.0) to determine the relationship and effects of these variables on customer behavior. The study collected data from 250 participants who responded to a survey questionnaire distributed online to customers and people of Soran independence administration in several cities, districts, and sub-districts. The sample was appropriate, simple random sampling, and composed of demographic variables, questions about digital marketing, and purchasing behavior. The results of the study show that digital marketing has a significant impact on customer buying behavior, especially among younger and higher-educated people in Soran independence administration; it provides cost-effective and efficient ways for customers to fulfill their needs. However, businesses should be transparent to avoid deceiving customers. Digital marketing has a positive impact on customer satisfaction, but challenges such as timely delivery and over-advertising on social media remain and. Digital marketing has a significant impact on customer buying behavior, influenced by factors like education level, income, and social media usage. Valid factor analysis test supports this conclusion. Keywords: Digital marketing management, Customers buying behavior, Social media, Instagram, Facebook.

Agricultural Produce Supply Chain Network of Capsicum: Empirical Evidence from India

Vegetables are important for both nutritional and economic stability and contribute significantly to the agricultural landscape of India. The demand for vegetables is rising, driven by population growth and increased awareness of their benefits. This empirical study highlights the dynamics of agricultural production supply chain networks of capsicum crops in the northwestern Himalayan region, specifically Himachal Pradesh, India. The study employs the Acharya approach to analyse the various marketing channels utilized by farmers in the capsicum supply chain. This methodology sheds light on the economic nuances at each stage and examines marketing channels, costs, margins, price spread and marketing efficiency. Simultaneously, the Garrett ranking method is applied to discern and prioritize constraints faced by farmers. This comprehensive approach ensures a nuanced understanding of the economic and logistical intricacies of capsicum marketing. The analysis of marketing channels reveals five distinct pathways employed by farmers, with Channel-C (Producer–Commission Agent–Retailer–Consumer) standing out as the most dominant, representing 47.25% of the total quantity. Moreover, Channel-A (Producer–Consumer) proves to be the most cost-effective for producers and boasts the highest producer price, while Channel-C, involving commission agents, incurs higher costs. This suggests a preference for intermediaries, emphasizing factors like market access and negotiation skills, whereas Channel-D (Producer–Local Trader–Wholesaler–Retailer–Consumer) has the highest gross marketing margin, emphasizing the trade-offs between efficiency and transaction volume. The results indicate that while Channel-A is the most efficient, it is not the preferred choice due to the lower transaction quantity. Further, the absence of market consultation services, inadequate road infrastructure, high commission charges, nonremunerative prices and untimely availability of vehicles are the major constraints in marketing. The findings of the study call for targeted interventions to create a more robust and farmer-friendly marketing environment for capsicum crops in the region. The study proposes targeted recommendations, emphasizing collaborative efforts between stakeholders, government bodies and farmers. This research contributes to the academic discourse and also offers actionable insights for researchers and policymakers, fostering sustainability, profitability and equity within the capsicum supply chain.

Consumers’ Marketing Channel Choice and the Impact on Logistics and Operations: A Systematic Literature Review of the Fresh Food and Grocery Sector

Background: Diverse marketing channels have been developed with the advent of digitalization. In the fresh food and grocery retail sector, consumers may have a large choice of channels to shop from. In this case, an analysis of their behavior is crucial for retailers. Therefore, the present paper provides a state-of-the-art review of existing papers dealing with consumers’ channel choice when buying groceries. Methods: A systematic literature review (SLR) is performed following the Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) procedure, identifying 36 research papers published in the last decade. Results: The results present the principal methodologies adopted by the analyzed research papers to address this topic, along with the various channels available to consumers to date. Other important outcomes of this review include the main variables that can affect consumer choice when deciding between the available channels and the limitations of the analyzed papers, along with suggestions for future research directions to address these limitations. Conclusions: This paper discusses the essential effects of consumers’ channel choice on the logistics and operation services of grocery retailers. It also provides an integrative framework linking the influencing factors of consumer choice with outcomes directly impacting grocery retailers’ logistics services.

Economics of pineapple production and marketing in Imphal east district of Manipur

The overall per hectare cost of cultivation of pineapple was found to be Rs. 1,73,611.39 at cost ‘A’ , Rs. 2,27,268.05 at cost ‘B’ and Rs. 2,32,355.71 at cost ‘C’. The average yield was 348.45 quintals, per hectare gross return was Rs. 3,14,608.18 with a benefit cost ratio of 1.35. From the study area, three marketing channels were identified i.e. Channel I, II and III. Price spread was Rs. 153.88 per quintal, Rs. 446.21 per quintal and Rs. 844.02 per quintal at channel I,II and III, respectively. The producer’s share in consumer’s rupee was 85.44 per cent, 64.71 per cent in and 43.98 per cent in channel I, II and III, respectively. In terms of constraints faced in production and marketing “non-availability and high labour rate” and “lack of regulated market and price fluctuation” were the major problem faced by the farmers.It can be concluded from the study that pineapple cultivation is a profitable venture for the farmers.

Marketing analysis of bitter gourd (Momordica charantia L.) in Sultanpur district of Uttar Pradesh: A study on marketing channels, efficiency and constraints

This paper presents a study conducted in the Sultanpur district of Uttar Pradesh, focusing on the marketing of bitter gourd in the selected area. The research employed a multistage stratified purposive cum random sampling technique to select the district, block, villages, and respondents. From the population, 100 growers were randomly chosen, comprising 66 marginal, 23 small, and 11 medium farmers during the period of 2021-2022, using the proportionate allocation technique. Primary data were collected through face-to-face interviews using a survey schedule. Three distinct marketing channels for bitter gourd were identified: Channel-I (producer to consumer), Channel-II (producer to retailer to consumer) and Channel-III (producer to wholesaler to retailer to consumer). The study revealed that Channel-I exhibited the highest marketing efficiency (29.15), followed by Channel-II (5.47) and Channel-III showed the lowest efficiency (2.96). Notably, different groups of farms predominantly sold bitter gourd through Channel-III. The research also shed light on the challenges faced by bitter gourd growers, including issues related to perishability, price fluctuations, and inadequate storage facilities. The paper emphasizes the significance of policymakers and stakeholders addressing these challenges and developing effective strategies and interventions to support the bitter gourd farming community.

Sports, Gigs, and TikToks: Multi-Channel Advertising of Oral Nicotine Pouches

Oral nicotine pouches, which contain fewer harmful constituents than traditional tobacco products, are being increasingly marketed and sold. In this paper, we use images we collected in Great Britain between 2021 and 2023, along with a social media scan of Instagram and TikTok in 2023 to analyse the marketing strategies of these pouches on three key marketing channels — online media, sports sponsorships, and out-of-home advertising. Findings reveal the extensive use of visually appealing content, influencer partnerships, and event sponsorships that are potentially targeting young and naive audiences. Despite this, survey data indicates that nicotine pouch use in Great Britain remains minimal. However, a notable shift in public health impact could arise if these marketing efforts start to bear more fruit. The study underscores the need for balanced policy measures that increase access to reduced harm alternatives for existing tobacco and nicotine users while minimising exposure to youth and non-users. Continuous monitoring and regulatory adjustments are essential to address the evolving landscape of nicotine pouch marketing.

Adoption of Improved Varieties among Rice Farmers in the Kindia Region of Guinea

This study investigated the adoption characteristics of improved rice variety among rice farmers in the Kindia region of Guinea. A Multistage sampling procedure was used to select 180 rice farmers and a well-structured interview guide was used to elicit information from the respondents. Data were analysed using percentages, mean statistics, standard deviation and Chi-square. The most adopted rice variety was CK 90 (86.6%). Factors influencing the adoption of improved rice varieties were market channels (84.9%), membership of associations (91.7%) and contact with extension personnel (85.5%). Most (97.2%) rice farmers knew about growing improved rice varieties. Most (66.1%) of the respondents had a favourable attitude towards growing improved rice variety but faced constraints like insufficient loan ( = 2.89), weed infestation ( = 2.37), storage losses ( = 2.19) and low extension activities ( = 2.11). The adoption characteristics of respondents were good (88.3%) with economic characteristics having the highest mean ( =2.71). Educational qualification was significantly related (χ2 =1.149) to the adoption characteristics of improved variety. Efforts should be made by research institutes to ensure increased access of rice farmers to improved seed varieties with attractive characteristics which could aid its adoption and ensure food security in Guinea.

Sports, Gigs, and TikToks: Multi-Channel Advertising of Oral Nicotine Pouches

Oral nicotine pouches, which contain fewer harmful constituents than traditional tobacco products, are being increasingly marketed and sold. In this perspective piece, we use images we collected in Great Britain between 2021 and 2023, along with a social media scan of Instagram and TikTok in 2023 to analyse the marketing strategies of these pouches on three key marketing channels — online media, sports sponsorships, and out-of-home advertising. Findings reveal the extensive use of visually appealing content, influencer partnerships, and event sponsorships aimed at potentially young and naive audiences. Despite this, survey data indicates that the current impact of nicotine pouch marketing on public health in Great Britain remains minimal. However, a notable shift in public health impact could arise if these marketing efforts start to bear more fruit. The study underscores the need for balanced policy measures that increase access to reduced harm alternatives for existing tobacco and nicotine users while minimising exposure to youth and non-users. Continuous monitoring and regulatory adjustments are essential to address the evolving landscape of nicotine pouch marketing.

Evaluation Of The Role Of Consumer - Atmosphere Congruence And Social Media Influence On Purchase Intention And Recommendation Intention – Case Of Pizza Hut

Due to its growing popularity, social media has become a marketing channel and has been shown to influence consumer purchasing decisions. Furthermore, Consumer will prefer to visit culinary places with an atmosphere of Instagram able concept attractive to create an impression on consumers through visual communication, color, lighting, music, and aroma. Many culinary industries use Instagram to maximize their performance by communicating their products, include Pizza Hut. Changes in people's lifestyles today, which lead to mobile working, have resulted in business people, especially in the culinary field, only sometimes having to promote products or services traditionally but can use social media as a means of promotion. The purposes of this reserach are to know consumer atmosphere congruence influence the consumer's decision on purchase intention and recommendation intention, and to know social media influence the consumer's decision on purchase intention and recommendation intention. Qualitative research method used in this thesis to evaluate the role of consumer atmosphere congruence and social media influence on purchase intention and recommendation intention, specifically for Pizza Hut restaurants. Data from Pizza Hut consumers were collected through both in-depth face-to-face interviews and online survey using questionnaires. The findigs of this research that by evaluating three different indicators for assessing the consumer atmosphere congruence and social media influence, this study shows that design factors, ambient factors, and social factors, can attract and generate interest in buying visitors. Furthermore, consumers agree that Pizza Hut social media influence which are attractive and trustworthy can attract and generate interest in buying visitors at Pizza Hut. The results of this study are expected to be used by store managers to increase the number of consumer visits to Pizza Hut. It was found that social media marketing has a positive effect on purchase intention which is the basis for researchers to provide information to improve performance for the Pizza Hut restaurant.

Study on Marketing Strategy of Florasis Beauty Makeup in the Chinese Market

In the context of the influence of the national trend, as a representative brand of domestic beauty the Florasis products rose and developed rapidly. This study of its marketing strategy contributes to the brand development of this product and enhances its sales profitability, popularity, and competitiveness. The public is very active in purchasing domestic beauty products through online platforms. The brand of Florasis beauty makeup has left a deep impression on people by having oriental aesthetics and elegant and dignified appearance and packaging. Here are four drawbacks in the marketing strategy of Florasiss products: (i) Expensive product prices. (ii) The beauty products are too nationalized, and the products are not practical. (iii) The singularity of the product marketing channel. (iv) Limitations in the types of beauty products. The corresponding suggestions are: (a) can increase the products sales volume by relatively lowering the price to get more revenue. (ii) Focusing on the beauty effect of the product itself and removing the cumbersome appearance and packaging. (iii) Develop multiple offline stores to increase the emotional interaction between customers and the product. (iv) Expand to a wider beauty industry line to reduce the limitations of Florasiss products. Understanding how Florasis and domestic beauty brands have utilized the influence of the national trend to develop and market their brands is something that people should learn and think about.

Robusta Coffee Marketing Channel Analysis Picking Rainbows and Picking Reds in Pagar Alam City

Pagar Alam City is one of the cities in South Sumatra Province located between Bukit Barisan and Mount Dempo. It has the potential for developing Robusta coffee because it has characteristics that match the criteria for growing Robusta coffee. The coffee plantation area in Pagar Alam City is 8,237 hectares, with Robusta coffee productivity reaching 12,782 kg/year, which influences marketing activities, which generally involve farmers, village intermediaries, city intermediaries, exporters, coffee powder industry, roasteries, coffee shops, and consumers. The involvement of various marketing institutions results in differences in the price of robusta coffee between marketing channels due to the implementation of marketing functions. In this research, the technique used in determining the sample was purposive sampling and snowball sampling. The number of informants in the research was 35 people, and the analysis used was descriptive qualitative with marketing channel analysis. There are three marketing channels for rainbow-picked Robusta coffee channels, namely first Farmers – Village Middlemen – City Middlemen – Exporters, second Farmers – City Middlemen – Exporters, and third Farmers – Exporters. There are four marketing channels for red-picked Robusta coffee, namely the first, Farmers – Coffee Powder Industry, second, Farmers – Roastery, third, Farmers – Consumers, and Farmers – Coffee Shop. Keywords: Marketing Channels, Robusta Coffee, Petik Pelangi, Petik Merah The majority of rainbow picked robusta coffee farmers to sell in the first channel Farmers - Village Middlemen - City Middlemen - Exporters because this channel is the longest and most farmers sell, and the majority of red picked farmers sell in the first channel Farmers - Coffee Powder Industry and second Farmers - Roastery because their orders are always there. Keywords: Marketing Channels, Robusta Coffee, Petik Pelangi, Petik Merah

Developing a Dynamic Marketing Channel Model for Agricultural Cooperatives in the New Media Economy Using the Power of the Internet of Things

Abstract The marketing channel is the lifeline of agricultural product circulation and marketing. Multi-level and multi-channel smooth circulation of agricultural products is an important way for agricultural cooperatives to realize the value of their goal. This paper builds an agricultural Internet of Things service system to lay an informatization foundation for the development of dynamic marketing channels of “new media platform + agricultural cooperatives”. With the use of new media platforms as an operational mode and the marketing strategy of agricultural cooperatives as guidance, the marketing effectiveness of agricultural products can be improved. Adopting Internet thinking and innovation trends, comprehending the characteristics of new media marketing, and encouraging collaboration between new media platforms and agricultural cooperatives. Based on 28,450 agricultural cooperatives in China, the marketing channel mode selection and characteristic data were analyzed, and it was found that among the 2,617 cooperatives using new media platforms for channel marketing, the product price fluctuation was between 0 and 10%, and the difficulty of product sales was stable in the interval of [0,40], which indicated that the new media marketing channel could make the price of agricultural products stable and easier to sell. Evolutionary game analysis found that the choice of cooperation or non-cooperation between agricultural cooperatives and new media platforms is related to the coefficient of benefit analysis, the coefficient of cooperation cost, and the liquidated damages of the cooperation between the two parties. Therefore, in order to improve the intensity of cooperation between new media platforms and agricultural cooperatives, improvements should be made in terms of benefits, costs, and liquidated damages.

Modeling marketing communication in a farm plant care information system

The article substantiates the need to use the marketing communication channel in specialised software for agriculture. The purpose of such a channel is to provide information to farmers about the availability of planting material, technical means that ensure the processes of the production cycle, services of specialized contractors, etc. in the market. The content of such a channel in the software should be personalized, i.e., based on the user profile and his activity in the software product. The aim of the research is to create an information model that demonstrates the transformation of software product processes when implementing a marketing communication channel. To realize the goal, all the key objects involved in the mentioned processes are established, all the links between them are established. The obtained results became the basis for using the method of information modeling in order to create a model of the process of interaction between users of the system, its main modules and the module responsible for generating content for marketing communication. The developed model shows the information flows arising between the subjects of interaction during the realization of the functional capabilities of the information system.

“Egg Sell Points” A Chicken Eggs Marketing Strategy Based On Smart Farming System

Post-COVID-19 in 2022, reported an increase in chicken egg consumption by 2.7 percent in Indonesia consumer’s. In 2021, the amount of eggs consumption was 18.92 Kg/Capita/year up to 20.02 Kg/capita/year in 2022. Estimated output consumption in 2023-2026 is estimated to grow by 1.16% per year. This condition is an excellent opportunity for laying hen farmers to maximize productivity and profits. However, generally the farmers still carry out the open house traditional farming system, its need to implement smart farming systems in the production process, and rely on one marketing channel. This paper is a review article and is collaborated with existing conditions in current laying hen farms. The first objective of this study is to overview the potential of laying hen farms using a smart farming system approach with the aim of farmers being able to diversify products with segmented distribution channels. The second is to build a segmented marketing network according to the product needs of each consumer. The expected result of this study is that farmers can maximize productivity and increase profits through segmented distribution channels. The innovation of this marketing system will be called ^Eggs sell points^ an integrated chicken egg marketing system through a sales point connected to the Internet of Things.

Opportunities, challenges and implications of medical tourism development in Hong Kong

AbstractThis study revealed two different sets of push and pull factors affecting the medical travel decision process of two groups of mainland Chinese to Hong Kong, including potential and experienced medical tourists. The relations between identified factors and their willingness of personal visit and recommendation were also investigated. Regarding the recommendation intention, interpersonal acquisition and personal needs satisfaction are mostly considered by travelers in psychological level while recognized high medical reception capacity and quality are also prioritized in the pull aspect. However, local medical service constraints, perceived quality of medical experience shaped by healthcare suppliers, and destination attributes determine the two groups' responses to personal visit intention. Besides, the advantages of developing medical tourism in Hong Kong are implicated as can‐be‐perceived unique cultural attribute, mass tourism fame as medical tourism development basis, and reputation for high‐quality care formed with unintentional or deliberate promotion from third parties and various marketing channels.

Pricing and Timing Decisions in Promotion Channels

When planning for online promotion festivals, retailers must consider both pricing and timing decisions to determine an appropriate promotion strategy. In this article, we first consider <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">retailer-promotion channel</i> where the retailer sells a new product on his marketing channel in normal and promotion sales periods. A greater number of early consumers can reduce late consumers' risk perception for product performance and increase their utilities via word-of-mouth. Consumers arriving in the promotion sales period strategically time purchases to maximize their utilities. Our analysis shows that when word-of-mouth is strong and consumers are patient to wait for price markdown, the retailer increases the price from that of the normal sales period and then provides price discounts. Otherwise, the retailer sets a high initial retail price to earlier pursue high marginal profit. We then consider <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">platform-promotion channel</i> where the retailer sells the product on the platform. Our analysis suggests that three additional factors in platform-promotion channel, commission rate, subsidy level, and market expansion, have distinct impacts on the equilibrium pricing and timing decisions. Interestingly, we find that the retailer's profit can be nonmonotonic in the subsidy level and a higher subsidy level does not necessarily induce the retailer to engage in platform-promotion channel.