Marketing Mix Elements Research Articles

The Moderating Roles of Environmental Awareness and Product Knowledge on the Impact of Marketing Mix Elements on Purchase Intention

The purpose of this study is to examine the moderating effects of environmental awareness (EA) and product knowledge (PK) on the relationship between marketing mix elements and the purchase intention of electric vehicles (EVs) in Thailand. Based on a quantitative research design, 253 samples of Thai respondents aged 20 and above were collected via an online questionnaire as a research tool. Structural Equation Modeling (SEM) analysis was used to analyze the proposed hypotheses. The results indicate that all four marketing mix elements, which are product attributes, pricing strategy, distribution channels (place), and promotional activities, significantly influence the purchase intention of electric vehicles. Product attributes (b = 0.523) have the strongest impact on purchase intention, followed by pricing strategy (b = 0.501), distribution channels (place) (b = 0.477), and promotional activities (b = 0.334) respectively. The results of moderation analysis reveal that environmental awareness significantly moderates the effect of product attributes (b = 0.412) and pricing strategy (b = 0.305) on purchase intention but is not found in the relationships of distribution channels (place) and promotional activities toward purchase intention. Additionally, consumer product knowledge of EVs was found to significantly and negatively moderate only the influence of promotional activities (b = -0.343) on purchase intention. In other words, potential consumers who possess higher EV knowledge seem to be less influenced by promotional activities in their decision to buy EVs. These findings highlight the importance of integrating environmental concerns and EV product knowledge into the firm’s marketing strategies to boost EV adoption in emerging countries. The implications and recommendations will be discussed in the paper.

Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

A critical analysis of the marketing mix elements of small businesses in the retail sector in Durban Central Business District

In an incisive analysis of the marketing mix's impact on small retail businesses in Durban's Central Business District (CBD), this study scrutinizes the extended 7Ps framework: product, price, place, promotion, process, people and physical evidence. Utilizing a quantitative methodology, data from 217 owner-managers, captured via a 5-point Likert scale, were analysed through ANOVA and Tukey's HSD tests, unearthing deep insights. The findings disrupt conventional marketing paradigms, revealing that an intense focus on product attributes does not correlate with enhanced performance. Small businesses that maintained competitive, yet balanced pricing mechanisms outstripped are those that engages in fierce price wars, underscoring the dangers of excessive price reductions. Strategic promotional activities and well-considered choice locations were pivotal, whereas overemphasis on physical evidence and internal processes proved detrimental. The study results advocate for a balanced, strategic approach to the marketing mix, urging small businesses to rethink traditional priorities. This study offers crucial guidance for business owners seeking to optimize performance and calls for targeted policy measures to support the retail sector’s growth and sustainability.

Conceptualizing Inclusive Marketing: A Synthesis of Theory and Practice

Fostering inclusion is a currently popular marketing imperative to which firms, policies, and individuals are giving increasing attention. Various brands are striving to join this trend in multiple ways, producing a wide and differentiated range of actions that could lead them to be defined as inclusive. There is also a surge of interest in recent literature. However, this literature does not produce a general understanding of the phenomenon and mostly focuses on one facet of diversity or one marketing mix element. The result is fragmentation of literature conceptualization and management operationalization. Based on this scenario, the objective of this paper is to propose a taxonomy for inclusive marketing (IM) actions, using a hybrid approach based on the integration of theory and practice. In particular, a deductive literature review led to the identification of four dimensions of IM: the audience, the purpose, the vehicle, the output, as well as their related characteristics. These elements have then been validated and confirmed through an inductive empirical study of 88 examples of IM initiatives. From the theoretical perspective, the taxonomy allows to systematize a field of research that has recently blooming yet is lacking a holistic approach. Moreover, basing on the identified dimensions and characteristics, a more detailed definition of IM has been proposed. From the managerial perspective, the elements of the taxonomy have been the base for the development of a roadmap that could support practitioners finetuning their IM strategies.

THE IMPACT OF ELECTRONIC MARKETING MIX ELEMENTS ON CUSTOMER LOYALTY: A FIELD STUDY ON CLIENTS OF TRAVEL AGENCIES IN ALGERIA

Purpose: This article deals with the impact of the elements of the electronic marketing mix on the loyalty of customers of travel agencies in Algeria. It aims to reveal the extent of the impact of electronic service, electronic pricing, electronic distribution, electronic promotion, privacy, website design, and electronic business security on the loyalty of customers of travel agencies in Algeria, in addition to providing recommendations that can enhance customer loyalty, which contributes to improving the overall performance of travel agencies in Algeria and increasing their sales. Methodology: The descriptive and interpretive approaches were relied upon, as the descriptive approach expresses the phenomenon studied quantitatively and qualitatively. The qualitative expression describes the phenomenon and clarifies its characteristics, while the quantitative expression gives it a numerical description that shows the amount or size of this phenomenon and the degrees of its association with other phenomena. As for the interpretive approach, it was used to explain and analyze the impact of the elements of the electronic marketing mix on customer loyalty to travel agencies in Algeria. Results: The results indicate that the elements of the electronic marketing mix have a positive impact on the loyalty of customers of travel agencies in Algeria, with a positive impact for both electronic service and electronic business security, while the results showed that electronic pricing, electronic distribution, electronic promotion, privacy, and website design have no impact on the loyalty of customers of travel agencies in Algeria. Practical Implications: The study proposes several practical measures for travel agencies in Algeria, including properly exploiting electronic pricing, making adjustments in electronic distribution, developing effective strategies to promote their services electronically, paying great attention to privacy policies and data security, and improving the interface of websites. Originality/Value: This study contributes to the literature by providing a detailed analysis of the impact of e-marketing mix elements on customer loyalty of travel agencies in Algeria, which has been relatively under-researched in this context. The study’s unique focus on e-marketing mix elements provides valuable insights and tailored recommendations to enhance customer loyalty of travel agencies in Algeria.

Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.

Strategies to Enhance Drivers Benefits and Establish an Intra-Corporate Social Business in Leading on-Demand Company (Ride Hailing)

Driven by social mission and mandate of government towards Sustainable Development Goals (SDG), one of the leading Indonesia ride-hailing company (INDOJEK) has launched and run a drivers’ welafe program named ProDrivers. The program is supposed to reducing drivers’ expenses. In this research, author attempts to crack the dilemma, specifically the ProDrivers program, to not only creating social impact, but also generating a sustainable social business that can provide unlimited resource to sustain INDOJEK social initiative to drivers. Author has used mixed-method in deploying this research, both qualitative and quantitative. Data collection was conducted to both drivers (as ProDrivers beneficiaries) and internal ProDrivers team (as strategist and executor of ProDrivers program), through survey, interview and focus group discussion (FGD). Using theories, such as 9 core elements of marketing and marketing mix (7Ps) which provide insight on how to improve ProDrivers program adoption, and internal marketing to understand to which extent ProDrivers program has delivered to drivers. Aside of it, author also uses some tools, such as New Wave of Marketing to facilitate marketing improvement. Revenue Model to find alternatives which ProDrivers can earn income and also Social Business Model Canvas to discover new business model

The Influence Of Marketing Mix (7PS) To Customer Satisfaction Customer Loyalty And Customer Retention At Coffeshop

This study delves into Indonesia's coffee shop industry, investigating the interplay between the 7P Marketing Mix elements and customer satisfaction, loyalty, and retention. Leveraging a quantitative methodology, data was gathered from Google form to construct a Structural Equation Modeling (SEM) analysis. The findings underscore the significant impact of price, people, process, and physical evidence on customer satisfaction, while revealing that product, place, and promotion exhibit nuanced effects within this context. Importantly, the research confirms the robust relationship between customer satisfaction and loyalty, elucidating the pivotal role of loyal customers in bolstering sustained retention. This comprehensive analysis sheds light on strategies imperative for businesses within the competitive Indonesian coffee market, emphasizing the need to prioritize customer satisfaction and loyalty to ensure enduring success.

Strategi Marketing Mix Klinik Paradise Parisudha Desa Sumberagung Plosoklaten Kediri dalam Meningkatkan Volume Penjualan

This study aims to analyze the marketing mix strategy used by the Paradise Parisudha Clinic in increasing the sales volume of their skin care products. This research uses a qualitative approach with primary data obtained through interviews and direct observation, as well as secondary data which includes sales reports, customer files, and related books. The results of this study show that Klinik Paradise Parisudha effectively implements all elements of the 7P marketing mix, including product, price, distribution, promotion, people, process, and physical evidence. However, this study also found that the product element became the most successful marketing strategy in increasing the sales of Paradise Parisudha Clinic. This may indicate that it is important to produce attractive and quality products to attract customers and increase sales. In conclusion, Klinik Paradise Parisudha has successfully implemented a comprehensive marketing mix strategy, with an emphasis on products, to increase their sales volume in the competitive beauty clinic industry.

Strategi Komunikasi Pemasaran Event PERSIS E-Sports

E-sports is a rapidly growing new branch of sport in Indonesia and worldwide. In Indonesia, E-Sport has gained recognition from IeSPA (Indonesia e-Sport Association), which operates under the Ministry of Youth and Sports. IeSPA's vision is to establish Indonesia as a high-achieving country in the field of E-Sport. As E-Sport continues to develop in Indonesia, numerous competitions have emerged in this domain. It started with small-scale competitions in internet cafes, gradually expanding to both local and international levels. One notable example is the Esports team, PERSIS Esports, which originated from the PERSIS Solo football club in Indonesia. Compared to other League 1 promotion clubs like Dewa United and Rans Nusantara, PERSIS Esports actively organizes Esports events, as evident from their Instagram account. These sporting competitions run successfully due to PERSIS E-Sports' marketing efforts, particularly in Free Fire and E-Football competitions. Data for this research was collected through interviews with the General Manager of PERSIS ESPORTS, Creative Director, Content Creator, and Community Manager. After analysis, the research findings indicate that PERSIS E-Sports effectively markets E-Sports competitions to the target audience, specifically focusing on the 13-18 age range of students in the Solo Raya region who have an interest in online gaming. The marketing strategy involves targeting Instagram users and communities interested in online gaming through Instagram ads. The positioning of Persis E-Sports is to market tournaments that cater to all groups, particularly online gaming communities in Surakarta and its surrounding areas. The implementation of the marketing mix elements (7P) can be observed through the utilization of print media, electronic media, social media, websites, direct marketing via WhatsApp Groups with the community, as well as personal sales activities through booths and expos during events and promotions at local schools in collaboration with their football team.

Study of Chinese Wine Consumers Behavior: Marketing Mix Model

This study delves into Chinese wine consumers' buying behavior, exploring the marketing mix strategies. The researcher brings a unique blend of practical insight and academic rigor to this study. The research methodology employs a quantitative survey to gather data from a diverse sample of Chinese wine consumers in Shandong Province. Statistical analyses provide a systematic framework for examining the relationships between various influencing factors and buying behavior patterns. Key findings delves into the impact of marketing mix elements, including product attributes, pricing strategies, promotional activities, and distribution channels, on consumer perceptions and purchasing intentions. Notably, the research highlights the importance of aligning marketing strategies with the unique preferences and consumption patterns of Chinese wine consumers.

Generative AI in Hotel Marketing

This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!

Analysis of Marketing Mix Implementation on Purchasing Decisions for Skintific Skincare Products (Survey of the Community in Jabodetabek)

This research investigates the impact of marketing mix implementation on purchasing decisions for Skintific Skincare Products among consumers in the Jabodetabek region. A quantitative research design was employed, surveying 200 respondents to gather insights into consumer preferences, brand perceptions, pricing influences, and marketing mix synergies. Results indicate that product quality and competitive pricing emerged as significant determinants of consumer satisfaction, brand loyalty, and purchase intention. Furthermore, correlations between marketing mix elements such as product quality, pricing, distribution channels, and promotional activities underscored their collective influence on consumer behavior and brand positioning. The findings offer strategic recommendations for Skintific to enhance market performance, sustain competitive advantage, and drive long-term success in the skincare industry.

The Effect of Marketing Mix on Purchase Intention in the Home Appliance Industry in West Java

The purpose of this research is to discover what factors influence someone's decision to purchase home equipment. In this study, a discussion was held about the effect of the 4P marketing mix elements on purchase intention. The product, the price, the place, and the promotion are the four marketing aspects that will be discussed in this paper. The respondents in this study were 234 people who met the requirements of being of productive age, living in West Java, and having a fixed income. SEM-PLS was used to analyze the data, and the results revealed that just three variables from the marketing mix affected customer purchase intention in the home appliances industry. Product, price, and promotion are the variables that influence purchase intention; however, place has no effect. The company can pay attention to these three variables while designing strategies to improve market competition.

The Impact Marketing Mix on Indigenous Business Development in Uzbekistan: A Regression Analysis

This study investigates the formulation of a marketing strategy framework specifically designed for small and medium-sized enterprises (SMEs) in Uzbekistan. SMEs have several obstacles in establishing brand awareness, enticing clients, and optimizing financial profits in the current fiercely competitive business landscape. To surmount these challenges and maintain expansion, SMEs can utilize the extended marketing mix approach, which comprises the elements of product, price, place, promotion, people, process, and physical evidence. This study employed a blend of descriptive and exploratory research methodologies, integrating both quantitative data-gathering approaches. A survey was undertaken to assess the perspectives of entrepreneurs about the implementation of marketing mix strategies SMEs. The study examined the influence of the correlation between marketing mix variables on the development of SMEs through regression analysis with the help of STATA software. The results emphasized the significance of integrating marketing mix elements for SMEs to improve their marketing endeavors, foster brand loyalty, and get a competitive edge. This study enhances comprehension of marketing strategies for small and medium-sized firms in developing economies such as Uzbekistan and offers valuable insights for policymakers and entrepreneurs in promoting the expansion of SMEs in the economy.

An expanded marketing mix perspective on medical tourism

Medical tourism is a mobility of people traveling from one place to another for medical treatment. Healthcare organizations want to determine the wishes and expectations of medical tourists and produce products accordingly. The most important issue here is how to achieve this. Moreover, what are the demands and expectations of consumers and how they change in constantly changing environmental conditions. Marketing activities carried out in this context have an important role in the success of organizations. Since medical tourism marketing is a branch of the service sector, it also has characteristics related to the marketing of services. The aim of this study is to find an answer to the question of how the extended marketing mix elements bring a perspective to medical tourism. In this context, the medical tourism literature has been examined through a comprehensive review method. In this study, "Product", "Price" and "People" are considered as critical elements in medical tourism marketing strategies. It is important to address the concept of medical tourism with the elements of the extended marketing mix in this way in order to understand all elements in the best way. In this way, the application of the 7Ps can lead to strategic marketing insights for both healthcare providers and national healthcare services.

Marketing Strategy of Educational Services in Improving the Image of Institutions at Institut Agama Islam Al-Quran Al-Ittifaqiah Indralaya

The purpose of this study is to identify and analyse the marketing strategies used by the Institut Agama Islam Al-Quran Al-Ittifaqiah Indralaya (IAIQI) to improve the image of their institutions. This study aims to address the following issues: (1) Analysis of the marketing strategy carried out by the IAIQI to enhance the image of the institution. The research method used is a qualitative approach. The data collection procedure involves the collection of information from Deputy Rector I and Deputy Rector III, as well as students and the public acting as informants. Data collection is done through observations, interviews, and documentation. The most effective promotional efforts undertaken by the IAIQI include advertising, word marketing, public relations, and collaboration. In order to enhance the reputation of educational at IAIQI, cooperation efforts are being made by these institutions in partnership with the government as well as with national and international public and private colleges, high schools, and teachers. Based on this research, SWOT analysis shows that the right strategy to use is the SO strategy, which is to take advantage of the power over the existing opportunities. It can be concluded that the marketing strategy of educational services in improving the image of institutions like IAIQI has been implemented by making planning through identification, segmentation, differentiation, and marketing mix elements quite well. However, it would be even better to document the promotion activities thoroughly for further improvement.

Effective Sales Promotion: A Necessary Catalyst for Elongating the Product Life Cycle in A Developing Economy

The Product Life Cycle (PLC) is a concept that likens a product to animate objects because its life span ranges from introduction to decline. Products can further be likened to human beings to the extent that the lengths of their cycles vary among products, ranging from a few seasons to several decades. This study investigates the effective sales promotion for elongating the product life cycle in a developing economy. This study is designed using a quantitative approach through a survey questionnaire. A total of 100 Coca-Cola Nigeria PLC employees and product consumers participated in this study. The data was analyzed using a regression linear model by assisting SPSS-23. This study concludes that sales promotion is one crucial promotional mix element organizations need to identify and stimulate customer needs and wants. It performs the function of raising awareness of the product to the customer. It increases market share, which, in the long run, helps to sustain its life cycle, especially when perfectly used with other marketing mix elements like price, product, and place. The implication is that the location for redemption of prizes, for instance, in a bonanza, must be easy, or it will weaken the effectiveness of the sale’s promotional activity. The findings of this study recommend that companies improve product availability when needed, especially from the production plant to the depot. The promotional strategies should be communicated in the native language of the target market or audience.

The Influence of Marketing Mix on Consumer Buying Decisions in the context of Fast Moving Consumer Goods

Customer behaviour is the aggregate of how individuals perceive, decide their requirements, buy and experience products, and proceed to address issues. The customer plays the roles of user, payer, and buyer in consumer buying decisions. The objective of the paper is to examine the relationship between the marketing mix elements and consumer buying decisions of fast-moving consumer goods. The study for the research was conducted in Aizawl, Mizoram. A total of 106 respondents, 57 (53.8%) of the participants belong to the age group 19-29 years, 30 years and above (38, 35.8%), and 18 years and below (11, 10.4%). The male participants (61, 57.5%) are more than the female (45, 42.5%). Quantitative and structured questionnaires were designed and the data were collected through an online survey tool. Analysis and interpretation of data were performed using descriptive and frequency statistics, reliability statistics, correlational matrix, and one sample T-test in Jamovi. A one sample T-test was executed to present the relationship between the marketing mix elements to consumer buying decisions of fast-moving consumer goods. The results indicated that Product (H1, p<0.001), Place (H2, p<0.001), Promotion (H3, p=0.001), and Place (H4, p<0.001) of the marketing mix are significantly related to consumer buying decisions.

To buy or not to buy? Green packaging, gender differences and the intention to purchase

Purpose This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.Design/methodology/approach A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.Findings The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.Originality/value The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.