Marketing Mix Elements Research Articles

Do Retailers Manipulate Prices to Favour Private Label Over Brands?

Retailers act as both customers and competitors for brand manufacturers when selling private label in direct competition with brands. This paper considers whether retailers exploit this double-agent position to practice switch marketing, manipulating elements of the retail marketing mix to encourage shoppers to switch from buying brands to private label. Such manipulation can be blatant in nature, such as comparative advertising, brand delisting trials, copycat packaging, and biased shelf allocation. However, the key interest in this paper concerns whether retailers use a more subtle means through strategic pricing to favour private label over brands. The paper reveals very different price treatments of brands and matching private label goods. However, the identified pricing patterns are more indicative of retailers manipulating prices for the sake of segmenting consumers rather than displacing brands.

THE ROLE OF PROMOTIONAL PRICE IN TOURISM MARKETING CRISES FROM THE POINT OF VIEW OWNERS OF SERVICES IN TOURIST ESTABLISHMENTS: A CASE STUDY OF THE THERMAL AND TOURIST COMPLEX IN BISKRA

Tourism pricing is one important activity in tourism business, an important element of the tourism marketing mix, because of its impact on the tourism movement, in view of the importance of the price, this study aims to highlight the promotional price policies used in the tourist and the entertainment complex during the period of marketing crisis experienced by the facility in general, and the current crisis in the country in particular, knowing the types of promotional policies followed by the owners of the services to satisfy and attract the customer, and their respective effectiveness policies applied by the department of the thermal and tourist complex and the service holders are (Discounts, psychological price, bundle price). The study also focused on the impact of tourism demand on the products provided by applying this strategy. The study community is an administrative staff of the various administrative facilities of the composite and some of the 35 service-holders in 2017. A resolution has been designed and distributed to the study sample, and data has been studied and analyzed using SPSS, and after analysis of the data we have come up with a range of results: the policy of cuts, the package price policy applied in the complex is successful and positively influences the tourism demand, while the policy The psychological price is unsuccessful and almost non-existent.

How can Qeshm Air increase its market share in Dubai?

Qeshm Air (QA) as an Iranian airline experienced lower market share than two local carriers, Fly-Dubai and Air-Arabia. These airlines grew an interest in this market due to the large number of available passengers, especially Iranian customers. This research aims to answer “How can Qeshm Air change its marketing strategies to increase its market share in Dubai?” by the use of SWOT and Fishbone analysis with a focus on marketing mix. To answer this question, a combination of secondary and primary data has been used. The Secondary data includes the SWOT analysis of Fly-Dubai, Air-Arabia and the population of Iranian customers in UAE. The primary data includes interviews with QA’s authorities and customer questionnaire. The results of the secondary data and QA’s SWOT which was made from the interviews was a fishbone diagram which helped investigate the effect of different marketing mix elements on QA’s low market share. Data evaluation gives a positive answer to the research question which means that QA can increase its market share with online and long-term direct booking through its website. It can also control its promotional strategies by direct communication with its customers by using low-cost social media tools such as Telegram and WhatsApp.

English

The study aimed at analyzing the role and practice of social marketing as an approach to address issues related to attitudinal change about family planning. Based on the idea of social marketing and its application to positively influence the behavior through changing attitudes of individuals related to family planning and contraceptive use, the study was developed with the methodology applied for preparing instruments of data collection, sampling and data analysis. Marketing-mix as designed for social issues such as family planning has a key role to play to positively develop the attitude towards the concept and bringing favorable changes in the behavior of individuals. Also, individual’s responsibility towards society and usage of family planning services was also found to be associated with social marketing-mix. Therefore, social marketing activities are contributing favorably to individual’s concerning social responsibility, i.e. increasing the level of individual’s responsibility towards society through usage experience of the services of family planning, and vice versa. In other words, as the social marketing activities and programs increase, the attitude towards family planning will become more favorable among the society members. The study is an attempt to relate the idea of social marketing, as an approach of bringing attitudinal changes in the behaviors of individuals towards the concept of family planning and the use of contraceptives. Therefore, the idea as being tested in the context of Ethiopia, and the factors contributing to behavioral change could be of great importance for policy makers of population control and health related areas. Furthermore, the study maintains relevance to contribute significantly to the existing literature of social marketing and consumer behavior related to family planning. Key words: Social marketing, family planning, social marketing mix elements.

Factors Influencing Brand Equity: A Case Study of Dairy Industry

This paper aims to examine the effect of marketing-mix and corporate image on brand equity in a Dairy company (Kalleh Co.). The independent variables of the research are the elements of marketing-mix and corporate image while the dependent variable is brand equity. The present work is a survey study that applies cross-sectional data to test the research hypotheses. The results show that distribution channel in Kalleh Co. generates loyalty and awareness to the brand with marginal effects on perceived quality. Besides, the most effective factor on brand awareness is the company distribution channel (place), and every improvement based on price, positively affects all three aspects of the brand equity–loyalty, awareness of the brand and perceived quality.

An empirical analysis to study the impact of marketing mix elements on overall quality of water purifiers: evidence from India

The paper presents the results of a study conducted in India that assesses the impact of marketing mix elements on overall quality perception of customers about water purifiers. The results of confirmatory factor analysis confirmed the factor structure of marketing mix elements (product, price, promotion and place). Moreover, multiple regression results showed that barring place, all other marketing mix elements viz. product, price, and promotion have positive significant impact on overall quality perception of customers. The sample comprised of 253 respondents.

An empirical analysis to study the impact of marketing mix elements on overall quality of water purifiers: evidence from India

The paper presents the results of a study conducted in India that assesses the impact of marketing mix elements on overall quality perception of customers about water purifiers. The results of confirmatory factor analysis confirmed the factor structure of marketing mix elements (product, price, promotion and place). Moreover, multiple regression results showed that barring place, all other marketing mix elements viz. product, price, and promotion have positive significant impact on overall quality perception of customers. The sample comprised of 253 respondents.

Entrepreneurial marketing in creative art based businesses

This paper explores the marketing perception of creative cultural-artistic businesses in order to show the most crucial challenges that artists face. In-depth, interviews were conducted locally with artists and various art directors to unravel their marketing perception in the current art sector. Data collections and analysis include participant observations, multiple interviews, focus groups and, the interpretation of text and audio data. This paper identies and examines the differences between the philosophy and the cultural-artistic business practices. The purpose of this paper is to show which set of marketing practices for creative artistic entrepreneurs are likely to score point. The findings show that the art entrepreneur's privilege elements of creative marketing mix rather than relying on traditional four Ps (product, price, place, and promotion), their marketing strategy, and practice are reminiscent of the entrepreneurial five Cs (contact network and communicating competency, content, creativity, cultural values, and creator of artwork). This paper also confirms a framework for analysis of marketing practices specifically for cultural-artistic entrepreneurs.

Marketing u osiguranju - značaj efikasnosti upravljanja odštetnim zahtevima

Marketing stands as one of the most important business functions for creating customers and generating demand and is of great importance in the insurance industry. Its purpose is greater than in other business areas, as insurance services and vehicles are not only intangible, but also represent a promise of future payment. Trust in insurance and insurers is essential to insurance services offerings. Thus, to achieve business objectives and create consumer confidence it is important to successfully manage marketing mix elements. Adequate management and compensation of claims are the natural extension of marketing functions in the insurance industry. Generally, the only time that a customer/policyholder has occasion to check the 'quality' of a service, and thus the insurer an opportunity to fulfil the promise of future payments, is when adverse events occur. Traditional marketing cannot affect the insured's losing confidence in insurance and in the insurer when an insurer fails to fulfil its promise. All marketing efforts to improve the confidence in such cases are useless. Thus, it is imperative that payment of claims be properly managed so as to reflect the aspiring promise of marketing claims and prevent the sullying of the insurer's reputation. In this paper are analyzed the significance of marketing in insurance and the importance of proper claims management used to achieve business objectives and build trust in insurers.

Strengthening graduate employee commitment through internal marketing in the South African retail banking industry

A strong internal marketing strategy can be critical to achieving and sustaining a competitive advantage as well as driving organisational change and enhanced organisational performance. This study sought to determine the influence of internal marketing mix elements on the satisfaction levels of recently employed graduates (GradDPs) within the retail banking industry in South Africa. The study also identified links between the satisfaction of GradDPs and their affective commitment in this context. A census approach to generating data was applied in the study by using a person-administered and an electronic survey method. Regression analysis was used to test the relationships proposed in the study. The results indicated that internal marketing significantly influences GradDP employee satisfaction within retail banks in South Africa and that a positive relationship exists between GradDP employee satisfaction and their affective commitment. The study results allowed for recommendations that retail banks provide training and support programmes to assist managers in developing a more participative style of leading. Such programmes would assist leaders in consulting employees more often and ensuring that they have sufficient autonomy when executing their work. It would also help leaders to create a safer GradDP employee environment that fosters openness, risk-taking and idea generation.

An Empirical Examination of Marketing Mix Elements and Customer Perceived Value in Retail Industry

An Empirical Examination of Marketing Mix Elements and Customer Perceived Value in Retail Industry

دور عناصر المزيج التسويقي للخدمة المصرفية على ولاء الزبون - دراسة تطبيقية لعينة من زبائن المصارف الخاصة في إقليم كوردستان - العراق

The aim of this study is to investigate the elements of banking marketing mix in private banks in Kurdistan - Iraq, and the role of these factors in attracting customers from the market and encourage them to deal with these banks. Since the elements of marketing mix are considered as the most important factors that influence the customer loyalty, which requires the bank management to have an attention on the  marketing of bank services in well-organized manner. Therefore, according to our questionnaire process and data analysis, the results indicate that customer loyalty correlates positively with product quality, Price, and place; while promotion, people, process of operations and physical environment has no correlation with customer loyalty.

Impact of Consumer-Centric Marketing-Mix on Purchase Behavior of Non-Core Food Items: An Empirical Study of Urban Subsistence Marketplace

The objective of this study is to identify bundle of food items which are non-essential in context of poor consumers and analyze the consumption spending on these non- core food items. This study yields an impact of consumer centric marketing-mix for these non-essential or non-core food items on food purchase decision for urban bottom of the pyramid (bop) consumers.Based on the a survey of six hundred respondents this study was conducted in six selected slum areas of delhi. Thereby, based on the exploratory factor analysis existing scales of marketing-mix was refined for the non-essential food items leading to a regression model for determining the impact of marketing-mix on food purchase behavior at urban subsistence marketplace.Non-core food category includes the Beverages, Refreshment and Packaged processed food. Key finding emerged as redefined marketing-mix, comprised of four factors namely Expected Product, Convenience, Price Insensitive and Non-Social Sources, and had significant and positive influence on BOP purchase behavior of non-core food items.For managers, this research suggests a set of guidelines for designing marketing-mix for non-core food items in consumer sensitive manner.This study will lead to increased understanding about consumption behavior of subsistence marketplace thereby allowing various marketers to efficiently engage consumers which may lead to inculcating a long forgotten market into the mainstream economy and improving the standard of their living by providing significant choices.This paper makes an original contribution in direction of revival of existing western marketing-mix based on the BOP consumer survey. Given the absence of empirical and quantitative studies in BOP segment, this study marks a stepping stone towards obtaining generalized marketing-mix model.The food items consumed by BOP market is further pronged into two categories- Core and Non-core Food items. This study is limited to redefining the marketing-mix elements for core or essential food items. This study was conducted in densely populated urban slum areas of Delhi.

The Effect Of Brand Experience Provider On Brand Experience: Focus On Korean Cosmetic Brand Shop

This present research distinguishes brand experience providers of cosmetic companies that include three elements: Brand identity elements of cosmetic brand shops (feminine and environmental-friendly brand identity); Marketing mix elements (level of iconic product, level of steady-seller product, reasonable pricing, convenience of location, quality of additional service); Cosmetic brand store elements (effective product assortment, atmosphere of a store, availability of testers, proficiency of consultants). This paper aims to explore these elements and the effect of brand experience provider on all brand experience dimensions; sensory, affective, intellectual, and behavioral experience. After the review of extant studies, we propose 11 hypotheses.
 Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. According to the result of empirical analysis, it turns out that, in terms of characteristics of brand experiential provider, 'feminine brand identity', 'iconic product', 'steady seller product', 'convenient location', 'additional service quality', 'assortment', 'atmosphere', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity', 'reasonable price' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. The study produced a theoretical implication on brand experience that it empirically approached to factors of brand experiential provider on holistic brand experience of store. The earlier studies were at best conceptual analysis or they mainly dealt with in-store factor, whereas this paper divides factors that affect the customer's overall experience into 'brand identity', 'marketing mix strategy', and 'physical environment of in-store'.

Faktor Penentu Keputusan Konsumen dalam Mengkonsumsi Teh Celup Sariwangi (Studi Kasus pada Konsumen Tiara Dewata Group di Kota Denpasar)

Determinants of Consumer Decisions in Consuming Sariwangi Dye Tea(Case Study on Tiara Dewata Consumer Group in Denpasar City)
 The consumers’ decision in purchasing Sariwangi tea bag products is affected byconsumer characteristics and marketing mix elements. These variables affect thebuying decision processes so as to produce a buying decision. This research wasconducted at supermarkets in Denpasar City with the aim to identify the factors thatplay a role in consumer decision to buy Sariwangi tea bags and analyze decisionprocesses of purchasing Sariwangi tea bags by consumers in Denpasar City. In thisresearch, the method used was descriptive-quantitative analysis method andqualitative-descriptive analysis. The results showed that all variables had a role to theconsumer's decision to consume Sariwangi tea, the variable that had the greatest roleto the secondary factor was the social variable with the communality value of17.29%, while the individual variable with the communality value of 10.49% had thelowest role to the consumer's decision to consume Sariwangi tea bags. Consideringthat the seven variables truly have a role to consumer decisions consuming Sariwangitea, then the producer should still pay attention to matters relating to these variables,especially social factors that have the most decisive role.

Shopping intention prediction using decision trees

Introduction: The price is considered to be neglected marketing mix element due to the complexity of price management and sensitivity of customers on price changes. It pulls the fastest customer reactions to that change. Accordingly, the process of making shopping decisions can be very challenging for customer.Objective: The aim of this paper is to create a model that is able to predict shopping intention and classify respondents into one of the two categories, depending on whether they intend to shop or not.Methods: Data sample consists of 305 respondents, who are persons older than 18 years involved in buying groceries for their household. The research was conducted in February 2017. In order to create a model, the decision trees method was used with its several classification algorithms.Results: All models, except the one that used RandomTree algorithm, achieved relatively high classification rate (over the 80%). The highest classification accuracy of 84.75% gave J48 and RandomForest algorithms. Since there is no statistically significant difference between those two algorithms, authors decided to choose J48 algorithm and build a decision tree.Conclusions: The value for money and price level in the store were the most significant variables for classification of shopping intention. Future study plans to compare this model with some other data mining techniques, such as neural networks or support vector machines since these techniques achieved very good accuracy in some previous research in this field.

Ranking the effect of services marketing mix elements on the loyalty of customers by using Topsis method (case study: city bank branches in Tehran)

Successful companies do not only pursue sale, but they are looking for satisfactions of customers and their loyalty. This study aims to rank effect of services marketing mix elements on the customers’ loyalty in the City Bank. Method of this research is survey and causal-comparative and domesticated questionnaire was used for gathering data which its validity was confirmed by experts and its reliability with Cronbach alpha 0.908. Statistical sample size was 384 loyal customers of City Bank in Tehran based on Cochrane formula and simple random sampling was used as sampling method. Findings showed that there is significant relationship in average level between physical factors and environmental factors including distribution of physical facilities and customer loyalty and the relationship between competence related factors including promotion of employees or customers’ loyalty is strongly significant. Besides, there is significant relationship between services related factors including product, price, operation management and quality of services or customers’ loyalty in moderate level. It is suggested that for attracting loyal customers, more attention should be paid to promotion which has very strong relationship with customers’ loyalty. It is suggested that City Bank increases the motivation of employers in providing careful and rapid services for improving productivity and services quality by suitable incentives.

Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe

This article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.

How and When Retailers\u2019 Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

This study aims to address how (through which mechanisms) and when (under which conditions) retailers’ sustainability efforts translate into positive consumer responses. Hypotheses are developed and tested through a scenario-based experiment among 672 consumers. Retailers’ assortment sustainability and distribution sustainability are manipulated. Retailers’ sustainability efforts lead to positive consumer responses (e.g., improved store evaluations) via two underlying mechanisms: consumers’ identification with the store (personal route) and store legitimacy (social route). The effects of sustainability efforts are strengthened if consumers have personal norms favoring shopping at environmentally friendly stores. Remarkably, when controlling for moderation by personal norms, social norms weaken the effects. The findings show that traditional marketing mix elements provide opportunities for retailers to improve their organizations’ bottom line and positively affect consumer (and societal) well-being. This study helps retailers decide whether or not to invest in and communicate about sustainability. Past research has shown the clear potential for positive consumer responses to firms’ sustainability efforts, but little is known about the underlying mechanisms and the conditions under which such responses take place. This study advances theory by examining personal and social factors as mediators and moderators of the retailers’ sustainability efforts–consumer responses relationship.

Appetizer or Main Course: Early Market vs. Majority Market Go‐to‐Market Strategies for Radical Innovations

Different views exist in the literature regarding which adopter group to target with a go‐to‐market strategy: early market consumers or consumers in the majority market. Particularly when radical innovations are launched, the approach to the market becomes a critical success factor for firms seeking to recoup their significant investments in these innovation endeavors. Four experimental studies investigate whether and how to differentiate the design of go‐to‐market strategies, represented as bundles of marketing mix elements consisting of brand name, launch price, message content, and distribution intensity, for different consumer groups. Using the concept of consumer innovativeness, this study distinguishes between the early market of innovative consumers and the majority market populated by consumers low in innovativeness. Applying a signaling framework, the results indicate that the early market can be targeted with a go‐to‐market strategy signaling exclusive innovativeness; the majority market should be approached with a strategy signaling security. Further, at a signal vehicle level using specific marketing mix elements, the study demonstrates the relevance of adapting the go‐to‐market strategy for a radical innovation with regard to message content, distribution intensity, and launch price in line with consumer innovativeness. The results also indicate that the adaptation of the two signals and their signal vehicles to the targeted consumer markets is generally not necessary for incremental innovations. The authors discuss the implications of their study for future research and provide managers with recipes of go‐to‐market strategies for radical innovations when targeting consumers in the early versus majority market.