Marketing Mix Factors Research Articles

스포츠 브랜드 플래그십 스토어 방문자의 라이프스타일, 확장 마케팅 믹스 요인, 브랜드만족, 구매의도 및 충성도 간의 구조적 관계

스포츠 브랜드 플래그십 스토어 방문자의 라이프스타일, 확장 마케팅 믹스 요인, 브랜드만족, 구매의도 및 충성도 간의 구조적 관계

QSR brand value

PurposeThis study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.Design/methodology/approachA conceptual framework is provided with marketing strategy, 7Ps, value positioning and outcomes. A survey instrument to assess perceptions of QSR marketing mix dimensions and leading QSR brands as referents was used. The study used exploratory factor analysis, ANOVA and logistic regression to address research questions.FindingsThe five QSR brands were differentiated by three marketing mix dimensions: quality, convenience and price. Subway and Starbucks customers perceived higher quality than McDonald’s and Burger King. Price separated Starbucks and McDonald’s customers. Overall, QSR customers perceived higher quality and convenience than non-customers. Age group was a predictor of customer membership of QSR overall and McDonald’s.Research limitations/implicationsThe study used participants in Germany and had more respondents identified as McDonald’s customers or referent.Practical implicationsThe quality bundle represents unique resources for each QSR brand. Management teams should use a holistic mindset in considering the quality bundle reputation and how the various attributes support each other.Originality/valueConsumers look to three factors for QSR rather than 7Ps: quality, convenience and price. Relative comparisons of perceptions among brands and between customers vs non-customers provided important contributions for QSR marketing mix factors.

실버태권도 마케팅믹스 요인과 노인의 수련 만족 및 수련 후 행동의 관계

This study is performed to expand Silver-Taekwondo in aspect of improving its quantity and quality for the old generation who have become the core consumer group in low birth rate and aging society. The study examined the relationship among marketing mix factors, participating satisfaction and behaviors after participation in Silver-Taekwondo. The subjects of this study were conveniently selected from over 60 years old Silver-Taekwondo participants living in Incheon and Kyounggi area. Total 250 surveys were analyzed with factor analysis, reliability test, correlations and multiple regression test analysis. The results were as follows. Firstly, marketing mix factors such as product, price, place and promotion had a significant impact on Silver-Taekwondo participants’ overall satisfaction. Secondly, marketing mix factors did not have a significant impact on Silver-Taekwondo participants’ behaviors after participation. Thirdly, Silver-Taekwondo participants’ overall satisfaction had a significant impact on behaviors after participation. Based on the results of this study, marketers of Silver-Taekwondo should consider developing appropriate strategies of product, price, place and promotion to make more participants attracted with Silver-Tekwondo.

ANALYSIS OF PREDICTABLE INFLUENCED LEVEL OF MARKETING MIX FACTORS AFFECTED THE TEENAGER ATTITUDE IN WESTERN REGION OF THAILAND TOWARD ONLINE SOCIAL MEDIA PURCHASE

ABSTRACT Objective of this research intends to present the assessment of significant level of Marketing Mix Factors and the attitude toward online social media purchase, including the analysis of predictable influenced level. Marketing strategy through the attitude procedure toward online social media purchase of teenager in western region of Thailand is a Quantitative research. Population and sample are quota random sampling of 500 people who had actual online purchase in one month. Research instrument is questionnaire, using Descriptive Statistics, for instance, frequency, percentage, mean and standard deviation included using Inference Statistics to do hypothesis test with Statistic of Multiple regression analysis. The study showed that the assessment of significant level of Marketing Mix Factors and the attitude toward online social media purchase of teenager in western region of Thailand in relation to the Product had been focused on various types of product, met the customer requirement and more distinguish than other sources. Regarding the Price was reasonable, cheaper than other sources, payable by installment and had options to make payment. While Place emphasized on the convenience and modern channel which save time and transportation cost. Further to Promotion also focused on product placement in other website, mouth to mouth from customers who used the product and the efficiency of product delivery system. Therefore, the analysis of predictable influenced level of Marketing Mix Factors affected the attitude toward online social media purchase found that Place and Promotion affected the interest, dissemination of information and image. Price and Place affected the image and brand strength. Product and Place affected the brand strength at the significant statistic level of 0.05. In marketing strategy of online social media purchase indicated the significance of Place that influenced the online purchase to be convenient, modern channel and variety websites. One important thing was the reliability as consumers believed it could save time and transportation cost. For this reason, the interest, dissemination of information, image and brand strength had influences on the attitude toward online social media purchase. Keywords marketing, teenager attitude, online, Thailand

The effects of the factors of the golf tourism marketing mix on golf course image and golf tourist satisfaction : Golf tourists at the "L" golf course, Jeonnam Prvince, as a case

본 연구는 골프관광객을 대상으로 마케팅믹스와 골프장이미지, 마케팅믹스와 만족도 간의 영향관계를 파악하고, 골프장이미지의 매개역할을 규명하고자 하는데 그 목적이 있다. 본 연구를 위한 설문조사는 2015년 6월 1일부터 6월 14일까지 2주간에 걸쳐서 전남지역에 있는 L골프장을 방문한 골프관광객을 대상으로 실시하였다. 실증분석은 SPSS 21.0 for windows를 이용하여 탐색적 요인분석, 신뢰도 분석, 다중 회귀분석, 계층적 회귀분석 및 Sobel test를 실시하였다. 연구결과를 요약하면, 첫째, 골프관광의 마케팅 믹스 요인과 만족도와의 영향관계를 검정한 결과에서 마케팅믹스의 모든 요인이 만족도에 유의적인 영향을 미치는 것으로 나타났으며, 만족도에는 장소 요인, 상품 요인, 촉진 요인, 가격 요인 순으로 영향을 미치는 것으로 나타났다. 둘째, 골프관광의 마케팅 믹스 요인과 골프장 이미지와의 영향관계를 검정한 결과에서는 마케팅믹스의 모든 요인이 골프장 이미지에 유의적인 영향을 미치는 것으로 나타났으며, 골프장 이미지에는 가격 요인, 상품 요인, 촉진 요인, 장소 요인 순으로 영향을 미치는 것으로 나타났다. 셋째, 마케팅믹스와 만족도 간에 있어서 골프장 이미지의 매개효과를 검정한 결과, 가격, 상품, 촉진요인에서는 완전 매개역할, 장소요인에 있어서는 부분 매개역할을 하는 것으로 확인되었다. 이러한 결과를 바탕으로 이론적 시사점과 실무적 시사점을 제시하고자 한다. 먼저 이론적 시사점으로는 골프장의 확대로 인해 마케팅 경쟁이 심화되는 시점에서 그 동안 연구가 미진한 부분인 마케팅믹스를 적용한 골프장 이미지와 만족도의 관계를 규명하였다는 점에서 의의가 있다. 둘째, 마케팅믹스 요인과 만족도 간에 있어서 골프장 이미지의 매개효과를 규명하였다는 점에서 의의가 있다. 다음으로 실무적 시사점은 첫째, 골프관광객의 만족도를 높여 재방문이나 충성도를 높이기 위해서는 마케팅믹스의 모든 요인에 관심을 가져야 할 것으로 판단되며, 믹스 요인 중에서도 특히 장소 전략에 관심을 두어야 할 것으로 판단된다. 둘째, 골프장 이미지를 향상시키기 위해서도 마케팅 믹스의 모든 요인에 영향을 받는 것으로 나타났으며, 그 중에서도 가격 요인에 더욱 많은 관심을 가져야 할 것으로 판단된다. 셋째, 골프관광객의 만족도를 높이기 위해서는 골프장 이미지를 개선하는 노력이 필요할 것으로 보인다.

The Effects of Cosmetic Industry Marketing-mix Strategies on Consumers’ Purchasing Behaviors

This study investigated the effects of 4P’s of marketing on purchase motivation, customer satisfaction and customer loyalty for the purpose of analyzing the influence of the marketing mix for cosmetics on consumers’ purchase behavior. For this, a questionnaire survey was conducted on a total of 350 customers living in Busan, Ulsan and Gyeongnam. The customers surveyed had all bought cosmetics before. Results were gathered from July 1 to August 30, 2014. The collected data was examined using frequency analysis, exploratory factory analysis, reliability analysis and correlation analysis using SPSS 18.0. The results were the product of the marketing mix factors appeared significantly lower impact on the factors of preference, quality and functionality of purchasing behavior, facilitating factors influence the relative ease of purchase was higher on the action. The product of the marketing mix factors were significantly impact on customer satisfaction. And influential factors of the marketing mix products on the loyalty of the cosmetics were relatively large. The study results found that 4P’s of marketing had an influence on consumers’ cosmetics purchase behavior. In addition, it is expected that the study results would be available as strategic data for the development of the cosmetics industry, for unique and creative cosmetics marketing and as basic data for further studies on the marketing mix.

A Model Development of Thai Rice Label and Package for Heath Conscious Group of Consumers on Social Media

<p>The objectives of this research were to explore Thai rice consumption behavior and to develop the rice package as perceived by health conscious group of consumers on social media. The research methodology adopted mixed methods by means of marketing survey research and using research results to develop the product and package prototypes. The samples were 71 online-based consumers. The research tool was a questionnaire on general status of respondents and factors of their rice purchasing. Descriptive analysis was for the data analysis. Results revealed that the marketing mix factors affecting the consumers‘ decision to purchase rice comprised the following aspects, 1) product: rice cultivating areas, health benefits, and package, respectively; 2) price: best suit to rice quality, clear price tag, and saving price, respectively; 3) distribution channels: clean distribution sites, convenient transport, and enough car parking spaces, respectively; 4) marketing promotion: sale, discount coupon, and point-of-purchase displays, respectively. These are key issues to be considered. Regarding the label and logo design, the design work needed to present complete and clear information referring to essential quality of the product, and represent distinction and uniqueness. Product design needed to consider how to facilitate convenient transport, convenient use by consumers, i.e. opening-reclosing the package, and strength and firmness to effectively support the product, respectively.</p>

Effect of Trade Show Organizer’s Marketing-mix Strategy and Relation Marketing on Satisfaction and Trust

The purpose of this study is to analyze the effect of trade show organizer’s marketing mix strategy and relation marketing on exhibitor’s satisfaction and make trust. Data collected from Daegu-Gyeungbuk international tourism exhibition. The questionaries were distributed from April 23th to 26th in 2015, of the 120 distributed questionnaires 115 copies were used in the analysis. The current study used four traditional marketing-mix components(product, price, place, and promotion), and relation marketing factors(interactive communication, relational benefits, customized service). As a result, marketing mix had a positive effect on relation marketing. Also product and promotion to the marketing mix factors giving a significant impact on satisfaction and trust. Relationship marketing, such as interactive communication, relational benefit, customized services represent a significant influence on the relationship between satisfaction and trust. Therefore, the basic product mix of marketing strategies and relationship marketing for communication and personalized service system are the elements needed to form a commonly long-term solidarity, satisfaction and confidence of the exhibitors. Based on the results, exhibition organizers to be secure the participating companies a long-term loyal customer-oriented and can effectively expand the marketing strategy. In addition, the referred to a useful study to demonstrate a relationship between the two concepts by reviewing the causal relationship between marketing mix strategy and relationship marketing.

How Point-of-Sale Marketing Mix Impacts National-Brand Purchase Shares

Purchase shares of major national brands in consumer packaged-goods industries vary substantially across stores, both between geographic markets and across stores within markets. We measure the relationship between the variation in national-brand purchase shares and five store-specific marketing mix factors: prices, assortment shares, features, displays, and promotion intensity. We do this by first demonstrating the extent to which purchase shares of the top two national brands across six different categories vary across markets, accounts (defined as chain–market interactions) and stores: market-level variation accounts for approximately 30% of the weekly purchase share variation across stores, whereas account-level and store-level variation explain an additional 13% and 5% of the variation, respectively. We then measure the extent to which assortment, pricing, feature, display, and promotion activities affect the purchase shares of the top national brands. We find that price and assortment share are the two most important point-of-sale factors in determining a brand’s purchase share. We also examine how the proximity to a brand’s city of origin, the assortment share of a store’s private label, the extent of retail competition, and the demographics of the store’s neighborhood affect the purchase share’s sensitivity to the point-of-sale marketing mix, revealing several subtle effects. Finally, we measure the extent to which the variation in top national-brand purchase shares is explained by these five factors. We find that, on average, approximately 56% of the variation in national-brand purchase shares can be attributed to these five factors. These results demonstrate the potential importance of trade marketing on a brand’s purchase shares. This paper was accepted by J. Miguel Villas-Boas, marketing.

MARKETING MIX FACTORS THAT INFLUENCE THE DESIRE TO PURCHASE FRUIT BEVERAGES IN THE CITY OF BOGOR

The objectives of this research were 1) to analyze marketing mix factors that influence the desire to purchase fruit beverages, 2) to formulate the marketing strategies of fruit beverages at restaurant based on fruit beverages in the city of Bogor. This research was conducted by using descriptive methods through survey approach. Data was collected in questionnaires, using non probability sample approach with convenience sampling technique. Variables measured were 7P’s marketing mix factors, namely product, place, price, promotion, physical evidence, process and people. The analysis that were used were descriptive analysis and discriminant analysis. The result of this research shows that price and physical evidence were two factors that discriminate consumer behaviour. This means that the purchase intention (desire) between consumers who buy and consumers who do not buy fruit beverages were affected by price and physical evidence factors. The discriminant function that discriminate consumers purchase intention is D = -3,339+0,619Physical+0,899Price and cut-off value -0,18624. This means that if discriminant value (D)is higher than -0,18624, the consumer belongs to the group of consumer who will buy the fruit beverages and vice versa. Keywords: consumer behaviour, purchase intention, marketing mix, discriminant analysis

Pengaruh Bauran Komunikasi Pemasaran Terhadap Ekuitas Merek Produk Adorable Projects

Influence society for the survival of a company or micro-enterprises is very important because there is a strong continuity for complementarity. Where the company requires a buyer and society requires equipment such as clothing and the need to want to perform better. And this continuity is a very supportive relationship the company's success in creating marketing communications mix, which also affects the increase in sales of the company itself, especially Adorable Projects which are capable enough to provide convenience - convenience to the public (consumers) in the marketing of their products. And on the ease - the ease that is given Adorable Projects in marketing their products, will Adorable Projects can measure the brand equity is, whether the Community has made their top choice in the selection of the brand, especially in the field of Fashion which incidentally is generally in the city and especially in the city of Cimahi many outlets that offer similar products and with competitive prices. The scale of influence marketing communication mix factor aginst the brand equity in Adorable Projects product is 19.5%. The promotion which has done do by Adorable Projects have the positive influence but still strong and significant against brand equity to choose Adorable Projects product. That thing show by the value of F calculation (ANOVA) still bigger than F table (13,014> 2,004) because only in 13,014 points and have the mistake probability less or more than 10%.

Pengaruh Faktor Bauran Pemasaran Terhadap Loyalitas Pasien Rawat Inap RS PKU Muhammadiyah Bantul

ABSTRACT Background : PKU Muhammadiyah Hospital of Bantul is a type C hospital with 133 bed capacities. Bed Occcupation Rate during the last 5 years is about 57% - 67%. It is a private hospital with operational cost supported entirely from revenue obtained from patiens. Method: The study used observasional and survey method with cross sectional approach. Population consisted of all in patients. There are 120 respondent. Analyses test using linier regression. Result and Discussion: The result of study showed correlation coefficient as much as 0,755. This meant that marketing mix (X) had very significant relationship whit patient loyality (Y). Regresion equivalent showed Y= -0,285-0,020X1+0,017X2+0,024X3+0,100X4+0,065X5+0,096X6+0,315X7. Whereas determinant coefficient (R 2 ) 0,542. This implied that patient loyality simultaneously affected as much as 54,2% to patient loyality. Value of F calculation was 21,157, F significant was 0,000, reliability 95%. Marketing Mix factors that influence patient’s decision to reuse in patient service at Bantul Muhammadiyah PKU Hospital are building condition (4,347, p=0,000) and process (2,320, p=0,022). The other factors: product, price, place, promotion and people has not yet been influence in patient loyality in-patient service in Bantul Muhammadiyah PKU Hospital, product (0,354, p=0,724), price (0,287, p=0,775), place (0,470,p=0,639), promotion (1,633, p=0,105), people (1,133,p=0,260). Conclussion: Marketing Mix factors that influence patient’s decision to reused in patient service at Bantul Muhammadiyah PKU Hospital are the building condition and service process that has been given.

Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Olahan Burung Belibis (Dendrocygna arcuata) di Rumah Makan Melati Amuntai

This aims research to (i) determine how much of the marketing mix to influence purchasing decisions of products especially processed products of grouse. (ii) Determine which of the marketing mix factors that include product, place, promotion and price that has a dominant influence the purchasing decisions of processed product of grouse. The theory used is the Marketing Management coneerning Marketing Mix Strategy and Consumer Behavior. The approach in this research is a case study that supported the survey. Type of this research is descriptive quantitative. The population in this research are 1500 consumers in one month. The sample size in this researt are 94 consumers. The data were collected by questionnaire. The hypothesis testing using multiple linear regression analysis, the F test (in unison), t test (partial) sought to determine simultaneously and partially the effect of independent variables on the dependent variable at the 95% confidence level (α = 0.05). The results show that the strategy of marketing mix consists of product, price, place, and promotion simultaneously significantly influence to purchasing the decisions of prossed products of grouse by consumers in Amuntai. Partially only one independent variable are not significantly influence to purchasing the decisions, the price variable. Most dominant variable is promotion (25.7%). The coefficient of determination (R2) indicates that the independent variable under study is able to explain 41.1% of the purchase decision variable while the remaining 58.9% is explained by other independent variables were not included in this research

Marketing Mix Factors affecting on Purchasing Intention of Cosmetics Users by Using Kano Model

Marketing Mix Factors affecting on Purchasing Intention of Cosmetics Users by Using Kano Model

ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MENABUNG DI LEMBAGA KEUANGAN SYARIAH

<p>This paper aims to analyze the factors that considered by customer in making a decision to deposit their money at the Islamic Financial Institutions as well as to analyze the main factors considered by customers in making a decision to deposit in to Islamic Financial Institutions. The research method used is factor analysis. The analysis technique used is through the following stages: Description of Data, Test of variables Interdependence, extraction factor (early statistics), factor before the rotation, Rotation Factor and Validity Test and reliability of the model factor. The samples in this research are 100 respondents from 7 BMT in Malang city. Sampling of customers of Islamic financial institutions in this research is using a purposive sampling technique, which is sampling of customer of Islamic financial institution that intentional without consider the level in the population. This technique is done due to the member of the population is considered homogeneous and already well-known. The results of this study showed that environmental factors that consist of cultural, social class, personal, and family and marketing mix factors that consist of product, place, promotion, and price are the factors that considered by customers when making a decision to deposit their money in to Sharia Financial Institutions. The main factors to be considered are the marketing mix, and environmental factors.</p><br />

Hershey’s Entry to the Australian Market with a New Brand: An Accounting and Marketing Perspective

This paper discusses the entry of Hershey’s Chocolates Company tothe Australian market with a new brand. For this purpose, background information and key performance indicators about the firm are presented. Also target customers and market summary, market demographics and target customer profile of the firm are mentioned in the context of situational analysis. Then,Hershey’s entry to the Australian market with a new product is proposed by providing and commenting on SWOT analysis, competition environment, accounting-finance indicators, marketing strategy and marketing mix (4P) factors. Thus, a deeper focus on the organization is realized and shared. As aresult, firm’s entry to the Australian market is discussed with a new product by suggesting recent and altered target customer base, customer profile,marketing strategy and marketing mix. Our study evaluates the potential disadvantages and advantages in detail and argues that there is a need for Hershey’s to enter the Australian market with a new product. In general, this article discusses and defends the entry of Hershey’s to Australian market witha new product by logical reasoning and draws a strategic roadmad to reach this goal.

English

  This study investigated the impact of marketing mix in attracting customers to Saderat Bank in Kermanshah Province. Questionnaire which included 30 questions was used to collect information in this research. The reliability of the questionnaire was calculated using Cronbach's alpha, and a value of 0.882 was obtained, greater than 0.7 which is the reliability of the questionnaire. The population used in this study is the customers of Saderat Bank in Kermanshah Province, with at least one account, interest-free loans and savings. 250 questionnaires were collected by stratified random sampling. The work has one main hypothesis and 5 sub- hypotheses. Pearson correlation test was used to test the hypotheses. It was established that factors in the marketing mix have a significant positive effect in absorbing customers. That means the bank has a significant positive effect.    Key words: Marketing, marketing mix factors, customers’ orientation, customers’ satisfaction.

The Study of the Relation between Marketing Mix and Attract Customers

With competitive financial markets and the expansion of private banks and financial institutions and credit to the marketing and applying marketing techniques and strategies to attract customers and increase the deposit is more important. Using the marketing mix factors such as market access and good service and fast customer service and variety of services and appropriate advertising to attract customers, the increase in deposit institutions, especially financial and credit institutions shall. Given the importance of this issue, this study investigated the impact of marketing mix to attract customers in the bank is in Kermanshah Province. Collection of information is the researcher and the study questionnaire included 30 questions are the reliability of the questionnaire was calculated using Cronbach's alpha was 0.882 and the Cronbach values are greater than 0.7, the reliability of the questionnaire is. The population used in this study is the province of the customer's bank account with at least one interest-free loans, savings, and they are now. Stratified random sampling is that the 250 questionnaires were collected. The main hypothesis of this study and 5 with a particular hypothesis is the Pearson correlation test hypotheses were put to the test plant and a significant positive effect, it was established, meaning that factors in the marketing mix customers absorption process The bank has a significant positive effect.

Factor analysis on marketing mix of online pharmacies – Based on the online pharmacies in China

This article introduces the development of the online pharmacies in China and analyzes the marketing mix strategies of product, price, place and promotion, which are widely implemented by online pharmacies (n = 44) in China. The perception and acceptance of consumers toward marketing mix of online pharmacies in China by software SPSS 13.0 is also surveyed in this study. Lastly this article builds a marketing mix model of online pharmacies and derives seven common factors from the 37 marketing mix factors, namely, personal sales and service, payment method channel, price, sales promotion, OTC drugs and health foods, non-drugs and advertising.

Understanding Relationship between Personality Types, Marketing-mix Factors, and Purchasing Decisions

As one of well-known fashion cities in Indonesia, Bandung has growing numbers of fashion distribution store. These stores, known as distro, have become one of the growth drivers of fashion industry in Bandung. This paper aims to provide understanding on how Bandung distro customers with different personality types evaluate marketing mix factors and how it impacts their purchasing behavior. The customer data was collected by using two types of questionnaires. One questionnaire was used to gather data on distro customers personality type, while the other used to measure the customers assessment of marketing mix factors and the impacts on their purchasing decisions. Discriminant and multiple regression analysis method were then used to analyze the data. The result shows that customer personality profiles relate to their assessment of marketing mix factors and that it impacts their purchasing decisions. The result of this research can be used as a consideration in understanding distro customers behaviors in Bandung so that distro managers and entrepreneurs can formulate effective marketing strategy. Further, as previous studies usually limited themselves only to measurement and comparison of marketing mix factors, this study gives a deeper understanding on customer behavior as it explains not only on how distro customers with different personality types assessed marketing mix factors, but also its impacts on their purchasing decisions.