Product Features Research Articles

Corporate Mistakes In Product Promotional Strategy

The Global Village concept made the world population easily accessible to corporates. A company has to be very careful in designing its sales promotion techniques. It has to consider the variations in the cultures, sentiments and wants. Different options and values of other markets are focused on promoting the products and services. The sales promotion mix components must be proportionally used for optimal results. A company has to decide which product promotional strategy is ideal for its product: push, pull, or a combination of both. This article elaborated on the wrong promotional strategy adopted by many corporates to market their products. Ultimately, the products failed in the market due to the consumers' rejection, leading to enormous losses for the companies. Some products of reputed companies fail due to the wrong product promotion strategy. Analysing these failed models will enrich the corporate's knowledge of applying marketing strategies. The sales promotion strategy should match the product's quality and express the product's natural features, as discussed in this article; different sales promotion strategies and styles are available before the manufacturers. They choose the right strategy and promotion method to match the product and market. If the product and promotion strategy are perfectly matched, then the company can take the synergic value of profits

The role of business analysts in driving financial inclusion through product innovation

Business analysts play a pivotal role in advancing financial inclusion by driving product innovation tailored to underserved and marginalized populations. Their involvement is crucial in identifying and addressing gaps in financial services, ensuring that products and solutions are designed to meet diverse needs effectively. This review explores the contributions of business analysts in promoting financial inclusion through innovative product development, emphasizing their impact on creating accessible, affordable, and user-centric financial solutions. In the context of financial inclusion, business analysts utilize data-driven insights and market research to identify barriers faced by underserved communities. By analyzing customer needs, behaviors, and preferences, they provide valuable input on designing products that cater to the specific requirements of these populations. Their expertise enables the development of financial products that are not only accessible but also affordable and inclusive, such as microloans, mobile banking solutions, and digital payment platforms. Business analysts also facilitate collaboration between various stakeholders, including financial institutions, technology providers, and regulatory bodies, to ensure that innovative solutions align with industry standards and regulations. They play a critical role in bridging the gap between technical teams and end-users, translating complex requirements into actionable product features and functionalities. Their work ensures that new financial products are user-friendly and capable of addressing the unique challenges faced by marginalized groups. Furthermore, business analysts contribute to ongoing product improvements by continuously gathering and analyzing user feedback. This iterative approach allows for the refinement of financial products, ensuring that they remain relevant and effective in promoting financial inclusion. By leveraging advanced analytics and emerging technologies, business analysts help in identifying new opportunities and optimizing existing solutions to enhance financial access and participation. In conclusion, business analysts are essential in driving financial inclusion through product innovation. Their role in understanding market needs, facilitating stakeholder collaboration, and ensuring continuous improvement is critical to developing financial products that are accessible, affordable, and inclusive. Their contributions help bridge financial gaps and promote equitable access to financial services. Keywords: Business Analysts, Financial Inclusion, Product Innovation, Market Research, Financial Products, Accessibility, User-Centric Solutions.

Understanding autistic youths' menstrual product preferences and caregivers' product choices.

There is little research exploring the menstrual product preferences of autistic youth, especially those who recently started their period. Study authors surveyed caregivers' choice of menstrual products for their autistic children. They provided popular menstrual materials to autistic youth to try, then asked them which product(s) they preferred, did not try, and why they did not try it. Caregivers selected sensory impact as the most important feature they consider when choosing a menstrual product for their child, and youth participants preferred to use period underwear. Therefore, autistic youth may benefit from purchasing and using period underwear, and caregivers, clinicians, and companies should consider the impact of menstrual product features, like sensory sensitivities, on young autistic menstruators and how best to support them.

Product personalization and brand retailer performance: The critical role of brand retailer‐upstream supplier control

AbstractBrand retailers are increasingly offering product personalization to accommodate the requests of individual customers. While prior research has examined product personalization from a customer's or a manufacturer's perspective, this study focuses on product personalization from a brand retailer's perspective. Under product personalization, brand retailers that outsource production to upstream suppliers face two significant challenges: product returns from downstream customers, and personalization costs charged by upstream suppliers. Employing an analysis of transaction data from an online women's wedding dress firm, this study finds that as product requests increase (i.e., more product features must be modified), personalization costs increase, but the likelihood of product returns decreases. Additionally, as time requests increase (i.e., delivery is more urgent), the likelihood of product returns increases. Furthermore, relationship‐specific process control exacerbates (i) the effect of product requests on personalization costs, and (ii) the effect of time requests on the likelihood of product returns. Finally, relationship‐specific outcome control and transaction‐specific control alleviate the impact of time requests on the likelihood of product returns while exacerbating the effect of product requests on personalization costs. The findings suggest that retailers can realize greater benefits from product personalization by selecting control mechanisms tailored to personalization requests.

Why is KOL (Key Opinion Leader) Advertising on Social Media more Effective at Attracting Consumers than Official Brand Accounts?-Exploring Lancmes Promotion on Chinese Platform RED

In the context of the flourishing digital market, effectively utilizing social media for advertising has become one of the primary concerns for brands. This article aims to investigate the reasons why advertising campaigns by KOLs (Key Opinion Leaders) on Chinese social media platforms garner more attention from consumers compared to official brand accounts. This research employs a case study and interview methodology. The first set of data presents the advertising content and responses of both Lancme's official account and KOL accounts on the Chinese social media platform, Xiaohongshu (RED). The second set of data showcases the interview results from five recruited participants on RED. Each participant was asked to assess their attitudes towards different forms of product promotion. The results indicate that KOLs' posts on RED offer a more relatable and curiosity-inducing perspective by sharing product experiences in everyday life scenarios. This approach resonates with users and brings the promotion closer to consumers. In contrast, the content strategy of official brand accounts tends to focus more on product features, which increases the perceived distance from consumers. Furthermore, interaction data and user feedback from KOL accounts reveal that users are more inclined to trust and reference the authentic usage experiences of fellow consumers rather than official product descriptions. These findings elucidate the practical impact of official brand accounts versus KOL accounts in social media advertising, highlighting the unique value of KOL advertising. Our research is poised to inspire brands to reconsider their social media advertising strategies, potentially bringing forth greater appeal and competitive advantage for the brands.

Generation Z and Hajj Savings: Innovative Marketing Strategy BSI KC Palangka Raya Diponegoro

The success of BSI KC Palangka Raya Diponegoro in attracting customers is proven by the increasing data obtained by researchers that there is a significant increase from 2022-2023 in Generation Z's interest in using Hajj savings products. BSI KC Palangka Raya Diponegoro developed a Hajj savings product with special features and marketing strategies that target the needs and preferences of Generation Z. Using a descriptive analytical approach, this research found that BSI was successful in implementing a 4P strategy which included location, product features, affordable prices and promotions. The results show that this approach is effective in increasing Generation Z's interest in Hajj savings, providing insights for better digital marketing strategies.

Unveiling Users' Security and Privacy Concerns Regarding Smart Home IoT Products from Online Reviews

The Internet of Things (IoT) has revolutionized the global market with lifestyle products such as fitness trackers (FT), smart home speakers (SHS), and surveillance and security camera systems (SSCS). While offering convenience, these products also introduce potential security and privacy (S&P) risks to buyers, often going unnoticed. Consumers’ incomplete mental models of the risks involved and the information asymmetry between buyers and sellers only add to the problem. Understanding consumer concerns in online product reviews can play a crucial role in bridging the gap of such information asymmetry. By establishing a balanced flow of information between buyers and sellers, manufacturers can leverage genuine concerns expressed in reviews to enhance product features while educating users about misinformation in reviews. In this study, we collected FT, SHS, and SSCS product reviews from three Amazon domains: the US, the UK, and India. Using a keyword-based search method focused on S&P concerns, we discovered a considerable number of reviews expressing notable concerns regarding security and privacy. Our qualitative analysis revealed that data security is a common concern across all product types. Further, our quantitative analysis exposed significant geographic variations, with the concern ratio being higher in the US than in the UK for all device types and higher than in the Indian domain for security cameras. These findings highlight the need for tailored security measures and user awareness campaigns in different parts of the world to address the identified concerns effectively.

An Innovation Management Approach for Electric Vertical Take-Off and Landing

With more companies entering the realm of electric vertical take-off and landing (eVTOL) and governments enacting policies to support the development of low-altitude economies, the commercial potential of eVTOL is being recognized by the public. However, true commercialization is still a long way off. This article analyzes the technologies, product features, potential markets, and government policies related to eVTOL and constructs a four-stage, four-layer Policy–Technology Roadmap (P-TRM) model to guide the R&D process of eVTOL. Then, it is transformed into a system structural model, and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method is used to identify several key nodes in the R&D process. Utilizing the Technology Adoption Life Cycle (TALC) theory for interpretation and analysis, the article concludes by proposing strategies in product, technology, and policy support for how eVTOL can successfully cross the chasm. This preliminary analysis of the development path, key nodes, and necessary measures for crossing the chasm provides insights for the R&D and commercialization of eVTOL.

Quantitative Assessment of Market Conditions and Marketing Strategies in the Financial Products Sector: A Case Study of XX Insurance Company, Beijing

The financial products sector in China has undergone significant transformation, driven by economic reforms, technological advancements, and evolving consumer preferences. This study provides a quantitative assessment of market conditions and marketing strategies within this sector, with a specific focus on XX Insurance Company, Beijing. Utilizing a cross-sectional survey of 200 respondents in Beijing, the research examines key factors influencing market dynamics, evaluates the effectiveness of XX Insurance Company’s marketing strategies, and identifies the main drivers of consumer behavior. The findings reveal a generally favorable market environment, with economic growth, regulatory changes, and competitive dynamics as primary influencers. Notably, product features, competitive pricing, strong brand reputation, and excellent customer service emerged as significant factors affecting consumer decisions. The study highlights the importance of digital presence, customer service, and innovative product offerings in enhancing marketing effectiveness. Based on the insights gained, several recommendations are proposed to optimize the company’s marketing strategies and improve its market positioning. This research contributes valuable knowledge to both the academic community and industry practitioners, offering practical guidance for navigating the competitive landscape of China's insurance market.

Market Expansion of Benz-Cy Enterprises Inc. on Selected Industries: Enhancement of Strategic Plan

This study assesses the potential for strategic market expansion for Benz-Cy Enterprises Inc. in the construction, real estate, and healthcare industries while considering possible obstacles and difficulties. The study utilizes a descriptive quantitative research design to carefully record and analyze the characteristics and requirements of potential clients in various industries. A total of 30 business representatives were selected for data collection using purposive sampling. Various research instruments, such as surveys and questionnaires, were employed to evaluate their inclination to purchase IT goods and their existing supplier ties. The results suggest that potential clients have a significant level of awareness and interest in Benz-Cy’s IT products. Companies in these industries are particularly inclined towards established brands such as HP and Canon. More so, this study indicates a chance for Benz-Cy to exploit competitive pricing and new product features to capture a more significant portion of the market. The results also suggest a substantial need for various IT goods, including computers, laptops, and peripherals, highlighting the significance of diversifying the product range. The report indicates that Benz-Cy Enterprises can enter new markets by improving its product offers, executing focused marketing campaigns, and prioritizing sustainability measures. Suggested measures encompass diversifying the range of items, implementing competitive pricing tactics, improving consumer interaction, and advertising environmentally friendly merchandise. These strategic measures are anticipated to strengthen Benz-Cy’s market position, reassure customers of our adaptability, and secure long-term competitiveness and expansion. Keywords: Benz-Cy Enterprise, Market Expansion, IT product

Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand

The veggie bar is a novel dietary concept that caters to the growing trend of individuals who prioritize their health and search for wholesome meal options. However, developing new food products without essential customer insights may put the potential success of food innovation at risk. Our study adopted a participatory co-creation approach to investigate market segmentation and innovate veggie snack bar product features. Focus group discussions at 4 locations across Thailand were employed to examine target segments and examine customers’ insights. A total of 64 respondents, who are fitness enthusiasts (n = 32) and office workers with busy lifestyles (n = 32), participated in this study. This research presented how to co-create a sustainable food product and led to creative ingredient compositions for a new line of veggie bars that reduce sugar and boost nutrition with fiber and probiotics. Scent and taste were also adjusted to disguise vegetable aromas with natural flavor enhancers and add exotic fruits and savory spices to satisfy various consumer tastes. The study also stressed the importance of texture for ease of consumption and produced environmentally friendly and informative packaging to meet customer expectations for sustainability and health. These findings show that product innovation in the food industry can suit consumers’ changing tastes and health concerns.

Value creation across organizational borders: towards a value gap theory

Purpose This study aims to explore and theorize value gaps within value chain management (VCM) by extending the service quality gap model to the context of global manufacturing value chains. Design/methodology/approach Drawing upon a case study of a small, family-owned Swedish furniture wholesaler, Alpha, this research adapts the service quality gap model and integrates it into the VCM framework. The investigation examines the value creation and delivery processes across a network of actors, highlighting how various gaps emerge at different stages of the value chain. Findings The study identifies and describes several value gaps, including those related to consumer understanding, manufacturing capabilities and coordination across the value chain. Value creation gaps arise from poor communication about consumer needs and product features, whereas value delivery gaps are mainly tied to manufacturing capacity and material restrictions. These gaps can result in misalignment between consumer expectations and the delivered value. Research limitations/implications Although this study provides insights into the emergence of value gaps, further research is needed to determine the magnitude and reduction strategies for these gaps. In addition, understanding how consumers evaluate new products remains a critical area for investigation. Practical implications The research highlights the significance of a coordinated approach to managing value creation and delivery processes. It underscores the need for companies to capture accurate consumer data, consider manufacturing capabilities and engage in effective coordination with various actors in the value chain. Social implications By addressing value gaps, companies can enhance consumer satisfaction and minimize potential dissatisfaction caused by misalignment between consumer expectations and delivered value. This, in turn, can lead to improved relationships with consumers and other actors within the value chain. Originality/value This research offers a novel perspective on value gaps in VCM, extending the service quality gap model to the realm of manufacturing. It underscores the importance of managing both value creation and delivery processes for enhancing competitive advantage in a global market.

The Study on the Influencing Factors of Consumer Purchase Intention in Live-Streaming Sales

This study focuses on the influencing factors of user purchase intention in e-commerce live streaming. Based on the SOR theory model, a research model is constructed from the perspective of consumer perception. The results show that the popularity, professionalism, and homogeneity of e-commerce streamers, as well as the price discounts and content quality in e-commerce live streaming product features, and the spatial and social presence in e-commerce live streaming presence features, can directly and positively affect users' purchase intention. At the same time, they can significantly and positively affect perceived value, and perceived value has a significant indirect mediating effect between e-commerce live streaming features and users' purchase intention.

A Study on Factors Affecting Smartphone Purchase Decisions in Indonesia

Smartphones are constantly developing and increasingly impacting human behavior, making them a key benchmark of current telecommunications technology. Smartphones, whether in our pockets or our hands, have become an indispensable component of our daily existence. Indonesia has one of the world's highest smartphone adoption rates. Additionally, Indonesia is the fourth-biggest smartphone market worldwide. However, the increase in smartphone users in Indonesia has not translated to an increase in smartphone sales, which have decreased in Indonesia. So, understanding customer behavior is crucial for smartphone companies. As a result, the aim of this study is to explore the role of social influence, product features, and brand image on smartphone purchase decisions in Indonesia. This research uses a quantitative method, with primary data gathered through a survey with a total sample size of 278 respondents. The Partial Least Square Structural Equation Model (PLS-SEM) with the help of SmartPLS software is the data analysis method used in this investigation. Findings from this study are that social influence, product features, and brand image all significantly influence on smartphone purchase intention. The study also found that Purchase Intention has significant effects on Purchase Decision. Then, to have more precise results, future research may consider about including additional segmentation characteristics like gender or income level.

When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention

In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.

The Influence of Lifestyle and Product Features on Purchase Decisions for iPhone Products

The Influence of Lifestyle and Product Features on Purchase Decisions for iPhone Products

Exploring the Impact of Sustainability Trade-Offs: The Role of Product and Sustainability Types in Consumer Purchases Mediated by Moral Regulation.

The attitude-behavior gap in sustainable product purchasing persists despite prior attempts to address it, thus indicating a need for more research. This study examines contextual factors in sustainable consumption, particularly the sustainability trade-offs (STOs) faced by consumers during product purchases and the impact of conditional morality. We investigate STOs in terms of sustainability type and attribute type and indicate that moral regulation enhances the impact of sustainability trade-offs on purchase intention. Four experiments were conducted with 457 participants in South Korea, focusing on STOs in terms of sustainability type (social vs. environmental) and attribute type (utilitarian vs. hedonic). The findings indicate that attitudes towards sustainability have a positive influence on purchase intention, though sustainability- and attribute-type STOs do not significantly affect this relationship. However, the combination of STOs in environmental sustainability with utilitarian attributes does have a significant impact on the relationship between attitude and purchase intention. Furthermore, while moral regulation mediates this relationship, morality does not have an impact. This research highlights the moderating role of sustainability trade-offs in the relationship between attitudes towards sustainability and purchase intention, underscoring the importance of contextual factors in sustainable product purchasing. Firms can leverage sustainability trade-offs in their marketing strategies, incorporating product features and advertising messages.

User Requirement Identification and Dynamic Analysis Based on Improved Kano Model

The widespread adoption of e-commerce has rendered online reviews an indispensable source for acquiring knowledge about product features. The Kano model serves as a classic framework for categorizing customer requirements. It was proposed by the Japanese scholar Noriaki Kano in 1984 as a tool primarily used to help businesses better understand and categorize customer needs, guiding product development and service quality improvement. However, existing research on mining online review information often relies predominantly on static analysis, lacking comprehensive categorization of user demands. To address this gap, this paper introduces an enhanced Kano model for the identification and dynamic analysis of user demands. This model classifies review data based on emotional polarity and user attention, leveraging the characteristics inherent in online reviews. Furthermore, it constructs a user demand evolution model using time series analysis and utilizes SnowNLP for emotional calculations. By conducting word frequency statistics and employing LDA models to analyze product features, this paper identifies the evolving trends in user demands. Additionally, the exponential smoothing method is used to forecast the trend in users’ emotional values towards the product. The findings demonstrate that this model effectively extracts valuable insights regarding product feature information from user reviews, thereby offering novel perspectives and methodologies for related fields. Consequently, this contributes significantly to advancing the identification and dynamic analysis of user demands.

Impact of Consumer Preferences on Kosovo’s Foreign Trade

In marketing, consumer behavior is a crucial factor in the placement of products in the market and is often the subject of study and research by large companies to identify the needs of citizens and their behavior as consumers in the buying decision process. Consumer buying behavior refers to the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption (Kotler et al., 1999). A company that truly understands how consumers will respond to different product features, pricing, and advertising appeals has a significant advantage over its competitors. The factors that influence consumer behavior are the key elements that companies analyze and aim to break down in order to "attract" customers. This paper will examine the factors of consumer behavior and their impact on increasing/decreasing imports in trade with several countries with which Kosovo has international trade relations. The phenomenon of ethnocentrism will also be examined, a phenomenon that has emerged in every nation in recent years and is more pronounced in the Republic of Kosovo. Finally, an empirical analysis will be presented, highlighting the relationship between imports and import prices.

Marketing strategy to increase sales volume using the AHP method in business XY Tebing Tinggi City

Business xy is one of the culinary industries typical of the city of Tebing Tinggi which operates in the bakery sector which is located in Rambutan District, Tebing Tinggi City, North Sumatra. Xy's business experienced a decline in sales due to increasingly fierce competition selling similar products and a decline in sales due to failure to implement appropriate marketing strategies. By considering these problems, to increase product sales volume, it is necessary to create a marketing mix strategy that uses the Analytical Hierarchy Process (AHP) method. This method will evaluate how consumers view the marketing mix features of peanut bread products. Apart from that, several alternative strategies will be given as references to be implemented in company xy, Tebing Tinggi City. The result of determining the marketing mix priority weights that must be applied to market products is that the strategy to increase market share (41%) focuses on the promotional mix. Alternative strategies that can be implemented include maintaining product quality as the main priority in the product mix (42%), setting prices with quality as the main priority in the product mix (31%), strategic sales locations (44%) as the main priority in the place mix, and increasing market share (44%) as the main priority of the venue mix, and increasing promotional activities on social media (35%) of the promotional mix