Quantitative Marketing Research Research Articles

The Effect of Supply Chain Sustainability Practices on Romanian SME Performance

The paper uniquely assesses the relationship between the main elements of the sustainability of the supply chain and the performance of Romanian enterprises. To identify dimensions of supply chain sustainability, a sample survey was conducted on a structured questionnaire basis among a sample of 385 Romanian enterprises represented by supply chain managers and practitioners. The hypothesis testing and the validation of the proposed construct model were achieved by using the modeling of the equation with the smallest partial squares (SEM-PLS) and multigroup analysis (PLS-MGA). The results suggest a positive and significant relationship between supply chain sustainability practices and business performance. This study provides original evidence to Romanian managers that business performance can be maximized by focusing on increasing the economic, social, and environmental sustainability of the supply chain. The results of this quantitative marketing research add to the existing literature and have far-reaching theoretical and practical implications for enterprises in the Romanian economy.

Quality Strategies Implemented in The Romanian Wine Market

In a highly competitive market such as wine, implementing quality strategies is necessary to succeed. Consumers are increasingly knowledgeable and demanding. The paper aims to identify the primary quality strategies used in the wine market in Romania and to determine the opinions, attitudes, and perceptions of consumers regarding it. For this purpose, an exploratory analysis combined with quantitative market research was carried out.

Comparative analysis of marketing research methods and their impact on product and service development

In the article, the authors conduct a comparative analysis of marketing research methods and examine their impact on the development of products and services. As a result of this analysis, the authors identified the main trends in the field of marketing research, which in the future can serve as the basis for recommendations for optimizing strategies aimed at increasing the competitiveness of products and services in the market. The study identifies key approaches to marketing research, such as market analysis, competitiveness, consumer behavior and others. The authors of the article highlight the advantages and disadvantages of each marketing research method, highlighting their applicability in various scenarios and industries. Particular attention is paid to the influence of marketing research results on product and service development strategies, as well as on management decision-making. The study provides readers with an in-depth analysis of how effective marketing research methods can contribute to successful innovation and increased competitiveness of the entire company. Ultimately, the scientific results obtained by the authors and presented in the article help business representatives, entrepreneurs and marketers make informed decisions based on the results of qualitative and quantitative marketing research, contributing to the long-term success of companies in the market.

Prospects for the development of the restaurant industry in hotel-restaurant complexes

After Covid 19, hazards appeared for the development of the hotel and restaurant business. Some of the skilled personnel left this business and headed for more sustainable industries or abroad. Therefore, the aim of the work is to study the main factors affecting the survival and prospects for the development of the restaurant business in the hotel-restaurant complexes in Bulgaria. The main motivations of consumers for the future development of modern restaurants in the country aimed at increasing customer satisfaction have been studied. The research was conducted through qualitative and quantitative marketing research and SWOT analysis of available high-end hotels and dining and entertainment establishments in Bulgaria. Mathematical and statistical models were used to process the data of the respondents for each of the questions. The results are presented graphically. A comparative characterization of six hotel-restaurant chains in Bulgaria was made in terms of categorization, comfort, amenities and quality of service, and way of eating in the restaurants. The positive sides and their shortcomings and prospects for development in the current economic situation are reflected, and the consequences of the Covid 19 crisis are also taken into account.

ОЦІНЮВАННЯ ЯКОСТІ ПОСЛУГ РАЙДХЕЙЛІНГ-КОМПАНІЇ «УКЛОН» ЗА ДОПОМОГОЮ МОДЕЛІ SERVQUAL

The paper presents the results of a study of the quality of passenger taxi services (case study for Ukrainian ride-hailing service "Uklon"), which was conducted by applying the SERVQUAL tool. The ride-hailing service is an innovative product in the rapidly developing market of taxi services and a business model, a taxi aggregator. Its peculiarities identified via the literature review are the on-demand provision of paid prearranged passenger transportation services combined with smartphone mobile applications or online platforms for immediate booking of trips, making electronic payments, and rating drivers and passengers. The study aimed to obtain the quality measures for the service − the integrated indicator and indicators for the partial characteristics. The theoretical basis of SERVQUAL offered by A. Parasuraman, V. A. Zeithaml, and L. L. Berry is the gap concept and taxonomy of service quality determinants (model RATER). The instrument allows the measurement of service quality as a gap between the consumers' expectations regarding the service characteristics and their perceptions based on consumption experience. Quantitative marketing research in the form of a survey of 50 clients of the "Uklon" was implemented. The method provided the following stages: determination of essential characteristics of a ride-hailing service; development of two questionnaires; collection of primary data by surveying customers aimed at revealing their pre-consumption expectations; surveying customers aimed at revealing their perceptions regarding the quality of services of "Uklon" based on the experience gained; calculation of the general and partial indicators for service quality. The service quality accounted for -0,69, and quality indicators for partial characteristics range from 0.02 to -1.46. The ride-hailing service "Uklon" is close to fully satisfying clients, but there is room for improvement. Two unique value propositions differentiating the company from competitors are identified. Recommendations for improving the services are provided, and prospects for further research are defined.

Quality and Sustainability Strategies Implemented by Fast Food Restaurants

Abstract In order to stay competitive in the market, many fast-food restaurant owners are now implementing various measures to promote sustainable development. They include obtaining ingredients from local and organic farms, reducing energy or water use, and implementing recycling and composting. As the percentage of overweight people continues to rise, the interest in healthy eating has also increased. People are becoming more aware of the importance of maintaining a healthy diet and its impact on their overall health. The fast-food industry needs to adjust, implementing new quality strategies to make their businesses more efficient and attractive to consumers. The authors of this research study used a combination of exploratory research and quantitative marketing research to identify the quality strategies and sustainability measures and understand how consumers perceive their implementation. They conducted surveys and interviews with a sample of consumers to gather data on their attitudes and preferences regarding sustainable and quality measures in restaurants. The research results showed that most respondents want to consume fresh, healthy dishes and support the sustainability and quality measures that restaurants apply. Respondents also consider factors such as the waiting time and the quality-price ratio significant when choosing a restaurant. These findings suggest that consumers are becoming increasingly aware of the importance of sustainability and are willing to support restaurants that are promoting it.

The Marketing of Experiences in the Wine Industry in Romania

Today, many companies have turned their attention from the traditional "features and benefits" to the activity of creating experiences for their customers. In this way, the emotional activation of the customer is attempted, in addition to the rational part of buying the product. As part of this work, we have carried out quantitative marketing research, to find out the opinions of Romanian consumers related to the wine consumption experience. The general objectives of the research are the following: identify consumption habits among Romanian wine consumers; identify how Romanian consumers prefer to enjoy their favorite wine; determine the preferences of Romanian consumers regarding the color and type of preferred wine; determine the frequency of the purchase of wine by Romanian consumers and the place where they purchase their preferred types of wine. The research results can address wine-producing companies from Romania, wine distributors, hotels, and restaurants, for the future development of activities in this field.

Assessing Digital Transformation Acceptance in Public Organizations’ Marketing

Digital transformation has a substantial impact on the activities of public organizations. The way public organizations conduct marketing has also changed due to digital transformation. This paper evaluates how digital transformation influences public organizations’ marketing activities in their employees’ perception and examines the changes triggered by digital technology in public marketing. The research results are based on the literature review empirical studies based on a survey conducted among 425 employees of public organizations in Romania in the marketing field. Using the technology acceptance model and structural equation modeling to analyze and interpret the data, the paper demonstrates that digital technologies have a substantial impact on marketing, in the perception of technology users, in helping to build relationships with the public, and in increasing citizens’ trust in public organizations. Digital technologies, by their significant characteristics (innovativeness, social influence, accessibility, and rapidity), have a significant impact on all public marketing activities. However, they are substantially transforming quantitative marketing research activities due to the digitization of financial accounting and managerial information systems, as well as interactive and transparent communication and public relations activities. Public organization managers must explain the benefits of digital marketing to employees from the internal branding perspective as well as the effectiveness of public marketing activities.

Kepuasan Pelanggan sebagai Faktor Kualitas Pelayanan PT. Mada Graha Nagata dengan Multi Attribute Attitude Model

There are still customers who are dissatisfied with Izone's performance as evidenced by several customer complaints against Izone, including (a) The distance to public facilities such as toilets (b) Some consumers complain about hot karaoke air conditioners (c) The price of the starter power card package (because there is no expiration date) (d) More and varied gift items for the promo (e) The number of machines that are swiped can't play (because consumers swipe wrong) (f) Izone is only in the Irian Supermarket Dept. Store. If this is not handled quickly and seriously, it will cause big losses for iZone. The purpose of this study was to determine customer satisfaction with service quality at PT. Mada Graha Nagata This research was carried out from July 2019 to September 2019 It was carried out at the PT. Mada Graha Nagata Tembung Deli Serdang Branch. Quantitative marketing research methods can be defined as marketing research that conveys research objectives through empirical assessment involving various numerical measurements and various analytical approaches. This type of research uses a descriptive design. The conclusions that can be drawn in this research are from the value of each attribute, the Multi-attribute Attitude Model (MAM) obtained the overall attitude value is as follows: (-28) + (-14.3) + (26 ,8) + (30.2) + (68) = 82.7. The value of 82.7 is included in the Neutral range, it can be concluded that visitors rate Neutral on the service quality of PT. Mada Graha Nagata (Izone2000).

The connection between quality strategies and sustainable growth in the automotive industry

Abstract Increasingly sophisticated consumer requirements, as well as the constraints imposed by environmental policies around the world, are driving car manufacturers to find new ways and adopt various strategies to compete and attract consumers. The car market has grown steadily in recent decades, except in 2020 when it saw dramatic declines. The need for motor vehicles is undeniable in the economy, bringing many benefits (transport of goods and people, jobs, education), but their manufacture, marketing and use also brings a number of environmental problems (pollution, excessive consumption of water and energy, traffic congestion, increasing the number of serious accidents and at the same time increasing the costs of caring for people with temporary incapacity for work). To improve this, manufacturers in the automotive industry need to implement new strategies to help them meet the demands of society and the needs of consumers, but also to meet competition. Although the literature provides information on strategies and measures that have been taken in the automotive industry to improve the quality of products and processes, the authors have not found any studies on the quality strategies implemented. In order to highlight these strategies and how consumers perceive their implementation, the authors conducted an exploratory research and a quantitative marketing research. The results of the research showed that Romanians want to help a sustainable development, but when they choose a car they are guided by the reputation of the brand and price, not by the degree of pollution of the car or the type of engine.

Digital brand in the field of travel agencies

Abstract The Internet has brought along many important changes in recent years, both in terms of the manufacturing and marketing of products or services, and in terms of human relations that have undergone significant changes, due to the ease with which the travel agencies today access unlimited audiences. With the evolution of mankind and the introduction of technology in most fields of activity, the lifestyle of people has changed, so they choose more and more often to buy vacations online. The aim of this paper is to analyse how the brand, from a customer-based perspective, is a key resource for the company when the consumer automatically associates a product with the image of a particular brand. In this sense, we conducted quantitative marketing research that has as main objectives: measuring the importance of the digital brand for deciding to purchase tourism products: measuring the frequency of using the Interne in purchasing a tourism service; the impact of brand elements on Romanian consumers. This paper is very topical, in the context in which many activities in different fields have focused on the online environment. The research results can raise the interest of both individuals and travel agencies that want the development of their brand in the digital environment.

Extension of unemployment benefits and changes in job search margins

Abstract Unemployment insurance benefits are often extended during recessions. Existing research shows that this policy increases the unemployment rate and the duration of unemployment. But less is known about why these changes occur. I construct a job search model with an endogenous participation decision to quantify the contributions of (i) search effort, (ii) job selectivity, and (iii) labor market participation, to changes in unemployment outcomes. In a model calibrated to the US economy, I show that the increased participation accounts for a large fraction of the increase in the unemployment rate following a permanent extension of benefits. This finding indicates the importance of changes in the participation decision of workers facing extended benefits for the unemployment rate—a mechanism that is understudied and frequently overlooked in the quantitative labor market research exploring the impact of UI policies.

Visual Identity Elements Used by Pharmacies in Romania

In a highly competitive market, such as that of pharmacies in Romania, the elements of visual identity help to seduce consumers, to recognize the brand of a pharmacy, making it easier to recognize and more familiar to a consumer. The paper aims to identify the main elements of visual identity used in the Romanian pharmaceutical market and to determine the opinions, attitudes, and perceptions of consumers regarding these elements. For this purpose, an exploratory analysis was performed combined with quantitative market research.

An Empirical Research on the Behavioral Perceptions of University Students on Their ERASMUS Mobilities Abroad.

The European Union (EU) labor market needs a better-skilled workforce that can work in any of the Member States. In order to develop the skills and competencies of future competitors in this market, several student mobility programs have been set up in the EU, where they can travel to universities in partner countries to further their studies and enrich their academic performance, culture and knowledge. The best known of these programs is ERASMUS (European Region Action Scheme for the Mobility of University Students). Because Romania also participates in this program in the exchange of university students, the authors wanted, through this study, to highlight the benefits and challenges of participation in the program, to analyze how international mobilities are emotionally perceived by students and what are the behavioral reasons that determine Romanian students to choose a certain university as a study destination abroad. For this purpose, the authors conducted quantitative marketing research among students from the Transilvania University of Brasov who have been abroad with ERASMUS scholarships. The research results show that an important component in choosing a certain university is not the financial expense during the mobility as might have been expected, but rather the initial desire to study abroad. Students also consider the improvement of their academic performance as an equally important reason for embarking on mobility to the social aspect of getting to know other cultures.

Marketing Research �f Consumers for the Project �Wine Routes of the Ukrainian Black Sea Region�

Abstract. Introduction. Theoretical and practical approaches to marketing research of consumers in the field of wine tourism are considered. Reasonable decision-making is needed for the effective development of the Black Sea Wine Roads project. For this purpose, marketing research was conducted using qualitative and quantitative marketing research (survey, structured interview, content analysis of the text). Purpose. The purpose of the research is to substantiate management decisions for the development of wine tourism in the Black Sea region based on marketing research. Results. A structured interview was conducted with the participants of the ODESSA VINE WEEK event (May 19, 2021), who are stakeholders - the State Agency for Tourism Development of Ukraine, heads of travel agencies, owners and marketers of wineries, etc. The result of the interview was a �portrait of a wine tourist�. A survey of owners of 16 wineries from different regions of Ukraine concluded that the main motives for wine tourists to visit them are the opportunity to try unique local or original wines, high quality wine and use of modern equipment, specially created museums, cultural centers with excursions and wonderful landscapes and picturesque vineyards around. The results of a survey of consumers of wine tourism services are presented. Four main segments among wine tourism connoisseurs have been identified. The first segment is advanced wine connoisseurs, who are mostly united in wine clubs. They have experience in tasting both domestic and foreign wines. They have experience of tasting at wineries. The second segment is Ukrainian tourists who are interested in everything new. They have experience in travel, especially domestic tourism. The third segment � people whose professional activity and purpose of a trip to wineries are directly related to winemaking and tourism. The fourth segment is foreign tourists. Conclusions. The research showed that among modern tourists, the share of those who are looking for an opportunity to add more celebration and pleasure to their holiday in terms of culture and discover new gastronomic feelings combined with fine wines is growing. It is recommended to use the results of the study to form a marketing strategy for the development of the project of wine roads of the Black Sea coast of Ukraine.

MARKETING RESEARCH OF THE IKEA BRAND IN POLAND

The way to stay in the market and increase your income is to use the potential of modern marketing strategies. The article considers the essence of such concepts as competition, code of ethics, the halo effect in IKEA business. In recent years, IKEA has significantly strengthened its position in the global market. The challenges facing the IKEA industry are analyzed: you can’t just do business as usual and count on profit growth; they must be vigilant and responsive to important trends and developments, otherwise they risk being left behind more flexible competitors. Qualitative and quantitative marketing research was conducted and analyzed among international master’s students studying second year of a master’s degree in international business at the Faculty of Management of the University of Warsaw on their perception of IKEA business. IKEA’s mission is to create a better life for many people, so the customer’s opinion is the most important. The peculiarities of the buyer’s behavior when choosing IKEA products are studied: what needs the buyer satisfies when looking for products; what the client most often needs when choosing the IKEA range; convenience of purchase. Brands of national and world level, peculiarity of their positioning on the Polish market are considered.

APPROACHES REGARDING QUALITY AND SUSTAINABILITY STRATEGIES ON THE ROMANIAN BAKERY MARKET

Lately, consumers have become more critical and alert to the quality of products and the factors that influence the sustainability of the society in which they live. The Romanian bakery market is in a continuous development, with a wide range of products. In order to attract and satisfy customers, manufacturers apply various quality strategies and sustainability measures. The study analyzes the quality strategies and sustainability measures adopted in this market. In order to achieve the objective of the paper, a quantitative marketing research was carried out.

Buying behaviors in food retail – Offline versus online

Abstract The age in which we live is increasingly characterized by the ability of people to communicate without restrictions, to send information without restrictions and to have access to complex information, which can be accessed very quickly. The information economy will penetrate and change almost every aspect of our lives. Thus, there are many examples of companies that no longer need to occupy physical space to carry out their activity. They can be virtual and can work anywhere in the world. In this context we also refer to the transition from classic commerce to online commerce. In this paper we analyze the behavior of Romanian consumers regarding the purchase of online or offline sales spaces and complete this analysis with a quantitative marketing research on “Opinions and attitudes of Romanians on the purchase of food products from online sales outlets and offline.”

Approaching sustainable development practices and quality strategies in the Romanian dairy industry

Abstract The Romanian dairy industry has experienced a significant evolution in the last 30 years. Improving product quality is a decisive and important factor for increasing competitiveness in both domestic and foreign markets. The concept of sustainability is increasingly found in the quality policies and objectives set by dairy producers. This paper aims to capture the current sustainable development practices and quality strategies applied by companies in the dairy sector in Romania and how they are perceived by consumers. In order to highlight the opinions and attitudes of Romanians regarding the quality strategies and sustainable development practices that are applied in the dairy sector, the authors conducted a quantitative marketing research among the Romanian population. The sampling method was non-random, and a questionnaire was used to collect the data, which was displayed on a web page (Computer Assisted Web Interviewing). The research revealed that many Romanians have heard of the concept of “sustainable development”, but do not know very well what it refers to. The authors consider that the topic is up to date and that based on the results of this research, companies in the analyzed sector can improve their applied quality strategies and adopt new sustainable development practices in order to improve their products and increase consumer satisfaction.

Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites. Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.