Specific Marketing Strategies Research Articles

한국과 일본 소비자의 웰빙의식과 외모관리에 따른 한방화장품 태도 연구

The purpose of this study is to identify conceptual constructs of well-being consciousness and appearance management behaviors, and to examine the effects of these two variables on attitudes toward Korean herbal cosmetics for Korean and Japanese consumers. A survey was carried out among female consumers between the ages of 20 and 50, and a total of 500 responses were analyzed by descriptive analysis, reliability test, t-test, and confirmatory factor analysis, structural equation modeling and multi group analysis. The results of this study were as follows: 1) The result of CFA and the reliability test on well-being consciousness and appearance management of Korean and Japanese respondents clearly showed factorial structures on each of the variant assessments. 2) In regards to the well-being consciousness, Korean and Japanese respondents highly tended to perceive well-being as a benefit to the physical health and an eco-friendly lifestyle respectively. In the area of appearance management, Korean and Japanese respondents had similar patterns that showed high scores of skin care and weight control. Both Korean and Japanese consumers showed favorable attitudes toward Korean herbal cosmetic products. 3) The consumers' well-being consciousness revealed to have positive influences on appearance management behavior. Both well-being consciousness and appearance management positively influenced attitudes toward Korean herbal cosmetics. 4) As a result of MGA, the well-being consciousness had more positive impacts on Korean respondents' attitudes toward Korean herbal cosmetics than the appearance management variable when compared to the Japanese respondents. On the other hand, appearance management had more positive impacts on Japanese respondents' attitudes to-ward Korean herbal cosmetics than well-being consciousness when compared to the Korean respondents. These results suggest that differentiated marketing strategies for Korean herbal cosmetics are crucial when targeting Korean and Japanese consumers.

Understanding customer‐specific factors underpinning internet banking adoption

PurposeThe purpose of this paper is to deepen our understanding of customers' actual internet banking behaviour by combining the construct of technology readiness with the technology acceptance model and demographics, such as age and gender, into one integrated framework.Design/methodology/approachThe customer‐specific internet banking acceptance model (CSIBAM) is validated through 435 UK internet banking users.FindingsThe results indicate the importance of customer‐specific factors in predicting actual behaviour. Technology readiness, age and gender moderate the beliefs‐intention relationship. Customers with varying levels of technology‐related views and demographics hold different beliefs about technology. The relationship between usefulness and behaviour was stronger for younger males with high levels of optimism and innovativeness (explorers and pioneers), whilst the relationship between ease of use and behaviour was stronger for older females with a high level of discomfort (paranoids and laggards).Practical implicationsIn today's highly competitive financial services market, knowledge of key customer‐specific factors can help banks to enhance customer experience by focusing more on each segment's particular needs. This knowledge would also help managers to decide about the extent to which technology‐based systems can be used, the appropriate type of these systems, the pace of implementation, and the type of customer support required.Originality/valueA distinctive contribution of this study is that it does not rely on self‐reported intention or usage, but instead it employs actual behavioural data. Greater understanding of seemingly established relationships could improve the design of the service and the development of differential marketing strategies aimed at driving adoption and allaying rejection.

Determinants of Adopting Intelligent Broadband Services in Residential Community

Through theoretical and empirical analysis, this study shows that the integration of the TAM model with media influence, government influence, perceived benefits, and personal innovativeness is applicable for explaining the adoption of intelligent broadband services in residential community. The authors also compare the difference between the determinants among three user groups according to diffusion stages in the innovation diffusion theory. Based on a survey of 1,120 participants, strong support was found for the model. Results indicate that personal innovativeness is the most important factor affecting the behavioral intention to adopt intelligent broadband services in residential community among all three groups. Results of this study provide a valuable reference for broadband service providers in residential community to approach different user groups with differentiated marketing strategies.

Intercultural Differences in the Purchase and Information Behaviour of Young Consumers

Intercultural Differences in the Purchase and Information Behaviour of Young Consumers Pressures in the contemporary marketing environment are getting bigger and companies and marketers are required to know consumers and their purchase and information behaviour. In this article we studied the behaviour of consumers and the factors of purchase and information behaviour of young consumers when choosing clothes. We found out about the meaning of individual clothing characteristics having impact on the purchase decision making (price, trademark, fitting of clothing, design, quality, etc.). Consumers receive and look for information at different sources (radio commercials, TV commercials and shows, fashion magazines, catalogue sales, social networks, friends and acquaintances, etc.). With the empiric research we wanted to find out to what measure individual sources influence the purchase decision of an individual. We studied young people aged from 15 to 24 in the countries of the EU (Slovenia, Austria and Germany) and the United States of America. We especially focused on characteristic differences. Knowing intercultural differences is important for global companies of the clothing industry for forming their marketing strategies. On the sample of 440 young people who took part in the survey we found out that intercultural differences exist regarding the influence of individual information sources and regarding the factors of purchase decision making. Considering the stated we propose companies operating in global markets on both continents to prepare differentiated marketing strategies.

Money and Mission: Moving Food with Value and Values

In response to low margins in traditional commodity markets and consumer demand for decommodified food, food value chains have emerged in the last decade as strategies for differentiating farm products and opening new, more financially viable market channels for smaller farmers. These business networks incorporate strategic coordination between food producers, distributors, and sellers in pursuit of common financial and social goals. Our analysis of the aggregation, distribution and marketing functions of eight food value chains of diverse character across the United States reveals four summary findings that encapsulate the challenges and opportunities facing these business organizations: (1) private infrastructure investment should match the organizational stage of development and market capacities; (2) identity preservation is a critical market differentiation strategy; (3) informal networks can be highly effective tools for coordinating the marketing efforts of diverse agricultural producers; and (4) nonprofits and cooperatives both can play key roles in value chain development, but should recognize their organizational competencies and limitations.

Evaluation Of Customer Survey Data To Develop An Effective Marketing Plan For State Parks: A Case Study Using The Texas Parks And Wildlife Department State Park Study

The Texas Parks and Wildlife Department (TPWD) collected information from 2001-2007 from individual parks throughout Texas in an effort to gain useful marketing information from its customers. This project was the first to survey the majority of state parks in Texas in order to gain a system-wide understanding of state park visitors to help plan for state-wide and regional marketing strategies in the future. This survey project collected data from state park visitors such as demographics, whether they were overnight or day visitors, and season of visit in order to identify distinct patterns. Most visitors to the parks were white/non-Hispanic (92%) despite the fact that this category makes up only about half of the Texas population. There were 13% of park visitors from outside the state of Texas and these visitors were older than the average resident Texan visitor and had a lower household income. The data from this survey will allow TPWD to develop specific marketing strategies to increase attendance, revenue, and customer satisfaction at state parks. Specifically, the information will aid in identifying a specific target market on which TPWD should concentrate its efforts.

패션기업의 사회적 책임활동이 기업이미지와 구매인도에 미치는 영향

This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female `C` university students in Daejeon in October of 2010. The data were analyzed by descriptive statistics, factor analysis, reliability analysis, regression analysis using the SPSS-WIN 15.0 and AMOS 7.0 program. The results were as follows. First, corporate social responsibility consists of five dimensions: community/cultural service, social contribution, environmental protection, consumer protection/legal responsibility, and economic responsibility. Purchase intention consists of comparative purchase and priority purchase. Second, social contribution, consumer protection/legal responsibility, and economic responsibility affect the corporate image. Third, social contribution and consumer protection/legal responsibility also affect purchase intention. Forth, the corporate image affects purchase intention. The findings of this study are expected to be used as basic data for establishing differentiated marketing strategies in fashion company.

Consequences of corporate environmental marketing strategies in New Zealand organisations

PurposeThis research aims to present an exploratory study of the consequences of environmental marketing strategies in New Zealand organisations. In general, empirical research on the impact of environmental practices on organisational outcomes is limited and inconclusive, thus a greater understanding of the consequences associated with successful corporate environmental (CE) organisations is needed.Design/methodology/approachEight in‐depth interviews were conducted with leading and proactive CE organisations in New Zealand.FindingsGeneral consequences including innovation, strategic alliances, and improved public relations were found in addition to consequences specifically related to product/service, process‐, and project‐dominant environmental marketing strategies. Negative consequences were also identified.Research limitations/implicationsOwing to the broad nature of the study, it is not possible to make substantial inferences between different industries or specific organisation types and environmental marketing strategies. The size of the sample further limits data generalisability.Practical implicationsPractically, it is anticipated the research will provide guidance for marketing and management leaders in organisations to gain a greater understanding of the consequences associated with environmental strategies. Managers need awareness of the potential impacts of choosing an environmental orientation and strategy.Originality/valueThis research provides the first empirical evidence regarding the consequences for CE organisations except those with previous support relating to organisation performance, brand attitude, employee attitude, and employee commitment and esprit de corps. Several new consequences not previously suggested in previous literature are identified.

A Coffee Shop's Relationship to Customer Trust, Commitment, and Shop Loyalty

We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic relationship. The coffee shop's relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of the coffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively affected shop loyalty, so shop loyalty increased as customer commitment increased.

The influence of relational orientation on Chinese consumers' responses towards apparel mass customisation

This study examined the impact of a Chinese cultural value, relational orientation, on Chinese consumers’ responses towards mass customisation of apparel. Relational orientation, which stresses the conformity to group norms, was found to moderate the relationships between mass customisation and several aspects of consumers’ perceived value. Specifically, relational orientation negatively affected perceived economic value and enjoyment from apparel mass customisation by Chinese consumers. It also negatively affected the impact of several aspects of perceived value on consumers’ behavioural intention towards a marketer. The research suggests the need for differentiated marketing strategies based on consumers’ relational orientation when implementing mass customisation of apparel in the People’s Republic of China.

The Effect of Rural Tourism Village Visitors' Selection Attributes toward Satisfaction and Revisit Intention

This study aims to examine the Visitor's selection attributes and types of preference regarding Rural Theme Village, and gather useful information for establishing differentiated marketing strategies suitable for market segments by the Visitor's selection attributes. In addition, it will contribute to securing competitiveness in providing Visitors with better service by extracting differentiating factors of Rural Theme Villages, and exploring the right direction of Rural Tourism. For the empirical analysis, the attributes were extracted based on the preliminary studies, and a survey was conducted among Visitors and users of Rural Theme Village to examine such factors as importance of selection attributes status, motives of using such Rural Theme Villages, demographic characteristics, and general features of the Rural Theme Villages.

Mobile communications in Turkey: from first mover advantages to management capabilities

PurposeSeveral studies of the telecommunications industry have focused on government regulation and structural conditions, suggesting that initial order of entry and network effects create strong first‐mover advantages for GSM companies. This paper seeks to change the focus to managerial capabilities and to investigate how an early mover on the Turkish market manages the phase of vigorous competition following the early‐regulated period.Design/methodology/approachThe paper is a case study of one leading firm in the context of the Turkish telecommunications market development. The most important sources for data are Telepati Telekom Journal, Turkcell Annual Reports, Telecommunications Authority of Turkey's publications, the reports of investment institutions, web pages of operators, and previous publications about the Turkish telecom industry.FindingsThe paper finds that the early mover, Turkcell, has used a mix of differentiated marketing strategies, innovative and diversified product development and increased service quality to defend its position in an era of increased competition with new operators, a high number of pre‐paid customers and number portability.Originality/valueOn the basis of this case, the paper argues that studies of the telecommunications industry need to expand their analyses of industry structures to also include firm‐specific strategies and management capabilities.

Measuring Returns on Hong Kong's Tourism Marketing Expenditure

The objective of this study is to estimate the per dollar return on tourism marketing expenditure by the Hong Kong Tourism Board in major tourism markets, based on the dynamic modelling approach and cost-effectiveness ratios. The study finds that the estimated cost-effectiveness ratios for the major inbound tourism markets of Australia, China, the USA, the UK, South Korea and Singapore are positive, and that the estimated per dollar returns on tourism marketing expenditure are 9.5:1, 15:1, 2.5:1, 2.8:1, 7.2:1 and 8.7:1, respectively. The results suggest that in order to increase the tourist receipts from these markets, it is necessary to develop different and specific marketing strategies to attract tourists from each market.

Part I: The IIP and the small business high tech client

Part I: The IIP and the small business high tech client

Destination competitiveness and museum marketing strategies: an emerging issue in the Italian context

The aim of this paper is to inform the development of effective marketing strategies for provincial Italian museums. Being long-standing organisations, the characteristics of museums are deeply rooted within the context where they are located. As such, they must reflect an awareness of the location in which they are situated. With this in mind, we investigated the multifaceted nature of major Italian museums, located in a range of different provinces that had different degrees of competitiveness. We explain these variations in competitiveness by means of a descriptive analysis, in which we report on the most popular Italian museums and the levels of competitiveness in the province in which each museum is located. It is possible to categorise the most popular Italian museums in terms of those that are extreme outliers and those that fall into clusters. The differences in the number of visitors and the levels of competitiveness in the Italian provinces where the museums are located indicate that specific marketing strategies are warranted for the museums investigated, as determined by whether they are extreme outliers or part of a cluster. Marketing strategies for museums that are based on an analysis of the number of visitors and the degree of competitiveness of the province concerned have not been previously investigated. By using a novel approach of this kind, we present a preliminary attempt to develop strategies that are appropriate to the Italian context.

Gaming of Strategy--Strategic Realignment of Chinese Dairy Industry

Over the past ten-odd years, the dizzying prosperity and rapid development achieved in Chinese Dairy Industrial t actually covered up a fundamental defect concerning the strategy, which eventually led to the "Melamine Event”. Today, the troubled waters have been poured oil on, but it still needs time to be recovered. China's Dairy Industry, which suffered heavy losses and casualties, is about to seek for a transformation and will have to help himself out of the crisis. This paper will apply the game theory of "Prisoner's Dilemma" case to reflect the strategic defects appeared in the early dairy industrial development, with the combination of the new changes in the dairy industrial development environment after "Melamine Event”, it also points out that the key to revitalize the domestic dairy enterprises is to put the emphasis on the nature of the dairy industry itself, to return to consumers standard, to try to establish the undifferentiated marketing strategy and differentiated marketing strategy system.

Coming out in Copenhagen: homo sports events in city marketing

The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize ‘the different’, for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture.

Role of Trust in Adoption of Online Auto Insurance

While online automobile insurance business is growing rapidly, systematic and focused studies lack behind significantly. This empirical study assesses the relationships among web-service quality, trust, and purchase intention. The results suggest that web-service quality has a significant impact on customer trust, which in turn significantly impact the customer's intention to purchase auto insurance online. This study provides useful guidelines for online auto insurers contemplating differentiated marketing strategies based on web-system quality, information quality, and various trust factors such as product trust, service trust, and company trust. Furthermore, this exploratory study makes a contribution to the research community by providing a theoretical framework for future studies on e-commerce in general and online auto insurance in particular.

Individual profiles and wine consumption patterns in Tenerife [Canary Islands, Spain]. A multinomial logit model

The aim of this study is to analyze the decisions on the frequency of wine consumption to detect the individual characteristics of the potential consumer that influence the propensity towards each decision. Discrete choice models, and in particular, logit models have been seen as tools which are able to identify the way in which a specific combination of characteristics that define the residents of Tenerife conditions his decision on consumption frequency. In general, a regular consumption is not usual for women, which only do so occasionally. On the other hand, the ratio of occasional consumption probability to high frequency consumption probability falls as the age increases. In this sense, the identification of the combinations of individual characteristics associated with patterns of extreme consumption clearly indicates that women and young people are the two consumer segments which should be objects of specific marketing strategies. Any case, the design of such strategies requires investigating about individual preferences and goes beyond the scope of this paper.

Using emotional benefits as a differentiation strategy in saturated markets

AbstractThe high level of product substitution in most consumer markets often makes it difficult to match supply with demand, especially in sectors with mature, saturated markets with intense competition and a high degree of product differentiation. The difficulty of using technical characteristics such as quality and/or price to differentiate products suggests that marketers could profit from gaining more insight into the way in which consumers' purchase decisions are influenced by their perceived emotions. This paper investigates this issue in the wine market, a highly saturated market with homogeneous supply, obtaining results that appear to support the notion that emotions do indeed play a part in consumer choice structures, which show a higher degree of abstraction in those segments that report a greater number of perceived emotions. This considerably complicates the task of creating a differentiated marketing strategy, in the sense that suppliers need to give much greater consideration to consumers' self‐awareness. © 2009 Wiley Periodicals, Inc.