Target Market Research Articles

Toxic Personal Care: Selling Gendered Marketing and Chemical Toxicity Through Personal Care Products

ABSTRACT This mixed-methods study examines the marketing of, and toxic ingredients found in, common personal care products (PCPs) such as shampoos or deodorants that are sold in the United States. Through qualitative analyses of the messaging presented by PCP packaging and quantitative analyses of the prevalence of toxic ingredients by product and target consumer, we reveal what we term “toxic personal care”: the usage of products sold to consumers as minimally necessary, and perhaps even beneficial, to their personal well-being through gendered messaging, yet introduce consumers to chemical toxicity. Supporting research on postfeminist sensibilities, we find that products marketed to women are no more likely to contain toxic ingredients than those marketed to men, nor do lower-priced products contain more toxic ingredients. Instead, product descriptions perpetuate a “cult(ure) of confidence” that not only encourages the usage of PCPs equally across women and men through drawing from traditional gendered stereotypes, but also masks the similarities in ingredients and toxins. These findings have implications for understanding consumption, well-being practices, gendered marketing, and constructions of confidence in the United States, including monetary and possible health costs to consumers.

Pengaruh Social Media Marketing Melalui Aplikasi Twitter dan Weverse Terhadap Purchase Intention dan Brand Loyalty: Studi Kasus pada Pembelian Album Fisik Kpop Boygroup Treasure

The K-Pop entertainment industry is experiencing fiercer competition due to the rapid development of the genre, which has been aided by technological advancements. Due to its large population, particularly among teens and young adults, Indonesia is the primary target market. YG Entertainment's Treasure, a 10-members South Korean boy band, came in fourth place among its rivals in terms of album sales. The purpose of this study is to identify how far the influence of social media marketing through the Twitter and Weverse applications on purchase intention and brand loyalty in purchasing Treasure boy group albums. The research method used is quantitative with a descriptive approach, using non-probability sampling techniques with a total of 385 respondents. Data collection was done by distributing questionnaires to Treasure fans in Indonesia. Data analysis was carried out using the SEM-PLS method with the help of the SmartPLS 4.1 software application. The results showed that social media marketing has a positive and significant impact on brand loyalty with a to value of 3.957 > ta value of 1.649. In addition, social media marketing has a positive and significant influence on purchase intention, and purchase intention has a positive and significant influence on brand loyalty. This research shows that social media marketing has a positive and significant effect on brand loyalty through the intervening variable of purchase intention in the case study of purchasing Treasure boy group physical albums.

Safety of a feed additive consisting of 3-phytase produced with Komagataella phaffii CECT 13171 (FSF10000/FLF1000) for poultry species, pigs for fattening and minor porcine species for fattening (Fertinagro Biotech S.L.).

Following a request from the European Commission, EFSA was asked to deliver a scientific opinion on the safety of the feed additive consisting of 3-phytase produced with a genetically modified strain of Komagataella phaffii (CECT 13171). The additive is intended to be used as a zootechnical additive for poultry species, pigs for fattening and minor porcine species for fattening. In a previous opinion, the EFSA Panel on Additives and Products or Substance used in Animal Feed (FEEDAP) Panel could not conclude on the taxonomic identification of the production strain. Moreover, the presence of viable cells of the production strain in the final formulations of the product could not be excluded. Therefore, no conclusions could be drawn on the safety for the target species, consumers, users and environment. In the present submission, the applicant provided supplementary information regarding the characterisation of the production strain and the absence of its viable cells in the final product. Based on the data provided, the identification of CECT 13171 as K. phaffii was confirmed and no viable cells of the production strain were detected in the final formulations of the additive. The FEEDAP Panel concluded that the 3-phytase produced with the genetically modified strain K. phaffii CECT 13171 does not give rise to any safety concern as regard to the production strain. Consequently, the additive, in both its liquid and solid formulations, is safe for the target species, consumers, users and environment.

Strategi Pengembangan dan Pemasaran Digital Industry Agency

This research aims to report on the development of Digital Industry Agency (DIA), covering the company’s identity, organization, target market, and financials. DIA, known for specializing in the development of digital products, focuses on big data and ERP (Enterprise Resource Planning) systems. The goal of establishing DIA is to address various issues within companies related to Industry 4.0 through digitalization. ERP, as the main product, is designed to enhance company efficiency and effectiveness by integrating systems and business processes into a unified platform that can be used by all departments and branches of the company. DIA has successfully overcome challenges in developing and marketing digital solutions, particularly ERP, in the era of Industry 4.0. By focusing on innovation and digitalization, DIA has been able to improve operational efficiency and expand its market reach. The strategy of combining digital technology with service personalization has proven effective in attracting and retaining customers. To maintain its position as a leader in Indonesia's digital industry, DIA is advised to continue investing in advanced technology, human resource training, and product innovation to stay competitive and relevant in the market. Sustained investment in technology and product development will ensure DIA remains a key player in an ever-evolving market.

A novel discovery model for revealing substitution relationships from international stock markets: With association rule analysis

At present, the trading volume of the stock market is huge, and the traditional method can not effectively find the relationship between the rise and fall of the stock market, but the machine learning method can find their interrelated data from a large number of data. This research aims to determine the effectiveness of association mining technology in analyzing the relationship between the ups and downs of stock markets in various countries, and it found the highest level of association between stock market items as investor references. The research data takes Taiwan's stock market as the target market and the international mainstream stock index as the related stock market. Through the analysis, it is found that association mining can accurately find the associated stock market according to the relevant parameters. The Taiwan stock market is more closely related to the top ten economies such as the Mainland, the United States, the United Kingdom and France, which shows that the rise of the international or mainland stock market will drive foreign capital to actively buy the Taiwan stock market, and vice versa. At last, the study sorted out three groups of stocks with the highest correlation degree according to the results of association mining, Namely Foxconn Stock (2354) and TSMC (2330), which are most closely related to the rise and fall of the international stock market. Therefore, the results of this study can also be used as a reference for investors to choose the stock price of Taiwan stock market.

Perancangan Usaha dan Kelayakan Pembukaan Usaha Kinar Mete di Kota Surabaya

Kinar Mete is a business in the food sector, especially selling cashew nuts, which has been established in 2008 with its production center in Wonogiri. The increasing public interest and consumption of nuts has made the owner of Kinar Mete see the opportunity to expand his business to the city of Surabaya. The feasibility analysis method is used to assess the feasibility of business expansion which includes market, technical, financial aspects as well as sensitivity and risk analysis. The market aspect study obtained from the results of distributing questionnaires to the people of Surabaya City shows that the potential market is 85.33%, the available market is 74%, and the target market is 0.07%. The technical aspect study shows that the business building covers an area of 260 m2 with a workforce of 4 people with working hours Monday-Friday 07.30-16.30 WIB. Financially, the project costs required are IDR 472,955,940. The results of the feasibility study show an NPV of IDR 326,737,829, an IRR of 27.89%, and a PBP of 4.13 years, which shows that the business is worth establishing. Sensitivity analysis shows that business feasibility is sensitive to an increase in raw material costs of 22.38%, labor costs of 57.68%, a decrease in demand of 11.74%, and selling prices of 8.90%. Risk analysis shows that the risk presentation that can occur is 6.35% so that the MARR with a risk of 16.35% results in an NPV value of IDR 180,581,654, an IRR of 27.89%, and a PBP of 4.37 years, which indicates the business remains viable.

An eye-tracking study: do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements?

ABSTRACT This study examined how consumer characteristics affect their actual visual attention to models in fashion advertisements. A total of 120 college students in the US participated in this study. Eye-tracking technology and a follow-up survey were employed to analyze participants’ visual attention and responses. The research questions were addressed through heatmap results and ANOVA results. The findings compared the responses of participants from various groups and indicated that men’s attention is more focused, while women’s attention is more extensive. In addition, participants of different ethnicities exhibited various viewing patterns, with a tendency to focus on models representing their skin tone. The results offer valuable insights for fashion retailers seeking to develop effective advertising strategies tailored to their target market, thereby enhancing the effectiveness of their fashion advertisements. Furthermore, this study contributes to the existing body of literature on eye-tracking in fashion research and provides suggestions for future research.

Enhancing Environmental Awareness Among Entrepreneurs and Digital-Based Marketing Mechanisms for MSME Products

Environmental awareness among MSME actors in the Dauh Puri Kangin Village area is important to consider as it can positively impact the environment and public health. Here are some key points regarding the environmental awareness of MSME actors: 1. Applying business environmental ethics can reduce the negative impact of MSME production and create business sustainability. 2. Understanding and awareness among MSME actors are necessary for waste management. 3. The government needs to assist MSMEs by facilitating waste management, such as ensuring the operation of wastewater treatment facilities. In addition to environmental awareness, MSME actors also need to pay attention to other issues, such as limited business capital, licensing problems, financial management, lack of product innovation, and difficulties in business development. Digital marketing mechanisms for MSMEs in the Dauh Puri Kangin Village area can be implemented using digital technology and online platforms to achieve marketing goals. Some digital marketing strategies that MSMEs can adopt include: 1. MSMEs can create their own sales website to design the layout, ambience, product catalogue, and promotions. The website should be mobile-friendly for easy access via smartphones. 2. MSMEs can leverage social media as a promotional tool for sales. They can create special groups on platforms like WhatsApp and Line to send product catalogues to loyal customers. 3. MSMEs can collaborate with marketplaces to sell their products. Marketplaces like Shopee and Tokopedia provide security for MSMEs regarding payments. 4. MSMEs can implement email marketing as an online marketing strategy. 5. MSMEs can provide responsive and effective customer service through digital channels such as email, social media, and online chat. Important principles in digital marketing include understanding the target market and consumer behaviour in the digital space, identifying digital platforms that align with the target audience, and analyzing data to measure marketing performance.

Disruptive innovation capability in resource-constrained environments: The role of strategic posture and human capital

The disruptive innovation framework has been suggested to enhance new venture sustainability in resource-constrained contexts. This paper explores the role of human capital and strategic posture on disruptive innovation capability in low-income and resource-constrained environments. Using a generic qualitative inquiry strategy, we develop propositions tested by 20 in-depth interviews with entrepreneurs and industry role players in the South African startup incubation sector. Data from the interviews were analyzed through thematic analysis with constant comparison. The findings suggest that adopting an emerging market orientation and taking strategic risks assists in identifying the right consumer target market. Innovativeness is linked to effective product development processes, and a learning orientation contributes to the development of the skills and capabilities required for successful innovation in resource-constrained environments. Additionally, the findings emphasize prior founder knowledge and industry experience in shaping the strategic posture of entrepreneurs. Resource-constrained contexts vary significantly across regions. Our study contributes to the body of knowledge on disruptive innovations and small business sustainability in resource-constrained environments by investigating entrepreneurial dynamics in South Africa.

Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Pupuk Anorganik (Kasus : Desa Srimulyo Dan Sukodono, Kecamatan Dampit)

Inorganic fertilizers are currently still widely used and are the main choice for farmers because they can increase crop productivity. Companies need to pay attention to consumer orientation, which is related to how to find the target market, needs and convince consumers to make a purchase. This study aims to analyze the influence of brand image, price, review, ecology, and credibility on the decision to purchase inorganic fertilizers by coffee farmers. The locations taken are Srimulyo and Sukodono villages, Dampit District, considering that the village is the largest coffee-producing village in Malang. Purposive sampling was used for sampling as many as 35 coffee farmers with the provision of using and purchasing inorganic fertilizers. The data used in the study is primary data collected through surveys with observations, interviews, questionnaires and documentation. The research uses SEM (Structural Equation Modelling) data analysis with the PLS (Partial Least Square) approach, and conducts data analysis with the help of SmartPLS 4.0 software. The results of the analysis of respondent characteristics showed that most coffee farmers were dominated by men and the level of education of farmers varied from elementary to bachelor's degree. Most of the respondents' farming experience was from 1 to 50 years with a maximum land area of 2 ha. Testing the inner model obtained a determination coefficient (R-Square) of 60.1% brand image, price, reviews, ecology, and credibility were able to explain the influence on the decision to purchase inorganic fertilizers by farmers. The results of bootstrapping data showed that brand image and ecological had a significant negative effect and reviews had a significant positive effect on the decision to purchase inorganic fertilizers. Factors that do not affect the decision to buy inorganic fertilizers are price and credibility

Culture Transcends the Ocean: Research on Chinese-style Games as a New Carrier for International Communication of Chinese Culture —Taking the global impact of Black Myth: Wukong as an Example

In the context of exploring the creative transformation and innovative development of Chinese culture, this paper focuses on how Chinese-style games can help the international dissemination of the "culture +" strategy. Through an in-depth analysis of the current status of Chinese online games going overseas, this paper reveals the competitiveness and cultural influence of domestic games in the global market. This paper specifically analyzes the market size and growth trend of Chinese online games, and elaborates on the distribution of games in overseas markets. Taking "Black Myth: Wukong" as an example, it demonstrates the successful experience of Chinese-style games in cross-cultural communication. This paper proposes strategies and suggestions for Chinese online games going overseas, including clarifying the target market, localizing adjustments, choosing appropriate distribution channels, and formulating effective marketing strategies. In addition, this paper emphasizes the important role of Chinese-style games in inheriting and innovating Chinese culture and promoting the "going out" of culture, and looks forward to the future development trend of Chinese online games going overseas.

Effects of Scarlett Whitening Product Endorsement Content on Tiktok Social Media on Consumer Behavior in Skincare Products

Endorsement content is when a person or group of people supports or promotes certain content, be it in the form of writing, images, videos, or other media. The content can be products, services, brands or even ideas or opinions. Content endorsement can be done by individuals who have influence or popularity on social media, such as celebrities, influencers or public figures. They might write positive reviews, upload photos or videos featuring the content, or provide recommendations to their followers. Organizations or brands can also endorse content by working with influencers or public figures that match their target market. They can pay influencers to promote their products or services through posts, reviews or other content. The goal of endorsed content is to increase awareness, visibility, and trust in that content. By getting support from individuals who are perceived as having authority or influence, the content can reach a wider audience and build a positive image. It is important to note that content endorsements must be honest and transparent. Influencers or parties involved must disclose that they receive rewards or incentives for endorsements. This is necessary to maintain trust and integrity in content endorsement practices.

Pemanfaatan Digital Marketing dalam Proses Pemasaran Produk Secret Garden Village

The use of digital marketing has become an important strategy in product marketing to increase company profits and competitiveness. This article discusses the use of digital marketing in marketing Secret Garden Village products. The background to this research is the importance of digital marketing in the modern era which is supported by the rapid development of information and communication technology. This research aims to explore how the use of digital marketing can improve the marketing of Secret Garden Village products and expand market reach. The methodology used in this research is a case study with data collection through direct observation, interviews, and analysis of related documents. The research results show that the use of digital marketing in marketing Secret Garden Village products has succeeded in increasing brand awareness, increasing customer interaction, and increasing sales. In conclusion, the use of digital marketing can be an effective means for companies to reach a wider target market and get better profits. Therefore, companies should consider adopting digital marketing strategies in their product marketing efforts.

Shockvertising - Viewers’ visual communication perspectives of a controversial skincare advertisement

The rise of digital advertising has led to the creation of various innovative materials to capture the target market’s attention. To stay competitive, many advertisers use “shockvertising”, creating controversial advertisements with a significant impact on viewers’ attitudes and sentiments. This survey research is based on Lester’s Six Perspectives in Visual Communication theory which explained that viewers’ personal, historical, technical, cultural, ethical and critical perspectives are the determining factor in nalysing their controversial consideration perception. In this study, the use of the theory is to explore viewers’ perspectives on a controversial Malaysian skincare advertisement. Using a quantitative approach, 250 respondents rated their perception of a SlimmeWhite skincare TV advertisement. The responses were analysed using SPSS to address three research questions, finding correlations and mean results. The study found that personal technical and ethical perspectives significantly influenced viewers’ attitudes towards the advertisement, identifying these as the controversial aspects. In contrast, critical and cultural perspectives were the least controversial. The advertisement was deemed highly controversial, but gender did not affect viewers’ perspectives. This research concludes that the resulting data are very valuable for advertising students, brand advertisers and companies in understanding viewers’ perspectives on controversial elements in Malaysian skincare advertisements.

Proposed Marketing Mix to Increase Sales of Kliknik Stores in E-Commerce

Kliknik is a shop that sells medicines and vitamins. Kliknik operates on e-commerce at Tokopedia and Shopee. Kliknik's main problem is not achieving the target since March 2022. This is in line with the improving pandemic conditions in Indonesia. Compared with several pharmaceutical companies' net sales, the improving pandemic conditions do not affect a company's sales. It is necessary to propose a marketing mix that Kliknik can implement based on segmenting, targeting, and positioning analysis to achieve the specified Kliknik sales target. Data collection was carried out using a questionnaire. 97 respondent data was obtained, which could be analyzed. Segmentation analysis was done by using k-means clustering. Three clusters were obtained: general, loyal, and critical customers. Through a targeting process, loyal customers were selected as the target market for Kliknik Shop. The positioning statement for the Kliknik Shop is that loyal customers can always shop at the Kliknik because the Kliknik Shop appreciates the trust they have been given. The marketing mix proposal is general but still adheres to the 4P+2P+2C+3S marketing mix concept. The proposed marketing mix given is that Kliknik Shop can take part in some events held by e-commerce, Kliknik Shop admin can actively contact customers who have finished shopping via the chat feature in e-commerce and must be responsive to respond to all chats, comments, and discussions. Kliknik shops are also advised to create social media, Instagram, as a promotional media and extend store operating hours.

The Influence of Consumer Behavior and Electronic Word of Mouth (E-Wom) on the Decision to Purchase Pizza Hut Products in Generation Z in Depok City from a Maqosid Syariah Perspective

This research aims to analyze the influence of consumer behavior and electronic-word of mouth (e-WOM) on the decision to purchase Pizza Hut products among Generation Z in Depok City from a Maqosid Syariah perspective. The importance of this research lies in understanding how these two factors influence purchasing decisions in the context of sharia which focuses on prosperity and balance. The background to the problem includes the increasing influence of digital and social media in the consumption behavior of Generation Z, as well as the lack of literature that discusses the influence of consumer behavior and e-WOM specifically in the fast food industry in Indonesia. This phenomenon is increasingly relevant considering that Generation Z is a significant target market. The novelty of this research is the integration of the Maqosid Syariah perspective in the analysis of consumer behavior and e-WOM, which has not been widely discussed in previous research. The method used was quantitative with a questionnaire as the data collection instrument, involving 150 respondents from Generation Z in Depok City. The research results show that consumer behavior and e-WOM simultaneously have a significant effect on purchasing decisions, with a calculated F value of 137.28 which is greater than the F table of 3.06 at a significance level of 0.05. The t test shows that the coefficient value for consumer behavior is 0.482 and e-WOM is 0.567, with a coefficient of determination (R²) of 0.652, indicating that 65.2% of the variability in purchasing decisions is explained by these two factors. So, consumer behavior and e-WOM have a significant influence on purchasing decisions for Pizza Hut products, and it is important for the company to develop an ethical and transparent marketing strategy in accordance with Maqosid Syariah principles.

The Influence of Personal Selling and E-Marketing Marketing Communications of Dapurnya Ami UMKM on Consumer Brand Awareness in Banuhampu District, Agam Regency

This study aims to analyze the impact of marketing communication through personal selling on consumer brand awareness in Banuhampu District, Agam Regency. Additionally, this study evaluates the effect of electronic marketing communication (e-marketing) by the micro, small, and medium enterprises (MSME) Dapurnya Ami on consumer brand awareness in the area. The research method used is a quantitative approach conducted in Banuhampu District, which consists of seven villages. The sample was selected using proportionate stratified random sampling, purposive sampling, and accidental sampling techniques, with a total of 400 respondents. Data was collected through questionnaires distributed to consumers who are the target market of the MSME Dapurnya Ami. Data analysis was performed using various techniques, including single table analysis, cross-tabulation analysis, and hypothesis testing using Spearman's rho rank. The results show a positive correlation between the personal selling marketing communication of Dapurnya Ami and consumer brand awareness, indicated by r=0.001 and p=0.718. This suggests that the first hypothesis is accepted with a significance level of less than 0.05. Furthermore, the correlation between electronic marketing communication (e-marketing) of Dapurnya Ami and consumer brand awareness is also positive, with r=0.001 and p=0.836, indicating that the second hypothesis is accepted at the same significance level

Role of Gender in Shaping Consumer Responses to Doctor Influencer: Insights into Brand Perceptions and Repurchase Intentions in the Indonesian Mineral Water Industry

This study investigates the effectiveness of influencer marketing, focusing on Dr. Reisa's endorsement of Le Minerale mineral water in Indonesia. It examines how influencer attributes, such as physical attractiveness, familiarity, expertise, success appeal, and congruency, influence consumer attitudes and repurchase intentions. This study examined the impact of influencer marketing on brand perception and consumer behavior, particularly in the digital era. It challenges traditional marketing theories by analyzing the role of various influencer attributes in shaping consumer attitudes. The primary aim of this study is to assess the unique effects of influencer characteristics on brand attitudes and repurchase intentions, with a special focus on the role of gender as a moderating variable in influencer marketing. This study utilized a survey-based approach to evaluate the impact of influencer attributes—physical attractiveness, familiarity, expertise, success appeal, and congruency on consumer attitudes and repurchase intentions toward Le Minerale’s mineral water. Targeting consumers familiar with Dr. Reisa's endorsement, the survey collects quantitative data to analyze how these attributes, along with gender as a moderating variable, influence brand perception in the digital marketing context. This study reveals that Dr. Reisa's physical attractiveness does not significantly impact brand attitudes, challenging traditional marketing beliefs. However, gender has emerged as a key moderator influencing how attractiveness affects brand perception. Contrary to expectations, familiarity with the influencer has no significant effect on brand attitudes, suggesting a shift in digital audience engagement. Notably, expertise, success appeal, and congruency significantly influence brand attitudes, with gender enhancing the impact of congruency. These insights offer a new perspective on influencer marketing, emphasizing the importance of expertise, success appeal, congruency, and gender considerations, thereby providing marketers with strategic guidance in the digital landscape.

BRAND FRUNC ID DIGITAL MEDIA CONTENT PLANNING

The role of digital content in 2023 is very important due to the shifting role of mass media is gradually being replaced by social media. The content published on social media today is creative digital content that aims to increase the awareness of its audience, one of the brands in the city of Bandung called Frunc Id began planning digital content that will be uploaded on its social media channels. The purpose of this content planning is so that the creative digital content produced can provide benefits, and solutions and entertain its audience. This research uses qualitative research methods with a case study approach. The result of this research is that the Frunc Id brand makes a content plan in the form of a brand essence and campaign deck so that the packaging of the digital content presented is more focused according to the segment and gets optimal results. The form of planning presented in the brand essence is a unique value proposition, and target market based on needs, brand benefits, and brand personality. The planning presented in the campaign is the campaign objective, key message, media plan, and content matrix.

Competitive advantage and sustainability in Ghanaian microfinance institutions: the mediating role of strategic capabilities

This study explores the effect of competitive advantage on sustainability within Ghanaian microfinance institutions (MFIs), emphasizing the mediating role of strategic capabilities. We conducted a quantitative analysis using survey data from 500 managers representing 150 MFIs in Ghana, analyzed through structural equation modeling. Our findings indicate that competitive advantages and strategic capabilities have a positive significant influence on MFI sustainability. Additionally, strategic capabilities were found to mediate the relationship between competitive advantage and sustainability within Ghanaian MFIs. This study expands the theoretical framework by incorporating cost differentiation, pricing strategy, focus strategy, market strategy, efficient operations and risk management, innovation in product offerings, target market considerations, and client relationship management. We highlight how MFIs can maintain competitiveness through technology, partnerships, training, career development, and knowledge transfer. This mediated relationship underscores the crucial role of strategic capabilities in achieving sustainable operations. The study provides a conceptual framework for understanding MFI sustainability and offers a roadmap to enhance competitive advantage. By integrating elements from the competitive advantage theory and extending the resource-based view theory, this research contributes to the existing knowledge by clarifying the connections between competitive advantage and sustainability in the context of MFIs. Furthermore, the study addresses the dynamics of competitive advantage, strategic capabilities, and sustainability in a context with limited research. It offers practical implications for policymakers and practitioners, providing insights that can inform targeted interventions to enhance capacities and foster sustainability in the microfinance sector.