...relationship between self-congruity and brand loyalty, and stating the moderating effect of consumers’ price consciousness: The literature review Yulia Yushchik, 10292004 Assignment: Literature review Number of words: 2498 Brand Communication Dr. Peeter Verlegh The University of Amsterdam March 30, 2012 Introduction When the popularity of the relationship marketing is growing widely, consumer-based determinants of brand loyalty are interesting and useful field to study. Brand loyalty is realized by having strategic importance for a business. The figures provided by Bain&Co indicate that a 5% increase in customer retention varies for a company’s profit by 40 to 95%. An increase in customer loyalty of 1% is the equivalent of a 10% cost reduction (Reichheld & Teal, 2001). Gounaris and Stathakopoulos (2004) also mention that loyal customers are less expensive because they reduce marketing costs. For example, several researches found that brand loyalty is positively related to word-of-mouth (De Matos & Rossi, 2008). The relevance of consumer-oriented policy has increased at the time of economic recession. Retaining brand loyalty in a difficult economic climate is a challenging task. Practitioners propose to work harder on getting to know the customers in order to better serve their needs (Slim, 2010, February 3). This allows companies to personalized loyalty programs, which is considered to be the right solution for preserving people’s loyalty to a brand. In the academic world loyalty...
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...Marketing Analysis Issue: As the CanGo New Facility Project evolves they are encountering issues with the online browser syndrome. Online browser syndrome, are where the customer are more concern about the design an security of online stores, customer service, and product price, selection and quality. They also perceive themselves as less skilled at using the Web, more price-conscious and less time pressured than online buyers. At CanGo Gail and Whitney went shopping for items that they found online placed in their shopping cart, but went to the store to pick up. Andrew their director, upon observation and wants to understand why consumer would purchase off-line vs. online and what can be done to improve online sales. Observation: Online browser is skeptical to shop online for various reasons. 1. Customer service online is often quite poor and therefore may discourage some consumers from shopping online. They may avoid shopping since they may have a more negative attitude toward online customer service. 2. Online store designs greatly affect whether consumer have problems with searching, completing transactions and other aspect of using online stores, especially if their computer skills is limited. 3. Because of the lack of or difficulty in finding relevant product information. 4. Some consumer value social exchange and may not utilize the internet, since, it allows limited human interactions in contrast to other retail format such as department stores, mall or...
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...“Connectivity”. (See Figure 2) From the perception map, Connector 10L performed the best in terms of Connectivity, Data Entry and Third Party Support. Moreover, it also had advantages on its weight. However, Connector 10L was not attractive enough to customers in terms of Multimedia Function, Stylish and Monitor Quality. It is noticed that there was a lack of other brands near Connector 10L’s position (Only Palm VII), which indicated a potential opportunity for new positioning – wireless access feature. (See Figure 2) Question 2: In the positioning map with Preference Vector, it could be found that Connector 10L is the 5th preferred brand chosen by participants, ranked after HP Jornada, Casio Cassuioeia, Compaq IPac and Palm VII. Overall preference for handheld devices increased with Memory, Software and Connectivity, while Connector 10L performed best only in Connectivity. However this was not the very most important attribute for participants to determine their preference. Moreover, other advantages Connector 10L had including Weight and Third Party Support were even unaffected to participants’ preference. (See Figure 2) To conclude, participants in this study preferred PocketPCs than other...
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...MARKETING AND BUSINESS ECONOMICS ALBERTA SCHOOL OF BUSINESS International Marketing MARK 644 - X50, Winter 2015 Instructor: Edy Wong, PhD Office: BUS 3 – 21B Phone: 780 492 8137 Email: edy@ualberta.ca Office Hours: By appointment Class Location: Business B 9 Class Times: Wednesday, 6:30 p.m. to 9:30 p.m. Course Duration: January 7th to April 8th, 2015 I. COURSE DESCRIPTION This course is designed to provide students with an understanding of how marketing principles and strategy must be adapted to the international business environment and how an effective international marketing strategy should be formulated. Topics for the course include an overview of the global business environment, influence of culture on consumer preferences and marketing strategy, effects of socio-economic and political factors on market analysis and marketing strategy, techniques of competitive analysis, logistical and supply chain considerations, and relevant government regulations on international trade. The learning strategy for this course will be based on a combination of class lectures, group discussions and presentations, and a group paper. Students are encouraged to contribute to the learning process by drawing on their professional and business experience in class discussions and projects. Learning outcomes in this course will include an understanding of the principles of international marketing, an appreciation of the relevance of politics, culture and international agreements...
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...University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and analysed, followed by directions for future research, theoretical and managerial implications, and limitations. Introduction The concept of involvement, originated from social psychology (Sherif and Cantril, 1947; Harvey and Sherif, 1951), was linked to marketing and consumer research in Krugman’s (1965, 1966, 1971) early works in television advertising and involvement. Involvement is a...
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...Abstract This paper will give brief introduction to the deep meaning behind the word groupthink and the extent to which it is prevalent in our society today , at home, work places, institutions, entertainment places and its effect on consumer buying behavior. Then there will be an elaborate discussion on one of the well documented form of Groupthink in behavioral psychology called Bandwagon effect and its contribution in shaping consumer behavior by looking from different aspects of marketing and products. This effect relates to the spread of different beliefs among people even without any strong evidence and affects the psychology and personality of the person. This mainly helps people to identify themselves and categorize into groups which eventually become the reference group for all their behavior , adaptations and decisions. This forms the basis of the formation of groups, societies pertaining to which is a major part of the social psychology. At last but not the least some real life examples can be will be added to give insights from a practical dimension rather than just theoretical perspective to help understand and develop the idea even more. These examples will never occur to us until we try to think in this particular perspective and realize than since childhood we have been a part of them. Introduction Human being is a social animal. We cannot survive alone that is the reason that over the years they have developed thousands of such bonding and relationships...
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...been broadly defined as the positive or negative influence that a product's country of manufacture may have on consumers' decision processes or subsequent behaviour (Elliott and Cameron, 1994). Within the realm of consumer decision making, country of origin has been defined as an extrinsic cue that acts as a risk mitigant or quality cue for consumers (Cordell, 1992). Such extrinsic cues (others include price, brand name, warranties) serve as intangible product traits that contrast with intrinsic cues (e.g., taste, design), which are tangible aspects or physical characteristics of the product itself (Bilkey and Nes, 1982). Although some studies have questioned the importance of country of origin for much consumer decision making (Elliott and Cameron, 1994; Hugstad and Durr, 1986; Mitchell and Greatorex, 1990; Schooler and Wildt, 1968), recent research has demonstrated that the country of origin has a substantial effect on attitudes toward products and the likelihood of purchasing these products, often demonstrating effects that are as strong or stronger than those of brand name, price, or quality (Ahmed and d'Astous, 1996; Lantz and Loeb, 1996; Okechuku, 1994). Recent research has linked the country of origin effect to levels of consumer ethnocentrism. Consumer ethnocentrism focuses on the responsibility and morality of purchasing foreign-made products and the loyalty of consumers to products manufactured in their home country (Shimp and Sharma, 1987). Sharma et al. (1995) note...
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...E- Market Orientation as a result of Integrating electronic marketing with market orientation concept Morteza Mashayekhi and Amir Ekhlassi Abstract The aim of this paper is to show the relationship between electronic marketing and market orientation. This paper intends to integrate these concepts and draw a framework for e-market orientation as a new paradigm in business. So it is necessary to introduce both e-marketing and market orientation and review the literature related to them. We begin our literature overview with e-marketing and then we turn to introduce the concept of market orientation. Finally, we illuminate the impact of e-marketing on market orientation and introduce the concept of e-market orientation as a new approach in implementing marketing concept with the aid of the internet. Key words: electronic marketing - market orientation – e-market orientation 1. Introduction to e-marketing Electronic marketing is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media. [3] E-marketing includes the management of the consumer’s online experience of the product, from first encounter through purchase to delivery and beyond, but it isn’t just another addition to the marketing mix, another tool in the box. Instead they point out that the way people communicate is permanently changing the way that markets work. [2] E-marketing also can be defined as the use of electronic channels of...
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...Marketing Management Preparing the literature: * Summarize the paper and discuss its core findings * Explain and define the core concepts (study variables) * Describe the contribution of the study (take away message) * Explain the reasoning/processes underlying the core predictions / hypotheses Analyse the research strategy * How did the authors attempt to answer their research questions? * What are the advantages/disadvantages of these strategies? * Put the respective research into a broader context? * Connect the study to practice – what is the applied value? * What are the conditions under which the study’s results are valid? * How can you transfer the results to other situations/applications? For the exam: Make a summary for every paper and learn this summary * 1 page per article * Answer the points mentioned on the last slide * Try to explain the paper to a third party in easy words * Check the tables: you should be able to find and interpret the core findings You don’t need to be able to: * Remember or describe the concrete statistical analysis methods (But you have to understand the core findings!) * Remember every single detail from the research design (But you should memorize the rough research approach!) * Remember every single construct in the conceptual model of a theoretical paper (But you should memorize some of them to be able to make examples and you should...
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...Green Marketing – Opportunities & Challenges Abstract: Although environmental issues has inclined all actions but very few academic disciplines have inculcated green issues into their literature. Even till dated it has not been inclined a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. Now a days modern business houses have accepted green marketing as a part of their strategy. Green marketing subsumes greening products as well as greening firms. In addition to manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it also highlights some problems that organization may face to implement green marketing and it’s managerial implications along with few case points. WHAT IS GREEN MARKETING? So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel...
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...maintenance of a brand’s life in the long term. To achieve this aim, customer satisfaction and trust must be measured and “switching costs” identified. The latter render subscribers’ preference for rival operators more expensive. In this connection, this paper’s aim is to measure the effects of customer satisfaction and trust on customer loyalty, and the direct and indirect effect of “switching cost” on customer loyalty. Design/methodology/approach – The data set covered 1,662 mobile phone users in Turkey. The data were analyzed by moderated regression analysis to test the hypotheses. Findings – The findings of this study show that the switching cost factor directly affects loyalty, and has a moderator effect on both customer satisfaction and trust. Therefore, it plays a crucial role in winning customer loyalty. In short, it is a quasi moderator. However, switching costs was measured as a unidimensional factor, but switching costs in fact contains psychological, financial and procedural sub-dimensions. Therefore, future research might measure the sub-dimensions of switching costs and examine their moderating effects. Originality/value – With respect to the findings, trust has more importance than customer satisfaction in engendering loyalty, since trust contains belief in the brand, which provides positive outcomes not only in the present but also in the future. But customer satisfaction does...
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...The unlimited variety of goods is offered to consumers in a modern world. But how a buyer makes the choice in a modern market flooded with products and services of all kinds? What are the motivations, motives and other factors which affect his or her con- sumer behaviour? These questions remain the most important for everyone engaged in trading relationships and are crucial in marketing of products and advertisement design spheres. The thesis work is aimed to study consumer‟s choice motivations for a branch of products in a limited area of research. Author focuses her study on a particular type of goods, affordable luxury products, and motivations of a target consumer group to buy it. Such limitation is considered adequate, as it allows us to study subject thoroughly, using smaller sample size of respondents and draw conclusions that can be used as a base for further researches. Respondents‟ group is formed by the luxury products‟ consumers. They are divided into two groups, the introverts and the extroverts, using test type questionnaire, based on Carl Jung‟s personality theory. The aim of the study is to find out a relationship between introverted and extroverted types of personality and motivations for status consumption of affordable luxury goods. The research questions are: “Does a personality trait affect motivations for consumption of luxury goods?”, “Which motives are typical for a certain type of personality?” The study brings together researches on status consumption...
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... An Overview of Mobile Telecom 2 2.1.1. Mobile Telecom market definition 2 2.1.2. Telecom in Vietnam 2 2.2. Consumer Choice 3 2.3. Variables of Customer Choice 3 2.3.1. Call quality 3 2.3.2. Price structure 4 2.3.3. Convenience 5 2.3.4. Sales promotion 6 2.3.5. Advertising 7 2.3.6. Reliability 8 2.4. Theoretical Research Model 8 2.5. Hypothesis 8 2. Literature Review This chapter presents the literature review. It divided into three parts. In the first section, an overview of telecommunications is described, that is, the general definition of telecommunications, then the growing of subscriptions in Vietnam is stated. Secondly, the study will discuss about the customer choice and its previous studies. Finally, the antecedents of customer choice in this study are discussed. 2.1. An Overview of Mobile Telecom 2.1.1. Mobile Telecom market definition The mobile telecom market is a type of service industry in which customers place much importance not only on how they are served (functional quality), but also and more importantly, on outcome or nature of services they receive and experience which constitute technical quality variables like network quality (Wang & Lo 2002; Gi-Du and James 2004). Mobile communications markets can be divided by the type of services provided and by the telecommunications networks used for production into the sub-markets for cellular radiotelephony, paging, trunked mobile radio access, and satellite services and networks (see...
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...International Journal of Information Management 30 (2010) 289–300 Contents lists available at ScienceDirect International Journal of Information Management journal homepage: www.elsevier.com/locate/ijinfomgt Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China Zhaohua Deng a,∗ , Yaobin Lu a , Kwok Kee Wei b , Jinlong Zhang a a b School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Hongshan District, Wuhan, China Department of Information Systems, City University of Hong Kong, Kowloon, Hong Kong a r t i c l e Article history: i n f o a b s t r a c t With the rapid development of mobile technology and large usage rates of mobile phones, mobile instant message (MIM) services have been widely adopted in China. Although previous studies on the adoption of mobile services are quite extensive, few focus on customer satisfaction and loyalty to MIM in China. In this study, we examine the determinants of customer satisfaction and loyalty. The findings confirm that trust, perceived service quality, perceived customer value, including functional value and emotional value, contribute to generating customer satisfaction with MIM. The results also show that trust, customer satisfaction and switching cost directly enhance customer loyalty. Additionally, this study finds that age, gender, and usage time have moderating effects. Finally, implications for the marketing of MIM are discussed...
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...Marketing knowledge and the value of segmentation Sally Dibb Warwick Business School, University of Warwick, Coventry, UK Philip Stern Warwick Business School, University of Warwick, Coventry, UK Robin Wensley Warwick Business School, University of Warwick, Coventry, UK Keywords Market segmentation, Marketing theory, Customer profiling, Organizational performance Introduction Market segmentation is according to many textbooks, one of the fundamental principles of marketing (Kotler, 1997). Marketing theory suggests that businesses adopting a market segmentation approach can enhance their organisational performance (Kotler, 1997). Market segmentation is grounded in economic pricing theory, which suggests that profits can be maximised when pricing levels discriminate between segments (Frank et al., 1972). One reason for the widespread acceptance of the approach is the belief that organizations cannot normally serve all of the customers in a market. The leading textbook by Kotler (1997) states that, ``Customers are too numerous, and diverse in their buying requirements''. The implication is that segmentation helps to homogenize market heterogeneity and coincidentally allow for improved organisational performance by targeting specific segments of the market. Thus customers who have been aggregated according to similar buying needs and behaviour will tend to demonstrate a more homogeneous response to marketing programmes (Choffray and Lilien, 1978; Wind, 1978). The marketing...
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