...beliefs and consumer behaviour: from loyalty to boycotts Religious beliefs Khalil Al-Hyari, Muhammed Alnsour and Ghazi Al-Weshah 155 Al-Balqa’ Applied University, Al-Salt, Jordan, and Mohamed Haffar Received 28 March 2011 Accepted 8 June 2011 Brunel University, Uxbridge, UK Abstract Purpose – In a constantly changing and increasingly globalised world, religions still play a significant role in influencing social and consumer behavior. The purpose of this paper is to develop a conceptual model that explores the link between religious beliefs and consumers’ boycotts towards particular products. Certain important concepts are linked to boycott, these include: conspicuous consumption of global brands, animosity and country of origin. Design/methodology/approach – First, a critical literature review on empirical consumer animosity, conspicuous consumption, religion, and consumption studies is undertaken. Second, qualitative techniques are used to collect the primary data. This is undertaken with reference to the case study of boycotting of the international Danish brands in Saudi Arabia, in order to highlight the relative emphasis of each of the factors that may influence consumer purchase behaviour of global brands. Findings – The findings of this study show that there is a strong relationship and a clear link between religiosity in Arabic/Islamic collectivist cultures and consumer behaviour (mainly boycotting). It also shows that consumers in such societies...
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...Marketing book notes Chapter 1: * Marketing is managing profitable customer relationships. The aim of marketing is to create value for customers and capture value from customers in return * Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep the grow current customers by delivering satisfaction * Marketing must be understood not in the old sense of making a sale- “telling and selling” – but in the new sense of satisfying customer needs. If the marketer understands customer needs; develops products that provide superior customer value; and prices distributes, and promotes them effectively , those products will sell easily * Selling and advertising are only part of a larger marketing mix – a set of marketing tools that work together to satisfy customer needs and build customer relationships * Marketing- the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Understanding the marketplace and customer needs: * 1) needs, wants, and demands * 2) market offering (products, services, and expectations) * 3) value and satisfaction * 4) exchanges and relationships * 5) markets Customer needs, wants, and demands * The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include physical...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0265-1335.htm IMR 28,2 The role of context in assessing international marketing opportunities Susan P. Douglas and C. Samuel Craig Stern School of Business, New York University, New York, New York, USA Abstract Purpose – The choice of which country or countries to enter is a critical decision and needs to be made with considerable care and deliberation. Initial market entry decisions have typically focused on country evaluations based on macro-economic data. While appropriate in providing an initial screening of countries, other factors, notably contextual factors, can provide important insights in assessing international market opportunities. The purpose of this paper is to examine the impact of context at four distinct levels. Design/methodology/approach – The literature on the influence of context on consumption and purchase behavior is reviewed to provide a framework to understand contextual factors as a means to refine entry strategy and develop effective segmentation strategies. Findings – A wide range of contextual factors exert influence on consumption choices and contribute to within-country heterogeneity. These are typically examined at the macro-level, but also need to be examined at the meso-level, micro-level and situational level to fully assess market opportunities and establish viable market segments. Practical implications – Examination of contextual factors...
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...Consumer and organizational buyer behavior are sub-categories of marketing. Research in both fields has enabled manufacturers and distributors to understand the needs, preferences and behavior of buyers, as well as the internal and external factors that influence buyer behavior. Although much has been written about the differences between consumer and organizational buyer behavior, it appears that the demarcations between the two fields are not as clear as they may seem to be. Keywords Buying Center; Buying Decision Process; Consumer Buyer Behavior; Decision-Making Unit (DMU); Organizational Buyer Behavior Marketing: Consumer Overview Buyer behavior is concerned with the selection and purchase of Products or services to satisfy a need for individuals or groups. It is focused on the needs of individuals, groups and organizations. Buyer behavior occurs either for an individual consumer on his own; an individual consumer in the context of a group (where others in the group influence how a person behaves); or an organization (where employees make decisions about which products or services the firm should use). Although economists were the first academic group to offer a theory of buyer behavior, the field of buyer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics. The two main areas of buyer behavior are consumer...
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...support that your campaign will be appropriate. Culture insights can help communicate our campaign more effectively in order to influence the behavior of the Hispanic community. Values of the Hispanic/Latino group that we would focus on would be the importance of language, family, and religion. Hispanic/Latino teens respond best to bilingual ad messages—especially from English-language celebrities “who happen to slip in some Spanish” because it mirrors their own usage patterns.” (Cheskin Research, 2006). Research shows that even though Hispanics use every type of media, they do seem to have a special attraction to television and radio. (Sonderup, 2010) Therefore, our campaign would be most effective in this form of media. Language is an important aspect in the Hispanic community. Our campaign should be sensitive to this aspect because a language barrier has less to do with incompetency and more to do with the cultural meanings people attach to their language. “For Hispanics/Latinos in the U. S., Spanish is a key marker of personal, social and political identity. As a result, Spanish-language TV remains important for even those who are fluent English speakers and who regularly watch English-language TV. In communicating with Hispanics, it is not an either/or question but a matter of carefully integrating both languages to best communicate with the Hispanic/Latino consumer in the U. S.” (Tracy, 2004). Because language is an important factor...
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...marketers must recognize the influence of culture and be prepared to either respond to it or change it. Human behavior is a function of a person’s own unique personality and that person’s interaction with the collective forces of the particular society and culture in which he or she has lived. In particular, attitudes, values, and beliefs can vary significantly from country to country. Also, differences pertaining to religion, aesthetics, dietary customs, and language and communication can affect local reaction to brands or products as well as the ability of company personnel to function effectively in different cultures. A number of concepts and theoretical frameworks provide insights into these and other cultural issues. Cultures can be classified as high- or low-context; communication and negotiation styles can differ from country to country. Hofstede’s social value typology sheds light on national cultures in terms of power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long- versus short-term orientation. By understanding the self-reference criterion, global marketers can overcome the unconscious tendency for perceptual blockage and distortion. Rogers’ classic study on the diffusion of innovations helps explain how products are adopted over time by different adopter categories. The adoption process that consumer go through can be divided into multi-stage hierarchy of effects. Rogers’ findings concerning the characteristics...
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...Lecture 1 Marketing: Advertising, consumer behavior, brands, message, distribution, differentiation, activity, set of institutions, processes for creating offerings that have value to customers and society at large. Really saying: Creating value and capture value for stakeholders. WHY SOME PEOPLE DON”T LIKE MARKETING 1. They think it raises prices 2. They think it invades their privacy/interrupts 3. They think it exaggerates and hides benefits 4. They think it stimulates cravings not normally there Three Major Contributions of Marketing 1. Marketing raises our standard of living 2. Marketing is a major force in Job Creation 3. Marketing helps influence beneficial behaviors GENERAL MARKETING MODEL 1. Understand the Marketplace(市场) and Customer Needs 2. Design a customer value driven market strategy 3. Deliver the marketing strategy (4 Ps: Product Price Place Promotion) 4. Build Profitable Customer Relationships [they want the customer keeps buying their product] the Long-term TYPES OF VALUE CREATED BY MARKETING Form Value: Utility provided by changing raw material to finished product. Created by production but influenced by marketing. Time Value: Making product more available when the customer needs it Possession Value: Enhancing ability of customer to acquire and use product over time. (Free samples at Costco) Place Value: Make product available where the customer needs it. Information Value: Providing...
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...1. Research Title: The impact of online marketing on the Polokwane Municipality businesses. 2. Introduction: With the heightened pace of technological changes, marketers have been forced to reinvent themselves very often to remain relevant. Consumers are increasingly connected to companies and their opinions are highly influential. Markets and supply chains have become complex and require more integration and alignment with the field of consumers (CMO Council, 2011, P10). Online and digital marketing has created a platform of engagement between businesses and the consumers. 3. Background of the study: The internet has led to the creation of a new breed of consumers who are more connected, informed and educated about purchases they make (Kaur, 2012, P1). Instant access to information means the power to influence purchase was shifted from sales to marketers. Marketing became the resource, tool and process through which consumers are reached and converted through valuable content. Consumers research on the web before they make a decision on what to purchase or not purchase. 4. Significance of the study: Strategy, marketing creativity and resources are vital for a marketing strategy to be successful. Technology is part of the resources needed. With the technological advances, especially changes taking place in the internet, the B2B consumers have increased bargaining power while the seller is side lined. This is a digital age and businesses have...
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...CHAPTER 1: Creating/Capturing Customer Value Marketing: aim of marketing is to create value for customers and to capture value from customers in return * The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging products that have value for customers, clients, partners, and society at large -The Firm’s Stakeholders: these include employees, unions, customers, competitors, activists, government and the press (these people affect company) The Marketing Process: 1) Understand the marketplace + customer’s needs/wants 2) Design a customer-driven market strategy 3) Construct a marketing program that delivers superior value 4) build relationships + create customer delight *5) Capture value from customers to create profits and customer equity ($$$) * Human Needs: states the felt deprivation; include basic physical needs for food, clothing, warmth, and safety; social needs for belonging/affection, and individual needs for knowledge and self-expression. These needs are not created by marketers * Human Wants: the form of human needs take as shaped by culture and individual personality Wants are shaped by one’s society + marketing programs * Need food but want a breakfast sandwich and espresso at Tims * Human Demands: when backed by buying power, wants become demands. Given someone’s wants, people demand products that add up to most value + satisfaction Marketing Offerings: a combination of products, services...
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...Principles of Marketing 2.1. Marketing 2.1.3 Ethno – Marketing 2.2 Culture 2.2.1 Culture as a Common Reality 2.2.2 Outstanding Elements 2.2.2.1 Language 2.2.2.2 Values 2.2.2.3 Rituals 2.2.2.4 Religion 3. Product Policy 3.1 Product Design 3.2 Brand 3.3 The 4 A´s for the Local Markets 4. Communication Policy 4.1 Use of Media 5. Conclusion 6. Bibliography Cross-Cultural Marketing 1. Introduction The growing together of Europe, encouraged by an identical Euro-Zone and the associated growing liberalization of international services, trading performance, cash flows and better communication opportunities, produce an increasing complex of international competition. The internationalization opens national markets for new competitors and creates new business opportunities for midsized, small and large businesses. On one hand this is based on the pursuit of expansive utilization of the existing markets in other nations, because of the saturation of the domestic markets. On the other hand companies are motivated to produce in developing countries with a low-cost and efficient production, because the product and technology life cycles of the domestic markets are shortening and the developing costs are rising.[1] As part of this term paper the chosen topic of intercultural marketing is basically...
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...Marketing Communication Memo University of Phoenix Psy/322 Marketing Communication Memo Date: To: Management Team From: Subject: The importance of psychographic and demographic information in developing marketing communications. At Indigo: Fashion for Women we are an organization created, molded, and sculpted to provide top of the line current fashion for everyday women. In order to do that we need to identify our target customers, “By identifying and knowing our customers, you can assess their needs” (Foundation, 2015, p. 1). Identifying our customers has allowed us to become a solid brand in the clothing industry, but further identification is necessary be an elite competitor. Initially we identified our customers as women who wanted to love the way they looked, but we could not make that our one single identifier. We also came to the conclusion that religious beliefs and income were a factor into our initial customer base. We must now look further into what our target customer is through other identifiable areas. The two that stand out are buying motives and beliefs. Identifying the salaries of our target customer gives Indigo the ability to determine acceptable prices to our customers and our company to maximize profitability and customer loyalty. There are prices that woman are willing to pay for a product in particular, and there are prices women will pay that is directly related to their income. It is detrimental to consider the income of the women of our target...
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...purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal. Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment 1. Introduction The word Halal has many connotations and it is difficult if not impossible to use it to adequately convey the true quality of a product in the religious context intended by the certifying authorities (Wilson & Liu, 2010; Hanzaee & Ramezani, 2011). The word Halal is derived from the verb...
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...purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal. Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment 1. Introduction The word Halal has many connotations and it is difficult if not impossible to use it to adequately convey the true quality of a product in the religious context intended by the certifying authorities (Wilson & Liu, 2010; Hanzaee & Ramezani, 2011). The word Halal is derived from the verb...
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...The Field behind the Screen: Using Netnography for Marketing Research in Online Communities Author(s): Robert V. Kozinets Source: Journal of Marketing Research, Vol. 39, No. 1 (Feb., 2002), pp. 61-72 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1558584 . Accessed: 30/09/2014 11:21 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. http://www.jstor.org This content downloaded from 137.43.71.99 on Tue, 30 Sep 2014 11:21:55 AM All use subject to JSTOR Terms and Conditions ROBERTV. KOZINETS* The authordevelops"netnography" an onlinemarketing as research consumerinsight.Netnography ethnography is techniquefor providing to As is adapted the studyof onlinecommunities. a method, netnography and andmore faster,simpler, less expensivethantraditional ethnography naturalistic unobtrusive focus groupsor interviews. provides and than It information the symbolism...
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...MARKETING IS ALL ABOUT UNDERSTANDING SOCIO CULTURAL FACTORS 05/12/2013 MARKETING IS ALL ABOUT UNDERSTANDING SOCIO CULTURAL FACTORS Compiled By- (17/2013) Arun Kumar (20/2013) Amandeep Singh Mehta (33/2013) Nishant Dahiya (36/2013) Manish Kumar Singh (41/2013) Priyanka Singh (52/2013) Ashim Gupta To Be Received By- Dr. Joyeeta Chatterjee ACKNOWLEDGEMENT We would like to thank Dr. Joyeeta Chatterjee for giving us the opportunity to study the importance of socio cultural factors in marketing. It gave us an insight how the different socio cultural factors affect the marketing strategies of different companies. We would also like to thank our class-mates whose valuable insight about socio cultural factors helped us to analyze and develop a broad perspective of how these factors affect the way companies market and sell their products. LETTER OF TRANSMITTAL December 05, 2013 To Dr. Joyeeta Chatterjee Associate Professor, Marketing Lal Bahadur Shastri Institute of Management Delhi From Group number-1 We, group number-1 are submitting a report “Marketing is all about understanding socio cultural factors”. We hereby declare that the work presented in this project report entitled “Marketing is all about understanding socio cultural factors” is original and correct to the best of our knowledge and has been carried out taking...
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