Journal of Research in Marketing (JORM - Techmind Research, Canada)
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Allocation of Resources to Customer Satisfaction and Delight Based on Utilitarian and Hedonic Benefits
Get PDFIn this article, a strategic typology is introduced to improve a firms’ return on investment (ROI) based on understanding whether to devote additional resources to improve customer satisfaction and increase delight. The framework is based on the recognition that customers seek two types of benefits—utilitarian and hedonic—from the products and services. Companies need to determine when resources devoted to customer satisfaction and delight for a particular product or service will produce sufficient achievements in loyalty, word-of-mouth, and purchase behavior. By understanding when firms need to focus on improving customer satisfaction and delight, firms can make a judicious strategic decision about their resource allocation to improve either customer satisfaction and/or customer delight
How Social Media Marketing can Influence the Profitability of an Online Company From a Consumer Point of View
No full textIn this fast-paced society, the social network has become one of the major channels for a company to engage with its customers. Social networking provides the platform for organizations to engage and find like-minded consumers. Therefore, social marketing is extremely important for an organization to influence their consumers’ behavior in order to increase its profitability. This marketing approach is often applied especially for online companies. Besides, the perspective of consumer to the company becomes the major reason to keep them loyal to a particular company. In this research paper, I will analyze how social media marketing can influence the profitability of an online company from a consumer point of view
Choosing Advertising Media
Get PDFChoosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many entrepreneurs painstakingly write copy and design ads, then make a decision on the placement of these ads on the spur of the moment, based on instinct rather than logic, intuition rather than cold, hard data. A salesman trying to sell hospital equipment doesn’t waste his time visiting the purchasing agents at Procter and Gamble. Since your ads are your sales force, you must make sure that they don’t waste your time or advertising budget by being in the wrong place. This paper discussed the media and the selection of the media that will be most effective in producing results for your business
How Consumer Decision Making Process Differ From Youngster to Older Consumer Generation
Get PDFThe vital moment for most, if not all marketers, is when the consumers decide on whether or not the particular product or service would be paid for. That indicates whether the intended marketing strategies have been wise, insightful, and effective, or otherwise poorly done and have lost the target. By understanding how consumers make purchase decisions is important to every marketer in order to develop a marketing strategy to meet their targeted consumer’s needs, wants, and desires. This research focuses to review how consumer decision making differ from younger and older consumer generations
How the Perceptions towards e-Retailer Image Affect the e-Consumer Behavior: Factors & Procedure Involved
Get PDFIn this research paper, the author highlighted three main elements that impacted online shoppers as an individual, in such security & privacy matters, individual behavior in relation with convenience and expectations and social influence which all will be further discussed. 
How do Fast Food Chain Restaurant can still sustain their Business despite Controversial Health Related Issue
Get PDFIn this fast-moving era, food plays a vital role in the human mankind lives. It was listed the top 5 needs in the Maslow hierarchy chart. As we moves into the 21st century, when the economy is fast blooming; humans are acting faster to keep up to the never-ending trend where time plays an important role. Hence, fast food chain has been keeping up to the demand of consumers, which led it to the point of success. There are also several factors of success point where is will be discussed. In this research paper, it will be identify the key elements of how fast food chain attainment or able to keep up to compete in the food industry. Also identifying how convenience would lead to consumer behaviors on purchasing fast food products, which lead a growing economy in the fast food industry
A Study on Purchase Behavior of Rural Consumers of Jalandhar
Get PDFIn the past years, due to the lack of facilities available in the rural areas, the rural consumer headed towards nearby city to buy branded products and services. But today, the marketers have realized the potential in the rural market, which has become critical for them, be it for a branded shampoo or an automobile. Earlier, van campaigns, cinema commercials and a few wall paintings sufficed the purpose of the marketers to entice rural folks under their folds. But today, television has made the customer in a rural area quite literate about countless products that are on offer in the market place. The present study focuses on identifying the role of various advertisements in purchase of the product by rural consumer
The Role of Corporate Strategy On Compliance With Government Regulations Among Saccos In Kenya
Get PDFSaving and Credit Cooperative societies are financial service providers and their services include receiving deposits, multiplying the same by a factor in order to grant loans, receiving cash deposit and making payments inform of cash withdrawals. The creation of a regulator, the SACCO Society Regulatory Authority (SASRA) to supervise all deposit taking savings and Credit Cooperative Societies (SACCOs) was received with mixed feelings within the industry. While the new regulatory environment promises to calm the nerves of the SACCO members who now have their savings under close supervision, there has been disquiet in the industry from a number of big societies. There is lack of an in-depth understanding of the cooperative Act and regulation in most SACCOs to integrate the regulatory requirements in the corporate strategy and operational policies for day-to-day running of the SACCO. The objectives of the study included: to assess the role of stability strategies on compliance with government regulations in SACCOs; to evaluate the role of concentration strategy of SACCO on compliance with government regulations and to examine the role of diversification strategy and on compliance with government regulations in SACCOs. The study was carried out in Baringo Teachers SACCO head office and its seven FOSA branches in Baringo County - Kenya. It involved a population of 86 employees of Baringo Teachers SACCO from which a sample 40 was drawn using purpose sampling techniques. The findings of the study indicate that there exist corporate strategies in SACCO and roles of corporate strategy were highlighted in the study. The compliance on government regulations resulted in tax compliance, timely reports and protection of members’ funds, something that was confirmed by most managers. The research also revealed the role of diversification strategy of products and services in SACCOs
Negative Perception of a Store Environment: Design and Validation of a Measurement Scale
Get PDFThis paper describes the process of designing and validating a scale to measure negative perception of a store environment (NSE) using Churchill’s approach (1979). The importance and relevance of this concept are first examined. Then, we present our methodology in terms of the individual and group interviews and the critical incident method which allowed us to generate a series of items related to environmental factors that are negatively perceived. Finally, exploratory and confirmatory procedures indicate that the scale is structured around four dimensions and has good validity estimates
A Study of Marketing Strategies of Software Firm: A Case of Syber Systems and Solutions
Get PDFMarketing of software firm consists of creating value, delivering value and communicating value to customers. This requires constant analysis of customer needs and technology up gradation. Marketing of software products is different from the traditional product due to uniqueness inherent in the product. (Nigam, 2011). The paper identifies the marketing challenges faced by the small software firms during the growth process. It starts with the study of small software firm and the influence of marketing strategies on the growth of same. Marketing strategy is more important for software companies now than it has ever been. The strategy of a software firm truly determines the phases it will undergo. The computer software industry is undergoing some major changes which are making an impact on software vendor business models, as well as marketing and sales tactics. A successful marketing strategy can change the present and future of any software firm. In such a competitive scenario where every software company is competing with each other, strong strategy enables them to have a competitive advantage over others. This case illustrates the determining factors of the successful marketing strategy for the software firm and its impact on the future of the firm