nep-mkt New Economics Papers
on Marketing
Issue of 2015‒07‒25
seven papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Marketing Mix Determinants and Buying Behavior for Community Market’ Products By Thanasuwit Thabhiranrak; Supayotin Na Songkla; Tawatchai Suphuan
  3. Students’ Project-Based Learning: Local Commercial Products and Marketing Mix By KRONGTHONG KHAIRIREE; CHONNART MEENANUN
  4. A Content Analysis of Advertisements in Women’s Fashion Magazines in China By Miao Zhao; Yimin Zhu
  6. Valuing “free” media across countries in GDP By Nakamura, Leonard I.; Soloveichik, Rachel
  7. From Wisdom to Business: A Case Study of an Application of Singburi Pottery Design for OTOP Label and Packaging in Thailand By Suwaree Yordchim; Rosjana Chandhasa

  1. By: Thanasuwit Thabhiranrak (Suan Sunandha Rajabhat University); Supayotin Na Songkla (Suan Sunandha Rajabhat University); Tawatchai Suphuan (Suan Sunandha Rajabhat University)
    Abstract: This research involved [i] discovering the differences of buying behavior of consumers at the Bang Nam Pheung Community Floating Market in Bangkok by gender, age, marital status, educational level, occupation and monthly income; [ii] investigating a correlation between marketing mix determinants and consumers’ buying behavior; [iii] investigating a correlation between product mix determinants and consumers’ buying behavior ; and [iv] examining a correlation between consumers’ buying behavior and their likelihood of future buying. The goal was an attempt to identify the marketing mix of Bang Nam Pheung Floating Market that determined the buying behavior of consumers. A total of 400 samples were selected from the population of consumers who visited and shopped at Bang Nam Pheung Floating Market, Bangkok. The findings provided more understanding of viewpoints towards the community floating marketing mix determinants on consumers’ buying behavior. The findings revealed the significant correlation between the consumers’ attitudes towards the marketing mix determinants of price, sellers and place and buying behavior in terms of the buying frequency. Additionally, higher buying frequency level also determined the likelihood of revisiting to shop at the market, recommending others and more frequent shopping in case of receiving higher income.
    Keywords: Marketing Mix; Buying Behavior; Community Market’ Products
  2. By: Celil Koparal (Anadolu University); Nuri Calik (Turgut Ozal University)
    Abstract: This surveys intends to find out how consumer demographics affect their price perceptions in their purchases of shopping goods. A survey is applied to 219 respondents selected via stratified sampling from Eski
    Keywords: Value consciousness, price consciousness, coupon and sales proneness, price mavenism, price-quality relationship, prestige sensitivity
    JEL: M31
  3. By: KRONGTHONG KHAIRIREE (Suan Sunandha Rajabhat University, Bangkok Thailand); CHONNART MEENANUN (Suan Sunandha Rajabhat University)
    Abstract: This research is a case study that explored the problems and constraints of producing and marketing of local commercial products based on Thai students’ project-based learning in mathematics. This study employed an analysis of components of marketing mix and SWOT analysis of local commercial products using Thai students’ project-based learning. These local commercial products were collected from sample schools in Amnaj Charoen Province, Nan Province, and Payao Province Thailand. The components of marketing mix: 4Ps consisted of product, price, place and promotion, and SWOT analysis matrix strategies were employed to analyzed data. The research findings revealed that project-based learning approach provides opportunities for students to integrate the contents of different subject areas to the production process. However, it did not good enough in business. The factors affecting on local commercial products using the students’ project-based learning were based on their products, prices, places and promotions. These findings showed that local commercial products using Thai students’ project-based learning in mathematics have no brand name, the cost of production per unit is very high, no proper place to sell the products, and not enough promotion. The research findings were in line with the main four elements: 4 Ps of marketing mix theory.
    Keywords: students’ project -based learning, local commercial products, marketing mix, SWOT analysis, and SWOT analysis matrix strategies
    JEL: I29
  4. By: Miao Zhao (Roger Williams University); Yimin Zhu (Sun Yat-sen University)
    Abstract: Since Elle entered China in 1988, women’s fashion magazine market in China has grown enormously. Compared with their Western counterparts, Chinese female consumers spend much more of their salary on fashion magazines and the products advertised in them. The advertisements in women’s fashion magazines have been used as a major information source when Chinese female consumers make purchase decisions of fashion/luxury products. To understand the elements used in women’s fashion advertising and their effectiveness, the current research specifically investigates advertisements in four women’s fashion magazines – Rayli Fashion & Beauty, ViVi, mina, and Beauty – in China. Four hundred and twenty-one advertisements were content-analyzed. For each advertisement, its product category, size of the advertisement, size and proportion of image and advertising copy, and model type were examined. The results indicate that 1) the homogeneity of advertising tactics has been identified among the four women’s fashion magazines, and 2) the sizes, the proportions of image and advertising copy, and the types of models vary across the advertisements of different product categories. The current research sheds lights on the design of effective advertisements featured in women’s fashion magazines in China.ACKNOWLEDGMENTThis research is supported by research grants by the National Natural Science Foundation of China (No.71202089), the Guangdong Natural Science Foundation (No.S2013010012249), the Fundamental Research Funds for the Central Universities (No.12wkpy49), and Roger Williams University Provost’s Foundation to Promote Scholarship and Teaching.
    Keywords: Advertisement, Women, Fashion, China, Content Analysis
  5. By: Nuri Calik (Turgut Ozal University Faculty of Economics and Administrative Sciences Department of Business Administration)
    Abstract: This study intends to find out the different attitudes of of Turkish consumers towards counterfeits (and sometimes called as pirated versions) of branded luxury items. A survey on 540 respondents who are selected via stratified sampling of whom 536 are found eligible to be analyzed. The respondents are required to answer 35 questions of which five are related to demographic characteristics of these respondents. The rest 30 are statements which are designed to reflect the behavior of these people. The study consists of five parts. The first part is an introduction where the scope and the purpose of the study are concisely stated. The second part relates to the theoretical background of the subject matter and the prior researches carried out so far. The third part deals with research methodology, basic premises and hypotheses attached to these premises. Research model and analyses take place in this section. Theoretical framework is built and a variable name is assigned to each of the question asked or proposition forwarded to the respondents of this survey. 30 statements or propositions given to the respondents are placed on a five-point Likert scale. The remaining five questions about demographic traits as age, gender, occupation, educational level and monthly income are placed either on a nominal or ratio scale with respect to the nature of the trait. Ten research hypotheses are formulated in this section. The fourth part mainly deals with the results of the hypothesis tests and a factor analysis is applied to the data on hand. Here exploratory factor analysis reduces 30 variables to five basic components as "Favor for counterfeits; luxury-oriented social status; risk perception; brand loyalty and brand prestige. Cronbach's Alpha for scale reliability is quite high (
    Keywords: Price-quality inference, brand loyalty, ethical issues, intention to buy, risk perception, personal gratification.
    JEL: M31
  6. By: Nakamura, Leonard I. (Federal Reserve Bank of Philadelphia); Soloveichik, Rachel (U.S. Bureau of Economic Analysis)
    Abstract: “Free” consumer entertainment and information from the Internet, largely supported by advertising revenues, has had a major impact on consumer behavior. Some economists believe that measured gross domestic product (GDP) growth since 2000 is too low because it excludes online entertainment (Brynjolfsson and Oh 2012; Ito 2013). Similar large effects on consumers occurred with the arrival of free radio and television entertainment. We provide an experimental methodology that uses previously established GDP measurement procedures to value advertising-supported entertainment around the world. The experimental method raises global real GDP growth, but the increase is small. It is true that advertising-supported online entertainment has grown dramatically since 2000. Concurrently, advertising-supported print entertainment has been stagnant. The net impact is a real growth rate of 7.6% per year for advertising-supported entertainment. Furthermore, advertising-supported entertainment accounts for less than 0.5% of global GDP. As a result, our experimental methodology only raises overall real GDP growth by 0.019% per year. Across countries, the experimental methodology raises nominal inequality. In 2011, nominal GDP for nations in the Organisation for Economic Co-operation and Development (OECD) increased by 0.18% more than nominal GDP in the rest of the world. Furthermore, nominal GDP in the United States increased 0.22% more than GDP in the rest of the OECD countries. However, prices for advertising-supported entertainment are also higher in wealthier nations. The net impact is a small reduction in real inequality.
    Keywords: Advertising; Entertainment; Internet; Intangible; Measurement
    JEL: E01 L82 M37
    Date: 2015–07–02
  7. By: Suwaree Yordchim (Suan Sunandha Rajabhutuniversity); Rosjana Chandhasa (Suan Sunandha Rajabhutuniversity)
    Abstract: The objectives of this study were 1)to identify of the pottery design from the Noi Rever’s kiln at Singburi province; 2) to examine the opportunity for making use of it for Singburi OTOP product’s label and packing; 3) to survey the opinions of the consumers on the design products. The population and sampling group in this study included 400 people in Singburi and tourists to give their opinions on the packaging design. Other informants included 7chili paste OTOP producers, 3 specialists in the field of product design, and 3 specialists in the field of marketing. The data were collected through focus group and closed-ended and opened-ended questionnaires to evaluate the appropriateness of the product design. The information was used to make the prototype of the packaging design. The data analysis was done by basic research statistics and content analysis methods. The results showed that the history and identity of the pottery such as shape, patterns and colors of a traditional 4-handle jar can be used to design the packaging of chili paste OTOP of Singburi. The proper packages for the chili paste included glass and plastic bottles attached with the design labels. The consumers reported their opinions on the packaging as follows: the functions of the package were to protect the product inside and easy for transportation. The packaging and its label should clearly give the information of the inside product. Other aspects were values, identity, and good appearance. The results showed that the target group reported their opinions on those aspects at high level.
    Keywords: Wisdom to Business, Pottery design, OTOP label, Packaging

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