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on Marketing |
| By: | Gugler, Klaus; Heim, Sven; Janssen, Maarten C. W.; Liebensteiner, Mario |
| Abstract: | We study how consumer search affects pricing in markets with incumbents and entrants using panel data on German electricity retail markets. Consumers observe the baseline price of the incumbent and decide whether or not to search. Incumbent providers can price discriminate between searching and loyal consumers. Empirically we show that local incumbents increase their baseline rate while entrants decrease their tariffs if consumer search increases. Moreover, the incumbent price discriminates more strongly in markets with more consumer search. Using a theoretical model, we show that these pricing patterns are consistent with the strategic interaction of profit-maximizing firms. |
| Keywords: | Search,Price Dispersion,Price Discrimination,Electricity |
| JEL: | D43 D83 L11 L13 Q40 |
| Date: | 2018 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:zewdip:18042&r=mkt |
| By: | Danish Ahmad Khan (Bahria University); Tehreen Arif (Bahria University); Mariam Danish (MD Solutions) |
| Abstract: | This particular research is being conducted to identify and review the effect of social media marketing on brand equity with special reference to academic institutions. Social media marketing plays a significant role nowadays it has a huge impact on online businesses in the context of academic institutions. The nature of the research is descriptive which requires more and more relevant data through the respondents. The data collection approach is to develop a questionnaire and floated among the respondents and the data has been analyzed through the quantitative research. The area of the study is pure academic institutions customer?s i-e students, employees, and teachers.Social media is a predominant marketing tool greatly used by online businesses in order to reach out to the maximum number of people. Whereas building brand equity is one of the central point of research for several marketers for a very long period. Marketers have used various techniques in order to increase their brand equity but the most significant tool nowadays which affects the brand equity of a particular institution is the social media marketing. The aim of this study is to determine the effect of social media marketing on brand equity with special reference to academic institutions. The study further illustrates the introduction and background of the research followed by critical analysis of the literature. The nature of this study is descriptive; survey has been done through online questionnaire and data has been collected from 200 respondents. The data analysis method for this particular research is quantitative data analysis technique and the data has been analyzed with the help of SPSS software. Evident by findings, there is a significantly positive relationship between social media marketing and brand equity with special reference to academic institutions. The study adds greater value to the academic institutions in case of increasing the brand equity by establishing and employing the main characteristics of social media marketing. |
| Keywords: | Social Media marketing, Academic institutions, Brand equity; Brand association, Brand loyalty, Perceived quality, and Brand awareness, Pakistan. |
| Date: | 2018–07 |
| URL: | http://d.repec.org/n?u=RePEc:sek:iacpro:6509060&r=mkt |
| By: | Firend Al. R. (American University of Iraq, Iraq Author-2-Name: Wang Qian Author-2-Workplace-Name: IBS, Universiti Teknologi Malaysia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: | Objective - This research explores the changing mechanism in the relationship between retailers and consumers whereby consumers face higher-prices due to inflation while their earnings, and thereby their disposal income, does not simultaneously increase. Methodology/Technique - An examination is conducted on the use of loyalty cards in the Malaysian retail sector to determine whether Asian consumers are enticed by the use of loyalty programs, which can be seen as an attempt to save money when making purchases. Findings - The findings suggest that loyalty programs will expand in the future to include other offerings as they gain momentum and popularity. This research concludes that Malaysian consumers, like most of Southeast Asian consumers, are price adverse, and hence will take opportunities to save money when making purchases. Novelty - The findings of this research can be generalized to the Southeast Asian region due to the similarity of consumption and national characteristics between Malaysian and Southeast Asian consumers. |
| Keywords: | Marketing; Strategy; Incentives; Services; Retail; Loyalty, Asia. |
| JEL: | M30 M31 M39 |
| Date: | 2018–09–29 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr187&r=mkt |
| By: | Muhartini Salim (University of Bengkulu, Indonesia Author-2-Name: Praningrum Author-2-Workplace-Name: University of Bengkulu, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: | Objective - This study aims to examine the influence of personal involvement and store brand familiarity on store brand buying intentions at a store named Indomaret in Bengkulu City. This study also examines how store brand familiarity, as a moderating variable, influences personal involvement of store brand purchases. Methodology/Technique - The data in this study is obtained from a questionnaire distributed to 200 respondents who shop for store brand products at Indomaret in Bengkulu City. The method of analysis used is the SmartPLS 2.0 as a statistical technique was used to identify the variables studied. Findings - The results clearly show that personal involvement and store brand familiarity both have a partial effect on store brand buying intention. Further, store brand familiarity does not have a moderating effect on personal involvement in store brand buying intention. Novelty - The findings of this study are the first to identify store brand familiarity as moderating variable in the study of the influence of personal involvement on store brand buying intention. |
| Keywords: | Personal Involvement; Store Brand Familiarity; Store Brand Buying Intention. |
| JEL: | M30 M31 M39 |
| Date: | 2018–09–29 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr189&r=mkt |
| By: | Amit Sharma (University School of Management Studies, GGS Indraprastha University) |
| Abstract: | Digital buying behavior is now the most used method by Indian consumer for shopping. Indian consumer who was reluctant and skeptical of online purchases until half a decade ago has taken a major leap towards digital buying. India, being second most populous country in the world is definitely a huge market even if ninety percent of us may not buy products online. This ten percent digital consumers are enough to give big business to companies selling their products online and the selling platforms. Since this explosive digital buying behavior is very recent for India as a digital market, there is urgent need to understand the digital consumer behavior of Indian customer. In this context the present study was conducted to see how consumer with different types of personality and demographic differences differ on their frequency of online purchase, types of products purchased, type of websites preferred to purchase online, preferred mode of payment, attraction of online offers, and reasons to prefer online purchase over traditional go market behavior. The study was conducted on a sample of 160 respondents from various regions of India. The results of this research reveals that digital consumer behavior in India is affected by demographic factors like Gender, Age, Marital Status and Personality factors like Agreeableness, Conscientiousness and Open to Change. The paper discuss the implications of these differences with respect to Indian digital market. |
| Keywords: | Frequency of online purchase, Reasons to prefer online purchase, Age, Gender, Marital Status, Agreeableness, Conscientiousness, Open to Change. |
| JEL: | M10 |
| Date: | 2018–07 |
| URL: | http://d.repec.org/n?u=RePEc:sek:iacpro:8209701&r=mkt |
| By: | Rex Yuxing Du; Mingyu Joo; Kenneth C. Wilbur |
| Abstract: | Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction; (ii) local traditional ads increase perceived quality and perceived value; (iii) digital ads increase perceived value; and (iv) competitor ad effects are generally negative. |
| Date: | 2018–09 |
| URL: | http://d.repec.org/n?u=RePEc:arx:papers:1810.07783&r=mkt |
| By: | Divya Keerthika (Institute for Research and Innovation, Villa College, Maldives Author-2-Name: Subburaj Alagarsamy Author-2-Workplace-Name: Villa College, 20373, Male,' Maldives Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: | Objective - The role of knowledge management and competencies related to marketing skills are essential for Indian and Maldivian businesses, due to the emerging economy and globalization. This study therefore aims to identify the impact of marketing competencies on organizational performance in automobile sales centers, by reviewing the relationship between marketing competencies and firm performance, to support interest and investments in such a concept.Methodology/Technique - 424 respondents (327 Indian samples and 97 Maldivian samples) were randomly selected for the research, with a 71% response rate. The first section of the questionnaire consists of questions related to marketing competencies (32 items) and the second section contains items related to organizational performance (10 items), and the last part includes questions about the respondents' demographical differences. After the data collection, construct validity and reliability statistic tests were conducted to check the validity and reliability of the instrument using IBM SPSS AMOS 23.Findings - The structural equation modelling results for the Indian and the Maldivian samples reveal that marketing competencies have a significant and positive affect on organizational performance.Novelty - This study may be useful for policymakers and top-level managers in the automobile sector; this study provides empirical insights into how the performance of the firm is affected by marketing competencies. |
| Keywords: | Marketing Competency; Marketing Resources and Capabilities; Automobile Sales Centers; India; Maldives. |
| JEL: | M30 M31 M37 M39 |
| Date: | 2018–09–26 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr190&r=mkt |