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on Marketing |
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Issue of 2024‒01‒22
four papers chosen by |
| By: | Ologunebi, John |
| Abstract: | In response to the evolving digital landscape, this report unveils a strategic marketing approach to enhance the usability of Asda's website for the influential Gen Z and Millennial demographics. Rooted in qualitative research, the study employs interview questions as a powerful data gathering tool to discern the distinctive preferences, expectations, and challenges faced by these tech-savvy consumers in their online interactions with Asda's platform. The research methodology involves a systematic deployment of interview questions designed to elicit nuanced insights into user behaviors, digital expectations, and satisfaction levels. Through direct engagement with members of the target audience, the study captures qualitative data that goes beyond conventional quantitative metrics, providing a deeper understanding of the multifaceted factors influencing website usability. Findings from the interviews serve as the cornerstone for a bespoke marketing strategy, addressing identified pain points and capitalizing on expressed preferences. The proposed strategy encompasses user-centric design enhancements, personalized content delivery mechanisms, and innovative technological integrations to create a more seamless and engaging online experience. This article emphasizes the integration of interview-based insights as a qualitative lens to complement quantitative metrics, enriching the overall analysis. The research contributes to a more holistic comprehension of the digital landscape, acknowledging the significance of direct engagement with consumers for effective marketing strategy formulation. As the retail sector undergoes digital transformation, the article concludes with actionable recommendations derived from the interview findings. By prioritizing user-centric design principles informed by direct consumer insights, this marketing strategy not only seeks to optimize Asda's website usability but also aims to establish enduring connections with the discerning Gen Z and Millennial consumer base, thereby positioning Asda for sustained success in the competitive online retail landscape. |
| Keywords: | Marketing strategy, Gen Z & Millennials, Website Usability, Website optimization, Digital engagement, Online shopping, Retail, User experience, Consumer preferences, Customer satisfaction, Digital transformation |
| JEL: | M0 M3 M30 M31 M37 M39 |
| Date: | 2023–12–10 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:119417&r=mkt |
| By: | Ashish Ashish Ashok Uikey (Symbiosis International University); Ruturaj Baber (Symbiosis International University) |
| Abstract: | This study attempts to examine the impact of green brand trust and self-brand connection on green brand loyalty, with green perceived value and green transparency as antecedents. The responses were collected from and users of electric vehicles, and the proposed hypotheses were tested using Structural Equation Modeling (SEM) through SmartPLS 4. The study found that green brand trust had a significant positive impact on green brand loyalty, while the relationship between self-brand connection and green brand loyalty significant but weak. The study highlighted the importance of green perceived value as an antecedent for self-brand connection and green brand trust, which was more significant than green transparency. The study offers insights to practitioners enhancing their knowledge on formation of customer, allowing them to develop effective marketing strategies. The study recommends that companies emphasize transparency in their marketing approaches and address green challenges related to their products' environmental value. Furthermore, the study suggests that green brand loyalty may be achieved through green transparency and green perceived value, which are crucial for establishing green brand trust. |
| Keywords: | Green Marketing Green Transparency Green Brand Trust Self-brand Connection Green Brand Loyalty Consumer Behavior Electric Vehicles, Green Marketing, Green Transparency, Green Brand Trust, Self-brand Connection, Green Brand Loyalty, Consumer Behavior, Electric Vehicles |
| Date: | 2023–09–23 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-04346255&r=mkt |
| By: | L\'aszl\'o Sipos; Kolos Csaba \'Agoston; P\'eter Bir\'o; S\'andor Boz\'oki; L\'aszl\'o Csat\'o |
| Abstract: | Standard methods, standard test conditions and the use of good sensory practices are key elements of sensory testing. However, while compliance assessment by trained and expert assessors is well developed, few information is available on testing consumer consistency. Therefore, we aim to answer the following research questions: What type of metrics can be used to characterise (in)consistent evaluation? How to rank assessors and attributes' evaluations based on (in)consistency? Who can be considered an (in)consistent assessor? What is the difference between consistent and inconsistent assessors' evaluations and use of scale? What is the impact of consistent and inconsistent assessors' evaluations on the overall liking estimate? The proposed detection of (in)consistency requires evaluations on two connected scales. We reveal how assessors and attributes can be ranked according to the level of inconsistency, as well as how inconsistent assessors can be identified. The suggested approach is illustrated by data from sensory tests of biscuits enriched with three pollens at different levels. Future consumer tests are recommended to account for possible inconsistent evaluations. |
| Date: | 2023–12 |
| URL: | http://d.repec.org/n?u=RePEc:arx:papers:2312.08141&r=mkt |
| By: | Jannsen Santana (EM - emlyon business school); Katharina C. Husemann; Giana M. Eckhardt; Rosa Llamas; Russell W. Belk |
| Abstract: | "Technology is increasingly changing consumers' relationship with spirituality. This chapter develops the concept of digital consumer spirituality. Digital consumer spirituality is defined as the interrelated practices and processes consumers engage in when consuming digital market offerings (products, services, spaces) that yield spiritual utility. This chapter brings together existing consumer research addressing digital consumer spirituality and reveals four practices that consumers engage in to access spirituality via the digital: (i) prosuming online spiritual communities, (ii) sacralizing brands, products, and services through digital worship, (iii) searching digitally for the spiritual, and (iv) constructing spiritual identities via the digital. Based on this analysis, an ambitious future research agenda is set out, suggesting significant research questions for each practice identified. Finally, this chapter identifies key emerging digital technologies and suggests how they will shape the growth of digital consumer spirituality, namely (i) transhumanism and (ii) robots and other advanced machines." |
| Keywords: | Digital, Consumption, Spirituality, Religiosity |
| Date: | 2022–09–26 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-04325645&r=mkt |