Journal of Marketing and Consumer Research最新文献

{"title":"Review on Constraints, Opportunities Traditional Coping Mechanism of Milk Marketing Participation in Ethiopia","authors":"H. Tamiru","doi":"10.7176/jmcr/69-01","DOIUrl":"https://doi.org/10.7176/jmcr/69-01","url":null,"abstract":"The major species used for milk production in Ethiopia are cattle, camel and cows which produce 83% of the total milk and 97 % of the cow milk comes from indigenous cattle breeds. The key development issues in dairy are low average milk productivity complicated by widespread food insecurity, growing gap between supply and demand in urban areas. Federal Cooperatives Commission of Ethiopia was created to organize and promote cooperatives at the national level and it ambitious five year development plan (2005-2010) to increasing the share of the cooperative input marketing and increasing the share in cooperative output marketing. Small-scale milk producers face many hidden costs that make it difficult for them to gain access to markets and productive assets. The relatively high marketing costs for milk in Ethiopia, the scattered nature milk markets and the risk attached to marketing of perishables in the tropics suggest that transaction costs play a central role in dairy production and marketing. Transaction costs are also the embodiment barriers to market participation by resource-poor small-holders. Milk groups allows them to share information, encourage one another in the business, build trust with the producers, reduce the transaction costs of monitoring, and can easily be reached by the regulators. They sometimes share contracts with sellers and buyers when there is more demand or supply. DOI: 10.7176/JMCR/69-01 Publication date: July 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130208596","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Targeting Sanitary Towel at Female Polytechnic Students: Exploring Television Advertising as an Intrusive Communication Tool","authors":"Samuel Sunday Eleboda, Z. F. Bako","doi":"10.7176/jmcr/69-04","DOIUrl":"https://doi.org/10.7176/jmcr/69-04","url":null,"abstract":"Advertising is one of the marketing tools aimed at creating awareness about a product to both the potential and actual consumers of such product. Many organizations in recent times have invested so much in advertising using the television medium. However, the efficacy of this medium of advertising is subjected to the interest of the viewers as most of the viewers may not like the idea of intruding into their other ‘interesting’ programmes. This paper examined the relationship between television advertising of sanitary pads and the purchasing behavior of the female users. The study’s population consisted of female students of polytechnics in Ogun State. However, the targeted population were female students of three selected polytechnics namely; Federal Polytechnic, Ilaro; Moshood Abiola Polytechnic, Ojere, Abeokuta; and ICT Polytechnic, Itori with combined female students’ population of 7,618.  A sample of 199 of the students was taken based on Yamani formula and served with questionnaire as the tool for data collection. 144 copies of the questionnaire were retrieved and used for the data analysis. The quantitative data were analyzed using descriptive statistics while regression and correlation statistical tools were used to test the hypothesis of the study. The findings showed that there is a significant but weak linear relationship between television advertising and the buying behaviour of the female students (r=0.187, P<0.05), and that television advertising accounted for only roughly 12.8% of the changes in buying behavior of the female students studied (R 2 =0.128, P<0.05).The study concluded that exposure to television advertising has influence on the patronage of sanitary pad brands. The study therefore recommends that manufacturers of sanitary pads should invest more in television advertising that are creative, informative and rich in content. Keywords: Television Advertising, Intrusive Communication, Buying Behaviour, Sanitary Towel, Female Students, Media Exposure DOI: 10.7176/JMCR/69-04 Publication date: July 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134358782","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Prognosis of the Interplay Between Customer Relationship Management and Loyalty in the Real Estate Industry of Lagos State","authors":"Sunday Samuel Eleboda, Mercy Okorite Erekosima","doi":"10.7176/jmcr/69-02","DOIUrl":"https://doi.org/10.7176/jmcr/69-02","url":null,"abstract":"The traditional method of managing properties in Nigerian urban areas demonstrates a relationship of adversity between the tenant and the landlord/landlady/agent. This traditional way of managing properties by focusing on the tenant as a source of funds to the landlord or property manager rather than see the tenants as those that should be nurtured and cherished, will not sustain the industry in the long run. Hence, this study examined the impact of customer relationship management on customer loyalty in the real estate industry of Eti-Osa local government area of Lagos state. The study population consisted of the tenants who live within the LGA by occupying one property or the other for the purpose of residency and/or commercial activities. A sample of two hundred and twenty-four (224) was chosen using multi-stage sampling technique, and data were collected through the use of questionnaire. One hundred and seventy-three (173) (77%) of the questionnaire copies distributed were returned. Analyses were done using some descriptive statistics and regression. The study found that CRM had significant effect on customer loyalty: RIN (β 1 = 0.158; t = 1.973; P<0.05), RoV (β 2 =0.219; t = 1.199; P<0.05), FRD (β 1 = 0.208; t = 1.853; P<0.05), The study recommends that property agents should reach out to potential and existing customers through CRM activities especially in the areas of making relevant information available as at when necessary, maintaining friendly disposition with clients, and paying tenants friendly visits at intervals. Keywords: Real Estate, Customer Relationship Management, Customer Loyalty, Property, Agency DOI: 10.7176/JMCR/69-02 Publication date: July 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117140759","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Role of Influencer Marketing in Promoting Financial Products in the Banking Sector of Pakistan","authors":"Rizwan Tariq, Uma Mohan, Nosheen Maqbool, Umair Zahid, Mudassar Hussain, J. Khan","doi":"10.7176/jmcr/68-06","DOIUrl":"https://doi.org/10.7176/jmcr/68-06","url":null,"abstract":"Purpose: The aim of this paper is to analyse the role of influencer marketing in promoting financial products in the banking sector of Pakistan and also to identify the factors through which banks are successfully implementing influencer marketing. Research Design: In this study, the researcher adopted quantitative research design, and all the data were collected through survey questionnaires using five-point Liker scale, and a sample of 300 consumers were selected in Pakistan. The collected data analysed by the researcher through Frequency analysis and Correlation analysis. In addition to this, as the researcher employed the instrument of questionnaire, thereby, to check the reliability of the instrument, the reliably testing was done, and the instrument was found to be reliable. Findings: It was found in the study that there was strong relationship between the influencer marketing and promotion of financial products. The study has found that customer reach, customer preference and engagement, shareable content and promotional tools are the factors through which banks are practising influencer marketing. Besides, it was further analysed that on the promotion of financial products in Pakistani banking sector. Limitations: The main limitation of the study is that this study specifically focused on the banking sector of Pakistan, which means the findings of the study is limited to the banking sector of Pakistan only. Besides, there had been limited knowledge possessed by respondents despite the awareness of the topic as they were all consumers, and not bank managers or experts, so future studies can be conducted among bank managers or field experts.   Keywords: Digital Marketing, Influencer Marketing, Customer Engagement, Financial Products, Banking, Pakistan DOI: 10.7176/JMCR/68-06 Publication date: June 30 th 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132706044","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Structure, Conduct, and Performance (SCP) of Fruit Marketing in Ethiopia","authors":"Yimer Ayalew Ahmed","doi":"10.7176/jmcr/68-01","DOIUrl":"https://doi.org/10.7176/jmcr/68-01","url":null,"abstract":"This article has analyzed the structure, conduct and performance (SCP) of fruits marketing in Ethiopia. The specific objectives of the study were to identify the major fruit marketing channels and evaluate the market margins for key fruit marketing channels in the study area. A multi-stage sampling technique was used to select sample fruit farmers. The data were collected by semi structured questionnaires, and rapid market appraisal. Results from the descriptive analysis shows that local collectors and retailers are the most important buyers of fruit from producers. The market actors in the survey period were producers, rural assemblers, retailers, wholesalers and consumers. Fruit  production was constrained by lack of market to absorb the production; large number of middlemen in the marketing system, absence (weakness) of marketing institutions safeguarding farmers' interest and rights over their marketable produces (e.g. cooperatives); lack of coordination among producers to increase their bargaining power. The contribution of this study provides additional evidence to the existing body of knowledge in marketing research by researching the significance of SCP in the fruit marketing chain analysis in Ethiopia. Besides, this investigation adds to the literature to better understand why some marketing chain succeeds and others fail, and it underpins the structure, conduct and performance model to be context specific. Keywords : Marketing System, Structure, Conduct and Performance, fruit, Ethiopia DOI: 10.7176/JMCR/68-01 Publication date: May 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128422083","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of Purchase Intention: An Interpretive Structural Modelling Approach","authors":"Trishala Chauhan","doi":"10.7176/jmcr/68-02","DOIUrl":"https://doi.org/10.7176/jmcr/68-02","url":null,"abstract":"In the present paper, the factors which impact consumer behavior are explored through extensive literature review. Also, common determinants of online and offline consumer behavior are identified. Subsequently, ISM approach is used to find the inter-relationship among these factors. Finally, ISM model depicting this interrelationship is developed and MICMAC analysis is performed to categorize factors into clusters depending on their drive and dependence power. Identified factors common to both offline and online buying behavior include convenience, promotion, availability, brand image, demography, safety, quality, word of mouth and price. ISM reveals that promotion, brand image, demography, quality and price are the linking factors with strong dependence and driving power. Additionally, convenience, availability and safety have emerged as the independent factors with strong driving power and weak dependence power. Keywords: Offline buying. online buying. Determinants. ISM (Interpretive structural modelling). MICMAC DOI: 10.7176/JMCR/68-02 Publication date: May 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115699006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How Consumers’ Make Purchase Decisions with the Use of Reference Points","authors":"Theodore Tarnanidis, N. Owusu-Frimpong, S. Nwankwo","doi":"10.7176/jmcr/68-05","DOIUrl":"https://doi.org/10.7176/jmcr/68-05","url":null,"abstract":"How consumers form their preferences has been triggered the notion of scientists as many internal and external influencing variables interact jointly during the decision-making process. One such influence variable is the use of consumer referents or reference points. Till today, the examination of reference hasn’t been examined thoroughly from the domain of consumer decision-making process, as in the literature; there is a lack of research to examine the use of reference points in a wider variety of attributes, targeted to specific decision-making sequences. As such, the current research introduces a new approach on trying to examine the effects of reference points (RPs) on consumer buying decision process that rely on three time frame dimensions, ex-ante, ex-interium and ex-post. Most prior research on reference points from a consumer perspective has focused on the effects of possible prospects following the principles of what is called in the scientific community “prospect theory” or “mental accounting theory”.The methodology that has been adopted is a case study analysis following the principles of Bayesian analysis that tries to bring out the effects of reference points in the consumer purchasing decision process. The results indicate that consumer’ preferences of reference points are determined and structured during the whole buying decision process and can be altered according to potential signals and biased ways. These implications lead us to examine the laddering of RPs beyond the physical or tangible attributes. Knowledge of the consumers’ assessment, about the use of the triangle framework of reference points, could be effectively used by different policy makers, in order to promote and guide consumers in a more efficient way. Therefore, several future avenues for casual modeling practice have opened. Keywords: Reference Points, prospect theory, cognition, Bayesian Analysis DOI: 10.7176/JMCR/68-05 Publication date: May 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115231666","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust","authors":"Assia Enehasse","doi":"10.7176/jmcr/68-04","DOIUrl":"https://doi.org/10.7176/jmcr/68-04","url":null,"abstract":"The present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The consumers of brand client in turkey were the members of this examination. The information were gathered utilizing the convenience sampling and through the survey procedure. 150 questionnaires were appropriated among the consumers. The confirmatory factor analysis and the structural equation model technique was used to examine the information. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given. Keywords: Brand trust, digital media advertising, consumer behavior intention DOI: 10.7176/JMCR/68-04 Publication date: May 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"117 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115639542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Production and Marketing of Agricultural Crops in Rural Areas of Madhya Pradesh","authors":"Raj Nagesh","doi":"10.7176/jmcr/68-03","DOIUrl":"https://doi.org/10.7176/jmcr/68-03","url":null,"abstract":"The production and marketing of agricultural crops play an important role of developing countries. It is also accelerating the pace of economic development. It is not only an economic link between the producers and consumers; it maintains a balance between demand and supply. The study examined the production and marketing of agricultural crops through rural markets and the price structure of different crops in rural markets of the Hoshangaabad District. It also highlighted the composition and structure of sellers and traders engaged in the marketing process. Local rural markets are the best option for the marginal and small farmers to dispose of their perishable surplus to get quick returns. Due to the lack of good infrastructural facilities in the study area, most of the farmers prefer local rural markets instead of going to the specialized markets or near-by town area. The average price of the individual crops also varies from market to market due to the various socio-spatial factors. The average participation of crop producer sellers have been recorded high due to the main Mandi is well connected to rural areas, private warehouse available, selling in Madhya Pradesh co-operative society where every 20 km radius in the study area. Keywords: Production, Marketing, Agricultural crops, Rural markets DOI: 10.7176/JMCR/68-03 Publication date: May 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"106 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123972626","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Review on Coffee Production and Marketing in Ethiopia","authors":"Jima Degaga","doi":"10.7176/jmcr/67-02","DOIUrl":"https://doi.org/10.7176/jmcr/67-02","url":null,"abstract":"Coffee, Ethiopia’s largest export crop is the backbone of the Ethiopian economy. However, Ethiopia has not yet fully exploited its position as the producer of some of the best coffees in the world. Hence, a little information has been gathered on different aspects of the coffee with the objectives of reviewing coffee production and marketing in Ethiopia, and marketing actors and margin distribution of coffee in Ethiopia. Data from FAOSTAT, CSA and different published materials on coffee were used. According to the review, lack of competitiveness, lack of infrastructure, in adequate access to services, low value addition, in adequate technology transfer and research, competition of khat and rainfall variability are among major constraints of coffee production in Ethiopia. Price volatility, Poor accesses to market, little market promotion and incentive mechanism, and low price were reported to be the major problem of coffee marketing in Ethiopia. Licensing of more traders and inspecting their activities, enhancing infrastructural and institutional facilities and improving of coffee production technologies through development, and extension of improved coffee varieties and other related agronomic practices were among the major recommendations forwarded from the review. Keywords : Coffee, Ethiopia, Production, Marketing DOI: 10.7176/JMCR/67-02 Publication date: April 30 th 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131261469","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}