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In the present paper the need and advantages are presented of using the Activity Based Costing method, need arising from the need of solving the information pertinence issue. This issue has occurred due to the limitation of classic methods in this field, limitation also reflected by the disadvantages of such classic methods in establishing complete costs.
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The level of competition in the retail market is quite high, and in order to manage shopping malls effectively and attract visitors, it is essential to understand the main reasons for consumer visits. The aim of this study is to analyze the motivations behind mall visits and determine if they vary according to demographic characteristics. The dimensions “aesthetics, escape, flow, discovery, and convenience,” which were used in the questionnaire applied by Ahmed et al. (2007) for Malaysian consumers, were included. Additionally, the “socialization” dimension from the hedonic consumption scale developed by Arnold and Reynolds (2003) was added, making a total of six dimensions subject to this study. The link to the online survey form, prepared via Google Forms, was shared with individuals aged 18 and above living in the Central District of Rize, who had visited the Şimal Mall in Rize at least once, using non-random convenience sampling in March 2023. Based on the responses of 384 participants, the results revealed that the primary motivation behind Mall visits for residents of Rize is the “convenience” factor. Following this, the “social, escape, discovery, flow, and aesthetic” factors are observed as secondary motivations. Women are more influenced by “aesthetic” elements compared to men, while married individuals and consumers with higher education and income levels are more influenced by these factors compared to singles and other demographic groups, respectively. Singles are more likely to visit the mall for “socialization” purposes compared to married individuals, non-working individuals compared to working ones, and young consumers compared to other demographic groups. Furthermore, after the translation from English to Turkish and the validity and reliability analyses, the “Mall Visit Motivation Scale,” consisting of 6 dimensions and 17 statements, can be effectively used in future studies to measure the motivations of mall visitors in Türkiye.
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The purpose of this study is to investigate the effects of in-flight atmospheric elements on customer satisfaction, and behavioral intentions on customer satisfaction. In this respect an online questionnaire was implemented with the participation of 436 participants who have previous travel experience with an airline in Turkey. It was revealed that the in-plane atmospheric elements have a positive effect on customer satisfaction; the spatial layout and employee factor, and vehicle aesthetics have a positive effect on customer satisfaction, while the dimensions of ambience and the view from the window affected customer satisfaction negatively. Moreover, it was found out that customer satisfaction has a positive effect on the behavioral intention dimensions of revisit intention, recommendation intention, and willingness to pay more. According to these results, it was concluded that many factors in the plane affect the customer's preference to use the company again.
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Creating sustainability metrics is one of the means to achieve Goal 12 of the United Nations Sustainable Development Goals. Developing and disseminating sustainability calculators is fundamental to directing the attention of more households towards the sustainability of their own consumption. The purpose of this article is the creation of a measurement tool for sustainable household consumption. It presents the interdisciplinary logic behind calculating an index to measure sustainable consumption at the household level. The software design and software implementation of the calculator are presented, resulting in a working tool that can be widely distributed.
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Adidas is considered one of the most well-known and successful sports brands, which strives for continuous development and progress, evident through frequent innovations and new models, as well as highly original advertising campaigns. The subject of this paper is to present and analyze how the global company Adidas manages its globally renowned brand. The aim of the paper is to prove whether customers believe in the quality of the Adidas brand or not. The methods used include the method of description, analysis and synthesis, method of proof and disproof, as well as statistical methods such as descriptive statistical analysis. The research was conducted with a sample of 125 respondents. Respondents expressed their agreement with the statements on a five-point Likert scale. The analysis of the collected data was performed using the statistical package IBM SPSS 21.0. The obtained results indicate a high level of loyalty among the respondents to this brand.
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There are dynamic changes occurring at the retail sale market. There is less emphasized maneuvring space for differentiation. The retailers offer similar assortment of the products with similar prices and quality. This opens more space for differentiation based on providing excellent services. The purpose of this paper is to give an insight into characteristics of retail market of the Federation of Bosnia and Herzegovina. Also, the importance of intensifying researches on service quality in the above-mentioned environment will be emphasized.
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Globalization of the market has diminished the importance of national borders, so that an increasing number of companies are internationalizing their business. It is very important that the company’s management investigates the characteristics of the foreign market in which it wants to operate. It is necessary to formulate and implement adequate marketing strategy, which will take into account ethnocentric tendencies and the cultural framework of consumers. Consumer ethnocentrism usually comes to the fore during crisis situations and a number of consumers want to strengthen the national economy by purchasing domestic products and services. On the other hand, a number of consumers have developed a high degree of cosmopolitanism and cultural intelligence, which implies preferences for foreign brands over domestic ones. The aim of this scientific paper is to identify some of the most important drivers of consumer ethnocentrism (patriotism, conservatism, dogmatism), and then to examine whether consumer ethnocentrism, cosmopolitanism and cultural intelligence through their basic factors (metacognitive, cognitive, motivational and behavioral factors) influence the formation of consumer attitudes towards foreign brands. It also examines whether the positive attitude of consumers towards foreign brands affects the loyalty of consumers to foreign brands, because it is necessary for companies to move from transactional marketing to customer relationship management, because loyal consumers are a stable source of income and enable long-term profitable business. Empirical research was conducted using a survey method in the Republic of Serbia (Belgrade, Kragujevac). The results of the research showed that consumer ethnocentrism has a negative statistically significant impact, and consumer cosmopolitanism and cultural intelligence have a positive statistically significant impact on consumer attitudes towards foreign brands, and a positive attitudes implies consumer loyalty to foreign brands.
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Today, customer retention and growth is the first goal. Companies have taken a heavy toll on each customer, and competitors are constantly seeking to steal them. Satisfied customers have many benefits for the company, they are less sensitive to prices, will be a customer for a long period of time, and give a favorable view of the company and its products and services to others. Paying attention to the factors that are less important from the customer's point of view and evaluating these factors leads to spending resources in areas that have less impact on customer behavior, so understanding the factors that have the greatest impact on customer satisfaction to the organization to move in this will help. In this study, we intend to use the operational data of the lines and customer satisfaction scales to evaluate the relative efficiency of product lines using the network data envelopment analysis method. In order to achieve this goal and quantify the data obtained from the questionnaire, another linear programming method called multi-criteria satisfaction analysis will be used. Another innovation of this research is the application of customer expectations in the data envelopment analysis mole because most researchers that focus on quality do not consider this component in their evaluation model. The results indicate that the distribution system is the most effective factor and resources and supply is the most effective factor affecting customer satisfaction.
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The subject matter of the article concerns one of the Polish narrative marketing projects, i.e. the storytelling advertising campaign of the Tiger Energy Drink brand on the YouTube service from 2022. The aim of the research is to analyse the advertising narrative in the following aspects: rhetorical (rhetorical tonality of the stories and descriptions in the statements of the characters-narrators, rhetorical tonality of the advertising song), psychological (needs, emotions, attitude/lifestyle), axiological (propagated values), aesthetic (artistic and aesthetic values) , anthropological-cultural (narrative archetypes: hero, trickster, traveller), public relations (created and promoted brand image), ethical (promoting the consumption of an energy drink in a target group of minors; promoting a drug; equating product consumption with sporting success). The article explains the reasons for the failure of brand image communication, demonstrates errors in advertising creations from the interdisciplinary methodological perspective of contemporary narratology.
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In the modern conditions of increased competition, marketers face the challenge of engaging the consumer's attention and offering him a high level of personalization. The focus of marketers' attention is increasingly shifting to Generation Z, which is expected to become the most important market segment for consumption of products and services by 2025. This fact indicates the future large market potential of this generation, which makes it an object of interest for marketers.Generation Z are digital natives and have been used to living with technologies since their youngest days. They could also be considered as being less reluctant to test and use different types of technologies. They accept technology as part of their daily lives and constantly consume online content. “Centennials” demands for the emotions and experiences they want to have in the purchasing decision process are high. This creates a need for marketers to use such means so to be able to reach the consumer in the best possible way. The article examines one of the modern possibilities for achieving this goal, namely digital marketing.Particular attention is paid to mobile marketing and technology of augmented reality, which can create a high level of experience for the consumer. Mobile marketing creates great opportunities for marketers to build relationships with customers and especially with the technology oriented Generation Z. The main reasons for this supported by data are discussed.One of the most promising ways to create consumer experience is the technology of augmented reality. The technology of augmented reality in marketing focuses on creating a consumer experience by superimposing computer generated images on the real physical environment.Data on Generation Z's interest in augmented reality shopping experiences are presented in support of the potential this technology provides to reach the technology oriented Generation Z.
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Digital marketing is one of the most important things that affect the targeted growth and development of e businesses, digital marketing is essential for achieving business goals. Digital marketing has emerged as a powerful tool for businesses, enabling them to create brand awareness, build trust, and increase consumer awareness. This study aims to determine the influence of social media based digital marketing on online businesses and impact of digital marketing (social media) on e business growth.The role and applicability of social media on e business growth is the main topic of this paper. This study aims to determine the influence of social media based digital marketing on e businesses and impact of digital marketing (social media) on business growth. The study paper's goal is to evaluate the efficacy of social media and digital media marketing techniques on e business growth. The paper primarily examines the value of digital marketing as well as the impact of social media and technology tools on the efficacy of digital advertising strategies. In this paper, we bring a lot of information from different sources about digital marketing, where special importance is given to the impact of digital marketing on the growth of e businesses.From the findings of this study, we came to the conclusion that digital marketing is necessary for a e business, digital marketing affects the growth of a e business and there are benefits of using digital marketing for e business. Based on the fact that recently e businesses have become very aware of investments in this field as any investment easily turns into profit, and based on the fact that digital marketing is the key to the success of business nowadays. The importance of this scientific research is that the knowledge gained from this work can be useful for another ebusinesses, how necessary is digital marketing for e business, are they think that digital marketing affects the growth of a e business, how aware they for the benefits of digital marketing for their e business, what kind of digital marketing are they using for their e business growth, digital marketing (social media) affects e business growth. Also, it can be used to inspire those who have started their own e business, showing you the role of digital marketing in your business. Numerous studies with results have been published on the relationships of personality factors with business intentions and business success.Also of particular importance in this research is the fact of how much an e business can pay for digital marketing, to spend time or provide adequate staff for the realization of various advertisements, for the use of genuine marketing.
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Animals have always played an important role in the history of humanity. We only have to think of prehistoric cave paintings, or the relationship between our grandparents and animals, or recall the iconic films Alpha or Hachi, A Dog’s Tale. However, it is important to note that the nature of the relationship between animals and humans has changed over time. Whereas in the past their relationship was mainly characterised by respect: maintaining their personal independence; nowadays this relationship has taken on a different dimension, as pets – in most families – live in the same household, receiving the same level of attention as the rest of the family. The primary objectives of this study are (1) to identify the product/service categories that are not targeted at dogs and pets, but they appear as the primary communicators in the promotion of the product or service, (2) to identify the characteristics that fundamentally define this type of advertising.
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The purpose of the article was to present cognitive neuroscience techniques (GSR and HR) for the study of emotions and to verify whether there is a correlation with the corresponding stages of models of advertising influence on the viewer. The study was based on the AIDA model. The results of the analyzed advertisement showed that it is possible to assess with a high degree of accuracy whether the advertisement was properly designed (for the adopted model). By analyzing the emotional index EI determined from the GSR and HR studies, it is possible to make appropriate adjustments at the stage of advertising implementation. Referring directly to the analyzed advertisement, it should be noted that positive and negative emotions can appear in different situations, depending on gender. The same scenes can be perceived positively by women and negatively by men, and vice versa. Such insights should be taken into account during design and preliminary testing even before broadcasting.
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The book Marketing, authored by Bozidar Milenovic and Milijanka Ratkovic, covers all important topics in this field. Marketing is a comprehensive textbook that dispels illusions about marketing as an "omnipotent force" of consumer society and sheds light on the laws of supply and demand on a scientific basis, processed in such a way that related disciplines participate in them in an optimal way, from which it can be concluded that this is a serious and complex content. which provides answers to many insufficiently treated topics. The authors, excellent experts in marketing both from the point of view of theory and practice, present modern marketing as a way to achieve a new paradigm of marketing as a more responsible, directed and less invasive tool to achieve success in the market in the sense that meet the more subtle needs of consumers through a more responsible design of the offer. Therefore, this book is not intended exclusively for students, but is suitable reading for proven experts, professional managers and everyone else who wants to learn but also to confirm their knowledge in this field. It is written in a clear and concise style, with numerous examples from the real business world and life that vividly evoke marketing strategies that various companies have successfully or unsuccessfully applied at some point in their development. This textbook gives a look at the most modern marketing trends and application in real time and real business environment, especially with emphasis on the domestic business environment. All of these contents certainly indicate that Marketing deserves the full reader's attention of a narrowly professional audience, scientific workers in this field as well as students eager for new knowledge.
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Aim: The aim of the study was to determine the specificity of marketing activities of the city, which is an academic center, aimed at students. Methods: The study covered the city of Lublin. The literature on the subject was analyzed, and the benefits for the development of cities resulting from the presence of students were indicated. Based on the analysis of the Lublin Development Strategy for 2013–2020 and its implementation, promotional activities in shaping the city’s academic character were presented. Using the results of the survey, students’ opinions on the promotional activities are presented. Results: Students are an important target group for promotional activities in the city of Lublin. The authorities undertake several activities aimed at improving the quality of education, cooperation between universities, improving the quality of life of students, or creating the atmosphere of an academic city. Students perceive the city of Lublin as conducive to studying. Conclusions: In order to better use the development potential associated with the presence of students, the Lublin authorities should strengthen information activities aimed at retaining students after graduation.
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Purpose: The purpose of the study is to look for ways to reveal the purchasing behavior of consumers in Qatar. Design/Methodology/Approach: The study begins with a literature search on the subject. Some of the theories regarding the determinants of consumer purchasing behavior that are universal across cultures are specified. Then, an analysis of the cultural conditions of the Qatari market was carried out using Hofstede’s model. In the next step information from international literature on consumer behavior in Qatar was collected, analyzed and summarized. The information from the literature research was compiled and compared with the results of the analysis using the Hofstede model. Findings: The results of research on purchasing behavior in Qatari culture, both using the Hofstede method and literature analysis, overlap to a large extent. However, there are some discrepancies described in the article. Research limitations/Implications: The availability of literature on consumer behavior in Qatar is limited, with particularly few recent works produced after the COVID-19 pandemic. Therefore only literature in Polish and English was examined. Items published in other languages, e.g. Arabic, could not be examined, which limits the scope of the study. Additionally, the analyzed literature items differed in their representativeness due to methodological diversity and differences in the selection of research samples due to demographic and social characteristics. Originality/Value: The article contributes to the development of science by enriching the available knowledge in the field of consumer behavior in the Qatari market.
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Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions to promote a product or service. Guerrilla marketing differs from traditional marketing in that it often relies on personal interaction, has a small budget, comes from an original idea for engaging the target audience, and focuses on a small group of promoters who are responsible for publishing the message in a specific location or locations instead of through a widespread uniform marketing campaign. Companies that use guerilla marketing rely on their promotions, which will spread through viral marketing or through word of mouth, thus reaching a wider audience for free. Connecting with the consumer's emotions is key to guerrilla marketing. The use of this tactic is not intended for all types of goods and services, and is often used for more "exciting" products and for targeting younger consumers who are more likely to respond positively. Guerrilla marketing takes place in public places that offer as large an audience as possible, such as streets, concerts, public parks, sports events, festivals, beaches and shopping centers. One key element of guerrilla marketing is choosing the right time and place to run campaigns to avoid potential legal problems. Guerrilla marketing can be internal, external, "ambush on the premises" or experiential, intended to make the public interact with the brand. Guerrilla marketing is an advertising approach that borrows the concept of "guerrilla" military, or the element of surprise, to communicate with the target audience. This form of marketing relies on unconventional and inventive displays to evoke wonder or shock and can be particularly effective in generating publicity. What marketers enjoy about guerrilla marketing is its relatively low price. The real investment here is creative, intellectual. Its implementation, however, does not have to be expensive. That is an investment in time, but not money. Guerrilla marketing is a collection of marketing actions that are used to start a marketing campaign at a lower price than the usual other type of marketing campaign. The impact, of course, should be significant regardless of the low budget invested in it. In other words, guerilla marketing works like a hammer to influence marketing campaigns.
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Online business (e-business) since the begging of pandemic, specially s-commerce has skyrocketed. Trust is something that makes consumers decide to shop online, and their behavior vary depending on the territory and culture. This research explores student attitudes towards the barriers that they face when shopping online in Croatia. The aim is to explore if there is a relationship between trust barriers in online shopping and online purchase intention among students. Further, to analyze whether those attitudes significantly differ between man and woman students. Also, previous researches state that a credible source influences consumer trust therefore we investigate if there is a significant relation between a credible source and the trust barriers in online shopping. Students’ perception about trust barriers in online shopping were surveyed with a questionnaire in which 243 respondents participated. For testing the hypothesis descriptive statistics, Independent sample t-test, and Pearson correlation were used. Based on the analyzed data, results indicate that there is a significant relationship between the online purchase intention and trust barriers. Further, findings indicate that there is statistically significant difference between man and woman attitudes regarding trust barriers in online shopping. Also, credible source (micro influencer/ celebrity) plays a significant role in the perception of trust barrier related to the inability to judge product or service quality online among participants.
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Objective: The purpose of the article is to explore the use of commercial ad- vertising by the Catholic Church in Poland to attract the faithful and build her own brand.Methodology: The use of advertising by religions provokes resistance due to skeptical attitudes toward marketing and criticism of advertising which employ ethically questionable strategies. The study applied quantitative methods, in- cluding descriptive statistics of a gender- and age-weighted sample, as well as parametric and non-parametric statistical tests.Findings: More than 55% of the respondents believe that the Church should advertise her activities. Catholic advertising should focus on charitable and social goals. Nearly half of those surveyed think that the Church advertising can help improve her image; however, opinions prevail that advertising activities under- taken by the Catholic Church will not translate into an increase in the number of believers.Value Added: The results of the research contained in the article may serve to develop new strategies for communication of the Catholic Church in Poland.Recommendations: The literature recognizes considerable gaps associated with the possibilities of using advertising in the life of religious communities. Wishing to positively mark their presence in the life of society, churches should consider the possibilities of using advertising in their activities. A theological reflection is necessary in this regard, which would support the postulates derived from the marketing approach to the issue.
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Purpose: This paper aims to assess the impact of output changes on gender-, age- and educational attainment level-specific employment considering two business cycle phases. It also aims to answer whether education is essential in reducing the risk of losing a job during an economic downturn. Methodology: We employ the first differences approach to evaluate the asymmetric response of different employment types to output changes in 27 EU countries from 2000 to 2020. The Eurostat database provides the data for this analysis, and we use the Pooled OLS estimation technique for our calculations, ensuring the robustness of our findings.Findings: The results of this study are significant, indicating that during periods of economic upturn, the reaction of employment to output changes is weaker than during economic downturn. This is a crucial insight, as it suggests that the negative impact on employment is more severe, particularly for young and less educated individuals, with men generally facing sharper declines in employment compared to women. However, older and more educated workers exhibit greater job stability during economic downturns, highlighting the protective role of higher education and experience. These findings underscore the importance of education in reducing the risk of job loss during economic downturns, a key point of this research.Originality: This research stands out for its comprehensive examination of how employment reacts to output changes in the EU, considering the asymmetric output-employment relationship and the various employment types segmented by age, gender, and educational attainment levels. The findings underscore the necessity for targeted measures to uphold employment stability across diverse economic circumstances and demographic groups.
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