Identifying the customer satisfaction factors in furniture market

Author(s): Majid Azizi / Language(s): English Issue: 1/2017

Purpose – the purpose of this research is to identify the influential factors on customer satisfaction in the Iranian furniture market in order to get acquainted with the fundamental items for planning future sales programs with the purposes of extolling competitive advantages. Design/methodology/approach – A commixture of 6 items and 31 factors were educed from interviewing with 20 experts in furniture designing and manufacturing industry. The collected data from customer need indexes in previous research were also used. Findings – results showed that such factors as economic factors weighting 0.32, product specifications weighting 0.21 and credibility weighting 0.19 were the most important indexes and price weighting 0.195, fame weighting 0.131, quality, durability and resistance weighting 0.116, paying conditions weighting 0.095, designing and decorating in virtual softwares before ordering weighting 0.074, updatedness weighting 0.064 and interaction approach with the weight of 0.42 were the most considerable influential sub-indexes on the satisfaction of the Iranian furniture market customers. Research limitations/implications – by the enhancement of competition throughout the world markets and the inevitable presence of Iran in it, the market activists’ concentration should shift towards paying comprehensive attention to desires and needs of furniture market customers. Practical implications – some important issues on planning suitable manufacturing and marketing programs in furniture market are introduce so that the activists be aware of considering the growing knowledge and awareness of end-users which increases the pressure on the manufacturer side. There are also some solutions in terms of internal and external organizational factors with regard to the complex nature of competitive environment in furniture market. Originality/value – the paper provides an examination of effective factors on customer satisfaction with a focus on past experiments and the perspectives of furniture market experts.

MARKETING MIX OF FINANCIAL SERVICES FROM THE CUSTOMERS PERSPECTIVE

Author(s): Veronika Braciníková,Kateřina Matušínská / Language(s): English Issue: 4/2017

The aim of this paper is to show tactical marketing in the 5C concept, services perception and consumer behaviour in the financial products market. Primary marketing research was based on the number of 412 respondents. The con-sumers were questioned about their behaviour within the topic of customer value, costs to the customer, conve-nience, communication and customer approach. When de-ciding about the selection of financial institutions and finan-cial products as fundamental criteria are said to be costs to the customer – pricing policy, convenience – physical availability of branches and their physical evidence. Further research outputs indicate that customers tend rather to sav-ings products and life insurances than to credit products. The costs incurred for the purchase of financial products are perceived as adequate. Direct distribution channels still play and will play important role in financial services. It seems effective to use BTL communication than massive advertising. Demands on financial institutions front-office employees have increased when regarding a quick solution of customers ́ demands and acceptable soft skills. Keywords: marketing, “5C” marketing mix, financial servic-es, primary marketing research.

Digital marketing skills

Author(s): Milanka Slavova / Language(s): English Issue: 01 EN/2018

Digital marketing talent crisis is global of the wider digital skills deficit. Even the digital natives' generation has skill shortfalls.

Neuromarketing – nowe możliwości rozwoju współczesnego marketingu

Author(s): Józef Perenc,Joanna Hołub,Anna Szwajlik / Language(s): Polish Issue: 24/2012

The paper attempts to present the essence of neuromarketing and the use of neuroimaging techniques in brain research of consumers making purchasing decisions. The objective of the paper is also introduction of the changes in the way researchers think about the rationality of buying behavior; demonstration that neuromarketing creates new possibilities for the research of unconscious brain areas involved in making purchasing decisions. Consequently, the paper is also an attempt to show the impact of neuroimaging techniques on marketing development.

Wybrane funkcje e-marketingu w kluczowych działaniach firmy zdecentralizowanej

Author(s): Józef Wilk / Language(s): Polish Issue: 4.1/2017

In the paper we defined a few quantitative procedures of e-marketing mix fortheir application in an integrated decision support system (IDSS) implemented in two possibleoptions of a decentralized company. For the first instance using modern utilities inthe hybrid model of decentralization, like balanced score card (BSC) and project basedmanagement (PBM), we would dispose a considerably greater portfolio (like world’s spotmarket of forex, commodities, etc.) of e-marketing methods for stimulation of the firm’sstrategic expansion. This case is connected with an application of rather costly, sophisticatedand time-consuming motivating activities. However, in the second a turquoise's modelof decentralized and quoted on the stock market company former hierarchical pyramidstyle of organization is replaced by self-management, freedom and accountability. Now,hitherto existing motivation fund of hybrid firm is replaced by an increase of intellectualcapital (IC) estimated on the Tobin’s Q-T rate.

Editorial preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 1/2018

ÜRÜN TASARIMINDA MÜŞTERİ MEMNUNİYETİ ÜZERİNE BİR ALAN ARAŞTIRMASI: MALATYA ÖRNEĞİ

Author(s): Sait Patir,Ahmet Aydin / Language(s): Turkish Issue: special/2017

Customer satisfaction is becoming increasingly influential in the sales, design and future planning of institutions. Customer satisfaction in product design means the shaping of product and the formation of content according to the customers’ expectation. This lead to the replacement of the understanding “I can sell my product” to the “I can sell it if I can produce it according to customers expectation”. In order to determine the degree of customer expectation in product design, a questionnaire was applied to three hundred forty-four operations of the Malatya industrial enterprises by simple random sample method and the results were examined.

The country of origin: a brake or an accelerator when buying a car

Author(s): Teodora Roman,Adriana MANOLICĂ,Ionela Manole / Language(s): English Issue: 4/2018

This research aims to analyse the perception of the country of origin effect on the choice of a future car by the holders of a driving license, which are already possessing a car at the present moment. To solve the research problem, we can say that the results of this study would aim to answer the following questions: To what extent is the car’s brand country of origin and manufacturing country known by its owners? Is there a relationship between the perceived car’s brand country of origin image and its perceived quality? Are the brand’s country of origin and the country of manufacture factors influencing the decision to purchase a car? Is there a connection between the perceived reliability of a car and the perception related to the country of its origin? To respond to these questions, a street survey on 100 subjects (50 men and 50 women) from Iasi, aged between 18 and 65, having a driving license and a personal car was conceived. The sampling method is random, the study being exploratory. The results can be used to issue a series of assumptions about the country of origin effect on the decision to purchase new cars and other goods.

Значај познавања проширеног личног концепта потрошача и утицај дигиталних технологија на његове промене

Author(s): Slađana Starčević / Language(s): Serbian Issue: 169/2019

Проширени лични концепт је психолошко-маркетиншка конструкција која одражава значај који потрошачи придају имовини, што последично утиче на њихово понашање. Поред материјалних ствари, имовина обухвата тело, интерне процесе, идеје, искуства, места и особе. Како тема није обрађена у домаћој литератури, циљ рада је детаљна анализа концепта и повезивање истраживања која су настала пре коришћења дигиталних технологија и новијих истраживања, да би се указало на значајне промене у конструкцији овог концепта. Коришћена је метаанализа података, да би се објединили резултати бројних независних студија. Анализа је показала да се проширени лични концепт састоји од неколико нивоа, да се мења кроз животни циклус особе, и да су границе између индивидуалног и групног проширеног личног концепта често замагљене. Употреба дигиталних технологија је значајно изменила поимање имовине, под утицајем дематеријализације ствари, масовне комуникације, поделе садржаја са великим бројем људи, као и могућности да се креирањем аватара у виртуелном свету може направити потпуна маска личног идентитета.Extended self is an important psychological-marketing construct that explains the relation between a consumer’s self-concept and possessions, i.e. the importance consumers ascribe to possessions in their lives. Extended self does not comprise of material goods solely, but rather an individual’s body, their internal processes, ideas, locations, experiences, and other persons. Although this topic is of high importance for understanding the consumers’ behaviour, it has not been covered in the domestic scientific literature. The aim of this paper is to critically analyse the concept of extended self and to unite the newer studies with studies that had been carried out before digital technologies were used intensively. Meta-analysis was used as a main method of research, for the purpose of integrating the findings of a large number of individual studies and making an objective synthesis of the results. The analysis has shown that the extended self consists of several layers, hierarchy of which differing between individuals, depending on the importance ascribed to certain forms of possessions. During a lifetime, the construct of extended self changes. Besides the individual self-concept, it is important to observe the group extended self. The introduction of digital technologies has significantly modified the construct of consumers’ extended self. It has been influenced by dematerialization of goods, mass communication and information sharing with many people, and with the possibility of completely masking one’s personal identity online. A good knowledge of the extended self can significantly help marketing researchers to conduct more detailed quantitative and qualitative research of the consumer’s behavior, which is the core value of this paper.

The impact of packaging design on functional fruit juice consumers’ behaviour

Author(s): Željka Zavišić,Marinko Jurčević,Neven Šipić / Language(s): English Issue: 1/2019

Functional food is considered similar or the same as conventional food that is consumed as part of a regular diet and is shown to have specific physiologic advantages that can reduce risk of chronic diseases. Generally, products put in that group are the ones that are scientifically proven to improve health and prevent diseases. When considering fruit juices as functional products, it is important to emphasize that their primary function is not to relieve one of thirst, but to enhance health and sports activities (in case of isotonic, dietary and energy drinks), and also indicate lifestyle.The research tried to cover this insufficiently researched territory. The focus of the research is functional food, with an emphasis on fruit juices, an area with very few empirical researches, especially when accepting new products through the influence of packaging. Branding and packaging attract the consumers’ attention, identify a product, create interest, generate the product`s psychological connotation and specify valuable product characteristics. If packaging is attractive enough to attract consumers’ attention, it is very likely that consumers will try the product. The goal of this research is to find out how great of a role functional fruit juice packaging has on consumers when making a purchasing decision.

Digital trade as an impetus for new regulatory initiatives

Author(s): Sanja Franc / Language(s): English Issue: 1/2019

Digital technologies are affecting all types of global flows, including trade and migration flows, thus reducing spatial, temporal and cost barriers. Digital trade is an important part of these new global trends, supporting and changing the globalization process. The main aim of this paper is to identify key challenges in regulating and governing digital trade on different levels, as each level of governance encounters specific challenges. The contribution of the paper is twofold. First, it gives an overview of key digital trade regulatory issues at the national, regional and global level. Second, some specifics of digital trade are explored with the purpose of gaining a broader understanding of the need for new, or at least modified trading rules that would support digital trade and the digital economy.

Branding in Search Engines - Opportunities and Threats

Author(s): Katarzyna Sanak-Kosmowska / Language(s): English Issue: 1/2018

Brand and its capital are now one of the company’s most important intangible assets. A strong, well-positioned brand stands out against others and therefore improves competitive advantage. Web search engines are commonly used to review brand reviews and this find information in them to significantly shape the reputation of the product or service. The article attempts to identify the opportunities and threats of using image positioning, and hence the search engine reputation (SERM). To achieve the research objective, the case study method was applied. The article argues for the need to manage the reputation of a company on the Web, showing in this context the specificity of search engines.

Wykorzystanie komunikacji emocjonalnej w marketingu na przykładzie kampani firmy IKEA „Spotkania Sąsiedzkie”

Author(s): Ewelina Węgrzyn / Language(s): English Issue: 1/2018

Unique experiences, phenomenal sensations and development opportunities – these are the challenges that clients constantly set for producers. Experience, as a foundation for humanitarian and social marketing dimension, is becoming a new paradigm for a given field. The aim of the study is to analyse the process of building and managing consumers’ experience. Therefore, the author has set following question as the basis of the theme: how the process of consumer experience’s design looks like and how organisations deal with its management. The main subject of scientific analysis covers IKEA’s social experiment. Qualitative research methods include content analysis and an interview.

Autopromocja i budowanie marki osobistej na portalu Instagram na tle kultury narcyzmu. Analiza zjawiska na podstawie badania dziesięciu najpopularniejszych profili w serwisie

Author(s): Anna Modzelewska-Stalmach / Language(s): Polish Issue: 1/2018

The aim of the present article is to analyse the mechanisms of self-representation and how the personal brand is being built by the Instagram users, with a particular emphasis on practices which fit into the culture of narcissism. The author uses qualitative methods based on a content analysis of Instagram profiles belonging to selected celebrities and celetoids. The group selection is intentional: the ten accounts which have been brought under study have the greatest number of followers according to the Social Blade rank. The author also reviews and analyses Polish and English literature on the phenomenon of Instagram, paying attention to its content and discussing research related to self-representation through this platform.

Język reklam standaryzowanych

Author(s): Aleksandra Burdukiewicz / Language(s): Polish Issue: 3/2013

The aim of the paper is to analyze cultural differences in press advertisements from weekly magazines “Wprost” and “Time” (from the years 2003–2004). Both standardized and local (only for the Polish market) advertisements were analyzed. In the language of local ads, the features of Polish language and culture were noted: an open and spontaneous expression of emotions, as well as formulating advice to a potential client, using the imperative mode. In the case of standardized advertising, appealing to emotions and feelings distinguished the Polish version of advertisements from the English ones.

CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCKOUT SITUATIONS AND ITS’ INFLUENCE ON BRAND LOYALTY

Author(s): Newton Owuor Oyuke,Ümit Alnıaçık / Language(s): English Issue: 6/2019

Purpose- This study proposes to examine regret arising from consumer decision-making contexts in cases of stock out situation. Consumer regret under sub-optimal and optimal conditions and its influence on subsequent behavioral intentions of brand switching is investigated. Further, the study examines the effect of regret on brand loyalty and switching behavior. Methodology- Data was collected from a convenient sample of 172 university students by using an online questionnaire circulated through social media platforms. Information about stock-out situation and sub-optimal condition is manipulated by a short excerpt in the questionnaire. Consumer responses in such a situation is measured by Likert type scales. Findings- Data analyses revealed that there is a significant amount of regret experienced by consumers in stock out situations and suboptimal conditions which might lead to brand switching. Conclusins-An enormous intent to switch brand was demonstrated. This denotes that when confronted with a comparable condition of purchasing a substitute brand during a stock out for the preferred brand, an individual may switch from the present vendor.

Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights

Author(s): Laimona Šliburytė,Jurgita Vaitiekė / Language(s): English Issue: 81/2019

The paper analyses the sensory marketing of the sense of smell, its dimensions and usage in marketing decisions. By invoking the scent marketing decisions, one aims at attracting the consumer attention, to keep him/her at a point of sale as long as possible, to affect the behaviour and encourage an impulsive process of buying decision making. The theoretical study was performed by analysing the insights of Lithuanian and foreign authors on the purpose of elaborating the coherence between the ambient scent at the point of sale and the consumer impulse buying behaviour. It was revealed during the study that the ambient scent at a point of sale can be assessed as a stimulus which invokes the consumer’s impulsive buying behaviour. The logic of the prepared conceptual model is related to S-O-R paradigm: the environmental stimulus (ambient scent at a point of sale) affects the human organism (consumer internal response) and causes reaction (consumer impulsive buying behaviour).

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Author(s): Rima Žitkienė,Gintarė Kriaučiūnaitė-Lazauskienė / Language(s): English Issue: 81/2019

The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.

The Impact of Gender on Food Waste at the Consumer Level

Author(s): Ramona Cantaragiu / Language(s): English Issue: 4/2019

Food waste in one of the main contributors to economic disparities, social inequalities and environmental pollution. Numerous studies have sought to understand the drivers of food waste at various stages in the food supply chain, including the consumption stage. Based on a quantitative analysis of 252 Romanian consumers, the present study shows that gender is an important factor that affects the individuals' attitudes and behavours in regard to food and a potential factor that could affect the amount of food wasted. The study found that attitudes towards food waste evolve as individuals age, and that, at each stage women tend to be more concerned about the negative impact of food waste on social equity or the family budget that men. In addition, women were found to display behaviours in regard to food acquisition and preparation that can result in higher food waste in a larger degree that men, even though the study found no differences in the actual amount of food wasted by the two genders. The results of the study are important because they show that need to adapt the public awareness campaigns on food waste on the particularities of each gender across several age groups.

Katılım Bankacılığı Reklamlarında İçerik Analizi

Author(s): Fatma Gül Bilginer Ozsaatci / Language(s): Turkish Issue: 5/2019

In today's highly competitive markets, advertisements that are used to address the target audience are used effectively in the promotion and marketing of financial products. Participation banks, which differ in terms of operation and appealing consumer mass, also benefit from TV advertisements. It is important that participation banks give the correct message in their advertisements due to their current characteristics. Since repetitive words and words in advertisements will provide permanence in the mind of the consumer, it is important to select the most appropriate words for the message to be given. The aim of this study is to analyze the messages of the participation banks’ advertisements with different functions in the financial system. For this purpose, the ads of two participation banks carrying out their activities in Turkey since their foundation as participation banks and benefiting from TV ads have been actively analyzed by MAXQDA package program. As a result of the analysis, the gathered number of code is 283, the number of code is 90 and the number of themes is 62 and themes are grouped under organizational and working principles, economic and financial elements, social relations and internal motivation elements, cultural value elements, religious elements, and universal value elements.