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Sensory nudge has been creating a significant impact in the field of market research with implementation of methods used in neuro marketing. These methods help in understanding the impact of sensory nudge on consumer purchase behavior. This research paper focuses on the impact of different sensory nudges due to the packaging, promotional activities, design and other motivational that influences the purchase behavior for green product. This sensory nudge stimulates the environmental consciousness of the consumers and their preference for green products over conventional products. This research work has been started with an introduction to the research topic followed by an extensive review of literature related to the subject matter. Then the conceptual framework for the study was developed followed by research hypotheses. The testing of hypotheses was carried by using specified research methodology with the help of a structured questionnaire for conducting the survey. The results from data analysis were interpreted. The major challenge in this context is to know the impact of sensory nudge derived from marketing activities that modulate consumer’s perception, attitude, and behaviour towards purchasing of green products that builds environmental sustainability. Based on the extensive review of the literature, this study addresses the causes that restrict consumers’ from using green products. This study also scrutinizes the environmental consciousness of the respondents. The research work includes analyzing the awareness level of green products and perception about the term green.

It is important for marketing academics and public policymakers to understand how to persuade consumers to consume healthier food instead of unhealthy food. Based on the theories of synchrony effect and self-control, this research makes novel predictions about the time-of-day effects on (un)healthy food purchases. The results of a field study and a laboratory experiment confirm that consumers’ self-control level becomes lower in the evening, which leads consumers to buy more unhealthy products in the evening than they do in the morning. A follow-up eye-tracking experiment reveals the underlying mechanism through which self-control failure makes consumers pay more visual attention to unhealthy food and the weaker effect of attention to healthy food on purchases. The results of this study provide valuable insights not only for marketing academics but also for retailers and consumer marketing companies.

Five lab studies and a field study explore how power distance belief (PDB) influences consumers' preference for mass-market versus niche brands, the underlying mechanisms, and boundary conditions. We find that high (vs. low) PDB consumers are more likely to prefer mass-market over niche brands because they tend to be risk averse, which in turn increases preference for widely used brands. Consequently, the relationship between PDB and brand preferences is mediated by risk aversion. Further, when product usage contexts are risky, low (but not high) PDB consumers' preference for mass-market brands increases, whereas offering an extended money-back guarantee increases high (but not low) PDB consumers' preference for niche brands.In addition, we find that when choosing service providers (versus choosing physical goods), low (but not high) PDB consumers are significantly more likely to prefer mass-market brands over niche brands. We conclude with the implications of these findingsfor marketers, such as for their segmentation and targeting endeavors. We also provide specific tools that marketers could use, both inside and outside the store, to influence consumers' preference for mass-market versus niche brands.

A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body of literature fails to provide managers with specific practical guidance about how to create brand-extension fit for optimal results. The problem is a lack of understanding of what brand-extension fit really is, and there has been little work to address this issue by synthesizing the key dimensions of brand-extension fit. The current article addresses this gap by identifying the key constituent dimensions of brand-extension fit. This is an important topic because brand extensions are essential for business renewal and growth. We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. Each dimension addresses a different aspect of brand-extension fit and suggests ways for brand managers to create brand-extension fit. Less expected is that studies that use a strict subset of these dimensions overweight those fit dimensions that are included, and the associated estimated coefficients are biased. From a managerial perspective, counterfactual analysis also shows that reliance on a strict subset of these dimensions results in suboptimal decisions.

Firms offer a variety of products to meet different customer needs. In many horizontally differentiated markets, prices are stable, and firms make infrequent adjustments to their product lines. Although prior research focused on product line design, we investigate how firms should allocate their marketing effort when their product lines are fixed. We propose a simple model to analyze product line marketing. Our model exhibits a flagship product effect in which the firm’s optimal marketing effort is concentrated, provided that the ratio between consumer tastes dispersion and the convexity of the cost of marketing effort is below a threshold. The flagship product is selected according to a marketing effort allocation index that measures the trade-off between a product’s markup and its potential market share. This result is robust with or without competition and whether prices are exogenous or endogenous. Firms often experience shocks to their marketing cost because of technological improvement or externalities. If a monopolist’s cost of marketing effort declines, she should place more emphasis on a low-utility, high-markup product. Conversely, if the cost increases, the monopolist may find it beneficial to focus her marketing effort on a high-utility, low-markup product. When multiproduct firms compete against each other, we show that if the opponent’s cost of marketing effort decreases, there can be a spillover effect, in which the firm benefits from the opponent’s cost reduction, thereby leading to a win-win situation. This paper was accepted by Dmitri Kuksov, marketing.

One advantage of online retail is that a large number of products can be displayed at low cost. However, online retailers must decide which of these products to carry in inventory (stock items) and which to order from suppliers when a customer places an order (nonstock items). In this paper, we empirically investigate how carrying a product in inventory affects its online sales. We use data from a European furniture and interior design retailer consisting of daily sales transactions and inventory data covering 18 months. We use a quasi-natural experiment—random transitions of products in and out of inventory at the retailer’s central warehouse—to estimate the causal effect of carrying inventory on sales. Our results show a strong and statistically significant increase in sales of, on average, 65% associated with having the product available in stock. More interestingly, this effect differs between products and is moderated by the price of the product: sales of more expensive products are less sensitive to the product being in stock. We use these results to draw insights on which types of items to carry in inventory. This paper was accepted by Victor Martínez-de-Albéniz, operations management. Supplemental Material: Data are available at https://doi.org/10.1287/mnsc.2023.4777 .

Today, in the market with ever-changing consumer preferences, three-dimensional (3D) printing is becoming an overwhelming trend. In this paper, we explore the use of 3D printing in mass customization (MC) programs. We consider the case when 3D printing brings extra self-design fun to consumers, which is highlighted in MC practices of the auto company BMW and the furniture company Poltrona Frau, and also changes the cost formula (i.e., the marginal product variety cost) of the MC product. In addition, the roles played by the risk attitudes of the MC manufacturer and consumers, consumer returns, as well as consumers’ time sensitive behaviors, are also uncovered. We find that under the case with a low consumer's willingness to pay for the traditional “ready-made product variety enjoyment” (RPVE), even the maximized product variety level and the additional self-design fun cannot make the 3D printing based MC more profitable. In addition, compared to the markets with risk-averse and risk-neutral consumers, the 3D printing based MC can increase more MRBs and a higher consumer surplus by simultaneously highlighting the high self-design fun and the high RPVE in a market with risk-seeking consumers. The high flexibility and responsiveness of 3D printing also shows its advantages in remanufacturing the consumer returned MC items and enhancing MC programs’ overall lead-time. Finally, applying 3D printing in creating molds can also help the MC manufacturer tackle demand uncertainties. These findings all provide a good reference to the application of 3D printing in MC operations.

Researchers have recently begun investigating how visual elements affect brand positioning. However, little is known about the effect of brand typeface features on brand premiumness. This paper proposes and verifies that letter case affects consumers’ perceived brand premiumness. Eight experiments, including one eye-tracking experiment, reveal that consumers perceive brands that use all uppercase letters (“uppercase brands”) as more premium than those that use all lowercase letters (“lowercase brands”). We refer to this effect as the “uppercase premium effect.” This effect is induced by the perceived conspicuousness of uppercase brands, a process which in turn is moderated by the product's social visibility. The effect is reversed for consumers who prefer subtle signals (“inconspicuous consumers”) because these consumers are likely to perceive a conspicuous uppercase brand as gaudy. Whereas status-motivated consumers are more likely to choose uppercase brands due to the increased premiumness perceptions, the increment in such perceptions does not further influence the purchase decisions of consumers indifferent to expressing status. We conclude with a discussion of theoretical and practical implications and offer suggestions for further research.

Introduction Political acceptability and successful implementation of tobacco control policies at the point of sale may depend on, among other factors, tobacco retailers’ level of support for these policies. This study quantified the level of support among small tobacco retailers for four point-of-sale tobacco control policies and its association with three predictors. Methods We used cross-sectional telephone survey data (August 2019) of 508 small tobacco retailers in England. Weighted logistic regression analyses examined associations between support for the product display ban, price display ban, minimum pack size, and standardized packaging, and self-reported importance of tobacco sales for a business, contact with the tobacco industry, and the perceived impact of the policy on their overall business. Results A majority of retailers support minimum pack size (66%), product display ban (65%), price display ban (54%), and standardized packaging (55%). The importance of tobacco sales was not associated with support for the policies. More frequent contact with the tobacco industry was associated with higher odds of support for minimum pack size (OR: 2.01, 95%CI:1.25–3.21), but not with the other three policies. The negative perceived impact of the policies, compared with neutral, was associated with 1.5 to three times lower odds of support for all four policies. Conclusion In England, small retailers’ support for the four point-of-sale tobacco control policies varied between 54% and 66%. Support seems unrelated to the perceived importance of tobacco sales, and contact with the tobacco industry, but seems strongly related to the perceived impact of tobacco control policies on their business. Implications This study shows that small independent retailers’ support for point-of-sale (PoS) tobacco control policies is fairly high and that the lack of support voiced by retail trade organizations is not representative of the views of retailers in England. Support rates may be further improved by addressing retailers’ perceptions of the impact of policies on their business. Support was not related to retailers’ perceived importance of tobacco sales for their business and their contact with the tobacco industry. The industry rhetoric is not supported by our findings, as the majority of small independent retailers in England support tobacco control regulations.

We consider a large group of consumers who decide whether or not to buy a durable good offered by a firm. Without previous experience with the product, consumers rely on the ratings of past purchasers to evaluate the product goodwill and make optimal decisions. The consumers have heterogeneous intrinsic rating behaviors and preferences. For example, the population may include avid fans who tend to purchase at early stages and over-rate the product. What are the firm’s optimal pricing and marketing strategies in the face of such heterogeneous market? To answer this question, we model the problem as a Stackelberg mean-field game, with the firm acting as leader and the consumers as followers. We determine the conditions under which a Stackelberg equilibrium exists and provide a numerical scheme to compute the optimal prices, marketing activities, aggregate rating, and market share. We provide some numerical examples to illustrate the type of insights that can be obtained with our model. For instance, we show that it is useful to compare the fairness of different rating aggregators, and can anticipate herding behavior triggered by biased raters.

Customer loyalty programs are often used by retailers as an important marketing tool. As an essential element of loyalty programs (LPs), the reward amount invested by the retailer is often linked to retailer's profit and customer behavior. We consider a retailer who sells a type of product in two periods to strategic customers. The retailer makes inventory ordering and loyalty program investment decisions. Customers decide whether to purchase immediately (in period 1) to receive the product and reward, or to wait for a markdown discount but face the risk of stockout. We have focused on three main questions: (1) How does the loyalty reward investment decision impact strategic customers’ behavior? (2) What are the optimal decisions and profits for the retailer when investing in a loyalty program? (3) What are the factors influencing the reward investment decision? We find that investing in the loyalty program induces more customers to make an early purchase, leading to a higher inventory ordering decision and more profit for the retailer. The benefits from reward investments are significantly affected by the product's cost and customers’ valuation of the product. Our results shed light on the reward investment decision of LPs. For products with high profit margins and market-determined prices (valuation approximates price), the retailer should invest in a loyalty program to achieve better profits.

The top online marketplaces in the world, such as Alibaba, Amazon, eBay and others, sold $2.7 trillion in 2020, or 62% of global web sales that year. Despite the promise of unfettered access to customers, the reality is that most sellers struggle with unprecedented unauthorized “rogue resellers.” These often anonymous, third party individuals and firms may not provide the quality experiences aligned with customers’ expectations of a brand and often market their goods in competition with trusted partners. This requires a systematic battle plan in order to effectively protect the seller’s brand equity, service promise and authorized distribution network. We describe the channel war that is at work and the forces fueling its development. We explain how rogue reseller activities drive down pricing, increase channel competition and conflict, impact customer experience, and harm brand equity. We recommend revising product policies, procedures and agreements to begin to differentiate products from those sold by unauthorized parties. We also recommend a legal strategy to complement these efforts. Critical steps include regular and active enforcement, as well as implementing services, benefits and quality controls for the brand’s products that cannot be replicated by unauthorized sellers and requiring authorized distributors and retailers to maintain those benefits and controls.

The field's knowledge of marketing-mix elasticities is largely restricted to developed countries in the North-Atlantic region, even though other parts of the world—especially the Indo-Pacific Rim region—have become economic powerhouses. To better allocate marketing budgets, firms need to have information about marketing-mix elasticities for countries outside the North-Atlantic region. The authors use data covering over 1,600 brands from 14 product categories collected in 7 developed and 7 emerging Indo-Pacific Rim countries across more than 10 years to estimate marketing elasticities for line length, price, and distribution and examine which brand, category, and country factors influence these elasticities. Averaged across brands, categories, and countries, line-length elasticity is .459, price elasticity is −.422, and distribution elasticity is .368, but with substantial variation across brands, categories, and countries. Contrary to what has been suggested in previous research, the authors find no systematic differences in marketing responsiveness between emerging and developed economies. Instead, the key country-level factor driving elasticities is societal stratification, with Hofstede's measure of power inequality (power distance) as its cultural manifestation and income inequality as its economic manifestation. As the effects of virtually all brand, category, and country factors differ across the three marketing-mix instruments, the field needs new theorizing that is contingent on the marketing-mix instrument studied.

Consumers may need help using an inherently complex or information-intensive product after purchase. This paper studies the incentive for a manufacturer or a retailer to invest in pre-sales service effort that would reduce the consumer's likelihood of seeking after-sales support. Because providing pre-sales and after-sales support would incur costs for the provider, it is not evident whether the manufacturer or the retailer would be more effective in doing so, and whether both services should be provided by the same firm. We consider different models in which the pre-sales service and the after-sales support is provided by the same or different firms, and show that the service configuration in which both pre-sales service and after-sales support is provided by the retailer is desirable to both the retailer and the manufacturer. Interestingly, in this service configuration, although the pre-sales service is provided at the highest level among all configurations, consumers can show up in the largest numbers to seek after-sales support. We also study the possibility of the firms collaborating in providing pre-sales service, by allowing the manufacturer to share a portion of the retailer's cost of providing pre-sales service. As expected, if the manufacturer provides the after-sales support, cost-sharing by the manufacturer may increase both channel members' profits. However, if the retailer provides after-sales support, cost-sharing by the manufacturer helps increase the manufacturer's profit but, surprisingly, reduces the retailer's profit. In this case, the overall channel can still be better off, and as such, the manufacturer may be able to implement cost-sharing by providing an appropriate transfer to the retailer.

Technologies transform the total marketing mix of hotel products in the dynamic tourism market, where the distribution is detected as a key factor of market placement and profitability. The main goal of this paper is to explore the distribution channels in the hospitality industry and to identify the most successful elements of online distribution for the purposes of realising future excellence in post-COVID-19 tourism. The online distribution elements that could enhance competitiveness and incentives for reservation were identified and ranked. This was realised by choosing the most representative sample and by researching it using a structured questionnaire, where the mix of competitiveness and marketing elements were evaluated. The research findings present the importance of online travel agents (OTA), tour operators, social networks and conferences (MICE segment). The potential of Global Distribution Systems (GDS) systems is detected and, although not fully valorised in practice, implicate future franchising and contracting with global hotel brands and consortia. The answer to the question: “Which tools and techniques of innovative online distribution should be used and what product elements enhance sales in the hotel industry of the future?” is explored by the scientific methodology, which supports the purpose and presents the main contribution of the paper. Implications for Central European audience: The paper represents a considerable contribution in the perception of the distribution channels, affirmed for exchange in the Central European tourism market as an emissive market for the receptive offer of Croatian tourism. Considered in the context of the accessibility of Croatia as a car destination that realises both long-term and short-term “impulsive” bookings, promptness, propulsion and dynamism of online distribution channels used by the hotel offer have exceptional importance for income management and profitability. Correspondingly, a positive perception is being developed of the Central European market demand, as well as tourism awareness about closeness and market potentials, which represents a platform for the development of applicative strategies in communication and business. Recognising the effect on intensification of tourist exchange through the affirmation of innovations and technology contributes to the development of science and practice of the hospitality industry.

The aim of this paper is to gain a deeper understanding of fashion events marketing from a sponsor’s perspective and its influence on customers and society. We firstly seek to investigate what are the main marketing objectives of brands when they decide to sponsor fashion events; secondly, what are the main factors to enhance customer engagement with sponsoring brands; and finally, what are the most effective pathways to generate e-WOM in this context of fashion events. In order to answer these research questions, we conducted four studies: two Online Focus Groups, in-depth interviews and a fuzzy set Qualitative Comparative Analysis (fsQCA). Main findings show that the chief objectives of brands in sponsoring fashion events are: a) customer engagement with the sponsoring firm and, in particular, e-WOM, b) brand presence and c) brand positioning with fashion industry values. The conditions that enhance customer engagement are a) enjoyment, b) fashion values, c) sustainability and d) product knowledge. Fashion values are found to be a necessary condition to generate e-WOM. There are two conditions sufficient to produce e-WOM: a) the lack of enjoyment and fashion values or b) fashion values and sustainability. post-print 196 KB

In 2014, Washington State used a lottery system to allocate licenses to firms in the newly legalized retail cannabis industry, generating random variation in how many stores entrepreneurs were able to own. We observe highly detailed data on all subsequent industry transactions, including prices, wholesale costs, markups, and product assortments. We find that entrepreneurs who are randomly allocated more store licenses ultimately earn substantially higher per store profits than do single-store firms, suggesting that the returns to scale in the mom-and-pop retail sector are quite large. Despite these firms having greater market power, this increase in profits does not come at the expense of consumers. Rather, retailers in multi-store chains ultimately charge significantly lower prices and margins and offer greater product variety. This gap in prices is not initially present but grows substantially over time, as does the difference in assortment size and profits between stores in multi-store chains and stores operating alone. Using the full history of outcomes, we track the evolution of firms in this new market and show that multi-store retailers use an initial advantage in offering larger assortments to position themselves as the low-price, large-assortment retail option and attract a larger but more price-sensitive set of customers. These results have implications for the study of retail concentration and mergers, countervailing buyer power, and consumer search. Our results suggest that policies to help entrepreneurs expand in retail may have large benefits to both firms and consumers.

Grit—or perseverance in striving for long-term goals despite adversity, failure, and challenge (Duckworth et al., 2007)—has remained a focus in education and psychology for over a decade. Existing research, however, has yet to explore how grit might affect and guide consumption. In this article, we identify grit as an influential factor. Through one field study and three experiments, we reveal that individuals higher (vs. lower) in grit are less likely to choose and purchase indulgent foods. This occurs because individuals higher in grit perceive avoiding indulgent foods as more goal-relevant. However, changing the descriptive properties of the food using just-below (e.g., 199 vs. 200) calorie information can entice gritty consumers toward indulgence. Overall, these results show that grit impacts consumers’ product choices, and that businesses should consider grit when marketing and selling products that vary according to indulgence.

As a service innovation in the sharing economy, on-demand features (ODFs) allow customers to temporarily access additional features of a product they already own in return for a fee. Using ODFs, manufacturers can infuse existing product-centric business models with sharing economy and servitization principles, in order to generate recurring revenues. This article conceptualizes the novel phenomenon and delineates it from other concepts. Moreover, based on two experimental studies and drawing from fairness theory, first evidence is provided for how consumers react to key characteristics of ODFs, namely their tangibility and pricing structure. While intangible, software-based ODFs appear to find acceptance, consumers perceive on-demand access to tangible, hardware-based features as unfair, which explains their reduced purchase intent. Moreover, fairness perceptions and behavioral intentions are more positive towards ODFs that offer flat rate pricing compared to those that employ a pay-per-use pricing structure.

У публікації висвітлена проблема розповсюдження сумішей для паління спайс на території країн Євросоюзу та окремих країн Східної Європи за останнє десятиріччя. Акцент зроблено на недостатню ефективність заходів щодо контролю обороту сумішей для паління, що були реалізовані в державах — членах Європейського Союзу за останні 10 років. Розглянута історія розробки синтетичних канабіноїдів і токсикологічна характеристика речовин JWH, СР, HU, олеаміду як найбільш поширених синтетичних продуктів із канабіноїдною активністю. Проаналізовані біологічна активність і медичні наслідки вживання продуктів спайс за даними тематичних звітів дослідницьких центрів країн Євросоюзу та США. Розглянута роль сучасної маркетингової стратегії виведення на ринок продуктів спайс, зокрема особливості реалізації продуктів через систему Інтернет в Україні.Проаналізована токсикологічна ситуація, що склалася в Україні за останні роки через поширення «дизайнерських» наркотиків, яка характеризується масштабною рекламою трав’яних сумішей у мережі Інтернет; широким необмеженим доступом до зазначених продуктів у пунктах роздрібної торгівлі, де суміші спайс реалізуються найчастіше під виглядом лікарських засобів альтернативної медицини або харчових добавок і мають помірно невисоку ціну; поширенням практики вживання токсичних наркотичних речовин серед підлітків і молоді; прогресивним збільшенням кількості передозувань та смертельних отруєнь в окремих регіонах України за останні роки. В цьому контексті визначена ключова роль державного регулятора в розробці запобіжних заходів щодо фатальних наслідків застосування сумішей спайс серед молоді на прикладі досвіду окремих країн.Авторами надані пропозиції до негайного об’єднання зусиль уповноважених державних органів (Міністерства охорони здоров’я та відомчих науково-дослідних установ, Міністерства внутрішніх справ, Служби безпеки України та інших зацікавлених служб) з метою розробки державної стратегії та прий­няття управлінських рішень щодо заборони продуктів спайс (і подібних) або суттєвого обмеження їх продажу на території України.

Kuningan Regency is the area that has potential in agriculture. One of the leading commodities in Kuningan Regency is sweet potato (Ipomea batatas L). Sweet potato cultivation continues to be developed, even in Cilimus District, it is known as one of the productive production centers in the West Java region which provides sweet potato supplies to several areas to supply sweet potato needs in the West Java region. The problems are faced by farmers today including the increasingly erratic price of sweet potatoes, lack of market opportunities, product diversification, and mastery of cultivation technology. This service activity was carried out in Cilimus Village, Cilimus District, Kuningan Regency with partners of sweet potato farmers. The purpose of this assistance is to provide supply chain assistance for sweet potato marketing so that farmers are able to continuously market sweet potatoes above the production price. Mentoring activities were started from identification of sweet potato problems at the farmer level, identification of production and identification of markets. The using of method is interactive discussion and market mapping conducted together with farmers. Focus Group Discussion (FGD) was used to confirm the cultivation system, production, and marketing system of sweet potato. The result of this activity is that farmers know the marketing potential of sweet potatoes other than middlemen and the quality criteria of sweet potatoes according to industry demand. In addition, farmers also use sweet potatoes as animal feed.

Prior studies considered external conditions that trigger the adoption of servitization in product firms, but little is known on the decision to provide standardized vs. customized services. We analyze this tradeoff when companies face market and technological turbulence. We follow the capability-based switching costs theory, which considers the cost resulting from customer efforts to create new capabilities related to the solution offered by product firms. We propose that customized services help create these switching costs in turbulent environments. We also consider the mediating role of service-centric business models and the moderating role of cross-functional knowledge integration in these relationships. We combined data from a survey of 104 firms and secondary industry-level data on turbulence and analyzed it with regression techniques. Results show that, in turbulent environments, companies increase service customization instead of standardization and enhance service-centric business models, which benefits customer loyalty (a measure of capability-based switching costs). Companies focused on knowledge integration were less sensitive to technological turbulence and could better develop service activities for customization. We extend the service theory connecting it to the capability-based switching cost view and explain service provision mechanisms in turbulent environments. Managers can learn what to consider to implement a servitized business model in turbulent environments.

This article explores the impact of different types of products and rewards on the amount of funds raised in reward-based crowdfunding (RBCF). Specifically, we have analyzed two different product types, i.e., based on individual ownership or temporary use, and four types of rewards, i.e., prototype, branded promotional item, special edition, and discount. Results of a within-subject survey-based experiment indicate that individual ownership products obtain more funds than temporary use products. In addition, depending on the product type, some rewards are more effective in attracting funds from backers. These outcomes extend the application of Signaling Theory in the context of RBCF, as backers respond to multiple signals connected to both product and reward types because they are related to the likelihood of project realization, and of Self-Determination Theory, as backers are nonprofessionals and contribute their money mainly for the satisfaction of supporting what they consider valuable entrepreneurial projects. The findings of this article advance the scientific understanding of RBCF and provide advice for entrepreneurs on how to properly craft their call for money depending on the type of product proposed to the crowd.

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

Imagine you are a business investor and want to invest in startup ventures which are likely to be highly profitable. What are all the factors you look for in the company you want to invest in? Maybe the innovativeness of the products of the startups, maybe the past success records of the promoters. In this case, we say the profitability of the venture is dependent on or associated with innovativeness of the products and past success records of the promoters. The innovativeness of the product itself may be associated with various aspects or factors like usefulness of the product, competition in the market, and so on. These factors may be a little difficult to gauge, but the past success record of the promoters can be easily found from the available market data. If the promoter had started ten ventures and eight were successful, we can say that 80% is the success rate of the promoter.

The purpose of IBM activities for this community is to provide business management assistance and appropriate technology for Small Businesses engaged in coffee powder in Carangwulung Village Customary Hamlet, Wonosalam Subdistrict, Jombang Regency. The target of this PKM activity is the owner and business manager in the field of coffee called Kopi Adat. The problem faced by This Customary Coffee SME is the low ability to manage the business without any planning, organizing, bookkeeping, and evaluation. In addition, there is also no proper marketing strategy only selling around the location; besides, the coffee milling process is still done in the rental place, so mix with other people's coffee because it does not have its mill. Looking at the situation above, we have done transfer of knowledge and mentoring to carry out management functions, provide coffee milling technology, develop and execute marketing strategies so that products can sell well so that there is business sustainability by providing understanding and mentoring to manage the business well, improve product quality with TTG and be able to market products so that they can achieve benefits in improving well-being. Existing owners and labor and there are a sustainable in their business. The initiator of the activity and partners have carried out activities, namely the handover of coffee milling machines, training and mentoring of business management and financial bookkeeping, and marketing products to sell in the market

Purpose Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market. Design/methodology/approach The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects. Findings The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent. Research limitations/implications The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption. Originality/value The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.

PurposeThe fashion industry is diverse and demands a high amount of resources and labor for its operation. It has powerful tools that can positively impact the environment and society as a whole. In this sense, it becomes necessary for fashion to adopt sustainable strategies quickly. One way would be the adoption of eco-innovations by companies in the sector. The objective of this research is to identify the main eco-innovation initiatives carried out by companies in the fashion sector and to verify what the trend is in the sector in relation to the types of eco-innovation, whether technological or non-technological in nature.Design/methodology/approachTo meet the objective, the sector’s sustainability reports are analyzed based on the Global Reporting Initiative (GRI) initiative. The method used to treat the data is content analysis. The authors chose to use the GRI-G4 and GRI-Standards versions of the GRI structure, as they include topics relevant to its stakeholders. The analysis based on these criteria considers 18 reports prepared by four companies (Cia Hering, Grupo Malwee, Dudalina and Lojas Renner).FindingsFrom the data analysis, it was noticed that eco-innovations of technological trends prevail in Brazilian fashion, in the first place, those of process (24.56%), followed by eco-innovations of product (10.53%). The pressure exerted by internal or external stakeholders will be fueled by the current scenario of sustainable development, positively influencing the adoption of eco-innovation. This characteristic can be attributed to the fashion sector, since technological eco-innovations overlap with non-technological ones in all the years that make up the analysis.Research limitations/implicationsAs limitations of this research, it is worth mentioning the availability of GRIs in the fashion sector. Even considering it a step forward, noting that larger companies support the adoption of these reports, it is important to highlight that only four companies make up the available database (Cia Hering, Lojas Renner, Dudalina and Malwee). From the adoption of the dissemination of sustainability reports by other organizations, the base could be expanded.Practical implicationsFrom this study, practical questions emerge that can contribute to managers and companies in the Brazilian fashion sector. Initially, the focus on eco-innovations is predominantly related to the technological component, with an emphasis on process eco-innovations. In this sense, business actions seek to resolve the accusations normally attributed to the sector, such as the adoption of unsustainable practices. For example, in cotton production, firms use large amounts of pesticides and water, despite the sector being accused of not taking proper responsibility regarding sustainability related issues.Social implicationsInvestment in eco-innovations indicates a positive attitude and change resulting from pressure and the need to return the market to society’s demands for more sustainable production technologies with less environmental impact.Originality/valueThe originality of the study lies in the systematization of a GRI analysis model applied to measure eco-innovations in fashion. Through the applied methodology, it is possible to emphasize that eco-innovations of technological trend prevail in the industry, first in processes and then in product development.

Changes in firms’ warranty payments are informative signals that enable investors to form timely expectations about potential changes in product quality. The authors’ survey shows that warranty payments affect potential investors’ product quality assessments and stock investment likelihood. Their quantitative analysis reveals an asymmetric stock market reaction: unanticipated increases in warranty payments (which signal quality “losses”) lower stock returns but unanticipated decreases do not affect stock returns. Two important factors moderate this relationship. First, boosting advertising spending attenuates the negative stock return effect of unanticipated increases in warranty payments. Second, unanticipated decreases in warranty payments, which signal quality “gains”, translate into higher stock returns when the industry has become less concentrated. Interestingly, changes in R&D spending do not moderate investors’ response to unanticipated increases or decreases in warranty payments. The authors advise firms to use advertising to lessen the harm from warranty payment increases and to strongly communicate warranty payment decreases in the face of intensified competition. The authors also caution that offering warranties in general does not ensure greater firm value as declining quality firms that myopically offer warranty programs experience lower firm value than those that do not provide warranties.

The reputation of firms for being environmentally friendly and socially responsible is a key purchase driver for sustainable products. However, the commitment of firms to sustainability varies – some firms are founded on strong environmental and social principles; other more traditional firms are built on strong product/brand focus and are not known for sustainability. In response to market trends, many traditional firms are introducing sustainable products to their portfolios. We argue that the firm’s sustainability reputation (FSR) will influence consumer purchase with respect to equally sustainable products from different firms. Two choice studies demonstrate that FSR favors sustainable product choice when the consumer decides between equally sustainable products. However, FSR affects the choice only for sustainable products and not regular products and does so only for consumers that construe sustainability at a high (abstract) level. Retailers should pay attention to the role that FSR plays in consumer response when they select sustainable products to sell.

This study examines how quality is defined, re-defined and dynamically formulated amongst stakeholders under political and global market pressures while registering geographical indications (GIs) for non-edible non-timber forestry products (NTFPs)—namely, Iwate Charcoal and Joboji Urushi—in Japan. To that end, Convention Theory is used as a framework for the two NTFPs as traditionally applied to manufacturing or edible products. This study investigates the following related factors: 1) the transition of convention types between NTFPs and its impact on registrations and 2) the impact of the convention types and values on the sales and sustainable use of forest resources. The study applies Convention Theory, inter alia Worlds of Production (and associated categories) coined by Storper and Salais (1997), because of its central focus on the formation of product qualities and the resulting consumption and materialistic relations. Historically, both products have been under pressure because of lower-priced imports and the substitution of the traditional energy source charcoal and material source urushi with petroleum products including oil and chemical lacuquer, respectively. Thus, the two GI registrations of NTFPs in this study were an attempt, among other options, to counter the influx of imports that results from economies of scale and technological development in scientific standardization. We observed changes in the conventions and analyzed dynamism with relevant concepts of “orders of worth,” propounded by Boltanski and Thevenot (2006), behind the four categories of Possible Worlds of Production (Market, Industrial, Interpersonal, and Intellectual Resources) proposed by Storper and Salais (1997). Our question is as follows, “Did the GI process related to quality strengthen the existing convention or did it rather cause confrontation between conventions?” The two NTFPs provide us with unique and contrasting pathways. Through the GI process, there were negotiations, not necessarily verbal discussions, but ceremony-like events, involving nonverbal communications and technical testing, at sites to assure members and reach agreements on quality. Moreover, there are certain challenges for NTFP GIs when compared with agricultural products; obviously, there is no taste element (as both are non-edible) and the associations with consumers are possibly weaker than those with foods are. Even among NTFP products, the methods of setting standards (to compete, or to differentiate themselves, as “dedicated” products from imports of “generic” products in the Industrial World) differed. Iwate Charcoal developed as an industrial commodity and set a stricter scientific standard. Alternatively, in establishing its standard, Joboji Urushi appealed to its historical embeddedness emphasizing differences in quality resulting from variations by individual producer, local environment, and season. Participation in negotiations of quality, thus, makes producers sensitive to the needs of certain customers, such as personalized products or relationships with producers. As both are forestry products, conservation efforts (identifying individual urushi trees and replanting and coppicing after harvesting for charcoal) are practiced, which loosely resonates with consumers’ sustainability discourses. Yet, rather than green and environmental discourses, subtle associations between a nostalgic sense of “homeland,” pride in artisanship and tradition are strong factors in the promotion of domestic urushi products vis-a-vis imported competition. The comparisons are more technical in the case of charcoal with a degree of carbonization. Noteworthy registrations of non-edible NTFPs are rare in Japan (and absent in the European system). However, the producers were able to learn from, and surmount, the challenges of GI product quality agreed upon, while they achieved a new sense of solidarity.

The product return rate (RR) is an important metric for retailers; even small RR changes can significantly impact retailers’ profit. Companies and researchers typically favor and employ one of three methods to calculate the RR: based on the number of returned items, these items’ revenue, or their profit contribution. Interviews with 24 managers and industry experts reveal that two methods, item-based and revenue-based, are often used. However, little is known about how much the interpretation of RRs depends on the calculation method. In this article, the authors rely on extensive datasets to investigate these potential differences empirically. Analyzing more than 8 million transactions at sixteen different retailers, the authors find that RRs calculated via the three methods differ on average by 24.3%. The size of these differences makes cross-sectional comparisons of RRs calculated via different methods difficult. In contrast, the authors find that the developments of the RRs over time are similar, which allows for a meaningful time-series comparison of RR developments, regardless of the method. Finally, this research shows that all three calculation methods result in RRs that are equally insightful (leading) indicators of relevant retailer performance metrics.

In an environment with digital disruptions, retailers must adopt a customer-centric approach to survive and compete effectively. Retailers need to be agile and forward-looking in adopting the relevant analytics and performance metrics to bring a customer-centric approach across upstream and downstream activities in the retail value chain. However, retailers in emerging markets (EMs) need clarity on the specific analytics and performance metrics in the value chain that will enable them to transition from their current product-centric state to the desired customer-centric state. Employing a triangulation approach (i.e., literature review, marketplace evidence, and managerial interviews) in the fragmented retail landscape of EMs, this study provides an organizing framework that explains: (i) the need for a customer-centric approach across the retail value chain, (ii) the specific performance metrics that need to be adopted across upstream and downstream activities in the retail value chain to enable EM retailers to achieve their desired customer-centric state, and (iii) the role of analytics in providing insights to achieve these performance metrics and improving monetary and non-monetary firm performance outcomes. We also provide firm-specific and macro-level conditions that can influence the EM retailers’ adoption of relevant analytics and explain the different paths retail formats can follow to adopt analytics. We present a strategy matrix that enables retail managers to identify the appropriate analytics to be adopted at different retail value chain stages to achieve desired performance metrics. We also highlight future research opportunities in retailing in EMs.

Airport retail has undergone significant change in the last decade. Today, many airports provide a broad selection of product varieties and an augmented shopping experience. In this study we focus on sequential purchasing which remains an unexplored topic in airport retail. Grounded in shopping momentum, we use real-world purchase data from 279,000 passenger boarding cards to test a conceptual model that examines relationships between first purchase expenditure, walking distances, time available for sequential shopping, crowding, payment type, product involvement, promotions and product type on sequential purchasing in three terminals at Dubai International Airport. Findings offer a significant theoretical contribution to the travel retail and sequential purchasing literature and have important practical implications for airport retail practitioners.

Retailers that sell seasonal products face significant challenges when planning inventory assortment. The incorporation of drop-shipping into their operations, wherein suppliers own and ship products directly to consumers at retailers’ requests, has only complicated these challenges. This study investigates multichannel assortment planning of retailers that sell seasonal products. We first capture structural properties of multichannel retailing of seasonal products through a simple and parsimonious analytical model. The analytical model uncovers key seasonal product attributes that make it more attractive for retailers to allocate a product for sale in the drop-shipping channel than in the store channel. We then empirically assess the findings of the analytical model. Using a rich and unique dataset from the fashion retail industry, we test relationships between product attributes and retailers’ channel choice. The application of a generalized linear latent and mixed model controls for selection bias by jointly estimating retailers’ likelihood of allocating a product’s inventory to the drop-shipping channel and the allocated volume in each channel according to the product’s characteristics. The empirical findings suggest that retailers are less likely to drop-ship products that are colored, irregularly sized, and offered in more style variants. They also unveil cross-channel effects in terms of inventory amounts allocated for sale in each channel according to those characteristics. Our analytical and empirical assessments jointly demonstrate the complementary roles played by drop-shipping and store channels for seasonal products and offer important academic and practical implications.

Pemerintah berupaya untuk membantu masyarakat dalam meningkatkan perekonomian khususnya di bidang Usaha Mikro Kecil Menengah (UMKM). Berdasarkan Undang- Undang No 20 Tahun 2008 (UU 20/2008) dikemukakan bahwa UMKM adalah sebuah perusahaan kecil yang dimiliki dan dikelola oleh seseorang atau dimiliki oleh sekelompok kecil orang dengan jumlah dan kekayaan dan pendapatan tertentu. Peran UMKM sangat penting dalam perekonomian negara, karena sektor UMKM merupakan penyumbang Produk Domestik Bruto (PDB) terbesar. Untuk mendukung hal tersebut Pemerintah berupaya semaksimal mungkin mencari berbagai macam cara agar UMKM dapat terus berjalan dengan baik dan stabil. Pemerintah menggandeng Perguruan Tinggi untuk turut serta berupaya membantu UMKM agar terus berkembang. Sebagai implementasi program Pengabdian kepada Masyarakat, Fakultas Ekonomi dan Bisnis (FEB) dan Fakultas Teknik dan Ilmu Komputer (FTIK) UKRIDA berupaya merancang satu kegiatan yang bermanfaat bagi UMKM yakni melalui edukasi berupa pendampingan pengurusan izin usaha dan penyuluhan mengenai pemanfaatan teknologi agar penjualan produk mereka menjadi lebih optimal. Selain dapat membantu mereka untuk menaikkan taraf hidup perekonomian keluarga, FEB dan FTIK UKRIDA juga telah berkontribusi mendukung salah satu program Pemerintah dalam meningkatkan kesejahteraan masyarakatnya. Hal ini juga sebagai wujud nyata dalam mengimplementasikan salah satu kegiatan Tridharma Perguruan

Hal yang penting untuk pengembangan diri adalah motivasi. Untuk dapat melakukan hal besar dibutuhkan motivasi yang kuat, di mana tidak dapat dilakukan dalam keadaan biasa. Agar motivasi tetap efektif, perlu ada disiplin yang tinggi dan konsistensi dalam menjalankannya sesuai rencana dalam mencapai yang diinginkan, namun tetap menghormati norma-norma dan aturan-aturan yang ada. Memiliki pandangan positif serta keinginan untuk melangkah lebih maju dapat membantu menghilangkan rasa takut dan rasa ragu. Hal-hal semacam ini perlu diterapkan dan ditularkan kepada masyarakat sektor bidang Usaha Mikro Kecil Menengah (UMKM) untuk membantu mereka agar usaha yang mereka geluti dapat bertahan dan berkelanjutan serta menjadi sukses dan dikenal oleh masyarakat luas. Fakultas Psikologi dan Fakultas Ekonomi dan Bisnis UKRIDA merasa memiliki tanggung jawab sosial untuk memberi kontribusi demi keberlangsungan UMKM di sekitar UKRIDA untuk dapat terus bertahan. Kegiatan ini dilakukan melalui pelatihan dan pendampingan yang berkaitan dengan motivasi UMKM agar bangkit kembali, mendampingi pengurusan izin usaha, serta melatih UMKM untuk menggunakan teknologi agar meningkatkan penjualan produknya. Tujuan kegiatan ini adalah untuk membantu mendukung program Pemerintah yang berupaya membangkitkan kembali Usaha Mikro Kecil Menengah dan memenuhi salah satu tugas Tridharma perguruan tinggi yakni pelaksanaan pengabdian kepada masyarakat.

Saat ini kita ketahui bahwa seluruh dunia sedang mengalami dampak dari pandemi COVID–19, baik dari segi ekonomi maupun sosial. Salah satu sektor masyarakat yang terkena dampak ekonomi adalah Persaudaraan Muda-mudi Vihara Dharma Loka (PMVDL) yang berlokasi di Kota Pekanbaru, Provinsi Riau. Banyaknya kerugian secara ekonomi yang didapatkan oleh masyarakat Kota Pekanbaru berdampak pada semakin berkurangnya donatur yang membantu kegiatan keorganisasian PMVDL. Oleh karena itu melalui kegiatan Kuliah Kerja Nyata (KKN) yang dilakukan secara online, Kelompok KKN 68 memberikan program berupa pengenalan teh kombucha dalam rangka memberdayakan masyarakat yang tergabung di PMVDL untuk memulai bisnis secara mandiri sehingga diharapkan dapat meningkatkan perekonomian. Kegiatan yang dilakukan dimulai dari pengenalan dan pembuatan teh kombucha, pengemasan produk agar layak dipasarkan pada platform social media dan perhitungan biaya yang dibutuhkan dalam proses produksi sehingga masyarakat mengetahui keuntungan yang diperoleh dari bisnis tersebut. Kegiatan ini dilakukan melalui seminar online dan pemantauan praktek pembuatan produk secara mandiri yang dilakukan oleh anggota PMVDL. Hasil akhir yang didapatkan yaitu produk teh kombucha yang diproduksi dan dibranding oleh peserta, terbentuknya akun Instagram Ads. sebagai sarana promosi online, serta adanya rancangan buku anggaran. Keterlibatan peserta secara aktif serta antusiasme dalam pelaksanaan program menunjukkan bahwa kegiatan yang dilakukan oleh Kelompok KKN 68 dapat diterima dengan baik serta memberikan manfaat sebagai salah satu ide bisnis di masa pandemi untuk mengatasi permasalahan ekonomi.

Namda or felt sheets and articles made of felt have a historic association with Tonk in Rajasthan (India). Felting has been practiced here for generations, providing a livelihood for the craftsmen who make hand-made felt and those who develop products from the felt sheets, including floor coverings, mats, and decorative pieces for both domestic and export markets. Felt’s design, finishing, and quality are the key criteria impacting the value of the urban product and the end market. The Central Sheep and Wool Research Institute (CSWRI) in Avikanagar conducted skill development training for rural women with a focus on making handicraft products from felt sheets. The objective was to promote traditional craft as well as empower women through enhancement of their self-reliance, with opportunities for further progression for high-performing trainees. The Indian Institute of Crafts & Design (IICD) in Jaipur collaborated with CSWRI for design intervention and skill enhancement targeting for the urban market. Just as these women were inching toward fully sustainable livelihoods, however, the sudden outbreak of the Covid-19 pandemic disrupted the demand and supply of handicraft products and seriously impacted their ability to work. This paper discusses the collaborative efforts put into building sustainable livelihoods around handicrafts and considers how the Covid-19 pandemic has impaired that work. [ FROM AUTHOR] Copyright of Textile: The Journal of Cloth & Culture is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

Purpose Cause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives. Design/methodology/approach Two 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses. Findings Study 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not. Originality/value This paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.

Subject area Retail marketing: it can be discussed in a retail marketing course to explain the growth and expansion of the retail chain and illustrate the features of a retail model that can consider franchise as a method to expand or distribute its branded merchandise in other retail outlets. The case will also help assess the financially viable growth. Marketing Management: It can be useful for a comprehensive yet straightforward explanation of marketing mix price, promotion, place, and product, also at the same time it serves to explain the importance of customer service in terms of retailing. Strategic Marketing: The case provides varied growth options that are being considered by retail organizations, which gives the student real-time opportunity to arrive at strategic decisions by considering financial viability, internal strengths (SWOT analysis), franchising as a growth option. Study level/applicability This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs, management development programs. Case overview Kanwar, the owner of 39 Bakers, was one of the fastest-growing retail outlets in Jammu, India. He had been successful in carving his pie for himself with its unique bakery products of more than 1000 variety of, break-even point price, everyday surprise product (EDSP), reasonable price, open kitchen concept, hygiene, excellent customer service. Within three years, 39 Bakers had grown from one to eight outlets, and revenue had increased to US$68,621, and vision was to achieve US$2m within the next three years. To achieve his vision, he made two business expansion plans either to start product distribution to other retailers like an FMCG company or to go ahead with the business format franchising model. The investors needed a detailed planned within three days. But Kanwar had to decide should he expand geographically and start with franchise model or shall he establish his brand with product distribution, and then go for the franchise model, which plan would make him reach his vision by 2023? Which strategy would be efficient? He indeed wanted to go for the franchise model, but the question is when? Expected learning outcomes This case will help entrepreneurs to decide on services and retail industries to expand their business and explore available growth options. It offers a platform to talk about how often franchising used to fuel growth. Either you select to be a franchisee or independent business owner or provide franchising opportunities or start your distribution network, a detailed business plan is one of the most critical decision-making activities. Without adequate details, it can make your life's most expensive option. After students have worked on the case and the task questions, the students can analyze whether a company should grow through product distribution, franchise or both; appreciate the significance of a business plan and to recognize all aspects of a retail operation, including the marketing mix; carry out strengths, weakness, opportunities, threats analysis and can develop Internal and External Factor Evaluation Matrix (IFE AND EFE); and examine various franchise options available for business expansion in a developing econ. Complexity academic level Position in course – This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs and management development programs. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

Increased economic growth affects consumer needs. Consumer needs for buildings, not only based on its function but also its beauty. One of them is the need for paint. This study aims to determine the effect of brand image, price, and product quality on purchasing decisions. The population of this study is the consumers of Dulux wall paint in the city of Surabaya. The sample of this study consisted of 100 respondents. The sampling technique used the Accidental Sampling method. The analysis technique used is multiple linear regression. The results showed that brand image, price, and product quality partially had a significant influence on purchasing decisions. In addition, brand image, price, and purchasing decisions have a significant role in simultaneous purchasing decisions.

One of the means of community service in improving the economy is the Thematic Real Work Lecture at the Bogor Agricultural University (KKN-T IPB). Students play very important role in improving the community's economy through the KKN-T IPB’s programs, especially in the COVID-19 pandemic situation which results in the limitation and closure of various business sectors. This community service aims to improve the soft skills of the community in this case Small and Micro Enterprises (SMEs) so that they can remain competitive and increase the scale of their business in Jatinegara District, East Jakarta Administrative City. Methods used in this community service is by training directly in the Jatinegara District Office Hall and online through the zoom teleconference media. The training carried out (training that has been held) namely, financial recording training; product photo training, design training using Canva and Instagram; digital marketing training; food packaging training; and financial management webinars. The results of the training show that MSEs in Jatinegara District understand the material provided in each training, benefit from the training, and the training content well-suited with the business undertaken by each participant.

Marketing of palm sugar products in District of Lima Puluh Kota is still managed traditionally, rarely use online marketing. Product marketing of Gusereen still relies on word of mouth and the limited use of groups on social media. This training activity aims to provide knowledge on how to make imooji digital brochures to increase promotion and sales of Gusereen products. The collection of data and information is conducted by observing and interviewing the needs and situations experienced by partners, business processes and obstacles faced. Training method is using the PLA (Participatory Learning and Action) method. Exposure of lesson materials to partners is conducted by providing information on the use of imooji, the choice of packages provided, and how to use imooji. Participants get lesson learn and guidance through the direct practices of using the application. The training practices carried out include 1) How to log in and register as a new user; 2) How to use the imooji user interface; 3) Choose a preferred and suitable template for Gusereen products; 4) Upload photos of the products; 5) Change text or product images; 6) Save and preview the created imooji; and 7) Publish or share imooji on social media. This training succeeded in increasing participants' knowledge by 45% from pre-test to post-test. Participants benefit from the training provided and 87% of participants understand the material provided. This training is expected to be the beginning of the transfer of knowledge and information to the palm sugar business community, especially for palm sugar business actors in Labuah Gunuang.

Location-based service heightens consumers’ shopping convenience. By utilizing spatial flexibility of consumers, retailers can target consumers via location-based mobile coupons (LBMCs) to enhance market performance. Considering the strategies for LBMC promotion for two competing retailers, we find that under different market intensities, only no adoption and symmetric adoption of LBMC promotion are the possible equilibria for the competing retailers at a low marginal targeting cost. Then, we extend our model to consider vertical (quality) differentiation and analyze the implications of adopting LBMC promotion for a superior-quality firm (with higher product valuation) and an inferior-quality firm (with lower product valuation). Mixed strategies for LBMC promotion emerge when firms’ products have different qualities. Our research findings provide useful guidance for managers and marketing practitioners to formulate strategies for targeted LBMC promotion.

The purpose of this research is to know the effect of product innovation and market orientation on sales performance and impact to the productinnovation in the Home Industry Keripik in Bireuen District. The result of research should be use full in practical nor theoretical, that substance on marketing development management, the specific is entrepreneur ‘home industry Keripik Bireuendistrict to increase product innovation, market orientation and sales performance. The methods of research use Quantitative Research, with the nature descriptive research and verivicative. Data collecting through questioner with field study technique, the sampling census. The field data collecting is carry on 2021. The statistic analysis technique to test the hypothesis use analysis and sobel test. Basedon analysis result influence directly effect and not directly effect find that market orientation on product innovation have a positive influent and significant on sales performance in the Home product industry Keripik Bireuen District. Based on result mediation effect test results concluded that variable of innovation mediate on effect market orientation partial to sale performance Home industry Keripik Bireuen District. The mediate test result indicate all mediation.

Salah satu tanaman yang banyak dijumpai di Kelurahan Kalawa adalah tanaman rumbia. Sifat daunnya yang keras dan kuat sehingga dimanfaatkan warga sekitar sebagai kerajinan khas daerah tersebut yang dikenal dengan kerajinan atap rumbia. Hasil observasi menunjukkan bahwa pengrajin kesulitan dalam proses pemasaran akibat kurang dikenal oleh masyarakat secara luas. Pengabdian kepada masyarakat yang dilakukan oleh kelompok 62 KKN-T Universitas Palangka Raya dilaksanakan pada 7 Agustus – 7 September 2021 di Kelurahan Kalawa Kabupaten Pulang Pisau, Kalimantan Tengah. Kegiatan ini bertujuan untuk membantu promosi UMKM atap rumbia. Metode yang digunakan adalah pelatihan promosi atau penjualan produk melalui sosial media, pembuatan spanduk/benner untuk pelaku UMKM dan pemanfaatan website Kelurahan Kalawa. Hasil dari kegiatan ini adalah pelaku UMKM mampu memanfaatkan sosial media untuk keperluan promosi dan pemasaran, adanya benner sebagai penanda keberadaan UMKM serta pemaksimalan website Kelurahan Kalawa untuk keperluan promosi produk berbasis kearifan lokal. Kegiatan ini diharapkan mampu memperkenalkan produk kerajinan atap rumbia serta meningkatkan perekonomian masyarakat secara umum dan secara khusus bagi pengrajin UMKM.

Sampah plastik merupakan produk samping dari aktivitas manusia sehari-hari yang apabila tidak dikelola dengan baik akan menimbulkan permasalahan lingkungan. Pengabdian kepada Masyarakat dilaksanakan di Dutasia learning, Jl. Gandasari No. 45, Gandasari, Kecamatan Jatiuwung, Dumpit, Tangerang, Banten 15810. Analisis situasi di Dutasia Learning menunjukkan bahwa warga Dutasia memiliki sedikit keterbatasan pada kesadaran akan peduli lingkungan. Banyak warga terutama anak-anak membuang plastik di sembarang tempat sehingga tampak adanya tumpukan plastik di beberapa lokasi. Pengabdian kepada Masyarakat ini bertujuan untuk melakukan seminar dan pelatihan tentang peran daur ulang sampah plastik dalam pelestarian lingkungan. Seminar disertai dengan pelatihan pembuatan prodak daur ulang plastik menjadi produk yang bermanfaat. Acara berlangsung selama dua jam dihadiri oleh 35 warga Desa Dumpit terdiri atas remaja dan anak-anak. Hasil kegiatan ini berupa barang hasil pelatihan pembuatan daur ulang berupa dompet plastik dan kotak pensil dari botol air mineral. Sejumlah 25 anak berhasil menyelesaikan pembuatan kotak pensil, tiga anak berhasil menyelesaikan dompet plastik, serta sisanya menyelesaikannya di rumah. Melalui kegiatan PkM ini diharapkan warga Dutasia mempunyai wawasan baru agar menggunakan plastik seperlunya, menggunakan kembali plastik yang masih bisa digunakan untuk keperluan lain, serta membuat daur ulang sampah plastik menjadi produk yang bermanfaat.

Komunikasi Pemasaran Digital bagi UMKM Desa Tridaya Sakti sebagai wujud literasi digital UMKM di Kabupaten Bekasi Dewi Rachmawati (dewi.r@lspr.edu) Riska Afrianti (riska.a@lspr.edu) Stephanny Lianardo (stephanny.l@lspr.edu) Fakultas Ilmu Komunikasi – Institut Komunikasi dan Bisnis LSPR Gerakan literasi digital saat ini sedang digencarkan pemerintah ke semua lapisan masyarakat. Dengan adanya gerakan ini, diharapkan masyarakat tidak hanya melek teknologi dan dapat menggunakannya, namun juga memahami dan memiliki kecakapan digital serta bertanggung jawab dalam penggunaannya. Salah satu lingkup yang menjadi sasaran literasi digital adalah UMKM (Usaha Mikro, Kecil dan Menengah) terutama di desa. Dari sisi komunikasi pemasaran, digitalisasi ini dilakukan agar UMKM dapat naik tingkat dan dapat menjangkau pemasaran yang lebih luas dengan waktu lebih cepat serta efektif dan efisien. Institut Komunikasi dan Bisnis LSPR, turut berperan dalam percepatan literasi digital bagi UMKM ini dengan mengadakan workshop melalui media online bagi UMKM Desa Tridaya Sakti Kecamatan Tambun Selatan, Kabupaten Bekasi. Sebanyak 11 UMKM dari desa ini hadir pada workshop yang mengangkat judul Komunikasi Pemasaran Usaha dan Jasa Melalui Media Sosial pada Kelompok Usaha di Desa Tridaya Sakti. Peserta UMKM menyadari peran penting komunikasi pemasaran melalui media sosial, yang saat ini dapat menjangkau pelanggan dengan lebih cepat. Namun dalam penerapannya masih ada beberapa kendala yang dialami seperti kurangnya kecakapan dalam penggunaan teknologi dan pemahaman mengenai konten media sosial itu sendiri, foto produk dan koneksi internet. Peserta juga terdorong dan akan menggunakan media sosial untuk mendukung komunikasi pemasaran usaha mereka. Kata kunci : komunikasi pemasaran digital; literasi digital; UMKM

The problem of garbage is a classic problem that repeatedly faced by the surrounding residents, especially in the Village of Peace. Because of the amount and level of danger, waste, especially plastic waste composed of chemicals, is difficult to decompose so that it is dangerous for the environment, so it is necessary to process waste to turn plastic waste into something useful. Based on surveys in the peaceful village area, North Binjai people still mostly do not have a fixed income. The implementation of the results of plastic bottle waste treatment into liquid hand soap packaging products in Damai Village was carried out to raise awareness of residents and provide ideas on how to increase their income. In addition, it can minimize pollution, so that the residents of The Peace Village can be more concerned about environmental cleanliness. The methods used in the program of utilizing plastic waste as packaging products are divided into two, namely the stage of exposure or explanation and the stage of practice to the community. Through training and mentoring the manufacture of hand washing soap and the utilization of plastic bottle waste, residents get insight into business opportunities that can be created through these creative ideas, and residents are already able to make liquid hand soap that can be sold. Through the training program on making hand soap in Damai Village, it is hoped that it can be an alternative to the use of plastic bottle waste which can be a product that can help improve the economy of the surrounding community.