International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Political advertising and word of mouth were examined to determine their influence on trust, candidate image, and voting decisions for novice voters in Batam City, Riau Islands Province. The study found that:
1) Political advertising influenced candidate image, trust, and voting decisions while word of mouth only influenced trust and decisions.
2) Candidate image influenced trust, which in turn influenced voting decisions.
3) Trust in candidates was found to have the strongest influence on voting decisions.
Political marketing is a marriage of political science and business marketing that analyzes political activity using marketing assumptions. It explores how political elites use tools like advertising, endorsements, consultants, and campaigns to understand, involve, and communicate with voters to achieve goals. Political marketing functions include developing the candidate or party as the product, distributing information to voters, managing costs, communicating messages, fundraising, coordinating parallel campaigns, and managing internal cohesion. Approaches include viewing politics as a product-based transaction, focusing on selling arguments to voters, or using market intelligence to identify and adjust to voter demands.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This document provides an overview of Chapter 4 of a Principles of Marketing textbook. It discusses how marketing relates to and is influenced by society, culture, laws, ethics, and social responsibility. It also briefly touches on the challenges and opportunities of global marketing. Key topics covered include how marketing intersects with culture, consumerism, environmentalism, and laws/regulations in different societies and cultures around the world.
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
Political advertising and word of mouth were examined to determine their influence on trust, candidate image, and voting decisions for novice voters in Batam City, Riau Islands Province. The study found that:
1) Political advertising influenced candidate image, trust, and voting decisions while word of mouth only influenced trust and decisions.
2) Candidate image influenced trust, which in turn influenced voting decisions.
3) Trust in candidates was found to have the strongest influence on voting decisions.
Political marketing is a marriage of political science and business marketing that analyzes political activity using marketing assumptions. It explores how political elites use tools like advertising, endorsements, consultants, and campaigns to understand, involve, and communicate with voters to achieve goals. Political marketing functions include developing the candidate or party as the product, distributing information to voters, managing costs, communicating messages, fundraising, coordinating parallel campaigns, and managing internal cohesion. Approaches include viewing politics as a product-based transaction, focusing on selling arguments to voters, or using market intelligence to identify and adjust to voter demands.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This document provides an overview of Chapter 4 of a Principles of Marketing textbook. It discusses how marketing relates to and is influenced by society, culture, laws, ethics, and social responsibility. It also briefly touches on the challenges and opportunities of global marketing. Key topics covered include how marketing intersects with culture, consumerism, environmentalism, and laws/regulations in different societies and cultures around the world.
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
Integrated Advertising Promotion and Marketing Communications 8th Edition Clo...LoisPeterss
This chapter discusses buyer behavior models for both consumers and businesses. For consumers, the key stages of the purchasing process are the information search stage and the evaluation of alternatives stage. There are three models that explain how consumers evaluate alternatives: the evoked set approach, the multiattribute approach, and affect referral. For businesses, purchasing decisions involve a buying center made up of various roles. The business purchasing process involves seven steps for new purchases.
This document provides an overview of analyzing a company's marketing environment. It discusses both the microenvironment and macroenvironment that affect marketing management. The microenvironment includes internal factors like the company's departments as well as external factors close to the company like suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes large societal and industry-wide forces like demographic, economic, natural, technological, political, and cultural factors. Understanding both the microenvironment and macroenvironment is important for companies to build successful relationships with customers.
The Impact of Consumers Perception of Environment and Technology in Redeeming...CSCJournals
This document proposes a new model called the Technology & Environment Mediation Model (TEMM) to explain consumers' willingness to redeem e-coupons. The model combines aspects of the Theory of Reasoned Action and Technology Acceptance Model. It predicts that perceived usefulness of e-coupons' environmental benefits will be mediated by perceptions of technology ease of use. Perceived ease of accessing e-coupons online is also expected to be mediated by perceptions of technology. The paper reviews previous coupon and e-coupon literature, introduces the proposed TEMM model and potential research propositions, and suggests using structural equation modeling to test the model.
This document provides an overview of key concepts from the first chapter of a marketing textbook. It introduces the definition of marketing as creating value for customers to build relationships and capture value in return. It then outlines the major topics that will be covered in the chapter, including understanding customer needs and the marketplace, designing a customer-driven marketing strategy, developing an integrated marketing plan and program, building customer relationships, capturing value from customers, and how the marketing landscape is changing.
This document summarizes key topics from a chapter on analyzing a company's marketing environment. It discusses the microenvironment which includes actors close to the company like its departments, suppliers, marketing intermediaries, customers, and publics. It also analyzes the macroenvironment external forces such as demographic, economic, natural, technological, political, and cultural environments that affect marketing. These forces create opportunities and threats that companies must respond to in order to build successful relationships with customers.
This document outlines key topics in consumer behavior that are covered in Chapter 5, including the model of consumer behavior, characteristics affecting consumer behavior like culture, personality, and motivation, different types of buying decisions, and the consumer decision process of need recognition, information search, evaluation, purchase, and post-purchase evaluation. It provides an overview of the chapter's content through a slideshow format.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
A fully researched insight into the state of the promotional gifts industry in 2012. The research was carried out by the industry body the BPMA and certainly makes very interesting reading for all marketers throughout the UK.
Presented by GoPromotional.com the UK's most trusted suppliers of promotional merchandise.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
This document provides an overview of consumer markets and consumer buyer behavior. It discusses key topics like the model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, and the buyer decision process. The characteristics discussed include cultural, social, personal, and psychological factors that influence consumer behavior. It also examines the stages of the buyer decision process, from need recognition to post-purchase evaluation, and the adoption process for new products.
This study analyzed the impact of controlled communication (e.g. advertising), uncontrolled communication (e.g. word of mouth), and brand name on consumer brand attitudes toward chain superstores in Bangladesh. A survey was conducted with 104 consumers and data was analyzed using descriptive statistics, correlation, and regression. The results found that uncontrolled communication, controlled communication, and brand name were all significantly correlated with positive brand attitude. Regression analysis showed that uncontrolled communication, brand name, and controlled communication explained 54%, 7%, and 2% of the variance in brand attitude, respectively. The study concluded that all three factors influence consumer brand attitude toward retail chain stores in Bangladesh.
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
This document discusses market segmentation and strategic targeting. It covers the importance of segmentation to address different consumer needs and help products compete. Segmentation identifies distinct groups based on various criteria to allow for targeted marketing. Common bases for segmentation include demographics, lifestyles, consumption behaviors, benefits sought, and brand loyalty. Effective segmentation and targeting requires understanding consumer differences and selecting segments to focus on delivering specific value.
This document outlines the key objectives and content covered in several marketing chapters. Specifically, it discusses:
- The environmental forces that influence marketing decisions, including demographic, economic, natural, technological, political, and cultural factors.
- The factors that influence consumer and business buying behavior, including cultural, social, personal, psychological factors for consumers and organizational factors for businesses.
- The stages in the consumer and business buying decision process.
- How marketing research is used to define problems, develop research plans, implement data collection, and interpret findings.
- The social criticisms of marketing and the importance of ethics and social responsibility.
- How information systems support marketing by providing important customer, competitor, and
BB Exam Revision and Specimen Questions (April 2011)BBAdvisor
The document provides an overview and guidelines for studying different chapters in the Buyer Behaviour textbook that will be covered on the upcoming exam. It summarizes key topics and concepts from each chapter that students should focus on revising, including the decision making process, information search, alternative evaluation, influences on perception and attitudes, and strategies for marketing to different consumer segments. The document also provides examples of the type of exam questions that may be asked, focusing on applying concepts from the chapters to case studies and marketing strategies.
The document discusses various marketing concepts and philosophies. It defines marketing according to several experts and outlines 6 major marketing concepts: production, product, selling, marketing, societal marketing, and holistic marketing. It also discusses the fundamental principles of the marketing concept, emerging challenges in marketing, and key tasks of marketing management.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
This document is the title page and abstract for an article that investigates how visual merchandising elements in stores affect consumer emotional responses when shopping for intimate apparel. The authors conducted focus groups with 64 Chinese women ages 25-35 to understand how utilitarian and hedonic perspectives influence perceptions of store displays. They found that displays emphasizing feminine sexuality through mannequins, colors, lighting and props can trigger negative emotions that impact purchase intentions. The authors aim to explore how cultural and symbolic meanings associated with intimate apparel in East Asia shape responses to visual merchandising, in order to provide retailers with insights for improving atmospheric marketing strategies.
The document discusses consumer perception and behavior. It covers how perception involves processing external stimuli through the senses and interpreting them based on learned patterns. Marketers aim to attract attention by appealing to senses like vision, sound, and touch. They also use symbols and positioning to influence how consumers perceive and interpret products. The goal is for consumers to derive value from products, both functional and hedonic.
Political marketing is a marriage of political science and business marketing that analyzes political activity using marketing assumptions. It explores how political elites use tools like advertising, endorsements, consultants, and campaigns to understand, involve, and communicate with voters to achieve goals. Political marketing functions include developing the candidate or party as the product, distributing information to voters, managing costs, communicating messages, fundraising, and coordinating parallel campaigns. Approaches include viewing politics as a product-based transaction, focusing on selling arguments to voters, or using market intelligence to identify and adjust to voter demands.
This document discusses the conceptualization and operationalization of emotion-based political brand equity. It begins by reviewing political emotion causation theory, which proposes that emotions can be elicited both implicitly and explicitly. This theory is then used to conceptualize a dual construct of implicit and explicit emotion-based political brand equity. The document describes operationalizing this construct using data from the 2008-2009 American National Election Studies to measure its predictive power on voting behavior. Results showed the new construct was valid, reliable, and predictive across different political consumer segments. In closing, the document discusses contributions, implications, and directions for future research.
Integrated Advertising Promotion and Marketing Communications 8th Edition Clo...LoisPeterss
This chapter discusses buyer behavior models for both consumers and businesses. For consumers, the key stages of the purchasing process are the information search stage and the evaluation of alternatives stage. There are three models that explain how consumers evaluate alternatives: the evoked set approach, the multiattribute approach, and affect referral. For businesses, purchasing decisions involve a buying center made up of various roles. The business purchasing process involves seven steps for new purchases.
This document provides an overview of analyzing a company's marketing environment. It discusses both the microenvironment and macroenvironment that affect marketing management. The microenvironment includes internal factors like the company's departments as well as external factors close to the company like suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes large societal and industry-wide forces like demographic, economic, natural, technological, political, and cultural factors. Understanding both the microenvironment and macroenvironment is important for companies to build successful relationships with customers.
The Impact of Consumers Perception of Environment and Technology in Redeeming...CSCJournals
This document proposes a new model called the Technology & Environment Mediation Model (TEMM) to explain consumers' willingness to redeem e-coupons. The model combines aspects of the Theory of Reasoned Action and Technology Acceptance Model. It predicts that perceived usefulness of e-coupons' environmental benefits will be mediated by perceptions of technology ease of use. Perceived ease of accessing e-coupons online is also expected to be mediated by perceptions of technology. The paper reviews previous coupon and e-coupon literature, introduces the proposed TEMM model and potential research propositions, and suggests using structural equation modeling to test the model.
This document provides an overview of key concepts from the first chapter of a marketing textbook. It introduces the definition of marketing as creating value for customers to build relationships and capture value in return. It then outlines the major topics that will be covered in the chapter, including understanding customer needs and the marketplace, designing a customer-driven marketing strategy, developing an integrated marketing plan and program, building customer relationships, capturing value from customers, and how the marketing landscape is changing.
This document summarizes key topics from a chapter on analyzing a company's marketing environment. It discusses the microenvironment which includes actors close to the company like its departments, suppliers, marketing intermediaries, customers, and publics. It also analyzes the macroenvironment external forces such as demographic, economic, natural, technological, political, and cultural environments that affect marketing. These forces create opportunities and threats that companies must respond to in order to build successful relationships with customers.
This document outlines key topics in consumer behavior that are covered in Chapter 5, including the model of consumer behavior, characteristics affecting consumer behavior like culture, personality, and motivation, different types of buying decisions, and the consumer decision process of need recognition, information search, evaluation, purchase, and post-purchase evaluation. It provides an overview of the chapter's content through a slideshow format.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
A fully researched insight into the state of the promotional gifts industry in 2012. The research was carried out by the industry body the BPMA and certainly makes very interesting reading for all marketers throughout the UK.
Presented by GoPromotional.com the UK's most trusted suppliers of promotional merchandise.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
This document provides an overview of consumer markets and consumer buyer behavior. It discusses key topics like the model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, and the buyer decision process. The characteristics discussed include cultural, social, personal, and psychological factors that influence consumer behavior. It also examines the stages of the buyer decision process, from need recognition to post-purchase evaluation, and the adoption process for new products.
This study analyzed the impact of controlled communication (e.g. advertising), uncontrolled communication (e.g. word of mouth), and brand name on consumer brand attitudes toward chain superstores in Bangladesh. A survey was conducted with 104 consumers and data was analyzed using descriptive statistics, correlation, and regression. The results found that uncontrolled communication, controlled communication, and brand name were all significantly correlated with positive brand attitude. Regression analysis showed that uncontrolled communication, brand name, and controlled communication explained 54%, 7%, and 2% of the variance in brand attitude, respectively. The study concluded that all three factors influence consumer brand attitude toward retail chain stores in Bangladesh.
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
This document discusses market segmentation and strategic targeting. It covers the importance of segmentation to address different consumer needs and help products compete. Segmentation identifies distinct groups based on various criteria to allow for targeted marketing. Common bases for segmentation include demographics, lifestyles, consumption behaviors, benefits sought, and brand loyalty. Effective segmentation and targeting requires understanding consumer differences and selecting segments to focus on delivering specific value.
This document outlines the key objectives and content covered in several marketing chapters. Specifically, it discusses:
- The environmental forces that influence marketing decisions, including demographic, economic, natural, technological, political, and cultural factors.
- The factors that influence consumer and business buying behavior, including cultural, social, personal, psychological factors for consumers and organizational factors for businesses.
- The stages in the consumer and business buying decision process.
- How marketing research is used to define problems, develop research plans, implement data collection, and interpret findings.
- The social criticisms of marketing and the importance of ethics and social responsibility.
- How information systems support marketing by providing important customer, competitor, and
BB Exam Revision and Specimen Questions (April 2011)BBAdvisor
The document provides an overview and guidelines for studying different chapters in the Buyer Behaviour textbook that will be covered on the upcoming exam. It summarizes key topics and concepts from each chapter that students should focus on revising, including the decision making process, information search, alternative evaluation, influences on perception and attitudes, and strategies for marketing to different consumer segments. The document also provides examples of the type of exam questions that may be asked, focusing on applying concepts from the chapters to case studies and marketing strategies.
The document discusses various marketing concepts and philosophies. It defines marketing according to several experts and outlines 6 major marketing concepts: production, product, selling, marketing, societal marketing, and holistic marketing. It also discusses the fundamental principles of the marketing concept, emerging challenges in marketing, and key tasks of marketing management.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
This document is the title page and abstract for an article that investigates how visual merchandising elements in stores affect consumer emotional responses when shopping for intimate apparel. The authors conducted focus groups with 64 Chinese women ages 25-35 to understand how utilitarian and hedonic perspectives influence perceptions of store displays. They found that displays emphasizing feminine sexuality through mannequins, colors, lighting and props can trigger negative emotions that impact purchase intentions. The authors aim to explore how cultural and symbolic meanings associated with intimate apparel in East Asia shape responses to visual merchandising, in order to provide retailers with insights for improving atmospheric marketing strategies.
The document discusses consumer perception and behavior. It covers how perception involves processing external stimuli through the senses and interpreting them based on learned patterns. Marketers aim to attract attention by appealing to senses like vision, sound, and touch. They also use symbols and positioning to influence how consumers perceive and interpret products. The goal is for consumers to derive value from products, both functional and hedonic.
Similar to Effect of Political Marketing Mix on Constituents Behavior in Selecting Candidates and Political Parties: Theoretical Studies in Legislative Elections
Political marketing is a marriage of political science and business marketing that analyzes political activity using marketing assumptions. It explores how political elites use tools like advertising, endorsements, consultants, and campaigns to understand, involve, and communicate with voters to achieve goals. Political marketing functions include developing the candidate or party as the product, distributing information to voters, managing costs, communicating messages, fundraising, and coordinating parallel campaigns. Approaches include viewing politics as a product-based transaction, focusing on selling arguments to voters, or using market intelligence to identify and adjust to voter demands.
This document discusses the conceptualization and operationalization of emotion-based political brand equity. It begins by reviewing political emotion causation theory, which proposes that emotions can be elicited both implicitly and explicitly. This theory is then used to conceptualize a dual construct of implicit and explicit emotion-based political brand equity. The document describes operationalizing this construct using data from the 2008-2009 American National Election Studies to measure its predictive power on voting behavior. Results showed the new construct was valid, reliable, and predictive across different political consumer segments. In closing, the document discusses contributions, implications, and directions for future research.
The document discusses the increasing use of marketing techniques in political campaigns and their implications. It outlines how campaigns have become more professionalized with the use of consultants, pollsters, and commercial advertisers. It also discusses how political parties have evolved from being product-oriented and ideological to becoming more market-oriented and focused on adapting to voter demands. Some see political marketing as manipulative while others view it as a way to make democracy more responsive, though it is noted to neglect non-perfect aspects of political markets.
Wk4 – Marketing Politics and Political AdvertisingCarolina Matos
This document provides an overview of key concepts and readings for a university course on political marketing and communications. It discusses definitions of political marketing and how it has evolved. Key topics covered include the role of political parties, tensions between politicians and the media, how politicians use symbolic capital and the media, marketing concepts like branding and value propositions, and debates around celebrity politics. Examples are provided of political marketing strategies used by parties like Labour and the Conservatives in the UK.
This document provides an introduction to political marketing, including definitions of marketing and political marketing. Political marketing refers to how political elites use marketing tools and concepts to understand, communicate with, and achieve goals with their political audiences. It explores political behavior from a strategic perspective and considers campaign strategies, branding, messaging, and polling. The document then outlines various functions of political marketing, including developing the political product, distributing information, managing costs, communication, fundraising, campaign management, and managing internal cohesion. It concludes by discussing different approaches to political marketing and common political marketing activities.
Political Advertising Implications on Voters Behaviorinventionjournals
This document summarizes a research paper on the implications of political advertising on voter behavior in emerging democracies. It discusses how political advertising may influence voters through persuasion rather than just informing them. It also explores the effects of negative advertising and whether it mobilizes or persuades voters. While political advertising aims to increase voter participation and engagement, the impact depends on whether voters can properly access and understand the information provided. To better understand these dynamics, the author plans to conduct an experimental study during Albania's 2017 national election to analyze how different types of political ads impact voter choice and evaluation of candidates.
The document discusses the concept of political marketing and its application to politics. It explores whether a political marketplace exists and if marketing models can be applied to politics. While political marketing aims to understand society's needs, wants, and satisfy voters, it also faces criticisms like promoting populist policies, professionalized spin, and disengagement. Whether politics is truly compatible with marketing approaches or simply adopts some communication tools also remains an open question according to the document.
This study aims to increase awareness of important organizational resources and capabilities inthe political world. Due to limited studies in political marketing, the researcher brings business characteristics from the business sector to politics and provides significant theoretical and practical issues which emphasize the vital role politicians, as units, can play in the political competitive arena.Data collected from 50 elected Members of the Nordic Parliaments (MPs) show that experiential and financial resources play a vital role in the development of a political marketing strategy.In addition, learning capability also contributes to the development of a political marketing strategy.
role of emotional branding and doppelganger brand image in indian lower house...INFOGAIN PUBLICATION
Politics and Marketing go hand in hand. A party’s or a candidate’s use of environmental analysis and opinion research to promote and publicize an awareness about the party’s organizational motto and aims for the betterment and satisfaction of groups of electors in exchange for their votes is the role of Marketing in politics. Emotional branding is chiefly regarded as a key to marketing success in politics. However, when using emotional branding as a tool to reach out and connect to the masses, little attention is given to the risks posed by this strategy. This article attempts to illuminate how emotional-branding strategies, in an attempt to appeal to the masses are conducive to the emergence of a negative brand image of that party or candidate, technically called as “Doppelgänger” brand Image. A case study of Lok Sabha Election polls of 2014 held in India is considered to highlight how doppelgänger brand image can affect the voting response of the public. The authors discuss how the principle of emotional branding used by the losing party paradoxically encouraged the formation and propagation of doppelgänger brand imagery which back-fired them. The historic loss of Indian National Congress against Bhartiya Janata Party is closely analyzed from the emotional branding and brand outlook perspective. The author concludes with a discussion of how Indian National Congress can progressively use the insights gained by analyzing a doppelgänger brand image.
Political Marketing Management of Parliament Under the Presidential Governmen...UniversitasGadjahMada
Modern political marketing managements of parties, government and parliament have gradually taken place within and across democratic countries those ruled under either the parliamentary government or presidential government systems. Little attention however, has been directed to explore the extent to which modern political marketing management of parliament has taken place within countries those run under the presidential system of
government especially Indonesia. As led by hypothetical-inductive approach, this work has been specifically directed to explore: a) the dynamic exchanges and interactions; b) the nature and structure of political market arenas; c) types of political products; and d) models of political marketing management of the Indonesian parliament/ the Indonesian House of Representative. Having them, this work goes into the extent to which the institutional marketing management strategies has been advanced by the Indonesian Parliament/the Indonesian House of Representative since Post-New Order Soeharto up to SBY’ governments era (2004-2014).
Political Advertising During 2013 ElectionsEisha Salim
A final year Bachelor Business Administration (Majors: Marketing) thesis researched and written to gauge the progressive trends concerning the art of campaigning during the Election Campaign of 2013 compared to 2009 Elections, through the electronic medium and the future potential of campaigning to woo the public into voting for the respective political party via political communication.
This document summarizes research on the purpose and effects of political advertisements during presidential campaigns. It discusses how positive advertisements are used to promote candidates by improving name recognition, leadership qualities, and issue positions. Negative advertisements aim to target undecided voters by stirring emotions around important issues. Studies have found mixed results on the effects of negative ads, with some finding they decrease voter turnout while others found no significant effects. Long-term issues from negative ads may include increased polarization of voters and distrust in government.
This document provides an overview of a course on political communication. It discusses key concepts like political actors, audiences, and media. Political actors include parties, public organizations, pressure groups, and terrorist organizations. They aim to influence public opinion and policy through various communication strategies. The media plays a role in constructing political reality and shaping audiences' perceptions. The course also examines how political communication functions at the international stage and explores the relationship between politics, democracy, and the media.
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
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The Problems Associated with Political Campaign Persuasion through Propaganda...ijtsrd
The research article is based on the problems that are related to psychological facts in political campaigns. It explained the problems and challenges with the political campaign due to the psychological effect on the national election. National elections are not based on democratic principles as some different factors and variables could put influence on the choice of voters and due to which selection of a candidate might not according to the choice of an individual. It could also have to face different kinds of problems that are related to political campaigns. It is psychological fact that voters expect from the political bodies to give better performance and also select the leader according to the abilities but some factors influence their willingness and it could result in different problems therefore propagandas of political campaigns are also considered important to in political campaigns. Prof. Lawrence Lowell "The Problems Associated with Political Campaign Persuasion through Propaganda and its’ Psychological Effects on National Election" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd35760.pdf Paper URL : https://www.ijtsrd.com/management/other/35760/the-problems-associated-with-political-campaign-persuasion-through-propaganda-and-its’-psychological-effects-on-national-election/prof-lawrence-lowell
Contents lists available at ScienceDirectJournal of Busine.docxdickonsondorris
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Journal of Business Research
journal homepage: www.elsevier.com/locate/jbusres
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Finka,b,⁎, Monika Kollerc, Johannes Gartnerd, Arne Flohe,f, Rainer Harmsg
a IFI Institute for Innovation Management, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
bAnglia Ruskin University, East Road, Cambridge, UK
c Institute for Marketing & Consumer Research, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
d Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, FI-00076 Helsinki, Finland
e Department of Marketing and Retail Management, University of Surrey, Guildford, Surrey GU2 7XH, UK
f Institute for Marketing, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
gUniversity of Twente, Entrepreneurship, Strategy & Innovation Management, Drienerlolaan 5, 7522, NB, Enschede, the Netherlands
A R T I C L E I N F O
Keywords:
Entrepreneurial marketing
Social media
Community-based marketing
Celebrity endorser credibility
Influencer marketing
Longitudinal study
A B S T R A C T
Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of
communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in en-
trepreneurial marketing on social media and they might become only short-lived. Employing structural equation
modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among
234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is
mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate
the long-term effects of entrepreneurial marketing on social media. We present the contributions and implica-
tions of our findings as they affect research and practice.
1. Introduction
Entrepreneurial marketing is a practice and field of research that
has developed rapidly over the last three decades (Hills & Hultman,
2011; Hills, Hultman, & Miles, 2008; Kilenthong, Hultman, & Hills,
2016) It leverages the new logic of social media and has the potential to
disruptively innovate consumer communication in the emerging digital
economy. Facebook communities where individuals self-select into
communities concerned with specific themes, such as entertainment
and sports celebrities, offer an attractive marketing option for growing
numbers of firms (Hennig-Thurau et al., 2010). Sports celebrity en-
dorsement is one of the oldest marketing strategies for enhancing the
image of a brand and heig.
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Effect of Political Marketing Mix on Constituents Behavior in Selecting Candidates and Political Parties: Theoretical Studies in Legislative Elections
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org Volume 3 Issue 10 ǁ October. 2014 ǁ PP.47-54
www.ijbmi.org 47 | Page
Effect of Political Marketing Mix on Constituents Behavior in
Selecting Candidates and Political Parties: Theoretical Studies in
Legislative Elections
Suwignyo Widagdo1
, Armanu2
, Noermijati3
, Rofiaty4
1,2,3,4
Management Sciences Doctoral Program of Economics and Business Faculty, Brawijaya University,
Malang, Indonesia.
ABSTRACT : This study aims to create a research model about effect of political marketing mix (politics
product, political price, placement and politics promotion) on decision to select candidates and political parties.
This study is a theoretical study to reveal the relationship between the study variables in the context of
legislative elections. Based theoretical studies, it can be seen that theoretically a political product, placement
and promotion politics political decisions are related to candidates selection, while the political price is not.
Theoretical contributions and suggestions for future research are also presented
KEYWORDS: Politic Marketing Mix, Election Decision Behavior, Candidate, Party
I. INTRODUCTION
Political marketing concept should be implemented continuously by a political party or contestant to
build trust and political image. Building a political image can only be done through a long-term relationship, not
only during the campaign. Political marketing should be viewed comprehensively. First, political marketing is
more than just political communication. Second, political marketing is applied in whole process of political
party organization. Third, political marketing is widely used marketing concepts, not just limited to marketing
techniques, but also to marketing strategy, from technical publications, offer ideas and programs, and design
products to market as well as the intelligent processing of information. Fourth, political marketing involves
many disciplines in discussion, such as, political science, sociology and psychology. Fifth, political marketing
concept that can be applied in various political situations, from election process to lobby in parliament.
Lock and Harris (1996) stated that there are some fundamental characteristics to distinguish political marketing
and business marketing. These differences include the selection done simultaneously in same day, at time of
transaction there is no direct price in political. Politics is not a real product (intangible), very complex so it is
difficult to be analyzed as a whole. Brand and image of political parties generally has been attached to presence
of party or individual that it is difficult to change the brand.
Niffenegger (1989) made a model of political process to shows how political marketing mix directed to
specific segments and refers to classic marketing concept of 4P's (product, price, place, promotion). Marketing
mix has the capacity to include a broad set of variables to adapt to various situations within business. Although
some say the 4P's not enough to respond to development of 21st century, but the search for a new paradigm that
is dominant for decisions applicable in a variety of new environments including the political environment is still
being debated. It needs long way to find a new and widely accepted as a standard that can replace the 4P's
(Dominici, 2009).Niffenegger (1989) stated the political products are party platforms, past records and personal
characteristic. Political price includes the economics cost, psychological cost and image. Political distribution
includes marketing programs and volunteer programs and political campaign includes advertising, publications
and votegetter. The marketing mix become another approach in this study because there are more political
studies from different scientific perspective, i.e. sociological, psychological and socio-cultural, but have not
found deep research in marketing management.Election activities at 2009 makes Constitutional Court to cancel
Article 214 of Law No. 10 of 2008 on determination of selected candidates, that candidate elected of Parliament
and Council members by a majority vote require candidates and political parties to use political marketing
approach. However, this approach has not been fully used so that parties and candidates, votes/seats less than
optimal.Anung (2013) stated that successful candidate to convince the community is determined by party
strength to build a communications strategy especially during the phase of campaign. Parties and candidates is a
unified campaign organizer who had the same obligation to convince and win most votes in election.Principally,
selection and purchasing decisions made by consumers and voters in political world is not much different.
2. Effect Of Political Marketing Mix On Constituents…
www.ijbmi.org 48 | Page
Differences were dominant factor of candidates, as statement of Bergman and Wickert (1999) in Nursal
(2004), "The man is message" or "the leading candidate is platform". Because in 2009 legislative elections,
voters allowed choose the symbol or name of candidate and party or both candidates that plays a very important
or mediate constituents to choose a political party.Elfriza (2012) said that decision to exchange their vote with a
particular preference is same party as consumer’s behavior to exchange money to buy goods/services specified.
One approach is theory of reasoned action. This theory is able to measure the factors that affecting the desire to
choose a political party. Application of this theory in field of politics allows parties to know what effect the
desire to choose a political party. According to this theory, desire to choose a political party significantly
affected by attitudes towards political parties and interpersonal subjective norm. Effect of attitudes toward
political parties is important because people identify with party, not the leader. Effect of attitudes toward
political parties directly higher than the indirect effect. This suggests that voters do not pay much attention to
party attributes such as vision, mission, programs and issues. Voters more emphasis on feelings of sympathy,
happy and proud of a political party. Subjective norms significantly effect interpersonal because society
emphasizes harmony and closeness between members of public.Reasoned action theory is also used by Alie
(2010) to measure the behavior of voters in decision-making to choose a political party. However, this theory
continues to be developed in accordance with Fishbein and Ajzen (1991) to theory of planned behavior by
adding the variable of perceived behavioral control. It is main factor which shows the behavior of this theory is
concept of an individual's intention.Based on above theories, researcher is interested to examine theoretically the
effect of political marketing mix on constituent’s behavior to select candidates and political parties.
II. THEORETICAL STUDY
Marketing Mix Concept and Political Marketing : Marshment (2009) stated that political marketing is result
of a marriage between "political" and "marketing". Harris (2001) defines political marketing as a general desire
that is equated with techniques to entice voters in a campaign to promote both politicians and policies.
Application of political marketing mix in politics is something that can not be abandoned. Political parties must
be able to recognize constituents, sympathizers and continuously observe what competitors do. Political
marketing mix makes political parties and candidates will be able to formulate the desired target market and
focus on desired target. In addition, concept of political marketing mix strategy will support the political
communication creation process between political parties or candidates with character of people who become
target. Hughes (2006) stated that ”In politics, the application of marketing centers on the analysis of needs
centers on voters and citizens; the product becomes a multifaceted combination of the politician himself or
herself, the politician’s image, and the platform the politician advocates, which is then promoted and delivered
to the appropriate audience.” It can be concluded that political marketing together with marketing general is
centered on voters needs. Voters needs become center of attention in fostering long-term relationships between
political parties and voters. Knowing these constituents needs make political parties need to do research to
identify the constituents in context of political consumer. Politicians should adapt and applying marketing
concept into policy development and communication to provide input selector in political process and voters
need to obtain satisfaction from the results of election were held. It makes politicians aware of importance of
political marketing. Niffenegger (1989) classifies political marketing mix concept into 4P's namely: product
(party platform, past record, personal characteristic), price (paids ads, publicity from staged events, debate),
place (economics cost, psychological cost, national images) and promotion (personal appearance, volunteer
program), as shown in figure 1 below.
3. Effect Of Political Marketing Mix On Constituents…
www.ijbmi.org 49 | Page
Figure 1. Political Marketing Process (Niffenegger)
Marketing Program Voter Segments
Product o Party platform
o Past record
o Personal
characteristics
Segment 1 Issues /
Opportunity
Candidate/
Party
Promotion
o Paids Ads
o Publicity from
staged events,
debate
Segment 2 Issues /
Opportunity
Price
o Economics Cost
o Psychological
cost
o National image
effects
Segment 3 Issues /
Opportunity
Place
o Personal
appearance
o Volunteer
Program
Segment 4 Issues /
Opportunity
Market Research
Source: Niffenegger (1989)
Voting Decision Behavior
Voting behavior is in a person's decision to vote for a particular candidate in both the legislative and
executive elections (Gaffar, 1992). To analyze the voter’s behavior, then there are two approaches, sociological
approaches (also known as Colombia school) and psychological approaches (Michigan school). Sociological
approach states that political preferences, including meeting preference votes in city election, is a product of
socio-economic characteristics such as profession, social class, religion, and other. In other words, background
of someone or a group such as gender, social class, race, ethnicity, religion, ideology and origin are variables to
affect decision to choose.Psychological approach revealed that decision to choose the political party or
candidate based on psychological responses, such as the personal qualities of candidates, performance of current
government in power, issues developed by candidate, and loyalty to party (Gaffar, 1992)).Contestants in a multi-
party system of election are faced with a reality that competition to be able to win, satisfy and convince voters
increasingly stringent. Final goal in competition between parties and contestants are to bring voters to polling
stations to make a selection at a party or contestant.
Firmanzah (2004) found a competitor in Indonesia elections can use the concepts, methods and
techniques contained in science of marketing in building relationships with contestant’s voters, i.e. during the
period before, during and after the elections. This statement is also corroborated by Butler & Collins (2001) and
Bohnet (2001) that political marketing should not only be done during the campaign period, but it must be done
on an ongoing basis, in order to build public confidence for a long period of time. In electoral arena, contestants
compete each other to get voters. According O'Cass (2001), competitors would not want to make the voters as
subjects and not as objects. This is because the electoral victory of contestants is very dependent on voters
(voters). To that end, contestants are vying with each other in political promises that are packed in work
program. Work program is a good program of work that is able to solve real problems faced by people who
packed into framework of a particular ideology (O'Cass, 1996). Thus, voters can determine the decision of party
or candidate.Decision making to choose a political party in future elections make contestants is required to
understand characteristics and behavior of voters. Such understanding is useful to know how to communicate
effectively with public (Smith & Hirst, 2001). In addition, it increase delivery effectiveness of political
messages to public (Elebash, 1984), and strategy of party in position itself than its competitors (Butler &
Collins, 1996).
Environment
4. Effect Of Political Marketing Mix On Constituents…
www.ijbmi.org 50 | Page
III. DISCUSSION
Research Model Development
Approach to marketing concepts commonly used in marketing of products and services in business
world can be used as an approach in political science, or commonly known as the marketing concept of political
(political marketing).There is a fundamental difference between political marketing with marketing of
goods/services, either in form of exchange mechanism and nature/characteristics of products being offered to
prospective buyers/voters. These differences include five kinds, namely: (1) Election conducted on same day
and simultaneously nationwide, so that whole community together to do a vote in same day; (2) before the
elections conducted various political promises made by candidates and parties that effect the decision to choose
on election day; (3) the voting public should accept the election results in majority, although it was not the result
of election, and there is no nominal price that must be paid for any disappointment due to a mismatch in
choosing; (4) due to lack of clarity about the product being sold, a political party or candidate is not a real
product (intangible) where voters have to analyze the concept of politics or political appointments offered, and
will know the results after they won election, and (5) relating to brand of political parties is measured based on
capacity and quality of a leader. Brand attached to a party and a leader identity can not be separated (Alie,
2013).Furthermore Niffenegger (1989) states that want real political product offered and sold by political parties
to potential voters have three categories, namely: (1) Platform party (party platform) which contains the
concepts of party, ideology identity of each party and work program of party, (2) the past record of a party (past
records) i.e. what has been done and that political parties have been able to be realized in past; and (3)
individual characteristics (personal characteristic), which is characteristic of a leader (Chairman of party or
political party behind the figures) or candidate (legislative candidates) which can provide images, symbols and
political credibility of a product.
Products offered political ideologies and political parties in form of promises and work programs that
can not be proven real by prospective voters, before they won election, it will be difficult for voters to analyze
intact so that voters will interpret political parties and candidates of messages they receive. In other words,
voters will make informed choices based solely on hope given by candidate or political party that will be
implemented when a candidate or political party can win election. Decisions voters will make informed choices
can be affected by various factors.Political price according Niffenegger (1989) stated that political price
includes: (1) cost economics; (2) psychological costs; (3) national image. Economics is cost of all expenses paid
during the campaign period, including the cost of organizing the team. Psychological costs refer to
psychological perception of price (usually associated with a sense of security and comfort with ethnic
background, religion, education, etc.). National image being related to whether the candidate is able to give a
sense of pride or not.Political placement according Niffenegger (1989) is present or distribution means a
political institution and its ability to communicate with prospective voters. Political placement includes
personal appearance and volunteer programs. While the political campaign is an activity that is conducted
continuously to communicate program candidate or party.Assael (1992), one an expert in consumer behavior
states that decisions of consumers (consumer's decision making) choosing a product or service is effected by
three factors, namely: (1) individual factors, meaning that option to purchase a product with a specific brand
(names of parties and politicians ) is effected by things that is in consumer (voter) such purposes, perception of
brand characteristics (name of party) behavior, and personality characteristics of individuals; (2) environmental
factors that affect consumers, meaning that consumer choice will be a party or member of legislature is also
effected by surrounding Iingkungan and social interaction; and (3) Stimuli-marketing stimuli such as advertising
(campaign) and like.In addition, Mowen (1995) in Firmanzah (2007) suggested that level of consumer
involvement (community) in a purchase (choose politicians and parties) are effected by perceived personal
interests posed by a variety of stimuli. In addition, voters in determining the choice is not much different from
its choice are not much different from the consumer's decision to buy a product. Consumers in determining the
choice of a product based on rational and irrational factors or emotional. Consumers are rational conscious
consumers understand products that will be bought. While consumers are irrational or emotional they buy a
product more affected by psychological factors.
In 1999 general elections there has been a radical change in character of voting behavior. Voter
involvement is voluntary (voluntary). Where there is intense involvement of voters in electoral process. This is
due to reform euphoria that still perceived a large community and hopes to change. Being in elections of 2004
there is a change of political behavior different again. enthusiasm of voters began to decline and has begun
patterned irrational behavior. Even the relatively rational pragmatists tend to perform transactional practices
(vote buying) where voters have started counting the rewards of votes cast. This behavior can not be separated
from the assessment that people's representatives are expected election result was not able to do much and
5. Effect Of Political Marketing Mix On Constituents…
www.ijbmi.org 51 | Page
meaningful change. This phenomenon is also evident from the continued decline in political participation of
election to next, i.e. 92.74% in 1999, 84.07% and 70.96% in 2004 in legislative elections in 2009 in a survey
conducted by LSI in various regions other than getting the pragmatic rationalist phenomenon appears also
mentions the spirit of regionalism, ethnicity, religion and group. From the description of conceptual framework
can be illustrated in Figure 2 as follows:
Figure 2. Research Model Development
1a 1b 2b
2a
3a 5
3b
4a 4b
6a,b,c,d
Figure 3.2.
Description of previous research to support relationship between variables are explained b
1a: O’Cass & Pecotich (2005); Nursal (2004); Fuholin (2001); Alie (2010) and Marsh (2003)
1b: Nursal (2004); Fuholin (2001) and Alie (2010)
2a: Lidle (2012); Alie (2010); Firmanzah (2007); and Marsh (2003)
2b: Liddle (2012); Alie (2010); Firmanzah (2007)
3a: Alie (2010); Fuholin (2001); Harrop (1990); Giola & Thomas (1996); Bartel (1988); and Newman & Shet
(1985)
3b: Romli (2009) dan Ali (2003)
4a: Lidle (2012); Alie (2010); Firmanzah (2007); Newman & Shet (1985); Mowen (1995); Lomesky (1987);
Seliger (1977); Lijpart (1977); Byrne (1986) dan Down (1957)
4b: Lidle (2012); Alie (2010); Firmanzah (2007); Newman & Shet (1985); Mowen (1995); Lomesky (1987);
Seliger (1977); Lijpart (1977); Byrne (1986) dan Down (1957)
5: Marsh (2003); Barbera (2010)
6: Lidle (2012); Alie (2010); Nifenegger (1989)
Theoretical Contributions
This study contributes to academic discourse for model development of science of political marketing.
Shortage of political science marketing in Indonesia has become a major consideration for the author to develop
this model in Indonesia context. This study can be used as a reference in development of models of consumer
decision making on political parties and candidates. Therefore, theoretical benefit of this research is
development of marketing mix concept that can be used in political activity, especially in decision-making and
choosing candidates or political parties.
IV. CONCLUSION
Based on discussion results, it can be concluded that political product consists of party platforms, past
records and personal characteristic can affect on the decision to choose a candidate. While in other parts
political product may affect on decision to choose a political party.
Political price consisting of economic costs, psychological costs and image may not affects on decision
to vote for candidates and political parties. However, Contribution of candidates selection can be explained by
psychological indicators cost that shown in form of a promise will safe feeling and comfortable and able to give
hope to the voters.
Politic
Product
Politic Place
Politic
Promotion
Candidate
Election Decision
Party Election
Decision
Politic Price
6. Effect Of Political Marketing Mix On Constituents…
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Political placement consisting of meetings and volunteer programs may affect on decision to choose a
candidate and not affect on decision to choose a political party.
Political Promotion consisting of advertising, debates, and votegetters may affect on decision to choose
a candidate and may not affect on the decision to choose a political party.
Decision to choose candidate is begun with attitude toward behavior, subjective norms, perceived
behavioral control, intention and behavior may significantly affect to choose a political party. While the decision
to choose the perfect candidates may mediate the effect of political product, placement and politics promotion to
decision to choose a political party. The decision to choose a candidate does not mediate the effect of price on
decision to choose a political party. Therefore candidate role may dominate decision-making behavior to choose
a political party.
V. SUGGESTION
From conclusion above it can be provided suggestion below.
1. Political parties must be selective in recruitment of candidates who will become candidates for the
legislature; main candidates have to pay attention to personal characteristic.
2. Candidates and political parties need to be careful on matters related to political price (campaign cost).
3. Candidates and winning parties should intensify meetings, involving figures as part of a successful team
(volunteers) and strengthening of party to grassroots network.
4. Socialization and campaign should use advertising activities. Advertising is used to guide the decision of
choosing a candidate and party rather than debate program.
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