Consumer perception of agricultural machineries which produced by kamco ltd.akhilplakkal
The document discusses the agricultural machinery industry and KAMCO LTD. It provides background on the emergence of the agricultural machinery industry in the 19th century Britain and United States. It then discusses the profile and history of KAMCO LTD, an agricultural machinery manufacturer in Kerala, India established in 1973. The objectives of the study are to determine customer perception, awareness, satisfaction levels and purchase attributes of KAMCO's agricultural equipment. The methodology used surveys and statistical analysis of primary and secondary data collected from 100 customers.
This document summarizes a book review of "Food and Beverage Management" by Bernard D., Andrew L., Peter A. Ioannis S. In 3 sentences:
The book provides comprehensive coverage of managing food and beverage operations across different sectors. It discusses topics such as operations management, marketing, control systems, staffing, and trends in the industry. The reviewer finds the book to be a valuable resource for professionals, academics and students due to its clear presentation of concepts and inclusion of tools to apply knowledge.
Unit 3 consumer behaviour (for sa1 ) - Class 11 - CBSE - 2016/17Lovell Menezes
The document discusses the importance of studying consumer behavior for marketers. It defines consumer behavior and outlines its scope. Understanding consumer behavior helps marketers 1) design better products that meet consumer needs, 2) make products available at the right place and time, 3) design promotional programs aimed at the right individuals, 4) ensure information is available through appropriate media, and 5) make better pricing decisions based on consumer values and competitors. Studying why consumers have certain preferences is key to exploiting opportunities and meeting challenges in the market.
Kazakhstan possesses a tremendous economic growth potential as the country continues its
transition to a market economy. However, despite huge potential, Kazakhstan has not been able to develop a
competitive economy. One of the main causes is that there are few
The document is a research report submitted by Ankur Mishra, a student at Apeejay Institute of Technology, on customer perception of private label brands compared to manufacturing brands. It includes an introduction, literature review on previous private label brand studies, background on the Indian retail industry, and outlines of future sections on private label brand evolution and research methodology.
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
The demographic environment is of major interest to marketers because it involves people and people make up market. Fragmentation of the mass market into numerous micro markets differentiated by age, sex, education, life style, geography and so on. Because each group has strong preferences and consumer characteristics that can be easily reached through increasingly targeted communication and distribution channels. Most of marketers’ strategic decision making heavily depend on the demographic variables of people in the region where they focus on marketing their products. This study makes known the vital demographic structure of premium car owners in Chennai city and provides models for predicting the consumer’s decision to buy a car when his exact demographic profile is known. The relationship established between the demographic variables and the different stages of consumer’s purchase decision process further helps identifying the significant demographic variables. This will be definitely helpful to the marketers of cars to know their target group and to evolve marketing strategies to make them becoming a car owner.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
1) The document examines how cultural factors like individualism-collectivism and power distance influence adolescents' role in family purchase decisions of computers in Portugal.
2) It analyzes data from surveys of 726 mothers and 726 adolescents about the adolescent's influence on buying a family computer.
3) Results found socio-oriented communication, television influence, and family income predict computer purchases, and perceptions between mothers and adolescents were generally similar, though some differences also emerged.
Consumer perception of agricultural machineries which produced by kamco ltd.akhilplakkal
The document discusses the agricultural machinery industry and KAMCO LTD. It provides background on the emergence of the agricultural machinery industry in the 19th century Britain and United States. It then discusses the profile and history of KAMCO LTD, an agricultural machinery manufacturer in Kerala, India established in 1973. The objectives of the study are to determine customer perception, awareness, satisfaction levels and purchase attributes of KAMCO's agricultural equipment. The methodology used surveys and statistical analysis of primary and secondary data collected from 100 customers.
This document summarizes a book review of "Food and Beverage Management" by Bernard D., Andrew L., Peter A. Ioannis S. In 3 sentences:
The book provides comprehensive coverage of managing food and beverage operations across different sectors. It discusses topics such as operations management, marketing, control systems, staffing, and trends in the industry. The reviewer finds the book to be a valuable resource for professionals, academics and students due to its clear presentation of concepts and inclusion of tools to apply knowledge.
Unit 3 consumer behaviour (for sa1 ) - Class 11 - CBSE - 2016/17Lovell Menezes
The document discusses the importance of studying consumer behavior for marketers. It defines consumer behavior and outlines its scope. Understanding consumer behavior helps marketers 1) design better products that meet consumer needs, 2) make products available at the right place and time, 3) design promotional programs aimed at the right individuals, 4) ensure information is available through appropriate media, and 5) make better pricing decisions based on consumer values and competitors. Studying why consumers have certain preferences is key to exploiting opportunities and meeting challenges in the market.
Kazakhstan possesses a tremendous economic growth potential as the country continues its
transition to a market economy. However, despite huge potential, Kazakhstan has not been able to develop a
competitive economy. One of the main causes is that there are few
The document is a research report submitted by Ankur Mishra, a student at Apeejay Institute of Technology, on customer perception of private label brands compared to manufacturing brands. It includes an introduction, literature review on previous private label brand studies, background on the Indian retail industry, and outlines of future sections on private label brand evolution and research methodology.
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
The demographic environment is of major interest to marketers because it involves people and people make up market. Fragmentation of the mass market into numerous micro markets differentiated by age, sex, education, life style, geography and so on. Because each group has strong preferences and consumer characteristics that can be easily reached through increasingly targeted communication and distribution channels. Most of marketers’ strategic decision making heavily depend on the demographic variables of people in the region where they focus on marketing their products. This study makes known the vital demographic structure of premium car owners in Chennai city and provides models for predicting the consumer’s decision to buy a car when his exact demographic profile is known. The relationship established between the demographic variables and the different stages of consumer’s purchase decision process further helps identifying the significant demographic variables. This will be definitely helpful to the marketers of cars to know their target group and to evolve marketing strategies to make them becoming a car owner.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
1) The document examines how cultural factors like individualism-collectivism and power distance influence adolescents' role in family purchase decisions of computers in Portugal.
2) It analyzes data from surveys of 726 mothers and 726 adolescents about the adolescent's influence on buying a family computer.
3) Results found socio-oriented communication, television influence, and family income predict computer purchases, and perceptions between mothers and adolescents were generally similar, though some differences also emerged.
This document summarizes a study that evaluated factors influencing customers' choice of grocery supermarkets in Northeast Thailand. The author surveyed 300 customers and used exploratory factor analysis to identify six key factors: convenience, discounts, stock availability, payment/promotion, children's facilities, and prices. While these factors combined resulted in customer satisfaction, satisfaction had a less than significant impact on store choice. The findings showed that education and income levels significantly impacted store choice, with higher-income customers more likely to switch from Tesco to Big C. The conceptual framework used factor analysis to model the relationships between 14 factors and 42 questions regarding customers' supermarket choices.
Perceptions of Market Orientation from a Consumer and Retailer PerspectiveTony Kynes
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
This document summarizes a marketing research study on the influence of food stall designs at the University Square Canteen on students' purchasing decisions at De La Salle University- Dasmarinas. The study aims to determine if food stall design impacts students' purchasing decisions and to identify other influencing factors. A survey will be conducted of 100 students selected through convenience sampling. The survey questions will gather both qualitative and quantitative data on students' weekly allowances, dining frequency at the canteen, factors influencing stall design preferences, and the percentage of students influenced by design in their purchases. Descriptive and regression analyses will be used to analyze relationships between variables.
The impact of_customer_relationship_marketing_on_customer_satisfaction_of_the...ssuserc0e2e1
This document summarizes a research study that investigated the impact of customer relationship marketing on customer satisfaction at Arab Bank, which has locations in both Jordan and Saudi Arabia. The study utilized a questionnaire sent to 500 customers across both countries. The findings showed medium to high positive correlations between customer relationship marketing dimensions (like trust, commitment, communication) and customer satisfaction. There were also some differences found based on gender, age, education level, and between the two countries. The study concluded that applying customer relationship marketing strategies can help banks maintain their market share by increasing customer satisfaction.
This document summarizes a research study on the promotional practices of leading fast-food chains in Nueva Ecija, Philippines. The study aimed to identify the promotional mix and industry practices of 6 fast-food chains in NE Pacific Mall. Descriptive research methods were used, including questionnaires distributed to 100 customers and 6 managers. Key findings included that the fast-food chains primarily used television advertising and employed similar promotional strategies. Customer profiles showed the majority were female, single, and college-educated. The study provided recommendations to address promotional problems faced by fast-food managers.
This document summarizes a study on the consumer buying behavior of online shoppers in the Philippines. It found that the majority of online shoppers are female, between 21-30 years old, and students. Clothing and apparel were the most regularly purchased items. Most respondents spent less than 1,000 PHP and used cash on delivery. Convenience was the main motivating factor for online shopping. Misleading product information was the most common problem encountered. The researchers suggest carefully reviewing product details and customer reviews before purchasing.
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.
An Investigation into Shopping Behavior of Customers towards Modern Retail St...IJMTST Journal
The study is intended to analyze the general shopping habits and behaviors of customers towards modern
retail stores. The objective of the study is to understand the factors affecting the shopping behavior of
customers towards modern retail stores. The research is aimed at exploring the reasons for preferring
modern retail stores to traditional kirana store, their usual preferences in purchasing various items, their
behavior in planning the visits to these stores, the benefits sought by them shopping at these stores and their
overall opinion towards these modern retail stores. A survey with a sample size of 120 from Vijayawada city
was conducted using a structured questionnaire. The data so collected was analyzed using statistical tools
and the results were presented. The findings of the study prove that there is a long way for modern retailers
to go. There is ample scope for these modern retailers to capture the market, as a majority of the middle-class
just started shifting their preference from kirana stores to modern retail formats. Stores also require
introducing in-store sales promotions to turn casual shoppers into serious buyers. Stores may also require
luring window-shoppers. Stores also require offering value-added services such as order-by-phone, mail
orders and home-delivery to mitigate the image that stores are not conveniently located. Providing improved
training for the staff proves to be very effective in serving shoppers better.
Effect of Store Image on Store Loyalty and Perceived Quality as Mediation (Cu...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.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
Traditional markets in Indonesia were created so that people from all walks of life can fulfill their needs, especially staple food products, without having to spend a lot of money. However, the prices of food products in different markets vary depending on the consumers of the particular market. The aims of this article were to compare the price difference of staple food products in several traditional markets and to find out the factors that cause the price difference. The data were collected by carrying out a survey to five traditional markets around Jakarta regarding the prices of ten staple food products. The data were analyzed quantitatively using statistical calculation ANOVA from SPSS version 22, and also qualitatively to discuss several factors underlying the price differences. Results revealed that price differences of staple food products were not only caused by market location, but other factors such as pricing strategy and consumer specification. This research implied that traditional markets were still chosen by Indonesian consumers to fulfill their needs because of the competitive price.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju...ijtsrd
One factor that is the reason consumers decide to buy a product in a company is price. What if the price offered by a company is cheaper than its competitors, consumers will make more purchases at the company. Vice versa, what if the price offered by a company is more expensive than its competitors, it will reduce the consumers decision to shop at the company. Besides the price factor that is no less important to attract consumers is located. The location or place of business that is easily reached by consumers has certainly influenced consumers in making product purchasing decisions in a company. Therefore, in this study, the authors use price and location as independent variables and purchasing decisions as dependent variables. The method used in this research is quantitative with an associative approach. The sampling technique in this study is probability sampling with a simple random sampling approach of 50 respondents. Data collection was carried out by distributing questionnaires to respondents who were consumers of the Maju Bersama supermarket with MMTC Medan. Data were analyzed using validity, reliability, classic assumption test, multiple linear regression analysis, t test, F test, and test the coefficient of determination R2 , which is operated through the program SPSS 16. The t test results indicate that partially the price does not affect the purchase decision, while location influences the purchase decision. The F test of price and location variables shows that price and location simultaneously influence purchasing decisions. The coefficient of determination R2 of 0.590 indicates that the price and location variables affect the purchasing decision 59 and the remaining 41 are influenced by other variables not included in this study. Noviyanti Hulu | Amril | Hayunimah Siregar "The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju Bersama MMTC Medan" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd28009.pdf Paper URL: https://www.ijtsrd.com/management/randd-management/28009/the-effect-of-price-and-location-on-purchasing-decisions-at-the-swalayan-maju-bersama-mmtc-medan/noviyanti-hulu
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.
A Study on Retailer’s Perception on Soya Products with Special Reference to T...iosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
This document is a project report submitted by Dhruv Sharma in partial fulfillment of the requirements for a post graduate diploma in marketing management. It studies consumer buying behavior in the men's casual department of Shoppers Stop in Bhopal. The report includes an acknowledgment, declaration, table of contents, conceptual overview of consumer buying behavior and retail, research methodology covering objectives, limitations and data analysis, theoretical background on retail and Shoppers Stop, data analysis, findings, appendix and bibliography.
This report analyzes the direct selling industry in India, with a focus on Appco Group India. It begins with an introduction and overview of the global direct selling industry. It then provides details on Appco Group India, including what they do, their direct sales techniques, and how they operate within industry regulations. The report examines the future outlook for the Indian direct selling market and provides recommendations to help Appco Group India achieve continued success and growth. Key findings indicate direct selling remains an important industry in India that is projected to grow at an annual rate of 20% despite regulatory hurdles.
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.
- The document discusses consumer behavior and provides definitions from various marketing textbooks. It defines consumer behavior as the study of how individuals make consumption-related decisions and examines what influences those decisions.
- Consumer behavior is influenced by person variables like demographics and personality, situational variables like marketing activities, and interactions between person and situational variables. Understanding these influences helps marketers develop effective marketing strategies.
- The goal of studying consumer behavior is to better understand customers and predict their choices in order to create satisfying products and services that drive customer loyalty and competitive advantage.
This document summarizes a study that evaluated factors influencing customers' choice of grocery supermarkets in Northeast Thailand. The author surveyed 300 customers and used exploratory factor analysis to identify six key factors: convenience, discounts, stock availability, payment/promotion, children's facilities, and prices. While these factors combined resulted in customer satisfaction, satisfaction had a less than significant impact on store choice. The findings showed that education and income levels significantly impacted store choice, with higher-income customers more likely to switch from Tesco to Big C. The conceptual framework used factor analysis to model the relationships between 14 factors and 42 questions regarding customers' supermarket choices.
Perceptions of Market Orientation from a Consumer and Retailer PerspectiveTony Kynes
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
This document summarizes a marketing research study on the influence of food stall designs at the University Square Canteen on students' purchasing decisions at De La Salle University- Dasmarinas. The study aims to determine if food stall design impacts students' purchasing decisions and to identify other influencing factors. A survey will be conducted of 100 students selected through convenience sampling. The survey questions will gather both qualitative and quantitative data on students' weekly allowances, dining frequency at the canteen, factors influencing stall design preferences, and the percentage of students influenced by design in their purchases. Descriptive and regression analyses will be used to analyze relationships between variables.
The impact of_customer_relationship_marketing_on_customer_satisfaction_of_the...ssuserc0e2e1
This document summarizes a research study that investigated the impact of customer relationship marketing on customer satisfaction at Arab Bank, which has locations in both Jordan and Saudi Arabia. The study utilized a questionnaire sent to 500 customers across both countries. The findings showed medium to high positive correlations between customer relationship marketing dimensions (like trust, commitment, communication) and customer satisfaction. There were also some differences found based on gender, age, education level, and between the two countries. The study concluded that applying customer relationship marketing strategies can help banks maintain their market share by increasing customer satisfaction.
This document summarizes a research study on the promotional practices of leading fast-food chains in Nueva Ecija, Philippines. The study aimed to identify the promotional mix and industry practices of 6 fast-food chains in NE Pacific Mall. Descriptive research methods were used, including questionnaires distributed to 100 customers and 6 managers. Key findings included that the fast-food chains primarily used television advertising and employed similar promotional strategies. Customer profiles showed the majority were female, single, and college-educated. The study provided recommendations to address promotional problems faced by fast-food managers.
This document summarizes a study on the consumer buying behavior of online shoppers in the Philippines. It found that the majority of online shoppers are female, between 21-30 years old, and students. Clothing and apparel were the most regularly purchased items. Most respondents spent less than 1,000 PHP and used cash on delivery. Convenience was the main motivating factor for online shopping. Misleading product information was the most common problem encountered. The researchers suggest carefully reviewing product details and customer reviews before purchasing.
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.
An Investigation into Shopping Behavior of Customers towards Modern Retail St...IJMTST Journal
The study is intended to analyze the general shopping habits and behaviors of customers towards modern
retail stores. The objective of the study is to understand the factors affecting the shopping behavior of
customers towards modern retail stores. The research is aimed at exploring the reasons for preferring
modern retail stores to traditional kirana store, their usual preferences in purchasing various items, their
behavior in planning the visits to these stores, the benefits sought by them shopping at these stores and their
overall opinion towards these modern retail stores. A survey with a sample size of 120 from Vijayawada city
was conducted using a structured questionnaire. The data so collected was analyzed using statistical tools
and the results were presented. The findings of the study prove that there is a long way for modern retailers
to go. There is ample scope for these modern retailers to capture the market, as a majority of the middle-class
just started shifting their preference from kirana stores to modern retail formats. Stores also require
introducing in-store sales promotions to turn casual shoppers into serious buyers. Stores may also require
luring window-shoppers. Stores also require offering value-added services such as order-by-phone, mail
orders and home-delivery to mitigate the image that stores are not conveniently located. Providing improved
training for the staff proves to be very effective in serving shoppers better.
Effect of Store Image on Store Loyalty and Perceived Quality as Mediation (Cu...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.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
Traditional markets in Indonesia were created so that people from all walks of life can fulfill their needs, especially staple food products, without having to spend a lot of money. However, the prices of food products in different markets vary depending on the consumers of the particular market. The aims of this article were to compare the price difference of staple food products in several traditional markets and to find out the factors that cause the price difference. The data were collected by carrying out a survey to five traditional markets around Jakarta regarding the prices of ten staple food products. The data were analyzed quantitatively using statistical calculation ANOVA from SPSS version 22, and also qualitatively to discuss several factors underlying the price differences. Results revealed that price differences of staple food products were not only caused by market location, but other factors such as pricing strategy and consumer specification. This research implied that traditional markets were still chosen by Indonesian consumers to fulfill their needs because of the competitive price.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju...ijtsrd
One factor that is the reason consumers decide to buy a product in a company is price. What if the price offered by a company is cheaper than its competitors, consumers will make more purchases at the company. Vice versa, what if the price offered by a company is more expensive than its competitors, it will reduce the consumers decision to shop at the company. Besides the price factor that is no less important to attract consumers is located. The location or place of business that is easily reached by consumers has certainly influenced consumers in making product purchasing decisions in a company. Therefore, in this study, the authors use price and location as independent variables and purchasing decisions as dependent variables. The method used in this research is quantitative with an associative approach. The sampling technique in this study is probability sampling with a simple random sampling approach of 50 respondents. Data collection was carried out by distributing questionnaires to respondents who were consumers of the Maju Bersama supermarket with MMTC Medan. Data were analyzed using validity, reliability, classic assumption test, multiple linear regression analysis, t test, F test, and test the coefficient of determination R2 , which is operated through the program SPSS 16. The t test results indicate that partially the price does not affect the purchase decision, while location influences the purchase decision. The F test of price and location variables shows that price and location simultaneously influence purchasing decisions. The coefficient of determination R2 of 0.590 indicates that the price and location variables affect the purchasing decision 59 and the remaining 41 are influenced by other variables not included in this study. Noviyanti Hulu | Amril | Hayunimah Siregar "The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju Bersama MMTC Medan" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd28009.pdf Paper URL: https://www.ijtsrd.com/management/randd-management/28009/the-effect-of-price-and-location-on-purchasing-decisions-at-the-swalayan-maju-bersama-mmtc-medan/noviyanti-hulu
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A study on customer satisfaction towards smartphone with special reference to...RajaKrishnan M
A study on customer satisfaction towards smartphone with special reference to Tirupur city - The study was undertaken by B.Com CA student in the year of 2016-2017.
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This document summarizes a paper presented at the Kuala Lumpur International Business, Economics and Law Conference in November 2014.
The paper examines contemporary views on including modern forms of wealth, such as salaries, shares, and bank accounts, within the scope of zakat. It discusses how Muslim scholars have incorporated newly discovered sources of wealth not mentioned in the Quran or hadith.
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Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
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KLB4140
1. Proceeding - Kuala Lumpur International Business, Economics and Law Conference 4 (KLIBEL4)
Vol. 1. 31 May – 1 June 2014. Hotel Putra, Kuala Lumpur, Malaysia. ISBN 978-967-11350-3-7
EMPOWERING THE MARKETING MIX TOWARD PURCHASING
DECISION BASED ON CONSUMERS’ CHARACTER AT TRADITIONAL
MARKETS IN SEMARANG
Murwatiningsih
Management Department, Economic Faculty, Semarang State University
C6 Building, 1st floor, Sekaran, Gunungpati, Semarang, Indonesia
+628122881904, murwati.fe@gmail.com
Abstract: The objective of this study was to know direct and indirect influences of marketing mix
which consisted of product, price, place, promotion, personal traits, and physical evidence
variables toward purchasing decision based on consumers characters which consisted of cultural,
social, personal, psychological variables at traditional markets in Semarang. The population of this
study was all buyers/purchasers at 32 traditional markets in Semarang which the total number was
unknown. Since the exact number of total population was unknown, so it used accidental sampling
technique to determine the number of respondents. The sampling technique of this study was
proportional cluster random which took 50 % of the total traditional markets, so it got 16
traditional markets and the total respondents were 160 people. The data were analyzed by multiple
regression analysis and path analysis. The result of the research showed that there were direct and
indirect influences of empowering the marketing mix which consisted of product, price, place,
promotion, personal traits, and physical appearance variables toward the purchasing decision at
traditional markets in Semarang. Therefore; it is suggested: (1) for the sellers of traditional
markets,(a) to promote the product by using promotional media such as pamphlets, leaflets,
brochures, banners so consumers know the products well, (b) to clean the store or kiosk such as
disposing the waste appropriately so the buyers enjoy buying in the market. (2) for the
management of traditional market to arrange the trade places (shop or kiosk) according to the
type of goods, so it will be neat and clean to facilitate the transaction process, to rearrange the
parking area and to repair and construct the market building.
Keywords: Marketing Mix, Purchasing Decision
INTRODUCTION
The background of the study
A business is successful if it can achieve short-term and long term goals at the level of
effectiveness and efficiency. The short-term goals can be achieved if the business shows the high
productivity and efficiency. It can give satisfaction for the owners, consumers, customers, and
other parties. The long-term goals can be achieved at the level of effectiveness and efficiency if it
can maintain its viability. The short-term goals related to the issues of productivity, growth,
adaptability, satisfaction, and efficienc, while, the long-term goals related to the problems of life.
2. Proceeding - Kuala Lumpur International Business, Economics and Law Conference 4 (KLIBEL4)
Vol. 1. 31 May – 1 June 2014. Hotel Putra, Kuala Lumpur, Malaysia. ISBN 978-967-11350-3-7
Business at traditional markets is one of the business units engaged in the transaction of
goods. It should be improved optimally both in providing the goods and services, so it becomes an
efficient place for economic activities. Therefore, trading business needs to consider the
application of marketing mix as a marketing strategy which consists of product, place, price,
promotion, personal traits, physical evidence and process variables. Implementation of this
marketing strategy is to maintain and improve the loyality ofits consumers. As we know that
mostly consumers at traditional markets are loyal.
Purchasing decision can be maintained even improved if traditional market sellers and
managers can give customers satisfaction, switching barriers and assess the consumer advice
(voice). Purchasing decision are also influenced by the character of consumers, including cultural,
social, personal and psychological aspects. If the traditional sellers can maintain and increase the
purchasing, it will be able to support the growth and survival of the trading business.
Nowadays, the fact shows that some consumers are turning to the modern markets because
supermarkets give recreation, choose the goods freely, and convenience in shopping. It means that
supermarkets have better marketing strategy through marketing mix. There are 10 supermarkets in
Semarang and they have implemented the marketing mix and understand the consumers character,
on the other hand, trading business at traditional markets does not follow the strategy so the
consumers get decreasing and consequently the traditional sellers get low income and get
bankrupcy.
Based on the above facts, it is necessary to find solution to maintain and improve the
purchasing decision of consumers at traditional markets. One of the marketing strategies which
can be apllied is marketing mix and understand the character in a professional manner as a
member of the consumer. It needs to conduct a study of the variables of marketing mix to
understand the most dominant consumers’ character in trading business at traditional markets. It is
important to apply the marketing mix well and the understanding of consumers character, because
it relates to the needs and desires of consumers on traditional markets. To prove the statement
above, it is necessary to do a research on marketing mix toward purchasing decision at traditional
markets in Semarang.
It is not easy as imagined to maintain and increase new customers in trading business at
traditional markets. The reason of this condition is there is no management of customer service, so
the service to consumers is less maximum. Therefore, the sellers must continuously improve the
knowledge about their customers and continually make up the relationship to create customer
loyalty. It is in line with Goni’s opinion that to maintain customers loyalty in marketing concept,
it needs customer relationship, to have long term strategic business asset (Goni, 1995)
3. Proceeding - Kuala Lumpur International Business, Economics and Law Conference 4 (KLIBEL4)
Vol. 1. 31 May – 1 June 2014. Hotel Putra, Kuala Lumpur, Malaysia. ISBN 978-967-11350-3-7
Based on the background above, the writer is interested to conduct a research with the title
“Empowering The Marketing Mix toward Purchasing Decision Based on Consumers’ Character
at Traditional Markets In Semarang”
The problems of this study are: (1) Is there any direct influence of empowering the
marketing mix which consists of product, price, place, promotions, personal traits, and physica l
appearance variables toward the purchasing decision at traditional markets in Semarang?, (2) is
there any indirect influence of empowering the marketing mix consisting of product, price, place,
promotions, personal traits, and physical appearance variables toward of purchasing decision by
consumers based on the characters which consist of cultural, social, personal, psychological
variables at traditional markets in Semarang?
The objectives of this study are: (1) to know the direct influence of marketing mix which
consists of product, price, place, promotion, personal traits, and physical evidence variables
toward purchasing decision at traditional markets in Semarang, (2) to know the indirect influence
of marketing mix which consists of product, price, place, promotion, personal traits, and physical
evidence variables toward purchasing decision based on consumers characters which consist of
cultural, social, personal, psychological variables at traditional markets in Semarang.
REVIEW OF RELATED LITERATURE
Market and Marketing
The definition of concrete market is a meeting place between buyers and sellers or a
meeting place for the demand and supply to form price. While, abstract market is defined as a
group of people who are organized to demand and supply so the price is formed (Mursid 1997:25).
According to Stanton in Mursid’s book (1997: 25) states that there are three factors that support
the market;i.e.. consumers and their wants, purchasing power and consumer behavior in
purchasing.
Based on above opinions, it can be concluded that the market is the place or shop for
goods or services transactions between buyers and sellers who form the price, it is influenced by
the needs and desires of the consumers, purchasing power and consumer behavior in purchasing.
This study tends to conduct the research in concrete market.
Kotler in his book, Swastha (1996: 5) defines marketing as human activity directed at the
efforts to satisfy the wants and needs through exchanging process. Furthermore, Stanton in
Swastha (1996:10) defines marketing as a whole system of business activities aimed in planning,
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pricing, promoting and distributing goods and services that can satisfy the needs of consumers and
potential consumers. This study tends to support Stanton’s.opinion.
Based on market purchasing motives, the markets are classified into 5 types: consumers
market, manufacturers market, sellers market, government market and international market
(Swastha, 1996: 53). In this study,it uses type consumers market where a group of consumers buy
goods for consumption.
Marketing Mix
The underlying concepts of marketing strategies are market segmentation, market
positioning, market entry strategies, marketing mix strategy, and timing strategies. So marketing
mix is one of marketing strategies. The concept of improving the marketing is related to the
problrm on how the supply form on a certain market segment. Marketing mix is the core of
marketing. so it is necessary to know in detail about the definition, variables, and indicators of
marketing mix.
Understanding the goods marketing mix
Marketing mix is a combination of four variables or activities which are located at the core
of the company's marketing system, they are product, pricing structures, promotional activities and
distribution system (Swastha, 1996: 42). Kotler (2006) states that marketing mix is a set of
marketing tools to pursue its marketing objectives in the target market ... four factors of this tool
is called the four Ps; product, price, place (distribution) and promotion . According to Carthy
(1993) the variables of marketing mix are product, place, price, promotion as the four Ps. Four
P's is the original model of the marketing mix, often referred as the traditional marketing mix.
Based on the above opinions, it can be summarized that marketing mix for a product or
goods is a collection of variables which include product, place, price and promotion that practices
at traditional markets in order to achieve its objectives in the target market.
Understanding the service marketing mix
The service marketing mix for is 4 (four) Ps plus three (3) Ps; they are: product, place,
price, promotion, people, processes and provision of customer service (Payne, 1993: 25). It is
supported by Pawitra (1996), he said that marketing mix of services is 7 (seven) Ps are: product,
place, price, promotion, participant, physical evidence and process. Furthermore, according to
Collier (1991) in the New Marketing Mix – focuses on Service, the variables are called the seven
Ps of service management, including product, price, place, promotion, physical evidence, process
design and participant. Almost similarly, according Sinaga (1996: 29), marketing mix of services
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is 9 (nine) Ps which includes product, place, price, promotion, public relations, power, physical
evidence, process and people.
Based on the above opinions, it can be concluded that marketing mix of services is the
collection of variables which include product, place, price, promotion , personal traits, physical
evidence and process adopted by the cooperative shops in business management. However, there
are some variables that are explicitly excluded in this study because the variables can be combined
or added to other variables. For example, public relations variables can be combined with
promotion people, and participant variables which are applied by the market sellers.
Table 1. The Variables and Indicator of Service Marketing Mix
Product Price Place Promotion Personal
Traits
Physical
Evidence
Process
*type
*quality
* number
*feature
*style
*brands
*
packaging
*level of
price
*discoun
t
*time
payment
* terms
of
payment
*locatio
n
*
wareho
use
advertising
* promotion
sale
* personal
selling
* publicity
* exhibition
* Gift
*education
* Expertise
/ to skills
* quality
service
* performan
ce
*spacious
store
*interior
shop
*front
store
*music
*lights
an
*parking
facilities
*Facilities
shop
* mecha
ism in
buying
* mecha
ism
offers
Source: Carthy dan Collier, 1991,
Marketing mix, characters buyers and purchasing decision are elements of buyer behavior
model (Kotler, 2006). The model is as follows:
Tabel 2. Buyer Behaviour Model
Marketing
Stimulants
Other
Stimulants
Consumer
Character
Buyer Decision
Process
Purchasing
Decision
Product
Price
Place
promotion
Economy
Technolog
y
Politics
culture
Culture
Social
Personal
psycholo
gical
Knowing the
problems
finding the
information
alternative
evaluation
choosing a
product
selecting
the type
determining
the time of
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purchasing
decision
behavior after
purchasing
purchasing
determining
the total
purchasing
Sumber: Kotler, 2006.
Framework
Based on the background, the basic theory and the results of previous studies, the writer
presents the framework, as follows:
CHARACTER OF
CONSUMER
1. Culture
2. Social
3. Personal
4. Psychological
MARKETING
MIX
1. Product
2. Price
3. Place
4. Promotion
8. There are 2 objectives of this study. Firstly, to know the direct influence of marketing mix
which consists of product, price, place, promotion, personal traits, and physical evidence variables
toward purchasing decision at traditional markets in Semarang, and secondly, to know the indirect
influence of marketing mix which consists of product, price, place, promotion, personal traits, and
physical evidence variables toward purchasing decision based on consumers characters which
consist of cultural, social, personal, psychological variables at traditional markets in Semarang.
Then it is expected to know the most influential and efficient factors between direct and indirect
influence toward purchasing decision in traditional markets in Semarang.
Hypothesis
Based on the description above, the hypothesis proposed in this study are:
a) there is direct influence of empowring the marketing mix which consists of product, price,
place, promotion, personal traits, and physical evidence variables toward purchasing decision at
traditional markets in Semarang,
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b) There is indirect influence of empowering the marketing mix which consists of product, price,
place, promotion, personal traits, and physical evidence variables toward purchasing decision
based on consumers characters which consist of cultural, social, personal, psychological variables
at traditional markets in Semarang.
METHOD OF THE STUDY
This research took place in Semarang, and the subject of the research is consumers who
buy the goods at traditional markets in Semarang. The population of this study is all
buyers/purchasers on 32 tradisional markets in Semarang which the number was unknown.Since
the exact number of total population was unknown, so the technique of sampling was accidental
sampling technique using Sitepu formula to determine the number of respondents. The sampling
technique of this study was proportional cluster random which took 50 % of the total traditional
markets, so it got 16 traditional markets and the total respondents were 160 people. It can be seen
in detail from the table below.
Table 3. The Samples of the Study
NO. Area Group of
Traditional
Markets
The number of
Traditional Market
(unit)
The
number
of buyers
(people)
The Names of
Traditional
Markets
Nf (%) S
1. Northern Semarang 0.13 2 20 Johar, Dargo
2. Central Semarang 0.19 3 30 Bulu, Randusari,
Kagok
3. Western Semarang 0.25 4 40 Karang Ayu ,
Jrakah,
Manyaran,
Mangkang,
4. Eastern Semarang 0.19 3 30 Peterongan,
Gayam Sari,
Mrican,
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5. Southern
Semarang
0.25 4 40 Gunungpati,
Sampangan,
Jatingaleh,
Banyumanik
Total number 16 160
Research Variables
Marketing mix consists of product, price, place, promotion, personal traits, physical
evidence, process variables. The perception of marketing mix is related to the needs and desires of
consumers in cooperative stores.
The Sources and Types of Data
The data of this study are primary data and secondary data. The primary data obtained
from questionnaires of respondents, included the data of marketing mix consisting of product,
price, place, promotion, personal traits, physical evidence, process and character of the buyer
variables. Then, the secondary data is the number of traditional markets in Semarang. The type of
data is quantitative, therefore the researcher used statistical techniques to analyze them.
The Method of Data Collection
Data are collected by questionnaires and documentation.
The Measurement Scale
In order to obtain qualitative data as mentioned earlier, the data need to be quantified by
using itemized rating scales by Likert scale, which the answer to the question positively and
negatively divided into four scales. Examples for scoring a question / statement is; The price of
goods sold at traditional market is cheaper than in the modern market: Strongly Agree, Agree,
Disagree, Strongly Disagree
The Validity and The Reliability of Research Instrument
The result of Instrument test validity, both marketing mix variables and character
members, shows that all items in each variable are valid because the amount of P in each item
instrument is less than 5%.
The results of Instrument reliability test show that both marketing mix variables and
consumer loyalty have reliability coefficients of more than 0.50.It means that all instruments used
in this study are reliable.
The Methods of Data Analysis
1) To test the first hypothesis, it uses multiple regression methods.
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2) To test the second hypothesis, it uses Path Analysis.
RESULTS AND DISCUSSION
Results
1. The Direct Influence of Marketing Mix Which Consists of Product, Price, Place, Promotion,
Personal Traits, and Physical Evidence Variables toward Purchasing Decision at Traditional
Markets in Semarang
The results of multiple regression analysis using SPSS showed that product variable has
direct influence toward purchasing decision of 0.481. It shows positive correlation. It means that
the better of consumer perception toward the product, the higher of purchasing decision at
traditional markets in Semarang, vise versa.
Next, price variable has direct influence toward purchasing decision of 0.328 and it it is
positive. It shows the correlation it is positive. It means the better understanding of consumer
perceptions toward the price, the higher of the purchasing decision of consumers at traditional
markets, vise versa.
Then, place variable has direct influence toward purchasing decision of 0.511 and it it is
positive. It shows the correlation it is positive. It means the better consumer perceptions toward
the place, the higher of the purchasing decision of consumers at traditional markets,
Fourthly, for promotional variable, it has direct influence toward purchasing decision of
0.370 and it it is positive. It means that the better perception of consumers towards the
promotion, the better of purchasing decision on the traditional markets, vise versa.
Then, personal traits variable shows a direct influence toward purchasing decision of 0.762
and it it is positive. It means the better understanding of consumer perceptions toward the personal
traits, the higher of the purchasing decision at traditional markets, vise versa.
Next, for the physical appearance variable, the results of the study show it influences
directly toward the purchasing decision of 0.039 and it is positive. It means the better
understanding of consumer perceptions toward the physical appearance, the higher of the
purchasing decision at traditional markets, vise versa.
Finally, the result related to the process variable. It shows direct influence toward
purchasing decision and it it is positive 0.108. It means the better perceptions of consumer toward
the process, the higher of the purchasing decision of consuers at traditional markets, vise versa.
So overall it can be concluded there is direct influence among product, price, place,
promotions, personal traits, physical appearance toward purchasing
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2. Product, Price, Place, Promotion, Personal Traits, and Physical Evidence Variables toward
Purchasing Decision Based on Consumers Characters Which Consist of Cultural, Social, Personal,
Psychological Variables at Traditional Markets in Semarang.
The results of multiple regression analysis use SPSS shows that: 1) Product variable has
indirectly influence toward purchasing decision of 0.125 and it it is positive. It implies that
product variable influences consumer’s purchasing decision through the character of 0.125. 2)
Then, price variable has indirect influence toward purchasing decision and it is positive at 0.177. It
implies price variable has an influence toward purchasing decision through the character of 0.177.
3) The place variable shows indirect influence toward purchasing decision and it is positive at
0.804. It means that the place variable has an influence on consumer purchasing decision through
the character of 0.804. 4) Promotion variable has indirect influence toward purchasing decision
and it is positive at 0.439. It implies the promotion variable influences purchasing decision by
consumers for the character variable 0.439. 5) Personal traits variable has indirect influence
toward purchasing decision and it is positive at 0.279. It means that the variable personal traits
have an influence on the purchasing decision of consumers through the variable character of
0.279. 6) Physical appearance Variable has indirect influence toward purchasing decision of -
0.144. It means that physical appearance variables affect the purchasing decision of consumers
through variable character of - 0.144. 7) Process variable has indirect influence toward purchasing
decision of 0.140. It means that the variable has an influence toward purchasing decision of
consumers through the variable character of 0.140.
It can be concluded that there is no direct influence between the variables of product, price,
place, promotions, personal traits, physical appearance, and the purchasing decision process at
traditional markets.
Discussion
The Results of research on empowering the marketing mix toward purchasing decision
based on consumers’ characters at traditional markets indicates that the marketing mix has direct
influence and indirect influence on consumer purchasing decision at traditional markets. Product
variable has greater direct influence than the indirect influence is 0.481 0.125. It happens
because consumers at traditional markets usually buy a product based on the needs and the type,
quantity and quality of the product. It means that the better of consumer's perception toward the
product such as the type, quality, quantity, feature, style, brand, packaging and presenting, the
higher of purchasing decision at traditional markets. It is in line with Kotler’s opinion (2006)
which states that the product is seen from the type, quality, quantity, feature, style, brand,
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packaging and presentation. Furthermore, the field observations related to products sold at
traditional markets indicate that improvement of packaging and presentation is needed. The goods
sold at traditional markets usually packed in plastic, paper, or leaf without considering the
neatness and aesthetics. Furthermore, the presentation is still rudimentary. The goods were stacked
and mixed away so when there is a buyer who will buy the goods, the seller must look other stuffs
first.
The direct influence of the price variable is greater than the indirect influence on consumer
purchasing decision at traditional markets in Semarang is 0.328 0. 177. It happens because when
the price of goods is cheaper and the quality is almost similar to supermarkets products,
consumers are definitely interested to buy the product. The increasingly affordable price of goods
by consumers, the decision to buy the goods will be high. It is in line with Pawitra’s opinion
(1996) that one factor which influences consumers to buy an item is the price.
Based on the results of the study, the place variable also has direct and indirect influence
toward purchasing decision at traditional markets. Direct influence on consumer purchasing
decision places at traditional markets is smaller than the indirect influence, it is 0.511 0.804. It
happens because the determination of the consumer to shop also considering the convenience
associated with psychological and social conditions of the consumer’s culture. It is in line with the
opinion of Payne (1993) which states that one of the factors in marketing mix which determines
the consumer's decision to buy an item is the place.
Next, based on the research results, promotional variable has indirect influence toward
purchasing decision is larger than the direct influence, it is 0.439 0.370. It happens because
before consumers decide to purchase a product, promotion influences the character of consumers.
The social, cultural, psychological of consumers will determine whether consumers will buy a
product or not. Promotion is one part of the marketing mix that influences consumer decision to
buy a product. The better promotion will increase consumer interest to buy the product. It is in line
with Kotler’s opinion (1995) that the promotion will affect the interest and the consumer's
decision to buy an item. Based on field observations, it is found that traditional markets usually
promote by word of mouth so the results are less optimal. It is one reason why consumers do not
know that there are many product the consumers need sold at traditional markets.
The next variable is personal traits. Personal traits variable has larger direct influence
toward purchasing decision than indirect influence, i.e 0.762 0.279. It happens because
consumers will buy a product where merchants, servants or employees in a store are friendly and
communicative. Personal trait is one part of the marketing mix that influences purchasing
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decision. It is in line with the opinions of Carthy and Collier (1991) which states that personal
traits influence the purchasing decision and also to maintain consumer confidence for long term.
Then, physical appearance variable has greater direct influence than the indirect influence,
i.e. 0.039 - 0.144. It happens because consumers see the physical appearance of the store whether
it is clean, spacious, ample lighting or not.. Based on the observation, physical appearance of the
store is still not considering the cleanliness, lighting and parking area. There are even some stores
that the lighting was minimal and did not care about the cleanliness of the place.
The next variable is process variable. It has greater indirect influence than the direct
influence, i.e. 0.140 0.108. It happens because before consumers decide to buy a product in a
store, the process is in store such as mechanism of supply, service mechanisms, and mechanisms
affecting the character of consumer purchases, both in terms of psychological, social, and cultural
before finally decided to buy the product. The better of processes in the shops at traditional
markets, the higher of consumer's decision to buy on the spot. It is in line with Kotler’s opinion
(2006) that on the mechanism of the process in terms of purchases, offers, and services influence
the consumer's decision to buy the product.
CONCLUSIONS AND SUGGESTIONS
Based on the results, it can be concluded that: (1) There is a direct influence of
empowering the marketing mix which consists of product, price, place, promotions, personal
traits, and physical appearance variables toward the purchasing decision at traditional markets in
Semarang, (2) There is indirect influence of empowering the marketing mix which consists of
product, price, place, promotions, personal traits, and physical appearance variables toward the
purchasing decision by consumers based on cultural, social, personal, psychological variable at
traditional markets in Semarang, (3) the variables of marketing mix have greater direct influence
than the indirect influence toward purchasing decision on traditional markets in Semarang. is a
product, pricing, personal traits, and physical appearance. Being variable place, promotion, and
the process has a direct influence is smaller than the indirect influence toward purchasing decision
in traditional markets in Semarang. Therefore; it is suggested that: (1) for the sellers of traditional
markets,(a) to promote the product by using promotional media such as pamphlets, leaflets,
brochures, banners so consumers know the products well, (b) to clean the store or kiosk such as
disposing the waste in appropriate so the buyers enjoy buying in the market. (2) for the
management of traditional market to arrange; (a) the trade places (shop or kiosk) according to the
type of goods, so it will be neat and clean to facilitate and expedite the transaction process,and
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(b)the parking area must be rearranged well and (c) market building must be safe and strong by
constructing and repairing the buildings and maintenance of traditional markets.
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