Sales and Merchandising Commons^™

2024, 2(19)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 2(19)

Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague

Undergraduate Theses, Professional Papers, and Capstone Artifacts

An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower …

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

Canvas Creations Hub, Mengting Yan

MA Projects

This is a business plan about CCH that has not been implemented. With the
rapid development of the Internet in China, e-commerce market has come into the
period of explosive growth after more than ten years of market cultivation. Recently, the amount of APP online shopping in one year has exceeded 40 trillion yuan. In this situation, traditional enterprises are getting involved into e-commerce. This paper studies the situation of the e-commerce market and the art derivatives industry, elaborates the market opportunities, and makes an economic analysis of the operation of art derivatives APPs, which can be used as a …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Trust Relationships: Tales From The Web, Magdoleen Ierlan

Atlantic Marketing Journal

Trust is an important component of any purchasing situation. In an online setting, trust becomes even more important as buyer and seller are not able to directly interact with one another. Compounding the situation is the fact that the consumer cannot directly experience the product under consideration. Organizations have attempted to address this shortcoming by allowing third parties to offer reviews of the product in question. This paper addresses how consumers process these product reviews.

By rooting this paper in trust and uncertainty reduction theory, a testable model was developed. The model was tested, and in general, more helpful reviews, …

Digital Shopper Insights: Understanding Generational Perspectives On Mobile Commerce, Ronda G. Henderson, Kimberly Mcneil, Roland Leak Dr.

Atlantic Marketing Journal

The purpose of this study was to identify the perceptions of consumers regarding the use of smartphones to shop and to determine the extent of influence age has on their intentions to use their smartphones to shop. A quantitative, descriptive research design was conducted to examine the perceptions of consumers regarding the use of smartphone-based shopping. The findings revealed that Gen Zers, Millennials, and Gen Xers reported positive perceptions about using their smartphones to shop online. Boomers were consistently more unsure in their responses. The three generation groups (Gen Zers, Millennials, Gen Xers) agreed that using their smartphones to shop …

Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This marketing research paper investigates whether various generational groups of consumers associate the new Ford Bronco with positive feelings of nostalgia. The study conducted a comprehensive survey with 420 respondents to determine the extent of nostalgia evoked by new Ford Bronco advertisements among consumers of different age groups. The results of the research suggest a strong and affirmative response to the new Ford Bronco advertisements across all generational cohorts. This implies that the marketing strategy employed by Ford effectively taps into a universal sense of nostalgia, transcending generational boundaries. This finding underscores the brand's ability to connect with consumers of …

Honors Project Hartville Potato Chips (Final) - College Of Business - Team 5 (Marketing Partnerchip), Isabela Schroeter, Justin Kriess, Trent Thomas, Devin Maddox, Irina Hacck, Jake Lubic

Williams Honors College, Honors Research Projects

TO EXPAND THE HARTVILLE POTATO CHIP COMPANY BRAND IN A WAY THAT WILL CREATE A UNIQUE POSITION IN THE MIND OF THE CONSUMER.

The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson

Atlantic Marketing Journal

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …

What Corporate Factors Explain Variation In How Individuals Value Dei In The Beauty Industry?, Hannah Bolar

Honors College Theses

The beauty industry is known for its multi-billion dollar market, such as skincare, makeup, and haircare. As an employee in famous beauty stores, Ulta and Sephora, over the last five years, a bigger discussion has been brought to the table, being Diversity, Equity, and Inclusion (DEI) . The scope of my study is to shed light and address what factors beauty industry corporations factor in and how customers view and value DEI in the beauty industry; in which my methods of surveying and focus groups support my claim that internal and external factors do play a role. My results found …

Immersive Retailing: The In-Store Experience, Henrik Hagtvedt, Chandukala, Sandeep R.

Research Collection Lee Kong Chian School Of Business

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a …

Estimating Financial And Environmental Risk: Some New Developments And Comparison Study., Fnu Kamronnaher

All Dissertations

This dissertation delves into the concept of risk, specifically focusing on two prominent categories: financial risk and environmental risk.

Financial risk is the probability of unfavorable outcomes of an investment while environmental risk refers to the possible harm to the environment resulting from extreme weather events. More specifically, risk is the high (low) quantiles of the distribution of variables of interest. \\ To quantify and assess uncertainties in financial and environmental risk, robust and reliable methodologies are needed. The aim of this dissertation is to develop some risk assessment methods and compare them with the widely used methodologies in both …

Student Perceptions And Preferences Of University-Affiliated Athletic Merchandise And Logos, Robin Hardin, Michelle L. Childs, Kirby D. Simpson

Journal of Applied Marketing Theory

College sports are certainly ingrained in the fabric of American society, and a significant aspect of this phenomena is the pageantry associated with college sports. This pageantry includes team logos and official team colors, and both are important aspects of fandom and team identification. Utilizing social identify theory as the theoretical framework for this research, the purpose of this study was to examine students’ university-affiliated athletic merchandise and logo preferences and related behaviors. Two focus groups were conducted with results showing three major themes, where students demonstrated polarizing views and opinions. These themes were (a) fashion and function, (b) orientation …

Leveraging In-Store Technology And Ai: Increasing Customer And Employee Efficiency And Enhancing Their Experiences, Dhruv Grewal, Sabine Benoit, Stephanie Noble, Abhijit Guha, Carl-Philip Ahlbom, Jens Nordfalt

Research Collection Lee Kong Chian School Of Business

Due to digital innovations, retailing is undergoing radical changes. Scholars have proposed frameworks to address outcomes of implementing technology e.g., an increased customer experience, efficiency gains, consumer or employee acceptance. Existing frameworks concentrate primarily on the consumer perspective, focus on specific technologies (e.g., AI) and covering the customer journey. In contrast, this paper also focuses on the employee perspective, and how technology influences the employee journey. Since the convenience offered by online retailers puts offline retailers under pressure, this research focuses on in-store technology. Based on a comprehensive review of managerial and academic literature and expert interviews, we propose a …

Cross-Period Impatience: Subjective Financial Periods Explain Time-Inconsistent Choices, Minkwang Jang, Oleg Urminsky

Research Collection Lee Kong Chian School Of Business

Inconsistency in consumer time preferences has been well established and used to explain seemingly short-sighted behaviors (e.g., failures of self-control). However, prior research has conflated time-inconsistent preferences (discount rates that vary over time) with present bias (greater discounting when outcomes are delayed specifically from the present, as opposed to from a future time). This research shows that time-inconsistent preferences are reliably observed only when choices are substantially delayed (e.g., months into the future), which cannot be explained by present bias. This seeming puzzle is explained by a novel cross-period discounting framework, which predicts that consumers are more impatient when choosing …

Management Of Operations In Projects Including Planning, Organization And Control From The Beginning To The End Of Implementation, Burim Isa Berisha Dr.Sc

International Journal of Business and Technology

The project usually arises as soon as the client’s need is identified, and goes through all the extensive phases and sub-phases to take its true form and put into operation. The project is divided into two main parts that include Planning and Implementation that are separate in these stages: definition, planning, organization, control, completion. Planning involves a detailed calculation of the project. This includes known facts, admissible facts and risk calculation. Activity model used by IKOMs Planning as a process involves the cost that accompanies it. The manager must strike the balance between cost and benefit. Project control uses data …

Project Planning And Control, Burim Isa Berisha Dr.Sc

International Journal of Business and Technology

Operations management is important because it relates to the creation of products and services on which we are all dependent. Operations management is also quite motivating; operations are the center of many changes that affect business - changes in customer preferences, changes in the supply chain caused by technologies based on the businesses where we work, where we want to work and so on.

Operations Management includes the role of operations management, the various characteristics of processes, management activities, the responsibilities of managers, and the timely evolution of Operations Management.

Operations Management is a constant change, fostering creativity which allows …

Management Of Small Enterprises And Family Businesses In The Republic Of Kosovo, Burim Isa Berisha Dr.Sc, Burim Berisha B.B

International Journal of Business and Technology

Small businesses represent the driving force of an economy. They are the key that enables the production and marketing of thousands of products and services thus becoming the basis for a sound economic development. Consequently, small businesses are of vital importance to the economy.

Small business is a generator of innovation and a source of new jobs. The trend shows that small businesses are the backbone of all developments and movements in the economic system.

The small business scope is present in almost every pore of social and economic life.

According to the Statistical Register for Businesses, there are 9,358 …

The Process Of Adapting Innovations In Banking Services By Businesses In Kosovo, Burim Isa Berisha Dr.Sc, Burim Berisha B.B

International Journal of Business and Technology

This dissertation addresses the importance of a business model from businesses in Kosovo, which is able to adapt innovations from the banking sector such as digital services, and through which become part of a global market where such developments occur step by step. very fast At the beginning of this paper will be given definitions related to the main concepts that are addressed such as business model, innovations in banking services - digitalization of services and the role and importance of linking a business model with banking services of the time. After the theoretical part, from which the main concepts …