Innovative Marketing

Journal Information
ISSN / EISSN : 1814-2427 / 1816-6326
Current Publisher: LLC CPC Business Perspectives (10.21511)
Total articles ≅ 139
Current Coverage
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DOAJ
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Latest articles in this journal

Vinish P, Prakash Pinto, , Slima Pinto
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 1-15; doi:10.21511/im.17(1).2020.01

Abstract:
The online food delivery market in India perseveres to grow at a sustained pace. The business has unique dynamics and challenges with the spike in orders during weekends, meeting delivery schedules during peak demand, offering deep discounts to address wavering customer loyalty, reducing cash burns, and managing food quality inconsistency. In contrast, the fast-paced life and the rise of millennials in the workforce is likely to assure a promising future for the food aggregators. The above backdrop has led the researchers to pursue this study. An empirical study was carried out to explore the consumption occasion and the antecedents of online food ordering in the select cities in Karnataka, India. The data was collected from 385 respondents through telephonic and mail survey using a structured questionnaire. The responses were analyzed using exploratory factor analysis and multiple regression. The result of the study indicated a positive association between the constructs ‘buying motives’, ‘aggregator attractiveness’, and customer satisfaction. The variation in customers` satisfaction is largely attributable to the convenience of order placing, food quality, availability of food and restaurant reviews, offers and discounts, faster home delivery, and the wide choice of restaurants listed on the aggregator’s website. Additionally, the aggregator attractiveness showed a higher impact on customer satisfaction as compared to buying motives.
Published: 29 December 2020
Innovative Marketing, Volume 16, pp 164-179; doi:10.21511/im.16(4).2020.15

Abstract:
Innovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country perspective. Against this background, this study sought to examine the inhibitors characterized in the application of social media channels as an innovative tool for advertising and communication among SMEs (small and medium enterprises) in Ghana. For study results to be achieved, a quantitative research approach with a questionnaire of 650 was distributed among managerial staff of the fashion industry in the central part of Ghana of which 512 respondents were duly received and correctly filled for data processing and analysis. Results from the partial least square structural equation method (PLS-SEM), showed that despite the importance of innovation, lack of managerial skills/marketing expertise, perceived cost, regular systems/links upgrade, and financial constraints are significant inhibiting factors affecting the application of social media as advertising and communication tools among SMEs in developing economy. Interestingly, the findings further showed that ’company’s size’ as well as ’availability of social media channel/tool’ significantly control for the outcome variable (internet/social media) as a marketing communication tool. AcknowledgmentThis work is supported by Tomas Bata University in Zlin through; IGA/FaME/2019/002: The role of the institutional environment in fostering entrepreneurship, and further supported by IGA/FaME/2020/002 and IGA/FaME/2019/008. The authors are thankful to Prof. Jaroslav Belás, Prof. Boris Popesko, and Prof. Miloslava Chovancová for their guidance towards developing this manuscript.  
Richard Mfundi Ndengane, ,
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 26-39; doi:10.21511/im.17(1).2021.03

Abstract:
In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the dependent variables (positive image of store, pleasant mood, time spent in store, intention to revisit store). As such, the study highlighted the importance of store atmospherics to the factors that encourage customers` satisfaction. Since little research has been done into store atmospherics in the South African context of grocery stores, this study has contributed new knowledge in this field.
, Abdulwahid Ahmed Hashed Abdullah, Afrah Abdullah Ali Khamis
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 40-52; doi:10.21511/im.17(1).2021.04

Abstract:
It is necessary to understand the customers’ perceptions of internet banking because it helps determining the direction and patterns of intention to continue using internet banking. This could also help bank policymakers to develop appropriate strategies to increase internet banking usage. The study aims to examine the determinants of user’s intention to continue using internet banking since there have been no systematic attempts to understand this aspect, especially in the Indian context. This research suggests and tests an extended model to predict the intention to continue using internet banking in India. The suggested study model was examined using survey data from 206 internet banking users. PLS-SEM was employed for data analysis. The findings imply that the most significant determinants of intention to continue using internet banking are service quality, trust, and user satisfaction. On the other hand, the study finds that intention to continue using internet banking is not impacted by system quality and information quality.
Vinish P, Prakash Pinto, , Slima Pinto
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 1-15; doi:10.21511/im.17(1).2021.01

Abstract:
The online food delivery market in India perseveres to grow at a sustained pace. The business has unique dynamics and challenges with the spike in orders during weekends, meeting delivery schedules during peak demand, offering deep discounts to address wavering customer loyalty, reducing cash burns, and managing food quality inconsistency. In contrast, the fast-paced life and the rise of millennials in the workforce is likely to assure a promising future for the food aggregators. The above backdrop has led the researchers to pursue this study. An empirical study was carried out to explore the consumption occasion and the antecedents of online food ordering in the select cities in Karnataka, India. The data was collected from 385 respondents through telephonic and mail survey using a structured questionnaire. The responses were analyzed using exploratory factor analysis and multiple regression. The result of the study indicated a positive association between the constructs ‘buying motives’, ‘aggregator attractiveness’, and customer satisfaction. The variation in customers` satisfaction is largely attributable to the convenience of order placing, food quality, availability of food and restaurant reviews, offers and discounts, faster home delivery, and the wide choice of restaurants listed on the aggregator’s website. Additionally, the aggregator attractiveness showed a higher impact on customer satisfaction as compared to buying motives.
Natalia Vasylieva,
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 16-25; doi:10.21511/im.17(1).2021.02

Abstract:
Awareness of healthy food, population growth, increasing incomes, and urbanization raise the global demand for fruit, where the second position goes to apples. However, their supply is insufficient, implying the lost revenues and exacerbating nutritional food insecurity. To help growers, traders, and consumers cope with such a challenge, this research focused on revealing some world patterns in apple production and trade detailed by groups of countries, their capacities, and prices. The explored data on fresh and processed apples derived from the Food and Agriculture Organization Statistics. The methodological framework of the study engaged divisive hierarchical clustering, analysis of interval variation series, and inequality indicators. The research findings identified two major clusters of 50 out of 96 countries specialized in production and foreign sales of 83.2% and 76.9% of apples. The study outcome comparing fair trade via two triple histograms specified the prevailing deviations between –82% and 80% around farm gate apple prices in 47 exporting countries and the same between –83% and 83% in 46 importing countries. Based on the Gini coefficient, Ratio 20/20, and Hoover index, the accomplished evaluations quantified total disparity in apple trading by 13% to 40%, calculated misbalance between 20% of the top and bottom world traders, and grounded preferable market alignments ranged from 9% to 38%.
Zhijiang Yu, Viktoriia Medvid, Yuzhong Le
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 53-65; doi:10.21511/im.17(1).2021.05

Abstract:
In recent years, continuous changes in geo-economics and environment, especially the rise in global trade protectionism, have severely impacted China’s sporting goods manufacturing industry, which is dominant in international trade. Therefore, this paper attempts to examine the geo-economic environment and influence factors of China’s sporting goods manufacturing industry, and puts forward strategies to improve the competitiveness of China’s sporting goods manufacturing industry and promote its high-quality development.This paper selects indicators that can reflect the geo-economic relationships of competition and complementarity, including household final consumption expenditure (% of GDP), sporting goods import and export trade volumes (% of GDP), FDI (% of GDP) and R&D (% of GDP) from 2013 to 2018. Using the standardized Euclidean distance method, the geo-economic relationship of sporting goods manufacturing industry between China and each One Belt and One Road Initiative (BRI) country is obtained. Statistic results show that the geo-economic relationship of the sporting goods manufacturing industry between China and other BRI countries is more competitive than complementary. Meanwhile, a map generated by the ARCGIS10.0 platform shows that competition between China and the BRI countries increased from 2013 to 2018. According to the analysis of statistical data regarding the aspects of the industrial structure of China’s sporting goods manufacturing industry, geo-economics and geopolitics, respectively, several proposals are put forward for the high-quality development of the sporting goods manufacturing industry in China.
Ganna Lobachevska,
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 78-93; doi:10.21511/im.17(1).2021.07

Abstract:
This paper aims to investigate the impact of Corporate Social Responsibility (CSR) of Fast Moving Consumer Goods (FMCG) companies on consumer buying behavior in the Ukrainian market. The qualitative data for this study were collected with the help of semi-structured interviews conducted with a total of 10 respondents, including 5 Ukrainian consumers (with different levels of responsible consumption adoption) and 5 CSR experts from FMCG companies located in Ukraine (both local and global; with CSR adoption level varying from low to well-developed). The data obtained for this study revealed that the level of consumer awareness about CSR in Ukraine is still low. However, the level of awareness and the actual consumption of responsible products are constantly growing. The results also show that Ukrainian consumers who already have some level of awareness about CSR perceive CSR communication as more credible when it does not originate from the company directly or is endorsed by a third party. At the same time, interviewed experts stated that to raise awareness among the wider population, FMCG companies have to communicate their CSR achievements directly and massively. Ukrainian consumers are mostly impacted by the product-related CSR type, such as bio-ingredients and sustainable packaging. Price premium for responsible products is the key factor that causes the “intention-behavior gap” in Ukraine.Practitioners from the FMCG industry in Ukraine may use the information provided by this study to shape their CSR strategies, which will allow them to cater to societal demands and, as a result, impact consumer buying behavior.
Nabil Mohamed Abdo Alabsy
Published: 29 December 2020
Innovative Marketing, Volume 17, pp 66-77; doi:10.21511/im.17(1).2021.06

Abstract:
The goal of this paper is to examine the effect of business orientation on the success of small and medium-sized enterprises in Saudi Arabia. Corporate performance is a dependent variable, whereas business orientation, competitor orientation and inter-functional orientation are used as independent variables. This cross-section analysis was based on a quantitative survey design. The target population consisted of 72 SMEs (industrial, commercial and service) identified by the Saudi Chamber of Commerce in Riyadh. The companies were selected from Riyadh, Jeddah, Abha, Dammam and Bisha, which were founded before March 1, 2005 with less than 100 employees in Saudi Arabia. The findings showed that consumer orientation, competitor orientation and inter-functional cooperation had a substantial positive influence on the success of SMEs in Saudi Arabia during the study period. Market orientation dimensions, in particular, demonstrated a modest relationship to company efficiency. It was concluded that the greater the orientation of the business, the higher the output and the income of the enterprises. SME owners/managers are advised to understand the consumer orientation dimensions that have a positive effect on the success of their firms. Involved parties also need to establish more consistent business-oriented strategies that assess corporate success in order to boost the output of Saudi companies.
Dudang Gojali, Vemy Suci Asih
Published: 28 December 2020
Innovative Marketing, Volume 16, pp 155-163; doi:10.21511/im.16(4).2020.14

Abstract:
This research aims to examine the factors influencing the Indonesian Muslim community’s actions in choosing halal items. This objective is accomplished by evaluating the factors of variable creation that affect halal product selection. 183 Muslim respondents in Indonesia collected data for the study by filling out questionnaires. There are nine variables in the questionnaire survey segment: personal social perception, halal certification, halal awareness, trust, subjective norms, satisfaction, attitude, religiosity, and interest. Data were obtained based on participants’ availability and willingness to participate in selecting the questionnaire. The approach used is quantitative descriptive, namely, factor analysis, to determine the factors that form variables. One of the most important results is that the nine variables were selected to create an element that significantly influences people’s behavior in choosing halal items. Next are satisfaction, personal social perception, subjective norms, attitude, halal certification, interest, trust, and halal awareness. The religiosity variable results give the most significant contribution of importance in shaping the variables. AcknowledgmentAuthors acknowledge the Covenant Faculty of Economics and Business of UIN Sunan Gunung Djati Bandung, who has supported this research.
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