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Jan 22, 2024Open    Access

The Study of Consumer Psychology in China from the Perspective of Informatics

Xiaotong Deng
The purpose of this study is to investigate the status of consumer psychology research in commercial marketing in China. Using the network open source data and the bibliometric method of informatics, the relevant results are obtained to support the in-depth investigation. Based on the effective research results, the paper discusses macroscopically and gives suggestions on promoting consumption from three levels: state, institution, and individual.
Open Access Library J.   Vol.11, 2024
Doi:10.4236/oalib.1111118


Dec 01, 2023Open    Access

Relationship between Consumer Insights and Purchase Patterns across Different Generations: A Quantitative Approach

Max Boada, Daniel Burneo, Francisco Morocho, Janeth Gutiérrez
This study provides a detailed analysis of the differences in consumer insights and purchasing patterns among different generational groups: Baby Boomers, Generation X, Millennials, and Generation Z in the city of Loja, Ecuador. The research objective was to demonstrate that these consumption patterns and perceptions are not uniform across different generations, which can have a significant impact on marketing and sales strategies. A probabilistic sampling design with simple random sampling was ...
Open Access Library J.   Vol.10, 2023
Doi:10.4236/oalib.1110867


Jun 15, 2023Open    Access

FOMO and Conformity Consumption: An Examination of Social Media Use and Advertising Online among Egyptian Millennials

Ayah A. Ezzat, Asser Ezz El Din, Hisham Abdelmoaty
Due to the current increase of social media usage and online advertising, multiple scholars were able to relate this to consumer behavior. This study is done with the aim to investigate the mediating role of FOMO (fear of missing out) and how it intervenes the relationship between social media usage, advertising online, and conformity consumption. The target group of the study is Egyptian Millennials. The researcher collected data from 384 Egyptians from the Millennial group, aging between 25 an...
Open Access Library J.   Vol.10, 2023
Doi:10.4236/oalib.1110279


Apr 12, 2022Open    Access

A Comparison of Marketing Strategies between the U.S. and China Influenced by Individualism-Collectivism under Cross-Cultural Perspective: Taking MDLZ International, Ltd. as an Example

Liuhan Jin
Marketing localization, from a cultural perspective, is actually a kind of cross-cultural communication. This paper takes the advertising strategies of multinational company Mondelez International in China as its research objective to study the reasons why its marketing in China can achieve such great success and occupy a huge market share of snacks. By analyzing the Chinese version of brand names, the differences in product packaging and advertising slogans in China and America, different marke...
Open Access Library J.   Vol.9, 2022
Doi:10.4236/oalib.1108593


Feb 14, 2022Open    Access

Expansion in the Retail Sector—Market Entry Strategies in Consideration of Formal and Informal Institutions: A Tesco Case Study

Daniel Krummel
Saturated domestic markets and increasing cost pressures, coupled with the expansion of the middle class across emerging markets, create a fertile environment for today’s retailers to tap into new revenue potential abroad in countries like Indonesia. Commerce is an international business, giving retail giants, such as the British retailer Tesco, a wealth of experience in foreign markets. Yet, there are many modes of entry available to them, requiring detailed evaluation in the run-up to expansio...
Open Access Library J.   Vol.9, 2022
Doi:10.4236/oalib.1108377


Jan 06, 2022Open    Access

Strategies to Cultivate Generation Z Talent in Marketing under the Big Data Era

Fan Mo
With the coming of big data era in China, a comprehensive set of skills required of marketing talents include professional marketing knowledge, computer technique, creative and critical thinking, as well as big data thinking. All these skills are crucial for them to succeed in the increasingly competitive global job marketplace. In order to adapt to this era, this paper develops a marketing talent training strategies in our Generation Z students via interdisciplinary education, integration betwe...
Open Access Library J.   Vol.9, 2022
Doi:10.4236/oalib.1108157


Dec 15, 2021Open    Access

Trailing the Gap between the Competencies of Bachelor of Science in Business Administration Graduates with Industry Demands: As Viewed by the Employers

Clarizza L. De Leon, Jennilyn C. Mina, Edgelly G. Vitug, Noemi C. Vega, Joannie A. Galano, Rosenell B. Flores, Emery Caymo, Kaila Beatrice Magtalas
Employees are increasingly seen as a company’s greatest asset. As a result, educational institutions must ensure that their curricula are in line with society’s demands and needs. A university’s ability to produce high-quality graduates based on the market demands can be assessed by the feedback that institutions obtain from the employers of the alumni. Besides, this assessment can be considered as the greatest approach to gauge the efficiency of the programs and the marketability of their gradu...
Open Access Library J.   Vol.8, 2021
Doi:10.4236/oalib.1108193


Jul 12, 2021Open    Access

The Impact of Cause-Related Marketing Strategies on Switching Intentions: An Applied Study on Private Education Service

Mona Abdelreheem, Mohamed A. Ragheb, Passent Tantawi
This study investigated the relationship between the CRM strategies, brand equity, brand image, brand awareness, brand association, brand loyalty, perceived quality, and switching intentions. This research depended on the deductive approach to collecting data. The researcher used the method of survey questionnaires through simple random sampling technique to collect primary data that are used to achieve the purpose of the study, which is to study the relationship between the CRM strategies, bran...
Open Access Library J.   Vol.8, 2021
Doi:10.4236/oalib.1107489


Feb 26, 2021Open    Access

Spending Habits of Public School Teachers in Palayan City

Fhrizz S. De Jesus, Margie B. De Jesus
As the salary rise for teachers has been an on-going issue, the researchers studied the spending habits of the teaching personnel and their reasons in borrowing money from financing institutions. This study was conducted in twenty-two public schools in Palayan City with a total of one hundred seventy-seven teaching personnel as respondents. Descriptive research was used in this study through survey questionnaire and interview method in order to reveal the relationship between variables and to an...
Open Access Library J.   Vol.8, 2021
Doi:10.4236/oalib.1106332


Sep 17, 2020Open    Access

Effect of Good Product Design and Packaging on Market Value and the Performance of Agricultural Products in the Ghanaian Market

Amponsah Randy Kwaku, Qibing Fan
Packaging has found a crucial place in the agri-business value chain over the years. That is, packaging has developed well beyond its conventional purpose of simply protecting products to a key marketing role in developing shelf-appeal, providing product information, and establishing brand image and awareness. This in other words suggests that the visual appearance or look of a product with respect to its package design play a vital role to its marketability. It is therefore of essence that the ...
Open Access Library J.   Vol.7, 2020
Doi:10.4236/oalib.1106714


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