Consumer Behavior

Hawkins, Del I.; Bennett, Peter; Kassarjian, Harold H.

doi:10.2307/1250066

Cited by 52 publications

(69 citation statements)

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“…The MEIM's reliability in the case of German Hungarians: the Cronbach's alpha was found to be 0.925. In measuring of value-sets we used (Beatty et al 1985;Kahle and Timmer, 1983) Kahle's List of Values (LOV) completing with Best-Hawkins-Coney's triple grouping (Hawkins et al, 1992), which places the values into the following categories: values directed toward others; values directed towards the environment and values directed towards ourselves. To measure opinions, we used a 7-point Osgoodscale.…”

Section: Methodsmentioning

confidence: 99%

Ethnic marketing possibilities and its ethics issues

Sas¹,

Kozma²

2009

PIEB

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JEL Classifications: M31Key words: Ethnic marketing, ethics, identity, segmentation.Abstract: This paper focuses on the possibilities of ethnic marketing and its ethic connections. The differences found in our face-to-face interviews and analysing questionnaire data will provide opportunities for Hungarian small enterprises. Targeting ethnic groups for marketing purposes results in ethical difficulties. In Hungary, ethnic marketing is yet an inexperienced concept. Based on these ideas the authors examine the ins and outs of using ethnic marketing in case of Germans in Hungary. Consumers with German ethnic attitude really want German products and brands. At the same time, enterprises have to emphasise the products' "Germanness" and character in a better/stronger way because this can help for better consumer decision making.

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Section: Methodsmentioning

confidence: 99%

Ethnic marketing possibilities and its ethics issues

Sas¹,

Kozma²

2009

PIEB

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“…Selanjutnya, literatur yang sama juga menyebutkan bahwa generasi ini tumbuh dengan kesempatan kerja penuh bagi wanita, pendapatan ganda bagi rumah tangga, menghargai keragaman suku dan budaya, keberadan komputer di sekolah dan rumah, dan juga internet, serta ketidakpastian ekonomi (Hawkins dan Mothersbaugh, 2010). Pasar remaja merupakan pasar yang atraktif untuk dua hal.…”

Section: -219unclassified

“…Pertama, preferensi dan selera yang dibentuk selama waktu remaja dapat mempengaruhi pembelian sepanjang waktu. Kedua, saat ini remaja mampu menghabiskan lebih dari $150 juta per tahun untuk konsumsi personalnya (Hawkins dan Mothersbaugh, 2010). Kebanyakan dari uang yang mereka peroleh juga akan dibelanjakan pada "feel-good" products atau produk-produk yang mampu memberikan kenyamanan bagi mereka, seperti kosmetik, poster, dan makanan siap saji (Solomon, et al, 2009 Ciri utama dari generasi Y adalah technology savvy, yaitu generasi yang lahir di era teknologi dan akrab dengan teknologi baru (Rahman dan Azhar, 2011), early adopter, yaitu konsumen yang cepat mengadopsi teknologi baru, serta innovator yaitu konsumen pertama yang menggunakan informasi dan teknologi baru (Adiwaluyo, 2011).…”

Section: -219unclassified

Persepsi Generasi Y Terhadap Kerajinan Tangan Daerah

Pasaribu

Rafi

Khairawati

2017

j.ilm.manaj. &. n.a

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ABSTRAKPerkembangan dunia usaha produk kerajinan tangan saat ini cukup berkembang pesat ditandai dengan semakin ketatnya persaingan produk kerajinan tangan antar daerah, untuk itu pengusaha kerajinan tangan Aceh harus menunjukkan daya saing yang tinggi terhadap produk daerah lain dengan cara melakukan strategi pemasaran yang baik. Generasi Y merupakan segmen pasar konsumen yang penting di masa depan karena peningkatan pertumbuhan generasi ini semakin pesat dan juga merupakan kelompok berpenghasilan tinggi. Sehingga generasi Y telah menarik perhatian beragam kelompok penelitian dalam berbagai disiplin ilmu. Tujuan penelitian ini adalah untuk mengidentifikasi persepsi generasi Y tentang produk kerajinan tangan Lhokseumawe. Dengan menggunakan pendekatan kuantitatif melalui penyebaran angket diperoleh hasil bahwa : persepsi generasi Y di kota Lhoksumawe terhadap kerajinan tangan produk lokal secara garis besar masih cukup dengan kualitas yang kurang dengan harga yang ditawarkan relatif mahal. Pembelian produk kerajinan tangan lokal ini hanya sebagai pemberian oleh-oleh atau cinderamata untuk memperkenalkan daerah Aceh dan masih belum menjadi budaya yang memperlihatkan kecintaan akan produk daerah. Kata kunci: Persepsi konsumen, Produk daerah, Gen Y The perception of Y generation on local handicrafts ABSTRACT At this juncture, the growth of handicraft business in the world is quite rapidly which marked by the hard competition increasingly of handicraft products between the district of regions Aceh, therefore the handicraft entrepreneurs from Aceh must show a high competitiveness to other regional products through conduct a good marketing strategy. "Y" generation is an important consumer market segment in future due to the rapid growth of this generation and is also a high-income community. Consequently, the "Y" generation has attracted various research groups and scientific discipline attention. The aim of this research is to identify the perception of "Y" generation regarding the

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“…These generations include Pre-Depression, Depression, Baby Boomers, Generation X, Generation Y, and Generation Z. [11,12] To market nursing programs and services to diverse consumers, and to do effectively and profitably, nurse leaders must integrate principles of multigenerational marketing into the marketing strategy. Multigenerational marketing is the practice of appealing to the unique values and needs of individuals across multiple generational groups.…”

Section: Consumersmentioning

confidence: 99%

Marketing strategies to promote nursing programs and services

Marrone

2016

JNEP

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Background: The purpose of this article was to discuss commercial, social, and service marketing strategies and best practices to promote nursing programs and services to key partners and stakeholders. Evidence supports that nurses are not inclined to promote or market the nursing profession to the general public or to other professions. Methods and findings: The successful marketing matrix includes product, price, place, promotion, publics, partnerships, policy, purse strings, people, process, and physical evidence. Integrated approaches to marketing nursing programs and services are requisite for organizational viability and sustainability. Analysis of commercial, social, and service marketing theory, principles, and best practices related to marketing nursing programs and services were examined. Evidence and best practices published from 2000 through 2015 were included in this discussion. A model case was used to illustrate marketing principles. Implications for nursing education, practice, and administration are discussed. Successful marketing of nursing programs and services requires an integrated approach that includes market analysis, technology, networking, and community partnerships. Conclusions: Nurses at all levels within an organization have a responsibility in marketing nursing programs and services. Well positioned organizations collect and maintain accurate demographic data that informs service delivery in order to contribute to organizational sustainability and achieve business results.

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Consumer Behavior

Cited by 52 publications

References 0 publications

Ethnic marketing possibilities and its ethics issues

Ethnic marketing possibilities and its ethics issues

Persepsi Generasi Y Terhadap Kerajinan Tangan Daerah

Marketing strategies to promote nursing programs and services

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