Examining the Effect of Marketing Innovations on GPMA: A Study Using the PLS–SEM Approach

Abstract

Continuous innovation keeps running the businesses. The rise in environmental issues and, in turn, the awareness growing around have led people at large to make purchase of their most needed products and fulfil their requirements, which adhere to environment-friendly norms. Because of the environmental concerns and legal constraints, several organizations are producing green products. There is a stiff competition among the brands to establish themselves as the environment friendly green products. The sustainability for these green products depends on many factors. The important among these are packaging and pricing. To influence the purchase behaviour of consumers and thereby attracting them to purchase green products, innovative ideas in marketing for the longer shelf life of such products are required. The pace at which the green products move out of the shelf impacts an organization’s bottom line, and it has a tandem effect on the environment protection. The article aims at examining the effect of marketing innovations on the longevity (agility) of green product market agility (GPMA). Examining the effect of marketing innovations involves two aspects, and we have kept both aspects parallel to each other. One aspect is to examine the effect of packaging, that is, marketing innovation on packaging (MIPA), and the other aspect is to examine the effect of pricing, that is, marketing innovation on pricing (MIPR), with consumer purchase behaviour acting as a mediator between MIPA and GPMA and consumer purchase intention acting as a mediator between MIPR and GPMA.

Brand image among the purchase decision determinants

“…In the aspect of the purchase decision, this study also proves that Service Quality also has a positive and significant influence on Purchase Decisions and is in accordance with the results of research conducted by Jha, (2019); Kashi (2013); Kumar (2019); Pant et al (2018) and Udomkit (2015). This finding is certainly also relevant to the thought that happy visitors bring a positive attitude towards a product and ultimately determine the Purchase Decision on the service.…”

“…This means that the better the brand image is owned by the hotels, so the visitors can further enhance purchasing decisions on the services offered by the hotels. These findings are relevant to the findings of Jha (2019); Kashi (2013); Kumar (2019); Pant et al (2018); Udomkit (2015) and contention that view that brand image as a series of visitor's perceptions that arise from the results of visitor's evaluations on information about a brand. A set of these perceptions can remind visitors of a brand that can be the basis of visitor thinking in determining purchasing decisions.…”

“…When making purchasing decisions, consumers are positively influenced by different things, one of which is finding information. One of the primary sources is various forms of commercial information (Kashi, 2013;Pant et al, 2018). Every company expects high consumer purchasing decisions on products offered (Jha, 2019;Kumar & Tripathi, 2019).…”

Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurales

“…Estos mismos resultados se hallan en el trabajo de Dachyar y Hananto (2014) en un estudio de caso de tres grandes empresas indonesias de telecomunicaciones. En cuanto al efecto sobre la reputación de la empresa, la literatura avala los resultados de esta investigación, puesto que Pant et al (2018), para la India, encuentran que la innovación en marketing en empaque afecta el comportamiento de compra del consumidor, generando así reputación, en ese caso, de empresas verdes.…”

“…El segundo aporte estriba en resaltar el rol que tiene la innovación en marketing de las pymes, para direccionar e interpretar las inversiones que se hacen en este tipo de innovación. Un tercer aporte es el empleo de una metodología que resulta relativamente novedosa, aunque similar a la utilizada en estudios previos (Aksoy, 2017;Anwar, Khan y Shah, 2019;Dachyar y Hananto, 2014;Jaaffar et al, 2017;Na, Kang y Jeong, 2019;Pant, Virdi y Chaubey, 2018), que se basa en la prueba de validez del modelo teórico con la evaluación del análisis factorial confirmatorio (AFC) de segundo orden y el testeo de hipótesis mediante la construcción de un modelo de ecuaciones estructurales.…”