Principles of Marketing, 2nd edition20011<i>Principles of Marketing, 2nd edition</i>. Hemel Hempstead: Prentice‐Hall 1998. 1042 pp., ISBN: 0132 622548 £32.99

Kotler, Philip; Armstrong, Gary; Saunders, John; Wong, Veronica

doi:10.1108/ccij.2001.6.3.164.1

Cited by 807 publications

(1,215 citation statements)

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“…It is also worth asking how the labels should be used, for example as big posters or as labels on the shelves. Consumers are exposed to a large number of items per minute within the grocery retail store (Kotler et al, 2008), which makes the competition even harder. It could also be assumed that shorter descriptions could be easier for the consumers to comprehend and screen, allowing them to compare the products' favourable and unfavourable attributes within the choice of purchase.…”

Section: Discussionmentioning

confidence: 99%

“…The average consumer makes about one major trip to the store per week (Caswell, 1997), spending approximately one hour in the store and being exposed to around 15,000 to 17,000 items (Caswell and Padberg, 1992). A consumer in a grocery retail store is exposed to around 300 items per minute (Kotler et al, 2008), most of them with some type of external information provided by advertisements, packaging design, and so on.…”

Section: Introductionmentioning

confidence: 99%

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Sensory description labels for food affect consumer product choice

Swahn

Mossberg

Öström³

et al. 2012

European Journal of Marketing

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PurposeThis observational study set out to investigate the effect of sensory description labels on consumer choice of apples in a grocery retail store.Design/methodology/approachAn independent observation study was conducted in a retail grocery store setting. A total of 1,623 consumers were observed over a four‐day period in four different sessions, each using three apple varieties (JONAGOLD, INGRID MARIE, and ELISE). Marketing strategies differed between the sessions as follows: sort name labelling only, sort name and sensory description labelling, sort name and sensory semantic description labelling, and sort name labelling and allowing consumers to taste the apples before choosing.FindingsConsumer product choice was affected by the sensory description labels. When only the sort name was given on the label, the consumers tended to choose INGRID MARIE, which has a strong sort name. With the addition of sensory description labels, the consumer choice shifted to ELISE, which had been chosen with a low frequency when only sort name was given, but was chosen with a high frequency when sensory description labelling was used.Research limitations/implicationsThe study was limited to red apples and one national market.Practical implicationsPractitioners, managers, and marketers may benefit from using proper sensory labelling as a marketing tool for various food products, such as apples, in a grocery retail store.Originality/valueThis study shows the importance and value of sensory description label marketing for food products in grocery retail stores. Little attention has previously been paid to the research area within sensory marketing communication concerning the interplay of sensory perception of food and the formulation of marketing labels, or taste marketing. This paper also addresses the possible interaction between the disciplines of sensory and marketing science.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Sensory description labels for food affect consumer product choice

Swahn

Mossberg

Öström³

et al. 2012

European Journal of Marketing

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“…Neke kompanije bi trebale napustiti strategiju da svuda konkurišu, često nadmoćnim konkurentima, i da se okrenu pronalaženju najatraktivnijeg dijela -segmenta tržišta, na kojem bi mogle uspješno zadovoljiti očekivanja potrošača. 2 Kako potrošači u suštini čine tržište, a međusobno se razlikuju po željama, potrebama, mogućnostima, iskustvu i sl., to svaka od ovih osobenosti može poslužiti kao osnov za segmentaciju, pogotovo u uslovima kada kompanije sve više prihvataju koncept ciljnog marketinga, koji proizvođačima omogućava da bolje upoznaju stvarne mogućnosti tržišta. Ciljni marketing omogućava racionalizaciju marketing napora u smislu da organizacije svoje napore usmjeravaju prema kupcima čije potrebe se mogu najuspješnije zadovoljiti.…”

Section: Uvodunclassified

SEGMENTACIJA I IZBOR CILJNOG TRŽIŠTA KAO OSNOVI STICANJA KONKURENTSKE PREDNOSTI Doc. dr

Župljanin¹

2012

SVR

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Sažetak: Iako u nekim kompanijama egzistiraju ideje da mogu "prigrabiti" sve kupce za sebe, danas praktično na tržištu ne postoji kompanija koja može zadovoljiti želje, potrebe i očekivanja svih kupaca na jednom određenom tržištu.Brojne kompanije ostaju neuspješne u pokušajima da konkurišu nadmoćnim konkurentima. Umjesto toga trebale bi se okrenuti pronalaženju onih dijelova tržišta -tržišnih segmenata, na kojima bi mogle bolje od drugih zadovoljiti potrošače.U radu se pokušavaju objasniti mogućnosti racionalizacije markerting napora, u smislu da kompanije svoje napore usmjeravaju prema potrošačima čija očekivanja mogu uspješno riješiti kroz kvalitetnu segmentaciju i pravi izbor ciljnog tržišta.Ključne riječi: segmentacija, izbor, ciljno tržište, konkurentska prednost. UVODPraktično da i nema kompanije koja može zadovoljiti želje, potrebe i očekivanja svih kupaca na nekom određenom, velikom tržištu. Kupaca ili ima previše, brojni su, ili su rasprostranjeni na velikom području ili su heterogeni u smislu svojih želja, potreba i očekivanja. Nije rijedak slučaj u praksi da kompanije imaju ideju "prigrabiti sve kupce za sebe". Naravno da to nije moguće. Neke kompanije bi trebale napustiti strategiju da svuda konkurišu, često nadmoćnim konkurentima, i da se okrenu pronalaženju najatraktivnijeg dijela -segmenta tržišta, na kojem bi mogle uspješno zadovoljiti očekivanja potrošača. 2 Kako potrošači u suštini čine tržište, a međusobno se razlikuju po željama, potrebama, mogućnostima, iskustvu i sl., to svaka od ovih osobenosti može poslužiti kao osnov za segmentaciju, pogotovo u uslovima kada kompanije sve više prihvataju koncept ciljnog marketinga, koji proizvođačima omogućava da bolje upoznaju stvarne mogućnosti tržišta. Ciljni marketing omogućava racionalizaciju marketing napora u 1

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“…Because of the people who have got families, they have got others expenses such as the education for their children or others facilities for their families. Thus, they also need to limit themselves in purchasing [33]. Majority of respondents is single with between 5,000-25,000THB monthly.…”

Section: ) Status and Incomementioning

confidence: 99%

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

Thechatakerng¹,

Boonpradub²

2015

IJTEF

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Abstract-Thailand, a developing country where textile fashion business is supported from the government and is growing fast which is interesting in brand alliance education. While there are more retails of new face fashion designers have been building their own brands, to crack market is not easy. Brand alliance then has been seen as an alternative way to accelerate market. This paper aims to discover the impact of celeb brand endorsement towards consumer, the 7P's of marketing mix and the experience of consumers in buying brand endorsement by celebrity products, especially the celebrity as the designer in textile fashion products. This exploratory research based on responses from 400 customers in a store where is the pioneer of "celebrity designer and the brand endorser" in Thailand. The result implies that customers give credit to celeb and accept as the brand's designer team to design the products. Moreover, the 7Ps of marketing mix play the affecting role toward consumers in buying endorsed brand product by celeb, especially process factor while physical evidence play less important factor. Besides, the experiences of consuming the celeb endorsed brand products are excellent. Most respondents are pleased with the products and their satisfaction is more than expectation.Index Terms-Brand endorsement, brand alliance, consumer, celebrity, 7Ps of marketing mix, Thailand.  I. INTRODUCTIONIn Thailand, industries which have been tough stroke by the economic crisis are building materials, motor vehicles and transport equipment. In contrast, petrochemicals, and textiles industries continued to rise in spite of the economic crisis [1]. Textile industry is a term used for industries primarily concerned with the design or manufacture of clothing as well as the distribution and use of textiles including fashion business [2]. Today's fashion has changed rapidly. Many garments firms have been establishing while many garments firms have gone. Most firms must compete with the economic crisis and new trends that has been changed every single day. Some changes have occurred to many societies. For example, from agricultural society to industrial society, from world's food production country to the world's fashion production country [3]. Strategic alliance has been seen as an important tool to accelerate market [4]. Brand Alliance is as Brand endorsement.Brands endorsement, a type of strategic alliance by celebrities has been using over the past years as another ). While in Thailand, brand which is endorsed by celebrity is still a new marketing strategy, especially celebrities as designers. CPS CHAPS, a famous authentic Thai brand in Thailand has used the brand alliance strategy which the brand is endorsed by a celebrity named Chermarn Bunyasak or "Ploy". CPS is the first brand in Thailand that uses this kind of strategy by taking Chermarn to join the designer team. Chermarn has played an important role as the representative of today's trendy women who has an individual personality and clear style like the brand image. Chermar...

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Principles of Marketing, 2nd edition20011Principles of Marketing, 2nd edition. Hemel Hempstead: Prentice‐Hall 1998. 1042 pp., ISBN: 0132 622548 £32.99

Cited by 807 publications

References 0 publications

Sensory description labels for food affect consumer product choice

Sensory description labels for food affect consumer product choice

SEGMENTACIJA I IZBOR CILJNOG TRŽIŠTA KAO OSNOVI STICANJA KONKURENTSKE PREDNOSTI Doc. dr

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

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