Marketing Research Papers/Topics

Skepticism of Zimbabwean Firms in Fully Digitalizing Marketing Functions: An Abridged Theoretical Insight

In the dynamic landscape of Zimbabwean business, the reluctance of firms to fully embrace digitalization for their marketing functions is multifaceted. This article explores, in brief, ten adoption theories to shed light on this skepticism. This collection of theories provides an abridged twenty-minute insight on why most firms in the developing world tend to adopt a laggard approach when considering the adoption of information technology in their marketing functions.

Digital Marketing and Perceived Radio Sales Revenue in Kampala City Authority, Uganda

DIGITAL MARKETING AND PERCEIVED RADIO SALES REVENUE IN KAMPALA CAPITAL CITY AUTHORITY, UGANDA   Abstract Radio sales revenue has remained a concern for many commercial radios stations. This study attributed sales revenues of radio stations in Kampala Capital City Authority to digital marketing. The specific objectives of the study were; to determine the level of sales revenues of radio stations, examine the effect of social media on sales revenue of radio stations, to ascertain the effect of...

An Investigation into the Key Influences of Consumer Buying Behaviour Towards Luxury Fashion Brands in Bulawayo

ABSTRACT Empirical studies and extant literature on factors that influence consumers into preferring expensive material goods have proliferated over the years, however no known published studies on this area have focused on luxury fashion brands. Findings from available studies emanate from the purview of expensive items such as vehicles, real estate property, and other high-end commodities. This study therefore adopts a comparative approach to examining how the influential variables observed...

A Conceptual Study of Omni-Channel Buying Behavior

Abstract: It is very important to understand the psychology and behavior of the customer for preferring the channels for buying products, but very little researches are carried out for distribution channels for necessary articles and accessories in Indian contests. The number of purchase and orientation channels has increased, challenges in the retail sector have also increased, so there is a need to study the Omni-channel buying behavior of customers. It is a big challenge to understand the...

Data Driven Entrepreneur Analysis for Business Opportunity Evaluation

Abstract High market uncertainty makes it difficult for an entrepreneur to assess the status of the  market  for  a  business  opportunity.  Data  gathering  and  analysis  techniques  and  technology  are becoming a significant source of uncertainty management for many entrepreneurial endeavours. This is sometimes referred to as "data-driven entrepreneurship." We examine a datadriven dynamic method to overcoming market uncertainty in business opportunity appraisals. We focus o...

Weakly Supervised Deep Learning for Customer Review Sentiment Classification

Abstract Sentiment analysis is one of the key challenges for mining online user generated content. In this work, we focus on customer reviews which are an important form of opinionated content. The goal is to identify each sentence’s semantic orientation (e.g. positive or negative) of a review. Traditional sentiment classification methods often involve substantial human efforts, e.g. lexicon construction, feature engineering. In recent years, d...

A Generalised Flow for B2B Sales Predictive Modelling

PURPOSE:  The paper and packaging company that provided the data for this research has a long history of sales expertise. This expertise is captured predominantly in the intuition of sales representatives, many of whom have worked in the industry for 20 years or more  AIM:  Intuition  is  not  easy  to  record  and  disseminate  across  an  entire  sales  force,  however,  and  thus  one  of  the company’s most valuable resources is inaccessible to the broader organiza...

Study on Advertising Activities of Airtel in the Indian Telecom Market

ABSTRACT:  The purpose of the research paper is to study the promotional activities of Airtel in the Indian telecom market. Promotional activities not only help in enhancing the customer base but also pave the way to better corporate image. A company needs better promotional tools in order to survive and sustain the turbulent Indian market and the prevailing scenario. Bharti Airtel Limited or commonly known as Airtel is one of India’s most popular providers of...

Changing Perception of Indian Rural Consumers towards Packaged Food Products: A Literature Review

Abstract: The packaged food and beverage sector has observed the fastest growth in fast moving consumer goods market. Several studies have shown that rural consumers are generally ignorant and they are also unorganized.Rural markets are full of inferior goods and duplicity of branded goods is another major problem in rural areas. These facts may not be true any longer. The rural market has changed drastically in the past decade. There is a change in the income pattern and lifestyle of rural p...

Consumer Buying Behavior towards Two-Wheeler Scooters: With Special reference to Nagpur City (Maharashtra, India)

Abstract: Consumer buying behavior is an in-depth study and understanding consumer decision making process. It studies the factors and traits of individual consumer such as demographic and behavioral variable and to understand the need, wants and desire of the consumers. The two wheeler industry in India has shown a steady growth over the past decade. Any organization needs to know the motives and reasons why the consumer differs in choice from each other in buying products and services. This...

Leveraging consumers value expectations on manufactured goods through efficient distribution

ABSTRACT Most manufactured organizations are faced with the choice of the right channels to be used in order to determine sales and generate high leverage for consumer expectation and hence high profit margin. This research work is aimed at  leveraging consumer’s value expectations on manufactured goods through efficient distribution. Data required for the research work were collected through both primary and secondary sources. The researcher employed tables and simple percentage to ana...

How the understanding the psychology of behavior has been used and could be used, to help businesses advertise their products

This essay discusses how (the psychology of behavior) operant and classical conditioning, cognitive dissonance, heuristic-systematic processing, and gestalt principles of perception, could help and has help businesses influence behavior via ads. And it highlight the role of the human brain.

THE EFFECTIVENESS OF PRODUCT PLANNING AND DEVELOPMENT IN THE AUTOMOBILE INDUSTRY IN NIGERIA (A CASE STUDY OF ANAMMCO LTD)

ABSTRACT This research study was on the effectiveness as of product planning and development in the automobile industries in Nigeria.  A case study of ANAMMCO Limited Emene. The purpose of the study amongst other things is to ascertain the level of which product can achieve the organizations objectives when effectively planned and developed in the market. Based on this, hypotheses were formulated and the researcher studied employee and management of the company who are very relevant to the ...

Computers And Marketing

Marketing is the process by which goods are sold and purchased. The aim of marketing is to acquire, retain, and satisfy customers. Modern marketing has evolved into a complex and diverse field. This field includes a wide variety of special functions such as advertising, mail-order business, public relations, retailing and merchandising, sales, market research, and pricing of goods.

THE CHALLENGES OF ENTREPRENEURSHIP DEVELOPMENT IN NIGERIA

INTRODUCTION Nigeria is blessed with abundant human and natural resources which if properly harnessed would have turned this country into a developed economy. But given the massive corruption, lack of commitment, the dominant role of public sector in the economic life of the nation, the country has lost opportunities for growth and sustainable development. It is an attempt to reverse this decline in the nation’s economy, that current government policy of private sector led growth for job an...


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