ABSTRACT
Due to the COVID-19 pandemic, commercial relations have undergone many changes. The advancement of digital technologies that allow instantaneous and real-time communication regardless of geographical distance have changed several daily activities, among them, the way of buying and selling. In the case of agriculture, the direct sale of agricultural products to final consumers, through social networks, emerges as a new form of rural business. However, the encounter between interested parties occurs, most of the time, informally, and it is up to producers and consumers to "meet" in order to sell and buy. In this context, the Fair in the Palm of Your Hand project aims to act as an agent between these two ends so that the encounter is facilitated. To this end, a methodology for Technical Assistance and Rural Extension (ATER) was developed with the aim of creating a digital platform (application and website) that would allow these transactions to be carried out more quickly and credibly. The research area includes locations in the state of Espirito Santo (Brazil) that already have producers and consumers capable of meeting this new market dynamic.
ABSTRACT
In the context of the intensification of digital technology development and the increasing impact of modern challenges, the problem of attracting innovations in the field of tourism and hotel services is becoming more urgent. Growing trends in competitiveness in the market of tourism and hotel services necessitate increasing the parameters of brand formation of territories to promote them, and interactive technologies become an effective tool for this. The purpose of the article is theoretical and applied aspects of the study of interactive technologies for the formation of brand territories to promote them in the market of tourism and hotel services. The methodological basis of the study consists of such methods of economic analysis and scientific cognition as system analysis, synthesis, scientific ion, statistical analysis, analogy, comparison, functional analysis, cluster analysis (based on the k-means method), grouping, tabular, graphical, generalization and systematization. The results of the study have revealed that the use of interactive technologies in the formation of the brand of territories for their promotion in the market of tourist and hotel services is a necessity of our time and is due to the latest challenges and global dangers. It has been established that the formation of the brand of territories for their promotion in the market of tourist and hotel services is a complex and multi-stage process that requires the definition of tactical features and strategic priorities for its development. The results of empirical research have proven a significant dependence of the formation of the brand of territories for their successful promotion in the market of tourism and hotel services on the influence of factors and challenges of our time. It has been established that the COVID-19 pandemic did not contribute to a decrease in the share of tourists to highly developed countries in Europe, in particular, in 2020, 86.9 million people went to France, 81.8 million people to Spain, 58.3 million people to Italy, 37.7 million people to the UK, 37.5 million people to Germany, 29.5 million people to Austria, 27.2 million people to Greece and 21.2 million people to Portugal. It was achieved owing to the well-known brands of the territories of these countries and the transition to modern innovative interactive technologies for attracting customers and providing tourism services. The necessity of strengthening the innovative component of tourism and hospitality development in transit countries is substantiated, which is due to the inefficiency of their use of the existing tourism potential.
ABSTRACT
Restaurant enterprises should strive to constantly adapt to customer needs and ever-changing market conditions, offering appropriate services, identifying adequate methods of communication and promotion. The article is aimed at studying modern methods of promotion and determining the most appropriate restaurant services for this in wartime. The article discusses the essence and directions of application of modern methods of promotion. It is proved that promotion methods are very important both during the COVID-19 pandemic and during the war, and the variability of the market environment necessitates the innovative orientation of the restaurant business. The relevance of the creation and use of modern methods of promotion in restaurant facilities is substantiated. The definitions of the essence of the concepts of left-pointing-double-angle promotion right-pointing-double-angle , left-pointing-double-angle traditional forms of promotion right-pointing-double-angle have been improved. Promotion of restaurants is one of the mandatory directions of successful business. It is determined that the pandemic and martial law have significantly changed the conditions of existence of the restaurant business in Ukraine, but the current trends in the development of promotion methods can improve the state of this area, i. e.: automation, which has become a key trend in visitor service procedures - from receiving orders to calculating visitors;personalization - the possibility of the visitor feeling of interest on the part of the institution to his preferences in food and service, special needs, etc.;playing on the feelings and emotions of visitors - the main share of the content;influencer marketing, that is, using the authority of popular bloggers, sites and pages in social networks of famous people, which allows creating and conveying to the target audience the content that is better remembered due to its emotional component;charity and volunteering that help raise the image of the restaurant. Complete and reliable information about customers and their preferences plays a significant role in promotion. The main modern methods of promotion are highlighted, with the help of which the enterprise will not only earn decent money, but also become popular in the city. Each of these methods is unique and requires the attention of marketers, you also need to have a specific strategy on how to use each method. The modern consumer has become more demanding both to the product itself and to the ways it has to be presented. Therefore, the more unique the method of providing information, the more successful the advertising will be.
ABSTRACT
The condition of consumer behavior of ethnic Chinese mothers in Indonesia, which has experienced significant changes due to the increasingly massive Covid-19 pandemic, uses the marketplace as a shopping medium. This condition has encouraged commercial growth and economic recovery after the Covid-19 pandemic. In this case, the growth of the modern market that attracts a large number of customers causes consumer purchasing decisions to be more spontaneous. This study aims to analyze the ability of positive emotions to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. This research is exploratory quantitative research that uses purposive sampling in the sampling process. The criteria for the desired respondents are ethnic Chinese mothers who have purchased products online more than 7 times. This study's sample number was 1,357 respondents with data analysis techniques using path analysis (SEM). The analysis results show that there is a direct influence of shopping style, social factors, sales promotion on positive emotions and online impulse buying. This study also revealed that positive emotions were able to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. © 2022, SRAC - Romanian Society for Quality. All rights reserved.
ABSTRACT
Economic activity must grow and develop faster than the growth in the number of people looking for work. One closely related element to economic growth is MSMEs, namely micro, small and medium enterprises. Indonesia's wealth assets that can be used as objects of batik tourism are also used as Indonesian cultural identity to the world. It is the reason that attracts researchers to make Batik Blimbing Malang SMEs the research object. Currently, the main task of Batik Blimbing Malang that must be carried out as a batik industry that is sufficiently developed to maintain the viability of its business in the situation of the COVID-19 pandemic era, is one of them by designing appropriate promotional strategies to face market competition. Therefore, this study aims to explore the sales promotion strategy of SMEs by conducting a qualitative research approach. This study was conducted on Batik Blimbing Malang. The results showed that the strategy of Batik Blimbing Malang in maintaining its business continuity, among others, was to do several points, including: Advertising, Personal selling, Sales promotion, Public relations, Word of mouth, Customer relationship.
ABSTRACT
Purpose: This study aims at exploring and understanding the effect of four independent variables related to dairy retail marketing and distribution (deep freezers, promotions, company support and distributor-retailer relationship) and one moderating variable Covid-19 lockdown on sales of dairy product during the Covid 19 pandemic situation. Research design and methodology: Personal interviews and door-to-door surveys and promotional tools were designed to publicise and collect data from the retailers. The sale data before, during and after promotion activity were all recorded and evaluated to draw an inferential conclusion. Factor analysis and multiple regression methods were adopted to analyses the data collected. Results: The research shows that four out of the five factors studied was found having significant impact on dairy retail sales. The highest impact on sales was contributed by promotions, secondly by the deep freezer impact followed by distributor-retailer relationship during the study period and lastly but not the least due to influence of Covid-19 lockdown. Conclusions: The study contributes to the body of knowledge in cold chain distribution process through utilization of right mix of tools and tactics for effective marketing and distribution of dairy products in developing countries especially during a pandemic situation. © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://Creat¡vecommons.org/l¡censes/by-nc/4.0/) which permits unrestricted noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
ABSTRACT
Healthy diet and lifestyle are especially important during the COVID-19 pandemic. Therefore, more and more people of all age groups are getting involved into various sports and healthy diets. These factors have boosted the development of the sports nutrition industry. The current situation requires detailed studies of consumer preferences and digital marketing communications. The present research objective was to identify the role of digital marketing communications in sports nutrition. The study featured the consumer preferences in the market of sports nutrition and included an on-line survey of 500 residents of the Kuzbass Region engaged in various sports. The obtained results underwent statistical, economic, and graphic analyses. Men aged 18-29 appeared to be the main consumers of sports nutrition in Kuzbass. Most of them (90%) relied on the competent advice from the seller or coach and purchased sports foods in specialized shops or online. The target audience of sports nutrition consumers is expanding, which requires new promotion means. Digital marketing tools proved extremely effective as they bring information to the target audience in a tailored manner via social nets or influential bloggers. The article contains some recommendations for producers and sellers of sports foods based on the requirements of the main target consumers and their preferences regarding the place of purchase, content, communication channels, etc. The priority is shifting from traditional marketing communication channels to digital ones, i.e. contextual, targeted, and viral advertising, social media promotion, consultations with a shop assistant or a fitness club coach, direct online marketing, sponsorship of various sports events, joint online promotions with fitness club, etc.
ABSTRACT
Modernization causes customers to be inseparable from the need for online shopping or e-commerce. E-commerce uses various strategies to attract customers to buy their products, especially during a pandemic due to the restriction of offline shopping by the government. The purpose of this research is to gain a more profound knowledge of the influence of sales promotion, self-control, and hedonism on impulsive buying in e-commerce platforms, especially during the Pandemic. Data were collected through a questionnaire from 205 respondents of e-commerce users who purchased during the COVID-19 Pandemic. A judgemental sampling technique is applied in this study. The data analysis method is a regression model and processed using Statistical Package for the Social Science (SPSS). The result of this study indicates that the hypothesis made by the authors is supported. The study's most important finding is that when self-control is low, impulsive purchasing occurs. © 2021 IEEE.