Nov'20
The IUP Journal of Marketing Management
Focus
The paper has relied on extensive literature studies spanning across the fields of neuroscience, neuromarketing, consumer psychology and buying behavior, and on-demand app-based services. The paper would help marketers fathom the applications of neuromarketing in their respective businesses, leading to efficient consumer profiling, which in turn may lead to better returns on their marketing investments.
The objective of the paper, "The Impact of Personal Selling on Buying Behavior with Special Reference to Clothing Stores in Sri Lanka" by M S A Azeez and W A M I Abeyratna, is to identify the impact of personal selling on buying behavior. The research has been carried out with special reference to clothing stores in Sri Lanka. The impact of personal selling on buying behavior is identified under four dimensions, namely, salespersons' personal characteristics, presentation of commodities (goods) by salespersons, characteristics of clothing sales stores and promotion conducted by the salespersons in clothing sales stores. The results of this paper find that there is a significant positive impact of salespersons' personal characteristics, characteristics of clothing sale stores and promotion conducted by salespersons in clothing sales stores on the consumers' buying behavior.
The third paper, "E-Sources and Types of Information: A Descriptive Analysis of Tourists' Perspectives" by Sabari Shankar R, is an empirical research paper that intends to understand the electronic sources of information and the types of information that tourists prefer in their destination choice process, and rank them. Also, the paper intends to understand the relationship between the two most preferred electronic sources and types of information. Social media and search engine have been found to be the most preferred electronic sources of information. Electronic word-of-mouth (eWOM) and professional advice have been found to be the most preferred type of information. According to this paper, there is no relationship between social media and eWOM and professional advice.
Consulting Editor
Evolution of Neuromarketing and Its Applicability in On-Demand App-Based Services in India: A Theoretical Perspective
Neuromarketing is a multidisciplinary area encompassing seemingly disparate fields of studies like neuroscience, consumer psychology, consumer economics and marketing. Its application sits on the foundation of consumer neuroscience concepts and it relies upon neuroimaging tools and techniques for its application. Neuromarketing goes beyond the research ability to help marketers put into action the insights generated through neuroimaging tools and techniques. This paper explains the foundation of neuromarketing and its areas of application with a focus on new-age on-demand app-based consumer services. The authors point out that existing research under neuromarketing needs a specific case-in-point approach for app-based services due to their inherent difference from traditional products and services. The authors conclude the paper listing the challenges associated with the application of neuromarketing. The authors have relied on an extensive literature study that spans across the fields of neuroscience, neuromarketing, consumer psychology and buying behavior, and on-demand app-based services. This paper would help marketers fathom the applications of neuromarketing in their respective businesses, leading to efficient consumer profiling, which in turn may lead to better returns on their marketing investments.
The Impact of Personal Selling on Buying Behavior with Special Reference to Clothing Stores in Sri Lanka
Personal selling and buying behavior are areas of interest in the global marketing context. Businesses need to identify the correct techniques for personal selling with the aim of influencing consumers' buying behavior. The main objective of this study is to identify the impact of personal selling on buying behavior. The study has been carried out with special reference to clothing stores in Sri Lanka. The impact of personal selling on buying behavior is identified under four dimensions, namely, salespersons' personal characteristics, presentation of commodities (goods) by salespersons, characteristics of clothing sale stores and promotion conducted by the salespersons in clothing sale stores. For this study, 322 undergraduate students were selected as the sample using the simple random sampling technique. Furthermore, SPSS 25 version was used to analyze the data. Regression analysis was utilized to test the hypotheses of the study. The results of the study found that there is a significant positive impact of salespersons' personal characteristics, characteristics of clothing sale stores and promotion conducted by salesperson in clothing sale stores on the buying behavior. However, no impact of presentation of commodities (goods) by the salespersons on buying behavior has been found.
E-Sources and Types of Information: A Descriptive Analysis of Tourists' Perspectives
Digitalization in tourism industry has led to many advancements for the tourists and destination marketers. This empirical research paper intends to understand the electronic sources of information and the types of information that tourists prefer in their destination choice process, and rank them. Also, the paper intends to understand the relationship between the most preferred two electronic sources and two types of information. Employing convenient sampling technique, a structured questionnaire was floated to 226 tourists with necessary study variables. Simple percentage analysis, cross-tabulation and chi-square of SPSS have been used to achieve the objectives. Social media and search engine have been found as the most preferred electronic sources of information. Electronic word-of-mouth (eWOM) and professional advice have been found as the most preferred type of information. There was no relationship between social media and eWOM and professional advice. Marketing implications have been provided based on the research outcomes.
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