NJCBMR

Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers

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u00a0Samuel S. Mitra, Peter Arockiam. A, Milton Costa, Priyadarshini Rasquinha, Aparajita Hembrom, Ruby Mary Notts,

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nJanuary 9, 2023 at 9:42 am

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nAbstract

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It is a fact well documented that the sudden discernible upsurge in the disposable income of the Indian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumers are always in the quest to elevate their standards of living which has brought about a seismic shift in their daily modus operandi. One such exemplification would be the binge-watching behaviour which has been observed amongst Indian consumers especially during the tough period of quarantines. The Indian consumers have shown great interest in watching web series over the last couple of years. In this context, American Web Series has gained prodigious popularity especially among the Indian youths and has sneaked into the lives of millions, even altering the habits, attitudes, and behaviour of such people. Such attitudes and behaviour generated from watching web series are also said to trigger mass purchases of products that gets featured in the web series. The current research study is attempted at probing into the perception of Indian consumers towards American products as a result of watching American Web Series.

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Volume :u00a0u00a04 | Issue :u00a0u00a01 | Received :u00a0u00a0May 2, 2021 | Accepted :u00a0u00a0May 12, 2021 | Published :u00a0u00a0May 25, 2021n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)] [/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers under section in NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)] [/if 424]
Keywords Web Series, American products, product preferences, purchase decisions, Indian consumers

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1. Acharya C, Elliott G. An examination of effects of country-of-design and country-of-assembly on quality perceptions and purchase intentions. Australas Mark J. 2001;9(1):61–75. doi: 10.1016/S1441–3582(01)70167-X.
2. Pervan SJ, Martin BAS. Product placement in US and New Zealand television soap operas: an exploratory study. J Mark Commun. 2002;8(2):101–13. doi: 10.1080/13527260210152382.
3. O’Connor N, Flanagan S, Gilbert D. The integration of film induced tourism and destination branding in Yorkshire, UK. Int J Tourism Res. 2008;10(5):423–37. doi: 10.1002/jtr.676.
4. Kim S, Long P. Touring TV Soap Operas: genre in film tourism research. Tourist Stud. 2012;12(2):173–85. doi: 10.1177/1468797612449249.
5. Hudson S, Ritchie JRB. Film tourism and destination marketing: the case of captain Corelli’s mandolin. J Vocat Mark. 2006;12(3):256–68. doi: 10.1177/1356766706064619.
6. Roth KP, Diamantopoulos A. Advancing the country image construct. J Bus Res. 2009;62(7):726–40. doi: 10.1016/j.jbusres.2008.05.014.
7. Bilkey WJ, Nes E. Country of origin effects on product evaluations. J Int Bus Stud. 1982;13(1):89–100. doi: 10.1057/palgrave.jibs.8490539.
8. Abedniya A, Zaeim MN. The impact of country of origin and ethnocentrism a Major dimensions in consumer purchasing behaviour in fashion industry. Eur J Econ Fin Admin Sci. 2011;33:222– 32.
9. Castelló E. Dramatizing proximity: cultural and social discourses in soap operas from production to reception. Eur J Cult Stud. 2010;13(2):207–23. doi: 10.1177/1367549409352274.
10. Balli F, Balli HO, Cebeci K. Impacts of exported Turkish soap operas and Visa free entry on inbound tourism to turkey. Tourism Manag. 2013;37:186–92. doi: 10.1016/j.tourman.2013.01.013.
11. Oktem K. Projecting power: Turkish TV Series and their external effects, Turkey’s foreign policy in a changing world: old alignments and new neighbourhoods, international conference. Available from: http://www.sant.ox.ac.uk/seesox/workshopreports/reportfromtfpconf.pdf. Oxford; 2010.
12. Koksal Y, Gjana NI. Soap opera effect on product preferences in terms of country image: A case of Turkish TV Serials in Albanian market. JECOSS. 2015;5(1):25–35. doi: 10.14706/JECOSS11513.
13. Ozretic-Dosen D, Skare V, Krupka Z. Assessments of country of origin brand cues in evaluating a Croatian, western and Eastern European food and product. J Bus Res. 2007;60(2):130–6. doi: 10.1016/j.jbusres.2006.10.011.
14. Kaynak E, Kara A. Consumer perceptions of foreign products: an analysis of product-country images and ethnocentrism. Eur J Mark. 2002;36(7/8):928–49. doi: 10.1108/03090560210430881.
15. Watson JJ, Wright K. Consumer ethnocentrism and attitudes towards domestic and foreign products. Eur J Mark. 2000;34(9/10):1149–66. doi: 10.1108/03090560010342520.

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[if 424 not_equal=”Regular Issue”] Regular Issue[/if 424] Open Access Article

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NOLEGEIN Journal of Consumer Behavior & Market Research

ISSN: 2581-4400

Editors Overview

njcbmr maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

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    By  [foreach 286]n

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    Samuel S. Mitra, Peter Arockiam. A, Milton Costa, Priyadarshini Rasquinha, Aparajita Hembrom, Ruby Mary Notts

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  1. Staff and Researcher, Vice Principal, Assistant Professor, Assistant Professor, Assistant Professor, Assistant Professor,St. Xavier’s College (Autonomous), St. Xavier’s College (Autonomous), St. Xavier’s University, St. Xavier’s University, St. Xavier’s University, St. Xavier’s University,Kolkata, West Bengal, Kolkata, West Bengal, Kolkata, West Bengal, Kolkata, West Bengal, Kolkata, West Bengal, Kolkata, West Bengal,India, India, India, India, India, India

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Abstract

nIt is a fact well documented that the sudden discernible upsurge in the disposable income of the Indian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumers are always in the quest to elevate their standards of living which has brought about a seismic shift in their daily modus operandi. One such exemplification would be the binge-watching behaviour which has been observed amongst Indian consumers especially during the tough period of quarantines. The Indian consumers have shown great interest in watching web series over the last couple of years. In this context, American Web Series has gained prodigious popularity especially among the Indian youths and has sneaked into the lives of millions, even altering the habits, attitudes, and behaviour of such people. Such attitudes and behaviour generated from watching web series are also said to trigger mass purchases of products that gets featured in the web series. The current research study is attempted at probing into the perception of Indian consumers towards American products as a result of watching American Web Series.n

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Keywords: Web Series, American products, product preferences, purchase decisions, Indian consumers

n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)]

n[/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue under section in NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)] [/if 424]

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References

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1. Acharya C, Elliott G. An examination of effects of country-of-design and country-of-assembly on quality perceptions and purchase intentions. Australas Mark J. 2001;9(1):61–75. doi: 10.1016/S1441–3582(01)70167-X.
2. Pervan SJ, Martin BAS. Product placement in US and New Zealand television soap operas: an exploratory study. J Mark Commun. 2002;8(2):101–13. doi: 10.1080/13527260210152382.
3. O’Connor N, Flanagan S, Gilbert D. The integration of film induced tourism and destination branding in Yorkshire, UK. Int J Tourism Res. 2008;10(5):423–37. doi: 10.1002/jtr.676.
4. Kim S, Long P. Touring TV Soap Operas: genre in film tourism research. Tourist Stud. 2012;12(2):173–85. doi: 10.1177/1468797612449249.
5. Hudson S, Ritchie JRB. Film tourism and destination marketing: the case of captain Corelli’s mandolin. J Vocat Mark. 2006;12(3):256–68. doi: 10.1177/1356766706064619.
6. Roth KP, Diamantopoulos A. Advancing the country image construct. J Bus Res. 2009;62(7):726–40. doi: 10.1016/j.jbusres.2008.05.014.
7. Bilkey WJ, Nes E. Country of origin effects on product evaluations. J Int Bus Stud. 1982;13(1):89–100. doi: 10.1057/palgrave.jibs.8490539.
8. Abedniya A, Zaeim MN. The impact of country of origin and ethnocentrism a Major dimensions in consumer purchasing behaviour in fashion industry. Eur J Econ Fin Admin Sci. 2011;33:222– 32.
9. Castelló E. Dramatizing proximity: cultural and social discourses in soap operas from production to reception. Eur J Cult Stud. 2010;13(2):207–23. doi: 10.1177/1367549409352274.
10. Balli F, Balli HO, Cebeci K. Impacts of exported Turkish soap operas and Visa free entry on inbound tourism to turkey. Tourism Manag. 2013;37:186–92. doi: 10.1016/j.tourman.2013.01.013.
11. Oktem K. Projecting power: Turkish TV Series and their external effects, Turkey’s foreign policy in a changing world: old alignments and new neighbourhoods, international conference. Available from: http://www.sant.ox.ac.uk/seesox/workshopreports/reportfromtfpconf.pdf. Oxford; 2010.
12. Koksal Y, Gjana NI. Soap opera effect on product preferences in terms of country image: A case of Turkish TV Serials in Albanian market. JECOSS. 2015;5(1):25–35. doi: 10.14706/JECOSS11513.
13. Ozretic-Dosen D, Skare V, Krupka Z. Assessments of country of origin brand cues in evaluating a Croatian, western and Eastern European food and product. J Bus Res. 2007;60(2):130–6. doi: 10.1016/j.jbusres.2006.10.011.
14. Kaynak E, Kara A. Consumer perceptions of foreign products: an analysis of product-country images and ethnocentrism. Eur J Mark. 2002;36(7/8):928–49. doi: 10.1108/03090560210430881.
15. Watson JJ, Wright K. Consumer ethnocentrism and attitudes towards domestic and foreign products. Eur J Mark. 2000;34(9/10):1149–66. doi: 10.1108/03090560010342520.

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Regular Issue Open Access Article

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NOLEGEIN Journal of Consumer Behavior & Market Research

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[if 344 not_equal=””]ISSN: 2581-4400[/if 344]

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Volume 4
Issue 1
Received May 2, 2021
Accepted May 12, 2021
Published May 25, 2021

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NJCBMR

Influence of Blogs: A Study of Young Consumers of J&K

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By [foreach 286]u00a0

u00a0Ranju Katoch, Deeksha Singh,

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nJanuary 9, 2023 at 8:47 am

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Introduction: Blogs are everywhere in today’s electronic media. They are considered as one of the well- known social media platform and a powerful marketing tool (Hsu & Tsou, 2011). They are listed on world wide web giving information about different products to the consumers and thus creating an impact on their purchase behaviour. In today’s digital world, blogging has been considered as one of the most recognizable and famous platform for recording and presenting information and reactions related to any particular events. These blogs act as an online journal providing information about anything and everything. In view of the above fact blogs are considered as the most powerful tool by the consumers to search for information about the product and thus influencing the purchase intention of people around worldwide. Purpose: The main purpose of the research is to analyse how blogs influence young consumers purchase behaviour and also identify different variables which have an impact on purchase attitude and intention. It also explores the influence of blogs on the mind of consumers to get the required information about the product they desire to purchase. The Indian consumers rely more on Internet for their shopping requirement therefore this study tries to find out how the power of blogs motivate and encourage Indian young consumers to search and shop online. Design/Methodology/Approach: A data was collected from 200 young students belonging to different colleges in Jammu region. Equal representation of boys and girls were taken into consideration. The research questionnaire was developed using five point likert scale. To analyse the data various statistical tools such as independent t- test, anova, factor analysis, regression analysis has been used. The reliability of the data has been checked by using cronbach α values and validity has also been checked. Research findings: The results of the study suggest that the young generation has a quite utility of blogs in getting information about the products they want to purchase. Thus suggesting that a strong relationship exists between consumer attitude and perceived usefulness, trust, information credibility and reputation. Most essentially, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions: This study provides a detailed view about the various factors that affect the consumer attitude towards blog. It has been found that the main factor contributing to consumer attitude towards blogger recommendations are Information credibility, followed by perceived usefulness and perceived enjoyment and among them information credibility towards blogs is found to have a strong antecedents of consumer attitude and impact on purchase intention. Research implications: The present study confirms the influential power of blogs as a type of efficient integrated marketing tool. The study generates some implications for companies who are promoting their products and services through blogs. Research limitation: This study could explore more factors which has an impact on blogs and varied types of blogs can be included for further study.

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Volume :u00a0u00a04 | Issue :u00a0u00a02 | Received :u00a0u00a0September 14, 2021 | Accepted :u00a0u00a0September 25, 2021 | Published :u00a0u00a0October 26, 2021n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)] [/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue Influence of Blogs: A Study of Young Consumers of J&K under section in NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)] [/if 424]
Keywords Blog, Consumer Attitudes, Purchase Intention, Trust and perceived value

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References

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1. Mangold, W.G. & Faulds, D.J. (2009). “Social Media: The new hybrid element of the promotion mix”. Business Horizons,Vol. 52, pp 357–365.
2. Kaplan, A.M. & Haenlein, M. (2010). The Business Horizont, Vol 53, pp59-68 Retrieved February 6th 2012 from: http://www.oecd.org/dataoecd/57/14/38393115.pdf
3. Hsu, M.H., Yen, C.H., Chiu, C. M., & Chang, C. M. (2006). “A longitudinal investigation of continued shopping behavior: An extension of theory of planned behavior”. International Journal of Human-Computer Studies, Vol.64 No.9, pp 889–904.
4. Lichtenstein, S. (2009). “The Decline of Experts in the Age of Web 2.0: Lay Blogger Perceptions of Experts”. ACIS 2009 Proceedings , Vol 5, pp 1034–1044.
5. Nahed, A.H. (2016). “Influences on e-WOM Adoption in Two Female Online Communities: the Cases of Kuwait and Saudi Arabia”, PhD diss., Brunel University, London OECD–Organisation for Economic Co-operation and Development, (2007). Participative web: user-created content.
6. Maurya, M. (2011). “Evolution of blogs as a credible marketing communication tool”. Journal of Case Research, Vol. 2, pp71–90.
7. O’Reilly, T. & Battelle, J. (2009). Web Squared: Web 2.0 Five Years On. Special report for Web 2.0 Summit, San Francisco, CA. Retrieved from http://assets.en.oreilly.com/1/event/28/web2009 _websquared-whitepaper.pdf
8. Patel, N., Vila-López, N. & Kuster-Boluda, I. (2013). “Differences between American and Indian consumers’ visual images”. Cross Cultural Management: An International Journal, Vol.20 No. 1, pp 50–67
9. Picard, R., G. (2000). “Changing Business Models of Online Content Services-Their Implications for Multimedia and Other Content Producers”. JMM – International Journal of Media Management, Vol.2 No.2.
10. Zhao, Kang, & Kumar. A. (2013). Who Blogs What: Understanding the Publishing Behavior of Bloggers. World Wide Web, Vol.16, pp621–44.
11. Hsu, C.L, Judy, C.L. & Chiang, H.S. (2013). “The Effects of Blogger Recommendations on Customers’ Online Shopping Intentions”. Internet Research, Vol.23 No.1, pp 69–88
12. Hsu, H., & Tsou, T. (2011). “Understanding Customer Experiences in Online Blog Environments”. International Journal of Information Management, Vol.31, pp 510–523.
13. Schroeder, R. (2014). “Big Data and the Brave New World of Social Media Research”. Big Data & Society, Vol.1 No.1, pp 1–11.
14. Hsu, Chien-Lung, Chia-Chang Liu, & Yuan-Duen Lee. (2010). “Effect of Commitment and Trust Towards Micro-Blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective”. International Journal of Electronic Business Management, Vol 8, No.4, pp 292–303
15. Bernoff, J. (2009). “Blogs, Marketing and Trust”. Marketing News, Vol. 215 No.9, pp.17–18.
16. Gehrt, K.C., Rajan, M.N., Shainesh, G., Czerwinski, D. & O’Brien, M. (2012). “Emergence of online shopping in India: shopping orientation segments”. International Journal of Retail & Distribution Management, Vol.40 No.10, pp 742–758.
17. Crag, C. (1989). “Creating an Effective Customer Satisfaction Program”. Journal of Business & Industrial Marketing, Vol.4 No.2, pp.33–42.

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[if 424 not_equal=”Regular Issue”] Regular Issue[/if 424] Open Access Article

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NOLEGEIN Journal of Consumer Behavior & Market Research

ISSN: 2581-4400

Editors Overview

njcbmr maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

n

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    By  [foreach 286]n

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    Ranju Katoch, Deeksha Singh

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  1. Assistant Professor, Assistant Professor,Model Institute of Engineering and Technology (MIET), Model Institute of Engineering and Technology (MIET),Jammu, Jammu,India, India

    2. n[/if 1175][/foreach]

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Abstract

nIntroduction: Blogs are everywhere in today’s electronic media. They are considered as one of the well- known social media platform and a powerful marketing tool (Hsu & Tsou, 2011). They are listed on world wide web giving information about different products to the consumers and thus creating an impact on their purchase behaviour. In today’s digital world, blogging has been considered as one of the most recognizable and famous platform for recording and presenting information and reactions related to any particular events. These blogs act as an online journal providing information about anything and everything. In view of the above fact blogs are considered as the most powerful tool by the consumers to search for information about the product and thus influencing the purchase intention of people around worldwide. Purpose: The main purpose of the research is to analyse how blogs influence young consumers purchase behaviour and also identify different variables which have an impact on purchase attitude and intention. It also explores the influence of blogs on the mind of consumers to get the required information about the product they desire to purchase. The Indian consumers rely more on Internet for their shopping requirement therefore this study tries to find out how the power of blogs motivate and encourage Indian young consumers to search and shop online. Design/Methodology/Approach: A data was collected from 200 young students belonging to different colleges in Jammu region. Equal representation of boys and girls were taken into consideration. The research questionnaire was developed using five point likert scale. To analyse the data various statistical tools such as independent t- test, anova, factor analysis, regression analysis has been used. The reliability of the data has been checked by using cronbach α values and validity has also been checked. Research findings: The results of the study suggest that the young generation has a quite utility of blogs in getting information about the products they want to purchase. Thus suggesting that a strong relationship exists between consumer attitude and perceived usefulness, trust, information credibility and reputation. Most essentially, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions: This study provides a detailed view about the various factors that affect the consumer attitude towards blog. It has been found that the main factor contributing to consumer attitude towards blogger recommendations are Information credibility, followed by perceived usefulness and perceived enjoyment and among them information credibility towards blogs is found to have a strong antecedents of consumer attitude and impact on purchase intention. Research implications: The present study confirms the influential power of blogs as a type of efficient integrated marketing tool. The study generates some implications for companies who are promoting their products and services through blogs. Research limitation: This study could explore more factors which has an impact on blogs and varied types of blogs can be included for further study.n

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Keywords: Blog, Consumer Attitudes, Purchase Intention, Trust and perceived value

n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)]

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References

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1. Mangold, W.G. & Faulds, D.J. (2009). “Social Media: The new hybrid element of the promotion mix”. Business Horizons,Vol. 52, pp 357–365.
2. Kaplan, A.M. & Haenlein, M. (2010). The Business Horizont, Vol 53, pp59-68 Retrieved February 6th 2012 from: http://www.oecd.org/dataoecd/57/14/38393115.pdf
3. Hsu, M.H., Yen, C.H., Chiu, C. M., & Chang, C. M. (2006). “A longitudinal investigation of continued shopping behavior: An extension of theory of planned behavior”. International Journal of Human-Computer Studies, Vol.64 No.9, pp 889–904.
4. Lichtenstein, S. (2009). “The Decline of Experts in the Age of Web 2.0: Lay Blogger Perceptions of Experts”. ACIS 2009 Proceedings , Vol 5, pp 1034–1044.
5. Nahed, A.H. (2016). “Influences on e-WOM Adoption in Two Female Online Communities: the Cases of Kuwait and Saudi Arabia”, PhD diss., Brunel University, London OECD–Organisation for Economic Co-operation and Development, (2007). Participative web: user-created content.
6. Maurya, M. (2011). “Evolution of blogs as a credible marketing communication tool”. Journal of Case Research, Vol. 2, pp71–90.
7. O’Reilly, T. & Battelle, J. (2009). Web Squared: Web 2.0 Five Years On. Special report for Web 2.0 Summit, San Francisco, CA. Retrieved from http://assets.en.oreilly.com/1/event/28/web2009 _websquared-whitepaper.pdf
8. Patel, N., Vila-López, N. & Kuster-Boluda, I. (2013). “Differences between American and Indian consumers’ visual images”. Cross Cultural Management: An International Journal, Vol.20 No. 1, pp 50–67
9. Picard, R., G. (2000). “Changing Business Models of Online Content Services-Their Implications for Multimedia and Other Content Producers”. JMM – International Journal of Media Management, Vol.2 No.2.
10. Zhao, Kang, & Kumar. A. (2013). Who Blogs What: Understanding the Publishing Behavior of Bloggers. World Wide Web, Vol.16, pp621–44.
11. Hsu, C.L, Judy, C.L. & Chiang, H.S. (2013). “The Effects of Blogger Recommendations on Customers’ Online Shopping Intentions”. Internet Research, Vol.23 No.1, pp 69–88
12. Hsu, H., & Tsou, T. (2011). “Understanding Customer Experiences in Online Blog Environments”. International Journal of Information Management, Vol.31, pp 510–523.
13. Schroeder, R. (2014). “Big Data and the Brave New World of Social Media Research”. Big Data & Society, Vol.1 No.1, pp 1–11.
14. Hsu, Chien-Lung, Chia-Chang Liu, & Yuan-Duen Lee. (2010). “Effect of Commitment and Trust Towards Micro-Blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective”. International Journal of Electronic Business Management, Vol 8, No.4, pp 292–303
15. Bernoff, J. (2009). “Blogs, Marketing and Trust”. Marketing News, Vol. 215 No.9, pp.17–18.
16. Gehrt, K.C., Rajan, M.N., Shainesh, G., Czerwinski, D. & O’Brien, M. (2012). “Emergence of online shopping in India: shopping orientation segments”. International Journal of Retail & Distribution Management, Vol.40 No.10, pp 742–758.
17. Crag, C. (1989). “Creating an Effective Customer Satisfaction Program”. Journal of Business & Industrial Marketing, Vol.4 No.2, pp.33–42.

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[if 344 not_equal=””]ISSN: 2581-4400[/if 344]

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Volume 4
Issue 2
Received September 14, 2021
Accepted September 25, 2021
Published October 26, 2021

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NJCBMR

A Structural Change in Demand for Service due to Income Elasticity: A Macro Analysis

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Year : April 5, 2021 | Volume : 04 | Issue : 01 | Page : 8-10<\/div>\n

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References

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1. Chaffey, D. E-Business and E-Commerce Management. Harlow: Pearson Education. (1999), 663 p.
2. Kelly, K. New Rules for the New Economy. New York: Penguin Group. (1999), 181 p. 3. Kotlyarov, I.D. Trends in the Evolution of E-commerce. Internet Marketing. (2012), 4 (70), 252–258.
4. Tapscott, D. Electronic and Digital Society: the Pros and Cons of the Era of Network Intelligence. London: INT Press. (1999), 324 p.
5. Li C, Mirosa M, Bremer P. Review of online food delivery platforms and their impacts on sustainability. Sustainability. 2020 Jul 8; 12 (14): 5528.
6. Frederick DP, Bhat G. Review on Customer Perception Towards Online Food Delivery Services.
7. Purvis B, Mao Y, Robinson D. Three pillars of sustainability: in search of conceptual origins. Sustainability science. 2019 May; 14 (3): 681–95.
8. Gujral M, Rauzela M, Chuchu T. An application of the marketing mix and online marketing as a business strategy for SMME cafés in South Africa. Journal of Economics and Behavioral Studies. 2016 Jul 3; 8 (3 (J)):14–25.
9. Sarker MA, Aimin W, Begum S. Investigating the impact of marketing mix elements on tourists ‘satisfaction: An empirical study on east lake. European journal of business and management. 2012; 4 (7): 273–82.
10. Tabachnick BG, Fidell LS. SAS for windows workbook for Tabachnick and Fidell using multivariate statistics. Allyn and Bacon; 2001.

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[if 424 not_equal=”Regular Issue”] Regular Issue[/if 424] Open Access Article

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NOLEGEIN Journal of Consumer Behavior & Market Research

ISSN: 2581-4400

Editors Overview

njcbmr maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

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