The journal International online marketing of foods to US consumers by Gregory White (1997), interested me because I want further my knowledge on the subject. I hope to study online marketing more in depth, as it is what I hope to develop into a career. It will hopefully help my research, as this topic is very similar to what I am going to write my dissertation on.
The journal looks at the increase in Internet shopping and the effect that this has had on the way that consumers shop for groceries. Researchers at the University of Maine conducted two surveys, in which, consumers evaluated thirty-two commercial websites that market specialty food and drink products (White, 1997). The surveys asked US consumers and international consumers about a number of different websites and what they thought of them and how likely they would be to purchase products from these websites. The consumers’ responses were then analysed for Grey’s use and he lays them out in tables to allow easier access and reading of the findings.
The report says that it ‘was designed to determine if consumers in the USA have similar concerns with making international food and beverage purchases over the Internet.’ This means that the article looks at USA consumer online purchasing habits of food and drink from international companies and why they would buy the products from that website rather than a different one.
The article’s questions and issues are very clearly laid out in the introduction, making it easier for the reader to find out what the article is all about quickly and efficiently. The only problem is that the introduction is quite long which means quite a lot of reading for the reader to do before they get to all of the issues that are inclu...
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...king at the suggestions made and making sure that they fulfill all of the needs of the respondents. It helps to give these international companies information and research that they would have had to do themselves, which would have taken time and money to do. This way they are able to look at the research already done by White (1997) and look at their websites to see what needs to be done to keep their consumers happy with the service and products that they offer to them.
Works Cited
White, G.K. (1997). International online marketing of foods to US consumers. International Marketing review, Vol 14 No 5, 1997, pp 376-384. University Press.
White, G.K. and Manning, B. (1997a). “Characteristics of likely Internet specialty food and drink consumers”, Presented at American Marketing Association Future of Marketing Special Conferences, Dublin, Ireland, June.
Bearden, William O., Thomas N. Ingram, and Raymond W. LaForge. Marketing: Principles & Perspectives, third edition. Boston: McGraw-Hill, 2001.
Thus, to conclude this section, it is clear to see that consumer behaviour in Ireland is rapidly changing. Economic circumstances, and the rapid pace of technology seems to be main influences which are affecting the way consumers make decisions to purchases certain brands of products from Irish supermarkets. And so, successful marketing requires that companies study this behaviour, and try to use the information to create important, lasting relationships and increase value for Irish consumers.
• Etzel, Michael J., Walker, Bruce J., & Stanton. William J., Marketing, 11th ed., Irwin/McGraw-Hill, 1997, p.242.
The grocery industry is a huge, fragmented and enormously competitive environment and there are currently several examples of grocery companies that are making effective use of the internet as a link with customers (Delaney-Klinger, 2003). In particular, Tesco currently have internet channels for selling groceries that are profitable (Hall, 2001; Koller, 2001).
Czinkota, M.R. and Ronkainen, I.A. (1995), International Marketing, 4th ed., The Dryden Press, Hinsdale, IL.
Based on these concerns, retailers in the international marketplace have their work cut out for them. But through proper education of consumers, and the ever-expanding growth of the infrastructure in many countries, the future seems to be leaning heavily towards using the Internet for many needs.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
This analysis includes a summary of the industry, a profile of the market the industry's influence on consumer behaviour through learning and perception, consumer decision-making and situational influences.
Burns, A. C., & Bush, R. F. (2006). Marketing research:Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Burns, A. & Bush, R. 1998, Marketing Research (2nd Ed.), Prentice Hall Inc., New Jersey
Going online is an advantage for fast food chains in this high competitive market. Through online service, international marketing objectives and goals can be achieved, with cost reduction. Still, there is some problem along with this advantage. Many times the content on the web page may be interpreted in a ways that was unintended.
Wells, V., & Foxall, G. R. (2012). Handbook of developments in consumer behavior. New York:
Xavier, R. & Pereira, F. C. 2006. Internet Marketing and the Portuguese Marketplace, in The
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Web marketing becomes the tool of social status of today’s lifestyle and developing living standards by fulfilling instant demand of individuals as it provided the facility of purchasing anything at anytime from anywhere. This increases the purchasing power of the society in an era of globalization.