Literature Review Literature review reveals gap in information on the effect of all 4Ps on the intention to purchase ECP, although a number of studies have highlighted on the effect of promotion on demand Dixit A. The promotion strategy involves key decisions such as who the consumer is, how to contact them and what message to be imparted Kotler P et al, Each of these channels has its own promotion and marketing strategies targeting at different segments of the population.
The grey area here is whether the company should follow this practice in all instances. The authors indicate that brands matter to the users as brands tell women what to expect and assure that they are making good choices.
Harrison et alis of the view that users are interested in product availability, along with convenience and privacy. 4ps effects Mix — Pricing.
However, the following steps can act as a general guideline: If there are doubts about your assumptionsor facts and figures that you may need to gather. 4ps effects India at the time of introduction of ECP, aggressive advertisements by some manufacturers attracted negative attention and led to nationwide ban on advertising.
Findings Consistent with the theory of reasoned action, the intention to purchase emergency contraceptive pill 4ps effects associated with positive attitudes with the perception that specific referent groups, such as partner, family members, and friends support purchasing it.
A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Opportunistic Pricing Sometimes, the value attached to a product may be much higher than its cost.
These grey areas can be entered upon accidently by a company as well. A study conducted by DKT International an international social marketing organization indicate the negative attitude of pharmacists resulting in refusing 4ps effects sell emergency contraception fearing side-effects and irresponsible behavior.
The findings of these studies are consistent with earlier studies Richman et al,EhrleRogan et al,LemmeCynthia that point to the negative attitude of the suppliers towards emergency contraception due to lack of knowledge and misconception of emergency contraception.
This is the point in the process that those objectives need to be discussed and agreed upon. This review therefore explores studies that are closely related to the issue. Why sell through wholesalers rather than direct channels? The product and brand positioning is then based on these identified segments.
It is therefore, a good idea for a company to study the competition and the market, but not to enter agreements to the detriment of the consumer. Price According to Harrison et al, price of the contraceptive is affordable to the end user and there are varying prices for varying perceived benefits.
External factors may include: In this one, there needs to be specific information gathered about how the price affects the quantity of the product demanded. Key Points The marketing mix helps you define the marketing elements for successfully positioning your market offer.
Calculate Costs A company can now get an accurate assessment of the total fixed and variable costs associated with the product. Define the Right Pricing Any pricing decisions for a product need to be made through proper research, analysis and an eye on strategic objectives for the organization and the product.
Fixed and variable Costs Market segments, targeting and positioning decisions External Factors Those factors which have a significant impact on pricing decisions but are not completely controllable by the company are known as external factors.
If the market is in decline or there are too many competitors, survival may take temporary priority over profit.
Competition Pricing When trying to go head to head with competitors offering similar benefits, a company may decide to: Attitude, subjective norms, behavioral beliefs about the outcomes of purchase intention and normative beliefs about referents correlated significantly with intention to purchase.
If they look in a store, what kind? If an organization has multiple revenue streams, it may not be too focused on recovering a hundred percent of its costs.
Thus, it is imperative that all the more pharmacists are given financial incentives to motivate them to supply controversial drugs such as emergency contraceptive pills, as the pharmacists are expected to take extra care to counsel the client on the correct usage and the mechanism of action.
Most of them had the misconception that it is an abortifacient.effects of marketing strategies, marketing elements (4ps) and leadership styles on the performance of small and medium enterprises in nigeria.
The 4Ps in it’s entirely has an effect on Female Gen Y’s intention to purchase ECP, however the strength of the association of each of the “P” to purchase intention varies.
The strength of the association to purchase intention in descending order is ‘place’ followed by ‘promotion’, ‘price’ and ‘product’. CASH GRANT. 4Ps beneficiaries receive as much as P2, on March 5, as part of DSWD's program to offset the effects of the tax reform law.
Effects of 4ps Marketing Mix on Sales Performance of Automotive Fuels of Selected Service Stations in Nakuru Town. BY Kiprotich Leonard Koske D53/NKU/PT// The term “marketing mix” was coined in the early s by Neil Borden in his American Marketing Association presidential address.
This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth.
Product: It. After product, pricing plays a key role in the marketing mix. The reason for this importance is that where the rest of the elements of the marketing mix are cost generators, price is a source of income and profits. Through pricing, the organization manages to support the cost of production, the cost of distribution, and the cost of promotion.Download