Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 24 , 13 September 2023
Open
Access | Article
Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference
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Abstract
With the development of the Internet, online shopping has become increasingly important and widespread in people's daily lives. The marketing methods used by merchants in online shopping have gradually attracted the attention of scholars and research. However, consumers know little about the marketing strategies and merchants are not sure which of these marketing strategies they prefer. This paper is based on the background of the times, firstly, the research and summary of the relevant literature to understand the types and outlines of marketing strategies, based on this research method of interview collection, the collection of interview texts and analysis of the texts, the study of the impact of different marketing strategies on consumer preferences, with the intention of research to test the hypothesis proposed in the text. After analyzing the interview texts, the following conclusions were drawn: 1. Product marketing strategy positively impacts consumer choice preferences; 2. Price marketing strategy has a positive impact on consumer choice preferences; 3. Channel marketing strategy has a positive impact on consumer choice preferences; 4. Promotional marketing strategy has a positive impact on consumer choice preferences; 5. Consumers tend to prefer promotional marketing strategies. Based on this, this paper gives suggestions that merchants should choose promotional marketing strategies first and mix other marketing strategies to achieve better results in online marketing.
Keywords
marketing strategies, selection preferences, interview, case studies
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-91-1
- ISBN (Online)
- 978-1-915371-92-8
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/24/20230417
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited