The Influence of Integrated Marketing Communications on the Demand of Sustainable Products at Latvian Food Retail Chains

Research background: There are a number of product-related tools subject to regulation by state authorities and controlled by subordinate authorities. From the viewpoint of sustainable development, novelties in the legislation, government regulations and other regulatory enactments would enable the state to not only enhance the assortment of sustainable products at food retail chains, but also to raise the awareness of consumers, thus also triggering changes in demand for sustainable (ecological, environment-friendly, high-quality) products. Consumers lack information on the characteristics of the products purchased; they are not knowledgeable about the nutritional value, packaging, raw materials, their impact on human health and environment, re-use and recycling possibilities etc. For instance, the labelling of products may serve not only as a tool of integrated marketing communications drawing the consumers' attention and inciting a purchase, but also – through the information it carries – improve the consumers' knowledge on the product, its nutritional value, use and utilisation. Based on the national legislation and focusing on product-related tools, food retail chains in communication with their consumers may promote and boost the sales of ecological products. The purpose of this article is to assess the influence of product-related tools of integrated marketing communications on product demand at Latvian food retail chains. The subject of the research are product-related IMC tools; and the object of the research are Latvian food retail chains. The research makes use of the results of the study conducted by the authors in 2017. The authors used company data and surveyed leading specialists at Latvian food retail chains. In order to accomplish the goal and objectives, the authors used the following quantitative and qualitative methods of economic research – survey, comparison, and grouping. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. The authors conducted an assessment, a market investigation, a comparative analysis, held a survey, and used the MS Excel software for data processing and analysis. The findings of the research confirmed the hypothesis that the product-related tools of integrated marketing communications foster demand for sustainable products and, consequently, assortment at retail chains. The results of the research are of both theoretical and practical value.publishersversionPeer reviewe

The power of information: a key component for the successful performance of Latvian social enterprises

The purpose of the study is two-fold. First, the study aims to determine how informed consumers in Latvia are about social enterprises after a decade of discussion and activity within the field of social entrepreneurship which will later serve as a comparative reference base for following future developments and achievements in the field. Second, the study aims to investigate the relationship between the level of information consumers have about social enterprises and actual purchasing behavior of consumers in order to provide practical recommendations and suggestions for both social enterprise marketing specialists as well as government officials and organizations that support the field of social entrepreneurship in Latvia. Research methods applied: scientific publications analysis, legislative documents analysis, analysis of policy studies, as well as quantitative research method – survey of customers of social enterprise products and services. Many aspects are asked to evaluate in evaluation scale 1-10 to have opportunity for deeper analysis of views of respondents. Research results indicate that majority of consumers have average or below average information levels about social enterprises in Latvia which is still satisfactory given the young age of the field. Authors determine a statistically significant positive relationship between the informational level of consumers and their purchasing behavior which underscores the crucial importance of informative support needed by social enterprises. Authors also have determined the existence of an informational saturation point which indicates potentially higher economic returns from targeting consumers with rather low levels of information about social enterprises

Improved innovative product strategy assessment model in market research context

In the innovation economy, companies more often face the need quickly and efficiently evaluate not only their existing product and service portfolios in the context of the industry’s potential, but also evaluate theoretical concepts of innovations. There are various systems for evaluating innovation concepts and already existing products and/or services for companies that are planning to expand their business in a new industry. The innovation economy is characterized by the convergence of innovations and the most demanded products on the market with continuous market upgrades. A company which wants to grow in a new industry faces an assessment challenge between already existing, demanded products and the choice of innovative concepts in the context of the company's most perspective growth. As market examples show, a successful company’s entry into a new industry can be related to both an innovative concept and an innovative business model of existing, demanded market products. The aim of the study is to analyse the appropriateness of the existing assessment systems of innovations concepts and market bestselling products from the perspective of an enterprise, considering an expansion into new industry. The theoretical benefit of the study is to highlight a new, complementary model in the assessment of the company's growth strategy in the context of developing new industries and markets. The practical contribution of the study is an improved combined industry and company assessment model. Proposed model is company growth perspective assessment tool in the context of new products, either it is completely new to market or new to company, but already known in the market

Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability

A topical business subject of nowadays is the influence of integrated marketing communications (IMC) for sustainability upon various consumer audiences and their buying decisions. From the standpoint of businesses the use of integrated marketing communications in product promotion contributes to the consumption of sustainable, ecological products and, consequently, a healthy lifestyle, yet the factors influencing buyer’s buying decisions still remain topical. In this research the authors surveyed buyers of Latvian food retail chains to find out the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The research brings conclusions regarding a customer-oriented approach to the processes of integrated marketing communication for sustainability, incl. the making of integrated marketing communication for sustainability to increase consumer awareness of sustainability. Purpose of the article: The purpose of the research was to study and assess the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The object of the research is promotion-related IMC tools for sustainability. The subject of the research is the influence of product promotion tools for sustainability upon buyers’ buying decisions. Methodology/methods: The research makes use of the results of the studies of food retail chains conducted by the authors in 2017 and 2018. The survey of buyers is based on the results of the survey of leading marketing specialists of food retail chains in 2017. Drawing on the conclusions the authors surveyed randomly selected buyers of Latvian food retail chains with a sample of 1,003 respondents. In order to attain the goal and objectives, the following quantitative and qualitative methods of economic research were used: survey, comparison, grouping, evaluation, market investigation, comparative analysis. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. The survey data were processed and analysed using the SPSS 23 software. Findings: The research confirmed the hypothesis that the use of integrated marketing communications for sustainability in product promotion enhances consumer awareness of sustainability. The results of the research are of both theoretical and practical value