Abstract

https://ssrn.com/abstract=2699835
 


 



Consumer Responses Towards the 4PS Marketing Strategies in the Conflict Affected Areas of Sri Lanka: A Grounded Theory Approach


S. Shivany


University of Jaffna

Velnampy Thirunavukkarasu


University of Jaffna

K. Kajendra


University of Colombo

December 7, 2015

12th International Conference on Business Management (ICBM) 2015

Abstract:     
In the post-war era, local firms are facing stiff competition from foreign brands. In order to compete successfully they need to develop new marketing strategies on post-war perspective. At the same time, they also need to focus on all the marketing activities from the consumer’s perspectives. During war, consumers were more conscious on the product accessibility, and did not consider the other aspects in the brands, but in the post-conflict marketing environment they expect good value for the money which they spent on the product.

Extent research on marketing strategies lacks in theory based frame work that explicate what marketing strategies are appropriate for the war/conflict affected places. The present study explored marketing strategies, appropriate to the unique context. Using grounded theory methodology data were collected, through 5 focus group discussions and 25 interviews with the consumers in the Northern Province of Sri Lanka. Theoretical sampling technique is used to select the appropriate respondents; Data were collected until the data saturation was arrived. 89 initial codes were identified from the initial coding viaNvivo (version 09) software. From the axial coding and substantial coding 11 categories were found. Marketers adopt 15 strategies to reach the consumers in the conflict affected places. Consumers prefer 05 strategies, such as social responsibility, cultural match, ethical marketing, employee’s behavior, and infrastructure development as the best from the 15 strategies. Ethical marketing strategy is needed in the conflict affected places. Findings show that, consumers in the conflict affected places expect ethical behavior in all aspects of marketing activities.

Number of Pages in PDF File: 26

Keywords: post war marketing environment, marketing strategies, and grounded theory

JEL Classification: M31


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Date posted: December 6, 2015  

Suggested Citation

Shivany, S. and Thirunavukkarasu, Velnampy and Kajendra, K., Consumer Responses Towards the 4PS Marketing Strategies in the Conflict Affected Areas of Sri Lanka: A Grounded Theory Approach (December 7, 2015). 12th International Conference on Business Management (ICBM) 2015. Available at SSRN: https://ssrn.com/abstract=2699835

Contact Information

S. Shivany (Contact Author)
University of Jaffna ( email )
Thirunelvey
Jaffna, Northern 40000
Sri Lanka
Velnampy Thirunavukkarasu
University of Jaffna ( email )
Sri Lanka
Jaffna, North 40000
Sri Lanka
K. Kajendra
University of Colombo ( email )
Reid Avenue
Colombo 3, Western
Sri Lanka
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