CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

Conceptual Literature

Internet advertising.

Internet advertising has played a crucial role in facilitating progress and

accomplishments in various aspects of life. In today's world, businesses are

essential for survival, providing crucial goods and services, and employment

opportunities. As a result, business owners are always looking for ways to

expand their operations and increase profits. With the changes we are

currently experiencing, it is evident that the Internet is revolutionizing the

business landscape. Its use is becoming increasingly critical to the success of

business firms. The Internet provides firms with new ways to conduct

business,exchange, and communicate information and ideas. Doing so

enables companies to improve efficiency and develop novel ways to

coordinate activities (OECD, 200).

Nowadays, both sales and marketing communications are eager to use new

technology. The Internet is essential, and 21st-century marketing provides

many opportunities. It enables effective communication between

entrepreneurs, customers, and business owners to receive feedback

(SzopikDepczyńska & Cheba, 2021).

Marketing managers should evaluate the role of the Internet in their marketing

strategy. The Internet has caused significant changes in all aspects of

marketing, including marketing research, consumer behavior, analytics,

communication marketing, product management, pricing, distribution, and

promotions. are influenced by the Internet and are changing (Terziu, 2020).

Businesses seeking to enhance the effectiveness of traditional advertising

have already done so.This means that to increase the demand and

consumption of their products, businesses should not view the Internet as an

independent channel, but rather integrate it into their advertising strategies. It

is important to note that many internet users are mindful when selecting

products or services. As a result, having an effective website can lead to

better advertising outcomes. This is because potential customers who view

your company's advertisements will often evaluate your products and services

online. Mobile advertising is the most convenient and accessible way to

acquire customers for your business (Wolters Kluwer, 2020). Creating a

brand´s image to ultimately sell promoted products has made digital

advertising a key instrument for reaching marketing and business goals for

many companies. Business professionals prioritize monitoring the impact of

their advertisements to expand their fan base, promote their company culture,

and engage with current customers.

Brand Awareness

According to Von Wallpach and Kreuzer (2019), two dimensions of brand

knowledge have been previously examined in marketing research. The first

one is brand awareness, and the second one is brand image. According to
them, brand awareness is the strength of the product recall, i.e., how easy it is

for the customer to recall that brand (Bukhari et al., 2021a).

Brand awareness i s the ability of consumers to remember or recognize

brands in different situations (Pasaribu & Silalahi, 2020). Brand awareness is

also an asset that influences consumer perceptions, preferences, and

behavior, as it can help consumers determine which brand to choose, and this

will turn, affects brand loyalty (Thamrin et al., 2020). Brands that exhibit

active traits tend to attract more attention and are perceived as more

prominent in the marketplace, thereby increasing the likelihood of brand

recognition among consumers (Molinillo et al., 2022). The visibility of these

brands has increased, resulting in a higher level of awareness and familiarity

among the target audience.

Brand Knowledge

Consumer brand knowledge relates to the cognition of a brand. Brand

knowledge can be defined in terms of the personal meaning of a brand stored

in consumer memory, that is, all descriptive and evaluative brand-related

information. The importance of knowledge in memory for consumer decision-

making has been widely proven. Understanding brand knowledge is important

because it influences what comes to the mind of a consumer when they think

of a brand.
According to Anusha (2019), brand knowledge is a newly introduced term,

which refers to the experiences, thoughts, and feelings of a customer

regarding the brand and its operating activities. According to the researcher,

one of the most important objectives of product and brand management is to

build a powerful brand and its loyalty factor within a customer market. This

research concludes that a strong brand results in greater income streams,

both in the short term and long term (Gul et al., 2021a).

Brand Purchase

Customers' purchase behavior and consumption decisions are primarily

influenced by brand attributes and features, which are determined by their

feelings and perceptions about the brand image in a deeper sense (Silitonga,

2020). (Usman & Aryani, 2019) believe that instead of changing retail

consumers’ life style & way of processing information,brand image remains

the dominant influential factor of consumers’ purchase behavior in the retail

industry. However, some researchers think that consumers’ purchase

behavior is greatly influenced by the cash flows, market value, and market

share of the brand (Jasmani & Sunarsi, 2020). The main purpose of this

study is to analyze the impact of brand image on consumers' purchasing

behavior
Marketing mix is a company's combination of strategies for achieving its

goals by effectively market its products or services to a specific target

customer group. It can be defined as a set of controlled variables, such as the

4Ps, that a company can use to influence how a customer responds to a

product or service it sells. The classification of various marketing decision

variables, techniques, and tactics that the management of a firm employs to

advertise its goods and services is known as the marketing mix. (Abdulla, T.

et al, 2022)

Product

Product is the term used to describe the company's goods and services. A

consumer receives a product, in essence, when a marketer offers them a set

of benefits in return for financial commitments or demands they will have in

the next days and months. A product can also be a service, like

communication or train transportation, among other things.

Price

Price is the second most essential part to take into account in the marketing

mix. It is sometimes referred to as the cost of a good or service. Pricing

something is a challenging process. The demand for a certain product, costs

and other expenses, consumer ability to pay, government regulations, price

paid by competitors for similar products, and so on are some of the many

elements that might affect the decision-making process while setting prices. In

reality, price plays a major part in the selection process since it affects both

consumer demand and company profits.

Place

Since the products are meant for sale, customers should be able to easily

conduct business with them in a convenient location. It is crucial that products

are offered in urban marketplaces as a result. It describes a collection of

entities—such as retailers, wholesalers, and distributors—that collaborate to

form an organization's distribution network. The business has to decide

whether to sell directly to customers or via distributors. It might be planning to

sell it straight to consumers in the future. There is an unbreakable bond

between the four components of the marketing mix. A product's price increase

causes its demand to decrease, resulting in fewer distribution locations.

Promotion

Promotion is one of the most effective strategies in marketing. Numerous

strategies are used to increase sales, such as trade shows, advertising

campaigns, demonstrations, and promotion. Determining the amount of

promotional marketing expenses is the responsibility of the marketing

manager. Promotional activities are an addition to public relations, advertising,

and personal selling. The trader and sales force can effectively show the

product to customers and persuade them to make a purchase by using trade

and sales promotion. The foundation of promotion is a collection of

component combinations, all of which are employed to achieve the marketing

goals of the business. Without advertising, a promotion mix is lacking.

Establishing and preserving a product's image is the primary goal of

advertising.
Research Literature

Recent years have seen a sharp increase in the popularity of convenience

shopping, which has resulted in the opening of new convenience stores.

According to The Association of Convenience Stores’ most recent survey, the

typical consumer in today’s market visits their neighborhood store about three

times every week. Between now and 2026, the convenience industry is

expected to increase in value from £47.1 billion to £50.6 billion. (Hassard, L.

2024)

More than just somewhere to pick up last-minute groceries, convenience

stores are important parts of local communities. Numerous of these

establishments also offer other services including ATMs and postal/courier

services. In addition, the gasoline parking lots are home to a large number of

convenience stores. Although the number of customers is wide, Statista as of

June 2023 found that Millennials and Gen Z were more likely than Baby

Boomers to buy everyday products from convenience stores.

References:

FOREIGN LITERATURE

Anusha, K. S. (2019). Brand a marketing mix: a review. J. Glob. Econ. 4, 1–

4.

Jasmani, J. & Sunarsi, D. (2020). The Influence of Product Mix, Promotion

Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti

Products in South Tangerang. PINISI Discretion Review, 1(1), 165-174.

Molinillo, A. Japutra, and Y. Ekinci, “Building brand credibility: The role of

involvement, identification, reputation and attachment,” Journal of Retailing

and Consumer Services, vol. 64, Jan. 2022, doi:

10.1016/j.jretconser.2021.102819.

Pasaribu, RM, & Silalahi, A. (2020). Analysis Of The Impact Of Social Media

Marketing Activities In Brand Loyalty With Brand Awareness As Intermediate

Variables (Study On Traveloka Brand). 2020(01).

Silitonga, N.G.P. (2020). Impact of brand image and discounted price on

consumer purchase intention at H&M, Tunjungan Plaza Shopping Mall

(Doctoral dissertation, Widya Mandala Catholic University Surabaya).

Szopik-Depczyńska, K., & Cheba, K. (2021). The Impact of the Internet on

Marketing Activity in R&D Departments in Poland. Procedia Computer

Science, 192, 5030–5038. https://doi.org/10.1016/j.procs.2021.09.281

Thamrin, G., Bernardo, I., & Kawata, Y. (2020). (Business and

management).12(April), 168–185. https://doi.org/10.26740/bisma.v12n2.p168

Terziu, H. (2020). The Role of the Internet in the Development of Marketing

and Electronic Services in Business. European Journal of Economics and

Business Studies, 6(2), 1. https://doi.org/10.26417/451fzx75d

Von Wallpach, S., and Kreuzer, M. (2019). “Tapping embodied brand

knowledge: a comparison of visual versus multisensory retrieval methods,”

in TransVisuality: The Cultural Dimension of Visuality: Purposive Action-

Design and Branding, Vol. III, eds A. Michelsen and F. Wiegand (Liverpool:

Liverpool University Press), 233–248.

Wolters Kluwer. (2020, December 3). Use the Internet to Market Your

Business Effectively.

Www.wolterskluwer.com.https://www.wolterskluwer.com.

‘Importance Of Marketing Mix In Successful Positioning Of Products And

Their Services On The Market’

https://journalppw.com/index.php/jpsp/article/view/11132 Vol. 6 No. 8 (2022)

Lara Hassard (2024) Convenience Stores Surge in Popularity in the Fast-

Paced Modern Era

https://www.linkedin.com/pulse/convenience-stores-surge-popularity-fast-

paced-modern-oikze