i Want 183

The calendar flips to a new year. Immediately we are thinking about resolutions, changes, evaluations and similar ideas. What worked, what didn’t work? What do we need to keep? What do we need to change? What do we need to never, ever, ever-in-a-million-years do again? Will we exhibit persistance in the changes we say we want and need to make? These thoughts can be both invigorating and intimidating all at once. It has been said that reflection is good for the soul. This remains true even in the business world and even in marketing, whether digital, social or traditional.Digital marketing is changing. Right now. A recent survey gave the report that 46% of companies are planning to increase their overall marketing budgets for 2011. Amazing news. Perhaps even more amazing is the statistic that 70% of those were increasing their budgets for off-site social media marketing (i.e., twitter, fa EasyAzon cebook, etc). This is an astounding figure that compels us to conclude that more and more businesses are getting the message that digital and socialmedia is here to stay. Brand consultancy and targeted intelligence are no longer “pie-in-the-sky” notions but very real and reliable pillars of the marketing framework of today.Digital marketing is simply using digital advertisting to promote and sell your brand. This can be accomplished in a variety of ways. For example, television, radio, internet and cell phones would all be conduits for digital marketing. From there it can branch out in hundreds of directions (ie., again: twitter, facebook, youtube, email, texts, blogs, etc., etc.). There are two forms of digital marketing; pull and push. Pulldigital marketingis simply what it implies. The consumer “pulls” the information for him or herself from the internet or any other source available.

The research objective is to enable the marketers to understand better the parameters that effect the re-purchasing decision, and to evaluate whether the factor of level of involvement influence the results. The research population consisted of young men and women aged 18-25 who were considered as the target audience. The research examined the level of loyalty, product quality and involvement, in three product categories: Low level of involvement ? Deodorant. Medium level of involvement – fashion clothes. High level of involvement – Cellular Phones. The research examined the relationship between the perceived quality and the willingness to repurchase. The research findings yielded, according to the Pearson correlation conducted between the perceived quality of the product and the consumer loyalty, a non-significant relationship on a low level of involvement, a weak signifi webdesign cant relationship on a moderate level of involvement, and a strong significant relationship regarding a product with a high level of involvement. In other words, it can be determined that on a higher level of perceived quality the consumers? loyalty is higher, depending on the product with a high level of involvement. When the relationship between the dimensions of quality to loyalty as a whole is examined, it was found that there are weak significant positive relationships between the dimensions of perceived quality (product quality, quality of packaging, etc.) and the product loyalty. These findings exemplify that the relationship between the product quality and the customer loyalty is not strong and there are situations in which clients will prefer products that are not higher quality products and even products of lower quality in categories of products with low involvement.