CONSUMER BOYCOTT & THE ROLE OF GLOBAL MARKETING MIX
Journal Title: Advance Research Journal of Multidisciplinary Discoveries - Year 2017, Vol 15, Issue 7
Abstract
The requirement of a global marketing mix is highly imperative to understand the global consumers participation in a boycott act and experience a relationship often perceived by the manufacturers and the consumers as a thin line of a delicate marketing relationship at a global market place. Any initiation by consumers leading to a product boycott may be an outcome of a faulty issue perceived out of the four Ps by Consumers, highly detrimental to the brand image and producers business. Whatever the cause of consumer boycott may be is directly related to a single or a multiple set of 4 Ps of marketing factors involved. The release of an erroneous product or a faulty promotion may be the cause of a consumer protest but hazardous logistics and pricing mal practices can also lead to a consumer commotion and vociferous agitation paralyzing sales and market profitability of the targeted company worldwide. This paper focuses on the intricate issues involve in the formulation of four Ps in the market with relation to tentative reasons leading to a consumer boycott act , how the marketing mix of four Ps become so important in a consumer boycott act shall be examined and how the dos and don’t of 4 Ps must be considered by companies to mitigate consume unrest and boycott globally to minimize market chaos.
Authors and Affiliations
Mr Rajnish Shankhdhar, Dr Pragyan Dangwal
Keywords
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