Short answer
Invest in targeted promotional campaigns and enhance the physical presentation of your product and brand to align with the quality of your core offering.
- Field
- Innovation & Markets
- Source
- JALOW | Journal of Agribusiness and Local Wisdom (2025)
- Method
- Quantitative descriptive analysis with a Likert scale assessment.
- Sample
- 30 participants
- Evidence
- Moderate effect
Even with strong product, price, place, people, and process elements, a business can falter if promotion and physical evidence are not optimized. This innovation & markets research insight is drawn from a 2025 study published in JALOW | Journal of Agribusiness and Local Wisdom. Using Quantitative descriptive analysis with a likert scale assessment. with 30 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Invest in targeted promotional campaigns and enhance the physical presentation of your product and brand to align with the quality of your core offering.
Promotion and Physical Evidence are Key Weaknesses in Agro-Industrial Marketing Mix
Even with strong product, price, place, people, and process elements, a business can falter if promotion and physical evidence are not optimized.
JALOW | Journal of Agribusiness and Local Wisdom · 2025
Key Findings
- 01Product, price, place, people, and process elements were rated as 'good'.
- 02Promotion and physical evidence elements were rated as 'less good'.
Application
Design takeaway
Invest in targeted promotional campaigns and enhance the physical presentation of your product and brand to align with the quality of your core offering.
How to apply
Conduct a thorough audit of your current promotional activities and the physical aspects of your brand (packaging, website, retail presence) to identify areas for enhancement.
Project actions
- 01When analyzing a product, consider not just its function but also how it's presented and promoted.
- 02Use consumer feedback to identify specific weaknesses in marketing strategies.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Applies a structured marketing mix framework (7Ps).
- +Uses quantitative data from consumer surveys.
Limitations
Small sample sizes and focus on a single product type can limit the broad applicability of the findings.
Reliability & validity
The use of a Likert scale provides quantitative data, but the reliability of subjective consumer perceptions and the validity of the chosen marketing mix elements as predictors of success would need further investigation.
Think critically
How might the 'physical evidence' of a product differ between an online-only business and a brick-and-mortar store, and how would this impact marketing strategy?
Design Principles
"A holistic marketing mix, encompassing both tangible and intangible elements, is essential for sustained market success."
This highlights that a comprehensive marketing strategy requires attention to all elements of the marketing mix. Neglecting promotion and the tangible aspects of a brand can significantly hinder market penetration and customer perception, regardless of the quality of the core offering.
What This Means for Your Design
Even if your product is great and the price is right, if people don't know about it or it doesn't look appealing, it won't sell as well.
How to use in your project
- 1.Use this research to justify focusing on promotional materials or packaging design in your own design project.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that while core product and operational aspects may be strong, promotional strategies and physical evidence are critical, often overlooked, components of a successful marketing mix, particularly in niche markets like agro-industry.
Source
JALOW | Journal of Agribusiness and Local Wisdom
Marketing Mix Analysis of Banana Chips in Darma Jaya Agroindustry in Jambi City
journal · 2025
View sourceQuestions About This Research
- What does the research say about promotion and physical evidence are key weaknesses in agro-industrial marketing mix?
- Invest in targeted promotional campaigns and enhance the physical presentation of your product and brand to align with the quality of your core offering. Evidence: JALOW | Journal of Agribusiness and Local Wisdom (2025).
- Why does "Promotion and Physical Evidence are Key Weaknesses in Agro-Industrial Marketing Mix" matter for design?
- This highlights that a comprehensive marketing strategy requires attention to all elements of the marketing mix. Neglecting promotion and the tangible aspects of a brand can significantly hinder market penetration and customer perception, regardless of the quality of the core offering.
- How can designers apply this research?
- Invest in targeted promotional campaigns and enhance the physical presentation of your product and brand to align with the quality of your core offering.
- What were the main findings?
- Product, price, place, people, and process elements were rated as 'good'.. Promotion and physical evidence elements were rated as 'less good'.
- What research method was used?
- Quantitative descriptive analysis with a Likert scale assessment. with 30 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from JALOW | Journal of Agribusiness and Local Wisdom.
- What should I do differently in my next project?
- Conduct a thorough audit of your current promotional activities and the physical aspects of your brand (packaging, website, retail presence) to identify areas for enhancement.
- What are the limitations?
- The study focused on a single agro-industry and a relatively small consumer sample, potentially limiting the generalizability of findings.