Are you able to absorb and interpret figures at a glance? Professor Andrew Ehrenberg blames lack of numeracy on poor presentation of data and suggests ways in which information…
Abstract
Are you able to absorb and interpret figures at a glance? Professor Andrew Ehrenberg blames lack of numeracy on poor presentation of data and suggests ways in which information can be made easier to grasp, including the drastic ‘rounding’ of figures.
Kau Ah Keng, Mark Uncles, Andrew Ehrenberg and Neil Barnard
The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent…
Abstract
The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent of consumers’ brand‐switching and divided loyalties between brands largely predictable from the differing market‐shares of brands. Presented is an analysis of brand loyalty for packaged goods in Japan and comparisons are drawn with brand loyalty in Western industrialized countries such as the UK and USA. The effects of brand‐specific differentiation are embodied principally in the size distribution of brands.
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Damien Wilson, Maxwell Winchester and Michael S. Visser
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US…
Abstract
Purpose
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.
Design/methodology/approach
Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.
Findings
Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.
Originality/value
Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.
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Charles Graham, Grace O'Rourke and Kamran Muhammad Khan
Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study…
Abstract
Purpose
Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets.
Design/methodology/approach
The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation.
Findings
The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported.
Originality/value
This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.
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While retail payment instruments generate more revenue than many fast moving consumer goods (FMCG) categories, surprisingly little is publicly known about market structure and…
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While retail payment instruments generate more revenue than many fast moving consumer goods (FMCG) categories, surprisingly little is publicly known about market structure and purchase loyalty. This paper reports a study of shoppers’ use of payment methods in three New Zealand retail categories (n = 310). The study identified shoppers’ “main” and “other” payment methods, and examined relative penetration, patterns of purchase loyalty, and repertoire size. The results showed that well‐known patterns of FMCG purchase loyalty also applied to retail payment methods. These patterns were stable across categories, implying retail payment methods are a mass market rather than a segmented market. The results also showed that, despite New Zealand being one of the most advanced cashless societies in the world, the market for electronic funds transfer at point of sale (EFTPoS) is far from saturated. This knowledge should prove useful for practitioners seeking to understand patterns of competition in retail payment methods, and for academics hoping to apply models of consumer behaviour to financial services.
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Arry Tanusondjaja, Luke Greenacre, Melissa Banelis, Oanh Truong and Taylah Andrews
International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key…
Abstract
Purpose
International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key differentiators between developed and emerging markets that managers must take into account. These are that consumers differentiate between local and international brands, and that consumer segments differ between emerging and developed markets. This paper refutes these myths. The paper aims to discuss these issues.
Design/methodology/approach
The authors examine large-scale data of purchase behaviour across seven countries and six product categories through telephone or online data collection. Surveys conducted in conjunction with research consulting projects form the basis of data collection, with samples skewing towards middle-income population from urban areas within the emerging markets. The different survey methods used support the empirical generalisability of the findings.
Findings
The authors find that brand user profiles in emerging markets rarely differ between local and international brands across age, income and gender. Differences in segmentation are related to geography – which is likely a factor of infrastructure differences. When brand users are compared, their attitudes towards the brands are also very similar between local and international brands across several attitudinal measures: “high quality”, “value for money”, “meet/understand my needs”, “affordability” and “trustworthiness”.
Originality/value
The research highlights that consumers in emerging markets need not be segmented based on their brand purchasing behaviour when it comes to local and international brands. This is in line with a growing body of literature in consumer segmentation and in contrast to a considerable amount of traditional literature on emerging markets.
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This paper is the story of how new advertising can make a big difference to a brand's fortune. Targeted primarily at mothers it acknowledges the role of children in the…
Abstract
This paper is the story of how new advertising can make a big difference to a brand's fortune. Targeted primarily at mothers it acknowledges the role of children in the purchase/consumption dynamic.
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Zachary Anesbury, Yolanda Nguyen and Svetlana Bogomolova
Increasing and maintaining the population’s consumption of healthful food may hinder the global obesity pandemic. The purpose of this paper is to empirically test whether it is…
Abstract
Purpose
Increasing and maintaining the population’s consumption of healthful food may hinder the global obesity pandemic. The purpose of this paper is to empirically test whether it is possible for healthful sub-brands to achieve higher consumer behavioural loyalty than their less healthful counterparts.
Design/methodology/approach
The study analysed three years of consumer panel data detailing all purchases from five consumer goods categories for 15,000 UK households. The analysis uses best-practice techniques for measuring behavioural loyalty: double jeopardy, polarisation index, duplication of purchase and user profile comparisons. Each sub-brand’s healthfulness was objectively coded.
Findings
Despite the level of healthfulness, all sub-brands have predictable repeat purchase patterns, share customers as expected and have similar user profiles as each other. The size of the customer base, not nutrition content, is, by far, the biggest determinant of loyalty levels.
Research limitations/implications
Consumers do not show higher levels of loyalty to healthful sub-brands, or groups of healthful sub-brands. Nor do they buy less healthful sub-brands less often (as a “treat”). There are also no sub-groups of (health conscious) consumers who would only purchase healthful options.
Practical implications
Sub-brands do not have extraordinarily loyal or disloyal customers because of their healthfulness. Marketers need to focus on growing sub-brands by increasing their customer base, which will then naturally grow consumer loyalty towards them.
Originality/value
This research brings novel evidence-based knowledge to an emerging cross-disciplinary area of health marketing. This is the first study comparing behavioural loyalty and user profiles towards objectively defined healthful/less healthful sub-brands.
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This special “Anbar Abstracts” issue of the European Journal of Marketing is split into seven sections covering abstracts under the following headings: Marketing, Europe and…
Abstract
This special “Anbar Abstracts” issue of the European Journal of Marketing is split into seven sections covering abstracts under the following headings: Marketing, Europe and International Business; Marketing Strategy; Supply Chain Management; Product Management; Services Marketing; Marketing in the Public Sector; and Marketing & IT.