In Sociology, the term ‘value’ has come to denote shared cultural standards related to objects of need, attitude or desire. Sociologists have generally confined their attention to…
Abstract
In Sociology, the term ‘value’ has come to denote shared cultural standards related to objects of need, attitude or desire. Sociologists have generally confined their attention to values as empirical variables in social life whose scientific importance is not so much dependent upon their validity and ‘correctness’ as upon the fact that they are believed to be true and correct by those who hold them. For the scientific observer, values only have relevance if there is an observable relationship between the actions of subjects (individuals, groups, etc.) and the objects of their concern. Therefore, it is the holding of values and its social manifestations which is, arguably, the primary concern of the sociologist. The question of their derivation and possible ‘ontic status’ has been left largely to the uncertain ministrations of the philosophers. The possible objective validity of values tends to be regarded as a problem which falls outside the realm of science, but the insistence that social science remains value‐free, has raised the question as to what extent such freedom is really possible, and to what extent extrinsic values must always intrude.
The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli…
Abstract
Purpose
The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli levels; and the effect of repeated exposure on affect.
Design/methodology/approach
A schema of typical stimuli is developed through literature, observing 212 stores, and surveying 39 women's fashion retail GMs. An experiment (n=489) establishes the set of stimuli and effective levels for creating affect for a women's fashion store. Shoppers (n=62) were repeatedly exposed to combinations of the two sets (industry standard and “ideal”) to examine whether decay in affect occurs, and whether changes can mitigate this.
Findings
Interactions between sensory stimuli have a significant effect on fashion shoppers’ affect for a store. Fashion retailers are less differentiated in their use of sensory stimuli than they could be to achieve the responses they expect. Stagnation from repeated exposure can diminish affect for the store whereas small changes in stimuli levels can revitalise and increase affect.
Research limitations/implications
A model of sensory stimuli‐based relationships with shopper affect should incorporate interactions. Empirically, different stimuli can easily be added or substituted within a dimension to test its effect within a factorial design. A model of fashion store atmosphere is likely to require a mediating influence of repeated exposure.
Practical implications
It is worthwhile getting the “correct” package of stimuli for a fashion store's atmosphere. This does not necessarily require wholesale changes; rather small changes in stimuli level can enhance a store.
Originality/value
The paper presents the only study to use a holistic approach to store atmosphere and base effectiveness measures against the fashion industry norm, and consider the effect of repeated exposure.
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Andrew G. Parsons and Paul W. Ballantine
This paper aims to explore the topic of gift‐giving to children, highlighting some of the issues that provide insight into how consumers might be making their choices.
Abstract
Purpose
This paper aims to explore the topic of gift‐giving to children, highlighting some of the issues that provide insight into how consumers might be making their choices.
Design/methodology/approach
A total of 285 personal interviews were conducted using a structured questionnaire. All participants were aged 18 or over, and had purchased a gift for a child aged under‐13 within the previous three months.
Findings
The findings of this study are that kinship, gender of the buyer, and the presence of siblings are related to the type of gift bought, including how traditional or contemporary it is, how educational it is, and whether the gift is reflective of the child's personality.
Practical implications
Understanding the purchasing behavior of shoppers giving gifts to children allows marketers to participate in important stages in societal development.
Originality/value
This paper provides insight into the purchasing behavior of consumers when buying gifts for children.
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Denisa Hebblethwaite, Andrew G. Parsons and Mark T. Spence
Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an alternative, thus reducing the assortment size; replacing it with a…
Abstract
Purpose
Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an alternative, thus reducing the assortment size; replacing it with a substitute; or introducing a rebranded product by the same manufacturer, if such an option is available. This study aims to evaluate all three scenarios and assess the extent to which total category sales are affected; how these discontinuations affect alternative offerings within the product category; and whether usage levels moderate within category switching behaviour. Shoppers did not have the option of switching stores to acquire the discontinued brand – their preferred brand/product range ceased to exist.
Design/methodology/approach
All three studies are quasi-experiments using scanner panel data. The product discontinuations examined are real events that took place within the major supermarket chain in New Zealand.
Findings
In all the three scenarios, average category sales decreased for the three-month period following the discontinuation. In Study 1, where a preferred brand of milk was discontinued with no replacement, overall category sales decreased but competing brands gained sales; introducing a replacement corn chip range (Study 2) successfully captured the spend on the discontinued range, but other brands lost sales; and rebranding a cereal (Study 3) decreased both brand sales and category sales. With the exception of Study 1, near-substitute product offerings did not capture a greater proportion of the spend from the discontinued brand as compared to less similar substitutes. Expectations were that heavy users would have a greater propensity to shift to near alternatives than would medium/light users; however, none of the studies lend support.
Originality/value
This is the first research effort to use scanner panel data to explore the reactions by brand loyal customers to three different brand discontinuation scenarios initiated by the manufacturer.
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Tony C. Garrett, Sungkyu Lee and Kyounghee Chu
The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of…
Abstract
Purpose
The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of manufacture (COM) – in comparison to store image in terms of consumer product evaluation and purchase intention of store brands. The authors also explore consumer regulatory focus effects.
Design/methodology/approach
Empirical data were collected from 270 young Korean adults. Two scenarios were given using two high-involvement store brands, an electronic product and clothing product that have hedonic and utilitarian elements. Data analysis was conducted using AMOS structural equation modeling software.
Findings
COO affects product evaluation and purchase intention and store image affects purchase intention. By product, store image influences product evaluation and purchase intention (electronics). COO directly influences purchase intention (clothing). By COO dimensions, overall COD weakly affects product evaluation. COT affects electronic product evaluation but directly affects clothing purchase intention. Promotion-focused consumers use COO for product evaluation, with store image directly affecting purchase intention. Promotion-focused consumers consider COD, an affective dimension, and COM in product evaluations. Prevention-focused consumers did not consider COO, but consider store image for product evaluation. Prevention-focused consumers consider utilitarian COT and COM dimensions during product evaluation.
Originality/value
This is the first paper to consider the simultaneous effect of COO (and its dimensions) and store image on product evaluation and purchase intention. It is also the first to consider the regulatory focus theory with regards to COO and store image evaluative and purchase intention criteria.
Details
Keywords
Andrew G. Parsons and Paul W. Ballantine
A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional…
Abstract
A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasising the security for the customer of knowing that they will receive the same level of mix, no matter which “branch” is shopped at. This research examines the effectiveness of group versus local promotional activities, with the premise that level of local market dominance will impact on the effectiveness of both promotional types. The two key performance indicators of sales and foot traffic were used to measure effectiveness. Findings suggest that promotional type and level of market dominance have significant effects on sales and traffic. Managerial implications are offered, along with suggestions for future research extending this study to other retail groups.
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Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance…
Abstract
Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance indicators used by shopping malls – sales and visits. Results suggest clear distinctions between sales drivers and visit drivers and show possible combinations that would be effective in generating optimum customer behaviour. Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non‐customer visits. Whilst mall‐wide sales are the preferred promotion, a combination of general entertainment and price‐based promotions are found to be a strong alternative way to encourage visits and spending. Actual sales, visits, and promotional types for a three‐month period were analysed to assess the degree to which customers’ behaviour matched stated behaviour likelihood, with supportive results.
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The purpose of the paper is to introduce the concept of associated scents for retail stores that are normally odourless, and provide an understanding of how associated scent can…
Abstract
Purpose
The purpose of the paper is to introduce the concept of associated scents for retail stores that are normally odourless, and provide an understanding of how associated scent can be used by these non‐scented retailers to influence shopper behaviour and the appeal of the store.
Design/methodology/approach
The study involves both an experiment and a field study. The experiment is design to see if scents that have been identify as associated with different store types differed in their influence on behaviour and affect from scents that are not associated with the store. The field study involves an actual store where scent is manipulated, with an associated scent during one period, and a non‐associated yet pleasant scent present during another period. Customer perceptions of the store are measured, their purchase behaviour is measured, and actual year‐on‐year weekly sales are compared.
Findings
Previous studies have suggested that simply having a pleasant scent present can enhance liking for the store and encourage positive sales behaviour, however, this study shows that for a store that is normally odourless, the scent needs to have a perceived association with the store‐type to gain positive responses. Presence of a pleasant but non‐associated scent can actually lead to negative affective or behavioural responses.
Research limitations/implications
An important research implication is that the association of a non product‐specific scent with a particular (normally odourless) store might mean that encountering that scent elsewhere may trigger in the person thoughts of the store, which further research could show to be a motivator for visiting the store. Another implication is the need to identify best performing associated scents, and whether a retailer through a marketing campaign can create an artificial association, thus gaining a unique, sustainable competitive advantage.
Practical/implications
Because it is expected, the naturally scented store (e.g. the florist or bakery) gains no competitive advantage through the use of scent, but this study shows managers of normally odourless stores that they can gain a competitive advantage in their category through the identification and use of scent customers would associate with the store‐type. Furthermore, because the store is not stuck with the scent, unlike the naturally scented stores, and because there may even be multiple associated scents, managers can vary the use of scent so that desensitisation can be mitigated.
Originality/value
The paper introduces for the first time to the literature the concept of associated scents for stores, and demonstrates the managerial value that use of an associated scent in a normally odourless store can have with regard to enhanced shopper behaviour and liking for the store.