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Article
Publication date: 10 October 2016

Valentin Gattol, Maria Sääksjärvi, Tripat Gill and Jan Schoormans

Previous research in the context of feature fit has examined the effects of congruence (i.e. more specifically, the extent to which a new feature and the product are similar in…

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Abstract

Purpose

Previous research in the context of feature fit has examined the effects of congruence (i.e. more specifically, the extent to which a new feature and the product are similar in the hedonic-utilitarian benefits they provide to consumers). The purpose of this paper is to examine a second dimension of feature fit: complementarity (i.e. the extent to which a new feature is related and contributing to the main functionality of the product).

Design/methodology/approach

The role of feature fit is examined in two experimental studies (n=593) in the context of feature additions, and also for feature deletions.

Findings

The results showed that complementarity adds value to a product as an additional dimension of feature fit beyond congruence, complementarity matters more for a hedonic than for a utilitarian product, and complementarity can compensate for lack of congruence.

Originality/value

For a product developer, adding new features to a product offers an array of choices in terms of what feature(s) to include. Although having a large pool of potential features to choose from is attractive it can also prove problematic, as products may become overly complex and features do not fit well together. The results demonstrate the importance of both congruence and complementarity as predictors of feature fit when features are added to or deleted from products.

Details

European Journal of Innovation Management, vol. 19 no. 4
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 21 September 2010

Mariëlle E.H. Creusen, Robert W. Veryzer and Jan P.L. Schoormans

Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a…

7186

Abstract

Purpose

Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a product also influences consumer perception of functionalities, quality, and ease of use. This paper therefore, seeks to assess how preference for visual complexity and symmetry depends on the type of product value that is important to people.

Design/methodology/approach

In a conjoint study the utility of visual complexity and symmetry in determining preference for eight VCR pictures are assessed (n=422). These utilities are used as dependent variables in regression analyses with the different product values (aesthetic, functionalities, quality, and ease of use) as independent variables.

Findings

The effects of visual complexity and symmetry on consumers' preferences depend on the product value to which consumers paid attention.

Research limitations/implications

To increase insight into the relationship between design and consumer product preference, the impact of a design on consumer perception of all types of product value – not only aesthetic value – should be taken into account.

Originality/value

This research has direct implications for managers overseeing aspects of product development relating to aligning the design effort with target customers and determining specific product design executions.

Details

European Journal of Marketing, vol. 44 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2004

J. Roland Ortt and Jan P.L. Schoormans

Diffusion of many successful communication technologies, like telephony and television technology, follows an almost perfect S‐shaped curve. This curve implies that, after their…

3520

Abstract

Diffusion of many successful communication technologies, like telephony and television technology, follows an almost perfect S‐shaped curve. This curve implies that, after their introduction, subsequent sales of products on the basis of these technologies can be predicted accurately. However, the diffusion of other breakthroughs in communication technologies, like interactive television, videotelephony or broadband mobile communication technology, shows a more erratic pattern. Introduction of these technologies is often postponed or, once introduced, they are quickly withdrawn from the market after the first disappointing results. Rather than distinguishing alternative patterns, this article shows that the S‐shaped curve and the more erratic patterns represent subsequent phases in one pattern of development and diffusion of breakthrough communication technologies. Three phases are distinguished in this pattern. Managerial implications of the differences between these phases are discussed. the paper shows that a company trying to introduce a new communication technology has to adopt different strategies in each phase.

Details

European Journal of Innovation Management, vol. 7 no. 4
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 8 March 2013

Sivakumar Alur and Jan P.L. Schoormans

Retailers' new product acceptance in base of pyramid (BoP) markets is crucial to marketers in this segment. This paper seeks to develop propositions for research on factors that…

2089

Abstract

Purpose

Retailers' new product acceptance in base of pyramid (BoP) markets is crucial to marketers in this segment. This paper seeks to develop propositions for research on factors that affect retailers in new product introduction. The propositions also aim to make a distinction between urban and rural BoP markets.

Design/methodology/approach

The paper provides a broad description of India's BoP market (one of the world's largest BoP markets) to better understand context. It uses literature from developed country context to BoP markets to arrive at research propositions for further research.

Findings

The key research propositions derived relate to exogenous and endogenous factors. Exogenous factors relate to store trading area, competitive environment, shopper characteristics and product diversity. The endogenous factors include store atmosphere, assortment and shelf space allocation, price and promotion. The differences across rural and urban BoP markets are highlighted for each proposition.

Practical implications

Understanding differences between rural and urban BoP retailers can help make crucial new product introduction decisions. Considering endogenous and exogenous factors that influence retailer acceptance decisions will make product introduction decisions successful.

Originality/value

BoP literature has been replete with research on marketers and products but less on retailing. This paper addresses that gap. In addition, very few papers make the distinction between urban and rural BoP markets and mostly across countries but not within a country. This paper places the distinction within the country. Finally, explaining how various factors influencing retailing differ in urban and rural contexts and developing propositions is a major original contribution of this paper.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 3
Type: Research Article
ISSN: 0959-0552

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Book part
Publication date: 21 August 2012

Oscar Person, Dirk Snelders and Jan Schoormans

Styling is plagued by prejudice in the literature on the management of design – making it a taboo to talk about styling and designers as stylists. At the same time, the ability of…

Abstract

Styling is plagued by prejudice in the literature on the management of design – making it a taboo to talk about styling and designers as stylists. At the same time, the ability of designers to shape the look and feel of products still represents the most defining work of designers. However, reduced to superficial changes in form, styling has been misrepresented as simplistic decoration that is of limited strategic interest for managers of design, especially when compared to the more immaterial (processual) qualities that the discipline has to offer.

In this chapter, we question the validity of the conceptualization above, arguing for a renewed interest in the work of designers as stylists. Building on a general reassessment of style in art and design, we appropriate Ackerman's (1962) work on style for studies on styling and the management of design. In doing so, we propose that styling relates to the problem-solving activities of companies, in which designers create and shape solutions and their expressions. By defining styling along these lines, we account for the ‘‘everyday’’ view that designers (as stylists) shape the look and feel of products, but we no longer disregard the central concern of designers to integrate their decisions on form and function when shaping the look and feel of new products in practice.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

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Article
Publication date: 4 May 2010

Ruth Mugge, Hendrik N.J. Schifferstein and Jan P.L. Schoormans

Past research on consumers' post‐purchase behavior has focused on understanding satisfaction. However, the consumer‐product relationship is much broader. This paper aims to deal…

14485

Abstract

Purpose

Past research on consumers' post‐purchase behavior has focused on understanding satisfaction. However, the consumer‐product relationship is much broader. This paper aims to deal with another aspect of post‐purchase behavior: the emotional bond consumers experience with their durables during ownership. The paper contributes to the literature on this topic by testing a conceptual model of product attachment and its relationships with satisfaction, and the determinants: utility, appearance, and memories.

Design/methodology/approach

Two experiments are presented in which the product categories photo cameras and mobile phones were used as stimuli to test the conceptual model.

Findings

Results show that the product's utility and its appearance positively affect both product attachment and satisfaction. For both product attachment and satisfaction, the pleasure elicited mediates the effects of utility and appearance. Only for product attachment, the presence of memories serves as an additional determinant that also moderates the effects of utility and appearance. Importantly, satisfaction has no direct effect on product attachment.

Originality/value

The paper contributes to the lack of knowledge concerning consumers' post‐purchase behavior by exploring the relationships between product attachment and satisfaction.

Details

Journal of Consumer Marketing, vol. 27 no. 3
Type: Research Article
ISSN: 0736-3761

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Book part
Publication date: 1 January 2009

Thomas J. Reynolds and Joan M. Phillips

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Article
Publication date: 2 October 2019

Yang Sun, Helen Huifen Cai, Rui Su and Qianhui Shen

The purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high…

1765

Abstract

Purpose

The purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high technology industries in China.

Design/methodology/approach

The traditional thinking is that products with high quality and low price will win more customers. However, the authors can notice that high quality products usually have high cost. Therefore, it is necessary to do more research on how customers can accept low quality products. The authors take fast fashion products and smart phones as empirical studies, collecting data from customer’s online survey. Based on the methodology of fuzzy set qualitative comparative analysis, the authors analyse the relationship between the factors of short life cycle, low quality, design and price and influence customer purchase intention.

Findings

The authors find that price is the most important influencing factor. Low price is a strong competitive factor in the market. As to low quality products, low price can be achieved relatively more easily than with high quality products, resulting from relatively poorer raw material or configurations. Hence the connection between quality and price may give an idea to enterprises that customers will accept low quality products with low price. Moreover, according to the research, different generations are equally affected by the low price condition, regardless of customer gender and household income.

Research limitations/implications

Because the study only focuses on fast fashion and smart phones industries, future work needs to replicate this study with individual data for different industries and with alternative methods to reinforce the confidence in the research. Meanwhile , this research studied mainly the customer perspective, it would be desirable to extend the study to the enterprise perspective and find out the difficulties that limit them in using low quality products to meet market needs. This may revel some cultural differences in purchase behavior among different countries and the discussed industries can be expanded to a larger area.

Practical implications

The study offers a number of managerial implications. With the rapid changes in people’s aesthetic sense and developing high-tech, it is more and more necessary for companies to think about how to win more customers and earn more profits. Low quality products have advantages as they will lower companies’ costs in many dimensions, improving the speed of supply. It helps firms to take low quality products into consideration and think whether they will influence different aspects of the company assistance firms to get a deeper understanding of customer psychology and make better decisions on their products.

Originality/value

The paper fills the gap in the research field by exploring how consumer behavior is affected by different conditions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Content available
Book part
Publication date: 21 August 2012

Abstract

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

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Book part
Publication date: 21 August 2012

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in…

Abstract

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in Strategic Management/International Business at The Pennsylvania State University. His current research interests are in technology sourcing and patent rights. He has published in various journals, including the Journal of International Business Studies, Management International Review, the Journal of International Management, Academy of Management Executive, and the Journal of Product Innovation Management.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

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