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Article
Publication date: 10 October 2016

Olivier Badot, Joel Bree, Coralie Damay, Nathalie Guichard, Jean Francois Lemoine and Max Poulain

The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.

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Abstract

Purpose

The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.

Design/methodology/approach

A semiotic analysis of nearly 50 books published over the past 60 years.

Findings

These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction.

Originality/value

The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 16 March 2010

Kafia Ayadi and Joël Bree

This paper aims to describe an ethnographic research study conducted within French families in order to examine the transfer of food learning between parents and children.

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Abstract

Purpose

This paper aims to describe an ethnographic research study conducted within French families in order to examine the transfer of food learning between parents and children.

Design/methodology/approach

An ethnographic study in the respondents' home was conducted. Semi‐directive interviews with children and parents and observation were carried out in heterogeneous families.

Findings

Results indicate that food meal time is a way of socializing family members in consumption skills related to food. Food learning took place in two ways: from parents to children and from children to parents. Through different socialization factors, children will discover new food products or food practices and will be able to bring them to the home. By sharing these new experiences, children teach (directly or indirectly) parents new consumption skills related to the food domain. The food environment (e.g: familial atmosphere, interactions around the meal), more than the act of eating itself allows for a better understanding of food transmission within the family.

Research limitations/implications

These findings would be of benefit to public policy as well as to investors and food manufacturers by integrating the reverse socialization aspect. Limits and research perspectives are discussed after the presentation of the results.

Originality/value

The paper investigates interactions between parents and children within their natural setting: their home.

Details

Young Consumers, vol. 11 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 September 2006

Kafia Ayadi and Brian Young

A lot of factors lead to the development of overweight and obesity in children. This article highlights that in this context, preventing childhood obesity must be at the core of…

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Abstract

Purpose

A lot of factors lead to the development of overweight and obesity in children. This article highlights that in this context, preventing childhood obesity must be at the core of the various agencies’ priorities such as food industry, stores, parents, schools, authorities as well as advertising agencies.

Design/methodology/approach

A critical examination of the existing literature led to a considered evaluation of the EPODE programme.

Findings

Preventing childhood obesity needs collaboration between all the concerned parts through a common project.

Research limitations/implications

The evaluation of the programme would benefit from a systematic analysis of investment and measurable outcomes. There are important implications for planning public policy in local communities as identification of relevant stakeholders should be considered from the outset.

Originality/value

The EPODE case is a uniquely French programme that included almost all the town community (government, school, children, parents, food and drink manufactures, etc) through a common objective: preventing childhood obesity.

Details

Young Consumers, vol. 7 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Available. Content available
Article
Publication date: 16 March 2010

Dr Brian Young

377

Abstract

Details

Young Consumers, vol. 11 no. 1
Type: Research Article
ISSN: 1747-3616

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Case study
Publication date: 16 August 2021

Petra Pavlovic, Mignon Reyneke and Sarah Boyd

Identify the advantages and disadvantages of being first-to-market with a new product in a new environment. Explain the differences between business-to-business (B2B) and B2C…

Abstract

Learning outcomes

Identify the advantages and disadvantages of being first-to-market with a new product in a new environment. Explain the differences between business-to-business (B2B) and B2C markets, how they are interconnected in the speciality consumer good category and the challenges of developing a balanced strategy for both. Assess the competitive positions of different market players within both B2B and B2C. Analyse the role of brand in a niche market and how brand perception influences consumer behaviour. Identify and assess the different strategies for growth in an evolving niche market.

Case overview/synopsis

Origin Coffee is an artisan coffee roaster in South Africa grappling with rising competition, evolving consumer tastes and brand management concerns. As an early entrant, Origin largely created the niche market for speciality coffee across the country as both a retail coffee shop and a wholesale supplier to independent shops and businesses. This case follows founder Joel Singer 15 years later, in August 2020, as he contemplates how to scale the business, which has cultivated a brand synonymous with quality and excellence. Repeated efforts to expand the Origin footprint have met with disappointment and the business is still operating exclusively from its original roastery-café in Cape Town. Yet, the customer perception is that Origin is an industry giant – an established player that has outgrown its plucky upstart status. Origin also faces an increasingly crowded competitive landscape of local artisan roasters and larger chains. The case showcases the power of entrepreneurial innovation to cultivate a new niche market, as well as the risks of playing in a market that is very narrow and immature. Students are left to determine what Origin’s place in the future of South African coffee can and should be.

Complexity academic level

This case is appropriate for students enrolled in postgraduate programmes such as Master of Business Administration and Executive Education programmes. Although the case learnings are transferrable, this case will be particularly useful to students with interests in entrepreneurship, B2B and B2C market strategies and niche market strategy.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 11 no. 3
Type: Case Study
ISSN: 1753-8254

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Article
Publication date: 19 October 2015

Nedra Bahri-Ammari and Khaldoon Nusair

This study aims to show the contribution of the determinants of customer relationship management (CRM), namely, customer-centric organizational culture and customer-centric…

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Abstract

Purpose

This study aims to show the contribution of the determinants of customer relationship management (CRM), namely, customer-centric organizational culture and customer-centric management system, in explaining CRM performance. The moderating role of employee support has also been examined.

Design/methodology/approach

A questionnaire was administered to 406 CRM users in 15 four- and five-star hotels in Tunisia. Data were analyzed using structural equation modeling.

Findings

The results show that a consumer-centric managerial system positively affects CRM technology. Managerial system contributes to have an efficient CRM technology implemented that provides sales force with customer information, competitor information, leads for cross-sell/up-sell opportunities, tracks product availability and measures customer loyalty. These dimensions are negatively affected by a consumer-centric organizational culture. CRM technology once implemented with an adapted consumer-centric vision will enhance the CRM performance. Moreover, the use of CRM technology by employees leads to higher performance. CRM performance can improve when different CRM components are used and supported by employee. Exchange of relevant information that provides technology can improve in regaining lost customers, in acquiring customers and in improving the total return per customer and reducing customer migration.

Practical implications

The findings help managers to consider adopting a customer-oriented CRM strategy that considers all the variables that may affect the performance of this technology (initiation, maintenance and retention). Companies will be able to reconsider some notions related to CRM strategies: restructuring the human factor, disseminating information, changing hotel culture and training of users.

Originality/value

This study is the first to explain CRM performance in Tunisian hotels. It helps to highlight the importance of the visitors’ behavior in hotels, which explains, among other things, the difficulty of maintaining long-lasting relationship with hotel guests, despite a good system management and a good customer-centric culture.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 15 August 2016

Nedra Bahri-Ammari and Khalid S. Soliman

The aim of this study is examine customer relationship management (CRM) effect on enhancing customer satisfaction and on improving customer retention. In this study, the impact of…

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Abstract

Purpose

The aim of this study is examine customer relationship management (CRM) effect on enhancing customer satisfaction and on improving customer retention. In this study, the impact of CRM on loyalty in the pharmaceutical sector in Tunisia is studied. Service quality perception, customer satisfaction, loyalty, retention and firm profitability have been tested as independent variables. This study highlights the importance of CRM and service quality perception in maintaining a sustainable and profitable relationship with customers.

Design/methodology/approach

A survey research design was used to collect data. In total, 221 respondents from 5 pharmaceutical companies in Tunisia were involved in the study. Exploratory and confirmatory analyses were adopted to examine the effect of CRM technology on profitability. Structural equation modeling was used to validate results.

Findings

The results show that there are significant relationships between CRM and quality perception, satisfaction and loyalty. However, there are no significant relationships either between CRM and retention or between CRM and profitability.

Research limitations/implications

Fitting CRM scale with the context of the study and the number of the survey companies was the limitation of this research.

Practical implications

This study provides significant results to practitioners to understand the role of establishing a CRM strategy and to understand the selected factors affecting customer satisfaction and retention as well.

Originality/value

This study was conducted in Tunisia to contribute to enrich literature in the implementation of information technology and customer satisfaction.

Details

Management Research Review, vol. 39 no. 8
Type: Research Article
ISSN: 2040-8269

Keywords

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Article
Publication date: 1 December 2014

Zeghache Nora

The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children’s brand name memorization (recall and recognition). This research…

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Abstract

Purpose

The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children’s brand name memorization (recall and recognition). This research examined the impact of age and school grade on brand name memorization and on the relationship between packaging colour and memorization.

Design/methodology/approach

The experimentation concerned 160 French children from seven to 12 years old.

Findings

The results showed that chromatic colour of packaging has a positive impact on brand name recognition but not on the recall. Furthermore, the age variable has a significant positive effect on recall capacity but not on brand name recognition.

Research limitations/implications

Other variables can be introduced in the conceptual model, like product involvement (by adding other products), children’s colour preference, hue and value colour (by included diverse colours).

Practical implications

Children’s importance as a commercial target is increasing, marketing managers have to differentiate their products on the shelves. Consequently, the choice of the packaging dominant colour appears to be a crucial strategic decision, because it allows children to recognize the brand name. Professionals have to adapt their strategies of differentiation to children’s ages knowing that younger children need more visual stimuli than older ones.

Originality/value

This research has important theoretical contributions. There is very little research on the effect of packaging on children’s purchasing behaviour. Moreover, no research has studied the impact of colour packaging on children’s memorization (seven to 12 years old).

Details

International Journal of Retail & Distribution Management, vol. 42 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

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