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Article
Publication date: 18 April 2017

Gargi Bhaduri and Nancy Stanforth

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by…

2477

Abstract

Purpose

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing involvement on such value perceptions. In today’s intensely competitive market environment marked by minimal product differentiation, marketers are often using the terms artisan, handcrafted or similar to indicate that their products are different, produced with care, are of higher quality and even premium.

Design/methodology/approach

For the study, a 2 (Involvement: High/Low) × 4 (Cues: Control/Artisan-made/Part of a curated collection/Handcrafted) × 2 (products replications: Jeans/Handbags) mixed model repeated measures experiment was designed. A sample of 487 adult female US consumers was recruited using a market-based research firm.

Findings

Results indicated that framing luxury products as artisanal using product descriptor cues influenced the perceived value of these products. Moreover, consumers’ fashion involvement positively influenced their perceived value for artisanal luxury products.

Originality/value

The study is one of the few attempts in understanding the value of artisanal luxury products. Given the importance of the artisanal luxury industry to the global economy, focusing on how consumers perceive the value of artisanal luxury products is important to marketers and practitioners as well as academicians. From a theoretical perspective, the study indicates fashion involvement as a predictor of consumers’ perceived value, thereby filling a gap in literature. The study used two different product categories to aid in generalizability of the results.

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 3 October 2016

Gargi Bhaduri and Nancy Stanforth

The purpose of this paper is to investigate the effect of product description cues as a way to differentiate luxury products for the absolute luxury consumer and the effect of…

4294

Abstract

Purpose

The purpose of this paper is to investigate the effect of product description cues as a way to differentiate luxury products for the absolute luxury consumer and the effect of individual traits such as need for uniqueness, product involvement, and product knowledge on consumers’ perceptions of expected price.

Design/methodology/approach

An adult sample of 253 female US consumers were recruited for an online survey.

Findings

Consumers’ need for uniqueness was related to their level of clothing involvement, which in turn was related to clothing knowledge. Fashion clothing involvement was positively related to participants’ product knowledge which in turn positively influenced participants’ perceived change in expected price of products in response to various product descriptors or cues related to absolute luxury products. In addition, younger consumers were found to be more involved in fashion clothing than older consumers.

Originality/value

This study extends the research into the luxury market and identifies elements of the marketing mix which might be manipulated to better inform potential customers about the luxury product. The study further emphasizes that product descriptors or cues can have an impact on price judgments, especially for highly involved and knowledgeable consumers. This is especially important to academicians as well as marketers since high fashion involved consumers have often been seen as drivers, influential, and legitimists of the fashion adoption process.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 20 September 2010

Nancy Stanforth and William Hauck

The purpose of this paper is to investigate one of the potential cues that may influence the price consumers are willing to pay for products. This paper seeks to investigate the…

3044

Abstract

Purpose

The purpose of this paper is to investigate one of the potential cues that may influence the price consumers are willing to pay for products. This paper seeks to investigate the use of ethically framed marketing efforts in influencing price perceptions among consumers of health and beauty products

Design/methodology/approach

The exploratory online experiment was completed in two parts: the first with 84 participants and the second with 61 participants.

Findings

Results show that consumers expect prices to be much higher when the product is produced under ethical conditions but they are willing to pay only slightly more for ethically produced products.

Research limitations/implications

The participants were a convenience sample and thus the results are not generalizable. While being socially responsible is an end in itself, consumers may not allow the firms to increase prices to cover the increased costs of production. It is not apparent that consumers fully expect to share in the cost of a social responsible global economy.

Originality/value

The study offers insight into the difficulty firms have in producing products in an ethical manner and passing those costs to their customers. Considering the global financial conditions in 2008/2009, it may be even more difficult for firms to maintain ethical production methods.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 15 May 2007

William E. Hauck and Nancy Stanforth

This research aims to investigate differences between cohorts and perceptions of luxury goods and services.

11687

Abstract

Purpose

This research aims to investigate differences between cohorts and perceptions of luxury goods and services.

Design/methodology/approach

A survey asked participants to rate goods to determine their perceptions of luxury. Participants also provided information concerning elasticity and motivations for purchasing goods and services. A total of 347 participants in three age groups completed the questionnaire.

Findings

The study shows that there are significant differences between cohort groups in their perceptions of luxury goods and services, especially between the oldest and youngest cohorts. The elasticity measures showed that for all three cohorts, certain goods and services were inelastic and, therefore, were considered not to be luxury goods. The reasons why people buy goods they do not need varied between cohorts.

Research limitations/implications

The results of the study may not be generalizable to other groups of consumers because it was a convenience sample.

Practical implications

The results of this study show that marketers need to tailor messages to individual cohort groups. Consumers' experiences at their “coming of age” do influence perceptions of luxury. There are different motivations for buying among the cohort groups. Identifying and leveraging these motivators in marketing communication will help to target these groups with appropriate messages. Marketers need to understand those motivations and develop communication campaigns that target those groups.

Originality/value

Little research has focused on the cohort perception of luxury. Although there is evidence to suggest there will be differences between age groups, this study seeks to investigate those differences to help marketers to tailor their messages more effectively.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Available. Content available
Article
Publication date: 6 March 2007

438

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 June 2006

Kim K.P. Johnson, Jeong‐Ju Yoo, Jongeun Rhee, Sharron Lennon, Cynthia Jasper and Mary Lynn Damhorst

The research purpose was to identify whether changes occurred between 2000 and 2003 in the retail channel use of rural consumers for searching product information and for…

3299

Abstract

Purpose

The research purpose was to identify whether changes occurred between 2000 and 2003 in the retail channel use of rural consumers for searching product information and for purchasing food and fiber products and to investigate whether differences existed between channel use groups (i.e. store only shoppers, store and catalog shoppers, and multi‐channel shoppers) concerning perceived time property, satisfaction with local offerings, community attachment, shopping criteria, and financial security.

Design/methodology/approach

Survey methodology was used. Questionnaires were mailed to participants living in non‐metropolitan statistical areas of the USA with populations less than 12,500. In 2000, 2,198 participants returned the questionnaire. Follow‐up questionnaires were mailed to the same participants during 2003 and returned by 847 participants. The analysis is based on the responses of the 847 participants.

Findings

To search for information on apparel, food, or home furnishing products, internet use increased slightly as did use of the internet to purchase apparel and home furnishings. Multi‐channel shoppers rated themselves as time‐pressed, dissatisfied with local offerings, unattached to their community, and unconcerned with financial security while shopping.

Practical implications

Rural consumers are slowly increasing their use of internet even as they report their satisfaction with shopping with local brick and mortar stores increased during the time period studied. The time is right for rural retailers to enhance both personal and professional relationships with their customers. Rural retailers can capitalize on consumer satisfaction and provide outstanding value and service to keep local customers in local markets.

Originality/value

The paper provides information on new and different retailing practices that satisfy rural consumers in the USA.

Details

International Journal of Retail & Distribution Management, vol. 34 no. 6
Type: Research Article
ISSN: 0959-0552

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