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Article
Publication date: 8 August 2016

Patricia Liebesny Broilo, Lélis Balestrin Espartel and Kenny Basso

Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy…

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Abstract

Purpose

Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy but also which sources to consult when searching for information that may aid decision-making. This study aims to understand how consumers choose their sources of information in pre-purchase external searches, given the information overproduction scenario.

Design/methodology/approach

Using a qualitative approach, data collected through interviews with consumers were analyzed under the technique of content analysis, and the results were synthesized into a framework.

Findings

Consumers tend to consider few sources of information, based on a previously built perception of which sources are more or less appropriate for consultation. Choice tends to be based on pre-established evaluation criteria involving the use of heuristics in the form of socialized images regarding those sources.

Research limitations/implications

Despite the study’s exploratory nature, the proposed framework sheds light into how consumers respond to information overproduction when choosing their sources, providing interesting venues for future investigations.

Practical implications

The study identified the possible occurrence of consumer confusion associated with information sources, extending the theoretical understanding of such a concept. Moreover, it revealed the need for managers to consider specific aspects related to the sources to be included in marketing communications.

Originality/value

This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 11 September 2017

Kátia Eloisa Bertol, Patricia Liebesny Broilo, Lélis Balestrin Espartel and Kenny Basso

This study aimed to understand young children’s influence on family consumer behavior by examining children's and parents’ points of view in the Brazilian context.

3561

Abstract

Purpose

This study aimed to understand young children’s influence on family consumer behavior by examining children's and parents’ points of view in the Brazilian context.

Design/methodology/approach

Through an exploratory approach, the study used focus group discussions and in-depth interviews. Specifically, to elicit children’s perceptions, two focus groups were conducted, and to capture the perspective of the parents, 8 families, via 12 participants, were interviewed.

Findings

Children’s use of information provided by the media in their attempts to influence family decisions is perceived positively by parents because such behavior helps parents to fulfill their parental duties.

Research implications

This study examines how young children perceive their influential role in family consumer decisions and how parents perceive this influence, given the existence of child adultization and adult infantilization.

Originality/value

The findings extend the discussions regarding the adultization of children and the infantilization of adults, revealing positive aspects of such a trend in association with consumer behavior.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 10 July 2017

Joana Tomazelli, Patricia Liebesny Broilo, Lélis Balestrin Espartel and Kenny Basso

The purpose of this study is to investigate older shopper behavior in a retail environment. The study focused on how the environment elements of supermarket stores influence older…

2836

Abstract

Purpose

The purpose of this study is to investigate older shopper behavior in a retail environment. The study focused on how the environment elements of supermarket stores influence older customers to interact with other customers when they shop for groceries.

Design/methodology/approach

Various qualitative research techniques were undertaken, including interviews with retail architecture experts, store employees, a psychologist and a gerontologist; in addition, five interviews followed by three focus groups were conducted with older shoppers in Brazil.

Findings

Customer-to-customer interactions that are related to the environment elements of supermarkets tend to influence the shopping experience of the older shoppers, which has an impact on satisfaction. Although some customers may value social contact, some interactions can involve discomfort and embarrassment.

Research limitations/implications

The study sheds light on the understanding of the influence of the environment elements of supermarket stores on customer-to-customer interactions, and it proposes such interactions to be a relevant strategy that is used by older customers to maximize their satisfaction, although such strategies can also lead to dissatisfaction.

Practical implications

The findings provide insights regarding the specific needs of older customers in a supermarket context, associated with the design and ambient elements of the store environment, which can be valuable for retailers and policy-makers.

Originality/value

Considering the limited understanding of older shoppers and their experiences, this study provides a thorough understanding of how the retail environment can influence customer-to-customer interactions that involve older shoppers. Moreover, the study captures how interactions, which are influenced by the retail environment, can result in dissatisfaction; however, such interactions can also be used by older customers to modify their satisfaction with the shopping experience.

Details

Journal of Services Marketing, vol. 31 no. 4/5
Type: Research Article
ISSN: 0887-6045

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