The nature of competition between different tiers (e.g. high‐tier vs low‐tier brands) has become an important research domain for academic researchers and marketing managers…
Abstract
The nature of competition between different tiers (e.g. high‐tier vs low‐tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter‐tier competition is growing at an increasing rate, there has not been a comprehensive attempt to summarize the research in this stream. The objective of this article is to synthesize the research on inter‐tier competition, extract the key findings, discuss managerial implications, and offer future research directions.
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Raj Sethuraman and Catherine Cole
Identifies some managerially relevant factors that influence the size of the price premium that consumers will pay for national brands over store brands in grocery products. We…
Abstract
Identifies some managerially relevant factors that influence the size of the price premium that consumers will pay for national brands over store brands in grocery products. We define price premium as the maximum price consumers will pay for a national brand over a store brand, expressed as the proportionate price differential between a national brand and a store brand. Overall, perceived quality differential accounts for about 12 percent of the variation in price premiums across consumers and product categories and is the most important variable influencing price premiums.
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Subhadip Roy, Raj Sethuraman and Rashmita Saran
The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and…
Abstract
Purpose
The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to investigate the influence of consumer demographic and personality characteristics on fashion shopping proneness (FSP) in India.
Design/methodology/approach
Data were collected from 561 respondents using mall intercept survey method. Hypothesized relationships were assessed using multiple regression and structural equation modelling.
Findings
Traditional view that younger and female consumers are more fashion prone than older and male consumers is validated. However, demographics accounted for only 9 per cent of the variance in FSP while personality characteristics accounted for 46 per cent. Being agreeable, extroverted, open minded, and stable are all positively associated with fashion shopping.
Research limitations/implications
The study finds both personality dimensions and consumer demographics to influence FSP. As a limitation, the authors do not probe deep into the why and how of the mentioned relationships between personality and fashion buying.
Practical implications
With respect to demographics, managers could target young females as the primary segment for fashion clothing but cannot ignore young males and older females. With respect to personality, managers can appeal to agreeable, extroverted, open-minded personalities by linking novelty, fun, relaxation, and recreation with fashion buying.
Originality/value
This is one of the first attempts that simultaneously investigates the effects of demographic and personality characteristics on fashion shopping behaviour in India.
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Rashmita Saran, Subhadip Roy and Raj Sethuraman
The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the…
Abstract
Purpose
The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context.
Design/methodology/approach
Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools.
Findings
Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, positive emotions were found to mediate the relation between personality and fashion involvement.
Research limitations/implications
The major implication of the present study is that impulse buying in fashion may be resultant of a complex network of interlinked constructs. One limitation is the restriction to the Indian context.
Practical implications
The findings note the need for creation of an experiential environment for a fashion shopper that could lead to positive emotions and subsequently impulse purchase.
Originality/value
The present study for the first time integrates constructs such as personality, emotions, involvement and impulse buying in the same conceptual model and tests it empirically.
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Reports the experiment conducted by a direct mail company todetermine whether a free gift offer would generate incremental sales.Finds that packet mailed with a coupon generated…
Abstract
Reports the experiment conducted by a direct mail company to determine whether a free gift offer would generate incremental sales. Finds that packet mailed with a coupon generated more sales than the control packet (no coupon), and finds that the third packet, in which the coupon offer was coupled with a requirement that the customer complete a questionnaire, generated significantly more sales than the coup alone. Claims that further research is required to determine whether the results would be similar for coupons delivered by methods other than direct mail.
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Connie Rae Bateman, Neil C. Herndon and John P. Fraedrich
This paper represents a discussion of transfer pricing (TP). Key factors are identified and propositions developed from tax accounting and other perspectives. Stages of the TP…
Abstract
This paper represents a discussion of transfer pricing (TP). Key factors are identified and propositions developed from tax accounting and other perspectives. Stages of the TP decision process are identified along with the critical factors directly affecting sales and a TP audit. Propositions are derived which show relationships among these variables and tax rates, competition, and TP methodologies. Finally, academic research implications are suggested.