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Book part
Publication date: 2 September 2014

Raymond R. Burke and Alex Leykin

To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit…

Abstract

To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit only a fraction of a store’s departments and categories, examine a small subset of the available products, and often make selections in just a few seconds. New research techniques can help marketers understand how customers allocate their attention and assess the impact of in-store factors on shopper behavior. This chapter summarizes studies using observational research, virtual reality simulations, and eye tracking to identify the drivers of shopper attention, product engagement, and purchase conversion. These include shopper goals; product assortment, package appearance, price, and merchandising; shelf space allocation, organization, and adjacencies; and salesperson interaction. The research reveals that small changes in a product’s appearance and presentation can have a powerful impact on consideration and choice.

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Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Article
Publication date: 1 December 2001

Robert L. Underwood, Noreen M. Klein and Raymond R. Burke

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of…

21973

Abstract

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private‐label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.

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Journal of Product & Brand Management, vol. 10 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 March 1991

Rajendra S. Sisodia

Explores the application of expert systems in the field of servicesmarketing. Describes the basics of the technology along with severalhypothetical systems. Concludes with a brief…

232

Abstract

Explores the application of expert systems in the field of services marketing. Describes the basics of the technology along with several hypothetical systems. Concludes with a brief examination of costs versus benefits, system design and implementation issues, together with the potential for other artificial intelligence technologies to contribute to the management of services marketing. Notes that advanced applications such as expert systems will dramatically change the competitive landscape of the future.

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Journal of Services Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 0887-6045

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Book part
Publication date: 3 July 2018

Abstract

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Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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Book part
Publication date: 1 August 2017

Abstract

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Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

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Book part
Publication date: 27 June 2016

Abstract

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Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

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Book part
Publication date: 2 May 2015

Abstract

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Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

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Book part
Publication date: 19 September 2019

Abstract

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Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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Book part
Publication date: 2 September 2014

Abstract

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Article
Publication date: 6 June 2022

Abhishek Kumar Singh, Bharat Singh Patel and Cherian Samuel

Infrastructural revolution, intense competition and customer attraction towards organised apparel retailing in India are potentially affecting traditional retailing. The authors…

821

Abstract

Purpose

Infrastructural revolution, intense competition and customer attraction towards organised apparel retailing in India are potentially affecting traditional retailing. The authors seek to identify the factors that customers perceive during shopping in organised apparel retail store. This study also investigates the indirect effects of identified factors on behavioural outcomes such as loyalty.

Design/methodology/approach

The study randomly selected the customers immediately after shopping to minimise the experience's carryover effects. A sample of 648 customers was collected. Data were analysed using multivariate analysis of covariance.

Findings

The study has found that in-store logistics is the second order factor with ease of return, on-shelf availability, product accessibility, shopping convenience, and product information as the variables. The result shows that in-store logistics, store environment, store communication, merchandise assortment, perceived price and employee attribute influence customer satisfaction. As expected, these factors indirectly influence the loyalty.

Research limitations/implications

This study focused on organised multi-brand apparel retailing, and the survey was conducted in a tier-II city of India only. Hence, any attempt to generalise the findings must be undertaken with caution.

Practical implications

In the context of multi-brand retailing, competition is fierce. New entrants and traditional apparel retailers hesitate to adopt organised apparel retailing. The findings of this study can be helpful for new entrants and traditional apparel retailers to adopt organised apparel retailing.

Originality/value

Previous studies in the field of multi-brand retailing have mainly focused on the marketing aspect of retail stores. This study contributes to the operations aspect and tests the impact of operational function (in-store logistics) on customer satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 11
Type: Research Article
ISSN: 0959-0552

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