How Health Claims on Product Packaging Influence Consumer Perceptions and Purchase Decisions

The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on a health knowledge scale are more likely to be influenced by packaging claims. Implications for marketers are further discussed in the body of the paper

The social side of brick and mortar: the impact of brand-related user-generated content on different consumer typologies in food retailing

Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments into which brand-related UGC consumers can be categorized: Brand Lovers, True-Blues, Detached Customers, and Confiding Customers. These clusters are distinct in terms of trust toward brand-related UGC, loyalty, brand-related UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies. From a managerial point of view, our findings suggest how to best engage with the determined consumer typologies and highlight the importance of social media for off-line businesses

The role of selected E-Retailer attributes and behaviours in cultivating online shoppers' repurchase intention

Abstract : This study evaluated the impact of selected online retailer attributes and behaviours on online shoppers’ repurchase intention. A model testing affordable delivery cost, transactional protection and order fulfilment was used to determine the impact of these attributes on shoppers’ repurchase intention. Data was collected from 580 online shoppers who had made online purchases within the three months preceding the survey. The model was tested using the structural equation modeling technique. The findings suggest that online retailers who offer affordable delivery, transaction protection and prompt order fulfilment have a significant direct effect on shoppers’ repurchase intention. The managerial implications of the findings are presented

A structural equation model of the determinants of repeat purchase behaviour of online grocery shoppers in the UK

PhD ThesisThe thesis aims at developing a structural equation model of the determinants of repeat online grocery shopping behaviour. In particular, it examines online grocery shopping behaviour, sample and characteristics of shoppers, identifies key constructs that are the determinants of online grocery repurchase behaviour, and formulates a structural equation model in terms of the key determinants. Previous key literatures related to online grocery shopping are first reviewed and a conceptual framework comprising the various hypotheses is proposed, and then empirically examined. Quantitative research method based on an online survey is employed and a total of 333 respondents form the sample for this research. Confirmatory factor analysis is used to assess the fit of the measurement model and to refine the constructs. Structural model is also employed to investigate any causal relationships among the constructs based on the proposed model and the hypotheses paths. With respect to the results of demographic profiles, online grocery shoppers are identified as women, age group of 18-34 years old, full-time workers, having a moderate income and higher educational level, and living with another adult without children. In addition, the results indicate that six constructs, perceived usefulness, perceived ease of use, shopping enjoyment in a store, social influence, post-purchase attributive satisfaction and attitudes towards online grocery shopping, are involved in the consumer’s repeat online grocery shopping behaviour. Moreover, the proposed theoretical framework has all consistent and valid scales for each of the constructs, and the measurement model for each construct shows good measures of fit explaining data reasonably well. Associated with the structural model, it is found that the construct of post-purchase attributive satisfaction has the strongest direct effect on consumers’ attitudes towards online grocery shopping, and the strongest both direct and indirect effects on consumers’ repeat online grocery purchasing intentions. Indirect route is developed through consumer’s attitude although this route is much weaker than that from direct relationship.Newcastle University International Postgraduate Scholarship

Back to the city: the re-emergence of the urban grocery store in mid-sized cities

This paper investigates how an urban grocery store can be tailored to fit into an urban context and adapt to the urban consumer. In approaching this research, the researcher observed two successful urban grocery stores in medium sized cities in North Carolina and compared the visual evidence to previous research of grocery scholars. The investigation looks at the urban grocery store as an essential feature of a successful revitalized downtown. The stores selected for this research are located in Charlotte and Raleigh, NC. These urban stores have clearly set themselves apart from their competitive suburban grocery stores by tailoring their store circulation, department location, display fixtures, lighting, and overall ambiance of the store. The décor and music of the two urban stores were also examined in the visual analysis process. The researcher conducted a visual study by collecting field notes and used photo-documentation of the two urban stores, then analyzed the grocery stores' exterior and interior architecture. The findings were then compared to what previous grocery scholars outlined as the traits of an urban grocery store. A pattern emerged during the analysis process, which confirmed existing theories. The gaps in the research were filled by looking at the visual evidence of these two urban stores. The researcher found that most of the characteristics that make an urban grocery store successful were implemented in the two urban stores. The stores were similar in their location, target clientele, architecture, and store layout. The two stores are both located on desirable urban sites that are convenient to other downtown amenities. They also target the same customers who are usually high-income singles, young professionals and empty nesters. Both stores blend their exterior architectural features with surrounding buildings, and the store layouts fit with the needs of the community. This thesis has clarified what characteristics are desired of the urban grocery store in order to be accepted in an urban environment and how the store's existence could contribute to downtown revitalization efforts