Leisure Shopping Behavior and Recreational Retailing:A Symbiotic Analysis of Marketplace Strategy and Consumer Response

Consumers often benefit from increased competition in differentiated product settings during leisure shopping season. The wide choice, atmosphere, convenience, sales people, refreshments, location, promotional activities and merchandising policy are associated during the leisure shopping. The consumer shopping behavior during leisure is largely driven by the recreational infrastructure as a competitive strategy of retailers. This also helps developing store loyalty, innovative concern and the high perceived customer values whereby individuals experience enjoyment from shopping. This paper aims to analyze through an empirical investigation in Mexico, drivers which influence consumers’ leisure shopping behavior and measure customer value in terms of levels of satisfaction. The study also focuses on the role of in-store recreational infrastructure and retail selling strategies in swaying the leisure shopping and driving store loyalty.Recreational retailing, shopping behavior, store loyalty, customer value, production attractiveness, brand variability

Dynamic modeling of web purchase behavior and e-mailing impact by Petri net

In this article, the authors introduce Petri nets to model the dynamics of web site visits and purchase behaviors in the case of wish list systems. They describe web site activities and their transition with probability distributions and model the sequential impact of influential factors through links that better explain web purchase behavior dynamics. The basic model, which analyzes site connections and purchases to explain visit and purchase behavior, performs better than a classical negative binomial regression model. To demonstrate its flexibility, the authors extend the wish list Petri net model to measure the impact of e-mailing intervals on visit frequency and purchase.internet; wish list; e-mail; Petri net; dynamic model

Category Management in the food industry

A lo largo de este Trabajo de Fin de Grado, se ha analizado el concepto de Gestión por Categorías, los objetivos que persigue su implantación, así como las ventajas e inconvenientes que genera para fabricantes, distribuidores y consumidores y de qué manera establecerla de forma correcta en las empresas; todo esto fruto de una extensa investigación bibliográfica. Del mismo modo, se han analizado casos exitosos de empresas que han llevado a cabo de una forma reseñable la Gestión por Categorías. Por otro lado, se ha realizado un estudio empírico basado en encuestas online a consumidores y entrevistas personales a dos distribuidores de la industria alimenticia (Alcampo, S.A. y Hermanos López Antoranz, S.A.). Finalmente, las conclusiones, limitaciones y opciones de mejora han sido expuestas, con el objetivo de comparar los resultados conseguidos con el marco conceptual.Throughout this Bachelor Thesis, the concept of Category Management, the pursued objectives of its implementation, as well as the advantages and drawbacks that generate for manufacturers, distributors and consumers and in which way it should be correctly established in firms have been analysed; by means of an extensive bibliographic investigation. In the same way, successful firms’ cases that have applied Category Management in a remarkable manner have been studied. Furthermore, it has been carried out an empirical study based on online surveys to consumers and face to face personal interviews to two distributors of the food industry (Alcampo, S.A. and Hermanos López Antoranz, S.A.). Finally, the conclusions, limitations and ways of improvement are given, with the goal of comparing the achieved results with the conceptual framework

オムニチャネル小売業におけるファッション商品の品切れに対する対応のモデル化分析

筑波大学 (University of Tsukuba)201

Marketing plan of Tymbia Solutions

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2017-201

Critical success factors of communication strategy: project for Forall Phones

Positioning a business in the market has become a hefty challenge due to the exponential evolution of technology since it enabled the birth of new ways of transmitting and receiving information. In this project, critical factors of communication within the refurbished technology market were identified. Furthermore, the main objective was to develop a strategy, formed by a set of practices and actions, aiming to ensure the sustainability of Forall Phones' competitive advantage in this market. Initially, a literature review was carried out, enabling the formulation of a conceptual framework that supported the determination of the specific objectives of the study, as well as the definition of the methodology to be applied - the case study. Concerning the conducted diagnosis, the results were analysed: the 3 focus groups, with 12 brand ambassadors; the questionnaire, with a sample composed of 246 respondents; and benchmarking to communication practices among different industries. The results revealed the need to increase brand awareness, encourage consumer engagement with the brand through social networks, and revolutionize the company's ability to manage relations with its customers after the purchase moment. The project was structured in three main proposals: the co-creation of content for social networks, the optimization of the website's functionalities and the creation of an application for post-purchase services. The suggestions were presented, contemplating their planning and organization, methods of evaluation and control, as well as the expected results. Finally, the conclusions and further management implications were presented.Posicionar uma empresa num mercado tornou-se um grande desafio devido à evolução exponencial da tecnologia, pois viabilizou o surgimento de novas formas de transmissão e receção de informação. Neste projeto, foram identificados os fatores críticos de sucesso da comunicação, no mercado de tecnologia recondicionada em Portugal. O principal objetivo incidiu no desenvolvimento de uma estratégia, composta por um conjunto de práticas e ações, visando garantir a sustentabilidade da vantagem competitiva da Forall Phones. Foi realizada uma revisão de literatura, possibilitando a formulação do quadro conceptual que suportou a determinação dos objetivos específicos do estudo, bem como a definição da metodologia a aplicar - o estudo de caso. Face ao diagnóstico realizado, foi executada a análise dos resultados: dos 3 grupos focais, com 12 embaixadores da marca; do questionário, com uma amostra composta por 246 respondentes; e do benchmarking a práticas de comunicação em diferentes indústrias. Os resultados apontaram para a necessidade de aumentar o reconhecimento da marca, incentivar o envolvimento do consumidor através das redes sociais, e revolucionar a capacidade da empresa de gerir as relações com os seus clientes, após o momento de compra. O projeto foi estruturado em três propostas principais: a cocriação de conteúdos para as redes sociais, a otimização das funcionalidades do "website" e a criação de uma aplicação para serviços pós-compra. As sugestões foram apresentadas, contemplando o seu planeamento e organização, métodos de avaliação e controlo, bem como os resultados esperados. Por fim, foram apresentadas as conclusões e implicações futuras para a gestão

Marketing management in implementing digital branding and online marketing when facing the covid-19 pandemic

There is a downturn in the business and financial world due to the impact of the Covid-19 pandemic. This causes the need for an alternative form as a solution so that the products owned can still be marketed to consumers. Business people can do this by utilizing online marketing and digital branding to the fullest as a way of communication that can be done with consumers. This study aims to analyze how marketing and digital branding can be implemented during the Covid-19 pandemic. This research is qualitative, with data obtained from various research results and previous studies that are still related. This study found that online marketing strategies and digital branding were effective enough to be carried out during the Covid-19 pandemic. In addition, the implementation of online marketing and digital branding needs to be done optimally

Under pressure: an integrative perspective of time pressure impact on consumer decision-making

Time pressure (TP) constrains consumers’ decisions: stores have fixed opening hours, promotions have deadlines, and a house for rent may not be available tomorrow. Evidence about the impact of TP on decision-making suggests that when facing complex decisions, consumers do not process all the information, ground decisions upon a restricted set of attributes, and are less likely to defer choices, but still accomplish utility choices. However, these effects of TP have been typically observed in experimental paradigms that manipulate specific deadlines for task completion. In two experiments involving consumer goods and service choices we have introduced two additional TP manipulations (time limited price discount and stock-out threat), building an integrative approach where information processing strategies, choice deferral, and final choice utility were measured. Our results emphasize the differences between TP manipulations. When applied to real buying contexts, price discounts may not be so effective anymore, whereas stock-out threats have surprising effects, decreasing deferral and final choice utility. These findings contribute to a better understanding of the differences between decision-making upon consumer goods and services, discriminating the effects of TP in real scenarios.info:eu-repo/semantics/acceptedVersio

Market-Based Models for Digital Signage Network Promotion Management

Digital signage network (DSN) is capable of delivering customized content to designated screens in a real-time or near real-time manner, which provides tremendous potential for building dynamic demand stimulation tools. However current DSN media buying process is mainly carried out through manually conducted negotiation between the DSN operator and the advertisers. This practice does not capitalize the unique technology advantage offered by the newly emerged advertising medium. We propose automated DSN media buying models which allow advertisers to customize their promotion schedules in a highly responsive manner. Specifically, we design a direct revelation mechanism and an iterative bidding model for DSN promotion scheduling. We show that the direct revelation mechanism computes optimal solutions. We evaluate the revenue performance of the iterative bidding model through a computational study. The implementation of the iterative bidding mechanism is also described