Point of Sales Promotions and Buying Stimulation in Retail Stores

This paper analyzes drivers of compulsive buying behavior induced by store based promotion through empirical investigation in Mexico. The buying behavior in reference to point of sales promotions offered by retailing firms and determinants of sensitivity towards stimulating shopping arousal and satisfaction among customer in building store loyalty have been discussed in the paper. This study also builds arguments around convergence of attractiveness of point of sales promotions and effectiveness of customer services as a tool for gaining competitive advantage in the retail business environment. The results indicate that point of sales promotion programs have become the principal tool of retailing in Mexico to acquire new customers and retain the loyal customers. It is also found during the study that loyal customers are attracted to the store brands during the promotional offers while new shoppers are price sensitive and are attracted by the in-store ambience of sales promotions and volume discounts.Sales promotion, shopping arousal, store loyalty, buying behavior, retailing, customer relations

Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

Understanding the U.S. Generic Advertising System and Its Role in Information Management Among Commodities and Food Systems

Understanding the U.S. Generic Advertising System and Its Role in Information Management Among Commodities and Food SystemsGeneric promotions, checkoff, demand, Agribusiness, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Production Economics, Risk and Uncertainty,

Economic Consequences of Mandated Grading and Food Safety Assurance: Ex Ante Analysis of the Federal Marketing Order for California Pistachios

Crop Production/Industries, Food Consumption/Nutrition/Food Safety, Marketing,

Financial Benefits of Florida Generic Orange Juice Marketing

The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.marketing mix, marketing spend optimization, checkoff program, orange juice, benefit to cost ratio, Marketing,

Orchestration of the Marketing Strategy under Competitive Dynamics

Constructing suitable marketing strategy and implementing it effectively is an art and science both like orchestration of a symphony. The discussion in this paper blends this analogy with the science of marketing demonstrating the levels of strategy development in a competitive marketplace. The paper presents the marketing-mix in contemporary context and argues that performance of a marketing firm can be maximized, when a firm develops a creative marketing strategy and achieves marketing strategy implementation effectiveness. The discussion in the paper reveals that marketing managers of different levels simultaneously operate within the firm and perceive the need for strategy development with varied preferences. A consequence of this is development of robust strategies and their effective implementation which, in turn, leads to increased market performance. Thus, it is important for researchers to investigate various strategy integration perspectives and this paper provides guidance by reviewing the existing literature.Marketing strategy, strategy integration, marketing-mix, customer value,strategy implementation, market competition, risk factors, brand building, customer centric strategy, routes to market

E-logistics of agribusiness organisations

Logistics is one of the most important agribusiness functions due to the idiosyncrasy of food products and the structure of food supply chain. Companies in the food sector typically operate with poor production forecasting, inefficient inventory management, lack of coordination with supply partners. Further, markets are characterised by stern competition, increasing consumer demands and stringent regulation for food quality and safety. Large agribusiness corporations have already turned to e-logistics solutions as a means to sustain competitive advantage and meet consumer demands. There are four types of e-logistics applications: (a) Vertical alliances where supply partners forge long-term strategic alliances based on electronic sharing of critical logistics information such as sales forecasts and inventory volume. Vertical alliances often apply supply chain management (SCM) which is concerned with the relationship between a company and its suppliers and customers. The prime characteristic of SCM is interorganizational coordination: agribusiness companies working jointly with their customers and suppliers to integrate activities along the supply chain to effectively supply food products to customers. E-logistics solutions engender the systematic integration among supply partners by allowing more efficient and automatic information flow. (b) e-tailing, in which retailers give consumers the ability to order food such as groceries from home electronically i.e. using the Internet and the subsequent delivery of those ordered goods at home. (c) Efficient Foodservice Response (EFR), which is a strategy designed to enable foodservice industry to achieve profitable growth by looking at ways to save money for each level of the supply chain by eliminating inefficient practices. EFR provides solutions to common logistics problems, such as transactional inefficiency, inefficient plant scheduling, out-of-stocks, and expedited transportation. (d) Contracting, a means of coordinating procurement of food, beverages and their associated supplies. Many markets and supply chains in agriculture are buyer-driven where the buyers in the market tend to set prices and terms of trade. Those terms can include the use of electronic means of communication to support automatic replenishment of goods, management of supply and inventory. The results of the current applications of e-logistics in food sector are encouraging for Greek agribusiness. Companies need to become aware of and evaluate the value-added by those applications which are a sustainable competitive advantage, optimisation of supply chain flows, and meeting consumer demands and food safety regulations. E-business diffusion has shown that typically first-movers gain a significant competitive advantage and the rest companies either eventually adopt the new systems or see a significant decline in their trading partners and perish. E-logistics solutions typically require huge investments in hardware and software and skilled personnel, which is an overt barrier for most Greek companies. Large companies typically are first-movers but small and medium enterprises (SMEs) need institutional support in order to become aware that e-logistics systems can be fruitful for them as well

Consumer Culture and Purchase Intentions towards Fashion Apparel

This study examines the effectiveness of different fashion marketing strategies and analyzes of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and externalmarket knowledge. The study examines the determinants of consumer behavior and their impact on purchase intentions towards fashion apparel. The results reveal that sociocultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.Consumer behavior, purchase intention, socio-cultural values, designer brands, store brands, fashion apparel, brand promotion, personalization, fashion retailing, psychographic drivers