Marketing images and consumers' experiences in selling environments

In a well-functioning market, consumers exert choices not just in purchases of products but also in selections of locations to enjoy shopping. Scholarly research has demonstrated that retail atmospheres impact on shoppers’ pleasurable shopping experiences. Demonstrating the marketing concept in action, shoppers consistently respond to this empowerment by for example, spending more time shopping and spending more money in retail facilities that are perceived to offer a pleasanter atmosphere and experience. This research pivots round an in-depth qualitative study that evaluated the impact of a plasma screens and specific informational content on shopping centre user behaviour. A phenomenological study of the effects of the medium, and the way in which these systems influence behaviour, permitted a far deeper investigation of our sample group vis-àvis increased browsing time and the propensity to spend. A series of eight focus discussions were conducted with local user groups of varying age and gender. Key themes drawn from the group discussions using axial coding indicated that the influence created by the images varied with subjects and settings. The general consensus was that such ‘screens’ created a certain ambience that influenced the way our subjects felt about the selling environment under study. Moreover, for our sample groups, there was clearly a link between the screened images and modern expectations of a selling environment. The plasma screens provided added enjoyment to shoppers’ experiences, providing them with more information enabling more informed shopping choices. The research concludes with implications for strategic marketing, theory and practice

Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

Independent retailers in the fashion sector make a substantial contribution to the UK economy at the time of significant change on the high street due to financial pressures and the growth of online trade. They provide an element of creativity and innovation to a homogenous retail landscape. The independent fashion retailer creates a destination and individual identity by presenting a unique offering and differentiated experience. Whilst independent retailers are important to the future of our high street, research is limited, particularly in the area of fashion independents. Therefore this research examines and identifies the unique characteristics of independent fashion retailers within Scotland. The research adopts a case study approach, qualitative methods of data collection in order to fulfil the aim and objectives of the study. Porter’s Generic Competitive Strategies and the marketing mix were utilised as a means of drawing out the individual aspects and unique characteristics of the independent fashion retailer.Los minoristas independientes en el sector de la moda hacen una contribución sustancial a la economía del Reino Unido en el momento de un cambio significativo debido a las presiones financieras y el crecimiento del comercio en línea. Proporcionan un elemento de creatividad e innovación a un paisaje minorista homogéneo. El distribuidor independiente de moda crea un destino y una identidad individual al presentar una oferta única y una experiencia diferenciada. Mientras que los minoristas independientes son importantes para el futuro, la investigación es limitada, sobre todo en el área de empresas independientes de la moda. Por lo tanto, esta investigación examina e identifica las características únicas de los minoristas independientes de moda en Escocia. La investigación adopta un enfoque de estudio de caso, métodos cualitativos de recolección de datos con el fin de cumplir con los objetivos del estudio. Las Estrategias Competitivas Generales de Porter y la mezcla de mercadeo se utilizaron como un medio de extraer los aspectos individuales y las características únicas del minorista de moda independiente

Investigating consumer expectations of convenience store attributes in emerging markets: Evidence in Chile

Convenience stores (c-stores) constitute a successful format in developed markets such as North America and Europe, but there is scant research in the retailing literature. Even less is known about convenience store behavior in emerging markets. This study attempts to provide a better understanding of consumer expectations regarding convenience stores in a Latin American context. Interviews were held with Chilean consumers to identify salient convenience store attributes. Further, a survey was applied to 400 consumers and results show that the salient attributes for Chilean consumers are related to the access dimension of convenience such as access to the store, parking facilities and hours of operation

Why Not a Career in Retailing

A pamphlet promoting a 2 year bachelor\u27s degree in Retailing which began in September 1954

DSS (Decision Support Systems) in Indian Organised Retail Sector

Indian organised retail industry is poised for growth. Rapid state of change due to speedy technological developments, changing competitive positions, varying consumer behaviour as well as their expectations and liberalized regulatory environment is being observed in organized retailing. Information is crucial to plan and control profitable retail businesses and it can be an important source of competitive advantage so long as it is affordable and readily available. DSS (Decision Support Systems) which provide timely and accurate information can be viewed as an integrated entity providing management with the tools and information to assist their decision making. The study, exploratory in nature plans to adopt a case study approach to understand practices of organized retailers in grocery sector regarding applications of various DSS tools. Conceptual overview of DSS is undertaken by reviewing the literature. The study attempts to describe practices and usage of DSS in operational decisions in grocery sector and managerial issues in design and implementation of DSS. Comparision across national chain and local organized retailer in grocery sector reveals that national chain having implemented ERP partially are mostly using the same for majority of operational decisions like inventory management, CRM, campaign management. Two local players use spread sheets and in house software to make the above operational decisions. The benefits realized remain the same across the retailers. Prioritization as well as quantification of benefits was not communicated. The issues of coordination, integration with other systems in case of ERP usage, training were highlighted. Future outlook of DSS by the respondents portrayed a promising picture.

Modelling the effects of mall atmospherics on shoppers’ approach behaviors

Despite previous work, researchers still do not fully understand the mechanisms by which environmental stimuli influence emotions and affect behavior. This paper attempts to address this knowledge gap by modelling the effects of a stimulus on emotions and behavior within the context of a shopping mall and retail stores. We evaluate a stimulus-response model based on the influence of perceptions on shoppers’ moods, which in turn influence approach behaviors. A structured questionnaire survey of actual shoppers in a real mall environment (n=315) was analysed by structural equation analysis. The exemplar stimulus consisted of a Captive Audience Network (CAN or private plasma screen network) – a topic that has been little researched to date. The influence of the CAN was small but significant. The findings have implications for practitioners as even small changes in image can have a substantial effect on profitability

Arousal and Merriment as Decision Drivers among Young Consumers

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyze arousal and satisfaction as behavioral drivers which influence buying behavior of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behavior of young consumers.Shopping behavior, store ambience, arousal, point of sales strategy, customer value, buying decision, leisure shopping, product experience, retailing, referrals