Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences

The article reports the results of a research project on the newly emerging academic field of merchandising. The aim of the recent study is to offer an optimal combination of OVME in online fashion stores in accordance with users’ preferences. One of the main conclusions drawn from an analysis of pre-selected fashion items in the online environment, as well as the layout of online shops, was that the main attributes to be considered in online store space design result from content analysis (and are overviewed in detail in a previous publication of Katrandjiev, Hr. and Velinov, I.). The authors share their findings and offer a further direction of research

Typology Of Consumer Behaviour In Times Of Economic Crisis – A Segmentation Study From Bulgaria

This paper presents the second part of results from a survey-based market research of Bulgarian households. In the first part of the paper the author analyzes the changes of consumer behavior in times of economic crisis in Bulgaria. Here, the author presents market segmentation from the point of view of consumer behavior changes in times of economic crisis. Four segments (clusters) were discovered, and profiled. The similarities/dissimilarities between clusters are presented through the technique of multidimensional scaling (MDS) The research project is planned, organized and realized within the Scientific Research Program of University of National and World Economy, Sofia, Bulgaria

Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores

The paper presents the results of a scientific research project concerning the new emerging academic field of Online merchandising. The study aims to identify, classify, and measure the OVM elements/subelements and it is the first one that generalizes and systematizes on a global basis the groups, the categories, the elements, and the subelements of OVM of apparel online shops. The method of content analysis is applied in the context of randomly selected apparel web stores. The adopted inductive approach in the study reveals 55 subelements which are grouped into 13 elements. These elements form 5 categories. Finally the 5 categories form 2 major groups. The OVM elements/subelements are analyzed and the frequency of usage of each subelement is measured and discussed. Finally, the authors summarize the results and outline the future directions for research

Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences

The article reports the results of a research project on the newly emerging academic field of merchandising. The aim of the recent study is to offer an optimal combination of OVME in online fashion stores in accordance with users’ preferences. One of the main conclusions drawn from an analysis of pre-selected fashion items in the online environment, as well as the layout of online shops, was that the main attributes to be considered in online store space design result from content analysis (and are overviewed in detail in a previous publication of Katrandjiev, Hr. and Velinov, I.). The authors share their findings and offer a further direction of research

Taxonomy of apparel websites

The paper presents a typology of apparel websites. This typology includes three types of websites which are identified by applying the method of cluster analysis. The profiles of the three major types of apparel websites are described. The authors outline the guidelines for future research and explain that the present research is the first step of a larger project

An Empirical Investigation of Economic Crisis’s Impact on Consumer Behaviour in Bulgaria – Changes of Spending, Saving and Bank Credit Taking

This paper presents the results from a survey-based market research of Bulgarian households. The author of the study is trying to understand what changes of consumer behavior occur in times of economic crises in Bulgaria, do consumers change their buying patterns, how consumers attempt to avoid or diminish the negative results from economic crisis, etc. The research project is planned, organized and realized within the Scientific Research Program of The University of National and World Economy, Sofia, Bulgaria. This paper discusses only a part of the research results and analysis. The rest of the research results will be published in a separate paper

ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?

Presents a segmentation on the basis of the overall ethical consumption concept for the first time in Greece. Four segments were identified: Ethical Consumers (18.09%), Boycotters (20.48%), Ecological Consumers (27.86%) and Conventional Consumers (33.57%). The Ethical Consumers’ segment consists of well educated citizens, who adopt all ethical behaviours more frequently. These consumers were found to be more confident they can control politics, less materialists, most attracted by post-materialist goals as well as less sceptical towards ethical products and less indifferent about ethical consumption issues. This segment may be considered as attractive enough to be targeted by business and non for profit organisations

Online Visual Merchandising Structural Elements And Optimization For Apparel Web Stores

The analysis of recent research on OVME (Online Visual Merchandising Elements) shows that they can be classified in five main groups: research in web graphics, web navigation, atmospheric elements, web registration, and product demonstration. The first group of research studies web sites graphic design, not considering users’ preferences. The second stream of research, stressing on web navigation, is based on students’ excerpts from favourite fashion web sites, projected to general online shops. The third direction, focusing on “atmospheric” elements, groups OVME in two major sub-categories - LTRE (Low Task Relevant Environment – elements with low priority) and HTRE (High Task Relevant Environment – elements with high priority). It is generally theoretical and offers a conceptual model to describe the effect of the atmospheric elements of apparel online stores. Studies in the next group of research cover web registration. Research is aimed to determine the level of security, safety and privacy protection and measures to be taken to improve online shopping experience in apparel online stores. The last focus is on different techniques in product demonstration at fashion stores. The use of 3-D view instead of a 2-D one at the online stores for fashion clothing is limited in use for certain fashion brands. Online merchandising represents comparatively new and poorly studied research field. In-depth cross study of apparel online stores, combining OVME and online shopping behavior analysis, is crucial for “launching” an online store. The purpose of this study is to build a substantial and relevant background for maintaining apparel online stores, comparing OVME with traditional off-line merchandising elements to meet consumer expectations of fashion garments

Usage of rhetorical figures in advertising slogans

The purpose of the article is to investigate the usage of rhetorical figures in Bulgarian advertising slogans. The research method includes gathering randomly selected advertising slogans in three media – magazines, internet and TV. The slogans in the sample came from the following categories: Foodstuffs; Drinks; Automobiles, Airlines, Gas stations, and Bus lines; Banks and Insurance companies; Chain Stores and Shopping Centers; Technology and Communications; Clothing and cosmetics; Tourism; Other product categories. Our results show that the most popular figures of thought in Bulgarian advertising slogans are as follows: metaphor, exclamation, antithesis, hyperbole, and aposiopesis. On the other hand, the most frequently used figures of speech are the following: appeal, epithet, and anaphora