Consumption Style Among Young Adults Toward Their Shopping Behavior (An Empirical Study in Pakistan)

The purpose of this study was to substantiate the consumption styles of adolescents as customer. The study was executed in Karachi, Pakistan by applying consumption style inventory scale. The data covered of 1,048 respondents who are young and educated mostly students, which belong to the different universities in Karachi. The data was collected through structured and self administered questionnaire. To test objective Independent sample t test was used. The results show that young females are more shopping influenced, fashion conscious, recreational, and confused over-choice as compare to males whereas males are more reliance on media, perfectionist, brand conscious, and impulsive as compare to females for their consumption style toward shopping behavior. This research provides understanding about adolescents’ decision making style of consumers in Karachi which would enable organizations to make more appropriate strategies to cater youth consumers market

Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation

© 2019, © 2019 Taylor & Francis Group, LLC. Purpose: To explore changes in agency/client value co-creation, at a time when digital transformation is having a major impact on the marketing communications process. The theoretical framework of the research relates to value co-creation in the service-for-service provision, a fundamental aspect of Service-Dominant Logic (S-D Logic) theory. Methodology/approach: The research was exploratory, primarily using qualitative methods. In addition, some quantitative survey data have also been included to demonstrate greater generalizability on certain key questions. Building on dyadic research with clients and their agencies, the current research includes a survey of agencies; interviews with clients and a follow up survey with clients. Findings: The nature of service-for-service provision between clients and agencies is outlined. Many aspects of service are equally likely to be internally or externally provided. This high crossover particularly relates to supporting aspects of digital marketing. While much digital marketing appears to have initially been provided externally there seems to be a trend to bring these aspects of service in-house. The views of clients and agencies on their relationship, as being either transactional or a partnership, appears to be related to the degree of service required and provided. Research implications: A service-for-service perspective is instructive in considering how changes in the external environment are impacting on what is done by agencies and what is done by clients. This new approach has the potential to enhance existing relationship based research in this context. The services required by clients depend on the resources that they already possess. Therefore, it is the absence of an operant resource that leads to the need for external service provision and in turn requires co-creation. Practical implications: There are no hard and fast rules on what is provided by the agency and what is provided in-house. This relates particularly to digital aspects of marketing and suggests that the level of crossover is higher than historically. With digital media becoming such an important aspect of communicating with customers, this is particularly significant in considering the nature of the relationship between agency and client and whether it is seen as a partnership or transactional. Originality/value/contribution: Historically, the dominant approach to analyzing agency/clients has been to focus on relationships. Taking a service-for-service approach is novel and relevant in analyzing a context in which digitization and media fragmentation has caused significant changes and where the perspectives of S-D Logic have the potential to provide new insights, explaining aspects that are not covered by taking purely a relationship approach. The contribution to S-D Logic is at the level of midrange theory development, through applying ideas from S-D–Logic in the context of the application, helping to refine and add to the credibility of the theory. This exploration of the co-creation of value between clients and their agencies demonstrates the applicability of a framework from S-D Logic in a context that is an important part of marketing management