How shopping orientation influences the effectiveness of monetary and nonmonetary promotions

2015 ◽  
Vol 49 (1/2) ◽  
pp. 170-189 ◽  
Author(s):  
Oliver B. Büttner ◽  
Arnd Florack ◽  
Anja S. Göritz
Keyword(s):  
Design Methodology ◽  
Experimental Manipulation ◽  
Content Type ◽  
Shopping Orientation ◽  
Promotion Effectiveness ◽  
Tailored Approach ◽  
Shopping Orientations ◽  
Monetary Promotions

Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness. Design/methodology/approach – The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice. Findings – The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably attractive. Furthermore, experiential shoppers were more likely than task-focused shoppers to choose a retailer offering a nonmonetary promotion over a retailer offering a monetary promotion. Low financial budget, however, reduced the influence of shopping orientation on retailer choice. Originality/value – To effectively use promotions as a tool, marketers and retailers need to know when and how to use them, as well as understand which type of promotion is the most effective. This research implies that retailers will benefit from customizing promotions to fit consumers’ shopping orientations. Furthermore, the findings show that the advantage of such a tailored approach is reduced if consumers’ financial budget is limited.

Role of mall attractiveness in shaping fashion shopping orientation of apparel shoppers: a segmentation approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ajay Kumar ◽  
Anil Kumar Kashyap
Keyword(s):  
Cluster Analysis ◽  
Design Methodology ◽  
Economic Value ◽  
Variety Seeking ◽  
Content Type ◽  
Shopping Orientation ◽  
Intercept Survey ◽  
Segmentation Approach ◽  
The Difference

Purpose The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined. Design/methodology/approach The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments. Findings This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently. Originality/value This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communication

2014 ◽  
Vol 48 (5/6) ◽  
pp. 1026-1045 ◽  
Author(s):  
Oliver B. Büttner ◽  
Arnd Florack ◽  
Anja S. Göritz
Keyword(s):  
Design Methodology ◽  
Longitudinal Design ◽  
Customer Segmentation ◽  
Cross Sectional ◽  
Design Studies ◽  
Interindividual Differences ◽  
Content Type ◽  
Shopping Orientation ◽  
Tailored Communication ◽  
Cross Sectional Design

Purpose – The present aims to examine whether interindividual differences in consumers’ shopping orientations reflect a stable consumer disposition (i.e. chronic shopping orientation; CSO). Furthermore, it examines whether this disposition influences consumers’ evaluations of retailer communication. Consumers may shop under an experiential or a task-focused shopping orientation. Design/methodology/approach – This research builds on four studies; three were conducted online and one was conducted in the laboratory. Study 1 applied a longitudinal design, Studies 2 and 3 applied a cross-sectional design and Study 4 applied an experimental design. Findings – Study 1 shows that CSO is stable over time. Study 2 finds that interindividual differences in CSO are stable across different retail domains. Studies 3 and 4 demonstrate that experiential shoppers prefer stimulation-oriented claims, whereas task-focused shoppers prefer efficiency-oriented claims. Originality/value – The value of shopping orientation for customer segmentation and tailored marketing largely depends on whether interindividual differences in CSO are stable. The present research is the first to demonstrate that CSO, indeed, exists as a stable consumer disposition. In addition, the research demonstrates that shopping orientation moderates the evaluation of retailer communication. Overall, the results demonstrate that CSO is a valuable construct for customer segmentation and tailored communication in retailing.

I meant to do that! Manipulating entrepreneurial intentions through the power of simple plans

2014 ◽  
Vol 21 (4) ◽  
pp. 638-652 ◽  
Author(s):  
Craig E. Armstrong
Keyword(s):  
Cognitive Abilities ◽  
Design Methodology ◽  
Experimental Manipulation ◽  
Entrepreneurial Intentions ◽  
Entrepreneurial Behavior ◽  
Content Type ◽  
Undergraduate Study ◽  
Classroom Time ◽  
Powerful Demonstration ◽  
Perceptual Factors

Purpose – Intentions capture the motivational factors that influence a given behavior and indicate how hard a person is willing to try in order to perform the behavior. An individual's entrepreneurial intentions are a function of the perceived feasibility and desirability of engaging in a particular entrepreneurial behavior. Because they are perceptual factors, the processes of assessing feasibility and desirability of entrepreneurial behaviors tends to be limited to the cognitive abilities of the specific individual. The purpose of this paper is to use an experimental manipulation to illustrate to students how the simple act of planning can dramatically influence entrepreneurial intentions. Design/methodology/approach – This paper draws from two sections of undergraduate study-abroad students who developed a severe craving for American foods they missed. Both sections assessed the desirability and feasibility of a particular entrepreneurial behavior (organizing an event to get the missed food), but one section was provided with a half-hour of classroom time to plan for the event. Findings – The group of students who engaged in planning activities was significantly more likely to view the behavior as feasible and, in turn, had significantly higher intentions to engage in the behavior. This experiment provided a simple but powerful demonstration to students of how important a role planning plays in shaping entrepreneurial intentions. Originality/value – This study offers a pedagogy that uses students both as participants and the primary audience of a manipulation of perceived feasibility and entrepreneurial intentions. Conducting this simple experiment and sharing the results with students provides dramatic evidence of the power of simple planning.

Shopping orientations and patronage preferences for internet auctions

2014 ◽  
Vol 42 (5) ◽  
pp. 352-368 ◽  
Author(s):  
Pradeep Korgaonkar ◽  
Maria Petrescu ◽  
Enrique Becerra
Keyword(s):  
Structural Equation ◽  
National Sample ◽  
Online Auction ◽  
Content Type ◽  
Price Consciousness ◽  
Level Increase ◽  
Shopping Orientation ◽  
Shopping Orientations ◽  
Online Stores ◽  
Patronage Intentions

Purpose – The purpose of this paper is to analyze the effect of consumers’ shopping orientations and income on online auction patronage intentions. Design/methodology/approach – The study collected data using a national sample of 3,000 online auction consumers over the age of 18, who had purchased from internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modelling for data analysis. Findings – The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions towards the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site. Originality/value – The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study.

Consumer shopping orientation: identification and characterization of outshoppers

2016 ◽  
Vol 8 (1) ◽  
pp. 43-64 ◽  
Author(s):  
Jayesh D. Patel ◽  
Yupal S. Shukla
Keyword(s):  
Rural Areas ◽  
Multiple Discriminant Analysis ◽  
Chi Square ◽  
Content Type ◽  
Shopping Orientation ◽  
Shopping Orientations ◽  
Urban And Rural Areas ◽  
The Right ◽  
Chi Square Analysis ◽  
Retail Services

Purpose Despite having strategic inflection, retail set-ups in India have been continuously raising a challenge for suppliers of retail products aiming to all to target the right consumers in accordance with their ever-changing preferences. This adds a complexity to retailers offering services who seek valued information to devise a retail strategy by segmenting markets on the basis of consumer shopping orientations. Therefore, the purpose of this paper is to develop and validate the consumer profile of out shoppers based on the shopping orientations. Design/methodology/approach The study has used descriptive research design. A total of 298 consumers from urban and rural areas of North Gujarat, India, were selected through quota-based sampling method and contacted personally to fill the self-rated structured questionnaire. Findings Collected data were edited and processed for first exploratory factor analysis to exactly know the factor structure of consumer perceived shopping orientation. Thereafter, cluster analysis was performed to identify consumer groups which were validated through multiple discriminant analysis. Three groups, namely, outshoppers, community-oriented in-shoppers and time-effective in-shoppers were cross-tabulated with consumers’ socio-demographics to extract the profile through chi-square analysis. Results were fairly consistent with the past studies. Practical implications The results of this study indicate consumers’ profiles based on shopping orientation to provide an input to retail services markets to devise strategy for targeting and positioning emphasising on outshoppers segment. Marketers do not consider them as an identical segment. Henceforth, more specific approach can be used for consumers who are frequently reflected through their psychographic portrait. Originality/value At macro level, study reveals some opportunities to retailers for penetrating into other segments of outshoppers. Furthermore, segmenting for retail services marketers has been ignored in past literature; the study addresses this gap by proposing bases in outshopping context for Indian businesses.

Gendered messages in police recruitment

2019 ◽  
Vol 42 (3) ◽  
pp. 455-473 ◽  
Author(s):  
Michael Francis Aiello
Keyword(s):  
Physical Fitness ◽  
Design Methodology ◽  
Public University ◽  
Experimental Manipulation ◽  
Primary Data ◽  
Diverse Group ◽  
Content Type ◽  
Representation Of Women ◽  
Contact Information ◽  
Online Recruitment

Purpose Prior research established several important influences on the representation of women in policing, using a variety of secondary and primary data. The purpose of this paper is to examine how experimental manipulation of online recruitment materials impacts potential applicants. Design/methodology/approach The study relied on a census of 11 criminal justice courses taught at a public university, asking students to respond to an experimental vignette instrument (n=174). The 3×2 experimental vignette involved manipulation of two variables: the identification of recruits with diversity language (“individuals,” “women and men” or “a diverse group of individuals”) and mention or absence of discussion of physical fitness requirements. Findings Results largely run counter to prior research concerning women in policing, with women actually indicating increased probability of providing their contact information when encountering vignettes with physical fitness requirements. Originality/value This study demonstrates that small manipulations of recruitment content can have significant and gendered impact on potential applicants. This paper provides a foundation for empirical study of how changes in online recruitment materials impact a variety of relevant outcomes relating to applicant behaviors.

scholarly journals Vulnerable adults in police custody

2019 ◽  
Vol 22 (1) ◽  
pp. 5-8
Author(s):  
Ian Cummins
Keyword(s):  
Design Methodology ◽  
Research Literature ◽  
Police Custody ◽  
England And Wales ◽  
Content Type ◽  
Increased Risk ◽  
Vulnerable Adults

Purpose The purpose of this paper is to discuss the recent National Appropriate Adult Network (NAAN) report on the role of the appropriate adult. Design/methodology/approach This paper is based on the NAAN report and a review of relevant policy and research literature. Findings There to Help 2 highlights that there are still significant gaps in the provision of appropriate adult schemes across England and Wales. These gaps potentially place vulnerable adults at increased risk. Originality/value This paper is a review of recent research.

Co-workers’ perceptions of and reactions to employee’s involuntary demotion

2019 ◽  
Vol 41 (4) ◽  
pp. 740-757 ◽  
Author(s):  
Sophie Hennekam ◽  
Subramaniam Ananthram ◽  
Steve McKenna
Keyword(s):  
Design Methodology ◽  
Emotional Responses ◽  
Emotional Reaction ◽  
Content Type ◽  
Informational Justice ◽  
Behavioural Responses ◽  
Behavioural Reaction ◽  
Three Stages ◽  
Depth Interviews ◽  
The Way

Purpose The purpose of this paper is to investigate how individuals perceive and react to the involuntary demotion of a co-worker in their organisation. Design/methodology/approach The authors draw on 46 semi-structured in-depth interviews (23 dyads) with co-workers of demoted individuals. Findings The findings suggest that an individual’s observation of the demotion of a co-worker has three stages: their perception of fairness, their emotional reaction and their behavioural reaction. The perception of fairness concerned issues of distributive, procedural, interpersonal and informational justice. The emotional responses identified were feelings of disappointment/disillusion, uncertainty, vulnerability and anger. Finally, the behavioural reactions triggered by their emotional responses included expressions of voice, loyalty, exit and adaptation. Originality/value Perceptions of (in)justice perpetrated on others stimulate emotional and behavioural responses, which impacts organisational functioning. Managers should therefore pay attention to the way a demotion is perceived, not only by those directly concerned, but also by co-workers as observers.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

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