Retail atmospherics effect on store performance and personalised shopper behaviour: a cognitive computing approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rajat Kumar Behera ◽  
Pradip Kumar Bala ◽  
Sai Vijay Tata ◽  
Nripendra P. Rana
Keyword(s):  
Purchase Intention ◽  
Emotional Experience ◽  
Emerging Market ◽  
Atmospheric Effects ◽  
Cognitive Computing ◽  
Average Order ◽  
Content Type ◽  
Store Performance ◽  
Brick And Mortar ◽  
Retail Atmospherics

PurposeThe best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market.Design/methodology/approachThe data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method.FindingsThe result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact.Originality/valueThe paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.

What makes up intentions to purchase the pioneer? A theory of reasoned action approach in India and the USA

2018 ◽  
Vol 13 (5) ◽  
pp. 734-757 ◽  
Author(s):  
Tarek Mady
Keyword(s):  
Social Norms ◽  
Purchase Intention ◽  
Structural Equation ◽  
Theory Of Reasoned Action ◽  
Reasoned Action ◽  
Dominant Role ◽  
Emerging Market ◽  
Equation Modeling ◽  
Content Type ◽  
The Usa

Purpose The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM) (India) regarding how intentions to purchase the pioneer are formed. Design/methodology/approach Utilizing samples of 208 USA and 194 Indian consumers, hypotheses examining the underlying beliefs, attitudes, social norms and purchasing intentions regarding pioneer brands are developed and tested using structural equation modeling. Findings Insights from the study suggest the TRA provides a means for assessing behaviorally-based FMAs across cultures, even as manifestations of purchase intentions differ significantly. According to the TRA and findings of this study, intentions are a function of overall attitudes and social norms. In the USA, individual attitudes were found to play a more significant role than social norms in formulating purchase intention. In India, social norms played a more dominant role in intention formation. Originality/value The study represents one of the first empirical attempts to shed light on the extent of behaviorally-based FMAs in an EM and how manifestations of intention to purchase the pioneer differ from mature markets. The study expands the behavioral paradigm of analysis to include one of the most sought-after EMs today (India) and provides one of the first empirical studies to utilize the TRA in addressing behaviorally-based FMAs.

Comparing retail formats in an emerging market

2014 ◽  
Vol 6 (1) ◽  
pp. 48-69 ◽  
Author(s):  
Gordhan K. Saini ◽  
Arvind Sahay
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Retail Store ◽  
Policy Implications ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Purchase Intention ◽  
Low Levels ◽  
Low Price Guarantee ◽  
Retail Formats

Purpose – This study aims to examine the importance of credit and low price guarantee (LPG) on consumer purchase intention across types of retail store formats in an emerging market context. Design/methodology/approach – A 2 (kirana/modern retail)×2 (high/low LPG)×2 (credit/no credit) experimental design was used for this study. A sample of 200 respondents was asked about their purchase intention for a newly introduced hypothetical toothpaste brand and six hypotheses were tested. Findings – Findings show that credit and level of LPG determine consumer's purchase intention across store formats. The presence of credit and high LPG increases the purchase intention; however, relatively importance of these two varies by type of store. The absence of credit at kirana store definitely reduces the buying intention, while same is not true for modern retail store, where level of LPG is more important than the credit. Interestingly, buyer is likely to discount high LPG for a month's credit offered by a kirana store. Practical implications – The study can help practitioners and scholars to understand consumer responses to credit and LPG in buying decisions, and subsequently in designing a better product offer at a particular store format in emerging markets. Originality/value – Important insights are provided about the consumer behavior resulting from the presence or absence of credit and high or low levels of LPG in an emerging market context. The study also has public policy implications in a country where FDI in retail is a hotly debated topic.

Affordable luxury consumption: an emerging market's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shadma Shahid ◽  
Jamid Ul Islam ◽  
Rahela Farooqi ◽  
George Thomas
Keyword(s):  
Psychological Factors ◽  
Purchase Intention ◽  
Structural Equation ◽  
Emerging Market ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Cross Sectional ◽  
Luxury Consumption ◽  
Content Type ◽  
Need For Uniqueness

PurposeThis study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.Design/methodology/approachThe data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.FindingsThe findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.Originality/valueBy uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purva Sharma ◽  
Sudeepta Pradhan ◽  
Ankur Srivastava
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Economic Value ◽  
Purchase Behavior ◽  
Luxury Brands ◽  
Content Type ◽  
Social And Emotional ◽  
Young Consumers ◽  
Indian Consumer ◽  
Depth Interviews

PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Influences on the intention to buy organic food in an emerging market

2017 ◽  
Vol 35 (7) ◽  
pp. 858-876 ◽  
Author(s):  
Emerson Wagner Mainardes ◽  
Diana Von Borell de Araujo ◽  
Sarah Lasso ◽  
Daniel Modenesi Andrade
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Personal Values ◽  
Organic Food ◽  
Content Type ◽  
Openness To Change ◽  
Intention To Purchase ◽  
Significant Relationships ◽  
Self Transcendence ◽  
The Relationship

Purpose The purpose of this paper is to investigate the relationship between personal values and attitudes in an emerging market. And the authors verified whether the attitude plays a mediating role between personal values and the intention to purchase these products in the same market. Design/methodology/approach Two surveys were conducted with consumers of organic food in Brazil. The first study was conducted at two organic products fairs and obtained 385 responses. The second study was conducted on the internet and obtained 270 responses. The Portrait Values Questionnaire 21, plus attitude scales and purchase intent regarding organic food, was used. Data were analysed using structural equation modelling. Findings Significant relationships were found between personal values, such as openness to change (positive influence), conservation (positive), self-promotion (positive) and self-transcendence (negative). Significant relationships were also found between three personal values and the purchase intention of organic food (conservation – positive, self-promotion – positive and self-transcendence – negative), with all of them being mediated by attitude. The effect of openness to change on purchase intention was indirect, being mediated by attitude. Originality/value The authors noticed two theoretical gaps. The first involves the need to explore the attitude as a mediator in the relationship between the human values proposed by Schwartz (1992, 1994) and the intention to purchase organic food. Another perceived gap was pointed out by Steenkamp et al. (1999), Burgess and Steenkamp (2006) and Sheth (2011). These authors argue that consumption is different in emerging markets to that in more mature markets. This limits the ability to generalise consumer studies conducted in developed countries. This reasoning also applies to organic food.

What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdul Alem Mohammed
Keyword(s):  
Saudi Arabia ◽  
Purchase Intention ◽  
Emerging Market ◽  
Organic Food ◽  
Subjective Norms ◽  
Content Type ◽  
Actual Behaviour ◽  
Perceived Values ◽  
Purchasing Behaviour ◽  
The Relationship

PurposeThis study aims to investigate the impact of perceived values (hedonic and utilitarian), trust and subjective norms on consumers' purchasing intentions of organic food in Saudi Arabia; it also explores the moderating influence of availability on the relationship between the intentions of consumers and their actual purchasing behaviour.Design/methodology/approachA survey with 236 consumers of organic food in Saudi Arabia was carried out. The convergent and discriminant validity of latent variables was confirmed. The relationships among them were tested using Partial Least Square Modelling (PLS).FindingsThe results indicate that utilitarian and hedonic values, trust and subjective norms positively affect consumer purchase intention. They also reveal the moderating effect of availability on the relationship between consumers' purchasing intention and their actual behaviour in the Saudi Arabian context.Research limitations/implicationsThe study contributes to knowledge about the relationships among perceived values, trust, subjective norms, availability and consumer purchasing intentions of organic food, and their actual behaviour in an emerging market. The results enlarge the understanding of consumers' purchasing behaviour in the Saudi Arabian organic food market and point out some opportunities for future research.Originality/valueThe study is original in investigating the factors that influence customers' intention and their actual purchasing behaviour toward organic food in Saudi Arabia. It is a first attempt to test the moderating influence of availability on the relationship between purchase intention and actual purchasing behaviour toward organic food products in an emerging market.

Predicting Indian consumers' purchase intention from Western apparel brands

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Swagata Chakraborty ◽  
Amrut Sadachar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Negative Influence ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Indian Consumers ◽  
Brick And Mortar ◽  
The Usa

PurposeThe present study compared Indian consumers' attitude (AT) toward and purchase intention (PI) from Western apparel brands, as a function of their Western acculturation (WA), consumer ethnocentrism (CE) in apparel consumption, consumer cosmopolitanism (CC) and country of residence (India vs the USA).Design/methodology/approachThe sample included Indians residing in India and the USA, who were 19 years or older, and visited online or brick-and-mortar apparel stores. An online survey was administered through Amazon Mechanical Turk to collect the data. The data was analyzed through multi-group structural equation modeling.FindingsWA engenders CE among Indian consumers, especially among Indians residing in India. WA and CC positively influence AT. CE did not have a significant negative influence on AT. Although a high CE lowers the PI, a high WA, CC and positive AT can translate into high PI.Research limitations/implicationsThe study did not use an experimental design. Therefore, causal relationships between the research variables could not be explained. Majority of the respondents were male. This might have confounded the findings with potential gendered effects.Practical implicationsWestern apparel brands targeting Indian consumers in India and the USA should focus on projecting their cosmopolitan and pro-Indian image to target this population's cosmopolitan and ethnocentric outlook, thereby enhancing PI.Originality/valueThe study proposed and empirically tested a conceptual model indicating the relationship between some of the important predictors of Indian consumers' PI in the context of Indians residing in the USA and India.

Consumer preferences for wine attributes in an emerging market

2018 ◽  
Vol 46 (1) ◽  
pp. 34-48 ◽  
Author(s):  
Ritu Mehta ◽  
Nivedita Bhanja
Keyword(s):  
Conjoint Analysis ◽  
Purchase Intention ◽  
Consumer Preferences ◽  
Selection Process ◽  
Orthogonal Design ◽  
Emerging Market ◽  
Content Type ◽  
Five Factors ◽  
Indian Origin ◽  
Depth Interviews

Purpose The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes. Design/methodology/approach In-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design. Findings In-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin. Originality/value The study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.

scholarly journals The challenge of remanufactured products: the role of returns policy and channel structure to reduce consumers' perceived risk

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ilenia Confente ◽  
Ivan Russo ◽  
Simone Peinkofer ◽  
Robert Frankel
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
New Products ◽  
Distribution Channel ◽  
Channel Structure ◽  
Chain Management ◽  
Content Type ◽  
Return Policy ◽  
Returns Policy ◽  
Brick And Mortar

PurposeWhile remanufactured products represent an increasingly researched phenomenon in the literature, not much is known about consumers' understanding and acceptance of such products. This study explores this issue in the context of the theory of perceived risk (TPR), investigating return policy leniency and distribution channel choice as potential factors to foster remanufactured products' sales.Design/methodology/approachThis research utilizes an experimental design composed of a pre-test and a scenario-based main experiment to explore how return policy leniency might mitigate consumers' perceived risk and how their related purchase intention differs across two types of retail distribution channel structures (i.e. brick-and-mortar vs. online).FindingsThe investigation into the efficacy of return policy leniency within two retail distribution channel settings (i.e. brick-and-mortar vs. online) illustrates that providing a lenient return policy is an effective “cue” in increasing consumer purchase intention for remanufactured products. While prior literature has established that consumers value return policy leniency for new products, the authors provide empirical evidence that this preference also applies to remanufactured products. Notably, that return policy preference holds true in both channel settings (i.e. brick-and-mortar vs. online) under consideration. Additionally, and contrary to the authors’ predictions, consumers perceived remanufactured products sold via both channel settings as equally risky, thus highlighting that both are appropriate distribution channels for remanufactured products. Finally, while research on new products provides some initial guidance on consumer perceptions of quality and risk, the study provides empirical evidence into the difference of perceived risk with regard to new versus remanufactured products.Originality/valueBy employing the TPR, this research explored the role played by two supply chain management related factors (returns policy and channel structure) in reducing consumer's perceived risk and increasing purchase intention. In doing so, this study answers the call for more consumer-based supply chain management research in a controlled experimental research setting.

scholarly journals Sustainable clothing: perspectives from US and Chinese young Millennials

2019 ◽  
Vol 47 (11) ◽  
pp. 1141-1162 ◽  
Author(s):  
Jin Su ◽  
Kittichai (Tu) Watchravesringkan ◽  
Jianheng Zhou ◽  
Maria Gil
Keyword(s):  
College Students ◽  
Cultural Context ◽  
Purchase Intention ◽  
Emerging Market ◽  
Sustainable Consumption ◽  
Business Environment ◽  
Cross Cultural ◽  
Consumer Attitude ◽  
Content Type ◽  
The Us

Purpose The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products. Design/methodology/approach Quantitative research was conducted, and empirical data were collected from 590 US college students and 379 Chinese college students. Findings For both US and Chinese young Millennials, this study provides consistent empirical results of the positive and significant effects of young Millennials’ apparel sustainability knowledge and personal values on consumer attitude towards sustainable clothing, which in turn positively and strongly impacts purchase intention. In addition, a cross-cultural comparative analysis reveals similarities and differences regarding apparel sustainability knowledge and values between young Millennial consumers in the US and China. Originality/value The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. Young Millennials in the US and China represent large and influential consumer segments for sustainable consumption. This study contributes to the literature by surveying young Millennials in the US (developed market) and China (emerging market) in a cross-cultural context. The study offers insights into the global apparel industry in developing strategies for expanding sustainable apparel markets in the US and China.

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