scholarly journals When children express their preferences regarding sales channels

2014 ◽  
Vol 42 (11/12) ◽  
pp. 1018-1031 ◽  
Author(s):  
Jacques Boulay ◽  
Brigitte de Faultrier ◽  
Florence Feenstra ◽  
Laurent Muzellec
Keyword(s):  
Online Shopping ◽  
Dominant Role ◽  
Content Type ◽  
Product Availability ◽  
Sales Channels ◽  
Advantages And Disadvantages ◽  
Young Consumers ◽  
Brick And Mortar ◽  
Competitive Prices ◽  
Online Stores

Purpose – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. Design/methodology/approach – Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store. Findings – Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found. Practical implications – Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery. Originality/value – This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.

scholarly journals A study on factors limiting online shopping behaviour of consumers

2021 ◽  
Vol 15 (1) ◽  
pp. 39-52
Author(s):  
Bindia Daroch ◽  
Gitika Nagrath ◽  
Ashutosh Gupta
Keyword(s):  
Quantitative Research ◽  
Consumer Behaviour ◽  
Online Shopping ◽  
Product Information ◽  
Marketing Strategies ◽  
Consumer Trust ◽  
Content Type ◽  
Shopping Behaviour ◽  
Managerial Implications ◽  
Online Stores

Purpose This study aims to investigate consumer behaviour towards online shopping, which further examines various factors limiting consumers for online shopping behaviour. The purpose of the research was to find out the problems that consumers face during their shopping through online stores. Design/methodology/approach A quantitative research method was adopted for this research in which a survey was conducted among the users of online shopping sites. Findings As per the results total six factors came out from the study that restrains consumers to buy from online sites – fear of bank transaction and faith, traditional shopping more convenient than online shopping, reputation and services provided, experience, insecurity and insufficient product information and lack of trust. Research limitations/implications This study is beneficial for e-tailers involved in e-commerce activities that may be customer-to-customer or customer-to-the business. Managerial implications are suggested for improving marketing strategies for generating consumer trust in online shopping. Originality/value In contrast to previous research, this study aims to focus on identifying those factors that restrict consumers from online shopping.

Do wine buyers behave differently in brick and mortar vs online stores?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marguerite Higuet ◽  
Hervé Remaud
Keyword(s):  
Customer Loyalty ◽  
Design Methodology ◽  
Double Jeopardy ◽  
Grape Variety ◽  
Content Type ◽  
Product Categories ◽  
Brick And Mortar ◽  
Period Data ◽  
Online Stores ◽  
One Year

PurposeTo measure the extent to which wine buyers behave differently when purchasing wine online vs in two brick and mortar stores. The article aims to extend the use of the Double Jeopardy principle and empirical-based methodology to the wine category in a European retailing context.Design/methodology/approachCustomer loyalty data of two brick and mortar stores and the website orders of a Belgian retailer have been gathered for a one-year period. Data have been analysed based on three specific wine attributes: country of origin, grape variety and brand. Double Jeopardy measurements have been calculated for each of these attributes.FindingsThis study enlarges the scope of use of the Dirichlet principles. All three hypotheses derived from the Double Jeopardy patterns across all attributes are confirmed. From the perspective of these principles, we demonstrated that wine buyers do not behave differently in brick and mortar vs online stores.Originality/valueVery few studies have analysed and understood wine buyers' behaviour using actual purchasing data from retail stores, and none have been released comparing online and brick and mortar stores owned by the same retail brand. From that perspective, our study demystifies the way people really buy, and confirms what has been found in other product categories.

scholarly journals Understanding online shopping behaviours and purchase intentions amongst millennials

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria Dharmesti ◽  
Theresia Rasika Seta Dharmesti ◽  
Sarah Kuhne ◽  
Park Thaichon
Keyword(s):  
Information Search ◽  
Structural Equation ◽  
Online Shopping ◽  
Structural Model ◽  
Purchase Intentions ◽  
Policy Makers ◽  
Content Type ◽  
Online Purchase ◽  
Young Consumers ◽  
The Usa

Purpose The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour. Design/methodology/approach Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses. Findings The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions. Practical implications The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics. Originality/value Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.

Can offline–online congruence explain online loyalty in electronic commerce?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria Eugenia Ruiz-Molina ◽  
Miguel-Ángel Gómez-Borja ◽  
Alejandro Mollá-Descals
Keyword(s):  
Online Survey ◽  
Customer Relationship ◽  
Exploratory Research ◽  
Online Store ◽  
Content Type ◽  
Product Categories ◽  
Multichannel Retailing ◽  
Brick And Mortar ◽  
Online Shoppers ◽  
Online Stores

PurposeOne key issue to be addressed in multichannel retailing strategies has to do with ensuring the consistency of the retailer offerings between the brick-and-mortar and the online stores to offer their customers a seamless experience. This study assesses whether perceived congruence may be relevant to identify segments of heterogeneous based on their online loyalty levels as well as other constructs and variables related to the customer relationship with the retailer for two different product categories.Design/methodology/approachFrom the responses of apparel and electronics multichannel shoppers to an online survey, a CHAID algorithm was performed to identify the most relevant congruence attribute(s) perceived by customers for predicting their loyalty levels toward the online store.FindingsThe results have allowed the identification of five segments of online shoppers, both for apparel and for electronics retailing, so that customers showing the highest scores in all congruence attributes also showed a higher loyalty toward the online store.Research limitations/implicationsThis study presents a first insight into the link between perceived congruence and online loyalty in retailing using a CHAID segmentation-based approach by differentiating various dimensions of perceived congruence for two product categories.Practical implicationsThe results obtained allow for inferring a series of strategies and actions that retailers can adopt for improving perceived congruence between physical and online stores along with a series of dimensions, and ultimately, increase online loyalty.Originality/valueAs the interest of the literature on perceived congruence between offline and online stores is relatively recent, this exploratory research contributes to shedding light on the implications of specific congruence dimensions between the offline and the online store in terms of consumer online loyalty in all multicategory setting.

What factors affect Chinese consumers’ online grocery shopping? Product attributes, e-vendor characteristics and consumer perceptions

2020 ◽  
Vol 12 (2) ◽  
pp. 193-213 ◽  
Author(s):  
Qiujie Zheng ◽  
Junhong Chen ◽  
Robin Zhang ◽  
H. Holly Wang
Keyword(s):  
Information Search ◽  
Online Shopping ◽  
Influencing Factor ◽  
Consumer Perceptions ◽  
Shopping Behavior ◽  
Grocery Shopping ◽  
Product Attributes ◽  
Content Type ◽  
Fresh Food ◽  
Competitive Prices

PurposeIn this paper, we provide a simple conceptual framework with empirical analysis to investigate the effect of product attributes and e-vendor characteristics that are potentially included in the online shopper’s information search on their online shopping behavior in China.Design/methodology/approachThis paper examines consumers’ online shopping frequency for food/grocery using an ordered logit model and for fresh food (a subcategory of food/grocery) using a two-part model, considering product attributes, e-vendor characteristics, and consumer perceptions and characteristics.FindingsThe results show that product origin is an influencing factor in shopping for fresh food online, reflecting consumers’ growing interests in imported food or specialty food from other areas. Consumers are more likely to shop online for fresh food if they perceive online shopping as having a price advantage. But consumers who view price as a top factor are less likely to buy fresh food online frequently. Thus competitive prices might be a motive for online fresh food shopping, but consumers concerned about price do not necessarily shop frequently. Negative perceptions of product freshness reduce consumers’ likelihood and frequency of shopping for fresh food online. Concerns on food quality and e-vendors’ credibility prevent consumers from frequently shopping for fresh food online. Social and demographic characteristics also influence consumers’ decisions.Originality/valueThis paper provides a better understanding of consumer’s online grocery shopping preferences and sheds light on policy and regulation design and implementation in the e-commerce industry, which will ultimately protect and benefit consumers.

Leveraging utilitarian perspective of online shopping to motivate online shoppers

2018 ◽  
Vol 46 (3) ◽  
pp. 247-263 ◽  
Author(s):  
Ajay Kumar ◽  
Anil Kumar Kashyap
Keyword(s):  
Factor Analysis ◽  
Success Factors ◽  
Online Shopping ◽  
Central India ◽  
Online Marketing ◽  
Content Type ◽  
Product Availability ◽  
Online Shoppers ◽  
Shopping Motivation ◽  
The Impact

Purpose Shopping motivation has been extensively explored in traditional marketing context but less in online shopping. Utilitarian attribute of online shopping is one of the success factors of e-retailing. The purpose of this paper is to explore the utilitarian shopping motivation in online shopping and validate these factors through confirmatory factor analysis (CFA) in the Indian context. Design/methodology/approach The data were collected from the 183 regular online shoppers. The collected data were analysed through exploratory factor analysis and CFA using Amos 22 version. Findings This paper explored the utilitarian shopping motivation of online shopping into five factors, i.e. information availability, accessibility, searchability, product availability and convenience. Research limitations/implications The research is conducted on online shoppers to measure their utilitarian motives of shopping online. Further research may be conducted to investigate other motives of online shopping. The sample is taken from Central India which is not enough to generalise the findings. Research may be conducted in other regions and on different segment of respondents to know the impact of geographical variance on utilitarian perspectives of online shoppers. Originality/value This paper addresses a significant input in online retailing platform, and it will contribute to the theory of shopping motivations in online shopping context and provide valuable inputs for developing online marketing strategies. The findings of the study also aid to retail practitioners in analysing retailing’s current transformation due to digitalization.

Consumers’ security and trust for online shopping after GDPR: examples from Poland and Ukraine

2020 ◽  
Vol 22 (4) ◽  
pp. 289-305
Author(s):  
Artur Strzelecki ◽  
Mariia Rizun
Keyword(s):  
Data Protection ◽  
Online Shopping ◽  
Ease Of Use ◽  
Privacy Policy ◽  
Important Conclusion ◽  
Content Type ◽  
General Data Protection Regulation ◽  
Price Comparison ◽  
Online Payment ◽  
Online Stores

Purpose This paper aims to consider the question of changes brought to consumers’ trust and security issues by the implementation of the General Data Protection Regulation (GDPR) in electronic commerce. Design/methodology/approach Online shopping policies in Poland and Ukraine are compared from the perspective of four factors as follows: application of terms of service and privacy policy, usage of online payment systems, presence in price comparison engines and grade of secure sockets layer security certificates. Comparison is conducted within the framework of three research questions (complemented by eight hypotheses) set to reveal whether: policies of personal data protection and server security for online stores in both countries are the same; all online stores in both countries obey the existing e-commerce rules; e-commerce policies in the two countries differ significantly. The sample for analysis contains 40 Polish and 40 Ukrainian online stores, representing four industries, namely, electronics, entertainment, fashion and goods for children. Findings The research allowed to reveal major differences in the privacy policy of the two countries, caused, mainly, by the absence of GDPR in Ukraine. It also disclosed much stronger cooperation of online stores and price comparison engines in Poland compared to Ukraine. At the same time, research results allow to state that server security in both countries is on the same rather high level and that online stores use transparent and safe methods of online payment. Research limitations/implications This research opens a way to other, expanded observations which will include more countries and larger scopes of data. Its main limitation is that GDPR influence is only studied in two countries, not in all countries where it is implemented. Originality/value This research contributes from security and trust perspectives by analyzing the situation in two countries as follows: the EU member (Poland) and a non-EU country (Ukraine). The value of exploring the situation of Ukrainian e-commerce consists of understanding how online stores function without implementing the GDPR. Observation of shopbots application allows drawing an important conclusion of the necessity for online stores to cooperate with such services. It was also revealed that consumers’ trust in both countries depends a lot on the payment methods applied by an online store and on the ease of use of these methods.

scholarly journals Store layout effects on consumer behavior in 3D online stores

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1223-1256 ◽  
Author(s):  
Ioannis Krasonikolakis ◽  
Adam Vrechopoulos ◽  
Athanasia Pouloudi ◽  
Sergios Dimitriadis
Keyword(s):  
Consumer Behavior ◽  
Delphi Study ◽  
Online Shopping ◽  
Customer Experience ◽  
Influential Factor ◽  
Department Stores ◽  
Content Type ◽  
Store Design ◽  
Shopping Enjoyment ◽  
Online Stores

PurposePositioned in the e-retailing field, this study aims to investigate the effect of the retail store’s atmosphere on consumer behavior in 3D online shopping environments, focusing on store layout as a critical influential factor.Design/methodology/approachThe research uses a mixed research method approach that includes two complementary studies. First, a three-round Delphi study with domain experts is used to develop a store layout classification scheme (Study 1), resulting in five distinct types of store layout. Subsequently, 3D online retail stores that use the five layouts are designed and developed. These serve as treatments of a laboratory experimental design, which is used to assess layout impact on a number of attitudinal and behavioral variables (Study 2).FindingsFive distinct types of store layout have been identified in Study 1, and their distinctive features are presented. The findings of Study 2 indicate that online shopping enjoyment, entertainment and ease of navigation are influenced by the store layout types of 3D online environments. Specifically, the “avant-garde” layout type facilitates the ease of navigation of customers in the store and provides a superior online customer experience. The “warehouse”’ adopts long aisles for the display of products, which simplifies the comparison of products, whereas the “boutique” layout was found to be the best in terms of shopping enjoyment and entertainment. The “department” layout shares many common characteristics with traditional department stores, providing an entertaining and enjoyable store, whereas the “pragmatic” layout emphasizes low system requirements.Practical implicationsThe paper presents characteristics that make store layouts effective for different aspects of online customers’ experience and identifies opportunities that 3D online store designers and retailers can explore for the provision of enhanced, customized services to online customers.Originality/valueThis paper examines recent technological developments in store design and visual merchandising. It identifies five layout types of 3D online stores, which are different from those of brick–and–mortar and 2D online stores, and investigates their impact on consumer behavior. Further, the paper examines how each layout type influences online shopping enjoyment, entertainment, ease of navigation, online customer experience and, in turn, purchase and word-of-mouth intentions. Finally, the paper examines the moderating role of telepresence. Individuals with high sense of telepresence conceive 3D environments as “real” and are more concerned about the attributes that trigger the sense of enjoyment they experience while browsing.

Walmart’s international expansion: successes and miscalculations

2018 ◽  
Vol 39 (2) ◽  
pp. 22-29 ◽  
Author(s):  
Irma Hunt ◽  
Allison Watts ◽  
Sarah K. Bryant
Keyword(s):  
Mobile Phones ◽  
Cultural Awareness ◽  
Online Shopping ◽  
Growth Strategy ◽  
Local Market ◽  
Clear Understanding ◽  
International Expansion ◽  
Content Type ◽  
Online Retailers ◽  
Brick And Mortar

Purpose Walmart achieved extraordinary success and growth in its home country before embarking on a strategy of international expansion. While most of Walmart¹s international expansion efforts were successful, the retailer experienced some challenges in Germany and South Korea, exiting both less than ten years after initial entry. In 2016, Walmart announced the closure of 269 stores worldwide. Although most Walmart stores are now outside the USA, the performance of these stores lag their US counterparts. Walmart has not been able to simply export its “Everyday Low Price” approach. It is important to understand cultural differences in the way people shop in addition to understanding the market, economy and laws of various regions around the world. Design/methodology/approach Walmart’s successes and missteps in each country are analyzed. The studies looked at each country’s culture, shopping habits and discuss what worked and what did not in each country. The authors hope that managers planning international expansion will learn from the successes and failures of this giant retailer. Findings Walmart has a significant presence in Mexico, the UK, Brazil, China and Canada. It has been successful in countries where it has adapted the Walmart model to the local market. International expansion for Walmart, along with other retailers, is now being highly impacted by the growth in online shopping. However, the use of technology for shopping is not a homogenous global experience. The increased demand for online retailers suggests that firms slow down (but not stop) brick and mortar international expansion. Practical implications Considering the projected growth in online shopping, retailers with global aspirations need to have a strong and sustainable competitive advantage (e.g. products, operations, marketing and brand name reputation) in addition to a clear internationalization plan. The same factors critical to brick and mortar expansion are applicable to online growth. Having a successful, long-term presence in selected countries requires a clear understanding of each country’s infrastructure, demographics, political and economic systems, in addition to cultural awareness and an understanding of shopping practices. Social implications The growth of online shopping internationally will also fundamentally alter international expansion for Walmart and other retailers. Interestingly, Chinese shoppers may be leading the trend in online shopping, as nearly 65 percent of Chinese shoppers use their mobile phones for online shopping, are more likely to buy from off-shore online retailers and are more likely to use their mobile phones to compare prices than either Canadian or US shoppers (PWC, 2016). Walmart’s recent acquisition of Jet.com is sending a clear signal that brick and mortar shopping is not the only way to expand internationally. Originality/value This original work about Walmart’s growth strategy internationally is unique. This work will be of great value to managers thinking of expanding internationally. The non-embracing of local cultural habits and use of non-local managers is something that can be easily overlooked when thinking of expansion. Serious financial consequences can be easily avoided by being aware of the mistakes that others have made.

Megatek: “Do it right, do it yourself”

2019 ◽  
Vol 9 (2) ◽  
pp. 1-22
Author(s):  
Elona Garo ◽  
Vasilika Kume
Keyword(s):  
Learning Outcomes ◽  
Building Materials ◽  
Capital City ◽  
Content Type ◽  
Heating And Cooling ◽  
Academic Level ◽  
Brick And Mortar ◽  
Competitive Prices ◽  
Master Level ◽  
Do It Yourself

Learning outcomes The learning outcomes are as follows: examining the attributes and characteristics of successful entrepreneurs, understanding the biggest challenges entrepreneurs are facing in the process of developing their own business, understanding how to lead change and create competitive advantage in an emerging economy, identifying the challenges and pressuring the business in facing the retail industry and discussing and debating the challenge of diversification strategy and the risks associated with it. Case overview/synopsis It was year 2009 when the largest hypermarket in Albania, “Do it Yourself”, opened its doors to the public by bringing in Albania an important investment. This investment was significant for the country because it materialized in the midst of the world economic crisis. The company hired 500 employees, a big number for the size of the country. The 160,000 m2 area facility is strategically located 6 km from Tirana International Airport and 8 km from the center of Tirana, the capital city. The interior of the Hypermarket Retail Store occupies 20,000 m2 retail, 12,000 m2 wholesale and 2,600 m2 office space. The rest is green space and parking. Megatek carries a range of 51,000 products in different categories as homemade decorations, lighting and electrical, building materials, tools, gardening, heating and cooling, painting, wood and flooring. The products are available at a brick and mortar store and also online; the products are also home delivered. The company has been devoted to contribute to consumer education, quality service delivery and quality products at competitive prices. Armed with eight years of continuing success, Dionis was facing a critical decision. Should he expand or stand pat? Should he diversify the activity or maintain focus? Meanwhile, Megatek’s challenges on growing its business remain vivid. A couple of changes in the external environment ask for smart responses in the internal environment. Complexity academic level BA and Master level students. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 11: Strategy

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