Profiling gifters via a psychographic segmentation analysis: insights for retailers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xuan Quach ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Marketing Strategies ◽  
Future Research ◽  
Novelty Seeking ◽  
Purchasing Behavior ◽  
Content Type ◽  
Consumption Behavior ◽  
Segmentation Analysis ◽  
The Gift ◽  
Retail Managers ◽  
Practical Implications

PurposeThe aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify differences among the groups regarding their gift-purchasing behavior.Design/methodology/approachBased on the data from 193 participants, the authors seek to identify and profile unique consumer segments (gifters) generated from the four psychographic consumption traits. Second, once the segments are established, the authors analyze how the segments differ across 16 unique gift-purchasing behaviors.FindingsThe data generated four distinct consumer segments: experiential gifters, considerate gifters, convenience gifters and astute gifters. Across the segments, there were differences in their gift consumption behavior (e.g. time/effort spent, desire for customization, gift presentation, derived joy, purchasing frequency, eco-friendliness, seeking assistance, regifting and more).Research limitations/implicationsUS-based sample was collected via an online panel in January; this may restrict the generalizability of the research, given that gift consumption customs may vary across different countries. Thus, future research should include participants from other geographic regions to increase the external validity of the research.Practical implicationsRetail managers can use this knowledge to devise marketing strategies focused on the gift-purchasing behaviors of each group.Originality/valueSegmenting clusters based on differences in consumption traits provides insights to retailers looking to build a competitive advantage, particularly in a gift purchasing context.

Building the long bridge between visitors and customers through online general reviews

2019 ◽  
Vol 43 (2) ◽  
pp. 201-218 ◽  
Author(s):  
Wen-Yu Tsao
Keyword(s):  
Design Methodology ◽  
Marketing Strategies ◽  
Perceived Usefulness ◽  
Future Research ◽  
Purchasing Behavior ◽  
Confirmation Theory ◽  
Content Type ◽  
Willingness To Buy ◽  
Access Information ◽  
Practical Implications

Purpose Many reviews on the internet are contributed their time to evaluate which are largely transparent generally; however, How are these information valuable and useful to visitors before making a purchasing decision? As the reason, there is a need to understand the distal path of visitors concern. The purpose of this paper is to evaluate the effects of both perceived useful and valuable motivations on visitors’ willingness to buy in the distal paths. Design/methodology/approach Web questionnaire survey. Findings Visitors’ confirmation was the beginning to impact the intention to buy through only one distal path, perceived value (PV) and satisfaction. Research limitations/implications Even though the author tried his best to design and implement thoughtfully for this research, there are still some limitations. First, the results could be influenced by self-selection bias. The sample of respondents surveyed in this study consisted of young adults (58.90 percent were between the ages 21 and 25 years old), the majority of whom (54.79 percent) were students. Therefore, in the context of this study, the visitors surveyed were young and able to easily access information online. The phenomenon has been, proved by Hsu (2013), found, it still needs to explore further. Second, perceived usefulness did not have a significant impact on satisfaction which consistent with Tao et al. (2009) result. The data represent the response’ feeling for now; it needs to be explored further. Third, it would also be worthwhile to investigate any obstacles, such as believable (Cheung et al., 2012) that might reduce the intentions to buy of visitors. Finally, recommendations and promotions have also been found to influence visitors’ further purchasing behavior, such as extra buy (Tsao, 2013). These phenomena are worth investigating in future research. Practical implications To inspire visitors, information of reviews can be posted by offering positive or negative suggestions (e.g. good or bad experience); managers should improve their products or services from the suggestions of reviews and need to consider the distinctive influences of various aspects of reviews when promoting products and devising e-marketing strategies. Marketers should recruit and filter reviews to write positive suggestions of their own products or service. IS practitioners should post the reviews might need to provide more detailed information (e.g. the reasons of like or dislike). The posted information from reviews should be accurate, particularly aiming at visitors who are motivated by reviews’ suggestions. All proposed measures are particularly important for visitors with sufficient reviews effects. Greater transparency of reviews might be achieved by more explicit reviews information (e.g. via like or dislike statements). Social implications The result provides a basis to generate concrete advice for owners about reviews concern to enhance visitors’ PV. It seems sensible to pursue two strategies: first, enhance the visitors’ PV to trigger motivation forward, and second, inspire the visitors to progress smoothly in the visiting stage. Originality/value The results of the expectation-confirmation theory applied to reviews recommendations how important to employ for enterprises. These reviews were either directly given by experienced users or at least validated with their help to visitors. Therefore, the value is building the distal bridge between visitors and customers through online general reviews.

Opentable as a marketing strategy for modern Muslim funeral product in Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Witanti Prihatiningsih ◽  
Ninis Agustini Damayani ◽  
Asep Suryana ◽  
Susie Perbawasari
Keyword(s):  
Qualitative Research ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Marketing Strategies ◽  
Future Research ◽  
Content Type ◽  
Funeral Home ◽  
Potential Customers ◽  
Practical Implications

Purpose The Opentable strategy is considered a taboo because of its ability to take advantage of peoples’ grief. Therefore, this study aims to explore the Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products, considered a luxury by most people in Indonesia. Design/methodology/approach This is a qualitative research with a phenomenological approach used to collect data from six Memorial Advisors (MAs) through interviews. Findings The result showed that the Opentable strategy was carried out to introduce the concept of a modern Muslim funeral home and its products. Furthermore, MA does not encourage sales during Opentable, rather, it uses the process to obtain complete data from potential customers. Practical implications This research serves as a guidance for MA and other similar professions to socialize products uncommon or considered taboo in society. It also provides a repertory of new marketing strategies, especially for targeted and uncommon products. Originality/value To the best of the knowledge, this is the first research to explore Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products in Indonesia. Therefore, future research is needed on other marketing strategies.

Knowledge effects on the exploratory acquisition of wine

2015 ◽  
Vol 27 (2) ◽  
pp. 84-102 ◽  
Author(s):  
Debbie Vigar-Ellis ◽  
Leyland Pitt ◽  
Albert Caruana
Keyword(s):  
Marketing Strategies ◽  
Future Research ◽  
Sample Population ◽  
Research Approach ◽  
Content Type ◽  
Marketing Activities ◽  
Purchasing Behaviour ◽  
Relationship Of ◽  
Question Formats ◽  
Practical Implications

Purpose – This paper aims to determine whether exploratory wine purchasing behaviour is affected by consumers’ objective and subjective wine knowledge. Design/methodology/approach – A questionnaire was developed using recognised scales for exploratory consumer tendencies, objective and subjective wine knowledge. The survey was administered using the MTurk platform. A factor analysis was first used to test the psychometric properties of the measures of the three constructs. Once the robustness of the measures was ascertained, cross-tabulations and testing via ANOVA’s of the demographics of age, gender, weekly wine consumption and education on the constructs was undertaken. In addition the causal relationship of subjective and objective wine knowledge on exploratory purchase behaviour was investigated via the use of multiple regression analysis. Findings – The results show that consumers with more real (objective) knowledge of wines are more likely to participate in exploratory wine purchasing. Objective wine knowledge is greatest amongst older consumers and those who consume more wine. Research limitations/implications – While attempts were made to limit biases due to the research approach, the results may lack generalisability because a US sample only, was used. Recommendations for future research extending the sample population as well as for changes to the question formats are suggested. Practical implications – The findings of this study have implications for wine marketers in that marketing strategies and activities (labelling, distribution, media, etc.) may need to be adapted depending on the exploratory purchasing behaviour and wine knowledge of their target customers. Originality/value – Exploratory wine acquisition behaviour is important to wine marketers. This behaviour encourages trial but, at the same time, impacts brand loyalty. This paper identifies the characteristics of consumers in terms of wine knowledge, consumption and demographics most likely to exhibit this behaviour and provides support for the need for marketers to identify these consumers and adapt their marketing activities targeting them.

What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Istijanto Istijanto ◽  
Indria Handoko
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Three Dimensions ◽  
Purchasing Behavior ◽  
Approach And Avoidance ◽  
Content Type ◽  
Emotional Dimensions ◽  
Practical Implications

Purpose Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. Design/methodology/approach This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Findings Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. Research limitations/implications As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. Practical implications This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. Originality/value To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

Why individualized contact policies are critical in the mass affluent market

2015 ◽  
Vol 28 (2) ◽  
pp. 251-272
Author(s):  
Gabriel Bitran ◽  
Susana Mondschein
Keyword(s):  
Programming Model ◽  
Marketing Strategies ◽  
Stochastic Dynamic ◽  
Purchasing Behavior ◽  
Expected Return ◽  
Threshold Policy ◽  
Content Type ◽  
Phone Calls ◽  
Dynamic Programming Model ◽  
Practical Implications

Purpose The purpose of this paper is to study the optimal contact policies for customers that belong to the mass affluent market. Design/methodology/approach The authors formulate a stochastic dynamic programming model to determine the optimal frequency of contacts in order to maximize the expected return of the company. Findings The authors show that personalized marketing strategies provide a competitive advantage to companies that contact their customers directly through, for example, phone calls or meetings. The authors show that a threshold policy is only optimal for customers with increasing sensitivity to contact. In all other cases, optimal policies might have a less intuitive structure. The authors also study the importance of the size of the customer database and determine the optimal maximum recency when maintenance costs are present. Practical implications Contact policies should be tailored for each company/industry individually, due to their sensitivity to customers’ purchasing behavior.

scholarly journals “You really shouldn't have!” Coping with failed gift experiences

2020 ◽  
Vol 54 (4) ◽  
pp. 857-883 ◽  
Author(s):  
Ines Branco-Illodo ◽  
Teresa Heath ◽  
Caroline Tynan
Keyword(s):  
Future Research ◽  
Structured Interviews ◽  
Ethical Considerations ◽  
Content Type ◽  
Diary Method ◽  
Multiple Data ◽  
The Gift ◽  
Research Findings ◽  
The Cost ◽  
Practical Implications

Purpose This paper aims to examine coping approaches used by receivers to deal with failed gift experiences, thereby dealing with misperceptions between givers and receivers that could affect their relationship. Design/methodology/approach This study uses a sequential, multimethod methodology using background questionnaires, online diary method and 27 semi-structured interviews. Findings Receivers cope with failed gift experiences through concealing, disclosing or re-evaluating the gift experience. These approaches encompass several coping strategies, allowing receivers to deal with their experiences in ways that help them manage their relationships with givers. Research limitations/implications Informants described gift experiences in their own terms without being prompted to talk about coping, thus some insights of coping with failed gifts may have been missed. Multiple data collection methods were used to minimise this limitation, and the research findings suggest new avenues for future research. Practical implications The present research helps retailers and brands to minimise gift failure by promoting gifts that emphasise aspects of the giver–receiver relationship, assists givers in their learning from gift failure by making them aware of the receiver’s preferences and reduces the cost of gift failure by offering further opportunities to dispose of unwanted gifts. Originality/value This paper contributes to the emerging topic of consumer coping by providing a novel and rounded understanding of coping in the context of failed gift events, identifying new reasons for gift failure, highlighting receivers’ ethical considerations when responding to failed gifts and proposing new insights for the coping literature.

The cross-shopping behaviour: patterns of store format mobility in the apparel sector

2016 ◽  
Vol 44 (1) ◽  
pp. 89-104 ◽  
Author(s):  
Beatrice Luceri ◽  
Sabrina Latusi
Keyword(s):  
Customer Loyalty ◽  
Cost Benefit Analysis ◽  
Cost Benefit ◽  
Marketing Strategies ◽  
Content Type ◽  
Telephone Surveys ◽  
Shopping Behaviour ◽  
Retail Managers ◽  
The Cross ◽  
Practical Implications

Purpose – The study investigates the cross-format shopping behaviour in the apparel sector. The purpose of this paper is to relate the number of store formats patronized to a set of consumer characteristics under a unifying theoretical framework emphasising cost-benefit analysis. Design/methodology/approach – The research involved questionnaire telephone surveys from a sample of 1,722 apparel shoppers in a European region. Findings – Among shoppers’ socio-demographic characteristics, age, gender, employment status and citizenship were found to have an impact on multi-store format patronage patterns for apparel purchases. Moreover, the store format preference and the sale proneness proved to be additional determinants of cross-format mobility. Practical implications – The findings provide retail managers with valuable insights for effective marketing strategies aimed to exploit customer loyalty potential. Originality/value – Despite consumers’ regular use of various alternative store formats for apparel purchases, literature on the determinants of cross-format mobility is scarce. Addressing the inter-type cross-shopping behaviour of consumers from a cost-benefit viewpoint, this study makes a new contribution in the area of customer loyalty and the complementarity and substitutability of store formats.

scholarly journals Antecedents of word of mouth behaviour among female grocery shoppers in Iran

2017 ◽  
Vol 8 (1) ◽  
pp. 2-15 ◽  
Author(s):  
Patricia Harris ◽  
Nasim Alsadat Khatami
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Future Research ◽  
Grocery Shopping ◽  
Relative Importance ◽  
Content Type ◽  
Factors Affecting ◽  
Grocery Retailing ◽  
Retail Managers ◽  
Practical Implications

Purpose The purpose of this paper is to report on research on the antecedents of word of mouth (WOM) behaviour among Iranian women in the context of grocery shopping. Design/methodology/approach Using a survey instrument, the authors empirically test the conceptual model of De Matos and Rossi. Findings This paper finds support for the model and finds satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Research limitations/implications This paper examines only factors affecting the initiation of positive WOM; future research should examine also drivers of negative WOM. The study sample consists of female shoppers at Tehran branches of one grocery retailer. There is scope to extend the research to shoppers of other grocery retailers and to other parts of Iran. Practical implications The findings provide useful insight for practitioners in identifying the relative importance of drivers of WOM. This research suggests that satisfaction is the weakest predictor of WOM, and therefore, it is dangerous for grocery retail managers to rely on customer satisfaction metrics as indicators of WOM initiation. Originality/value This research appears to be the first study of WOM in the context of Iranian grocery retailing, a sector which is both fast growing and undergoing structural change.

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.

scholarly journals Unemployment and spell duration during the Great Recession in the EU

2015 ◽  
Vol 36 (2) ◽  
pp. 216-235 ◽  
Author(s):  
Carlos Gradín ◽  
Olga Cantó ◽  
Coral del Río
Keyword(s):  
Great Recession ◽  
Negative Impact ◽  
Labour Force ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
The Great Recession ◽  
Unemployment Spells ◽  
Practical Implications ◽  
The Eu

Purpose – The purpose of this paper is to analyze the different dynamic characteristics of unemployment in a selected group of European Union countries during the current Great Recession, which had unequal consequences on employment depending on the country considered. Design/methodology/approach – The paper follows Shorrocks’s proposal of a duration-sensitive measure of unemployment, and uses cross-sectional data reported by Eurostat coming from European Labour Force Surveys. Findings – The results add some evidence on the relevance of incorporating spells’ duration in measuring unemployment, finding remarkable differences in unemployment patterns in time among European countries. Research limitations/implications – In this paper unemployment is analyzed for all the labor force. Future research should investigate patterns across specific groups such as young people, women, immigrants or the low skilled. Practical implications – It is generally accepted that the negative impact of unemployment on individual welfare can be very different depending on its duration. However, conventional statistics on unemployment do not adequately capture to what extent the recession is not only increasing the incidence of unemployment but also its severity in terms of duration in time of ongoing unemployment spells. The paper shows an easy and practical way to do it in order to improve the understanding of the unemployment phenomenon, using information usually reported by statistical offices. Originality/value – First, the paper provides a tool for dynamic analysis of unemployment based on reported cross-sectional data. Second, the paper demonstrates the empirical relevance of considering spells’ duration when assessing differences in unemployment across countries or in unemployment trends. This is usually neglected or only partially addressed by most conventional measures of unemployment.

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