Market segmentation via attitudinal functions: a multi-method approach

2018 ◽  
Vol 21 (1) ◽  
pp. 63-81 ◽  
Author(s):  
Obinna O. Obilo ◽  
Bruce L. Alford
Keyword(s):  
Scale Development ◽  
Market Segmentation ◽  
Functional Approach ◽  
Qualitative Assessment ◽  
Content Type ◽  
Reliable Instrument ◽  
Multi Method Approach ◽  
Functional Profiles ◽  
Method Approach ◽  
Practical Implications

Purpose This study aims to develop a method of segmenting markets by using the functional approach to attitudes. The adopted approach identifies and groups individuals based on what functions their held attitudes serve for them. Specific marketing mixes can, thus, be designed for each functional profile. Design/methodology/approach The multi-method approach adopted consists of a qualitative assessment of consumers’ attitudinal functions in the physical fitness context and the development of an instrument to identify the distribution of attitudinal function segments in the same context. Findings A valid and reliable instrument that can be used to segment a market based on functional profiles is developed. Practical implications The outlined method provides a method for practitioners to identify existing functional segments, thus creating marketing mixes based on these functional segments and, ultimately, maximizing the value created for each segment. Originality/value The value in this research lies in the integration of old concepts (functional approach and scale development) to solving a new problem. The functional approach reaches deep to determine “why attitudes are held” vs simply “what attitudes are held”. Operationalization difficulties led to the abandonment of the approach. This research, thus, contributes theoretically by actually operationalizing the functional approach via a scale development, and using the operationalized form as a new means for segmenting markets.

scholarly journals Omnichannel fashion retailing: examining the customer decision-making journey

2020 ◽  
Vol 24 (3) ◽  
pp. 471-493 ◽  
Author(s):  
Samantha Lynch ◽  
Liz Barnes
Keyword(s):  
Decision Making ◽  
Structured Interviews ◽  
High Involvement ◽  
Content Type ◽  
Shopping Experience ◽  
Multi Method Approach ◽  
The One ◽  
Method Approach ◽  
Practical Implications

PurposeThe purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.Design/methodology/approachThe research is qualitative in nature, using a multi-method approach consisting of focus groups, semi-structured interviews, online diaries and follow-up interviews, with grounded theory applied to analyse the data.FindingsThe results of the study include a framework to outline the stages of the omnichannel customer decision-making journey for young high involvement female fashion consumers. The findings also reveal that an omnichannel decision-making journey is the one that predicated on risk and that consumers employ specific strategies to avoid such risks.Research limitations/implicationsDue to the nature of this research, the sample size is limited and may not be generalised. Data collection was confined to Manchester, UK.Practical implicationsCustomer journey mapping enables practitioners to view the entire shopping experience through the eyes of the customer and enables retailers' fault-find issues within the customer and brand experience.Originality/valueThe paper advances knowledge about fashion and consumer behaviour. The customer decision journey framework maps the emotional experiences, devices and channels encountered by high-involvement fashion consumers across each stage of the omnichannel journey.

Academic business librarians' assistance to community entrepreneurs

2014 ◽  
Vol 42 (1) ◽  
pp. 108-128 ◽  
Author(s):  
Louise Mort Feldmann
Keyword(s):  
Information Needs ◽  
Lessons Learned ◽  
National Study ◽  
National Scale ◽  
Content Type ◽  
The Past ◽  
Multi Method Approach ◽  
Method Approach ◽  
Practical Implications

Purpose – The purpose of this paper was to examine on a national scale how academic business librarians are working with community organizations and other libraries to assist local entrepreneurs with their information needs. Design/methodology/approach – A multi method approach was used to gather information. In spring 2012, a survey and follow-up interviews were conducted with academic business librarians. Additionally, business consultants who have worked with librarians were interviewed. Findings – The survey had 53 respondents. Of those, 40 percent indicated that they collaborate to assist entrepreneurs. Five interviewees confirmed the findings of the survey and discussed their collaborative arrangements. The consultants discussed best practices in working with entrepreneurs. Research limitations/implications – This research studied academic business librarians and reached those who monitor the buslib-l and brass-l listservs. Not all librarians have the time or take the time to respond to a survey. Additionally, this research only explored collaborations to assist local entrepreneurs and did not specifically focus on campus entrepreneurs and outreach to business schools. Practical implications – This study provides information on academic business librarians' efforts to assist community entrepreneurs. It also provides some information on lessons learned. Originality/value – A national study of academic business librarians' outreach to entrepreneurs has not been conducted in the past.

Terroir in the media: the poetry of people, place and palate

2014 ◽  
Vol 26 (3) ◽  
pp. 224-240 ◽  
Author(s):  
Nathalie Spielmann ◽  
Sylvie Jolly ◽  
Fabrice Parisot
Keyword(s):  
Subjective Experiences ◽  
Press Releases ◽  
Content Type ◽  
Media Frames ◽  
Related Text ◽  
The Media ◽  
Multi Method Approach ◽  
One Year ◽  
Method Approach ◽  
Practical Implications

Purpose – The purpose of this article is to review the use of the word terroir by print media in France using a multi-method approach. The objective is to uncover whether and how the media frames terroir-marketed products as being qualitatively superior to non-terroir products. Design/methodology/approach – Every issue of five print magazines in France was analyzed over the period of one year. All references to terroir were coded as well as all tasting notes with and without terroir references. > 6,500 tasting notes and 800 uses of terroir in wine and food-related text from > 3,800 pages in 30 issues were identified and analyzed. Findings – The results show that although it is not a frequently used word, terroir in tasting notes leads to significantly higher scores and prices for wines than when terroir is not included in the note. A further analysis reveals that terroir is most often related to subjective experiences of taste. Practical implications – Wine managers should often use the word terroir in their press releases and communication pieces. However, the dimension of terroir that brand managers put forward in their communication pieces will influence the way in which the media frame their product. Originality/value – Prior to this research there were no empirical results regarding how the media uses terroir. This research contributes to the growing body of research that seeks to understand the value of terroir as a marketing attribute.

scholarly journals Stating the obvious

2019 ◽  
Vol 8 (1) ◽  
pp. 20-33 ◽  
Author(s):  
Thomas Spencer ◽  
Jo Hayden ◽  
Peter Murphy ◽  
Russ Glennon
Keyword(s):  
Independent Research ◽  
Content Type ◽  
Fit For Purpose ◽  
Elite Interviews ◽  
Multi Method Approach ◽  
The Government ◽  
Current Guidance ◽  
National Framework ◽  
Method Approach ◽  
Practical Implications

Purpose The purpose of this paper is to examine the form, content and reporting arrangements of “statements of assurance” required from Fire and Rescue Authorities in England since their introduction in 2012 and identify potential improvements for future implementation. Design/methodology/approach A multi-method approach was adopted which commenced with an analysis of the current official guidance, an exploration of the accessibility and structure of the current statements produced; followed by a review of those statements through a desk based analysis complemented by a series of elite interviews. Findings The current guidance was found to be too broad and open to interpretation to be fit for purpose. This has led to some significant variations in reporting, limiting the statements’ usefulness to key users and stakeholders. Most authorities provided some form of report on their website but inconsistencies in respect of length, structure, name and content, limit their value. The research found that 30 per cent of authorities did not have an up to date statement available online. These findings were supported by the series of interviews. The result has led to confusion amongst authorities as to the statement’s role and the risk of it being perceived as a “box ticking” exercise rather than a real contribution to public assurance. Practical implications This paper provides potential lessons which could be adopted to inform future guidance in respect of the preparation and publication of the statement of assurance and its role within the wider public assurance regime for fire and rescue authorities. If adopted, these would improve the accountability, transparency and public assurance of Fire and Rescue Authorities which is a key objective of their governance arrangements. Originality/value The statement of assurance has only been a requirement of authorities since the current National Framework for Fire and Rescue was published in July 2012 and has not been subject to independent research since its inception. The government have recently issued a consultation on a new national framework, but this proposes changes to the statements of assurance. The findings will therefore be of value to the government, the fire and rescue sector and the recently appointed regulators for the service Her Majesty’s Inspectorate of Constabulary and Fire and Rescue Services.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Analysis of Barcelona’s tourist landscape as projected in tourism promotional videos

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexandra Georgescu Paquin ◽  
Aurélie Cerdan Schwitzguébel
Keyword(s):  
Design Methodology ◽  
Qualitative Assessment ◽  
Urban Landscapes ◽  
Content Type ◽  
Projected Image ◽  
Quantitative Data Analysis ◽  
Narrative Subject ◽  
Destination Management Organizations ◽  
Promotional Discourse ◽  
Practical Implications

Purpose The purpose of this paper is to analyze the tourist landscape as represented in Turisme de Barcelona’s YouTube tourism promotional videos, looking at the landscape’s tangible locations, symbolic and tourist assets and the protagonists in an effort to interpret its storytelling in an overtourism context. Design/methodology/approach The mixed methodology is based on a visual content analysis of promotional videos posted on the official Barcelona tourism YouTube channel. Quantitative data analysis about the assets and their localization was completed with a qualitative assessment of the way these assets are displayed to unveil the narrative they convey. Findings The results highlight that Barcelona’s projected image is mainly based on tangible heritage (especially monuments), its recognizable cityscape and its eno-gastronomic assets. This rather conventional image is geographically concentrated on the neighborhoods perceived as tourist neighborhoods. Practical implications This analysis provides a critical reflection of the actual strategy of destination management organizations and the storytelling they transmit. The findings can help to orientate their future actions and provide a method of analysis that can be repeated for other destinations. Originality/value This paper sheds new light on the use of urban landscapes in nonstatic images both as a narrative subject and as a tangible tourist space in promotional discourse.

Criteria and barriers for the application of green building features in Hong Kong

2018 ◽  
Vol 7 (3/4) ◽  
pp. 251-276 ◽  
Author(s):  
Jayantha Wadu Mesthrige ◽  
Ho Yuk Kwong
Keyword(s):  
Hong Kong ◽  
Financial Incentives ◽  
Group Discussion ◽  
Green Building ◽  
Building Sector ◽  
Content Type ◽  
Factors Affecting ◽  
Barriers To Implementation ◽  
Multi Method Approach ◽  
Method Approach

Purpose An understanding about the criteria determining the successful application of green features, and the barriers to implementation is essential in order to promote and enhance green building development. The purpose of this paper is twofold: first, the criteria determining the success of GBFs; and second, the barriers to implementing GBFs in Hong Kong. Design/methodology/approach A multi-method approach comprising a comprehensive questionnaire survey and a semi-structured group discussion with construction professionals, along with three case studies was adopted to address these two issues. Findings Findings suggest that although environmental performance is the most significant criterion, the living quality of occupants and the costs of green features play a crucial role in determining the success of their application. However, the environmental aspects of buildings are not sufficient for rating or determining the greenness level of a building. As for barriers, the green cost implications; the structural unsuitability of the current stock of old buildings; and the lack of financial incentives were found to be crucial barriers preventing the application of green features in the Hong Kong building sector. Originality/value GBFs have received extensive attentions by the academia and industry. This paper used a mix method approach by exploring success criteria and barriers to implementing green features in the building sector in Hong Kong. As green building development is still a contemporary subject of discussion, this study would be beneficial to decision makers as it identifies the criteria determining the success of green building adoption and barriers to implementation of such features. Hence, relevant stakeholders will have better understanding of the factors affecting the adoption of GBFs.

An evaluation of the impacts of construction professionals’ conflict on performance in the Nigerian construction industry

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Benjamen Sunkanmi Adeyemi ◽  
Clinton Ohis Aigbavboa
Keyword(s):  
Construction Industry ◽  
Mixed Method ◽  
Design Methodology ◽  
Quantitative Method ◽  
Professional Organization ◽  
Southwestern Part ◽  
Content Type ◽  
Great Performance ◽  
Method Approach ◽  
Practical Implications

PurposeThis study aims to evaluate impacts of construction professionals (CPs) conflict on performance in the Nigerian construction industry (NCI).Design/methodology/approachA quantitative method was used for this research. Questionnaires were sent to various CPs in Southwestern part of Nigeria. A total of 150 questionnaires were sent out, while 135 were gotten back from the partakers. The data received from the partakers were computed by applying descriptive and exploratory factor analysis.FindingsIn this study, conflict leads to the abandonment of the CPs’ task being rated highest by the participants. This was followed by conflict that results in insufficient communication, generates job pressure, results to frustrations and displeasure among the CPs, helps in early problem identification, causes work damage among professionals, helps in solving professional organization problems, improves productivity of professionals, improves communication among the professionals and so on.Research limitations/implicationsThis paper is limited to CPs that are members of professional bodies in Nigeria, and only 135 participants participated. Though, this paper suggests that a mixed-method approach should be utilized in further studies with a wider coverage.Practical implicationsThe findings from this paper will increase the understanding of CPs in Nigeria on various impacts of conflict on performance in the construction industry, most specifically the professional bodies. Moreover, this study will increase the knowledge of CPs to always avoid whatever that leads to the abandonment of their tasks. Additionally, this study will benefit the CPs to avoid insufficient communication among themselves, in order to accomplish great performance and efficiency in their respective professional bodies.Originality/valueSince previous studies on impacts of construction conflict in Nigeria were only focused on contractors and consultants in construction project, this current study filled the gap by evaluating the impacts of CPs’ conflict on performance in the NCI. Also, the method of analysis used for this study is exemptional because previous studies have overlooked the method. However, it is recommended that CPs must communicate more with others so as to ensure favorable conflict effects on performance.

Expatriate assignments: the “same” job may require different tasks

2019 ◽  
Vol 14 (2) ◽  
pp. 227-239
Author(s):  
Scott Martin ◽  
Reynold James
Keyword(s):  
Mixed Method ◽  
Positive Impact ◽  
Host Countries ◽  
Content Type ◽  
Management Processes ◽  
Task Differences ◽  
Expatriate Assignments ◽  
Development And Management ◽  
Method Approach ◽  
Practical Implications

Purpose Given a specific job, this paper aims to examine if the tasks change when moving from one country to another, and if so, whether such changes are at least partly a function of environmental factors. Design/methodology/approach A mixed-method approach (surveys and interviews) with professional-level expatriates based in the UAE. Findings The results indicated that the “same” job often required different tasks depending on the country. Given a matching job between home and host countries, 66 per cent of respondents indicated that the job was different and on average, 20 per cent of the job was perceived to be different. Environmental forces did account for meaningful task differences. Legal and regulatory forces were a particularly important driver of task differences. Practical implications It is important to consider potential task differences in connection with expatriate assignments. Attending to task differences can have a positive impact on staffing, development and management processes. Originality/value Given the “same” job, the specific tasks may be different depending on the country.

Evaluating the satisfaction rate for affordable housing in non-gated residential area (NGR): the case of Al-Sharq housing project in Zarqa-Jordan

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rami Khaled Al Shawabkeh ◽  
Ahmad M. Alzouby ◽  
Abdelmajeed Rjoub ◽  
Mays Alsmadi ◽  
Maram AlKhamaiseh ◽  
...  
Keyword(s):  
Affordable Housing ◽  
Questionnaire Survey ◽  
Qualitative Method ◽  
Gated Communities ◽  
Content Type ◽  
Residential Community ◽  
Residential Communities ◽  
Method Approach ◽  
Practical Implications

Purpose Non-gated residential communities (NGR) are now becoming significant in Jordan resulting in an increase in low and medium-income areas. This study aims to investigate the sense of community at residential level within NGR by testing the characteristics presented in the first and largest non-gated community in Jordan (Al-Sharq project). Design/methodology/approach Such characteristics were identified via literary reviews and visual data collected through site visits, observation and photographs of the project's physical settings. This formed the basis of a questionnaire/survey that was distributed to the residents. This research depends on the mixed-method approach (qualitative and quantitative) to achieve the research objectives. The quantitative method involved the use of a questionnaire/survey, while the qualitative method undertook a comparative process using some statistical methods for the main characteristics. The results were analysed by using descriptive statistics, comprising frequency and factor analyses. Findings The study concludes with a framework consisting of suggestions and recommendations to remove the main constraints on improving the quality of life for the non-gated residential community. Practical implications The outcome of this study will influence the decisions made by the parties involved in urban development in Jordan when designing residential neighborhoods. Originality/value The significance of this paper is that while the majority of studies have been on the evaluation of gated communities in developing countries, there have only been a limited of studies specifically examining the experience of residents in those environments. Therefore, this paper contributes and adds to the existing knowledge in the development of non-gated communities in a developing country.

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