Consumer Engagement through Conditional Promotions

2022 ◽  
Vol 30 (5) ◽  
pp. 0-0
Keyword(s):  
Decision Making ◽  
Qualitative Research ◽  
Thematic Analysis ◽  
Loss Aversion ◽  
Qualitative Data ◽  
Retail Store ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Managerial Implications ◽  
The Relationship

This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding the linkages between 'pre-cart' and the 'post-cart' add-on purchases. Thematic analysis of qualitative data (focus groups and personal interviews) resulted in four themes, i.e. 'Criticality of Product Utility,' 'Mode of Payments,' 'Loss Aversion by Consumers,' and 'Inability to Think Out-of-Box by the Consumers.' We add value to the existing marketing literature by finding the relationship between products purchased in 'pre-cart', i.e., without the knowledge of CP and 'post-cart', defined as add-on products added to the cart to avail the CP offer while purchasing in an offline retail store. Further, we find that consumers' willingness to avail CP varies with different relative distances from the target purchase cart value (high vs. low) and mode of payments (cash vs. digital). We discuss the theoretical and managerial implications of the research.

Consumer decision-making in a retail store: the role of mental imagery and gender difference

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jung-Hwan Kim ◽  
Minjeong Kim ◽  
Jungmin Yoo ◽  
Minjung Park
Keyword(s):  
Decision Making ◽  
Mental Imagery ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Perceived Ownership ◽  
Decision Satisfaction ◽  
The Relationship

PurposeThe purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.Design/methodology/approachUsing a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.FindingsThe results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.Originality/valueThe effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.

scholarly journals The Underreported Significance of Transcription Decisions: Perspectives Gained from Two Different Vantage Points

2019 ◽  
Author(s):  
Lilian Cibils
Keyword(s):  
Decision Making ◽  
Qualitative Research ◽  
Data Collection ◽  
Qualitative Data ◽  
Decision Making Process ◽  
Transcription Process ◽  
Significant Process ◽  
Vantage Points ◽  
A Minor ◽  
Qualitative Data Collection

In this paper, I propose redefining transcription as a significant process within qualitative research, and as more deserving of attention and of transparency in reporting. Although interviewing has become one of the most frequently used methods of qualitative data collection, when summarizing the methodology adopted in their studies, researchers are still not likely to describe either the transcription process itself or the decision-making process that led up to it. One of the problems with transcription is that it is frequently addressed separately from the broader philosophical, ideological or epistemological contexts of a study, and dealt with as a minor independent logistics issue, and its resolution reduced to its mechanics or its physical completion. In this article, I highlight the significance of decisions made about transcription as illustrated by an account of two contrasting experiences. I explore the choices made related to who undertakes the process and how it is completed as based on theoretical underpinnings. These decisions, as illustrated in the examples, reflect views on what is to be known and what is considered to be the data, and will, ultimately, determine the limitations or the possibilities for analysis and interpretation.

scholarly journals AN INFLUENCE OF SOCIAL DISTANCE ON TOURIST DECISION-MAKING PROCESS: A CASE OF TOURISTS VISITING THE MAASAI MARA NATIONAL GAME RESERVE

2021 ◽  
Vol 8 (1) ◽  
pp. 51-61
Author(s):  
Ashioya Belinda ◽  
Imbaya Beatrice ◽  
Timothy Sulo
Keyword(s):  
Decision Making ◽  
Social Distance ◽  
Equation Modeling ◽  
Construal Level ◽  
Decision Making Process ◽  
Exploratory Research ◽  
Consumer Decision Making ◽  
Game Reserve ◽  
The Government ◽  
The Relationship

Purpose of the study: The study aims to assess the influence of social distance on the tourist decision-making process on tourists visiting the Maasai Mara National Game Reserve using the construal level theory. Methodology: Exploratory research design was used using regression equation modeling. The Borgardus social distance scale was adapted to structure the questionnaire. A sample of 157 tourists was selected. The data were analyzed using descriptive and inferential statistics which were used to determine the relationship between the variables. The hypothesis was tested at a 5% level of confidence. Main Findings: The study established that the majority of the respondents understood and indicated that social distancing influenced their choice of a destination. Social distance (R=0.580, p=0.00<0.05) had a strong positive and significant influence on the contractual level of tourist choice of a destination. It was further established that construal level accounted for up to 33.6 percent of the variance in choice of destination (R2=0.336). Applications of this study: The study recommends that the conventional consumer behaviour model can be enhanced in decision making by incorporating the construal level of destination decision making for tourists. It will be beneficial to the tourists visiting Maasai Mara National Game Reserve, the marketers, hotels and destination owners, and the government at large. Novelty/Originality of this study: Decision-making is central to the satisfaction of a customer that seeks value for his/her money. Though research in consumer decision-making has been conducted before its application in tourist’s destination decision-making process remains new. This study sought to bring to light this link and fill this gap in the literature.

scholarly journals Thinking about the Coding Process in Qualitative Data Analysis

2018 ◽  
Author(s):  
Victoria Elliott
Keyword(s):  
Decision Making ◽  
Qualitative Research ◽  
Data Analysis ◽  
Qualitative Data ◽  
Research Process ◽  
Decision Making Process ◽  
Individual Study ◽  
Methods Textbooks ◽  
Research Questions ◽  
Made In

Coding is a ubiquitous part of the qualitative research process, but it is often under-considered in research methods training and literature. This article explores a number of questions about the coding process which are often raised by beginning researchers, in the light of the recommendations of methods textbooks and the factors which contribute to an answer to these questions. I argue for a conceptualisation of coding as a decision-making process, in which decisions about aspects of coding such as density, frequency, size of data pieces to be coded, are all made by individual researchers in line with their methodological background, their research design and research questions, and the practicalities of their study. This has implications for the way that coding is carried out by researchers at all stages of their careers, as it requires that coding decisions should be made in the context of an individual study, not once and for all.

scholarly journals Online Reviews and Product Sales: The Role of Review Visibility

2021 ◽  
Vol 16 (4) ◽  
pp. 638-669
Author(s):  
Miriam Alzate ◽  
Marta Arce-Urriza ◽  
Javier Cebollada
Keyword(s):  
Decision Making ◽  
Dynamic Models ◽  
Generalized Method Of Moments ◽  
Online Reviews ◽  
Consumer Decision Making ◽  
Product Sales ◽  
The Impact ◽  
The Relationship ◽  
The Empirical Analysis

When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review is assumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales.

scholarly journals The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

SAGE Open ◽  
2020 ◽  
Vol 10 (2) ◽  
pp. 215824402092703
Author(s):  
Andriani Kusumawati ◽  
Sari Listyorini ◽  
Suharyono ◽  
Edy Yulianto
Keyword(s):  
Decision Making ◽  
Human Life ◽  
Consumer Decision Making ◽  
Fashion Products ◽  
Managerial Implications ◽  
Research Findings ◽  
Store Patronage ◽  
Life Values ◽  
Patronage Intention

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision-Making Process

2016 ◽  
Vol 35 (2) ◽  
pp. 292-304 ◽  
Author(s):  
Lauren G. Block ◽  
Punam A. Keller ◽  
Beth Vallen ◽  
Sara Williamson ◽  
Mia M. Birau ◽  
...  
Keyword(s):  
Decision Making ◽  
Food Waste ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision
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