The Mediating Role of Brand Engagement and Store Image on Relationship between Brand Identification and Purchase Intention: a Study of Omani Retail Market

Based on the convergence of social-identity and theory of reasoned action (TORA), the purpose of this research is to investigate the mediating effect of brand engagement and store image on the relationship between consumer brand identification and purchase intention. The study empirically investigates a theoretical framework developed from literature evidence using partial-least squares (PLS) structural equation modeling (SEM) to test hypotheses. A structured questionnaire, measuring items on a Likert seven scale, was used to collect data from 344 participants among shoppers of famous retail chains in Muscat. The results indicated that store-brand identification (SBI) alone is a weak predictor of purchase intention (PI). The results revealed that brand engagement (BE) and store image (SI) fully mediate the relationship between SBI and PI. Intrinsically, the study serves to enhance the insight into customers’ attitudes towards private-labeled store brands with a focus on the Omani retail market. The findings contribute a valuable insight on retail marketing strategies, and an interpretation into branding literature related to retail marketing and provide an understanding of marketing strategies and guidance for retail store management in Oman both at a strategic and tactical level.

Analisis Strategi Bauran Pemasaran Eceran (Retail Marketing Mix) Yang Menentukan Tingkat Kepuasan Konsumen Swalayan Maju Bersama

Swalayan Maju Bersama sebagai perusahaan yang bergerak di bidang Ritel yang menawarkan barang-barang kebutuhan rumah tangga bagi masyarakat mulai berbenah diri dengan meningkatkan kualitas pelayanan yang baik di mata konsumen, hal itu dilakukan dengan harapan kepuasan konsumen terpenuhi sehingga mampu bersaing dengan perusahaan ritel sejenis lainnya. Tujuan penelitian untuk mengetahui sejauhmana faktor keragaman produk, layanan toko, atmosfer toko, harga, promosi dan lokasi dalam menentukan tingkat kepuasan pengangan di Swalayan Maju Bersama. Populasi yang diambil adalah konsumen Swalayan Maju Bersama, dimana setiap orang yang melakukan aktivitas berbelanja pada Swalayan Maju Bersama. Sampel diambil sebanyak 98 konsumen. Metode pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif dengan teknik matrix important and performance sehingga menggunakan sampel ganda berpasangan dengan perhitungan Wilcoxon Signed Rank Test. Hasil penelitian menyimpulkan secara keseluruhan konsumen Swalayan Maju Bersama merasa tidak puas akan kinerja Swalayan Maju Bersama. Namun demikian ada faktor dimana konsumen merasa puas. Oleh karena itu disarankan kepada pihak Swalayan Maju Bersama untuk memperbaiki dan meningkatkan kinerjanya dalam memenuhi kebutuhan konsumen agar konsumen merasa sangat puas. Sedangkan pada faktor dimana konsumen merasa puas, hendaknya Swalayan Maju Bersama dapat mempertahankan prestasinya dan lebih ditingkatkan lagi.

39 Bakers: dilemma in expansion (part A)

Subject area Retail marketing: it can be discussed in a retail marketing course to explain the growth and expansion of the retail chain and illustrate the features of a retail model that can consider franchise as a method to expand or distribute its branded merchandise in other retail outlets. The case will also help assess the financially viable growth. Marketing Management: It can be useful for a comprehensive yet straightforward explanation of marketing mix price, promotion, place, and product, also at the same time it serves to explain the importance of customer service in terms of retailing. Strategic Marketing: The case provides varied growth options that are being considered by retail organizations, which gives the student real-time opportunity to arrive at strategic decisions by considering financial viability, internal strengths (SWOT analysis), franchising as a growth option. Study level/applicability This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs, management development programs. Case overview Kanwar, the owner of 39 Bakers, was one of the fastest-growing retail outlets in Jammu, India. He had been successful in carving his pie for himself with its unique bakery products of more than 1000 variety of, break-even point price, everyday surprise product (EDSP), reasonable price, open kitchen concept, hygiene, excellent customer service. Within three years, 39 Bakers had grown from one to eight outlets, and revenue had increased to US$68,621, and vision was to achieve US$2m within the next three years. To achieve his vision, he made two business expansion plans either to start product distribution to other retailers like an FMCG company or to go ahead with the business format franchising model. The investors needed a detailed planned within three days. But Kanwar had to decide should he expand geographically and start with franchise model or shall he establish his brand with product distribution, and then go for the franchise model, which plan would make him reach his vision by 2023? Which strategy would be efficient? He indeed wanted to go for the franchise model, but the question is when? Expected learning outcomes This case will help entrepreneurs to decide on services and retail industries to expand their business and explore available growth options. It offers a platform to talk about how often franchising used to fuel growth. Either you select to be a franchisee or independent business owner or provide franchising opportunities or start your distribution network, a detailed business plan is one of the most critical decision-making activities. Without adequate details, it can make your life's most expensive option. After students have worked on the case and the task questions, the students can analyze whether a company should grow through product distribution, franchise or both; appreciate the significance of a business plan and to recognize all aspects of a retail operation, including the marketing mix; carry out strengths, weakness, opportunities, threats analysis and can develop Internal and External Factor Evaluation Matrix (IFE AND EFE); and examine various franchise options available for business expansion in a developing econ. Complexity academic level Position in course – This case can be used in foundation course on retail marketing or even in strategic marketing in postgraduate management program, or the dilemma can be explained as a part of a marketing course for postgraduate, executive programs and management development programs. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

A CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING AND OFFLINE SHOPPING

The foremost aim of this research is to inspect the customer’s insights about online & offline shopping also test the satisfaction level of customers about the shopping criteria and the respective study is held in Chennai. However, rapid growth has emerged in the retail marketing sector in regards to digital shopping & direct shopping. In this case, the current research tells certain scenarios, firstly, to study the customer satisfaction that is to check whether they are interested in offline or online shopping, secondly, customer attraction that is what mode (online, offline) makes them attracted, thirdly, observation of the customer feedbacks about the shopping methods. The methodology adopted is collection of primary data from 25 male and 25 female customers and analyze it using descriptive analysis, and chi-square test. To conclude, from the study conducted on Customer perception towards Online shopping is good when compared to Offline shopping and there is significant increase in Online shopping

A Seasonal and Multilevel Association Based Approach for Market Basket Analysis in Retail Supermarket

Market Basket Analysis is an observational data mining methodology to investigate the consumer buying behavior patterns in retail Supermarket. It analyzes customer baskets and explores the relationship among products that helps retailers to design store layouts, make various strategic plans and other merchandising decisions that have a big impact on retail marketing and sales. Frequent itemsets mining is the first step for market basket analysis. The association rules mining uncovers the relationship among products by looking what products the customers frequently purchase together. In retail marketing, the transactional database consists of many itemsets that are frequent only in a particular season however not taken into consideration as frequent in general. In some cases, association rules mining at lower data level with uniform support doesn't reflect any significant pattern however there is valuable information hiding behind it. To overcome those problems, we propose a methodology for mining seasonally frequent patterns and association rules with multilevel data environments. Our main contribution is to discover the hidden seasonal itemsets and extract the seasonal associations among products in additionally with the traditional strong regular rules in transactional database that shows the superiority for making season based merchandising decisions. The dataset has been generated from the transaction slips in large supermarket of Bangladesh that discover 442 more seasonal patterns as well as 1032 seasonal association rules in additionally with the regular rules for 0.1% minimum support and 50% minimum confidence.

IMPACT OF E-COMMERCE ON EMERGING START-UPS

After the 1991, Indian economy witnessed to a change in marketing conditions which are benefit to the development of economy. E-commerce is one of the aspects of changing policies of LPG, Start-ups also another emerging aspect of new policy. The purpose of this research is to understand how e-commerce as sectors brought revolutionary changes in the preference of start-ups. Now a days most of the companies providing services through online, hence it made most of the start-ups to go online because of consumer behaviour is not constant. The study was conducted by collection of primary data as well as secondary data with the help of questionnaires sent through mail among 50 respondents across India. With all background and age grouped into various profession and organisation people. The findings revealed that using e-commerce platform by start-ups are increasing in the last 6 years. Start-ups are trying to shift their trade and services from offline to online system, which means they are using e-commerce websites rather than traditional retail marketing. Time and wide reaching of goods and services are some other factors to using e-commerce to be considered. Start-ups are getting more advantages with e-commerce. I near future e-commerce impact on start-ups are positively increasing not only profit but also countries GDP.