Evolution of Consumption Behavior of Silver Singles in Poland

Purpose: The purpose of the study is to analyze, based on the author’s own research, the relationship between lifestyle and selected consumer trends reflected in specific consumption behavior of silver singles. Design/methodology/approach: The analysis is based on a survey questionnaire administered between 1 February and 30 October 2019 in a sample of 2476 elderly people living alone in ten Polish cities of various populations and sizes. In accordance with the research assumptions, the sample included persons over 65 years of age who took independent consumption decisions in the market. This research method was chosen in view of the older age of respondents whose openness to new media often used in direct research is limited. Findings: The research shows that among the surveyed silver singles, men more often than women act in line with the cocooning and consumer ethnocentrism trends. It also reveals a strong correlation between cocooning and consumer ethnocentrism on the one hand and the level of education and monthly disposable income of silver singles on the other. As regards sustainable consumption, the proportion of silver singles who declared that they acted in line with that idea was much higher among women than men as well as among university graduates, those earning a monthly income of more than PLN 3000.00, and actively attending UTA courses. Research limitations/implications: Given the limited financial capacity, the study of consumer behavior matching the idea of cocooning, consumer ethnocentrism and sustainable consumption among silver singles was confined to a survey conducted in the biggest Polish cities. It was not possible to carry out research among single seniors living in rural areas. Following the conclusions made, they should not be treated as representative of the population of Polish silver singles. They only provide some insight into actual consumer behaviors of this consumer segment. Originality/value: This article is one of first publications in Poland that seek to provide some insight into consumption behaviors of Polish silver singles that are in line with the idea of selected alternative consumer trends.

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

Modeling multiple forms of consumer animosity through fuzzy-set qualitative comparative analysis

Purpose Consumer animosity toward a foreign country can affect negatively international brands. Existing international marketing research offers inconsistent accounts of the factors that explain product quality perceptions, negative word of mouth (NWOM) and product avoidance in animosity contexts. This paper aims to demonstrate that such inconsistency is caused by the fact that different explanations apply to different consumer subgroups. Searching for a single solution, thus, leads to erroneous predictions for sizable subgroups of consumers. Design/methodology/approach The study implements a fuzzy-set qualitative comparative analysis to two quantitative surveys examining Chinese consumers’ (n = 476) reactions to Japanese products and American consumers’ (n = 517) reactions to Chinese products. Findings The analysis yields novel explanations of the outcomes of animosity. Only in some causal configurations reduced quality evaluations explain product avoidance and NWOM, while in others negative behaviors co-exist with positive quality perceptions. Moreover, negative emotions’ role varies across forms of animosity. While anger is often associated with the behavioral outcomes of animosity, fear plays an important role in only a few specific combinations. Research limitations/implications General models of animosity need to be complemented with accounts that examine the multiple mechanisms underpinning animosity outcomes. Practical implications Marketers should identify which animosity model applies to their consumer segment(s) as different mechanisms require different marketing approaches. Originality/value To the best of the authors’ knowledge, this is the first study recognizing that the same animosity outcomes are explained by multiple mechanisms offering a more nuanced picture of the motivations associated with consumer animosity.

Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach

The Bottom of the Pyramid (BOP) market deserves further attention from researchers. The purpose of the paper is to profile the psychographic and behavioral heterogeneity within the BOP market in India employing a theoretical approach. We use constructs of the Theory of planned behavior (TPB) to identify distinct BOP segments. It segments the BOP market in the context of durable goods, non-durable goods, and services. The findings demonstrate the presence of three consumer segments, each of the durable and non-durable goods. In the context of services, the findings show the existence of four segments of BOP consumers. This study offers insights into application of behavioral theories for segmentation, which could help with behavioral change of BOP consumers to use high-quality products and services. Further, it is significant because the BOP market has witnessed a progressive decline in size as a large segment of the BOP market is being transformed into the middle class. Comprehension of the cognitive and behavioral tendencies of each consumer segment would strategically help in retaining the brand loyal BOP customers when they upgrade to the middle class.

Exploring the chain of effects between local identity and expatriate consumers’ preference for local food brands

Purpose Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential relevance for understanding the consumption choices of sojourners and expatriates. This paper aims to investigate how the length of stay (LOS) in a foreign country, as a manifestation of local identity, shapes expatriate consumers’ food brand preferences. Design/methodology/approach This study draws on social identity theory and cultural branding literature to examine the mechanisms through which local identity drives preference for local food brands among expatriate consumers. Data from a cross-sectional survey of 180 USA and UK expatriates living in the Greater Middle East were analysed using structural equation modelling. Findings Local identity (measured through LOS in the host country) appears to exert an indirect effect on the consumption of local food brands through social ties with a local community. Next, social ties with a local community enhance local food brand preferences (LFBP) and this relationship is fully mediated by the global food brand preference (GFBP) where GFBP weakens the preference for local food brands and vice versa. In addition, the heterogeneity of interplay effects between local and global food brands can be attributed to the local food brand value signalling. The study finds that the higher perceived value of local food brands lowers the negative impact the GFBP has on LFBP and vice versa. The hypothesized effects in the model remain robust when controlling for moderating effect of age and the expatriate’s country of origin. Research limitations/implications The current study investigates the consumer behaviour of the expatriate consumer segment. As this study focuses only on expatriates currently living in countries of the Greater Middle East, its findings should be tested in other regions and with diverse subject samples. Practical implications Expatriates should not be treated as a uniform consumer segment but, instead, should be evaluated as unique individuals whose inclination towards local food brands depends on their: ability to establish and verify their local identity through developing social ties with the local community and reliance on global food brands. Moreover, findings demonstrate that brand managers should focus on increasing their perceived value by showcasing quality, reliability, innovation and performance, factors that reassure expatriate consumers when choosing local, over global food brands. Originality/value This study goes beyond the traditional focus on local identity in the domestic setting and sets out to investigate the chain of effects on LFBPs in the expatriate setting. Empirical evidence shows that an expatriate’s higher integration in a local community via social ties confirms their local identity, and thus exerts a stronger impact on a preference for local food brands. The study’s results demonstrate that the preference for local food is dependent on an expatriate consumer’s reliance on global food brands and the impact of global food preferences on local food preferences is moderated by the perceptions of the local food brand value. Additionally, findings suggest that the negative effects of global food brands are stronger for older expatriates and expatriates coming from the USA.

Factors affecting the purchase behaviour of farmers’ markets consumers

The main purpose of this study is to determine the factors that motivate consumers who shop at farmers’ markets. The data for this study were gathered from questionnaires of 363 consumers from eight farmers’ markets in seven districts of Izmir province, Turkey. To reveal the consumer profile of the farmers’ markets examined in this study, consumer segments were determined using factor and cluster analysis. Two different consumer segments—‘conventional’ and ‘conscious’—were identified in the farmers’ markets examined. ‘Conventional Consumers’ reflect typical consumer behaviours and give more importance to factors such as the location of and access to the market, quality and freshness of the products, activities at and around the market and the availability and variety of products. ‘Conscious Consumers’, in contrast, represent a group that is more sensitive about food safety. The majority of consumers (63.64%) who visited farmers’ markets were from the Conscious Consumer segment. The majority of the consumers who visit farmers’ markets are conscious consumers, requiring the strategies related to these markets to be revised. Farmers’ markets should be improved in terms of selecting vendors, food safety, physical facilities and social activities.

Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine

Food innovation is crucial for food companies in order to produce healthier, safer, and more convenient foods. However, there is a segment of consumers reluctant to accept new foods. This attitude is even more important when those novelties are developed in products such as wine that have habitually relied on heritage and traditional production as their main competitive advantage. In this study, consumer attitudes toward innovation in the wine industry were evaluated by simultaneously considering product neophobia and process neophobia. Based upon a sample of 400 personal interviews with Spanish wine consumers, the results showed that these two aspects of neophobia were uncorrelated, meaning they are useful to measure different aspects of general food neophobia. Cluster analysis showed that four different segments of consumers exist, with different attitudes toward technological innovation in the wine industry. The consumer segment that shows the most positive attitudes toward wine innovation (product and process innovation) is that with the highest income and highest level of education. Moreover, greater involvement with the product (wine) results in lower product neophobia. Therefore, future studies should consider product involvement and exposure to cultural diversity as essential factors when evaluating food neophobia.

Analysis of consumer behaviour in a retail drugstore chain in Russia based on the type of consumer loyalty

Purpose: To identify the consumer loyalty types in a retail segment of the Russian pharmaceutical market. Methods: A sociological study was conducted in pharmaceutical organisations of various forms of ownership, located in different administrative districts of Moscow (Russian Federation). This was done using a questionnaire developed in advance, and based on literature review. The survey involved 480 respondents selected in a simple random sampling. Results: All questionnaire filled out by the respondents were considered valid. Analysis of the loyalty parameters obtained during the study are as follows: (1) behavioural (repeated purchases), (2) emotional (subjective opinions and experience, sympathy, respect for the brand, etc) and (3) rational (utility assessment) components (4) consumer satisfaction, (5) the desire to buy again, (6) the ability to switch to competitors. They were allocated to four consumer segments. In the course of the study, one consumer segment identified a type of loyalty that had not been previously reviewed by other authors; therefore, a modified classification of the loyalty types was created. Under this classification, constancy, constancy imaginary, inconstancy, and migratory loyalties can be some types of loyalty. The identified socio-demographic characteristics of the respondents influenced the categorization of the loyalty type. Conclusion: A modified classification of loyalty types was created which serves as a parameter for segmentation of the respondents into four groups, with well-readable characteristics and the primary trends in making purchases.

PERUMUSAN STRATEGI BUSINESS MODEL CANVAS UNTUK PENGEMBANGAN USAHA INDUSTRI FOTOGRAFI: STUDI KASUS EXSTUDIO, PEKANBARU

The aim of the study is to determine the strategies that can be used by Exstudio. The research method used descriptive using interview, observation, reference and documentation. Data analysis was carried out descriptively using canvas models and SWOT analysis. The results of the study showed Exstudio has a segmentation of the open market consumer segment, the consumer market (B2C) and government market. The proposition of value of Exstudio is to offer exclusive services to its clients following current trends. The channels of Exstudio's business are digital-based channels with the use of social media. Exstudio provides both pre-purchase and post-order photography and videography services. Income derived from documentation services and commission for printing orders. Exstudio resources consist of: (1) physical resources (office); (2) Human resources (core management and freelance employees); (3) Financial resources (personal capital and grant funds); and (4) Intellectual resources (brands, knowledge, partnerships, databases). Exstudio relies on its main activities namely, production, distribution, marketing and administration. Exstudio's main partners consist of event organizers and wedding organizers, printing vendors, suppliers of packaging material supplies. Exstudio is a value-driven type and consists of fixed costs and variable costs that are used for production, marketing, and administrationKeywords: Business Model Canvas, Exstudio, SWOT, Strategies, Preposition

Consumer Segment Based on Food Quality Dimension

The consumer has a different point of view when they decide to buy food. It depends on their desire for food quality. The actors in the supply chain may adjust their business to provide the quality that meets consumer demand. This study determines consumer segments based on quality, namely search, experience, and credence characteristics. Homogenous groups identify using k-means cluster analysis. Ward method used to decide the most exact number of clusters. The analysis based on consumer perceives on fresh food quality conducts on 238 respondents. The cluster analysis shows that there are four different groups. The first group consists of consumers who have a serious concern about new product quality. Also, there is a group which only emphasizes experience characteristics. In contrast, the second and fourth groups do not pay attention to quality. The research result represents a new insight into consumer segmentation through a study focus on quality characteristics. The result is to understand and improve marketing and supply chain development.