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Marketing of vending channels: a case of French university campuses

Dobromir Stoyanov (EM-Strasbourg Business School, Université de Strasbourg, Strasbourg, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 January 2021

Issue publication date: 17 May 2021

449

Abstract

Purpose

This study identifies the conventional elements of the vending marketing mix and how they vary across academic segments in the context of a typical French university.

Design/methodology/approach

To determine the elements of the vending marketing mix, the author conducts interviews with international industry experts and undertake 170 direct observations at various universities to verify the differences between the marketing mix proposals of dissimilar target markets.

Findings

The results reveal significant variances across all elements of the marketing mix, with distribution characteristics being the most frequently adapted element across various markets, followed by promotion- and product-related parameters, while pricing characteristics are most commonly standardised.

Research limitations/implications

Vending operators should pay particular attention to marketing decisions related to the product assortment length, selection of appropriate locations, availability of smart payment options and feedback communication channels. The results reveal significant variances across all elements of the marketing mix indicating that vending operators apply strategies to reach different market segments. However, there is a high degree of standardisation within vending channels.

Originality/value

Though vending channels are an important retail format, prior studies do not investigate their marketing mixes. This is the first attempt to empirically establish the conventional elements of the vending marketing mix and to measure its variation across customer segments.

Keywords

Acknowledgements

Dedication: To my beloved parents for constantly supporting me during the long publication journey.

Citation

Stoyanov, D. (2021), "Marketing of vending channels: a case of French university campuses", International Journal of Retail & Distribution Management, Vol. 49 No. 5, pp. 577-594. https://doi.org/10.1108/IJRDM-06-2020-0228

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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