Marketing of vending channels: a case of French university campuses
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 January 2021
Issue publication date: 17 May 2021
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
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