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Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Planning a marketing campaign aimed at creating successful outcomes, in terms of the consumers’ willingness to purchase and use a product/service, and to maintain a profitable relationship with the consumer has become quite a challenge for marketers, on a global basis. The ability to not only understand what drives or motivates the consumer (from young children to the oldest adults), but how their environments shape and affect their purchasing decisions are just some of the elements which must be considered. A “one size fits all” approach that might have worked in the past is not something that will allow us to succeed today. Yes, we can all learn from our mistakes (which do happen), but in terms of how quickly consumption patterns change, it would be better to develop and execute a marketing effort, which is more attuned to a specific marketplace.
Sidin, Rahman, Rashid, Othman and Bakar investigate the effects of age, gender and locale on children’s consumption attitude and behavior intentions. The authors examined the consumer behavior of the Malaysian children between the ages of nine and fourteen years of age. By being able to understand the decision framework and the various influencing factors affecting children’s consumer attitudes and choice, marketers will be able to plan and execute more effective marketing strategies to maximize sales for selected children’s products in Malaysia.
Bhagat and Williams examines whether men and women exhibit differences in the strength of their relationships with a service provider, based on self-reported behavioral measure, and whether there is a qualitative difference in the type of motivation that led to such a difference. The reported results have direct implications for the professional service provider in terms of time and resources allocated to each interaction.
Silvera, Lavack and Kropp examine predictors of impulse buying. The authors indicate that the cognitive facet of impulse buying, associated with a lack of planning in relation to purchase decisions, is negatively associated with subjective well-being. The affective facet of impulse buying, associated with feelings of excitement and an overpowering urge to buy, is linked to negative affect and susceptibility to interpersonal influence. Thus, given the link to negative emotions and potentially harmful consequences, impulse buying may be viewed as problematic consumer behavior, which may be addressed.
Vida and Reardon focus on consumer choice behavior in the context of a new European Union (EU) member state by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic versus imported products. The author’s findings will help international entrants in positioning their offerings, particularly as strong local brands are gaining market share in many emerging consumer markets.
Tinson, Nancarrow and Brace explore the relationship between the complexity of family relationships typified in single parent, blended and intact (Western) families, and the involvement of children in purchase decisions. The identification of the differences in behaviors between the three family types suggests there is an opportunity for (marketing) researchers to use them as an analysis tool to determine how the different types of family behave differently in other areas.
In this issue you will also find a most informative and interesting case study, as well as our Misplaced marketing, Book review and Computer currency sections.
Richard C. Leventhal