Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited
Article Type: Editorial From: Journal of Consumer Marketing, Volume 28, Issue 5
What is the value of obtaining consumer insight that allows a company to create a marketing strategy that is both cost effective and profitable in the long term, and allows a company to maintain market share? You might say that this would be the ideal situation for a company to achieve, yet such a goal is fraught with all kinds of obstacles and is most difficult to attain. Given the nature of consumers in the global marketplace, the varying cultures and factors that affect each consumer in society must be considered before a marketing strategy can become successfully implemented. If a company chooses to stay within a limited geographic area, then such an effort might not be as difficult to achieve. However, given the competitive nature of company’s within the various developing economies, the ability to try and maintain a “status quo” strategy might not be a valid consideration.
Souiden and Ladhari attempt to gain a better understanding of the modes of acculturation of West African immigrants in Canada, In addition the authors relate these modes of acculturation to consumers’ perceived likelihood of successful complaint and complaining behavior and then compare consumers’ complaint attitudes and behavior in their home countries and the host country (Canada). The authors reflect that marketers should be aware that not all immigrants are the same and that market segmentation based on the degree of immigrants’ acculturation might lead to a sound marketing strategy. Also, because negative word-of-mouth communication could be very harmful for a company, marketers should try to persuade immigrants to opt for a different way of response style when making a complaint.
Jensen examines a number of anticipated antecedents and consequences to consumer loyalty as it pertains to the grocery product market employing Dick and Basau’s framework of customer loyalty. The study shows that at least within some categories of grocery products, it is still possible for marketers to create loyal customers. The importance of building true loyalty is highlighted by the evidence of true loyals being significantly more likely to postpone their purchases if the store is out of their favorite brand, the least likely to switch to another brand if on sale and less likely to seek variety.
Ha-Brookshire and Norum investigated significant factors influencing consumers’ willingness to pay a premium for three different socially responsible products – organic cotton, sustainable cotton and US grown cotton shirts. Consumer attitudes toward socially responsible apparel, attitudes toward environment, age and gender were found to be significant factors for consumers’ willingness to pay a premium. Those apparel companies planning to offer organic, sustainable, or US grown cotton apparel may want to emphasize certain tangible benefits, such as strong brand, reasonable price, easy care, color and fit, concurrently with intangible benefits, such as feeling good by helping society and the environment.
Chan and Tsang use the constructs of the theory of planned behavior and advertising intervention to predict adolescent’s intention for healthy eating in Hong Kong. Perceived behavior control was the most important factor in predicting behavioral intention for healthy eating, followed by attitude toward healthy eating and subjective norms. Hong Kong adolescents found healthy eating beneficial and desirable, but boring and not enjoyable. Health campaigns should continue to communicate the positive value of healthy eating to the family and society.
Tuu, Olsen and Linh examine the combined role of perceived risk, objective knowledge and certainty as moderators in the satisfaction-loyalty relationship. Perceived risk is a barrier in the forming of loyalty with a negative moderating effect on the satisfaction-loyalty relationship. However, the satisfaction-loyalty relationship is stronger when objective knowledge and certainty increase. The authors point out that marketing strategies, which reduce consumers’ risk, consolidate their confidence and educate them with relevant knowledge may be effective strategies to increase their loyalty.
Hultén and Vanyushyn identify similarities and differences with regard to factors affecting consumers’ impulse purchases of groceries in France and Sweden. The author’s analysis indicates that while Swedish shoppers make more impulse purchases, the French consumers appear to be more attentive to special in-store displays and tow-for-the-price-of-one offerings. These insights are important in the light of increased internationalization of the supermarket chains’ operations and brands in the grocery sector.
In this issue you will also find our Book Review section.
Richard C. Leventhal