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Article
Publication date: 1 July 2000

Gillian Naylor and Kimberly E. Frank

Extant research suggests that salespeople can significantly impact consumers’ outcome perceptions. Examines the importance of initial contact with salespeople on consumers’…

5019

Abstract

Extant research suggests that salespeople can significantly impact consumers’ outcome perceptions. Examines the importance of initial contact with salespeople on consumersperceptions of value and the impact of salesperson service failure on perceptions of value among non‐purchasers. An exit survey of shoppers was conducted to realistically study these issues. Results show that outcome perceptions were significantly lower when either there was no contact with salespeople, or the consumer had to initiate the contact. The retailer that had the highest percentage of salesperson initiated contact, earned the highest perception ratings and also had the highest ratio of buyers to browsers. Furthermore, non‐purchasers that experienced service failures (slow service or offended by a salesperson) discounted not just the perception of that retail visit, but also overall value compared to other retailers. These results suggest that retailers must encourage their sales staff to initiate consumer contact.

Details

Journal of Services Marketing, vol. 14 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 11 June 2021

Xuewei Yang

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of…

Abstract

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

Details

Information Technology in Organisations and Societies: Multidisciplinary Perspectives from AI to Technostress
Type: Book
ISBN: 978-1-83909-812-3

Keywords

Article
Publication date: 6 April 2023

Shahbaz Sharif, Shafique Ur Rehman, Zeshan Ahmad, Omaima Munawar Albadry and Muhammad Zeeshan

The research on consumerism has been dramatically rising in recent decades. However, in the food industry, little research has been empirically conducted in the beverage industry…

Abstract

Purpose

The research on consumerism has been dramatically rising in recent decades. However, in the food industry, little research has been empirically conducted in the beverage industry. This research empirically tests the consequences of consumer perceptions: perceived price (PPR), perceived quality (PQ), perceived packaging (PPG) and perceived taste (PT) on repurchase intention (RI) particularly; it unveils the consumer attributes, e.g. gender, age and ethnicity between consumer perceptions and RI of the consumers.

Design/methodology/approach

The data were collected from 403 consumers of the beverage industry (e.g. Nestle, Mitchell's Fruit Farms, Murree Brewery and OMORE) in Pakistan. The researchers used online survey questionnaires followed by a cross-sectional approach because data collection physically was not possible due to COVID-19.

Findings

Data were analyzed by Smart partial least square structural equation modeling (PLS-SEM) 3.3.3, and the results supported the significant influence of consumer perceptions separately, e.g. PPR, PQ, PPG and PT on RI. Additionally, gender, age and ethnicity were found to have a moderating role between consumer perceptions and RI, so, the truth of having consumer attributes has been revealed.

Practical implications

The managers of beverage industries should provide ethical and operational strategies to tackle consumer's problems based on cultural norms. Furthermore, they should make sensible measures for the quality branding of the beverage products. In this way, the consumers will have a better experience of quality, price, taste and packaging, in turn, to RI.

Originality/value

This research targeted the beverage industry that needs facts and figures based on consumer attributes, e.g. age, gender and ethnicity. This research also disclosed the behaviors of consumers according to their gender, age and area of residence.

Details

The TQM Journal, vol. 36 no. 2
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 26 October 2012

Paurav Shukla

Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value…

16058

Abstract

Purpose

Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management, the purpose of this paper is to introduce a conceptual framework incorporating the social (conspicuousness and status), personal (hedonism and materialism) and functional (uniqueness and price‐quality perceptions) value perceptions using the context of luxury goods.

Design/methodology/approach

Data were collected through a structured questionnaire‐ based study of consumers in four countries, representing two leading Western developed luxury markets (the US and the UK) and two important Eastern emerging markets (India and Malaysia). Multiple‐group SEM analysis was used to analyze the data.

Findings

The findings show several differences in the influence of value perceptions on consumer purchase intentions in the Western developed and Eastern emerging markets. The study highlights the importance of understanding the homogeneity and heterogeneity in consumer consumption decisions and provides managers with a basis to adapt their strategic responses.

Originality/value

The results offer needed empirical support and cross‐cultural stability to the much theorized construct of value perceptions by exploring their effects within and between Western developed and Eastern emerging markets. Additionally, it unifies and complements the previous work by integrating the theory of impression management and value perceptions framework, thus providing a comprehensive theoretical framework with empirical support.

Article
Publication date: 12 April 2013

Filiep Vanhonacker, Zuzanna Pieniak and Wim Verbeke

This study aims to investigate consumers' perceptions and barriers in relation to fresh, frozen, preserved and ready‐meal fish products in a geographically diverse selection of…

2025

Abstract

Purpose

This study aims to investigate consumers' perceptions and barriers in relation to fresh, frozen, preserved and ready‐meal fish products in a geographically diverse selection of European countries.

Design/methodology/approach

Cross‐sectional data were collected through a consumer survey (n=3,213), conducted in June 2008 in the Czech Republic, Germany, Greece, Italy, Portugal, Romania, Sweden and the UK. Items measured were self‐reported consumption frequencies, consumer perceptions of different fish product categories, and perceived barriers for increased fish consumption levels. Country specificities are discussed.

Findings

The overriding healthy perception consumers have about fish was confirmed, and contributed very strongly to the general perception consumers have about fish. Fresh fish was perceived the most healthy fish product, followed by frozen, preserved and ready‐meal fish products. Perception scores were highest correlated with self‐reported fish consumption in the Mediterranean countries. With the exception of Romania, perceived barriers only poorly explained self‐reported consumption frequencies of the different fish product categories. This finding is related to the possible influence of habit and tradition with regard to eating fish, to the absence of measures related to motivations or drivers to consume fish, or to the possibility that some of the perceived barriers reinforce each other. In the Mediterranean countries, fish consumption frequency is on a very high level, independently of perceived barriers and motivational aspects, and part of the traditional Mediterranean diet.

Originality/value

The strength of this study pertains to its international scope and geographical spread. Further, consumer perceptions and perceived barriers in relation to fresh, frozen, preserved and ready‐meal fish products have rarely been studied in parallel. Findings are relevant to support efforts on national and international level to stimulate or modify fish consumption, and to explore opportunities to trade fish products.

Details

British Food Journal, vol. 115 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 June 1998

Khalid I. Al‐Sulaiti and Michael J. Baker

This paper provides a comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services. Results reveal that…

29819

Abstract

This paper provides a comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services. Results reveal that consumer perceptions differ significantly on the basis of product/service and country of origin. The country of origin may be an important element in the perceptions consumers have of products and services especially where little other information is known. However, the question of how much influence the country of origin provides in product and service evaluations remains unanswered and a number of other major issues have yet to be resolved. Directions for future research are developed.

Details

Marketing Intelligence & Planning, vol. 16 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 April 2017

Yan Liang, Sid Ghosh and Hiroko Oe

The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the…

6293

Abstract

Purpose

The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the findings from focus groups.

Design/methodology/approach

Focus group discussion is used to explore how Chinese consumers construct their value perceptions towards luxury products.

Findings

This research has integrate different perspective values into one multidimensional model to explain directly why Chinese consumers choose to buy luxury products, and what are these variables that influence their luxury value perceptions. It also provides a broader perspective in exploring the Chinese customer‘s self- and societal perceptions for purchasing luxury products.

Research limitations/implications

The primary data were only collected from three cities; thus, the findings may not be generalisable across all Chinese consumers. Moreover, this qualitative study was based on a relatively small sample size; thus, a future study is planned by designing a measurement instrument based on the proposed conceptual model and also testing the proposed theoretical model that scholars can apply in related empirical work in the future.

Originality/value

This study has offered a wide range of understanding about how Chinese luxury consumers’ luxury value perception reflect their purchasing behaviours and habits; it has also provided a new theoretical insight into the phenomenon of luxury consumption and contributed to the relatively limited literature on the concept of luxury in the context of Chinese market. It could also provide good implications for the effective marketing strategy actions in the context of Chinese luxury market.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 13 March 2019

Muhammad Kashif Javed, Ma Degong and Talat Qadeer

Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and…

2340

Abstract

Purpose

Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth.

Design/methodology/approach

This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model.

Findings

The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful.

Originality/value

The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 17 March 2020

Kimberley D. Preiksaitis and Peter A. Dacin

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of…

Abstract

Purpose

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of their target customer set. Building on theories from both reference group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers.

Design/methodology/approach

Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand. The analysis involves both analysis of variance and SEM methods.

Findings

Current target market consumers’ evaluations of strategic customer extensions are informed by reference group perceptions relating to the proposed customer extension. When current target market consumers perceive strategic customer extensions as potentially attracting a dissociative reference group, consumers have weaker evaluations and brand identification measures and, subsequently, weaker future intentions towards the brand.

Originality/value

The brand identification literature is augmented by incorporating theories from the reference group literature to demonstrate how to reference group perceptions drive a current target market consumers’ evaluations of strategic customer extensions to affect the strength of the identification that current target market consumers have with a brand. Brand identification is also demonstrated as mediator customer evaluations and subsequent intentions towards the brand.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 24 April 2007

Thomas Kramer and Hyeong Min Kim

The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses…

1395

Abstract

Purpose

The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses to be avoided. Second, it seeks to demonstrate the underlying process of the effects of coupon framing on deal perceptions.

Design/methodology/approach

The study used controlled experiments to test hypotheses.

Findings

The study found that participants had more favorable deal perceptions and greater usage intentions of coupons that highlight their value as a discount to be obtained versus a loss to be avoided. Importantly, while the two frames differed in perceived novelty, framing effects on deal perceptions were shown to be due to processing fluency enhancing evaluations of gain‐framed coupons. Finally, the results demonstrated that consumers' deal proneness moderated the effect of processing fluency, eliminating the advantage of gain over loss frames for low deal‐prone consumers.

Practical implications

This research shows that consumer perceptions of deals are not just based on the information about the promotion they receive, but also on how fluently the information can be processed. It also provides evidence that consumers view coupons as potential gains, and that systematic processing is necessary for framing manipulations to be effective, which is true for high deal‐prone consumers. Lastly, it is shown that, in order for framing manipulations to increase deal perceptions, retailers need to motivate consumers to process coupons systematically.

Originality/value

This research provides useful information on consumer perceptions of deals with respect to coupons and information they receive.

Details

Journal of Product & Brand Management, vol. 16 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of over 74000