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Article

Laurent Muzellec, Florence Feenstra, Brigitte de Faultrier and Jacques Boulay

The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and…

Abstract

Purpose

The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.

Design/methodology/approach

The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.

Findings

Children primarily valued the emotional experience of the application (app). The parents appreciated their children’s cognitive experience of the mobile app. Parents are much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.

Research limitations/implications

The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand perceptions. This initial and exploratory study calls for further extensive research in this area.

Practical implications

This research demonstrates the untapped potential of sponsored apps as a communication medium.

Originality/value

The paper indicates that mobile applications constitute a new communication channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Brigitte de Faultrier , Jacques Boulay, Florence Feenstra and Laurent Muzellec

– The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers.

Abstract

Purpose

The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers.

Design/methodology/approach

The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on two scenarios applied to 12 retailers selling childrenswear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation.

Findings

The paper revealed that the channel configuration and integration of retailers showed a di-versity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market.

Research limitations/implications

This study contributes to the retail marking literature by showing evidence of child orienta-tion in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy.

Practical implications

The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the con-tribution from young consumers in retail channel strategy.

Originality/value

The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling prod-ucts for children are concerned.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Jacques Boulay, Brigitte de Faultrier , Florence Feenstra and Laurent Muzellec

The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline…

Abstract

Purpose

The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores.

Design/methodology/approach

Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store.

Findings

Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found.

Practical implications

Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery.

Originality/value

This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Poppy Arsil, Elton Li, Johan Bruwer and Graham Lyons

The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and…

Abstract

Purpose

The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers’ motivation using decision segmentation analysis (DSA).

Design/methodology/approach

DSA was used as advanced segmentation procedure of hierarchy value maps (HVMs) produced by MEC analysis.

Findings

The findings suggest that there are two main segments of local food consumers in urban Indonesia: value-for-money and health benefits. The value-for-money segment is dominant when making local food purchasing.

Research limitations/implications

This study sample is not representative of local food consumers in urban Indonesia as only three urban cities were interviewed.

Practical implications

An understanding of the motivation-based segmentation of local food in urban cities is a useful tool in order to reinforce and attract local food consumers to consume more locally grown food.

Originality/value

This study reveals the motivation-based segmentation of local food in urban cities in Indonesia.

Details

British Food Journal, vol. 120 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

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Article

Diana Sintra and Luísa Agante

The purpose of this paper is to see if edutainment containing only healthy food can change children’s preferences and food choices toward healthy eating, especially in…

Abstract

Purpose

The purpose of this paper is to see if edutainment containing only healthy food can change children’s preferences and food choices toward healthy eating, especially in overweight or obese children, and if the children’s self-regulation, emotional overeating and parents that use food as a reward would influence those changes. This is important because childhood obesity is one of the biggest public health problems of the 21st century.

Design/methodology/approach

The authors conducted a study in two public schools (total 189 children) with a between-subjects experimental design (control vs experimental group), where children in experimental group watched an episode of Nutri Ventures series without unhealthy foods.

Findings

The results showed no differences in both children’s preferences and children’s food choices between the control and experimental group, with exception of older children, and contrary to our expectations. Older children in the experimental group chose more unhealthy food than children in the control group. The authors also saw differences in food choices between “emotional overeating” groups, where the children in “high” group tended to choose less healthy food items, especially in the experimental group of children. This leads the authors to believe that isolated edutainment may not be enough to change preferences and food choices; instead it might even have an opposite effect.

Originality/value

This study aimed to identify if edutainment containing only healthy food could be more effective in childhood obesity prevention but instead it showed how complex the whole topic can be.

Details

Young Consumers, vol. 21 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

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Article

Virginie Silhouette-Dercourt and Christel de Lassus

The purpose of this paper is to focus on mothers as key influencers in luxury retailing contexts.

Abstract

Purpose

The purpose of this paper is to focus on mothers as key influencers in luxury retailing contexts.

Design/methodology/approach

Using a semiotic interpretation of mothers’ discourses, the authors underline the identity motivations for purchasing luxury apparel for their pre-adolescent children.

Findings

The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their “real” and “idealised” selves as well as the pushes and pulls of being a mother and a woman.

Research limitations/implications

The findings point to possible future research on this topic, particularly with regard to investigating how luxury stores and retailers can adapt so as to satisfy mothers’ identity quest.

Practical implications

Managers of luxury brand retail spaces looking at the future of retailing could analyse their store environment in the light of these mothers’ identity-related motivations. As well as focussing on how children look, store layout and merchandising should provide different spaces for mothers’ identity expression, using new in-store digital technologies.

Originality/value

This study is one of the first to analyse luxury shopping for children taking the point of view of mothers. The paper underlines how young mothers build their new maternal identity and their projected relationship with their child through purchases of children’s luxury goods in specific retail environments.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Olivier Badot, Joel Bree, Coralie Damay, Nathalie Guichard, Jean Francois Lemoine and Max Poulain

The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.

Abstract

Purpose

The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.

Design/methodology/approach

A semiotic analysis of nearly 50 books published over the past 60 years.

Findings

These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction.

Originality/value

The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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Book part

David Jaroszweski

Purpose – The UK road freight sector is an example of an economically important sector that can be viewed from two different perspectives with regards to climate change…

Abstract

Purpose – The UK road freight sector is an example of an economically important sector that can be viewed from two different perspectives with regards to climate change: firstly, as a significant contributor to the problem in terms of greenhouse gas emissions, and secondly as a likely recipient of significant impacts (both positive and negative) of any resulting change in climate, especially any increase in extreme weather. It is this relatively neglected second perspective, freight as a vulnerable sector, which is explored.

Methodology/approach – The way in which the freight sector develops in the future will be explored both in terms of the future type of freight operations and potential changes in vehicle technology.

Findings – There is a need to understand how the overlying socio-economic scenario influences the development of the freight sector.

Originality/value – The examination of the impact of climate change on the freight sector is a particularly original aspect of this chapter.

Details

Transport and Climate Change
Type: Book
ISBN: 978-1-78052-440-5

Keywords

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Article

Evelyn S. Devadason, V.G.R. Chandran Govindaraju and Shujaat Mubarik

The purpose of this paper is to investigate the potentials and barriers to trade in the Malaysia–Chile partnership.

Abstract

Purpose

The purpose of this paper is to investigate the potentials and barriers to trade in the Malaysia–Chile partnership.

Design/methodology/approach

This paper estimates two-way export potentials from an augmented three-dimensional panel gravity model of bilateral trade between Malaysia and the Latin America and the Caribbean (LAC) region, spanning the 1990–2014 period. Utilizing interviews with government officials and industry experts in Malaysia and Chile, this paper also provides insights into market access issues.

Findings

The empirical findings of this study suggest that Malaysia has trade potential in Chile, but Chile is “overtrading” with Malaysia. By major products traded, both countries are found to be “overtrading,” as the export basket remains concentrated in this partnership. Through the interviews, fewer restrictions are reported by the various stakeholders, as the extent of trade engagement remains somewhat low. The main challenge identified within specific sectors in both the countries relates mainly to procedures established to secure compliance with labeling regulations for food products.

Research limitations/implications

The sectoral findings reveal that there is indeed scope for expanding exports beyond the current major products traded, particularly in base metal and scientific and measuring equipment from the Malaysia and Chile perspectives, respectively. Thus, product diversification matters to intensify trade cooperation between the two countries. Non-tariff measures need to be streamlined by both parties to ensure further product diversification to food trade, particularly for Chile.

Originality/value

The limited literature on cross-regional trade within the broader framework of Southeast Asia and LAC only support the fact that potentials do exist but do not appear to provide much research evidence. Empirically, this paper will add to the existing literature on the potentials that hold in the Malaysia–Chile partnership. Further, a lack of adequate information remains on market access and other barriers in both the nations to facilitate decisions on trade opportunities. The findings of the study fill that vacuum of information pertaining to market access and trade facilitation through interviews with various stakeholders in Malaysia and Chile.

Details

International Journal of Emerging Markets, vol. 13 no. 5
Type: Research Article
ISSN: 1746-8809

Keywords

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