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1 – 7 of 7Alfonso Valdez Cervantes and Ana Franco
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and…
Abstract
Purpose
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.
Design/methodology/approach
The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.
Research limitations/implications
Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.
Practical implications
The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.
Originality/value
This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.
Propósito
Las tecnologías disruptivas de ventas al por menor mejoran la productividad y la optimización de costes, pero hay una falta de literatura académica sobre los efectos de estas tecnologías en las percepciones y actitudes de los compradores. Este artículo desarrolla y prueba un modelo conceptual de los efectos de la tecnología minorista en la imagen de la tienda y las intenciones de compra y mide cómo los servicios de interacción humana moderaron las relaciones. Este artículo explora dos tecnologías comerciales relevantes para investigarlo.
Diseño/metodología/enfoque
Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electrónicas de estanterías (ESL) y el carro inteligente de la misma manera que podían usarlo en las tiendas.
Hallazgos
Los resultados indican que la tecnología de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologías de compra mejoran la percepción de la imagen de la tienda e incrementa la intención de compra moderada por los servicios de interacción humana.
Originalidad/valor
Es una contribución original porque pocos trabajos de investigación se basan en experimentos para medir las reacciones de los consumidores debido a la implementación de la nueva tecnología.
Limitaciones/implicaciones
Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.
Implicaciones prácticas
Los resultados deberían ayudar a reducir la resistencia de los minoristas a su adopción. La tecnología en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interacción humana podrían ser un puente entre los consumidores y las nuevas tecnologías.
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Rasha H.A. Mostafa and Reham I. Elseidi
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with…
Abstract
Purpose
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.
Design/methodology/approach
Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.
Findings
With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.
Research limitations/implications
This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.
Practical implications
Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.
Originality/value
This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.
Propósito
El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.
Diseño/metodología/enfoque
Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.
Resultados
Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.
Limitaciones/implicaciones
Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.
Implicaciones practices
Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.
Originalidad/valor
Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.
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Pedro Limón López and Sergio Claudio González García
Links between urban areas and public space have always had a central presence in the field of Urban Sociology. During the last four decades, and in relation with globalization…
Abstract
Links between urban areas and public space have always had a central presence in the field of Urban Sociology. During the last four decades, and in relation with globalization processes, reflection about city places and what constitutes the “public” has increasingly been in line with what has been called an “emplacing heritage process,” which emerged as a controversial point of intervention in urban areas. In this sense, itineraries have been considered of primary importance in urban heritage signification, recognition, and symbolic production. In short, these routes appear as ways in which public space is materially and symbolically occupied, becoming emplacing heritage processes in themselves.
In this chapter, we study two heritage-making processes through neighborhood itineraries, which are carried out in district territory and are located in two peripheral neighborhoods belonging to the City of Madrid (Hortaleza and Carabanchel). Ultimately, the point here is that these routes are not merely a pathway that “goes” along acknowledged heritage places; these itineraries are an emplacement and a signification of patrimony itself. These processes act as markers of iconic places and as remembrance performances of neighborhood memory. We would argue that routes around historical places in Carabanchel, as well as the “Three Wise Men” popular parades in Hortaleza bring shared geographical imaginaries, collective memory, and iconic places together in everyday experiences of both places. These itineraries change both urban sites in terms of their neighborhood heritage by disputing spatial discourses and imaginaries of heritage, urban place, and neighborhood.
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Natalia Rubio, Nieves Villaseñor and Javier Oubiña
Store brands have become consolidated in the food market and are currently considered real brands. The purpose of this paper is to determine the factors that contribute to…
Abstract
Purpose
Store brands have become consolidated in the food market and are currently considered real brands. The purpose of this paper is to determine the factors that contribute to consumers’ identification with store brands, as well as the possible effect of consumers’ identification with store brands on their loyalty to the retail establishment.
Design/methodology/approach
The paper achieves its goal by reviewing the academic literature on the topic and proposing and validating a theoretical model for consumer-store brand identification. The theoretical model is validated through an empirical study of the Spanish market for food products using data gathered from individuals responsible for shopping for their homes who claim to have purchased store brand food products at least once. Structural equations modeling is then used to estimate and perform a multigroup analysis for heavy and light buyers of store brands.
Findings
The results obtained reveal, first, that consumers’ store brand identification mediates the relationship between their value consciousness and their loyalty to the retail establishment that manages a broad, competitive portfolio of store brands. Second, the study demonstrates the effect of other variables, such as perceived risk associated with the purchase of store brands, their perceived value and consumer satisfaction. Finally, the results show important differences between heavy and light buyers of store brands.
Research limitations/implications
The main limitations of this research derive from the factors conditioning the information. Store brand value was analyzed on an aggregate level, for the Spanish food products market. Future research should include other store brands (e.g. premium store brands), control for store brands with different labels and expand the area of application to new product categories and new countries.
Practical implications
The results obtained have interesting implications for food retailers. These implications concern the management of value store brands in the product portfolio to achieve loyalty to the retail establishment among value-conscious consumers (who constitute the main target of value store brands).
Originality/value
This paper analyzes consumer brand identification in an area that has not been studied to date: store brands. It contributes interesting and very useful findings for retailers who commercialize these brands in their establishments. The line of research on brand identification is quite new in academic research and has arisen due to the importance for companies of constructing close, lasting connections with the consumer.
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Identificar los aspectos que los Actores Sociales consideran en la construcción de futuros compartidos en las comunidades. En su aplicación en los países emergentes, especialmente…
Abstract
Propósito
Identificar los aspectos que los Actores Sociales consideran en la construcción de futuros compartidos en las comunidades. En su aplicación en los países emergentes, especialmente en el Sur Global, a menudo se pasan por alto las particularidades socioculturales de las comunidades y los actores, generando fricciones o conflictos sociales. Este artículo presenta dos elementos críticos que contribuyen al debate: a) la importancia de entender a los Actores Sociales dentro de un modelo de generación de futuros comunitarios en los países emergentes; b) los factores relevantes que influyen en los actores en un ejercicio de construcción de futuros en las comunidades.
Diseño/metodología/enfoque
A partir de la investigación cualitativa, se utilizó un estudio de caso de prospectiva comunitaria del futuro: El futuro de Puerto Gaitán 2037 (Meta, Colombia). Se aplicó un método de recolección de información a partir de la observación de los participantes y el análisis de la documentación. El método de análisis fue el DQA (Análisis Cualitativo Deductivo).
Hallazgos
La participación de Los Actores Sociales presenta un modelo de cinco elementos relevantes que influyen en los actores para la construcción exitosa de futuros en las comunidades. Los primeros cuatro factores, revelados por la teoría, existen en la realidad. Asimismo, se demuestra un quinto factor: el Pensamiento a Largo Plazo, que se evidencia en un Modelo de aplicación de Estudios de Futuros para el contexto específico, aplicable al caso de comunidades en países del Sur Global.
Originalidad/valor
Si bien existen ejemplos aislados de recomendaciones respecto a estudios para generar el futuro de las comunidades, este es el primer estudio que presenta factores concretos que contribuyen a orientar la construcción de futuros comunitarios desde Actores Sociales, especialmente en países del Sur Global como Colombia. También es uno de los primeros estudios en utilizar el DQA como método de análisis en un tema de Estudios de Futuros.
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Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify…
Abstract
Learning outcomes
Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify prospective scenarios through the Delphi method for the construction of strategic plans in organizations; and propose the innovation of a product by applying creativity techniques to enter international markets.
Case overview/synopsis
Cafe Galavis was one of the leading family businesses in industrial development and had the highest business recognition, with a century of experience in producing and commercializing roasted and ground coffee in Cucuta, Colombia. In 2015, the diplomatic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border, which caused an increase in income from smuggled coffee. In addition, the presence of different competitors and traditional brands negatively impacted the level of sales, which considerably affected financial stability. Likewise, internal difficulties of family nature and administrative management led to the change of senior management. By 2016, Juan Yáñez was appointed chief executive officer (CEO) and was in charge of avoiding the company’s closure. In January 2023, he received feedback from his consulting team, and upon evaluation of the new market challenges with his collaborators, he realized a great challenge that merited the search for a priority alternative solution. How to design a new product considering the loss of brand identity in the face of the generational change of its consumers? These were some of the challenges posed by the CEO that consequently required starting a strategic management process of innovation.
Complexity academic level
The teaching case is aimed at students of postgraduate academic programs in the areas of knowledge of innovation, product design, industrial design, marketing or MBA. In the modules of marketing, strategic management, brand management and strategic foresight, the case allowed for the orientation of the concepts of brand value or branding as well as the analysis of the value chain for the implementation of strategies that promote competitive advantages of companies. Similarly, in the modules of product or service design, creativity and innovation and complex thinking, the case allows one to approach a complex problem and apply creativity techniques for its solution.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS: 8 Marketing.
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Francisco Javier Rondán Cataluña, Manuel J. Sánchez Franco and Angel Francisco Villarejo Ramos
Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.
Abstract
Purpose
Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.
Design/methodology/approach
Data were collected from the direct observation of the supermarket shelves of nine frequent purchase product categories in several hypermarkets and discount stores. Diverse statistical analyses were applied to these picked up data, such as mean comparisons, ANOVA and correspondence analysis.
Findings
The article concludes that the hypermarkets tend to have higher mean prices, and use promotional tools more profusely than the discount stores.
Research limitations/implications
For future research, it would be very important to examine consumer price evaluations based on a theoretical approach in the same formats, and in this way consumer reactions to price changes could be understood. Also, examining the cross‐country differences in retail stores may be quite interesting.
Practical implications
Relationships between hypermarkets and hi‐lo pricing, plus discount stores and EDLP pricing, have been found. Therefore, retail managers of both formats have to know all about these pricing strategies. In this way, the managers of these firms would know the kind of customers that can be attracted and the signals and image that can be projected in the market.
Originality/value
This paper directly compares the pricing and promotional activities of hypermarkets versus discount stores. Researching into whether price and promotional differences exist between the two format retailers will help consumers and managers to know the true price level of each format.
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