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1 – 10 of over 42000D.K. (Skip) Smith and William Weber
Winning market share in a major market from a deeply‐entrencheddominant competitor is a tough challenge. Uses Nielsen data onchannel‐specific market shares for Brand A and its…
Abstract
Winning market share in a major market from a deeply‐entrenched dominant competitor is a tough challenge. Uses Nielsen data on channel‐specific market shares for Brand A and its leading competitor in a major US market to suggest one strategy a marketing manager might use to accomplish that objective. The dependent variable is relatively market share. The independent variables, based on the reference price and advertising share of voice literatures, relate current levels of price and promotional activity for Brand A and the dominant competitor to historical levels of price and promotional activity for the two competitors. A multiple regression analysis of the data indicates that the independent variables are significantly related to the relative market share dependent variable. Provides examples of the effect as well as heuristics flowing from the analysis.
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Patricia Huddleston, Bridget K. Behe, Stella Minahan and R. Thomas Fernandez
The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors…
Abstract
Purpose
The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy.
Design/methodology/approach
The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy.
Findings
Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy.
Research limitations/implications
An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types.
Practical implications
The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types.
Originality/value
The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.
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Keywords
- Consumer behaviour
- Luxury brands
- Retail
- Retailing
- Facet theory
- Shopper marketing
- Co-design
- Electronic intermediaries
- Loyalty data
- Promotional flyers
- Retail atmospherics
- Store design
- Co-branding strategy
- Flagship store
- Place marketing
- Store location
- Virtual store
- Visual merchandising
- Display
- Eye-tracking
- Method
- Point of purchase
- Signs & signboards
Yin-Hui Cheng, Shih-Chieh Chuang, Chao-Feng Lee and Chiao-Ying Kao
Research has shown that when the original and the sale prices were displayed in a horizontal direction, with the sale price to the right (“Original price of $349.99/Sale price…
Abstract
Purpose
Research has shown that when the original and the sale prices were displayed in a horizontal direction, with the sale price to the right (“Original price of $349.99/Sale price $239.99”), consumers are more likely to initiate a subtraction task to calculate the amount of the discount; and this subtraction effect would lead to better consumer value perception than if the sale price was to the left. However, fewer scholars have questioned whether the subtraction effect would still operate if the reference-price ads line up in a vertical direction? The aim of this research is to understand how different formations of reference-price ads may affect consumers' price perception and buying intention. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a dollars-saved cue, rather than the lineup of original and sale prices.
Design/methodology/approach
Three experiments were conducted to test the hypotheses.
Findings
The results of the experiments demonstrate that when the sale price is displayed above the original price, consumers' price perception and buying intention are higher than what is placed below it.
Research limitations/implications
When written horizontally, Mandarin and Japanese language text are almost always written left-to-right, with multiple rows progressing downward, as in standard English text. Notably, the right-to-left written form for Mandarin and Japanese language only happens by writing in a vertically and multiple-columned context. In particular, the format of reference-price ads in our research is considered to be a generally single column text only. Therefore, its writing system has almost no difference from the English one. However, our hypothesis does not apply to the Arabic world due to the right-to-left nature of the Arabic writing system.
Practical implications
Our results may inform consumers whether their cognition, which influences them not to make irrational decisions, is in turn influenced by sale price display location. Consumers should be reminded that next time they see the smaller number (sale price) they should not be too excited and forget to properly consider the original price. They should think more and consider the distance to the shop or the quality of the product before buying anything. If a product is sold in two different shops and the farther one displays the sale price above the original price but the nearer one displays the sale price below the original price, prolonging the decision time enables consumers to decrease their buying costs, such as the cost of fuel.
Originality/value
This is one of the first studies to discuss the influence of the price location in a vertical direction on price perception and buying intention.
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Alice Labban, Yu Ma and Laurette Dube
This paper aims to elucidate some of the complexity around food consumption by drawing from neuroscience research of food as a motivated choice (i.e. a neurobehavioral process…
Abstract
Purpose
This paper aims to elucidate some of the complexity around food consumption by drawing from neuroscience research of food as a motivated choice (i.e. a neurobehavioral process sensitive to dopaminergic response to food and environmental cues such as marketing). The authors explore the single and compounded effect of the motivational salience of food’s intrinsic reinforcing value tied to its sugar content and that of two marketing food cues, price and in-store display, on actual consumer purchase behavior.
Design/methodology/approach
The authors test the above hypotheses in two perceived “healthy” product categories with a wide distribution of sugar content. The authors estimate a within-category model using three years of retail transaction data to test the effect on weekly sales.
Findings
The authors confirm the single effect of each of food’s and marketing cues’ motivational salience as well as their compounded effect with high-motivational-salience food being less price elastic and more susceptible to in-store display activities.
Research limitations/implications
This research highlights the need to complement current reliance on unhealthy/healthy perception with finer grained objective evidence linked to the formulation of the food itself and the marketing applied to them.
Practical implications
The present study findings may help marketing managers and policymakers develop better targeted pricing and display strategies for low- and high-motivational-salience food, attempting to strike a better balance between consumer welfare and commercial performance.
Originality/value
This paper is one of the few that links real-world market outcomes to predictions derived from a unique combination of consumer neuroscience and neurobiology of food, advancing data-driven decisions.
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Tengfei Guo, Shiquan Zhong, Xuelian Wang and Geng Li
In this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of…
Abstract
Purpose
In this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of signaling theory and mental accounting theory. Additionally, the authors test the role of price in this psychological mechanism.
Design/methodology/approach
The authors use a combination of online studies and field experiments to test our predictions. Four online studies are conducted to test the main effect of product display quantity on purchase intention (Studies 1A and 1B), the mediating effect of the diminished pain of payment (Study 2), and the moderating role of price (Study 3). Two field experiments are conducted to strengthen the robustness of our findings.
Findings
The findings suggest that product display quantity has a significantly positive impact on purchase intention, mediated by the diminished pain of payment, and this effect is moderated by price.
Originality/value
This is the first study to investigate the effect of product display quantity on online purchase intention. This research advances the discussion of product display quantity, which provides retailers and consumers with a convenient way to communicate with each other and leads to a more relaxed purchase experience.
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Antony C. Cunningham and Norman J. O’Connor
Describes a controlled marketing experiment carried out in Ireland designed to test consumer reaction to price and display changes. Uses a branded aerosol air freshner as an…
Abstract
Describes a controlled marketing experiment carried out in Ireland designed to test consumer reaction to price and display changes. Uses a branded aerosol air freshner as an example product line and involves eight supermarkets in the Dublin area. Suggests from the results, that display is an important factor in the sale of products, but reduction in price suprisingly reduces unit sales and revenue.
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Philipp Nikolaus Kluge and Martin Fassnacht
Luxury goods manufacturers have long been hesitant to adopt the internet as a channel of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the…
Abstract
Purpose
Luxury goods manufacturers have long been hesitant to adopt the internet as a channel of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the ubiquitous accessibility provided by the mass medium internet. The purpose of this paper is to address the apparent contradiction by examining consumer responses to the online accessibility and price display of luxury goods.
Design/methodology/approach
Three studies are presented: first, a qualitative pre-study with luxury industry experts is conducted to identify the current managerial discussion on the online distribution of luxury goods. Second, an experiment with 183 high-income individuals is conducted to test the effects of online accessibility on consumer perceived scarcity and desirability. Third, a second experiment with 142 qualified luxury insiders is conducted to test consumer responses to the online accessibility and price display of luxury goods.
Findings
Results indicate that the online accessibility of luxury goods does not affect consumer perceived scarcity and, hence, does not dilute brand desirability. This “no-dilution” finding applies to both high- and low-involvement goods and persists independently of whether or not retail prices are explicitly displayed.
Originality/value
Whether or not to sell luxury goods online has been controversially discussed among both marketing scholars and executives. To the authors’ knowledge, the present paper is the first to empirically examine consumer responses to the online accessibility and price display of luxury goods.
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A distinction must be drawn between a dismissal on the one hand, and on the other a repudiation of a contract of employment as a result of a breach of a fundamental term of that…
Abstract
A distinction must be drawn between a dismissal on the one hand, and on the other a repudiation of a contract of employment as a result of a breach of a fundamental term of that contract. When such a repudiation has been accepted by the innocent party then a termination of employment takes place. Such termination does not constitute dismissal (see London v. James Laidlaw & Sons Ltd (1974) IRLR 136 and Gannon v. J. C. Firth (1976) IRLR 415 EAT).
Ibrahim Sipan, Abdul Hamid Mar Iman and Muhammad Najib Razali
The purpose of this study is to develop a spatio-temporal neighbourhood-level house price index (STNL-HPI) incorporating a geographic information system (GIS) functionality that…
Abstract
Purpose
The purpose of this study is to develop a spatio-temporal neighbourhood-level house price index (STNL-HPI) incorporating a geographic information system (GIS) functionality that can be used to improve the house price indexation system.
Design/methodology/approach
By using the Malaysian house price index (MHPI) and application of geographically weighted regression (GWR), GIS-based analysis of STNL-HPI through an application called LHPI Viewer v.1.0.0, the stand-alone GIS-statistical application for STNL-HPI was successfully developed in this study.
Findings
The overall results have shown that the modelling and GIS application were able to help users understand the visual variation of house prices across a particular neighbourhood.
Research limitations/implications
This research was only able to acquire data from the federal government over the period 1999 to 2006 because of budget limitations. Data purchase was extremely costly. Because of financial constraints, data with lower levels of accuracy have been obtained from other sources. As a consequence, a major portion of data was mismatched because of the absence of a common parcel identifier, which also affected the comparison of this system to other comparable systems.
Originality/value
Neighbourhood-level HPI is needed for a better understanding of the local housing market.
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In this, the second edition, the experience of actually running amarketing planning process in organisations further updates and revisesthe highly practical emphasis. The need for…
Abstract
In this, the second edition, the experience of actually running a marketing planning process in organisations further updates and revises the highly practical emphasis. The need for vision, how to enunciate it, and the interface between various levels of managers are integrated specifically into the process. Further analysis using the SWOT technique is provided together with enhanced insight into maintaining competitive advantage. Essentially a practical manual on running a planning process, the worksheet method has been well tried and tested. The experience of managers who have implemented the process using the first edition is included to enhance the technique′s dynamism and effectiveness.
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