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Article
Publication date: 6 April 2010

Moira Teed, Christopher Norman, May Aung, Doug Adlam, Sameer Goswami, Brae Surgeoner and BiChen Zhu

To date few research studies exist on consumers' responses to the adoption of Wal‐Mart into towns and cities. This paper seeks to examine the expected impact of a Wal‐Mart store…

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Abstract

Purpose

To date few research studies exist on consumers' responses to the adoption of Wal‐Mart into towns and cities. This paper seeks to examine the expected impact of a Wal‐Mart store in a community before its arrival.

Design/methodology/approach

Media reviews, participant observations and in‐depth interviews were applied. Positive and negative articles relating to Wal‐Mart as exhibited in the newspapers – the Guelph Tribune and the Guelph Mercury – were reviewed. Participant observations were conducted in three different shopping areas of Guelph: the Downtown area, the Stone Road mall area and the Willow West mall area. A total of 13 participants from these shopping areas were interviewed.

Findings

Overall, this study found that the participants were receptive to the notion of Wal‐Mart coming to Guelph despite the negative publicity and strong opposition Wal‐Mart had faced in the media. Additionally, this study offered insights for this marketplace based on the consumption context of hedonic and utilitarian shoppers. The intensity of these shoppers' perceptions and beliefs were found to be different for different contexts such as retail shopping, businesses and social.

Research limitations/implications

This study demonstrates the importance of wider contextual comprehension when trying to understand what values consumers hold for retailers in the marketplace. However, these findings are restricted by the limited range of opinions captured. A fully holistic view is only possible when taking into account the perspectives of local business owners, future Wal‐Mart employees and managers, activists, or politicians – all of whom have an impact on the situation of Wal‐Mart in Guelph.

Practical implications

Insights from this study can assist management personnel for their future expansion plans.

Originality/value

This study extends the application of consumers' value dimensions by focusing not only on consumers' hedonic and utilitarian values but also by incorporating the community context. Furthermore, it offers a multi‐method qualitative market research approach for discovering insights that would not have emerged from utilizing just one method of data collection. This is also the first study to assess consumer responses before a store's construction.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 6 April 2010

Len Tiu Wright

348

Abstract

Details

Qualitative Market Research: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1352-2752

Case study
Publication date: 10 October 2022

Lakshya Singh and Amit Kumar Agrawal

All aspects like finances, marketing strategy, competitors, etc. have been taken into account to provide the readers a complete and realistic image about the working, decisions…

Abstract

Research methodology

All aspects like finances, marketing strategy, competitors, etc. have been taken into account to provide the readers a complete and realistic image about the working, decisions and their outcomes for boAt. Secondary data has been used from blogs, company website and other sources in this study.

Case overview/synopsis

This case presents boAt’s growth in the Indian market because of India’s exponentially growing customer base in the tech and audio industry. This case brings to light all the factors considered and the business decisions to be made while growing in the market. The challenges faced by boAt after they entered the market and the company’s business decisions to overcome these challenges are also discussed. This case provides an opportunity for students to understand the dynamics associated with expanding in a competitive market to maintain growth and maximize profits.

Complexity academic level

This case is suitable for undergraduate and postgraduate students and can be used for courses in strategy, marketing, entrepreneurship and business management.

Details

The CASE Journal, vol. 19 no. 2
Type: Case Study
ISSN: 1544-9106

Keywords

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