Search results

1 – 10 of over 107000
Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński, Michał Medowski, Jacek Pogorzelski and Marcin Ostachowski

Companies spend millions on training their sales representatives. Thousands of textbooks have been published; thousands of training videos have been recorded. Hundreds of good…

Abstract

Companies spend millions on training their sales representatives. Thousands of textbooks have been published; thousands of training videos have been recorded. Hundreds of good pieces of advice and tips for sales representatives have been presented along with hundreds of sales methods and techniques. Probably the largest number of indicators and measures are applied in sales and distribution. On the one hand, this is a result of the fact that sales provide revenue and profit to a company; on the other hand, the concept of management by objectives turns out to be most effective in regional sales teams with reference to sales representatives and methods of performance evaluation. As a result, a whole array of indices has been created which enable the evaluation of sales representatives’ work and make it possible to manage goods distribution in a better way.

The indices presented in this chapter are rooted in the consumer market and are applied most often to this type of market (particularly in relation to fast-moving consumer goods at the level of retail trade). Nevertheless, many of them can be used on other markets (services, means of production) and at other trade levels (wholesale).

Although the values of many indices presented herein are usually calculated by market research agencies and delivered to companies in the form of synthetic results, we have placed the emphasis on the ability to determine them independently, both in descriptive and exemplifying terms. We consider it important to understand the genesis of indices and build the ability to interpret them on that basis. What is significant is that the indices can be interpreted differently; the same index may provide a different assessment of a product’s, brand or company’s position in the market depending on the parameters taken into account. Therefore, we strive to show a certain way of thinking rather than give ready-made recipes and cite ‘proven’ principles. Sales and distribution are dynamic phenomena, and limiting them within the framework of ‘one proper’ interpretation would be an intellectual abuse.

Article
Publication date: 4 December 2017

Chi-Hsun Lee and Jyh Jeng Wu

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer…

6091

Abstract

Purpose

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

Design/methodology/approach

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

Findings

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

Research limitations/implications

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

Practical implications

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

Originality/value

This study’s major contribution is its successful linkage of the dimensions of flow experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.

Details

Industrial Management & Data Systems, vol. 117 no. 10
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 3 October 2016

Jin-Feng Wu and Ya Ping Chang

The purpose of this paper is to understand the role of multichannel integration quality in enhancing online perceived value and online purchase intention via the online store…

7495

Abstract

Purpose

The purpose of this paper is to understand the role of multichannel integration quality in enhancing online perceived value and online purchase intention via the online store operated by a land-based retailer.

Design/methodology/approach

This paper develops a research model based on the “quality-value-purchase” chain, with four dimensions of multichannel integration quality as antecedents and three dimensions of online perceived value as mediators of online purchase intention. Empirical data were collected from 390 multichannel shoppers and structured equation modeling was used to test the research hypotheses.

Findings

Among the four multichannel integration quality dimensions, transparency of service configuration, process consistency and business ties positively affect online purchase intention through online perceived value, whereas the effects of information consistency are not significant; process consistency exerts a stronger influence on online perceived value than business ties; the effect of online convenience on online purchase intention is weaker than that of online monetary savings and online hedonic value.

Research limitations/implications

The study identifies the theoretical principles of the relationships among multichannel integration quality, online perceived value and online perceived value in multichannel context. Based on these theoretical principles, this study will help researchers to better understand consumers’ online purchase intention and the creation of online perceived value in the integrated multichannel context.

Practical implications

The findings of this study can provide retailers with useful strategies to increase online purchase intention depending on improvement of multichannel integration quality and online perceived value.

Originality/value

This study provides a first study to empirically assess various types of online perceived value attached to multidimensional properties of multichannel integration quality and the corresponding effects on online purchase intention. Overall, the results offer insights of how land-based retailers could manage their online performance by integrating multiple channels and improving online perceived value.

Details

Internet Research, vol. 26 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 27 November 2019

Nitin Soni and Jagrook Dawra

An open question of behavioral pricing literature is: What are the factors which influence consumers’ judgments of acquisition value and transaction value? An important framework…

Abstract

Purpose

An open question of behavioral pricing literature is: What are the factors which influence consumers’ judgments of acquisition value and transaction value? An important framework to explain consumers’ shopping and purchase decisions is their decision-making styles. This paper aims to examine the influence of consumers’ decision-making styles, that is, perfectionistic high-quality conscious, brand conscious-price equals quality, novelty-fashion conscious, recreational-hedonistic, price conscious-value for money, impulsive-careless, habitual-brand loyal and confused by overchoice on their judgments of acquisition value and transaction value.

Design/methodology/approach

From the literature, a conceptual framework was formulated. Data was collected from a survey of 304 respondents. The measurement model was tested using exploratory factor analysis and confirmatory factor analysis. The structural model was tested using structural equation modeling.

Findings

The consumers’ judgments of acquisition value and transaction value vary with their decision-making styles. The measurement and structural models exhibited good fit, and 12 of the 16 proposed hypotheses were found to be significant.

Research limitations/implications

The respondents for this research study were urban and postgraduate students.

Practical implications

The results of this study can help managers personalize their promotional offers and market offerings targeted at consumers with different decision-making styles.

Originality/value

Behavioral pricing literature has not convincingly shown that consumers make the judgments of the two values, acquisition value and transaction value, in a purchase scenario. There is limited literature on the impact of decision-making styles on the marketing variables. The results of this study contribute to the literature by showing that consumers make the judgments of these two values, and these judgments vary with their decision-making styles. Also, this is one of only a few studies to examine the two components of the purchase value in an Indian context.

Details

Journal of Indian Business Research, vol. 12 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 3 June 2020

Jason Ian Pallant, Sean James Sands, Carla Renee Ferraro and Jessica Leigh Pallant

This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.

Abstract

Purpose

This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.

Design/methodology/approach

An online survey was administered to 594 retail shoppers. The purchase value of research shoppers and single-channel shoppers was compared before and after propensity score matching to account for self-selection effects.

Findings

Prior to matching, research shoppers spend significantly more than single-channel shoppers. This difference persists after accounting for self-selection but is reduced by 25%. The impact of self-selection differs across product categories and channels, with the online channel most likely to lead to higher purchase value.

Practical Implications

The findings build on existing literature on the value of omni-channel retail strategies and provide insights for retailers to determine the likely impact of encouraging research shopping among their customers.

Originality/value

The research provides important insights into the role that self-selection plays in the value of multi-channel shoppers, and the likely value to retailers of omni-channel strategies.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 26 February 2024

Nadjim Mkedder, Mahmut Bakır, Yaser Aldhabyani and Fatma Zeynep Ozata

Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to…

Abstract

Purpose

Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players.

Design/methodology/approach

In total, we surveyed 332 online game players utilizing a structured questionnaire. We employed a multi-analytic approach combining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships.

Findings

The findings show that all dimensions of value and player satisfaction significantly affect the intention to acquire virtual goods. However, social value does not exert a significant effect on player satisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functional value, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in the model are necessary conditions of purchase intention for virtual goods.

Originality/value

These findings contribute to an enhanced understanding of purchase intentions among online game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

Details

Central European Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2658-0845

Keywords

Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski and Grzegorz Urbanek

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy, marketing…

Abstract

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy, marketing strategy, sales strategy, promotion strategy, distribution strategy, low pricing strategy – it would take a long time to list all of them. Although this term is so commonly in use, its definition is not as straightforward and it can be interpreted in different ways. In comparison with tactical decisions, strategy is much more significant for an organisation as it brings long-lasting consequences. It is implemented by higher level managers on a regular basis, and it is based on external, often subjective information, so decisions – especially at the time they are made – are difficult to evaluate.

Taking into consideration the fact that strategy refers to a long-term rather than a short-term period, strategic decisions serve as the basis for undertaking operational activities. However, marketing refers to the market and the competition. It is possible to claim that marketing strategy is trying to find an answer to the question to which path an organisation should follow in order to achieve its goals and objectives. If, for example, a company has a goal to generate a profit of PLN 1 million by selling 100,000 pieces of a product, the market strategy should answer at least the following two questions:

  1. Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

  2. Why is it us from whom a potential buyer should purchase the product?

Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

Why is it us from whom a potential buyer should purchase the product?

The target market will be defined if a reply to the first question is provided. The second question identifies the foundations of competitive advantage. These two issues, that is, target market and competitive advantage are the strategic marketing issues. You cannot change your target group unexpectedly while competitive advantage is the basis for changing decisions regarding prices, promotions and sales.

This chapter describes the measures of marketing activities which refer to strategic aspects and testify a company’s market position – the measures of the performance of target groups and competitive advantage. Readers’ attention should be also focused on the indices that are less popular in Poland and, therefore, may be underestimated. It seems that some of them, for example, the index of marketing resources allocation and the marketing risk index, provide a lot of valuable information and, at the same time, make it possible to show the value of marketing investments. Their wider use in the near future is only a matter of time.

Book part
Publication date: 13 November 2017

Robert Kozielski, Grzegorz Mazurek, Anna Miotk and Artur Maciorowski

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently…

Abstract

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,1 is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Details

Mastering Market Analytics
Type: Book
ISBN: 978-1-78714-835-2

Keywords

Article
Publication date: 20 October 2022

S.M. Sohel Rana and Mohammad Solaiman

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines…

1094

Abstract

Purpose

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.

Design/methodology/approach

In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.

Findings

Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.

Originality/value

The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.

Details

Journal of Islamic Marketing, vol. 14 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 March 2012

Janeen Olsen, Liz Thach and Liz Hemphill

The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine…

2187

Abstract

Purpose

The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on organic wine purchases.

Design/methodology/approach

Hypotheses are proposed to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data were collected from 321 wine drinkers in the USA. Partial least‐squared analysis was used to test hypothesized paths between latent variables.

Findings

In total, ten of the 13 proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines.

Research limitations/ implications

The results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated.

Practical implications

The results indicate several marketing implications for professionals around communication, promotion, and point‐of‐sale information for organic wine.

Originality/value

This is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.

Details

International Journal of Wine Business Research, vol. 24 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

1 – 10 of over 107000