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Article
Publication date: 29 March 2011

Kim‐Shyan Fam, Bill Merrilees, James E. Richard, Laszlo Jozsa, Yongqiang Li and Jayne Krisjanous

The purpose of this paper is to examine two key dimensions of in‐store marketing, namely in‐store promotions and price markdowns. These seem to be the two most important…

9828

Abstract

Purpose

The purpose of this paper is to examine two key dimensions of in‐store marketing, namely in‐store promotions and price markdowns. These seem to be the two most important aspects of in‐store marketing, though other dimensions such as retail personal service are also worthy of study.

Design/methodology/approach

A sample of 287 New Zealand clothing and shoe retailers was studied. Survey questions included the perceived importance of in‐store promotions and price markdowns. The aim was to explain these perceptions in terms of marketing strategies, threat of competition and environmental uncertainty.

Findings

The results indicate that a discount marketing strategy, environmental uncertainty and emphasis on price‐promotions are key to explaining retailers' perceptions and use of specific in‐store marketing activities. In addition, seven key marketing activities were found to distinguish high‐ and low‐performance retailers with respect to in‐store promotions.

Practical implications

The study has highlighted strategic aspects of in‐store marketing, by focusing on two key components of in‐store marketing, namely in‐store promotion and price markdowns. The findings should provide much needed advice to retailers on the use of sales promotion tools in different environmental settings.

Originality/value

This paper should prove valuable to academic researchers and retailing managers (particularly to those in smaller countries), owner‐operated retail outlets, and chain stores.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 October 2020

Sita Mishra, Gunjan Malhotra and Garima Saxena

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by…

Abstract

Purpose

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.

Design/methodology/approach

This study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.

Findings

This study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.

Originality/value

This study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 October 2011

Philippe Aurier and Gilles Séré de Lanauze

For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its…

6771

Abstract

Purpose

For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its evaluation through an informal control on the purchase experience. Yet, for brands in this sector, better controlled in‐store purchase experiences can lead to enhance brand perceived value, relationship quality, and loyalty. To capture how these contacts take place, the authors develop the concept of in‐store manufacturer brand expression. This concept encompasses three dimensions, namely perceived quality of in‐store manufacturer brand presentation, in‐store manufacturer brand image expression, and perceived closeness of brand image with store image. The purpose of this paper is to examine the impacts of these components on brand evaluations. An empirical application on brands of the food and intimate apparel categories shows the differential impacts of these components on perceived value, relationship quality (trust‐credibility, trust‐benevolence, affective commitment), and attitudinal loyalty.

Design/methodology/approach

The empirical application involves major brands positioned in frequently purchased packaged goods categories (ice cream, frozen meals and intimate apparel) and distributed in the super‐hypermarket channel over which they have no formal control. The conceptualization and measurement of perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally on a sample of 304 actual consumers. Structural equation modeling was used to test the model and hypotheses.

Findings

Perceived quality of in‐store brand presentation has a direct positive effect on brand value and trust‐credibility whereas in‐store brand image expression has direct positive impact on trust‐benevolence and affective commitment. At the same time, perceived closeness of brand manufacturer image with store image has a direct negative impact on trust‐credibility. In addition, the authors observed that these effects have significant indirect positive and negative consequences on attitudinal loyalty, throughout the causal links which exist between value, trust and affective commitment. Also, the authors' results support the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector.

Research limitations/implications

The application is limited to only three product categories and to strong national brands which enjoy high levels of awareness and market share. Also, the model could be connected to behavioural loyalty metrics, in addition to attitudinal loyalty.

Originality/value

Conceptualization of perceived brand relationship orientation in the case of frequently purchased packaged goods categories is a new step in the understanding and management of consumer‐brand relationship and mass market channel policies.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 2 September 2014

V. Kumar, Nita Umashankar and Insu Park

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding…

Abstract

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

Keywords

Article
Publication date: 21 May 2021

Francisco Muñoz-Leiva, María Eugenia Rodríguez López, Francisco Liebana-Cabanillas and Sérgio Moro

This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related…

671

Abstract

Purpose

This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related subdomains/themes.

Design/methodology/approach

This study sourced 657 merchandising-related articles published since 1960, from the Scopus database and 425 from Web of Science. After processing and normalizing the data, this study performed co-word and thematic network analyses. Taking a text mining approach, this study used topic modeling to identify a set of coherent topics characterized by the keywords of the articles.

Findings

This study identified the following merchandising-related themes: branding, retail, consumer, behavior, modeling, textile and clothing industry and visual merchandising. Although visual merchandising was the first type of merchandising to be used in-store, only recently has it become an emerging topic in the academic literature. There has been a further trend over the past decade to understand the adoption of simulation technology, such as computer-aided design, particularly in supply chain management in the clothing industry. These and other findings contribute to the discussion of the merchandising concept, approached from an evolutionary perspective.

Research limitations/implications

The conclusions of this study hold implications at the intersection of merchandising, sectors, new technologies, research methodologies and merchandising-practitioner education. Research trends suggest that, in the future, virtual reality and augmented reality using neuroscientific methods will be applied to the e-merchandising context.

Practical implications

The different dimensions of merchandising can be used to leverage store managers’ decision-making process toward an integrated store-management strategy. In particular, by adopting loyalty merchandising tactics, the store can generate emotional attachment among consumers, who will perceive its value and services as unique, thanks to merchandising items designed specifically with that aim in mind. The stimulation of unplanned purchases, the strategic location of products and duration of each merchandising activity in the store, the digitalization of merchandising and the application of findings from neuroscience studies are some of the most relevant practical applications.

Originality/value

This study provides the first-ever longitudinal review of the state of the art in merchandising research, taking a holistic perspective of this field of knowledge spanning a 60-year period. The work makes a valuable contribution to the development of the marketing discipline.

Details

European Journal of Marketing, vol. 55 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 April 2018

Leandro Angotti Guissoni, Juan Machado Sanchez and Jonny Mateus Rodrigues

The purpose of this paper is to evaluate the influence of price and products on the promotion (through in-store temporary displays) on consumer sales in an emerging market

1185

Abstract

Purpose

The purpose of this paper is to evaluate the influence of price and products on the promotion (through in-store temporary displays) on consumer sales in an emerging market context (i.e. Brazil) in different regions with contrasts in the market and store formats analyzed.

Design/methodology/approach

The data originate from retail market audits conducted over three years and are broken down by a region and a channel for a product category that has experienced increased competition and growth and is highly distributed throughout the analyzed regions and channel formats (i.e. the ready-to-drink juice category). This study uses a panel vector autoregression framework and an impulse-response function to determine the effects on sales over time.

Findings

The results suggest that price sensitivity and the effects of promotions on sales vary with the type of store format rather than through structural differences between regions with lower vs higher levels of economic development in an emerging market.

Practical implications

Managers should consider differences in store format more than the heterogeneity among regions when making price and promotion decisions. Additionally, this paper highlights the importance of in-store product visibility through temporary displays of promoted products, especially in smaller stores in an emerging market.

Originality/value

By considering the challenges of managing a consumer brand for which market heterogeneity is key, this paper extends the current research by contrasting consumer price and in-store promotion decisions across two heterogeneous regions and store formats within an emerging market.

Details

Marketing Intelligence & Planning, vol. 36 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 19 February 2021

Sabina Riboldazzi and Antonella Capriello

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating…

Abstract

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future,” a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.

Article
Publication date: 16 August 2021

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…

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.

Details

European Journal of Marketing, vol. 55 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 2 September 2014

Alicia Baik, Rajkumar Venkatesan and Paul Farris

We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product…

Abstract

We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice. Real-time and location-specific access to information and products are identified as distinguishing characteristics of mobile devices. While the literature on digital marketing is well developed, knowledge of the effects on the consumer path to purchase in the presence of dynamic and location-specific information is still scarce. Path to purchase models need to recognize the central and powerful role of user-generated content. Better management of marketing resources would require models that connect investments in mobile marketing to sales, and also model the synergies among different digital and offline media. We conclude with a framework that connects mobile media impressions to product choice, in the presence of other marketing media, and consumer and firm feedback loops.

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

Keywords

Article
Publication date: 25 September 2019

Silvia Bellini and Simone Aiolfi

The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the…

1731

Abstract

Purpose

The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats.

Design/methodology/approach

Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t-tests and the analysis of variance.

Findings

The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation.

Practical implications

The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future.

Originality/value

Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

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