Kapitelvorschau

Zusammenfassung

Sonderausgabe zu Ehren von Joachim Zentes - Zum Inhalt von Heft 2-2014

Abstract

The objective of this article is to assess how and under what conditions the arrangement of organic food products in conventional retail stores influences consumers’ attitudes towards the retailer’s range of organic foods and the overall image of the retail store. To this end, we conducted two field studies in two outlets of a well-known German superstore. Study 1 reveals that grouping organic foods from all product categories in an “organic block” (a clustered arrangement) leads to consumers having more positive attitudes towards the retailer’s range of organic foods than placing organic products next to similar conventional products (a dispersed arrangement). In Study 2, the positive image of a clustered (vs. dispersed) range of organic foods is shown to improve the overall image of the retail store. In addition, we assess a boundary condition for the indirect effect of the arrangement of organic foods on the overall image of the retail store, namely consumers’ environmental awareness. Whereas the clustered (vs. dispersed) arrangement of organic products positively affects consumers’ attitudes towards the retailer’s range of organic foods and hence the overall image of the retail store for consumers with a low level of environmental awareness, no differences are found for consumers with a moderate or high level of environmental awareness.

Abstract

Although line and brand extensions have become widely used strategies¬¬ not only by manufacturers, but also by retailers, success factors of private label extensions have rarely been addressed in past research. Additionally, only a small number of potential success drivers have been investigated so far. Therefore, also the knowledge on the relative impact of different success factors is still restricted. To fill this research gap, we examine the (relative) impact of twelve potential success drivers that proved to be important in previous research conducted with respect to private labels and national brands. Furthermore, to be able to compare our findings with those of past studies, we investigate the effects at the extension product level, as well as at the brand level and at an aggregate level. Analyses using structural equation modelling revealed that the quality of the parent brand, the brand-level fit, as well as consumers’ innovativeness and their familiarity with the parent brand’s products are the most important drivers of private label extension success – regardless of the level at which the impact of the determinant factors is examined.

Abstract

This paper deals with smartphone experiences related to consumption activities and, more specifically, to shopping. If several studies, based on adoption models, show that consumers are ready to use their smartphones widely while shopping, including for paying, very few research provides insights into the real usage of smartphones in shopping behaviour. Therefore, this paper investigates in-depth real smartphone experiences in real shopping settings, in a two-country study involving France and Japan. A qualitative methodology with structured and semi-structured interviews was conducted with a sample of Japanese and French consumers. A moderate inductive approach is adopted to analyse the data. With a typology of eight usages identified in both countries, the results show that, in real life, smartphones are primarily used for information, communication, and location purposes. This research also provides evidence on the roles of the smartphone as a shopping companion that assists in pre-purchase activities and as a facilitator tool at the purchase stage of a physical shopping. Overall, the research sheds light on the synchronicity value of the smartphone, specifically its capacity to answer the consumer’s needs at the right time, the right place, and in the right situation.

Abstract

Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small and medium sized enterprises) are assumed to lag behind in the adoption of these modern distribution techniques. The aim of this paper is to investigate factors that influence the intention of an SME to launch an online shop – in particular, the relevance of institutional pressure. A partial least squares structural equations model is used based on the Technology Acceptance Model and is extended with elements from the neo-institutionalist approach. Drawing on a sample (n) of 864 SMEs from different sectors of retail and wholesale trade, 52.8 % of the variance of the intention to launch an online shop is explained with the proposed model. The results indicate that the perceived usefulness and mimetic and coercive isomorphism influence the intention to establish an online channel.

Abstract

Prior research has considered online retailing mainly as equivalent to customers shopping through “the Internet channel”. With regard to the advancing evolution of mobile shopping, this perspective is no longer applicable for research and retail. This paper addresses the issue if online retailing and mobile online retailing are perceived and utilised as two different ways of online shopping by consumers. Moreover, we also aim to identify relevant factors of consumers’ intention to shop online among diverse e-channels. Therefore, we investigate consumers’ evaluations of individual electronic distribution channels (e-channels) in comparison and consolidated to a retailer’s multichannel e-commerce system. We empirically test a research model to capture consumers’ evaluations of stationary online shopping (using a PC) and mobile shopping (using a mobile device). By conducting a scenario-based experimental design study, we examine and compare consumers’ post-experience evaluations of both e channel formats. The findings provide evidence for significant differences in the evaluation of the stationary e-channel and the mobile e-channel. In particular, the online shopping experience with the PC was evaluated more positively than the mobile shopping experience. Therefore, we suggest a more differentiated perspective for the definition and conceptualisation of online retailing.

Abstract

This paper investigates the role and contribution of marketing-mix elements in the competitive landscape of the food retailing industry. A literature review focusing on the effects of assortment, price, and location is presented in order to explore the impact of these factors on competition. The review clearly demonstrates that current marketing research focuses primarily on analyzing the effects of operational decisions. However, further analysis reveals several levels at which competition takes place. The close relationship between marketing-mix elements and store format or retailer brand suggests that more attention should be paid to aggregated levels of competition. The competition between the two main retail formats, discounter and full-range retailer which is observed in business practice, can be characterized by the trade-off between the benefits of price and time on the one hand and selection and service on the other. However, retailers’ ability to provide these benefits depends on additional factors which need to be integrated in marketing research.

Abstract

Leading international retailers have shifted their attention to developing countries, pursuing different format transfer strategies to succeed within local competition. However, little is known regarding whether such retailers can use their core advantage of being global to in-crease their local position as a strong retail brand. To further elucidate this issue, the authors use data from 990 Chinese consumer surveys on 30 western and Chinese retailers. They find that retailers' perceived brand globalness enhances the building of consumer-based retail brand equity by affecting quality and price values. Without enhancing such functional values, being global is less relevant. Moreover, these brand equity creation routes change according to a re-tailer’s origin. Western retailers benefit from their globalness, especially through quality value. Domestic retailers benefit predominantly through price values. These findings advance our understanding of the role of global retail brands in the internationalisation of retailers.

Abstract

Choosing the “right” time is a broadly accepted success factor in new product development. However, the inconsistency of empirical findings on the timing of projects suggests that the range of relevant influencing factors is wider than expected. What factors do firms consider when they start the development of a new product and what shapes the decision to launch a new product on the market? In this paper, we summarise empirical and conceptual work on these timing decisions. We propose research consider the influencing factors as a necessary prior step before studies recommend a certain timing for new product development.