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All Articles

Article list:

1189 articles found.

Patterns of fruit and vegetable buying behaviour in the United States and India
Zachary Anesbury, Luke Greenacre, Amy L Wilson and Ava Huang [Download PDF]
This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India. Using claimed buying data obtained from online questionnaires, it compares the patterns against those found extensively in consumer goods categories across the world. This study analyses consumer loyalty with Double Jeopardy, consumer sharing with Duplication of Purchase and brand user profiles with Mean Absolute Deviations. The results show the buying behaviour patterns of Double Jeopardy, Duplication of Purchase and that brand user profiles exist within the fruit and vegetable categories. The implications of these findings are: (1) that the size of fruit and vegetable brands are largely determined by how many people buy them and not how loyal those consumers are; (2) fruit and vegetable brands share consumers with one another; and (3) fruit and vegetable brands are not purchased by unique segments of the population. Therefore, in order to increase the number of people buying fruit and vegetable brands, marketers should focus on increasing their mental and physical availability (i.e. the same strategies used for consumer goods brands).
[Digital First] Published 30 October 2017

Exploring fieldwork effects in a mobile CATI survey
Paula Vicente Vol. 59 No. 1, 2017 pp. 57–76 [Download PDF]
This study explores the effects of call attempts and time periods on call outcomes and sample composition. A mobile computer-assisted telephone interview survey was conducted to collect data from adult mobile phone users about use and attitudes towards mobile phones; paradata regarding call dispositions, time and day of the week of calls and number of call attempts was also available. The first call contact rate was approximately 27% and varied significantly across time periods; the rate fell to below 20% for the second call. Weekend time periods yielded higher contact rates than weekday time periods. The interview rate on the first call was 12% and decreased steadily in subsequent calls. Mobile phone numbers that yielded call rejection, voicemail or were busy on the first call were very difficult to convert into interview on the second call. The number of call attempts and time period of the calls affect sample composition, namely in relation to respondents’ age, educational level and area of residence. Future research and practical implications of the findings for mobile CATI surveys are discussed.
[Digital First] Published 5 December 2016

PC, phone or tablet? Use, preference and completion rates for web surveys
Kylie Brosnan, Bettina Grün and Sara Dolnicar Vol. 59 No. 1, 2017 pp. 35–56 [Download PDF]
This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates. Online market research is struggling with sample representativity. The analysis of more than ten million survey invitations, as well as stated device preference information, suggests that web survey respondents who are members of online panels still mostly use their personal computers, but do express increasing interest in using smartphones and tablets. Survey completion rates do vary across devices, and device use is significantly associated with socio-demographic characteristics and length of membership on a panel. Therefore, researchers must not limit respondents to use a specific device for completing a survey as this may compromise the quality of the survey completion experience, increase non-response error and negatively affect representativity.
[Digital First] Published 11 November 2016

An exploration of consumers' response to online service recovery initiatives
Wilson Ozuem, Amisha Patel, Kerry E. Howell and Geoff Lancaster Vol. 59 No. 1, 2017 pp. 97–116 [Download PDF]
The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers. In a changing social, political and economic environment the use of information technology has permeated all forms of organisations: from private to public, local to global, old and new. Parallel with this development, companies have developed and experimented with new means of interacting with customers, and have devised and applied a variety of marketing strategies. The deployment of the internet, along with its subsets, has created a number of new opportunities, as well as a range of uncertainties and burdens, particularly on consumer perceptions of service quality, service failure and recovery. This paper contributes to extant knowledge and offers an understanding of behavioural-related issues, e.g. understanding consumer behaviour in the development of innovative business models in the industry.
[Digital First] Published 3 October 2016

Validity and reliability in qualitative market research: a review of the literature
Wendy Sykes pp. 289–328 [Download PDF]
This paper comprises a review of the recent market research literature relating to issues of validity and reliability in qualitative research. It also draws on relevant literature from other fields. It explores the concepts of validity and reliability as well as examining prescriptions for their attainment.
[Digital First] Published 11 November 2015

Opinion bandwagons in attitudes towards the Common Market
Catherine Marsh and John O'Brien pp. 295–305 [Download PDF]
Opinion bandwagons have been inadequately conceptualised in most past research. In this paper, an experiment is reported in which people are given information about the trend of public opinion with respect to the EEC. A significant and consistent effect is then observed on their own stated views on the topic. These results are interpreted and discussed.
[Digital First] Published 6 August 2015

Why Chinese elites buy what they buy: The signalling value of conspicuous consumption in China
Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng Vol. 57 No. 6, 2015 pp. 877–908 [Download PDF]
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions. This article complements the scarce empirical literature by testing his conjecture on consumers in China's transitional economic context. Three sets of hypotheses were tested with a sample of 1,021 Chinese consumers. The findings of the study support Veblen's contention, especially the argument advanced by Leibenstein (1950) that the primary motivation for conspicuous consumption rests on social status seeking and position enhancement. With a rising per capita income in China and the birth of an elite social class, conspicuous consumption has to some extent replaced the traditional Chinese values of modesty and frugality in search of social recognition and self-realisation.
[Digital First] Published 1 June 2015

In researching emerging markets, anthropology often trumps statistics
Christopher Hylton Fitzroy Nailer, Bruce William Stening and Marina Yue Zhang Vol. 57 No. 6, 2015 pp. 855–876 [Download PDF]
For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations. For this reason, there has been an increasing realisation that qualitative methods, emphasising data richness and a deep understanding of consumers – ‘why’ as well as ‘what’ and ‘how much’ – are a critical component of research in emerging markets. This paper proposes an approach that integrates quantitative and qualitative methods. It argues that a thorough understanding of emerging markets requires a mind-set and set of skills akin to those of an anthropologist, and sets out how these can be acquired.
[Digital First] Published 2 March 2015

Value co-creation: Literature review and proposed conceptual framework
Kumkum Bharti, Rajat Agrawal, and Vinay Sharma Vol. 57 No. 4, 2015 pp. 571–604 [Download PDF]
Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing. In the last decade, literature of value co-creation gave multiple definitions to clarify the concept. The overlapping definitions became a source of confusion to both academics and practitioners. Realizing this need, a detailed structured literature review was undertaken and using a thematic content analysis, 27 elements of co-creation were identified. These elements were further classified into five pillars, namely: process environment, resource, co-production, perceived benefits and management structure. The paper presents a conceptualization of value co-creation by developing a framework that integrates five categories. This research is limited to the selected articles published on value co-creation in the first decade of the twenty-first century.
[Digital First] Published 2 February 2015

Best times to call in a mobile phone survey
Paula Vicente [Download PDF]
Establishing contact with the sample units is an important part of the survey response process, and an efficient calling schedule is critical to achieve high response rates. The rapid increase in mobile phone ownership has triggered the interest of marketing researchers in the use of mobile phones for collecting survey data about consumers. Mobile phone surveys may favour establishing contact with sample units since the mobile phone is a personal device carried at all times, thus making the person permanently contactable. This paper aims to identify the best times to call in a mobile phone survey by investigating the influence of the day and time of the call on the likelihood of establishing contact and obtaining an interview. A three-level ranking of calling periods, based on call efficiency, is proposed. Outcomes also revealed that the level of efficiency of calling periods is not dissociated from respondents’ socio-demographic characteristics, namely in terms of age and region of residence.
[Digital First] Published 1 October 2014

Using graphical statistics to better understand market segmentation solutions
Sara Dolnicar and Friedrich Leisch Vol. 56 No. 2, 2014 pp. 207–230 [Download PDF]
Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this study we develop novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theory–practice divide’ in market segmentation.
[Digital First] Published 1 December 2013

Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election
Roger Mortimore, Paul Baines, Ian Crawford, Robert Worcester and Andrew Zelin Vol. 56 No. 2, 2014 pp. 185–205 [Download PDF]
Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main party leaders, demonstrating that leader image effects are not symmetrical across leaders. We find evidence that negative perceptions have more powerful effects on satisfaction than positive ones, implying that parties should seek to determine a leader’s image attribute perceptions measured against the public’s expectations of them on the same dimensions. The positions that campaigners ought then to choose are those that will have the most beneficial effect in encouraging voting behaviour for each particular leader or discouraging voting behaviour for an opponent.
[Digital First] Published 1 November 2013

The impact of source effects and message valence on word of mouth retransmission
Jeffrey P. Radighieri and Mark Mulder Vol. 56 No. 2, 2014 pp. 249–263 [Download PDF]
The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology. Modern advancements have made engaging in WOM and contributing to viral marketing very commonplace. This notion can be troubling for firms, as consumers can say anything about any firm with virtually no chance of repercussions. Therefore, it is important to study the flow of WOM to help firms design strategies to influence its transmission. This study compares the impact of WOM sender expertise and valence of the WOM message on consumer likelihood to contribute to viral marketing by retransmitting messages to others. Results of our study find that messages from experts and non-experts are equally influential when the valence is positive (PWOM), but messages from experts are more influential than those from non-experts when the valence is negative (NWOM). Explanations for this result are given, as are contributions to both theory and practice.
[Digital First] Published 1 April 2013

Market research and the ethics of big data
Daniel Nunan and MariaLaura Di Domenico Vol. 55 No. 4, 2013 pp. 505–520 [Download PDF]
[This is a digital first article – it has been published online before it appears in print] The term 'big data' has recently emerged to describe a range of technological and commercial trends enabling the storage and analysis of huge amounts of customer data, such as that generated by social networks and mobile devices. Much of the commercial promise of big data is in the ability to generate valuable insights from collecting new types and volumes of data in ways that were not previously economically viable. At the same time a number of questions have been raised about the implications for individual privacy. This paper explores key perspectives underlying the emergence of big data, and considers both the opportunities and ethical challenges raised for market research.
[Digital First] Published 1 February 2013

Editorial
Peter Mouncey Vol. 59 No. 6, 2017 pp. 695–701 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 59(6) of IJMR, covering topics including collaborative consumption motives, consumption of low-sugar pastry, bike apps in China, consumer acceptance of self-service technologies, and customer identification in the healthcare industry. Peter also writes about the forum section on the impacts of brand experience and service quality, and the viewpoint section on the EU’s GDPR. He also discusses IJMR’s upcoming change in publisher as well as ethics and research, given the imminent implementation of GDPR.
Published 16 November 2017

Viewpoint: The EU General Data Protection Regulation (GDPR): European regulation that has a global impact
Michelle Goddard Vol. 59 No. 6, 2017 pp. 703–706 [Download PDF]
In this viewpoint, the author discusses the global implications of the European Union's General Data Protection Regulation (GDPR), which will be enforced from 25 May 2018. The GDPR has six core privacy principles (fairness and lawfulness; purpose limitation; data minimisation; accuracy; storage limitation; and integrity and confidentiality) designed primarily for data protection. A key change is that consent must be freely given, specific, informed and evidenced by clear affirmative action; this makes the legislation user-centric. As the GDPR covers international organisations which target EU individuals, these organisations will be pressured into compliance. There are divergent interpretations in member states and the flexibility of the regulation is unknown. It is likely to be an evolution rather than revolution in data protection.
Published 16 November 2017

Forum: Investigating the impacts of brand experience and service quality
Azize Sahin, Hakan Kitapçi, Erkut Altindag and Mehmet S. Gök Vol. 59 No. 6, 2017 pp. 707–724 [Download PDF]
This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust. Building consumers’ BI is an important strategic objective for all product managers. This study proposes multiple mediation models to analyse the relationships between the constructs, and analyses survey data using partial least squares structural equations to explore how these elements can be modelled. Results show, in line with previous literature, that BE and SQ indirectly affect BI through BT. Further, BT is effective in building BI, and has a mediating effect on the relationships among BE, SQ and BI. The study found new theoretical insights that highlight the importance of the focusing on high SQ levels.
Published 16 November 2017

Dual roles of consumers: towards an insight into collaborative consumption motives
Myriam Ertz, Agnès Lecompte and Fabien Durif Vol. 59 No. 6, 2017 pp. 725–748 [Download PDF]
This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption. Three studies, involving a total of 7,715 consumers, show that, when considered separately, acquisition and disposition are governed by relatively similar hierarchies of motivations that can be grouped together into an overarching four-dimensional structure: (1) utilitarian, (2) experiential, (3) protester and (4) spiritual. Hence, consumers driven primarily by one or other of the four motivational categories when acquiring goods will be similarly motivated when disposing of goods. Other drivers may nonetheless represent significant secondary motivations.
Published 1 September 2017

Odour-induced taste enhancement and consumption of low-sugar pastry
Yamen Koubaa Vol. 59 No. 6, 2017 pp. 749–765 [Download PDF]
This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption. Olfactory taste enhancement preserves the nutritional benefits of low-sugar pastry while retaining the pleasure of full-sugar pastry. Willingness to reduce sugar intake and eat healthily is stronger today than at any time before in western societies, and low-sugar pastry can be effective in reducing sugar intake among consumers in these markets. The challenge, however, is that consumers’ liking of pastry is driven by the sweet taste pastry eating procures; reducing pastry sugar content makes it healthier but probably less tasty and thus of a low market acceptability. Results from laboratory experiments show that smelling clearly perceivable sugar-associated odour significantly enhances perceived sweetness and pleasantness, and leads to the higher consumption of low-sugar pastry. These findings have implications for pastry makers and retailers as well as for social marketers. Odour-induced taste enhancement enables food makers and retailers to achieve the goals of selling both tasty and healthy pastry. It can be also a vector to promoting healthy pastry by converting the ‘healthy = untasty’ attitude into a ‘healthy and tasty’ attitude.
Published 16 November 2017

Identifying the reasons why users in China recommend bike apps
Liang Ma, Xin Zhang and Gao Shan Wang Vol. 59 No. 6, 2017 pp. 767–786 [Download PDF]
This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception. Since the end of 2016, bike sharing has suddenly taken off in China, and competition is fierce. Bike-sharing users’ intention to recommend bike apps is particularly important as it can help operators attract more potential users. However, little research to date has focused on bike-sharing users’ intention to recommend bike apps in the Chinese context. This study aims to fill this research gap using structural equation modelling. Data were collected from 209 bike-sharing app customers and the results show the following key findings: (1) the usefulness of the bike-sharing app is the most important factor contributing to users’ intention to recommend, followed by economic incentive and ease of use; (2) users’ trust that interacts with perceived ease of use has positive effect on users’ intention to recommend, while users’ trust that interacts with economic incentive has negative effect on users’ intention to recommend. Implications for researchers and practice are discussed.
Published 16 November 2017



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