Street Markets Influencing Urban Consumer Behavior in Mexico

Street markets in the urban setting form the bottom of the pyramid market structure, which caters to consumers of semi-urban settlements. Consumers favor these markets for farm-fresh agricultural products and low-priced consumer goods. This study empirically investigates the role of street markets in urban sociodemographic clusters in the shift of consumer behavior against large shopping malls and supermarkets. Data were gathered from 490 respondents engaged in buying products at 373 vending stalls across 14 street market locations in Mexico City. Data were collected on 31 variables and analyzed using structural equation model. The study also addresses street markets as change agents of consumer behavior in the context of marketplace ambience, vending patterns, ethnic values, and interactive customer relations. The conventional shopping wisdom of customers, competitive gains, and socio-cultural advantages are also addressed based on an empirical survey. The study revealed that shopping behavior is largely motivated by the physical factors such as location of marketplace, distance, and vending stall type within the street market. Findings also indicate that consumers possess a strong conviction that street markets offer fresh products of farm and animal origin as well as ethnic food irrespective of hygiene standard.     

Development of consumer techno segmentation and its application to international markets

This study aimed to develop consumer techno segments based on technology‐related psychographic variables in four different countries including the US, Canada, Spain and Italy. The respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segments. Cluster analysis identified three to four distinct techno segments in each country. Multivariate analysis of variance and univariate analyses were used to validate the differences among techno segments in need for change, leisure orientation and e‐shopping preference in each local market. The similarities and differences of each techno segment were examined across different international markets. A discussion and implications were drawn to help marketers develop penetration and market strategies for different international markets by understanding an expected diffusion rate of a new product and of product life cycles for each local market.     

How to serve online consumers in rural markets: Evidence-based recommendations

Online shopping is growing significantly among rural consumers interested in overcoming product assortment limitations in their local markets. Retailers are taking notice, and some are looking for first-mover-advantage opportunities in rural areas where they see greater potential for growth when compared to saturated urban markets. However, expanding to these areas presents significant and unresolved challenges related to last mile fulfillment caused by low levels of population density as well as other socioeconomic and demographic characteristics. In this article, we present an integrated set of recommendations for online retailers to differentiate strategies to serve rural markets efficiently. To that end, we partnered with an online grocery retailer to examine differences between rural and urban consumers across online shopping preferences that significantly impact fulfillment costs. We draw on those differences and existing knowledge on last mile fulfillment operations to propose a tailored consumer value proposition and operational model for last mile fulfillment in rural markets.     

Untangling the relationships between consumer characteristics,shopping values,and behavioral intention in online group buying

This study examines the link among consumer characteristics (price-sensitive behavior, variety-seeking behavior, and compulsive buying behavior), shopping values (utilitarian and hedonic shopping values), and behavioral intention in online group buying (OGB). This study tests usable responses collected by means of mall-intercept systematic sampling from consumers who previously participated in OGB. Structural equation modeling was used to analyze data and test the hypothesized relationships. Findings suggest that price-sensitive and variety-seeking behaviors are significantly related to utilitarian shopping value, whereas price-sensitive, variety-seeking, and compulsive buying behaviors are significantly related to hedonic shopping value. Both utilitarian and hedonic shopping values significantly influence consumers’ OGB intentions. For a successful OGB strategy, Internet marketers and site operators should emphasize the utilitarian shopping value of price saving and selection and introduce the hedonic shopping values of promotions and sensory experiences. This study provides a link between two streams of prior research – that is, consumer characteristics and shopping values. Furthermore, it validates an empirical model whose results can help business practitioners make better-informed marketing management decisions for OGB and help academics and consumers better understand OGB behavior.     

Male Consumer Decision-Making Styles

The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's () Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.     

Which little piggy goes to market? Characteristics of US farmers' market shoppers

The growth in farmers' markets in the US has raised questions about whether they are a niche market or appeal to a broader population. Using a simple, random sample of US food shoppers, this study uses a test of means to examine whether there are differences in characteristics between those who shop at farmers' markets and those who do not. A key finding was that there was no significant difference in the level of food expenditures between shoppers and non‐shoppers. In addition, a probit model was used to examine the marginal effects of attitudinal, behavioural and demographic variables on the probability of shopping at a farmers' market. The probability was significantly increased by the following: enjoyment and frequency of cooking, being female and the presence of another adult in the household. Income did not significantly influence the probability of shopping at a farmers' market. However, the probability of shopping at a farmers' market was significantly reduced if respondents perceived that cost was the most important characteristic of food. These characteristics imply limited appeal of farmers' markets currently to convenience‐oriented, single‐person, and single‐parent households.     

Who buys from farmers’ markets and farm shops: The case of Germany

In this article, we analyze the influence of sociodemographic factors and consumer attitudes toward direct marketing products and sources (outlets) on the frequency of buying food from farmers’ markets and farm shops. By conducting an intercept survey with pedestrians in 2011 and 2012, we interviewed a total of n = 550 consumers. The target regions of the study were the Eastern German federal states. The study uses two ordered logit regression models to investigate consumers’ shopping behaviour at farmers’ markets and farm shops separately. We find that different factors significantly influence consumers’ buying behaviour at the two direct marketing outlets. Specifically, both a more favorable view toward the freshness of directly marketed foods and the intention to support local producers are positively related to consumers’ purchase frequency from farmers’ markets. In contrast, consumers’ purchase frequency from farm shops is significantly influenced by their perception of the cost of the products, confidence in food producers of directly marketed products, perception of the safety of the food and perception of the accessibility of farm shops. The study results indicate that considering consumer behaviour separately for different direct marketing channels for food rather than considering the entire category of local food outlets may provide new and valuable insights.     

Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context

The process of supermarketization in emerging countries does not imply convergence in shopping practices. Based on a qualitative study in Hanoi, Vietnam, this paper adopts a shopping-as-practice approach with a specific focus on factors influencing practices. Seventy-night interviews were conducted in six urban districts of Hanoi. The results allowed to identify five types of shopping practices of differing natures and degrees of cross-shopping, and different strategies used to accomplish these practices, dominated by constraints or based on trust. The analysis showed the relationships between the factors and (1) shopping and cross-shopping strategies and (2) the dimensions of shopping practices. These findings deepen the current understanding of shopping and cross-shopping practices in the context of emerging markets. This paper also provides recommendations regarding retail policy and development in Vietnam.     

Young consumers’ innovativeness in apparel choices: A model including consumer self‐confidence

In industries with network effects, consumer innovators help to trigger the critical mass needed for a product innovation to be successful. Thus, firms can benefit from actions that increase consumer innovativeness in their target markets. Consumer innovativeness has been associated with variables such as hedonic shopping motivation, impulsiveness and status seeking. There is limited work on the impact on consumer innovativeness of consumer characteristics that reflect consumers’ self‐confident ability to choose. This study proposes and tests a model for consumer innovativeness that incorporates variables from previous research and uncovers the importance of consumer self‐confidence. We collect survey data from 534 Chilean girls, ages 10–15. After building constructs with the help of exploratory factor analysis, we analyze the data with linear regression estimation (via OLS). Our results reveal that consumer self‐confidence is positively and significantly related to consumer innovativeness. Our findings also add evidence ‐from a younger age group‐ regarding the significance of status seeking, impulsiveness and hedonic shopping motivation on consumer innovativeness. Results suggest that companies could leverage consumer innovativeness by taking actions to increase consumers’ self‐confidence. Innovative apparel choices in young consumers could possibly also be strengthened by communicating status achievement and by enhancing shopping enjoyment.     

Street harassment is marketplace discrimination: The impact of street harassment on young female consumers’ marketplace experiences

This study brings street harassment to the retailing and consumer services literature streams. Street harassment describes unwanted interactions in public spaces between strangers or customers and is often motivated by a person’s gender, sexual orientation, or gender expression. To date, marketers have overlooked the occurrence of street harassment in retail establishments and consumer service domains, such as in theaters, public markets, recreational areas, and shopping malls. This work empirically demonstrates the extent to which young women in Nepal experience harassment from men in the marketplace and the various tactics they employ to lessen it. Furthermore, this research exposes the extent to which Nepali men admit to participating in verbal, physical, or visual harassment of women in various retailing and service settings. The article concludes with a discussion of theoretical, managerial, and societal implications and encourages public policy officials to treat street harassment as a criminal offense.     

Applying the Extended Theory of Planned Behavior to Predict Sustainable Street Food Patronage in a Developing Economy

With over 2.5 billion daily street food consumers globally, the consumption paradigm of the urban-informal-sector street food is shifting towards sustainable street food (SSF). This has led to the emerging SSF-market segment. The extended Theory of Planned Behavior (e-TPB), which incorporates the past behavior construct, is used to provide preliminary insight by unraveling behavioral predictors. The e-TPB research framework is premised on five key constructs - attitude, subjective norm, perceived behavioral control and past behavior. The framework was tested using primary data collected from 437 street food consumers drawn from three main urban cities in southeast Nigeria. Structural Equation Modeling (SEM) technique was used to analyze data. It is revealed that past behavior/experience does not necessarily connote patronage intention for sustainable street food. This study validates the utility of e-TPB for the prognosis of emerging consumer behavior. Recommendations and implications for marketing-related street food vending strategies are discussed.     

Are Farmers' Market Shoppers Different From Cross-Shoppers? The Case of Hawaiian Avocado Purchasers

Small- and medium-size growers use direct marketing and farmers’ markets to access customers and avoid supply chain intermediaries that increase costs of getting products to consumers. This study examined consumers’ use of agricultural product information sources and their shopping outlet patronage preferences for one type of locally grown produce: avocados.

Two farmers’ market segments were identified: 1) shops only farmers’ markets and 2) cross-shops grocery stores. Product information came from a variety of sources: media, retailers, and organizations. “Buy Local” or “product origin” were considered in produce shopping decisions. One dimension, “Buy Local,” was significant in differentiating farmers’ market segments.     

Chinese consumer decision-making styles: A comparison between the coastal and inland regions

China is rapidly becoming an important market for consumer goods, but relatively little is known about variations in consumer shopping patterns in different regions of China. We employ a cultural materialism perspective in understanding decision-making styles of inland and coastal shoppers. Our findings reveal that consumers in the two regional markets do not differ in utilitarian shopping styles but they do in hedonic shopping styles. Marketers need to understand these differences to be able to market effectively to consumers in different regional markets within China.     

Consumer Innovativeness Among Street Vendors in Mexico City

Abstract

This study relates innovative consumer behavior to informal economic activity within the urban lower middle class of one of the world's major emerging markets, with focus on product innovations in the areas of retail and consumer goods and services. of prime interest are the innovation adoption habits of street vendors, a group hypothesized to possess greater innovative tendency than those of similar social background employed as formal sector wage earners. Results indicate that street vendors report higher income and lower levels of education than their formal sector neighbors and these two groups show distinct product acquisition/patronage patterns, as well. However, the street vendors do not always demonstrate more innovative behavior, as adoption appears product specific.     

Habits,Motivations, and Barriers by Users and Non-Users of Quebec Public Markets

Users and non-users of Quebec public markets were asked questions about their habits and motivations for shopping at markets and the barriers that keep them from going. Eight discussion groups (n = 52) were held in Montreal and an online survey completed data collection in two other regions in the province (n = 923). Primary results are presented and then analyzed based on seven aspects: ambiance and social interactions, freshness, variety, price, managing quantity, buying local, and seasonality. Profile types of public market users and non-users are revealed. Concrete courses of action are identified to promote public markets and make them more convenient to use. Further research must be conducted to gain a better understanding of public markets, their potential, and those who use them.     

Do Farmers' Market and Specialty Food Store Customers Differ in the Effects of Perceived Utilitarian and Hedonic Shopping Values?

This study explored differences in the effects of perceived utilitarian and hedonic shopping values on customer satisfaction for the two separate groups of the agricultural product marketing channel: farmers' markets and specialty food stores. Empirical data were collected from customers of agricultural product retailers located in Taiwan (N = 412). The results show that different agricultural product marketing channels provide different values to their customers. Farmers' market customers experience a greater hedonic value, and specialty food store customers experience a greater utilitarian value. In addition, the perceived utilitarian and hedonic shopping values of farmers' market customers are more highly positively associated with customer satisfaction than are those of specialty food store customers.     

The nature of informal food bazaars: Empirical results for Urban Hanoi,Vietnam

This paper aims to study the interesting phenomenon of informal food markets in urban areas, which have been neglected in the past research. Based on an empirical study of consumer choice between informal and formal markets (markets built-up by street hawkers vs. government-planned markets), this paper provides a basis for understanding the nature of informal markets in the Vietnamese context. The results show that cheap price and convenience (proximity) are important in shaping the choice by consumers for informal markets for food, while close relationship with sellers or services provided by sellers are not. Shoppers with higher concern for freshness and safety of fresh food are more likely to shop at formal markets. Additionally, low-income shoppers are found significantly inclined toward informal markets, while higher-income shoppers tend to shop at formal markets. Therefore, these two types of market should be viewed as two marketplaces to serve two segments of consumer groups, rather than two markets competing for a share of the business.     

Price Dispersion and the Gains From Search in Local Food Markets

The wide range of prices found in local food markets allows consumers to reduce the cost of food purchases through comparison shopping in two or more stores. Little is known, however, about how much can be saved by comparing prices for a whole market basket of food items. This paper presents evidence relating to the savings which can be realized through comparison shopping, and shows how savings can vary in markets of different sizes. Analysis of data on the prices of a market basket of food items in 15 local markets indicates that there are substantial differences in the dispersion of prices between small, medium and large food markets. The effect of these differences is to make the potential saving from comparison shopping much greater in large market areas, as compared with small ones. It is found that the dollar benefits of comparison shopping to consumers are likely to be greater than the costs of search in large shopping areas, but may not justify the costs in small and medium size areas.     

Antecedents of consumers' time perceptions in a hypermarket retailer

This study examines the effects of five antecedents on consumers' time perceptions in a hypermarket environment. Findings indicate that the actual shopping time spent in the store and planned shopping activities significantly influence consumers' shopping time perceptions, while consumers' waiting time perceptions are driven by both actual checkout waiting time and actual shopping time. The article examines time gaps, i.e. consumers' errors in time estimation, as related to store loyalty intention and finds that past consumer purchases moderate the relationship between both time gaps and store loyalty intention. Managerial implications are discussed in the article.     

Investigating consumers’ green values and food‐related behaviours in Turkey

This study sets out to examine the influence of consumers’ green values on food‐related behaviours. Data were collected from a random sample of 385 consumers in Izmir, Turkey via face‐to‐face interviews. Factor analysis was conducted to identify the underlying dimensions that capture the meaning of green values, which affect shopping, cooking and eating behaviours of consumers. A composite variable that represents consumers’ perception of green values was created to classify consumers into two segments labelled: Negative perceivers (37.7%) and positive perceivers (62.3%). The results indicated that the positive perceivers tended to have healthier and environmentally friendly food consumption behaviours than the negative perceivers. Gender, age, education, marital status, body mass index, regular exercise and smoking were significant for differentiating between the segments. We intend to construct value‐based intervention programmes that are easy to implement, non‐mandatory and cost‐effective for the negative perceivers.