Consumer satisfaction in retail stores: theory and implications

The substitution of small retail stores by the large stores has been a topic of debate among academics, practitioners, retailers and general public, especially in the context of foreign firms entering emerging markets such as China and India. The purpose of this research is to find out the determinants of consumer satisfaction in small and large retail stores in an emerging market, with a sample from India. Data were collected using a 39‐item structured questionnaire developed by the authors. The sample consists of 225 consumers who shop at retail outlets (Convenience sample of 125 consumers from small and 100 consumers from large stores respectively). Exploratory factor analysis grouped the 39 variables into 14 factors. Further, regression analysis revealed that six of the factors (Social desirability, staff friendliness, shopping economy, shopping ambience, family shopping and deal proneness) were major predictors of consumer satisfaction as they were found to be significant at 5% level. The significance of factors such as social desirability and staff friendliness imply that many consumers prefer those typical features of small stores, which in turn results in the likely coexistence of small retail formats in spite of the entry and proliferation of large retail stores from different countries. We posit three theoretical propositions to stimulate further research in this area.     

United States Trade in Consumer Products

The United States has experienced a large trade deficit in consumer products. This paper argues that the deficit is due in part to the institutional and behavioral frameworks in which consumer products are marketed. The existence of an effective mass distribution system, a large market relative to promotion expenditures and the change-orientation of the consumer can influence greatly the ability of nations to expand markets and stimulate sales of consumer products. These factors prevalent in the American economy have attracted imports. In contrast, their absence in the economies of our trading partners has limited our access to foreign markets. Policy implications of this situation and areas for further research are identified and discussed.     

Purchase behavior in favor of domestic products in the West Balkans

Despite the long tradition of research on country-of-origin and consumer ethnocentrism, many of the issues remain unresolved in the literature, most notably the relationship between cognitive, affective and normative mechanisms in consumer choice behavior, and generalizability of existing research findings to non-traditional emerging and/or small country markets. This study responds to the current gaps in knowledge in that it examines behavioral manifestations of consumers’ choice of domestic vs. foreign products in four transitioning post-war markets in the West Balkans. Data were collected via personal interviews with 1954 adult urban consumers. The model of domestic purchase behavior was tested using SEM analysis. The results for all four country samples indicate that consumer ethnocentrism has affected domestic purchase behavior both directly and indirectly through domestic product appraisal. Moreover, we found consumer worldliness, a controversial construct in previous studies, to be uniformly negatively related to ethnocentrism. On the other hand, the findings related to the role of national identification as an antecedent to consumer ethnocentrism and domestic product appraisal were inconsistent across the samples. The implications of these findings for the validity and generalizability of existing models of consumer behavior in a new cultural context are considered, and implications for marketers interested in exploiting opportunities in the region are discussed.     

Pricing, price dispersion, and information: The discount brokerage industry

The paper provides an empirical analysis of the pricing behavior of firms within the discount brokerage industry, with emphasis on testing the role of costly information in affecting prices. Several empirical tests are performed that indicate that prices in this industry respond in ways hypothesized by theoretical models of markets operating under conditions of imperfect information. The industry is characterized by a wide degree of price dispersion that does not appear to simply reflect quality differences among firms. In addition, the variance of prices across geographic markets is associated with variables that theoretically should affect the levels of consumer information in those markets.     

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.     

Competent consumers? Consumer competence profiles in Norway

Consumer competence is increasingly important in today’s commercialized society. This paper refers to some main findings from a national representative survey on consumer competences and practices in Norway. To be a competent consumer, it is decisive to be informed about products and to be familiar with how markets function. In this paper, consumers’ self‐reported efforts to keep themselves informed about specific markets is treated as an indicator of consumer competence. First, the results indicate that Norwegian consumers’ competence, according to their own judgement, is rather mediocre. Second, different groups of consumers seem to have different consumer competence profiles. Accordingly, we find that some consumers are price‐conscious in their daily purchases, others are price‐conscious when they make their yearly dispositions in the financial markets, while a third group is community‐oriented and active in the environmentally friendly and ethical product markets. Third, the analysis indicates that consumer competence is an important indicator of how market‐rational and reflective consumers’ choices and practices are.     

Market Justification for Policy on Small Enterprise Development

The process of liberalization in developing economies and the increasing competition faced by Small Enterprises raise crucial policy issues on small enterprise development. The policy maker in developing economies like India are faced with the option of supporting small enterprises through steps like reserving certain industries or by developing their ability to compete in niche markets. Enterprise level decisions are also critical for survival of these organisations. Selecting from these options require an understanding of the advantages that small enterprises have over the large enterprises. The advantage of flexibility and responsiveness to consumer needs of small enterprise is expected to result in customer satisfaction in a market with differing consumer needs. The hypothesis relates customer satisfaction to market share in a heterogeneous market. A field study is carried out among consumers of packaged butter in a state in India. The results do not indicate customer satisfaction with lower market share in a heterogeneous market.     

Global consumer tendencies

A great deal of the international consumer behavior and market segmentation literature has focused on the most effective means by which consumers in multiple markets can be understood and those markets organized for successful operations. One of the assumptions in much of this literature is the existence, and increasing influence, of global consumers whose social and cultural differences are overshadowed by their similarities in terms of psychological consumer tendencies. Unfortunately these global consumers' tendencies are generally shown to exist through anecdotal or surrogate evidence. Virtually no direct empirical support that demonstrates the existence of such a phenomenon has been produced. The purpose of this study was to explore the notion that consumers around the globe are becoming more similar in terms of psychological consumer tendencies. The results show that, across several generally accepted psychological consumer tendencies, there may be empirical evidence to support the existence of global consumers. © 2001 John Wiley & Sons, Inc.     

国内商品贸易与居民消费水平——最终消费品及中间品流通的支撑作用

构建商品自由流通的国内统一市场能够增进消费者福祉。在地区间市场开放的条件下，对于有大量商品销往外地的地区而言，其中相应产业应具有较强的竞争力，且该商品在当地的消费市场应更为发达；而当一个地区特定产业的生产规模较小时，外地商品流入将对当地的居民消费产生支撑作用。进一步地，以中间品流通为基础的国内价值链分工能够提升产品竞争力,表现为大量商品外销的地区中交通运输、批发零售等流通行业活动的中间投入需求较大。以全国31个省2007、2012年投入产出表及经济运行数据为基础构建计量模型进行实证分析，结果印证了上述地区间商品贸易与居民消费水平间的关系机制。由此可以说明，促进地区间最终商品和中间品市场整合对于提升居民消费具有积极意义。     

Evaluating the Factors Influencing the Number of Visits to Farmers’ Markets

The primary objective of this article was to determine key factors affecting the frequency of consumer visits to farmers’ markets. Data were obtained from in-person surveys administered in two farmers’ markets locations in Texas, and used to determine consumer factors, market factors, and socio-demographic characteristics of shoppers influencing frequency of visits. The results of the model showed that travel distance, number of adults in the household, market promotional activities such as entertainment and education, food events, and, to a lesser degree, some demographic variables were all determinants of frequency of visits to farmers’ markets. The negative effect of the distance to the market highlights the importance of farmers’ market location and influences the demographic profile of buyers as most visitors tend to shop in nearby markets. Thus, results also suggest that demographics characteristics are a weak predictor of farmers’ markets interest.     

Exploring the Relationship Between Export Intensity and Exporter Characteristics,Resources, and Capabilities: Evidence From Chile

This study focuses on exporters in Chile in order to compare the characteristics, resources, and capabilities for export success (RACFES) possessed by high, medium, and low intensity exporters. Data for this study were collected throughan Internet survey of Chilean manufacturers that export. Of the 480 companies in the sample, 133 responded to the questionnaire consisting of 69 items, yielding a total response rate of 28%. The analysis of variance procedure was used to analyze linear items and the chi square procedure was used for nonlinear items. The results indicated that export intensity in Chile is very strongly associated with firms that are smaller in size, have had export operations for longer periods of time, are highly involved in foreign markets, and are vertically integrated with their international target markets. These firms have also been very successful in overcoming export barriers. They make greater use of promotional strategies to expand their export markets and use sales agents as a means for reducing distribution costs. These firms are more likely to have vertically integrated their Chilean operation with their international target markets and to have created working international networks. The major limitation of this research is that it was carried out in only one South American country, with a rather limited sample size. A practical implication of this study is that companies in small countries, endowed with comparative advantages based on natural resources, can successfully penetrate export markets by imitating Chile's thriving export companies. Export penetration factors for small, resource-based countries like Chile are not very different from those for large developed countries.     

Consumer Power: A Comparison of the Old Economy and the Internet Economy

From the very beginning of the Internet, a decisive shift from supplier power to consumer power was predicted by several authors and is still maintained in recent literature. Although the Internet has grown rapidly within the last years and electronic markets have evolved, a theoretical framework for consumer power on the Internet still cannot be identified. Few authors have taken efforts to apply common concepts of power theory to the characteristics of the Internet. Based on the concept of French and Raven, this paper analyses consumer power in traditional markets and then compares it to the situation on the Internet. This comparison shows that the Internet enables consumers (a) to overcome most information asymmetries that characterize traditional consumer markets and thus obtain high levels of market transparency, (b) to easily band together against companies and impose sanctions via exit and voice, and (c) to take on a more active role in the value chain and influence products and prices according to individual preferences. A broad literature review reveals that empirical findings confirm these hypotheses to a great extent. The authors conclude by summarizing the results and drawing implications from two different angles, namely from a marketing and a consumer policy perspective.     

Recent Advances in Structural Econometric Modeling: Dynamics, Product Positioning and Entry

In the empirical analysis of consumer markets, recent literature has begun to explore the dynamics in both consumer decisions as well as in firms' marketing policies. Other research has begun to explore the strategic aspects of product line design in a competitive environment. In both cases, structural models have given us new insights into consumer and firm behavior. For example, incorporating consumer and firm dynamics may help explain patterns in our data that are not well-captured by static models. Similarly, the strategic aspects of firm entry and product-positioning may be intrinsically linked to firm conduct and the intensity of competition in a market. Structural analysis of these consumer and firm decisions raise a number of substantial computational challenges. We discuss the computational challenges as well as specific empirical applications. The discussions are based on the session “Structural Models of Strategic Choice” from the 2004 Choice Symposium.     

The Pareto rule for frequently purchased packaged goods: an empirical generalization

Many markets have historically been dominated by a small number of best-selling products. The Pareto principle, also known as the 80/20 rule, describes this common pattern of sales concentration. Several papers have provided empirical evidence to explain the Pareto rule, although with limited data. This article provides a comprehensive empirical investigation on the extent to which the Pareto rule holds for mass-produced and distributed brands in the consumer-packaged goods (CPG) industry. We used a rich consumer panel dataset from A.C. Nielsen with 6 years of purchase histories from over 100,000 households. Our analysis utilizes a large number of potential factors such as brand attributes, category attributes, and consumer purchase behavior to explain variation in the Pareto ratio at the brand level across products. Our main conclusion is that the Pareto principle generally holds across a wide variety of CPG categories with the mean Pareto ratio at the brand level across product categories of .73. Several variables related to consumer purchase behavior (e.g., purchase frequency and purchase expenditure) are found to be positively correlated with the Pareto ratio. In addition, niche brands are more likely to have a higher Pareto ratio. Finally, brand/category size, promotion variables, change-of-pace brands, and market competition variables are negatively correlated with the Pareto ratio.     

Harnessing the creative potential of consumers: money,participation, and creativity in idea crowdsourcing

Given the growing importance of innovation and consumer engagement, many firms are strongly interested in finding ways to encourage their consumers to generate creative new product ideas for them in their crowdsourcing initiatives. To that end, managers often use monetary rewards—one of the most commonly used managerial tools to stimulate desired behaviors. A critical question in this respect is whether the use of monetary rewards is effective in stimulating creativity and, if so, how large those rewards should be. This study aims to answer these questions. The results of an experiment suggest that introducing monetary rewards does not contribute to the number of new product ideas generated by a single consumer or the novelty of his/her ideas, and when the reward is relatively small, it can even be harmful. Monetary rewards, however, are effective in encouraging widespread participation in crowdsourcing initiatives and improving the appropriateness of the new product ideas. As a whole, these findings take us a step further toward better understanding the motivational mechanisms of consumer creativity in new product ideation.     

Usage of,and satisfaction with,a governmental consumer protection agency

State consumer protection agencies provide alternatives for consumer inquiries and for redress when consumers are unable to obtain satisfaction. In this study, the major objectives were to determine whether consumers used the services of the Kentucky Consumer Protection Division, the frequency of contact, the method of contact, the satisfaction/dissatisfaction with handling of inquiries or complaints and characteristics of inquirers/complainers. Four different surveys were used to obtain the data. The data analysis indicated that a large percentage of those who made inquiries or complained were satisfied. However, only a small percentage of the consumers had contacted the CPD, and very few used the hotline in making requests or complaints. Those who had contacted the CPD were younger, better educated and had higher incomes. Among the recommendations are that increased efforts be made to publicize the hotline and other CPD services.     

The Influence of Negative Information on Purchase Behaviour

This was a longitudinal study that examined consumer reactions to hazardous product incidents. The purpose of this study was to examine consumer responses to product safety hazard incidents over time, and to identify demographic groups that are either most resistant or most affected by hazard incidents. The results suggest that in the first year after an incident, the crisis managers had only limited control over adverse effects to negative information. In the longer term, consumer reactions were still rather uniform and severe in most of the cases. The effects are examined in the context of key market segments for each product, and with regard to company responses to the incidents. Managers should expect strong negative reactions from some demographic subgroups over time and are advised to closely monitor the impact of hazardous incidents on their target markets.     

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.     

Defaultable debt, interest rates and the current account

World capital markets have experienced large scale sovereign defaults on a number of occasions. In this paper we develop a quantitative model of debt and default in a small open economy. We use this model to match four empirical regularities regarding emerging markets: defaults occur in equilibrium, interest rates are countercyclical, net exports are countercyclical, and interest rates and the current account are positively correlated. We highlight the role of the stochastic trend in emerging markets, in an otherwise standard model with endogenous default, to match these facts.