An heretical consumer research perspective on music,culture and heritage

ABSTRACT

This special issue presents both empirical and conceptual papers on music, culture, and heritage as a discursive site of human action and social interaction. The theme of this special issue of music, culture, and heritage are aspects symbolically embedded throughout the market, as well as within cultural and ritualistic practice. The work featured in this special issue captures the essence of the 2015 Heretical Consumer Research Revival conference held 28–30 September in New Orleans, LA (partially funded by Association of Consumer Research). This diverse gathering of critical thinkers and consumer researchers considered various avenues to enrich future directions for consumer culture research. In line with that conference, this special issue is oriented towards generating innovative, radical, and even heretical schools of thought in consumer culture research surrounding markets, music, culture, and heritage in a nonconventional, nonconformist manner.     

Tradition Versus Change: Evaluating the Currency of Some Traditional Chinese Values in Today's Business Environment

Abstract

In the last decade, the discussion about how marketing is changing has focused largely on practices in more affluent industrialized economies. Far less attention has been given to understanding the marketing strategies and practices of firms in emerging and transition economies. In this paper, we compare marketing of multinational firms versus local firms in Argentina. We identify the environmental characteristics of Argentina's emerging economy and, using survey data of 96 firms, we group firms into five clusters. We refer to two clusters as “traditional/local” as they use very basic marketing methods, with one serving business markets and the other consumer markets. The other three clusters we refer to as “progressive” as they represent state-of-the-art practices. The first two of these are foreign-owned and serve consumer and business markets, the third represents locally-owned service firms. The managerial implications are examined.     

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.     

Can Modernization Explain the Consumption of Durables in Emerging Markets?

Abstract

The study investigated the penetration of six consumer durables in twenty emerging economies during a 24-year period (1977-2000) using correlation, regression and factor analysis. Findings show that modernization significantly influences the consumption of durables in emerging markets. The dimensions of modernization, as revealed from the factor analysis, are industrialization, openness, and quality of life in the country. All three factors, at varying degree, affect the consumption of durables. Marketers need to consider the level of modernization and the above socioeconomic factors in designing their marketing strategy in emerging/developing markets.     

Colston E. Warne Lecture: Is It Time for Another Round of Consumer Protection? The Lessons of Twentieth-Century U.S. History

The first year of Barack Obama's presidency has returned consumer issues to center stage, with several contentious struggles over consumer protection. This moment can be viewed as a fourth wave of the twentieth-century consumer movement, and a comparison with the first three waves (during the Progressive Era, the New Deal, and the 1960s–1970s) offers instructive insights. In particular, the contemporary battle over the Consumer Financial Protection Agency bears striking similarities to the failed campaign for a Consumer Protection Agency in the 1970s.     

Measuring Consumer Ethnocentrism: An Assessment of Reliability,Validity and Dimensionality of the CETSCALE in a Developing Market

ABSTRACT

Based on 305 surveyed consumers in Zimbabwe’s two major cities (Harare and Bulawayo), the study sought mainly to measure consumer ethnocentrism and to test psychometric properties of the CETSCALE in Zimbabwe using structural equation modeling. It was established that the construct of consumer ethnocentrism comprises two dimensions, namely negative influence of foreign products, and preference for domestic products. Consumer ethnocentrism was found to be moderately high. The psychometric properties of the CETSCALE tested above the required thresholds. Consumer ethnocentrism was found to negatively influence consumer attitude towards imported poultry products. The study has implications for managers and future researchers.     

Genetically Modified Foods

ABSTRACT

This study outlines the controversy surrounding genetically modified organisms (GMOs) and how it impacts North American based food service companies' marketing policies. Recent developments have made foods derived from GMOs a strategic marketing challenge for food service franchise and chain operations. Headlines such as “Why McDonalds Pulled Frankenfries from Menus” have unwittingly put restaurants on the frontline of the battle over foods made from GMOs (Martin, 2000). A survey method was used to explore food service operations' views regarding consumer acceptance of GMOs, right to know issues (labeling) and the benefits of GMOs, as well as food service companies' strategic response to this emerging technology. Findings indicate that food service establishments were generally concerned about customer opinions and tend to prefer government mandated labeling of GMOs. They also tend to feel that GMOs offer potential benefits to their industry and that customer concerns may fade over time.     

A Model of Organizational Antecedents to Franchise Revenues

Abstract

This study investigates antecedents to financial outcomes in franchised distribution channels. A model is developed which implicates authoritative and normative control as antecedents to franchise revenues. The model is tested with data from two hundred sixteen franchises in the Norwegian distribution system of a multinational oil refiner. The results indicate that authoritative control engenders normative control and control mechanisms are associated with franchise revenues. Implications for franchise management and channels research are outlined.     

Are Emerging Markets Catching Up With the Developed Markets in Terms of Consumption?

ABSTRACT

The study tests the consumption convergence hypothesis between developed and emerging markets over a 30-year period (1980–2009) with eight consumption variables: consumer expenditure on food, consumer expenditure on household goods and services, average consumption of calories per day, average consumption of protein per day, and possession of four durables: dishwasher, microwave oven, refrigerator, and washing machine. Socioeconomic influence on consumption convergence is also tested with income, energy consumption, life expectancy, and trade. The regression results indicate that the emerging markets are catching up in terms of consumption but the rate is very slow. Consumption of durables shows slightly faster convergence than other variables. All four socioeconomic variables exert some degree of influence on consumption convergence, with income showing the greatest effect. Knowledge about convergence should be useful to managers for demand estimation and forecasting and for market penetration, segmentation, and positioning strategy.     

Franchising in the Balkans: History,status, and challenges

Abstract

Since the Balkans have not been covered with regards to franchising in any comprehensive fashion in the past, this study represents a first look at the topic in this part of the world and contributes to the literature on franchising in emerging economies. This research contrasts the development of franchising in the ten Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Kosovo, Macedonia, Montenegro, Romania, Serbia, and Slovenia. A comprehensive overview of the franchise industry and its history is created for each country, integrating economic and franchise infrastructure development. The study reveals severe deficiencies in the region with regards to the availability of official data and a lack of specific legislation with regards to franchising and disclosure mandates, as well as education about franchising and a reliable legal environment. Implications for researchers and policy makers conclude the study.     

Numeric or weighted distribution? The effect of different channel performance metrics on market share

Abstract

Previous studies have found a convex relation between weighted measures of distribution and market share for consumer products in developed economies, while companies in emerging markets often use a non-weighted (numeric) distribution measure to manage their channel strategy. In contrast to the markets with high retail concentration, the numeric distribution could be best suited to a more fragmented retail market in which the percentage of physical distribution is important. We investigate the effects of expanding numeric versus expanding weighted distribution by studying stores in channels and regions characterized by structural differences in an emerging market. Our data come from retail audits in Brazil and include 91 soft drink manufacturers, 195 brands and 1,110 stock-keeping units. Our study highlights the importance of numeric distribution as a performance measure in this market. Additionally, we show that the effects of numeric and weighted distribution on market share vary by region and channel format.     

Segmenting Markets Along Multiple Dimensions of Luxury Value: The Case of India

abstract

This is one of the first investigations of consumer motivations for purchasing luxury brands in India, a country with an emerging middle class. It identifies four dimensions of luxury benefits for segmenting markets. These include the financial, functional, personal, and social benefits of luxury value. Using data collected from 329 respondents in Mumbai the study identifies nine luxury factors for purchase behavior. These are used for classifying respondents into three behavioral segments using cluster analysis. The first segment appears to buy luxury goods primarily for their snob appeal, the second segment for their prestige appeal, and the third for their value appeal. The results show that while many consumers may buy the same luxury goods, their motivations for doing so differ. The findings should help marketers tailor their messages to specific luxury-seeking segments. There are many papers on luxury brands but very few are from emerging markets. The results may be of great use to global brands that are looking for expansion due to slowdown condition across globe.     

The UK Food Standards Agency: putting the consumer first

The Food Standards Agency was set up in April 2000 to protect the health of the public and the interests of consumers in relation to food. Its principal purpose is to put the consumer first. But what does this mean in practice? The Agency is finding ways to help consumer organizations and consumer representatives contribute more effectively to its work. However, consumer organizations cannot hope to represent the full range of consumer perspectives, and so the Agency is keen to reach out to individual consumers using a variety of innovative mechanisms. This article will describe why the Agency was established and how it achieves its main objective of putting the consumer first. It will discuss how the Agency is developing and testing new ways of working to ensure that the consumer perspective is fully accounted for when developing and evaluating policies, including setting up an influential new Consumer Committee. It will go on to highlight a number of recent innovative consumer consultations and structures that have been established to involve consumers in Agency policy making. It will discuss these processes and how the lessons that have been learnt are informing future Agency strategies. The article will then describe how the Agency protects consumers through effective risk communication strategies and how its Annual Consumer Attitudes Survey will help it measure success so that it can continue to set new stand‐ards in putting consumers first in relation to food.     

Contractual Completeness: A Comparison of Two Heterogeneous Emerging Markets

ABSTRACT

Interfirm contractual relations form an essential part of firms' survival. Such relations will likely differ across markets due to country-specific factors. Despite this understanding, there are few studies that examine interfirm contractual relations across markets. This article examines determinants of contractual completeness in two heterogeneous emerging markets (Tanzania and Poland). The terms “advanced” (Poland) and “less advanced” (Tanzania) are used to distinguish these two emerging markets and in the development of the hypotheses. The findings indicate that the dimensions involving weaker relational ties among firms have a stronger positive effect on contractual completeness in the relatively advanced emerging market than in the less advanced one, while stronger relational dimensions had a stronger positive effect in the less advanced emerging market.     

Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty

Abstract

Consumer stress as experienced at the nexus of gender and poverty, has received limited attention in marketing and consumer research. This empirical study applies the theoretical lens of social stress to explore gendered aspects of poverty, consumption and marketplace activity. It demonstrates that for women in poverty, consumer stress is a relational issue, involving marketplace and interpersonal (dis)connections. In particular, it surfaces the hidden, often, nuanced power relations that place additional strain on women with limited finances, as they oscillate between marketplace and intra-household pressures. By applying social stress theory, the study offers a new way of thinking about the unequal social relations and associated consumption strains bound up with the disadvantaged position of an intersectional group of women experiencing poverty.     

Consumer Ethnocentrism and Country-of-Origin Effects in the Moroccan Market

ABSTRACT

Differences in consumer values exert a powerful impact on product acceptance. Morocco is no stranger to this phenomenon. While this country's consumers have easy access to world markets, consumer ethnocentrism can restrict choice. The objective of this research has been to investigate ethnocentric behavior of Moroccan consumers and the extent to which domestic products might be preferred to foreign products or vice versa. Data were collected via face-to-face interviews with 400 consumers in four major Moroccan cities. A questionnaire was developed for this purpose using a version of the Consumer Ethnocentrism Scale (CETSCALE). Opinions about four products were solicited. The four products were jeans, cars, shampoo, and juice. The interviewees were asked their opinions about product attributes and about various countries-of-origin. Their responses were analyzed also on the basis of their most essential demographic characteristics. Logistic regression models were developed to analyze the data.     

How do Asia's two most important consumer markets differ? Japanese–Chinese differences in customer satisfaction and its formation

Little is known about international differences in the formation of customer satisfaction, particularly regarding developed and emerging markets in Asia. This lack of knowledge limits the competitiveness of Western companies in Asia. From the perspectives of economic and cultural country differences, this study thus compares customer satisfaction and its formation between Japan, China, and Germany (Western reference country). Customer satisfaction is higher in Japan than China for goods and private services but lower for public services. It is influenced more strongly by perceived quality and less strongly by perceived value (difference moderated by switching costs), public brand image, and quality expectations in Japan than China. Economic differences between developed (Japan, Germany) and emerging (China) markets influence consumer preference structures more strongly than cultural differences. Due to larger inter-Asian cultural variance than Western managers might expect, Chinese consumer preference structures differ more from Japanese than German consumer preference structures.     

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.     

The development of consumer protection in Saudi Arabia

The development of consumer protection in Saudi Arabia is of interest for a number of reasons. First, Saudi Arabia presents a unique combination of size, stage of development of the economy and wealth, coupled with strictness of Islamic observance. Second, consumer protection in the Saudi context has received very little attention from researchers. Despite the richness of Islamic teachings on the conduct of business and trade, very little has been written on consumer protection in Islamic societies other than discussions of financial markets and consumer credit and monopoly. This article briefly explores the background to the emergence of consumer protection in Saudi Arabia. Consumer credit and financial markets are excluded from the discussion. Islamic (Shari’ah) law is analysed as a basis for the regulation of consumer affairs; this system of law is then compared in its major outcomes for consumers with legal systems in advanced Western economies. The development of secular commercial law during recent times in Saudi Arabia is also considered as a parallel development to those in Shari’ah. Both strands of development are then set in the context of Saudi Arabia's 5‐year development plans and the changing position of consumer policy issues is tracked through successive plans. The institutional location of consumer policy within the Saudi government system is discussed before finally considering the changing nature of the Saudi consumer and the possible future for consumer protection in the country.