服务市场中的消费者行为特征与营销策略

与有形产品消费者行为的特征相比,服务市场的消费者行为有其独特性,主要表现在消费者收集信息的方法、消费者对风险的感知、品牌忠诚以及对服务质量的评估与购买后失调等方面。了解服务市场中的消费者行为特征,有助于提高企业的服务质量,提高企业的综合竞争力。     

shopper taxonomy for retail strategy development

Segmentation of shoppers has been explored by many academic researchers and business practitioners seeking to understand shopping behaviour or to develop marketing strategies for particular customer groups. Market segmentation holds the key to successful marketing strategy as it encourages understanding of the key variables that differentiate specific segments.

The shopper taxonomy determined through this study is based on a set of variables that is relevant and appropriate for shopper segmentation and reflects the key aspects important to shoppers in motivating shopping behaviour towards a specific retail location. This taxonomy extends the proposed motivational taxonomy of Westbrook and Black (1985), derived from Tauber's (1972) earlier research. Westbrook and Black defined this taxonomy through shopping motives, and identified categories of product-oriented, experiential and a combination of product and experiential shoppers. Their research findings, however, pointed to a six-cluster typology, defining department stone shopping around seven motivations aligned with evaluating options and acquiring the products, engaging in the sales process and gaining stimulation and affiliation through the retail environment.

The “apathetic”, “shopping-processed involved” and “choice optimisation” shopper segments described by Westbrook and Black align with the “have to” “experiential” and “practical” “segments found in this study in terms of their focus on the shopping activity itself and the affiliation and stimulation motives associated with the shopping activity. Other associations between shopper segments across the two studies are less clear, and may be explained through the differing purposes for which the studies were undertaken and resulting variation in the measures used to define the motivational constructs.     

‘What's so special about family business?’ An exploratory study of UK and Irish consumer experiences of family businesses

While family‐owned businesses are considered to have specific advantages in customer relationships, limited research has been conducted into how these abilities are developed or understood by the public. Consumers may indeed perceive family businesses differently from non‐family businesses, but this aspect has received scant attention within the literature. This paper sets out exploratory work designed to gain an understanding of Irish and UK consumer perceptions of family‐owned businesses, within both urban and rural communities. The study provides insight into the meaning of ‘familiness’ in consumers' minds when linked to family businesses, and explores the relationships and experiences that respondents have of family firms. Emerging issues include family business heritage, community bonds and social stewardship, consumer loyalty and generational transfer, distinction, choice and retail heterogeneity. The findings of this exploratory study suggest that researchers should be paying more attention to the positive aspects of family businesses within communities, and concludes with suggestions for future research to further extend this area of study.     

天津市珠宝首饰零售业状况及消费市场浅析

天津市珠宝首饰经销企业 ,已达 130余家 ,从所有制结构来看 ,既有国有、合资及独资珠宝金店 ,也有少量个体珠宝店 ,经营规模相差较大。经销足金、铂金、K金、K金镶嵌首饰、铂金镶嵌首饰、玉饰、玉器、珍珠饰品、银饰品及仿真饰品等多品种、多档次首饰。在实地调查与问卷调查的基础上 ,就目前天津市珠宝首饰零售业状况及消费市场作一分析和探讨。     

Segmentation Correlates for Small Grocery Chain Preference

Abstract

Five benefit segments are identified for grocery patrons. They include: (1) “Customer Service Seeker,” (2) “Specials' Seeker,” (3) “Take-Home Foods and Modern Store Seeker,” (4) “Low Price Seeker,” and (5) “Small Store Seeker.” The key findings are: (1) large grocery chain patrons compared to small chain patrons stress more the importance of low prices while (2) the small chain patrons compared to large chain patrons stress more the importance of service quality attributes and other non-price criteria. Managerial recommendations are also presented for small grocery chain owners.     

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.     

Evaluating the potential of agent-based modelling to capture consumer grocery retail store choice behaviours

Evolving consumer behaviours with regards to store and channel choice, shopping frequency, shopping mission and spending heighten the need for robust spatial modelling tools for use within retail analytics. In this paper, we report on collaboration with a major UK grocery retailer to assess the feasibility of modelling consumer store choice behaviours at the level of the individual consumer. We benefit from very rare access to our collaborating retailers’ customer data which we use to develop a proof-of-concept agent-based model (ABM). Utilising our collaborating retailers’ loyalty card database, we extract key consumer behaviours in relation to shopping frequency, mission, store choice and spending. We build these observed behaviours into our ABM, based on a simplified urban environment, calibrated and validated against observed consumer data. Our ABM is able to capture key spatiotemporal drivers of consumer store choice behaviour at the individual level. Our findings could afford new opportunities for spatial modelling within the retail sector, enabling the complexity of consumer behaviours to be captured and simulated within a novel modelling framework. We reflect on further model development required for use in a commercial context for location-based decision-making.     

When the going gets tough,do the tough go shopping?

This study examines the impacts of consumer confidence on stockpiling behavior and, subsequently, retail inventory management. We show how stockpiling behavior evolved during the “Great Recession” of 2008–2009 as consumer confidence waned and demonstrate the impact of this development on inventory management. Drawing on the two-segment household inventory theory consisting of nonstockpiling and stockpiling segments, we use a panel dataset (2005–2015) to calibrate household inventory holdings. This dataset then serves as input for a retailer-level case study. Our empirical analysis reveals significant impacts from changing stockpiling behavior. When consumer confidence is low, both stockpiling and nonstockpiling segments respond by reducing weekly consumption rates; however, the stockpiling segment also significantly lengthens the time between shopping trips, and ultimately increases the duration of inventory holdings. These changes to consumption and stockpiling add complexity to inventory planning, requiring retailers to carefully adjust inventory levels to maintain service levels.     

零售营销策略组合及零售业态多样化

现代零售业的一个种重要特征就是业态的多样化,各种新业态层出不穷.而不同业态的主要区别,在于其营销策略的组合方式.本文在总结前人关于零售业态演变理论的基础上,提出消费者偏好理论,指出消费者对零售服务需求的差异性,决定了零售经营形态的多样性,而消费者需求偏好的改变,导致了零售经营形式的改变,推动了零售业态的演化和发展.     

后现代主义与传统生活方式研究的比较:消费者行为学视角

本文从消费者行为学的视角,对比了后现代主义与传统生活方式研究范式,发现五个关键的差异点:传统方法的研究目标是简化细节,而后现代主义方法则更注重细节;传统方法更关注品牌对消费者的普遍意义,而后现代主义方法关注的是品牌对不同消费者的不同意义;传统生活方式研究更偏好定量研究方法,而后现代主义者则更偏好定性研究方法;传统方法得到的市场细分边界是模糊的,而后现代主义的市场细分边界是明显的;传统方法着重于生活方式的特征描述,而后现代主义方法则侧重于理论的发展。文章最后讨论了后现代主义生活方式研究的营销管理意涵。     

国外零售集聚研究理论综述及启示

零售集聚作为城市商业发展最为重要的现象,逐渐引起了国外学者的研究兴趣。文章系统梳理了国外学者在这一领域的重要研究成果及最新进展。国外学者的研究主要围绕着零售集聚的学科视角、零售集聚与需求外部性、消费者行为和企业收益等方面展开。他们的研究多从微观视角进行,并特别注重多学科的交叉及定量研究。