The Importance of Fashion: The Chinese and U.S. Gen Y Perspective

ABSTRACT

A cross-cultural study is conducted to examine the perceptions, needs, preferences, influences and fashion buying habits of Generation Y consumers in both China and the United States. Chinese consumers appear to be more fashion-conscious in that the majority of their luxury purchases are fashion products. In this increasingly globalized world, it is important for a fashion marketer to determine if one strategy can be used to reach all Generation Y consumers or if separate strategies are necessary. Specifically, this study examines fashion leadership, need for uniqueness, and attention to social comparison information to determine if there are differences between these two cohorts and how best to reach them.     

Consumer price knowledge before and after the euro changeover

This article examines how the price knowledge of Finnish consumers has changed since the adoption of the euro. Our study measures price knowledge by comparing consumers’ price estimations with actual market prices at two points in time: before (October 2001) and after (March 2002) the changeover to the euro. Furthermore, we study potential differences between three different age groups. We approach the issue using four determinants, namely (1) response percentage (the percentage of respondents who were able to give a price estimate); (2) the difference between the median of the market prices and the median of the price evaluations; (3) the difference between the average of the market prices and the average of the price evaluations; and (4) the average of the absolute deviations between the average of product prices and consumer price evaluations. Our results indicate that, on average, consumers know the prices of grocery products quite well despite the prevailing dispersion of actual prices in the market. Price knowledge was found to be rather good both before and after the introduction of the euro. Nevertheless, the good price knowledge after the changeover was probably because consumers remembered the prices asked in the old currency and converted them to euros. The majority of respondents were able to give price estimates that were within the range of actual price dispersion in stores. The results also show some deterioration in price knowledge after the advent of the euro. There was variation between different age groups, and it seems that the introduction of the euro has affected various groups differently. Consumers aged 30–50 years knew prices best both before and after the euro, whereas the ability to estimate prices had declined most among consumers above 50 years after the euro changeover.     

Do Product Components and Their Country-of-Origin Influence Product Evaluations?

ABSTRACT

The country of origin literature suggests that consumers attach pre-conceived notions about countries and their products during pre-purchase evaluations. The present research shows that when consumers are presented with information about the country of origin of motor vehicle components, they are able to differentiate between these and rely on country stereotypes in this evaluation. Based on a judgmental sample of 159 respondents, the findings suggest that consumers are able to discriminate between vehicle component systems from different countries and shows that there is a hierarchy of effects where consumers rank, in order of decreasing quality: German > Japanese > Australian component systems. The results also suggest that summary effects explain consumers' judgements about Australian, Japanese and German components, and halo effects appear to have a weak influence on their assessment of German components.     

Spending propensity and price perceptions

ABSTRACT

This article presents a systematic investigation of how Spending Propensity moderates consumers’ perceptions of prices. Results from three studies are presented. Studies 1 and 2 reveal that, in the absence of any external cues, consumers who are predisposed to spending freely evaluate a posted price more favorably than those who are not. Such consumers also report anticipating less pain associated with spending than those who are not inclined to spend. Additionally, Study 2 informs that simple price communication tactics, without any real reduction in price, may be effective at mitigating the pain felt among those who are less inclined to spend. Furthermore, such tactics are capable of reducing, and even reversing, the gap between those who are not predisposed to spending and those who are. Finally, Study 3 explores how spending propensity moderates consumers’ perceptions of a discount.     

Is renting the new buying? A quantitative investigation of the determinants of the rental-commerce intention

ABSTRACT

In recent years, there has been a growing interest of consumers and retailers in rental-commerce. When engaging in rental-commerce, consumers pay a contractually agreed monthly price for the duration of use and can then use the product to its full extent. Since the rental-commerce model is still relatively new, so far little is known about the drivers and barriers leading consumers to rent products online rather than buying them. The results of our quantitative study (N = 689) show that while, surprisingly, knowledge of terms of use has no significant influence on the behavioral intention, sustainability, economic benefits, trust, safety, complexity, and knowledge of rental-commerce serve as predictors of the intention to rent products via a rental-commerce website. Thereby, the results of earlier studies have been largely proven and additional new findings and implications for both, theory and rental-commerce retailers, can be derived.     

Consumer Preferences and Buying Criteria in Rice: A Study to Identify Market Strategy for Thailand Jasmine Rice Export

ABSTRACT

Rice consumption per capita in many Asian countries decreased, but it is consumed more in non-rice-eating countries. This study aimed to investigate consumer preferences and attitudes toward Jasmine rice among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Factor analysis of consumers' buying decision criteria yielded four factors: marketing activities (explained variance 26.8%), quality (13%), price (10.5%), and country of origin (7.7%). Discrimination analysis was performed to investigate differences in buying criteria between traditional rice-eating and non-rice-eating countries (p?=?0.000). Marketing activities, price, and country of origin were the best discriminators, whereas quality was a poor discriminator. Rice was not a substitute to other staple foods due to price change. Product quality, differentiation, and price play an important role. Building a reputation by using a clear statement on the country of origin should be a priority for Thailand. On the basis of their preference, consumers were segmented into three groups and marketing strategies were proposed.     

Localizing to Arabic consumers: Insights from print advertising

This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural differences in advertising, but have not focused on advertising from the Arab world. There is also a shortage of studies providing specific recommendations about localizing advertising for Arab consumers. This study therefore conducts a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states.     

An Empirical Investigation of Consumer Concerns About Nutrition,Taste, Price and Chemical Additives During Meat Shopping

Abstract

This study revealed that one third of the consumers considered their meat being free from chemical additives as the most beneficial factor when they shopped for meat, comparing to nutritional value, taste of meat, and price of meat. About 20 percent of the consumers expressed the same concern about nutritional value, taste or price, respectively. Furthermore, consumers' demographic and socioeconomic characteristics influenced their concerns about chemical additives, nutrition, taste and price.     

Price Knowledge During Grocery Shopping: What We Learn and What We Forget

Past research on consumer price knowledge has varied considerably partly due to differences in how and when price knowledge is measured. This paper applies a multi-point, multi-measure approach to reconcile differences in past price knowledge research by examining systematic relationships between time of measurement and type of measures applied. Examination of consumer price knowledge before, during, and after store visit sheds light on what is measured at the individual points in time: episodic price knowledge and/or reference prices? With a between-subjects design interviewing 1,204 respondents, the authors investigate three price knowledge measures (price recall, price recognition, and deal spotting) demonstrating that these are hierarchically related. Results suggest that reference prices dominate before store visit, but also that episodic price knowledge, surprisingly, is still accessible at the store exit. These findings enable the authors to reconcile diverging results from past research, showing how consumer price knowledge evolves and suggesting that the vast majority of consumers learn about prices, whether consciously or unconsciously, during grocery shopping. Thus, when applying a multi-point, multi-measure approach, consumers appear to know more about prices than suggested by past research. Determinants of price knowledge are also examined and the results indicate that price knowledge builds up not only because of active search but also due to accidental exposure to prices and with low degrees of conscious processing. Implications for managers are discussed.     

Explaining the Role of Perceived Risk,Knowledge, Price,and Cost in Dry Fish Consumption Within the Theory of Planned Behavior

ABSTRACT

The general purpose of this study is to explore the influence of perceived risk, knowledge, price, and cost of dry fish consumption in Bangladesh using the general framework from the theory of planned behavior (TPB). The field experiments were performed in Bangladesh with a convenience sample of 558 respondents. Multiple regression analysis was used to investigate the relationship among perceived risk, knowledge, price, and cost and TPB constructs. The findings showed that attitude, norms, and procedural knowledge emerge as the key determinants of intention, whereas intention, attitude, norms, and perceived risk have effects on the dry fish consumption frequency. Perceived behavioral control, price, and cost had no significant effect on intention and consumption behavior. The proposed TPB and the extended model both fit the data well and proved the expectations of this study in a promising way. The study found that people are more concerned about potential long-term risk to their family and others. Therefore, management attention should focus on reducing risks which consumers may face through producing safe and hazard-free dry fish.     

Re-incorporating usage situation in choice models: a base for future developments

Abstract

Understanding the consumer’s tendency to adopt new products is an ever-present essential for successful marketing campaigns. This paper presents the findings from two empirical studies that investigate the relationship between consumer innovativeness, price-prestige sensitivity, and need for emotion. A questionnaire survey was used to collect data in both studies from a sample of 668 respondents in two cities in England. The findings show that consumer innovativeness is determined by an individual’s sensitivity to price and their need for emotion. While innovative consumers are sensitive in relating price to prestige, this dispositional relationship varies across products. Furthermore, the findings suggest that enjoyment, which facilitates emotional openness and receptivity, influences innovative consumers to take the emotional route, besides the price-prestige route, to the adoption of new products. These findings have a number of important implications for marketers, particularly for the success of marketing campaigns targeted at innovative consumers who find enjoyment in using new products and are prestigiously sensitive to price.     

Plausible versus implausible tensile price claim: Selective accessibility model approach

Retailers frequently use exaggerated price discount advertisements with a tensile price claim (TPC; e.g., “Save up to 70%”) to attract consumers because they expect that once consumers enter a store, they will purchase low‐ or medium‐discounted products. Drawing on the selective accessibility model, this study investigated the way in which an implausibly high maximum level of savings stated in a TPC influences consumers’ expected price discount (EPD) and perceptions of actual price discounts across different types of TPCs (i.e., TPC stating a maximum level and TPC stating a range of savings). This study also investigated two situations in which consumers have previous knowledge of a product’s price discount versus when they have less or no knowledge of the discount. For both conditions, a single‐anchor TPC (i.e., “Save up to Y%”) that stated an implausible maximum level of savings led to a higher EPD and lower perceptions of the deal (i.e., perceived savings, price fairness, and perceived value) with respect to the actual price discount than did a TPC with a plausible maximum level of savings. In contrast, when the TPC stated two anchors (i.e., “Save X–Y%”) and consumers had knowledge of the price discount, their EPDs assimilated only toward the plausible anchor (X), and ignored the implausibly high maximum price discount (Y), resulting in a lower EPD and higher perceptions of the deal of the actual price discounts than a TPC that stated a plausibly high maximum level of savings. In contrast, when consumers had no knowledge of the price discount, their EPDs only adjusted toward the more plausible anchor (X), regardless of whether they perceived the maximum anchor as plausible or implausible. Thus, there was no difference in consumers’ perceptions of “Save X–Y%” between implausibly and plausibly high Y%.     

Consumers’ multifaceted deal knowledge in a grocery retail setting

Despite its relevance to retailers, studies of consumers’ deal knowledge have been few. This study explores consumers’ deal knowledge before, during, and after the store visit applying a between-subjects field-study design with 1204 respondents. In particular, the authors investigate perception of deal price status, typical deal price knowledge, and deal-spotting ability. Results show reasonably stable knowledge of typical deal prices, while knowledge of deal price status and deal-spotting ability improves significantly during grocery shopping. Surprisingly, consumers’ deal knowledge is not conditional on purchasing a special thus indicating that most consumers, consciously or unconsciously, scan for promotion signals when shopping groceries. In addition, the results suggest consumers are not easily fooled, as the vast majority is able to spot ‘good’ and ‘bad’ deals, while also possessing typical deal price knowledge. Furthermore, the findings suggest that consumers store internal reference deal prices. Retailers are therefore well advised to consider mixed depth and creative discount patterns to prevent ‘perfect’ perceptions of typical deal prices.     

An Investigation of People's Time Orientation,Attitudes, and Behavior Toward Advertising in an International Context

ABSTRACT

Past studies have indicated that there are cross-cultural/national differences among people's perception of time and how they use time available for them and what factors affect their time-related purchasing and consumption decisions. It is stated that each culture or subculture could have its own dominant construct of time. The present study examines time use and orientation and time attitudes toward different activities, including advertising in an emerging economy of Georgia. Study results indicate that present orientation and consciousness of future, planning orientation, time saving, realization of present in the light of past, and action orientation are salient factors channeling time orientations of Georgian consumers.     

Managing Opportunism in China: The Roles of Guanxi,Environmental Uncertainty,and Management Culture

ABSTRACT

This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country-of-origin dependent. Three countries with dissimilar cultural orientation and economic status—China, South Korea, and the United States—were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers’ preference for domestic products across product categories, while Chinese consumers’ CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as countries of origin.     

Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study

ABSTRACT

We studied consumer perceptions of celebrity endorsements from a cross-cultural perspective. In empirically examining consumer perception of celebrity endorsement, we used Hofstede's cultural dimensions to develop research propositions and examined these propositions through focus group discussions involving consumers from India and the United States. Findings indicated that specific differences and similarities exist in how consumers across India and the United States perceive celebrity endorsements. There is a positive, although moderate, impact of celebrity endorsements on attention and exposure of consumers. Implications for marketers as well as suggestions for future research are discussed.     

The Country-of-Origin Effect and Consumer Attitudes to “Buy Local” Campaign

Abstract

The objective of this paper is to investigate the relationship between ethnocentrism of Ghanaian consumers and their attitudes toward a “buy local” campaign. Two hundred and thirty three consumers were interviewed in Cape Coast, the capital city and administrative centre of the Central region of Ghana. Data for the study were collected through interviewing using the mall intercept approach and factor analysed. Our findings show a relationship between ethnocentrism and attitudes of Ghanaian consumers toward the “buy local” campaign. Furthermore, the factor analysis results indicate that the attitudes of the Ghanaian consumers to the buy locally-made products can be characterized as protectionist, nationalistic, and self-interest. Implicitly, the consumers will buy Ghanaian-made products where they are of comparable quality and price as foreign-made products. This requires companies to ensure that their products are of high quality and prices are commensurate with quality. This study contributes to the ethnocentrism and country of origin literature pertaining to the African region, which is sorely under-researched.     

Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China

ABSTRACT

Understanding electronic word-of-mouth (eWOM) in social networking sites (SNSs) is crucial as consumers have potential to reach global audiences quickly and easily. This article presents the first cross-cultural study on eWOM in SNSs by examining social relationship variables between the United States and China. Specifically, social capital, tie strength, trust, and interpersonal influence were examined as potential predictors of eWOM communication in the emerging online social channels. The results suggest that national culture plays a significant factor that affects consumers’ engagement in eWOM in SNSs in the two countries. Theoretical and managerial implications for global Internet marketers were presented and discussed.     

Factors Affecting Skepticism toward Green Advertising

Abstract

Despite the growth of green marketing, there is a shortage of studies on green communication. Thus, this research aims to understand whether consumers who are concerned about the environment conserve resources and have environmentally friendly buying habits and whether they are skeptical about the green communications conveyed by companies. Using a proposal of a model about skepticism toward green advertising, several hypotheses are tested. The results indicate that the more environmentally concerned an individual is, the more skepticism he or she will be toward green claims exhibited on packages or featured in ads. In addition, results indicated no significant differences between men and women regarding this skepticism.     

Quality Factors Influencing Consumer Demand for Small Fruit by Focus Group and Sensory Test

ABSTRACT

The market of berries is a niche of high value in Italy. Small fruit’s healthy properties are well known in the international market, but little is known about the reason for a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess consumer preferences in Italy for selected berry species. Moreover, the study aims to identify the relevant attributes of berries that affect the demand for this produce according to consumers and to compare these attributes. We assessed relevant attributes affecting the demand for fresh berries for different consumers’ profiles and compared berries’ attributes rankings. The results reveal high concordance between blackberries and raspberries; price is the attribute that constrains more purchases because it is deemed too high. Consumers prefer small fruit because of the rising interest in their nutraceutical value, and they have a higher willingness to pay because of this important attribute.