Fitting room or selling room? Millennial female consumers’ dressing room experiences

As retail experiences have become more important to the modern consumer, the store environment has taken on greater significance. The store environment is especially of great significance to the millennial consumer. These consumers tend to spend more time in the fashion retail store, while their expenditure on fashion items increases on a yearly basis. The dressing room must be seen as the clothing retailer's selling room – the place where the retail environment plays an immense role with regard to a consumer's cognitions, emotions and purchasing behaviour. The purpose of this study was to explore and describe young millennial clothing consumers' Functional, aesthetic, emotional and symbolic dressing room experiences. A qualitative research strategy was followed. Two unstructured interviews were held with 15 participants. Participants had to take photos of retailers' dressing rooms before the second interview. A photo‐elicitation technique was employed during the second interview. Findings revealed that participants had specific expectations with regard to the functionality and aesthetics of the dressing room, as well as with regard to the symbolic messages and the emotions that they expected to experience. If the dressing room did not meet their expectations they got disappointed, experienced negative emotions and thoughts and the need to leave the dressing room. The behavioural response of avoidance strongly came to the forth. Findings of this research point to the importance of the dressing room as part of the retail experience and have implications for consumer specialists and retailers.     

Exploring consumers' preferences with regard to department and specialist food stores

Consumers' lifestyle changes and striving towards better time management have resulted in the greater choice they are offered with regard to store formats. Therefore, this study was undertaken to identify the factors that influence consumers in their patronage of a particular store format and to categorize department and specialist food store consumers according to their preferences in store layout and product range in a South African context. A qualitative research approach was used and data were collected using semi‐structured interviews with open‐ended questions. Purposive sampling recruited participants shopping for food in a department store in Johannesburg. Forty semi‐structured interviews were conducted before data saturation was reached. Store‐related factors such as store location, appearance and hygiene, service quality, convenience of trading hours, and consistency in store layout predominantly influenced participants in their patronage of a specific store format. Furthermore, product‐related factors such as quality, price, product range and convenient packaging enhanced consumers' store preference. Department store consumers were orientated towards one‐stop shopping and time‐saving strategies, while specialist food consumers were focused on food shopping and the trading hours of the store. Although similarities in participants' preferences with regard to department and specialist food store were found, different preferences were found regarding the placement of specific items within the store. Participants had similar preferences regarding the product range of a food store. However, department store participants emphasized the provision of convenience food and non‐food items. The findings of this study are valuable in providing department and specialist food store retailers with guideline recommendations regarding store layout and product range in order to effectively respond to the needs and preferences of consumers within an emerging economy.     

It's not there,I love it! How relevance to objective needs of an unavailable item impacts emotions,store image,and behavior

We use a simulated online fashion store to investigate how stock-outs with different levels of relevance to objective needs and product preference impact emotions, store image, and number of items bought. We find that stock-outs of most preferred products, that are relevant to consumers’ needs, lead to negative emotions, a lower store image and a discouragement to buy. We also find that stock-outs of most preferred products, that are not relevant to objective needs, lead to positive emotions and a higher store image. Surprisingly, stock-outs of less preferred products, that are relevant to objective needs, encourage consumers to buy more.     

Tell me a story about yourself: The words of shopping experience and self-satisfaction

In this paper we investigate the verbal expression of shopping experience obtained by a sample of customers asked to freely verbalize how they felt when entering a store. Using novel tools of Text Mining and Social Network Analysis, we analyzed the interviews to understand the connection between the emotions aroused during the shopping experience, satisfaction and the way participants link these concepts to self-satisfaction and self-identity. The results show a prominent role of emotions in the discourse about the shopping experience before purchasing and an inward-looking connection to the self. Our results also suggest that modern retail environment should enhance the hedonic shopping experience in terms of fun, fantasy, moods, and emotions.     

The effects of in-store themed events on consumer store choice decisions

Retailers are increasingly using in-store events to provide shoppers with unique experiences that will enhance shopping value and help differentiate their stores from competitors. However, relatively little is known about how consumers respond to experiential retail events in terms of their store choice decisions. The purpose of this research was to find out how in-store retail events affect consumers in terms of their store choice decisions. The paper presents findings from a discrete choice experiment that manipulated the presence of different types of in-store themed events in a do-it-yourself (DIY) category. Participants were 312 randomly recruited residents of Melbourne, Australia, who had recently shopped at a hardware store. The experiment was implemented as a mail-back survey. Using logit models the authors assess the effects of the in-store events along with those of various traditional store attributes, including store appearance, price image and distance, on consumer store choice decisions.     

Store environment and consumer purchase behavior: Mediating role of consumer emotions

This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.     

Does store image influence demand for organic store brands?

This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.     

Foreign-made Apparel

With the use of a congruity theory approach, consumers were asked to evaluate the quality of apparel for three brand types (name, designer, store), four store types (department, discount, national chain, off-price) and imported versus US-made apparel. They were then asked to evaluate the quality of each store type in association with either US-made or imported merchandise. Subjects were also asked to evaluate the quality of brand types in association with US-made or imported goods. Results revealed that a brand or store association with imported or US-made apparel may significantly increase or decrease the perception of apparel quality. The implications for advertisers, manufacturers and retailers are discussed.     

It’s a Matter of Principle: The Role of Personal Values in Investment Decisions

We investigate the role of personal values in an investment decision in a controlled experimental setting. Participants were asked to choose an investment in a bond issued by a tobacco company or a bond issued by a non-tobacco company that offered an equal or sometimes lower yield. We then surveyed the participants regarding their feelings toward tobacco use to determine whether these values influenced their investment decision. Using factor analysis, we identified investment- and tobacco-related dimensions on which participants’ responses tended to load. Two of these factors, relating to the societal impact of investment decisions and the health effects of tobacco, were highly significant in determining whether participants selected a tobacco or non-tobacco related investment. More importantly, we found that when the rate of return on a tobacco-related investment exceeds the rate of return on an investment not involving tobacco by 1%, the intensity of participant concerns about the societal effects of their investment decisions was especially important in determining investment choices. This finding indicates that traditional wealth-maximization approaches, which do not consider the personal values of the investor, omit an important factor that affects investment decisions.     

Consumers’ perceptions of food waste: A pilot study of U.S. students

Participants in this pilot study are asked to rank their perceptions of food waste by choosing between pairs of four types of foods of equal weight: chicken, cheese, bread and peas. We examine whether these perceptions are consistent for proportionally different weights and whether they are linked to the perceived cost of the items. The subjects (n = 106) who are students are randomly assigned to one of three information treatments: a control, a food waste video or the text of the food waste video. We find that the subjects have very accurate perceptions of the environmental impacts of food waste and the relative wastefulness of different food groups. These perceptions are not related to cooking skills or frequency. We find that the perceptions are consistent for proportionally different weights of food: 25 and 50 g. We also find that the perceptions are linked to participants’ assessments of the relative prices of the foods. However, while the participants have somewhat accurate estimates of the relative prices, they vastly overestimate the actual prices of foods. This implies that more accurate information about the true prices could actually decrease their perceptions of the wastefulness of throwing out food. Given that the participants had highly accurate perceptions of the environmental impacts of food waste and the relative wastefulness of animal vs. plant products, we found no significant increase in overall accuracy of perceptions due to information treatment, except for bread, for those who saw the food waste video.     

The influence of age and gender on food choice: a focus group exploration

With 25% of the UK population predicted to be obese by 2010, the costs to individuals and society are set to rise. Due to the extra economic and social pressures obesity causes, there is an increasing need to understand what motivates and prevents consumers from eating a healthy diet so as to be able to tailor policy interventions to specific groups in society. In so doing, it is important to explore potential variations in attitudes, motivation and behaviour as a function of age and gender. Both demographic factors are easily distinguished within society and a future intervention study which targets either, or both, of these would likely be both feasible and cost‐effective for policy makers. As part of a preliminary study, six focus groups (total n = 43) were conducted at the University of Reading in November 2006, with groups segmented on the basis of age and gender. In order to gather more sensitive information, participants were also asked to fill out a short anonymous questionnaire before each focus group began, relating to healthy eating, alcohol consumption and body dissatisfaction. Making use of thematic content analysis, results suggested that most participants were aware of the type of foods that contribute to a healthy diet and the importance of achieving a healthy balance within a diet. However, they believed that healthy eating messages were often conflicting, and were uncertain about where to find information on the topic. Participants believed that the family has an important role in educating children about eating habits. Despite these similarities, there were a number of key differences among the groups in terms of their reasons for making food choices. Older participants (60+ years old) were more likely to make food choices based on health considerations. Participants between the ages of 18–30 were less concerned with this link, and instead focused on issues of food preparation and knowledge, prices and time. Younger female participants said they had more energy when they ate healthier diets; however, very often their food choices related to concern with their appearance. Older female participants also expressed this concern within the questionnaire, rather than in the group discussions. Overall, these results suggest that consumer motivations for healthy eating are diverse and that this must be considered by government, retailers and food producers.     

The Head, The Heart, and Business Virtues

In Section I, I criticize the view, implied by the concept of rational economic man, that feelings are inherently opposed to rationality. I attempt to show that emotions or feelings are essential to the proper functioning of reason, rational objectivity, and practical rationality or rational decision making. In addition, I argue that emotions can help to resolve certain ethical dilemmas. In Section II, I consider business writers who criticize business for overemphasizing the head at the expense of feelings or the heart. In Section III, I discuss the connection between material self-interest (as manifested in trade) – a concept of rational economic man – and business virtues.     

Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions

Store's own brands can provide important opportunities for retail differentiation if they are considered by consumers to be uniquely associated with store image. A survey of shoppers measured attitudes toward individual stores’ images and store brand perceptions, as well as general attitudes toward store brands. A regression analysis demonstrates a positive relationship between consumers’ perceptions of individual store own brands and their associated store's image dimensions and attitudes toward store brands in general.     

The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours

Using the data collected from a survey of 1277 US college students, this study investigated college students' shopping orientations, and examined the relationships between their shopping orientations and searches for information about and purchases of apparel products online and the differences between male and female students in their shopping orientations, online information searches and purchase experiences. Seven shopping orientation constructs were identified: shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in‐home shopping tendency and brand/store loyalty. Results showed that participants' shopping orientations were significantly related to their searches for information about and purchases of apparel items online. In addition, male and female participants showed significant differences in their shopping orientations, online information searches and purchase experiences. This study provided suggestions for apparel e‐tailors to develop effective marketing strategies to reach their target market, for consumer educators and for educators in the retail merchandizing area to prepare their students for future careers.     

The effect of shopping goals and in-store mobile device use on purchase outcomes in brick-and-mortar stores

The present study examines the effect of using a mobile device on search and evaluation by a shopper in a brick-and-mortar store. A conceptual model that proposes inter-relationships between shopping goals, the amount and type of in-store mobile device use, and purchase outcomes is developed. Data from a national quota sample of 1034 mobile shoppers is used to test hypotheses derived from the proposed model. The findings provide several new insights into the impact of in-store mobile device use on the consumer decision journey in a brick-and-mortar store. Depending upon the shopping goals of the consumer, the use of a mobile device by shoppers in a brick-and-mortar store can either decrease or increase search, lead to more deferred purchases or in-store-now purchases, and more online or physical store purchases. The study is among the first to model the pathway to purchase for mobile device assisted shoppers in brick-and-mortar stores.     

The Relationship Between Customer Loyalty and Purchase Incidence

Little is known about customer loyalty to brands over many dozens or even hundreds of purchases. In this paper we describe, and seek to explain, such patterns of loyalty in two very different markets: a consumer market (laundry detergents), and a more frequently used service (physicians' prescribing of anti-hypertension drugs). Purchase incidence heterogeneity – a problem in most loyalty studies – is addressed by measuring loyalty at different rates of category purchase (rather than over time). Using share-based measures we expect that loyalty will decline as purchase incidence increases, however we clarify the shape of that decline. We find that, as the number of purchases rises, loyalty initially falls steeply, but after around 15 purchases it starts to stabilize, and from 60 to 200 purchases there is very little change in observed measures of customer loyalty. A comparison of the findings with those expected from a stationary market model (the Dirichlet), suggests that the decline in loyalty seen as the number of purchases rises is largely a statistical artifact, dependent on the number of purchases used to calculate loyalty. However, we also find that the higher loyalty exhibited by heavier buyers at low purchase levels is not captured well by the model. The implication here is that, contrary to a central assumption of the Dirichlet model, brand choice is partially dependent on purchase weight.     

Perceived effect of a salesperson's stigmatized appearance on store image: an experimental study of student's perceptions

The Perception of a specific stigma, obesity, and its influence on store image was studied. Previous studies have acknowledged the role salespeople play in the perception of a store's image, but no previous studies have specifically focused on the influence of the physical appearance of sales personnel on store image. The results of an experiment that examined students' perceptions of salespersons' appearance showed that, if a salesperson was described as obese, then the store was perceived as having a poorer image and as being less successful, regardless of the sex of the salesperson or the type of store. The implications of these findings for retailers are discussed in light of the Americans with Disabilities Act and recent legal discussion concerned with protecting physically stigmatized workers.     

Product,Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries

Abstract

Direct sales of wine and winery souvenirs to winery visitors is important in a number of regions throughout the United States and around the world. The attributes that influence winery visitors' beliefs can have a significant impact upon wine purchases, repeat visits, positive word-of-mouth comments, and upon future purchases at restaurants and other retail outlets. A study of winery visitors found four underlying factors from a list of 17 attributes. Regression results indicated that several wine, environment, and service attributes have a significant impact upon consumer attitudes and purchases. Product and purchase involvement were also found to impact purchase behavior.     

The Impact of a Flagship vs. a Brand Store on Brand Attitude,Brand Attachment and Brand Equity

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.