超市消费者购物行为理论研究

本文以理论研究的方法探讨了超市消费者在不同形态超市购物行为中三个重要的内容——择店行为、消费额度、消费频次。提出了购物效用在消费者购物行为中所起的作用以及择店行为、消费额度和消费频次之间的关系。经研究表明,不同形态超市为消费者带来的效用不同,这种效用的差别是影响消费者购物行为的关键因素。     

Retailing to the “grey pound”: Understanding the food shopping habits and preferences of consumers over 50 in Scotland

The number of older people is growing globally and therefore there is an implication for providing products and services to facilitate access to nutritious food, considered fundamental for maintaining health and independence. Historically, older consumers have been unattractive to marketers, however improved finances and lifestyles indicate the “grey pound” has the potential to become lucrative. This exploratory research seeks to identify the current expectation of Scottish older consumers in relation to the products and services available in the supermarket and food retailers. A questionnaire was distributed to participants aged over 50 years in Scotland to voice the opinion of the older consumer in relation to shopping experience and availability of product. The results support previous research indicating the improved lifestyles of older consumers, demonstrating that previous perceptions of older people as impoverished and immobile are not representative of this group. This study contributes to the demand for more information on older consumers׳ food shopping habits and preference in Scotland. It attempts to provide useful recommendations for supermarkets and food retailers in fulfilling the needs of this rising consumer segment. This research concludes that supermarkets could improve access to both products and services to meet the demand from this growing segment of society, through better understanding of their requirements in terms of customer service, shopping experience, product size, price, access and mobility.     

连锁超市配送中心过节囤货问题探讨

随着物流业和连锁超市的发展，配送中心在连锁超市中的地住越来越重要。由传统仓库向配送中心的改变是一个痛苦的过程，而这个痛苦的过程的表现之一就是文中的“过节囤货系列问题”。本文通过分析过节囤货问题的危害及其原因，并结合我国连锁超市的实际情况，提出了解决该问题的方案。     

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets

Even within a store chain and format, supermarket outlets often exhibit substantial differences in selling surface. For chain managers, this raises the issue of correctly anticipating the promotion lift, and of profitably managing promotion activities, across these outlets. In this paper, we conceptualize why and how store size influences the category sales effectiveness of four promotional indicators (depth of the promotional discount, display support, feature support, and whether the promotion is quantity-based). We then estimate the net moderating effect on four product categories for 103 store outlets belonging to four chains. For each of the promotion instruments, we find the percentage sales increases to be lower in large stores. For instance, whereas a 10% point increase in feature activity enhances category sales by about 1.64% in a 700 m² store, this figure drops to only 1.03% in a 1300 m² store – a 59% reduction. This moderating effect is especially pronounced for discount depth, the relative sales lift from a typical price cut being about 78% lower in the larger-sized outlet. However, since large outlets also have larger base sales, the picture changes when we consider absolute sales effects. The net outcome is that deeper discounts or quantity-based promotions do not systematically generate larger or smaller absolute sales bumps in large stores, whereas for in-store displays and features, we obtain a clear positive (be it less than proportional) link between store size and absolute category sales lift. When it comes to margin implications, we show that large stores gain higher profit from price cuts than small outlets only as long as the retailer keeps part of the manufacturer discount to himself. Managers can use these insights to improve their promotional forecasts across outlets, as well as to tailor their mix of instruments to store selling surface.     

超市常见含糖食品中糖含量分析

目的:分析超市含糖饮料的含糖量及种类情况.方法:在人流量大的综合超市,按照随机原则,购买74种含糖饮料,并采用离子交换色谱-脉冲安培积分方法检测各类糖分的含量.结果:各类饮料在葡萄糖、乳糖、果糖、麦芽糖、蔗糖以及总含糖量方面比较均具有统计学差异(P<0.05),总糖含量最高的为咖啡,其次为奶茶,总糖含量最少的为茶饮料....     

我国大型零售商多业态扩张模式研究

在国际零售巨头纷纷涌入我国大中小城市、零售市场竞争日益激烈的背景下,收取通道费成为大型零售商盛行的盈利模式。但连续多年位居全国连锁10强的华润苏果超市却形成了自己独特的盈利模式——多业态扩张模式。本文将分析华润苏果的蜂窝式多业态密集布点、直营与特许加盟双轮驱动的渗透式扩张,以期对我国零售商的发展有所启迪。     

Gender’s moderating role in the relationship between organisational form and performance in the Spanish supermarket industry

This research seeks to discover how the organisational form (franchising vs. vertical integration) of 305 supermarkets belonging to a Spanish franchise chain influences unit-level performance measured through three key performance indicators commonly used in the retail literature: sales per square metre, sales per employee, and service quality scores. Additionally, we assess the moderating role of the manager's gender in each individual supermarket. We have analysed the research questions using multivariate analyses, with a panel dataset that includes quarterly establishment-level data covering the period from January 2017 to December 2019. We have found that franchised supermarkets record higher sales both per square metre and per employee than vertically integrated ones. This positive effect of franchising is lower in establishments run by females than in those run by males. The findings also reveal that franchised supermarkets record lower service quality scores than their company-owned counterparts, and this negative effect is again lower in establishments managed by females than in those managed by males.     

Opportunist dealing in the UK pig meat supply chain: Trader mentalities and alternatives

The scandal surrounding the presence of horsemeat in UK supermarket meat products has focused public attention on the problems of complex, fragmented food supply chains. Through a study of the UK's pig meat supply chain, this paper proposes a new framing of the problem in terms of opportunistic dealing adopted by the supermarkets in vertically disintegrated supply chains, where all actors attempt to pass the risks and costs onto somebody else. This outcome is the result of cultural practices and competences in buyer-led supermarket organizations where strong supermarket chains have the power to capture processor and producer margins. One consequence is that mass-market meat production and processing is close to unviable, as evidenced here by the analysis of the VION Food Group. However, there are mainstream alternatives to the retail-led dysfunctional supply chain. This paper presents an alternative integrated supply chain model using the case of Morrisons, the UK's fourth largest supermarket chain. If fragmented supply chains are not inevitable, the important issue explored in the conclusion is how the inadequacies of government policy, which understands the problem of the sector but is stuck with a competition-based mindset, obstruct the creation of a more sustainable supply chain.     

我国“新零售”实践回顾与展望——基于上半场“需求端”与下半场“供给端”转型期视角

新零售是以消费者体验为中心的数据驱动的泛零售形态,它表面上体现为零售渠道的变革,本质上将冲击供给端,对供应链产生重构影响。经过两年多的发展,新零售对需求端的赋能改造已取得成效,对供给端乃至全链条的变革影响将成为基本趋势。回顾我国新零售的实践历程,从国家和区域视角来看,一方面国家政策法规的不断出台为其发展提供了多方面条件,产生直接或间接推动作用;另一方面阿里巴巴推行的新零售之城战略和上海、北京等典型城市的示范作用又为其发展提供了舞台,使新零售在诸多区域获得较大程度的发展。从产业和企业视角来看,一方面新零售起源于实体零售和网络零售的自身缺陷,得益于消费升级和新技术发展驱动,总体上面临广阔的发展前景;另一方面核心企业依托全域战略积极探索和布局新零售,逐渐形成了阿里苏宁系和京腾辉系两个战略联盟,孵化出盒马型新物种等系列创新业态。展望新零售,供给端变革和全链化整合将主导其发展,行业内外整合趋势将进一步增强,业态丰富和融合趋势以及智慧零售特征也将进一步凸显。     

Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement

Supermarkets use relational emails mainly to foster sales and support promotional campaigns, while brands and more exclusive retailers use more non-transactional contents in order to foster a positive attitude towards their brands, but also a better customer mood. Using the Stimulus-Organism-Response framework we study the role of relational email content and interestingness of emails emanating from supermarkets on consumer’s perceived value and on their attitude and engagement towards the supermarket, but also on their mood. Building a dedicated relational email perceived value scale and comparing three types of content, this article highlights the importance of emotional value even in a utilitarian context (supermarket). A few recommendations are offered to help supermarkets to provide value-added content to their customers in order to foster preference and loyalty in a highly competitive market where discounters are gaining shares.