Retail fairness: Exploring consumer perceptions of fairness towards retailers’ marketing tactics |
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| Authors: | Bang Nguyen Philipp “Phil” Klaus |
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| Institution: | 1. Oxford Brookes University, Oxford Brookes Business School, Wheatley Campus, Oxford, OX33 1HX, United Kingdom;2. ESCE International Business School, Paris, France;3. Dr. Klaus & Associates Consultancy, London, UK;1. University of Manitoba, I.H. Asper School of Business, 181 Freedman Crescent, Winnipeg, MB R3T 5V4, Canada;2. F.C. Manning School of Business Administration, Acadia University, 24 University Avenue, Wolfville, Nova Scotia B4P 2R6, Canada;3. Sauder School of Business, University of British Columbia, 2053 Main Mall, Vancouver, BC V6T 1Z2, Canada;1. Department of Marketing, Todd Addition 367, PO Box 644730, Washington State University, Pullman, WA 99164-4730, USA;2. HEC Montréal, 3000, Chemin de la Côte-Sainte-Catherine, Montréal, Québec, Canada H3T 2A7;3. Department of Business, College of Business and Economics, University of Idaho, Moscow, ID 83844-3161, USA;4. College of Business, Washington State University, 14204 NE Salmon Creek Avenue, Vancouver, WA 98686-9600, USA;1. Department of Marketing, Monash University, Australia;2. Australian Centre for Retail Studies, Department of Marketing, Monash University, Australia;3. Department of Marketing, University of Melbourne, Australia |
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| Abstract: | The concept of fairness has received great attention in consumer behavior research lately. However, the focus of these studies has mainly been the understanding of fairness in terms of pricing rather than exploring the consumers’ perceptions of fairness itself. This study explores the consumers’ perceptions of fairness as an outcome of a retailer’s marketing tactics. Based on 36 in-depth interviews this study submits a conceptualization of retail fairness from the consumers’ point-of-view. The concept of retail fairness constitutes of three dimensions and nine sub-dimensions, expanding our knowledge of the construct. The study posits a crucial link between increased honesty, ethical, and moral behavior and the understanding of retail fairness. Theoretical and managerial implications are discussed. |
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