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Author: Barbara E. Kahn
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
A wonderful supplement to any marketing course, this paperback provides a starting point for anyone trying to develop a focus on the consumer by giving a "reader friendly" overview of what academic researchers have discovered about consumer grocery shopping behavior.
Author: Barbara E. Kahn
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
A wonderful supplement to any marketing course, this paperback provides a starting point for anyone trying to develop a focus on the consumer by giving a "reader friendly" overview of what academic researchers have discovered about consumer grocery shopping behavior.
Author: Mona Doyle
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 202
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Book Description
Author: United States. National Business Council for Consumer Affairs. Sub-council on Advertising and Promotion
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 20
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Book Description
Author: Christian Üffing
Publisher: GRIN Verlag
ISBN: 3640422368
Category : Business & Economics
Languages : en
Pages : 69
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Book Description
Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: B , Lund University, language: English, abstract: The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. The aim is to verify if a causal relationship between in-store TV and brand equity exists. The underlying research philosophy of this thesis is positivism. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels. The empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity. The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.
Author: Consumer Network
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 80
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Book Description
Author: United States. Task Force on Marketing and the Low-Income Consumer
Publisher:
ISBN:
Category : Consumer satisfaction
Languages : en
Pages : 76
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Book Description
Author: Yasin Yilmaz
Publisher: GRIN Verlag
ISBN: 3346198278
Category : Business & Economics
Languages : en
Pages : 90
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Book Description
Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Salford, language: English, abstract: Despite widespread popularity in Europe, particularly in the UK and the Netherlands, demand for Online Grocery Retail in Germany, which is economically just as strongly developed, appears to be rather low. This study therefore aims to find out which factors encourage or discourage consumers in Germany to order groceries online. Businesses need to make the online grocery business model transparent and useful from a marketing perspective. The clear advantages of this way of shopping groceries must be communicated. Furthermore, psychological aspects of consumers must be understood and taken into account in the retailers' strategy. Last but not least, importance must be attached to data protection and environmental protection; this message must be conveyed. By providing current insights into consumers' preferences and wishes on their personal grocery shopping behavior, the findings can be used by Businesses and especially Grocery Retailer to shape the grocery shopping of the future. Based on the hypothesis that that there is some degree of resistance to the utilisation of technology which is potentially inhibiting German consumers utilising actively embracing online grocery retail, the Technology Acceptance Model and its extension was chosen as a conceptual framework in order to test this assumption. To test the findings of the Literature Review, 25 semi-structured interviews were conducted in the empirical part of this study. The target group of the interviewees were students aged between 18 - 30, 13 of them female and 12 male. The main findings are that the reasons for the low demand for online grocery retailing in Germany are cultural. German consumers are more likely to trust new trends if they have been on the market and established for a longer period of time. The high density of grocery stores favours the fact that German consumers do not see any real added value in this service and thus no real usefulness. In addition to ease of use and usefulness, demographic aspects must also be taken into account in order to make the online grocery trade successful in Germany. The study focused on a specific age and target group. For practical reasons, the number was limited to 25 interviews. For further research it is recommended to analyze further age and target groups in order to gain further differences in the individual aspects.
Author:
Publisher:
ISBN:
Category : Consumers
Languages : en
Pages : 104
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Book Description
Author: Peter R. Dickson
Publisher:
ISBN: 9789997059376
Category : Price marks
Languages : en
Pages : 50
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Book Description
Author: Naresh K. Malhotra
Publisher: Springer
ISBN: 3319169432
Category : Business & Economics
Languages : en
Pages : 509
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Book Description
This volume includes the full proceedings from the 1985 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
