...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets Evidence from Vietnam Trang T.M. Nguyen Hedonic shopping motivations 227 Received February 2006 Revised July 2006 Accepted August 2006 Vietnam National University, Ho Chi Minh City, Vietnam Tho D. Nguyen and Nigel J. Barrett School of Marketing, University of Technology, Sydney, Australia Abstract Purpose – This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Design/methodology/approach – A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data. Findings – It was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers. Research limitations/implications – A major limitation of this study was the use of a sample drawn from one transitional market. Cross-national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. Practical...
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... 3.5 Keys to Success 7 3.6 Critical Isssues 7 3.0 Marketing Strategy 7 4.7 Mission 8 4.8 Marketing Objectives 8 4.9 Financial Objectives 9 4.10 Target Markets 9 4.11 Positioning 10 4.12 Strategies 11 4.13 Marketing Mix 11 4.14 Marketing Research 12 4.0 Controls 12 5.15 Implementation 13 5.16 Marketing Organization 13 5.17 Contingency Planning 14 5.0 Conclusion 14 References 16 1.0 Executive Summary Just Vets is a homeless shelter for Veterans in Fort Worth, Texas. Just Vets was established in 2013 by CEO John Stone, whom has a deep family background in the military dating back to the Civil War. John Stone was medically retired from the Army in 2005 after coming back from Iraq, with the military experience and college background with the help from the Veterans Affairs John was able to obtain a small business loan. John Stone was seeing all the different homeless veterans around the city and other places that it was John’s duty to continue to serve those in need. John decided to use every tool that was available to obtain the permits, building, and certified staff to open the facility. John had with the help from consultant’s was able to develop a marketing plan with information from the SWOT Analysis, marketing research and target market among others. 2.0 Situational Analysis Just...
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...Consulting Firm Transitional Life Care (TLC) Consulting Firm is the creation of Team B. This paper summarizes the type of consulting firm and the services TLC offers. Each team member’s roles in the firm and her duties and responsibilities are described. In addition, a detailed analysis of how the content and concepts from five undergraduate core courses facilitated the analysis, development, and preparation of TLC Consulting Firm. Mission Statement Transitional Life Care Consultant Firm’s mission is to facilitate client growth with transition through life events and life changes. TLC consultants strive to join with others to create the conditions under which all people with transitional needs will experience opportunities to develop and exercise competence; encouragement to make choices in the pursuit of personal growth, presence, and participation in the transitional process; respect and dignity through the promotion of protection from abuse and neglect and isolation; opportunities for self-advocacy that empower each client to articulate his or her needs; and reduce the negative stress surrounding many life changes. Summary of Firm and Services Transition from one situation to another can be stressful; it is a process of progress forward. The Holmes-Rahe Scale (1967) lists 43 life events and life changes that contribute to one’s stress level. Each member of this team has personal experience as well as education, which would benefit a consultant firm with a mission to...
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...context different from doing so in the consumer market? From reviewing the text and in reading the Cisco case study, it seems that business-to-business marketing consists of a more direct approach through very specific channels of distribution. Business-to-business success is centered around more personal relationships between the partner companies. In the Cisco case this was demonstrated by Cisco's business to business relationships it developed with Matsushita, U.S. West, and Sony (Cisco). In comparison, consumer marketing is targeted at all the major demographic groups. Consumer marketing aims to capture sales through major retailers thus removing the personal connection that is inherent in the business-to-business relationship. In the Cisco case, it is obvious that throughout the 90's Cisco was extremely successful at working the business-to-business model and focused on technology companies and specific corporations to sale their internet based technologies too. This enabled them to become the largest company in the world in the 90's with over $500 billion in worth, however, they name brand through the consumer market was relatively unknown (Cisco). Cisco began making acquisitions in the 21st century of companies such as Linksys which began their efforts toward consumer marketing, away from business-to-business marketing. Cisco has continued to change its messaging, focus advertising on customers, and worked hard to make its brand image known throughout the world the same...
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...INFLUENCE OF MARKETING AND ADVERTISING BY THE ALCOHOL INDUSTRY ON YOUNG PEOPLE’S ALCOHOL CONSUMPTION Research prepared for the World Health Organization by the Centre for Social Marketing at the University of Strathclyde Emma Cooke, Gerard Hastings and Susan Anderson March 2002 Acknowledgements For acquisition and translation of international data: Jill Bain, Marina Biniari, Liliana Carcamo and Ingrid Kajzer. For comments on the final draft: Anne Marie MacKintosh For administrative support: Kathryn Angus and Aileen Paton. CONTENTS Page No 1.0 INTRODUCTION 1 2.0 MANAGEMENT SUMMARY 2 3.0 METHODOLOGY 4 4.0 RESULTS 7 4.1 Advertising 7 4.1.1 Econometric Studies 7 4.1.2 Consumer Studies 11 4.2 Other Forms of Marketing 15 4.3 Developing and Transitional Countries 21 REFERENCES 25 1.0 INTRODUCTION At the World Health Organization Ministerial Conference on Young People and Alcohol in Stockholm (February 2001) considerable concern was expressed about the nature and pervasiveness of advertising and marketing by the alcohol industry. Explicit examples were shown of alcohol promotion exploiting the themes of sexual, sporting and lifestyle success, often in direct violation of advertising codes. Furthermore, many of the advertising examples displayed images of excessive consumption. In addition, the Conference noted that marketing stretches beyond...
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...Considering the elements of microeconomics, create a list of three (3) best practices that would benefit any small business or start-up. Explain your rationale. Microeconomic show how new businesses have determined the competitively successful or unsuccessful pricing of their goods and services based on consumer needs and choices, market competition and other financial and economic formulas. Microeconomics also studies supply-demand ratios and its effect on consumer spending and business decision-making Supply and Demand An easy way to think about t supply and demand is to think of demand as marketing, and supply as production. It is the job of marketing to create demand from their practices and programs. Marketing must produce advertisement campaigns, sales initiatives and motivation for the sales force to excel. Set Up Your Business Location Setting up your place of business is important for the operation of your business, whether you will have a home office, a shared or private office space, or a retail location. You will need to think about your location, equipment, and overall setup, and make sure your business location works for the type of business you will be doing. Research your competition Although accurate, detailed information about your potential consumers and competitors may be difficult to obtain, first-hand observation of activity in your competitor's establishment, talking to potential customers and watching customer traffic and volume through the...
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...International Management 375 Assessment 1 - Individual Portfolio Portfolio questions: week 3 1. Discuss how the Internet and culture interact. Which most affects the other and how? Give some examples. Internet has now become an integral thing from the viewpoint of organizations and society and it is now emerged as a technology which is creating effectiveness for these aspects from different angles (BEREND AUTOR WIERENGA, 2000). There is a considerable difference found among internet and culture and the interaction of both of these aspects are not easy, as there are certain countries and environment and cultures wherein the utilization of internet is not easy because of the backward thinking of the people living in this region. The thing that affects the most to the people is culture not the internet (Chernev, 2012). If the culture and tradition of the country is effective and clear then the utilization of the same is also effective which will affect over the position of the people. Some of the examples are of African and European region countries in which the stance of utilization are totally change with each other. 2. Discuss the types of operational conflicts that could occur in an international context because of differences in attitudes towards time and individualism. Give examples relative to specific countries. Organization is a name wherein people belong to different demographics and mindset work together merely for the achievement of a single and pre-specified...
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...Unit 3: Introduction to Marketing Pass 1 Marketing is the activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion. Mini cooper It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market. The business strategy of the mini is based on having a powerful brand image. This strategy forms the foundation of the success of the mini Group. Mini believes in maintain core values as technology, innovation, performance, quality, reliability, exclusivity and customer satisfaction. The company slogans of mini in English i.e. “The Ultimate Driving Machine” and “Sheer Driving Pleasure” give us an overview of the marketing strategy it adopts. The strategy of mini is clearly defined on the homepage of the company i.e. “Identify potential and encouraging growth. Knowing what we represent. Recognizing where our strengths lie and making...
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...Jasmine Newton P1 Marketing Marketing is the all embracing function that links a business with customer needs and wants, in order to get the right place and time right. It could also be known as the management process that identifies, anticipates and supplies customer requirements efficiently and profitably. Marketing is about meeting the needs and wants of customer; it is a business wide function- it is not something that operates alone from other business activities. Marketing is also about understanding customers and finding ways to provide products or services which customers demand. There are four different marketing techniques; Growth strategies, survival strategies, branding and relationship marking. My two chosen products for this report are Kelloggs Special K cereal and Nestle Cheerios cereal. Growth Strategies The Ansoff’s growth matrix is another marketing planning tool that helps a business determine its product and market growth strategy. Ansoff’s product/market growth matrix suggests that a business’ attempt to grow depends on whether it markets new or existing products in new or existing markets. The output from the Ansoff’s product/market matrix is a series of suggested growth strategies which set the direction for the business strategy. With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain...
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...(2005). Girl power and word-of-mouth behavior in the flourishing sports market. Journal of consumer Marketing, 22(5), 257-264. • Purpose of the study See how word of mouth affects sports market in women • Methodology adopted Media habits of 118 girls used to generate result using theory of consumer socialization • Findings Hypothesis were found true and females are influenced significantly by WOM • Managerial implications This study is limited to USA, other parts give a unexplored market • Conclusion WOM is a good influencer for teen girls in the US region w.r.t. sports market 2. Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: the influence of sports celebrities on young...
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...Cultural dissonance is an uncomfortable sense of discord, disharmony, confusion or conflict experienced by people in the midst of change in their cultural environment. When I migrated to Australia a few years back, it was the first time I had travelled to a Western country. I went shopping to a supermarket and asked the Sales Assistant for a specific ingredient which we use for cooking. He could not understand my English accent and called the manager for help. When the manager came to help us, I explained the ingredient which I wanted and was trying to explain her use of the ingredient. The manager could not understand what I was explaining and midway she told me that first I should go and learn English in a manner that Australians can understand. Her response was so nasty and she spoke so loud that a few of the other shoppers started staring at me. I felt so hurt and insulted because of the manner in which manager confronted me in front of so many people. As I come from the financial capital of India, Mumbai which is a cosmopolitan city, I am not an ethnocentric person in terms of my judgement. I don’t judge another culture solely by the values and standards of my own culture. I try to understand from their point of view and am very neutral in terms of ethnocentrism. In this globalised world, International managers have a lot more challenges as workforce gets more diverse. The companies are now expanding in the developing countries which have quite diverse culture and...
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...The Impact of market orientation on business performance and website adoption: a study among iranian smeS Yasaman Darabi Division of Industrial Marketing and E-commerce, Tarbiat Modares University, Tehran, Iran ABSTRACT Studying the impact of market orientation on business performance has been a popular research topic in recent years. However, there seems to be a lack of empirical studies that measure market orientation in an e-commerce environment. According to previous studies market orientation is a prerequisite for a successful business operation, but actually there is not enough evidence in support of this relationship in an Iranian context and particularly about the impact of market orientation on the perception of managers toward having websites. To test these assertions, this study looks into the nature of the relationships between market orientation, company performance and website adoption using 117 website adopters and 102 non-website adopters as sample data from Iranian SMEs. Narver and Slater’s scale (MKTOR) for market orientation, Weerakoon’s Multi-Model Performance Framework (MMPF) for business performance and Technology Acceptance Model (TAM) for website adoption are tested and used. Confirmatory factor analysis was used to validate the measures in the study. Regression analysis was performed to determine whether market orientation is associated with firm’s performance and website adoption using the Partial Least Square (PLS) technique. Our findings suggest that...
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...symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007) According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. These professional buyers are used because they are well informed about the needs and goals of the purchase, and focus on purchasing a product that allows them to achieve higher revenues at a lower total cost then other competitive businesses. (Kotler) These buyers will be less influenced about the price and demand that the brand will be available when needed. For this, the brand will need to have a simplified supply chain and logistics to meet these demands. In B2C branding, the consumer market looks at a vast majority of people. While customers can develop...
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...*Adapted from Colorado State University http://writing.colostate.edu Executive Summaries Executive Summaries are much like any other summary in that their main goal is to provide a condensed version of the content of a longer report. The executive summary is usually no longer than 10% of the original document. It can be anywhere from 1-10 pages long, depending on the report's length. Executive summaries are written literally for an executive who most likely DOES NOT have the time to read the original. * Executive summaries make a recommendation * Accuracy is essential because decisions will be made based on your summary by people who have not read the original * Executive summaries frequently summarize more than one document Processes for Writing an Executive Summary Executive summaries are typically written for longer reports. They should not be written until after your report is finished. Before writing your summary, try: * Summarizing the major sections of your report. You might even copy text from your report into the summary and then edit it down. * Talking aloud or even tape recording yourself summarizing sections of your report. Questions to Ask Yourself as You Write * What is your report about? * Why is it important? * What is included in the report? * What is included in each section? * Executive Summaries * Concise Statement * As a cover sheet to your document, an executive summary need not go into ANY mention of...
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...Identifying Change Requirement 3. a. Requirements for change Many factors require Fast Track Couriers Pty Ltd to change. Such as significant alterations in customer expectations and demand, new technologies, competitors with innovative business models, effective communication and influence, shifts in workforce behaviour and values and Human resource management. b. How identified change needs link to the organization’s strategic plan/ goals. To ensure the projected growth of 7.5% in market share, the organization can use proven and prudent marketing techniques to understand the market segments, create the correct messaging, ensure proper delivery and receipt of those messages, and adjust messaging and marketing approach based upon feedback. E.g - Many delivery services have their own smartphone apps. The lack of a mobile application can be a huge weakness for the company. New organizational capabilities; talents and skills possessed by employees need to be built in order to utilise technology such as PDA devices and GPS. Strategic communications is a key change requirement. It is required to support the implementation of inter-departmental transformation. Transparent and frequent communication is essential to effective change management especially with drivers and employees with resistance. 4. Review the organization’s current state Fast Track Courier Pty Ltd is a privately held company that has been operating in NSW in the last 15 years. Its primary business...
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