Conceptualizing a path-to-purchase framework and exploring its role in shopper segmentation (original) (raw)
Related papers
Shopper Mode Shopper Marketing -from a shopper perspective
The purpose of this research is to contribute to a greater understanding and new knowledge in the conceptual area of Shopper marketing from a shopper's perspective Today, there is not much available research of the shoppers’ perspective of Shopper marketing. By accessing insights from the shopper's point of view of the retail situation this knowledge can be used when developing strategies for how to get shoppers to turn to more positive perceptions and an increased shopper experience. Methodology:
Innovations in Shopper Marketing: Current Insights and Future Research Issues
2011
Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire pathto-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win-win-win solution for the shopper-retailer-manufacturer. Shopper marketing has emerged as a key managerial practice among manufacturers and retailers, who are eagerly embracing innovations in the different aspects of shopper marketing. We review current and potential innovations in shopper marketing. We identify the managerial challenges to achieving new win-win-win solutions among shoppers, manufacturers, and retailers in shopper marketing and outline future scenarios and research issues related to these challenges.
2012
A dissertation is not completed without the support of many hands and minds, and for that assistance I offer great thanks. I am grateful to the University of Tennessee for the opportunity to pursue this degree. I thank all of those who helped in making this opportunity possible, particularly the faculty and staff of the Retail, Hospitality, and Tourism Management Department. I have been given a great gift through your example of scholarship and student care. I wish to thank Dr. Ann Fairhurst for taking the time to work with me in pursuing this degree and for chairing my committee. I thank Dr. Youn Kyung Kim, for her support and drive to have me complete my first research project and publication. I thank Dr. Rodney Runyan for his contribution to my committee and his valuable support and guidance, which helped me, become a better scholar and instructor. I thank Dr. Wanda Costen who provided me many insights both as a member of my committee and as an academic. This research was performed in conjunction with the Shopper Marketing Forum, where I have many to thank. I thank Dr. Daniel Flint, who agreed to co-chair my committee and pushing me to always search for connections in the analysis and deeper insight. I thank Dr. Sarah Gardial, who graciously agreed to serve on my committee, providing me great insights about her research which served as a foundation for this study. I wish to thank Dr. Dave Schumann, who although not a member of my committee, gave so freely of his time, which is in short supply, to support me and this research. I thank Dr. Ernie Cadotte, for his insight and patience in guiding the development of the new scale items developed for this research.
Shopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the research is to study the implications of the shopper marketing approach on brand management, focusing on communication strategies and actions at the point-of-purchase. In order to address that goal, an expert's opinion qualitative study was conducted, gathering primary data from thirteen shopper marketing experts, using a two-stage sampling-judgmental and snowball techniques. The results are consistent with the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the point-of-purchase.
Towards a theory of shopping: a holistic framework
Journal of Consumer Behaviour, 2002
One criticism (Arnould, 2000) of Miller's 1998 book, A Theory of Shopping and the jointly authored Shopping, Place and Identity (Miller et al., 1998) is that the authors fail to incorporate or even acknowledge the body of literature which exists within marketing and consumer research. Thus, as Arnould states, `the authors rediscover some of the findings of theoretical marketing literature about shopping venues, shopping and customer-store and service relationships' (Arnould, 2000, p. 106). This paper attempts to redress the balance by proposing a conceptual framework for shopping which incorporates relevant marketing and consumer research literature and which also draws on the wider literature in the social sciences to set the context for progress towards a theory of shopping.
The purpose of this article is to contribute to the topics of segmentation, store-choice and satisfaction by providing additional knowledge to retail managers when standing in front of critical marketing decisions. In order to support our goal, we employ the shopping orientation segmentation approach which allows to segment customers in a "live" and therefore exploitable manner. According to the findings of an exit survey among retail customers, this study reveals that "situational" as well as "individual" store-choice criteria do merit our attention as the basis for segmenting retail customers. These criteria, together with satisfaction, can be seen as a conceptual platform based on which retail customers can be effectively segmented. As our findings suggest, the customers interviewed clearly fall into two distinct segments, namely the "fastidious" and the "easy-going" customers, each calling for special attention from retailing managers in order to obtain higher levels of satisfaction.
Consumer Behavior at Retail, Chapter 3
Consumer patterns have been the dominant point of discussion in retailing and marketing for over 50 years. However, we are just now beginning to understand how complicated and important it is to understand the habits of shoppers. Research has identified several key areas in which shoppers are different from consumers. Those differences help to clarify how best to support the shopper. In order to effectively communicate with shoppers, retailers should understand their needs. This assessment requires an entirely different set of tools targeted to reach the shopper at retail. In this chapter we will discuss the differences between shoppers and consumers, track the shoppers' methods, and explore opportunities for retailers to influence shoppers' changing demands. Let's begin with the consumer.