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- International Retail and Marketing Review
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- Volume 2, Issue 1, 2006
International Retail and Marketing Review - Volume 2, Issue 1, 2006
Volume 2, Issue 1, 2006
The influence of background music on patrons in a South African coffee shop setting : an exploratory studySource: International Retail and Marketing Review 2, pp 1 –10 (2006)More Less
The primary objective of this exploratory study was to investigate the perceptions and preferences of customers regarding the background music in a coffee shop setting. Specific secondary objectives focused on aspects such as the role of music to contribute towards the total store atmosphere, and whether customers prefer live music to pre-recorded music. It hypothesizes that male and female patrons have different preferences regarding the playing of romantic music. A non-probability area sampling method was used as the patrons who visited the selected coffee shop at that point in time were requested to participate in the study. In total 120 respondents completed the questionnaire. The results show that patrons prefer live music to pre-recorded music and that male and female customers do not differ significantly with respect to preference for type of music played in coffee shops. It was also found that certain musical instruments (e.g. the clarinet) could be annoying to some customers. The managerial implications for managers are listed and directions for future research are offered.
A confirmatory factor analysis of customer perceptions of value equity in the Internet-music retail environmentAuthor S. SandersSource: International Retail and Marketing Review 2, pp 11 –21 (2006)More Less
The acceptance of the customer perceptions of value equity conceptual model as advocated by Zeithaml (1988), and further refined by Rust, Zeithaml & Lemon (2000), requires confirmation that it actually measures the value equity construct. This research study attempts to confirm the structure and dimensionality of Rust et. al.'s concept of value equity, using a confirmatory factor analysis, within the internet music retail environment. Several alternative models were tested. A three first-order model (price, quality and convenience) seemed to be consistent with the conceptual and empirical research of the value equity construct. Management and marketing professionals can begin to use the construct as a valid and reliable measure of customer's perceived value of a product or service. The implications for future research are also outlined.
Source: International Retail and Marketing Review 2, pp 22 –37 (2006)More Less
The New Zealand wine industry has been, and continues to go through rapid growth since the early 1990's. The industry needed to consider how it administered this growth and presents itself to the local and world markets. As a result, New Zealand Winegrowers has been established, as a joint initiative of the New Zealand Grape Growers Council and the Wine Institute of New Zealand, to bring the industry under "one roof", and to bring the "New Zealand Wine" brand to the attention of a global market. The industry is at a point where many of New Zealand's oldest and best-known wineries have merged with, or have been purchased by, overseas conglomerates. Empirical research was executed to gauge the sentiments of the market as to the way forward. The results of the research and the conclusions reviews the potential for New Zealand's small and medium sized enterprise (SME) wineries to have successful cooperative marketing practices in the future. An outcome is a recent development in the New Zealand wine industry, the so-called 'Family of 12', made up of a group of winemakers who have combined their marketers in an international marketing push. The conclusions and recommendations may provide some inputs for other Southern hemisphere countries like South Africa, Australia and Chile to deal with increased marketing competition.
Source: International Retail and Marketing Review 2, pp 38 –45 (2006)More Less
Although several hypotheses have been proffered to explain changes in the structure and evolution of retailing institutions, none provides a comprehensive explanation of how and why retail institutions evolve. This editorial first introduces the concept of the "Big Middle," the marketspace in which the largest retailers compete in the long run. It then hypothesizes that these large retailers generally originate as innovators or low-price retailers that focus on a particular niche but migrate into the Big Middle in search of greater revenues and profits. The goal of this editorial is to suggest an initial framework for investigating those factors that create the structure and motivate the evolution of retailing institutions.
Author M. McDonaldSource: International Retail and Marketing Review 2, pp 46 –68 (2006)More Less
This paper reviews the state of marketing after fifty years of theory and practice. It examines the role of practitioners, consultants and academics and concludes that marketing has been largely relegated to the relatively minor role of promotion and has been sidelined as a contributor to corporate strategy-making. The paper then proposes a future agenda for marketing. It proposes a robust model of marketing theory and practice designed to put marketing firmly back at the heart of corporate strategy-making.