The Retail and Marketing Review - Volume 10, Issue 1, 2014
Volume 10, Issue 1, 2014
Author M.C. CantSource: The Retail and Marketing Review 10, pp I –II (2014)More Less
Trying to predict world events and the direction of the global economy is no easy task. The events in 2014 have already surpassed the way we expected things to have gone. The Middle East is once again in a conflict situation with Israel; Russia has become the skunk of the western world with the downing of a Malaysian airline by pro-Russian rebels; the recovery of the global economy is stuttering and America is losing its place as the world leader. All of this is leading to businesses being more cautious, and a resultant stagnation and even a slowdown in many areas of the economy is on the rise. However, some major retailers and businesses worldwide have indicated that they expect an upturn in the second half of 2014 and early 2015 - although not at the levels experienced pre-2008. Consumer confidence is holding out, but it is not at the levels needed to secure real economic growth.
Source: The Retail and Marketing Review 10, pp 1 –16 (2014)More Less
The magnetism of the advertising media may not only stimulate customers' satisfaction and interest in an advertisement but it may create purchase intention. However, in the process of advertising, consumers take time to view and engage with advertisements. In this regard the question can be asked whether a single advertisement can have the desired impact on a diverse audience's lived experience of the advertising in the light of perceived time constraints. An exploratory study was conducted to investigate this question, in which 52 diverse socioeconomic South African participants contributed to focus group discussions. The findings confirm disparate perceptions in the way consumers from the affluent, middle and mass economic markets engage, utilise and interpret various forms of new and traditional advertising media as a result of profound differing dynamics encapsulating the lived experience of time. By understanding consumers' attitude towards advertising and the media in which it features, marketers can better strategise their advertising designs.
Source: The Retail and Marketing Review 10, pp 17 –24 (2014)More Less
In today's turbulent business environment, providing services, products, and solutions that meet customer needs and demands is a major challenge for all businesses. To be more competitive, companies are placing greater emphasis on lowering costs, improving quality, and reducing product cycle-time. Many different approaches, frameworks, and models are being used to guide businesses in their endeavors to move to the next level of productivity and excellence. This paper proposes an integrated framework that can assist business executives in evaluating and integrating their organizations in order to improve their operational profile.
The relationship between key variables and customer loyalty within the independent financial advisor environmentSource: The Retail and Marketing Review 10, pp 25 –42 (2014)More Less
Research is required to determine the key variables that have a positive relationship with customer loyalty in the independent financial adviser environment. Knowledge of the factors that could assist in fostering customer loyalty might help independent financial advisers firstly in maintaining their client base, and then secondly, to strategise with them over the long term to behave more financially responsible, achieve their saving goals, and become financially independent. Therefore, the primary aim of this article is to explore the relationship between key variables and customer loyalty within the independent financial adviser environment in Gauteng. The population was defined as all the clients of independent financial advisers in the Gauteng region. A convenience non-probability sampling technique was applied and self-administered questionnaires were distributed to the clients in Gauteng who matched the sampling frame. A total of 123 questionnaires were completed and could be used in the analysis. Descriptive and standard multiple regression analysis as well as the one-way analysis of variance (ANOVA) technique was used to analyse the results. Trust and commitment can be viewed as predictors of customer loyalty within the independent financial adviser environment in Gauteng and must form part of the core of the financial adviser's relationship building strategies. It is therefore important for independent financial advisers to ensure that their clients have confidence in their ability to provide sound financial advice. Clients must be convinced that financial advisers have their best interest at heart and as such, should remain committed to their practices.
Salesperson-sales manager social interaction and communication quality : the impact on salesperson cooperationAuthor S. SchetzsleSource: The Retail and Marketing Review 10, pp 43 –49 (2014)More Less
To get the highest level of performance out of salespeople, companies are searching internally to identify factors that lead to salesperson cooperation. Sales managers create a normative culture that engages the salesperson, which is demonstrated through communication and social interaction. A salesperson who feels connected to the organization is more likely to exert additional effort, such as cooperating with the manager to meet sales objections. The purpose of this paper is to investigate the impact of the salesperson's social interaction and communication quality with their sales manager on their willingness to cooperate with the manager. The results show that when salespeople interact with their manager in a social setting and discuss non-work related information, salespeople become more willing to cooperate with their manager. Sales manager's communication quality was not found to have a significant relationship between the salesperson's willingness to cooperate with the sales manager. Instead, we find that sales manager's communication quality with the salesperson significantly moderates the relationship between salesperson's social interaction with the sales manager and salesperson's willingness to cooperate with the sales manager.
Erasing the line between homosexual and heterosexual advertising : a perspective from the educated youth populationAuthor M. VenterSource: The Retail and Marketing Review 10, pp 50 –64 (2014)More Less
The 'pink dollar' or 'dream market' is a relatively untapped market that is idealised by marketers for its profit potential. As a result, it is of significant interest to marketing practitioners who aim to invest in this billion dollar industry. However, marketers face challenges in reaching this market through mainstream advertising due to the 'stigma' attached to homosexuality, which often results in the marginalisation of heterosexual consumers. The purpose of this study was to investigate the influence of consumers' tolerance of homosexuality on their attitudes toward homosexual advertisements, and ultimately how these attitudes influence on purchase intention. Data collection was conducted by means of self-administered questionnaires involving 312 university students aged 19 and 24. The results of this study indicated that tolerance to homosexuality does influence attitudes formed by various advertisements, thereby influencing purchase intentions. Furthermore, the results indicated that gender influenced the attitude and purchase intention towards brands that use homosexual models in their advertisements. The findings of this study provide marketers with a better understanding of how to advertise to the homosexual market without marginalising the heterosexual consumer. Developing improved understanding of such an important market segment is significantly meaningful, especially in South Africa, a developing country that researchers often neglect.
Corporate social responsibility in buyer-supplier relationships : is it beneficial for top-tier suppliers to market their capability to ensure a responsible supply chain?Source: The Retail and Marketing Review 10, pp 65 –94 (2014)More Less
This study assesses how top-tier suppliers market their capabilities to ensure a responsible upstream supply chain to their downstream buyers, and how the marketing of corporate social responsibility (CSR)-related supply management practices affects the reputation of top-tier suppliers in business-to-business (B2B) markets. In a cross-functional multiple-case study involving marketing, purchasing, and sustainability executives of five supplier organizations in Central Europe, we explored four distinct approaches for marketing superior CSR management abilities in B2B markets that potentially foster long-term comparative advantages: (1) Fact-based communication of measurable CSR capabilities, (2) targeting of indirect customers and influencers, (3) marketing through education, and (4) marketing of CSR as a service. Moreover, our inductive results provide evidence that the effective marketing of CSR capabilities enhances a supplier's reputation only if it sends consistent signals to the market. Therefore, a close integration of marketing and purchasing is crucial for achieving signaling consistency. Building on an established framework of purchasing-marketing integration in the particular context of CSR we developed a cross-functional theory on the link between marketing, supply chain alignment and reputation, which is expressed in four sets of testable research propositions.
Female consumers' perceptions of garment fit, personal values and emotions considering their body shapesSource: The Retail and Marketing Review 10, pp 95 –108 (2014)More Less
When female consumers encounter garment fit problems as a result of their body shape, an emotional experience may result due to the failure to attain the personal values they are aiming to achieve. Very little research has been conducted in South Africa focusing on the emotional impact on female consumers or the role personal values play in their shopping experience of ready-to-wear garment fit. This study was conducted to determine the female consumers' personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit in relation to their perceived body shape. This study used the Means-ends chain theory approach through the application of the hard laddering technique. The findings from the data collected from a purposeful and convenient sample of 62 female consumers showed that the majority of the participants in this study failed to attain their personal values through the proper fitting of the garments which are currently available in the clothing retailer stores due to their varied body shapes. This resulted in mainly negative emotions being expressed by the participants. It is, therefore, extremely important for South African clothing manufacturers and retailers to consider the various body shapes in their garment design and attempt to understand the specific needs of their target market if they want to be successful.
Author F. D'OnofrioSource: The Retail and Marketing Review 10, pp 109 –110 (2014)More Less
CEO of AAA School of Advertising Dr Ludi Koekemoer recently launched the fourth edition of his book Marketing Communication - An Integrated Approach. Co-authored by topic experts, the book is a cornerstone for the understanding of the marketing communications landscape for second and third year university students as well as anyone who wants an updated, relevant and contextual view of marketing communication.
Author Margaret MentzSource: The Retail and Marketing Review 10, pp 111 –115 (2014)More Less
Sarina de Beer, managing director at leading market research company Ask Afrika, said at the annual Icon Brands event in Johannesburg that it is astonishing that more than 8 000 brands are measured and only 31 brands meet the criteria and end up becoming an Icon brand. Many brands, despite having brilliant ideas, have missed the mark in a very competitive landscape. This is often because the consumer is not their focal point. De Beer said that to achieve Icon brand status, brands should not only be liked, but should be consumed by South Africans regularly and loyally. Icon brands are relevant and penetrate all demographics in SA. But this year's survey showed a decline in loyalty ratings.