The Retail and Marketing Review - latest Issue
Volume 12, Issue 2, 2016
Author M.C. CantSource: The Retail and Marketing Review 12, pp i –ii (2016)More Less
Retailing worldwide has been in turmoil the past number of years, with forecasts ranging from optimistic to business as usual, to slow growth and many more views. One thing though all economists are in agreement is the fact that it has been difficult to do any predictions at all. Economists have been more wrong than right and opinion polls have reached a new low with correctness. The retail and business environment has however been overshadowed by world politics - which directly impacts on the retail and business environment.
Source: The Retail and Marketing Review 12, pp 1 –13 (2016)More Less
Due to regular changes in leadership, the 157 year old Durban Chamber of Commerce and Industry was steadily losing membership and found itself having to justify its existence to its membership and other stakeholders. In order to remain relevant, it was necessary for the Chamber to rethink its strategy and to reposition itself. A literature review was conducted to establish what strategies could be implemented in a repositioning exercise. Due to the paucity of academic literature on the subject, an empirical study was conducted using a survey which was administered electronically to all members of the Chamber. A total of 346 members participated in the study. The results clearly showed that whilst members were generally satisfied with the services offered by the Chamber, there were aspects of the marketing mix which needed improvement. The main recommendations were that information services needed to be more relevant to address member needs, pricing changes needed to provide value for money, parking needed to be improved, promotions needed to be relevant and an integrated marketing communications strategy needed to be implemented. This study makes a unique contribution in that other chambers of commerce have a reference point from which to base their repositioning strategies.
Source: The Retail and Marketing Review 12, pp 14 –27 (2016)More Less
The study investigated South African dairy consumers' emotive reactions associated with seven generic communication messages. Based on the findings of the study, the authors made recommendations on the three messages with the highest potential to engage consumers in a national dairy marketing campaign. The participants consisted of 81 South African dairy consumers from different backgrounds in terms of age, race and gender. Data were collected in the Gauteng Province using Computer-Aided Web Interviewing (CAWI). The Advertisement Self-Assessment Manikin (AdSAM), a non-verbal measure of emotions grounded in the Pleasure, Arousal and Dominance theory was used to analyse the data. The findings revealed that certain messages are more conducive to emotive reactions. When advertisements are emotionally-charged, their potential to engage consumers is higher.
Diagnostic cues used by female consumers to evaluate work wear assortments of major South African department storesSource: The Retail and Marketing Review 12, pp 28 –45 (2016)More Less
This study investigates the relative importance of diagnostic cues used by female consumers in an emerging market to evaluate work wear assortments in major South African department stores. The cue diagnostic framework was used as a theoretical perspective for the study together with conjoint analysis to provide insights into the relative importance of diagnostic cues in terms of specified attribute levels as well as attribute ranking of importance. A survey research design was employed for the study. Data were collected through a self-administered questionnaire and completed by 121 (N=121) female consumers residing in Gauteng. A non-probability sampling technique was used to recruit these working women who were between the ages of 20 and 60 years with some form of higher education or training. The results indicate that these female consumers have set preferences when purchasing work wear from department stores in South Africa. Certain product cues/attributes were found to be more prominent than others while some were used in conjunction with other attributes to collectively strengthen the importance of these attributes in the decision making process. The findings of this study contribute to existing literature on consumer preferences in emerging markets and the apparel attributes that inform these preference structures. This research will be useful for researchers as well as marketers who are interested in marketing campaigns, product assortment planning and retail settings.
The influence of store environment on brand trust, brand satisfaction and brand loyalty among the black middle classSource: The Retail and Marketing Review 12, pp 46 –58 (2016)More Less
With the rapid evolution of marketing from product to service to experience, marketers are challenged to incorporate experiential marketing into their strategies (Maklan & Klaus, 2011). This is especially relevant for retailers creating an experience-based store environment to increase sales and profit margins. The purpose of the present study is to investigate the store environment's influence on brand loyalty, with brand trust and brand satisfaction as mediators. Although a number of similar studies have been conducted, there is still a lack of research on this topic in fashion retail, especially among black middle class women in Johannesburg. This study undertakes a quantitative approach in that 501 online surveys were distributed among black middle class women to explore the influence of store environment on brand loyalty in relation to fashion brands. The findings support all five hypotheses. In other words, store environment has a positive influence on brand trust, brand satisfaction, and brand loyalty. This study is of significant importance to retailers who wish to influence consumers' buying behaviour through the manipulation of in-store environmental cues. By achieving this, practitioners are able to increase consumers' trust in a brand, their satisfaction with the brand, and ultimately increase brand loyalty. The present study contributes to the growing body of knowledge in experiential marketing, retail management, and branding. Furthermore, it contributes to literature in South Africa, which, as an emerging market, is often overlooked.
Value perceptions in online customer communities : its influence on affective social identity and member behavioural response4Author M. MpinganjiraSource: The Retail and Marketing Review 12, pp 59 –75 (2016)More Less
Developments in information technology have resulted in the internet becoming a hub of not only personal but also commerce-related social interactions. Drawing on the Uses and Gratification theory, this study examines value derived from online customer communities and its influence on members' behavioural response. A structured questionnaire was used to collect data from a total of 221 members of independent online customer communities. Convenience sampling was used to select respondents and the collected data was analysed using structural equation modelling. The results show that respondents derived intellectual, social and hedonic value from their online customer communities though in moderate level. Affective social identity as well as communication performance were found to be significantly influenced by intellectual value and hedonic value. Social value was, however, not found to have significant influence on both affective social identity and communication performance. The results further show that affective social identity exerts significant influence on communication performance and on continued participation intentions. The findings of this study contribute to theory by demonstrating the utility of the Uses and Gratification theory in understanding value derived from online customer communities and its affective and behavioural bearing on members. The findings also have significant practical implications as they can be used by managers of online customer communities to harness practices that can improve perceived value associated with their communities. In so doing, the sustainability of their communities can be enhanced.
Author B. PerrySource: The Retail and Marketing Review 12, pp 76 –78 (2016)More Less
The last three years in South Africa have seen the rise of the US retail trend, Black Friday. First officially adopted by major South African retailer Checkers in 2014, the Black Friday trend has grown each year to be implemented by most major national retailers.
Black Friday is known to most as the opportunity to take advantage of massively discounted merchandise, or is it an opportunity for retailers to take advantage of economically desperate consumers?