Convenience Seekers Research Articles

Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One

Purpose: This study aims to determine proposed business and marketing strategy including segmenting, targeting & positioning (STP) and marketing mix (7P) for Telkomsel One Method: This type of research combining qualitative and quantitative research by distributing questionnaires directly to 253 respondents. The nonprobability sampling technique was used. The primary data source in this research was obtained directly from questionnaire respondents. The method uses the SPSS version 23 program. Results: The research results based on the cluster analysis show that there is three distinct segments of Telkomsel One namely budget-concious user, convenience seekers and tech enthusiasts. The results of the analysis become the basis of new segmentation, targeting, and positioning strategies for Telkomsel One. Strategies encompass adjusting product line and pricing, conducting several promotions and strategic partnerships, using omnichannel approaches, frontliner skills training, streamline process and integrating IT Tools to deliver excellent service to customers.

Exploratory Study of Romanian Generation Z Perceptions of Green Restaurants

The hospitality industry has taken advantage of consumers’ increasing concerns regarding environmental issues. Worldwide, green restaurants have increased their profitability by using environmental attributes as a competitive advantage. In Romania, restaurants could profit from this new trend. This study aims to determine the perception of Generation Z consumers regarding green restaurants, since these younger consumers seem to have adopted more eco-friendly behavior compared to previous generations. Another objective of the study refers to assessing the importance of attributes relating to environmental protection and organic food when choosing a restaurant, consequently revealing a suitable market segment for this type of restaurant. In order to determine their degree of knowledge related to the concept of green restaurant, potential consuming behavior if implemented, and identifying the factors considered important when choosing a restaurant, this research compiles information from individuals belonging to Generation Z. Using principal component analysis, five factors were obtained, among which the “health and fresh food” was the most important. Based on the five dimensions, K-means cluster analysis led to three profiles of consumers. “Pro-environmental and convenience seekers” represent the largest cluster and should be considered the main target for future green restaurant practitioners. Additionally, our study finds an overall positive attitude toward green restaurants among the respondents and, more specifically, opinions on how these restaurants could address environmental issues and offer organic food, both important factors for Generation Z. This translates into a strong incentive for future entrepreneurs considering this business model in Romania.

Convenience Food Lifestyle Segments – A Study of Delhi - NCR

Over the past few decades, several socio-cultural, demographic, economic, and lifestyle changes have occurred, which in turn have modified the food-related lifestyles of people. Convenience foods such as ready-to-eat and ready-to-cook products are the outcome of this shift from hunter-gatherers to convenience-seeking customers. The present study aimed at segmenting the convenience food market, particularly ready-to-cook food, based on food-related lifestyles. A segmentation study based on cluster analysis was applied to 16 identified food-related lifestyle factors resulting in four convenience food lifestyle segments – adventurous consumers (38.6%), uninvolved consumers (28.60%), relaxed consumers (25.23%), and convenience seekers (7.67%). In particular, convenience seekers and adventurous consumers can be treated as a target market for convenience food in India. The current study will assist food marketers in identifying the target segments for RTC food by profiling the RTC food consumer lifestyle segments.

Profiling ROPO Shoppers: Shopping Value Perspective

Today’s consumers are multichannel shoppers, that is, they have many channel options for searching product-related information and purchase. This study focuses on one such form of multichannel shopping behavior of online search and offline purchase sequence known as ROPO (research online and purchase offline) behavior in the post-COVID-19 pandemic context. As shoppers return to stores post-COVID-19 pandemic, understanding this ROPO behavior will help retailers to develop strategies to meet their needs. This study attempts to profile the shoppers showing ROPO behavior based on the theory of perceived value of shopping, that is, shoppers select the channels at each stage of shopping that provide maximum value considering the various costs associated with those channels. Six drivers of ROPO behaviors are confirmed based on the sample of 526 respondents using confirmatory factor analysis. Furthermore, three distinct segments of shoppers—risk averters, value maximizers, and convenience seekers—showing ROPO behaviors are identified using k-means cluster analysis. Knowledge of these distinct shopper segments will provide managerial insight for retailers to provide an excellent shopping experience to their customers during the post-COVID-19 pandemic.

What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach

The growth in internet adoption has made digital coupons a popular promotional tool. However, the extant literature on digital coupons is at an embryonic stage and requires theory building. This study adopts an inductive grounded theory approach to explore the new horizons for digital coupon redemption. The results showed that the intention to search and subscribe is a key driver of redemption, while coupon proneness and coupon acquisition value are its dimensions. Social media reviews, past experience, privacy risk, and customization are more relevant today for coupon redemption. The study also proposes segmentation of coupon users into deal buyers, planners, and convenience seekers based on consumer behavior.

Preferences Toward COVID-19 Diagnostic Testing Features: Results From a National Cross-Sectional Survey.

Describe preferences toward COVID-19 testing features (method, location, hypothetical monetary incentive) and simulate the effect of monetary incentives on willingness to test. Online cross-sectional survey administered in July 2020. 1,505 nationally representative U.S. respondents. Choice of preferred COVID-19 testing options in discrete choice experiment. Options differed by method (nasal-swab, saliva), location (hospital/clinic, drive-through, at-home), and monetary incentive ($0, $10, $20). Latent class conditional logit model to classify preferences, mixed logit model to simulate incentive effectiveness. Preferences were categorized into 4 groups: 34% (n = 517) considered testing comfort (saliva versus nasal swab) most important, 27% (n = 408) were willing to trade comfort for monetary incentives, 19% (n = 287) would only test at convenient locations, 20% (n = 293) avoided testing altogether. Relative to no monetary incentives, incentives of $100 increased the percent of testing avoiders (16%) and convenience seekers (70%) that were willing to test. Preferences toward different COVID-19 testing features vary, highlighting the need to match testing features with individuals to monitor the spread of COVID-19.

An exploration of the key factors affecting consumer buying behaviour of instant food products: A case study of Kota Bharu

With modernization and lifestyle changes, instant food emerges as a fast-growing food product in the food industry worldwide, and Malaysia makes no exception. Most people like to eat food that can be prepared quickly, thereby saving time and energy. Instant food satisfies the convenience seekers’ demand since it is a convenient food that requires minimal preparation before consumption. To dominate the competitive handicap in the marketplace, marketers must have a good grasp on consumer behaviour and preferences that prevail buying decisions. However, information on what constitutes buying behaviour of consumers from Kota Bharu, Kelantan towards instant food products is relatively limited. In this context, a survey study is presented to explore the key factors affecting consumer buying behaviour of instant food products in Kota Bharu. The questionnaire, validated by the Cronbach’s Alpha test had been distributed to 384 Kota Bharu respondents who were sampled by convenience sampling. Demographic characteristics of respondents are summarized by the descriptive analysis. Exploratory factor analysis unveiled eight underlying factors prompting consumers to buy instant food products. These eight factors accounted for around three-fifths of the total variance explained. It was found that the factor “marketing and branding attributes” had the most decisive influence on consumers.

Shopping orientations of youth: Evidence from India

India boasts of being the sixth largest consumer market in the world and home to the world’s largest youth population. Despite the strategic role played by this segment in spearheading India’s consumption movement, little academic research has gone into understanding their shopping orientations and behaviour. This study seeks to bridge the gap in extant research by examining shopping orientations of young adults using a modified version of a consumer styles inventory (CSI) adapted to the Indian context. The cross-cultural generalisability of the modified CSI is validated empirically, through random sampling of 630 young adults from South India. Principal Component Analysis is used to summarise the 46 initial variables into smaller sets of 35 composites that load onto 11 factors that explain 62% of the variance. The resultant factor structure, confirmed using CFA is found to demonstrate good fit to the data. Researchers also explore the predictive influence of shopping orientation on subsequent shopping behaviour. The results confirm the cross-national relevance of the original CSI scale while identifying three new traits specific to the Indian context. Apart from Recreational, Brand Conscious, Quality Conscious, Price conscious, Impulsive, Habitual, Novelty-oriented and Confused shoppers, the Indian sample is found to additionally include diligent shoppers, convenience seekers and uninterested shoppers. Shopping orientation significantly impacts the time and amount spent on shopping pursuits differently across gender groups and also predicts preference for online/offline store formats among young shoppers. Apart from being one of the few empirical studies profiling India’s youth based on their shopping orientations using the CSI inventory, the present research also reflects on inconsistencies in the available research literature. It has a captive audience in consumer groups and policy makers interested in the evolving consumption culture in India and also in retailers seeking segmentation and targeting insights for eliciting patronage from young consumer cohorts.

Online Consumer Segmentation Study Based on Factors Affecting E-Commerce Selection

Indonesia has considerable e-commerce growth potential supported by the increasing number of internet users. The rapid growth of e-commerce is characterized by the increasing number of e-commerce resulting in the increasingly intense competition among e-commerce. The purpose of this study is to do online buyer segmentation based on the attributes of the website. The survey using an online questionnaire was given to 338 online buyers in Indonesia. Factor analysis is used to verify the construct model used using Confirmatory Factor Analysis (CFA). Finally, segmentation analysis is applied to identify groups of respondents and create their profiles. Based on segmentation analysis, the study identified five segments, namely, assurance seekers, secure seekers, convenience seekers, convenience and secure seekers, and social connectivity seekers. Each of the five segments varies greatly in the selection of websites for purchases and describes the differences in their online shopping orientation. Companies need to develop a plan to consider the unique characteristics of the online market segment to attract and retain users. The findings of this study can be used as guidelines for the development of a multi-dimensional strategic framework by online retail companies.

Digital marketing in tourism: why Greek tourists use digital marketing applications like Airbnb

Purpose The purpose of this paper is to explore the attitudes of tourists toward digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. It aims to identify the factors that make Greek tourists to use these applications and to classify them into groups according to their attitudes toward these websites and to profile each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel. Design/methodology/approach A primary survey was conducted in April 2018 for a random selected sample of Greek tourists. Principal component analysis was conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. Cluster analysis was performed to classify tourists into groups according to their attitudes toward the use of these websites while discriminant analysis was conducted to check cluster predictability. Non-parametric tests, including the chi-square test, were performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel. Findings The study classified tourists into three groups, i.e. pioneers, convenience seekers and conscious, according to their attitudes toward the use of such applications. Research limitations/implications The choice for the Greek context of the research is justified by the fact that Greece has suffered from recession in the last decade, but it is also a tourism-friendly country. The empirical results of this pioneer study should trigger further investigation. Although tourists’ behavior towards the adoption of digital marketing application related to peer-to-peer rental services within the sharing economy in the tourism sector might be culturally specific and the results are mainly applicable in the Greek market, they could be generalized in other countries with similar characteristics in both Greece and other parts with similar characteristics. Practical implications Tourists are extremely important both for developers and policy makers in tourism industry. For developers such information is important because the expectation of viable markets will motivate investments. For policy makers, this type of information will help them to respond more adequately through regulation tools and programs. From a practical perspective, the tourism operators may benefit from focusing on their differentiating features and aligning their marketing communication with their tourists’ aspirations by developing, optimizing and customizing their websites according to the needs of the customers and the extension of touristic activities to other sectors of tourism industry. Social implications Visitors who choose Airbnb accommodations spend more days travelling; consequently, the market size of the tourism industry expands from the increase in the number of visitors. Originality/value The originality of the paper derives from the understanding of the tourists’ behavior toward the adoption of digital marketing applications related to peer-to-peer rental services within the sharing economy in the tourism sector. More specifically, it identifies the factors that make Greek tourists to use those applications, classifies them into groups according to their attitudes towards those websites and profiles each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel.

Mainland Chinese Visitors’ Perceptions of Macau as a Travel Destination

ABSTRACT Considering Macau’s close ties with China and its advantageous location, the Macau government should strongly promote the diversification of the city’s core gambling industry to ensure its long-term sustainable growth. As the economy and tourism policies adopted by Mainland China change rapidly, predicting the needs of travelers becomes increasingly difficult. To clearly understand this big market, we segmented a sample of Mainland Chinese visitors traveling to Macau according to their perception of Macau as a travel destination and mapped their socio-demographic profiles as well as their preferences. This study provides an insight into the major preferences and perceptions of Mainland Chinese travelers. The findings can thus help the Macau government and relevant tourism stakeholders better understand their inbound travelers. Results revealed three major dimensions of Mainland Chinese travelers’ perception toward Macau: ‘culture and attraction,’ ‘value for money and convenience,’ and ‘pleasure.’ Four clusters were also defined: ‘relaxation seekers,’ ‘accessibility and convenience seekers,’ ‘value seekers,’ and ‘gambling and entertainment seekers.’ The results reflected that Macau is not only associated with casinos and gambling, but also other components such as the city’s culture and convenience which can contribute to its sustainability.

Using Shopping and Time Attitudes to Cluster Food Shoppers: An Empirical Finding from Indonesia

Retail market is claimed to be an important interface in channel management as it bridges the manufacturers and consumers. In Indonesia, retail industry has increased significantly. One of the main characteristics of this market is its heterogeneity. This heterogenous market could be segmented into different segments of consumers which have different characteristics, behaviours, and needs. This requires retail market to set proper marketing strategies by analyzing each segment. This research attempted to conduct market segmentation for food shoppers in Indonesia based on attitudes to shopping and time. Four clusters have been constructed, namely, apathetic but regular, convenience seekers, hedonist, and time-pressured convenience seekers. The ANOVA test confirmed that those four clusters were appropriate as it created more differentiated and consistent clusters. This research could give contributions to the theoretical perspective and empirical point of view on market segmentation where different marketing strategies could be generated for each segment.

Evolving segments of online clothing buyers: an emerging market study

PurposeWhile marketers want to drive higher repurchases for better business sustainability, repeat shopping experiences may change customer perceptions of the online channel, resulting in the emergence of new segment typologies. Therefore, the purpose of this paper is to explore the segmentation of online clothing shoppers using a repeat online clothing shopper base. Further, it analyses segment positions in a perceptual space to derive relevant positioning insights for the various segments.Design/methodology/approachSegmentation is done using dual bases of e-lifestyle and website quality factors for which the scales are derived from literature and then adapted and validated using a two-phase process across two samples of 271 and 644 experienced shoppers, respectively, in India. Positions of the segments are explored using the discriminant analysis-based perceptual mapping technique.FindingsThree segments are found, namely disengaged averse online shoppers, interactive convenience seekers and adept online shopping optimists with the latter two having a higher propensity to purchase clothes online. Perceptual mapping of the segment positions reveals dimensions, which can be used for appropriate positioning.Research limitations/implicationsThe research methodology may be replicated for other products and country contexts, and additional factors may be explored for further insights.Practical implicationsThe study reveals insights on the evolving nature of segments as shoppers gain experience of online shopping for clothes and highlights the varied reasons for the growing acceptability of the online channel. The findings reveal key targeting and positioning strategies for e-marketers.Originality/valueThis is one of the first studies of its kind in India, which explores the segmentation of repeat online clothing shoppers in India using dual bases. Another distinctive feature of the study is its use of the perceptual mapping technique to draw inferences about factors that differentiate multi-segment buying behavior.

Typology of Gaming Tourists Based on the Perception of Destination Image

This study investigated the perception of gaming tourists toward Macau and developed a typology of gaming tourists. The 1,497 responses from tourists in Macau were collected through convenience sampling method. The dimensions of multi-culture, convenience, economy, gaming, and unsafety, were subsequently extracted as the factors of perception of gaming tourists in Macau. Cluster analysis was performed using the delineated factors (perception of tourists on Macau). Four heterogonous groups were generated, namely, gaming lovers (n=467, 31.2%), exotic lovers (n=509, 34.0%), reasonable budget seekers (n=269, 18.0%), and convenience seekers (n=252, 16.8%). Further analysis was performed to investigate any difference in gaming behavior and tourist activities. The findings are expected to contribute to the efforts of destination marketing organizations (DMOs) in establishing effective business strategies, provide a profile of gaming tourists in certain market segments, and assist DMOs and casino managers in establishing more effective marketing strategies for target markets.

Segmentation of Processed Fruit Juice Consumers in Urban Uganda

<p>This study was conducted to gain insights into processed fruit juice consumer segments in Uganda so as to assist local and foreign agribusinesses target and position their products. A market intercept survey of processed fruit juice consumers was conducted and segmentation of consumers was done using a combination of factor analysis and k-means clustering method. Five preference-based processed fruit juice consumer segments were identified, namely:<em> Convenience Seekers, Health Conscious</em>, <em>Brand Conscious</em>, <em>Safety Conscious,</em> and <em>Price Sensitive</em>. While the demographics of these consumer segments did not differ, they tended to differ in their preferences and buying behaviours. Thus, fruit juice processing and distributing agribusinesses need to engage in strategic marketing by offering and communicating different products targeted to different consumer segments. </p>

What drives Greek consumer preferences for cask wine?

PurposeCask wine (bag‐in‐box, soft pack) has not received considerable attention in wine marketing research, but interest among winemakers and consumers has been increasing steadily. However, little is known about what drives consumer preferences for cask wine and, furthermore, what the profile of the cask wine consumer is. This study aims at filling this gap.Design/methodology/approachBased on a web‐based survey, the best‐worst scaling (BWS) method was applied to measure the importance of attributes that Greek consumers assign when choosing cask wine. Then, a latent class clustering analysis based on the importance ratings of the attributes was applied in order to segment the Greek cask wine market.FindingsThe most important attributes were found to be price, quality and convenience packaging, whereas brand, grape variety and origin were found to be the least important ones. In relation to structure, the Greek cask wine market was found to consist of four distinct segments that were labelled as connoisseurs, convenience seekers, experienced and risk averse. These segments showed differences in relation to their past experience and in the importance given to intrinsic (quality, taste, origin) as opposed to extrinsic cues (brand, price, convenience packaging).Research limitations/implicationsTwo main strategic directions are suggested to Greek cask wine producers: they can either maintain the current approach to the market by providing a “simple”, not particularly refined wine, or adopt a sustainable eco‐friendly positioning.Originality/valueThis study contributes to the understanding of what drives consumers' preferences for cask wine, something that few studies have done until now. Moreover, this is the first study to use the BWS method for this type of product.

Validating Service Convenience Scale and Profiling Customers: A Study in the Indian Retail Context

Customer retention has become very important in the heightened competitive environment unleashed in India, post liberalization. Recently, some researchers have made attempts to evolve and link the service convenience construct to customer satisfaction and repeat purchase from a service organization. Service convenience — a multidimensional construct with five dimensions, involves aspects beyond locational nearness or convenient operating hours. The present study aims at validating the service convenience (ServCon) scale originally developed in the West, in the Indian organized food and grocery retail context, and develop linkage between service convenience on one side, and satisfaction/behavioural intentions on the other. Convenience samples, comprising of respondents from SEC A and SEC B with experience of shopping from organized retail food and grocery outlets, were drawn from various parts of Ahmedabad city. Through the scale validation process, five dimensions emerged, as in the original 17 items ServCon scale, though with 15 items (Seiders et al, 2007). Scale validity was evaluated using correlation and confirmatory factor analysis while neural networks were used for nomological model testing. Subsequently, using cluster analysis, an attempt was made to segment respondents based on their service convenience scores which resulted in four customer segments being identified: Aspirers Fatalists Balance-oriented Pre-purchase convenience seekers. Statistically insignificant differences were observed amongst these clusters based on demographics. In the Indian context, it is found that access, benefit, and decision convenience dimensions have more importance whereas dimensions like transaction and post-benefit convenience are less relevant. Hence, retail mall managers should focus on providing better access, benefit, and decision convenience rather than transaction and post-benefit convenience. In the same vein, shopping enjoyment appears to be having a major effect on service convenience as compared to customer involvement in product category implying that shoppers experiencing higher levels of shopping enjoyment should be accorded more importance by mall managers. On the other hand, it is found that higher the perceived service convenience level, the greater the impact on shopper�s behavioural intentions as compared to satisfaction. This implies that organized retail mall managers should focus on shoppers who perceive higher levels of service convenience from malls, as they are more likely to patronize such malls by way of either positive word of mouth or increasing their visit/purchase frequency.

Benefit segmentation of TV home shoppers

PurposeThe purpose of this study is to identify shopper segments based on benefits sought from TV home shopping and profiled the identified segments in consumer characteristics and market behaviors.Design/methodology/approachA sample of 887 consumers who had watched a TV home shopping channel was used. The analyses involved running a factor analysis based on benefits sought, a cluster analysis based on the identified factors, and χ 2test and ANOVA for profiling the segments.FindingsFour benefit segments of TV home shoppers were identified: convenience seekers, product‐oriented shoppers, uniqueness seekers, and apathetic shoppers. Each consumer segment exhibited significant differences in demographic characteristics (i.e. gender, age, education level), consumer characteristics (i.e. time‐consciousness, price‐consciousness), and behavioral outcomes (i.e. satisfaction with TV shopping, repurchase intention).Research limitations/implicationsThis study confirms that benefit segmentation can be a useful tool for targeting TV home shoppers. However, the findings of the current study should be interpreted with caution due to non‐random sampling method and limited number of scale items for benefits sought and variables used in describing segments.Practical implicationsThe results provide marketing suggestions for each of the benefit segments of TV shoppers.Originality/valueConsidering that virtually no benefit segmentation research has been conducted on TV shoppers, this study provides a new perspective to the segmentation of TV home shoppers.

Consumer behaviors towards ready-to-eat foods based on food-related lifestyles in Korea

The purpose of this study was to examine consumers' behaviors toward ready-to-eat foods and to develop ready-to-eat food market segmentation in Korea. The food-related lifestyle and purchase behaviors of ready-to-eat foods were evaluated using 410 ready-to-eat food consumers in the Republic of Korea. Four factors were extracted by exploratory factor analysis (health-orientation, taste-orientation, convenience-orientation, and tradition-orientation) to explain the ready-to eat food consumers' food-related lifestyles. The results of cluster analysis indicated that "tradition seekers" and "convenience seekers" should be regarded as the target segments. Chi-square tests and t-tests of the subdivided groups showed there were significant differences across marital status, education level, family type, eating-out expenditure, place of purchase, and reason for purchase. In conclusion, the tradition seekers consumed more ready-to-eat foods from discount marts or specialty stores and ate them between meals more often than the convenience seekers. In contrast, the convenience seekers purchased more ready-to-eat foods at convenience stores and ate them as meals more often than the tradition seekers. These findings suggest that ready-to-eat food market segmentation based on food-related lifestyles can be applied to develop proper marketing strategies.

A Property Rights Approach to Consumer Concerns of Privacy in Online Personalization: Incentives and Welfare Implications

The market for consumers' personal and preference information is growing as a result of both advances in information-acquisition technologies and increasing strategic importance of this information. Through a formal economic model of consumers' personalization-for-privacy (p4p) tradeoff, we examine welfare implications by characterizing consumption utilities as no-free-disposal functions. We investigate the optimality of four regulatory regimes (through allowance/dis-allowance of usage-enforcing technologies and private contracts) by analyzing the strategic interaction between a monopolist who offers personalization services free-of-charge and two consumer types - privacy and convenience seekers who have property rights over their preference information. Broadly our research suggests that we cannot simply extend the regulatory policy recommendations from a traditional goods monopoly to our context of information monopolies. While prior findings of monopoly markets might suggest a curtailment in vendor power, counter to intuition our results suggest that the entire market is better off when both private contracts and usage enforcement are allowed by the regulator. However, when private contracts are proscribed, the regulator should also prevent the deployment of usage-enforcing technologies when the consumers' p4p lags behind advances in these technologies. Interestingly, unlike traditional price-instrument markets for goods with free disposal, a regulator should not only encourage this market's knowledge of consumers' p4p preferences but also the various uses and benefits of preference information to the vendor.