Retail Marketing Mix Research Articles

Modern Retail Marketing Mix Analysis of Customer Loyalty With Buying Decisions as an Intervening Variable

Modern retail has become increasingly ubiquitous in people's daily activities as the times have progressed and globalization has occurred. This is due to changes in people's purchasing habits, with consumers preferring to shop at modern retail markets that offer one-stop shopping and competitive prices over traditional markets where transactions are typically conducted through bartering. This study is to analyze the effect of modern retail marketing mixes on loyalty mediated by buying decisions. The population of this study is all customers of Metro Supermarket, with a total sample 224 respondents. The sampling technique is nonprobability sampling with purposive sampling. The results of the study indicate that product, price, promotion and retail service effect on the buying decision of Metro Pasar Swalayan customers. Shop design and location effect on the buying decisions of Metro Pasar Swalayan customers. Product, promotion, retail service, Shop design and location effect on the loyalty of Metro Pasar Swalayan customers. Meanwhile, the price had no effect on the loyalty of Metro Pasar Swalayan customers. Buying decision partially mediates the effect of product, price, promotion, and retail service on customer loyalty of Metro Supermarkets. But buying decision does not mediate the influence between shop design and location on customer loyalty of Metro Supermarkets.

Perceptions and behavior-related intentions of consumers in smartphone-based mobile commerce

Research background: This article presents an empirical study carried out to evaluate and analyze perceptions and behavior-related intentions of consumers in smartphone-based mobile commerce globally. Purpose of the article: Building our argument by drawing on data collected from Nielsen and Statista, we performed analyses and made estimates regarding positive and negative aspects of smartphone shopping according to EU mobile shoppers, mobile shopping activities among smartphone and tablet owners, mobile visits to leading retail websites in the U.S., and most popular payment methods for everyday transactions according to Internet users worldwide. Methods: Data collected from 4,400 respondents are tested against the research model by using structural equation modeling. Findings & Value added: The sudden advancement of mobile technology has driven numerous retailers to strive and capitalize on smartphones as a supplementary tool in the operation of sales. Smartphone applications as an innovative channel can be carried out in retail marketing mix for the purpose of constituting constructive customer relationships. Consumer use of mobile shopping applications constitutes a thought-provoking difficult task for retailers and application developers. Habit and omnipresence unswervingly shape customers’ purposes and concrete mobile shopping usage behaviors. The browsing extent and rate of recurrence of non-shopping applications clarifies the quantity of shopping software mobile users hold on their smartphones. Product reviews are paramount to users and a manner of gaining information unspecified by the retailer.

Fatores formadores de atratividade varejista: estudo em uma rua de um município do Pará

O objetivo desta pesquisa visa identificar fatores formadores de atratividade da Rua Duque de Caxias no munícipio de Rondon do Pará, por meio dos 6 P’s do Marketing: produto, preço, loja, atendimento, localização e condição de compra; de Mason, Mayer e Wilkinson (1993). Foi realizada uma pesquisa quantitativa, utilizando a Modelagem de Equações Estruturais-PLS. O instrumento de pesquisa toma como base um questionário proposto por Zaccarelli et al., (2008), com 26 variáveis relacionadas ao mix varejista do marketing. O questionário foi aplicado a 160 consumidores que já haviam efetuado compras no local, em mais de uma oportunidade. Como resultado, os fatores formadores de atratividade da Rua Duque de Caxias estão associados significativamente às variáveis atendimento e condições de compra.

Pengaruh Retail Marketing Mix Terhadap Unplanning Purchase Dicisions Pada Bisnis Minimart Di Desa Ubud Kabupaten Gianyar

The development of modern retail market today makes unplanned purchases or unplaning purchase dicisionsincreasing in society. This study aims to examine the effect of retail marketing mix on unplanned purchase desicions at Minimart shop in Ubud Village of Gianyar Bali Regency using sample of 86 people through slovin method. The analysis technique used is multiple linear regression analysis.The results of the analysis prove that retail marketing mix consisting of location, merchandise, pricing, promotion, atmosphere of outlets and retail service have a positive and partially significant effect on unplaning purchase dicisionsat Minimart shop in Ubud Village of Gianyar Bali Regency. Retail marketing mix consisting of location, merchandise, pricing, promotion, atmosphere of outlet and retail service have positive and significant influence simultaneously to unplaning purchase dicisionsat Minimart shop in Ubud Village of Gianyar Bali Regency.Suggestions that can be recommended to the management of Minimart in Ubud Village Gianyar regency of Bali to pay attention to matters related to retail marketing mix such as location, merchandise, pricing, promotion, atmosphere of outlets and retail service better in attracting visitors to do unplaning purchase dicisionsat Minimart in Ubud Village, Gianyar Regency, Bali. Locations provided for easily accessible visitors and ample parking. Merchandise provided to be more diverse in accordance with the needs of consumers. The price set to see the market competition so that consumers are willing to shop at Minimart. Providing attractive advertising and promotions to influence consumer purchases. The atmosphere in the booth is expected Minimart in Ubud Village Gianyar regency of Bali can provide wider space for visitors. Implementation of the maximum service in the service, ease of payment so as to attract unplaning purchase dicisionsin Minimart in Ubud Village Gianyar regency Bali.

PENGARUH BAURAN PEMASARAN ECERAN (Retail Marketing Mix) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDOMARET LUENG BATA BANDA ACEH

Indomaret Minimarket is a supermarket in the city of Banda Aceh. The presence of a minimarket can provide convenience for the public to get the goods offered. Goods offered by minimarkets to consumers in general are daily necessities. Many consumers prefer to shop at Indomaret not only because of its convenient location and affordable price, but because the community is satisfied with the services of Indomaret employees. The purpose of this study was to determine the effect of retail marketing mix on consumer purchasing decisions on the Lueng Bata Indomaret Banda Aceh Minimarket. This research was conducted at IndomaretLueng Bata Minimarket in Banda Aceh and the object of this study is the relationship between consumer purchasing decisions related to the retail marketing mix including products, prices, atmosphere of store outlets, location and promotion of Minimarket. Sampling was carried out using 50 accidental sampling techniques. The measuring instrument used is using multiple linear regression. The results of the study produced the following equation: Y = 2.031 + 0.294X1 + 0.450X2 + 0.237X3 + 0.249X4 + 0.237X5. The correlation coefficient (R) of 0.684 or 68.4% illustrates that the retail marketing mix includes product, price, store atmosphere, location and promotion are closely related to the level of Banda Aceh's IndomaretLueng Bata Consumer Purchase Decision Banda Aceh. 0.583 or 58.3% indicates the level of Consumer Purchase Decision of IndomaretLueng Bata Banda Aceh because of the retail marketing mix including products, prices, store atmosphere, location, and promotions. It means that 41.7% of the level of Consumer Purchase Decision of Indomaret Minimarket Lueng Bata Banda Aceh is explained by other variables not examined

Effectiveness of Retail Marketing-Mix on Consumer Patronage: A Performance Assessment of Selected Supermarkets

Retail market in India is becoming bigger with the multinational and national brands making rapid changes in order to survive in the highly competitive environment. The changes are not limited to the type of retail format but include all the factors which can improve consumer buying experience. Therefore, the current study seeks to develop a conceptual framework for analyzing the impact of retail marketing mix such as product, services offered, brand, customer perception, customer attitude, promotional measure of the selected mall on its customer satisfaction, patronage intention, patronage behavior and word of mouth using primary data in Nagpur city. The study measure the performance of selected malls and retail outlets situated in Nagpur city. The nature of research is descriptive. A structured questionnaire was designed and distributed among 200 respondents, who have made recent purchases from supermarket operated in Nagpur through convenience sampling. Data was collected by visiting supermarkets multiple times on different timings incorporating more and less crowded situations. Cross tabulation, ANOVA, regression and correlation tests are applied to know the statistical significant relationship among variables.

Pengaruh Kualitas Pelayanan Eceran (Retail Marketing Mix Application) terhadap Kepuasan Konsumen

Given how important the role of service quality is for the life of an organization or company to try to increase its potential, so that the quality and quantity of these services can compete or at least be able to keep up with the pace of competition in the business world. This study aims to determine the Effect of Retail Service Quality (Retail Marketing Mix Application) on Consumer Satisfaction in Alfamart Jl. Raya Palembang-Prabumulih, Gelumbang District, Muara Enim Regency. The method used in this study is a survey method. The data collected consists of primary data and secondary data. Primary data obtained through the interview method that is equipped with a questionnaire that has been prepared. Secondary data were obtained from related companies, as well as several library sources in the form of journals and books relating to this research. And the research design used is causal associative design. In this research, what will be analyzed is the effect of service quality consisting of reliability, responsiveness, assurance, empathy, tangible. The results showed the calculation of the coefficient of determination (R2) was used to determine what percentage of the dependent variable variation could be explained by the variation of the independent variables. From the SPSS output display, the summary model of customer satisfaction is influenced or explained by variations in the five dimensions of service quality, namely physical evidence, reliability, responsiveness, assurance, care. Therefore it can be concluded that the retail marketing mix delivered well by the company can increase customer satisfaction.
 Keywords: Service Quality, Consumer Satisfaction

Analysis Retail Marketing Mix and Customer Loyalty

Business competition factory outlets in Bandung city is expected to be higher and tighter. So the impact on sales volume during the last three years have ups and downs. The purpose of this study was to gain an overview of (1) Retail Marketing Mix Program consisting of store locations, operating procedures, goods, price, atmosphere (atmospheric), customer service, and promotion. (2) Customer loyalty is comprised of repeat purchases, refused to competitors' products, are not attracted to the outlet and recommended competitor and (3) Effect of Retail Marketing Mix Program on customer loyalty to the factory outlet in the city of Bandung. This study population is the customer factory outlets in Bandung City as much as 47. 630. Study sample as many as one hundred people. Verifikatif this research is descriptive and explanatory survey methods, other than that based on the period of time, research using cross sectional method development. The analysis technique used is the path analysis (path analysis) by SPSS computer software tool of the 12. Based on statistical test results are obtained by finding the positive influence of the Retail Marketing Mix Customer loyalty is the conclusion that customer loyalty is influenced by the Retail Marketing Mix of 89.29%, the balance of 10.71% influenced by other factors

THE EFFECT OF EXPERIENTIAL MARKETING AND RETAIL MARKETING MIX ON CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE IN THE SANJAI DUNSANAK KITO’S FOOD SOUVENIR SHOP

Abstract: The Effect of Experiential Marketing and Retail Marketing Mix on ConsumerLoyalty Through Customer Satisfaction as a Mediation Variable in The Sanjai DunsanakKito’s Food Souvenir Shop. This study aims to examine: 1) the effect of experiential marketingon consumer satisfaction in the Sanjai Dunsanak Kito’s food souvenir shop 2) the effect ofretail marketing mix on consumer satisfaction in the Sanjai Dunsanak Kito's food souvenirshop 3) the effect of customer satisfaction on consumer loyalty in the Sanjai Dunsanak Kito’sfood souvenir shop 4) the effect of experiential marketing on consumer loyalty in the SanjaiDunsanak Kito's food souvenir shop 5) the effect of retail marketing mix on consumer loyaltyin the Sanjai Dunsanak Kito's food souvenir shop 6) the effect of experiential marketing onconsumer loyalty through customer satisfaction as mediation variable in the Sanjai DunsanakKito’s food souvenir shop 7) the effect of retail marketing mix on consumer loyalty throughcustomer satisfaction as a mediating variable in the Sanjai Dunsanak Kito’s food souvenirshop. The object of the research is the food souvenir shop Sanjai Dunsanak Kito. Keywords: Experiential Marketing, Retail Marketing Mix, Customer Satisfaction and CustomerLoyalty.

The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives

This paper investigates the competitive structure of restaurant retailing by developing and testing a conceptual framework that combines household production economics theory with research on hedonic and utilitarian retail patronage. The results generally support this conceptualization. This study contributes to the literature in three ways. First, the theory of household economics provides the missing theoretical rationale for studying the demographic correlates of hedonic versus utilitarian retail patronage motives. Second, this study also provides evidence that the utilitarian motives underlying research on household economics can be meaningfully supplemented by investigating hedonic patronage motives. Finally, this research adds to the literature on restaurant patronage rooted in household economics by studying empirically the role of retail marketing mix variables in restaurant retailing.

PENGUJIAN EFEK MARKETING MIX DAN PERLINDUNGAN PADA SEKTOR RETAIL DI KOTA BATAM SEBAGAI SUATU KAJIAN SINTESA META ANALYSIS

This research is to purpose the small retail distribution who have always worked to establish close relationship with customer throught the Retail Marketing mix. Thus the literature has a long tradition of testing the effect of various instrument on Retail Patronage. This Meta-Study synthesis prior research into one comprehensive frame work. We use 120 responden which evaluate from 4 district extracted from 250 shopper to test the impact of 24 marketing mix instrument on retail patronage. Specifically, we investigate the direct and indirect effect in marketing mix of these instrument display to observe strongest effect of most outcome variable whereas price, communication service, WOM, hedonic behaviour, retail environment and other especially in Batam. To resolve the problem in the research we used Structure Equation Model (SEM) with Covarian basic approach.

Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis

Retailers have always worked to establish close relationships with customers through the retail marketing mix. Thus, the literature has a long tradition of testing the effects of various instruments on retail patronage. This meta-study synthesizes prior research into one comprehensive framework. We use 14,895 effect sizes reported by more than 239,000 shoppers from 41 countries extracted from 350 independent samples, to test the impact of 24 marketing-mix instruments on retail patronage. Specifically, we investigate the direct and indirect effects of these instruments on store satisfaction, word of mouth, patronage intention, and behavior. Product and brand management related instruments display the strongest effects on most outcome variables, whereas price, communication, service and incentive management instruments affect only selected outcomes. Distribution management turns out to be of secondary importance. However, the effectiveness of these instruments depends on the specific shopping context (food/non-food, shopping frequency, single store/agglomeration, hedonic/utilitarian), the retail environment (gross domestic product, country innovativeness, retail sales share, retail employment, Internet era), and the employed method (participant type, study design, data source). Specifically, we reveal most differences for hedonic shopping environments and developed countries. Also, the store’s advertising and atmosphere have gained importance in the Internet era, while purchase incentives, in-store orientation, and store location have lost relevance. This study contributes to a synoptic understanding of the comparable effectiveness of retail marketing instruments on retail patronage. It offers insights into the effectiveness of marketing-mix instruments and provides guidance on whether and when to invest in them. It also presents an agenda for future research on marketing-mix instruments.

Do Retailers Manipulate Prices to Favour Private Label Over Brands?

Retailers act as both customers and competitors for brand manufacturers when selling private label in direct competition with brands. This paper considers whether retailers exploit this double-agent position to practice switch marketing, manipulating elements of the retail marketing mix to encourage shoppers to switch from buying brands to private label. Such manipulation can be blatant in nature, such as comparative advertising, brand delisting trials, copycat packaging, and biased shelf allocation. However, the key interest in this paper concerns whether retailers use a more subtle means through strategic pricing to favour private label over brands. The paper reveals very different price treatments of brands and matching private label goods. However, the identified pricing patterns are more indicative of retailers manipulating prices for the sake of segmenting consumers rather than displacing brands.

Can Brand Equity Explain Excess Behavioral Loyalty?

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand’s market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.

Can Brand Equity Explain Excess Behavioral Loyalty?

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand’s market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.

Influence of selected groceries' marketing mix elements on business performance in the Eastern Province of Sri Lanka: retailers' perspective

The objective of the study is to identify the selected retail marketing mix elements influencing on business performance of retail groceries and to suggest strategies for improving the performance of these retail shops. In the Eastern Province of Sri Lanka, many groceries and self–selection retail shops are emerging in Sri Lanka after the prolonged war. However, many retail shops are struggling in the operation of their business. These retail small supermarkets are one of the most lucrative businesses among village people and many families are fully depending on these businesses. Hence, it is pertinent to identify the reasons and find ways and means to assist these small retail supermarkets to grow with profit. Findings suggest that business performance of retail shops mainly depends on implementation of customer relationship management, improving marketing communication and on building up corporate image. These factors are leading to increased business performance of groceries.

COMPOSTO MERCADOLÓGICO NO VAREJO DE CARNE BOVINA

This article aims to analyze the value perception of fresh beef buyers from marketing mix considered by customers in the buying process companies in the supermarket segment of Porto Velho-RO, aiming at proposing a model of marketing mix targeted at retail beef. To this, were analyzed the perception of value buyers of beef and acquaintances which elements of the retail marketing mix were considered upon purchase. Furthermore, we analyzed which elements influence the buying behavior of consumers. The methodology used in this study is qualitative- quantitative and the approach is descriptive. The data collection occurred through questionnaires given to 316 people. In order to meet the objective , the method used was the factorial analysis . The underlying structure retail marketing mix, when it is related to marketing of beef, was found. These structures are given for eight factors, which are: communication, attendance, access , price, product , hygiene and decoration, layout and consistency.

Varejo Online e Varejo Físico: O Caso Nicoboco

The main objective of this study was to identify the differences and similarities of the retail marketing mix. The object examined are the businesses which have physical and online stores, looking for the generic strategies, competitive advantage, target market and positioning. It has been chosen the exploratory qualitative research, via the case study method. The sources of evidence adopted in this study were direct observation in the physical and virtual stores of the Nicoboco company and an in-depth interview with the general manager of the stores, following a semi structured script. From an analysis of these sources it was identified that the company adopts different strategies in the retail marketing mix. For this reason, there may be benefits in the traditional store, for those customers who prefer to touch the product and try it and also for the consumers who do not have access to the physical store and shop by a virtual connection. Therefore, it was understood that companies which sell products in physical and online stores have a competitive advantage over against those who act in only one of them, because they reach a wider audience.

PENGARUH RETAIL MARKETING MIX TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI PEMODERASI

The study aimed to analyze the effect of the retail marketing mix toward customer loyalty withcustomer satisfaction as a moderating variable on the minimarket Alfamart in Yogyakarta.The data was analysed base on moderated regression analysis. The results showed that fourof the six elements of the retail marketing mix, i.e. pricing, retail service, promotion and storeatmosphere significantly influence customer loyalty. Second, a significant influence oncustomer satisfaction as a moderating variable in strengthening the interaction occurs onlybetween pricing on customer loyalty.Keywords: retail marketing mix, satisfaction, loyalty

Attributes of young consumers' favorite retail shops: a qualitative study

PurposeThe study attempts to identify the common attributes of the physical retail outlets favored by Hong Kong youths and to assess the relative importance of “hard” and “soft” aspects of the retail marketing mix in appealing to this consumer segment.Design/methodology/approachA convenience sample of 89 Hong Kong youngsters aged 15 to 21 were asked to describe their favorite shops and explain why they favored them. They were asked to take pictures of their favorite shops and participate in a face‐to‐face interview.FindingsThe two types of shop most frequently named were food outlets and apparel retailers. The attractiveness of these stores was mainly based on product or service quality and price, but location and the behavior of the shop assistants were also cited as influential. Ranking as “my favorite shop” was a combination of tangible qualities and intangible services.Research limitations/implicationsThe convenience sample used probably was not representative of all young people in Hong Kong.Practical implicationsThe results reinforce the conclusion that Hong Kong retailers need to emphasize sales training and management in order to create an appealing shopping experience for young consumers.Originality/valueThis has been the first study to explore in detail the attributes of young Chinese consumers' favorite retail shops.