Retailer Awareness Research Articles

The Effect of Retailer Awareness, Retailer Quality Perception, Retailer Relationship Quality on Customer Loyalty Mediated Customer Satisfaction (A Study of Perahu Salt Brands)

Salt is a basic need that is no less important than sugar. Almost every household needs consumption salt every day. The existence of salt in everyday life cannot be ignored. The problem that arises in this study is that in recent years sales at perahu salt have experienced fluctuating sales, some complaints about the services provided by Perahu salt principal sales are still unsatisfactory to retailers, especially wholesalers. The purpose of this study is expected to be used by company management as a reference to provide customer satisfaction through the services provided by the principal of the Perahu salt producer through retailer awareness, perceived retailer quality, relationship quality, customer satisfaction and customer loyalty. Quantitative data is taken directly from filling out questionnaires from shops, especially wholesalers in the Central Java area. The results showed that in order to increase customer loyalty in purchasing Perahu salt through retailers, Perahu salt customer satisfaction through retailers needs to be improved. Increasing Perahu salt customer satisfaction through retailers can be done through retailer awareness, perceived retailer quality and relationship quality. Retailers have a big role in driving sales of Perahu salt. When the retailer has the power where the customer realizes the existence of the retailer, the customer will want to make a purchase at the retailer, especially when the customer and the retailer have a good quality relationship such as the customer has a long transaction relationship with the retailer, then this will satisfy the customer more. When customers feel this satisfaction, there is an increase in customer loyalty where customers will want to continue making purchases.

Effect of retailer awareness, retailer association, retailer perceived quality, and retailer loyalty towards purchase intention

Retail developments in Indonesia continue to increase, especially modern retail which has the greatest growth in comparison with traditional retail, especially retail trade of food and beverage categories. One of them developed at this time is 7-Eleven, attended by positioning itself as a convenience store, but also provides some seating and tables inside and outdoors for 24 hours (hybrid convenience stores). With increasing competition in the retail, it is no less important is whether retail brand or brand can affect consumer purchase intention to come to a retail shop. This study aims to analyze the influence of awareness retailers, retailers association, perceived quality retailer, and retailer loyalty towards consumer's purchase intention possessed. Hypothesis testing is done by using Structural Equation Modeling (SEM). The results of testing the hypothesis known that retailer awareness is not proven positive influence on purchase intention. Retailer awareness and retailer association also not proved a positive influence on retailer loyalty. While retailer association, retailer perceived quality and retailer loyalty proven positive effect on the purchase intention. Hypothesis testing results also showed that the retailer perceived quality has a positive effect on the retailer loyalty.

Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity

ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.

The impact of customer engagement on retailer's brand equity components

Strong brand equity is important for any business. Although the concept of brand equity has been studied in various fields, its analysis has not been as extensive in the retail sector. On the other hand, the analysis of engagement is gaining more importance in recent times. Customer engagement is an increasingly relevant and researched topic. However, studies that relate this concept to retail trade are not common. The present work aims to analyze the effect of engagement on the different components of retail brand equity. The a priori model considers the previous research and the proposed hypotheses. A Confirmatory Factor Analysis is performed, based on the data obtained through a structured questionnaire with closed questions and a 5-point Likert-type response scale. The study sample consists of 623 respondents. This study involved a conceptual model that includes the brand equity dimensions (awareness, perceived quality, image, perceived value, and loyalty) to gain the research goal. The hypothesized causal model relates the variables that make up brand equity and the engagement influence on them. The empirical analysis results showed that customer engagement positively affects all the components of the brand equity retailer (except its image), mainly concerning retailer awareness, loyalty, and perceived quality. The authors concluded that retailer awareness, loyalty towards the retailer, and retailer perceived quality are influenced by engagement. Consequently, it would be necessary for the retailer manager to pay special attention to creating actions that contribute to customers' engagement in the different areas of interaction with them, both online and at the physical point of sale. For future studies, the geographic space should be expanded, considering different regions or even countries and observing possible differences in the behavior of the interviewees.

E-cigarette retailer storefront availability following a nationwide prohibition of e-cigarettes in India: A multicentric compliance assessment.

INTRODUCTIONThis study aimed to assess the availability of retailer storefronts that continued to sell electronic nicotine/non-nicotine delivery systems (ENDS/ENNDS) in India, and characterise such retailers following the promulgation of 2019 Indian Ordinance and Act (Ordinance/Act) that prohibit ENDS/ENNDS nationwide.METHODSDiscreet observations were conducted of retailer storefronts across different socioeconomic zones in nine major cities of India (Bengaluru, Chandigarh, Dehradun, Delhi, Indore, Kolkata, Ludhiana, Raipur, and Ranchi) from 28 November 2019 to 22 January 2020 to identify the availability of ENDS/ENNDS (i.e. electronic cigarettes, e-cigarette liquid, e-cigarette accessories, heated tobacco products (HTPs), and HTPs accessories). We report the number and proportion (%) of retailers that sold ENDS/ENNDS. Other characteristics of the retailers are also described, including indirect evaluation of the retailer’s awareness of the Ordinance/Act.RESULTSOf the 199 retailer storefronts visited, 37 (18.6%) sold ENDS/ENNDS and, therefore, did not comply with the Ordinance/Act. The highest availability of non-compliant retailers was in Kolkata (n=26; 83.9%). The majority of the non-compliant retailers were tobacco retailers (n=35; 94.6%), sold e-cigarettes (n=22; 59.5%), and e-cigarette accessories (n=24; 64.9%). Although many of the non-compliant retailers displayed their ENDS/ENNDS products (n=33; 89.2%) and did not feature health warnings related to ENDS/ENNDS (n=32; 86.5%) in the stores, nearly 90% (n=33) were aware of the Ordinance/Act.CONCLUSIONSDespite a nationwide ban, ENDS/ENNDS are still available in major cities in India, and concentrated in a particular city. Indian authorities should focus on law enforcement to ensure that the prohibition is effectively implemented.

Store brand and perceived risk on private label brand attitude

PurposeThe purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products.Design/methodology/approachRetailer equity includes four variables: retailer awareness, retailer association, retailer perceived quality and retailer loyalty. The perceived risk factors include functional risk, financial risk and social risk. The attitude toward PLBs was taken as the dependent variable. The study was carried out by using a standardized questionnaire for all three constructs. The convenience sampling method was adopted to carry out data collection from customers of organized retail stores in the city of Coimbatore, in the state of Tamil Nadu, India. The relationship between the three variables was studied with structural equation modeling using IBM SPSS Amos software.FindingsThe study revealed that excluding the Financial Risk and the Social Risk, functional risk alone has significant influence over the PLB Attitude. The Retailer Equity variables, retailer perceived quality and retailer loyalty have positive influence on the PLB Attitude, while the other two variables do not show any influence. Retailer Awareness shows a negative influence over the social risk. Retailer Association does not show any influence on any of the three risk factors. Retailer perceived quality shows negative influence over the functional risk while retailer loyalty negatively influences social risk.Research limitations/implicationsThe research study was carried out in cities that are populous in the Indian state of Tamil Nadu. All the respondents came from three cities in Tamil Nadu, namely, Coimbatore, Tiruppur and Madurai. Hence, extending the findings of the study to other countries where organized retail penetration is deeper may be attempted with caution.Practical implicationsThe study will offer managers in the retail industry some understanding of the risk-relieving factors in operation when buying grocery goods.Originality/valueThe research paper contributes to the literature concerning the role played by retailer equity and perceived risk factors on attitudes toward PLBs.

Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores

Although brand equity is a largely discussed concept in the marketing literature, the studies have mainly been subjected the marketing activities as the antecedents of brand equity. After a vast literature review, it is seen that, consumer-based antecedents of brand equity are neglected at a certain level. This study aims to fill that gap and explores the effects of consumers’ religiosity and self-image congruity on the brand equity of grocery stores operating in an emerging economy. The universe of the study is determined as people above the age of 18 who do the most of their grocery shopping from one of the two retailers included in the scope of this study. The data were collected via a survey of 822 customers of two large grocery retailers in Turkey. The results show that both religiosity and self-image congruity have significant effects on the dimensions of retailers’ brand equity except retailer awareness. This study contributes to the literature by enhancing the understanding regarding the effects of consumer-based antecedents on retailer brand equity in emerging markets.

Willingness of tobacco retailers in Oyo State to participate in tobacco control programmes.

INTRODUCTIONTobacco control strategies have not incorporated retailers, despite being the focus by the tobacco industry to promote its products. Few studies exist on their possible roles in tobacco control. This study, therefore, assessed retailer awareness of tobacco control laws and willingness to be involved in control activities.METHODSA cross sectional study was carried out on all 218 tobacco retailers in Ibarapa Central and Ibarapa East Local Government Areas of Oyo State. The willingness of tobacco retailers to participate in tobacco-use control was evaluated using a questionnaire.RESULTSThe majority of the respondents were females (95%), and 30-39 years old with respect to age. Almost two-thirds (65%) of the respondents reported the sale of tobacco as a profitable business, and a third reported that their income would decrease if they stopped tobacco sales. Up to 35% of retailers were aware of laws restricting smoking in public places and 45% aware of a ban on the sale of tobacco products to minors. Retailers were willing to: support anti-tobacco legislations (84%), counsel smokers to quit smoking (84%), and display anti-tobacco messages in their shops (77%).CONCLUSIONSThe sale of tobacco products is a profitable venture for retailers. Willingness to participate in tobacco control was high among the retailers. There is a need to raise awareness and co-opt tobacco retailers as change agents in tobacco control efforts.

Social Media and Trust – Influence on e-Tailers

E-commerce is growing at high rates, hence quite a lot of retailers are appearing in the Internet, trying to make a difference in the global market. Moreover, the presence of many companies in social media platforms and the development of virtual communities around the retailer corporate brand, are encouraging the sharing of reviews and experiences between consumers, creating higher levels of retailer awareness and a perceived image for online stores that is shared by consumers who access social networks. In addition, online word of mouth has an influence on the trust that consumers place in a virtual store, something that is increasingly important for earning a competitive edge. This article discusses the relationship between the retailers’ social media activities and the process for building trust through awareness, the perceived image and quality of the online service as mediating variables. For this, a survey of 301 consumers was conducted using a self-administered online questionnaire. The findings of the structural equation model showed evidence of the effect of social media on awareness and perceived image of the store, finding no evidence of any influence on perceived quality of service. Likewise, evidence of the relationship between online store image and quality of service in retailer trust was also found.

Social Media and Trust – Influence on e-Tailers

E-commerce is growing at high rates, hence quite a lot of retailers are appearing in the Internet, trying to make a difference in the global market. Moreover, the presence of many companies in social media platforms and the development of virtual communities around the retailer corporate brand, are encouraging the sharing of reviews and experiences between consumers, creating higher levels of retailer awareness and a perceived image for online stores that is shared by consumers who access social networks. In addition, online word of mouth has an influence on the trust that consumers place in a virtual store, something that is increasingly important for earning a competitive edge. This article discusses the relationship between the retailers’ social media activities and the process for building trust through awareness, the perceived image and quality of the online service as mediating variables. For this, a survey of 301 consumers was conducted using a self-administered online questionnaire. The findings of the structural equation model showed evidence of the effect of social media on awareness and perceived image of the store, finding no evidence of any influence on perceived quality of service. Likewise, evidence of the relationship between online store image and quality of service in retailer trust was also found.

Customer Based Retailer Equity of Apparel Retail Stores

The present competitive retail environment demands the rise of the retailer as a brand and its brand equity as of importance. The research gap of mediating nature of associations and perceived quality and their role in converting the customers from the awareness stage to loyalty was the focus of this research. Customer based retailer equity is conceptualized as a multi-dimensional construct comprising of : retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. A questionnaire based survey was conducted among the female customers of the major apparel retail stores in Coimbatore. The empirical analysis revealed that there is a positive correlation among the four dimensions of retailer equity. The hierarchical regression analysis was carried out by meeting the four requirements of Baron and Kenny (1986) for the mediator variables. Retailer association and retailer perceived quality were found to be acting as mediators between retailer awareness and retailer loyalty relationship, as the effect of retailer awareness was found to be remarkably lower and became non significant in the final model. This research paper highlighted three important theoretical contributions to retailer equity. First, the paper empirically tested the retailer equity model in the Indian retail context. Second, it explained the interrelationships among the four dimensions of retailer equity. Third, the paper attempted to fill in the gap of retailer equity research by demonstrating the existence of potential causal order of relationships among retailer equity dimensions as in the brand equity literature. The conceptual and practical outcome of the empirical results is that the four dimensions can be bundled together as marketing strategies. Strong retail brand awareness will help the retailers to attract customers into the store for the first time. However, a customer is converted into a loyal customer based upon the strength of favorable associations created by the retailers and by meeting the customers' quality expectations.

Role of Retailer Equity on Private Lable Brand's Attitude-A SEM Approach

Private label brands are the brands that are owned and managed by retailers. The sales of private label brands are not even across the product categories and these types of brands are predominant in grocery goods category. This research paper studies tries to prove a model that links the variables of retailer equity and consumer attitude towards private label brands. The Retailer Equity consists of the following factors, Retailer Awareness, Retailer Association, Retailer Perceived Quality, and Retailer Loyalty. The variables of retailer equity were studied over its influence on consumer attitude towards private label brands. The Data was collected from respondents through a two part questionnaire. The first part dealing with the Retailer Equity developed by R. Pappu., & P. Quester (2006) and the second part dealing with Private Label Brand attitude developed by Burton et al (1998). Earlier, Semeijn et al, 2004, has studied the moderating role of store image on private label brands. Structural equation modeling was applied between the variables of retailer equity and private lable brand attitude. Model indices show an acceptable model fit.

Determinants of Customer-Based Retailer Equity: An Empirical Verification Approach from Indian Large Retail Market

The aim of this study is to examine and verify the applicability of customer-based brand equity model based on Aaker’s well-known brand equity framework from customers’ standpoint in the Indian large retailing. It is conceptualized that retailer equity is determined by four dimensions-retailer awareness, retailer associations, and perceived retailer quality and retailer loyalty. Mall intercept method is applied to choose and contact shoppers with the structured questionnaire at the outlets of large Indian retailers. A total of 312 valid and useable questionnaires are obtained, wherein responses are recorded on 5 point Likert-type scale, with 1 being strongly disagree and 5 strongly agree. Then, the analysis was carried out by Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). Findings of this study reveal that except retailer awareness, all the other three retailer equity dimensions- retailer associations, perceived retailer quality and retailer loyalty have the positive and significant influence on overall retailer equity. Among these, retailer loyalty is found to be the most influential determinant of overall retailer equity. Thus, based up on the results, it was confirmed that Aaker’s brand equity model is also applicable to the Indian large retail industry. Hence, retailers should consider relative importance of these dimensions while evaluating their overall equity. This study is of great interest for large retailers who wish to increase their brands’ value proposition to the marketplace.

Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check

The objective of this study was to examine affecting factors that influence Indian consumers׳ attitude toward retailers and purchase intention from the retailers. A questionnaire was used to collect data using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modelling (n=355) was used to examine the impact of affecting factors on consumers׳ attitude toward retailers and the impact of consumers׳ attitude toward retailers on purchase intention. Results indicated that the factors namely self-congruity, retailer awareness, retailer associations and retailer perceived quality have significant positive impacts on consumer׳s attitude toward retailers. The results also indicated that consumers׳ attitude toward retailers positively influences purchase intention. Arguably, this paper was the first to explore such linkages between the affecting factors that influence consumers׳ attitude toward retailers and purchase intention in Indian context.

Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands

The present study was an effort to explore the direct and indirect impacts (mediated through retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention. Seven hypotheses were developed with relevant literature support. The hypotheses were tested with primary data (n=355) collected through structured questionnaire using systematic sampling from food retail shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modeling statistical technique was used to test the hypotheses. Results revealed that retailer awareness, retailer association, retailer perceived quality and retailer loyalty have positive impacts on purchase intention. Results also found that the indirect impacts (mediated though retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention are stronger than the direct ones. Academic and managerial implications are further discussed.

The effect of retailer private brands on consumer-based retailer equity: comparison of named private brands and generic private brands

This study investigated the effect of a private brand (PB) with retailer's name versus a generic brand on retailer equity and loyalty. Retailer equity was conceptualized as four dimensions: retailer awareness, retailer association, perceived quality, and retailer loyalty. Applying categorization theory, a conceptual framework was tested to investigate whether the PB with retailer's name influenced retailer equity. A survey was conducted using a college student sample. An experimental design was used to collect data which included two conditions (PB with retailer's name and generic product) and a control group. The effect of PB on retailer awareness, retailer association, and perceived quality was measured by multiple group analysis through structural equation modeling. Results confirm that PBs with retailer's name influenced three of the four dimensions of retailer equity more strongly and positively than did generics. However, the total effect of awareness, association, and perceived quality on retailer loyalty did not significantly differ between the PB and the generic PB. Finally, this study verifies the associative relationship among the four dimensions of brand equity. The contribution of the study is that it demonstrates the distinct effects on retailer equity of the PB with retailer's name versus the generic PB. In addition, this study confirmed retailer equity's four underlying constructs: retailer awareness, association, perceived quality, and loyalty.

The aquarium trade: A potential risk for nonnative plant introductions in Connecticut, USA

The aquarium trade has been shown to be a source for introductions of nonnative aquatic macrophyte species. Improvements are needed in identification, labeling, and retailer awareness of banned aquatic plants. In the state of Connecticut, United States, 20 nonnative macrophytes are banned from sale by state statute. At least 13 of these species are already established in the state's lakes, while the remainder are either present in near-shore wetlands or absent but thought to be capable of naturalizing. We documented the sale of banned plants in the Connecticut aquarium trade by visiting 23 retailers in 2008 and 47 retailers in 2010. Plants that resembled Connecticut's banned species were purchased and identified using standard morphological techniques. In 2010, we also employed DNA sequencing to aid in plant identification. We found that nearly 30% of stores sold banned aquatic plants including Cabomba caroliniana, Egeria densa, Myriophyllum aquaticum, and Myriophyllum heterophyllum. Cabomba caroliniana represented more than half of the banned species being sold; it was found in 17% of the stores in 2008 and 19% of the stores in 2010. Egeria densa was mislabeled 50% of the time as Egeria najas or Anacharis najas; it was sold in 11% of the stores in 2008 and 17% of the stores in 2010. In 2010, Myriophyllum specimens from 6 stores were unidentifiable using morphological characteristics. Using these techniques, one of the specimens was identified as Myriophyllum heterophyllum. Of the 29 chain stores surveyed, 7% sold banned species compared to 56% of the 27 independent stores.

The Demand for Seafood Eco-Labels in France

The French fishing industry has a long history and its seafood market a wide variety of products. Despite the worldwide growth in ecolabelling schemes over the past decade, the French industry has only very recently shown an interest in such schemes. Growing consumer and retailer awareness of environmental issues in France has changed the situation and it is now of interest to look at the demand for seafood ecolabelling in relation to the public perception of commercial fishing.We analyse, using an ordered Probit model, the factors influencing consumer demand for seafood ecolabelling on the basis of a French survey carried out on more than 1000 consumers. Our results show a significant relationship between the acceptability of ecolabelling and certain purchase criteria. The production process characteristics in (origin, wild vs. farmed, level of natural stocks) impact more strongly on the demand for ecolabelling than product attributes (form, visual appeal, freshness). Consumers are also influenced more by regulation than by information, inaccurate or otherwise, they may have about the fishing industry. Finally, our analysis confirms a higher demand for ecolabelling from young, educated consumers, particularly those living in non-coastal areas.

The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets

Building retailer equity increases revenue and profitability by insulating retailers from competitors. Store image is the basis of retailer equity, but extant literature offers little insight into the empirical research which takes store image dimensions as antecedents of retailer equity. This paper establishes a theoretical and empirical basis that shows the impact of selected store image dimensions on retailer equity. The authors propose a conceptual framework in which store image dimensions are related to three dimensions of retailer equity, i.e., retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the research hypotheses. The results indicate the positive effect of convenience, perceived price, physical facilities, employee service, and institutional factors on retailer equity dimensions as antecedents of retailer equity.

Misleading the masses: detection of mislabelled and substituted frozen fish products in South Africa

Abstract von der Heyden, S., Barendse, J., Seebregts, A. J., and Matthee, C. A. 2010. Misleading the masses: detection of mislabelled and substituted frozen fish products in South Africa. – ICES Journal of Marine Science, 67: 176–185. Mislabelling poses a threat to the sustainability of seafood supply chains and, when frequent, can significantly affect conservation efforts. Here we identify the most popular fish in the South African market through consumer and retailer surveys and data gathered by a sustainable seafood campaign. Of these species, we tested a number of widely available and generally high-market priced fish, utilizing mtDNA 16S rRNA sequencing. Tests of 178 samples revealed that about half of all fillets are mislabelled. Most problematic was kob, Argyrosomus spp., for which some 84% of fillets provided belonged to other species, including mackerel, croaker, and warehou. Phylogenetic analyses provided strong support that the fillets sold as barracuda and wahoo were probably king mackerel and that red snapper fillets included fillets of river snapper, Lutjanus argentimaculatus, which is a species prohibited for sale in South Africa. We also discovered substitution of yellowtail for dorado. From preliminary population genetic comparisons, some 30% of kingklip samples probably had their origin in New Zealand, rather than southern Africa. The research revealed a market conducive to mislabelling through poor consumer and retailer awareness, and highlighted the value of sustainable seafood campaigns to draw attention to this.