Search

Purpose: The present study endeavours to uncover the moderating role of marketer related activities (service quality and price promotions) and consumer characteristics (flow) on online retail customer satisfaction. It specifically examines the moderating influences on Gen Z consumers. Design/Methodology/Approach: Survey responses were gathered from 700 students who were pursuing MBA from two universities in North India. Findings: The study concludes that Gen Z consumers who have lower service quality perceptions feel less satisfied when a lot of price promotions are directed at them. Customers witnessing low flow feel less satisfied with an increase in service quality perception. For customers feeling high flow, customer satisfaction rises rapidly with increase in service quality and price promotions. Consumers who exhibit low receptivity towards price promotions and low flow experiences, feel more satisfied with an increase in service quality. Consumers in low flow, who are highly receptive towards price promotions, feel similarly satisfied at low and moderate levels of service quality; but customer satisfaction rises as service is perceived to be of high quality for these customers. Research Limitations: The present study is based on cross-sectional data. So, temporal changes in Gen Z customers cannot be predicted through this study. Managerial Application: Marketers should focus on website experiences that enhance flow keeping specifically into mind the needs of Gen Z customers. This will help the e-retailers take initial steps to push customers higher on the customer loyalty ladder. Originality/Value: This is an original piece of work as primary data have been collected from students of different universities in North India. [ABSTRACT FROM AUTHOR]

Purpose: Generation Z (Gen Z) is particularly influenced by digital technologies as this cohort is found to have grown up with technology forming the pivot of most of their routine activities. Owing to the huge potential of this market, online retailers are keen to build and sustain their loyalty. Shopper's loyalty varies across age, gender, income, service quality perceptions, etc. of customers. This study aims to show that it is necessary to identify distinct consumer segments of these shoppers which can enable online retailers to fine tune their marketing programs and increase program effectiveness. Design/methodology/approach: Using a sample of 700 students pursuing Masters in Business Administration (553 usable responses) from two state universities in North India, data have been collected with reference to accessories, clothes, books and electronic goods. SPSS and AMOS have been used to analyse data using cluster analysis and multinomial logit (MNL) regression analysis. Findings: The results of cluster analysis reveal that these shoppers can be clustered into three segments, namely disloyal shoppers (DS), staunch loyals (SL) and vacillating shoppers (VS) on the basis of their online retail loyalty. The odds ratio reveals that less frequent online shoppers are less likely to be VS or DS than being SL shoppers. People who experience flow while surfing online shopping websites are 3.260 times more likely to be VS than being SL. Further, service quality decreases the odds of a shopper acting as a VS in comparison to SL shopper by 0.113. Research limitations/implications: These findings would help marketers identify strategies that can transform the VS or the disloyal ones into loyal and profitable segments. The present study is limited to Gen Z shoppers and so results may vary for customers belonging to other age groups. Originality/value: The study contributes to existing literature by understanding the antecedents which contribute to online retail loyalty of distinct segments of young shoppers. [ABSTRACT FROM AUTHOR]

The present study seeks to identify whether mothers perceive the effect of in-store food promotional strategies on food shopping behavior of children and mediate this impact by using feeding practices. Data have been collected from 473 mothers of children in the age category 4–11 years from Punjab (India). The mothers are found to use multiple feeding practices because they recognize that the use of in-store food promotional strategies have negative effects on the health of children. They use "teaching about nutrition" and "food as a reward" practices because they find rampant use of in-store food promotional strategies. [ABSTRACT FROM AUTHOR]

Purpose The undesirable effects of TV advertisements and general parenting responsibility propel mothers to monitor and control the eating habits of children through meal time actions and feeding practices. The purpose of this paper is to identify feeding practices used by Indian mothers through the Comprehensive Feeding Practices Questionnaire (CFPQ) developed by Musher-Eizenman and Holub (2007) and to investigate differences in the use of feeding practices across demographic variables.Design/methodology/approach Using a cross-sectional design, a structured and pre-tested questionnaire was used to collect data from 473 mothers of children aged four to 11 years from Punjab (India). Data were analysed using exploratory factor analysis, confirmatory factor analysis (CFA) and ANOVA.Findings The present study confirms the validity and reliability of the nine-factor model through CFA with 28 items in the Indian context than original CFPQ. Further, significant differences exist in the responses of mothers for feeding practices followed with children across age and gender of child, mother’s education status and monthly family income.Practical implications Parents may understand the nature of feeding practices to mediate unhealthy food consumption habits of children. The government should formulate codes or regulations to sufficiently monitor food marketing activities directed at children. The food marketing companies should also act responsibly to protect well-being of children.Originality/value This piece of research is important as no such study (to the best of researchers’ knowledge) has already been conducted in India even though dietary patterns of children are transforming tremendously. [ABSTRACT FROM AUTHOR]

Purpose – Marketers try to influence food shopping behaviour of children through various in-store food promotional strategies (FPS). These in-store FPS comprise of attractive packaging, accessibility, availability of foods in wide varieties and presence of helpful and friendly sales personnel. However, little is known about how children buy and the extent to which these marketing strategies are successful. Hence, the purpose of this paper is to investigate food shopping behaviour of children in retail stores and to study the effectiveness of in-store FPS and demographic factors (age and gender of child and monthly family income) on food shopping behaviour of children. Design/methodology/approach – Data have been collected from 473 mothers of children in age category four to 11 years. Data have been analysed through descriptive statistics (means and standard deviations), bivariate correlations, exploratory factor analysis, confirmatory factor analysis and hierarchical regression analysis. Findings – The study explores and validates four factor structure of food shopping behaviour of children in retail stores in Indian settings. These factors include children’s active assessment of foods, impact of availability and variety on children’s purchases, influence of TV food ads on children’s purchases and influence of packaging on children’s food purchases. Further, the findings also reveal that in-store FPS are truly effective in influencing food shopping behaviour of children. Practical implications – Marketers may highlight packaging attributes in food advertisements as they can help escalate food purchase requests of children in retail stores. In addition to this, food advertising is strongly associated with assessment of foods in retail stores and looking for availability of advertised foods in retail stores. This suggests that food advertising as a medium of communication should not be ignored. However, sales personnel can also be used more effectively as they are seen to help children in identifying availability and variety of foods in retail stores. Originality/value – As no such study has been conducted so far (to the best of researcher’s knowledge), this study potentially helps in bridging gaps in literature. [ABSTRACT FROM AUTHOR]

Purpose – A large number of food advertisements are broadcast during children's programs which influence their food consumption habits. Globally, consumption of these foods is linked to increased incidence of obesity and other health-related disorders in children. Therefore, the purpose of this paper is to explore the nature and extent of food advertising directed at Indian children. Design/methodology/approach – Data were collected by recording programs and advertisements aired on five popular children's networks from 9:00 am until 9:00 pm for ten weekdays and weekends each. On an average, total recording of 242 hours for both weekdays and weekends was done. All data were screened and both program and non-program content (advertisements) were identified and analyzed. Data were further analyzed through descriptive statistics. Findings – Out of 4,219 and 4,750 television advertisements broadcast on children's networks during weekdays and weekends, 43.33 and 47.62 percent are food advertisements, respectively. “Confectionery” and “sugared and salty snacks” comprise half of total foods advertised during weekdays. Whereas, advertisements for “health drinks and supplements” are most frequently aired during children's programs on weekends. A classification of all food advertisements into healthy and unhealthy categories according to “Food Pyramid” given by National Institute of Nutrition (NIN), India in 2010 shows that almost all the advertised foods are unhealthy. Practical implications – This study will benefit the parents by helping them understand the media content (food advertisements) offered to their children. They may then control television viewing by children, monitor food purchase behavior and take some mealtime actions to control eating habits of their children. Such awareness is critical to force the food marketers to recognize the need to self-regulate food advertising directed at children. Government may also feel the need to formulate a suitable policy for placing time and content restrictions for advertising foods to children. Originality/value – As no such study has already been conducted in India (to the best of researcher's knowledge), this study potentially helps in abridging gaps in literature. [ABSTRACT FROM AUTHOR]

Purpose – This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements to influence food consumption habits of children. Children are also found to focus on these appeals while selecting foods rather than using nutritional value as a criteria to select foods. Design/methodology/approach – For the present study, a content analysis of 114 discrete food commercials broadcast on children’s networks was done. These were further analysed to collect data on themes/appeals used in them. SPSS 19.0 was used to record the data and descriptive statistics were used for data analysis. Findings – A majority of food advertisements which were broadcast during children’s programmes included confectionery, ice creams and dairy products, baked products and ready-to-cook food items. Grazing was found to be the most frequently used appeal in these food advertisements. This was followed by taste/flavour/smell/texture, fun/happiness, being “cool”, adult approval/disapproval, family ties and so on. However, a majority of these advertisements did not feature any health-related message. Practical implications – The study highlights the need for strategic actions by all stakeholders interested in protecting well-being of children. Taking account of the promotional tactics used by food marketers, parents as well as governmental agencies must strongly take steps to check these practices. Originality/value – As no such study has already been conducted in India (to the best of researcher’s knowledge), this study potentially helps in abridging gaps in literature. [ABSTRACT FROM AUTHOR]