Anil Mathur

The value of online surveys

Purpose – To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research.Design/methodology/approach – The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the worlds largest research firms.Findings – If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the potential weaknesses of online surveys be mitigated and that online surveys only be used when appropriate. Outsourcing of online survey functions is growing in popularity.Practical implications – The paper provides a very useful source of information and impartial advice for any professional who is co...

Store environment and consumer purchase behavior: Mediating role of consumer emotions

This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumers emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store.

Targeting the mature market: opportunities and challenges

Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.

Opportunities for marketing travel services to new‐age elderly

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one that is superior for partitioning the market for services like leisure travel than the traditional age‐based segmentation approach. Marketing strategy implications of the findings are also discussed.

A study of life events and changes in patronage preferences

Abstract Retail patronage studies usually attempt to profile and understand loyal customers. This paper presents a study of changes in patronage preferences. Based on theory and research, it is proposed that changes in patronage preferences and development of patronage orientations are the result of life events that serve as markers of life transitions. These life events create new consumption needs and are stressful because they create demand for readjustment. People are likely to change their patronage preferences as they attempt to change their consumption lifestyles to cope with stressful life changes and satisfy new consumption needs. The data support these notions and suggest implications for retailers.

Examining trying as a mediator and control as a moderator of intention–behavior relationship

This article presents a modified model of the theory of planned behavior by incorporating trying as a mediator and actual control as a moderator of the intention–behavior relationship. The revised model was tested with the use of structural equation models for eight commonly performed activities (N = 240). Results provide general support for the model suggesting that intentions influenced the level of trying, which, in turn, influenced behavior. Correlation analysis employing Fishers z transformation revealed that actual control moderated the relationship between trying and behavior. Implications of the findings are discussed.

Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age

ABSTRACT Subjective age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based consumer behavior consequences of subjective age. Using both empirical and humanistic designs, the study examines the influence of subjective age on various old age–appropriate consumer behaviors, interest in age-segmented stimuli (senior discounts), and responses to old-age stereotypes in advertisements. The study findings suggest implications for theory and practice. Directions for future research are also suggested.

Use of Credit Cards by Older Americans

Although older American spend increasingly large sums of money on goods and services, it is widely believed by financial service providers and retailers that these individuals make relatively little use of credit cards. Using a large national sample of respondents from different age groups, finds that older adults use credit cards as frequently as younger adults when circumstances and opportunities for consumption in both groups are similar. Age‐related declines in use of credit cards may reflect changes in lifestyles and other circumstances associated with age, not age per se. Discusses implications of the results for retailers and consumer credit lenders.

Older consumers’ orientations toward age-based marketing stimuli

The increasing size of the aged population is becoming important to marketers interested in developing marketing programs, policymakers interested in the effects of marketing activities on the well-being of older adults, and researchers who wish to understand this segment as consumers. This research presents theoretical foundations useful in understanding older adults as consumers and, based on these foundations, a model is developed and tested to help learn about antecedents and processes that affect the way older adults respond to marketing offerings targeted at them.

Family and television influences on materialism: a cross‐cultural life‐course approach

Purpose – The purpose of this study is to examine whether the development of materialistic values in early life reflects cultural norms or is the outcome of media and family influences. It seeks to examine the role of family communication and television, which were found to promote materialistic values in individualistic countries, by assessing their effects on youths in four countries that represent the Eastern and Western cultures: Japan, Malaysia, USA, and France.Design/methodology/approach – The study used an anonymous self‐administered survey of young adults aged 18 to 32 years in two diverse Eastern countries: Japan and Malaysia (total n=351); the sample size was approximately the same for the Western countries of USA and France (n=315). The samples were equivalent with respect to demographic characteristics. The Malaysian questionnaires were available in both English and Malay. Measurement scales included in the Japanese questionnaires come from available translated versions. The French questionnai...