Larry Lockshin

Retail relationships and store loyalty: A multi-level perspective

Abstract An important factor in retail store loyalty is interpersonal relationships between retail salespeople and customers. However, relationships can also exist at the person-to-store level. This paper examines the linkages between trust in a salesperson, trust in the store, and repeat purchase intention. A model of store loyalty which includes relationships at both the person-to-store as well as person-to-person level is tested. The findings reveal that for those with an interpersonal relationship, trust and commitment to the salesperson are directly linked with purchase intention as well as indirectly through store attitude. For customers without a salesperson relationship, trust in the store leads to loyalty indirectly through store attitude, but does not have a direct impact on purchase intention. The results illustrate the existence of multi-level relationships between customers and stores and how those relationships link to store loyalty. The research adds to our understanding of the complexity of relationship retailing, while providing further evidence of the value of generating and maintaining interpersonal relationships as a retail strategy.

Using product, brand and purchasing involvement for retail segmentation

Abstract Consumer involvement with a particular product category has yielded rich results for retail marketing strategy. This research extends the concept by adding brand decision involvement and purchasing involvement as well to derive retail customer segments. An intercept sample of 368 shoppers in four different types of wine shops is used to derive five clusters of shoppers. The typology is validated internally and externally. The clusters derived show strong differences across both purchase behaviour and response to marketing strategies, providing an initial test of the efficacy of using different types of involvement to understand shopping behaviour

Segmentation by Involvement or Nationality for Global Retailing: A Cross-national Comparative Study of Wine Shopping Behaviours

In a study examining wine retail choices of two samples from two different countries (France and Australia), the authors examined the respective contribution of involvement and nationality as segmentation variables. The results suggest that while French wine shoppers differ somewhat from their Australian counterparts, strategies aimed at identifying high-involvement wine consumers may be more successful on a global scale. Whilst there are none to date, this study suggests that there is scope for the development of global wine retailers.

Consumer Responses to Wine Bottle Back Labels

This paper reports on an exploratory study of consumer responses to the information contained on wine bottle back labels. It was based on research conducted with respondents in Australia in early 1999. Its central findings were: (1) that experienced consumers have difficulty in matching the tastes of wines with their back label descriptions; (2) that 57% of the respondents claim regularly to read back labels in making their purchasing decisions; (3) that the information they found most useful in helping them to identify the wines was simple descriptions of the tastes or smells of the wines; and (4) that it is difficult to draw general conclusions about the effects of gender, age, income or occupation on such responses.

Using Means-End Chains for Analysing Occasions - Not Buyers

Abstract Understanding consumers behaviour must take into account both product usage and the situation in which it is used. Little research has combined these two areas. Means-end chains are used to gather information on the attributes, consequences and values associated with product choice and how the use of these vary across occasions. We categorise over 600 chains derived from wine purchases into eight occasions. Our analysis shows the most important elements for each occasion and demonstrates the dominant means-end chains for three occasions and the use of the major chains for positioning and promotion. We conclude that situation-based usage behaviour can be analysed using the means-end chain methodology.

Components of Wine Prices for Australian Wine: How Winery Reputation, Wine Quality, Region, Vintage, and Winery Size Contribute to the Price of Varietal Wines

Australian wines are identified by the varietal names of the grapes rather than the regions as in France and other traditional wine producing countries. This paper uses the concept of hedonic price theory to investigate a range of extrinsic characteristics’ ability to predict prices for different climate regions (warm and cool) and four major wine varieties of Australian wines, two reds (shiraz and cabernet) and two whites (chardonnay and riesling). The effects of winery reputation (wine company/brand), winery size (production scale), age of the wine, and region of origin (wine grape source) contributing to the relationship between price and quality attributes of Australian wines are investigated, based on 1880 observations of bottled wines. Wine quality rating and winery/brand reputation have major effects on the price, while region and size of winery have differential effects depending on the variety of grape. Vintage has only a minor effect.

What Price Quality? An Investigation into the Prediction of Wine-quality Ratings

The paper uses the wine-quality ratings devised by James Halliday in his book Australia and New Zealand Wine Companion 2000 as the dependent variable in a regression-based analysis. Equations are developed for eight different wine varieties in Australia: Chardonnay, Riesling, Semillon, Sauvignon Blanc, Cabernet, Shiraz, Merlot and Pinot Noir. The independent variables having the greatest correlation with the quality rating include price range, winery rating, vintage, size of winery and region. The importance of these independent variables varies with the variety and some traditional indicators of quality, such as region, do not seem to have as great a correlation with quality as might be expected.

The global wine business as a research field

Purpose – This paper has the purpose of introducing the inaugural issue of the International Journal of Wine Business Research after the re‐launch from the International Journal of Wine Marketing including rationale, scope, goals, and objectives.Design/methodology/approach – The paper provides a rationale for a journal such as IJWBR. It starts by outlining the global wine business as a complex and fruitful field to study, describes some streams of research, and identifies issues for future studies as potential further contributions to this journal.Findings – There is a critical need for an outlet that provides an overview on current issues and topics in the wine business, promotes high quality research on all aspects related to managing wine and related businesses, and is accessible to both academics and the global wine trade.Originality/value – This paper is essential for current and prospective readers of the journal and those who consider submitting to IJWBR.

Behind the Australian wine industry's success: does environment matter?

Purpose – The success of the Australian wine industry is well documented. However, there have been few comparative studies of the reasons for this success as compared to Australias main competitors. Most of the anecdotal evidence and trade publications focus on “value for money” and fruit‐driven wines, without looking at how the Australian wine businesses operate. The purpose of this paper is to investigate the external environment in France and Australia as one of the drivers for Australian wine sector success.Design/methodology/approach – In‐depth interviews with two French and two Australian wineries and a review of the literature led to a series of hypotheses about the role of market orientation, strategic orientation, innovative and entrepreneurial environment orientation, constraining legislation, industry infrastructure usage, industry plan support, and interorganizational collaboration as factors differentiating the two countries. An online survey of wineries in the two countries resulted in a sa...

Reverse Country-of-Origin Effects of Product Perceptions on Destination Image:

Via two experiments, the authors meld research in travel destination image (TDI) and country-of-origin image (COI) to investigate whether consumers’ perceptions of a country’s products influence their perceptions of the country as a travel destination. In the first experiment, the authors show that reverse COI effects may occur, where participants use product beliefs to imbue destination beliefs. More positive product beliefs lead to more favorable perceptions of and greater intentions to tour the destination. The second experiment follows on to show that destination familiarity may moderate the product beliefs–destination beliefs relationship established in the first study. As familiarity increases, participants rely less on product beliefs to evaluate the destination. A key implication for exporters, tourism policy makers, and tourism businesses is that foreign products not only are competing with each other for domestic customers but also are competing through their products for a share of the outbound tourism market.