Mbaye Fall Diallo

Factors influencing consumer behaviour towards store brands: evidence from the French market

Purpose – This paper aims to investigate how consumer and image factors as well as store familiarity influence store brand (SB) purchase behaviour. SBs are now widely offered by European mass retailers. However, consumer behaviour toward SBs is not yet clearly understood in all European markets.Design/methodology/approach – The authors analysed data collected from 266 respondents and used structural equation modelling to test the main hypotheses. They then carried out ANOVA and MANOVA analyses to test the effect of store familiarity on SB purchase behaviour.Findings – Results indicate that store image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB purchase behaviour. Store familiarity positively influences SB choice, but not SB purchase intention. None of the socio‐demographic variables (age, gender, household income, and family size) included as control variables have an effect on SB choice.Research limitations/implications – The study is l...

The Influence of Image and Consumer Factors on Store Brand Choice in the Brazilian market: evidence from two retail chains

Purpose – The purpose of this paper is to investigate the role of image and consumer factors in influencing store brand (SB) choice between two retail chains (Carrefour and Extra) in a Latin American market, Brazil. SBs are increasingly offered by retailers in emerging markets. What is less clear, however, is how emerging market consumers make their choices between the SBs on offer from different retail chains. Design/methodology/approach – A mall-intercept survey conducted by a Brazilian market research company generated 600 usable questionnaires collected in two retail chains. Structural equation modelling was used to test a series of proposed hypotheses. Findings – The results revealed that SB attitude, SB price-image, store image perceptions, SB perceived value and SB purchase intention have significant and positive direct or indirect effects on SB choice overall, and for each retail chain. However, for price-related constructs, the relationships are stronger for the Extra chain compared to the Carref...

Store image perceptions and customer knowledge cues in emerging markets: A cross-country investigation in Brazil and Vietnam

Purpose International retailers operating in different emerging countries should figure out how their store image is perceived across these countries and whether they should adapt or standardise the retail offer. The purpose of this paper is to investigate how store image is perceived across different emerging markets and how it relates to customer knowledge cues and personal characteristics. Design/methodology/approach A store-intercept survey undertaken in Brazil and Vietnam generated 505 usable responses from customers of two metropolitan cities (Brasilia and Hanoi), respectively, in Brazil and Vietnam. The questionnaires were collected in Extra (Brazil) and Big C (Vietnam) retail chains belonging both to the same group (Casino, France). Findings Overall, this paper reveals that emerging market customers assess positively modern retail stores and are concerned about services, merchandise, and store layout when shopping. More specifically, the results indicate differences and similarities between Brazilian and Vietnamese customers in terms of store image attributes, store image dimensions, and overall store image. Moreover, customer knowledge of retailers affects store image perceptions at different levels in both countries. Also, significant differences arise across age, gender, and education in both countries, but not across household income categories. Research limitations/implications Respondents were customers of only two emerging markets (Brazil and Vietnam) and shoppers of two retail chains (Extra and Big C). Caution should therefore be exercised when generalising the results to other emerging markets. Practical implications The paper shows both differences and similarities in store image perceptions in different emerging countries. Because store layout is more positively rated in Brazil than in Vietnam, retailers should be careful to that attribute. In both countries, to improve assortment perceptions, managers might focus on first price (budget) store brands, which can help diversify the assortment and attract less wealthy customers. The service dimension also demands careful management, but personnel training should mirror the local culture. Originality/value This research highlights differences and similarities between Brazilian and Vietnamese customers in terms of store image perceptions. It shows that store image mechanisms are similar in emerging countries as in developed countries. Furthermore, the paper is the first to relate store image perceptions to customer knowledge cues in emerging countries.

What drives store brand purchases during crisis periods? Evidence from panel data in four product categories

Purpose – The purpose of this paper is to investigate how marketing policy and consumer characteristics affect consumer choices of store brands across four product categories during specific crisis periods. Design/methodology/approach – Based on a large set of panel data (N=80,732), the authors develop dynamic choice models to assess consumers’ choices of store brands during crisis periods. Findings – Key marketing variables (i.e. price, product quantity, displays, and feature promotions) and consumer characteristics both affect store brand choice significantly. However, crisis intensity moderates the unique relationships of the four marketing variables, consumer characteristics, and store brand choice. Furthermore, the findings vary across product categories. Thus, consumers adopt diverse strategies to deal with difficult economic situations. Research limitations/implications – The findings reveal both theoretical implications for marketing research and managerial orientations for retailers and manufactu...

Comportement responsable des touristes : Le rôle de l’engagement social

Dans cette recherche, nous étudions l’effet de l’engagement social sur le comportement responsable des touristes. Nous examinons en outre le rôle médiateur du management public responsable du tourisme, de l’implication dans le tourisme responsable et de l’orientation écologique du tourisme. L’étude est basée sur un échantillon total de 656 répondants. Les hypothèses de recherche sont testées selon les équations structurelles. Les résultats mettent en évidence un effet direct positif de l’engagement social sur le comportement responsable des touristes. L’implication dans le tourisme responsable et la satisfaction envers le management public responsable du tourisme ont des effets médiateurs sur la relation entre l’engagement social et le comportement responsable du touriste. Cependant, l’orientation écologique du tourisme n’a pas d’effet médiateur significatif sur cette relation, ni d’effet direct sur le comportement responsable des touristes. Les implications théoriques et managériales de ces résultats sont discutées.

Responsible tourist behaviour: The role of social engagement

This is a study of the effect of social engagement on responsible tourist behaviour. We also examine the mediating role of responsible public management of tourism, involvement in responsible tourism and the ecological orientation of tourism. This research is based on an overall sample of 656 respondents. Our research hypotheses are tested using structural equation modelling. The results reveal a direct positive effect of social engagement on responsible behaviour among tourists. Involvement in responsible tourism and satisfaction regarding the responsible public management of tourism have mediating effects on the relationship between social engagement and responsible tourist behaviour. However, an ecological orientation in tourism has no significant mediating effect on this relationship, nor does it have a direct effect on responsible tourist behaviour. We also discuss the theoretical and managerial implications of our findings.

Drivers of Store Brand Choice Over National Brands in Times of Crisis: Effect of Marketing Variables and Socio-Demographics

This paper investigates the effect of marketing variables and consumer personal characteristics on store brand choice over national brands in times of crisis in the French context. We developed a binary choice model to assess consumer choice of store brands in-stead of national brand products. The analyses are based on a large panel data with stratified samples of about 4,500 households (N=80,732). Results show that marketing variables and consumer characteristics affect significantly store brand choice. However, while crisis intensity moderates the relationships between marketing policy variables and store brand choice, it does not affect overall the way consumer characteristics influence store brand choice over national brand. Furthermore, the product categories investigated are not affected similarly, highlighting the diversity of consumer strategies developed to cope with economic crisis. These findings present theoretical implications for marketing research and managerial orientations for retailers and manufacturers.

Drivers of store brand usage in an Asian emerging market: evidence from Vietnam

Purpose – Although they are increasingly offered by mass retailers in Asia, store brands (SBs) are not well understood in Asian countries. The purpose of this paper is to investigate how store and brand-level factors affect consumer usage of SBs in an Asian emerging country. Design/methodology/approach – A consumer survey, based on sample of 445 respondents, is undertaken in two competing modern retail chains in Vietnam. Structural equation modelling is used to test the research hypotheses. A latent interaction variable was created to test the moderation of store familiarity. Findings – Results indicate that SB price image, consumer attitude towards SBs and SB perceived value influence most strongly SB usage in Vietnam, whereas store image perceptions have no direct effect on it. Some investigated relationships differ across store formats. Overall, store familiarity has a weak direct effect on SB usage, but its interaction effects differ depending on store format. Research limitations/implications – The s...

How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model

Abstract The effects of increasingly ubiquitous self-service technologies (SSTs) on customer satisfaction are ambivalent and poorly understood. In the retail sector, such technologies often provide decision support as main purpose (information terminals) or side effect (self-scanning). This research investigates how SST experience evaluation affects customer satisfaction with the store indirectly, through the mediation of waiting time satisfaction and satisfaction with SSTs, as well as whether the SST type moderates these processes. Satisfaction with SSTs strongly mediates the effect of SST experience evaluation on store satisfaction; both cognitive and affective waiting time satisfaction also mediate the relationship between SST experience evaluation and satisfaction with SSTs. These effects differ across SST types: The mediation of satisfaction with SSTs on the SST experience evaluation–store satisfaction link is stronger for less interactive technologies (self-checkout), whereas the mediating influence of affective waiting time satisfaction on the SST experience evaluation–satisfaction with SSTs relationship is stronger for more interactive technologies with supplementary decision support functions (self-scanning). If retailers or service providers aim to strengthen the link between SST experience and SST satisfaction via perceived waiting time, they should therefore consider to increase interactivity of SSTs by integrating interactive decision support functions (even if decision support is not the main purpose of the SST).

Responsible Tourist Behavior: The Role of Social Engagement (Abstract)

Despite a challenging economic climate, tourism is experiencing growth and continues to provide opportunities for many countries through its ability to generate new sources of revenue and create jobs. Nonetheless, many authors have questioned the legitimacy of developing mass tourism. Thus, new forms of tourism (e.g., ecotourism, agri-tourism, and “solidarity” tourism) labelled responsible tourism have emerged. Yet their exact contribution to the commercial performance of tourist companies has not been clearly established. More specifically, few authors have explored the link between social engagement and responsible tourist behavior or the relationship between the latter and satisfaction with the way in which tourism is managed by public authorities.