Minoo Farhangmehr

Consumer and retailer perceptions of hypermarkets and traditional retail stores in Portugal

Abstract Since its appearance in the mid 1980s, the hypermarket is a symbol of the modernisation of Portugal. It has dramatically changed not only the retailing structure in this country but also Portuguese buying behaviour. To better understand these changes, personal interviews were conducted with 500 Braga consumers. In addition, a mailed survey was administered in the same market to 204 traditional retailers. The results show that, for consumers, the hypermarket is the preferred type of retail store for frequently purchased packaged goods, due to its low prices and convenient one-stop shopping. The perception of traditional retailers is that the hypermarkets affected them negatively. The comparative analysis suggests that, although consumers do not have a negative opinion about traditional retail, they do not share the same favourable opinion that traditional retailers have about themselves.

Explaining attitudes towards the euro: Design of a cross-national study

AbstractThe aim of this paper is to provide essential background material relating to the accom-panying papers in this special issue. It presents a brief description of the ‘Psychology of theEuropean Monetary Union’ project. This involved a questionnaire study of attitudes towardsthe euro, which was fielded in each of the 15 member states of the European Union in thesummer of 1997. We describe the development of the common survey instrument, and outlinethe rationale and methods pursued in sampling particular conceptual domains. The paper alsodetails the sampling procedures used in each country, together with the response rates andsample sizes attained. Finally, it o•ers a brief cross-national comparison of overall attitudes tothe euro. O 1998 Elsevier Science B.V. All rights reserved.PsycINFO classification: 2229; 3920JEL classification: D63; D84; E52; F33Keywords: Control; Currency; Euro; Expectations; Equity; European union; Economic andmonetary union; Money; National identity; Satisfaction; Values

Hypermarkets versus traditional retail stores — consumers’ and retailers’ perspectives in Braga: a case study

Abstract Since its appearance in the mid-1980s, the hypermarket is a symbol of modernisation. It has dramatically changed not only the Portuguese traditional retailing structure but also the consumption behaviour. To understand the impact of hypermarkets, two questionnaires were used, one for consumers and the other for traditional retailers. The results show that, for consumers, the hypermarket is the preferred type of retail store, due to convenience (it is more practical) and low prices. The perception of traditional retailers is that the hypermarkets affected them negatively. The comparative analysis suggests that, although consumers do not have a negative opinion about traditional retail, they do not share the optimistic vision that traditional retailers have about themselves.

The Euro and European identity: The Spanish and Portuguese case

Abstract The European Union proposes a potential social identity that Spain and Portugal wish to have as part and parcel of their process of modernisation and economic growth. The Euro is the symbol of this desire. As this study shows, in the process of changing to the new currency the pro-European attitudes are far more advanced than any real information citizens may have. As a result of this, the desire to be a European citizen is expressed in the new currency or any other symbol of identity that may strengthen this particular image. The support that citizens give to the Single European Currency comes more from the European identity than from the economic expectations or knowledge of the immediate consequences. Indeed, regression analysis was used to predict attitudes toward the Euro and the main predictors were European identity and microeconomic expectations. Moreover, this article suggests the use of market segmentation as a means of obtaining a more accurate account of citizens opinions of European Monetary Union (EMU). Cluster analysis revealed four clusters: “Indifferent”, “Pro-Euro Informed”, “Pro-Euro Uninformed” and “Against the Euro”.

A relationship marketing perspective to trade fairs: insights from participants

Purpose – The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs. Design/methodology/approach – The paper reports a qualitative study that was undertaken to gain in-depth insights into the relevance of the trade fair context for business relationships. Key informants were trade fair organizers, trade fair exhibitors, trade fair visitors and experts in the field. Findings – Based on a qualitative approach, we propose a conceptual model that allows understanding the importance of relational interactions at B2B trade fairs. The model shows that interactions and networking served through information exchange, and social interaction among participants at B2B trade fairs are vital for relationship building and development. The model also highlights the fact that trade fairs are relevant to develop a relationship marketing strategy that involves interactions and networking with a multitude of players that goes beyond the interactio...

Academic job satisfaction and motivation: findings from a nationwide study in Portuguese higher education

Academic staff is a key resource in higher education institutions (HEIs) and therefore has a major role in the achievement of the objectives of these institutions. Satisfied and well-motivated academic staff can build a national and international reputation for themselves and their institutions. Moreover, the performance of academic staff impacts student learning. In this context, the study of academic staff job satisfaction and motivation to perform their professional activities becomes crucial, especially as higher education is traversed by multiple changes. The purpose of this paper is to present and analyze the findings of a nationwide study on satisfaction and motivation of academics. All academics working in Portuguese HEIs were invited to complete a survey online. The data obtained from 4529 academics were extensively analyzed and findings are presented here along with their implications for HEIs in Portugal.

Predicting entrepreneurial motivation among university students: The role of entrepreneurship education

Purpose – The purpose of this paper is to better understand the main drivers of entrepreneurial motivation among university students and to determine whether entrepreneurship education has a moderating effect on improving the impact of knowledge base and entrepreneurship competencies on entrepreneurial motivation. Design/methodology/approach – This study uses a mixed-method approach that combines qualitative interviews and a cross-sectional survey of a sample of 465 university students. Findings – The study reveals that entrepreneurship competencies are a predictor of entrepreneurship motivation but that knowledge base is not. Additionally, entrepreneurship education does not improve the motivation of university students to become entrepreneurs. These findings suggest that, to increase entrepreneurial motivation, pedagogy should emphasize the development of students’ entrepreneurial psychological and social skills by covering in particular the emotional dimension and critical thinking. Originality/value –...

The marketing planning experience: a UK and Portuguese comparison

Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are involved in some kind of planning activity. In Portugal, where the marketing function is less well established, marketing planning is not so developed. Presents the results of a comparative study which examines the level and nature of marketing activity in Portuguese and UK firms and considers the impact upon marketing planning activity. The study is based on a sample of firms drawn from the top 1,000 businesses (by turnover) in the UK and Portugal. Illustrates stark contrasts in the characteristics of marketing planning in each country, although there are signs of increasing marketing and planning activity in Portugal.

The changing consumer in Portugal

Abstract The 1980s for Portugal was a period of remarkable changes and a number of events influenced the decade significantly. Changes in environmental variables had great impact on the behaviour of Portuguese consumers and the marketing management of firms. This article reviews the changes along a number of variables which are relevant for decision-making in marketing in Portugal. Economic environment, demographic developments, cultural and attitude changes, variables related to Portuguese consumers and changes in macro marketing-mix will be assessed. The future trends of these variables will be reviewed and their implication for marketing management in the remaining years of this century will be considered.

Contribution of Strategic Marketing Planning to the Performance of Small and Medium Sized Firms - An Empirical Research

Although prescriptive literature attributes a number of benefits to strategic marketing planning, its usefulness, however, is not universally accepted and there is argument as to its benefit and its likely influence on the performance of firms. While some argue that formal strategic planning is a major factor in corporate success and enhances organisational performance others challenge this view. unfortunately, the research on the effect and value of strategic planning has shown conflicting results. This study looks at the impact of strategic marketing planning on performance of the firms and how the performance variables relates to a number of other variables.