Vincent-Wayne Mitchell

Examining the antecedents and consequences of corporate reputation: A customer perspective

This paper extends previous work to examine the antecedents and customer-related consequences of corporate reputation for one important stakeholder group, customers, and within a special service sector where product and corporate associations are synonymous. We begin by linking the concept of corporate reputation to related concepts. Then, using structural equation modelling on customer survey data (n=511), we examine the impact of customer satisfaction and trust on corporate reputation, as well as how corporate reputation affects customer loyalty and word of mouth behaviour. The management implications of these results are discussed.

Risk Reducing Strategies Used in the Purchase of Wine in the UK

This article considers whether or not perceived risk is hindering the growth of wine consumption in countries such as the UK. An examination is made of the applicability of the theory of perceived risk to the buying behaviour of UK wine consumers. Empirical results show how consumers reduce the risks they perceive and the implications for marketing are discussed.

UK Generation Y male fashion consciousness

Purpose – As social theorists propose that there has been an intensification of social and commercial pressures on men to become fashion consumers, this paper sets out to examine the proposition by investigating fashion consciousness of Generation Y male consumers.Design/methodology/approach – Data were gathered from a survey of 346 male respondents aged between 18‐25 who completed a fashion consciousness questionnaire, which was then factor‐analysed.Findings – Relatively high levels of fashion consciousness were found, but not necessarily fashion adoption. Factor analysis showed that men view fashion in highly simplistic terms and there is still a strong “anti‐fashion” dimension to the average young male consumer.Research limitations/implications – Drawing on the fields of psychology and sociology, it is argued that “anti‐fashion” fashion consumption creates the distinction necessary for men to create a defensible masculine practice.Practical implications – The “anti‐fashion” motivation is of interest to...

The Mannmaven: an agent for diffusing market information

With the growing competition and complexity of marketing information,interpersonal communication is becoming increasingly important to marketers and consumers (mavens) who can act as disseminators of marketing communications and play an important role. Previous research, which has found that mavens are more likely to be female, has ignored the way in which these consumer communicators make decisions and process information. As male product markets grow and gender roles in shopping become blurred, identifying male mavens could be a useful promotional tool. Sixty male and 78 female market mavens were identified from a survey of 455 German consumers, which differed only marginally in terms of age and education. The prime decision-making traits of male mavens differed from females and were related to brand consciousness, shopping avoidance/satisficing, impulsiveness, speedy fashion seeking, perfectionism, price–value consciousness, confused by overchoice and quality brand loyal. Implications and recommendations for marketers targeting male product markets in Germany are discussed.

Demographic characteristics of consumers who find it difficult to decide

Purpose – The puropse of this article is to identify consumers who experience difficulty in making their buying decisions, especially in the face of variety of choice, proliferation of brand choice, small inter‐brand differences, brand counterfeiting, marketing communication overload and so on.Design/methodology/approach – A questionnaire administered to 264 consumers in north Germany used a scale developed by the authors at the University of Hanover in 2002 to measure three types of difficulty in marketplace decision making. Those relate to similarity among product‐service offerings available, information overload, and marketing communications that lack clarity. Data collected were analysed by ANOVA and hierarchical cluster analysis.Findings – ANOVA suggested that high levels of marketplace decision difficulty were characteristic of older, less well‐educated female consumers. Subsequent cluster analysis identified four distinct and meaningful consumer types, in terms of “marketplace decision difficulty” ...

Balancing Theory and Practice: A Reappraisal of Business-to-Business Segmentation

Abstract The article reviews some current guidance on when and how to segment business-to-business markets. It evaluates traditional segmentation processes and the variables usually recommended. Several important issues are highlighted including: the limitations of current definitions; the continuing tension between theoretically meaningful and managerially possible segmentation methods, and the difficulties in using product benefits as opposed to customer needs as a basis for segmentation. The paper proposes a new comprehensive definition of segmentation and a more balanced marketing-orientated approach to the process. We conclude that the appropriate approach to segmentation in business-to-business markets is governed by the objectives of the organizations involved and by prevailing investment priorities and competitive tensions, rather than by the idealistic recommendations of marketing theory always to focus exclusively on customer needs. The implications for managers and for future research are discussed.

Consumer Vulnerability to Perceived Product Similarity Problems: Scale Development and Identification

Branding and product differentiation should lead to distinct product positioning in the minds of consumers, which helps them to choose between products. However, the increasing numbers of similar products make it more difficult for consumers to distinguish between brands, which can lead to a loss of utility through mistaken and misinformed purchases. Despite this risk, little research has addressed the perceived product similarity construct, and there is no accepted measure or any idea of which consumers are vulnerable to it. This research develops a parsimonious scale for measuring consumers’ orientation for inferring that all products within a category are similar and identifies those vulnerable to it. Support was found for a one-dimensional six-item measure, and its reliability and validity were assessed. Cluster analysis identified three similarity groups of which one appeared highly vulnerable to seeing products as similar. Implications for consumer policy and marketplace trust are discussed.

Consumer Perceived Risk in the UK Food Market

The theory of perceived risk has been examined in many consumer product areas but nowhere is it more applicable than in the purchase of food. Recent food scares, which have greatly increased consumers′ perceived risk and decreased demand, have been testament to its power. The numerous food scares, e.g. apple, tuna fish, babyfood and salmonella in eggs, which have taken place over the past year in the UK, are discussed and the results of a pilot study examining eight food products: restaurant meals, wine, sausages, fast food, tinned pilchards, apples, instant coffee and chocolate are reported. The order of perceived risks in purchase was the same as above, with a restaurant meal being the most risky. The most useful risk‐reducing strategy was brand loyalty, followed by reading consumer guides and then reading product information. The least useful were the use of special offers and celebrity endorsement. Companies and academics should realise the potential importance of this concept in consumer behaviour re...

Effect of industrial prenotification on response rate, speed, quality, bias, and cost

Abstract Mail surveys are a popular research tool, and, although much work has been done to attempt to improve their effectiveness, the vast majority of this work has been carried out in the consumer field. Within the area of industrial prenotification techniques, the previous literature is scant and has produced contradictory results. This review examines the literature and presents the evidence it contains. Overall, prenotification increases response rates by an average of 6% with telephone being most response enhancing (16%) followed by letter (6%) and postcard (2.5%). Only six significant results were found—five showing a positive effect and one showing a negative effect. Most of the studies were from the U.S., but the results suggested that country of origin had little effect on the different results. In general, prenotification reduces response days by one but has little effect on response quality, which has almost exclusively been measured by item omission. Its effect on survey cost has produced increases and decreases, and no general conclusions, whereas its effect on response bias has rarely been considered. Clearly, the literature is lacking in guidance for the would-be mail researcher, and this needs to be rectified by more experimentation.

Using Delphi to Forecast in New Technology Industries

Presents a case which suggests that companies in new‐technology‐based industries have a greater need for long‐term planning than those in other industries at other stages of development. During the period of an industry′s infancy, there is also a greater need for an industry, rather than a company, perspective. Judgemental forecasting techniques are suggested to be more suitable in new industries because of the problems associated with other forecasting methods. However, problems such as time pressure on executives and the need for confidentiality are more acute when using judgemental forecasting techniques in new industries. The Delphi technique has been used many times as a method of forecasting the future of established industries, but it has never been used to consider the future of a new industry. Discusses ten problems which can be encountered when Delphi is used in this situation and provides practical hints on procedures to overcome them, gained from its use to forecast changes in one new industry...