Vincent‐Wayne Mitchell

Consumer perceived risk: conceptualisations and models

Reviews the literature on consumer‐perceived risk over the past 30 years. The review begins by establishing perceived risk’s relationship with related marketing constructs such as involvement and trust. It then tackles some debates within the literature, concerning subjective and objective risk and differences between the concepts of risk and uncertainty. It describes how different models have been devised and operationalised to measure risk and how these have developed over the years. Aims to identify and report the theoretical and model developments over the past 30 years and to propose criteria which researchers can use in deciding the most useful model for their own research. The criteria are: understanding, prediction, suitability for reliability and validity assessment, practicality and usability. It is suggested that the basic two‐component model is still the most generally useful for researchers and practitioners alike.

Generation Y female consumer decision‐making styles

Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision‐making groups, namely: “recreational quality seekers”, “recreational discount seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money conserving”. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.

Marketing causes and implications of consumer confusion

Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious confusion. The marketing determinants of confusion are classified and an inventory of confusion reduction strategies is discussed. Examines the marketing and policy implications of confusion, presents a checklist for brand managers to use when conducting a confusion audit and highlights areas for future research, especially into measurement of the concept.

Male Consumer Decision-Making Styles

The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendalls (1986) Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.

An exploratory study of grocery shopping stressors

Many factors affect the store patronage decision, e.g. location, service levels, pricing policies, merchandise assortment, store environment and store image, but very little research has considered stress as a determinant. This is despite the increase in dual income families and longer working hours which are making general shopping a more stressful activity for many families because of time pressure and lack of response by retailers. This exploratory research confirms grocery shopping to be stressful, but time pressure was mentioned as only one factor causing shopping stress; other factors included: crowd density, staff attitude and training, store layout/relocation, impulse purchasing pressure, location, product assortment, music, and lighting. The article concludes by proposing a shopping stress curve for future examination.

A Preliminary Investigation into Pre‐ and Post‐Purchase Risk Perception and Reduction

Since 1960, perceived risk has been of interest to marketing academics. Their interest in the consumer decision‐making process considerably predates this, but interest in how risk varies during the process has not been so prevalent and many studies have assumed that perceived risk remains constant throughout the buying process. Tests this assumption in a study of 180 breakfast cereal shoppers, half of whom were interviewed prior to purchase and half immediately after. The results showed that risk perceptions and risk‐reducing strategy usefulness did vary between the two states. The differences were not large, but were sufficient to allow rejection of the proposed null hypothesis and to cast doubt on the assumptions made in many studies.

How to Identify Psychographic Segments: Part 1

As marketing knowledge and market competition increase, so too does the need for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures. Part 1 considers factor and cluster analysis, while Part 2 looks at multiple discriminant analysis. The analysis shows that three potential risk segments exist which differ demographically and in their risk perceptions.

The Role of Geodemographics in Segmenting and Targeting Consumer Markets

Discusses the applications and limitations of current geodemographic classifications for the identification, segmentation and targeting of consumer markets. Then discusses future developments and opportunities drawing on the results of a Delphi Study conducted with market analysis industry experts. Issues discussed include factors inhibiting market development, market potential, 1991 census, computer developments, non‐census data‐bases, bespoke classifications, education and Europeanization.

Exploring consumer confusion in the watch market

Observes that consumer confusion is a concern for manufacturers because it can lead to weakened brand loyalty, a deterioration of brand image and lost sales. Argues that watch manufacturers in particular suffer from consumer confusion caused by product proliferation, imitation strategies and inaccurate/inadequate information. Consumer confusion is also of concern to retailers because it can distort retail image and lead to promiscuity. Reports on an empirical study using the accompanied‐shopping method conducted with 30 watch buyers. The study revealed the importance of the retail environment, store loyalty and the salesperson for the clarification of consumer confusion. Discusses implications for marketing action for both watch manufacturer and retailer.

Service Quality: : Students′ Assessment of Banks and Building Societies

Investigates service quality in the student market for financial services. Reports empirical work in which students′ attitudes towards the service provided by their banks and building societies were assessed, with emphasis on loan and overdraft arrangements. The students′ expectations and perceptions were measured using a graphic positioning scale and a number of service quality shortfalls were identified which have implications for organizations providing financial services to the student market. Highlights opportunities for further research in the area of measuring service quality.