Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two dimensions for perceived quality, extrinsic quality-linked to the brand-and intrinsic quality-related with internal product characteristics. We propose that (i) cognitive loyalty is more influenced by intrinsic product quality whereas extrinsic product quality (brand name) is more salient for affective loyalty and, (ii) different commercial stimuli have a differential effectiveness on intrinsic and extrinsic perceived quality. In fact, in this study, we analyze how perceived quality dimensions may influence the effectiveness of two different commercial stimuli: displays and advertising flyers. While displays work within the point of sale under time-constrained conditions where consumers are more likely to use heuristics to simplify their decisions, advertising flyers work outside of the point of sale under low time-constrained conditions, and therefore favor a more reasoned purchase decision where systematic processing will be more likely. We analyze the role of quality perception in determining the effectiveness of both these commercial stimuli for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe's largest computer retailers and it combines scanner, observational, and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact is different on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays due to the use of a brand name heuristic. However, intrinsic quality perception improves to a greater extent the effect of advertising flyers, which in turn are more closely related to systematic decision processing.

/pdf/influence-of-customer-quality-perception-on-the-1co8bhcr8b.pdf

Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products

Coupons have been used as promotional and marketing campaigns with the key objective of boosting sales through new customers or bringing back existing ones (Venkatesan & Farris, 2012). Coupons are ...

The effectiveness of coupons on the restaurant consumers’ purchase decision

/pdf/the-influence-of-consumers-perception-on-perceived-value-and-3eel942z2n.pdf

The Influence of Consumers’ Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

Farmers markets, an important direct‐to‐consumer market, have shown signs of declining sales since 2007. This trend has raised concern about their future viability, inciting stakeholders to consider new marketing and development approaches. Unfortunately, the literature on these approaches is largely qualitative, with little empirical or experimental evidence assessing impact or effectiveness. We present results from a randomized control trial measuring the efficacy of an informational nudge—a mailed coupon—in attracting new customers to a winter farmers market in Northern Colorado. Previous research identified perceived lack of product assortment at farmers markets as a major barrier to consumer attendance; accordingly, half of the coupons in our experiment emphasized the wide range of products sold at the market, while the control coupons presented general market information. We mailed 6000 physical coupons redeemable for $10 to randomly selected households in Fort Collins, Colorado, during the 2017–2018 market season. One hundred and eleven coupons were redeemed (1.85%), of which 58 were treatment and 53 control. While the coupon was somewhat effective at attracting new customers (36% had never attended the winter farmers market), there were no statistically significant differences in redemption rates between treatment and control. We thus find that the information nudge was not enough to influence the decision to attend the winter farmers market. EconLit citations: Q13, Q18.

Promoting farmers market via information nudges and coupons: A randomized control trial

1. MBA Student, Karachi University Business School (KUBS), University of Karachi, Sindh, Pakistan 2. Chairman KUBS, Karachi University Business School (KUBS), University of Karachi, Sindh, Pakistan 3. Ph. D. Scholar, Assistant Professor, Karachi University Business School (KUBS), University of Karachi, Sindh, Pakistan PAPER INFO ABSTRACT Received: January 23, 2021 Accepted: March 01, 2021 Online: March 15, 2021 For several years, people are more associated with online shopping because it was more comfortable as compared to brick-and-mortar retailers. It can save a lot of time and enabling the process of business to consumer where the user searches the required products, brands, or items. The convenience of Eshopping provides a valid payment method for completion of the transaction, which enabled access 24/7. The aim of this study to signifies the impact of eight independent variables like TV advertising, social media advertising, online coupons, buy one get one free, online special discounts,promotional campaigns, word of mouth, and free delivery. By analyzing this comprehensive study on SPSS that was conducted through questionnaires from the different sectors of the people. In the data collection survey, 330 respondents give feedback to the 29 questionnaire form, which was more analyzed from the SPSS tools. From the result analysis that TV advertisement is not playing any role in the mode of online shopping, but other promotional tools have a significant impact on E-shopping.

/pdf/impact-of-promotional-tools-on-consumer-buying-decisions-in-15smyypi37.pdf

Impact of Promotional Tools on Consumer Buying Decisions in Online Purchasing

77% of the United States population uses coupons and shoppers saved more than $3 billion last year by doing so. Coupon users report an average of 11.5% savings on their grocery bill with coupons, prompting manufacturers to respond by offering more than $250 billion in coupon savings in 2003. No doubt, therefore, that ‘coupons’ have been investigated extensively, and from a very divergent perspective (Chatterjee et. al 2000; Cheema et. al 2002; Heilman 2002).

/pdf/effects-of-coupons-on-consumer-purchase-behavior-a-meta-2ouozwmox8.pdf

Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis

“Women can hold up half the sky” was a popular slogan in China in 1970’s. The slogan reflects the belief of Chinese socialists that men and women are completely equal, both physically and mentally. In 1979, China changed its socialist economic system into a more capitalistic market economy. As a result of this transformation, those selling goods had to compete for buyers. Consequently, advertising, which was relatively unknown in China, began to take hold. This paper explores the impact of magazine advertising in China on the image and portrayal of women within Chinese society over a 20 year period, 1980-2001. This time-frame is significant because it marks the beginning of China’s capitalist economic experiment up to the point that China is accepted into the World Trade Organization (WTO). This 20 year period is long enough to measure trends and evaluate changes in Chinese society and represents an important first stage in China’s participation in the international market economy. The 581 ads, evaluated in this study, indicate that women’s role portrayal in Chinese advertising has changed over the 20 year time-frame from that of an equal partner to men to a more westernized image of women as objects of beauty and sexual desire.

http://www.na-businesspress.com/JMDC/GaumerC_Web6_3_.pdf

Do Women Still Hold Up Half the Sky? Portrayal of Women in ChineseAdvertising: 1980-2001

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Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis

Do Women Still Hold Up Half the Sky? Portrayal of Women in ChineseAdvertising: 1980-2001