دانلود مقاله انتخاب مجدد برند توسط خریداران در شرایط مشابه در مسافرت
چکیده
پیش زمینه نظری
فرضیه ها
تحلیل تجربی
نتایج
بحث
محدودیت ها و دستورالعمل ها برای تحقیقات بیشتر
خلاصه اجرایی
منابع
Abstract
Theoretical Background
Hypotheses
Empirical Analysis
Results
Discussion
Limitations and Directions for Further Research
Executive Summary
References
چکیده
ابتدایی ترین تظاهر وفاداری به برند خرید مجدد است – انجام همان انتخاب در مناسبت دسته بعدی. این مطالعه آزمایش می کند که تا چه حد ثبات نشانه های زمینه ای در موقعیت های خرید بر خرید مجدد تأثیر می گذارد. ما این اثرات را با تجزیه و تحلیل مجموع 1.6 میلیون جفت انتخاب برند (یعنی دو انتخاب متوالی) از 20587 خریدار آلمانی و 23036 خریدار بریتانیایی در سه دسته FMCG بررسی می‌کنیم. ما متوجه شدیم که نشانه‌های زمینه‌ای پایدار (همان خرده‌فروش، اندازه سبد یا روز هفته مانند موارد قبلی) خرید مجدد بیشتر می‌کنند، در حالی که نشانه‌های متنی ناپایدار (خرده‌فروش متفاوت، اندازه سبد یا روز هفته مانند موارد قبلی، تبلیغی که در یکی از مناسبت‌ها انتخاب شده است یا مجموعه‌ای متفاوت اندازه) مانع از خرید مجدد می شود. علاوه بر این، نتایج ما بر اهمیت اینرسی و قدرت برچسب های خصوصی برای تقویت خرید مجدد تاکید می کند. این مطالعه بینش‌های قابل تعمیم در مورد ثبات سفر به سفر در انتخاب خریداران ارائه می‌کند، معیاری را برای ارزیابی عملکرد برند در چندین فروشگاه خرده‌فروشی پیشنهاد می‌کند، و فرصت‌هایی را برای همکاری سازنده و خرده‌فروش به منظور پرورش خرید مجدد مشخص می‌کند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
The most basic manifestation of brand loyalty is repurchasing – making the same choice on the next category occasion. This study tests to which extent the stability of contextual cues across purchase occasions affects repurchasing. We investigate these effects by analyzing a total of 1.6 million brand choice pairs (i.e., two consecutive choices) of 20,587 German and 23,036 British shoppers in three FMCG categories. We find that stable contextual cues (same retailer, basket size or weekday as on previous occasions) further repurchasing whereas unstable contextual cues (different retailer, basket size or weekday as on previous occasions, a promotion chosen on one of the occasions or a different assortment size) hinder repurchasing. Furthermore, our results stress the importance of inertia and the power of private labels to foster repurchasing. This study provides generalizable insights regarding trip-to-trip stability in shoppers’ choices, proposes a metric to benchmark brand performance across multiple retail outlets, and pinpoints opportunities for manufacturer-retailer cooperation in order to nurture repurchasing.
Introduction
Convincing a customer to choose the same brand on the next purchase occasion is a goal shared by many organizations. Many marketing activities attest to this goal. Companies in FMCG, fashion or electronics, for example, provide coupons on their packaging to be redeemed within a given timeframe. McDonald’s attaches stickers on soft drink cups offering same-day price promotions for coffee or cake to convince customers to stay for dessert and not switch restaurant. B2B venders call existing customers when they anticipate their previous order to run out, retailers send follow-up offers to their client base and political parties aim to reassure voters from the latest election to repeat that decision. Such efforts are understandable because customers have a choice and often actively search for alternatives. In addition, competitors aim to attract potential switchers to their brands. While there is much discussion about the appropriate level of effort to keep ∗ Corresponding author. E-mail addresses: oliver.koll@uibk.ac.at (O. Koll), andreas.plank@umit.at (A. Plank). existing customers (Dawes, Meyer-Waarden, and Driesener 2015; Meyer-Waarden and Benavent 2009; Riebe, Wright, Stern, and Sharp 2014) marketing scholars and practitioners agree that convincing customers to repurchase is a sensible objective.
Results and analyses
We find the highest positive correlation between all variables of our model between repurchasing and inertia (ranging from 0.41 for shampoo in the UK to 0.53 for coffee in Germany) and the highest negative correlation between category purchase frequency and interpurchase time (ranging from −0.30 for cola in the UK to −0.41 for shampoo in Germany). Overall, repurchasing differs substantially between productcategories and between Germany and the UK, ranging from 43.27% (shampoo UK) to 84.79% (coffee UK). Repurchasing increases monotonically with retailer stability. For example, for the coffee category in the UK repurchasing is 90.65% (87.33%, 85.54%) vs. 72.06% for customers who visited the same retailer on three (two, one) prior purchase occasions vs. customers who did not visit the same retailer on the previous trip. While repurchasing is higher for customers with stable basket sizes, repurchasing does not increase monotonically with increasing basket size stability. However, we find that repurchasing increases monotonically with day stability. For example, for the shampoo category in Germany repurchasing is 57.95% (53.25%, 53.18%) vs. 49.77% for customers who shopped on the same day of the week on three (two, one) prior purchases vs. customers who did not shop on the same day of the week on the previous occasion.
H1: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher if the shopper revisits the same retail chain as on previous category purchase occasions
H2: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher if the shopper purchases a similar basket size as on previous category purchase occasions
H3: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher if the shopper purchases the category on the same day of the week as on previous purchase occasions
H4: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher if the shopper chooses a promotion on both or neither occasion(s) of a category purchase pair than if a promotion is chosen on only one of the occasions
H5: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher if the shopper encounters a smaller category assortment size on the second occasion (vs. the first occasion) of a category purchase pair
H6: The probability of repurchasing the same brand in a given category on the next purchase occasion will be higher for shorter time periods between the two occasions of a category purchase pair