Buyer Behaviour and Relationships
Video and Web Links
1. Hofstede & culture – the onion model and organisational culture
2. Lifestyle marketing to teenagers
3. Hofstede’s National Culture Dimensions model
4. Hierarchy of Effects model
Please note the first three articles per chapter have been provided open access, all other links require journal subscription access which may be available through your university.
Bradfield, O.M., Parker, C. and Goodwin, L. (2009), Sustaining performance: learning from buyers’ experience of Viagra, Journal of Medical Marketing, Vol. 9, No. 4, pp. 343–353. http://mmj.sagepub.com/content/9/4/343.full.pdf+html
This is an account of Pfizer’s reflections on past experience of Viagra users in order to re-assess future marketing strategy. The first part of the article examines the buyer (the und-user not doctors or pharmacists) behaviour literature for these kinds of products that deal with erectile dysfunction. The second part assesses Pfizer’s current marketing and promotional strategy and materials and the third part draws on the literature to examine the ways in which the company can invigorate marketing effort.
Kim, H., Lee, E-J. and Hur, W-M. (2012), The normative social influence on eco-friendly consumer behaviour: the moderating effect of environmental marketing claims, Clothing and Textiles Research Journal, Vol. 30, No.1, pp. 4–18. http://ctr.sagepub.com/content/30/1/4.full.pdf+html
This study uses normative conduct theory and the literature on environmental marketing to explore whether eco-friendly behaviour in the apparel market is influenced by variations in social norms and environmental concerns. The results confirm significant effects of social norms but go further to suggest that the types of environmental marketing claim moderate positive influences of injunctive norms on purchase intention.
Schatzel, K. and Calatone, R. (2006), Creating market anticipation: an exploratory examination of the effect of preannouncement behaviour on a new product launch, Journal of the Academy of Marketing Science, Vol. 34, No. 3, pp. 357–366. http://jam.sagepub.com/content/34/3/357.full.pdf+html
This article looks at preannouncements as strategic marketing communications directed at market participants such as distributors and buyers. The authors suggest that this study is different from studies that focus on the antecedents influencing a firm’s preannouncement behaviour in that it looks at preannouncement behaviour as a deliberate marketing communications process. A test model is developed that includes the effects of preannouncement behaviour on the successful launch of a new product through market anticipation, competitive equity and NPD resources. The authors report on the positive effect on market anticipation by preannouncements as B-to-B marketing communications that influence prospective partners in the supply chain.
Walsh, G. and Gwimmer, K.P. (2009), Purchasing vacation packages through shop-at-home television programmes: an analysis of consumers’ consumption motives, Journal of Vacation Marketing, Vol.15, No. 2, pp.111–128.
This article discusses non-store retailing but more particularly buying through shop-at-home television programming. Consumer behaviour in the complex, high involvement, arena is investigated through looking at vacation travel services. The authors adopt a choice motivation typology as a framework to investigate booking motives. They use a form of factor then cluster analysis to identify four significant and distinct buyer groups. The article provides implications for travel-marketing practice and research.
Wells, V.K. (2012), Foraging: an ecology model of consumer behaviour?, Marketing Theory, Vol.12, No. 2, pp.117–136.
The author introduces the uninitiated business and marketing reader to foraging ideas and terminology in terms of consumption and behaviour. There are a number of suggestions made for the use of the foraging model in both academia and practice. The article goes further with the idea of a foraging ecology model of consumer behaviour and implications for both on- and off-line marketing and retailing practice.