Existing literature falls short in that it fails to directly recognise the potential that lies within scent marketing and its influence on consumers’ behaviour, especially in high-end fashion stores. The study aimed to explore the influence of scent marketing on consumers’ approach and avoidance behaviour in the high-end fashion industry. The study was qualitative in nature and followed an exploratory research design. A non-probability snowball sampling method was used to recruit participants. Data was collected by means of three focus group sessions. The collected data was analysed by using the Morse and Field approach, and by making use of ATLAS.ti qualitative data analysis software. SPSS software was also used to analyse the demographic results. The results indicate that consumers’ response stimuli often depend on emotional stimuli they experience, which will lead to an approach or avoidance response. Scent marketing can boost approach behaviour, if implemented correctly. Based on the results, it is recommended that retail stores, more specifically high-end fashion stores, should make use of scent marketing to attract consumers to the store, keep them browsing for longer periods, enhance purchases and make them feel comfortable. Scent can have a positive influence on consumer’s evaluations, reactions and the intention to visit and revisit a store. This can result in consumers spending more time and money in the store. Furthermore, if scent marketing is implemented correctly, it could also boost brand identity and create a competitive advantage for that specific store. Received: 2 May 2021 / Accepted: 15 June 2021 / Published: 8 July 2021
Businesses in city centres are faced with the problem of attracting customers due to competition from suburban shopping centres, decayed environments, crime and grime. The Business Improvement District (BID) model is implemented for ceasing and reversing decline in the economic health and environmental quality of city centres, redirecting investment to those areas, and improving perceptions. Despite the efforts implemented by BIDs in South Africa, declining footfall and negative perceptions continue. The objective of this research was to investigate the place marketing objectives and activities of BIDs in South Africa and to make recommendations in order to improve the effectiveness of their place marketing strategies. Non-probability, judgement sampling was used to select research participants. Data was collected by conducting in-depth interviews with managers who were involved with the BIDs' place marketing strategies. A sample size of nine research participants was realised. The results indicated that the primary place marketing objectives of BIDs included in the study are to attract desirable stakeholders, communicate the value of services offered and to improve negative perceptions. Furthermore, only 5% of their annual budget is allocated towards place marketing activities that primarily comprise of social media marketing. R GOLDBERG R JANSEN VAN RENSBURG L VAN STADEN Investigating the place marketing objectives and activities of Business Improvement Districts in South Africa
Background:The Singletons consumer segment in South Africa is growing in size. Due to the absence of family constraints and responsibilities, Singletons have a greater level of spending power. Their high levels of disposable income enable Singletons to spend a greater percentage of their income on luxury products. Purpose of study:The growth in size and financial value of Singletons warrants further investigation. Marketers have overlooked the increasing value of this segment and have not conducted sufficient research to gain a better understanding of Singletons. The objective of this study was to conduct a lifestyle analysis of Singletons.Design/Methodology/Approach: Non-probability, convenience sampling was used. Data was collected by using a self-administrated questionnaire. A sample size of 207 respondents was realised. Cronbach-Alpha values and Confirmatory Factor Analysis (CFA) were calculated to determine the reliability and validity of the questionnaire. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy determined the appropriateness of the factor analysis. A p-value of Bartlett's test of sphericity was calculated in order to determine whether there is sufficient correlation between the items. The means and standard deviation (SD) was derived from the responses to each lifestyle statement. Results/Findings:The results indicated that Singletons have a moderately low level of fashion-consciousne ss whilst having moderately high levels of cost consciousness, health consciousness, recreation, e-shopping preferences and career orientation.Recommendations: Due to Singletons' moderately high levels of cost, health and career consciousness, and a shared preference for e-shopping, marketers should integrate and emphasise these dimensions in their strategies, and downplay on fashion-centred messages due to the moderately low levels of Singletons' fashion consciousness. Managerial implication:The results provide marketers with a comprehensive perspective of Singletons in terms of their activities, interests and opinions (AIOs). Customised products and strategies aligned with these dimensions can be developed, and by so doing, improve profitability.
Place marketing is one of the primary services offered by Business Improvement Districts in an attempt to rejuvenate decayed areas in towns and cities around the world. The success of the place marketing process is influenced by the interrelationship of the three levels of place marketing, namely target markets, place marketing factors and the place marketing planning group. The objective of this study was to identify the levels of place marketing of Business Improvement Districts in order to improve the effectiveness of the place marketing process. Judgement sampling was used to select research participants. Data was collected by conducting nine semi-structured interviews with Business Improvement District managers. Results indicated that Business Improvement Districts in South Africa primarily target property owners, business owners and residents. Place marketing factors included location, historical significance, safety and recreational facilities. The place marketing planning group comprised of multiple stakeholders, ranging from management to local residents. Key phrasesBusiness Improvement Districts; place marketing; South Africa and urban regeneration RH GOLDBERG LR JANSEN VAN RENSBURGInvestigating the place marketing levels of Business Improvement Districts in South Africa
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