Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid

Antoni, Verner Luis; Basso, Kenny

doi:10.7819/rbgn.v18i62.1702

Cited by 3 publications

(11 citation statements)

References 12 publications

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“…In relatively low-involvement and low expenditure products, such as FMCGs (the focus of our study), we can reasonably assume that high-income consumers who do not face budgetary constraints will show biased or specialized (Felix, 2014) true loyalty (Dick and Basu, 1994) unless the category is made up of completely undifferentiated brands (Felix, 2014). However, because LICs face the conflict between the desire for premium brands and budgetary limitations (Antoni and Basso, 2016;Costa Filho and Motta, 2015;Kochuyt, 2004), it is likely that cognitive factors, such as the deliberations of price against quality, will be intense for LICs. Likewise, because brands serve as important symbolic markers of distinction among LICs, affective reactions to brands are also likely to be intense.…”

Section: Brand Loyalty Among Low-income Consumersmentioning

confidence: 97%

Brand loyalty among low-income consumers?

Filho

Falcão

Motta

2020

QMR

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Purpose Low-income consumers (LICs) have gained more attention from marketers after Prahalad and Hart (2004) called attention to untapped opportunities among the world’s poorest. Once neglected and seen as price-driven, more recent research has depicted LICs as brand-conscious consumers who are willing to pay a premium for quality. However, because LICs must balance their tight budgets with aspirations for branded items, this perspective may be too optimistic. To address this issue, the purpose of this paper is to investigate brand consideration and loyalty among LICs across a wide range of products. Design/methodology/approach The authors used a qualitative-inductive approach to assess LICs’ brand considerations across ten fast-moving consumer goods. In-depth interviews with 20 Brazilian LICs were conducted. Findings The authors found that brand loyalty among LICs is both context- and category-dependent. Patterns of loyalty are influenced by five factors: perceived differentiation, perceived risk, contextual usage, proportion of the category expenditure to household income and hedonic vs functional consumption. It seems that the interplay of these factors ultimately shapes differently the attitudes and repeated patronage of brands within each category among LICs. Research limitations/implications Generalizability of findings is limited owing to the qualitative method used. Practical implications The authors provide practical insights to managers concerning key attributes that influence brand consideration and loyalty among LICs. Originality/value This paper adds to the yet limited knowledge on LICs and provides a deeper and more holistic understanding of the relation of LICs with brands.

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Section: Brand Loyalty Among Low-income Consumersmentioning

confidence: 97%

Brand loyalty among low-income consumers?

Filho

Falcão

Motta

2020

QMR

View full text Add to dashboard Cite

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“…Furthermore, they focus on value, rarely trust and aim for emotional goals (Praceus and Herstatt, 2017, p. 97; Singh, 2016, p. 27). For urban BOP consumers, value through store atmospherics means affordability, quality and fulfilment of aspirations (Antoni and Basso, 2016, p. 596). Mistrust is popular among urban BOP consumers who want to trust that retailers will deliver valuable yet positive emotional experiences, which make them extra attentive to store atmospheric elements to develop perceptions (Antoni and Basso, 2016, p. 601; Barki and Parente, 2006, p. 56).…”

Section: Literature Review and Conceptual Model Developmentmentioning

confidence: 99%

“…Various studies agree (Sharma and Gupta, 2021, p. 308; Srivastava and Srivastava, 2021, p. 1), showing that BOP consumers aspire to have a better shopping experience. Store atmospherics are particularly important to BOP consumers as they: prefer to buy from physical stores rather than online; require greater decision-making guidance from the retail experience than more affluent segments; and prioritise value, trust and emotional goal attainment (Antoni and Basso, 2016, p. 596; Coffie and Darmoe, 2016, p. 386; Hasan et al , 2017, p. 154). …”

Section: Introductionmentioning

confidence: 99%

“…prioritise value, trust and emotional goal attainment (Antoni and Basso, 2016, p. 596; Coffie and Darmoe, 2016, p. 386; Hasan et al , 2017, p. 154).…”

Section: Introductionmentioning

confidence: 99%

“…The link between store atmospherics and BOP consumers’ apparel behavioural intentions stems from certain purchase antecedents, such as trust, perceived awareness and self-identity. These purchase antecedents are associated with urban BOP consumers’ attitudes, perceived behavioural control and social norms, which broadly describe their apparel behavioural intentions (Antoni and Basso, 2016, p. 596; Praceus and Herstatt, 2017, p. 97; Singh, 2016, p. 27).…”

Section: Introductionmentioning

confidence: 99%

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Apparel behavioural intentions of urban bottom-of-the-pyramid consumers: exploring the role of store atmospherics

van Niekerk,

Roberts-Lombard,

Cunningham

2023

EBR

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Purpose This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market context. This study also considers purchase antecedents to attitude, perceived behavioural control and social norms as determinants of urban bottom-of-the-pyramid consumers’ apparel behavioural intentions. Design/methodology/approach Using non-probability sampling, specifically purposive and interlocking sampling, data collection was secured from 881 economically active Namibian urban bottom-of-the-pyramid respondents through interviewer-administered questionnaires. Covariance-based structural equation modelling assessed the significant relationships among all constructs in the conceptual model. Findings This study found that for favourable apparel behavioural intentions of urban bottom-of-the-pyramid consumers to occur, apparel retailers should emphasise trust, perceived awareness and self-identity through apparel assortment and groupings, easy-to-read visible signage, together with competent, friendly and respectful sales personnel in their store atmospherics. Practical implications The findings of this study may guide apparel retailers in other emerging African markets to develop regional integration, market-based solutions and inclusive economic growth focusing on “non-essential” products, such as apparel, among urban bottom-of-the-pyramid consumers. Originality/value This study expands the intellectual boundaries of urban bottom-of-the-pyramid consumers’ behavioural intentions towards “non-essential” products. The theoretical framework supports the integration of both the stimulus-organism-response model and the theory of planned behaviour into one single model for empirical investigation. Additionally, adopting a novel theoretical framework helped identify the impact of store atmospherics from a bottom-of-the-pyramid perspective in an emerging African market context, such as Namibia.

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