Spanish consumers' perceptions of US apparel speciality retailers' products and services

Abstract

is a professor of marketing at the University of Castilla La Mancha in Albacete, Spain. His research interests include aspects of marketing channel management, retailing and consumer behaviour. Currently he is working on various projects related to information technology and its effects on relationships among different channel members. Miguel Angel Gomez Borjais an associate professor of marketing at the University of Castilla La Mancha in Cuenca, Spain. His research interests deal mainly with experimental consumer behaviour research and the effects of information technology and new virtual markets on consumer behaviour and relationships in marketing channels. AbstractApparel speciality retailers' success in international markets is contingent upon their knowledge of culturally-defined values, norms and behaviour that influence consumer decision making and impact acceptance of products and services. An integrated theoretical framework of retail internationalisation guided this investigation of the viability of the Spanish market for US retailers. This study examined consumers' store patronage and apparel purchase behaviour, acceptance of US apparel brands, perceptions of retailers' products and services, and perceptions of the impact of foreign retailers on local communities. Data were collected from 375 consumers in Barcelona, Madrid and Valencia. The influence of retailer characteristics on consumers' store patronage varied by age and income. Product characteristics that influenced apparel purchases varied by gender, income and age, while acceptance of US brands differed by gender and age. The perceptions of Spanish, European and US retailers differed regarding quality, fashionability, product assortment, extent and quality of customer service, convenience of location, payment 345 options, national brands and store layout. Consumers' acceptance of US apparel brands was a function of age, household income, apparel product country of manufacture and price. Perceptions of US retailers were a function of household income, selected apparel characteristics and consumer acceptance of US apparel brands. Differences among perceptions of the impact of retail development were found by city. The findings provide insights into the opportunities and challenges for US apparel speciality retailers as they contemplate entry into the Spanish market. The affinity for US apparel among young Spanish consumers, particularly males, suggests optimism regarding opportunities in this market.

Store Image and Its Effect on Customer Perception of Retail Stores

“…Hyllegard et al (2005) argued that older customers regarded store hours as unimportant because these customers have more time available to them. Hyllegard et al likewise indicated that both convenience and store hours influenced customers patronizing a store among different age groups.…”

“…Retailers that have a younger target market should therefore consider this factor by extending their opening hours and increasing the convenience for the target market. Young people nowadays have busy lifestyles, and store hours should accommodate this aspect of their lives (Hyllegard et al, 2005).…”

Costco and the Aussie Shopper: a case study of the market entry of an international retailer

“…Understanding consumers' preferences and developing targeted strategies may be one of the biggest challenges to retailers entering foreign markets (Hyllegard et al 2005). …”

Store Image: Toward a Conceptual Model Part 1

“…Results from studies on the relationship between demographic variables (age, gender, level of education, occupation, residence, income level, marital status and number of children) and perceived store image were marked by contradicting findings (Chowdhary, 1999;Gehrt & Yan, 2004;Hyllegard, Eckman, Descals & Borja, 2005;Moye & Giddings, 2002;Oates, Shufeldt & Vaught, 1996;Odekerken-Schröder, De Wulf, Kasper, Kleijnen, Hoekstra & Commandeur, 2001;Paulins & Geistfeld, 2003;Williams & Slama, 1995). Consequently no definitive conclusions can be drawn about the influence of demographic variables on the perceived importance of store image.…”