Web versus Mail

Saunders, Mark N. K.

doi:10.1177/1525822x11419104

Cited by 26 publications

(10 citation statements)

References 21 publications

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“…For practicality, a nonprobability sampling method, combining self-selecting and snowball sampling, was adopted. The questionnaire was first issued on Facebook as a voluntary selection method (Saunders, 2012; Dana and Dana, 2005), and then shared through email where contacts were asked to fill the questionnaire and share it with other parties. Indeed, this study was initiated prior to COVID-19 to examine Moroccan consumers' intention to buy organic food.…”

Section: Methodsmentioning

confidence: 99%

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Chetioui,

Butt,

Lebdaoui

et al. 2023

BFJ

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PurposeFollowing the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in different parts of the world. Still, extent post-pandemic literature has devoted little attention to the factors shaping consumers' intent to purchase organic food in developing markets. The current research empirically investigates the antecedents of consumers' attitude and intent to purchase organic food in an emerging market context (i.e. Morocco). This research also explores the differences between OF consumers' manifest attitudes prior to and following the COVID-19 pandemic.Design/methodology/approachTo achieve the study's objectives, data were collected from 1,060 Moroccan respondents using online self-administered questionnaires in two different eras: prior to the COVID-19 pandemic with a total of 441 valid responses and following the pandemic with 619 valid responses. Confirmatory factor analysis (CFA) was employed to validate the data, and a partial least squares (PLS) estimation was used to test the hypotheses.FindingsFirst, attitude towards OF has a significant impact on consumers' purchase intention; at the same time, it is influenced by subjective norms, organic labeling, perceived behavioral control, health consciousness, and environmental concern. This study's findings also suggest subjective norms, organic labeling, perceived behavioral control, health consciousness, environmental concern, age, and income as the key determinants of consumers' intention to purchase OF. Second, the IPMA analysis suggests that while health consciousness, organic labeling and perceived behavioral control are the most important constructs influencing attitude towards OF, consumers' purchase intention is mostly influenced by health consciousness, attitude towards OF and age. Finally, the PLS-Multigroup Analysis conveyed few discrepancies in the results when comparing the two eras (i.e. subjective norms and age had more significant impacts on consumers' purchase intent following the COVID-19 pandemic).Practical implicationsThis study provides organic food retailers and practitioners with a deeper understanding of the key aspects shaping consumers' intent to purchase organic products in emerging markets. The comparative analysis will also provide important insights on how to shape consumers' attitudes and purchase intentions in a new-normal marked by the COVID-19 pandemic.Originality/valueThis study's findings contribute to the growing literature on consumers' behavior in the organic food industry, particularly in developing countries where research is still narrow. This study's study is the first of its kind to compare consumers' intention to purchase organic food before and following the COVID-19 pandemic.

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Section: Methodsmentioning

confidence: 99%

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Chetioui,

Butt,

Lebdaoui

et al. 2023

BFJ

View full text Add to dashboard Cite

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“…Response rates by survey type can also vary by the type of person. Younger individuals and those with extensive experience with information technology are more likely to reply to an online survey than to a mailed survey (Saunders, 2012).…”

Section: Choice Of Survey Methodsmentioning

confidence: 99%

How to Design, Implement, and Analyse a Survey

Arundel¹

2023

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“…This is an important success factor to ensure the quality of the data gathered in questionnaire-based research (Groves and Peytcheva, 2008;Saunders et al, 2016). The use of online distribution methods, however, typically results in lower response rates than other survey distribution modes (Hernández Sampieri et al, 2010;Saunders, 2012b;Saunders et al, 2016).…”

Section: Methodsmentioning

confidence: 99%

Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

2020

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Technological advances in the field of neuroscience have generally been well-received in the entertainment and advertising industries, where there are great commercial benefits linked to knowing the most intimate aspects of how audiences and consumers respond to different messages. Despite this interest in the results of neuroscience research, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects on the main factors that impact the adoption of neuromarketing within large-scale enterprises, both from a bibliographical and an empirical perspective. This review included ethical, economic, professional, technological, and cultural aspects. A review of secondary sources was undertaken to understand the current state of neuromarketing and its place within large-scale enterprises. This review suggested that a series of internal and external factors may be limiting its adoption, including organizational culture, lack of knowledge and training, uncertainty about its results and/or concerns about the cost of this methodology. To validate the results of the bibliographical research, a structured, self-administered online questionnaire was designed to be distributed amongst a senior decision makers within large companies in Spain. The aims of this survey were to diagnose the level to which major corporations in Spain are aware of and employ neuromarketing; and to identify the internal and external factors that may be limiting or driving its rate of adoption. Before running a full-scale study, a pilot test was undertaken to, among others, validate the sampling methods and survey distribution strategy and to measure the impact of some major challenges that had been identified during survey design. The pilot study did succeed in reaching highly qualified respondents, but its low response rate highlighted a major issue in the research design: the sampling method cannot scale efficiently. A full review of the sampling strategy and survey distribution method is needed before a full-scale study can be launched. The data gathered in the pilot study can't be considered representative or statistically valid; they are, at best, preliminary findings that will need to be validated by further research. The responses do suggest that neuromarketing techniques are not used in the majority of large Spanish companies and that the general level of knowledge on the subject is not very high. The results also suggest that neuromarketing has a good reputation amongst industry practitioners and that, if current trends are confirmed, its adoption will increase significantly in the future. The main factors that would drive the adoption of neuromarketing are the culture of innovation of the companies themselves and the direct alignment of neuromarketing techniques to the market research needs on the company. Further research in this area should take into account the learnings provided by this pilot.

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Web versus Mail

Cited by 26 publications

References 21 publications

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

How to Design, Implement, and Analyse a Survey

Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

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