...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Marketing intelligence & planning >Customer perceptions of factory outlet stores versus traditional department stores
【24h】

Customer perceptions of factory outlet stores versus traditional department stores

机译：客户对工厂直销店与传统百货店的看法

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The purpose of this paper is to compare customers' perceptions of factory outlet stores (FOS) versus traditional department stores (TDS), and their purchasing preferences, related to demographic profiles. Design/methodology/approach - Data were collected by a mall intercept survey from 205 shoppers in a New Zealand city across a range of demographics. Factor analysis measured their perceptions of factory outlets and TDS with respect to a number of variables, and one-way ANOVA and t-tests were used to investigate the nature and significance of the observed differences. Findings - Four key factors exert critical influences on customers' perceptions: in-store customer service, brand images, physical features, and price and promotion. FOS are perceived to have comparatively lower prices and more attractive promotions than TDS, which in turn have competitive advantages in terms of the other three factors. Gender, education and income also affect store choice, but age has no discernible effect on perceptions of the two types of outlet. Research limitations/implications - TDS should maintain their competitive position by continuing to offer attractive physical features, good in-store customer service and reputable branded products, while FOS need to learn from the competitive disadvantage of TDS and enhance their current perceived competitiveness on price and promotions. Originality/value - Previous research studies have tended to pay little attention to demographics and to focus on large economies; this paper addresses both deficiencies.
机译：目的-本文的目的是比较客户对工厂直销店（FOS）与传统百货公司（TDS）的看法，以及他们的购买偏好（与人口统计资料有关）。设计/方法/方法-数据是通过购物中心拦截调查从新西兰城市中205个不同人口统计的购物者那里收集的。因子分析测量了他们对工厂销售和TDS相对于许多变量的看法，并使用单向方差分析和t检验研究了观察到的差异的性质和重要性。调查结果-四个关键因素对客户的认知产生重大影响：店内客户服务，品牌形象，物理特征以及价格和促销。与TDS相比，人们认为FOS具有相对较低的价格和更具吸引力的促销活动，而TDS在其他三个方面又具有竞争优势。性别，教育程度和收入也会影响商店的选择，但是年龄对这两种门店的看法没有明显的影响。研究的局限性/意义-TDS应该通过继续提供有吸引力的物理特征，良好的店内客户服务和信誉良好的品牌产品来保持其竞争地位，而FOS需要从TDS的竞争劣势中吸取教训，并增强其当前在价格和价格上的竞争力。促销活动。独创性/价值-以前的研究很少关注人口统计学，而只关注大型经济体。本文解决了这两个缺陷。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号