In general, ‘Culture’ refers to values, beliefs, and customs that exist in society. Hofstede gives a definition that “Culture is the collective programming of the mind that distinguishes the members of one group or category of people from other”. Although definitions of culture vary, there is common that culture is shared, adaptive, and transmitted across generation. It is certain that culture plays an important role in organizational behavior, since the values applied in each organization in the world differ across cultures. Due to globalization, importance of assessing culture in the filed has grown rapidly over the past two decades.
ZALES: Zales is a specialty retailer which was established in 1924.Zale has high brand value and recognition among the customers as compared to its competitors satisfying middle class customers. It mainly focused on diamond fashion jewellery and diamond rings as a new strategy after three years of declining market share. The marketing strategy that Zales offered was a credit plan of “a penny down and a dollar a week”, making jewellery and other merchandise affordable to the average working American. It offers diamonds at more moderate price compared to Blue Nile and Tiffany. TIFFANY: Tiffany opened in 1837 as an emporium in New York City.
2.4.1 Attitudes The study of attitudes has become an important aspect in both the arena of advertising and consumer behavior. A possible reason behind this is that it helps predicting consumer behaviors such as purchase decision, brand choice and evaluation (De Mooij, 2010; Leon, Schiffman, Kanuk, & Hansen, 2012; Mitchell & Olson 1981; Schiffman & Kanuk, 2004; Solis, 2011). It is stated that anything that an individual has an attitude or internal evaluation is regarded as an attitude objective (Solomon et al., 2010). Attitudes also to a great extent influence an individual’s decision-making (Fill, 2009) and purchase behavior (Leon, Schiffman, Kanuk, & Hansen, 2012). Schiffman and Kanuk (2004) also suggested that consumers’ preference depends on their attitudes towards the product.
If consumers perceive that the product has comparative advantages with other products and that element is very meaningful to the consumer, so the consumer will choose the product even though the product is relatively similar to others. Last things to be analyzed in this study is consumer attitude toward global products. The relationship between affinity towards global brands and brand preferences have acknowledged by recent studies (Sengupta, 2014). Therefore, this study analyzes how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the
The Burberry business model: creating an international luxury fashion brand. International Journal of Retail & Distribution Management, 32(8), pp.412 - 422. 2 INTRODUCTION In trying to gather sources for this assignment, it was noted that just a few literature deal with the subject matter unanimously. The first article cited above, looks into the history of the brand and briefly how the brand values and the product affect the design of the interior stores. Therefore touching on brand strategy as a means to progress the brand as a whole.
The sector is witnessing a radical change as traditional retail markets are replacing with new formats such as discounts stores, departmental stores, hypermarkets, supermarkets etc. In this competitive environment the retailers are more forced to concentrate towards Customer service & their satisfaction. In retail stores, the customer service is includes like counter service, billing the products, offer explanation to customers, providing them coupons, explain the product
Well into the modern era, the culture of consumption has evolved to encompass all classes of society. The major reason for this successful inclusion; especially considering the tough economic landscape most countries face, is primally due to advertising. Consumer goods are marketed through various platforms people interact with on a daily basis; from colossal billboards adorning highways to televised commercials and adverts in ﬁgure 1 New Exchange,
The intrinsic determinants include consumer demographics, their attitudes towards counterfeiting, cultural values as well as their ethical perspective. The extrinsic determinants of consumer complicity include the product attributes, the shopping experience as well as social marketing communications. This model of consumer complicity was first developed by Chaudhury and Stumpf in 2008. The consumer demographics like their age, income, education, level of disposable income etc are important determinants of their willingness to buy counterfeits. It is generally found that young consumers with relatively low levels of income are most willing to buy counterfeits that are available at cheaper prices.
Brand and branding defined As the trends are changing day by day and market is changing with evolving tools of marketing strategies. Branding is a tool which is becoming more important in rapidly changing markets and practitioners and academics both have same consensus in giving strategic importance and now it is widely accepted. There are numerous definitions of branding which elaborate branding briefly in literature. The American Marketing Association (1994) explain it as a name, symbol, pattern of sign or terms which actually help prospective customers recognize manufacturer’s products from other competitors of the same products. Key function of brand is help consumers in decision making and give them convenience and clarity and that
There is need to bring some advancement and automation in this ongoing practice so everyone can feel easy and comfortable while shopping even if there is huge rush. Increasing rate in number of malls over the years throughout the globe due to the demand of products by the public is considerable. Compared to some foreign countries ‘shopping mall system’, there is still plenty of area where improvement can be done in terms of providing quality shopping experience to