Consumer Response to Retailers' Marketing Environments: An Analysis of Coffee Purchase Data

Journal of Retailing, Vol. 65, 1989

25 Pages Posted: 21 Jan 2015

See all articles by Kapil Bawa

Kapil Bawa

City University of New York - Department of Marketing and International Business

Jane Landwehr

University of Texas at Dallas

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Date Written: 1989

Abstract

As a consequence of differences in positioning strategies, retail outlets for grocery products often differ in their "marketing environment" - that is, in the configuration of price, product, and promotional stimuli to which consumers are exposed in the store. The in-store marketing environment can be an important marketing tool in terms of its ability to influence consumers' purchase behavior and attract certain types of consumers. This study examines the association between the in-store marketing environment and certain characteristics of consumers' purchase behavior. The results indicate that consumers exposed to different environments exhibit significant differences in their brand loyalty, promotion sensitivity, price sensitivity, and response to new brands. These differences in behavior are found to be related to environmental attributes such as width of product assortment and promotional activity.

Suggested Citation

Bawa, Kapil and Landwehr, Jane and Krishna, Aradhna, Consumer Response to Retailers' Marketing Environments: An Analysis of Coffee Purchase Data (1989). Journal of Retailing, Vol. 65, 1989. Available at SSRN: https://ssrn.com/abstract=2552284

Kapil Bawa (Contact Author)

City University of New York - Department of Marketing and International Business ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

Jane Landwehr

University of Texas at Dallas ( email )

2601 North Floyd Road
Richardson, TX 75083
United States

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

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