Consumer Pseudo Showrooming And Omni Channel Product Placement Strategies
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| Author | : Jane Z. Gu |
| Publisher | : |
| Total Pages | : 58 |
| Release | : 2016 |
| Genre | : |
| ISBN | : |
Recent advances in information technologies (IT) have powered the merger of online and offline retail channels into one single platform. Modern consumers frequently switch between online and offline channels when they navigate through various stages of their decision journey, motivating multi-channel sellers to develop omni-channel strategies that optimize their overall profit. This study examines consumers' cross-channel search behavior of "pseudo-showrooming," or the consumer behavior of inspecting one product at a seller's physical store before buying a related but different product at the same seller's online store, and investigates how such behavior allows a multi-channel seller to achieve better coordination between its online and offline channels through optimal product placement strategies. We develop a stylized model in which a multi-channel firm offers a product line consisting of two horizontally differentiated products. Consumers are uncertain about the true values of either product. A consumer's uncertainty regarding a particular product's value is fully resolved after inspecting that product in person, and can also be partially resolved after inspecting the other related product. By selling only one product through the dual channel and the other through the online channel exclusively, the firm induces consumer "pseudo-showrooming" for the online exclusive product. Our analysis shows that this product placement strategy generates a greater profit than selling both products through the dual channel, if the fit probability of individual products and consumers' cost for returning a misfit product are both in the intermediate range. Moreover, we find that over a large parameter region, consumers also enjoy a greater total surplus under the firm's product placement strategy that induces consumer pseudo-showrooming. Furthermore, we find that the firm garners the most benefit from inducing consumer pseudo-showrooming by selling the higher-quality product or the higher-demand product through the online channel exclusively. Collectively, our study offers a compelling demand-side justification of the commonly witnessed practice among multi-channel sellers to offer products online exclusively when offline selling is feasible.The online appendix to this paper may be found at 'http://ssrn.com/abstract=2811232' http://ssrn.com/abstract=2811232.
| Author | : Jane Z. Gu |
| Publisher | : |
| Total Pages | : 39 |
| Release | : 2016 |
| Genre | : |
| ISBN | : |
This file provides online appendix for the paper "Consumer Pseudo-Showrooming and Omni-Channel Product Placement Strategies," which may be found at 'http://ssrn.com/abstract=2811230' http://ssrn.com/abstract=2811230.
| Author | : Ayantunji Gbadamosi |
| Publisher | : Taylor & Francis |
| Total Pages | : 297 |
| Release | : 2024-03-11 |
| Genre | : Business & Economics |
| ISBN | : 1003836453 |
This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked. Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing. This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.
| Author | : Saibal Ray |
| Publisher | : Springer Nature |
| Total Pages | : 282 |
| Release | : 2019-12-14 |
| Genre | : Business & Economics |
| ISBN | : 3030317331 |
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
| Author | : Thomas Y. Choi |
| Publisher | : Oxford University Press |
| Total Pages | : 815 |
| Release | : 2021-08-30 |
| Genre | : Business & Economics |
| ISBN | : 019006675X |
Supply chain management contends with structures and processes for delivering goods and services to customers. It addresses the core functions of connected businesses to meet downstream demand. This innovative volume provides an authoritative and timely guide to the overarching issues that are ubiquitous throughout the supply chain. In particular, it addresses emerging issues that are applicable across supply chains--such as data science, financial flows, human capital, internet technologies, risk management, cyber security, and supply networks. With chapters from an international roster of leading scholars in the field, the Oxford Handbook of Supply Chain Management is a necessary resource for all students and researchers of the field as well as for forward-thinking practitioners.
| Author | : Francisco J. Martínez-López |
| Publisher | : Springer Nature |
| Total Pages | : 319 |
| Release | : 2022-06-07 |
| Genre | : Business & Economics |
| ISBN | : 3031057287 |
This book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.
| Author | : Antônio Márcio Tavares Thomé |
| Publisher | : Springer Nature |
| Total Pages | : 633 |
| Release | : 2020-10-29 |
| Genre | : Mathematics |
| ISBN | : 3030569209 |
This volume gathers selected peer-reviewed papers presented at the XXVI International Joint Conference on Industrial Engineering and Operations Management (IJCIEOM), held on July 8-11, 2020 in Rio de Janeiro, Brazil. The respective chapters address a range of timely topics in industrial engineering, including operations and process management, global operations, managerial economics, data science and stochastic optimization, logistics and supply chain management, quality management, product development, strategy and organizational engineering, knowledge and information management, work and human factors, sustainability, production engineering education, healthcare operations management, disaster management, and more. These topics broadly involve fields like operations, manufacturing, industrial and production engineering, and management. Given its scope, the book offers a valuable resource for those engaged in optimization research, operations research, and practitioners alike.
| Author | : Robert W. Palmatier |
| Publisher | : Routledge |
| Total Pages | : 374 |
| Release | : 2019-07-11 |
| Genre | : Business & Economics |
| ISBN | : 1000649997 |
Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book. A full set of PowerPoint slides accompany this new edition, to support instructors.
| Author | : Simon P. Anderson |
| Publisher | : MIT Press |
| Total Pages | : 454 |
| Release | : 1992 |
| Genre | : Business & Economics |
| ISBN | : 9780262011280 |
"The discrete choice approach provides an ideal framework for describing the demands for differentiated products and can be used for studying most product differentiation models in the literature. By introducing extra dimensions of product heterogeneity, the framework also provides richer models of firm location and product selection."--BOOK JACKET.
| Author | : Antony Bryant |
| Publisher | : Oxford University Press |
| Total Pages | : 433 |
| Release | : 2017 |
| Genre | : Psychology |
| ISBN | : 0199922608 |
In Grounded Theory and Grounded Theorizing, the key features of the grounded theory method are discussed and illustrated by showcasing examples taken from several of author Antony Bryant's most successful doctoral students. In this accessible volume, Bryant provides expert guidance on the use of grounded theory method in data collection, addressing key issues around quality and research methods.
