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• 1. [Article] Consumer's Knowledge and Preferences About Fish Farmed Species

  Based on the evoked set analysis, a group of factors driving knowledge and preferences about fish farmed species are investigated with three different samples. Samples were collected in Spain, into a nationwide study ...

  Citation × Citation Citation Abstract Copy Title: Consumer's Knowledge and Preferences About Fish Farmed Species Author: Llorente, Ignacio, Fernández-Polanco, José, Luna, Ladislao Based on the evoked set analysis, a group of factors driving knowledge and preferences about fish farmed species are investigated with three different samples. Samples were collected in Spain, into a nationwide study about knowledge and assessments about aquaculture, funded by the General Secretary of Marine Fisheries of the Spanish Ministry of Agriculture, Fisheries and Food. An average 2,500 different consumers were interviewed each year in the period from 2005 and 2007. Respondents had to answer to two open questions indicating fish species that are being cultured and which of them they do consume. The evoked set was formed with the most repeated species reported by consumers. The factors are classified into demographic and consumption habits. Their influence on the occurrences of cultured species into an evoked set is tested using binary logistic regression models. Four equations, corresponding to the main fish-farmed species in Spain, are fitted with every sample for both known and consumed species. Results indicate that the occurrence of one species into the evoked set is related with education level, place of consumption, perceptions and consumption of other farmed species. Title: Consumer's Knowledge and Preferences About Fish Farmed Species Author: Llorente, Ignacio, Fernández-Polanco, José, Luna, Ladislao Based on the evoked set analysis, a group of factors driving knowledge and preferences about fish farmed species are investigated with three different samples. Samples were collected in Spain, into a nationwide study about knowledge and assessments about aquaculture, funded by the General Secretary of Marine Fisheries of the Spanish Ministry of Agriculture, Fisheries and Food. An average 2,500 different consumers were interviewed each year in the period from 2005 and 2007. Respondents had to answer to two open questions indicating fish species that are being cultured and which of them they do consume. The evoked set was formed with the most repeated species reported by consumers. The factors are classified into demographic and consumption habits. Their influence on the occurrences of cultured species into an evoked set is tested using binary logistic regression models. Four equations, corresponding to the main fish-farmed species in Spain, are fitted with every sample for both known and consumed species. Results indicate that the occurrence of one species into the evoked set is related with education level, place of consumption, perceptions and consumption of other farmed species. Close

• 2. [Article] Factors Affecting Consumer's Attitudes Towards Aquaculture

  Attitudes towards production processes increased their importance over food purchase decissions in recent years. This paper aims to test which factors mainly affects attitudes towards aquaculture. Factors ...

  Citation × Citation Citation Abstract Copy Title: Factors Affecting Consumer's Attitudes Towards Aquaculture Author: Luna, Ladsilao, Fernandez Sanchez, Jose Luis, Fernandez-Polanco, Jose Attitudes towards production processes increased their importance over food purchase decissions in recent years. This paper aims to test which factors mainly affects attitudes towards aquaculture. Factors are classified into three groups: demographic, situational, and personal and marketing infuences. Using consumer survey data, factor analysis techniques were used to obtain an attitude meassure from a set of scales. Diferent linear models and fit methods were performed with variables of the three groups of factors to test for significant effects over attitude scores. Significant effects were found with education, ocupation and income. Purchase and consumption place were also found to be significant causes of diferencies across attitudes. Finally Consumer involvement with food safety and sustainability and generic advertising credibility have shown significant effects over attitudes towards aquaculture. Title: Factors Affecting Consumer's Attitudes Towards Aquaculture Author: Luna, Ladsilao, Fernandez Sanchez, Jose Luis, Fernandez-Polanco, Jose Attitudes towards production processes increased their importance over food purchase decissions in recent years. This paper aims to test which factors mainly affects attitudes towards aquaculture. Factors are classified into three groups: demographic, situational, and personal and marketing infuences. Using consumer survey data, factor analysis techniques were used to obtain an attitude meassure from a set of scales. Diferent linear models and fit methods were performed with variables of the three groups of factors to test for significant effects over attitude scores. Significant effects were found with education, ocupation and income. Purchase and consumption place were also found to be significant causes of diferencies across attitudes. Finally Consumer involvement with food safety and sustainability and generic advertising credibility have shown significant effects over attitudes towards aquaculture. Close

• 3. [Article] The effect of retailers' rebranding processes on consumers' perceptions of a rebranded brand

  When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an ...

  Citation × Citation Citation Abstract Copy Title: The effect of retailers' rebranding processes on consumers' perceptions of a rebranded brand Author: She, I-Hui When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer. The purpose of this study was to investigate how the rebranding strategy of adopting a new designer or a new product design line influences consumers' perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand. A two x two factorial between-subjects design was conducted to examine consumers' perceptions of brand personality and brand familiarity. The two independent variables were a new designer and a new product design line. This research included one control group as a base for comparisons. Each participant was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure. Participants were recruited from four specifically selected classes in the Department of Design and Human Environment at Oregon State University. A total of 164 college students volunteered to participate in the surveys. Frequency distributions, descriptive statistics, correlations, MANOVA and One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness. The findings indicated that consumers' perceptions of brand personality and brand familiarity did not vary based on the rebranding strategy of adopting a new designer associated with the Eddie Bauer brand. The results of ANOVA analysis indicated that the rebranding strategy of adopting a new product design line that appeals to a younger demographic affects consumers' perceptions of the brand personality of ruggedness. The results of MANOVA indicated that the rebranding strategy of adopting a new designer and a new product design line affected consumers’ perceptions of the brand personality of sophistication. These results point to the conclusion that of the three hypothesized rebranding strategies, only the two that targeted a new demographic affected consumer perception of brand personality. The results of this study implied that a rebranded brand only exposed through new advertisements is not enough to change consumers' perceptions of brand personality and brand familiarity. These findings suggest that when apparel companies and retailers want to employ rebranding strategies, both the marketing mix and marketing communication mix (promotion mix) should be considered. Thus, consumers can experience an inclusive representation of a marketing agent's idea, and gain more understanding about the rebranded brands, increasing their perceptions of brand personality and brand familiarity. Title: The effect of retailers' rebranding processes on consumers' perceptions of a rebranded brand Author: She, I-Hui When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer. The purpose of this study was to investigate how the rebranding strategy of adopting a new designer or a new product design line influences consumers' perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand. A two x two factorial between-subjects design was conducted to examine consumers' perceptions of brand personality and brand familiarity. The two independent variables were a new designer and a new product design line. This research included one control group as a base for comparisons. Each participant was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure. Participants were recruited from four specifically selected classes in the Department of Design and Human Environment at Oregon State University. A total of 164 college students volunteered to participate in the surveys. Frequency distributions, descriptive statistics, correlations, MANOVA and One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness. The findings indicated that consumers' perceptions of brand personality and brand familiarity did not vary based on the rebranding strategy of adopting a new designer associated with the Eddie Bauer brand. The results of ANOVA analysis indicated that the rebranding strategy of adopting a new product design line that appeals to a younger demographic affects consumers' perceptions of the brand personality of ruggedness. The results of MANOVA indicated that the rebranding strategy of adopting a new designer and a new product design line affected consumers’ perceptions of the brand personality of sophistication. These results point to the conclusion that of the three hypothesized rebranding strategies, only the two that targeted a new demographic affected consumer perception of brand personality. The results of this study implied that a rebranded brand only exposed through new advertisements is not enough to change consumers' perceptions of brand personality and brand familiarity. These findings suggest that when apparel companies and retailers want to employ rebranding strategies, both the marketing mix and marketing communication mix (promotion mix) should be considered. Thus, consumers can experience an inclusive representation of a marketing agent's idea, and gain more understanding about the rebranded brands, increasing their perceptions of brand personality and brand familiarity. Close

• 4. [Article] Consumers of used clothing

  The study was undertaken to investigate characteristics of consumers of used clothing and the outlets in which used clothing is sold. The investigation of consumer characteristics involved demographic ...

  Citation × Citation Citation Abstract Copy Title: Consumers of used clothing Author: Richardson, Susan Ogawa The study was undertaken to investigate characteristics of consumers of used clothing and the outlets in which used clothing is sold. The investigation of consumer characteristics involved demographic factors such as sex, age, educational level, employment status, family composition, income level, user of clothing purchased, use of clothing, reasons for shopping in used-clothing stores, attitude toward used-clothing stores, and perceived fashion innovativeness. Used clothing stores were assessed with attention to price points, store atmosphere, store conveniences, and store merchandise. Relationships between consumer characteristics and patronage of used clothing outlets were also investigated. Two questionnaires were developed for the study. An interview schedule was devised to obtain information regarding consumer characteristics. A rating sheet for stores was developed to assess store image points. Stores with higher image points were assigned type "A"; stores with lower points were assigned type "B". Chi square analyses of data at a .05 significance level show ed that two out of six null hypotheses were rejected; one hypothesis was partially rejected. The study found that consumers of type A store differ from consumers of type B store in the sex of the consumer, user of clothing purchased, and use of clothing categories purchased. More male consumers patronized stores with overall lower store image while females patronized used clothing stores with higher store image. Consumers bought more used clothing for themselves and for work from stores with higher image points. Consumers who shopped in used clothing outlets with lower store image bought clothing for themselves, children, and others, primarily for home use. Title: Consumers of used clothing Author: Richardson, Susan Ogawa The study was undertaken to investigate characteristics of consumers of used clothing and the outlets in which used clothing is sold. The investigation of consumer characteristics involved demographic factors such as sex, age, educational level, employment status, family composition, income level, user of clothing purchased, use of clothing, reasons for shopping in used-clothing stores, attitude toward used-clothing stores, and perceived fashion innovativeness. Used clothing stores were assessed with attention to price points, store atmosphere, store conveniences, and store merchandise. Relationships between consumer characteristics and patronage of used clothing outlets were also investigated. Two questionnaires were developed for the study. An interview schedule was devised to obtain information regarding consumer characteristics. A rating sheet for stores was developed to assess store image points. Stores with higher image points were assigned type "A"; stores with lower points were assigned type "B". Chi square analyses of data at a .05 significance level show ed that two out of six null hypotheses were rejected; one hypothesis was partially rejected. The study found that consumers of type A store differ from consumers of type B store in the sex of the consumer, user of clothing purchased, and use of clothing categories purchased. More male consumers patronized stores with overall lower store image while females patronized used clothing stores with higher store image. Consumers bought more used clothing for themselves and for work from stores with higher image points. Consumers who shopped in used clothing outlets with lower store image bought clothing for themselves, children, and others, primarily for home use. Close

• 5. [Article] Preplanning used in acquisition of children's clothing by women who patronize a free clothing distribution center

  The purpose of this study was to obtain information about clothing acquisition practices of low-income mothers. An interview questionnaire was designed to obtain information about the clothing sources ...

  Citation × Citation Citation Abstract Copy Title: Preplanning used in acquisition of children's clothing by women who patronize a free clothing distribution center Author: Klein, Carol Ann The purpose of this study was to obtain information about clothing acquisition practices of low-income mothers. An interview questionnaire was designed to obtain information about the clothing sources perceived as available to these women, the sources of clothing used, the sources of information used, the preplanning practices used, and demographic information including the respondent's age, educational level, place of residence (farm or nonfarm), household size, income level (above or below a predetermined poverty level), and county of residence. The interview was administered to 55 women at a free clothing distribution center in Corvallis, Oregon. Descriptive statistics were used in the analysis. Chi-square was used in analyzing the preplanning practices used in relation to age, educational level, household size, and income level of the mother. Clothing sources perceived as available by over half of the respondents included: Department stores, Thrift shops, and a free clothing distribution center. Clothing sources used by over half of the respondents included: Handed-down,Thrift shops, Department stores, Gifts (new clothes), Discount stores, Secondhand stores, Homemade, Rummage sales, Garage sales, Organizations, and Exchange. Friends or Relatives and the Newspaper were information sources used most frequently and considered the most important. Women with incomes below a predetermined poverty threshold level were more often accompanied by friends or relatives when acquiring clothing. The women responded by answering Always, Sometimes, or Never to questions about 13 preplanning practices. Preplanning practices used Always or Sometimes by at least 90 percent of the respondents included: a) taking the children along when shopping, b) leaving the house knowing how they would pay for the clothes, c) repairing or remodeling clothes on hand, d) deciding before leaving the house whether fabric to make clothes or store-bought clothes would be acquired, e) considering obtaining clothing from sources other than a free clothing distribution center or buying new clothes, and f) looking for sales. Age was significantly related to four preplanning practices as determined by Chi-square. These practices included: 1) measuring the children in order to obtain clothes that fit, 2) saving money for the acquisition of clothing, 3) deciding before leaving the house if store-bought clothes or fabric to make clothes would be obtained, and 4) considering obtaining clothes from sources other than the free clothes distribution center or buying new clothes. Education was significantly related to two preplanning practices. They included: 1) leaving the house knowing exactly how to pay for the clothes obtained, and 2) leaving the house knowing at which store looking for clothes would take place. Household size was significantly related to these two preplanning practices: 1) leaving the house knowing exactly what kind of clothes will be obtained, and 2) measuring the children in order to obtain clothes that fit. Income level was significantly related to this preplanning practice: looking at two or more places before obtaining clothes. Title: Preplanning used in acquisition of children's clothing by women who patronize a free clothing distribution center Author: Klein, Carol Ann The purpose of this study was to obtain information about clothing acquisition practices of low-income mothers. An interview questionnaire was designed to obtain information about the clothing sources perceived as available to these women, the sources of clothing used, the sources of information used, the preplanning practices used, and demographic information including the respondent's age, educational level, place of residence (farm or nonfarm), household size, income level (above or below a predetermined poverty level), and county of residence. The interview was administered to 55 women at a free clothing distribution center in Corvallis, Oregon. Descriptive statistics were used in the analysis. Chi-square was used in analyzing the preplanning practices used in relation to age, educational level, household size, and income level of the mother. Clothing sources perceived as available by over half of the respondents included: Department stores, Thrift shops, and a free clothing distribution center. Clothing sources used by over half of the respondents included: Handed-down,Thrift shops, Department stores, Gifts (new clothes), Discount stores, Secondhand stores, Homemade, Rummage sales, Garage sales, Organizations, and Exchange. Friends or Relatives and the Newspaper were information sources used most frequently and considered the most important. Women with incomes below a predetermined poverty threshold level were more often accompanied by friends or relatives when acquiring clothing. The women responded by answering Always, Sometimes, or Never to questions about 13 preplanning practices. Preplanning practices used Always or Sometimes by at least 90 percent of the respondents included: a) taking the children along when shopping, b) leaving the house knowing how they would pay for the clothes, c) repairing or remodeling clothes on hand, d) deciding before leaving the house whether fabric to make clothes or store-bought clothes would be acquired, e) considering obtaining clothing from sources other than a free clothing distribution center or buying new clothes, and f) looking for sales. Age was significantly related to four preplanning practices as determined by Chi-square. These practices included: 1) measuring the children in order to obtain clothes that fit, 2) saving money for the acquisition of clothing, 3) deciding before leaving the house if store-bought clothes or fabric to make clothes would be obtained, and 4) considering obtaining clothes from sources other than the free clothes distribution center or buying new clothes. Education was significantly related to two preplanning practices. They included: 1) leaving the house knowing exactly how to pay for the clothes obtained, and 2) leaving the house knowing at which store looking for clothes would take place. Household size was significantly related to these two preplanning practices: 1) leaving the house knowing exactly what kind of clothes will be obtained, and 2) measuring the children in order to obtain clothes that fit. Income level was significantly related to this preplanning practice: looking at two or more places before obtaining clothes. Close

• 6. [Article] Consumers' shopping value and their responses to visual merchandise displays in an in-store retail setting

  The purposes of this study were to investigate consumers' responses (aesthetic response, approach response, and perceived risk) to two types of visual merchandise displays (full size mannequin and flat ...

  Citation × Citation Citation Abstract Copy Title: Consumers' shopping value and their responses to visual merchandise displays in an in-store retail setting Author: Fister, Sarah E. The purposes of this study were to investigate consumers' responses (aesthetic response, approach response, and perceived risk) to two types of visual merchandise displays (full size mannequin and flat hanging display) in an in-store retail setting. An interest for this study arises from retailers' constant effort to differentiate themselves from other retailers and increase retention through in-store entertainment or "shopper-tainment". Kotler (1973/74, p.50) defined atmospherics as "the conscious designing of space to create specific effects in buyers to enhance purchase likelihood". An aspect of effective atmospherics is known as visual merchandising – "how merchandise is visually communicated to the customer" by the retailer (Kerfoot et al., 2003, p. 143). Many retailers have specific visual merchandisers who strive to create the most attractive and beneficial type of window and in-store displays to attract customers and give information about products. In-store displays also provide customers with a mental image of how merchandise can be used or combined. A model, based on the S-O-R model (introduced by Mehrabian and Russell in 1974), was proposed that a stimulus, in this case display type (flat hanging display, full size mannequin) can influence a behavioral response in a consumer, in this case approach response and perceived risk, which is mediated by that consumer's affective or cognitive response, which in this is case is aesthetic response. An additional component added to the traditional S-O-R model was shopping value as a moderator. Shopping value refers to a customer's orientation or goal while shopping, measured by hedonic score. To test the proposed model, a convenience sample of 76 males and 76 females was employed. The independent variable for this study was display type (full size mannequin or flat hanging display) for each gender, which was performed twice due to stimulus sampling procedure. The moderator was shopping value; the dependent variables were aesthetic response, approach response and perceived risk. Cronbach's alpha was used to test internal consistency of each measure. An ANOVA was used to compare participants' responses between the two experimental days; i.e., test to see if the styles of clothing in the displays affected the responses. A MANOVA analysis was used to examine relationships between the independent variable (display type) and dependent variables (aesthetic response, approach response and perceived risk). A second MANOVA was run to test the moderating relationship of shopping value (hedonic) on dependent variables (aesthetic response, approach response, perceived risk) caused by display type. Pearson's Correlation was utilized to examine the correlation relationships between the dependent variables (aesthetic response, approach response and perceived risk). A post hoc ANOVA analysis was run between gender and shopping value to examine gender differences in hedonic shopping value scores. Lastly, an exploratory analysis was conducted to provide the reader with ideas for future research in identifying specific demographic characteristics and their relationship to consumers' utilitarian shopping value. The results of this study support the significance of visual merchandising in a retail environment. The results demonstrate that all individuals (regardless of their gender or shopping value) had a higher aesthetic response (which led to an increased approach response and decreased perceived risk) to the clothing displayed in a full size mannequin display than to the flat hanging display. Unexpectedly, male respondents had a preference for the full size mannequin as did female respondents. Expectedly, females had a higher score for hedonic shopping value than males did in this study. Hedonic shopping value did not play a role as a moderator, whereas all respondents had a higher aesthetic response leading to an increased approach response and decreased perceived risk associated with the full size mannequin. This study offers further support for the S-O-R model introduced by Mehrabian and Russell (1974). The results of this study support the significance of visual merchandising by in a retail environment. This study suggests that a customer's mental imagery processing through viewing a retailers visual display can raise aesthetic response and therefore encourage approach response and reduce perceived risk associated with the products displayed. This study suggests that all consumers (regardless of gender or shopping value) prefer exciting, realistic and aesthetically pleasing visual displays, but require a full size mannequin display to raise their aesthetic response, approach response and reduce perceived risk associated with the items displayed. The limitations of this study include the use of convenience sampling which means the results of this study cannot be generalized beyond the product category (college licensed merchandise) and sample. Title: Consumers' shopping value and their responses to visual merchandise displays in an in-store retail setting Author: Fister, Sarah E. The purposes of this study were to investigate consumers' responses (aesthetic response, approach response, and perceived risk) to two types of visual merchandise displays (full size mannequin and flat hanging display) in an in-store retail setting. An interest for this study arises from retailers' constant effort to differentiate themselves from other retailers and increase retention through in-store entertainment or "shopper-tainment". Kotler (1973/74, p.50) defined atmospherics as "the conscious designing of space to create specific effects in buyers to enhance purchase likelihood". An aspect of effective atmospherics is known as visual merchandising – "how merchandise is visually communicated to the customer" by the retailer (Kerfoot et al., 2003, p. 143). Many retailers have specific visual merchandisers who strive to create the most attractive and beneficial type of window and in-store displays to attract customers and give information about products. In-store displays also provide customers with a mental image of how merchandise can be used or combined. A model, based on the S-O-R model (introduced by Mehrabian and Russell in 1974), was proposed that a stimulus, in this case display type (flat hanging display, full size mannequin) can influence a behavioral response in a consumer, in this case approach response and perceived risk, which is mediated by that consumer's affective or cognitive response, which in this is case is aesthetic response. An additional component added to the traditional S-O-R model was shopping value as a moderator. Shopping value refers to a customer's orientation or goal while shopping, measured by hedonic score. To test the proposed model, a convenience sample of 76 males and 76 females was employed. The independent variable for this study was display type (full size mannequin or flat hanging display) for each gender, which was performed twice due to stimulus sampling procedure. The moderator was shopping value; the dependent variables were aesthetic response, approach response and perceived risk. Cronbach's alpha was used to test internal consistency of each measure. An ANOVA was used to compare participants' responses between the two experimental days; i.e., test to see if the styles of clothing in the displays affected the responses. A MANOVA analysis was used to examine relationships between the independent variable (display type) and dependent variables (aesthetic response, approach response and perceived risk). A second MANOVA was run to test the moderating relationship of shopping value (hedonic) on dependent variables (aesthetic response, approach response, perceived risk) caused by display type. Pearson's Correlation was utilized to examine the correlation relationships between the dependent variables (aesthetic response, approach response and perceived risk). A post hoc ANOVA analysis was run between gender and shopping value to examine gender differences in hedonic shopping value scores. Lastly, an exploratory analysis was conducted to provide the reader with ideas for future research in identifying specific demographic characteristics and their relationship to consumers' utilitarian shopping value. The results of this study support the significance of visual merchandising in a retail environment. The results demonstrate that all individuals (regardless of their gender or shopping value) had a higher aesthetic response (which led to an increased approach response and decreased perceived risk) to the clothing displayed in a full size mannequin display than to the flat hanging display. Unexpectedly, male respondents had a preference for the full size mannequin as did female respondents. Expectedly, females had a higher score for hedonic shopping value than males did in this study. Hedonic shopping value did not play a role as a moderator, whereas all respondents had a higher aesthetic response leading to an increased approach response and decreased perceived risk associated with the full size mannequin. This study offers further support for the S-O-R model introduced by Mehrabian and Russell (1974). The results of this study support the significance of visual merchandising by in a retail environment. This study suggests that a customer's mental imagery processing through viewing a retailers visual display can raise aesthetic response and therefore encourage approach response and reduce perceived risk associated with the products displayed. This study suggests that all consumers (regardless of gender or shopping value) prefer exciting, realistic and aesthetically pleasing visual displays, but require a full size mannequin display to raise their aesthetic response, approach response and reduce perceived risk associated with the items displayed. The limitations of this study include the use of convenience sampling which means the results of this study cannot be generalized beyond the product category (college licensed merchandise) and sample. Close