Search results for "food retail"

showing 2 items of 2 documents

CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

2018

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…

Consumption (economics)Product (business)Knowledge managementProcess (engineering)business.industryConceptual model (computer science)BusinessScientific literaturefood industry; food retail sector; integrated marketing communications; integrated marketing communication tools; conceptual integrated marketing communication modelMarketing strategyIntegrated marketing communicationsVariety (cybernetics)SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference
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Exploring positive online customer experience formation : a study of food waste shoppers

2022

This qualitative study investigates the formation of positive online customer experiences in the context of online grocery shopping. This study analyzes customers’ written descriptions of the causes of their positive experiences when visiting an online store. Data were collected with an online survey of 581 respondents. The case company is a Finnish online retailer, Fiksuruoka Ltd. Fiksuruoka’s business idea is to sell food waste; its product range consists of surplus groceries that are in danger of being disposed of. The findings show that four main themes contribute positively to the online customer experience. Positive customer experiences were explained by factors related to 1) the shop…

ruokahävikkivähittäiskauppaostokäyttäytyminenverkkokauppaelintarvikkeetonline shoppingasiakaslähtöisyysfood wasteonline customer experiencekuluttajatfood retaile-commerceasiakaskokemusgrocery shopping
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