Reference: Shopping for a theory of retail change
Reference information: Marketing Theory: A Student Text Szerkesztette: Michael J Baker, Michael Saren Shopping for a theory of retail change Invariably, retailing and shopping are used as interchangeable terms within the mainstream media (and in some areas of the academic literature) and little or no attempt has been made to locate their differences, similarities or functions. Clearly, both are interdependent but distinct: shopping is a consumer act, retailing is a business system. Retailing and shopping are inextricably linked through a shared process. Shopping is the often repetitive, demonstrable act of acquiring goods and services for personal use by a consumer. Its counterpart is retailing. Retailing is the formalized business system that emerges, establishes and evolves as a means of facilitating, enabling and stimulating the consumer’s shopping act. Arguably, the study of how and why consumers shop is more theoretically advanced than that of retailing. Drawing contributions from a variety of fields and disciplines (particularly psychology, social anthropology and human geography), the study of shopping is used to provide insights into how products, brands and shopping are adopted by consumers to create, augment and enhance their personal identities, and define their role and status within society, and to explain how individuals find their place within sub-groups and other social forms. In the past generation, in particular, the case for the study of shopping has advanced as a result of a number of significant drivers. The first is the emergence of consumer behaviour as a critical component of marketing education. The study of shopping provides an accessible and inclusive platform for researchers to explore and understand a variety of behavioural dimensions, including the dynamics that influence and affect patterns of consumption, the dynamics of group interaction upon brand selection, and the impact of product aesthetics and environmental cues upon product choice within discrete consumption settings. Second, consideration of the motives, methods and developments in shopping, from the perspective of both consumer and retailer, has shifted into the realm of mainstream culture. There is an appetite - in many instances, taking the form of entertainment - for a lighter-touch analysis of how people shop and the factors that influence and affect what, how and where they purchase. As a result, new strands of research outputs have emerged which seek to provide explanations for trends in shopping and in particular the extremes in shopping behaviour. Third, the transformational impact of digital technologies upon shopping has resulted in a deluge of new research. https://nscpolteksby.ac.id/ebook/files/Ebook/Business Admini... Theories of retailing Christopher Moore Shopping for a theory of retail change Invariably, retailing and shopping are used as interchangeable terms and little or no attempt is made to locate their differences, similarities or functions. Clearly, both are interdependent but distinct: shopping is a consumer act, retailing is a business system. Retailing and shopping are inextricably linked. Shopping is the often repetitive, demonstrable act of acquiring goods and services for personal use by a consumer. Its counterpart in the supply chain is retailing. Retailing is the formalized business system that emerges, establishes and evolves as a means of facilitating, enabling and stimulating the consumer’s shopping act. Arguably, the study of shopping is more theoretically advanced than that of retailing. Drawing contributions from a variety of fields and disciplines (particularly psychology, social anthropology and human geography), the study of shopping is used to provide insights into how products, brands and shopping are adopted by consumers to create, augment and enhance their personal identities, and define their role and status within society, and to explain how individuals find their place within sub-groups and other social forms. In the past generation, in particular, the case for the study of shopping has advanced as a result of three significant drivers. The first is the emergence of consumer behaviour as a critical component of marketing education. The study of shopping provides an accessible and inclusive platform for researchers to explore and understand a variety of behavioural dimensions, including the dynamics that influence and affect patterns of consumption, the dynamics of group interaction upon brand selection, and the impact of product aesthetics and environmental cues upon product choice within discrete consumption settings.
| |