Editorial

Citation

Leventhal, R.C. (2012), "Editorial", Journal of Consumer Marketing, Vol. 29 No. 3. https://doi.org/10.1108/jcm.2012.07729caa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 29, Issue 3

In the twenty-first century, marketers are facing unique challenges. It is not good enough just to seek a share of a country’s marketplace, but it is also imperative to gain a thorough and unique perspective as to what factors affect those consumers that comprise the individual marketplaces. Cultural, economic, societal, family, language and religion are just some of the external influences that may affect how a consumer responds to a company’s marketing efforts. Perhaps a company that is located in a particular country may have an inherent advantage in terms of consumer acceptance. However, this does not preclude the fact that doing the necessary research in terms of truly understanding what the consumer’s perceptions and attitudes are towards their specific markets can allow for success in the global marketplace.

Nepomuceno, Laroche, Richard, and Eggert explore the association between intangibility and perceived risk using a sample of North American households. This relationship is explored within two purchase environments, namely online and offline. The authors also investigated the effects of privacy, system security and general security concerns when purchasing in an online environment. The authors also found that creating strategies that create a feeling of privacy and security are important for online situations. Providing enough information about a product’s features helps to create a positive mental image in the consumers mind, even in an online environment.

Lysonski, Durvasula, and Ayyagari studies Indian marketplace to determine if consumer attitudes towards marketing practices and consumerism have changed measurably from 1990 to 2009. The authors used an urban sample and found that the mindsets of Indians have evolved over the last two decades, The Indian marketplace is operating in a much more open and uncontrolled way since liberalization. These consumer perceptions could be used for decision making by consumer welfare advocates and public policy makers. The lack of improvements in deficient areas may represent possible problems for businesses in the future. A company must be concerned about their social responsibility regarding consumerism issues.

Ye, Bose, and Pelton engage in a study to try and understand the joint impact of Chinese consumers’ self and gender consciousness on their ensuing brand perceptions. The authors critically explore the process that underlies the previously described relationships with consumers’ needs for uniqueness and brand consciousness. The author’s research provides an in-depth understanding of self-congruity in Chinese consumers; brand perceptions. These findings can be used by marketers to help formulate brand positioning and promotion strategies, so as to allow for a specific brand to achieve success in the Chinese marketplace.

Chikweche, Stanton, and Fletcher examine the concept that family purchase decision-making at the bottom-of-the-pyramid is a heterogeneous and evolving process that can be influenced by contextual macro-environmental constraints. Established perceptions of family purchase decision-making are primarily drawn from western markets; this Zimbabwean study provides a contrasting perspective. The authors provide marketing managers with insights into the importance of understanding family purchase decision-making at the bottom-of-the-pyramid and the importance of adapting marketing mix elements to suit the challenges faced by these consumers. Prior studies in bottom-of-the-pyramid marketing have focused on Latin America and Asia; this study can help shed light on a market that has untapped potential.

Cui, Lui, Chan, and Joy use econometric decomposition to help identify sources of consumer attitudes towards marketing between countries. The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. The authors also found that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect.

Felix examines consumers’ product use, practices, identity and brand meanings in the context of a brand community dedicated to a mainstream Japanese motorcycle brand.

Results indicate that marketers should monitor motivations, attitudes and decision-making processes on both the product and brand level. In addition, non-company run online communities bear the risk of community members transmitting brand information in a way not desired by the company. Thus, marketers should consider sponsoring an entire discussion website, forum or part of a forum.

In addition, in this issue you will also find Marketing Developments and Internet Currency. As well as our timely and relevant Book Review section.

Richard C. Leventhal