Alaoui Mhamdi, A and Flambard, V Do consumer's sensory cues' preferences in retail differ between neighbouring countries? European Journal of International Management (EJIM), 1. ISSN 1751-6757 (Accepted)

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Abstract

Sensory marketing enables retailers to elevate consumers’ shopping experience. Key to their success, is whether they should adapt their retail strategy to the country where they operate, or not? This research contributes to better inform international retail by investigating cross-country differences in consumers’ sensorial preferences. It extends the actual theoretical framework of experiential marketing by adding an international dimension to it. It also offers the first empirical evidence that preferences for sensory cues do differ in two neighbouring European countries, when controlling for socio-economic variables, based on econometric analyses. The analysis sheds light on differences in preferences between French and English respondents for sensory cues and uncovers why shoppers like or dislike a specific sensory cue. The results suggest that French retailers cannot duplicate in England, sensory tactics used in France, and vice-versa. This is the first study that contrasts consumer’s preference for in-store sensory cues across countries to better inform the merchandising strategies of international retailers.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce
Divisions:	Business & Management (from Sep 19)
Publisher:	Inderscience Publishers
SWORD Depositor:	A Symplectic
Date Deposited:	30 Jul 2024 09:16
Last Modified:	30 Jul 2024 09:16
DOI or ID number:	10.1504/EJIM.2022.10048402
URI:	https://researchonline.ljmu.ac.uk/id/eprint/16953

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