Marketing of vending channels: a case of French university campuses

Abstract

PurposeThis study identifies the conventional elements of the vending marketing mix and how they vary across academic segments in the context of a typical French university.Design/methodology/approachTo determine the elements of the vending marketing mix, the author conducts interviews with international industry experts and undertake 170 direct observations at various universities to verify the differences between the marketing mix proposals of dissimilar target markets.FindingsThe results reveal significant variances across all elements of the marketing mix, with distribution characteristics being the most frequently adapted element across various markets, followed by promotion- and product-related parameters, while pricing characteristics are most commonly standardised.Research limitations/implicationsVending operators should pay particular attention to marketing decisions related to the product assortment length, selection of appropriate locations, availability of smart payment options and feedback communication channels. The results reveal significant variances across all elements of the marketing mix indicating that vending operators apply strategies to reach different market segments. However, there is a high degree of standardisation within vending channels.Originality/valueThough vending channels are an important retail format, prior studies do not investigate their marketing mixes. This is the first attempt to empirically establish the conventional elements of the vending marketing mix and to measure its variation across customer segments.

Is the whole greater than the sum of its parts? A vending retail study

“…internal location) was significant and strong on profitability ( F (1; 33) = 7.942, p < 0.010, ηp2= 0.194). These findings can be explained to a certain extent by the importance of the general location factor in vending retail marketing (Stoyanov, 2021a) and the fact that internal location was the only factor in our focus group on which each of the experts agreed regarding its importance.…”

“…Considering that vending retail marketing is an emerging research field (Stoyanov, 2021а, b), we adopted an inductive approach for theory building to select the independent variables for our experimental design, that involved conducting a focus group interview with six managers in different positions in the vending industry to identify the marketing mix elements perceived as the main sources of future competitive advantage in the industry. The results revealed product quality, payment system and internal location as the primary sources of future competitive advantage (see Appendix).…”

“…Following the comments provided during the focus group interview and Stoyanov's (2021a) definition of vending payment systems, two means of payment were tested: a conventional payment option (i.e. accepting coins from €0.05 to €2) and a mixed payment (combo) option allowing payments in cash and by university smart cards.…”

“…Following the comments provided during the focus group interview and Stoyanov's (2021a) discussion of the importance of vending internal locations (e.g. by floor), two experimental locations were examined: the ground floor and the first floor.…”

Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities

“…Activities like contests, audio-visual sharing, and games can motivate consumers to enjoy the experience [45]. Thus, entertainment can be compelling for consumer intimacy and purchase intentions [46]. Therefore, marketers must create enjoyable, funny, exciting offers.…”