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New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous ....New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous information so as to make efficiency gains in their business processes, strategic decision-making and customer relationship management. Our project aims to contribute to the ARC priority research goal of smart information use by developing new methodologies for the analysis of these large integrated databases.Read moreRead less
Effects of Experiential Retail Strategies on Store Patronage and Consumer Purchase Behaviour. Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of P ....Effects of Experiential Retail Strategies on Store Patronage and Consumer Purchase Behaviour. Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of PAINTRIGHT, a cooperative of specialist paint retailers. A survey approach will be complemented with extensive qualitative investigation to allow a better understanding and assessment of the effects of experiential retail strategies.Read moreRead less