How Does Branding Affect Consumer Buying Behaviour?

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How Does Branding Affect Consumer Buying Behaviour?

By | August 2011
Page 1 of 6
A Preliminary Examination of Berry, Seiders and Grewal’s (2002) Five Dimensional Measure of Convenience in a Service Setting

Yi-Wei Chang, Michael Jay Polonsky, Olga Junek, Victoria University

Abstract Convenience - the ability to reduce consumer’s time and energy costs in purchasing or using goods and services - has become an important attribute for time poor consumers. Berry, Seiders and Grewal (2002) proposed that convenience can be measured as a five dimensional construct comprising decision, access, transaction, benefit, and post-benefit. This paper examines the empirical reliability and validity of Berry et al’s five dimensions within one service setting. The results of a survey with 443 service consumers found that the five measures were all reliable (i.e. an alpha of above .60) and discriminate validity held (correlations below .85). These items warrant additional empirical evaluation in other settings to determine their generalisabiliy.

Introduction Consumers’ time scarcity results in a ‘time-buying’ consumer who desires to purchase and use goods or services that assist in time and effort (Berry and Cooper, 1990). This demand for convenience has resulted in an increased number of businesses focusing on satisfying consumers’ demands with goods and services which are able to reduce the time and energy spent during the consumer’s buying process (Shaheed, 2004). Traditionally convenience has been defined as a single construct, one that is driven by time-saving considerations (Brown and McEnally, 1992). However some researchers have suggested that convenience is multidimensional (Berry and Cooper, 1990). Past research has focused almost exclusively on examining factors that increase the demand for convenience goods or services that reduce consumers’ time expenditure (Brown and McEnally, 1992) rather than examining the role of convenience as attribute of goods and services (Berry et al, 2002; Brown, 1990, 1989; Yale and Venkatesh, 1986). More...