FESTIVAL RETAILING Eithel M. Simpson Tanuja R. Sheth Alastair M. Morrison Purdue University, West Lafayette, Indiana USA
Dec 17, 2015
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FESTIVAL RETAILING
Eithel M. Simpson
Tanuja R. Sheth
Alastair M. MorrisonPurdue University,
West Lafayette, Indiana
USA
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Introduction
Leisure consumption activities & events amusement parks athletic events county fair festivals
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Research Background
Organizational & Management needs Economic Impact Products (e.g..: crafts) Tourist Attraction factors
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Problem no description of purchase behavior for
non-food products an unclear relationship between:
festival visitor festival retailer
selling tangible non-food products
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PurposeTo examine the relationship between
festival non-food retailers and festival visitors,
with specific focus on
the purchase behavior of
the festival visitors
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Premise
There are certain characteristics of both the festival and the festival retailer that influences and/or motivates festival visitors to purchase items.
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Conceptual Framework
Getz’s model Perspectives of Festivals & Special Events
Event Tourism Attractions Catalysts Image makers Economic impact
Visitor experiences• Essential services
• Generic and targeted benefits
Tangible product• Event programs
• Packages and tours
• MERCHANDISE
Organizers• Resources
• Survival
• Growth
• Community support
Social and cultural• Celebration of culture
• Leisure and amenities
• Community development
• Social, cultural, health improvements
Environment• Sustainable development
• Quality of the human and natural environments
Fostering and attracting events
Assistanceto organizers
Target marketing
Consumption of events
Volunteer support and attendance
Production of events
Host-guest relations Community relations
Getz’s modelPerspectives of Festivals & Special Events
Getz (1991) Festivals, Special Events, and Tourism pg. 41
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Methodology Case Study Focus Sample
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Case Study: The Festival
FEAST OF THE HUNTER’S MOON 2-day Historical festival Lafayette, Indiana
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Sample Participants
1. Tourism Consumer (Festival Visitor)
2. Tourism Retailer (Festival Vendor)
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Tourism Consumer Define & identify example:
Festival Visitor
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Festival Visitor PROFILE (n = 496)
Age (17-74 years- 34% 35-44years) Education (47% college degrees) Income (34%= $30-$50,000) trip origination (6 state area)
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Tourism Retailer
Define & Identify Example:
Festival non-food Retailer
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Festival Vendor Category Profiles
Traditional Craftsmen (n=124 ) Merchants (n=55) Blanket Traders (n=63)
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Licensed Festival Products
Baskets - Beads - Brooms- Blankets - Dolls - Calligraphy - Carvings - Coopers - Cordwainers - shawls rugs
ropes - guns - feathers - Decoys - Drums - Indian items Leather crafts - Cordwainers Glassware - Tinware -
Pewterware - Pottery - Quillwork Soaps & herbs
Lace - tatting - musical instrument - furs
toys - ironwork - jewelry - candles - clothes
(not a complete list)
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Methodology
Data Collection visitor generated responses visitor intercept interviews site observations of festival
Data Analysis uncover themes, patterns
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Data Collection
Methods Used: 1. intercept surveys 2. visitor intercept interviews 3. site observations
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Data Analysis
Quantitative Data descriptive statistics cross-tabs
Qualitative Data content analysis for themes & patterns validation
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1. Intercept Survey
Variables:
purchase behavior
purchase targets
purchase reasons
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1. Survey Variables(quantitative data)
Festival visitor (n=496) purchase behavior purchase target purchase reasons
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Purchased Behavior66%
ITEMS purchased Gifts - 22% souvenirs - 40%
purchase TARGETS Self 23% family members 22% self & family 9 % total: 54%
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Purchases:Cross-Tab analysis
significant results income education age
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2. Visitor Intercept Interviews
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2. Interview Variables(qualitative data - n=21)
Festival Visitor Purchase Target Motivations
purchases no purchases
Influences Planned purchase Unplanned purchase
Festival Retailer Role Characteristics Attitudes Toward...
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Purchase Target
Self Family Members:
Mom Daughter Children
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Product Purchasesmotivations
PRODUCT EXTENDING MEMORY OF FESTIVAL OTHERS SELF
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No Product Purchasesmotivations
FESTIVAL FESTIVAL RETAILER PRICE SELF
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Purchase Influences
Unplanned (n=9) IMPULSE PRODUCT
style of item liked item souvenir value
FESTIVAL RETAILER Tippecanoe County
Historical Assoc.. booth OTHER
son
Planned (n=5) had previous experience at
festival (4) wanted information on
Native Americans
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Retailer Role
COMMERCIAL ROLE N0N-COMMERCIAL ROLE
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Important Retailer Characteristics
PRODUCT: FESTIVAL RETAILER
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Attitudes toward Retailers
Positive attitudes Negative attitudes
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3. Site Observations
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3. Site Observations
Purpose Themes
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Crowd Behaviors
group movement random barriers central areas for rest
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Retailer Interaction
customer attraction artisan credibility & demonstrations booth vending space
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Shopping Environment
product accessibility booth size
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Decision-Making
merchandise selection “on-the-go” purchases browsing behavior
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Summary of Findings
festival visitor purchase behavior influences and motivations interaction between festival visitor and
festival retailer
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Implications of Findings
1. Festival Visitors 2. Festival Retailers 3. The Festival itself
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Purchase Behaviors Motivation & Influences Retailer Interaction
1. Implications from Visitors
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Purchase Behaviors
attracted to booth from crowd influence stands back and watches discusses purchase with “other” visitor makes purchases “on-the-go” browsers
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Motivations & Influences
for self & family members to extend memory of event to learn about event wants product authenticity wants reasonable prices
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Interaction with Retailer
important & integral to event ample space & accessibility credible & interesting artisans maximum number of customers delays verbal interaction
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2. Implications for Festival Retailers
THEMESProduct
Promotions
Place
Price
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Product
attracts attention accessible interaction authenticity quality represents event
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Promotions
authenticity of claims accurate reflection of event interactive demonstrations artisan credibility
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Place
booth site position booth size
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Price
broad price range set price ceiling
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3. Implications for Festival
Saturation level commercialism vs festival purpose space
pathways dispersion browsing
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Limitations
Methodology Narrow Focus Testable Hypotheses Generated Statistical Base
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Future Issues
FESTIVAL economic impact retailers mix
FESTIVAL VISITOR purchase decisions vs activity participation
FESTIVAL RETAILERS competitive environment success & failure factors “temporary”ness
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Impact of StudyProvides a glimpse of
consumer behavior at festivals with
non-food retail retailers and the
influences, motivations and characteristics
that lead to purchases.