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|Title: ||Bookselling culture and consumer behaviour: marketing strategies and responses in traditional and online environments.|
|Authors: ||Laing, Audrey Frances|
|Supervisors: ||Royle, Jo|
|Issue Date: ||Jan-2008|
|Publisher: ||The Robert Gordon University|
|Citation: ||LAING, A. and ROYLE, J., 2005. Extend the market or maintain the loyal customer? The dilemma facing today's booksellers. Publishing Research Quarterly, 21 (2)|
LAING, A. and ROYLE, J., 2006. Marketing and the bookselling brand: current strategy and the managers' perspective. International Journal of Retail and Distribution Management, 34 (3)
LAING, A. and ROYLE, J., 2006. Bookselling culture and consumer behaviour: marketing strategies and consumer responses in UK chain bookshops. International Journal of the Book, 3 (2), pp. 101-112.
LAING, A. and ROYLE, J., 2006. Bookselling culture and sonsumer behaviour. In: B. COPE and A. PHILLIPS, eds. The future of the book in the digital age. Oxford: Chandos.
|Abstract: ||This research examines the implementation of marketing both by chain and
online booksellers, and consumer responses to this marketing and a reading of
the current trade press revealed calls for research into consumer wants and
needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book
Marketing Limited) carries out a valuable range of research into publishing and
bookselling on an ongoing basis, nevertheless, both are relatively new research
areas, and bookselling is particularly underdeveloped. It would appear that
research in the field of bookselling has yet to be examined in an academic
context. With specific respect to the development of a comprehensive
understanding of consumer responses to bookshop marketing, the research is
original, timely and useful, and builds upon the foundations of existing research,
as detailed above.
The mixed-method approach adopted in this study enhanced the level of
triangulation possible, with interviews, surveys and focus groups serving to
consolidate and support sets of results. This empirical research has uncovered
rich source material from consumers both online and offline, revealing complex
responses to traditional and online bookselling environments.
Key original findings include: the widespread perception of homogeneity across
chain bookshops by consumers; the presence of a coffee shop can enhance the
concept of the bookshop as a social space and that consumer behaviour online
was found to tend towards linear, goal-oriented book buying, whereas traditional
book shopping tends to be much more about browsing, and have a
serendipitous quality to it.
The research has developed a comprehensive understanding of the approaches
to marketing taken by chain booksellers, but more especially, the range of
consumer responses and behaviour in both traditional chain and online
bookshops. It has built upon the existing scholarly material available in these
fields, as well as extending and developing research in the new academic field
of bookselling. There is considerable scope for further investigation in both
traditional and online bookselling, as outlined in the Conclusions chapter,
building on the findings emerging from this research.|
|Appears in Collections:||Theses (Information Management)|
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