1 FESTIVAL RETAILING Eithel M. Simpson Tanuja R. Sheth Alastair M. Morrison Purdue University, West...

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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.