FESTIVAL RETAILING

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FESTIVAL RETAILING

• Eithel M. Simpson
• Tanuja R. Sheth
• Alastair M. Morrison
• Purdue University,
• West Lafayette, Indiana
• USA

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Introduction

• Leisure consumption activities events
• amusement parks
• athletic events
• county fair
• festivals

3
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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Purpose

• To 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

• Getzs model
• Perspectives of Festivals Special Events

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• Event Tourism
• Attractions
• Catalysts
• Image makers
• Economic impact

Assistance to organizers
Target marketing
Fostering and attracting events

• Tangible product
• Event programs
• Packages and tours
• MERCHANDISE

• Organizers
• Resources
• Survival
• Growth
• Community support

• Visitor experiences
• Essential services
• Generic and targeted benefits

Consumption of events
Production of events
Volunteer support and attendance
Host-guest relations
Community relations

• 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

Getzs model Perspectives 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 HUNTERS 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 (n124 )
• Merchants (n55)
• Blanket Traders (n63)

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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 (n496)
• 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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PurchasesCross-Tab analysis

• significant results
• income
• education
• age

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2. Visitor Intercept Interviews
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2. Interview Variables(qualitative data - n21)

• 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 (n9)
• IMPULSE
• PRODUCT
• style of item
• liked item
• souvenir value
• FESTIVAL RETAILER
• Tippecanoe County Historical Assoc.. booth
• OTHER
• son

• Planned (n5)
• 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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1. Implications from Visitors

• Purchase Behaviors
• Motivation Influences
• Retailer Interaction

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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

• THEMES
• Product
• Promotions
• Place
• Price

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Product

• attracts attention
• accessible interaction
• authenticity
• quality
• represents event

47
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
• temporaryness

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Impact of Study

• Provides a glimpse of
• consumer behavior at festivals with
• non-food retail retailers and the
• influences, motivations and characteristics
• that lead to purchases.