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As a result of the cut-throat competition in the retail industry, retailers have to differentiate by providing extra services to their customers. Because innovating can be very expensive and still has a possibility to fail, retailers use copying successful innovations as an alternative strategy to innovating themselves. Firstly, this study looked at the effect the introduction of a retail service innovation copycat (RSIC) has on stock market value. Additionally, the study investigated if the speed by which this copying is done had an influence on the main relationship. Moreover, led by the arrival of the internet and the growing importance of technology in today’s society, two more variables were looked into, namely the origin of the firm (ecommerce or brick-and-mortar) as well as the type of innovation (people- or internet-enabled). However, there is no evidence that this introduction of a RSIC has a significant influence on the stock market value. The event study performed on 231 copycat events revealed that speed has a positive effect on the abnormal stock returns and that type of innovation moderated the relationship between the introduction of a RSIC and the stock market value, p-innovations were found to have a stronger effect than e-innovations. Furthermore, the study showed that the change in stock market value also depended on the interaction between these variables, we found that the positive effect of a p-innovation compared to an e-innovation, will be stronger the quicker an imitator can act relative to other later imitators.

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“Olé van Aldi is identiek hetzelfde koekje als Leo.” (Snick (2013), De standaard), “Hema-rookworst komt toch van Unox in Oss” (Nijs (2012), Omroep Brabant). Enkele hoofden van artikels die duidelijk maken dat er toch heftige reacties worden losgemaakt in de media indien bekend geraakt dat een merkfabrikant eveneens een huismerk maakt. Een belangrijke vraag die kan gesteld worden, is of deze kennis ook effectief een invloed heeft op de bereidheid tot betalen van de consument voor zowel het A-merk als het huismerk. Aan de hand van een enquête werden 174 respondenten bevraagd over hun bereidheid tot betalen van twee productcategorieën (chocoladepasta en melk). Op het eerste gezicht werden trends teruggevonden die gelijk met de verwachtingen liepen. Maar na een statistische analyse bleek dat geen enkele statistische significantie kon worden teruggevonden. Er kon geen bewijs worden geleverd dat de kennis dat een merkfabrikant zowel een A-merk als een huismerk produceert, respectievelijk de bereidheid tot betalen doet dalen en stijgen.

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A pop-up concept is a popular phenomenon in multiple retailing sectors. This research will focus on pop-up concepts in the food industry, and more particularly the restaurant sector. The pop-up food concept is an extension of an existing restaurant or restaurant chain where food is served at an unaccustomed location in an event-like setting for a limited time. These exist in different formats attending various events. The aim of this research is to explore which type of consumers are scoring higher on perceived brand quality and on visiting intention after attending an event with a pop-up food concept. Furthermore, it is also determined whether consumers with a higher level of perceived fit between the pop-up food concept and the event are scoring higher on perceived brand quality and on visiting intention. Data, obtained through an online survey, indicates that food mavens are scoring higher on both perceived brand quality and visiting intention of the mother restaurant. Consumers with a higher level of perceived fit are also scoring higher on both aspects, so does knowing the restaurant which operates the pop-up food concept.

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Retailers are constantly striving to optimize the effectiveness of their sales promotions. Therefore, they need to know in which setting their marketing dollars will generate the most sales. First, this thesis will assess the effectiveness of a multibuy promotion based on the change in consumers’ purchase intentions as purchase intentions predict sales. Moreover, this thesis examines two possible moderators of promotion effectiveness, namely retail crowding and store type. The results of a multiple linear regression and a two-way ANOVA revealed a significant positive effect of a multibuy on consumers’ purchase intentions, implying that a multibuy is an effective sales promotion. Next, it is concluded that retail crowding does not play an important moderating role in the relationship of a multibuy with consumers’ purchase intentions. Finally, the results indicated a significant interaction effect between a multibuy and store type. This means that store type has a significant moderating effect on promotion effectiveness. A multibuy is found to be more effective in a discounter compared to a traditional retailer.

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On 1 January 2016, a sugar tax was implemented in Belgium, as one aspect of the much debated tax shift. The introduction of this tax is the motivation of our study. Research suggests that health taxes do not always produce the anticipated results, as consumers still buy the targeted products even though they became more expensive. This thesis investigates the role of conditioning processes and food cues in this process of food purchasing. The aim of this thesis is twofold. Firstly, we study whether food cues have an effect on participants’ willingness-to-pay (WTP). We carried out an experiment during which participants underwent a Pavlovian training. Analyses of the WTP questionnaire, that participants were requested to fill out after this training, show that they were not willing to pay more for unhealthy nor neutral food products presented with the CS+ (compared to products presented with the CS- or no cue). Secondly, we measure the effect of conditioning on effort. After a second Pavlovian training phase, participants received a voucher with which they could collect a food reward. The voucher contained the CS+, the CS- or no cue, and instructed participants to pick up their reward either one (small effort) or three (big effort) floors up. Participants with a CS+ voucher did not make a big effort more often, compared to participants with a CS- or no cue voucher.