Title: Consumer awareness of supply chain flows in relation to consumer perceptions of value-added by supply chain management

Authors: Dinesh S. Davé; Michael J. Dotson; James E. Stoddard

Addresses: Department of Computer Information Systems and Supply Chain Management, John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' Deceased; formerly of: Department of Marketing, John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' Department of Marketing, John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA

Abstract: The objective of this study was to examine the perceptions of consumers regarding their awareness of supply chain management flows and the benefits that these flows convey to them. A further objective was to test the conjecture that consumers could be grouped into supply chain benefit segments. An electronic survey (Qualtrics) was administered to consumers in the USA to test the propositions. Hierarchical cluster analysis revealed three important benefits sought by consumers (variety and assortment, quality/price and reasonable price segments). An analysis of variance suggested that the three consumer supply chain benefit clusters explained differences in consumer awareness of supply chain flows. Consumers in the variety and assortment segment had a higher awareness of financial flows, material flows and information flows as a result of their shopping behaviour. The conjecture that the variety and assortment segment had higher awareness of supply chain flows due to their higher online shopping frequency was supported.

Keywords: consumer awareness of supply chain flow; material flow in supply chain; information flow in supply chain; financial flow in supply chain; consumer perception of value-added supply chain.

DOI: 10.1504/IJLSM.2018.095827

International Journal of Logistics Systems and Management, 2018 Vol.31 No.3, pp.387 - 401

Received: 02 Feb 2017
Accepted: 03 Aug 2017
Published online: 23 Oct 2018 *

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