nep-mkt New Economics Papers
on Marketing
Issue of 2006‒10‒28
three papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. Hedonism and Culture: Impact on Shopper Behaviour By Kaul Subhashini
  2. Toward Improved Maize Marketing and Trade Policies to Promote Household Food Security in Central and Southern Mozambique By David Tschirley; Danilo Abdula; Michael T. Weber
  3. Strategy and Organization Improving Organizational Learning By Tarondeau, Jean-Claude

  1. By: Kaul Subhashini
    Abstract: Increasingly consumer shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The experiential view of shopping takes a far more holistic approach to the consumption process, right from involvement to post purchase usage, and incorporates the hedonistic perspective into the existing, primarily cognitive- rational information processing view of consumption. Hedonic shopping value refers to the sense of enjoyment and pleasure that the consumer receives from the entire buying experience associated with shopping at a store and this value perception could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops. This paper attempts to understand the impact of all three factors on the purchase behaviour of shoppers by examining hedonic value across different product categories signifying different shopping orientations; across culturally distinct countries; across developing and developed economies; and across different stages of retail evolution.
    Date: 2006–10–13
  2. By: David Tschirley (Department of Agricultural Economics, Michigan State University); Danilo Abdula; Michael T. Weber
    Abstract: In this paper we examine this challenge through the lens of the country’s primary staple, maize. We choose maize among the country’s several staple foods (including cassava, rice, and wheat products) for a combination of reasons. First, it is the most widely produced staple in the country. In no province do fewer than two-thirds of rural households produce maize; rice’s participation, in contrast, falls below 10% in four provinces, and wheat is not produced locally at all. Second, maize is the most widely sold staple in the country: cassava rivals maize in breadth and level of production, but three times more households sell maize than sell cassava. Third, maize is the only staple food in Mozambique which is regularly exported, generating substantial income for smallholder farmers in the Center and North of the country. Finally, maize is the most widely consumed staple across the country, occupying as much of the average budget share in 2002 as high as rice, cassava, wheat, sorghum, and millet combined.
    Keywords: food security, food policy, maize, marketing, trade, Mozambique, household
    JEL: Q18
    Date: 2006
  3. By: Tarondeau, Jean-Claude (ESSEC Business School)
    Abstract: Living art organizations present a special interest in a research stressing cognitive processes and development of intangible resources like knowledge and capabilities. In living art organizations, production processes like rehearsals and tunings whose goals are to develop both tacit and tangible capabilities are readily observable and have undeniable effects on performance quality, revenues and costs. The observations of four opera houses support the conjecture that strategy and organizations could be preconditions for learning.
    Keywords: Cognitive Process; Learning; Living Art Organization; Organization; Strategy
    JEL: Z11
    Date: 2006–10

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