nep-mkt New Economics Papers
on Marketing
Issue of 2008‒03‒15
six papers chosen by
Joao Carlos Correia Leitao
University of the Beira Interior

  1. Hybrid consumption paths in the attribute space: A model and application with scanner data By Sergi Jiménez-Martín; Antonio Ladrón de Guevara
  2. Quand l’offre muséale fait écho aux grandes tendances de consommation. / When museum offer echoes consumption tendencies By MENCARELLI, Rémi; PULH, Mathilde; MARTEAUX, Séverine
  3. A Million Answers to Twenty Questions: Choosing by Checklist By Mandler, Michael; Manzini, Paola; Mariotti, Marco
  4. ANOVA in marketing researches By Tomescu Dumitrescu, C.
  5. Product variety and price strategy in the ski manufacturing industry By Nicoletta Corrocher; Marco Guerzoni
  6. L'individualisation de la relation client sur Internet : un élément préalable à tout nouveau modèle économique. By NOTEBAERT, Jean-François; ASSADI, Djamchid; ATTUEL-MENDES, Laurence

  1. By: Sergi Jiménez-Martín; Antonio Ladrón de Guevara
    Abstract: This paper presents and estimates a dynamic choice model in the attribute space considering rational consumers. In light of the evidence of several state-dependence patterns, the standard attribute-based model is extended by considering a general utility function where pure inertia and pure variety-seeking behaviors can be explained in the model as particular linear cases. The dynamics of the model are fully characterized by standard dynamic programming techniques. The model presents a stationary consumption pattern that can be inertial, where the consumer only buys one product, or a variety-seeking one, where the consumer shifts among varied products. We run some simulations to analyze the consumption paths out of the steady state. Under the hybrid utility assumption, the consumer behaves inertially among the unfamiliar brands for several periods, eventually switching to a variety-seeking behavior when the stationary levels are approached. An empirical analysis is run using scanner databases for three different product categories: fabric softener, saltine cracker, and catsup. Non-linear specifications provide the best fit of the data, as hybrid functional forms are found in all the product categories for most attributes and segments. These results reveal the statistical superiority of the non-linear structure and confirm the gradual trend to seek variety as the level of familiarity with the purchased items increases.
    Keywords: Dynamic Choice Model, Rational Consumers, Inertia, Variety Seeking, Hybrid Behavior, Scanner Data
    JEL: M31 C23
    Date: 2008–02
  2. By: MENCARELLI, Rémi (LEG-CERMAB - CNRS - IAE - Université de Bourgogne); PULH, Mathilde (LEG-CERMAB - CNRS - IAE - Université de Bourgogne); MARTEAUX, Séverine (LEG-CERMAB - CNRS - IAE - Université de Bourgogne)
    Abstract: Une conclusion semble actuellement largement partagée et admise par les professionnels du secteur culturel : les motivations des consommateurs ont évolué mais également, et surtout, leur relation aux produits et services culturels. Cet article propose une analyse de type trend marketing appliquée au domaine des musées afin de mieux appréhender ce « nouveau » consommateur culturel. Après avoir été définies et illustrées par des pratiques managériales innovantes et récentes, chacune des sept orientations de consommation retenues a fait l’objet d’une évaluation par un groupe de professionnels du secteur./ A conclusion is widely shared by the professionals of cultural sector: the consumers’ motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to museums in order to improve the understanding of this "new" cultural audience. We define and illustrate by innovative practices each seven consumption orientations. Finally, each tendency is evaluated by professionals of this cultural field.
    Keywords: tendances de consommation ; musées ; trend marketing ; consumption tendencies ; museums
    Date: 2007–06
  3. By: Mandler, Michael (Royal Holloway, University of London); Manzini, Paola (University of London); Mariotti, Marco (Queen Mary, University of London)
    Abstract: Many decision models in marketing science and psychology assume that a consumer chooses by proceeding sequentially through a checklist of desirable properties. These models are contrasted to the utility maximization model of rationality in economics. We show on the contrary that the two approaches are nearly equivalent. Moreover, the length of the shortest checklist as a proportion of the number of an agent’s indifference classes shrinks to 0 (at an exponential rate) as the number of indifference classes increases. Checklists therefore provide a rapid procedural basis for utility maximization.
    Keywords: utility maximization, procedural rationality, bounded rationality, choice behavior
    JEL: D01
    Date: 2008–02
  4. By: Tomescu Dumitrescu, C.
    Abstract: In order to make an analysis of the variation regarding ANOVA, we considered the commercial society S.C. RUCOM S.A. from Craiova, Dolj, 107 Caracal Street, dealer in the sale of cars mark Opel, even from 2002. Starting with 2004, S.C. RUCOM S.A. becomes dealer for cars mark Chevrolet too, cars that first appear on the market in Oltenia that year, being, as a matter of fact, not that known on the Romanian market, in general. The Chevrolet cars, being them from the variety Kalos, Lacetti or Evanda, but especially the ones from the variety Kalos, present a few attractive characteristics for the potential clients. Thus, in the first place, the Chevrolet Kalos cars are more convenient, more advantageous, from more points of view, than many of the cars that presently exist on the market. Secondly, being produced by a firm famous for the quality of its products, respectively General Motors, the quality of the Chevrolet cars is at least as high as the one of other foreign cars that are presently sold on the market. Thirdly, the sale price of these cars is lower or, at most, equal to the one of similar cars.
    Keywords: ANOVA; Market cars research; Snedecor test
    JEL: C12
    Date: 2005–10
  5. By: Nicoletta Corrocher (Cespri, Bocconi University and Department of Economics, NFH, University of Tromso); Marco Guerzoni (GSBC-EIC, Friedrich Schiller Universität, Jena, Germany)
    Abstract: The present paper aims at examining the role of variety in the ski manufacturing industry and its relevance in firms' price setting strategies. In particular, it intends to investigate and empirically test two hypotheses concerning the relation between variety and prices. The first concerns the relationship between product quality/complexity and prices. The second refers to the existence of two kinds of varieties having opposite effects on price formation: market-related variety and production-related variety. We are able to empirically disentangle these two effects, by using variety in service characteristics as a proxy for market-related variety and variety in technical characteristics for production-related variety. Our empirical investigation confirms that prices are positively affected by product complexity and quality and positively affected by variety at the level of service characteristics. This means that a high degree of product variety allows firms to charge a premium price on consumers, who are able to find the product that best meet their needs and are therefore willing to pay a higher price. On the contrary, variety at the level of technical characteristics negatively impact on prices, because in a context where a dominant design emerges and new varieties are not radically different, gains in economies of scale and scope outweigh the cost of the increased flexibility in the equipment required to produce variety. The resulting decrease in marginal costs negatively impinges upon prices.
    Keywords: variety, product and service characteristics, ski manufacturing sector
    JEL: L15 L23 O31
    Date: 2008–03–03
  6. By: NOTEBAERT, Jean-François (LEG-CERMAB - CNRS - IAE - Université de Bourgogne); ASSADI, Djamchid (Département Marketing - CEREN - Groupe ESC Dijon Bourgogne); ATTUEL-MENDES, Laurence (Département Gestion Droit Finance - Groupe ESC Dijon Bourgogne)
    Abstract: L’objectif de l’article est d'évaluer la qualité de la personnalisation du service client des banques françaises, conventionnelles et virtuelles, sur leurs sites web pour définir si elle contribue à un nouveau modèle économique. L’analyse d’une grille d’observation de différents sites montre qu’ils sont encore largement utilisés par les banques universelles conventionnelles comme un moyen d’externaliser des services à faible valeur ajoutée en faisant participer le client au processus de servuction. Ainsi, loin des théories indiquant que la relation physique dans les agences bancaires s’efface au profit d’un lien individualisé sur Internet, il est démontré que le Web est plutôt conçu comme un moyen permettant de réduire le personnel d’accueil au guichet mais en aucune manière pour remplacer la force de vente et le contact direct. Par contre, cette stratégie laisse une place à des banques en ligne telle que Monobanq qui utilisent Internet à la fois comme un canal de communication et comme un canal de commercialisation.
    Keywords: Internet ; CRM ; secteur bancaire ; multicanal ; modèle économique
    Date: 2007–10

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