nep-mkt New Economics Papers
on Marketing
Issue of 2009‒10‒03
three papers chosen by
Joao Carlos Correia Leitao
Polytechnic Institute of Portalegre and Technical University of Lisbon

  2. Linking urban consumers and rural farmers in India: A comparison of traditional and modern food supply chains By Minten, Bart; Reardon, Thomas; Vandeplas, Anneleen
  3. The dynamics of automobile expenditures By Adam Copeland

  1. By: Paulo Lencastre (Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto)); Ana Côrte-Real (Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto))
    Abstract: This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
    Keywords: Branding Semiotics, Brand Identity, Brand Marketing, Brand Response
    Date: 2009–07
  2. By: Minten, Bart; Reardon, Thomas; Vandeplas, Anneleen
    Abstract: "Food supply chains are being transformed in a number of developing countries due to widespread changes in urban food demand. To better anticipate the impact of this transformation and thus assist in the design of appropriate policies, it is important to understand the changes that are occurring in these supply chains. In a case study of India, we find that overall urban consumption is increasing; the urban food basket is shifting away from staples toward high-value products; and modern market channels (modern retail, food processing, and the food service industry) are on the rise. We document differing practices in traditional and modern food supply chains and identify an agenda for future research." from authors' abstract
    Keywords: Agricultural marketing, Market transformation, Rural-urban linkages, Globalization, Markets,
    Date: 2009
  3. By: Adam Copeland
    Abstract: This paper presents a dynamic model for light motor vehicles. Consumers solve an optimal stopping problem in deciding if they want a new automobile and when in the model year to purchase it. This dynamic approach allows for determining how the mix of consumers evolves over the model year and for measuring consumers' substitution patterns across products and time. I find that temporal substitution is significant, driving consumers' entry into and exit from the market. Through counterfactuals, I show that because consumers will temporarily substitute to a large degree, failure to account for automakers' dynamic pricing strategies results in an inaccurate picture of the return to using pricing incentives. A further finding is that the large price discounts typically offered at the end of the model year result in price discrimination by inducing price-sensitive consumers to delay purchasing new vehicles until the later months of the model year.
    Keywords: Consumer behavior ; Automobiles - Prices
    Date: 2009

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