nep-mkt New Economics Papers
on Marketing
Issue of 2010‒01‒16
ten papers chosen by
Joao Carlos Correia Leitao
Polytechnic Institute of Portalegre and Technical University of Lisbon

  1. Market Implications of Introducing Milk and Meat From Cloned Animals and their Offspring Into the Food Supply By Golan, Elise; LeBlanc, Michael; MacDonald, James; Mitchell, Lorraine; Greene, Catherine; Blayney, Donald; Mathews, Kenneth; Stillman, Richard; Price, Michael
  2. Estimating demand in search markets: the case of online hotel bookings By Sergei Koulayev
  3. Point of Purchase Communication: Role of Information Search, Store Benefit and Shopping Involvement By Dwarika Prasad Uniyal;Piyush Kumar Sinha
  4. Comparing Two Sources of Retail Meat Price Data By Hahn, William; Perry, Janet; Southard, Leland
  5. Growth and Equity Effects of Agricultural Marketing Efficiency Gains in India By Landes, Maurice R.; Burfisher, Mary E.
  6. Do retail coffee prices increase faster than they fall? Asymmetric price transmission in France, Germany and the United States By Gomez, Miguel I.; Koerner, Julia
  7. Inference on Vertical Contracts between Manufacturers and Retailers Allowing for Nonlinear Pricing and Resale Price Maintenance By Bonnet, Céline; Dubois, Pierre
  8. A latent class approach to investigating consumer demand for genetically modified staple food in a developing country: The case of GM bananas in Uganda By Kikulwe, Enoch; Birol, Ekin; Wesseler, Justus; Falck-Zepeda, José
  9. The Estimation of Complete Almost Ideal Demand System from Czech Household Budget Survey Data By Karel Janda; Jakub Mikolášek; Martin Netuka
  10. The Path to Purchase during Shopping By Piyush Kumar Sinha;Gopi Krishnaswamy

  1. By: Golan, Elise; LeBlanc, Michael; MacDonald, James; Mitchell, Lorraine; Greene, Catherine; Blayney, Donald; Mathews, Kenneth; Stillman, Richard; Price, Michael
    Abstract: On January 15, 2008, the U.S. Food and Drug Administration issued its final risk assessment on the safety of meat and milk from healthy cloned animals, finding that the meat and milk from cattle, swine, and goat clones and their offspring pose no human health concerns. This report presents the fi ndings of an analysis that explores the possible market outcomes resulting from the introduction of meat and milk from cloned cattle and swine and their offspring into the food supply. The report concludes that the introduction of these products could trigger development of markets in which manufacturers distinguish and market products that do not come from cloned animals. This possibility stems from three bodies of evidence. First, current cloning technologies provide potential cost savings to producers/manufacturers and consumers but do not confer unique âcloneâ attributes of value to consumers. Second, new attitude surveys confirm that a group of domestic consumers would prefer nonclone foods. Third, some export markets may demand nonclone foods. Consumer surveys and market developments indicate that differentiation might occur for both products of cloned animals and products of their offspring. Nonclone producers and consumers will pay the costs of differentiation and marketing. If export markets restrict trade of products from cloned animals and their offspring, U.S. producers and manufacturers could initially lose export markets. Traceability infrastructures could potentially help reduce some of the costs of product differentiation and lost markets.
    Keywords: Food from cloned animals, food from offspring of cloned animals, PCA (products of cloned animals), PCA/O (products of cloned animals and their offspring), market differentiation, credence attributes, traceability, Agricultural and Food Policy, Marketing,
    Date: 2009–05
  2. By: Sergei Koulayev
    Abstract: In this paper, we emphasize that choice sets generated by a search process have two properties: first, they are limited; second, they are endogenous to preferences. Both factors lead to biased estimates in a static demand framework that takes choice sets as given. To correct for this bias, we estimate a structural model of search for differentiated products, using a unique dataset of consumer online search for hotels. Within a nested logit utility model, we show that the mean utility function and the search cost distribution of a representative consumer are non-parametrically identified, given our data. Using our model's estimates, we quantify both sources of bias: they lead to overestimation of price elasticity by a factor of five and four, respectively. The median search cost is about 38 dollars per 15 hotels; we also present some evidence on multi-modality of search cost distribution.
    Keywords: Consumer behavior ; Consumers' preferences ; Electronic commerce
    Date: 2009
  3. By: Dwarika Prasad Uniyal;Piyush Kumar Sinha
    Abstract: Point of Purchase (PoP) is the place where a customer is about to buy the product. This is the crucial point where the exchange takes place. It offers us a last chance to remind or attract customers. In spite of a considerable expenditure on point of purchase material by companies, there is a lack of an established method of measuring the effectiveness of communication at the retail outlet. The current study is an attempt to define and measure the extent of usage of PoP by consumers while shopping. It explores the phenomenon with the help of an experimentation using two main variables; level of information search and store benefits sought. It uses shopping involvement as a mediating variable.
    Date: 2009–12–02
  4. By: Hahn, William; Perry, Janet; Southard, Leland
    Abstract: The livestock industry uses information on meat prices at different stages in the marketing system to make production decisions. When grocery stores began using electronic scanners to capture prices paid for meat, it was assumed that the livestock industry could capitalize on having these point-of-sale data available as a measure of the value of its products. This report compares scanner price data with publicly available data collected by the U.S. Department of Laborâs Bureau of Labor Statistics (BLS). Of the two data types, scanner data provide more information about retail meat markets, including a wider variety of meat-cut prices, multiple measures of an average price, the volume of sales, and the relative importance of discounted prices. The scanner data sample, however, is not statistically drawn, and complicated processing requirements delay its release, which makes scanner data less useful than BLS data for analyzing current market conditions.
    Keywords: price spreads, meat, meat pricing, scanner data, retail prices, retail meat prices, farm-to-retail, Agricultural and Food Policy, Agricultural Finance, Livestock Production/Industries, Marketing,
    Date: 2009–11
  5. By: Landes, Maurice R.; Burfisher, Mary E.
    Abstract: Agriculture is the largest source of employment in India, and food accounts for about half of consumer expenditures. Moving agricultural products from the farm to consumers more efficiently could result in large gains to producers, consumers, and Indiaâs overall economy. This analysis uses a computable general equilibrium model with agricultural commodity detail and households disaggregated by rural, urban, and income class to study the potential impacts of reforms that achieve efficiency gains in agricultural marketing and reduce agricultural input subsidies and import tariffs. More efficient agricultural marketing generates economywide gains in output and wages, raises agricultural producer prices, reduces consumer food prices, and increases private consumption, particularly by low-income households. These gains could help to offset some of the medium-term adjustment costs for some commodity markets and households associated with reducing agricultural subsidies and tariffs.
    Keywords: India, agriculture, policy reform, marketing efficiency, tariffs, subsidies, households, computable general equilibrium model., Agricultural and Food Policy, Agricultural Finance, Crop Production/Industries, International Relations/Trade, Marketing,
    Date: 2009–12
  6. By: Gomez, Miguel I.; Koerner, Julia
    Abstract: This investigation examines price transmission asymmetries (PTA) between international and retail coffee prices in the US, France and Germany. Differences in price transmission mechanisms provide evidence for disparities in market structure and market performance across countries. Although all processors of roasted coffee purchase green coffee at the same price in the international markets, one finds significant differences in retail prices among these countries. The study develops an Error Correction (EC) representation model to assess PTA of non-stationary models. Finally, it claims that identifying differences in price transmission asymmetry is an approach to compare market structure across countries.
    Keywords: coffee, markets, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2009–09–16
  7. By: Bonnet, Céline; Dubois, Pierre
    Date: 2009–05
  8. By: Kikulwe, Enoch; Birol, Ekin; Wesseler, Justus; Falck-Zepeda, José
    Keywords: genetically modified bananas, Consumers, Choice experiment, latent class model, preference heterogeneity, Science and technology, Genetic resources, Genetically engineered crops, Genetically modified crops,
    Date: 2009
  9. By: Karel Janda (Institute of Economic Studies, Faculty of Social Sciences, Charles University, Prague, Czech Republic; University of Economics, Prague; Transgas-RWE Chair in Economics); Jakub Mikolášek (Institute of Economic Studies, Faculty of Social Sciences, Charles University, Prague, Czech Republic); Martin Netuka (Institute of Economic Studies, Faculty of Social Sciences, Charles University, Prague, Czech Republic)
    Abstract: The aim of this paper is to provide a reliable set of income, own-price, and cross-price elasticities of demand for the consumer goods, foods and alcohol beverages based on Almost Ideal Demand System model applied to the most relevant Czech data set of Household Budget Statistics. While we concentrate on the last stage of our complete demand system which is concerned with the demand for beverages, the estimates obtained in the first (all consumption goods) and second (food) stages of our model may be used for consumer demand analysis with respect to any consumption group considered in our model.
    Keywords: Almost Ideal Demand System, consumption, the Czech Republic, elasticity, price, spirits, tax, wine, beer
    JEL: D12 L66 Q18
    Date: 2009–12
  10. By: Piyush Kumar Sinha;Gopi Krishnaswamy
    Abstract: Increasingly 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. The decision making process and value perceptions could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops (Woodruffe, Eccles and Elliott, 2002). This study will attempt to understand the impact of the major factors on the purchase behaviour of shoppers by examining purchase paths across different product categories signifying different shopping orientations; across culturally distinct regions; and across different stages of retail evolution.
    Date: 2009–11–26

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