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on Marketing |
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Issue of 2010‒05‒02
three papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Cristina Marreiros (Departamento de Gestão, Universidade de Evora and CEFAGE-UE); M. Raquel Lucas (Departamento de Gestão, Universidade de Evora and CEFAGE-UE); Kerstin Röhrich (Institut für Agrar, und Stadtökologische Projekte an der Humbold, Universität zu Berlin) |
| Abstract: | Socio-demographic characteristics of consumers may be of interest for marketers for two basic reasons: their appropriateness to segment markets and their influence on consumer behaviour. Success or failure of organic food is mainly determined by the consumer. Consumers from different countries, with different ages or genders may require different product features and show varying preferences and behaviours. Therefore, it can be asked, if, in the present context of food markets, consumers’ socio-demographic characteristics have an impact on consumer behaviour and, consequently, can be used as an effective criteria to segment markets? This is the question addressed on the present paper, through empirical research on organic food products in two different markets – Germany and Portugal. From the study it could be concluded that there are good reasons for preserving socio-demographic or economic variables in food consumer research. In the research reported in this paper, some of these variables proved to be strongly associated with consumer behaviour relating to organic food products, and to be robust segmentation criteria, with the advantage of being easily identifiable, stable and accessible. |
| Keywords: | Organic food products; consumer behaviour; segmentation; socio-demographics. |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:cfe:wpcefa:2010_03&r=mkt |
| By: | Oliver Budzinski (Department of Environmental and Business Economics, University of Southern Denmark); Jürgen-Peter Kretschmer (Economic Policy Unit, Philipps-University of Marburg, Germany) |
| Abstract: | Pricing strategies may include the advertising of meeting-the-competition clauses (MCCs). We show in a specific spatial model scenario with differently informed consumers that MCCs primarily serve as a device to facilitate collu-sion instead of allowing for price discrimination between these consumers. |
| Keywords: | Meeting-the-competition clauses; advertising; price discrimination; competi-tion; collusion |
| JEL: | M21 M37 L40 L11 D21 |
| Date: | 2010–02 |
| URL: | http://d.repec.org/n?u=RePEc:sdk:wpaper:99&r=mkt |
| By: | Anneke Kosse |
| Abstract: | This paper investigates the impact of consumers’ safety perception on debit card and cash usage. A conceptual framework of safety perception and payment behaviour is introduced and tested with 2008 consumer survey data. The results demonstrate that consumers’ payment preferences for cash and debit cards are strongly affected by how consumers assess the likelihood and seriousness of safety incidents related to cash, debit cards and ATM withdrawals. Risk aversion, personal characteristics and personal experiences all play a significant role. This study underlines the importance of effective safety measures, which minimise the risks inherent in the payment system, and of clear communication towards consumers, so that they may continue to pay efficiently and safely in all circumstances. |
| Keywords: | debit card; cash; fraud; safety; payment behaviour; risk perception; risk aversion |
| JEL: | C42 D12 E41 |
| Date: | 2010–04 |
| URL: | http://d.repec.org/n?u=RePEc:dnb:dnbwpp:245&r=mkt |