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on Marketing |
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Issue of 2010‒05‒08
five papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Sinha Piyush Kumar; Krishnaswamy Gopi |
| 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: | 2009–11–15 |
| URL: | http://d.repec.org/n?u=RePEc:iim:iimawp:wp2009-11-05&r=mkt |
| By: | Uniyal Dwarika Prasad; Sinha Piyush Kumar |
| 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. During the course of study scales for usage of PoP communication and shopping involvement were developed. In-depth interviews were carried among shoppers to understand their motivations and gratifications with regard to shopping. The interview findings were used to develop scales, which were tested before being used during the experiment. The experiments involved building scenarios specific to shopping situations. Participant observations were carried out at stores with different formats. The study found that all the three variables were significant in terms of main as well as interaction effects. Based on the findings the authors suggest a framework for enhancing the effectiveness of PoP Communication. |
| Date: | 2009–11–24 |
| URL: | http://d.repec.org/n?u=RePEc:iim:iimawp:wp2009-11-07&r=mkt |
| By: | Franz, Annabell; Nowak, Beate |
| Abstract: | Due to increasing health consciousness among consumers, there is an ever‐growing demand for food and beverages with health‐improving components. Not only ‘light’ and low fat products are in demand, but increasingly so‐called well‐being products and food which can prevent certain diseases. The German market for functional food is still growing. But who are the German functional food consumers? In an online‐survey referring to the Food‐ Related Lifestyle by BRUNSØ and GRUNERT (1995) we tried to identify different groups of functional food buyers in Germany and to answer the following questions: If there are different consumer groups, how do they vary in their functional food consumption, their buying motives for functional food and their lifestyles? In conclusion, we have identified two different groups of functional food consumers in Germany: The “Health oriented functional food buyers” and the “Convenient functional food buyers” and give recommendations for marketing strategies. -- |
| Keywords: | functional food, cluster analysis, Food-Related Lifestyle |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:daredp:1003&r=mkt |
| By: | Philip DeCicca; Donald S. Kenkel; Feng Liu |
| Abstract: | We conduct an empirical study of the impact of consumer price-search on the shifting of cigarette excise taxes to consumer prices. We use novel data on the prices smokers report actually paying for cigarettes. We document substantial price dispersion. We find that cigarette taxes are shifted at lower rates to the prices paid by consumers who undertake more price search – carton buyers, and especially, smokers who buy cartons of cigarettes in a state other than their state of residence. We also find suggestive evidence that taxes are shifted at slightly higher rates to the prices paid by non-daily smokers, less addicted smokers, and smokers of light cigarettes. |
| JEL: | H22 I18 |
| Date: | 2010–04 |
| URL: | http://d.repec.org/n?u=RePEc:nbr:nberwo:15942&r=mkt |
| By: | Abideen, Zain Ul; Salaria, Rashid M. |
| Abstract: | The purpose of study is to deliberate upon the impacts of television advertising on children & to identify those critical impacts which lead to behavioral and eating disorder in children. Impacts of TV advertising were identified as unnecessary purchasing, low nutritional food and materialism. A questionnaire using five point likert scale was administered to 425 parents of children aged between 9-14 years, and studying in schools. Samples were drawn through convenience sampling approach from four cities of Pakistan namely Islamabad, Rawalpindi, Bahawalpur & Multan. Data were analyzed by using SPSS software. Pearson correlation was used to measure the relationships of the variables on one-to-one basis indicating the most correlated variable was Unnecessary Purchasing which had Pearson correlation value of 0.312 and significance value of 0.000. It was followed by a Materialism which had Pearson correlation value of 0.260 and significance value of 0.000. Then comes Low Nutritional Food being Pearson correlation value of 0.258 and significance value of 0.000. Testing of hypothesis found that television advertising increases the consumption of food that is unhealthy, having low nutritional values and high in Sugar, Fat and Salt (SFS) in children with F=30.146 & P=0.000. Subsequently, it was found that Television advertising leads to increase in unnecessary purchasing in children with F= 45.747 & P=0.000 and materialism in children with F=30.545 & P=0.000. So, it is summed up that TV advertising is affecting children by increasing their food consumption pattern, preference for low-nutrient, high in sugar, fat & salt (SFS) foods and beverages, change in attitude that is aggressive and violent in nature and inclination towards unnecessary purchasing. |
| Keywords: | TV Advertising; Low Nutritional Food; Violence; Unnecessary Purchasing; Materialism |
| JEL: | M31 |
| Date: | 2009–12–04 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:22321&r=mkt |