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on Marketing |
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Issue of 2010‒05‒22
twelve papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Omot, Norah; Spriggs, John; Chang, Christie |
| Abstract: | Sweet potato is by far the most important staple food in Papua New Guinea. While much is consumed as a subsistence crop, it is also an important income earner for many small holder farmers in the Highlands of PNG. Of the Highlands sweet potato sold, about 90 percent is traded informally on open markets, locally or in coastal urban markets. Data from a consumer survey, from an informant interview of highlands suppliers and from consumer and supplier observations at the Lae market (the largest coastal urban market for sweet potato) was used to explore the extent to which Highland sweet potato in the coastal urban market of Lae, may be considered a differentiated product. As a staple food being sold on informal markets one may think it is best represented as an undifferentiated commodity. On the other hand, there are many different varieties as well as different offerings (e.g. heap sizes, washed/unwashed and Highland/Lowland) which suggest some product differentiation characteristics. Results suggest that consumer preferences in the Lae market are sophisticated and preferences are highly differentiated. It was also found that Highland suppliers do have some appreciation of the consumer preferences in the Lae market. However, it is also apparent that suppliers do not know how to differentiate their product to effectively meet demand and hence they are not very customer-responsive. The implications are that there is considerable potential to improve marketing strategy and management to take advantage of sophisticated consumer preferences. |
| Keywords: | Consumer preferences, differentiated product, Highland suppliers, supplier awareness, supplier responsiveness, marketing strategies, Lae, International Relations/Trade, |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare10:59110&r=mkt |
| By: | McGarry Wolf, Marianne; Romberger, Carissa Leigh |
| Abstract: | This study examines consumersâ awareness of fair trade coffee and their purchase interest concerning fair trade coffee. The research uses a survey instrument that was administered through the use of a personal interview. The random sample of 200 coffee purchasers was collected in San Luis Obispo County, California. San Luis Obispo County was designated the best test market in the United States by Demographics Daily (Jackoway 2001). San Luis Obispo was found to be the best of 3,141 counties to represent a microcosm of the United States based on 33 statistical indicators. This research uses simulated test marketing research to examine consumer interest in purchasing a branded fair trade coffee and finds that the branded fair trade coffee is appealing to only a small percentage of coffee consumers. Consumers indicate that the very desirable characteristics of coffee when making a purchase decision are: is flavorful, has a rich taste, high in quality, reasonably priced, and is a good value for the money. The fair trade coffee examined in this research rates lower in consumersâ perceptions than the conventionally produced coffee of the same brand on four of the most desirable characteristics: is flavorful, has a rich taste, reasonably priced, and is a good value for the money. Thus, consumers perceive the fair trade product to be inferior. |
| Keywords: | International Relations/Trade, |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare10:59264&r=mkt |
| By: | Freebairn, John |
| Keywords: | Marketing, Political Economy, |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare10:59073&r=mkt |
| By: | Del Giudice, Teresa; Nebbia, Stefano; Pascucci, Stefano |
| Abstract: | In this article we analysed the role of acceptance of a new food within innovation processes in the Italian food sector. Our analysis focused on preferences and the opinions expressed by three distinct groups of young consumers in relation to functional foods (FFs). Such products represent an innovation both in terms of technology and commerce for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify highly differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy. |
| Keywords: | Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety, Research and Development/Tech Change/Emerging Technologies, Risk and Uncertainty, |
| Date: | 2009–10 |
| URL: | http://d.repec.org/n?u=RePEc:ags:iefi09:59112&r=mkt |
| By: | Zain, Ul Abideen; Farooq, Waqas |
| Abstract: | The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that children’s capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the children’s capabilities to process and ultimately scheming valuable communication approaches. |
| Keywords: | Advertising; Cognitive Processing; Communication; Pakistan; Children |
| JEL: | M37 |
| Date: | 2009–12–29 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:22699&r=mkt |
| By: | Bergès, Fabian; Bouamra-Mechemache, Zohra |
| Abstract: | Branded food manufacturers vindicate the use of excess production capacities (idle otherwise) to justify their production of retailers' brands. We study the distributor and food manufacturer's private label strategy for production within a framework featuring endogenous store brand quality, bargaining power, possible differences in production technology and potential capacity constraint for the branded manufacturer. According to the structure of capacity constraint (applying to both products or private label only), the retailer may prefer to choose an independent firm whereas he selected the branded manufacturer when unconstrained. The conclusions of our article thus partially confirm branded manufacturers' thinking: they may produce store brands when they are not capacity constrained |
| JEL: | L11 L13 Q13 |
| Date: | 2009–12 |
| URL: | http://d.repec.org/n?u=RePEc:tse:wpaper:22262&r=mkt |
| By: | Stranieri, Stefanella; Banterle, Alessandro |
| Abstract: | Within the framework of European food safety measures, Reg. 1760/2000 and 1825/2000 have introduced mandatory traceability and relevant labelling into the beef sector. The paper analyses whether information on meat labels can be considered a useful instrument for consumers, facilitating the verification of quality. The purpose of the paper is, first, to evaluate whether meat information is used during food purchase, and secondly, by focussing on specific meat information, to assess consumer interest in some mandatory and voluntary information cues and to identify the determinants affecting the use of such cues. Data were collected by a telephone questionnaire in a survey conducted in the Lombardy region of northern Italy. The sample consisted of 1,025 consumers. We estimated 4 models based on the literature, and for all the equations we used a binary logit model. The analysis revealed that most consumers tend to use the meat label and also most of the mandatory and voluntary information reported. With regard to mandatory meat labelling, the most important information was considered to be the country of animal origin, in accordance with other empirical studies. With regard to voluntary information, some, like the system of cattle breeding and cattle feeding, seems to be of interest to the Italian consumer. The empirical analysis suggests two different consumer types. The consumers who declare they use meat labels tend to be young people, of female gender, with a low income, and who use the media as their principal source of information. These consumers could have a lot of time available for food purchasing and probably the possibility of reading most of the information reported on the food label, even if they do not have the capacity to process all the information. On the other hand, those consumers who read specific labelled information tend to have a good level of food knowledge or education and weight problems. This second type of consumer probably does not have much time for food purchasing and they select only that information in which they are mostly interested. Moreover, the analysis reveals that consumers tend to read only information that is quickly understood, and that can help them to evaluate the quality of meat products. |
| Keywords: | traceability, meat, consumer preferences, logit analysis, Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Industrial Organization, |
| Date: | 2009–10 |
| URL: | http://d.repec.org/n?u=RePEc:ags:iefi09:58710&r=mkt |
| By: | Fogarty, James Joseph |
| Abstract: | As food is an experience good, the market for restaurant meals is a market where the cost of acquiring information regarding quality is relatively high. In such markets consumers often turn to reputation measures to guide purchase decisions. As Australia does not have a longstanding cuisine style of its own, and given Australia has been open to substantial immigration inflows since federation, it represents an especially appropriate market to study regarding the impact of individual restaurant reputation and collective cuisine reputation on meal prices. The following study uses the hedonic price approach to investigate the implicit price of individual reputation indicators, cuisine type reputation indicators, and other objective indicators in the market for restaurant meals. The empirical findings presented suggest that both individual restaurant reputation and cuisine type reputation are important. Other important factors are shown to include the quality of the restaurant wine list, the availability of private dining rooms, and whether or not there is an outdoor dining option. |
| Keywords: | Expert Opinion, Food, Hedonic Pricing, Research Methods/ Statistical Methods, D12, Q18, Z10, |
| Date: | 2010 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare10:59078&r=mkt |
| By: | Declerck, Francis; Fourcadet, Olivier |
| Abstract: | Many consumers do not understand the significance of the Organic labels. The EFSA and the USDA makes no claim that organically produced food is safer or âhealthier.â or more nutritious than conventionally produced food. Consumers will still need to read nutrition labels and make wise selections to maintain an overall healthy diet. âOrganicâ food does not mean ânaturalâ. Only food labelled âorganicâ designate that the product meets the new EU or USDA organic standards. In Europe and elsewhere, food productsâ Quality Labels (QL) have appeared in the early 1960s and their number has been increasing since then. QL are publicly owned, like âOrganic Labelâ or privately owned, like âCarrefour Bioâ brands which signal a âqualityâ difference from other products |
| Keywords: | Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety, Research and Development/Tech Change/Emerging Technologies, Risk and Uncertainty, |
| Date: | 2009–10 |
| URL: | http://d.repec.org/n?u=RePEc:ags:iefi09:59179&r=mkt |
| By: | Ricome, Aymeric; Képhaliacos, Charilaos; Carpy-Goulard, Françoise; Ridier, Aude; Chaib, Karim |
| Abstract: | With the increasing commodity prices volatility over the last years and the successive agricultural policy reforms, European grain producers face greater uncertainty. To better understand consequences of a price risk increase on production decisions, marketing decisions and farm revenue as well as linkage between production and marketing decisions, we develop a multiperiodic risk farm model. Production decisions concern selections of crop mix and farming practices (conventional or integrated farming) while marketing decisions focus on four types of pricing arrangements. The model is applied to a representative farmer of a region located in the Southwest of France. The results exposed in this paper shows that with a price risk increase, production adjustments of a risk averse farmer are oriented toward less risky (environmentally friendly) farming practices unless marketing contracts allow to mitigate price risk. |
| Keywords: | multiperiod farm model, marketing contracts, risk, Common Agricultural Policy, Agricultural and Food Policy, Farm Management, |
| Date: | 2010–04 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa114:60914&r=mkt |
| By: | Bergès, Fabian; Hassan, Daniel; Monier-Dilhan, Sylvette |
| Date: | 2009–12 |
| URL: | http://d.repec.org/n?u=RePEc:tse:wpaper:22259&r=mkt |
| By: | Rosa, Rui; Mili, Samir; Briz, Julian |
| Abstract: | This study explores consumer demand for organic milk products (OMP) and prospective developments in OMP supply chain in Portugal. Consumer demand is approached through a survey accomplished with a stratified sample of 625 consumers from the Porto Metropolitan area (north Portugal), whose population provides a broad representation of Portuguese. Likely future developments in the Portuguese OMP supply chain are established for 2015 time horizon through the Delphi technique, using a panel of 27 qualified experts from different professional backgrounds. Results show inter alia that there are among consumers significant lack of knowledge and conceptual distortion about the organic notion. Cluster analysis has led to the detection of three differentiated consumer groups. Besides, over the coming years Portugal presumably will not be capable to produce sufficient organic milk to satisfy its domestic demand which probably will reach 5% of total milk consumption by 2015 (face to 1.25% in 2008); therefore resorting to importation will continue. Moreover, average willingness to pay for OMP is expected to be by that horizon around 22% more than for conventional counterparts. For the Portuguese OMP industry, improving production efficiency and adopting best management practices appear to be prerequisite for achieving business sustainability and competitiveness. |
| Keywords: | Organic milk, consumer behaviour, supply chain, Portugal, Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety, |
| Date: | 2009–10 |
| URL: | http://d.repec.org/n?u=RePEc:ags:iefi09:59208&r=mkt |