nep-mkt New Economics Papers
on Marketing
Issue of 2011‒04‒23
six papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Consumer Preferences for 99-ending prices: the mediating role of price consciousness By Charlotte Gaston-Breton
  2. Corporate Social Responsibility on the International Area.Present Developments in Romania and Bulgaria By Matei, Ani; Tuca, Mihaela
  3. A Simple Model of Foreign Brand Penetration with Multi-Product Firms: Non-Monotone Responses to Trade Liberalization By Toru Kikuchi; Ngo Van Long
  4. The Occupations of Slaves Sold in New Orleans: Missing Values, Cheap Talk, or Informative Advertising By Jonathan Pritchett; Jessica Hayes
  5. Discrimination in second hand consumer markets: evidence from a field experiment By M. Belén Cobacho; Mariano Bosch
  6. Kundenerfahrung als Forschungsgegenstand im Marketing - Konzeptionalisierung, Operationalisierung und empirische Befunde By Manfred Bruhn; Matthias Mayer-Vorfelder

  1. By: Charlotte Gaston-Breton
    Abstract: This research addresses the persuasive effect of 99-ending prices and carries out a choice-based conjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristic process either consciously — they consider a 99-ending as a signal for a “good deal”— or unconsciously — they round down 99-ending prices. This conceptual framework leads to non-intuitive and completely new sets of hypotheses in the examination of the drivers, mediator and moderators of 99-ending preferences. Results indicate that consumers who are more price conscious are more likely to choose 99-ending prices. Indeed, low involved shoppers (especially those with a low hedonic and symbolic involvement profile), low educated, low income and younger shoppers are prone to choose the 99-ending option. We also demonstrate that the magnitude of this 99-ending effect depends on the price level of the product category and the positioning of the brands. The theoretical contributions to the manner in which consumers process 99-endings has implications for retailers, pricing managers and social welfare
    Keywords: 99-ending prices, Price information processing, Conjoint analysis
    Date: 2011–04
  2. By: Matei, Ani; Tuca, Mihaela
    Abstract: Corporate Social Responsibility is no longer an object of novelty in literature or the business sector. The practices in this matter have became a new area of activity expansion and a new way that companies use to strengthen their image, consumer appreciation and even employees motivation. The present paper proposes an analyses of the literature, a comparative study and a summary of the international organizations view on the matter.
    Keywords: Corporate Social Responsibility (CSR); Theory Development; Country report
    JEL: M31 L31
    Date: 2011–03–15
  3. By: Toru Kikuchi; Ngo Van Long
    Abstract: The purpose of this study is to illustrate, using a simple model of monopolistic competition with multi-product firms, how trade liberalization affects the degree of foreign brand penetration. We model this in terms of the profit incentives for domestic entrepreneurs to choose to offer domestic brands or foreign (imported) brands, and to determine the range of varieties within each brand. As trade costs decrease, in the medium run the provider of each foreign brand will widen its range of varieties, while the provider of each domestic brand will narrow down its range of varieties. However, in the long run, more domestic entrepreneurs choose to become foreign brand providers and the range of each foreign brand becomes narrower, relative to the initial equilibrium. <P>Nous étudions l’effet de la libéralisation du commerce international sur la prolifération des marques étrangères sur le marché du pays domestique. Les entrepreneurs du pays domestique font leur choix entre la production des produits locaux et la distribution des produits étrangers. Suite à la baisse des coûts d’importation, les importateurs élargissent l’éventail des variétés de produits importés. La croissance de la proportion des entrepreneurs qui se contentent d’importer entraine la croissance des marques étrangères sur le marché local, ce qui finalement réduit la taille de firmes importatrices.
    Keywords: Foreign brand penetration, multiproduct firms, entrepreneurs, trade liberalization, inverted J-curve effect, Marques étrangères, firmes aux produits multiples, entrepreneurs, libéralisation du commerce international
    Date: 2011–04–01
  4. By: Jonathan Pritchett (Department of Economics, Tulane University); Jessica Hayes (Tulane University)
    Abstract: Although plantation records indicate that many slaves in the southern United States were artisans and craftsmen, relatively few slaves were recorded as such on the New Orleans sales invoices. Robert Fogel (1989,p.57,162) assumes that the slaves without recorded occupations were unskilled workers,concluding that skilled slaves were "less than half as likely to have been sold as were ordinary field hands." Using data from New Orleans newspapers, we find that most sales advertisements include information about the slave's skill or occupation. A comparison of the advertisement with the corresponding invoice shows that the slave's occupation was often omitted from the sales invoice. Because the slave's market price should reflect all relevant information available at the time of sale, the informational value of the slave's advertised occupation can be estimated using regression analysis. Interestingly, we find that the qualitative description of the slave's skill level affected his market price more than his advertised occupation. For example, an "excellent" cook commanded a premium price whereas a "plain" or "tolerable" cook did not. These results suggest that buyers used available information in making their bids and that newspaper advertisements were not simply "cheap talk."
    Keywords: slavery, human capital
    JEL: N31
    Date: 2011–01
  5. By: M. Belén Cobacho (Dpto. Métodos Cuantitativos e Informáticos); Mariano Bosch (Universidad de Alicante)
    Abstract: This paper studies discrimination against immigrants in the consumer market in Spain. We send emails of fictitious buyers to a popular Spanish second hand market webpage similar to ebay. Sellers are approached randomly by buyers with Spanish native or foreign sounding names to signal their ethnic origin. We find that those buyers with a foreign sounding name are contacted around 7.8 percentage points less than those with a Spanish sounding name. We then turn to explore how the price of the advertised good influences the degree of discrimination against foreign sounding names. We find that differential treatment across names occurs with more intensity for cheaper goods.
    Keywords: discrimination, second hand consumer market, field experiment.
    JEL: J15 R23 C93
    Date: 2011–03
  6. By: Manfred Bruhn; Matthias Mayer-Vorfelder (University of Basel)
    JEL: M31 C30
    Date: 2011

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