nep-mkt New Economics Papers
on Marketing
Issue of 2011‒05‒24
eleven papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Generic Advertising in Concentrated and Differentiated Agricultural Markets By Han, Sungill; Chung, Chanjin; Suh, Daeseok
  2. Food Commercials and Kids: Characterizing Advertising Content of Children's Online Television Programs By Penn, Jerrod; Staley, Daniel; Smith, Chaquenta; Saghaian, Sayed
  3. Assessing the Impact of Carbonated Soft-Drink Marketing Practices on U.S. Consumers By Rhodes, Charles
  4. Consumer Willingness to Pay for Value-Added Blueberry Products: A Payment Card Approach By Hu, Wuyang; Woods, Tim; Bastin, Sandra
  5. The Impact of Country of Origin Label on Consumers' Willingness-to-Pay for Organic Food By Xie, Jing; Gao, Zhifeng; Zhao, Xin; Swisher, Marilyn E.
  6. Consumer Support for Food Tracing with RFID Technology By Larson, Ronald B.; Rana, Kulmani
  7. A Two-Stage Choice Experiment Approach to Elicit Consumer Preferences By Gao, Zhifeng; Yu, Xiaohua
  8. Consumersâ Willingness-to-Pay for Retail Branded Beef Products with Bundled Attributes By Franken, Jason R.V.; Parcell, Joe L.; Tonsor, Glynn T.
  9. Consumer Preferences for Attributes of Organic Processed Foods: The Case of Soymilk In the United States By Zheng, Yue; Peterson, Hikaru Hanawa; Li, Xianghong
  10. Farm Operator Benefits from Direct Marketing Strategies: How Does Local Food Impact Farm Financial Performance? By Park, Timothy A.; Mishra, Ashok K.; Wozniak, Shawn J.
  11. Who Provides Information Matters: The Role of Source Credibility on US Consumersâ Beef Brand Choices By Dentoni, Domenico; Tonsor, Glynn T.; Calantone, Roger; Peterson, H. Christopher

  1. By: Han, Sungill; Chung, Chanjin; Suh, Daeseok
    Abstract: This study develops an analytical framework to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation), product differentiation, market concentration, and relationship between commodity and brand advertising programs. The newly developed model allows one to determine the relationship between generic and brand advertising, which has not been clearly shown in previous studies. Analytical results show that when generic advertising leads to an inelastic demand, generic advertising would help brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to an elastic demand, it would negatively affect the profitability of brand advertising.
    Keywords: </dc:subject><dc:subject>generic advertising, brand advertising, product differentiation., Agribusiness, Demand and Price Analysis, Industrial Organization, Marketing,
    Date: 2011
  2. By: Penn, Jerrod; Staley, Daniel; Smith, Chaquenta; Saghaian, Sayed
    Abstract: Internet marketing has gained attention as a new medium to advertise food products to children. This study examines the prevalence of food marketing during children's television programs that are available on the internet. While food is the largest product category advertised, commercials make up a smaller portion of episode time online compared to previous reports of television advertising.
    Keywords: Internet Food Marketing, Childhood Obesity, Content Analysis, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2011
  3. By: Rhodes, Charles
    Keywords: Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2010–07
  4. By: Hu, Wuyang; Woods, Tim; Bastin, Sandra
    Keywords: Horticultural products, consumer, marketing, value-added, Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Health Economics and Policy, Marketing,
    Date: 2011–05–02
  5. By: Xie, Jing; Gao, Zhifeng; Zhao, Xin; Swisher, Marilyn E.
    Keywords: organic food, country of origin, choice experiment, Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2011
  6. By: Larson, Ronald B.; Rana, Kulmani
    Abstract: Foodborne illness continues to be a significant problem and food traceability may help reduce the number and severity of outbreaks. One technology that could improve food tracing is radio frequency identification tags or RFID. However, some consumers may oppose the use of this technology because of its potential for reducing personal privacy. A survey of consumers asked about their support for an RFID tracing system for produce and for meat. Results suggest that some consumer privacy attitudes and privacy behaviors were negatively related to support for RFID tracing. Proponents of traceability with RFID may need to spend more time explaining the technology to consumers to reduce their concerns and anxieties. In addition, the results for produce tracing and meat tracing were different, suggesting that consumer support for food traceability may vary by product category.
    Keywords: Food Traceability, RFID technology, Consumer Survey, Meat Tracing, Produce Tracing, Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Livestock Production/Industries, Marketing,
    Date: 2011
  7. By: Gao, Zhifeng; Yu, Xiaohua
    Abstract: Another version will replace the current draft
    Keywords: choice experiment, milk, attribute information, Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2011
  8. By: Franken, Jason R.V.; Parcell, Joe L.; Tonsor, Glynn T.
    Abstract: With a declining share of the domestic meat market, some beef producers are becoming more attentive to opportunities for value-added products tailored to the desires of certain consumer segments. Using a survey of St. Louis and Kansas City, Missouri meat consumers, this study investigates perceptions of and willingness-to-pay for various value-added attributes that could be supplied as retail branded beef products. Factor analysis identifies two alternative attribute bundles as branding strategies based on perceived importance and complementarity of attributes. Nonparametric procedures provide conservative estimates of willingness-to-pay. Parametric methods identify types of consumers willing to pay significantly higher premiums.
    Keywords: beef, branding, marketing, value-added, willingness-to-pay, Agribusiness, Marketing, Q13, Q15,
    Date: 2011–07–26
  9. By: Zheng, Yue; Peterson, Hikaru Hanawa; Li, Xianghong
    Abstract: Organic soymilk has been one of the fastest growing products in the organic food sector in recent years. Due to the shortage of domestically grown organic soybeans, outsourcing became a practice in the industry. It was estimated by some industry insiders that about 50% of organic soybeans consumed in the United States were imported from China (Cornucopia Institute, 2009). In 2009, the Organic Consumers Association called for a boycott of Silk products because it was reported that Silk, the dominant national brand in organic soymilk market, sourced organic soybeans from China and Brazil based on disputable standards. Under public pressure, Silk brand soymilk started to substitute U.S. grown non-genetically modified (GM) soybeans for imported organic soybeans. Correspondingly, the organic label on the product packaging was changed to âall natural. The same behavior is also observed for soymilk by other brands. Another notable trend in the soymilk industry is that the dominance of national brands is challenged by a boom of private labeled soymilk products offered by stores across these marketing channels. The impacts of these changes in the organic soymilk industry could be significant for the distribution of economic benefits among the supply chain players. Our primary focus is to find whether US consumers distinguish organic processed foods by the origin of ingredients and brand types. We expect our findings to have wider implications to other processed foods. Preliminary results show consumers are willing to pay premiums for processed food like soymilk with organic and non-GM ingredients. The premium for organic soybeans is significantly higher than that for non-GM beans. The results also indicate that US consumers perceive the product with ingredients sourced from different origins distinctively, with a strong preference for organic soymilk produced with domestically produced soybeans. In terms of brand preferences, respondents are willing to pay more for national brands relative to store brands. Responses suggest that taste is a major factor in differentiating brands of soymilk. The willingness to pay for attributes varied with income and demographic characteristics of the households. Female and higher income groups appear more willing to pay for soymilk with organic ingredients. Older people are less likely to purchase organic soymilk. Moreover, older and female consumers perceive domestically produced ingredients better than imported ones. Yet, the more educated consumers are less willing to pay a premium for domestically produced organic ingredients.
    Keywords: Organic Processed Food, Willingness to Pay Estimation, Country of Origins, Brand Preferences, Consumer/Household Economics, Demand and Price Analysis, Marketing,
    Date: 2011–07
  10. By: Park, Timothy A.; Mishra, Ashok K.; Wozniak, Shawn J.
    Abstract: In the era of a global economy, farmers face increasing pressure in developing a portfolio of various marketing channels. However, the literature on direct marketing strategies has mainly focused on consumers. Using farm-level data this study investigates factors associated with the choice of three direct marketing strategies. We apply a selectivity based approach for the multinomial logit model to assess the relationship between the choice of direct sales marketing strategy on the financial performance of the business. Findings from this study suggest that obtaining an Internet connection and accessing the Internet for farm commerce increases the likelihood of using intermediated marketing outlets. Using the Internet for farm commerce and operating diversified farms (more enterprises) is associated with increases in the likelihood that the farmer relies on direct to consumer marketing outlets. The gender of the operator, the portfolio of input acquisition and management practices, and participation in Federal, State, or local farm program payments is positively associated with total farm sales in all three direct marketing strategies. Finally, an accurate evaluation of the projected earnings from the direct-to-consumer marketing outlet must account for selectivity effects.
    Keywords: direct marketing outlets, multinomial logit, farm sales, selectivity correction, Agribusiness, Agricultural Finance, Farm Management, Production Economics,
    Date: 2011
  11. By: Dentoni, Domenico; Tonsor, Glynn T.; Calantone, Roger; Peterson, H. Christopher
    Abstract: Labels, certifications and endorsements signaling the quality of food have an impact on the purchasing choices of multiple segments of US consumers. At the same time, not much is known about the relationships between the sources providing information through these quality signals and consumer choices. In this paper, we explore 1) whether the credibility of an information source has an impact on US consumersâ beef brand choices; 2) which labels, certifications and endorsements are chosen by US consumers among a range of eight brands with pre-selected sources of information; 3) which consumer segments have different perceptions on information sources and beef brand choices. Data are collected through an on-line survey on a representative sample of 460 US consumers and analyzed through structural equation modeling. The results show that credibility - although it has a positive impact on consumersâ brand choice - is a complex concept which needs to be dissected in more specific variables, namely perceived knowledgeability, perceived absence of vested interests, perceived absence of mistakes in the past and trust. In particular, perceived knowledgeability and perceived absence of vested interests of the information source are inversely proportional.
    Keywords: Credibility, Consumer Choice, Beef, Food Brands, Structural Equation Modeling., Agribusiness, Agricultural and Food Policy, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2011–07

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