nep-mkt New Economics Papers
on Marketing
Issue of 2011‒06‒18
four papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  2. The coming out of the "new consumer" By Wided Batat
  4. Coupon Impacts on Orange Juice Demand Based on Time-Series and Cross-Sectional Data By Brown, Mark G.

  1. By: Dr. Mohammad Ali Motafakkerazad; Sakineh Sojoodi; Nassim M. Aslaninia (Economic Department, University of Tabriz, Iran)
    Abstract: Buy domestic promotions in various countries often urge citizens to help domestic workers whose jobs are threatened by imports. To explain why purchasers might engage in buy domestic purchase activities, researchers develop and test a behavioral model about why people help distressed victims. The aim of this study was to investigate the role of factors underlying consumer choice of domestic vs. foreign products on a sample of consumers in Iran. For this purpose authors use multiple-group structural equation analysis of survey data from Iran to test the model that features seven explanatory constructs drawn from previous behavioral research. Empirical results confirmed the postulated that domestic punches costs, similarity and common fate have significant impact on consumer domestic purchase decisions. However, findings did not lend support for theoretical propositions related to ethnocentric, patriotism, social concerns. Implications for domestic economic are outlined in the conclusions
    Keywords: Iranian Goods, Patriotism, Ethnocentrism, Social concern, Responsibility, Conceptual Model
    JEL: M0
    Date: 2011–03
  2. By: Wided Batat (COACTIS - Université Lumière - Lyon II : EA4161 - Université Jean Monnet - Saint-Etienne)
    Abstract: The postmodern paradigm based on a cultural and a symbolic perspective in marketing and consumer behaviour research emerges from the criticism of the utilitarian logic that has prevailed in the research community in marketing and led researchers to view the consumer as an individual essentially rational; an idea that fits with the "homo economicus" philosophy. As shown by Bergadaà (2006), researchers engaged in this path consider that the role of marketing in the contemporary society has an ultimate aim to establish social bonds, which requires the mobilization of a cultural base and a specific set of values. In order to go beyond the dominant utilitarian logic so far utilized in consumer behaviour research, the Consumer Culture Theory CCT established by Arnould and Thompson since 2005 in the leading International Journal JCR (Journal of Consumer Research), is presented as a new revolution in the studies focusing on the consumer behaviour and the consumption field. The CCT states that the individual behaves and consumes in an autotelic and a symbolic way (Csikszentmihalyi, 2005) within a temporal frame, living his action as a personal experience or as a shared game (Holt, 1995). Consequently, the consumer behaviour can't be understood without taking into account all the dimensions of his consumption such as: ideological, social, cultural, symbolic and experiential consumption in its context (Arnould and Thompson, 2005). From a theoretical perspective, new marketing concepts have emerged with the changing of the consumer status in the postmodern context that highlights the shift of power from sellers to buyers and the coming out of the "new consumer". The objective of this paper is to provide an overview of the research based on the Consumer Culture Theory that will help us to understand the new forms of the consumption experiences. This will provide us with a conceptual framework to define the new status of the consumer in the marketing literature and therefore understand the paradigm of the "new consumer". Indeed, we can notice in the recent research in the consumption field the evolution of the consumer representations in the consumer behaviour literature since the consolidation of the multidisciplinary approach based on CCT. This article reviews the extensive, multidisciplinary body of literature relating to consumer behaviour studies. It draws upon this diversity of research to show the scope of this fascinating area and to identify areas of commonality within and between different research studies. The key outputs of this paper showed that the main behaviours of the "new consumer" might be defined according to eight categories: (1) experiential and hedonic behaviour (Holbrook and Hirschman, 1982; Hetzel, 2002; Cova and Cova, 2004), (2) digital and competent behaviour (Batat, 2008), (3) paradoxical behaviour (Decrop, 2008), (4) responsible, and ethic behaviour (Özçaglar-Toulouse, 2005; 2009), (5) co-production and participative behaviour (Vargo and Lusch, 2008; Bonnemaizon and Batat, 2010), (6) resistant behaviour (Batat, 2009; Roux, 2004), (7) consumer empowerment (Denegri-Knott et al., 2006), which is a direct consequence of the use of Internet and Web 2.0 to search information, and the last characteristic of the new consumer behaviour is (8) do-it-yourself behaviour (Hetzel, 1996; Marion, 2003). These concepts mainly derived from the CCT philosophy highlight the transformation of the consumer status: from a passive role to an increasingly active role within his consumption experiences. The coming out of the new consumer who is viewed as co-creator of value has opened up discussion and stimulated new ways of thinking around a number of theoretical aspects and related managerial implications. Therefore, the idea of putting the new consumer to work is at the heart of the company's policy and strategy.
    Keywords: Postmodernism, new consumer, Marketing, Consumer behaviour
    Date: 2011–05–05
  3. By: Akbar Ali Mohamed Noordin; Zulkeply Kamaruddin; Afizan Amer; Danial Fahmi Zulkepli (Universiti Teknologi Mara Malaysia)
    Abstract: In this research, the effectiveness is defined by the success of a sponsorship program to capture the audience attention in elevating the brand power and brand image. Today, a large number of events are using sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows companies to reach specifically targeted niche markets without any waste. Sponsorship offers the possibility of achieving several goals at once. Just like attendance profiles, marketing opportunities or media coverage, this rich emotional content of sport events may affect sponsors’ return on investment. Most sponsorship deals involve long-term relationship. The visibility of sponsorship is bound to affect the image of the company as surely as the company’s logo and livery. Subsequently, an unpleasant thought-out sponsorship may deliver no effect or in certain case scenario it may backfire the sponsorship return on investment. The purpose of this quantitative study is to understand the effectiveness of Kia Motors sponsoring The FIFA World Cup 2010 to enhance branding. From the result of this research, it is clear that Congruence between Sponsor and Sponsored Object, Sponsored Object Category Involvement, Sponsor Category Involvement, Sponsorship Attitude helps the sponsorship program of Kia sponsoring The FIFA World Cup 2010 to be effective. Some of the respondent has also give a good opinion that sponsorship creates a better atmosphere in a sports competition as well as it is a colorful to the sport competition. It is good that Kia have chosen the World Cup as a sponsorship medium because it leads to a successful and effective sponsorship program
    Keywords: sponsorship, marketing, effectiveness
    JEL: M0
    Date: 2011–03
  4. By: Brown, Mark G.
    Abstract: A recent study by Dong and Leibtag found coupons were effective in increasing fruit and vegetable demand. The current study supports these finding for the OJ product group. The analysis focused on the informational/advertising or demand shift impact of coupons, as opposed to the price impact which could not be determined since data on prices were a weighted average for coupon users and non-users. The results indicate a 6% increase in OJ gallons sales when coupons are used. The coupon variable used in the analysis, however, measures the extent of coupon usage but not intensity. As such, the results provide a partial view of the impact of coupons and further analysis on data that also includes some measure of intensity is needed to more fully evaluate this marketing tool.
    Keywords: coupon, orange juice, demand, Agribusiness,
    Date: 2010–08–01

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