nep-mkt New Economics Papers
on Marketing
Issue of 2015‒01‒26
nine papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. An Analysis of Producer Participation in the Georgia Grown State Marketing Program By Dudacek, Margaret; Berning, Joshua
  2. Food waste and promotions By Le Borgne, G.; Sirieix, L.; Costa, S.
  3. Consumer Willingness-to-Pay for Non-taste Attributes in Beef Products By Li, Xiaogu; Jensen, Kimberly L.; Clark, Christopher D.; Lambert, Dayton M.
  4. Consumer willingness to pay for food quality labels: evaluating the prosciutto di parma PDO quality differentiation strategy By Capelli, Maria Giacinta; Menozzi, Davide; Arfini, Filippo
  5. Young urban adults preference for wine information sources: An exploratory study for Republic of Macedonia By Hristov, Hristo; Kuhar, Ales
  6. Market penetration of imported agricultural products: A hedonic analysis of the Japanese table wine market By Vincent Hoang; Takao Iida; Shigeru Matsumoto; Natsuki Watanabe; Clevo Wilson
  7. Consumer Preference for Alternative Milk Packaging By Neill, Clinton Lee; Williams, Ryan B
  8. A structural equation modelling approach to explore consumers’ attitude towards sustainable wine By Sogari, Giovanni; Menozzi, Davide; Corbo, Chiara; Macconi, Martina; Mora, Cristina
  9. Transmission of beef and veal prices in different marketing channels By El Benni, Nadja; Finger, Robert; Hediger, Werner

  1. By: Dudacek, Margaret; Berning, Joshua
    Abstract: State marketing programs are dedicated to promoting state grown and produced products. Currently, every state in the US has a state marketing program. At the same time, these programs vary in the extent of their efforts to promote state-specific agricultural products. To date, numerous studies have examined the impact of specific state marketing programs from a consumer perspective. To our knowledge, no studies have examined the producer side of state grown programs. The focus of this research is to identify specific factors that affect firm participation in the Georgia state marketing program, Georgia Grown. We rely on a unique data set identifying characteristics of participants in the Georgia Grown program along with their selection into a specific tier of marketing service. Importantly, each tier requires a specific sum for participation. Using this data, we are able to identify specific factors that influence participation including: industry sector and geographic region. The results of this analysis are relevant for understanding how state marketing programs can better interact with the suppliers who are interested in participating in their program.
    Keywords: Agribusiness, Marketing, State marketing programs, agribusiness marketing, willingness to pay,
    Date: 2015–01–14
  2. By: Le Borgne, G.; Sirieix, L.; Costa, S.
    Abstract: This research builds a conceptual framework to analyze the links between promotions and food waste, based on the results of a qualitative study on 20 French consumers. More precisely, we study how promotions may increase food waste, but also how this wastage may change consumer’s perception of promotions. ....French Abstract : Cet article propose un cadre conceptuel pour l’analyse des liens entre les promotions et le gaspillage alimentaire, basé sur les résultats d’une enquête qualitative menée auprès de 20 consommateurs européens. Plus précisément, nous étudions comment les promotions sur les produits alimentaires sont susceptibles d’augmenter le gaspillage alimentaire des ménages, mais également comment cet éventuel gâchis peut influer sur la perception des promotions par le consommateur.
    JEL: M31
    Date: 2014
  3. By: Li, Xiaogu; Jensen, Kimberly L.; Clark, Christopher D.; Lambert, Dayton M.
    Abstract: Beef is the most commonly consumed red meat and a major source of protein for US consumers. High-quality beef products are sold with substantial premiums, but the specific beef attributes by which high-quality standards are determined remain ambivalent. Most attribute studies have focused on palatability characteristics such as tenderness, juiciness, fatness, or marbling. More recent research finds increasing consumer interest in beef attributes that are not directly taste-related, such as food safety, organic, environmental impacts, local production, or DNA traceability. However, these studies have focused on a single non-taste attribute. Questions remain as to which of those attributes might have more of an influence on consumer preferences for beef products and whether there are interactions between these attributes in terms of consumer willingness-to-pay (WTP) for the beef product in question. This study uses results from a national survey of consumers to examine how the presence of multiple quality indicators of attributes influence WTP for beef products, which of these attributes have a relatively greater impact on consumer choice, and how these impacts vary based on consumer demographics. A WTP space modeling framework is used to analyze the survey data, allowing for variability and scaling of preferences.
    Keywords: Beef, Choice Experiment, Label, Willingness-to-Pay Space, Agricultural and Food Policy, Environmental Economics and Policy, Livestock Production/Industries, Q18, Q54, Q56, Q58,
    Date: 2015
  4. By: Capelli, Maria Giacinta; Menozzi, Davide; Arfini, Filippo
    Abstract: This poster paper aims to investigate the consumers’ preferences and willingness to pay for different quality strategies associated with the designations Prosciutto di Parma PDO. After a qualitative analysis, an on-line choice experiment was conducted on a sample of 250 Italian consumers. A multinomial logit model was tested to assess the relative importance of quality attributes. The results show that price, a “high quality” PDO label and the ageing period are the most important attributes for consumers. These findings provide Consortium members with an important food for thought for the development of future strategies for the Designation of Origin.
    Keywords: quality label, choice experiment, willingness to pay (WTP), Prosciutto di Parma PDO, Consumer/Household Economics,
    Date: 2014–08
  5. By: Hristov, Hristo; Kuhar, Ales
    Abstract: This article focuses on measuring the importance of wine information sources that influence the wine choice of Macedonian young adults purchasing wine in wine shops. Our goal tried to identify significant differences in the use of information sources across wine knowledge, involvement and gender-demographic subgroups within the sample, in order to give marketing managers a means to develop more efficient marketing strategies. Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be improved using the new technique, best-worst scaling (BWS). The BWS method was applied to measure the level of importance to a list of most commonly used wine information sources. For this study, they were selected on a base of qualitative interviews with Macedonian wine marketers and confirmed after literature review of the articles published in wine marketing journals. A total of 123 Macedonian young consumers between the age of 25 and 34 participated in a face-to-face interview preformed in three wine stores in Skopje and one in Bitola. The study results show that young urban adults in selection of their wines give more importance to information obtain by tasting the wine previously, recommendation from family members friends and colleagues. The information sources less preferred were radio, television, billboards and printed media. Moreover, the study showed that specific differences exist in the preferences of information sources of males and females and between different knowledge and involvement groups.
    Keywords: Young adults, external sources of wine information, knowledge, involvement, best-worst scaling, Consumer/Household Economics,
    Date: 2014–08
  6. By: Vincent Hoang; Takao Iida; Shigeru Matsumoto; Natsuki Watanabe; Clevo Wilson
    Abstract: Although hundreds of thousands of agricultural products are traded on a daily basis, it is less known how imported agricultural products gain consumer acceptance and penetrate a domestic market. This paper analyzes Japanese wine point of sale (POS) data and examines how consumer valuation of imported wines changes with their market penetration. Although there is a considerable variation in sales of wines, previous papers have not accounted for it in their hedonic analyses. The wine hedonic analysis accounted for the variation in sales shows that the retail sales prices of imported wine decreases with their market penetration. The analysis also shows that although consumers pay a premium for wine with a long sales history, this premium is not large enough to compensate for the price reduction brought about by sales expansion. Many exporting counties promote organic farming for environmental conservation. The paper further examines whether consumers in an importing country differentiate between local and imported organic products. The result shows that the premium for imported organic red (white) wines is about 42.996% (8.872%) while that for domestic red (white) organic wines is about 6.440% (1.214%), implying that Japanese consumers pay higher premiums for imported organic agricultural products than for those produced in Japan. Length: 42 pages
  7. By: Neill, Clinton Lee; Williams, Ryan B
    Keywords: Milk packaging, Consumer preference, Willingness to pay, Perception, Consumer/Household Economics, Environmental Economics and Policy, Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2015
  8. By: Sogari, Giovanni; Menozzi, Davide; Corbo, Chiara; Macconi, Martina; Mora, Cristina
    Abstract: This paper investigates how environmental and socio-economic beliefs affect consumers attitude towards sustainable wine, and the main drivers during wine purchase. Data were collected with online questionnaire in 2013 from 513 Italian wine drinkers. The results of a structural equation model show that attitude towards sustainable wine is driven by both environmental and quality beliefs of sustainable wine, while is not affected by the economic dimension. Attitudes and quality beliefs affect consumer’s importance of sustainable aspects during wine purchase. This paper suggests that communication strategies should focus on sustainable issues to meet the need of environmentally-conscious consumers.
    Keywords: Structural Equation Model (SEM), Sustainability, Wine, Attitude, Consumer/Household Economics, Research Methods/ Statistical Methods,
    Date: 2014–08
  9. By: El Benni, Nadja; Finger, Robert; Hediger, Werner
    Abstract: This paper investigates price transmission in beef and veal markets in Switzerland. We extend earlier research by analyzing both prices in one system and considering two different marketing channels for meat. VAR and VEC models are estimated using monthly up- and downstream prices collected at the processors’ level for 2004-2013. Tests on Granger causality for these markets suggest that a) multiple product investigation should be preferred over beef (or veal) only analysis and b) the results for the same product can differ across marketing channels. In both channels, veal (and not beef) prices adjust significantly if deviations from the long-run price equilibrium occur. Nonetheless, no empirical evidence can be found that downstream industries exercise market power over producers. In all marketing channels, no significant asymmetry in price transmission is found.
    Keywords: asymmetric price transmission, Granger causality, beef and veal, retail and restaurant channel, Switzerland, Demand and Price Analysis,
    Date: 2014–08

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