nep-mkt New Economics Papers
on Marketing
Issue of 2015‒07‒18
nine papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Green packaging from a company’s perspective: Determining factors for packaging solutions in the German fruit juice industry By Ramme, Iris; Heimann, Ruth
  2. Large-Scaled Chain Stores versus Small-Scaled Local Stores By Hiroaki Sandoh; Risa Suzuki
  3. Sustainable food consumption in China and India By von Meyer-Höfer, Marie; Juarez Tijerino, Andrea Maria; Spiller, Achim
  4. Peer effects in the valuation of attributes and practices for food safety: findings from the study of dairy consumers in India: By Chandra, Raj; Munasib, Abdul; Roy, Devesh; Sonkar, Vinay Kumar
  5. Pricing Heterogeneous Goods under Ex Post Private Information By Holger Herbst
  6. Price Distortion under Fixed-Mobile Substitution By Marc Bourreau; Carlo Cambini; Steffen Hoernig
  7. Why the Norwegians do not drink Organic Milk – An analysis of differences in the consumption of organic milk in Germany and Norway By von Saurma-Jeltsch, Ann-Kristin; von Meyer-Höfer, Marie
  8. Usage-Based Pricing and Demand for Residential Broadband By Aviv Nevo; John L. Turner; Jonathan W. Williams
  9. Neuromarketing im Handel By Nufer, Gerd; Sauer, Claudia

  1. By: Ramme, Iris; Heimann, Ruth
    Abstract: In Germany, extensive legislation aims at getting companies to engage in eco-friendly packaging. A common packaging challenge centers on fruit juice products the packaging of which ranges from carton container, to glass or plastic bottles. This study examined the prevalence of Green Packaging in the Baden-Württemberg fruit juice industry. Expert interviews reveal that these companies make packaging decisions based on bottling volume and financial resources and not on Green Packaging concerns. Concerns about product quality, packaging functionality and convenience prevail because the market values these factors above all. This means Green Packaging will be implemented only when eco-friendly packaging becomes a ‘must-have’ product feature. The study also revealed that the retail channels used by these companies push back against returnable bottles because of their handling costs. Interviewees also expressed their opinion that consumers’ demand for Green Packaging does not suffice to drive change in existing practices. Our recommendation is that smaller companies focus their packaging decisions on existing returnable glass bottles thereby both minimizing change over costs and maximizing green marketing potential. For larger companies it is possible to take on a pioneer role in the field of Green Packaging.
    Keywords: green packaging; environmentally-friendly packaging; fruit juice; product policy; marketing; expert interviews; Germany;
    JEL: M31 M38 Q50
    Date: 2015–07–14
  2. By: Hiroaki Sandoh (Graduate School of Economics, Osaka University); Risa Suzuki (Yuki, Co., Ltd.)
    Abstract: In some local areas, we can occasionally observe a competition between a large-scaled chain store and a small-scaled local independent store. A large-scaled chain store usually attracts consumers by appealing its width and depth of products variety. A local independent store with limited assortments of products competes with the chain store by concentrating upon some specic kinds of products and by offering lower prices for them than the chain store. This is possible for the local store partly because of lower labor costs and for various other reasons. The present study deals with the pricing competition in a duopoly between a chain store and a local store. For the purpose of expressing the difference in product assortments between the two stores, a chain store is assumed to deal in two kinds of products, P 1 and P 2 , while a local store is assumed to sell only P 1 . Moreover, we assume all the consumers purchase P 1 at a chain store or a local store by referring to their prices, and P 2 at A . A Nash and a Stackelberg equilibrium are examined to show that the local store can possibly survive the competition with the chain store. The socially optimal welfare is also investigated to reveal it can be realized in a monopoly.
    Keywords: Chain store, Local independent store, Duopoly, Hotelling, Price competition
    JEL: D43 M21
    Date: 2015–06
  3. By: von Meyer-Höfer, Marie; Juarez Tijerino, Andrea Maria; Spiller, Achim
    Abstract: This study examines sustainable food consumption in China and India, based on online consumer survey data. It explores which factors influence sustainable food consumption in these countries, based upon a model related to the Theory of Planned Behaviour. Structural equation modelling is used for the analysis and comparison of both countries. Among the similarities found are the significant influence of subjective norms on intention towards sustainable food consumption and the influence of perceived consumer effectiveness on sustainable food consumption behaviour. Price is identified as a barrier to sustainable food consumption. Based on these findings policy and marketing implications are given.
    Keywords: sustainable food consumption, consumer behaviour, partial least squares, China, India, Food Consumption/Nutrition/Food Safety, Institutional and Behavioral Economics, Marketing, Q 13, Q18, Q19,
    Date: 2015–02
  4. By: Chandra, Raj; Munasib, Abdul; Roy, Devesh; Sonkar, Vinay Kumar
    Abstract: Food safety is an integral part of food security. One of the ways of ensuring food safety is through demand pull by consumers, which depends on the information available to them. One of the possible ways in which information is available to consumers is through their social networks. Focusing on dairy consumers in India, we present evidence of peer effects in consumers’ attitudes toward various food safety attributes as well as food safety practices. Unobserved individual heterogeneities are crucial confounders in the identification of social (endogenous) effects. Our identification is based on exploiting within-consumer variation across different aspects of attitude (or practices) related to food safety.
    Keywords: food safety, health, food consumption, milk, dairy, peer effects, individual unobserved heterogeneity,
    Date: 2015
  5. By: Holger Herbst
    Abstract: This paper studies the role of exchange policies as a price discrimination device in a sequential screening model with heterogeneous goods. In the first period, agents are uncertain about their ordinal preferences over a set of horizontally differentiated goods, but have private information about their intensity of preferences. In the second period, each individual privately learns his preferences and consumption takes place. Revenue maximizing mechanisms are completely characterized. They partially restrict the flexibility between the goods in the second stage for consumers that care little about which variety they obtain while granting always the favorite good to consumers that care much. The optimal design of the partial restriction of flexibility can be implemented by offering Limited Exchange Contracts. A Limited Exchange Contract consists of an initial product choice and a subset of products to which free exchange is possible in the second period. The use of exchange fees in contracts is not optimal for the purpose of price discrimination.
    Keywords: Sequential screening, dynamic mechanism design,heterogeneous goods
    JEL: D42 D82 L12
  6. By: Marc Bourreau; Carlo Cambini; Steffen Hoernig
    Abstract: This paper analyses the impact of substitution between fixed and mobile tele- phony on call prices. We develop a model where consumers difer in the benefits of mobility and firms price discriminate between on-net and off-net calls. We find that call prices are distorted downwards due to substitution possibilities and customer heterogeneity, and that this distortion increases with the fixed-mobile termination mark-up. JEL codes: L51, L92
    Keywords: Network competition, fixed-mobile substitution, price discrimination
    Date: 2015
  7. By: von Saurma-Jeltsch, Ann-Kristin; von Meyer-Höfer, Marie
    Abstract: Numerous studies have examined the consumption of organic products in various European countries and found a higher consumption of organic products in the northern European countries as opposed to the southern countries. While Germany is taking a pioneering position in Europe with the largest European market, Norway is falling out of this pattern. Based on a model determining organic consumption from a cross-national perspective developed by Thøgersen (2010) this study analyses, why significant differences in organic consumption of organic milk occur between Germany and Norway. Furthermore, it is discussed whether organic farming is a viable option for Norway since conventional farming in Norway is already considered as very environmentally friendly. The results of this study point to the weaknesses of the Norwegian organic market and give policy suggestions to resolve this. They contradict the widespread opinion among Norwegian consumers that Norwegian agriculture is almost organic. Norwegian agriculture is of no degree less industrialized than German agriculture; their problems are simply perceived to be of a lesser extent by consumers.
    Keywords: organic milk consumption, cross-national comparison, Germany, Norway, Agribusiness, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, Marketing, Q 13, Q18, Q19,
    Date: 2015–02
  8. By: Aviv Nevo; John L. Turner; Jonathan W. Williams
    Abstract: We estimate demand for residential broadband using high-frequency data from subscribers facing a three-part tariff. The three-part tariff makes data usage during the billing cycle a dynamic problem; thus, generating variation in the (shadow) price of usage. We provide evidence that subscribers respond to this variation, and use their dynamic decisions to estimate a flexible distribution of willingness to pay for different plan characteristics. Using the estimates, we simulate demand under alternative pricing and find that usage-based pricing eliminates low-value traffic. Furthermore, we show that the costs associated with investment in fiber-optic networks are likely recoverable in some markets, but that there is a large gap between social and private incentives to invest.
    JEL: L1 L13 L96
    Date: 2015–07
  9. By: Nufer, Gerd; Sauer, Claudia
    Abstract: Gibt es einen Kauf-Knopf im Gehirn des Konsumenten? Und wenn ja, wie betätigt man diesen? Die Antwort aus der Hirnforschung lautet "Nein, einen solchen Knopf gibt es nicht". Zwar haben Neurowissenschaftler in den letzten Jahren wichtige Erkenntnisse über das menschliche Gehirn und dessen Funktionsweise gewonnen, doch eine Allround-Lösung zur Beeinflussung von Kaufentscheidungen konnte bisher noch nicht gefunden werden. Dennoch können die Ergebnisse, die durch neurowissenschaftlicher Methoden erzielt wurden, auch im Marketing angewandt werden. Durch den Blick ins Kundengehirn, können Händler diese gezielter ansprechen und sich so einen Vorteil gegenüber Konkurrenten verschaffen. Im Rahmen dieser Arbeit werden zunächst die wichtigsten Begriffe geklärt und anschließend ein Überblick über das menschliche Gehirn und die neurowissenschaftlichen Methoden zu dessen Erforschung vorgestellt. Anschließend werden die wichtigsten Einflüsse auf die Entscheidung von Konsumenten, Emotionen und das Unbewusste, sowie der Einsatz von Codes in der Werbung näher erläutert. Abschließend wird die Umsetzung neurowissenschaftlicher Erkenntnisse im Marketing anhand von fünf Best Practice Beispielen aus dem Handel verdeutlicht.
    Date: 2015

This nep-mkt issue is ©2015 by João Carlos Correia Leitão. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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