nep-mkt New Economics Papers
on Marketing
Issue of 2016‒02‒04
ten papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Do Negative Headlines Really Undermine the Credibility of a Quality Label? A Quasi-Natural Experiment By Andreas Hildenbrand; Rainer Kühl; Anne Piper
  2. Commercial Platforms With Heterogeneous Participants By Gabriel Garber; Márcio Issao Nakane
  3. Measuring the Informational Value of Interpretive Shelf Nutrition Labels to Shoppers By Zhen, Chen; Zheng, Xiaoyong
  4. Food Borne Disease Outbreaks, Consumer Purchases and Product Preferences: The Case of the 2010 Salmonella Egg Outbreak By Villas-Boas, Sofia B
  5. Quota bonuses as localized sales bonuses By Bakó, Barna; Kálecz-Simon, András
  6. Factors influencing marketing communication perception by singles in Czech Republic By Martin Klepek; Kateřina Matušínská
  7. Information Acquisition in Vertical Relations By Pio Baake; Andreas Harasser; Friederike Heiny
  8. Sharing and Tourism: The Rise of New Markets in Transport By Christian Longhi; Marcello M. Mariani; Sylvie Rochhia
  9. Shopping Time By Nicolas Petrovsky-Nadeau; Etienne Wasmer; Shutian Zeng
  10. A STUDY ON RETAIL FMCG MARKETING IN RURAL INDIA By Shambhavi Tamrakar; Bharti Venkatesh

  1. By: Andreas Hildenbrand (University of Giessen); Rainer Kühl (University of Giessen); Anne Piper (University of Giessen)
    Abstract: In 2013, Stiftung Warentest tested hazelnut chocolate for their leading magazine, called Test. Stiftung Warentest is one of the most important consumer organizations in Germany. Ritter Sport is a high-quality producer of chocolate in Germany. Their hazelnut chocolate did not pass the test. It was given the grade of unsatisfactory. Stiftung Warentest accused Ritter Sport of labelling an artificial flavouring as a natural flavouring. Ritter Sport rejected the accusation. They went to court and won the trial. Stiftung Warentest had to withdraw the issue in question of Test magazine. This affair was all over the media in January of 2014. Using the Ritter Sport versus Stiftung Warentest case, we analyse whether negative headlines really undermine the credibility of a quality label by examining Stiftung Warentest and their quality label, also called Test. In addition, we examine what can be done to restore or, more generally, increase the credibility of a quality label. Based on a quasi-natural experiment, we find that the negative headlines on Stiftung Warentest have undermined the credibility of the Test label. We also find that the credibility of the Test label can be increased by providing reference values to the tests, strengthening the independence of Stiftung Warentest, and using laboratory methods in the tests. For the most part, the same holds true for any quality label.
    Keywords: Information, product quality, quality label, source credibility
    JEL: D8 L1 M3
    Date: 2015
  2. By: Gabriel Garber; Márcio Issao Nakane
    Abstract: We study two-sided markets where there are buyers and sellers, with heterogeneous participants on each side. Buyers care about the quality of the good purchased, but sellers care only about the price they get. When there is informational asymmetry about types between the sides, the role of a platform as a certifier that guarantees a minimum quality becomes central to the transactions. We analyze first-best (perfect information) and pooling equilibria without platforms and a monopolist platform that coexists with an external pooling. We also show there is no equilibrium in a simultaneous game with two platforms
    Date: 2016–01
  3. By: Zhen, Chen; Zheng, Xiaoyong
    Abstract: We use the voluntary adoption of the NuVal shelf nutrition labels by a grocery retailer to estimate the value of these labels to shoppers in the yogurt category. Using an incomplete quadratic almost ideal demand system to represent consumer demand, we found a statistically significant positive effect of these shelf labels on demand for yogurt with above-average NuVal scores. The coefficients on the NuVal treatment variable in the demand equations for yogurt with below-average NuVal scores and unlabeled yogurt are not statistically significant. The value of nutrition information brought by NuVal labels is estimated to be 3.1% of consumer expenditures on yogurt at the store that uses the labels.
    Keywords: Value of Information, NuVal, Food Consumption/Nutrition/Food Safety, Q18,
    Date: 2015
  4. By: Villas-Boas, Sofia B
    Keywords: Social and Behavioral Sciences
    Date: 2016–01–27
  5. By: Bakó, Barna; Kálecz-Simon, András
    Abstract: Managerial bonus schemes and their effects on firm strategies and market outcomes are extensively discussed in the literature. Though quota bonuses are not uncommon in practice, they have not been analysed so far. In this article we compare quota bonuses to profit-based evaluation and sales (quantity) bonuses. In a duopoly setting with independent demand shocks we find that under certain circumstances choosing quota bonuses is a dominant strategy. This may explain the widespread use of quota bonuses in situations where incentive problems are relevant.
    Keywords: strategic delegation, oligopoly, managerial incentives
    JEL: C73 D21 D43 L13
    Date: 2015–12–23
  6. By: Martin Klepek (Institute of Interdisciplinary Research, Silesian University); Kateřina Matušínská (Department of Business Economics and Management, School of Business Administration, Silesian University)
    Abstract: Fundamental changes in the population lifestyle thanks to globalization and socio-economic transformations occurred during last decade. New segment of customers emerged, firstly in highly advanced countries and later in all around the developed world. This working paper presents a structural equation model used to verify the validity of the model from previous exploratory factor analysis. We used primary quantitative data on singles as a specific segment for marketers with focus on marketing communication and its perception. Paper starts with brief theoretical debate on singles as socio-demographic group and continues with marketing communication components used for this particular questionnaire. For purpose of collecting data, online and offline questionnaire was given to 702 respondents in total during the years 2014 and 2015. Model was constructed using SPSS Amos. We synthesised two data sets under one model performing model fit. Our results show underlying structure in the data. Two latent factors which influence perception of marketing communication tools verified previous findings.
    Keywords: consumer behaviour, marketing communication, marketing potential, marketing research, model, singles
    JEL: M31
    Date: 2015–12–30
  7. By: Pio Baake; Andreas Harasser; Friederike Heiny
    Abstract: We analyze a simple supply chain with one supplier, one retailer and uncertainty about market demand. Focusing on the incentives of the supplier and the retailer to enhance their private information about the actual market conditions, we show that choices on information acquisition are strategic complements. While the retailer's incentives are mainly driven by the information rent that he can earn, the supplier will choose to acquire information only if the retailer is rather well informed, even though the information is free of charge.
    Keywords: Asymmetric information, information acquisition, vertical relations
    JEL: D82 D83 D86
    Date: 2016
  8. By: Christian Longhi (Université Nice Sophia Antipolis; GREDEG-CNRS); Marcello M. Mariani (University of Bologna); Sylvie Rochhia (Université Nice Sophia Antipolis; GREDEG-CNRS)
    Abstract: This paper analyses the implications of sharing on tourists and tourism focusing on the transportation sector. The shifts from ownership to access, from products to services have induced dramatic changes triggered by the emergence of innovative marketplaces. The services offered by Knowledge Innovative Service Suppliers, start-ups at the origin of innovative marketplaces run through platforms allow the tourists to find solutions to run themselves their activities, bypassing the traditional tourism industry. The paper builds a taxonomy to apprehend the diversity attached to this growing platform economy, and uses this analytical framework to depict significant cases drawn from ridesharing or carsharing.
    Keywords: Sharing, platform economy, travel, transport, tourism industry
    JEL: L91 L83 L86 O33
    Date: 2016–01
  9. By: Nicolas Petrovsky-Nadeau (Tepper School of Business); Etienne Wasmer (Département d'économie); Shutian Zeng
    Abstract: There is a renewed interest in macroeconomic theories of search frictions in the goods market that help solve quantitative puzzles on amplification and persistence of GDP, sales, inventory and advertisement. This requires a deeper understanding of the cyclical properties of the intensive margins of search in this market. Using the American Time Use Survey we construct an indicator of shopping time. It includes both searching and purchasing goods and is based on 25 time use categories (out of more than 400 categories). We find that average time spent shopping declined in the aggregate over the period 2008-2010 compared to 2005-2007. The decline was largest for the unemployed who went from spending more time shopping for goods than the employed to roughly the same, or even less, time. Cross-state and individual regressions indicate procyclical consumer shopping time in the goods market. This evidence poses a challenge for models in which price comparisons are a driver of business cycles.
    Keywords: Goods market search; Time allocation; American Time Use Survey; Business cycles
    JEL: D12 E32 J22
    Date: 2015–05
  10. By: Shambhavi Tamrakar; Bharti Venkatesh
    Abstract: Rural marketing is a vast and developing area and when its comes to exploring rural market, it has a great future possibility to expand the market . FMCG sector in India is the fourth largest in the economy & none of the FMCG companies would like to miss this opportunity, it gives an immense growth possibilities. Characteristics like low income ,illiteracy , heterogeneity ,scattered population are making it a bit unattractive but still it has a huge scope of penetration as government are now launching various schemes to uplift the rural India to get them pace with the current scenario of technological advancement . FMCG companies are also adopting various marketing strategies and approaches to penetrate in to rural market and have win -win situation. This paper tries to understand what rural market are? Its origin, characteristics, contribution to economy ,challenges and future prospects. Key words: Rural market, EMCG, retail, marketing
    Date: 2015–09

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