nep-mkt New Economics Papers
on Marketing
Issue of 2016‒03‒23
twelve papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Web Content Analysis of Online Grocery Shopping Web Sites in India By Banerjee, Arindam; Banerjee, Tanushri
  2. Brand Loyalty and Generic Competition By WAN, Yunyun
  3. The Welfare Effects of Vertical Integration in Multichannel Television Markets By Gregory S. Crawford; Robin S. Lee; Michael D. Whinston; Ali Yurukoglu
  4. Survey to investigative the relationship between Internet marketing and increase rate of saling products and services in the Kerman provine’s SMEs. By Mohammad Rahimian
  5. Midi-Pyrénées wines in Toulouse restaurants By Yves Cinotti
  6. Social Media in Virtual Marketing By Jalees, Tariq; Tariq, Huma; Zaman, Syed Imran; Alam Kazmi, Syed Hasnain
  7. Valeurs de consommation dans l’écotourisme communautaire. Une approche par les récits de voyage By Amélie Fiorello; Damien Bo
  8. Effects of Host Race Information on Airbnb Listing Prices in San Francisco By Kakar, Venoo; Franco, Julisa; Voelz, Joel; Wu, Julia
  9. Convexity of Network Restricted Games Induced by Minimum Partitions By Alexandre Skoda
  10. Enabling customer satisfaction and stock reduction through service differentiation with response time guarantees By Gabor, A.F.; van Vianen, L.A.; Yang, G.; Axsäter, S.
  11. From hospitality to experience : comparison between tourist experience in guest houses and hotels By Yves Cinotti
  12. Linking consumer opinions with reservation prices in an agent-based model of innovation diffusion By Anna Kowalska-Pyzalska; Karolina Cwik; Arkadiusz Jedrzejewski; Katarzyna Sznajd-Weron

  1. By: Banerjee, Arindam; Banerjee, Tanushri
    Abstract: In this paper the authors evaluate online grocery shopping web sites catering to customers primarily in India. The process of evaluation has been carried out in 3 parts; by comparing the web content on their homepages, analysing customer reviews and also analysing their business performance as summarized on public web sites that use search optimization tools and analytical processes. This paper aims to study attributes from structured and unstructured data that lead to success of online grocery business in India. Results of the study will help identify the keywords that Indian consumers prefer to use while searching for information on online grocery websites. It will also identify consumer preferences from the customer review analysis. Additionally, it will identify the parameters from web site traffic metrics that drive per day revenue for the online retailer.
  2. By: WAN, Yunyun
    Abstract: Facing generic competition, a brand-name drug company sometimes launches its own generic called an "authorized generic" (AG) through a third-party entity. If an authorized party transfers a substantial part of its profits to the brand-name drug company, the latter's total profit increases as a result and every branded drug that comes off the patent should have its AG version. However, in actual fact only a small proportion of branded drugs have AGs. To explain this puzzle, I develop a model that features switching costs due to the customer base a brand-name drug develops prior to generic entry. The model predicts that AGs are launched when switching costs to the generics are sufficiently low. I test this hypothess using prescription drug data and find strong support for it.
    Keywords: brand loyalty, authorized generics, generic entry, customer base, switching cost
    JEL: L13 L20 I11
    Date: 2016–01
  3. By: Gregory S. Crawford; Robin S. Lee; Michael D. Whinston; Ali Yurukoglu
    Abstract: We investigate the welfare effects of vertical integration of regional sports networks (RSNs) with programming distributors in U.S. multichannel television markets. Vertical integration can enhance efficiency by reducing double marginalization and increasing carriage of channels, but can also harm welfare due to foreclosure and raising rivals' costs incentives. We estimate a structural model of viewership, subscription, distributor pricing, and affiliate fee bargaining using a rich dataset on the U.S. cable and satellite television industry (2000-2010). We use these estimates to analyze the impact of simulated vertical mergers and de-mergers of RSNs on competition and welfare, and examine the efficacy of regulatory policies introduced by the U.S. Federal Communications Commission to address competition concerns in this industry.
    JEL: L13 L42 L51 L82
    Date: 2015–12
  4. By: Mohammad Rahimian (SHAHID CHAMRAN technical university of Kerman, Iran)
    Abstract: The SMEs have been always a lot of importance and high sensivity case and in period of time it becomes the battle ground for economic heads in some government. Progres and development of ICT has created a deep and wide influence on busines processes and internet has provided as the most effective e-marketing platform with global coverage enables enterprises to reach international markets. But many SMEs have not essential information and knowledge in the use of different methods of e-marketing and its effects on the markets. This study has been conducted to investigate the effect of internet marketing methods to increase sales of products and services of SMEs. In other words this study seeks to answer of question that; does any relationship exsist between using internet in the marketing activies and increased sales of products and services in SMEs? The statistical community of this study is the top SMEs of the Industrial Sector of Kerman provins between 2006, 2014. To answering the research question is considered a major hypotheses and six subhypotheses and the relationship between internet marketing and sales performance in the selected enterprises was examined by Kolmogorv-Smirnov, Kendall and Spearmen test. The results indicate that, there is significant relationship between the using internet in marketing activities and sales performance of the surveyed enterprises.
    Keywords: SME, small enterprises, medium enterprises, marketing, internet
    JEL: M31
    Date: 2015–06
  5. By: Yves Cinotti (UT2 - Université Toulouse 2)
    Abstract: For restaurants, the wine list is a mean of communication and increasing resources. It allows to position the brand. The restaurant owner must offer a wide range of wines to meet customer demands. The vineyards of the Midi-Pyrénées regions (southwest of France) products all types of wines. This exploratory study focuses on the wine lists of Toulouse low and medium-level full service restaurants. The total number of references and the percentage of Midi-Pyrénées wines and foreign wines have been calculated. It appears that assortment policies of Toulouse restaurants are varied. The wine lists of restaurants that offers local cuisine or cuisine from a wine producing area include more Midi-Pyrénées wines as do entry-level restaurants
    Abstract: La carte des vins est, pour un restaurant, à la fois un instrument de communication et de vente. Elle participe au positionnement de l'enseigne. Le restaurateur doit proposer une gamme de vins variée pour répondre aux demandes des consommateurs. Les vignobles de la région Midi-Pyrénées produisent presque tous les types de vins. Cette étude exploratoire se focalise sur les cartes des vins des restaurants toulousains d'entrée et de moyenne gamme avec service à table. Le nombre de références total et la proportion de vins midi-pyrénéens et étrangers sont calculés. Il apparaît que les restaurants toulousains ont des politiques d'assortiment variées. Ceux qui proposent de la cuisine régionale ou d'une zone géographique sans production vinicole privilégient les vins de Midi-Pyrénées. C'est aussi le cas des restaurants d'entrée de gamme.
    Keywords: Wine list,Midi-Pyrénées wineyards,Assortment,assortiment,carte des vins,vignobles midi-pyrénées
    Date: 2014–06–19
  6. By: Jalees, Tariq; Tariq, Huma; Zaman, Syed Imran; Alam Kazmi, Syed Hasnain
    Abstract: Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this study is to measure the influence (effect) of four social variables: social capital, trust, homophily and interpersonal influence on electronic word of mouth (eWOM) communication. The sample size for the study is 300 and preselected enumerator’s collected the data from the leading shopping malls of the city. Although the scales and measures adopted for this study have been earlier validated in other countries, however the same were re-ascertained on the present set of data. After preliminary analysis, including normality and validity the overall model was tested through Structural Equation Model (SEM). This was carried out in two stages - initially CFA for all the constructs was ascertained which was followed by CFA of the overall model. Developed conceptual framework was empirically tested on the present set of data in Pakistan which adequately explained consumer attitudinal behavior towards electronic word of mouth (eWOM) communication. Three hypotheses failed to be rejected and one was rejected. Trust was found to be the strongest predictor of electronic word of mouth (eWOM) communication, followed by homophily and social capital. Interpersonal influence has no relationship with electronic word of mouth (eWOM) communication. The results were consistent to earlier literature. Implication for markers was drawn from the results.
    Keywords: eWOM; social capital; trust; homophily and interpersonal influence; social media
    JEL: M1 M3 M31
    Date: 2015–03–01
  7. By: Amélie Fiorello (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc); Damien Bo (GRM - Groupe de Recherche en Management - IAE Toulon - Institut d'Administration des Entreprises - Toulon - USTV - Université Sud Toulon Var - Institut d'Administration des Entreprises (IAE) - Nice - UTLN - Université de Toulon - Université Nice Sophia Antipolis [UNS] : EA4711)
    Abstract: Cette recherche exploratoire vise à mieux comprendre ce que recherchent les touristes qui choisissent une forme de voyage durable émergente (l'écotourisme communautaire) et quelles valeurs ils y attribuent. En se basant sur 117 récits de voyages retraçant des expériences d'écotourisme communautaire et en mobilisant le modèle intégrateur de la valeur développé par Aurier, Evrard et N'Goala (2004), nous avons pu faire émerger les dimensions de la valeur les plus importantes pour les touristes qui choisissent de consommer une offre d'écotourisme communautaire. Abstract : This exploratory study aims at understanding what motivates tourists who choose a new form of sustainable tourism (community-based ecotourism) and what values they assign to this consumption. Based on 117 travel stories recounting experiences of community-based ecotourism and mobilizing the integrator value model developed by Aurier, and N'Goala Evrard (2004), we were able to find the most important values for tourist in a community-based ecotourism experience.
    Keywords: écotourisme communautaire
    Date: 2015
  8. By: Kakar, Venoo; Franco, Julisa; Voelz, Joel; Wu, Julia
    Abstract: The surge in Peer to Peer e-commerce has increasingly been characterized by changing the online marketplace to a more personalized environment for the buyer and seller. This personalization involves revealing information on buyer reviews, pictures and biographical information on the sellers to reduce the perceived ``purchase risk" or to facilitate trust with the buyers. However, this personalization has generated possibilities for discrimination in the online marketplace. In this paper, we examine the effect of host information available online (race, gender and sexual orientation etc.) on price listings on in San Francisco. We find that hispanic hosts and asian hosts, on average, have a 9.6% and 9.3% lower list price relative to their white counterparts, after controlling for neighborhood property values, user reviews and rental unit characteristics. We don't find any significant impact of gender and sexual orientation on price listings. Overall, our findings corroborate the presence of racial discrimination in the online marketplace.
    Keywords: Airbnb, Discrimination, Race, Online marketplace
    JEL: D40 J71
    Date: 2016–03–10
  9. By: Alexandre Skoda (Centre d'Economie de la Sorbonne)
    Abstract: We consider restricted games on weighted communication graphs associated with minimum partitions. We replace in the classical definition of Myerson's graph-restricted game the connected components of any subgraph by the sub-components corresponding to a minimum partition. This minimum partition Pmin is induced by the deletion of the minimum weight edges. We provide necessary conditions on the graph edge-weights to have inheritance of convexity from the underlying game to the restricted game associated with Pmin. Then we establish that these conditions are also sufficient for a weaker condition, called F-convexity, obtained by restriction of convexity to connected subsets. Moreover we show that Myerson's game associated to a given graph G can be obtained as a particular case of the Pmin-restricted game for a specific weighted graph G'. Then we prove that G is cycle-complet if and only if a specific condition on adjacent cycles is satisfied on G'
    Keywords: Communication networks; cooperative game; restricted game; partitions
    JEL: C7 C71 C6 C61
    Date: 2016–03
  10. By: Gabor, A.F.; van Vianen, L.A.; Yang, G.; Axsäter, S.
    Abstract: In response to customer specific service time guarantee requirements, service providers can offer differentiated services. However, conventional customer differentiation models based on fill rate constraints do not take full advantage of the stock reduction that can be achieved by differentiating customers based on agreed response times. In this paper we focus on the (S − 1, S, K) model with two customer classes, in which low priority customers are served only if the inventory level is above K. We employ lattice paths combinatorics to derive the exact distribution of the response time (within leadtime) for the lower priority class and provide a simple and accurate approximation for the response time of the high priority class. We show that the stock levels chosen based on agreed response times can be significantly lower than the ones chosen based on fillrates. This indicates that response time guarantees are an efficient tool in negotiating after-sale contracts, as they improve customer satisfaction and reduce investment costs.
    Keywords: inventory planning, service differentiation, priority demand classes
    Date: 2016–03–01
  11. By: Yves Cinotti (ISTHIA - Institut supérieur du tourisme, de l'hôtellerie et de l'alimentation (Toulouse) - UT2 - Université Toulouse 2)
    Abstract: Companies organize an experience when they seduce customers by a connection to them in a personal and memorable way. The comments posted on participative websites frequented by tourists after a stay in a guest house or a hotel were analyzed. The study shows that, in a guest house, tourists may live an experience because of the hospitality relationship while they will not in a industrial hotel.
    Abstract: Les entreprises organisent une expérience quand elles séduisent les clients en se reliant à lui de manière personnelle et mémorable. L'analyse du contenu de commentaires déposés sur des sites Web participatifs par des touristes ayant fréquenté soit une maison d'hôtes soit un hôtel industriel montre que, du fait de la relation d'hospitalité, les hôtes peuvent vivre dans une maison d'hôte une expérience qu'ils ne connaîtront pas dans un hôtel.
    Keywords: Hospitality,Guest House,Industrial hotel,Expérience,Hospitalité,Maison d’hôtes,Hôtel industriel
    Date: 2015
  12. By: Anna Kowalska-Pyzalska; Karolina Cwik; Arkadiusz Jedrzejewski; Katarzyna Sznajd-Weron
    Abstract: We extend a recently developed agent-based model of innovation diffusion by linking the opinions of potential consumers with their market behavior via the concept of reservation prices. Through a dynamic mechanism that takes into account social influence, the agents in our model can both increase or decrease their product appraisal. Considering complete graph network structures and using mean-field treatment we find that the model can exhibit a plethora of scenarios, observed empirically but not attainable within the classical Bass model. We also show the existence of a critical market price above which the innovation cannot diffuse.
    Keywords: Word-of-mouth; Innovation diffusion; Agent-based model
    JEL: C63 O33 Q55
    Date: 2016–03–10

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