nep-mkt New Economics Papers
on Marketing
Issue of 2017‒02‒19
six papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. The Impact of NuVal Shelf Nutrition Labels on Consumption: Evidence from Cold Cereal Purchases By Melo, Grace; Zhen, Chen
  2. Multinomial Logistic Analysis of the Most Frequent Market Venues for Locally Grown Fresh Produce among Online Shoppers By Gumirakiza, Jean Dominique; VanZee, Sarah; King, Stephen
  3. On consumption patterns in oyster markets: the role of attitudes By Santeramo, Fabio Gaetano; Carlucci, Domenico; De Devitiis, Biagia; Nardone, Gianluca; Viscecchia, Rosaria
  4. Online tourism in Romania in the context of globalization - study concerning the presence of the travel agencys on the internet By Aluculesei, Alina-Cerasela
  5. The impact of inflation expectations on Polish consumers’ spending and saving By Filip Premik; Ewa Stanisławska
  6. Optimal pricing strategies for a cluster of goods: Own- and cross-price effects with correlated tastes By Rosas, Francisco; Acerenza, Santiago; Orazem, Peter

  1. By: Melo, Grace; Zhen, Chen
    Abstract: Research examining the effect of summary shelf nutrition labels on consumers’ behavior in real market settings is scarce. Using a supermarket’s voluntary adoption of NuVal―a 1 to 100 numeric summary shelf label system―as a natural experiment, we estimate a Two-Part Model (TPM) to identify the effect of the NuVal label on consumer purchasing decisions for cold cereal. Our results show that posting the NuVal score not only increases the purchase volume of healthier cold cereal products but also increases households’ likelihood to purchase cold cereal products with higher nutrition scores. Tests for heterogeneous treatment effects reveal that lower-income households experience a large improvement in their food choices when the NuVal scores are posted.
    Keywords: Shelf Nutrition Labels, NuVal, Two-Part Model, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, Marketing, Q18, D12,
    Date: 2017–02
  2. By: Gumirakiza, Jean Dominique; VanZee, Sarah; King, Stephen
    Abstract: Online market is fast expending as more consumers are increasingly shopping online and businesses solidifying their presence online. This paper examines the most preferred (primary or most frequent) market venues that online shoppers use when purchasing locally/regionally grown fresh produce. The target population consists of consumers who made at least two any online purchases within six months prior to participating in this study; hereby referred to as “online shoppers”. The sample consists of 1,205 randomly selected online shoppers residing within the South region of the U.S. Data collection was done using Qualtrics actively managed market research panels and social media such as Facebook, and Twitter. Results indicate that grocery stores are the most preferred market venue online shoppers use to purchase locally/regionally grown fresh produce. The relative probability associated with this situation is 44 percent. Farmers’ markets are the second most frequent market venues with a relative likelihood of 33 percent. The third market venue is on-farm (road stands, you-pick-your own, and agritourism) and the CSA program with relative probability of 7 percent. Online market is currently the fourth most frequent with a relative likelihood of 5 percent. 11 percent of the online shoppers have no particular market venue they consider as primary. This analysis is significant to fresh produce growers and marketers within local food movement because it provides analysis of the most preferred market venues among the increasingly common type of consumers. Results suggest new marketing strategies to conveniently make fresh produce accessible among online shoppers. Furthermore, this study sets a basis for future analyses that will be interested in trucking changes in the preferred market venues for local/regional fresh produce among online shoppers.
    Keywords: Online shoppers, local/regional fresh produce, Agribusiness, Marketing,
    Date: 2017
  3. By: Santeramo, Fabio Gaetano; Carlucci, Domenico; De Devitiis, Biagia; Nardone, Gianluca; Viscecchia, Rosaria
    Abstract: Achieving a low-carbon and sustainable economy is a long-term goal that EU aims at achieving in the next few decades: the potential role of bioeconomy is likely to make the difference, and in particular, the EU aquaculture and the seafood processing industry has the potential to contribute substantially to the emergence of bioeconomies (for instance through new – niche - markets for bio-based products such as algae, etc). In this particular framework, understanding how to enhance cleaner and more sustainable consumption patterns is preliminary to the transition towards more equitable and sustainable markets. The present analysis investigates the role of consumers’ attitudes with respect to sustainable attributes (namely food safety and respect of the environment) in order to suggest on their potential role to catalyze the transition toward bioeconomies. Up to date, empirical investigations on this issue are limited to few markets, and studies on aquaculture are particularly scant. The gap is reduced by the present analysis: it has been implemented a survey on fish consumers to investigate how their attitudes toward food safety and environmental issues tend to influence consumption choices, and it is shown that those attitudes are important determinants of consumers choices. Put differently, a cleaner and more sustainable supply chain (i.e through a safer, and environmental friendly product) is likely to enhance consumption of oysters. To the extent that policy makers, producers, and taxpayers are interested in enhancing sustainable bioeconomies, understanding the relevance of attitudes toward food safety and environmental sustainability is an important and pressing goal. The analysis, novel in its application to a high quality product, speaks in this direction and will help understanding how to accelerate the transition to sustainable bioeconomies.
    Keywords: Attitudes, Consumption, Food safety, Environment, Seafood, Sustainability
    JEL: Q11 Q18 Q22 Q28
    Date: 2017–02
  4. By: Aluculesei, Alina-Cerasela
    Abstract: Tourism is a dynamic domain and sensitive to changes caused by globalization. It is modeled both by operators and tourists, being in a constant transformation. The presence of the Internet and using it constantly turns the distance from impediment in ordinary. Destinations that not long ago were regarded with suspicion today can be explored including through testimonials of tourists from around the world. This study addresses one of the most important changes among travel agencies due to globalization that is moving their activity online. The research is made on the travel agencies from Romania in 2013 and includes both general issues such as the existence of a website, consumer protection in the online environment, card payment possibility on the site, and particular aspects, such as spa deals, social offers and tourist information.
    Keywords: online payment; online travel; social tourism; spa offers; travel agency
    JEL: F6 F63 L83
    Date: 2016–11
  5. By: Filip Premik; Ewa Stanisławska
    Abstract: We explore the relation between inflation expectations of consumers and their spending and saving behavior(proxied by buying and saving attitude) using micro data from Consumer Opinion Survey. This issue has gained attention in recent times due to the continuing deflation in Poland,raising concerns about consumption dynamics. The analysis suggests that inflation expectations negatively affect the saving attitude, especially in the group of consumers characterized by very good financial situation. Moreover, the role of inflation expectations has increased since the global financial crisis. The results for the buying attitude are somewhat puzzling – especially if we try to interpret them together with the results for the saving attitude – as they suggest also negative (although very weak) link to inflation expectations. We suspect that it is related to the formulation of the survey questions and attach more weight to the conclusions from analysis of the saving attitude.
    Keywords: inflation expectations, consumption, savings, survey data, consumer sentiment
    JEL: D12 D14 E31
    Date: 2017
  6. By: Rosas, Francisco; Acerenza, Santiago; Orazem, Peter
    Abstract: gent valuation methods are used to identify observed and unobserved preferences of goods and services. We apply these methods to compute willingness to pay (WTP) for a product conditional on having purchased another offered product. We provide a derivation for own-price and compensated cross-price elasticities whose results suggest a pricing strategy considering all offered goods simultaneously. Therefore, we solve the social planner’s problem maximizing a weighted function of producer’s revenues and consumer’s utility for the set of optimal prices. We show an application to collegiate sports, but these methods can be extended in a straightforward fashion to other goods.
    Date: 2016–11–30

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