nep-mkt New Economics Papers
on Marketing
Issue of 2018‒07‒09
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Researching and marketing to consumption collectives By Matthew Hawkins
  2. An Analysis of Optimal Attributes of Organic Shampoo By Achiraya Monthathip; Winai Puttakul; Chakrit Potchanasin
  3. Consumer Resistance By Halbheer, Daniel; Bertini, Marco; Buehler, Stefan
  4. Estimating the Benefits and Costs of New and Disappearing Products By Diewert, Erwin; FEENSTRA, Robert

  1. By: Matthew Hawkins (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)
    Abstract: Consumer researchers have identified a handful of consumption collectives, such as consumption tribes, brand communities, and communities of practice. A consumption collective is a group of consumers who share consumption characteristics. Despite the use of participant screens in other research domains, published consumption collective research rarely reports on participant screens demonstrating their participants are actual members of the specific collective under investigation. Without participant screens researchers may mistakenly attribute conflicts over heterogeneous resources to intra-collective competition when the source may be inter-collective competition. This research demonstrates that consumer researchers can implement a short survey during field interviews as a participant screen. The article concludes by suggesting that marketing strategies and branding messages should be adjusted according to the individual consumer's consumption collective membership status.
    Keywords: Consumption collectives, Brand community, Communities of practice, Community marketing, Qualitative research
    Date: 2018
  2. By: Achiraya Monthathip; Winai Puttakul; Chakrit Potchanasin (Department of Agricultural and Resource Economics, Faculty of Economics, Kasetsart University)
    Abstract: This survey research interviewed 400 consumers in Bangkok who ever used or are using organic shampoo. The study objectives were 1) Study the general characteristics of consumers 2) Study consumer behavior in organic shampoo purchase and 3) Analyze the appropriate attributes of organic shampoo products that consumers are satisfied. Cluster Analysis divided the consumers into 2 groups and then Kano Model identified attributes of the products each group prefer. The result indicated that the first group is a group of college students and those who just start the first job. People around them have an influence on the purchase. This group prefers the product of various varieties and formulas, get reviewed on online media. The second group is a group of consumers in the working age always shop for health, The product features are of various varieties and formulas, get reviewed on online media, portable size available at convenience store and online channel distribution.
    Keywords: Optimal Attributes, Organic Shampoo, Organic
    JEL: M13 M31
    Date: 2018–06
  3. By: Halbheer, Daniel; Bertini, Marco; Buehler, Stefan
    Abstract: This paper studies the impact of consumer resistance, which is triggered by deviations from a psychological reference point, on optimal pricing and cost communication. Assuming that consumers evaluate purchases not only in the material domain, we show that consumer resistance reduces the pricing power and profit. We also show that consumer resistance provides an incentive to engage in cost communication when consumers underestimate cost. While cheap communication does not affect behavior, persuasive communication may increase sales and profit. Finally, we show that a firm can benefit from engaging in operational transparency by revealing information about features of the production process.
    Keywords: Price Fairness; Cost Communication; Operational Transparency
    JEL: L11 L21 M31
    Date: 2018–02–08
  4. By: Diewert, Erwin; FEENSTRA, Robert
    Abstract: A major challenge facing statistical agencies is the problem of adjusting price and quantity indexes for changes in the availability of commodities. This problem arises in the scanner data context as products in a commodity stratum appear and disappear in retail outlets. Hicks suggested a reservation price methodology for dealing with this problem in the context of the economic approach to index number theory. Feenstra and Hausman suggested specific methods for implementing the Hicksian approach. The present paper evaluates these approaches and suggests some alternative approaches to the estimation of reservation prices. The various approaches are implemented using some scanner data on frozen juice products that are available online.
    Keywords: Hicksian reservation prices, virtual prices, Laspeyres, Paasche, Fisher
    JEL: C33 C43 C81 D11 D60 E31
    Date: 2018–04–23

This nep-mkt issue is ©2018 by Marco Novarese. 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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