nep-mkt New Economics Papers
on Marketing
Issue of 2018‒09‒10
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Segmentation of Theatre Audiences: A Latent Class Approach for Combined Data By Evgeniy M. Ozhegov; Alina Ozhegova
  2. The Willingness to Pay for Organic Attributes in the UK By Gschwandtner, Adelina; Burton, Michael
  3. Price Comparison website By Ronayne, David
  4. Model based on qualitative criteria for internet marketing development By Tadas Limba; Mindaugas Kiškis; Gintarė Gulevičiūtė; Andrius Stasiukynas; Tomas Plėta; Ieva Juozapavičiūtė
  5. Investigation of Customer Loyalty in Tourism By NE?E ARAL; MINE AYDEMIR

  1. By: Evgeniy M. Ozhegov (National Research University Higher School of Economics); Alina Ozhegova (National Research University Higher School of Economics)
    Abstract: Theatrical productions are perishable goods, since the tickets for a particular play cannot be inventoried and sold after the time of the play. In the revenue management of a perishable good, price discrimination is widely used. Since the theatre audience is heterogeneous in terms of visit purpose, ability to perceive quality, willingness-to-pay, the strategy of price discrimination should be developed in the context of theatre segments. In this paper, we segment consumers of the Perm Opera and Ballet Theatre and propose marketing instruments to increase theatre revenue. Since the development of a detailed price discrimination strategy requires data on consumer purchase history, behavioral and socio-demographic characteristics, we combine two data sources: data on ticket purchases and survey data. Using a modication of a latent class logit model for joint revealed and stated preference data we identify four segments of the theater's audience. The study reveals theatregoer segments with dierent willingness-to-pay for performance and seat location characteristics, which allows the development of detailed recommendations on the pricing strategy for various theatre audiences
    Keywords: demand, performing arts, consumer segments, willingness-to-pay.
    JEL: Z11 C53 D12
    Date: 2018
  2. By: Gschwandtner, Adelina; Burton, Michael
    Abstract: There has been almost no recent formal economic analysis of the WTP of British consumers for organic products.1 Given the rising demand for organic products on one hand and the decline in the organically farmed area in the UK on the other hand, this is an important topic to address. The present paper analyses the demand for organic products using both stated and revealed preferences from the same consumers. The stated preference model is based on the respondent’s choice from hypothetical choice sets. Attributes in the stated preference model are based on the ranges of the actual levels of attributes found in shops and are presented to respondents using a fractional factorial statistical design. Three different hypothetical bias treatments are applied in order to reduce hypothetical bias. The stated preference results are validated with the help of actual consumption data from the weekly shopping of the same consumers. The results show that there exists a core of organic consumers of about 20-30% of the sample that have a positive willingness to pay for the organic label. However, consumers seem to be willing to pay more for other attributes such as a higher quality, environmentally friendly production and no chemical usage. Attributes such as animal welfare, and a longer expiry date do not seem to have the same relevance for the UK consumers.
    Keywords: Consumer/Household Economics, Demand and Price Analysis, Marketing
    Date: 2017–04–25
  3. By: Ronayne, David
    Abstract: The large and growing industry of price comparison websites (PCWs) or ‘web aggregators’ is poised to benefit consumers by increasing competitive pricing pressure on firms by acquainting shoppers with more prices. However, these sites also charge firms for sales, which feeds back to raise prices. I investigate the impact of introducing PCWs to a market for a homogeneous good. I find that introducing a single PCW increases prices for all consumers, both those who use the sites, and those who do not. Under competing PCWs, prices tend to rise with the number of PCWs. I also conduct various extensions and use the analysis to discuss relevant industry practices and policies.
    Keywords: Financial Economics
    Date: 2018–03–19
  4. By: Tadas Limba (Mykolas Romeris University); Mindaugas Kiškis (Mykolas Romeris University); Gintarė Gulevičiūtė (Mykolas Romeris University); Andrius Stasiukynas (Mykolas Romeris University); Tomas Plėta (Mykolas Romeris University); Ieva Juozapavičiūtė (Mykolas Romeris University)
    Abstract: Purpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing. The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods. Qualitative empirical study based on expert interviews was also employed. Nine experts of internet marketing and related fields were involved in the study. The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment. This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy. The model integrating the qualitative criteria into the internet marketing assessment is proposed. The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment. The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation.
    Date: 2018–03–30
  5. By: NE?E ARAL (Uludag University); MINE AYDEMIR (Uludag University)
    Abstract: Aim: The aim of this study is to investigate customer loyalty in the tourism sector by taking into consideration quality of service and customer satisfaction.Method: A questionnaire was applied to measure customer loyalty, quality of service and customer satisfaction. 369 customers answered the questionnaire voluntarily. Approximately 42% of customers who filled out the questionnaire were male. The data were analyzed using the structural equations modeling. Results: The customer satisfaction and quality of service have been used to explain customer loyalty. A structural equation model containing these latent variables have been constructed and estimated. The signs of the standardized coefficients have been found to be in accordance with the expectations. Quality of service has directly positively affected customer loyalty (?=0.51; p
    Keywords: Quality of service, Customer satisfaction, Customer loyalty, Tourism
    JEL: C10 L83
    Date: 2018–07

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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