nep-mkt New Economics Papers
on Marketing
Issue of 2018‒10‒22
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Sunflower oil innovation, claim assessment and consumer’ motivations to accept this food By Franco Rosa; Federico Nassivera; Luca Iseppi
  2. "Consumers’ Attitudes to the Concept of Sustainable Retail Centres By David.M Higgins; Natalia Verhovetchi; Chris Speakman
  3. Online fundraising, self-image, and the long-term impact of ask avoidance By Adena, Maja; Huck, Steffen
  4. Examining Demand Elasticities for Differentiated Yogurt By Mohammed, Rezgar; Murova, Olga; Chidmi, Benaissa

  1. By: Franco Rosa; Federico Nassivera; Luca Iseppi
    Abstract: The food product innovation is advancing under pressure of: the growing request of innovations in foods products and processing challenging new consumers’ needs; 2.nd, the advance in nutrigenomics and its contribution to increase knowledge about the relation between nutrition and food, iii) biotechnologies contribution to create customized food products to satisfy a variety of customers’ needs (Hobbs, 2002). An emerging food product category is the nutraceutic food, contributing to satisfy ‘nutrients’ and ‘medical needs; beside it is easier with genomic techniques the original food composition to challenge the customers’ needs it must be considered the consumers’ adverse reaction for any technique used to change the food product composition. Purpose of this research is to suggest a modification of the sunflower oil composition obtained with genomic technique to change the product from bulk commodity to enhanced specialty food with health claims. The traditional bulk commodity market is based on uniform quality standard, higher volume of production priced at the minimum marginal cost. The specialty market segment demands products with distinctive attributes of higher quality and safety standards, more varieties and sustainability, supported by marketing mix strategies to set up higher prices and better margins according with customers’ preferences. A growing importance in consumers’ preferences are the combination of nutritional, health and environmental attributes that must be properly communicated with ad hoc messages describing the product’s claim. To test the consumers’ awareness about healthy claim and willingness to accept these enhanced food products, an explorative SEM analysis is conducted with a questionnaire. The results suggest that the consumer is in favor of the health and environmental care, nevertheless it is opportune to examine in deeper the causes (health claim, technology and environmental impact, communication, culture and others) to convince the consumers to adopt these functional product. The first part of the research is dedicated to analyze the innovations and demonstrate the scientific evidence of the health claims of the modified sunflower oil, describing the role of PUFA (Poly-unsaturated fatty acids). It is discussed the metabolic pathway of the eico-esanoid EPA and DHA generated from modified sunflower oil, responsible of benefic effects on the human metabolism. The second part is dedicated to the inference about the consumers’ acceptance of this functional sunflower oil using SEM model. It is our conviction that this procedure will open new perspectives of food innovation in creation of nutrition and healthy food to satisfy the growing population in the world.
    Keywords: Agribusiness, Agricultural and Food Policy, Agricultural Finance
    Date: 2018–10–01
  2. By: David.M Higgins; Natalia Verhovetchi; Chris Speakman
    Abstract: As shopping centres evolve, there is considerable emphasis on establishing and promoting a green shopping centre agenda to the local community. This exploratory study attempts to contribute to a more accurate understanding of the consumer’s attitudes towards sustainable retail development practices. Data for this study was collected through a web questionnaire to examine the relationship between distinct categories of personal factors (such as attitudes, desire, concerns) and opinions on sustainability practices in shopping centres. The survey findings from 44 respondents revealed that environment factors and the moral obligation exert a major influence on perceived attractiveness of sustainable shopping premises for consumers. These results show that a green building and green practices in shopping centres are widely encouraged by consumers and so provide an endorsement of shopping centre sustainability credentials.
    Keywords: Consumer attitude; Green practices; Shopping centre; Sustainability
    JEL: R3
    Date: 2018–01–01
  3. By: Adena, Maja; Huck, Steffen
    Abstract: We provide the first field evidence pointing at the role of pure self-image, inde-pendent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individuals appear to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fund-raising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather broader operational concerns have to be considered.
    Keywords: online fundraising,quasi-experiment,self-image
    JEL: D64 D03 D12 C93 L31
    Date: 2018
  4. By: Mohammed, Rezgar; Murova, Olga; Chidmi, Benaissa
    Abstract: This article applies the quadratic almost ideal demand system model to a scanner data from Eau Claire, Wisconsin and Pittsfield, Massachusetts retailers augmented with consumer characteristics to analyze consumer choices and estimate demand elasticities in a differentiated yogurt market after the introduction of Chobani brand in 2005. Choices are made at the brand level and at the style level. Main brands of Chobani, Dannon, Yoplait and the private level are used at the brand level while brands are grouped to the Greek and non-Greek yogurt at the style level. Empirical results show that consumers’ loyalty for Dannon and Yoplait brands are more than the new brand of Chobani which the latter has the highest own-price elasticity among yogurt brands. Demand is price elastic at the style level with almost same magnitude for both styles. Unlike at the brand level, at the style level, the substitution among groups is symmetric. A majority of groups are expenditure elastic with the highest magnitude for Chobani among brands. Finally, demand estimates are used to analyze the variation in own-price elasticities at the style level using the meta-analysis. The difference in price sensitivity between different groups of consumers suggests that retailers can have area-specific pricing.
    Keywords: Demand and Price Analysis
    Date: 2018–01–09

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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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.