nep-mkt New Economics Papers
on Marketing
Issue of 2018‒12‒03
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Internet Shopping and Buying Behavior of Clothing and accessories by young single consumer in Bangkok, Thailand By Nadhakan Shinnaranantana
  2. The Green Morocco Policy and its Product-of-Origin Labeling strategy: A Market analysis of labeled and unlabelled products By Lambarraa, F.; Elyoubi, H.
  3. What influences most on anchoring willingness to pay? Consumer self-confidence and hedonic-utilitarian consumption as underlying factors for price-anchoring susceptibility By Joanna Douat; Mateus Ponchio
  4. What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics By Raffaele Filieri; Elisabetta Raguseo; Claudio Vitari

  1. By: Nadhakan Shinnaranantana (Marketing Department, Kasetsart University)
    Abstract: Nowadays clothing retailers have using multichannel of distribution, especially they are more focus on Internet shopping via website and application such as Instagram and Facebook fanpage. Because of increasing of internet usage rate of consumers. The use internet for several activities such as entertainment, searching for information, social media and also shopping. The clothing and accessories business are very fast moving industry. Their market growth are in the third rank follow food industry and department store. This study aim to explore marketing factors influencing buying behavior of young single consumer in clothing and accessories business via internet and social network. The samples of this research are young single consumer in Bangkok, Thailand by using convenience sampling and get 400 samples. Using questionnaire as an instrument and distribute via internet. The primary data was analyzed by SPSS program.The result of this research shows that the most popular product is blouses and fashion bags. The samples like to shop online because of a new trend and it provide product variety and resonable price. Moreover, online shopping provide convenience for them both time and money. Sales promotion of the shop is the most important to encourage sale volume. They shopping via Instagram and company website. Therefore, the reliability and trust of company are the most important for their decision making.The result of this research suggests that clothing and accessories companies should always maintain their product variety and up to date fashion with reasonable price. Purchase process is easily and trustworthy. Moreover, using sales promotion can booth up sale.
    Keywords: Clothing and accessories business, Internet Shopping, Buying Behavior, Young single, Bangkok Thailand
    JEL: M31
    Date: 2018–11
  2. By: Lambarraa, F.; Elyoubi, H.
    Abstract: Origin labelling is one of the most important strategy in the Green Morocco Policy with which the Moroccan government aims to support the marketing of domestically produced food and then improves the income of smallholder farmers. This study analyses this strategy using a market comparison between two products, a PGI labelled product Clementine of Berkane and a non-labelled product Cherries of Sefrou-Ifrane. A survey with 500 consumers was conducted in 2016. Using the Analytical Hierarchy Process methodology, we study the Moroccan consumer preferences and compare the hierarchy of different attributes and sub-attributes of both products. We evaluate the importance of the origin and the visibility of the new established quality sign of origin in the Moroccan market. Results show the importance of origin and the intrinsic characteristics of the product when Moroccan consumers purchase both products. The hierarchy obtained by the AHP for the Clementine of Berkane shows that the high juicy content , Origin and the PGI are the most important attributes for Moroccan consumers. While for Cherries of Sefrou-Ifrane, Origin and the attribute Juicy-soft fruit are the most important attributes. The visibility of the quality sign of origin still limited in the Moroccan market comparing to other product attributes. Acknowledgement :
    Keywords: Marketing
    Date: 2018–07
  3. By: Joanna Douat (ESPM); Mateus Ponchio (ESPM)
    Abstract: Prior research on anchoring indicates that arbitrary values can influence human judgment and decision-making. However, the findings differ regarding the magnitude of this effect, implying that in some circumstances the anchoring phenomena may not occur at all. The present research suggests that this behavior is not universal and attempts to identify how consumer self-confidence (CSC), a personal trait, and product category (hedonic vs. utilitarian) may affect consumers? susceptibility to anchoring effect on participants? willingness to pay. Although the moderation relationship could not be proved, it was statistically demonstrated that the kind of consumption (utilitarian/hedonic) accounts for 25% of the variability of consumer?s willingness-to-pay. Overall, this research contributes to the literature on Consumer Behavior, by shedding light on personal traits and product features that can shape anchoring response.
    Keywords: Anchoring Effects, Consumer Self-Confidence, Hedonic-utilitarian consumption, Consumer Behavior; Marketing.
    JEL: D12 M31
    Date: 2018–11
  4. By: Raffaele Filieri; Elisabetta Raguseo (Polito - Politecnico di Torino [Torino]); Claudio Vitari (MTS - Management Technologique et Strategique - Grenoble École de Management (GEM))
    Abstract: Online customer reviews (OCRs) are increasingly used by travelers to inform their purchase decisions. However, the vast amount of reviews available nowadays may increase travellers' effort in information processing. In order to facilitate traveller's decisions, social commerce organizations must help travellers rapidly identify the most helpful reviews to reduce their cognitive effort. Academic literature has often documented that negative reviews are judged as helpful by consumers. However, extremely negative reviews are not always perceived as such. This study is the first that unveils what factors moderate the influence of extremely negative reviews on review helpfulness. The study has adopted a sample of 7,455 online customer reviews of hotels to test hypotheses. Findings show that reviews with extremely negative ratings are more likely to be helpful when the review is long and easy to read and when the reviewer is an expert or discloses his identity (geographical origin).
    Keywords: reviewer expertise,hotels,online customer reviews,extremely negative ratings,review helpfulness,moderators,review length,review readability
    Date: 2018–08

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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