nep-mkt New Economics Papers
on Marketing
Issue of 2018‒12‒10
eight papers chosen by
Marco Novarese
Università del Piemonte Orientale

  2. Methods and Communication Techniques in Online Environments and Target Audience By Valeria Arina Mircea; Dana SISEA
  3. Factors influencing consumers? decision about which international clothing retailer to purchase from: A South African value and image perspective By Christine De Meyer-Heydenrych; Nicole Cunningham
  5. Learning process in marketing contract choice: the case of cereals in the Paris Basin By Bignebat, C.
  7. Explaining market behavior of farmers - Findings from an experimental beauty contest game with different contexts By Hohler, J.; Muller, J.; Kuhl, R.
  8. Attention Please! By Olivier Gossner; Jakub Steiner; Colin Stewart

  1. By: Rijul Jain (University School of Management Studies, Guru Gobind Singh Indraprastha University)
    Abstract: In a country where the trailer of a movie?s sequel can receive more than 65 million views in 24 hours, a digital content marketing advertisement is not able to receive even 1/6th of the views in 3 months of its launch. This raises a big question, as a country, Are our consumers viewing digital content marketing advertisements? Are the efforts and investments of companies in such advertisement generating desired results? Have these companies been able to increase their sales through these advertisements? Or the investments made in this effort are not very productive? This study attempts to find answers to all these questions raised with respect to the growing investments by organizations in digital content marketing yet seemingly poor awareness and conversion of customers. An empirical study is conducted on a sample of 178 respondents wherein they were shown ten digital content marketing advertisements and were asked questions on familiarity, perception, keenness, sensibility, recognition and realization of digital content marketing. The present study summarizes the results found and discussions thereof in the context of Indian customer.
    Keywords: Digital Content Marketing, Advertisement, Customer Perception, Customer Conversion
    JEL: M00
    Date: 2018–10
  2. By: Valeria Arina Mircea (Faculty of Financial Management, Ecological University of Bucharest); Dana SISEA (Faculty of Financial Management, Ecological University of Bucharest)
    Abstract: Means and the communication techniques used in rapidly evolving online environment. The Internet has not only changed the rules of marketing and public relations, but also the way in which companies choose to promote their business (products/services) in the online environment. Firms know their goals of, and so their marketing programs, websites and blogs by their contents fail to stimulate action. The effective strategies for marketing and public relations used in the online environment offers target audience containing complex information, which induce them to take action. By means of this study we aim to identify the means and techniques of social communication with high impact on the target audience, actor without which marketing strategies would have no efficiency. The Internet has shaped a new vision of how the public communicate and interact; He has sketched a different relationship between business and current consumers but does not exclude neither potential clients.
    Keywords: marketing, communication, internet, public, marketing strategies
    JEL: M31 M37 O30
    Date: 2018–04
  3. By: Christine De Meyer-Heydenrych (University of Johannesburg); Nicole Cunningham (University of Johannesburg)
    Abstract: Many international clothing retailers (e.g., Cotton On, H&M, and Zara) have entered emerging market economies such as South Africa (Tanusondjaja, Greenacre, Banelis, Truong & Andrews, 2015:783; Euromonitor, 2017) due to their benefits such as economic growth, increased consumer spending, large populations, and the rise of Internet shopping. But these international retailers must be aware that emerging market consumers, especially South Africans, exhibit different shopping patterns and have different expectations than their developed country counterparts, which will influence the retailers? marketing strategy. Therefore, to be successful, international clothing retailers need to consider which factors emerging market consumers regard as important when selecting an international clothing retailer. Previous research has indicated that a number of factors influence consumers? purchase intentions with regard to local versus international brands, including value (quality and price, utilitarian, and hedonic), brand (retailer) image, and country of origin (Ergin & Akbay, 2010; Strydom, 2011:12; Mpinganjira, 2014; Scarpi, Pizzi & Visentin, 2014). For this study, the focus is on utilitarian value and retailer image and their influence on South African consumers when they are deciding from which international clothing retailer to purchase. A positivist research philosophy, following a quantitative convenience sampling method, was used to collect 267 self-administered questionnaires. Data was checked for suitability, and a CFA and multiple regression were conducted to test the conceptual model. The study found that retailer image and convenience were the largest predictors of purchase intentions, contradicting previous studies of Scarpi et al. (2014), who had determined that utilitarian value as a whole predicted purchase intentions in the clothing industry. International clothing retailers operating in South Africa should therefore focus their marketing strategies on developing and marketing an image to consumers that shows quality, is convenient (e.g. availability of an online website), and provides value for money.
    Keywords: Marketing, customer value, retailer image, choice of retailer, purchase intentions, emerging markets
    JEL: M31
    Date: 2018–10
  4. By: Deepakshi Chaudhary (University School of Management Studies, Guru Gobind Singh Indraprastha University)
    Abstract: Worldwide consumer?s consumption patterns are one of the prime cause of environmental deterioration. It is a threat to social and economic stability and sustainable human existence. As the environment continues to worsen, it has become a crucial concern across the globe for environmentalists, organizations, governments and people in general to encourage and adopt green behavior. Much has been done in this direction starting from national level policies to organizations making green products. Eco-conscious business leaves no stone unturned in providing eco-information to the prospective customers through ad-campaigns, usage of various eco-labels. Yet literature suggests that it seems to hardly affect consumer?s purchase decision. Eco-information is considered to be a definite concern but purchase is guided by personal interest. This situation is a call for now applying behavior modification techniques to pull customer towards purchase of environment friendly products. This study is an attempt to understand how reinforcement schedules can be used by marketers to modify consumer behavior towards green products. The study aims at using empirical methodology in identifying pull factors to motivate green behavior through reinforcement schedules.
    Keywords: Green Behavior, Behavior Modification, Reinforcement Schedules in Marketing
    JEL: M00
    Date: 2018–10
  5. By: Bignebat, C.
    Abstract: In the last two decades, the institutional environment of European cereal markets remarkably evolved, faced to the deregulation of the agricultural common markets and the subsequent emergence of new forms of internal and external competition. Until the beginning of the 20th century, the Common Agricultural Policy (CAP) was implemented as a buffer protecting producers against price volatility on international commodity markets thanks to guaranteed floor prices. Since the reform of this regulation, we observe the development of various types of contracts aiming at managing risk and uncertainty for the different stakeholders in the chain. This article aims to contribute to the scarce empirical literature dealing with marketing contract choices. Drawing on a large original data base describing the transactions between cereal producers and a French cooperative over 10 years (2007-2016) in the Paris Basin, we describe the strategies of producers and conclude that inertial behaviors are a very important factor explaining marketing choices. However, determinants relative to quality and performance matter, in an increasingly competitive international context. Acknowledgement :
    Keywords: Demand and Price Analysis
    Date: 2018–07
  6. By: Deepanker Tanwar (University School of Management Studies, Guru Gobind Singh Indraprastha University)
    Abstract: The human mind is very sensitive to what information it receives and how it interprets this information. We like to think that we are logical, objective, rational and reasonable in our decision making even when we are strongly affected by our own personal feelings. Cognitive biases represent the methodical way a person justifies an illogical way of thinking. Individual cognitive biases influence decision making. Clever marketers use their understanding of cognitive biases to convince people to make purchases. Understanding cognitive biases can help marketers impact how we buy, sell, feel, think and interact. There are numerous articles, research papers, and white papers discussing how marketers make use of cognitive biases, but there are no studies to demonstrate, which cognitive bias which is guided by individual need that may further result in the purchase decision. The present study is based on the presumption that purchase decisions for the products satisfying needs at various levels of Maslow?s need hierarchy will be guided by different cognitive biases. To check this presumption the present study is conducted to map which cognitive biases used by marketers in advertisements of products satisfying various needs of an individual got converted in purchase of the product. The results of the study suggest which cognitive biases should be used for products at various need hierarchy levels for effective marketing.
    Keywords: Cognitive Biases, Purchase Decisions, Physiological Needs, Safety Needs, Esteem Needs
    JEL: M00
    Date: 2018–10
  7. By: Hohler, J.; Muller, J.; Kuhl, R.
    Abstract: The supply in a market can be interpreted as a result of expectations of market participants about the behavior of other market participants and about the demand. Thus, a production decision has the character of a beauty contest problem. In addition, society s expectations may play a role in the production decision. We want to examine the decision-making behavior of farmers in three different, realistic scenarios: fungicide use, wheat production, and production of animal welfare-friendly meat. With an incentive-compatible beauty contest experiment, we show if and how farmers consider the behavior of other farmers in their own decisions. In addition, in an initial exploratory analysis, we examine the impact of different contexts and influencing factors on decision-making behavior. Initial results show that farmers take into account the behavior of other farmers, but seemingly misinterpret the other participants impact on their own outcome. Acknowledgement :
    Keywords: Marketing
    Date: 2018–07
  8. By: Olivier Gossner; Jakub Steiner; Colin Stewart
    Abstract: We study the impact of manipulating the attention of a decision-maker who learns sequentially about a number of items before making a choice. Under natural assumptions on the decision-maker's strategy, forcing attention toward one item increases its likelihood of being chosen.
    Keywords: Sequential sampling, marketing, persuasion, attention allocation
    JEL: D8 D91
    Date: 2018–11–29

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.