nep-mkt New Economics Papers
on Marketing
Issue of 2019‒02‒11
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Role of product promotion on consumers buying behaviors By Tahiri, Noor Rahman
  2. Surfing Incognito: Welfare Effects of Anonymous Shopping By Johan N. M. Lagerlöf
  3. Quantitative Study of Tea Industry in India: Market , Pricing and Organization By Marjit, Sugata; Kar, Saibal; Das, Nimai

  1. By: Tahiri, Noor Rahman
    Abstract: The present research is focusing on the impact of product promotion on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the Promotion are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced by image of the product, which is built by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. A sample of 80 respondents was taken. The study explores that a creative and well-executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer. Likewise, to some extent the celebrity endorsement also matters in the buying behavior. Therefore, the study concludes that the positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behavior towards buying intentions.
    Keywords: product, promotion, consumer behaviors
    JEL: D11 L23 M11 O14
    Date: 2019–01–06
  2. By: Johan N. M. Lagerlöf (Department of Economics, University of Copenhagen, Denmark)
    Abstract: This paper studies consumers’ incentives to hide their purchase histories when the seller’s prices depend on previous behavior. Through distinct channels, hiding both hinders and facilitates trade. Indeed, the social optimum involves hiding to some extent, yet not fully. Two opposing effects determine whether a consumer hides too much or too little: the first-period social gains are only partially internalized, and there is a private (socially irrelevant) second-period gain due to price differences. If time discounting is small, the second effect dominates and there is socially excessive hiding. This result is reversed if discounting is large.
    Keywords: behavior-based price discrimination, dynamic pricing, consumer protection, customer recognition, privacy
    JEL: D42 D80 L12 L40
    Date: 2018–12–03
  3. By: Marjit, Sugata; Kar, Saibal; Das, Nimai
    Abstract: The study describes various aspects of the quantitative features of Indian tea industry based on secondary data from Tea Statistics for different years as published by the Tea Board of India, and primary survey in major tea producing regions of South and North India, namely in West Bengal, Assam and Tamil Nadu. The paper is organized in the following way: first part gives an overview of the quantitative study of Indian tea industry at national and inter-national levels based on predictions of observed patterns for selected variables. The variables are critical for the growth of tea industry in India. The second part of the study discusses the basic findings from field survey of big growers, small growers and bought-leaf factories from North and South Indian tea producing regions. Several of the predictions and decompositions obtained in this study are both novel and robust and directly amenable to policy instruments.
    Keywords: Indian tea industry, Quantitative analysis, Trade and marketing
    JEL: L11 Q11
    Date: 2018

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