nep-mkt New Economics Papers
on Marketing
Issue of 2019‒02‒18
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Selling Wine In Downtown: Who Is The Urban Winery Consumer? By Natalia Velikova; Phatima Mamardashvili; Tim H. Dodd; Matthew Bauman
  2. Conveying personality traits through product design for a symbolic product By Laure Jacquemier-Paquin; Gaëlle Pantin-Sohier; Caroline Lancelot Miltgen
  3. Examining Food Store Scanner Data: A Comparison of the IRI InfoScan Data With Other Data Sets, 2008–2012 By Levin, David; Noriega, Danton; Dicken, Chris; Okrent, Abigail M.; Harding, Matt; Lovenheim, Michael
  4. Innovation, productivity, exports and the investment climate: A study based on Indian manufacturing firm-level data By Patrick Plane; Marie-Ange Veganzones-Varoudakis

  1. By: Natalia Velikova (Texas Tech University, USA); Phatima Mamardashvili (International School of Economics at Tbilisi State University, Georgia); Tim H. Dodd (Texas Tech University, USA); Matthew Bauman (Texas Tech University, USA)
    Abstract: Urban tasting rooms are a relatively new and growing phenomenon in the U.S. wine market. However, there has been little research concerning the specific marketing strategies that contribute to the success of urban wineries, including their desired target markets. The current study is an initial attempt to explore consumers’ choices of urban wineries. Based on the data obtained through an online survey (N = 1,412) incorporating a discrete choice experiment (DCE) with visual simulations, the study offers a profile of the urban winery consumer. Managerial implications, limitations, and suggestions for future research are included.
    Keywords: urban winery; consumer profile; discrete choice experiment
    Date: 2019
  2. By: Laure Jacquemier-Paquin (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Gaëlle Pantin-Sohier (Granem - Groupe de Recherche ANgevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage); Caroline Lancelot Miltgen (Audencia Recherche - Audencia Business School)
    Abstract: Product design, through its sensory attributes, plays a major role in product perceptions and its consumers' understanding. These attributes convey rich symbolic associations and contribute to shape a brand image and some personality traits. A natural flower is a singular product, expressive and particularly evocative through its design. The expressive and leaving nature of flowers make us consider them as brands, owing human-like traits. An experiment being run on two flowers' species (tulips and roses) with 509 French participants shows how the shape of the flower (pointed or rounded petals) and the brightness of its color (pink for the lighter and burgundy for the darker color), influence the perceived flower's character, with gender as a moderating variable. The findings confirm the power of design to shape consumers' perceptions, especially for symbolic products such as flowers.
    Keywords: brand personality,product design,sensory cues
    Date: 2018
  3. By: Levin, David; Noriega, Danton; Dicken, Chris; Okrent, Abigail M.; Harding, Matt; Lovenheim, Michael
    Abstract: USDA’s Economic Research Service (ERS) has purchased proprietary retail scanner data (InfoScan) since 2008 to examine food policy questions. To determine how representative the data are, this report compares the number of stores and sales revenue reported in the InfoScan data with the same information from other datasets. The InfoScan data purchased by ERS are limited to a subset of stores that agree to release their data and cover only food sales, while many of the other sources cover total sales. In addition, InfoScan includes only grocery stores having annual sales greater or equal to $2 million, while some of the other sources are not so limited. The subset of InfoScan stores in the ERS dataset results in a lower store count relative to other datasets, and coverage varies geographically. However, the sales reported in the ERS subset of InfoScan better align with sales reported in other datasets than do estimates of store counts, since InfoScan encompasses larger retail stores. The report discusses implications for using InfoScan for food economics research.
    Keywords: Consumer/Household Economics, Food Consumption/Nutrition/Food Safety
    Date: 2018–10
  4. By: Patrick Plane (CERDI - Centre d'Études et de Recherches sur le Développement International - Clermont Auvergne - UCA - Université Clermont Auvergne - CNRS - Centre National de la Recherche Scientifique); Marie-Ange Veganzones-Varoudakis (CERDI - Centre d'Études et de Recherches sur le Développement International - Clermont Auvergne - UCA - Université Clermont Auvergne - CNRS - Centre National de la Recherche Scientifique)
    Abstract: We study the interactions between firm-level innovation, productivity and exports in the case of the Indian manufacturing sector. To differentiate the incentives to innovate from the ability to innovate, we distinguish the inputs of innovation (R&D and training), from the outputs. Our findings highlight a virtuous circle between the three components of innovation, as well as between firm-level R&D, innovation and exports. The results suggest a positive effect of R&D on innovation (product innovation in particular), of innovation on exports (product and marketing innovation especially), and of exports on R&D. Furthermore, it seems that training and R&D reinforce each other in the Indian firm-level innovation process: doing R&D incites firms to train their workforce, and training stimulates R&D in return. Productivity of the Indian manufacturing firms seems to benefit from that dynamics, as exporting and innovating would improve firm-level TFP. As for the investment climate, our results suggest that the differences in the Indian firm-level environment participate in the firms' performance gaps. These results are all the more important in the context of the Make in India campaign and the business environment deficiencies.
    Keywords: Innovation,Productivity,Exports,Investment climate,Manufacturing,Firm-level data.
    Date: 2019–01–23

This nep-mkt issue is ©2019 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.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.