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on Marketing |
| By: | Wang, Ou; Somogyi, Simon |
| Abstract: | Due to the quick development of e-commerce, more and more consumers have accepted food consumption with different e-commerce modes as a part of their daily lives. In recent years, a new e-commerce mode- New Retail is starting to appear across the world. This study examined the impacts of food choice motives and socio-demographic characteristics on consumer food choice with the New Retail e-commerce mode. It also explored consumer preferences of specific food categories for the New Retail food consumption. An online survey was administered with 435 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Results of linear regression analyses indicated that the New Retail food consumption was significantly associated with the following food choice motives and socio-demographic characteristics: Taste appeal, Quality concern, Others’ reviews, Discount, Gender, Household size, Age, Income, Occupation and Marital status. Meanwhile Live aquatic product and Fresh fruit were the most frequently consumed food categories with the New Retail mode by consumers. The findings can help food producers and policy-makers to develop effective marketing strategies and promotion policies for their products to meet the consumer needs in e-commerce age. |
| Keywords: | Consumer/Household Economics |
| Date: | 2019–02 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare19:285035&r=all |
| By: | Pei-Chu, Hung (Chaoyang University of Technology, Taiwan Author-2-Name: Wen-Kuo Chen Author-2-Workplace-Name: Associate Professor, Department of Marketing and Logistics Management, Chaoyang University of Technology, Jifeng E. Rd., Wufeng District, 41349, Taichung, Taiwan Author-3-Name: Hsuan Lin Author-3-Workplace-Name: Department of Marketing and Logistics Management, Chaoyang University of Technology 168, Jifeng E. Rd., Wufeng District, 41349, Taichung, Taiwan Author-4-Name: Yen-Hsi Lee Author-4-Workplace-Name: Assistant Professor, Department of Applied English, Chaoyang University of Technology 168, Jifeng E. Rd., Wufeng District, 41349, Taichung, Taiwan Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: | Objective – In modern society, technology has become an important part of our daily lives and the growth of the technology sector has grown exponentially. This rapid growth has seen the expansion of several industries, in particular, the mobile app industry. This study explores customer satisfaction toward gourmet mobile applications, based on the quality of the app (download delay, visual, navigability and security) and customer reviews (consumer review, providing image and star rating). Moreover, this study attempts to identify the common characteristics of users of gourmet apps. Methodology/Technique –325 questionnaires were returned to the researchers following distribution and 276 of those were valid. In total, 164 questionnaires were analysed. Findings – The results reveal that trust, commitment, and satisfaction have a positive influence on the number of purchases from an App. Novelty – This study makes several suggestions for marketing practices of mobile apps and future research. Type of Paper: Empirical |
| Keywords: | Relationship Quality; Mobile Apps Quality; Review Depth; Continuous Intention; Commitment |
| JEL: | M30 M31 M39 |
| Date: | 2019–03–06 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr210&r=all |
| By: | Hart, Jarrett |
| Abstract: | The U.S. and global beer industries include a great many smaller-scale craft breweries supplying numerous differentiated products as well as a few macro-breweries with less diverse beer portfolios. The craft and macro segments of this industry have become quite distinct, with little substitutability between the two types of beer. Furthermore, the craft segment has realized consistent growth whereas large breweries have seen a steady decline in sales since the early 2000s. Macro-breweries have responded by acquiring smaller breweries in an attempt to capture a share of the craft market. My other (ongoing) research has shown positive consumer preferences for local craft beer and mixed responses to acquisitions, but without controlling for consumer definitions of “local” or knowledge of acquisitions. This study implements an experimental approach to measure consumers’ willingness-to-pay (WTP) for locally produced and independently owned beer. During the month of January 2018, customers at a local beer bar were asked to participate in an experiment in which they compare their initial beer selection with ten other beer offerings from the bar, selected at random; they were given some information about location and ownership of the breweries for these selections, details varying among participants. To conclude the experiment, participants were tested for their knowledge of acquisitions. The result is a dataset consisting of consumer demographics and their WTP that is independent of supply side effects. Hedonic analysis clearly indicates that consumers prefer locally owned and independently produced beer, and how much they are willing to pay for those attributes. |
| Keywords: | Consumer/Household Economics |
| Date: | 2019–02 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare19:285088&r=all |
| By: | Gede Ginaya (Tourism Department Politeknik Negeri Bali, Indonesia Author-2-Name: Ni Nyoman Sri Astuti Author-2-Workplace-Name: Tourism Department Politeknik Negeri Bali, Indonesia Author-3-Name: Ni Putu Wiwiek Ary Susyarini Author-3-Workplace-Name: Tourism Department Politeknik Negeri Bali, Indonesia Author-4-Name: Ni Ketut Bagiastuti, Author-4-Workplace-Name: Tourism Department Politeknik Negeri Bali, Indonesia Author-5-Name: Made Ruki Author-5-Workplace-Name: Tourism Department Politeknik Negeri Bali, Indonesia Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: | Objective – This paper examines the performance of the Bali & Beyond Travel Fair (BBTF) 2018, an event whereby buyers and sellers meet to negotiate on travel and tourism businesses at the Bali Nusa Dua Convention Centre (BNDCC). The study also explains the marketing strategies being used, through the perspective of the 7 Ps. Furthermore, the paper presents an authentic account of how marketing and tourism services (tour events) are actually initiated and performed. Methodology/Technique – The data of the study is in the form of travel business correspondences, tour itineraries, the circular event of the travel fair, in-depth interviews with stakeholders, and the writer's observational notes. The analysis was conducted by applying a descriptive qualitative research, focusing on the 7 Ps of marketing strategy. Findings – The study reveals that the travel fair plays an important role in attracting buyers to purchase products offered. Novelty – The study shows that sellers must use events such as this as a marketing model and a powerful tool when reviewing strategic options and selecting the best future direction of their company. Type of Paper: Empirical |
| Keywords: | Marketing Mix-strategies; BBTF; Sellers; Buyers; Sustainability |
| JEL: | M30 M31 M39 |
| Date: | 2019–03–03 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr203&r=all |
| By: | Trilertlunjakorn, Ratchanee; Sukkumnoed, Decharut |
| Abstract: | This study aims at investigating factors affecting the decision making on purchasing herbal inhaler from the Saima Farm Women Group Small and Micro Community Enterprise. It also examines the attributes of Saima herbal inhaler that influence the purchasers’ decision for buying any herbal inhaler in recent 2 years (2016 – 2017). The target group is those who have bought herbal inhaler in recent 2 years (2016 – 2017), such target could bring us to obtain an exact information of preferable of herbal inhaler characteristics, and reasons for selecting herbal inhaler. Kano’s model is chosen for classifying product attributes according to Marketing Mix (4 P’s) and Cluster Analysis using 238 samples from questionnaire survey. From the survey results, consumers can be classified into 3 groups; Group one (1) Valuable Group: consumers in this group has no standard of buying, they are more interested in varieties of attributes. Hench, this consumer group likes to compare product benefits and believes that more is preferred to less. This group also likes unique design with ancient glass shape, convenient usage and handy. They believe that price reflects quality, and pay attention to sales promotion. Group two (2) Safety First Group: consumers in this group pay more attention to product safety data (e.g. label, expiry date). This group also likes unique design with ancient glass shape, new beneficial and trustable of products such as certificates, producer details, ingredients. They believe that price refer to quality, and prefer promotion of sales. And the last one, Group three (3) Usage Group: consumers in this group can purchase from any market. Their objective of usage is based on major beneficial of products. They do not focus on any other attributes, neither new or package or promotion or price like group one and group two. The consumers in group three will buy at reasonable prices in any market, but still looking for an expiry date of the product. |
| Keywords: | Agribusiness |
| Date: | 2019–03–24 |
| URL: | http://d.repec.org/n?u=RePEc:ags:kuaewp:285034&r=all |
| By: | Wright, Vic |
| Abstract: | The proposition that the preferences of consumers define the (maximal) value of the goods and services available to them, and should guide supplier management, is enjoying renewed emphasis courtesy of agribusiness research. The blossoming research literature on “value chains” in agribusiness contexts echoes the emphasis on the consumer that lay at the core of marketing theory, and spawned its rapid growth, over half a century ago. In both research domains, however, the quest for pragmatic guidance is often thwarted by the simplicity of inferencing derived from the proposition. The elegant simplicity, and ethical appeal, of this assertion of the centrality of consumer sovereignty (the “marketing concept”) can lead to naive implications and poor decisions, oblivious to profound contextual constraints, by private and public managers alike. In marketing this, among other factors, has led to a well-recognised gap between marketing theory and practice, much consideration of the impact and implications of the performativity of marketing decisions and historically high attention to the further development of marketing theory. These evolutions will inevitably inform agribusiness research. In this paper I identify the roles of consumer preferences and of other factors in defining output value and the implications of these for the definition of output and its efficient management. Consideration is given to implications for the management of private firms, value chains/marketing systems and public and third sector organisations. |
| Keywords: | Marketing |
| Date: | 2019–02 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare19:285059&r=all |
| By: | Wen, Lan-Jiao; Zhang, An-lu |
| Abstract: | China is urbanizing at an unprecedented way. Along with the continuous urban expansion, comes out the urban conflicts between supply and demand and substantive value capture between rural and urban areas. The purpose of this study is to examine whether the open access of rural construction land market can mitigate the urban conflicts above. Taking Nanhai and Deqing, the typical areas of rural construction land transaction, as our study area, this work has gathered data both from transaction record and field investigation, estimated the supply and demand function and calculated the optimal supply allocation between governments and collectives based on the theoretical analysis of duopoly market and cournotnash equlibrum. The results indicates that (1) the admission for rural construction land market shifts the construction land market from monopoly to duopoly can improve the market efficiency theoretically.(2) the rural construction land market mitigates the constraint of urban conflict by providing more construction lands and sharing the land incremental value to rural areas.(3) there exists a substitution relationship between government and collective at cournot-nash equilibrium;(4) the local government with land coupon and rural-urban land transactions can occupy greater market share. |
| Keywords: | Marketing |
| Date: | 2019–02 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare19:285053&r=all |