|
on Marketing |
| By: | Jessica Bosseaux (Institut d'Administration des Entreprises (IAE) - Montpellier - UM - Université de Montpellier); Philippe Aurier (Institut d'Administration des Entreprises (IAE) - Montpellier - UM - Université de Montpellier); Alain François-Heude (IUT Montpellier – Sète - Institut Universitaire de Technologie - Montpellier - UM - Université de Montpellier) |
| Abstract: | The measurement of marketing performance is delicate because of the multidimensional nature of marketing. Past researches have assessed the market performance only using attitudinal data. This paper investigates the impact of organic label on performance, with a differentiation between market and financial performance. Two studies are implemented, build on real market data, to assess the price, sales volume and market share performance of organic eggs, and measure the margin creation according to store type. Our results reveal a positive trend for higher quality products, and that core organic consumers are not pricesensitive, which increase market performance. Critically, we found a negative correlation between the market share growth and the margin growth of organic products. This effect is mitigated by the store type which commercializes the organic product, highlighting the importance of the interaction between the two quality signals. |
| Keywords: | store,market,price,performance,organic label,type de distributeurs,marché,prix,label Bio |
| Date: | 2019–05–15 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-03079843&r=all |
| By: | Quarm, Richmond Sam; Adoli, Hebron L.; Zadid, Ahmed Ishtiaq; Institute of Research, Asian |
| Abstract: | Every producer always tries to achieve the goals and objectives through the products they produce. The resulting product can be sold or purchased by the end consumer at a price level that provides long-term corporate profits. It is in this framework that each producer must think about marketing its products, long before the product is produced until the product is consumed by the end consumer. This study aims to find out the effect of Brand Image and Price on the Purchasing Power of Property which is mediated by Digital Technology. This study used 91 respondents who were tenants of the Premium Cluster Apartments who used digital technology applications. This study uses Brand Image and Price as independent variables, Digital Technology as a mediating variable, and Purchasing Power as the dependent variable. Data obtained using a questionnaire and processed and analyzed using path analysis techniques. The results show that Brand Image has a positive and significant effect on Digital Technology, Price has a positive and significant effect on Digital Technology, Digital Technology has a significant effect on Purchasing Power, Brand Image has a positive and significant effect on Purchasing Power, Price has a significant effect on Purchasing Power, Digital Technology has a significant positive effect on mediating between Brand Image on Purchasing Power, Digital Technology mediates between Price and Purchasing Power. |
| Date: | 2020–12–21 |
| URL: | http://d.repec.org/n?u=RePEc:osf:osfxxx:j28d4&r=all |
| By: | Ryo Takahashi (Faculty of Political Science and Economics, Waseda University) |
| Abstract: | We investigate the effect of information provision about environmentally friendly coffee on consumers' purchasing behaviors. We use a dataset from a nationwide social experiment in Japan involving over 10,000 vending machines serving brewed coffee. We also provide empirical insights into the mechanisms for stimulating eco-friendly consumption. Our results demonstrate that informing consumers about the product's eco-friendliness significantly increases eco-friendly coffee sales (+7%) only in social spaces (e.g., office buildings) and not in non-social spaces (e.g., shopping malls). Consumers in social spaces might be motivated to purchase eco-friendly coffee to build a “green” reputation among community members after receiving such information. |
| Keywords: | information provision; social experiment; sustainability labels; coffee certification;, green reputation |
| JEL: | Q13 O13 G14 M31 C93 |
| Date: | 2019–09 |
| URL: | http://d.repec.org/n?u=RePEc:wap:wpaper:1917&r=all |