Measuring Consumer Sensitivity to Corporate Social Performance Across Cultures |
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Authors: | Cristina Calvo-Porral John Leighton Stanton Jean-Pierre Lévy-Mangin |
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Institution: | 1. Economic Analysis and Business Administration Department, University of La Coru?a, La Coru?a, Spainccalvo@udc.es;3. Food Marketing Department, Saint Joseph's University, Philadelphia, PA, USA;4. Marketing Department, University of Quebec in Outaouais, Gatineau, Canada |
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Abstract: | ABSTRACTIn the context of a severe economic crisis, the objective of this research is to examine to what extent the economic crisis and austerity's measures have generated new marketing strategies in food companies. We develop a comparative analysis though multivariate analysis of variance, consisting of 10 food product categories across eight European countries, distinguishing between countries that needed financial support—the so-called rescued countries—and the countries with better economic development. Our findings show an increasingly trend toward increasing product prices and price per quantity in the rescued countries, along with an increase in the package content. Our findings suggest that food companies have been raising prices through the recession, as consumers continue to pare their spending and demand. |
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Keywords: | Economic crisis food industry marketing strategies price package size |
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