Brazilian Consumer Preferences for Processed Tomato Packaging Using Conjoint Analysis

Brazil is the largest producer and consumer of processed tomato products in Latin America. However, the consumption preferences related to this product are poorly studied. The aim of this study was to evaluate the influence of certain characteristics of processed tomato product packaging on Brazilian consumer preferences. The revised Personal Involvement Inventory (PII) and conjoint analysis (CA) were applied to 206 consumers in Brazil. Four packaging attributes were evaluated: colour (green, red, and yellow); material (sachets, tin, and brick carton packaging); the presence of additional information; and the presence of “easy-open” devices. The CA technique showed that in general, the Brazilian participants were influenced positively by red brick carton and sachet packaging and by the presence of additional information and a device that facilitated opening the package. The results presented in this study are useful for the food industry to develop packaging and marketing strategies using consumer profiles.     

Are You Selling the Right Colour? A Cross‐cultural Review of Colour as a Marketing Cue

Should a marketer adopt a pan‐cultural or a culture‐specific approach when using colour in marketing? Colours exercise powerful effects and induce reactions based on both instincts and associations. Colours alter the meanings of the objects or situations with which they are associated and colour preferences can predict consumers' behaviour. This article reviews the psychological and socio‐cultural associations and meanings of colour(s) in a cross‐cultural marketing perspective and outlines their role as a marketing cue. Because cultural values, marketing objectives and desired customer relationship levels influence the choice of colour in corporate and marketing communications, it is argued that a cross‐cultural perspective of colour research and application is imperative for developing global marketing strategies.     

Individual differences in price responsiveness within and across food brands

Various researchers have reported that in routine grocery shopping the quantity consumers buy varies little across shopping occasions. Even in the presence of promotions, the largest part of promotional sales peaks has been attributed to brand switching. Recent investigations, however, indicated that the quantity consumers buy may include complex intra- and inter-consumer and intra- and inter-brand choice patterns. Using panel data from more than 1500 British consumers purchasing four food products during 52 weeks, the present study examined whether such complex patterns occur and assessed their relative contribution to overall quantity elasticity. Results showed that consumers buy larger quantities when paying lower prices, both within and across brands, and that consumers who buy larger quantities tend to pay lower prices, both within and across brands. The results also indicated that intra-brand price variations, especially those associated with consumers switching across package sizes, account for the largest portion of changes in quantity. Methodological differences might explain discrepancies among previous findings such as the duration of the sample used, the number of brands examined, and the conceptualization of a brand as including or excluding different package sizes.     

How Package Sizes,Fill Amounts,and Unit Costs Influence Product Usage Amounts

ABSTRACT

This study examines the effect of package sizes, unit costs, and fill amounts on product usage amounts with 343 Thai undergraduates. Participants read scenarios and scooped/poured the products into containers. The results show that the effects of package sizes, unit costs, and fill amounts on usage vary by product types. H1 (consumers use a greater product amount when the package size is larger versus smaller) receives clear support in the case of cooking oil and partial support in the case of detergent, floor cleaner, and fish food. H2 (consumers use a greater product amount when the product unit cost is lower versus higher) receives full support in the case of detergent, no support in the case of cooking oil, and partial support in the case of floor cleaner and fish food. H3 (consumers use a greater product amount when the fill is visibly greater versus lesser) does not receive support.     

Trade patterns and export pricing under non-CES preferences

We develop a two-factor, two-sector trade model of monopolistic competition with variable elasticity of substitution. Firms' profits and sizes may increase or decrease with market integration depending on the degree of asymmetry between countries. The country in which capital is relatively abundant is a net exporter of the manufactured good, although both firm sizes and profits are lower in this country than in the country where capital is relatively scarce. The pricing policy adopted by firms depends neither on capital endowment nor country asymmetry. It is determined by the nature of preferences: when demand elasticity increases (decreases) with consumption, firms practice dumping (reverse-dumping).     

Consumers' preference shifts under the deletion of common features with varying attractiveness: An examination of competing explanations

When necessary, marketers might delete common features of a promotional package that have also been deleted by competitors. This research examined two hypotheses of how the deletion of common features of varying attractiveness affects consumers' prior preferences. When participants were informed that a common feature of their available choices was unavailable, their preference decreased relatively for one alternative compared with another alternative. This effect was not contingent on the deleted feature's attractiveness. The findings reveal that the deletion of common features tends to motivate consumers to disregard the overall utility of the prior preferred option rather than to activate confirmatory reasoning for consolidating a previous choice. Thus, by deleting common features of a promotional package, marketers risk altering consumers' prior preferences and may lose their advantage over competitors. © 2008 Wiley Periodicals, Inc.     

Cross-Cultural Consumer Behavior: Use of Local Language for Market Communication—A Study in Region Friuli Venetia Giulia (Italy)

Cross-cultural consumer behavior is of market interest due to globalization of marketplaces, migration, multicultural marketplaces, and diffusion in the EU of many languages. The objective of this study is to check whether the local language used in a marketing communication could affect the consumers’ preferences for food products. The theoretical foundation is the consumer motivational approach that goes deeper into motivations interfering with the consumers’ preference order. The multivariate conjoint analysis is used to evaluate the preferences for attributes described in different languages. A number of students from the University of Udine (located in the northeastern part of Italy) have been submitted to interviews to examine their preferences for a simulated sandwich package reporting information in different languages, distributed by vendor machine. The results suggest that the consumer’s reaction to local language depends on sociodemographic profile, cultural background, language knowledge, and family education, and the local language could actually be used as a market tool for market segmentation. These results are of interest to many EU countries with bilingual communities such as Spain, Belgium, the UK, Switzerland, and most of the Italian regions where local languages are still alive.     

How important is appearance? Consumer preferences for mandarins in Indonesia

The purpose of this research was to determine consumer preferences for attributes of mandarins in Indonesia, in particular the preferences between domestic and imported mandarins. A focus group was conducted to identify some salient attributes of mandarins to Indonesian consumers. Intrinsic fruit attributes that are important to consumers include the appearance, taste, texture and overall quality of fruit segments and skin colour. Based on the results of the focus group, a survey questionnaire was developed and used in the interview process with the consumers. Evaluations were made on a seven‐point intensity scale for two domestic lines of mandarins and one imported line. Respondents did not know the origins of the fruit when evaluating the intrinsic qualities of mandarins. The results from 113 respondents in the city of Surabaya showed that domestic mandarins were rated higher on all intrinsic attributes. Imported mandarins were rated the best only on skin colour as domestic fruit are normally green or only partially orange when ripe. The fact that imported mandarins continue to command premium prices in the Indonesian market is an interesting phenomenon. Two possible explanations are suggested. The prestige of supermarket retailers (where imported produce is mostly sold) may advantage imported fruits. Alternatively, consumers may hold persistently favourable perceptions of imported fruits. Whether this represents the influence of subjective psychological and status factors requires further investigation.     

This is your stomach speaking: Anthropomorphized health messages reduce portion size preferences among the powerless

As food portion sizes increase, so too does the amount of energy consumed. The purpose of this study was therefore to determine whether the portion size preferences of individuals could be reduced. Across two experiments, this paper shows that a personally threatening health message that has been endorsed by a digestive system featuring anthropomorphic cues can reduce portion size preferences for energy dense foods and beverages, but only among those who feel powerless. This effect emerges because partially anthropomorphizing an internal body system transforms that system into an agent of social influence. The powerless, who are more sensitive to social influence than the powerful, will consequently be more attuned to threatening health information that has been endorsed by this partially anthropomorphized body system, shaping their behavioral preferences. Anthropomorphizing elements of the self may therefore represent a novel means for motivating behavior change.     

Development of size labelling systems for women's garments

This paper reviews the development of size labelling systems for women's garments sold in the U.S.A. The review shows that three trends are evident: (1) a continuous decrease in the numerical codes of sizes; (2) an emphasis on large and petite sizes; and (3) the introduction of split sizes. Problems with the size labelling systems currently in use in the U.S.A. are also discussed. A survey of consumers' preferences regarding various size labelling system is recommended.     

Blending package shape with the gender dimension of brand image: How and why?

We investigate the congruence of brand image and package shape on product preferences, the moderating role of a creative mindset, and the underlying processes. Across four studies, we show that consumers generally prefer products with curved-shaped (versus angular-shaped) packaging for a “feminine” brand and prefer products with angular-shaped (versus curved-shaped) packaging for a “masculine” brand (Study 1a). This effect is mediated by the perceived congruence between brand image and package shape (Study 1b). We further demonstrate that the congruence effect is reversed when consumers adopt a creative (versus less creative) mindset (Study 2), since a creative mindset leads consumers to perceive curved-shaped packaging as more congruent with a masculine (versus feminine) brand and angular-shaped packaging as more congruent with a feminine (versus masculine) brand (Study 3).     

Influence Attempts in the Consumption Domain: Examining the Concept of a Persuade Package and the Sequencing of Influence Strategies used by Young Adults

This research examines the concept of a persuade package and the sequencing of communication strategies designed to exert influence in the consumption domain. Specific research questions examine the sequencing of influence strategies in consumption related influence attempts and the effect that sequencing has on the perceived likelihood of compliance. Both qualitative and quantitative research methods are used across two studies and results indicate that preferences exist for the specific types of influence strategies used by individuals and the order in which they are sequenced during consumption related influence attempts. Perceived likelihood of compliance is also affected to a certain extent based on how influence strategies are sequenced.     

Integrating Time-Preferences into E-Negotiation Systems: A Model,Elicitation Approach and Experimental Implications

Researchers have advocated that the acquisition of user preferences is important to the successful adoption of electronic negotiation systems. In this paper, we focus on one such preference, namely time preference, wherein the price of a good/service varies according to the delivery/consumption time. Time preference is a behavioral aspect that varies across buyers. We discuss how different types of preferences can be elicited, represented and integrated with electronic negotiations. We discuss three experiments to study the effect of time preferences on negotiation. The first is a preference elicitation experiment involving 36 subjects. The next two are agent-to-agent negotiation experiments, one based on the individual preferences obtained earlier and the other based on an expanded dataset on both individual preferences as well as negotiation parameters. The agent-based experiment compares outcomes and efficiencies between the standard exponential discounting model and two behavioral models of time preference. Our results bring out the preferences of subjects, as well as the extent to which negotiation is affected and enhanced by the incorporation of time-preferences.     

Portion Distortion: A Study of College Students

This study compared designated serving size to actual consumption (portion size). Forty‐two college students estimated portion size and serving size of cereal, candy, and punch. Most (81%) refer to package labels, and over a third of women identified serving size as “of major interest.” Only one‐third accurately estimated the serving size of cereal within 10% of the correct amount. The stated serving size of cereal and punch was less than half of the portion size. Increasing serving sizes to more closely correspond to portion sizes would benefit consumers by providing information more likely to represent the nutritional quantities commonly consumed.     

Verticality in product labels and shelves as a metaphorical cue to quality

This study investigates how subtle visual cues related to the design of a product's package (i.e., label position) and the context (i.e., shelf orientation) influence consumer evaluation and behavioral intention. Extending research on metaphorical cues, Study 1 shows that consumers perceive a product as more powerful when the label on the package is placed in a higher (vs. lower) vertical position. Extending the focus from package design to the display context of packages, Study 2 shows that consumer perception of a product's power is similarly enhanced when the package is placed on a shelf that is vertically (vs. horizontally) orientated. Across both studies effects of enhanced power perception extend to positively influence product quality inferences and behavioral intentions. These findings add to current knowledge on metaphorical cues in package design and the package's presentation context and offer insights into the underlying mechanism.     

New financial service development for banks in Taiwan based on customer needs and expectations

The purpose of this study aims to employ an analytic approach to analyze efficient managerial strategies for advancing new service development (NSD) by involving viewpoints of customer needs and expectations within a financial service context. This paper uses a sample of potential banks' credit card applications, customers' preferences and satisfaction ratings, and new credit card service data with the applications of both analytic hierarchy process and VlseKriterijumska Optimizacija I Kompromisno Resenje to analyze customer satisfactions and preferences simultaneously. Then, it applies the importance–performance analysis technique to diagnose managerial strategies for reducing the customer gaps between customer perceptions and expectations. The study emphasizes the importance of analyzing customer preferences and reducing gaps between customer satisfactions of perceptions and expectations to ensure NSD success.     

Optimal retail sales strategies for old and new products in monopoly and horizontal competition scenarios

Advances in technology have made product updates more frequent and allowed consumers to choose different versions of the same product based on their preferences. It is crucial for retailers to understand how to formulate optimal sales strategies based on those different consumer preferences. To this end, we develop game models that consider the heterogeneity of consumer preferences under both monopoly and horizontal competition scenarios and perform the sensitivity analysis to examine the impact of consumer proportions and consumer preferences on retailers’ sales strategies. The results show that (i) regardless of competition or monopoly status, the original retailer can always maximize profit by setting prices based on the market share of traditional consumers, as long as the retailer sells both new and old versions of the product; (ii) the greater the competitive advantage of the competitor, the more advantageous the hybrid sales mode; (iii) if the price of the old product is below a certain threshold, there will be a positive profit for the original retailer when selling both the old and new products; and (iv) when consumer acceptance of competing retailers is lower, entering the retail market is not a good choice for competing retailers.     

Perceptions and Preferences of Study Abroad

Abstract

This research compares the study-abroad perceptions and preferences of business and non-business majors. The results suggest that the two groups have somewhat different motivations for studying abroad. On balance, business students appear more pragmatic than their non-business counterparts, expressing greater concern for financial issues, and the effects of study abroad on both graduation dates and future job prospects. However, the two groups expressed virtually unanimous agreement when asked to describe their specific preferences regarding a study-abroad program. The results suggest that although the two groups seem driven by different motivations, their study-abroad needs may be satisfied by a single, carefully designed program.     

Preferences for compensation options

An analysis of preferences for compensation options was performed for a sample of employees in one organization. The organization was sampled at two points in time, approximately one year apart. The first sample was a stratified random sample of managerial and nonmanagerial employees (N = 101). The second sample contained a repeat sample of 48 individuals and a random sample of 80 individuals for a total (N = 128). The sampling procedure allowed for both cross-sectional and longitudinal analysis. The analysis of compensation preferences was based on the set of compensation items currently available to all employees. The results indicated a marked stability of preferences for the longitudinal sample (N = 48), and a systematic crosssectional variance in preferences at both time periods based on age and salary levels of employees. The results of this research lend credence to both cafeteria-style compensation programs and portable pensions.