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1.
Consumer behavioural scientists such as economists and marketing researchers are interested in the degree to which global convergence is occurring with respect to various consumer behaviour dimensions, particularly the extent that consumption patterns in products appear to evolve and become more similar across different parts of the world. With increasing internationalization and cultural cross‐fertilization, the traditional societies of the world are converging in many ways. The strategic marketing of flavoured alcoholic beverages is a particularly interesting example of this evolutionary process to convergence. Consumers in countries of different cultural originations are developing preferences for the same products and show increasing sign of converging around global product identity. This article presents the results of a study analysing the evolutionary process.  相似文献   

2.

New information and communication technology (ICT) makes consumers better informed about available products, product quality and prices, which mitigates problems of asymmetric information. The entry of firms is facilitated, competition and economic efficiency is boosted and the market powers of households increased. Firms are likely to respond by increased product and price differentiation. There will also be considerable changes in the division of tasks between firms and households. But important obstacles to these developments are technological vulnerability, quality problems in the information on the Internet, cognitive limitations of individuals and weaknesses in the product‐delivery infrastructure in connection with Internet trade.  相似文献   

3.
Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under‐represent service attributes important in developing countries.  相似文献   

4.
Relationship marketing has won as many opponents as advocates owing to its conceptual ambiguities. This paper conceives relationship marketing as a strategic choice, rather than a marketing paradigm, delineating boundary conditions associated with such a marketing approach. We show that the appropriateness of relationship marketing depends on the nature of particular exchange relationships and the governing mechanism of the exchange involved. In assuming this position, the paper endeavours to accommodate both traditional marketing and the emerging approach, thus taking a further step in clarifying the nature of relationship marketing.  相似文献   

5.
This paper examines optimal trade policy in a two-period oligopoly model, with a home and a foreign firm choosing capital and output. Demand uncertainty, resolved in period two, gives rise to a trade-off between strategic commitment and flexibility in the firms’ investment decisions. Firms’ investment timing is endogenous and can be manipulated by the home government, which sets a subsidy before firms decide when to invest. We show that when the government wishes to manipulate investment timing, it will choose its policy to deter investment commitment by the home or the foreign firm.  相似文献   

6.
This study reports the results of a behavioral experiment in which 120 subjects were exposed to different media reports of the same monthly Bureau of Labor Statistics' unemployment reports. After reading the news stories, as reported by the CBS Evening News, The Wall Street Journal, and the Washington Post, the subjects were asked similar questions to those used in the University of Michigan's Survey on Consumer Sentiments. The results of the study suggest that consumer confidence may be sensitive to the selection of media source.
Zusammenfassung Der Beitrag berichtet über eine Untersuchung individueller Unterschiede bei wirtschaftlichen Erwartungen, die nicht durch unterschiedliche wirtschaftliche Nachrichten, sondern — bei gleichlautenden Nachrichten — durch unterschiedliche Medien, über die sie vermittelt werden, hervorgerufen werden.Die Nachrichten entstammten den monatlichen Arbeitslosenberichten der amtlichen Beschäftigungsstatistik. Insgesamt 36 Nachrichtentexte der CBS Evening News, des Wall Street Journal und der Washington Post wurden für die Untersuchung so überarbeitet, daß die konkrete Quelle und der tatsächliche Zeitraum, auf den sich die Nachricht jeweils bezog, nicht mehr erkannt werden konnte. Die so bereinigten Nachrichten wurden 120 Versuchspersonen (Studenten) zum Lesen vorgelegt. Anschließend wurden ihnen Fragen zur Erhebung wirtschaftlicher Erwartungen vorgelegt.Die Ergebnisse machen deutlich, daß Unterschiede im Vertrauen auf die zukünftige wirtschaftliche Entwicklung bei gleichen inhaltlichen Nachrichten auf Unterschiede in den Nachrichtenmedien zurückgeführt werden können. Personen, die sich mehr auf Zeitungsinformationen stützten, kamen im Vergleich zu solchen, die sich eher auf das Fernsehen stützten, zu signifikant höheren Werten auf der Vertrauensskala. Dieses Ergebnis dürfte allerdings insofern verzerrt sein, als die bildliche Komponente einer Nachricht in der Untersuchung nicht berücksichtigt wurde.


Stephen W. Pruitt is Assistant Professor in the Graduate School of Business, Indiana University, Bloomington, IN 47405, USA. George E. Hoffer is Professor in the Department of Economics, School of Business, Virginia Commonwealth University, Box 4000, Richmond, VA 23284-4000, USA.The authors are grateful to the Faculty Grant-In-Aid Program at Virginia Commonwealth University for funding.  相似文献   

7.
Firm productivity and export markets: a non-parametric approach   总被引:2,自引:0,他引:2  
This paper examines total factor productivity differences between exporting and non-exporting firms. These differences are documented on the basis of a sample of Spanish manufacturing firms over the period 1991-1996. The paper also examines two complementary explanations for the greater productivity of exporting firms: (1) the market selection hypothesis, and (2) the learning hypothesis. Non-parametric tests are proposed and implemented for testing these hypotheses. Results indicate clearly higher levels of productivity for exporting firms than for non-exporting firms. With respect to the relative merits of the selection and the learning hypotheses, we find evidence supporting the self-selection of more productive firms in the export market. The evidence in favor of learning-by-exporting is rather weak, and limited to younger exporters.  相似文献   

8.
Several authors have introduced different ways to measure integration between financial markets. Most of them are derived from the basic assumptions about asset prices, like the Law of One Price or the absence of arbitrage opportunities. Two perfectly integrated markets must give identical prices to identical final payoffs, and a vector of positive discount factors, common to both markets, must exist. If these properties do not hold, the degree to which they are violated can be defined and considered as a measure of integration. The present paper empirically tests integration measures in the Spanish financial markets. Furthermore, the integration measures are operationalized to analyze the presence of cross‐market arbitrage without previously specifying the exact nature of the arbitrage strategy to be used. When the absence of arbitrage holds, several interesting variables are obtained, for instance, state prices or risk‐neutral probabilities. When this absence fails, explicit cross‐market arbitrage portfolios are provided. The results of the test yield some evidence about market efficiency and integration outside the United States, and they are surprising for several reasons. First of all, arbitrage opportunities do sometimes appear, and the bid–ask spread and transaction costs seem to be unable to prevent arbitrage profits. Furthermore, the criticisms that are usually raised when empirical papers show the existence of arbitrage opportunities do not apply here because we work with perfectly synchronized high frequency data. On the other hand, different integration measures show a similar evolution along the tested period, although these measures give different information about the markets’ efficiency and integration, and they do not necessarily have to be related. © 2000 John Wiley & Sons, Inc. Jrl Fut Mark 20: 321–344, 2000  相似文献   

9.
In what size consumer markets does the consumer fare best — those of large, medium-sized, or small cities/towns? This is the general question that this article seeks to answer through analysis of price-quality data pertaining to Minneapolis (a large city), Ann Arbor, MI, and Ithaca, NY (a small town). While differences were smaller than expected, limited evidence from this pilot study support the notion that small markets are most efficient. At the same time the analysis confirms others' findings that most consumer markets are chaotic.  相似文献   

10.
Product bundling is an increasingly important marketing strategy within many industries, and consumer influence on companies' ranges of product bundles is, thus, becoming an important issue. The aim of this study was to investigate product bundling strategies consumers are exposed to by some selected companies in the Swedish automobile, travel and banking industries. Bundling strategies were considered in relation to business orientation as well as the consumer's potential to influence the product bundles offered by these companies. Fourteen qualitative telephone interviews were conducted with senior representatives from the three sectors. Interview respondents were selected in cooperation with their respective companies. Results underwent interpretative analysis, and the findings indicated that business orientation is linked to product bundling techniques and to the type of customer influence on product bundling. Consumers were exposed to mixed and complementary bundling strategies, and customers of companies that apply a market orientation were found to have greater opportunities to influence product bundles directly, whereas companies that apply a production‐oriented approach were less able to respond to their customers' wishes. Consumer influence on the product bundles of production‐oriented companies was found to be of a more indirect nature.  相似文献   

11.
In this paper we use Nielsen scanner panel data on four categories of consumer goods to examine how TV advertising and other marketing activities affect the demand curve facing a brand. Advertising can affect consumer demand in many different ways. Becker and Murphy (Quarterly Journal of Economics 108:941–964, 1993) have argued that the “presumptive case” should be that advertising works by raising marginal consumers’ willingness to pay for a brand. This has the effect of flattening the demand curve, thus increasing the equilibrium price elasticity of demand and the lowering the equilibrium price. Thus, “advertising is profitable not because it lowers the elasticity of demand for the advertised good, but because it raises the level of demand.” Our empirical results support this conjecture on how advertising shifts the demand curve for 17 of the 18 brands we examine. There have been many prior studies of how advertising affects two equilibrium quantities: the price elasticity of demand and/or the price level. Our work is differentiated from previous work primarily by our focus on how advertising shifts demand curves as a whole. As Becker and Murphy pointed out, a focus on equilibrium prices or elasticities alone can be quite misleading. Indeed, in many instances, the observation that advertising causes prices to fall and/or demand elasticities to increase, has misled authors into concluding that consumer “price sensitivity” must have increased, meaning the number of consumers’ willing to pay any particular price for a brand was reduced—perhaps because advertising makes consumers more aware of substitutes. But, in fact, a decrease in the equilibrium price is perfectly consistent with a scenario where advertising actually raises each individual consumer’s willingness to pay for a brand. Thus, we argue that to understand how advertising affects consumer price sensitivity one needs to estimate how it shifts the whole distribution of willingness to pay in the population. This means estimating how it shifts the shape of the demand curve as a whole, which in turn means estimating a complete demand system for all brands in a category—as we do here. We estimate demand systems for toothpaste, toothbrushes, detergent and ketchup. Across these categories, we find one important exception to conjecture that advertising should primarily increase the willingness to pay of marginal consumers. The exception is the case of Heinz ketchup. Heinz advertising has a greater positive effect on the WTP of infra-marginal consumers. This is not surprising, because Heinz advertising focuses on differentiating the brand on the “thickness” dimension. This is a horizontal dimension that may be highly valued by some consumers and not others. The consumers who most value this dimension have the highest WTP for Heinz, and, by focusing on this dimension; Heinz advertising raises the WTP of these infra-marginal consumers further. In such a case, advertising is profitable because it reduces the market share loss that the brand would suffer from any given price increase. In contrast, in the other categories we examine, advertising tends to focus more on vertical attributes.
Baohong SunEmail:
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12.
13.
Convergence in the electronics sector has allowed the addition of new functionalities to products (e.g., mobile television to a cell phone). It is proposed that the goal congruence of the added functionality (i.e., whether it has similar or different goals as the base product) would affect the relative gain to high versus lower quality brands. While lower quality brands would gain when a congruent functionality is added, high quality brands would gain from an incongruent addition. The former hypothesis was confirmed significantly and the latter marginally in two experimental studies.
Tripat GillEmail:
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14.
The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.  相似文献   

15.
Emerging markets are increasingly important to researchers and managers focused on helping multinational enterprises to thrive in often attractive yet unfamiliar environments. However, empirical knowledge about emerging markets is relatively under-developed when it comes to managing international talent, particularly with regard to the specific demands placed on human capital in an emerging market context. We review the existing literature about macro-level trends and micro-level characteristics of emerging markets, and we conduct cluster analyses using secondary data in order to identify the individual intercultural competencies required for managers to succeed in this environment. We propose three context-specific competencies that are especially salient in response to the complexities of emerging markets – recognizing perspectives, managing relationships, and navigating uncertainty. Finally, we discuss organizational implications and future research directions for those seeking a more nuanced view of talent management via contextualization.  相似文献   

16.
Increasingly, consumers choose ecological products when they do the shopping, not only because it is a healthier option but also because it helps to sustain the environment for future generations. They are prepared to switch products for ecological reasons and stop buying products from companies that cause pollution. Firms and other economic institutions are aware of the importance of reflecting these attitudes towards the environment in developing their products. This paper is focused on environmental attitudes as meaningful predictor of ecological behaviour. A three‐dimensional approach to this variable has been developed, which addresses its emotional, cognitive and conative components. A random sample survey of 573 individuals was used to verify the conceptual model and framework. This model was assessed initially by principal factor analysis and subsequently, by structural equation modelling. Findings of this study showed that environmental attitudes have a significant effect on ecological behaviour. This research improves our understanding of how consumers feel and what attitudes best define their way of behaving in relation to environmental problems.  相似文献   

17.
Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or during (lower) their shopping trip. We show which of these shopper-marketing instruments have the largest effect on NP performance at a retailer, and whether and how their effect is moderated by the retailer's store context. When it comes to NP success, the lifeblood of CPG companies, the lower-funnel marketing actions targeting shoppers directly at the point-of-purchase predominantly decide your fate. Thus, manufacturers should work ever harder to collaborate with retailers and push the store-specific shopper-marketing instruments in a favorable direction through information sharing and tailoring of their marketing program to individual retailers. Indeed, not all news is bleak for brand manufacturers. We identify five pieces of good news that brand manufacturers can use to their advantage.  相似文献   

18.
The authors propose that an individual's capacity to plan and delay consumer decisions may impact purchases within personal selling situations. An experiment was conducted to investigate the effects of postponing or expediting a payment for a car on purchase intentions. A scale, developed to categorize future- and present-time oriented individuals, was employed as a moderating variable. The results indicate that a present-time oriented person tends to prefer delayed payments over immediate payments. In contrast, a future-time oriented person is more likely to prefer immediate payments than a present-time oriented person. The results are discussed in relation to applications for developing adaptive selling strategies. © 1995 John Wiley & Sons, Inc.  相似文献   

19.
The increasing popularity of socially responsible investment among individual investors throughout Europe reveals the need for a framework that allows the comparison of socially responsible retail markets in different European countries. This article proposes such a framework, containing 16 different characteristics of socially responsible retail markets describing the size, institutionalization and nature of this market and correcting for differences in the size of countries and financial markets. When this framework was applied to the Dutch and Belgian socially responsible retail markets, differences were found with respect to the nature of both markets (specifically the use of non‐financial criteria, the asset allocation, the number of solidarity funds and investors' preferences for socially responsible savings products). Similarities were found with respect to the (absolute and relative) size and the degree of institutionalization of the socially responsible retail markets.  相似文献   

20.
Abstract

Studies concerning aberrant consumer behaviour (ACB) are dominated by research conducted in the West. By examining the impact social and cultural factors have on the management and understanding of ACB in Libya, a Muslim country, this paper extends knowledge by exploring this issue in a different setting. Materials were collected by conducting in-depth interviews with 26 sellers in Libya and ACB was explored in three different contexts: grocery stores, computer stores and hotels. The study finds that the sellers use alternative marketplace behaviours to manage ACB to that described in the literature, namely informal, community-based approaches that reflect accepted societal and cultural norms. Furthermore, the study finds that not all activities reported to be ACB in the literature are perceived to be misbehaviour by the Libyan sellers.  相似文献   

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