Market Segmentation by Exploring Buyer Lifestyle Dimensions and Ethnocentrism Among Vietnamese Consumers: An Empirical Study

ABSTRACT

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This paper identifies consumer market segments existing among Vietnamese consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through personal interviews in two main cities in Vietnam, Ho-Chi Min City and Hanoi, which attract growing urban industrialization and population migration rapidly degrading places. Survey findings indicated that ten lifestyle dimensions among the Vietnamese consumers had an influence on their ethnocentric tendencies and buying behavior. The findings provide some implications to marketers who currently operate in or are planning to enter into the Vietnamese market in the near future.     

Ethical Consumers Among the Millennials: A Cross-National Study

Using two samples drawn from contrasting developed and developing countries, this investigation considers the powerful, unique Millennial consumer group and their engagement in ethical consumerism. Specifically, this study explores the levers that promote their ethical consumption and the potential impact of country of residence on cause-related purchase decisions. Three distinct subgroups of ethical consumers emerge among Millennials, providing insight into their concerns and behaviors. Instead of being conceptualized as a single niche market, Millennials should be treated as a collection of submarkets that differ in their levels of awareness of ethical issues, consider discrete motives when making consumption decisions, and are willing to engage in cause-related purchasing to varying degrees. These findings have several critical implications for theory and practice.     

Information Sensitive Consumers and Market Information

Past research on consumer information has emphasized the effects of informed consumers on the provision of goods by sellers. These comprise supply-side effects. This paper examines the effects of informed consumers on other consumers’ product choices. These are demand-side effects. Directions for research are outlined.     

内需市场及消费者持续购买力成为推动增长新引擎——2009上半年中国广告市场同比增长9%

<正>据CTR最新的上半年广告监测报告显示,2009年在全球广告市场纷纷陷入疲软负增长的情况下,中国广告市场投放花费同比增长9%,达到刊例价2323亿元人民币。CTR副总裁田涛先生说"我们为2009年上半年中国广告市场9%的增长幅度而感到振奋,这与CTR年初预测2009年8%的广告增长相吻合。     

Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals

SUMMARY

The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief.     

老年消费市场细分方法与模型

人口老龄化趋势将使21世纪成为一个“灰色的世纪”，老年消费市场孕育着巨大的商机与潜力，而研究者与营销者面对的首要挑战就在于如何有效钿分这一异质化的消费群体。本文详尽介绍和评述了老年消费市场细分的主要方法与模型，并首次提出了中国老年市场细分的概念模型，希望能为后续研究提供借鉴。     

最新GMI市场调查结果揭示最受中国消费者喜爱的液晶电视品牌

<正>最新一期GMI市场调查结果显示,近60%的中国消费者愿意购买国际品牌的液晶电视,此次调查由全球市场调查整合解决方案服务商GMI(GMI中国公司)开展实施。此次调查结果显示,最受欢迎的三大液晶电视国际品牌分别为索尼、飞利浦以及三星。GMI于2008年3月通过其在线数据收集平台以及中国消费样本组,对中国大陆地区300名有意向购买液晶电视的消费者进行了调查。     

Anomie and the Marketing Function: The Role of Control Mechanisms

The authors use the theoretical notion of anomie to examine the impact of top management’s control mechanisms on the environment of the marketing function. Based on a literature review and in-depth field interviews with marketing managers in diverse industries, a conceptual model is proposed that incorporates the two managerial control mechanisms, viz. output and process control, and relates their distinctive influence to anomie in the marketing function. Three contingency variables, i.e., resource scarcity, power, and ethics codification, are proposed to moderate the relationship between control mechanisms and anomie. The authors also argue for the link between anomic environments and the propensity of unethical marketing practices to occur. Theoretical and managerial implications of the proposed conceptual model are discussed. An erratum to this article can be found at     

试论市场定位、产品定位和竞争定位之间的关系

定位市场营销理论中的一个重要概念,分析定位的本来含义,研究市场定位?产品定位和竞争定位三者的逻辑关系,具有重要的学术价值。市场定位是一种服务于市场营销总体战略而实施的定位,因而它具有宏观及战略层次的属性;产品定位是针对产品开展的,指明企业用什么样的产品来满足目标消费者需求。竞争定位方式的确定及表达更为直接地瞄准竞争对手。     

中小型民营企业如何走向全球市场

在加入WTO后,我国大量中小型(制造业)民营企业如何应对经济全球化,使企业稳步发展,开拓全球市场,减少经营风险,将成为一个严峻的现实问题。企业要实施“走出去——引进来——再走出去”三阶段国际化经营战略,注意战略实施过程中各阶段的支撑要素以及问题,以此作为中小型民营企业顺利走向国际市场的借鉴。     

Conceptualization of CSR Among Muslim Consumers in Dubai: Evolving from Philanthropy to Ethical and Economic Orientations

Many existing studies postulate that in developing economies philanthropy tends to dominate in the CSR orientation delivered by organizations and expected by local populations. To assess this in the emerging economy of Dubai in the United Arab Emirates, we conducted a preliminary investigation of how locals are responding to the growing number of CSR initiatives that are being implemented in the Emirate. Moreover, given that scholars have argued that Islamic principles of philanthropy should guide CSR initiatives in Muslim countries, we also consider if our Emirati respondents connect CSR with Islamic philanthropy. Results from our survey of 267 local Muslim consumers in Dubai indicate that CSR is not typically equated with philanthropy. In addition, respondents displayed an appreciation of the economic benefits that CSR can generate. The implication is that organizations in Dubai no longer need to base their CSR on the platform of Islamic philanthropy as many scholars have argued. Our findings are significant for the wider Gulf region in that they suggest that in wealthy emerging nations, CSR may not be predominantly interpreted as the corporate philanthropy which is needed in poorer developing economies for the provision of infrastructure, schools, hospitals, and housing, and which in some Muslim contexts is also implemented because of local religious values.     

Alternative Investment Market: A Way to Promote Entrepreneurship

The aim of this paper is to investigate the relationship between firm performance after the IPO and its entrepreneurial orientation (EO). In our work we want to test if entrepreneurial oriented firms show a better market performance signalling that investors valuate it positively. To this purpose, we focus on a particular sample of entrepreneurial firms, i.e. companies that went public on the Alternative Investment Market (AIM) through IPO during the period from 1995 to 2006. Along the lines of Miller (Manage Sci 29:770–791, 1983), Covin and Slevin (Entrep Theory Pract 16:7–25, 1991) and Lumpkin and Dess (Acad Manage Rev 21:135–172, 1996), firms’ entrepreneurial orientation is measured in terms of risk taking, innovation and proactivity. Following the literature in management on investor valuation we use the percent price premium as dependent variable of our model. Our findings confirm a positive impact of entrepreneurial orientation on investors’ valuation. The results of this work underline the relevance of secondary markets, such as the AIM, as a valuable alternative to traditional financial institutions in providing capital to small and entrepreneurial companies.     

Consumers as workers: The problems of complacent theory

Citizens become consumers when working with products as well as when buying them. Many products to which worker-consumers are exposed are dangerous. Our analysis of the American asbestos experience demonstrates that the process thought to balance workplace risks and benefits, the market, fails to deter latent injurers in the way neo-classical economics predicts. Tort signals to the market are weak, late, and frequently distorted or ignored.

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Verbraucher als Arbeitnehmer: Probleme leichtfertiger Theoriebildung

Zusammenfassung Bürger werden zu Verbrauchern im Sinne von Benutzern, wenn sie mit gefährlichen Produkten umgehen, sei es bei der Arbeit oder beim Konsum. Die Gefahren eines solchen Umgangs sind bei Asbest deutlich geworden. Die Analyse der amerikanischen Erfahrungen mit den Produkthaftungsverfahren gegen Asbest-Hersteller und Asbest-Verwender stimmt skeptisch gegenüber grundsätzlichen Annahmen der ökonomischen Analyse des Rechts. Die Behauptung, daß der Markt und entsprechende Haftungsregeln für einen gerechten und effizienten Ausgleich von Gefahren und Vorteilen am Arbeitsplatz sorgt, läßt sich weder theoretisch noch empirisch halten: Das Abschreckungspotential gegenüber potentiellen Gefährdungen ist zu gering. Die von Haftungsrisiken ausgehenden Signale für den Markt sind schwach, spät und häufig verzerrt oder unbeachtet.

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William L. F. Felstiner is an Adjunct Professor of Political Science, Northwestern University and Director, American Bar Foundation, 750 North Lake Shore Drive, Chicago, IL 60611, USA. Tom Durkin is a Research Associate and Peter Siegelman a Research Fellow at the American Bar Foundation.The authors acknowledge thoughtful comments on earlier drafts by Ian Ayres, Mary Coyne, John Braithwaite, Robert Dingwall, John Donohue, Wendy Espeland, Mark Grady, and James Short.A more extensive version of this paper is to be published in the U.S. in Law and Policy, Vol. 11.     

Foreign Product Purchase Behavior in Transition Economies: An Empirical Analysis of Product Information Sources Among Georgian Consumers

SUMMARY

This article analyzes the product information sources that consumers in transition economies, specifically in Georgia, utilize when they consider purchasing foreign products. We surveyed 313 consumers in Georgia regarding 9 sources of product information (experiential knowledge, word of mouth, in-store promotions, television, packaging information, radio, newspapers and magazines, salespeople, and billboards). The findings indicated that personal experience and word of mouth are the 2 most frequently used and highly valued sources of information while salespeople and radio are the 2 least frequently used and least influential sources of information. Education, age, and ethnocentrism exhibited significant impact on the experience source.     

垄断竞争市场中企业集团形成的博弈分析

形成企业集团是企业提升企业竞争力,进而实现企业利润最大化的重要手段。在垄断竞争市场中,各企业间外在的竞争力格局及其决定下的市场竞争状态和内在的利益需求,基本上决定了企业间博弈的均衡协作水平,因而也决定了企业结盟意愿和具体的结盟。     

马尔可夫链在市场经济预测中的应用

企业在经营管理中,经常会碰到对市场的预测和决策问题,运用马尔可夫过程进行市场预测是一个有效的方法。通过实例分析,阐述了运用马尔可夫分析法进行市场经济预测和决策的全过程,并用此方法对市场中商品的零售价格进行预测,进而对企业的市场占有率进行预测和决策。     

对外开放与牺牲率:来自中国的经验分析

牺牲率的大小对宏观经济政策的效果具有重要的影响。本文在新凯恩斯菲利普斯曲线的框架下对中国贸易开放、金融开放对牺牲率的影响进行了实证检验。研究发现,贸易开放度与牺牲率之间显著正相关,贸易开放度越高,牺牲率越大;初始趋势通货膨胀率、金融开放度与牺牲率之间显著负相关,初始趋势通货膨胀率和金融开放度越高,牺牲率越小。在开放程度较高的背景下,政府在治理通货膨胀时,要配合实施稳出口、防止资本外逃等政策措施并增强政策的透明性和可信性,这样才能减小降低通货膨胀的产出损失。