A longitudinal test of price effects on brand choice behavior

The introduction and withdrawal of marketing variable inputs at various intervals of time and the subsequent observation of their impact on buyer behavior provide an invaluable aid as to how certain promotional changes work. Results of the present longitudinal experiment using a consumer panel of 133 households provide further evidence that for artificial brands, penetration and repeat buying can be influenced significantly by the introduction and retraction of a substantial price reduction. Yet, the effects on penetration are consistently greater than the effects on repeat buying. After-effects appear negligible. These results generally confirm prior research findings.     

Integrating strength-weakness analysis into strategic planning

Strength-weakness assessment, which must be performed as a part of any strategic planning process, is presented in terms of a process, termed SWA, that involves managers in making the critical informational choices that are implicit in strategic assessments of strengths and weaknesses. The process is illustrated in terms of its underlying premises, their implications, its benefits, and an illustrative substantive framework that can be used to guide the process.     

Single vs simultaneous equation models in capital asset pricing: The role of firm-related variables

An alternative modeling system that more adequately describes the returns-generating process than the usual single equation CAPM is provided in this paper. Firm-related variables are introduced directly into the model using a simultaneous equation system while avoiding the estimation problems of previous attempts. While not empirically testing this system with the single-equation “multi-beta” models, the relationships between the alternative processes are explored.     

Competitive position effects and market share: An exploratory investigation

This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.     

An application of logit analysis to prediction of merger targets

Logit estimation is applied to predicting the probability that a given firm will be a merger target. Care is taken to account for variation in industry characteristics. The statistical performance of the model and its predictive power in a holdout sample support the approach used.     

Marketing information system utilization: An application of self-concept theory

The impact of marketing information systems (MIS) has not been substantial and developed systems have not been highly utilized. Borrowing the theory of self-concept from the behavioral sciences, 46 system users' self-images, ideal self-images, and the images of a significant other (one who facilitates usage of the MIS) are measured and related to the image of a heavy user of the information system. The results shed some light on the system usage problem and provide some direction for marketing the MIS to marketing managers/ system users.     

Profiling demographic characteristics of alienated consumers

Alienation, a subject of considerable research in some behavioral science areas, has been receiving growing attention in relation to unfavorable attitudes toward the marketplace, consumer disgruntlement, and other aspects of consumerism. This paper discusses several elements of alienation adapted and applied specifically to consumers as they perceive the marketplace vis-à-vis themselves. These elements of alienation were examined in relation to demographic factors consisting of ethnic background, sex, age, income, formal education, and marital status. The results offer some insights into consumer alienation and into the feasibility of utilizing traditional demographic variables to identify consumer segments apt to be alienated from the marketplace. These results take on importance because general disgruntlement with the market- place was significantly related to alienation.     

Form and content of replacement cost information: The impact upon investment criteria

The Securities and Exchange Commission (SEC) has recently required that certain registrants disclose specific current replacement cost information when filing their 10-K's. In the current research, unsophisticated investor surrogates were asked to perform an investment task using historical cost and/or variations of actual current replacement cost data for several companies. It was found that neither the content nor the form of the alternative information sets significantly affected the investor decisions.     

Three conjoint segmentation approaches to the evaluation of advertising theme creation

Advertising professionals have been challenged for decades by the problem of choosing the most appropriate advertising theme or product claims. Although many studies have been conducted in the areas of message recall and viewer response rates, very little guidance has been provided in this elusive area. Some methodological insights are provided here describing three segmentation procedures, using conjoint analysis in advertising theme creation.     

Financial determinants of systematic risk in real estate investment trusts

Financial theory and empirical evidence suggest that a firm's systematic, or market related, risk is related to its financial conditions. This study empirically investigates the financial determinants of systematic risk for Real Estate Investment Trusts (REITs). The study is an examination of sample of 32 REITs for the period 1976–1978. The results indicate that systematic risk varies directly with financial leverage, business risk, and advisor fee. The explanatory power of the relationship between systematic risk and financial variables exceeds that of previous studies wherein firms were pooled across industry groups. The higher explanatory power observed even with limited data suggests that better estimates of coefficients of financial determinants of systematic risk may be obtained through analysis conducted on an industry by industry basis. Furthermore, such industry-specific analysis provides useful results to practicing financial managers in their financial policy considerations. With the knowledge of how the financial decisions affect the firm's systematic risk, a manager may be able to manipulate those variables so as to reduce the systematic risk for his or her firm and thus increase the market value of the firm's securities.     

Statistical classification models applied to common stock analysis

The application of statistical classification techniques to various aspects of equity financing and returns performance has been an attractive and fairly prolific area of research in the last 10–15 yrs. The various aspects of equity analysis relevant to classification techniques are more diverse than fixed income analysis and, until recently, presented more interesting empirical as well as theoretical challenges.The purpose of this paper is to review and comment upon numerous classification studies related to several aspects of common stock analysis, and, in so doing, to provide a clear picture of the variety of application areas amenable to statistical classification techniques. These areas include (1) common stock investment categories; (2) price-earnings and return-risk equity classification; (3) information content and return performance; and (4) capital structure questions.     

Price structure as a marketing variable: An experimental investigation

This study examines the relative impact on preferences of price level and price-structure variables. A pair of four-factor experimental designs were developed to investigate the preferences of students for automobile price structures and recent homebuyers for various price arrangements in buying a house. The findings indicate that, for a majority of the subjects, the structural variables of down payment, interest rate, and monthly payment are more important than price level in determining overall preferences.     

Regulatory procedures,investment opportunities and stock valuation

Electric utilities differ in their accounting procedures. By regulatory commission directive some use normalization and some use flow through to arrive at their earnings figures. Because regulation is on an allowed return on investment standard these reported earnings are relevant for stock valuation. Any variation in price/earnings ratios between flow through and normalizing companies therefore must be explained by differences in risk to equity investors, differences in investment opportunities, or market inefficiency involving erroneous restatement of earnings. Empirical work demonstrates that there is a difference in price/earnings ratios. Firms that normalize enjoy a premium. The evidence also indicates that the premium is not explained by risk difference. Because the perverse form of market inefficiency required as an explanation seems unlikely, the most reasonable conclusion is that the premium relates to investment opportunities associated with regulatory climate. If so it promises no excess return to stock buyers because it is already impounded in stock price.     

Adjustment costs and theory of investment under uncertainty

It is shown that the stochastic investment rule for the price-setting monopolist facing random demand differs from the deterministic rule, due to the presence of the covariance of the marginal utility of profits and the MRTS between capital and labor. For the risk-neutral quantity-setting monopolist, the optimal current investment under random demand is shown to be greater than that under deterministic conditions, given that production technology is of the Cobb-Douglas type with constant returns to scale. When random wages and prices follow first-order autoregressive schemes, the risk-neutral competitive firm's current investment level is shown to be at least equal to that under certainty.