An empirical assessment of the Consumer Agency Model: Evidence from India and China

Abstract

This research empirically validates the Consumer Agency Model which illustrates consumer reactions to the introduction of new Western products to emerging markets. This study represents the first quantitative effort to test the framework in a comparative field study of consumer attitudes towards a franchised business in the two largest emerging markets globally, China and India. It builds on the original model with McDonald’s as the prototypical representative of the Western franchise industry. The analysis confirms existence of the Consumer Agency Model with remarkable similarity in both countries. Implications for franchise companies as they target the two investigated markets are provided.     

Consumer response to food labels in an emerging market: the case of Romania

This study investigates consumer response to food labels in an emerging market. More specifically, it measures the levels of awareness, objective and perceived understanding, perceived usefulness and perceived trustworthiness of the most prominent food labels found in the Romanian market. An online survey was conducted with a convenience sample of 428 respondents (45.6% males of an average age of 30.6 years). Results revealed that for most respondents, awareness levels towards food labels are generally low, except for the Guideline Daily Amount (GDA) and the organic food labels. Objective understanding towards food labels was relatively high, especially towards those food labels that included a clear text element. Perceived understanding, perceived usefulness and perceived trustworthiness were found to be consistently high with regard to the GDA and the national organic food labels, while the European organic label scored lower. Finally, response to food labels was found to differ between aware and unaware respondents.     

An Examination of the Effect of Consumer Personal Traits on Show Rooming Behavior: The Effect of Product Type

The rapid growth of online commerce and spread of mobile devices have created various trends in product-purchasing behaviors of consumers. Especially in online-to-offline commerce, “showrooming” has increased. This involves searching for products offline but purchasing them online. Among theories of consumer buying behavior based on traditional consumer characteristics, this study empirically analyzes whether there are group-specific differences in showrooming. The results show that innovative consumption tendencies are significantly related to push, pull, and mooring factors. The findings also elucidate the role of showrooming buying behavior in these relationships. In terms of push and mooring factors, these relationships are strengthened by showrooming purchase experience. This study divides products into electronic products and apparel and analyzes the effects on purchase experience using a moderator.     

Modelling the effect of store flyers on supermarket sales: An application to olive oil demand

In this paper we study the effect of store flyers on supermarket sales while controlling for other promotional strategies. We use a dataset of weekly sales of 16 olive oil products from a Spanish supermarket chain during the year 2017. We estimate a dynamic panel data model by GMM which allows us to examine both the short- and long-run effects of displaying products in store flyers. Our estimates show that products being featured in a store flyer exhibit 85 percent higher sales in the short-run, being the effect in the long-run of 109 percent. We also provide evidence that olive oil is a highly price-elastic product. Our estimates also indicate that placing the products on the end-of-aisle increases olive oil sales. Conversely, multibuy promotions are negatively related with sales.     

Productive capabilities: An empirical analysis of their drivers

Recent contributions to the growth and trade literature have argued that the structure of an economy, as measured by its productive capabilities, is a key determinant for inter-country differences in development. Productive capabilities have been shown to be highly predictive of future economic growth, yet the country-level variables associated with them remain relatively unknown. In this paper, we empirically explore what variables are systematically associated with productive capabilities using a model averaging framework that can handle a very large number of potential explanatory variables without the need for arbitrary model selection. In order to estimate our dynamic panel specification, we propose a novel Bayesian averaging of classical estimates procedure based on the simple and efficient bias-corrected least squares dummy variable estimator. Our baseline and robustness analysis consider a large number of variables, sample periods and model priors. We find that there is persistence (as measured by the lagged dependent variable) and that variables, such as commodity terms of trade, energy availability, government consumption, capital per worker, arable land and capital inflows show a strong and robust association with capabilities.     

Administrative trade barrier: An empirical analysis of exporting Hollywood movies to China

Movies are among the US’s most successful exports, and China is by far the largest market. China welcomes high-quality US movies in order to grow its own theatrical market while also diligently protecting locally produced movies. China uses a movie import quota system to limit the number of foreign movies, half of which are delayed beyond the US release date by four or more weeks. We empirically study the Chinese government’s import decisions by developing a movie market demand model that integrates two models on concurrent and delayed releases where we consider release timing as an implicit trade barrier. We find that China tends to import US movies that are likely to expand the market demand but limits them from concurrent release when the potential cannibalization effect on local movies is high. Delayed releases of US movies are strongly associated with weaker box-office performance in China, making control of release schedule another vehicle that China leverages in import decisions.     

An empirical analysis of the stage model of Business-to-Business relationships in South Korea: a longitudinal study

In this study, we develop and evaluate a framework for investigating the relationship between firm performance and exit intentions—that is, when the termination of Business-to-Business (B2B) relationships involves both conflict and cooperation. This study adds to extant research by demonstrating the importance of temporal changes; the proposed framework highlights the change processes in B2B relationship exit intentions. At time point T, the results suggest that the long-term relationship stage is stable. At time point T + 1, we find that the final relationship stage is dynamic. We demonstrate that several structural-temporal relationships among the investigated links (i.e. conflict-cooperation, conflict-firm performance, and cooperation-firm performance) decrease.     

The role of ethical problems related to a brand in the purchasing decision process: An analysis of the moderating effect of complexity of purchase and mediation of perceived social risk

The objective of this article is to identify the effect of the perception of a brand's ethical problems on consumer behavior. The research contemplates two experimental studies, in which different brands were used in different product categories. Based on the results of the experiments, we verified the moderating effect of the perceived purchase complexity and the mediating effect of perceived social risk in the relationship between the perception of ethical problems related to a brand and the declared purchase intention, both by university students and by real consumers. Through the analysis of means differences and conditional models analyzed with PROCESS (Hayes, 2012), we identified that the perception of ethical problems related to a brand affects consumer confidence and, in some cases, the perception of product quality. In addition, we find that for products with low purchasing complexity, the effect of ethical problems is mitigated both in relation to the purchase intention and in the formation of the perception of social risk linked to consumption.     

Use of two-limit probit regression model : An analysis of lender response to loan requests

Research problems where the observed dependent variable is restricted to lie within an interval with massing of some of the observations at the limiting values of the interval are frequent in business research studies. This paper analyzes one such problem—that of lender response to a business loan application. The unique features of a regression model with a doubly limited dependent variable are explained and interpreted. Parameter estimation for such models is undertaken by maximum-likelihood techniques. In this paper maximum likelihood estimates are obtained for an empirical problem and compared with ordinary least-squares estimators. Results show substantial differences between least-squares and maximum-likelihood estimates, indicating a possibility for serious errors by using least-squares methods on models with a doubly limited dependent variable.     

A comparative analysis of hedonic models of nutrition information and health claims on food products: An application to soup products

Over time, the quality of data on food purchases and label information has improved such that hedonic analyses to determine the implicit prices of product attributes can be conducted using more detailed data than in the past. With the availability of more extensive data, it is important to understand the characteristics of the data and implications of using different data sources on results of analyses. The purpose of this study was twofold: (1) compare results between two sources of label information and (2) develop a better understanding of the effects of product claims and nutrition information on the value of products to consumers. Trans fat claims, organic claims, private label, package size, and several nutrients were found to influence implicit prices for soup products, and the results between the two data sources are comparable.