Market segmentation

Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or “sets of buyers” which would then become targets for the company's marketing plans. The advantage to marketing management is that this technique divides total demand into relatively homogeneous segments which are identified by some common characteristics. These characteristics are relevant in explaining and in predicting the response of consumers, in a given segment, to marketing stimuli.

The market can be subdivided by geographic, demographic, psychological, psycho‐graphic or behavioural variables. The advantages and disadvantages of each of these types of segmentation variables are discussed in detail in this paper. Kotier (1984) has identified four requirements that a marketer can use in evaluating the desirability of potential market segments, namely measureability, accessibility, substantiality and actionability. Once a segment has been identified which meets these requirements, it is possible to develop a product or service which meets the unfulfilled needs of this segment. A marketing mix can then be devised to reach the segment identified economically and efficiently. A strategy of market segmentation attempts to regain some of the benefits of the closer association with customers which was the strength of traditional business operations.     

Evaluating the urban consumer with regard to sourcing local food: a Heart of England study

This paper critically explores consumer perceptions and trends regarding purchasing locally produced food. Until recently, much of the research in this area largely focused on regional consumers where rural consumers had reasonable access to locally produced food and were usually in close proximity to the producers within, or close to, their immediate community. Here, the objectives of the primary research focused instead on urban attitudes and perceptions of local food within the Greater Birmingham conurbation in the West Midlands region of the UK. Birmingham is by far the most highly populated urban area of the region, and with ample opportunities to promote local food. Consumers, based mainly in Birmingham and Wolverhampton, were questioned on their locally produced food‐buying habits and attitudes in order to determine any differences in urban perceptions and buying attitudes compared with rural counterparts, and also to identify any new and potential opportunities for local food producers. Originally, 1000 questionnaires were obtained from across Greater Birmingham and Wolverhampton. However, for the purposes of this paper, it was decided to focus on two urban city centres – Birmingham and Wolverhampton, with 148 questionnaires. The results indicate that urban consumers are generally confused about what the term ‘local’ food means. The reasons for purchasing local food, while generally consistent with national patterns, differed in that supporting the local producers was not regarded as important. Barriers to purchase were largely unsurprising for an urban area, as the top choices were ‘too expensive’ followed by ‘not readily available’ and ‘no time to find it’. Understanding, information, availability and access to local food emerge as the biggest challenges to urban consumers in buying local food.     

The Methuselah Market Part II: Decision making and the older consumer

This is the second of two papers on the Methuselah Market, defined as those people within five years of retirement age. The first paper discussed the size, characteristics and potential of the market and identified product areas of particular interest. This second paper reviews the literature on the decision making behaviour of the older consumer and suggests marketing strategies which are particularly relevant to the Methuselah Market.     

Measuring Mainstream US Cultural Values

To determine and describe ‘mainstream US culture’ responses to the Schwartz Values Survey version 57 were collected and analyzed amongst two samples, one from 49 states, disregarding state of residence, and another from 27 US states comparing samples by state, with the 27-state populations representing about 82 % of the total US population. Statistical comparisons indicate that the responses of the samples categorised by the total US and state of residence samples and Schwartz’ ten individual cultural values show a cohesive mainstream US culture of the White, generally middle class population, having high motivational value priorities for self-direction, universalism and benevolence, with lowest priorities for power and achievement. We found significant value priority differences between urban and rural residents, but minimal differences relating to gender.     

Assessing complementarity in organizational innovations for technological innovation: the role of knowledge management practices

We empirically investigate the pattern of complementarity among four organizational practices. Firm-level data were drawn from the Community Innovation Survey, carried out in Luxembourg. Supermodularity tests confirm the crucial role of organizational innovation in raising firms’ technological innovation. The pattern of complementarity across organizational practices differs according to the type of innovation (i.e. product or process), as well as according to whether the firm is in the first stage of its innovation process (i.e. being innovative or not) or in a later stage (i.e. sales of new products).     

Does trade stimulate product quality upgrading?

This paper investigates whether increased import competition leads firms to engage in incremental innovation reflected in product quality upgrading using Chilean manufacturing firm‐product data and measuring product quality with unit values (prices). We identify causal effects of import competition using an effective trade barrier measure – transport costs – as instruments for import penetration ratios across industries. Transport costs have a negative and significant effect on product quality. The evidence suggests that estimated unit value increases capture product quality upgrading, imports’ competition effects drive quality upgrading, and benefits depend on firms’ industrial specialization. Easier access to intermediate inputs also fosters quality upgrading.     

Innovation and Information Acquisition under Time Inconsistency and Uncertainty

When an agent invests in new industrial activities, he has a limited initial knowledge of his project's returns. Acquiring information allows him both to reduce the uncertainty on the dangerousness of this project and to limit potential damages that it might cause on people's health and on the environment. In this paper, we study whether there exist situations in which the agent does not acquire information. We find that an agent with time-consistent preferences, as well as an agent with hyperbolic ones, will acquire information unless its cost exceeds the direct benefit they could get with this information. Nevertheless, a hyperbolic agent may remain strategically ignorant and, when he does acquire information, he will acquire less information than a time-consistent type. Moreover, a hyperbolic-discounting type who behaves as a time-consistent agent in the future is more inclined to stay ignorant. We then emphasize that this strategic ignorance depends on the degree of precision of the information. Finally, we analyse the role that existing liability rules could play as an incentive to acquire information under uncertainty and with regard to the form of the agent's preferences.     

Assessing the Effect of Data Collection Mode on Measurement

This paper discusses the challenges in assessing the effects of mixed modes on measurement. We briefly review theories about why different modes of data collection can lead to differences in survey responses and statistical methods typically used to assess mode effects. We then discuss the challenges, including which mode effects are identified, how to test for mode effects, and whether these would affect substantive conclusions. The issues raised are illustrated with examples from the European Social Survey, which is conducting a programme of experimental research to inform decisions about whether to use mixed modes of data collection. The paper concludes with general implications for mixed modes research.     

Child injuries in land vehicles that do not require restraints

Abstract

The goal of this study was to determine the injury profiles of Canadian children who presented to the Emergency Department from 1990 to 2016 due to an injury caused while traveling in a form of land transportation that did not require child restraint. A case series was conducted using data from the electronic Canadian Hospitals Injury Reporting and Prevention Program (eCHIRPP). Children who were injured while travelling on land transportation for which child restraint is not required, who presented to a Canadian Emergency Department that participates in eCHIRPP between April 1, 1990 to August 29, 2016, were included. Overall, 1856 children sustained 2139 injuries (mean age: 9.8?years (SD 4.5), 45.5% male). The majority of children were injured on a school bus (49.3%). The most commonly injured body part was the head or neck (52.6%). The most common type of injury was a superficial or open wound (33.1%), followed by traumatic brain injury (19.3%). Overall, 39.4% of injuries required no treatment in hospital. Overall, approximately 70 children presented to eCHIRPP EDs per year on a land transportation vehicle that does not require restraints. Biomechanical studies are needed to improve safety on land transportation vehicles that do not require seatbelts.     

To infinity and beyond?: workspace and the multi‐location worker

The paper examines the spatial implications of multi‐location work considering how the spaces such workers travel through and work in shape the type of tasks they conduct, how they act to create a workspace in such locations and the implications that this type of working has for how the workplace is conceptualised.