Exploring supermarket loyalty card analysis to identify who buys fairtrade

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.7 million shoppers can be analysed to provide insights to profile the fairtrade shopper in order to enhance making targeted marketing decisions. The paper demonstrates the huge marketing potential that loyalty-card-based shopper segmentation can bring to objectively describe who buys fairtrade products, compared to profiling shoppers through a claimed/reported behaviour data-set. A paired-samples t-test is used to test the degree of appeal of fairtrade tea, coffee, chocolate, drinking chocolates, banana and sugar categories in Tesco to life-stage and lifestyle shopper segments in terms of their retail sales values over 104 weeks. The results show that analysing loyalty cards based on actual behaviour provides a more detailed picture of how specific fairtrade food product categories appeal to the various life-stage and lifestyle shopper segments.     

Becoming a belly dancer: gender,the life course and the beginnings of a serious leisure career

Serious leisure careers have a beginning, middle and end, yet few studies examine the beginning stage of leisure careers dominated by women. Drawing from interviews with male and female belly dancers in the USA, this study examines how people join serious leisure activities. Results show that both men and women were interested in dance, arts and history, had personal ties to belly dance, and wanted an enjoyable form of exercise to match their capabilities when they entered the world of belly dance. Unlike men, the women in this study also experienced major life transitions, such as diminishing familial responsibilities, job and school issues, moving and shifting relationships. These findings have implications for the gendered nature of serious leisure.     

Making the Processes of Designing Explicit Within an Information Technology Environment

In this paper, technology is described as involving processes whereby resources are utilised to satisfy human needs or to take advantage of opportunities, to develop practical solutions to problems. This study, set within one type of technology context, information technology, investigated how, through a one semester undergraduate university course, elements of technological processes were made explicit to students. While it was acknowledged in the development and implementation of this course that students needed to learn technical skills, technological skills and knowledge, including design, were seen as vital also, to enable students to think about information technology from a perspective that was not confined and limited to `technology as hardware and software'. This paper describes how the course, set within a three year program of study, was aimed at helping students to develop their thinking and their knowledge about design processes in an explicit way. An interpretive research approach was used and data sources included a repertory grid `survey'; student interviews; video recordings of classroom interactions, audio recordings of lectures, observations of classroom interactions made by researchers; and artefacts which included students' journals and portfolios. The development of students' knowledge about design practices is discussed and reflections upon student knowledge development in conjunction with their learning experiences are made. Implications for ensuring explicitness of design practice within information technology contexts are presented, and the need to identify what constitutes design knowledge is argued.     

The marketing effectiveness of UK environmental charity websites compared to best practice

All nonprofit organisations need to give attention to their marketing strategies in order to maximise the funding and support they receive and the numbers using their services. The web offers a new communications medium with which to achieve this. This paper compares suggested best practice approaches to web marketing using the websites of UK environmental charities as a type of nonprofit organisation. Copyright © 2003 Henry Stewart Publications     

Barriers and the transition to modern growth

This paper argues that barriers affect both the beginning date and the subsequent pace of modern growth, and taking into account this fact enriches our knowledge of cross-country income differences. The model matches the observed inverted U-shape of cross-country income differences, which implies that a substantial fraction of current income differences is transitional. Hence, the model requires smaller barriers to account for current income differences relative to models that focus only on steady states. Empirically, I find that differences in the beginning dates of modern growth explain large differences in incomes.     

The impact of downward social information on contribution decisions

In this paper we study the effect of downward social information in contribution decisions to fund public goods. We describe the results of a field experiment run in conjunction with the fundraising campaigns of a public radio station. Renewing members are presented with social information (information about another donor’s contribution) which is either above or below their previous (last year’s) contribution. We find that respondents change their contribution in the direction of the social information; increasing their contribution when the social information is above their previous contribution, and decreasing their contribution when the social information is below. We hypothesize about the psychological motivations that may cause the results and test these hypotheses by comparing the relative size of the upward and downward shifts. These results improve our understanding of cooperation in public good provision and suggest differential costs and benefits to fundraisers in providing social information.      

Sustainability in Canadian B&Bs: comparing the east versus west

Although bed and breakfasts (B&Bs) represent a small part of the overall accommodation sector, they can contribute to both the positive and negative impacts of the industry. Through a questionnaire of Canada's east and west coastal B&Bs, findings indicate that financial reasons are the biggest barrier to implementing environmental practices and government incentives and tax rebates may help the uptake of environmental measures. Results from this study can be used to motivate improvements for environmental commitment in this form of accommodation such as cost savings and strengthened lines of communication. Copyright © 2010 John Wiley & Sons, Ltd.