Demarketing places: Rationales and strategies

Abstract

The concept of demarketing, originally introduced by Kotler and Levy (1971 Kotler, P. and Levy, S.J. 1971. Demarketing, yes, demarketing. Harvard Business Review, 49: 74–80. [Web of Science ®] , [Google Scholar]), can be used in the context of places to describe specific activities aimed at deflecting interest, visitors, and/or investment to a particular place. This paper presents an exploratory investigation into the use of place demarketing in the UK. Thirteen in-depth interviews were conducted with place-marketing practitioners whose work was identified as incorporating elements of place-demarketing practice and activity. Four main rationales for demarketing places were identified: sustainability of the place product; market segmentation and targeting; reducing the effect of seasonality; and crisis prevention/management. The strategies identified in the place-demarketing process include: no marketing; redirection/marketing alternative places; informational place demarketing; restricting access; and pricing mechanisms. The paper concludes by drawing together some of the issues and implications that the demarketing of places raises.     

Exploring antecedents of healthy food choices: an Indian experience

Label information on food items is seen as a tool to facilitate better choices. Merely, provision of label information may not lead to the desired outcome. Comprehension and processing of label information during consumer decision making is crucial for better food choices. Based on the primary data obtained from 150 consumers of pre‐packaged food items, the research proposes a conceptual model for healthier food choices. Previously, a number studies related to consumer decision making have employed ‘label reading’ and ‘label use’ interchangeably. Present research advocates that label reading does not amount to label use. Findings from ordered probit model and path analysis suggest that comprehension of label information leads to increase in its perceived usefulness. Further, increased perceived usefulness facilitates better food choice. Instances of better food choices can be maximized by enhancing perceived usefulness and comprehension of label information through educational and awareness campaigns, especially in context of developing countries such as India.