Promoting brand benefits: the role of consumer psychographics and lifestyle

2004 ◽  
Vol 21 (2) ◽  
pp. 97-108 ◽  
Author(s):  
Ulrich R. Orth ◽  
Mina McDaniel ◽  
Tom Shellhammer ◽  
Kannapon Lopetcharat
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
Communication Strategies ◽  
Brand Positioning ◽  
Value For Money ◽  
Five Dimensions ◽  
Craft Beer ◽  
Functional Value ◽  
Behavioral Variables

Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

Industry Concentration and the Entry of Craft Producers into the Global Beer Market

2020 ◽  
pp. 216-234
Author(s):  
Christian Garavaglia ◽  
Johan Swinnen
Keyword(s):  
Peer Effects ◽  
Consumer Preferences ◽  
Industry Concentration ◽  
Craft Beer ◽  
Beer Industry ◽  
Late Twentieth ◽  
Per Capita ◽  
Late Twentieth Century ◽  
Craft Beers

This chapter documents and explains the transformation of the beer industry through the rise and success of craft breweries over the past three decades, providing key insights that derive from a comparative analysis in various countries. The advent of craft breweries ended a century of consolidation of breweries, resulting in the domination of a few global multinationals, and the homogenization of beer. In those countries where the degree of industry concentration was lower in the late twentieth century and the number of breweries per capita was higher, the manifestation of craft brewing occurred later. The homogenization of the traditional beers, and changes in consumer preferences, played a key role in the advent of craft beer. In addition, peer effects and government regulations contributed in sustaining the diffusion of craft brewing. An important part of the discussion focuses on the role of governments that have influenced the craft beer market through regulations. The chapter concludes with the analysis of the reaction of the macrobrewers to the growth of the craft breweries. Initially, macrobreweries did not strategically react as long as the craft breweries were considered too small to represent a real threat. However, the beer produced by craft breweries soon started to gain a larger market share. Hence, macrobrewers responded to the growth in craft beers in several ways: producing a craft-style beer themselves, directly entering the craft beer market through acquisitions, and through distribution limitations tactics.

scholarly journals CONSUMER PREFERENCES FOR INDONESIAN CULINARY

2020 ◽  
Vol 34 (3) ◽  
Author(s):  
Hani Ernawati ◽  
Dodik Prakoso
Keyword(s):  
Conjoint Analysis ◽  
Market Share ◽  
Social Relations ◽  
Market Segmentation ◽  
Research Method ◽  
Consumer Preferences ◽  
Fresh Food ◽  
Design Attributes ◽  
Expressive Activity

Introductions: Indonesia has many traditional types of food which makes it a preferred culinary tourism destination.  The role of food in Indonesian culture is an expressive activity that reaffirms people’s social relations with life, and with trust, the economy, technology, and its various differences. Background Problems:  Identify consumer’s preferences on Indonesian culinary, estimate the market share of Indonesian culinary, determine the most preferred culinary, and determine market segmentation of Indonesian culinary. Research Method: The conjoint analysis was used to evaluate and measure customers’ preferences for culinary design attributes  included food origin, taste, freshness, price, and serving. Findings: The findings of this study were Indonesian food which most be preferred was in the combination of “salty & crispy, fresh, expensive, serving with waitress”, which most be preferred by consumer in the age between 25 years old and 40 years old, woman, originally from Europe, in the medium income level. Conclusion: Most consumers prefer  “fresh food” more than “not fresh food”. With respect to the “price,” consumers prefer the cheapest culinary. The market share of Indonesian food viewed consumers who placed it as their most preferred was 28.85%, occupied at the second rank subsequently to western food.

scholarly journals It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

2021 ◽  
Author(s):  
Christian Rudeloff ◽  
Stefanie Pakura ◽  
Fabian Eggers ◽  
Thomas Niemand
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Fuzzy Set ◽  
Exploratory Study ◽  
Communication Strategies ◽  
Qualitative Comparative Analysis ◽  
Communication Models ◽  
Social Media Engagement ◽  
Start Ups

AbstractThis manuscript analyzes start-ups’ usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision logics of entrepreneurs as well as on different communication strategies. Decision logics and according strategies and actions are closely connected. Still, research on the interplay between the two areas is largely missing. This applies in particular to the effect of different decision logics and communication models on social media success. Through a combination of case studies with fuzzy-set Qualitative Comparative Analysis this exploratory study demonstrates that different combinations of causal and absence of strategy decision logics can be equally successful when it comes to social media engagement, whereas effectuation is detrimental for success. Furthermore, we find that two-way-communication is essential to create engagement, while information strategy alone cannot lead to social media success. This study provides new insights into the role of decision logics and connects effectuation theory with the communication literature, a field that has been dominated by causal approaches.

scholarly journals The Quality of Emulsions with New Synthetized Lipids Stabilized by Xanthan Gum

Biomolecules ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 213
Author(s):  
Małgorzata Kowalska ◽  
Paweł Turek ◽  
Anna Żbikowska ◽  
Monika Babut ◽  
Jerzy Szakiel
Keyword(s):  
Unsaturated Fatty Acids ◽  
Consumer Preferences ◽  
Enzymatic Modification ◽  
Sensory Panel ◽  
Pumpkin Seed ◽  
Consumer Evaluation ◽  
Emulsion Systems ◽  
Pumpkin Seed Oil

The study investigated the quality of emulsions containing rabbit fat modified with vegetable oil. The modification of the fat and introducing it as a fatty base into the emulsion was dictated by consumer preferences. Emulsion systems containing various fatty bases and viscosity modifier contents were evaluated in the terms of their stability (by means of Turbiscan test), texture properties, color, and viscosity. Moreover, the emulsions were assessed by a sensory panel in the context of the intensity of the following parameters: color, fragrance, consistency, greasiness, and hydration. The same characteristics were also subject to consumer evaluation. The results of the sensory assessment showed the sensory panel attributed higher scores to consistency and skin hydration to the emulsions formed with modified fats; these systems were more appreciated by consumers as well. The results confirmed a major role of sensory determinations in the development of new emulsion products. They also provide knowledge on modifications to product characteristics that would lead to the best possible quality and consumer acceptance. This research has also reaffirmed that looking for new fats among waste fats is becoming a solution to finding new fatty bases for emulsions. The natural origin of these components, and thus their agreeability with the human body, appear noteworthy as well. Enrichment with unsaturated fatty acids is an added advantage of the enzymatic modification of rabbit fat with pumpkin seed oil and can be applied not only for food but also for skin applications.

scholarly journals The Impact of Communication Information on the Perceived Threat of COVID-19 and Stockpiling Intention

2021 ◽  
pp. 183933492110286
Author(s):  
Marilyn Giroux ◽  
Jooyoung Park ◽  
Jae-Eun Kim ◽  
Yung Kyun Choi ◽  
Jacob C. Lee ◽  
...  
Keyword(s):  
Socioeconomic Status ◽  
Communication Strategies ◽  
Negative Information ◽  
Perceived Threat ◽  
Behavior Study ◽  
Direct Explanation ◽  
Accuracy Study ◽  
Childhood Socioeconomic Status ◽  
The Impact

This article investigates the role of diverse nudging communication strategies on perceived threat and stockpiling intention. Across three studies, the authors examined the various effects of “nudging” on consumer behavior. Study 1 demonstrates that a commonly used picture has a stronger impact on perceived threat than a less frequently exposed picture regardless of its accuracy. Study 2 shows that the perceived threat of COVID-19, in terms of severe health consequences, is lower when using an indirect (vs. direct) explanation of the virus, as well as when reducing the amount of information about the virus. Study 3 investigates the impact of salient negative information and childhood socioeconomic status (SES). Findings reveal that negative information about deaths associated with the virus increases the level of perceived threat and stockpiling intention, especially among people of low childhood SES.

Predictors of Sexual Risk in Latino Gay/Bisexual Men: The Role of Demographic, Developmental, Social Cognitive, and Behavioral Variables

1999 ◽  
Vol 21 (4) ◽  
pp. 480-501 ◽  
Author(s):  
Rafael M. DíAz ◽  
Eduardo S. Morales ◽  
Edward Bein ◽  
Eugene DiláN ◽  
Richard A. RodríGuez
Keyword(s):  
Sexual Risk ◽  
Social Cognitive ◽  
Bisexual Men ◽  
Behavioral Variables

Consumers want pork with ‘adjectives'

2017 ◽  
Vol 57 (12) ◽  
pp. 2331 ◽  
Author(s):  
D. N. D'Souza ◽  
D. Cleary ◽  
R. J. E. Hewitt
Keyword(s):  
Production Systems ◽  
Consumer Preferences ◽  
Pork Products ◽  
Consumption Decisions ◽  
Brand Recognition ◽  
Extrinsic Cues ◽  
Credence Attributes ◽  
Pork Product ◽  
Welfare Production

Pork is the most consumed meat globally, but its consumption varies widely across the major pork-consuming nations. Consumers consider a wide variety of intrinsic and extrinsic cues, and credence attributes, when making purchasing and consumption decisions for food products. Brand recognition has been an important extrinsic cue for consumers, especially in the case of pork-product quality. However, the branding of fresh pork products in Australia has not been very prominent, due to the dominance of retailer ‘home-brand’ labels. However, increasingly these retailer labels are using information and branding relating to adjectives (credence attributes), for example, animal welfare, production systems, environment. The role of these credence attributes in Australia are now very much regarded by consumers as surrogate indicators of pork quality. The present paper will look at consumer preferences and attitudes to pork and the role credence attributes play when consumers purchase pork. In addition, the paper looks at the role of retailers in delivering pork with adjectives.

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