The region-of-origin (ROO) effect on purchasing preferences

2015 ◽  
Vol 117 (2) ◽  
pp. 820-839 ◽  
Author(s):  
Antonio Chamorro ◽  
Sergio Rubio ◽  
F. Javier Miranda
Keyword(s):  
Conjoint Analysis ◽  
Marketing Strategies ◽  
Trade Policies ◽  
Sparkling Wine ◽  
Preference Structure ◽  
Region Of Origin ◽  
Content Type ◽  
Academic Researchers ◽  
Regional Origin ◽  
Origin Effect

Purpose – The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain. Design/methodology/approach – The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain). Findings – The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified. Originality/value – The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

An investigation of age and gender differences in children’s preferences underlying choice

2019 ◽  
Vol 20 (1) ◽  
pp. 14-28 ◽  
Author(s):  
Marie A. Yeh ◽  
Robert D. Jewell ◽  
Cesar Zamudio
Keyword(s):  
Gender Differences ◽  
Conjoint Analysis ◽  
Preference Structure ◽  
Older Children ◽  
Age And Gender ◽  
Content Type ◽  
Age And Gender Differences ◽  
Different Ages ◽  
And Gender ◽  
Choice Tasks

PurposeThis study aims to investigate age and gender differences in young consumers’ attribute preferences that underlie their choice decisions. This research proposes and finds that attribute preferences are moderated by age but not gender. Understanding how children at different ages evaluate a product’s attributes is essential to new children’s product development.Design/methodology/approachHierarchical Bayesian choice-based conjoint analysis was used to assess attribute importance via a series of choice tasks among children and adults. Adults completed the study by survey, whereas children were interviewed and led through the choice tasks.FindingsThis research finds that the preference structure for a product’s attributes differs systematically based on the age of children. Younger children chose based on perceptually salient attributes of a product, whereas older children chose based on cognitively salient attributes. When children’s attribute preferences are compared to adults, older children value attributes more similarly to adults than younger children. While gender differences were proposed and found, further analysis indicated that these differences were driven by adults in the sample and that no gender differences existed in the children’s age categories.Originality/valueThis study is the first to study children’s preference structure in complex choices with different ages preferring different attributes. By using conjoint analysis, this research is able to understand children’s underlying decision process, as utility scores are obtained providing a level of precision for understanding the underlying process of children’s choices that other studies have not used.

Marketing a consumer durable brand in Malaysia: a conjoint analysis and market simulation

2010 ◽  
Vol 27 (6) ◽  
pp. 507-515 ◽  
Author(s):  
Fon Sim Ong ◽  
Philip J. Kitchen ◽  
Shih Shiuan Chew
Keyword(s):  
Conjoint Analysis ◽  
Product Evaluation ◽  
Marketing Strategies ◽  
Brand Names ◽  
Technological Advancement ◽  
Air Conditioner ◽  
Content Type ◽  
Market Simulation ◽  
Consumer Durable ◽  
The Impact

PurposeThis paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product – namely room air conditioners – under multi‐cue situations.Design/methodology/approachThis study first assesses the impact of a priori perceived differences between brand names, country of manufacture, price, quality, technological advancement, and warranty on product evaluation. Second, the relative importance of the attributes as evaluative criteria is determined by performing part worth analysis. Six pertinent hypotheses are developed and tested. Conjoint analysis is used to develop product profiles that respondents could evaluate via a survey. This is followed by a market simulation to suggest marketing strategies for Malaysian and Japanese products (the latter dominate the Malaysian market).FindingsThe findings indicate the importance of capitalising upon consumer durables' intrinsic qualities, and the need to carefully consider the relationship between price and quality. Ways to take advantage of the strength of foreign brand names need to be understood and operationalised. The simulation exercise also indicates ways in which indigenous and external competitors could take advantage of market opportunities.Research limitations/implicationsThe study does place in a Malaysian context, and moreover used a convenience sampling approach. The need is demonstrable for more representative probabilistic sampling. While country of origin effects are understood, other criteria (i.e. design, assembly, and source) need to be considered in future studies.Practical implicationsIt is felt that the approach utilised and the simulations developed can be applied in other geographic and cultural contexts and have implications for marketing strategies for branded consumer durable typologies.Originality/valueThe paper identifies and evaluates strategies for more effective competition in the Malaysian room air conditioner market. The use of conjoint analysis and market simulation provides a basis for competitive advantage in a tightly focused market sector.

scholarly journals Modelling trade-offs in students’ choice set when determining universities

2019 ◽  
Vol 33 (5) ◽  
pp. 979-989 ◽  
Author(s):  
Andriani Kusumawati ◽  
Nelson Perera ◽  
Venkata Yanamandram
Keyword(s):  
Higher Education ◽  
Conjoint Analysis ◽  
Consumer Choice ◽  
Public University ◽  
Marketing Strategies ◽  
Potential Contribution ◽  
Prospective Students ◽  
Trade Off ◽  
Content Type ◽  
Trade Offs

Purpose The purpose of this paper is to identify the factors influencing Indonesian students’ choice of university by estimating the trade-off students make in selecting a university. Design/methodology/approach Conjoint analysis was used to examine the relative importance and the part-worth scores of the attributes that influence students’ public university preferences in Indonesia. Findings High-school leavers in Indonesia trade off university preferences and view advice from family, friends, and/or teachers, reputation, and job prospects as important factors for selecting a public university. Two different preference-based segments of prospective students were identified from cluster analysis, and classified as either a “social networks-based decision” or a “rational decision” segment. A choice simulator was employed with three propositions, and the segments were found to have dissimilar preferences. Research limitations/implications While this paper provides insights on higher-education consumer choice, more research is needed that includes samples from different types of higher-education institutions and fields of study. Practical implications A greater understanding of student choice can help to inform marketing practices and customize marketing strategies for each segment by providing important information to principal parties involved in making university choice decisions. Originality/value This paper demonstrates the relevance and value of conjoint analysis as an effective analytical tool for the identification of important choice criteria and its potential contribution to the development of more effective marketing strategies.

Impact of multilevel boundaries on internationalization: an exposition of region of origin effect

2017 ◽  
Vol 25 (3) ◽  
pp. 206-221 ◽  
Author(s):  
B. Elango ◽  
J.R. Wieland
Keyword(s):  
Firm Strategy ◽  
Relative Importance ◽  
Region Of Origin ◽  
Bayesian Approaches ◽  
Content Type ◽  
Global Strategies ◽  
Origin Effect ◽  
Established Firm ◽  
Home Region

Purpose In this paper, the authors aim to introduce the notion of region of origin effect and articulate why home region boundaries should be factored in when understanding firm strategy and outcomes. Design/methodology/approach The paper validates the region of origin effect on internationalization using a sample of 11,677 firms from 99 developing countries in a multilevel model, with both frequentist and Bayesian approaches. Findings The findings of this paper indicate consistent support for the notion of region of origin effect. The relative importance of direct region effects in explaining variation in firm internationalization was found to be 17.8 per cent. When indirect effects (i.e. varying slopes) were factored in, the relative importance was 16.6 per cent. Additionally, the findings show that the region of origin effect impacts the degree of strength of the well-established firm drivers of internationalization. Originality/value Although the importance of the home region location is well known to researchers and practitioners of international business, it has not received the attention it deserves. The findings of this paper clearly demonstrate the need for researchers and practitioners to recognize the role of the region of origin effect in formulating and implementing global strategies.

Toward a model of sparkling wine purchasing preferences

2017 ◽  
Vol 29 (1) ◽  
pp. 58-73 ◽  
Author(s):  
Naomi Verdonk ◽  
John Wilkinson ◽  
Julie Culbert ◽  
Renata Ristic ◽  
Karma Pearce ◽  
...  
Keyword(s):  
Thematic Analysis ◽  
High Price ◽  
Sparkling Wine ◽  
Purchase Decisions ◽  
Region Of Origin ◽  
Personal Taste ◽  
Content Type ◽  
Factors Influencing ◽  
Preliminary Model ◽  
Selection Of

Purpose This paper aims to provide further insight into factors influencing Australian consumers’ purchasing preferences for sparkling wine, including champagne. Design/methodology/approach Focus groups were conducted and thematic analysis was undertaken to identify factors influencing sparkling wine consumers’ purchasing preferences. Findings Personal taste was found to influence choice of a sparkling wine rather than another type of beverage, and selection of a particular style and brand of sparkling wine. Country or region of origin was found to be important, often linked to the product being champagne. Brand image, reputation and symbolism were found to influence purchase decisions (sometimes linked to consumption occasion), especially for purchases of gifts. Advice, recommendations and expert reviews, and consumption occasion also were found to influence purchase decisions. Price was found to influence style and brand of sparkling wine purchased. A high price was found to be a barrier for some participants, while other participants were found to avoid sparkling wines priced below some particular level. Thematic analysis enabled development of a preliminary model of purchasing preferences. Research limitations/implications Being exploratory in nature, findings cannot be generalised. Further studies are required to confirm the preliminary model and to evaluate the validity and significance of proposed relationships. Practical implications Findings suggest a producer could benefit from marketing a range of sparkling wines to cater to different tastes, occasions and gift purchases. Findings also confirm the importance of marketers pursuing opportunities to obtain and promote favourable expert reviews for their sparkling wines, and of identifying and promoting regional distinctiveness. Originality/value The first comprehensive model of sparkling wine consumers’ purchasing preferences has been developed. Empirical testing would enable refinement and enhance understanding.

Participant’s preferences for small-scale sporting events

2016 ◽  
Vol 11 (2) ◽  
pp. 232-247 ◽  
Author(s):  
Anestis Fotiadis ◽  
Chris Vassiliadis ◽  
Shang-Pao Yeh
Keyword(s):  
Conjoint Analysis ◽  
Mediterranean Area ◽  
Marketing Strategies ◽  
Small Scale ◽  
Sporting Events ◽  
Content Type ◽  
Pooled Data ◽  
Time Period ◽  
Alternative Scenarios ◽  
Sport Events

Purpose – The purpose of this paper is to investigate sports participants’ choice behaviour and draw useful conclusions about the ideal features of small-scale sporting events that maximize attractiveness and desirability among potential competitors to attend and compete. Design/methodology/approach – Conjoint analysis was used to determine how participants value different elements and features of two small-scale cycling events, one in Taiwan and the other in Greece. A questionnaire was developed and distributed to 195 cyclists during the event in Kaohsiung, Taiwan and to 169 competitors of a similar competition in Sfendami, Greece. It consisted of two basic parts. The first presented 19 alternative scenarios that have been associated with such sporting events while the second assessed the socio-economic and demographic characteristics of participant’s in order to provide an average profile of the participants in each location. The conjoint data collected was analysed using the SPSS “Conjoint Module” at the aggregate level (i.e. pooled data). Findings – Based on the preferences of these amateur cyclists the most important factors for Taiwanese events are “preferred season to organizing the event”, “registration cost”, and “preferred time period”, while those participating in the Greek event emphasized “registration cost” and “scenery”. Overall, the analysis highlights five differences and five similarities that exist between these two countries. Research limitations/implications – The study is small-scale and although sample sizes are sufficient to be representative of the participants in each event there are limitations in generalizing these results to larger sports meetings and other countries. Practical implications – The findings of this study provide event coordinators and sport marketers practical insights into small-scale event planning and the development of effective marketing strategies designed to appeal to a greater range of participants. Furthermore, the comparative nature of the study can facilitate a transfer of know-how which can be used for development of sport events in Mediterranean area, whose sport events’ organizers can, in the future, more effectively approach potential East Asian participants. Originality/value – This is the first study to use a combination of seven parameters in conjoint analysis to examine amateur cyclists’ preferences and is one on the few studies to examine the differences between Asian and European participants.

Assessing sustainability marketing from macromarketing perspective: a multistakeholder approach

2020 ◽  
Vol 16 (4) ◽  
pp. 287-305 ◽  
Author(s):  
Soha Abutaleb ◽  
Noha El-Bassiouny
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Sustainable Products ◽  
Government Role ◽  
The Government ◽  
The Impact

PurposeThe paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.Design/methodology/approachConcurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.FindingsThe results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.Originality/valueAlthough the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

Information processing by elderly consumers: a five-decade review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gianluigi Guido ◽  
Marco Pichierri ◽  
Cristian Rizzo ◽  
Verdiana Chieffi ◽  
George Moschis
Keyword(s):  
Information Processing ◽  
Design Methodology ◽  
State Of The Art ◽  
Relevant Literature ◽  
Academic Research ◽  
The Elderly ◽  
Marketing Strategies ◽  
Content Type ◽  
Processing Activity ◽  
Elderly Consumers

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processing: sensation, attention, interpretation and memory. Findings The study illustrates how each of the aforementioned phases of the information processing activity may affect how elderly individuals buy and consume products and services, emphasizing the need for a better comprehension of the elderly to develop effectual marketing strategies. Originality/value The study provides readers with detailed state-of-the-art knowledge about older consumers’ information processing, offering a comprehensive review of academic research that companies can use to improve the effectiveness of their marketing efforts that target the elderly market.

Being moral and doing good to others

2017 ◽  
Vol 35 (2) ◽  
pp. 180-191 ◽  
Author(s):  
Felix Septianto ◽  
Bambang Soegianto
Keyword(s):  
Prosocial Behavior ◽  
Moral Judgment ◽  
Cultural Context ◽  
Moral Identity ◽  
Qualitative Comparative Analysis ◽  
Marketing Strategies ◽  
Moral Emotion ◽  
Content Type ◽  
Judgment Process ◽  
Nuanced Understanding

Purpose Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g. donating, volunteering) under some circumstances, these factors, in reality, can concurrently influence judgment process. Therefore, it is important to get a more nuanced understanding of how the combinations of each factor can lead to a high intention to engage in prosocial behavior. The paper aims to discuss these issues. Design/methodology/approach This research employs fuzzy-set qualitative comparative analysis to explore different configurations of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. Findings Findings indicate four configurations of moral emotion, moral judgment, and moral identity that lead to a high intention to engage in prosocial behavior. Research limitations/implications This research focuses on the case of a hospital in Indonesia; thus, it is important not to overgeneralize the findings. Nonetheless, from a methodological standpoint, opportunity emerges to broaden the examinations in other service and cultural contexts. Practical implications The findings of this research can help the hospital to develop effective combinations of advertising and marketing strategies to promote prosocial behavior among its customers. Originality/value This paper provides the first empirical evidence on the existence of multiple pathways of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. The implications of this research also highlight the importance of cultural context in understanding consumer behavior.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

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