Discussion on Special Tea Packaging on the Basis of Regional Brand Culture—Taking “Lvyangchun Tea” in Yangzhou as an Example

2020 ◽  
Vol 10 (03) ◽  
pp. 70-74
Author(s):  
志国 陆
Keyword(s):  
Brand Culture ◽  
Regional Brand

Regional tourism at the farmers’ market: consumers’ preferences for local food products

2019 ◽  
Vol 13 (1) ◽  
pp. 37-54 ◽  
Author(s):  
Benjamin Garner ◽  
Cesar Ayala
Keyword(s):  
Geographic Area ◽  
Farmers Markets ◽  
Farmers Market ◽  
Content Type ◽  
Regional Food ◽  
The Usa ◽  
Regional Brand ◽  
Consumer Habits ◽  
Food Identity ◽  
Number Of Customers

Purpose The purpose of this paper is to examine farmers’ market consumer behavior through a regional food and culinary tourism lens to see the ways these festive and atmospheric markets can be used to develop a regional brand or identity surrounding food production. Design/methodology/approach This study was based on a survey of 270 participants in a farmers’ market in the USA. A combination of descriptive and statistical analyses was used to analyze consumer habits and spending. Findings The findings in this study suggest that while most of the customers live in a town where the market is located, a significant number of customers come from other locations, with some traveling significant distances, to participate in this market, particularly for the Saturday market. Many of the customers come to purchase organic and local foods. Research limitations/implications This work is limited, in that it is a case study at one farmers’ market in the USA, and the work is exploratory in nature. Practical implications This work has implications for market managers seeking to increase their consumer base. Markets that want to increase their reach would do well to promote their events to a wider geographic area. The results presented here showed that consumers are willing to drive upward of 40 miles to attend a high-quality market. Originality/value This work expands our conceptualization of farmers’ markets by suggesting that these markets have the potential to form the backbone of a region is food identity through the creation of a food destination.

COO vs ROO: importance of the origin in customer preferences towards financial entities

2017 ◽  
Vol 34 (2) ◽  
pp. 206-223 ◽  
Author(s):  
José Manuel García-Gallego ◽  
Antonio Chamorro Mera
Keyword(s):  
Brand Management ◽  
Preference Structure ◽  
Content Type ◽  
Services Sector ◽  
Customer Preferences ◽  
Starting Point ◽  
Remarkable Result ◽  
Place Of Origin ◽  
Regional Brand ◽  
The Stability

Purpose The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign. Design/methodology/approach The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity. Findings Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The existence of three different segments of customers based on their preference structure is also a remarkable result. Research limitations/implications Place-of-origin effect is not universal. Due to this fact, the results of the studies focussed on this research topic are difficult to extrapolate to other geographical areas. Practical implications The current situation in southern Europe financial sector obliges many small financial entities to undertake mergers in order to face the stability and solvency policies established by European Central Bank. In this sense, these institutions must decide whether or not to maintain their regional brand identity. The results of this study show the appropriateness of maintaining and communicating the regional origin of the entities. These findings will contribute to guiding decision making on brand management for financial entities. Originality/value To the best of the knowledge, there is a lack of research on the place-of-origin through different levels simultaneously. This paper provides a starting point for further research about this effect in the services sector.

scholarly journals Regional Branding: Customer’s Experience with the Certified Products

2018 ◽  
Vol 66 (6) ◽  
pp. 1549-1556 ◽  
Author(s):  
Klára Margarisová ◽  
Lucie Vokáčová ◽  
Kateřina Kuralová ◽  
Tomáš Hlavsa
Keyword(s):  
Czech Republic ◽  
Questionnaire Survey ◽  
The Czech Republic ◽  
Agricultural Produce ◽  
Regional Brand ◽  
The Given ◽  
The Relationship

This article focuses on the experience of Czech customers with the purchase of products labelled by the Association of Regional Brands and Bohemian Paradise Association. The aim of this paper is to evaluate selected indicators associated with purchasing certified regional products. The studied characteristics focus on the knowledge and perception of several chosen microregional brands and on the purchase of a certified product itself. The article presents the results of research conducted through a questionnaire survey, whose 1390 respondents are residents as well as visitors of eight different micro‑regions in the Czech Republic. Awareness of regional brands within the sample surveyed is around 46 %. The relationship between awareness of regional brand and respondents’ age, education and status towards the region has been identified. The perception of consumers considered, a brand is most often associated with tangible products, namely food and agricultural produce. Consumers view brands chiefly as a guarantee of production in the given region and a certain tradition. Most often, the respondents take notice of brands on the packaging of a particular certified product.

scholarly journals A COMPARATIVE ANALYSIS OF ADVERTISEMENT CONTENTS OF SELECT FMCG PRODUCTS OF INDIA AND WESTERN COUNTRIES

2020 ◽  
pp. 360-370
Author(s):  
Dr. Kushal De ◽  
Nandini Mitra
Keyword(s):  
Comparative Analysis ◽  
Target Population ◽  
Competitive Market ◽  
Potential Customer ◽  
Western Countries ◽  
Brand Culture ◽  
Product Features ◽  
Future Success

Advertisement is the best medium for any business to attract, educate and stimulate its potential customer and thereby, push through actual sales.In today`s world, advertisement not only creates demands for the product but also successfully creates needs and attracts the customer towards created needs. A successful and creative advertisement not only establishes the product but it also establishes the brand for its future success. Survival in a competitive market depends on the level of trust, confidence and loyalty of customers which are usually created and sustained through advertisements.The challenge is huge for MNCs as they have to adjust their message, contents, features and timing according to the land, its culture, its beliefs, its likings and disliking, its taste and preferences and so on.The present study makes a comparative analysis of the advertisement contents of FMCG products between India and Western countries. From the research, it is clearly found that the contents, visuals and messages are planned and designed to cater socio cultural demands of target population. The advertisements emphasize on core product features in both places in general but there are subtle differences in content of messages. KEYWORDS: advertisement, customer, brand, culture, preference, interest.

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