scholarly journals Product differentiation and brand building: a hedonic analysis of yogurt price in China

2021 ◽  
pp. 1-18
Author(s):  
Bo Chen ◽  
Xiaoheng Zhang ◽  
Qingjie Zhou
Keyword(s):  
Product Differentiation ◽  
High Price ◽  
Hedonic Analysis ◽  
Analysis Framework ◽  
Product Positioning ◽  
Brand Building ◽  
Price Premiums ◽  
Research Gap ◽  
Brand Strategies ◽  
Brand Effect

The Chinese yogurt market has seen strong growth in recent years. To meet consumers’ diverse demand, yogurt manufacturers have invested substantially in product and brand strategies – they not only introduce new attributes to yogurt, but also create sub-brands with distinct product positioning. However, little is known regarding the effectiveness of these strategies. We fill this research gap by estimating the price premiums associated with main yogurt attributes and brands using a hedonic analysis framework. Our main findings are that plain flavored yogurt and yogurt with sugar are associated with negative price premiums while having fat, having probiotics, ambient and being designed for kids are associated with positive price premiums. Moreover, sub-brand effect plays an important role in consumer’s valuation of yogurt due to their distinct product positioning, and sub-brands that position themselves as natural, ambient, European-style, traditional style, fruits and grains, and for children have high price premium.

Luxury in Emerging Markets: Towards Understanding New Prestige Brands in India

2020 ◽  
Author(s):  
Glyn Atwal ◽  
Douglas Bryson ◽  
J. P. Kuehlwein
Keyword(s):  
Emerging Markets ◽  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Building ◽  
The Future ◽  
Sustainable Advantage ◽  
Brand Strategies ◽  
Luxury Market

The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order to achieve a sustainable advantage with luxury and prestige brands. With a focus on India, this chapter consequently applies the following principles of prestige brand building: (1) mission incomparable, (2) longing versus belonging, (3) from myth to meaning, (4) the product as manifestation, (5) living the dream, (6) unselling, and (7) never-ending growth. Examples include local and international brands with varying degrees of “luxuriousness”. Insights will provide luxury executives the option of using the principles of modern prestige branding to build the future of their brand on a robust foundation.

scholarly journals Self-determination Theory as Mediator in the Nexus of Gamification and Customer Purchasing Behaviour

2021 ◽  
Vol 90 ◽  
pp. 01005
Author(s):  
Lubica Gajanova ◽  
Mladen Radišić
Keyword(s):  
Slovak Republic ◽  
Self Determination Theory ◽  
Sales Promotion ◽  
Self Determination ◽  
Brand Building ◽  
Effective Form ◽  
Purchasing Behaviour ◽  
Research Gap ◽  
Positive Effect

Gamification in marketing can be understood as the use of game mechanisms to motivate customers and encourage them to behave in a specific way and interact in some activities or communities in order to increase their satisfaction, loyalty and commitment, thereby contributing to brand building. There are many foreign works confirming the benefits of gamification. However, there is an absence of any known studies explicitly conducted into gamification within a marketing context in the Slovak Republic. This paper therefore attempts to address this kind of research gap and answer the question of whether gamification is a more effective form of promotion for improving the purchasing behaviour of customers in Slovakia. The results of the research confirm that gamification as part of sales promotion has a positive effect on the purchasing behaviour, search intentions and attitudes of Slovak customers. The results also indicate the positive mediation role of motivation based theory related to gamification and customer purchasing behaviour.

scholarly journals 641 Consumer Demand for Organic Foods

HortScience ◽  
1999 ◽  
Vol 34 (3) ◽  
pp. 558B-558 ◽  
Author(s):  
Gary Thompson
Keyword(s):  
Willingness To Pay ◽  
Consumer Demand ◽  
Indirect Evidence ◽  
The United States ◽  
Fruit And Vegetables ◽  
High Price ◽  
Organic Foods ◽  
Price Premiums ◽  
Market Shares ◽  
Organic Fruit

Sales of organic foods at retail have grown at rates from 20% to 35% in many countries throughout Europe, Asia, and the Americas during the 1990s. Yet market shares of organic foods remain quite small, less than 5%of retail value in all countries throughout the world. As mainstream retail outlets have begun to carry and promote organic foods, lack of availability of organic foods has become less of an impediment to consumer demand. The major impediment to continued growth in organic food demand is high price premiums for organic foods over conventional food counterparts. Some of the highest price premiums at retail are displayed by fresh and frozen vegetables and fruit; premiums as high as 250% for frozen green peas in the United States have been recorded. Indirect evidence in the form willingness-to-pay studies and retail pricing experiments indicate that the majority of consumers will not pay such high price premiums for organic fruit and vegetables. Small market shares at retail tend to corroborate consumers' willingness to pay such high prices. How much prices of organic fruit and vegetables would have to be reduced relative to conventional produce in order to increase market shares of organic produce is not clear.

scholarly journals Brand strategies in social media in hospitality and tourism

2018 ◽  
Vol 30 (1) ◽  
pp. 343-364 ◽  
Author(s):  
Sérgio Moro ◽  
Paulo Rita
Keyword(s):  
Social Media ◽  
Relevant Literature ◽  
Automated Analysis ◽  
Content Type ◽  
Brand Building ◽  
Wide Range ◽  
Strong Relation ◽  
Brand Strategies ◽  
Hospitality And Tourism ◽  
Tourism And Hospitality

Purpose This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.

scholarly journals The consumer judgement of the price of the traditional foods

2014 ◽  
Vol 8 (1) ◽  
pp. 77-80
Author(s):  
Árpád Ferencz ◽  
Márta Nótári
Keyword(s):  
Product Differentiation ◽  
Low Cost ◽  
Agricultural Products ◽  
High Price ◽  
Traditional Foods ◽  
High Demand ◽  
Marketing Model ◽  
Product Features ◽  
Special Character ◽  
Consumer Segment

Price strategy is a peculiar aspect of the marketing model called Marketing Mix. Pricing related decisions usually constitute the hardest and most sensitive set of decisions that entrepreneurs have to make. The Hungarian consumers' high price sensitivity coupled with a high demand for low-cost products and services indicates the significance of pricing in Hungary. Pricing is crucial in raising interest and winning new customers. Prices might reflect product quality, brand strength and recognition, just like product differentiation or the image of a product or its producer. Consumers of traditional region-specific horticultural and agricultural products are willing to pay a higher price in appreciation of the high quality and special character of these products as this consumer segment tends to assign emotional functions to certain product features instead of solely focusing on the functionality and usefulness of the goods.

scholarly journals International Consumer Demand for Organic Foods

2000 ◽  
Vol 10 (4) ◽  
pp. 663-674 ◽  
Author(s):  
Gary Thompson
Keyword(s):  
Consumer Demand ◽  
Indirect Evidence ◽  
The United States ◽  
Fruit And Vegetables ◽  
High Price ◽  
Organic Foods ◽  
Price Premiums ◽  
Market Shares ◽  
Small Market ◽  
Organic Fruit

Sales of organic foods at retail have grown at rates from 20 to 35% in many countries throughout Europe, Asia, and the Americas during the 1990s. Yet market shares of organic foods remain quite small, less than 3% of retail value in all countries throughout the world. As mainstream retail outlets have begun to carry and promote organic foods, lack of availability of organic foods has become less of an impediment to consumer demand. The major impediment to continued growth in organic food demand is high price premiums for organic foods over conventional food counterparts. Some of the highest price premiums at retail are displayed by fresh and frozen vegetables and fruit: premiums as high as 250% for frozen green peas (Pisum sativum L.) in the United States have been recorded. Indirect evidence in the form of willingness-to-pay studies and retail pricing experiments indicate that the majority of consumers will not pay such high price premiums for organic fruit and vegetables. Small market shares at retail tend to corroborate consumers' unwillingness to pay such high prices. How much prices of organic fruit and vegetables would have to be reduced relative to conventional produce in order to increase market shares of organic produce is not clear.

Multimodal cooperative learning for micro-video advertising click prediction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Runyu Chen
Keyword(s):  
Cooperative Learning ◽  
Prediction Model ◽  
Learning Model ◽  
Analysis Framework ◽  
Content Type ◽  
Multimodal Analysis ◽  
Video Advertising ◽  
Multimodal Information ◽  
Research Gap ◽  
Effective Development

PurposeMicro-video platforms have gained attention in recent years and have also become an important new channel for merchants to advertise their products. Since little research has studied micro-video advertising, this paper aims to fill the research gap by exploring the determinants of micro-video advertising clicks. We form a micro-video advertising click prediction model and demonstrate the effectiveness of the multimodal information extracted from the advertisement producers, commodities being sold and micro-video contents in the prediction task.Design/methodology/approachA multimodal analysis framework was conducted based on real-world micro-video advertisement datasets. To better capture the relations between different modalities, we adopt a cooperative learning model to predict the advertising clicks.FindingsThe experimental results show that the features extracted from different data sources can improve the prediction performance. Furthermore, the combination of different modal features (visual, acoustic, textual and numerical) is also worth studying. Compared to classical baseline models, the proposed cooperative learning model significantly outperforms the prediction results, which demonstrates that the relations between modalities are also important in advertising micro-video generation.Originality/valueTo the best of our knowledge, this is the first study analysing micro-video advertising effects. With the help of our advertising click prediction model, advertisement producers (merchants or their partners) can benefit from generating more effective micro-video advertisements. Furthermore, micro-video platforms can apply our prediction results to optimise their advertisement allocation algorithm and better manage network traffic. This research can be of great help for more effective development of the micro-video advertisement industry.

scholarly journals Strategic Marketing Planning in Development of Arts and Cultural Institutions

2021 ◽  
Author(s):  
Radmila Janičić
Keyword(s):  
Empirical Research ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Digital Environment ◽  
Cultural Institutions ◽  
Special Aspect ◽  
Brand Building ◽  
Marketing Planning ◽  
Arts And Culture ◽  
Brand Strategies

The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.

scholarly journals Courseware on IFRS (A Must): A Strategic Review for B-Schools in India

2016 ◽  
Vol 4 (2) ◽  
pp. 243
Author(s):  
Vidhi Bhargava
Keyword(s):  
Product Differentiation ◽  
Course Design ◽  
Accounting Education ◽  
Strategy Development ◽  
Paper Briefly ◽  
Strategic Issues ◽  
Brand Building ◽  
Adequate Knowledge ◽  
Strategic Review ◽  
Teaching Learning

<em>The present paper is a humble exercise on the strategic issues in the courseware<a title="" href="file:///C:/Users/SPub/Desktop/IRA%20August%20Issue%202016/IRAJEMS/IRAJEMS3.doc#_ftn1"><strong>[1]</strong></a> demanding attention of planners and operators of commerce/ accounting education in general and B Schools in particular in India. The paper briefly does include some expression on the realisation of the inclusion of imparting adequate knowledge on IFRS through right methods for product differentiation or brand building by the institutions as an essential ground for the strategy development. Therefore, the paper introduces a brief account of chronological developments and benefits of IFRS. In the main, the paper embodies a widely referred re view of strategic issues involved in implementing a courseware on IFRS with respect to curriculum impact, institutional aspects, professional thrust and the perception of the both the counter parts of the teaching – learning i.e. faculty and students leading to the challenges the managers and regulators of these institutes are faced with.</em><div><br clear="all" /><hr align="left" size="1" width="33%" /><div><p><a title="" href="file:///C:/Users/SPub/Desktop/IRA%20August%20Issue%202016/IRAJEMS/IRAJEMS3.doc#_ftnref1">[1]</a> Here the term courseware is considered as a wider term against the usual connotation of curriculum or course design.</p></div></div>

scholarly journals LOCAL PREMIUM OR LOCAL DISCOUNT: THE CASE OF PACKAGED FRESH TOMATOES IN HAWAII

2015 ◽  
Vol 47 (3) ◽  
pp. 345-358 ◽  
Author(s):  
XUN XU ◽  
KRISTOPHER KEAHIOLALO ◽  
MATTHEW K. LOKE ◽  
PINGSUN LEUNG
Keyword(s):  
Local Food ◽  
Consumer Preference ◽  
Price Impact ◽  
Price Premium ◽  
Scanner Data ◽  
Hedonic Analysis ◽  
Price Premiums ◽  
Additional Investigation ◽  
Tomato Products ◽  
Fresh Tomato

AbstractThis article utilizes the 2011 Nielsen scanner data for the Honolulu fresh tomato market to explore the existence of price premium for local food. Hedonic analysis is conducted to delineate the price impact of the local attribute. Contrary to the widely perceived local price premium in the consumer preference literature, mixed results of price premiums and discounts are discovered for local tomato products. Additional investigation suggests that the prices of local tomatoes are likely influenced by seasonal output fluctuation. The limited market distribution capacity facing local producers may have contributed further to the retail discounting.

Sign in / Sign up

Export Citation Format

Share Document