scholarly journals Use of conjoint analysis to determine the impact of logotype colour, and the type, duration and price of a street performance on consumer purchase decisions

2017 ◽  
Vol 8 (2) ◽  
pp. 27-34
Author(s):  
Maja Piko ◽  
◽  
Jani Toros ◽  
Urška Stankovič Elesini ◽  
◽  
...  
Keyword(s):  
Conjoint Analysis ◽  
Purchase Decisions ◽  
Street Performance ◽  
The Impact

scholarly journals Farmers’ Perceptions of Commercial Insect-Based Feed for Sustainable Livestock Production in Kenya

2021 ◽  
Vol 13 (10) ◽  
pp. 5359
Author(s):  
Afrika Onguko Okello ◽  
Jonathan Makau Nzuma ◽  
David Jakinda Otieno ◽  
Michael Kidoido ◽  
Chrysantus Mbi Tanga
Keyword(s):  
Food Systems ◽  
Large Scale ◽  
Principal Component ◽  
Farm Income ◽  
Purchase Decisions ◽  
Wealth Status ◽  
Feed Formulation ◽  
Alternative Protein ◽  
Livestock Products ◽  
The Impact

The utilization of insect-based feeds (IBF) as an alternative protein source is increasingly gaining momentum worldwide owing to recent concerns over the impact of food systems on the environment. However, its large-scale adoption will depend on farmers’ acceptance of its key qualities. This study evaluates farmer’s perceptions of commercial IBF products and assesses the factors that would influence its adoption. It employs principal component analysis (PCA) to develop perception indices that are subsequently used in multiple regression analysis of survey data collected from a sample of 310 farmers. Over 90% of the farmers were ready and willing to use IBF. The PCA identified feed performance, social acceptability of the use of insects in feed formulation, feed versatility and marketability of livestock products reared on IBF as the key attributes that would inform farmers’ purchase decisions. Awareness of IBF attributes, group membership, off-farm income, wealth status and education significantly influenced farmers’ perceptions of IBF. Interventions such as experimental demonstrations that increase farmers’ technical knowledge on the productivity of livestock fed on IBF are crucial to reducing farmers’ uncertainties towards acceptability of IBF. Public partnerships with resource-endowed farmers and farmer groups are recommended to improve knowledge sharing on IBF.

The Impact of Utility Balance and Endogeneity in Conjoint Analysis

2005 ◽  
Vol 24 (3) ◽  
pp. 498-507 ◽  
Author(s):  
John R. Hauser ◽  
Olivier Toubia
Keyword(s):  
Conjoint Analysis ◽  
The Impact

scholarly journals Does It Pay to Be Real? Understanding Authenticity in TV Advertising

2018 ◽  
Vol 83 (1) ◽  
pp. 24-50 ◽  
Author(s):  
Maren Becker ◽  
Nico Wiegand ◽  
Werner J. Reinartz
Keyword(s):  
Consumer Behavior ◽  
Essential Element ◽  
Purchase Decisions ◽  
Four Dimensions ◽  
Advertising Context ◽  
Hedonic Products ◽  
Hedonic And Utilitarian Products ◽  
The Impact ◽  
Common Understanding ◽  
Positive Effect

Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions’ effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand’s essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.

Consumer Trade-Offs and the Evaluation of Services

1995 ◽  
Vol 59 (1) ◽  
pp. 17-28 ◽  
Author(s):  
Amy Ostrom ◽  
Dawn Lacobucci
Keyword(s):  
Conjoint Analysis ◽  
Service Industry ◽  
Price Level ◽  
Theoretical Explanation ◽  
Evaluative Judgment ◽  
Consumer Evaluations ◽  
Mediating Factors ◽  
Trade Offs ◽  
Credence Services ◽  
The Impact

The evaluation of services by consumers in terms of service attributes that should have an impact on judgments as well as the nature of the judgments themselves are investigated. A conjoint analysis is used to examine subjects’ utilities for service alternatives that differ in terms of price, level of quality, friendliness of the service personnel, and the degree of customization of the service. The impact on subjects’ utilities was studied in relation to several factors, including the type of service industry being evaluated (i.e., experience or credence services); the criticality of the service situation (i.e., high or low importance that the service be executed well); and the type of evaluative judgment asked of the respondent (i.e., ratings of subjects’ anticipated satisfaction, value, or likelihood of purchase). The results indicate that all service attributes are important to consumers and that their importance varies with the mediating factors. For example, consumers are price sensitive for less critical purchase situations, whereas quality is more important for credence services. The findings allow for a parsimonious theoretical explanation based on risk and the clarification of some constructs in the area of consumer evaluations.

The impact of monetary rewards for online reviews

2019 ◽  
Vol 31 (5) ◽  
pp. 1486-1515 ◽  
Author(s):  
Yongrui Duan ◽  
Chen Chen ◽  
Jiazhen Huo
Keyword(s):  
Analytical Framework ◽  
Online Reviews ◽  
Monetary Reward ◽  
Product Reviews ◽  
Purchase Decisions ◽  
Content Type ◽  
Second Stage ◽  
Monetary Rewards ◽  
Stage 1 ◽  
The Impact

Purpose To encourage buyers to contribute product reviews, some online sellers offer monetary rewards. The purpose of this paper is to investigate the impact of monetary rewards on buyers’ purchase decisions and review contributions, as well as the impact on the seller’s price decisions and profit. Design/methodology/approach The authors consider an online seller in a two-stage setting. Prior to Stage 1, the profit-maximizing seller sets the price and decides whether to offer a monetary reward secretly to motivate online reviews. Then, a continuum of buyers arrives and makes purchase decisions at the beginning of each stage. First-stage buyers may contribute reviews if they are satisfied, which will affect demand in the second stage. Using this analytical framework, the authors analyze the impact of monetary rewards. Findings If the monetary reward is small, it decreases the seller’s profit and fails to generate more reviews. It also increases price, leading to a decline in total demand. Thus, when the reward is lower than a certain threshold, all buyers are worse off. Only when the reward exceeds the threshold are buyers who contribute reviews better off. Profit and total demand both increase in review quality, while the price may either increase or decrease in it. Originality/value To the best of the authors’ knowledge, this paper is the first to analyze theoretically the impact of monetary rewards on buyers’ purchase decisions, review contributions and on online sellers’ decisions.

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