MARKET SEGMENTATION PRACTICES OF RETAIL CROP INPUT FIRMS

While market segmentation and the associated idea of target marketing are not new, there are questions about how the strategy of market segmentation and target marketing is being used in retail agribusiness firms. Previous research has demonstrated that distinct groups of farmers/customers exist (Alexander). However, retail crop input firms tend to be of modest size and are geographically bound. Both lack of resources and confinement to a specific geographic market present challenges for successful implementation of a market segmentation/target marketing strategy (Stolp). In this study, market segmentation/target marketing practices were explored in two types of crop input retailers: independently owned and operated firms (9 firms) and agricultural cooperatives (11 firms). A number of questions related to market segmentation/target marketing strategy were assessed via a web-based survey and telephone interviews. Referencing Best's seven-step framework, market segmentation is compared and contrasted by firm type; gaps in market segmentation strategy execution are identified; and challenges to implementing a market segmentation strategy are considered. Results show that market segmentation/target marketing was employed by 85% of the crop input retailers in the sample. Key gaps identified in market segmentation strategy execution include measuring market segment attractiveness; evaluating market segment profitability; developing a product-price positioning strategy for a tailored offering; expanding the positioning strategy to include promotional and sales elements of the marketing-mix; and evaluating the progress/success with each target market segment. Addressing these key gaps will aid industry professionals as they work to serve the needs of a continuously evolving farmer/customer base.market segmentation, target marketing, crop inputs, distribution channel, retailer

Modelling User Behaviour in Market Attribution: finding novel data features using machine learning

This paper presents an exploration of market attribution methods and the integration of user behaviour. Attribution is the measurement of interaction between marketing touchpoints and channels along the customer journey, improving customer insights and driving smarter business decisions. Improving the accuracy of attribution requires a deeper understanding of user behaviour, not just marketing channel credit assignment. Evidence has been provided regarding the problems in the standardized approach to behavioural modelling and alternatives have been presented. The study explores data provided by a British based jewellery company with an investigation into pre-existing data features that can aid with the analysis of user behaviour. The study contains over 10 million rows collected over 2 years and presents the initial findings made in the first 15 months of a PhD study

Factors influencing the buyer behaviour of Generation X and Y consumers in Johannesburg

The purpose of the study described in this treatise was to determine the factors that influence the purchasing behaviour of Generation X and Generation Y sports apparel consumers in Johannesburg. Understanding why customers buy specific products presents an opportunity for companies to design marketing communications strategies that will ensure more customer buying decisions. Studying consumer behaviour is important for sports apparel companies so that they can meet changing customer needs, build customer loyalty and stay in touch with their consumers. Quantitative research methods were used in this study. Primary data were obtained using a closed-ended questionnaire that was completed online. In total, 70 responses were obtained. After collection, the data were analysed using STATISTICA. Based on the proposed research model, perceived product quality and brand image were found to have no positive influence on attitude. Subjective norms and perceived behavioural control were found to have a positive influence on attitude. In addition, attitude was reported to have a positive influence on purchase intention. There were no significant differences in the buying behaviour of Generations X and Y consumers in the present study. Also variables such as gender, race, educational qualifications and income levels had no significant influence on consumer purchase intentions for sports apparel. Therefore, the study recommended that managers and marketers of sports apparel companies use similar marketing strategies for both generational cohorts in order to minimise promotional costs. Managers and marketers can also use experts in the field to run their promotional campaigns. Furthermore, they need to make it easy for their consumers to access sports apparel and provide them with enough information so that their consumption is informed by knowledge. Moreover, managers and marketers need to create favourable consumer attitudes towards their products or brands by using reputable celebrities to endorse them and genuinely engage in charitable initiatives. Sports apparel companies should ensure that they study consumer behaviour on an on-going basis because consumer needs, wants and preferences evolve.Thesis (MBA) -- Faculty of Business and Economic Sciences, 202

Point of Purchase TV-Screens - An Analysis of Gender and Generations in the In-Store Retail Environment

Title: Point of Purchase TV-screens - An analysis of Gender and Generations in the In-store-Retail-Environment Date of Seminar: May 29th 2007 Course: BUS 809, Master Thesis in International Marketing and Brand Management. Authors: Søren Berg Jørgensen, Daniel McCartney and Ben Wallenborn. Supervisors: Karin Alm and Ulf Johansson Keywords: In-store Marketing, Point-of-Purchase, In-store TV, Gender, Generations. Thesis Purpose: The purpose of the thesis is to contribute to a greater understanding as to how consumers react to and perceive PoP TV-screens within the in-store retail environment. More specific, the aim of the study is to investigate if gender and generations react and feel differently towards the use of PoP TV-screens. From a practical standpoint, the study will aid marketers in how they can communicate more effectively with their target-market inside the store. In addition to this, the study will provide retailers with an insight into the overall atmospheric effect that the placement of TV screens has on stores. From an academic position, it was felt that an unbiased academic study was necessary in order to provide a gainful insight and solid foundation for future research concerning the use of In-store TV. Methodology: This thesis employs quantitative methods. 567 structured observations and 140 questionnaires through structured interviews were conducted in a Swedish supermarket. Theoretical Perspective: “Consumer Behaviour” is the foundation of the theoretical framework. Furthermore, “Atmospherics” and “Market Segmentation” theories are used as supporting theories. Empirical Foundation: The empirical data was collected during two days at a ICA Kvantum supermarket Flygfyren in Norrtälje, Sweden. The data from the observations and the questionnaires was analysed with the statistical software SPSS. This provided the study with indications of significant difference between demographic segments of gender and generations. Furthermore, a control group of 130 observations were conduct in order to increase the validity of the study. Conclusion: The study shows that there is a difference in how gender and generations respond and feel towards the stimulus of in-store Point-of-Purchase TV-Screens. The most noteworthy findings are that the youngest generation, Generation Y, displays an extremely positive overall response for both behaviour and attitudes, whilst the stimulus of the TV screen proves to be a very useful tool in attracting the men’s attention

EGG electronics - in depth analysis of Norway

or the completion of the Work Project, an In-Depth Analysis was conducted. The ultimate purpose was to thoroughly analyze Norway, as a potential country to internationalize to. For that analysis, four dimensions were considered and studied – the quality of contacts in the country, the market sales potential, the competitive environment and the market entry conditions. So as to make a sustained decision, a framework was developed in order to compare the five countries and understand which one would be the most promising for EGG Electronics

Historically Black Colleges and Universities Facing the Future: A Fresh Look at Changes and Opportunities

This paper reviews the status of historicallyblack colleges and universities (HBCUs) and assesses their mission in light of the changing nature of higher education and the new challenges that HBCUs and other higher education institutions must address. It is based on extensivediscussions with HBCU presidents and chancellors, campus visits, and reviews of documents and data.HBCUs continue to play a critical role in "advancingm the race" and achieving President Obama's national goals for higher education and economic competitiveness, including a dramatic increase in college completion rates by 2020. To have the world's best-prepared workforce requires the United States to produce 10 million new college graduates and to makesure every young person completes at least one year of postsecondary education.Two generations ago, before desegregation, more than three-quarters of black college graduates attended HBCUs. Today, less than one-sixth of college-going black students attend these institutions, but this still representsa significant portion of a much bigger collegegoing population facing an increasingly large and complex array of educational opportunities

Field lab Sme competitiveness - internationalization strategy: egg electronics

With the purpose of finding the most promising country for EGG Electronics to internationalize is business to, an In-Depth Analysis for the top five countries was conducted. Within this document you can find a thorough study of Luxembourg, a potential country that EGG should consider expanding to.For that analysis, four dimensions were considered: the quality of contacts in the country, the market sales potential, the competitive environment and the market entry conditions. Finally, to reach a sustained decision, a framework was developed in order to compare Luxembourg with the remaining countries and understand which one would be the go-to country for EGG

Critical analysis of advertising and strategic media planning in FMCG Sector in India

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The role of acculturation and ethnic identity in understanding Asians\u27 sport consumption behavior in the United States.

According to the U.S. Census Bureau (2011), ethnic minority populations in the U.S. constituted over one-third (approximately 126 million) of the total U.S. population in 2010 (approximately 300.8 million) (U.S. Census Bureau, 2011). With such rapidly increasing diversity of the U.S. population, sport marketers and researchers have become interested in targeting ethnic minority groups as niche markets to expand their fan bases. While the literature on sport consumption behaviors have solely focused on sociodemographic, individual, and psychographic factors, very limited attention was paid to cultural-related factors, such as acculturation and ethnic identity. Thus, the need to investigate the role of the two cultural factors in attracting various ethnic minorities to a sport consumption setting was identified. The primary purpose of the current study was to develop sport consumption models for the Asian population living in the U.S., based on (a) ethnic identity, (b) acculturation, (c) identifications (points of attachment), and (d) consumption for the respective identification. Specifically, three different models were developed and tested according to types of identification [identification with an ethnic player (IEP), identification with a popular sport in a native country (IPSNC), and identification with a popular sport in a host country (IPSHC)] and types of consumption [consumption for a team with ethnic player (CTEP), consumption for a popular sport in a native country (CPSNC), and consumption for a popular sport in a host country (CPSHC). The current study also examined the impact of four acculturation strategies (integration, assimilation, separation, and marginalization) on identifications and consumption behaviors, based on Berry\u27s (1990) bi-dimensional model of acculturation. Survey data (N = 291) were collected from four Asian subgroups: (a) Chinese, (b) Japanese, (c) Korean, and (d) Taiwanese. The sport consumption models were then tested by structural equation modeling (SEM). Within all the three sport consumption models, ethnic identity and acculturation were negatively correlated. Ethnic identity significantly influenced identification in the Ethnic Player (IEP) and Native Sport (IPSNC) Models. However, ethnic identity did not directly influence consumption in all the three structural models. Acculturation significantly influenced only identification in the Host Sport Model (IPSHC). Regarding the relationship with consumption, acculturation only significantly influenced consumption in the Ethnic Player Model (CTEP). Lastly, within all the three structural models, identification significantly influenced consumption. With respect to the acculturation strategies, the results revealed significant differences in the three identification and consumption factors among the four acculturation strategies. More specifically, Asians using integration and separation strategies were more likely to identify with and consume sport products reflecting attributes of their native countries (ethnic player and popular sports in a native country) than those using assimilation and marginalization strategies. For sport products reflecting attributes of the U.S. (popular sports in a host country), Asians using integration and assimilation strategies were more inclined to identify and consume the host popular sports than those using separation and marginalization strategies. The current study extends the literature on ethnic minorities\u27 sport consumption behavior, by incorporating the two cultural factors, ethnic identity and acculturation. Sport researchers and practitioners should further examine the two cultural factors to better understand sport consumption behaviors of ethnic minority groups

The ‘Big Four’ price promotions in predicting decision utility and efficacy

One way that retailers help the consumer make choices is via promotions – price framing methods that explicitly offer a price reduction of value for money off the regular retail price (RRP). However, there is a growing body of research that has indicated that merely the word ‘promotion’ or ‘deal’ can increase purchase intentions despite the deal offering no savings. Despite these findings, almost no research has quantifiably considered which, how and to what extent different promotional methods can bias decisions. Furthermore, very little is known about how consumers go about making promotional decisions or which psychological factors impact the decision-making process. Considering a broad range of decision-making frameworks and psychological theories, this thesis aims to explore the extent that promotional practices influence decision-making outcomes. Furthermore, it will consider how psychological traits like financial literacy, experience and brand relationships moderate any found effects. To achieve these objectives the effect of the four most common promotional practices on decision utility will be tested in light of: the previous literature on decision-making and promotions (Chapter 1); expert interviews describing the traits or behaviours important in developing promotional strategies (Chapter 2); the effect of information processing on promotional decision making (Chapter 3); how prices are internalised (Chapter 4); and consumer relationships (Chapter 5). Finally, the results of each chapter will be used to create and test a framework of promotional decision-making. Creating and testing this framework in an experimental and more ecologically valid setting, i.e. a virtual supermarket will be the sole purpose of Chapter 6. The aim of creating and validating the framework will be to significantly contribute to: academia, by adding some novel research to the growing promotional literature; and practice, by considering how the practices specific effects to decision making can impact fair pricing practices and consumer education