The relationship between in-store marketing and observed sales for organic versus fair trade products

To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products according to shelf layout factors, price level, price promotions, and consumer demographics. It argues that the effect of these variables differs between organic versus fair trade products, as buying motives might differ, organic buyers tend to be more loyal, and price is a more informative signal of quality for organic products. Results show that the number of facings has a positive relationship with the market share of fair trade brands, but not with the market share of organic brands. The same holds for the price difference with the leading brand, which is important for fair trade brands but not for organic brands. In contrast, an arrangement of the product category by brand is associated with higher market share for organic brands but not for fair trade brands. Additionally, placement at eye level and clustering of items benefits both types of sustainable brands, whereas they appear to be not very sensitive to price promotions. Finally, higher sales of sustainable products are found in areas where the customer base is older and has a higher education level. Keywords Organic . Fair trade . Shelf layout . Price promotions . Market share . Sales dat

Perceptions and Evaluations of Assortment Variety

Given the explosive growth in the number of products, managing their assortments is a challenging task for retailers. An understanding of consumer responses to changes in assortment size and composition is required. This dissertation examines consumers' perceptions and evaluations of product assortments, with a focus on assortment variety. It investigates diverse measures of assortment variety, the influence of variety aspects on consumers' expectations of choice success and effort, and the combined influence of variety aspects, expertise, and preference awareness on store preference. In addition, a first exploration of consumers' product assortments, i.e. assortments that are owned by consumers, is provided.

The mechanisms of social norms’ influence on consumer decision making:A Meta-analysis

In the past decades, marketing practitioners have embraced social norms as a powerful instrument of influencing consumers' behavior. An important distinction has been made between descriptive norms (what most others do) and injunctive norms (what others approve of), and this meta-analysis across 297 studies examines the effects of these types of social norms on consumer decision-making processes. We argue that descriptive norms directly influence behavior, and consequently that their effect on behavior should be stronger than that of injunctive norms. Injunctive norms, by contrast, should be more strongly related to intentions than descriptive norms. Results of the meta-analysis support these predictions, and furthermore provide new insights into the moderating effects of aspects of the norm (specificity of the norm, norm source) and of the target person (gender, age)

Consumers' evaluations of socially responsible activities in retailing

The authors approached Corporate Social Responsibility (CSR) as a process in which particular CSR activities impact on consumers’ store evaluation and trust. They hypothesized that consumers classify CSR activities along two dimensions: (1) the beneficiary of the activity and (2) the intrinsic contribution of the retailer, implying that consumers are interested in who reaps the benefits of the activity and how much the retailer invests in the activity. This conceptualization is confirmed in two field studies with 823 and 486 consumer

Chemoimmunotherapy with bleomycin, vincristine, lomustine, dacarbazine (BOLD) plus interferon alpha for metastatic melanoma: a multicentre phase II study.

High response rates in patients with metastatic melanoma have been achieved with combination chemoimmunotherapy. A response rate of 62% in 45 patients has been reported for treatment with dacarbazine, bleomycin, vincristine, lomustine (BOLD) plus interferon alpha (IFN-alpha). We conducted a multicentre phase II study to confirm these results. Melanoma patients with distant metastases were treated as outpatients with dacarbazine 200 mg m(-2) on days 1-5, vincristine 1 mg m(-2) on days 1 and 4, bleomycin 15 mg on days 2 and 5 i.v. and lomustine 80 mg orally on day 1, repeated every 4 weeks. IFN-alpha-2b was initiated s.c. on day 8 at 3 MU daily for 6 weeks, and 6 MU t.i.w. thereafter. Forty-three patients entered the study. The median number of metastatic sites was three (range 1-5), and 81% of patients had visceral metastases. Nine patients had brain metastases, and seven patients were systemically pretreated. Among the 41 patients that were evaluable for response, the response rate was 27% (95% CI 14-3%), with one complete and ten partial remissions. The response rate in 25 previously untreated patients without brain metastases was 40% (95% CI 21-61%). Median duration of response was 6 (range 2-14+) months; median overall survival was 5 (1-26) months. The main toxicity was malaise/fatigue. We confirm that BOLD plus IFN-alpha has activity in metastatic melanoma. The lower response rate in our study compared with the previous report is probably related to patient selection, as in the previous study 46% of patients had stage III disease, whereas all our patients had stage IV disease, which is associated with a worse prognosis