An Exploratory Modeling of The Decision Process of New Product Selection by Supermarket Buyers

Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

The Strategic Role of Supermarket Buyer Intermediaries in New Product Selection: Implications for Systemwide Efficiency

Agribusiness,

A Market Experiment on Trade Promotion Budget and Allocation

We design a market experiment to examine how firm size and ability to choose trade promotion types influence trade promotion budget, its allocation and channel profits. Our experimental results show that larger manufacturers offer smaller trade promotion budgets. Manufacturers with ability to influence the allocation decision favor scan-backs while retailers favor off-invoices. Trade promotion decisions affect profit sharing within the channel but not total channel profit. We validate these findings with an econometric analysis of survey data from supermarket executives. Overall, our results suggest that market experiments can shed light on trade promotion outcomes for which industry data are sparse.trade promotion, market experiments, Marketing,

Minimizing Technological Oversights: A Marketing Research Perspective

Technological advances provide vast opportunities for new product development. Some technologies are transformed into successful new products; others are not. In this paper we investigate the role that marketing research methods as currently conceived can play in aligning marketplace needs with technological potential. We discuss the types of opportunities that new technologies present to the marketplace and why the existing set of market research methods are insufficient to assess the potential for all of these new technologies. We then discuss some emerging, non-traditional marketing research methods and assess their potential for addressing the technological oversights problem. We conclude with implications for academics and for practitioners

How sales promotion influences consumers' physical exercise and purchase behaviors: Evidence from mobile exercise app data

Purpose Firms can benefit from designing sales promotion based on the analysis of consumers' physical exercise and purchase data. This study aims to study mobile exercise app data to explore how purchasing a promoted or nonpromoted product affects exercisers’ subsequent exercise and purchase behaviors. Design/methodology/approach Drawing from the theoretical framework of overjustification effect, this study empirically examines the effects of the purchase of promoted – monetary and nonmonetary – or nonpromoted products on relationships (1) between past and subsequent exercise behaviors and (2) between past exercise and subsequent purchase behaviors. Novel data of one million exercise activities and purchase transactions created by 7,517 mobile exercise app users were collected. Findings The results reveal that monetary and nonmonetary promotions have a negative effect on overall consumers’ amount of physical exercise but increase heavy exercisers’ exercise amount. In addition, nonmonetary (monetary) promotion has a positive (negative) effect on consumers’ purchase expenditure but has no moderating effect on the exercise–expenditure relationship. Originality/value This study provides a theoretical framework explaining how to mitigate the dark side of sales promotions while targeting right exercise consumer segments with the right promotion campaigns

Modeling Methods for Discrete Choice Analysis

This paper introduces new forms, sampling and estimation approaches fordiscrete choice models. The new models include behavioral specifications oflatent class choice models, multinomial probit, hybrid logit, andnon-parametric methods. Recent contributions also include new specializedchoice based sample designs that permit greater efficiency in datacollection. Finally, the paper describes recent developments in the use ofsimulation methods for model estimation. These developments are designed toallow the applications of discrete choice models to a wider variety ofdiscrete choice problems.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/47225/1/11002_2004_Article_138116.pd

Linking Brand Equity to Customer Equity

equity and brand equity are two of the most important topics to academic researchers and practition-ers. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there is a need for research to understand the intermediary’s perspective (e.g., the value of the brand to the retailer and the value of a customer to a retailer) and the consumer’s perspective (e.g., the value of the brand versus the value of the retailer). This article represents general conclusions from the authors ’ discussion and suggests a modeling approach that could be used to investigate linkages between brand equity and customer equity as well as a modeling approach to determine the value of the manufacturer to a retailer

Inferring Market Structure from Customer Response to Competing and Complementary Products

We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive advances in data collection, statistical methodology and information technology provide unique opportunities for researchers to build market structure tools that can assist “real-time” marketing decision-making.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/46981/1/11002_2004_Article_5088105.pd

Analysis for strategic marketing/ Rao

xiii, 519 hal. : ill. ; 23 c

An application of the multivariate probit model for market segmentation and product design / BEBR No. 388

Includes bibliographical references (leaves 23-24)