Download or read book Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods written by Jan-Benedict EM Steenkamp and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We examine the effect of consumer and market factors on the trial probability of new consumer packaged goods. We distinguish between three sources of variation in consumer trial probability: 1) within new products, across consumers; 2) within new products, over time; and 3) across new products. Hypotheses are developed for the different variables concerning their likely effect on trial probability. The hypotheses are tested on weekly household-panel scanner data on the occurrence and timing of first purchases for 239 new consumer packaged goods over a fifty-two week period after introduction for a sample of over 3,500 consumers. We combine these household panel purchase data with consumer questionnaire data, retail scanner data, data on advertising expenditure, and expert ratings. We find support for most hypotheses. One of our main findings is that the effects of the consumers' personal makeup on their probability to try the new product are systematically moderated by elements of the marketing strategy associated with the new product and by category characteristics. The extensive data set provides a strong context for the generalizability of the findings.
Download or read book Consumer Behaviour written by Leon Schiffman and published by Pearson Higher Education AU. This book was released on 2013-10-15 with total page 729 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Download or read book Consumer Behavior and Culture written by Marieke de Mooij and published by SAGE Publications. This book was released on 2010-09-29 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Download or read book Managing Consumer Resistance to Innovations written by Machiel Jan Reinders and published by Rozenberg Publishers. This book was released on 2010 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book NEW PRODUCT DEVELOPMENT A FMCG PERSPECTIVE written by Dr K Rajeshwari and published by Notion Press. This book was released on 2017-07-17 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Product Development-FMCG Perspective is the first of its kind in the Indian context. It helps students, academicians and corporate personnel alike in developing and launching new products in the marketplace. The following aspects are covered: • How does one develop new products? • What are the methods to measure the success of new products? • How is developing new products in an entrepreneurial company different? • What are the key factors that contribute to the success of new products in the marketplace? The author’s fifteen years of experience in the FMCG industry have contributed to the content for this book.
Download or read book Handbook of Research on New Product Development written by Peter N. Golder and published by Edward Elgar Publishing. This book was released on 2018 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
Download or read book Darwinian Fitness in the Global Marketplace written by P. Rajagopal and published by Springer. This book was released on 2012-11-16 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reviews theories of competition and existing literature, and examines the attributes of market competition and strategies adhered to by firms in the global marketplace. Provides an in-depth analysis of a broad spectrum of important topics on competitive strategies and tactics.
Download or read book Marketing Research written by Mike Nguyen and published by Bookdown. This book was released on 2020-12-29 with total page 737 pages. Available in PDF, EPUB and Kindle. Book excerpt: Embark on a captivating journey through the world of marketing research with a touch of humor in the informative book, "Marketing Research." This resource gathers an array of information from the marketing academic literature, tailored to meet the needs of marketing professionals, students, and marketing professors alike. "Marketing Research" is a humble attempt to provide a comprehensive understanding of the field. With a unique blend of professional insights and a dash of humor, this book aims to offer an enjoyable and educational experience as you expand your knowledge. Within "Marketing Research," you'll explore various topics such as consumer behavior, market segmentation, branding strategies, and competitive analysis. The clear and concise explanations strive to break down complex concepts into digestible insights, with the goal of keeping your marketing research skills up-to-date and relevant. Throughout the book, you'll also encounter subtle humor, making the learning experience engaging and entertaining. Enhance your marketing research expertise with "Marketing Research," a modest yet insightful guide that balances valuable information with lighthearted humor. While the author does not claim to be the ultimate authority on the subject, this book serves as an honest effort to provide valuable insights into the captivating world of marketing research. Whether you're a marketing professional, a curious student, or an esteemed professor, "Marketing Research" aims to be a helpful resource on your marketing research journey.
Download or read book Marketing Technology and Customer Commitment in the New Economy written by Harlan E. Spotts and published by Springer. This book was released on 2014-11-03 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 2005 Academy of Marketing Science (AMS) Annual Conference held in Tampa, Florida, entitled Marketing, Technology and Customer Commitment in the New Economy. It include papers aimed to create awareness of the issues, trends, and advances associated with current global marketing challenges. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Download or read book The Connected Customer written by Stefan H.K. Wuyts and published by Routledge. This book was released on 2011-01-19 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers. This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.
Download or read book Global Branding Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 969 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Download or read book Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy written by Gómez-Suárez, Mónica and published by IGI Global. This book was released on 2016-06-20 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by wholesale and national retailers. In many cases, it becomes difficult for off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic products and loyalty to branded products. The Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy emphasizes advertising and promotional approaches being utilized, as well as consumer behavior and satisfaction in response to marketing strategies and the sensitive pricing techniques being implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between wholesalers, retailers, and private brand names following a global economic crisis, this publication is an extensive resource for researchers, graduate-students, economists, and business professionals.
Download or read book Systems Thinking and Process Dynamics for Marketing Systems Technologies and Applications for Decision Management written by Rajagopal, Dr. and published by IGI Global. This book was released on 2012-04-30 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increased competition in the global marketplace has created enormous pressure on system implementation, particularly in the field of marketing. Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management describes a holistic approach to monitoring, evaluating, and applying appropriate marketing strategies, and understanding the competition and its future implication on the business of a company. As complexities multiply, the scientific concept of systems thinking and analyzing process dynamics explained in this publication allows marketing firms succeed. The critical issues facing firms today are presented in a thoroughly modern context, laying the foundation for a bright future.
Download or read book Marketing Decision Making and the Management of Pricing written by Rajagopal and published by IGI Global. This book was released on 2013-05-31 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.
Download or read book Making Innovation Last Volume 2 written by Hubert GATIGNON and published by Springer. This book was released on 2015-11-02 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: Making Innovation Last considers the long term success of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to encourage sustainable innovation, as well as what a culture of innovation should look like.
Download or read book Consumer Behaviour Asia Pacific Edition written by Wayne D. Hoyer and published by Cengage AU. This book was released on 2017-01-01 with total page 593 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context
Download or read book Brand Management written by Paolo Popoli and published by BoD – Books on Demand. This book was released on 2017-11-08 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
