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Pricing Strategy and the Formation and Evolution of Reference Price Perceptions in New Product CategoriesLowe, Benjamin, n/a January 2006 (has links)
This study examines how pioneer and follower pricing strategies affect the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in the field of marketing - reference price theory and the theory of pioneer brand advantage. This is the first research to address reference price effects for radically new product categories. Prior research has focused solely on products in existing categories, typically in fast moving consumer goods categories. Using three experiments to causally establish the consequences of pioneer and follower pricing strategies on consumer perceptions, three critical research issues are addressed for the first time, consistent with calls for research in the literature: 1. Which reference price do consumers utilise in new product categories? 2. What is the role of consumer confidence in reference price for new product categories? 3. How do reference price perceptions form and evolve as a result of pioneer and follower pricing strategy? In the literature, a frequently cited issue is the fragmented operationalisation of reference price perceptions. With little theory to guide researchers in terms of which measures should be used, experiment 1 provides new theory, finding as hypothesised, that fair price perceptions as opposed to expected price perceptions are more likely to be evoked by consumers for new product categories. Experiment 1 also finds that using consumers' confidence in their reference price beliefs as an additional explanatory variable, does not improve over current reference price models. Overconfidence, a robust consumer behavioural phenomenon (Alba and Hutchinson 2000), might explain this result. Prior research has made several contributions to understanding reference price perceptions in established product categories. However, not much is known about how these reference price perceptions initially form and evolve. Experiments 2 and 3 address this gap by simulating an emerging market and examining the role of pioneership in shaping reference price perceptions. Experiment 2 found the pioneer, due to its perceptual prominence, is able to define the reference price and subsequently define perceptions of value. That is, the value consumers place on a product and their intentions to purchase the product are about the same whether the pioneer follows a penetration (initial low price) or skimming (initial high price) strategy. Experiment 3 extends experiment 2 by examining what happens in the emerging market when a follower brand enters. The follower enters at a large or small discount to the pioneer, and the pioneer completes its penetration or skimming strategy, converging to a 'regular' price. As predicted, the pioneer's initial price frames subsequent price and value perceptions, signifying the importance of the pioneer as a referent brand. Lower initial prices erode value perceptions, whereas higher initial prices substantiate value perceptions. The follower's pricing strategy does not have as much influence as the pioneer's pricing strategy. Other findings from experiment 3 related to reference price theory in general. Specifically, there was strong evidence of an averaging process when forming reference prices. This adds theory to the measurement debate about operationalising reference price as some past price such as last price paid or some average of past prices. Experiment 3 also provides a further measurement contribution by supporting the use of brand specific measures of reference price, rather than category based measures. More generally, because of the causal research design, this thesis provides strong evidence of the use of reference prices in consumer decision making: a key concern emphasised by one of the area's seminal articles (i.e., Kalyanaram and Winer 1995), which stresses the need to provide evidence that consumers actually use reference prices, and not just act as if they do.
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The Influence of Store Image on Purchase Intention of Private Label Brand Products ¡ÐA Case of 7-ElevenChen, Szu-Yun 19 June 2011 (has links)
This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G
1. Positive store image is a necessary condition to develop PLBs.
2. Product category is a success factor to PLBs.
3. Consumers perceive different perceived risks when facing different products.
According to the conclusion, suggestions are as bellow¡G
1. Keep maintaining and improving store image.
2. Focus on the products which are highly-related to the store image.
3. Managing perceived risk as a marketing strategy in diverse PLB product categories.
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The influence of culture on students' impulsive buying behaviour in the Vaal Triangle area / Luzaan HamiltonHamilton, Luzaan January 2011 (has links)
Impulse buying or unplanned purchases by consumers constitute a major proportion of purchases in certain product categories. Studies in the United States widely reported that impulse consumer buying behaviour accounts for up to 80% of all purchases in certain product categories, and it has been suggested that purchases of new products result more from impulse purchasing than from prior planning. South Africa is a nation of shoppers with increasing numbers defined as impulse buyers who respond to glossy adverts such as „never to be beaten bargains‟ and „buy one get one free‟. Culture has a profound effect on why people buy. Culture affects the specific products people buy as well as the structures of consumption, individual decision-making and communication in a society. Since South Africa has quite a diverse group of different cultures, it has been of great importance to determine whether cultural differences had an influence on impulsive buying behaviour. The primary research objective was to assess the influence of different cultures on consumer impulsive buying behaviour of students. The findings of this research study did not clearly indicate if culture had an effect on students‟ impulsive buying behaviour. / Thesis (M.Com. (Business Management))--North-West University, Vaal Triangle Campus, 2011
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The influence of culture on students' impulsive buying behaviour in the Vaal Triangle area / Luzaan HamiltonHamilton, Luzaan January 2011 (has links)
Impulse buying or unplanned purchases by consumers constitute a major proportion of purchases in certain product categories. Studies in the United States widely reported that impulse consumer buying behaviour accounts for up to 80% of all purchases in certain product categories, and it has been suggested that purchases of new products result more from impulse purchasing than from prior planning. South Africa is a nation of shoppers with increasing numbers defined as impulse buyers who respond to glossy adverts such as „never to be beaten bargains‟ and „buy one get one free‟. Culture has a profound effect on why people buy. Culture affects the specific products people buy as well as the structures of consumption, individual decision-making and communication in a society. Since South Africa has quite a diverse group of different cultures, it has been of great importance to determine whether cultural differences had an influence on impulsive buying behaviour. The primary research objective was to assess the influence of different cultures on consumer impulsive buying behaviour of students. The findings of this research study did not clearly indicate if culture had an effect on students‟ impulsive buying behaviour. / Thesis (M.Com. (Business Management))--North-West University, Vaal Triangle Campus, 2011
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Customer engagement within low involvement product categories - discoveredBlomqvist, Olivia, Samuelsson, Joel January 2022 (has links)
Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. While previous research solely has included high involvement product categories, the purpose of this study was to shed light on low involvement product categories, by examining the driving factors of customer engagement within low involvement product categories. A qualitative method was chosen by implementing an inductive approach, and conducting eight in-depth unstructured interviews, with sensitizing concepts as a theoretical background. The reason for the method of choice in this thesis was based on the argument that the authors wanted to contribute new insights into the research field. The findings indicated seven prominent themes that were interpreted as driving factors of customer engagement within low involvement product categories, namely, marketing communication, brand traits, brand activations, brand ambassadors, brand values, brand-self connection, and fellowship. Since the purposive sample only focused on customers, the brand perspective was excluded.
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不同產品類別之品牌App內容分析研究 / A Content Analysis of Branded App for Different Product Categories黃薰穎, Huang, Hsun Ying Unknown Date (has links)
當行動裝置逐漸取代傳統電腦成為連結到網路世界的主要途徑後,反映出的就是app市場的急劇成長。如同以往建構網頁開啟企業網路溝通的通道,現在的行銷人員則是利用app來創造一個新的品牌溝通管道(brand communication channel),即所謂的「品牌app(Branded app)」。縱覽過去學術界對品牌app的相關研究,本研究發現過去品牌app的內容分析偏重於介面部分,忽略了內容面;研究主題也聚焦於單一產業的品牌app,缺乏綜觀性的角度。
因此,本研究以96個在台灣上市的品牌app(包含消耗品/耐久品/服務三種產品類別)為樣本進行內容分析,同時以介面功能(事先允許、導航、客製化、回饋、平台串聯與線上線下串聯)與推廣內容(廣告、公共關係、促銷與直效行銷)兩個角度切入研究。結果發現不同產品類別的品牌在介面功能的設計上並無差異存在;推廣內容上則發現服務類的品牌app相較於消耗品類呈現較多的「產品資訊」與「線上購買」這兩類內容。此外,本研究也發現消耗品與耐久品類的app傾向推出娛樂型的app,而服務類型的則多推出實用型的app。
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Advertising new product categories to new geographical marketsVerissimo, Juliana Trad 18 September 2012 (has links)
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Previous issue date: 2012-09-18 / In a dynamic and competitive global environment, many companies realize that continuous development and introduction of new products are key activities to their survival and growth. One of today’s biggest challenges to businesses involves knowing how to act in a world in which both the frame and the basis of competition are constantly changing, and where restructuring and portfolio shifting are central activities for capturing a fair share of global growth. Both the fast pace of technological innovation and the rising affluence of developing economies present businesses with risks and opportunities, and it is not only important that companies pay attention to the launch of top-notch products in developed markets, but also mandatory that they know how to launch old news to new markets. Using the Brazilian market as an example, this dissertation sought to study how multinational companies have been using advertising in the launch of new product categories and subcategories that are already sold elsewhere to new geographies. After reviewing the literature available, developing propositions, and evaluating those with the help of three case studies, it was possible to verify some linearity between the cases and the literature studied. These included the search for category legitimation preceding that of brand legitimation; the usage of expert sources to legitimate new categories; the usage of argument based appeals; and the advertising of more than one product feature per ad. Nevertheless, given some discrepancies noticeable between what was observed in Brazil and the literature consulted, it was also possible to verify that the way advertising cues are conducted in new geographies likewise depends on the competitive scenario faced, as well as on country specific economic and cultural variants. / Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de 'especialistas' para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.
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