Search results for "Product category"

Health/Nutrition food claims and low-fat food purchase: Projected personality influence in young consumers

2017

Abstract Health/nutrition food claims are increasingly used in the food industry but firms still require deeper research to develop a better understanding of consumers in the low-fat food market. In pursuit of this goal, this paper analyses the influence of projected consumer personality on healthy claim credibility, Perceived product health, physical appearance and its repercussion on attitudes (overall attitude to the product) and behaviours (purchase intention). With a sample of 300 young consumers (15–25 years old) and through PLS techniques, our results show that project personality influences the credibility of claims about healthiness and physical appearance. Both concepts play a sig…

Orientation response in low‐fat foods: Differences based on product category and gender

2021

Evaluating temporary retail price discounts using semiparametric regression

2009

PurposeTo analyze the impact of temporary retail price discount on a consumer goods product category using semiparametric regression and considering different promotional price discount characteristics as well as brand characteristics.Design/methodology/approachA semiparametric regression model using Support Vector Machines, which aim to evaluate retailers' decisions about temporary price discounts, has been developed. The model is derived from the analysis of historical sales data, which provide precise evaluation of previous temporary price discounts periods. The model is also consistent with ample empirical evidence showing that historical retail sales data can be used to evaluate the im…

Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

2016

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…

Products labeled as “made in domestic country”: the brand matters

2020

Purpose The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic consumers, that is, the “made in the domestic country” (MIDC) strategy. To this end, it is proposed to analyze the MIDC label as a cue interacting with the brand’s characteristics (brand equity and country of origin of the brand). Design/methodology/approach A between-subjects experiment is conducted among 293 French consumers on four different brands of pasta. The overall design is a 2 (with/without the MIDC label) × 2 (high/low brand equity) × 2 (domestic/foreign brand) mixed design. Findings The results s…

Peer presence promotes popular choices: A “Spicy” field study on social influence and brand choice

2021

Abstract Retail research has highlighted how the presence of others can affect consumers' brand evaluations, purchase intentions, and choice behavior. This field study investigated whether the presence (vs. absence) of peers and other consumers, respectively, could influence consumers' propensity to purchase popular brands (i.e., a market leader) within a given product category. Consumers at a supermarket were observed when standing in front of a spice shelf and their choices were analyzed as a function of whether they shopped alone or in the presence of peers versus other consumers. The results revealed that peer presence, but not the mere presence of other consumers, increased consumers' …

The effect of personal involvement on the decision to buy store brands

2002

Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The model provided allows us to explain why the same consumer may choose a store brand in one product category and not in another. We have taken personal product involvement as the principal point of reference.

Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping

2015

Different motivations explain channel choice for search, purchase and post-sales.Channel choice is affected by the product category: search/purchase goods.Product involvement is the most relevant variable explaining multichannel behavior.Cross-channel synergies as consumers use both channels at each shopping stage.Meaningful segments based on the choice of channel are identified and characterized. Consumers today are using various channels to complete their purchase process. As shoppers pursue different goals at each stage of the process, channel choice may be explained by different drivers for search, purchase and post-sales activities. Our research framework is based on an extension of th…

The Effect of Perceived Corporate Competencies on Onsumer Based Brand Equity: A Comparison between Domestic and Foreign Markets

2015

In this paper, the authors develop a model to explain the cross-cultural influence of perceived corporate competencies on attitude formation towards the brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.

Information Content Analysis of TV Advertising - The Spanish Case

2015

Atter analyzing the information content of 477 ads aired by the two main Spanish TV channels we found that not all ads provided objective information, but that the proportion of informative ads and the amount of information carried by them seems to be greater than in other countries of our economic environment. There were no significant differences in informative content between the two channels, but there were differences with regard to product categories advertised. Future research could be directed towards expanding the categories for information analysis of TV ads given their continued presence in the life of the average consumer.