nep-mkt New Economics Papers
on Marketing
Issue of 2008‒12‒14
thirteen papers chosen by
Joao Carlos Correia Leitao
Technical University of Lisbon
  1. Consumer Response to Food Safety Events: An Interaction Between Risk Perception and Trust of Information in the Chicken and Beef Markets By Shepherd, Jonathan D.; Saghaian, Sayed
  2. 'Consumer' versus 'Customer': the Devil in the Detail By Pinar Akman
  3. Duopoly Competition in Supermarket Industry: The Case of Seattle-Tacoma Milk Market By Chidmi, Benaissa; Murova, Olga
  4. The Effect Demographics Have On The Demand For Orange Juice By Davis, Andrew; Gunderson, Michael; Brown, Mark; House, Lisa
  5. Simulation of Alternative Marketing Strategies for U.S. Cotton By Elrod, Christopher P.; Robinson, John R.C.; Richardson, James W.
  6. The Efficacy of the Grid Marketing Channel for Fed Cattle By Fausti, Scott W.; Qasmi, Bashir A.; Diersen, Matthew A.
  7. ANALYSIS OF THE IMPACT AND IMPORTANCE OF RE-WHOLESALERS IN THE ORNAMENTALS MARKET By Velastegui, Marco; Hinson, Roger
  8. Existence Advertising, Price Competition, and Asymmetric Market Structure By Curtis B. Eaton; Ian A. MacDonald; Laura Meriluoto
  9. INFORMATION AND COMMUNICATION TECHNOLOGIES IN THE CAMPANIA REGION WINE BUSINESS By Annunziata, Azzurra; Misso, Rosa; Vecchio, Riccardo
  10. Consumers and the Evolution of New Markets: The Case of the Ethical Foods By Amanor-Boadu, Vincent; Schnitz, Casey
  11. MODELING PERCEPTIONS OF LOCALLY PRODUCED WINE AMONG RESTAURATEURS IN NEW YORK CITY By Preszler, Trent; Schmit, Todd M.
  12. INTRODUCING NEW TECHNOLOGIES AND MARKETING STRATEGIES FOR HOUSEHOLDS WITH MALNUTRITION: AN ETHIOPIAN CASE STUDY By Yigezu, Yigezu A.; Sanders, John H.
  13. The Marketing Performance of Illinois and Kansas Wheat Farmers By Dietz, Sarah N.; Aulerich, Nicole M.; Irwin, Scott H.; Good, Darrel L.
  1. By: Shepherd, Jonathan D.; Saghaian, Sayed
    Keywords: Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6822&r=mkt
  2. By: Pinar Akman (Centre for Competition Policy, University of East Anglia)
    Abstract: The ultimate objective of EC competition rules is arguably the enhancement of ‘consumer welfare’. In EC competition law, however, ‘consumer’ merely means ‘customer’. Not being limited to final consumers, the concept also encompasses intermediate customers. Moreover, according to the EC Commission, under Article 82EC, harm to intermediate customers is generally presumed to create harm to consumers and where intermediate customers are not competitors of the dominant undertaking, there is no requisite to assess the effects of conduct on users further downstream. This paper questions the appropriateness of this presumption in light of recent advances in economics, specifically that of vertical restraints and in particular non-linear pricing. It uses this literature to show that there are many instances where an increase (decrease) in ‘customer welfare’ does not cause an increase (decrease) in ‘consumer welfare’. In these cases, the presumption is devoid of economic justification and likely to lead to decisional errors. The paper concludes that if the law is to serve the interests of ‘real’ consumers, the EC Commission should reconsider this presumption and its interpretation of the ‘consumer’ in ‘consumer welfare’. Until then, it remains questionable and objectionable whose interests EC competition law and in particular, Article 82EC, serve.
    Keywords: Article 82EC, abuse of dominance, consumer welfare, customer welfare, final consumers, intermediate customers
    JEL: K21
    Date: 2008–11
    URL: http://d.repec.org/n?u=RePEc:ccp:wpaper:wp08-34&r=mkt
  3. By: Chidmi, Benaissa; Murova, Olga
    Abstract: The Seattle-Tacoma consumers have been paying higher prices for fresh milk than consumers in other Western states of United States. For instance, the retail price for whole milk averaged $3.27/gallon during the period of April 1999- April 2003 in Seattle-Tacoma, while it did not go beyond $2.86/gallon in most of the large metropolitan areas in Western U.S, during the same period (Carman and Sexton, 2006). In addition, retail prices in Seattle-Tacoma do not respond similarly to farm price increases and decreases. Supermarkets are prompt to pass on to consumers any increase in farm price, while they do not pass or lag behind when farm price decreases. The present study attempts to analyze the pricing conduct of supermarket chains in a duopoly setting using a structural model of consumers and firms behavior. In this paper, we examine the pricing conduct of two supermarket chains using retail supermarket-level data on sales and prices from Seattle-Tacoma market area.
    Keywords: Agribusiness, Demand and Price Analysis,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6740&r=mkt
  4. By: Davis, Andrew; Gunderson, Michael; Brown, Mark; House, Lisa
    Abstract: This paper investigates how the demand for orange juice is affected by the demographics of consumers. There are many variables in the orange juice demand equation and demographics are only one. Demographic variables are important in determining the tastes and preferences of different regions. The data that has been collected is weekly data over a two year period of time. The seemingly unrelated regression method will be used to examine the data. This project will be beneficial to orange juice advertising firms and companies that sell orange juice.
    Keywords: Food Consumption/Nutrition/Food Safety, Marketing,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6794&r=mkt
  5. By: Elrod, Christopher P.; Robinson, John R.C.; Richardson, James W.
    Abstract: Three marketing strategies (selling a put option, cash sale at harvest, and cash sale in June) are simulated based on historical values and ranked based on certainty equivalents for a representative irrigated and dryland cotton farm Scenario analysis is also used to compare varying yield values.
    Keywords: Simulation, Marketing, Cotton, Risk, Marketing, Research Methods/ Statistical Methods,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6885&r=mkt
  6. By: Fausti, Scott W.; Qasmi, Bashir A.; Diersen, Matthew A.
    Abstract: Beef industry data suggest that carcass yield and quality grades have shown little improvement over the last six years. Trend analysis of grid market share and carcass quality suggests that grid pricing has not made sufficient progress in achieving the goals envisioned for it as a value based marketing system.
    Keywords: Grid Pricing, National Beef Quality Audit, Public Livestock Price Reporting, Beef Carcass Quality, Livestock Production/Industries,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6884&r=mkt
  7. By: Velastegui, Marco; Hinson, Roger
    Abstract: Ornamental growers face a challenge regarding best market channel for their products. Using data from a 2003 survey, this study analyzes the impact of nursery characteristics on channel choice for large and small nurseries. We conclude choice by both sizes was influenced by region, kind of plant, and advertising expenditure.
    Keywords: Crop Production/Industries, Marketing,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6727&r=mkt
  8. By: Curtis B. Eaton; Ian A. MacDonald; Laura Meriluoto (University of Canterbury)
    Abstract: We examine a two stage duopoly game in which firms advertise their existence to consumers in stage 1 and compete in prices in stage 2. Whenever the advertising technology generates positive overlap in customer bases the equilib- rium for the stage 1 game is asymmetric in that one firm chooses to remain small in comparison to its competitor. For a specific random advertising technology we show that one firm will always be half as large as the other. No equilibrium in pure price strategies exists in the stage 2 game and as long as there is some overlap in customer bases the mixed strategy equilibrium is far from the Bertrand equilibrium.
    Keywords: Existence advertising; price dispersion; Bertrand paradox; information; duopoly
    JEL: D43 D80
    Date: 2008–10–15
    URL: http://d.repec.org/n?u=RePEc:cbt:econwp:08/20&r=mkt
  9. By: Annunziata, Azzurra; Misso, Rosa; Vecchio, Riccardo
    Abstract: Paper Presented at INTERNATIONAL ADVANCED WORKSHOP ON INFORMATION AND COMMUNICATION TECHNOLOGIES FOR SUSTAINABLE AGRI-PRODUCTION AND ENVIRONMENT (AWICTSAE 2008), May 22-23 2008, Alexandroupolis, Greece
    Keywords: Wine, ICT, webmarketing, Campania Region, Marketing, Research and Development/Tech Change/Emerging Technologies,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:miscpa:37674&r=mkt
  10. By: Amanor-Boadu, Vincent; Schnitz, Casey
    Abstract: Changes in consumer preferences have frequently created new markets for new products. This paper explores the antecedents of the changes in consumer preferences and the factors influencing the evolution of niche markets into commodity markets and its speed. The results show that the more embedded characteristics products have and more consumption is driven by attitude, the longer products are able to maintain their uniqueness and the slower their evolution to commodities.
    Keywords: Ethical consumers, New Markets, Consumer choice, Food Consumption/Nutrition/Food Safety, Institutional and Behavioral Economics,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:saeaed:6752&r=mkt
  11. By: Preszler, Trent; Schmit, Todd M.
    Abstract: Poor perceived product quality, an inadequate sales force, and intense competition from wines produced elsewhere are common reasons cited for why New York wines have not achieved broad acceptance in the New York City (NYC) market. NYC restaurant owners, sommeliers, and chefs were surveyed regarding their perceptions and purchasing decisions of wines grown and bottled in New York State. Factor analysis was applied to examine the structure of interrelationships among key indicators of product perception, and an ordinal logistic regression model was used to identify the characteristics of restaurants that show a strong propensity to adopt local wines. The results indicate that a NYC restaurant€ٳ type of cuisine does not affect its propensity to adopt local wine, nor does a restaurant€ٳ desire to offer a large, geographically diverse wine list. The perceived collective reputation for a wine region€ٳ excellence in one particular grape varietal was found to be the most significant factor in the probability of adoption of local wines in NYC. An important implication of these results is that being local is not enough, and New York winery stakeholders could establish a more prominent presence in NYC by emphasizing their collective reputation for particular grape varietals.
    Keywords: product perception, restaurant, wine, sommeliers, local, collective reputation, New York, New York City, Demand and Price Analysis, Marketing,
    Date: 2008–11
    URL: http://d.repec.org/n?u=RePEc:ags:aawewp:45503&r=mkt
  12. By: Yigezu, Yigezu A.; Sanders, John H.
    Abstract: Many developing regions have excellent potential agricultural resources. However, historically population has become so concentrated on such small holdings that acute poverty and malnutrition now predominate. The food scientists€٠response to the chronic nutritional problem has often been subsidized bio-fortification with nutritional supplements or more recently cultivars with higher nutrient levels. Where much of the population is in this inadequate nutrition category as in highland Ethiopia, the supplements are neither financially feasible nor sustainable. The cultivars can provide a few critical nutrients but are not a comprehensive solution. To improve nutrition, it is necessary to increase income so that an increased quality and quantitative diet can be obtained. Here we evaluate a strategy to introduce new agricultural technologies where a central aspect of evaluation is combining the nutritional and income goals. This analysis is undertaken in the Qobo valley, Amhara state, Ethiopia. Using behavioralist criteria for decision making defined by the farmers, the effects of different potential combinations of technologies and supporting agricultural policies on the household nutritional gaps and farmers€٠incomes are analyzed. An integrated approach involving the combined technologies of water harvesting, fertilization and Striga resistance combined with improved credit programs has the potential to increase income by 31% and to eliminate malnutrition except in the most adverse state of nature (10% probability). Both the treatment of the nutritional deficits and the decision making criteria defined by farmers are expected to be useful techniques in other developing country technology and policy analysis as well.
    Keywords: Adoption, agricultural technologies, Striga resistance, inorganic fertilizers, tied-ridges, marketing strategies, inventory credit, nutrition, income, capped-lexicographic utility., Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, International Development, Production Economics, Research and Development/Tech Change/Emerging Technologies, Risk and Uncertainty, O13, O33, Q16, Q18,
    Date: 2008–05
    URL: http://d.repec.org/n?u=RePEc:ags:puaewp:36813&r=mkt
  13. By: Dietz, Sarah N.; Aulerich, Nicole M.; Irwin, Scott H.; Good, Darrel L.
    Abstract: The purpose of this paper is to investigate the marketing performance of wheat farmers in Illinois and Kansas over 1982-2004. The results show that farmer benchmark prices for wheat in Illinois and Kansas fall in the middle-third of the price range about half to three-quarters of the time. Consistent with previous studies, this refutes the contention that Illinois and Kansas wheat farmers routinely market the bulk of their wheat crop in the bottom portion of the price range. Tests of the average difference between farmer and market benchmark prices are sensitive to the market benchmark considered. Marketing performance of wheat farmers in Illinois and Kansas is about equal to the market if 24- or 20-month market benchmarks are used, is slightly above the market if a 12-month price benchmark is used, and is significantly less than the market if the harvest benchmark is used. The sensitivity of marketing performance to the market benchmark considered is explained by the seasonal pattern of prices. While Illinois producers performed slightly better than their counterparts in Kansas, notable differences in performance across these two geographic areas is not observed.
    Keywords: benchmarks, Illinois, Kansas, marketing, performance, price, wheat, Agricultural Finance,
    Date: 2008
    URL: http://d.repec.org/n?u=RePEc:ags:nccest:37622&r=mkt
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