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on Marketing |
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Issue of 2009‒10‒17
two papers chosen by Joao Carlos Correia Leitao Polytechnic Institute of Portalegre and Technical University of Lisbon |
| By: | Nistorescu, Tudor; Puiu, Silvia |
| Abstract: | The economic and financial crisis affected all the economic sectors, spreading all over the world. The retail sector had to adapt to their customers ´preferences and needs, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research, and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour. Primary data was collected through annual information from their websites, annual reports and different articles. Both companies observed some changes in the behavior and preferences of their customers, so they implemented some marketing strategies during the crisis. The research is useful for companies being in a similar situation, in order to see how the crisis can be managed. |
| Keywords: | strategy; retail; Carrefour; Real; hypermarket |
| JEL: | M31 |
| Date: | 2009–10–09 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:17743&r=mkt |
| By: | Babur De los Santos (Department of Business Economics and Public Policy, Indiana University Kelley School of Business); Ali Hortacsu (University of Chicago and NBER); Matthijs R. Wildenbeest (Department of Business Economics and Public Policy, Indiana University Kelley School of Business) |
| Abstract: | Using a large data set on web browsing and purchasing behavior we test to what extent consumers are searching in accordance to various classical search models. We nd that the benchmark model of sequential search with a known distributions of prices can be rejected based on the recall patterns we observe in the data. Moreover, we show that even if consumers are initially unaware of the price distribution and have to learn the price distribution, observed search behavior for given consumers over time is more consistent with non-sequential search than sequential search with learning. Our ndings suggest non-sequential search provides a more accurate description of observed consumer search behavior. We then utilize the non-sequential search model to estimate the price elasticities and markups of online book retailers. |
| Keywords: | consumer search, electronic commerce, consumer behavior |
| JEL: | D43 D83 L13 |
| Date: | 2009–04 |
| URL: | http://d.repec.org/n?u=RePEc:iuk:wpaper:2009-05&r=mkt |