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1 – 10 of over 97000Purpose – The marketing literature does not provide a satisfactory explanation for the role of consumer's attention in the process of how Country-of-Manufacture (COM) information…
Abstract
Purpose – The marketing literature does not provide a satisfactory explanation for the role of consumer's attention in the process of how Country-of-Manufacture (COM) information influences consumer product evaluations. The research contributes to an improved understanding of this process by integrating the construct of “attention to Country-of-Manufacture” into the model and examining its relationship with the influence of COM.
Design/methodology/approach – Survey data are collected from American consumers aged 18 years and above. To test the research hypotheses, MANOVA and canonical correlation analysis are performed in analyzing the data.
Findings – COM has more influence on the attentive group (consumers consciously paying attention to the COM information on a product label), on their evaluations of abstract product attributes such as durability and reliability than it does on the inattentive group (consumers not paying conscious attention to such information). In contrast, COM's influences on evaluating concrete product attributes such as style, model, availability, and quality are all significantly related to involvement with COM, but not to attention.
Research limitations/implications – The product assessments sought from respondents are generally on “foreign” products. Future research needs to obtain product-specific evaluations within each product category in testing the model and see how the results may differ or not differ across product categories.
Practical implications – Marketers selling products with high performance in abstract attributes such as durability and reliability should increase consumers’ attention to the COM through effective product labeling.
Originality/value – This research identifies and empirically investigates the difference of COM effects on consumers’ product judgment between consumers who are attentive and the ones who are inattentive to COM information.
Brian Beharrell and Tim Denison
The area of food retailing and consumers′ product preferences isfocused on. Valuations in product and price attributes across productcategories are investigated. A conceptual…
Abstract
The area of food retailing and consumers′ product preferences is focused on. Valuations in product and price attributes across product categories are investigated. A conceptual framework is developed for analysing food choice situations; product categories and product attributes are identified and measured; the importance of product attributes and the implications for retailers′ marketing mix strategies are assessed. The main conclusion drawn is that for each product category studied (preserves, bakery products, cereals, dairy products, soups, toiletries, fresh meats) customers were looking for different groups of attributes, and different priorities were attached to attributes across product categories.
Yu-Jen Chou, Ya-Hui Hsu and Yu-Han Chang
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality…
Abstract
Purpose
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.
Design/methodology/approach
One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.
Findings
This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.
Originality/value
Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.
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Wei Yang, Waranan Tantiwat, Alan Renwick, Cesar Revoredo-Giha and Le Wang
This paper aims to empirically investigate the role of product positioning in the launch of food and drink products using a large dataset of new product development by food…
Abstract
Purpose
This paper aims to empirically investigate the role of product positioning in the launch of food and drink products using a large dataset of new product development by food companies in Australia (AU) and New Zealand (NZ). As such, positioning through credence attribute claims can be associated with product launch strategies, including brand-new products, expansion of product ranges, new packaging and relaunch, as a response to market demand.
Design/methodology/approach
Text analysis was used to investigate the descriptions of food claims using Structured Query Language, providing a word list of food claims and further filtered and categorised into groups of claims. Multinomial regression models were then employed to analyse the association between product launch strategies and food claims adopted by firms.
Findings
The results of this paper provide evidence that positioning via food claims play an important role in product launch strategies in both AU and NZ. Types of food claims matter differently to firms' product launch decisions in the two markets. The “green” and “ethical” attributes are found to be associated with new launches in NZ but not in AU. Claims that are seen as most important for consumers are more likely to be engendered for the more costly launch approach.
Originality/value
This study is amongst the first studies that addresses the role of positioning in product launch strategies of food companies. The results and findings provide insights into the different prevailing credence attributes from the firm side and help policymakers to regulate the delivery of information about credence attributes to consumers.
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Mehrgan Malekpour, Morteza Yazdani and Hamidreza Rezvani
This research aims to investigate intrinsic and extrinsic product attributes as well as the relationship between these features and customer satisfaction by confirming the…
Abstract
Purpose
This research aims to investigate intrinsic and extrinsic product attributes as well as the relationship between these features and customer satisfaction by confirming the moderating role of competitive intensity.
Design/methodology/approach
The study is conceptual and exploratory in nature, drawing on current literature and real-time experience with conceptual framework development. The information was gathered by the face-to-face survey conducted with a sample of products, specialists and customers of the Iranian food industry. A total of 19 Kalleh products and 17 industry experts were selected to identify intrinsic and extrinsic product attributes as well as competition intensity for every product. For investigating the relationship between product attributes and customer satisfaction, 342 customers' viewpoints were received and analyzed.
Findings
The results show that the nature of competition moderates the effects of interaction between product attributes and customer satisfaction. The major findings of this research include (1) when competitive intensity is low, appropriate focus on intrinsic attributes can create better customer satisfaction; (2) When a competitive level is low, better focus on appropriate external attributes can lead to customer satisfaction; and (3) When competitive intensity is high, offering proper external attributes would lead to customer satisfaction if intrinsic attributes are already offered with high quality; (4) When competitive intensity is high and a firm is focusing more on intrinsic attributes, the lack of proper intrinsic attributes can negatively affect repurchase intentions.
Originality/value
The findings of this study can be used as a reference for food companies developing new products in various competitive environments and making the decision whether to focus on intrinsic or extrinsic attributes.
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Vinicius Claudino Bica, Vera Lúcia Milani Martins, Mauricio Raymundo Belleza, Fernando Henrique Lermen and Márcia Elisa Soares Echeveste
This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise.
Abstract
Purpose
This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise.
Design/methodology/approach
The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price.
Findings
The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness.
Originality/value
Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.
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Kushagra Kulshreshtha, Vikas Tripathi, Naval Bajpai and Prince Dubey
This paper aims to explore surprising facets of consumer delight behavior. The study is the empirical juncture of three studies based on consumer survey on the Indian television…
Abstract
Purpose
This paper aims to explore surprising facets of consumer delight behavior. The study is the empirical juncture of three studies based on consumer survey on the Indian television market. Study 1 traces the existence of greenies in India among brownies prevailing around the globe by using the surprise-delight model. Study 2 is a pre-intervention research design confirming greenies preferences to television attributes such as screen technology, annual energy cost saving, screen resolution, screen size and free gifts. Study 3 signifies a price intervention design by allowing customers to include their preference by replacing the annual energy cost saving with price.
Design/methodology/approach
This paper is a harvest of studies based on discriminant analysis for identifying green and brown customers and a two-level conjoint analysis for identifying attributes contributing to green behavior.
Findings
The empirical generalization of a study comes out with unique findings of the greenies and brownies and their preference and attitude toward green attribution and substitution. A “preferential green shift” appeared as a vital output owing to knowledge–attitude–practice from these consecutive studies. This gap exists because of the price factor. The authors suggest the measures for improvement in product offering by targeting and positioning green products from the findings and the preferential green shift.
Research limitations/implications
Future research may focus on other segments of products such as automobiles, i.e. cars. Despite the availability of the non-probabilistic sampling technique, the probabilistic sampling technique can be used. Finally, a larger sample size could have given a better generalization of results.
Originality/value
The gap in knowledge–attitude–practice was evident. This gap was caused by the presence of “price” concern. The study revealed that heavy consumer durable buyers are aware of the benefit of green, but the reality of price cannot be ignored and finally make a purchasing decision on the basis of price criteria. Hence price is recommended as another criterion to be considered in the technology acceptance models.
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Kunter Gunasti, Selcan Kara and William T. Ross, Jr
This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive…
Abstract
Purpose
This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill).
Design/methodology/approach
This study relies on experimental studies, together with analyses of variance, t-tests and logistic regressions.
Findings
Incongruent suggestive brand names can distort product evaluations and alter perceptions of product performance in joint product judgments involving contradictory credence attributes; they can misdirect product evaluations even if the search attributes conflict with competitor brands. Furthermore, they are more likely to backfire if contradictory experience attributes are readily available to consumers.
Research limitations/implications
This test of the role of incongruence between suggestive brand names and actual product features includes key concepts that can inform continued studies, such as search attributes that consumers can readily observe, experience attributes that can be observed only after product use and credence attributes that might not be observed even after use.
Practical implications
This study provides applicable guidelines for managers, consumers and policymakers.
Originality/value
The findings expand beyond prior literature that focuses on memory-based, separate evaluations of advertised benefits and inferences or expectations of unavailable attributes. Specifically, this study details the implications of congruence between the suggestive brand names and different types of attributes observable at different consumption stages.
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Kevin Mason and Joyce Bequette
Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them…
Abstract
Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance perceptions may lead to biased product evaluations. Using an experimental design, this study examines the accuracy of consumers’ product attribute covariance beliefs as a function of their product experience and the relevancy of product information to which they are exposed prior to evaluating product performances. The results indicate that even limited product information affects consumers’ beliefs about product performances on attributes for which no information is available. In other words, specific product information may serve as a cue or indicator for other product characteristics via attribute covariance inferences. The accuracy of these inferences appears to be, at least partly, the function of the consumers’ product experience. Consumers with high levels of product experience are more effective at encoding and retrieving product attribute performance information. Implications of the findings are discussed and suggestions for future research are provided.
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