Search results

Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.

Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.

The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.

Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.

Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.

The purpose of this study is to evaluate whether a diversification by grape varieties may help wine producers reduce uncertainty in quantity and quality variations due to increasingly erratic climate conditions.

This study hand-collects granular quantity and quality data from wine harvest reports for vintages 2003 to 2017 for the Valais region in Switzerland. The data allows us to obtain detailed data on harvested kilograms/liters and Oechsle/Brix degrees. It is then merged with precise meteorological data over the same sample period. The authors use this data set to capture weather conditions and their impact on harvested quantities and quality. Finally, they build portfolios including different grape varieties to evaluate whether this reduces variations in quality and quantity over vintages.

The findings highlight that the weather varies relatively strongly over the sample period and that climate hazards such as hail, frost or ensuing vine diseases effectively occur. These strongly impact the harvested quantities but less the quality of the wine. The authors further show that planting different grape varieties allows for a significant reduction in the variation of harvested quantities over time and thus acts as a good solution against climate risk.

The effect of climate change on viticulture is becoming increasingly important and felt and bears real economic and social consequences. This study transposes portfolio diversification which is central to reducing risk in the finance industry, into the wine industry and shows that the same principle holds. The authors thus propose a novel idea on how to mitigate climate risk.

This study aims to define a “technological statecraft” concept to distinguish tech-based measures/sanctions from an array of economic measures ranging from restrictions of rare earth elements and natural gas supplies to asset freezes under the wider portfolio of economic statecraft. This concept is practically intended to reveal the USA’s “logic of choice” in its employment of technology as an efficient instrument to deal with China in the context of the great power rivalry.

This study follows David A. Baldwin’s statecraft definition and conceptualization methodology, which relies on “means” rather than “ends.” In addition to Baldwin and as an incremental contribution to his economic statecraft analysis, this study also combines national political economy with statecraft analysis with a particular focus on the utilization of technological measures against China during the Trump administration.

The US rationale for choosing technology, namely, emerging and foundational technologies, in its rivalry against China is caused at least by two factors: the nature of the external challenge and the characteristics of the US innovation model based largely on radical innovations. To deal with China, the USA practically distinguished the role of advanced technology and followed a grammer of technological statecraft as depicted in the promulgated legal texts during the Trump administration.

Despite a growing volume of literature on economic statecraft and technological competition, studies focusing on countries’ “logic of choice” with regard to why and under what conditions they choose financial, technological or commodity-based sanctions/measures/controls are lacking. Inspired from Baldwin’s account on the “logic of choice” from among alternative statecrafts (i.e. diplomacy, military, economic statecraft, and propaganda). This study will contribute to the literature with a clear lens to demonstrate the “logic of choice” from among a variety of economic statecraft measures in the case of the US technological statecraft toward China.

This paper aims at understanding the causes of low adoption of hybrid rice technology. The paper also assesses the impact of adoption of hybrids and modern varieties on crop yield, vis-à-vis the old or traditional varieties.

Using unit-level data from a large-scale survey of farm households (19,877 paddy cultivators), the authors applied multi-nomial regression method to understand the factors for adoption of hybrid rice and instrumental variable method of regression to estimate its impact.

The findings demonstrate that in India, hybrid rice is often grown on relatively poor soils, resulting in greater irrigation costs and for other inputs, such as fertilizers. Further, farmers' poor access to information on the traits of hybrid rice and the associated agronomic practices, as well as poor access to financial resources, hampers efforts to scale up its adoption. More importantly, the findings reveal that the relative yield advantage of hybrids over open-pollinated modern varieties is not large enough to incentivize the rapid adoption of hybrid rice technology.

Given the higher cost of hybrids than the inbred varieties, enhancing paddy cultivators' access to financial resources can accelerate the adoption of hybrid rice in India.

The study is based on unit level data from a large-scale, nationally representative survey of farm households, comprising a sample of 19,877 paddy cultivators, spread across states in India.

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

This study aims to provide insight into consumer behavior regarding the use of food delivery apps when making purchases. To investigate the primary elements affecting users' intentions to use meal delivery applications, this study suggests an extension to the technology acceptance model through some contextual variable such as “various food choices (VFC),” “trust (TRR),” “perception of COVID-19-related risks (PCR)” and “convenience (CONV)” during the pandemic.

A cross-sectional data of 407 was collected in the Indian context. This research adopts the covariance-based structural modeling approach to test the hypotheses along with hierarchical regression to predict the efficiency of constructs.

Considering the outcomes, “perceived usefulness (PU)” was positively influenced by “perceived ease of use (PEOU),” “VFC” and “CONV.” In addition, the attitude (ATT) was positively impacted by “PU,” “TRR” and “PEOU.” Nevertheless, “PCR” negatively influenced ATT. In additional, this research illustrates the positive impact of ATT and PU on behavioral intention to use.

By confirming the technology acceptance model's capacity for explanation in relation to food delivery apps, this study adds to the body of knowledge. The primary focus of this study is on determining the direct impact of the identified determinants on the adoption of food delivery applications within the context of a pandemic situation in developing countries.

Pay-what-you-want (PWYW) is a pricing strategy implemented in a variety of settings like supermarkets and museums, in which consumers determine the price they are willing to pay for a product or service based on their perceived utility. The authors propose an analytical model to investigate the impact of PWYW delivery pricing on the online food delivery (OFD) platforms.

Using a game-theoretic model, the authors characterize the equilibrium as a function of the platform's average delivery cost and the consumer's social preferences parameters like fairness and reciprocity. The authors derive the parametric conditions under which PWYW generates higher profits for the platform compared to the traditional pay-as-asked delivery pricing.

For the PWYW strategy to be profitable, the average delivery cost to the platform should be low. Therefore, OFD platform managers should focus on reducing delivery costs. The authors also identify the feasible region in which the platform managers need to maintain the consumer's social preferences.

Under PWYW, the authors recommend that the platform managers impose a minimum delivery fee which consumers can use as a benchmark to minimize zero delivery fee payments and consumers' free-riding tendencies simultaneously. This allows OFD platforms to extract online orders from highly price-conscious consumers.

This is one of the first studies to explore the innovative application of PWYW to a particular segment of delivery pricing in OFD platforms. The authors establish that the overall consumer surplus and social welfare are higher under the PWYW strategy, forming a solid ground for its implementation in OFD platforms.

This study empirically investigated the different attributes (i.e. convenience, online reviews, online ratings, visual appeal and various food choices) of food delivery applications (FDAs) that impacted customers' perceived benefits, satisfaction and loyalty. Price consciousness was positioned as the moderator while customer satisfaction was positioned as the mediator.

Utilizing the purposive sampling technique, 360 useable respondents were gathered from existing FDAs' customers in China. Partial least squares structural equation modelling (PLS-SEM) was employed to verify the interrelationships among variables.

The results confirmed the significant impact of four FDA attributes (i.e. convenience, online ratings, visual appeal and various food choices) on perceived benefits. Customer satisfaction positively influenced loyalty. Moreover, the mediating role of customer satisfaction and the moderating role of price consciousness were confirmed.

FDA operators should engage in providing more benefits to stimulate satisfaction and loyalty among customers. Promotion discounts remain a key factor in enhancing the satisfaction and loyalty of price-conscious customers.

This study extends the applicability of the stimulus–organism–response (SOR) framework and enriches FDA literature by assessing the external stimuli, organisms and moderating factors that trigger customer loyalty.

This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.

Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.

The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.

To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.

This study (1) assessed restaurant consumers' perceived importance of better food quality versus larger portion sizes, (2) classified restaurant consumers into different segments based on their perceived importance of seven food quality attributes (taste, texture, aroma, appearance and the use of natural, local and organic ingredients) relative to portion size and (3) compared the identified market segments.

An online survey assessed 613 USA adult participants' perceived importance of seven food quality attributes relative to portion size. A K-means cluster analysis classified participants into different segments based on their perceptions.

Five restaurant consumer segments were identified: sensory-oriented consumers, taste-oriented organic food consumers, local and natural food consumers, quantity-oriented consumers and quality-oriented consumers. In general, quality-oriented consumers were the least likely to visit fast-food restaurants, had the highest average per-meal spending and were the least likely to eat out alone. Local and natural food consumers and taste-oriented organic food consumers had higher total restaurant spending than other groups. Quantity-oriented and sensory-oriented consumers visited fast-food restaurants more often and had lower total restaurant spending and per-meal spending than other groups. Age, sex and income were significantly associated with the segmentation outcomes.

Findings suggest promising opportunities for restaurants to enhance consumer perceptions of value by prioritizing the factors that hold the greatest significance to their target customers.

This study is the first attempt to segment restaurant consumers based on their perceived importance of food quality attributes relative to portion size, effectively identifying five distinct consumer segments.