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This case study focuses on the problems that a company have in segmenting a local market of a gas distribution company and some strategies that they can use for developing a viable market segmentation to target the right segment that will provide a good economics, revenue base customers who also have the mindset to change to a new product. At the end of this exercise, students should have a clear understanding of the following: the essentials concepts of market segmentation, targeting and positioning and how they can be leveraged so that businesses increase their returns; the main elements/steps that drive market segmentation and business positioning; the appropriate methods for market segmentation when targeting local markets for a city gas project; and the challenges companies might face when changing a product.

In 2018, commercial customers began asking Abu Dhabi National Oil Company (ADNOC) Distribution to provide a sustainable solution to ensure a continuous supply of safe gas and avoid the interruptions and hazards associated with the supply of liquefied petroleum gas (LPG) to their premises. The request was discussed with the ADNOC marketing, supply and trading (MST) Division to investigate the possibility of growing the natural gas business in the Emirate of Abu Dhabi, thus contributing to the Emirate’s security, economy, environment and community, and ultimately to ADNOC Strategy 2030. Khaled Salmeen, Director of the ADNOC MST Division, believed that industrial customers accounted for higher business volume and profitability. Nevertheless, he advised Shuhab Al Shehhi, the City Gas Project Manager, to study the potential benefits in targeting both residential and commercial customers as part of ADNOC’s responsibility towards community engagement and investments. Al Shehhi had to address several questions: How could the City Gas Project be strategized and positioned so as to target all market segments? What were the potential outcomes? Would targeting all market segments strengthen ADNOC’s brand position?

This case study was written for Marketing and Strategic Management courses in Bachelor of Business Administration programs.

Teaching Notes are available for educators only.

CSS: 8 Marketing

The purpose of this study is to develop a conceptual framework which takes into account the perceived risk (PR) and the perceived benefits (PB) of using mobile payment systems (MPS) in the context of COVID-19 pandemic.

The study proposes a conceptual framework incorporating the uncertainties/risks associated with MPS like perceived technology uncertainty (PTU), perceived regulatory uncertainty (PRU), perceived service intangibility (PSI) and perceived information asymmetry (PIA), along with the benefits of using MPS such as trust, mobility, health consciousness (HC) and fear of Coronavirus (FOC). A survey comprising 1,253 participants was conducted in India. The proposed model was empirically examined through partial least square structural equation modelling.

The outcomes of the study revealed a significant positive influence of PTU, PRU, PIA and PSI on PR. On the other hand, HC and FOC were identified as the major antecedents having a significant positive influence on PB. Both PR and PB had a significant influence on the intention to adopt MPS, but the influence of PB was greater than the influence of PR.

The enablers and inhibitors play a crucial role in understanding the intention to adopt MPS. HC and fear of acquiring Coronavirus can be aggressively marketed by the government and service providers as a strategy to maintain social distancing. Government should address the regulatory concerns associated with the usage of MPS so as to alleviate any negative perception among the general public.

The current study is a novel attempt to understand the intention to adopt MPS in India as precautionary health behaviour to curb the transmission of Coronavirus pandemic. The study uses two constructs, HC and FOC, to better understand the behaviour of the people and explain the intention to adopt MPS during the COVID-19 pandemic.

The purpose of this article was to explore the influence of individual perception and social climate on consumer-initiated group-buying purchase decisions. An extended cross-level research model was used to explain how a new mechanism for purchasing through personal interactions could work.

This study utilised a questionnaire survey for data gathering. The subjects of the investigation were group-buying initiators. Hierarchical linear modelling (HLM) was used to experimentally examine the research hypotheses.

The empirical results of the study indicate that the social influence of critical mass can effectively promote positive attitudes and intentions towards consumer-initiated online group buying. An individuals' perception of an initiator's fairness influences their trust in the initiator. In addition, trust in the initiator can positively and significantly influence buyers' attitudes and intentions to online group buying.

Most previous studies on online group-buying focus on how social media influences group-buying behaviours. This study extends social media research by introducing an extended cross-level model to provide a comprehensive investigation into online-shopping. It is a preliminary attempt to systematically verify relationships at the individual and aggregate levels. The decision to group buying requires a relationship of trust to be formed before any transaction takes place, thereby increasing the intention to make a purchase. As a result, group buying is perceived as positive when interpersonal communication is very efficient, or when social influence is high.

The purpose of this research is to (1) identify factors affecting food choices of young adults in Canada based on environmental perceptions, personal and behavioral factors as determinants of eating behaviors; (2) segment Canadian young adults based on the importance of the identified factors in their food choices.

An online survey was administered to Canadians aged between 18 and 24 to collect data on socio-demographic factors and eating behaviors (N = 297). An exploratory factor analysis (EFA) was used to identify the main factors affecting eating behaviors in young adults, followed by K-means clustering to categorize the respondents into consumer segments based on their propensity to agree with the factors.

Six factors were extracted: beliefs (ethical, environmental and personal); familiarity and convenience; joy and experience; food influencers and sociability; cultural identity; and body image. Using these factors, six consumer segments were identified, whereby members of each segment have more similar scores on each factor than members of other segments. The six consumer segments were: “conventional”; “concerned”; “indifferent”; “non-trend follower”; “tradition-follower”; and “eat what you love”.

Identifying major factors influencing eating behaviors and consumer segmentation provides insights on how eating behaviors might be shaped. Furthermore, the outcomes of this study are important for designing effective interventions for shaping eating behaviors particularly improving sustainable eating habits.

The paper published below was prepared by Taylor Ostrander for Frank Knight’s course, Economic Theory, Economics 301, during the Fall 1933 quarter.

This paper aims to present a systematic scoping review of the influences of some situational factors on the energy consumption behaviour of households. Household’s energy choice and manner of utilization define its energy consumption behaviour; it is a key factor in determining the energy efficiency of households. Despite the energy-efficient technological innovations and awareness on environmental/health implications of using certain energy sources and technologies, households still use inefficient, traditional energy sources and technologies. Some researchers have attempted to use economic and psychological theories to explain the situation with the hope of achieving a change in behaviour towards sustainable energy utilization but to no avail. This is because the theories fail to consider situations beyond individuals or households. A clear understanding of situational factors and how they influence household energy behaviour will provide information that will aid deeper research and policy formulation towards sustainable energy behaviour of households.

A scoping systematic review of available literature regarding real-life cases in both developed and developing countries was carried out to determine the possibility of situational factors affecting household energy choices and utilization.

The result of the review showed that situational factors have a significant influence on household’s energy consumption. The main policy implications observed are the need for laws that will encourage energy-saving renovations in houses, make compulsory the provision of recreational facilities in residential areas to reduce in-home energy consumption. The need for increased access to electricity and other efficient energy sources and cooking technologies has also been observed. Intensive awareness campaigns are required to disabuse the minds of people about cultural issues that mitigate improved cook stove adoption.

The paper provides information on the influence of some of the factors, which affect energy consumption in households, which fluctuate depending on the current situation of the consumer and are time-bound (situational factors). The information will help policymakers and regulators to understand the influence of situational factors on household energy consumption, thereby enabling them to make policies that will enhance sustainable energy consumption.

Prior research has investigated legitimation strategies in corporate annual reports in the for-profit sector. The purpose of this paper is to investigate this phenomenon in an NGO environment. It investigates Australian overseas aid agencies’ responses to criticism of the relief effort following the Indian Ocean tsunami in 2004. It aims to determine whether voluntary annual report disclosures were reflective of impression management and/or of the discharge of functional accountability.

The paper applies content analysis to compare the structure and content of the annual reports of 19 Australian overseas aid agencies before and after the Indian Ocean tsunami.

Results suggest voluntary disclosure in annual reports significantly increased post-tsunami and was more consistent with impression management activity rather than functional accountability suggesting a response to the legitimacy challenge. The use of impression management tactics differed with agency size, with larger agencies using ingratiation in order to appear more attractive while smaller ones promoted their particular achievements.

This paper makes a contribution by extending prior impression management and legitimacy literature to an NGO environment. It has implications for the development of these theories as it looks at organisations where the stakeholders are different from the for-profit sector and profits are not the main concern. It raises issues about the concept of accountability in the NGO sector, and how the nature of organisation reporting is changing to address the challenges of a sector where access to funds is highly competitive.

The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a segmentation approach.

A self-administrated online survey was carried out among organic food buyers (n=202) using the snowball sampling technique. Measurement items were mainly adapted from the prior studies.

The authors analysed the heterogeneity of organic food buyers with latent class model. Four distinct latent classes (i.e. segments) of organic food buyers were identified. Those segments were named as enthusiastic social-seekers, enthusiastic moralists, hostile seldom shoppers, and hostile heavy shoppers.

Though the study was exploratory, the identified segments of organic food buyers can enhance our knowledge about differing characteristics of organic food buyers in the context of the country where the organic food industry is in the early stages of development. The findings of this study will give organic food producers and marketers a much better framework for making product, pricing, distribution and marketing communications decision. Moreover, the identification of organic food consumer profiles will provide an insight into how policymakers should tailor their public policy and strategies to expand the size of the organic food market.

Epidemiology is often described as “the basic science of public health” (Savitz, Poole & Miller, 1999; Syme & Yen, 2000). This description suggests both a close association with public health practice, and the separation of “pure” scientific knowledge from its application in the messy social world. Although the attainability of absolute objectivity is rarely claimed, epidemiologists are routinely encouraged to “persist in their efforts to substitute evidence for faith in scientific reasoning” (Stolley, 1985, p. 38) and reminded that “public health decision makers gain little from impassioned scholars who go beyond advancing and explaining the science to promoting a specific public health agenda” (Savitz et al., 1999, p. 1160). Epidemiology produces authoritative data that are transformed into evidence which informs public health. Those data are authoritative because epidemiology is regarded as a neutral scientific enterprise. Because its claims are grounded in science, epidemiological knowledge is deemed to have “a special technical status and hence is not contestable in the same way as are say, religion or ethics” (Lock, 1988, p. 6). Despite the veneer of universality afforded by its scientific pedigree, epidemiology is not a static or monolithic discipline. Epidemiological truth claims are embodied in several shifting paradigms that span the life of the discipline. Public health knowledges and practices, competing claims internal and external to epidemiology, and structural conditions (such as current political economies, material technologies, and institutions) provide important contexts in which certain kinds of epidemiological knowledge are more likely to emerge.

A general framework for mobile Web services ‐ which are Web services with the ability to migrate from one host to another ‐ is proposed. In this framework, a mobile Web service is composed of a combination of a BPEL process description, service components to be carried, and migration behavior descriptions using simple but expressive rules. The semantics of the descriptions are defined using Mobile Ambients, namely, a formal model of concurrent mobile processes. With this framework, it is thus possible to add or change migration behaviors without having to modify the BPEL process.