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As in the case with computers and automobiles, marketing seems to seek constantly new and improved models.

A minority of consumers, the heavy users, account for the bulk of purchases in many product categories. The present paper applies the concept of heavy usage to the study of clothing purchase because little scholarly research has attempted to define general characteristics of heavy clothing spenders. Data from two surveys of adult women (n = 641 and 285) showed that those who spent more were more likely to be fashion innovators, shopped more for clothes and had higher fashion media exposure. Few demographic characteristics, however, distinguished these women from light and non‐users. These findings may be useful to managers seeking to market to the heavy users of clothing and to clothing theorists developing theories of clothing usage.

A common approach to analysing markets and selecting the most profitable target consumers is to identify and focus on the heavy users. Although this is a widely used practice in food marketing, no general theory describes the characteristics of heavy users of food products. The purpose of this paper is to use data from four empirical studies to test hypotheses about heavy wine users with the objective of developing a comprehensive model of heavy usage. The topics of the surveys were wine attitudes and behaviours. Data came from samples of students and adult US consumers. The findings showed consistently that heavy wine users were more likely to be interested in and involved with wine. When compared with studies of heavy users in other product fields, the beginnings of a general model of heavy usage that focuses on product involvement rather than demographics can be proposed.

The purpose of this paper is to propose that “social demarketing” campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts.

Volume segmentation and extremely frequent behaviour theory is applied to examining several unique sub segments among survey data (n=6,393) of Americans not engaging and engaging in anti‐social behaviour (“giving‐the‐finger”) to other motorists while driving.

Less than 2 percent of Americans are estimated to enact 40 percent of the total incidences of “giving‐the‐finger” to other motorists; three unique sub segments of the chronic anti‐social actors participate in different lifestyles (including media usage behaviours) and each has unique demographic profiles.

The study is based on two years of a national survey taken in one country and self‐reports only. The implications support the propositions of a general theory of extremely frequent consumption behaviour.

Government demarcating programs are likely to increase in effectiveness through tailoring a few strategies, rather than one, to influence unique segments of chronic anti‐social actors.

The paper provides individual‐level analysis of chronic anti‐social actors engaging in road‐rage related behaviours and compares them to one another as well as non‐equivalent comparison groups of actors not engaging in such behaviour; the paper describes the merits of experience frequency segmentation.

This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers.

Consumer panel data of carbonated beverages are examined using Markov chains to measure switching between two brands: Coke and Pepsi. Switching rates are conducted for all Coke households (n = 10,474) and Pepsi households (n = 7,227). This is further examined with respect to heavy half (upper median) consumers of each brand who make up approximately 86 per cent of volume purchases.

Households that made a majority of their purchase volume in either Coke or Pepsi products stayed with their preferred brands in subsequent quarters: 85 to 97 per cent of households. These findings are validated at all levels of the brand architecture (family brands, product brands and modified brands), even though both brands engage in similar marketing mix tactics (advertising, price cuts, distribution, product offerings). Loyalty was even higher among the heavy user households.

The research was conducted using two well-known brands in a mature industry. Services or non-mature markets may exhibit different loyalty patterns.

The study extends prior research on competition, loyalty and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior.

The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands.

Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family brands of carbonated beverages. Emphasis is placed on the consumers who purchase the upper median of volume (heavy half) and constitute a disproportionate amount of brand’s sales (86 per cent of the volume).

Three propositions find that loyalty rates are high among modified brands with little switching to other lines within the brand. Further, loyalty and switch to rates are highest for the flagship branded product (the master modified brand).

Managers segment the market using the branded house strategy, yet loyalty rates vary for each product line. The switching rates can guide managers as to which products have established a loyal consumer base.

While brand switching is a considerable research stream, this research is believed to be the first to explore loyalty versus variety-seeking in the branded house strategy.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The design and testing of clothing for activewear requires complex assessments of the suitability of the clothing when the body is in motion. The purpose of this paper is to investigate full body 3D scanning of active body poses in order to develop “watertight” digital models and half-scale dress forms to facilitate design, pattern making and fit analyses. Issues around creating a size set of scans in order to facilitate fit testing of activewear across a size range were also explored.

Researchers experimented to discover effective methods for 3D body capture in the cycling position and reconstruction of the body in a reliable way. In total, 25 cyclists were scanned and size representatives were selected from these participants. Methods of creating half-scale forms were developed that make optimum use of modern materials and technologies. Half-scale dress forms were created in two active positions in a range of sizes for fit testing and design. A set of half-scale and full-scale bike shorts in two styles were manufactured and fit tested on the half-scale forms compared to fit testing on the scan participants to test validity of this method of assessing fit.

Issues in capturing and reconstructing areas occluded in the scanning process, and reconstructing the interface with the bicycle seat were addressed. Active digital forms were developed across the size range, from which both digital avatars and physical mannequins were developed for pattern development and fit testing. The production and use of precisely half-scaled tools for garment testing was achieved and validated by comparing fit test results in active positions on the half-scale forms and on participants who were scanned to create these forms.

Design modifications for active positions to date are based on linear measurements alone, which do not define the 3D body adequately. Despite much research using body scanners, only limited data exist on the body in active poses, and the concept of creating half-scale forms by scanning fit models throughout the size range in active body positions is a novel concept. The progress made in resolving material and process experiments in creating the actual half-scale forms, and testing their suitability for fit testing provides a basis for further research aimed at developing similar dress forms for other activewear garments.

Heavy fog results in low visibility, which increases the probability and severity of traffic crashes, and fog warning system is conducive to the reduction of crashes by conveying warning messages to drivers. This paper aims at exploring the effects of dynamic message sign (DMS) of fog warning system on driver performance.

First, a testing platform was established based on driving simulator and driver performance data under DMS were collected. The experiment route was consisted of three different zones (i.e. warning zone, transition zone and heavy fog zone), and mean speed, mean acceleration, mean jerk in the whole zone, ending speed in the warning zone and transition zone, maximum deceleration rate and mean speed reduction proportion in the transition zone and heavy fog zone were selected. Next, the one-way analysis of variance was applied to test the significant difference between the metrics. Besides, drivers’ subjective perception was also considered.

The results indicated that DMS is beneficial to reduce speed before drivers enter the heavy fog zone. Besides, when drivers enter a heavy fog zone, DMS can reduce the tension of drivers and make drivers operate more smoothly.

This paper provides a comprehensive approach for evaluating the effectiveness of the warning system in adverse conditions based on the driving simulation test platform. The method can be extended to the evaluation of vehicle-to-infrastructure technology in other special scenarios.

This paper aims to better design the resonant tank parameters for LLC resonant converter. And, it is found that under heavy load, the voltage gain is affected by junction capacitors of the primary side switching and the parasitic parameters of the secondary side diodes converted to the primary side, which will cause the voltage gain decreased when the switching frequency decreased.

This paper proposes an optimization parameters design method to solve this problem, which was based on impedance model considering the parasitic parameters of switching devices and diodes.

The effectiveness of the proposed method is verified by impedance Bode plots and experimental results.

From the perspective of impedance modeling, this paper finds the reasons for the insufficient voltage regulation capability of LLC resonant converters under heavy load and finds solutions through analysis.