Search results

1 – 10 of 12
To view the access options for this content please click here
Article
Publication date: 28 August 2018

Morten Heide and Svein Ottar Olsen

The purpose of this paper is to identify consumer segments based on the importance of food quality and prestige benefits when buying food for a special occasion; dinner…

Abstract

Purpose

The purpose of this paper is to identify consumer segments based on the importance of food quality and prestige benefits when buying food for a special occasion; dinner party with friends.

Design/methodology/approach

Using cluster analysis, the importance of food quality benefits (quality, taste and health) and prestige benefits (prestige quality, hedonic, uniqueness, price and social) were investigated. The consumer segments were profiled using individual consumer characteristics (involvement in luxury, willingness to pay and socio-demographics).

Findings

Food quality benefits are the most important benefits when buying food for a party with friends and the authors identified four distinct consumer segments based on 20 different food quality and prestige benefits: perfectionists, premium, luxury seeking and value focussed. Three of the four consumer segments (perfectionists, premium and luxury seeking) find conventional food quality benefits important but differ in the importance they attribute to the different prestige benefits. The value focussed segment is not driven by prestige consumption but wants high quality at an affordable price.

Research limitations/implications

This study demonstrates that consumers are driven by different food and prestige benefits when buying food for a special occasion.

Originality/value

This study suggest some important differences between premium consumers, looking for food quality and hedonic benefits, and luxury seeking, with a relatively higher focus on prestige quality, uniqueness and social benefits. This study also identifies a significant distinction between perfectionists and value focussed consumers. Both segments are focussed on food quality benefits but differ in their focus on value and prestige benefits.

Details

British Food Journal, vol. 120 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 9 May 2008

Terje I. Vaaland and Morten Heide

The purpose of this paper is to improve the understanding of the manner in which companies deal with key stakeholders in relation to corporate social responsibility (CSR)…

Downloads
6399

Abstract

Purpose

The purpose of this paper is to improve the understanding of the manner in which companies deal with key stakeholders in relation to corporate social responsibility (CSR), focusing in particular on how companies can handle critical incidents related to CSR and utilize these experiences in enforcing their regular social responsibility.

Design/methodology/approach

The paper is based on a case study methodology.

Findings

CSR should be managed by a combination of handling unexpected episodes that threaten existing social responsibility (incident recovery) and the long‐term reduction of gaps between stakeholder expectations and the company performance (CSR enforcement). Furthermore, CSR implies building and maintaining relationships with society through interplay between actors, resources and activities.

Practical implications

The study contributes to managerial decision making by identifying seven types of implications and activities necessary to actively manage key aspects of social responsibility.

Originality/value

The paper integrates long‐term social responsibility enforcement with short‐term social responsibility recovery by means of a recent corporate case from the oil industry.

Details

Corporate Communications: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 1 May 1992

Kjell Grønhaug and Morten Heide

Examines whether advertising creates stereotyping effects, focusingon effects created in the target group, and not on the content of theadvertising message as primarily…

Downloads
2041

Abstract

Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts an experimental study using a rather unfamiliar travel destination – Norway – as the target object. The findings reveal that advertising may create changes in the target group′s evaluations of the target object, and result in more coherent and stereotyped knowledge structures.

Details

European Journal of Marketing, vol. 26 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 1 February 1996

Margit G. Engeset and Morten Heide

Despite the fact that both reserchers and managers agree that consumer satisfactions is a key factor for the success of hotels, little research has been done to reveal…

Downloads
1440

Abstract

Despite the fact that both reserchers and managers agree that consumer satisfactions is a key factor for the success of hotels, little research has been done to reveal what aspects of the hotel operation the guests consider as important when evaluating the hotel experience. Literature on total quality management often argue that all aspects of the operation should be focused on, in order to achieve high levels of consumer satisfaction. Based on a sample of business travellers, we found that most of the variance in overall satisfaction with a hotel experience is eXplained by two core factors in the hotel operation, namely intangible aspects of the reception and tangible aspects of the houskeeping department. This calls for a more focused approach to the management of guest satisfaction than generally recommended in the literature. Implications for managers and recommendations for future research are presented.

Details

The Tourist Review, vol. 51 no. 2
Type: Research Article
ISSN: 0251-3102

Keywords

To view the access options for this content please click here
Article
Publication date: 3 April 2009

Morten Heide, Kirsti Lærdal and Kjell Grønhaug

The concept of atmosphere is often considered vague and difficult to capture, which hampers adequate feedback on atmospheric investments. This paper aims to report a…

Downloads
2745

Abstract

Purpose

The concept of atmosphere is often considered vague and difficult to capture, which hampers adequate feedback on atmospheric investments. This paper aims to report a systematic effort to capture the concept and enhancing factors, making adequate feedback for efforts to improve atmosphere possible.

Design/methodology/approach

Owing to limited a priori insights, an exploratory, discovery‐oriented approach was chosen. Semi‐structured interviews, supplemented with secondary data, were conducted to gain insight into how managers and design experts think and cope to improve the atmosphere of establishments. The hospitality industry was selected as empirical context.

Findings

Investments to improve the atmosphere of establishments can bring significant benefits. However, the positive effects are associated with uncertainty and consequently the risks can be substantial. However, such risks were only recognized by hospitality managers, not by design experts.

Research limitations/implications

This study is a first step and was therefore restricted to the supply side of the industry. For practical purposes, the empirical setting was limited to a single country.

Practical implications

Care should be taken not to overkill with atmosphere and thereby lose focus on the main service/product offering. Hospitality managers and owners need to be assertive to get the right balance between aesthetic elements and operational requirements because design experts tend to neglect the latter.

Originality/value

Given the considerable interest in, and consequently the presumed value of, atmosphere as an intangible asset, this paper provides important insights into an area where there is genuine need for empirical research.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 6 July 2010

Morten Heide, Svein Ottar Olsen and Domingo Calvo Dopico

The general purpose of this paper is to investigate how a newly developed burger made of seafood is perceived in different test situations. In addition, the influence of…

Downloads
644

Abstract

Purpose

The general purpose of this paper is to investigate how a newly developed burger made of seafood is perceived in different test situations. In addition, the influence of satisfaction with preparation on the evaluative outcome is explored.

Design/methodology/approach

Data were collected from two different test situations; a home use test, and a canteen test among young Spanish consumers. Multiple measures of the constructs were used to test for construct reliability, validity and measurement invariance in two different consumption situations. The data were analysed by LISREL and ANOVA.

Findings

No differences in attitudes and intention to consume the fish burger are found for the different test situations. However, satisfaction with preparation did have a significant impact on evaluation and intention in the home situation, even though perceived preparation skill is the same.

Originality/value

This paper contributes to the existing literature on how different test locations influence product evaluation. First, methodologically, it uses multiple measures of the key dependent variables, attitude and intention, and tests for validity, reliability, and measurement invariance to approach survey context effects in different test situations. Second, theoretically, the paper also shows how the impact of satisfaction with the preparation can influence evaluation and intention to consume a new product in a home test situation.

Details

British Food Journal, vol. 112 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 25 February 2014

Themistoklis Altintzoglou, Morten Heide and Mats Carlehög

The aims of this study were: to identify consumer segments in France, based on their use of and trust in information sources regarding the freshness of fish, to examine…

Abstract

Purpose

The aims of this study were: to identify consumer segments in France, based on their use of and trust in information sources regarding the freshness of fish, to examine differences between the segments regarding use of and interest in information cues and objective and subjective knowledge, to compare the consumer segments regarding their fish consumption and fish storage behaviour and to discover how different consumer segments reacted to labels regarding the processing of cod fillet products.

Design/methodology/approach

This paper describes how French consumers (n=485) of fish were clustered in three segments based on their use of and trust in information sources regarding the freshness of fish and then compared by means of use of and interest in various information cues, knowledge, fish consumption behaviour, age and parenthood.

Findings

Information regarding thawed cod fillet products should be carefully communicated. Fresh fish remains at the top of consumers' aspirations, regarding fish. However, a short label indicating that fish was frozen directly after catch and thawed directly before they were put on the retailers' displays may lead to an improvement of the image of previously frozen cod fillet products.

Research limitations/implications

This survey based study could be confirmed in a real-life experimental setting.

Practical implications

The results can be direct advice for the development of communication strategies for the successful launching of fresh and thawed cod fillet products in the market.

Originality/value

This manuscript expands the segmentation presented by Pieniak et al. to France. Using this segmentation as a starting point, this study demonstrates the benefits of its use in the development of directed communication strategies.

Details

British Food Journal, vol. 116 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 19 October 2012

Themistoklis Altintzoglou, Bjørg Helen Nøstvold, Mats Carlehög, Morten Heide, Jens Østli and Finn‐Arne Egeness

The purpose of this study was to investigate the effect of information on English consumers' evaluation of fresh and thawed cod fillets which in English retail stores is…

Abstract

Purpose

The purpose of this study was to investigate the effect of information on English consumers' evaluation of fresh and thawed cod fillets which in English retail stores is referred to as “chilled” seafood.

Design/methodology/approach

After the exploration of consumers' impressions of thawed fish, this study followed a pair‐wise comparison approach in a central location consumer test. Fish fillets were evaluated on liking, smell and texture by means of a questionnaire with additional behavioural and attitudinal questions.

Findings

This study showed that consumers in England may prefer thawed over fresh cod fillets without information. However, consumers' evaluations increased for labelled fresh cod fillets and decreased for thawed. Finally, consumers reported positive expectations about fillets labelled “fresh” or “frozen at sea”.

Research limitation/implications

This study involved testing cod fillets in a central location test. Consumers do not usually evaluate cod fillets in this way in their daily life. The quality of the two types of fillets made especially for this test may vary compared to the ones usually sold and consumed.

Practical implications

This study can inform producers and retailers about what to expect by means of sales of fresh and thawed cod products with or without information.

Social implications

It was shown that consumers are positively influenced by information and are willing to consume more fish if they know that the fish is fresh or thawed properly.

Originality/value

This is the first paper to present English consumers' evaluations of thawed cod.

Details

British Food Journal, vol. 114 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 19 September 2008

Terje I. Vaaland, Morten Heide and Kjell Grønhaug

This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context…

Downloads
18070

Abstract

Purpose

This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks whether, to what extent and how the discipline of marketing has addressed CSR.

Design/methodology/approach

After clarifying core concepts and proposing a new definition of CSR, 54 articles in leading marketing journals between 1995 and 2005 are analyzed in terms of publication characteristics, research design, variables, sampling, level of analysis, issues raised, and key findings.

Findings

Recommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus beyond consumers, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the future customer.

Research limitations/implications

The number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review.

Practical implications

The way the scholarly marketing literature treats CSR impacts what our students and other constituencies learn.

Originality/value

Given the veritable explosion in CSR research in the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of where researchers should be headed.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 30 January 2007

Terje I. Vaaland and Morten Heide

The purpose of this paper is to focus on small and medium sized enterprises (SMEs) and the extent to which they are prepared to meet SCM challenges through the use of…

Downloads
9829

Abstract

Purpose

The purpose of this paper is to focus on small and medium sized enterprises (SMEs) and the extent to which they are prepared to meet SCM challenges through the use of modern planning and control methods.

Design/methodology/approach

The study is based on a cross‐sectional survey of 200 Norwegian companies with informants mainly related to the SCM function and from top management.

Findings

The findings clearly indicate that SMEs give less attention to planning and control methods than LEs. SMEs are less satisfied with the methods applied; less concerned with methods supporting SCM on product quality, rationalisation of operations and capital cost rationalisation; less focused on system integration with other actors in the supply chain; and less focused on EDI and e‐based solutions.

Research limitations/implications

The study focuses primarily on managerial components and excluded logistics structures and business processes that are more or less inter‐related.

Practical implications

Horizontal cooperation or vertical integration can reduce the information technology gap by sharing planning and control systems. The suppliers of support systems should consider delivering complete “turn‐key” solutions for revitalising the supply chain functions, specifically targeted towards SMEs.

Originality/value

The strength of this study is that it has been able to identify systematic differences between LEs and SMEs across sectors with respect to how SCM challenges are met.

Details

Supply Chain Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1359-8546

Keywords

1 – 10 of 12