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Essays On Consumer Behaviour And Pricing
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Book Synopsis Essays on Consumer Behaviour and Pricing by : Ammara Mahmood
Download or read book Essays on Consumer Behaviour and Pricing written by Ammara Mahmood and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays in Consumer Behavior and Pricing by : Ammara Mahmood
Download or read book Essays in Consumer Behavior and Pricing written by Ammara Mahmood and published by . This book was released on 2014 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on Consumer Shopping Behavior and Price Dispersion by : Aleksandr Yankelevich
Download or read book Essays on Consumer Shopping Behavior and Price Dispersion written by Aleksandr Yankelevich and published by . This book was released on 2011 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay 1: "Price-Matching in a Sequential Search Duopoly" While substantial research has tried to determine if price-matching guarantees are anti-competitive, most previous studies have overlooked the effect that these policies have on consumer search behavior. This essay examines how price-matching guarantees affect consumer behavior and prices in a model of sequential price search. By endogenizing consumers' acquisition of price information, I find that price-matching may raise prices in three new ways. First, price-matching diminishes firms' incentives to lower prices to attract consumers who have no cost of search. Second, for consumers with positive search costs, price-matching lowers the marginal benefit of search, inducing them to accept higher prices. Finally, higher prices may come about because price-matching can lead to asymmetric equilibria where one firm runs fewer sales and both firms tend to offer smaller discounts than in a symmetric equilibrium. These price increasing effects grow in proportion to the number of consumers who make use of price-matching guarantees as well as in the amount of asymmetry that prevails in equilibrium. Essay 2: "Asymmetric Sequential Search" (with Carmen Astorne-Figari) Rival firms often find themselves catering to a very different mix of customers from that of their competitors. This can lead to variations in pricing behavior even when other factors, such as product quality and the cost of production, are held constant across firms. In this essay, we use a model of sequential consumer price search to explore how asymmetries in the demand structures across firms impact firm pricing. In our model, a fraction of consumers must pay a cost to search for prices beyond their local firm and firms serve different fractions of local consumers. The price distribution of a firm with more local consumers first order stochastically dominates that of a firm with fewer local consumers and places positive probability on its upper bound. This means that a firm with more local consumers has a higher average price and runs sales less frequently. The frequency of sales diminishes in the number of local consumers, but price dispersion persists even if all consumers are local to a single firm. Moreover, as the fraction of consumers who search without cost increases, firms tend to offer bigger discounts, while the likelihood of a sale may fall. Essay 3: "Energizer: The Bunny or the Battery? Advertising as a Way to Publicize Either the Brand or the Good" (with Carmen Astorne-Figari) Experimental studies and surveys of consumers suggest that an important role of advertising is to convince consumers that they want the product and to buy it from the brand advertising it. However, because of competitive clutter, an advertisement that induces a consumer to enter the market may lead her to purchase from a competing brand. Thus, we can characterize two effects of advertising: (i) an effect that benefits the individual firm by promoting binding between the brand and the advertised good and (ii) a "public good" quality that benefits all producers of the good by inducing additional consumers to enter the market. We analyze these two effects to study the relationship between advertising and market size, price, firm profit and consumer welfare.
Book Synopsis Three Essays on Consumer Behavior and Asset Prices by : Jeon-Hyeok Cho
Download or read book Three Essays on Consumer Behavior and Asset Prices written by Jeon-Hyeok Cho and published by . This book was released on 1991 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on Two Novel Pricing Mechanisms by : Paul Mills (Writer on marketing)
Download or read book Essays on Two Novel Pricing Mechanisms written by Paul Mills (Writer on marketing) and published by . This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation addresses two major themes in behavioral pricing; how consumers construct and use reference prices to judge the attractiveness of a price, and how guilt, and perceptions of fairness, influence consumer behavior. Essay 1 examines how consumers judge the attractiveness of prices in a new context. Prior research on coupons has focused on individual coupons that are "pushed" to consumers. When assessing individual coupons, consumers are apt to use a memory-based, or internal reference price strategy that relies on past purchases to assess price attractiveness. This dissertation examines a setting in which supermarket shoppers scan a product's bar code to receive a set mobile coupons for competing products. Coupon values are customized according to each customer's redemption history. Evaluating a set of "pull" coupons prompts some consumers to use a comparative, or stimulus-based reference price strategy. By segmenting consumers according to which strategy they use, I model how coupon value, the number of competing coupons, range of prices for competing brands, and brand loyalty influence redemption behavior over months of coupon use. While my research focuses on mobile coupons, the findings may be useful to marketers interested in other settings where consumers receive information about competing brands, such as the price comparison tools and recommendation engines used by retailers like Google and Amazon.Within the behavioral pricing literature, price fairness has important status, since firms' profits are constrained by fear of perceived price exploitation. Since firms have traditionally had the power to set prices, most studies have examined price fairness from the firm's perspective. However, as consumers' power increases, so does their tendency to take advantage of companies. Essay 2 addresses a gap in the price fairness literature by empirically testing whether an individual trait, anticipated guilt, together with information about social norms of fairness, constrain the selfish behavior of consumers who are allowed to pay any price they want. I find that anticipated guilt, contingent on the salience of social norms, plays a significant role in determining how selfishly consumers behave. Guilt proneness matters more when consumers are less certain about what response is socially acceptable than when they are provided with information about what others consider fair. I then show that these results are robust across two other settings prone to opportunism: abusing merchandise return policies, and engaging in computer piracy.
Book Synopsis Essays on Participatory Pricing, Branding, and Consumer Behavior by : James Blair
Download or read book Essays on Participatory Pricing, Branding, and Consumer Behavior written by James Blair and published by . This book was released on 2018 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing and the Common Good by : Patrick E. Murphy
Download or read book Marketing and the Common Good written by Patrick E. Murphy and published by Routledge. This book was released on 2013-07-24 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Book Synopsis Essays on Dynamic Pricing with Nuances of Consumer Behavior and Social Influcences by : Jafar Chaab
Download or read book Essays on Dynamic Pricing with Nuances of Consumer Behavior and Social Influcences written by Jafar Chaab and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Consumer Research by : Morris B. Holbrook
Download or read book Consumer Research written by Morris B. Holbrook and published by SAGE. This book was released on 1995-06-09 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field." Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook's history is a classic study of consumerism too. Editor's Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today's university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.
Book Synopsis Three Essays on Consumer Behavior Under Uncertainty by : Koichi Yonezawa
Download or read book Three Essays on Consumer Behavior Under Uncertainty written by Koichi Yonezawa and published by . This book was released on 2014 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for their daily grocery needs. Facing a choice between stores that either offer relatively stable "everyday low prices" (EDLP) or variable prices that reflect aggressive promotion strategies (HILO), consumers have to choose stores under price-uncertainty. I find that consumers' attitudes toward risk are critically important in determining store-choice, and that heterogeneity in risk attitudes explains the co-existence of EDLP and HILO stores - an equilibrium that was previously explained in somewhat unsatisfying ways. After choosing a store, consumers face another source of risk. While knowing the quality or taste of established brands, consumers have very little information about new products. Consequently, consumers tend to choose smaller package sizes for new products, which limits their exposure to the risk that the product does not meet their prior expectations. While the observation that consumers purchase small amounts of new products is not new, I show how this practice is fully consistent with optimal purchase decision-making by utility-maximizing consumers. I then use this insight to explain how manufacturers of consumer packaged goods (CPGs) respond to higher production costs. Because consumers base their purchase decisions in part on package size, manufacturers can use package size as a competitive tool in order to raise margins in the face of higher production costs. While others have argued that manufacturers reduce package sizes as a means of raising unit-prices (prices per unit of volume) in a hidden way, I show that the more important effect is a competitive one: Changes in package size can soften price competition, so manufacturers need not rely on fooling consumers in order to pass-through cost increases through changes in package size. The broader implications of consumer behavior under risk are dramatic. First, risk perceptions affect consumers' store choice and product choice patterns in ways that can be exploited by both retailers and manufacturers. Second, strategic considerations prevent manufacturers from manipulating package size in ways that seem designed to trick consumers. Third, many services are also offered as packages, and also involve uncertainty, so the effects identified here are likely to be pervasive throughout the consumer economy.
Book Synopsis Essays on Consumer Search, Dynamic Competition and Regulation by : Alexei Parakhonyak
Download or read book Essays on Consumer Search, Dynamic Competition and Regulation written by Alexei Parakhonyak and published by Rozenberg Publishers. This book was released on 2010 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on Consumer Behavior in Retail Stores by : Edward Ku Cho
Download or read book Essays on Consumer Behavior in Retail Stores written by Edward Ku Cho and published by . This book was released on 2007 with total page 88 pages. Available in PDF, EPUB and Kindle. Book excerpt: (Cont.) A likely explanation for this positive correlation is that customers simply care more about the prices of some products than others. Also, customers respond more to low prices on items for which they have good price knowledge, but respond more to low price claims when their price knowledge is poor, although this is a second order effect.
Book Synopsis Essays on Price Dynamics and Consumer Search by : Matthew Stephen Lewis
Download or read book Essays on Price Dynamics and Consumer Search written by Matthew Stephen Lewis and published by . This book was released on 2004 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on the Effects of Partitioned Pricing Strategies and Branding Decisions on Consumer Behavior by : Alexander Rühle
Download or read book Essays on the Effects of Partitioned Pricing Strategies and Branding Decisions on Consumer Behavior written by Alexander Rühle and published by . This book was released on 2012 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on Consumer Purchase Behavior and Competitive Firm Strategies by : Andy Wei-Rong Chen
Download or read book Essays on Consumer Purchase Behavior and Competitive Firm Strategies written by Andy Wei-Rong Chen and published by . This book was released on 2016 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: The two essays explore two topics in marketing - consumer purchase behavior and competitive firm strategies. The first essay examines consumer stockpiling behavior in the retail gasoline market and aims to shed light on what factors affect consumer stockpiling. Past research on consumer stockpiling behavior such as Hendel and Nevo (2006) finds evidence of inter-temporal substitution by consumers that implies stockpiling behavior. However, they do not observe actual inventory or consumption and have to rely on simplifying assumptions about these quantities. I collect a novel data set of gasoline purchase history of consumers with actual inventory and consumption to test several hypotheses that relate consumer stockpiling to price, duration between purchases, and consumption. First, I find that consumers holding more inventory are more price sensitive. Higher inventory increases the impact of price on purchase decisions and those with higher inventory can afford to do more price search before making a purchase. I also find that all else equal, consumers will reduce consumption following a purchase made during high prices; that consumers with lower inventory have a higher probability of purchasing; and that duration from previous purchase is shorter for purchases made during low prices and longer during high prices. The second essay examines competition in a dynamic setting between Wal-Mart and Target in the context of location choices and expansion strategies. Studying this topic sheds light on how an industry evolves and how the market structure is shaped by decisions such as when to enter and exit and where to locate new stores as well as the driving force behind different expansion strategies. One of the early papers by Bresnahan and Reiss (1991) study entry of retail and professional services into isolated markets in a one-shot game. In their model, firms are allowed to enter once and open one store. Collard-Wexler (2014) estimates a model of investment and entry in the ready-mix concrete industry. Again, each firm is assumed to own a single plant in the model. In my paper, I build a structural model in which firms can open multiple stores over a period of time. This setting is closer to reality as competition between firms lasts over many periods with firms making regular entry decisions and often opening multiple stores in the same market. I estimate how entry decisions are affected by competitor's presence and market characteristics and learn about the evolution of market structure and expansion strategies of the firms. The firms are forward-looking and engage in Markov perfect equilibrium (MPE) strategies. The results show that firm profits are affected asymmetrically by the competitor's presence. First, Wal-Mart is the dominant firm with higher profits regardless of Target's presence. On the other hand, Target's profits depend a lot on Wal-Mart's presence. It must have more stores than Wal-Mart (called store advantage) to profit. I also find asymmetry in the expansion strategies of the two firms. Wal-Mart tends to explore new and smaller markets by being the first and often the only firm to enter, while Target tends to focus on major markets with high population and GDP and strives to maintain store advantage over Wal-Mart by matching or outdoing Wal-Mart's decision to open new stores.
Book Synopsis Lifting the Veil: Essays on Firm Transparency and Consumer Behavior by : Bhavya Mohan
Download or read book Lifting the Veil: Essays on Firm Transparency and Consumer Behavior written by Bhavya Mohan and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This research examines the effects of firm transparency on consumer behavior. Three essays investigate how consumer behavior changes when firms are transparent about costs, wages, and promotional strategies. Essay one investigates when and why firms benefit from revealing confidential unit cost information to consumers. A natural field experiment conducted with an online retailer suggests that cost transparency can boost sales. Subsequent controlled lab experiments replicate this basic effect and provide evidence for why it occurs. Essay two examines whether consumer behavior is influenced by the disclosure of a firm's pay ratio - the ratio of the total compensation of the CEO to the average annual compensation of all other employees. Pilot field data and a series of experiments show that pay ratio disclosure affects the purchase intentions of a subset of consumers, via perceptions of wage fairness. Essay three examines how marketing offers that are framed as percentages can confuse consumers, due to highly non-linear impacts in terms of actual value. Three lab studies and one field experiment show that while even highly numerate consumers are prone to error, the transparent provision of rate information can help consumers evaluate offers more accurately.
Book Synopsis Three Essays on Automobile Pricing by :
Download or read book Three Essays on Automobile Pricing written by and published by . This book was released on 2007 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: In North America, automobile prices are largely determined through negotiation. Recognizing that some consumers have a strong aversion to negotiation, some manufacturers and dealers are now offering consumers the option of buying cars at a "no-haggle", or fixed price. This dissertation consists of three essays which address how a fixed price alternative impacts both consumer behavior and firm strategies. The first essay explores the conditions under which a dealer would simultaneously offer a "no-haggle" Internet price and a negotiable price on the lot (which we term a dual-channel), and studies the marketing strategies adopted under this structure. We use consumer haggling cost as a key to understanding a dealer's choice of pricing strategy. We find that a dual-channel is optimal for the dealer when there is sufficient diversity in consumer haggling cost. We also find that it is optimal for a dealer to specify a higher-than-cost "minimum acceptable price" to the salesperson as a price floor for negotiations. Surprisingly, a dual-channel may serve fewer customers while still being more profitable than a single channel structure. The second essay examines the competitive implications of a no-haggle pricing policy. By using Toyota's fixed pricing policy in Canada as a natural experiment, we explore the impact of such a strategy on the prices and sales of Toyota and that of its close competitor, Honda. We find that the program has had important competitive consequences. While prices of both Toyota and Honda were higher in provinces with the program, there was an increase in Honda's sales but with no effect on the sales of Toyota. The third essay determines the impact of a consumer's bargaining behavior and information she collects on the final price paid. Using an extensive dataset, we find that a consumer's negotiation skill and attitude toward negotiating significantly influences the negotiation outcome. In particular, consumers that enjoy negotiating have a greater.