Browsing Department of Marketing (MARKETING/AØ) by Title
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Kreuzer, Maria; von Wallpach, Sylvia (Frederiksberg, 2012)[More information][Less information]
Abstract: This article contributes to the study of embodied brand knowledge retrieval. Embodied brand knowledge results from multi-sensory consumer brand experiences. Consumers store embodied brand knowledge on a non-conscious, modality-specific level and use metaphors for its expression. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a uni-sensory, visual method (Autodriving) versus a multi-sensory method (Multi-sensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that Multisensory sculpting elicits more and more diverse embodied brand knowledge elements than Autodriving. URI: http://hdl.handle.net/10398/8684 Files in this item: 1
Wallpach_2012_3.pdf (171.3Kb) -
an emotional theoryHansen, Flemming; Percy, Larry; Hallum Hansen, Morten (København, 2004)[More information][Less information]
Abstract: The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice. Contemporary neurological findings suggest that emotions may play a role in its own right, quite different from the way in which they have been considered in traditional consumer choice behaviour theory. A large-scale study including 800 respondents, covering 64 brands, provide findings on emotional response tendencies for the brands, and relate these to involvement, type of need gratification, purchasing behaviour, etc. URI: http://hdl.handle.net/10398/6657 Files in this item: 1
1_ 2004.pdf (340.3Kb) -
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Abstract: In the consumer behaviour literature several perspectives on consumer decision making have been considered, including the ‘value perspective’, the ‘information processing perspective’, the ‘emotional perspective’, and ‘cue utilization theory’. In this paper, a framework which integrates several perspectives on consumer decision making and which hypothesizes possible links between several basic constructs is developed. The framework is tested by the use of two experimental designs. The results of this study support the complexity of consumer decision making: (A) Consumers do not use their cognitive and affective skills independently, rather they affect each other; (B) the cognitive, evaluative constructs of quality and attitude had significant direct effects on buying intention in both experiments, whereas the affective construct of emotion had no significant effects on buying intention in both experiments; (C) price affected in both experiments perceived quality, which in turn affected attitude, which in turn affected buying intention. At the same time, price had no direct effect on buying intention. URI: http://hdl.handle.net/10398/6639 Files in this item: 1
wp,2.pdf (207.9Kb) -
Schmidt, Marcus (, 2012)[More information][Less information]
Abstract: A rather new business trend concerns social responsible or ethical marketing. Instead of just selling products and brands it makes professional sense to “bundle” or associate the purchase of a product with some altruist activity. While the market share of ethical subcategories in most countries is still confined to a few percentages of the total market at best, it appears that the segment will grow during the next decade. The increased interest for sustainability is found within many western societies both within the business community, academic circles, the political system and among plain consumers. Up to now relatively few empirical studies have focused on the topic. The present study is based on a large scale panel study and uses the German coffee market for profiling the consumer of faire trade coffee and analyzes how this consumer differs from the mainstream consumer. Also, we explore why some consumers intend to buy fair trade coffee but do not purchase the product (and vice versa). Several interesting findings are revealed. Implications for promotion of fair trade coffee are discussed and suggestions for further research are addressed. URI: http://hdl.handle.net/10398/8651 Files in this item: 1
Schmidt_2012_Consumer_Intentions.pdf (612.2Kb) -
a TRA versus TPB ApproachHansen, Torben; Jensen, Jan Møller; Solgaard, Hans Stubbe (København, 2003)[More information][Less information]
Abstract: This paper tests the ability of two consumer theories - the theory of reasoned action and the theory of planned behavior - in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. Lisrel results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention. Keywords Online buying intention – groceries - theory of reasoned action – theory of planned behavior – lisrel URI: http://hdl.handle.net/10398/6651 Files in this item: 1
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Vangkilde, Mads (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6654 Files in this item: 1
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Vangkilde, Mads (København, 2004)[More information][Less information]
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Hansen, Flemming; Nielsen, Carsten (København, 2004)[More information][Less information]
Abstract: The paper describes Danish 5-18 year olds children’s situation in year 2000 based on TNSGallup’s quantitative annual children- and youth index. The focus is on the following topics: Children’s economy and saving ability, children and the emerging electronic world, brand awareness, transaction knowledge and shopping, media use and, interest and activities. Keywords Children’s consumption, children’s money spending, children’s purchasing, children’s interest and activities URI: http://hdl.handle.net/10398/6655 Files in this item: 1
3_2004 .pdf (213.7Kb) -
resume af resultater fra surveys og dybdeinterviewsKornum, Niels (København, 2003)[More information][Less information]
Abstract: Forbrugernes ønsker ikke at ændre deres indkøbsvaner for at handle dagligvarer via nettet, men de, der har prøvet at e-handle er mere positive overfor at handle over nettet og finder det mindre risikofyldt sammenlignet med de, der ikke har prøvet at handle dagligvarer over nettet. Dette betyder, at det er vigtigt at få forbrugerne til at prøve ordningerne f.eks. via tilbud og/eller forskellige medlemsfordele for at motivere dem til at indgå i ordningen. Det viser to nye undersøgelser gennemført af forskere fra Institut for Afsætningsøkonomi, Handelshøjskolen i København i samarbejde med forskere fra Lunds Universitet, Avdelingen for Forpackningslogistik. Undersøgelsen er en del af Ebizz Øresund, der er samfinansieret af det svenske Vinnova og det danske ministerium for Videnskab, Teknologi og Udvikling. Forbrugerne angiver som de to vigtigste fordele ved e-handel, at de dels sparer meget tid, dels at de bliver mindre afhængige af butikkernes åbningstider. De vigtigste ulemper set fra forbrugerside er dels at online handel er mindre spændende end køb i supermarkedet, dels at der er begrænset adgang til at se og føle på varerne før køb i online butikken. Det er dog forbrugere, der ikke har handlet på nettet, der mest markant har denne holdning. Firs procent af forbrugerne ønsker kun at betale et gebyr på maksimalt 60 kr. for at få leveret dagligvarerne til døren og 38 procent ønsker endda kun at betale maksimalt 20 kr.. Èn mulig vej for at få kickstartet e-handel med dagligvarer kunne være at forbrugerne slipper for at betale gebyr, når de køber over et vist beløb, f.eks. 800 kr. pr. køb. Men forbrugerne ønsker gratis levering allerede ved et indkøbsbeløb på 200 - 600 kr. pr. gang. Erfaring med e-handel med dagligvarer forøger ikke forbrugerens vilje til købe stort. De små købsbeløb skyldes sandsynligvis, at mange forbrugere lader sig inspirere i butikken, angående hvilke varer de skal købe til dagens aftensmad, især for frugt & grønt og ferske kødvarer og frisk fisk. De planlægger med andre ord ikke hele deres dagligvareindkøb i forvejen og vil antage ligt være tilbageholdende med at foretage hele deres dagligvareindkøb online. En medvirkende årsag kan dog desuden være, at mange forbrugere ikke har tilstrækkeligt med informationer til at kunne skønne omfanget af de omkostninger, som må bæres af online leverandøren i forbindelse med pakning, distribution mv. af dagligvarerne. Undersøgelsen viser, at et klart og gennemtænkt brand for hele e-handels butikken er vigtigt. Ikke bare en kopi af den eksisterende butikker. Set i dette lys kunne en fremtid for e-handel med dagligvarer være at støtte forbrugernes planlægning af måltiderne, f.eks. faste ugentlige måltidspakker med alle ingredienser vedlagt og med f.eks. én gratis ugentlig levering ved køb over et bestemt beløb. Virksomheden kan beregne sig frem til hvilket max. indkøbsbeløb pr. køb, der skal til, for at den tjener penge på at sælge. Gebyrfri levering af dagligvarer har vist sig vigtig for at få gang i den hendøende e- handel. Hvis forbrugerne ønsker en bedre service, bør det også være muligt, men så skal gebyret kunne dække de faktiske omkostninger ved pakning, levering, administration, m.v. URI: http://hdl.handle.net/10398/6649 Files in this item: 1
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An empirical assessmentSchmidt, Marcus (Frederiksberg, 2013)[More information][Less information]
Abstract: The present study is based on a large scale panel survey and uses the German market for profiling the consumer of ecological margarine. We analyze how this consumer differs from the mainstream consumer. Consumers of ecological margarine are categorized as light- , medium-, heavy-users and loyalists. Also, we explore why some consumers - when being asked - intend to buy ecological margarine but do not purchase the product (and vice versa). A cluster analysis of non-purchasers of ecological margarine shows at least one sizeable cluster of non-purchasers possess views on ecostatements that are more eco-prone than loyal purchasers of eco-margarine. Several other interesting findings are revealed. Implications for promotion of ecological margarine are discussed (not in the present draft but at the conference). URI: http://hdl.handle.net/10398/8721 Files in this item: 1
Marcus_Schmidt.pdf (573.9Kb) -
Cross Functional Integration in the Process of Product InnovationBaunsgaard, Vibeke Vad (Frederiksberg, 2011)[More information][Less information]
Abstract: Integration across departments, functions, and knowledge areas is important for success in the process of product innovation. Research of organizations, whether private or public, demonstrates, however, that cross functional integration is difficult to achieve in praxis. This problem area: Why is cross functional integration – in SMEs – in the process of product innovation so difficult in praxis? – sets up the foundation for this PhD. By focusing on cross functional integration in small- to medium-sized enterprises (SMEs) and by utilizing a qualitative research design in studies of the micro politics of cross functional integration, the PhD makes a novel contribution within an area of research largely overlooked by previous literatures.... URI: http://hdl.handle.net/10398/8325 Files in this item: 1
Vibeke_Vad_Baunsgaard_Summary.pdf (891.8Kb) -
Barriers and Motivators of Online Grocery Shopping in DenmarkFriese, Susanne; Bjerre, Mogens; Hansen, Torben; Kornum, Niels; Sestoft, Christine (København, 2003)[More information][Less information]
Abstract: I dette working paper præsenteres og diskuteres et e-læringskoncept: Pædagogisk Selvtræning. Først vises den medietekniske udformning. Dernæst præsenteres et læringsteoretisk grundlag for konceptet ud fra K. Illeris, 2001. Det starter ud fra de læringsprocesser (kognitive, psykodynamiske og sociale), som foregår i brugere af konceptet, lærere så vel som studerende. Ud fra denne model diskuteres, hvordan denne viden kan være vejledende for lærerens resp. den studerendes direkte aktivitet i klasselokalet. Problemet for brugeren (en lærer eller en student) er dels at diagnosticere situationen på holdet, ved eksamen e.l. og dels at finde/vælge en reaktionsmåde, der er relevant hertil. Det er disse kompetencer, Pædagogisk Selvtræning søger at udvikle. Til sidst diskuteres, hvordan Pædagogisk Selvtræning kan videreudvikles og indplaceres ift. andre, fx IT-baserede undervisningsformer. URI: http://hdl.handle.net/10398/6647 Files in this item: 1
e-bizz oeresunds report.pdf (1.165Mb) -
The International IPSERA Workshop on Customer Attractiveness, Supplier Satisfaction and Customer Value. 25-26 November 2010Ellegaard, Chris; Freytag, Per V. (Frederiksberg, 2010)[More information][Less information]
Abstract: Reports on supply chain management (SCM) failure are becoming more frequent in the SCM literature, despite widespread recognition of the business potential associated with such optimizations of operational buyer-supplier interfaces. Some failures can be ascribed to imbalances in the net benefits realized by the buying and supplying company implementing SCM. Failed SCM initiatives hurt the buying company’s customer attractiveness and limit opportunities for long term value creation with suppliers. Hence, an important task for the buying company is the management of SCM initiatives in a way that benefits both parties. However, SCM costs and benefits often materialise as the result of complex interactive processes between buyer and supplier actors, which makes SCM a challenging management task. To increase the understanding of these complex processes, this study identifies the various types of supplier costs and benefits resulting from the failed VMI initiative of a multinational company. While the benefits from this case turn out to be few, the costs appear in large variety and scale. More importantly, we uncover the underlying mechanisms generating these costs, thereby enabling managers to identify and avoid the costs. Based on the findings, we propose pre-project classification of supplier VMI readiness to allow more beneficial implementation as a key managerial implication. URI: http://hdl.handle.net/10398/8229 Files in this item: 1
CEPFpaperAttrWorkshopNov2010.pdf (292.5Kb) -
Casestudie af tilbudsaviser i detailhandlenØstergaard Jacobsen, Per; Varnes, Claus (Frederiksberg, 2012)[More information][Less information]
Abstract: Vores fokus med denne analyse har været at beskrive virkningsgraden af markedsføringsindsatsen i detailhandlen, primært tilbudsaviserne, ved at se på konverteringerne fra kendskab til køb. Institut for Produktion og Erhvervøkonomi (PEØ) har siden 2005 gennemført konferrencer og analyser om virkningsgrader og effekt af marketing. Da vi simultant har konstateret en nærmest eksplosiv vækst i marketingindsatsen, er vores interesse for en nærmere undersøgelse blever skærpet. Dette er interessent i relation til netop effekt og virkningsgrader, da netop dagligvarehandlen udgør ca. 15 % af privatforbruget og dermed fylder meget i vores hverdag. Der er i de seneste år gennemført en lang række analyser og undersøgelser, der enten taler for eller imod anvendelse af tilbudsaviser. Senest har regeringen indført en ny afgift på tilbudsaviser, der træder i kraft i 2013, og i regeringsgrundlaget står der, at man ønsker at indføre en ”Ja Tak” ordning til afløsning af den nuværende ”Nej Tak” ordning. Den grafiske branche har gennemføret en række analyser, forskellige reklame- og medie-bureauer har produceret en del analyser, distributørerne (Post Danmark og Forbruger Kontakt) har her i efteråret gennemført en fælles analyse. Konkurrence- og Forbrugerstyrelsen har ligeledes gennemføret en omfattende analyse om dagligvaremarkedet i sommeren 2011. Vi har ingen interesser eller politiske tilknytninger i relation til branchen eller dens organisationer. Vi ønsker udelukkende at forholde os til økonomisk relaterede observationer, effekten og sammenhængen mellem disse elementer. Altså virkningsgraden af reklamen. Vi vil med denne økonomiske analyse forsøge at forholde os til virkningsgraden af marketingindsatsen i detailhandlen gennem de seneste 5 år. Siden John Wanamaker i tidernes morgen udtalte; "I know half of my advertising is wasted. I just don’t know which half” har der været fokus på virkningsgraden af markedsføring. Særligt har der i de seneste år været et stigende ønske om at se på effekten af marketingindsatsen. URI: http://hdl.handle.net/10398/8424 Files in this item: 1
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Percy, Larry; Hansen, Flemming; Randrup, Rolf (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6660 Files in this item: 1
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Olsen, Jørgen Kai (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6645 Files in this item: 1
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Olsen, Jørgen Kai (København, 2005)[More information][Less information]
Abstract: Mange kortvarige forbrugsgoder har den egenskab, at de ikke nødvendigvis forbruges i den periode, hvor de købes, fordi det er muligt for forbrugeren at lægge dem på lager til senere brug. Dette gælder fx for varer som kaffe, te, øl, spiritus, læskedrikke, sæbe, vaskepulver, hårshampoo, tandpasta, papirvarer og konserves. For denne type varer er det klart, at den aktuelle størrelse af forbrugerens lager (dvs. beholdning af varen) som hovedregel vil spille en afgørende rolle for hans købs- og brugsadfærd i en given periode. Dette forhold kommer eksempelvis implicit til udtryk, når man i kvantitative modeller for en virksomheds afsætning og/eller markedsandel finder en signifikant effekt ikke kun af den aktuelle pris for varen, men også af prisen for varen i én eller flere tidligere perioder. Se fx Birch, Olsen og Tjur (2005). En sådan effekt er imidlertid kun en indirekte effekt. Den direkte determinant for forbrugerens købs- og brugsadfærd er ikke prisen for varen i en tidligere periode (som man jo ikke kan købe ind til mere i den aktuelle periode), men derimod størrelsen af forbrugerens lager af varen på det tidspunkt, hvor købet og forbruget realiseres. Men det er klart, at størrelsen af det aktuelle lager vil være bestemt af prisen for varen i én eller flere tidligere perioder. Endvidere er det klart, at prisen for varen - ikke kun i én forudgående periode, men i en lang række forudgående perioder - vil være en indikator for, om prisen for varen i den aktuelle periode er høj eller lav. Det sidstnævnte forhold vil vi dog se bort fra i det følgende. Problemstillingen i denne artikel er herefter at opstille en model for forbrugerens købs- og brugsadfærd for et kortvarigt forbrugsgode, hvor den aktuelle størrelse af forbrugerens lager af varen gøres til direkte determinant for hans adfærd. Foruden størrelsen af det aktuelle lager af varen vil vi inddrage den aktuelle pris for varen som determinant for forbrugerens købsadfærd. Når vi kun inddrager denne ene beslutningsvariabel i modellen, skyldes det alene ønsket om at simplificere fremstillingen. Modellen opbygges nemlig således, at den umiddelbart vil kunne generaliseres, ved at der inddrages yderligere forklarende variable for købs- og brugsadfærden i den, fx virksomhedens salgsindsats og konkurrenternes pris og salgsindsats. En tilsvarende problemstilling har hyppigt været behandlet i den afsætningsøkonomiske litteratur. Se fx Jain and Vilcassim (1991) for en grundig litteraturgennemgang og modelsammenligning. Men de benyttede modeller har et noget andet udgangspunkt end vort. Dels fordi modellerne er modeller for ventetiden mellem to på hinanden følgende køb af varen. Eksempelvis eksponentialfordelingen og den negative binomialfordeling (Ehrenberg (1959)), Erlangfordelingen (Herniter(1971), Zufryden (1978), Jeuland, Bass and Wright (1980) og Gupta (1988)) og Cox’s hazard model (Jain and Vilcassim (1991)). Dels fordi det aktuelle lager af varen kun indgår indirekte i modelkonstruktionen via størrelsen af det købte kvantum ved forrige køb. Den model, vi vil opstille i det følgende, er i modsætning til ovennævnte modeller en model for antal købte enheder af varen i en given periode, hvor størrelsen af det aktuelle lager af varen indgår eksplicit i modelkonstruktionen. Fordelen ved denne modelformulering er, at man får mulighed for at bestemme sandsynlighedsfordelingen for størrelsen af forbrugernes lager af varen på et givet tidspunkt. URI: http://hdl.handle.net/10398/6652 Files in this item: 1
rp 2005-002 kai olsen.pdf (236.5Kb) -
A Methodical Inquiry Into Practice and TheoryKahle, Lynn (Frederiksberg, 2012)[More information][Less information]
Abstract: The subject of this thesis is the experiential discourse in marketing: how experience is researched by scholars as well as understood and delivered by practitioners. While experience-based approaches have been accepted and implemented by consultants, scholars have yet to comprehensively embrace experience as an academically robust concept (Holbrook, 2007; Palmer, 2010). An experiential perspective seeks to delve deeper into cognitive and emotional levels concerning consumption (Holbrook & Hirschman, 1982). In order to gain insight into the intricacies of experience, a large data set consisting of conference speeches and interviews was qualitatively analyzed, applying content analysis (Kassarjian, 1977). The findings reveal that there are many lessons to be learned about how practitioners design and deliver experiential offers. Compared to the cases often cited as part of the experience economy, which are typically manifested in retail environments, consumer products and staged events, the findings reveal a more nuanced discourse and a broader range of experience offerings representing many industries, including: hospitality, software, documentary film making, science, gaming, banking, and environmental design. The data shed light on several aspects worthy of further research. How an experience adds value, supports values, and is meaningful to the user is crucial. Understanding a user’s goals is important in order to be able to design appropriate interaction touch points yet allow fluid engagement. In addition to shaping experience environments, whether physical or virtual, the findings reveal that practitioners exhibit an astute sensitivity to context and process. Moreover they are concerned with affording “flow,” meaning optimal experiences (Csikszentmihalyi, 2003): not only for users but also for themselves. The focus on purposeful activity and change suggests that experience is part of an innovation discourse, potentially creating better offers and relationships. This resonates with academic and business communities alike. URI: http://hdl.handle.net/10398/8408 Files in this item: 1
Lynn_Kahle.pdf (3.485Mb) -
Sestoft, Christine (Frederiksberg, 2009)[More information][Less information]
Abstract: E-business is marching on in several markets, but not in one important one: the grocery market. The lesson learned in the last ten, fifteen years, from brick-and-mortar supermarkets going online, is, that it is very difficult to profit from digitalizing the daily buying of groceries. All consumption research shows that online grocery business still has a lot of functional, e.g. technical and sensory, disadvantages to offline ditto. Apparently it is not much easier to plan, choose and buy groceries online than in the traditional retailer/supermarket. Some of the relative few experienced grocery consumers supports the theory that one may save some time and effort getting ones groceries packed and delivered, but to the majority this is obviously just not good enough, especially when accounting the delivery fee. However, the functional disadvantage explanation cannot stand alone as an answer to why online grocery business is not more of a success - and it may even be overrated. New sales channels have always had the "disadvantage" of not functioning like/as good as the old ones. To me, another interesting issue to the subject seems to be about consumer values and how their practising is not supported in this new sales channel.... URI: http://hdl.handle.net/10398/7737 Files in this item: 1
Christine_sestoft.pdf (1.323Mb)