Alice Stiletto and Samuele Trestini
Using a generic cheese as an anchor product, in this study consumers' preferences for different EU quality schemes have been investigated. Specifically, the study aims to…
Abstract
Purpose
Using a generic cheese as an anchor product, in this study consumers' preferences for different EU quality schemes have been investigated. Specifically, the study aims to understand whether “Protected Designation of Origin” (PDO), “Organic” and “Mountain Product” labels are independent or if there are some synergies existing between them, questioning – at the same time – whether this alleged exchange of value plays a positive or negative role in terms of consumers' willingness to pay.
Design/methodology/approach
A discrete choice experiment (DCE) was conducted on 600 Italian consumers performing a random parameter logit model. The respondents were representative of the Italian population in terms of age, gender and geographical distribution. Consumers' preferences for the presence of “Organic” and “Mountain product” labels were assessed in the DCE, together with the effect of price, for both PDO and generic cheeses.
Findings
Consumers are willing to pay a premium in price for “Organic” and “Mountain Product” per se, for cheese with and without the PDO denomination. Considering the interaction effects, results showed that the combined use of “Organic” and “Mountain Product” labels do not decrease consumers' intention to buy. However, when applied on a PDO product, these attributes generate a lower consumers' willingness to pay in comparison with the generic ones, highlighting a possible overlapping between them.
Originality/value
Despite the abundant literature on EU quality schemes in many food categories, this study represents one of the first attempts to measure the interaction effect between different EU quality schemes.
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Alice Stiletto, Elisa Giampietri and Samuele Trestini
The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice…
Abstract
Purpose
The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.
Design/methodology/approach
The paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).
Findings
By segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.
Research limitations/implications
The sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.
Practical implications
This study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.
Originality/value
This study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.
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Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self…
Abstract
Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self that is evaluated and validated by a relevant audience. This book chapter examines this concept in a non-Western context through a case study of a Pakistani microcelebrity, Qandeel Baloch. By explaining how Pakistani broadcast celebrity performances continue to be evaluated by religious and moral standards, this analysis finds how a transgressive performance shapes an authentic microcelebrity claim on social media.
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Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and…
Abstract
Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.
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![University of Virginia Darden School Foundation](/insight/static/img/university-of-virginia-darden-school-foundation-logo.png)
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The purpose of this paper is to provide a very preliminary typology of fashion short‐term stores, with particular reference to the fashion sector in Italy.
Abstract
Purpose
The purpose of this paper is to provide a very preliminary typology of fashion short‐term stores, with particular reference to the fashion sector in Italy.
Design/methodology/approach
The research used an explorative and qualitative approach. Data were collected by available documentary (web sites, press releases, magazine article) and direct observation of an exploratory “pilot” group of fashion temporary stores opened in Milan from April to September 2011.
Findings
The analysis provides empirical insights about how heterogeneous and multifaceted temporary retail is in fashion. The categories that emerged each corresponded to a different brand strategy, to a specific way of conceiving space, to a different consumer experience.
Practical implications
The study provides some useful information for marketers and design retailers deciding to make use of the tool of temporary store.
Research limitations/implications
Limitations of the study are the restricted sample size; the emergent categories limited to the marketplace under study; and the limitation of the personal perceptual and observational bias.
Social implications
Temporary retail can be seen as the latest expression of the “impermanent” and transient society and the consumer constant search of novelty. Due to its limited time, it satisfies the consumer's need to be constantly surprised with unique and temporary experiences and also entertained with interactive performances.
Originality/value
The study provides a relevant contribution to the knowledge in this field.