John A. Bower and Nicola Mateer
To examine the perceptions of Scottish consumers regarding the current “milk moustache” marketing campaign in order to discover aspects of milk perception, the campaign's…
Abstract
Purpose
To examine the perceptions of Scottish consumers regarding the current “milk moustache” marketing campaign in order to discover aspects of milk perception, the campaign's effectiveness in portraying milk as an enjoyable, healthy, modern product and its use as a vehicle for raising consumption of milk.
Design/methodology/approach
A face‐to‐face survey was conducted in Edinburgh and South Lanarkshire with a sample (n = 100) of Scottish consumers.
Findings
The results showed that there was a high recognition of and a positive attitude portrayed towards the campaign, and the celebrities used to endorse it. Milk appeared to be viewed as a commodity and although health benefits were recognised they did not appear to be instrumental in raising consumption levels. There were few differences in perception according to gender, age, socio‐economic grouping and on comparison with a small group who had not seen the adverts, except in perception of some non‐nutritional views.
Originality/value
The paper provides information on advertising effects on perception of milk.
Details
Keywords
Thoralf Dassler, Claire Seaman, Richard Bent, Lisa Lamb and Nicola Mateer
To address the issue of the low take‐up of available ethnic business support the article proposes the composition of a database for Scotland, thereby providing baseline data on…
Abstract
Purpose
To address the issue of the low take‐up of available ethnic business support the article proposes the composition of a database for Scotland, thereby providing baseline data on minority businesses and hence providing a sampling frame for future research. The database will hold the following information: name and gender of the business owner, sector, location, number of employees as an indicator of company size, generation, the year in which the business was established, as well as the legal form of ownership of businesses.
Design/methodology/approach
The database draws from the concept of mixed embeddedness as well as the political agenda of the Scottish Executive for the sector. Data sources used are commercial databases, the Yellow Pages of Scotland, local business registers across Scotland, a telephone survey and personal contact/networking with businesses.
Findings
In order to facilitate the composition of a Scottish database of minority businesses, this article has looked at existing theories of minority business support and issues currently considered in the literature. Based on the literature underpinning research on ethnic minority firms, a justification for the proposed database has been developed, which provides a sampling frame in the Scottish context and allows for new approaches to research.
Research limitations/implications
Though 100 per cent coverage of minority businesses in Scotland is a desired target, complete coverage may not be achievable. Some business might simply not be interested in participating in the research and cannot, therefore, be included in the database despite the multi‐facet methodology applied.
Originality/value
By proposing a methodology for composing the database, the article tackles a long‐standing issue in the area of ethnic business research. It is hoped that the database will improve understanding among policy makers and support organisations, in terms of the particular needs of individual businesses. Consequently, the better understanding should account for a more tailored and more attractive support, which, in turn, improves the take‐up of existing mechanisms.