Dissertations / Theses on the topic 'Marketing Channel Choice'

Thesis (Ph. D.)--Georgia State University, 2007.
Title from file title page. Naveen Donthu, committee chair; Detmar Straub, Dan Bello, James Boles, committee members. Electronic text (152 p. : ill.) : digital, PDF file. Description based on contents viewed Nov. 14, 2007. Includes bibliographical references (p. 142-151).

Traditional grocery shopping has been the only option for Swedish consumers to purchase groceries for a long time. However, the relatively new format, online grocery shopping is rapidly growing in popularity. Hence, consumers are presented with a completely new grocery shopping experience which has different advantages and disadvantages. The purpose of this thesis is to explore which advantages and disadvantages consumers experience with offline, and online grocery shopping to answer the question why consumers chose to buy groceries online. A conceptual model has been developed based on earlier research on grocery shopping, consumer experience and the four dimensions of the marketing mix; product, place, price and promotion. Qualitative data has been collected from two focus groups and five semi-structured interviews to explore what advantages and disadvantages consumers experience connected to offline and online grocery shopping and to understand why consumers chose to buy groceries online. All respondents shared most of the experienced advantages of online grocery shopping. The main reasons why consumers chose to purchase groceries online was to save both time and effort. Moreover, consumers experienced that they saved money due to less spontaneous purchases and fewer shopping trips per week. Online grocery shopping is growing in popularity. Hence, this thesis gives insights relevant to practitioners and academics on why consumers experience a desire to purchase groceries online. The findings of this thesis could help online grocery retailers to respond more efficiently to consumers’ needs and preferences.

This research investigates the continuum of choice—unseen, unanticipated causes and consequences of consumer decisions. Three essays investigate hidden factors that influence the choices we make, subtle ways to affect choice at the moment of execution, and the overlooked signals that our choices convey (correctly or incorrectly) about us to others. Essay one investigates the perverse tendency to hope for the worst: when faced with a difficult decision (e.g., whether or not to have surgery), people can paradoxically feel subjectively better with—and even actively prefer—objectively worse but certain news (e.g., “95% chance of a disease”) over objectively better but more uncertain news (e.g., “50% chance of a disease”). This, in turn, has the potential to meaningfully change people’s subsequent choices and preferences in unexpected ways. Essay two examines a subtle intervention to change people’s decisions about engagement levels: arbitrarily grouping discrete tasks or items together as part of an apparent “set” motivates people to reach perceived completion points—or finish a pseudo-set—even in the absence of extrinsic incentives. Essay three explores the judgments people make after observing others’ choices; specifically, upon learning of someone’s choice of one option, people erroneously believe that person must dislike dissimilar options, leading to a pervasive and systematic prediction error.

Denna studie behandlar ideella organisationer inom den svenska ideella sektorn samt deras prioriteringar av val i marknadsföring i form av marknadsföringskanaler och marknadsföringsmetoder. Ideella organisationer bedriver verksamhet utan vinstsyfte och har ofta som mål att sprida ett budskap, en vision, ett uppdrag eller att hjälpa till i olika sammanhang. På detta vis skiljer de sig ofta ganska mycket från mer kommersiella organisationerna. Utan att lägga resurser på insamlingskostnader, däribland marknadsföring, så når ideella organisationer inte ut till givare, vilket innebär mindre likvida medel till ändamålet. Det finns därför en avvägning att göra i hur mycket som ska fördelas åt marknadsföringen inom en ideell organisation eftersom målet är att kostnaderna ska hållas till ett minimum och att merparten av insamlade medel ska nå ändamålet. Teorierna som behandlas i denna studie är NPO Marketing mix, som är en variant av den klassiska Marketing mix modellen, anpassad för ideella verksamheter. SOEP-modellen som är en variant av den klassiska PESO-modellen samt ICT: capacity and barriers, som behandlar olika typer av barriärer som ofta förekommer hos ideella verksamheter. Dessa teorier ligger till grund för hur empirin har analyserats och har hjälpt till att besvara frågeställningen. Metoden är av en kvantitativ ansats med en tvärsnittsdesign där enkäter samlats in från 112 ideella organisationer av totalt 431 aktiva organisationer, alla med en 90-konto stämpel.  Slutsatsen som denna studie kommit fram till är att delad media är det primära kanalvalet bland ideella organisationer på den svenska ideella marknaden. Anledningen till detta beror främst på att resurser i form av pengar och personal anses som den största barriären för ideella verksamheter. Det var även tydligt att syftet med organisationen var den primära faktorn till varför ideella organisationer upplever att givare fortsätter att donera. Trots detta kunde det konstateras att relationen med givarna också är en essentiell faktor som bidrar till donationer. Denna studie visar således på att 25 %-taket som Svensk Insamlingskontroll satt upp inte upplevs som ett hinder för de flesta ideella verksamheter då dessa lär sig att anpassa sig utefter de restriktioner som finns. Slutligen kan denna studie bekräfta, likt tidigare studier kring detta ämne, att marknadsföringsmetoderna SNS och WOM är de mest populära bland ideella organisationer.
This thesis sets out to analyse non-profit organizations, operating within the Swedish non-profit sector, whom are prioritizing various forms of marketing channels and marketing methods to capitalize on monetary, as well as profitable gains. Non-profit entities are ultimately driven, without a definitive end goal, to maximise financial yield for their own economic progression. Instead, non-profits presently serve purposes of spreading an often positive message, a revolutionary vision or simply that they aim to achieve a goal in which areas of need are attended to, nurtured and re-fulfilled. Without allocating resources to the objective of monetary collection, such as differing marketing avenues, non-profit organisations cannot expect to reach and affect their supporters to act on their behalf (donation or volunteering). This creates a demand within the non-profit sector to balance face value costs and assemble trade-offs when choosing to engage in marketing activities, seeing as their final goal, as established, is to provide as much financial support to aid selected areas of need. The theories used in this thesis include the NPO Marketing mix, which is a variant of the classical Marketing mix model, customized specifically to fit non-profit organizations. In addition to this is the SOEP-model, which originates from the PESO-model, and is a rearranged order of how one prioritizes media types and content to suit the non-profit sector. Finally there is ICT; capacity and barriers, which includes different kinds of barriers and obstacles that occur in the non-profit sector. These theories are fundamental for how the empirical data has been analysed and how the issue, in this thesis, has been addressed. The method in which this thesis has been conducted is that of a quantitative survey design, in which 112 surveys were collected from a total of 431 non-profit organizations within the Swedish non-profit sector, all with the “90-konto” label.  The conclusion that this thesis came to was that shared media is the primary channel choice among non-profit organizations within the Swedish non-profit market. The reasoning behind this is mainly due to the fact that resources, in the form of capital and manpower, are considered as the biggest barrier for Swedish non-profits when pursuing marketing activities. It was also clear that the organization's sole purpose was the primary factor for why non-profit organizations feel that donors continue to donate. Despite this, it could be stated that the relationship with such donors is also an essential factor which contributes to donations, since it is the initial step in building trust and constructive recognition. This study thus shows that the 25%-ceiling set by the Swedish fundraising control is not perceived as an obstacle for most non-profit activities as they have learnt to adapt to the existing restrictions. Finally, this study can confirm, like previous studies on this topic, that the SNS and WOM marketing methods are the most popular among non-profit organizations.

博士
逢甲大學
商學博士學位學程
101
This dissertation concludes two parts to examine the asymmetric information and marketing channel choice. Part A, using a unique data set from Taiwan’s automobile liability insurance, this paper tests the screen mechanism hypothesis proposed by Venezia et al. (1999). Results reveal that a positive channel-claim correlation exists in the sub-samples of cars aged more than three years. Significant positive channel-claim correlation indicates that high-risk policyholders prefer to purchase insurance from an independent agent, whereas those with lower risks tend to buy insurance from direct writer channels. Results support the screen mechanism hypothesis and demonstrate that marketing channel choice could serve as a screening mechanism in an insurance market characterized by asymmetric information. Part B, using 1,063 repeat sales of art from 24,200 art transactions in Hong Kong, Taiwan, and China from 1994 to 2009. This study indicated that Asian contemporary and Chinese 20th century modern art has higher returns, low correlation and systematic risk with stock markets to demonstrate the attractive assets for portfolio diversification. In addition, the Asian contemporary and modern art market indicated the existence of a ‘‘masterpiece effect,” but no solid evidence was determined to show a “main auctions effect” and “same auctions effect” by asymmetric information.

碩士
國立屏東科技大學
熱帶農業暨國際合作系所
95
The objective of this study was to examine the fresh fruit marketing channels and consumer preference in Taiwan. Factors influencing fruit consumer behaviors in Taiwan were first investigated and then analyzed; this study includes interviews with fruit sellers and farmers. Four sections have been done to describe this study. The first section, the research framework is presented, and the variables used in this study are therefore identified. The description of the questionnaire design is provided in the second section. Then, the third section presents the sampling method. Finally, in the last section, the description of methods for statistical analysis is presented. The questionnaires have been constructed based on the score measurement procedure attributed for quantifying different answers of respondents. Descriptive analyses, ANOVA tests and correlation analysis were performed in this study for consumers. The study targeted fruit consumers, sellers and farmers in different locations of Taiwan which are Taipei City, Pingtung City, Pingtung County, Kaoshiung city and Kaoshiung County. These locations have been selected because of it consumption potential and abundant production. Due to time limitation and language constraints, the survey for consumers was distributed in major part among students, the survey related to farmers and sellers were done only in Pingtung City and Pingtung County. The survey on consumers was done in the three locations. The mentioned survey was done in traditional market, supermarket and study centers. Farmer’s survey was done as personal interview with the producers as the same of the seller’s questionnaire. The survey was done in Chinese and then translated in English. The findings are 1) the motivation that moves the population to buy in a specific place is the price; 2) The traditional market is the preferred place of purchase of the three locations; 3) Gender from the three locations, especially females have the highest frequency of purchase; 4) Education level has been found in this study as an important affecting factor in the consumer decision to buy fruit; 5) Most of the respondents buy fruit first for Chinese New Year, hospital visits and then for worship purpose (拜拜); 6) The role of the mother in the decision of purchasing fruit is the most important to be consider; 7) Apples are, the most heavily consumed imported fruit in Taiwan.

碩士
國立屏東科技大學
農企業管理系所
97
The purpose of this study to explore the history of agricultural production and marketing of consumer behavioral intention consumer choice and the type of marketing channel of relevance, and to understand the impact of consumer behavior consumer spending a key element of intent. By ANOVA and t test analysis of demographic variables and Statistical analysis showed that demographic variables for the traceability agricultural production marketing positioning, consumer characteristics, consumer situation, consumers interest in consumer behavior, choice the type of marketing channel. the existence of significant differences between types; another classic from the path analysis and marketing analysis between the various dimensions are a direct or indirect impact on relations.

碩士
東海大學
食品科學系
98
With the evolution of marketing structure, marketing channels of Taiwan's fresh fruit industry is more diversified. As well as the development of digital technology, business information could be not only transparent and public, but also lower the asymmetry situation, so that the rationalization of the price spread could help the intermediate profit to be returned to the producers. The purpose of this study is aiming to study the producer’s revenue of choice of different marketing channel, to analyze their marketing costs, and to examine the rationality of their price distribution. This study utilizes fresh pineapple producers in Taiwan as the study object and carries on with a mail questionnaire survey. 711 questionnaires were sent out, and 213 were returned and found valid for analysis.The results of this study are as follows: 1. Specialized in farming, cultivation of single crops and expand the cultivation area, can reduce the average cost of production. And through participation in marketing teams could lower the marketing costs by reallocation of resources; and with breed of better economic returns will effectively enhance the pineapple producers in sales. 2. In the selection of distribution channel, the traditional wholesale pathway remains the main consideration pathway of pineapple producers, because of the price stability, less handling procedures, sales of large and stable. However, the zero-order direct sales channels are considered of with higher prices and more transparent in transaction are also becoming an important distribution channel. It’s found that in order to increase income, producers are willing to choose the multi-channel distribution, but while the sales increase when lower level of channels are chosen, producers must share more of the marketing services at the same time, such as grading, packaging, transport and so on. That will increase the expenditure of material and wage costs, and moreover, increase the market risk as well. 3. Other than the first-order retail channels (sold to processing plants, export trader) and street trading, this study found that the pineapple producers are influential to the transaction price, and the remaining channels are found to be transparent in transactions and information symmetry.

碩士
國立臺灣大學
農業經濟學研究所
106
Through the improvement of cultivation techniques and the improvement of varieties, domestic consumers have increased their acceptance for Dragon Fruit. Besides, thanks to the growth of overseas markets for Taiwan’s dragon fruit. More and more farmers start to cultivate dragon fruit. In recent years, the cultivation area, yield, and output value of dragon fruit have increased significantly, and the proportion of Taiwan''s dragon fruit production and planting area has also increased year by year, and the planting area of dragon fruit is 2.87 times compared with that in 2008. It shows that dragon fruit has become an important fruit in Taiwan. However, in the past, the research related to the distribution channel and channel distribution decision making of Taiwan’s dragon fruit is limited, so this study tried to use the weighted method and the Analytic Hierarchy Process (AHP) to analyze the market share of Taiwan''s dragon fruit and then analyse the considerations on the distribution channels of Taiwan''s dragon fruit. The calculation of the market share of each distribution channel is based on production volume and this study analysed the sample of farmers, joint salers and venders. The result shows that the Dragon fruit industry still relies heavily on the wholesale market to form the price and make the distribution. Also, due to the growth of supermarket and hypermarket, the marketshare of tranditional venderer has shrinked to lesser than 20%. Besides, many farmers are selling their dragon fruit through social networking and communication software. In order to understand the consideration for Taiwan’s Dragon fruit distribution channels, this study divided the final target in to three levels. Level one is the final goal, and under the level one, logistic, business flow, cash flow, information flow and the characteristics of the distribution channel are included in the level two. Under each element of level two, seveal subelements are included. After this study interviewed thirteen experts, the result shows that at level two, it found out that all of the interviewees firstly focused on “Distribution Channel’s Characteristics”, and then followed by “Logistics”. In terms of logistics, the surveyed experts attached the highest importance to “Delivery Time”, followed by “Freight Condition". In terms of distribution channel’s characteristics, the interviewed experts attached the highest importance to "Throughtout Capacity", and then followed by "stability."

碩士
國立臺北科技大學
分子科學與工程系紡織技術及國際行銷產業碩士專班
107
This study takes a case company as an example, the choice of distribution channels in overseas markets and the impact of channel conflicts on the target market. And collect relevant documents and actual cases of X company as a case study, analysis and advice. In today's environmental awareness, and in each advanced country, high-level inspections of environmental protection have begun, resulting in a reduction in the production chain, and manufacturers have moved to factories in less developed countries. Almost no small-scale manufacturers can survive. Gradually, the reduction of suppliers and the shortage of supply have gradually increased the impact, which directly affects the arrangement of the case companies' overseas access strategies. As a result, the channels compete with each other, resulting in case companies. Loss. Through the communication and re-arrangement of the channel strategy, the channels can be safe. Finally, through the strategy decided by the case company, analyze and compare the decision and influence. And provide advice to enable case companies to think more and make long-term plans.

JEL Classification: M31, M39
O objectivo da presente dissertação consiste em investigar a intenção dos consumidores em escolher canais electrónicos quando decidem partilhar informação (boca-a-boca) com outras pessoas, num ambiente de múltiplos canais e dispositivos. O estudo explora as motivações dos consumidores aquando pretendem transmitir informação, com o objctivo de perceber o que os leva a (1) envolver-se neste tipo de comunicação, especificamente na indústria das companhias aéreas, e (2) associar essas motivações à intençao de uso de vários canais electrónicos para a partilha da informação. Foi realizado um questionário online, determinando uma amostra de 103 adultos portugueses, de forma a analisar quantitativamente as hipóteses propostas, através de análises estatísticas para factores e associações lineares entre as variáveis. Os resultados sugerem que as motivações dos consumidores para a partilha de informação influenciam positivamente a escolha de múltiplos canais electrónicos para a sua transmissão, sendo que a preocupação pelos outros, ajudar a empresa, e expressar maus sentimentos consistem nas principais motivações. Foi ainda verificado que o conhecimento prévio sobre um canal influencia positivamente a sua posterior utilização. A dissertação ainda oferece sugestões para as empresas desenvolverem estratégias sobre a utilização de canais electrónicos no contexto da intenção dos consumidores em partilhar informação sobre a empresa. Desta forma, o estudo prevê um avanço no conhecimento na área de gestão de múltiplos canais electrónicos, através da investigação das motivações que levam os consumidores a escolher certos canais na transmissão de informação.
he purpose of the current dissertation is to investigate the intention of consumers to channel usage when engaging in electronic word-of-mouth (eWOM) communications, in a context of multichannel, multimedia and multiscreen environment. The study explores consumer’s motivations for eWOM in order to understand what takes consumers (1) to engage in this type of communication, specifically in the airline services industry, and (2) associate these motivations to channel usage intention and consequent multichannel behavior. A questionnaire was conducted, with a sample of 103 Portuguese adults, in order to perform a quantitative statistical analysis with factor analysis and linear regression between the variables. Findings suggest that eWOM motivations influences multichannel behavior, being concern for others, helping the company, and venting negative feelings the principal motivations for a multichannel behavior. Additionally, obtained findings suggest that perceived channel knowledge has a positive important in explaining consumer’s choice of online channels. The research offers suggestions to develop multichannel strategies in a context of eWOM intentions as this study advances knowledge in the multichannel management field by investigating why and how consumers choose channels for transmitting eWOM.

O sotaque é uma das coisas que mais nos identifica; é geralmente reflexo das nossas origens e pode determinar as associações que as pessoas fazem sobre nós. Dado o aumento da diversidade cultural em Portugal, e o concomitante aumento da diversidade de sotaques, compreender o seu efeito no meio organizacional torna-se especialmente importante, na medida em que o sotaque pode ser uma significativa fonte de associações e julgamento de competências. Uma vez que existe uma falta de investigação no domínio das influências sociais sobre a escolha do consumidor, especialmente no continente europeu, o nosso estudo visa investigar se os sotaques podem afetar as perceções e intenções dos consumidores. Desta forma, perguntamos: “Em Portugal, o sotaque de um funcionário pode influenciar a escolha do consumidor?”. Através de um estudo experimental e de um estudo descritivo, conseguimos encontrar um efeito negativo do sotaque não padrão no comportamento dos consumidores e, ainda, descobrir que os resultados são bastante mais significativos quando medidos de forma indireta e inconsciente, mostrando uma dissociação entre as atitudes implícitas e atitudes explicitas do consumidor. A presente dissertação vem ajudar na compreensão deste conflito cognitivo, intitulado de preconceito moderno, onde o preconceito explicito é suprimido e substituído por uma forma implícita e disfarçada de julgamento. Assim, os nossos resultados ajudam a confirmar que o preconceito de sotaque existe em Portugal, pode assumir várias formas, é um fator de desigualdade quer social quer laboral e tem impactos económicos.
Our accent is one of the things that most identifies us; it is usually a reflection of our origins and can determine the associations that people make about us. Given the increasing cultural diversity in Portugal, and the concomitant increase in the diversity of accents, understanding their effect on the organizational environment becomes especially important, as accent can be a significant source of associations and judgments of skills. Since there is a lack of research in the field of social influences on consumer choice, especially in Europe, our study aims to investigate whether accents can affect consumer perceptions and intentions. Thus, we ask: "In Portugal, can an employee's accent influence consumer choice? Through an experimental study and a descriptive study, we were able to find a negative effect of a non-standard accent on consumer behavior and also to discover that the results are much more significant when measured indirectly and unconsciously, showing a dissociation between the implicit attitudes and explicit attitudes of the consumer. This dissertation helps in the understanding of this cognitive conflict, entitled modern prejudice, where the explicit prejudice is suppressed and replaced by an implicit and disguised form of judgment. Thus, our results help to confirm that accent prejudice exists in Portugal, can take various forms, is a factor of both social and labour inequality and has economic impacts.