The Experts below are selected from a list of 321 Experts worldwide ranked by ideXlab platform

Michael Plante - One of the best experts on this subject based on the ideXlab platform.

  • oil price shocks and exchange rate management the implications of Consumer Durables for the small open economy
    Social Science Research Network, 2008
    Co-Authors: Michael Plante
    Abstract:

    This paper examines exchange rate management issues when a small open economy is hit by an exogenous oil price shock. In this model Consumer Durables play an important role in the demand for oil and oil based products as opposed to the traditional role of oil as a factor of production. When prices are sticky, oil price shocks lead to reduced output, lower in ation, and real exchange rate deprecation. These recessionary e ects occur whether or not oil is in the production function because of the close relationship between Consumer Durables and oil. Tentative results suggest that exible exchange rates produce smaller output losses and less volatile in ation in the non-tradables sector than xed exchange rates but at the cost of front-loading real exchange rate movements. JEL Codes: E31, F41, E52

  • oil price shocks and exchange rate management the implications of Consumer Durables for the small open economy
    Research Papers in Economics, 2008
    Co-Authors: Michael Plante
    Abstract:

    This paper examines exchange rate management issues when a small open economy is hit by an exogenous oil price shock. In this model Consumer Durables play an important role in the demand for oil and oil based products as opposed to the traditional role of oil as a factor of production. When prices are sticky, oil price shocks lead to reduced output, lower inflation, and real exchange rate deprecation. These recessionary effects occur whether or not oil is in the production function because of the close relationship between Consumer Durables and oil. Tentative results suggest that flexible exchange rates produce smaller output losses and less volatile inflation in the non-tradables sector than fixed exchange rates but at the cost of front-loading real exchange rate movements.

Philip M Parker - One of the best experts on this subject based on the ideXlab platform.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Qme-quantitative Marketing and Economics, 2004
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite their obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the concept of cyclical volatility, and derive a dynamic comovement elasticity between the economy as a whole and the cyclical fluctuations in various performance series. To further enhance our understanding of how Consumers adjust their purchasing behavior across different phases of the business cycle, two other notable features related, respectively, to the relative size of the peaks and troughs and the rate of change in upward and downward parts of the cycle, are explicitly considered. Of specific interest in this respect are the notion of deepness and steepness asymmetry. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    ERIM Report Series Research in Management, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    textabstractDespite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Research Papers in Economics, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Social Science Research Network, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business–cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of upand downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry’s pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product’s life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns. 5001-6182 Business 5410-5417.5 Marketing Library of Congress Classification (LCC) HF 5438.4 HB 373711+ Sales Business Cycles M Business Administration and Business Economics M 31 C 44 Marketing Statistical Decision Theory Journal of Economic Literature (JEL) M 31 E 32 Marketing Business Cycles 85 A Business General 280 G 255 A Managing the marketing function Decision theory (general) European Business Schools Library Group (EBSLG) 280 K Marketing Science (quantitative analysis) Gemeenschappelijke Onderwerpsontsluiting (GOO) 85.00 Bedrijfskunde, Organisatiekunde: algemeen 85.40 85.03 Marketing Methoden en technieken, operations research Classification GOO 85.40 Marketing Bedrijfskunde / Bedrijfseconomie Marketing / Besliskunde

  • price elasticity dynamics over the product life cycle a study of Consumer Durables
    Marketing Letters, 1997
    Co-Authors: Philip M Parker, Ramya Neelamegham
    Abstract:

    Extending the work of Parker (1992), which considers only firstpurchases, and Simon (1989), which considers brand-level sales, weempirically provide support for the hypothesis that total categorysales price elasticities first decease in absolute value but thenultimately increase if the product in question faces the decline phaseof the product life cycle (due to competitive substitutes, changes intastes, and so on). As an interesting artifact of the methodology, thearticle also shows how the Bass model can be easily modified to accountfor total category sales (first plus repeat purchases) and that, in thelimit, the Bass model converges to stochastic repeat purchase models(bridging two radically different modeling traditions). If unadjusted,the Bass model applied to sales data is grossly misspecified when thetime series studied exceeds five to ten years for Consumer Durables.

Marnik G Dekimpe - One of the best experts on this subject based on the ideXlab platform.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Qme-quantitative Marketing and Economics, 2004
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite their obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the concept of cyclical volatility, and derive a dynamic comovement elasticity between the economy as a whole and the cyclical fluctuations in various performance series. To further enhance our understanding of how Consumers adjust their purchasing behavior across different phases of the business cycle, two other notable features related, respectively, to the relative size of the peaks and troughs and the rate of change in upward and downward parts of the cycle, are explicitly considered. Of specific interest in this respect are the notion of deepness and steepness asymmetry. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Research Papers in Economics, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    ERIM Report Series Research in Management, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    textabstractDespite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Social Science Research Network, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business–cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of upand downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry’s pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product’s life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns. 5001-6182 Business 5410-5417.5 Marketing Library of Congress Classification (LCC) HF 5438.4 HB 373711+ Sales Business Cycles M Business Administration and Business Economics M 31 C 44 Marketing Statistical Decision Theory Journal of Economic Literature (JEL) M 31 E 32 Marketing Business Cycles 85 A Business General 280 G 255 A Managing the marketing function Decision theory (general) European Business Schools Library Group (EBSLG) 280 K Marketing Science (quantitative analysis) Gemeenschappelijke Onderwerpsontsluiting (GOO) 85.00 Bedrijfskunde, Organisatiekunde: algemeen 85.40 85.03 Marketing Methoden en technieken, operations research Classification GOO 85.40 Marketing Bedrijfskunde / Bedrijfseconomie Marketing / Besliskunde

Barbara Deleersnyder - One of the best experts on this subject based on the ideXlab platform.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Qme-quantitative Marketing and Economics, 2004
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite their obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the concept of cyclical volatility, and derive a dynamic comovement elasticity between the economy as a whole and the cyclical fluctuations in various performance series. To further enhance our understanding of how Consumers adjust their purchasing behavior across different phases of the business cycle, two other notable features related, respectively, to the relative size of the peaks and troughs and the rate of change in upward and downward parts of the cycle, are explicitly considered. Of specific interest in this respect are the notion of deepness and steepness asymmetry. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Research Papers in Economics, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    ERIM Report Series Research in Management, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    textabstractDespite its obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry's pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product's life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.

  • weathering tight economic times the sales evolution of Consumer Durables over the business cycle
    Social Science Research Network, 2003
    Co-Authors: Barbara Deleersnyder, Marnik G Dekimpe, Miklos Sarvary, Philip M Parker
    Abstract:

    Despite its obvious importance, not much marketing research focuses on how business–cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the notions of cyclical volatility and cyclical comovement, and consider two types of cyclical asymmetry related, respectively, to the relative size of the peaks and troughs and the rate of change in upward versus downward parts of the cycle. In so doing, we examine how Consumers adjust their purchasing behavior across different phases of the business cycle. We apply these concepts to a broad set (24) of Consumer Durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity. Consumer Durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Moreover, even though no evidence is found for depth asymmetry, the combined evidence across all Durables suggests that asymmetry is present in the speed of upand downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industry’s pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a product’s life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns. 5001-6182 Business 5410-5417.5 Marketing Library of Congress Classification (LCC) HF 5438.4 HB 373711+ Sales Business Cycles M Business Administration and Business Economics M 31 C 44 Marketing Statistical Decision Theory Journal of Economic Literature (JEL) M 31 E 32 Marketing Business Cycles 85 A Business General 280 G 255 A Managing the marketing function Decision theory (general) European Business Schools Library Group (EBSLG) 280 K Marketing Science (quantitative analysis) Gemeenschappelijke Onderwerpsontsluiting (GOO) 85.00 Bedrijfskunde, Organisatiekunde: algemeen 85.40 85.03 Marketing Methoden en technieken, operations research Classification GOO 85.40 Marketing Bedrijfskunde / Bedrijfseconomie Marketing / Besliskunde

Ch Gowthami - One of the best experts on this subject based on the ideXlab platform.

  • influence of Consumer demographics on attitude towards branded products an exploratory study on Consumer Durables in rural markets
    Social Science Research Network, 2012
    Co-Authors: Purna Prabhakar Nandamuri, Ch Gowthami
    Abstract:

    India is emerging as an attractive market for Consumer Durables. But the vibrant environmental factors and fierce competition are making it imperative to understand the dynamics of Consumer profiles. The aim of this study is to analyze the influence of Consumer demographics in rural markets on brand management of Consumer Durables. A self-designed questionnaire containing 14 statements related to the brand/product features was administered face to face to 224 prospective buyers of Consumer Durables, randomly selected during the months of May and June 2011, while they were approaching retail outlets in Warangal district. The responses were analyzed through chi-square test and reliability analysis with the help of SPSS-19. The findings indicate that out of the five demographic factors tested, occupation and income emerged as the strongest determinants, followed by age and education, whereas gender did not yield a strong significance. Since this research has established empirical evidences in determining the attitude towards brands, Consumer goods marketers may formulate their strategies accordingly.

  • influence of Consumer demographics on attitude towards branded products an exploratory study on Consumer Durables in rural markets
    IUP Journal of Marketing Management, 2012
    Co-Authors: Purna Prabhakar Nandamuri, Ch Gowthami
    Abstract:

    India is emerging as an attractive market for Consumer Durables. But the vibrant environmental factors and fierce competition are making it imperative to understand the dynamics of Consumer profiles. The aim of this study is to analyze the influence of Consumer demographics in rural markets on brand management of Consumer Durables. A self-designed questionnaire containing 14 statements related to the brand/product features was administered face to face to 224 prospective buyers of Consumer Durables, randomly selected during the months of May and June 2011, while they were approaching retail outlets in Warangal district. The responses were analyzed through chi-square test and reliability analysis with the help of SPSS-19. The findings indicate that out of the five demographic factors tested, occupation and income emerged as the strongest determinants, followed by age and education, whereas gender did not yield a strong significance. Since this research has established empirical evidences in determining the attitude towards brands, Consumer goods marketers may formulate their strategies accordingly.IntroductionIn current markets, the importance of establishing a dialogue between the brands and its customers has received increased response. Any firm tries to target marketing communication to specific households within the predefined segments. In this approach, apparent Consumer demographic information is used to establish homogeneous segments. But typically, the conditions for successful brand building are not identical across categories. It depends on more than a few factors such as customers' predispositions toward brands, the firm's own management capabilities, and activities by competitors. Customers' inclination toward brands is particularly important. Comprehending more about a brand's customer-mix and how that mix changes in response to the environment is imperative for marketers.India's being the second fastest growing economy with a huge Consumer class has resulted in the high growth of Consumer Durables industry. With stimulating income levels, easy terms of finance, increasing Consumer awareness and introduction of new products and models, the demand for Consumer Durables has been steadfast and is expected to be the same for the ensuing decades. According to a report by McKinsey (2007), the total consumption in India is likely to quadruple by 2025. India ranks first with 131 index points in the global Consumer confidence survey (Nielsen, 2011). India has the youngest population in different income clusters. Around two-thirds of its population are below the age of 35, and nearly 50% are below 25. There are 56 million people in the middle class who are earning $4,400- $21,800 a year. Besides the steady growth, changing lifestyles and disposable income resulting in greater affordability have been causing a fundamental change in the Indian Consumer behavior. A study by PricewaterhouseCoopers (PwC) and Federation of Indian Chambers of Commerce and Industr y (FICCI), for the National Manufacturing Competitiveness Council (NMCC), points out that with its favorable demographics and untapped market potential, India is emerging as an attractive market for Consumer Durables (NMCC, 2009). The quarterly report provides sectoral insights based on the financial performance of the Indian economy. The financial pulse study, published by the Associated Chambers of Commerce and Industry of India (ASSOCHAM) Research Bureau during 2010 forecasted that the Indian rural markets would witness a 40% growth in the fiscal 2011-12 as against 30% during 2010-11. The study further revealed that around 35% of the total sales of Consumer Durables come from rural and semi-urban markets, which is expected to grow by 40% to 45% in the near future. The progressively growing market for Consumer Durables was estimated at 300 bn at present and will reach 500 bn by 2015. The urban Consumer Durables market is growing at an annual rate in the range of 9% to 12%. …