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| Lueth, Maren; Spiller, Achim; Schramm, Matthias. |
| During the last years, low price products (e.g., private label) gain increasing market shares in the German meat market. Compared to other countries the share of branded meat from integrated production chains is very low and most fresh meat is sold unlabelled. This study analyzes the advantages of brands from an information economic perspective and emphasizes branding as an important quality assurance and signaling tool. As brand exte nsions offer the opportunity to introduce brands to new markets at much lower costs we examine the brand transfer from the poultry to the red meat market taking Wiesenhof, the German brand leader for chicken and poultry, as an example. We use conjoint and cluster analysis to calculate willingness to pay and market shares for... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Branding; Quality signal; Brand extension; Meat market; Marketing. |
| Ano: 2006 |
URL: http://purl.umn.edu/10065 |
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| Staack, Tosten; Schramm, Matthias; Spiller, Achim. |
| The Chinese consumer goods market is widely considered to be one of the economic hot spots of the world. China seems to be the market with the largest growth potential within the next decade. Multina - tional retail companies, for example, Wal-Mart, Metro and Carrefour have made large investments to open up this new market. However, parallel to the positive aspects of the market development, foreign retail companies entering the market encounter numerous risks and difficulties. Whereas questions concerned with logistical problems are being discussed more often, analyses focusing on the shopping behavior of Chinese consumers are rare. In this context, the following report provides information on store preferences based on a comprehensive survey of 800... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Retail and Distribution Management; Consumer Behavior; Store Preferences; Consumer/Household Economics. |
| Ano: 2006 |
URL: http://purl.umn.edu/10034 |
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