We examine the profitability and the welfare implications of pricediscrimination in two-sided markets. Platforms have information aboutthe preferences of the agents that allows them to price discriminatewithin each group. The conventional wisdom from one-sided horizontallydifferentiated markets...

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture...

Despite decades of research with mixed results, fear-based public health campaigns continue to be extensively used around the world. This study examined the impact of a fear-based advertising campaign targeted at reducing unsafe driving behaviour and fatal accident rates in New Zealand. We...

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a nonprofit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSRI. The increasing popularity of cause-related marketing...

A latent class model for identifying classes of subjects in paired comparison choice experiments is developed. The model simultaneously estimates a probabilistic classification of subjects and the logit models' coefficients relating characteristics of objects to choices for each respective group...

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...

The South African spa market is booming and strong growth rates have been recorded for both revenue and visits between 2002 and 2008. As a result of these growth rates, competition among spas is increasing; spa managers and spa marketers therefore have to ensure that their businesses have...

Businesses have realised that they cannot appeal to all consumers in themarketplace. Consumers are too numerous, geographically wide-spread, andtoo varied in their needs and buying practices. Furthermore, the business&themselves vary widely in their abilities to serve different segments of...

A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches as there is neither sufficient and undistorted real market data available...

Perceptions based market segmentation (PBMS) is a simple framework for market structure analysis integrating the issues of segmentation and positioning. The only requirement is the availability of three-way data (numerous respondents evaluate numerous brands according to numerous attributes)....