This paper proposes a model featuring the heterogeneity of consumer preferences and analyzes the multiple equilibrium of retail formats by building a map of the relationships between consumer heterogeneity and retail formats. The key questions analyzed in this paper are how the retailer adjusts its combination of marketing elements through repositioning and how innovation in retail formats is i...

The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...

This study identified and explored the sensory characteristics that drive consumer liking of butter. A trained descriptive panel evaluated 27 commercial butters using a defined sensory language. Two focus groups were conducted with butter consumers to gain an understanding of consumer use and consumption habits. Six representative butters and 2 vegetable oil spreads were selected for consumer a...

the paper seeks to identify starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to starbucks success. starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...

This paper investigates age, family, group and gender influence consumer preference for selection of the mobile carrier. About seventy seven students from high learning institutions in Dodoma Municipality participated in responding to prepared questionnaires. The results indicate that family members and friends are contributing in influencing consumer preferences to select mobile services provi...

Fifty years on we examine two key propositions in Neale’s (1964) “Peculiar Economics”: the need for competitors in sport to have opponents of similar ability in order to earn large revenues and the effect of frequent changes sports leagues’ standings on consumer demand. We develop a consumer choice model under uncertainty, and a structural econometric model, to motivate and test these ideas. Un...