despite possessing the adequate purchase potential for the fast moving consumer goods (fmcgs), the poor are not reckoned as a viable market by the fmcg marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. the present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...

Aim To determine the glaucoma specialists' preferences for the different brands of topical glaucoma medications available in Mexico. Materials and methods A web-based survey was sent to 150 board-certified glaucoma specialists in Mexico, with 14 questions related to brand preferences for all glaucoma medications available in Mexico. Participants were asked to select each glaucoma medication c...

What is the role that colour plays in perception of a brand by customers? How can we explore the cognitive role that colour plays in determining brand perception? To answer these questions we propose a preference disaggregation method based on multi-criteria decision aid. We identify the criteria aggregation model that underlies the global preference of a brandwith respect to each brand image a...

Two experiments assessed effects of color preference and brand-logo familiarity on recall performance. Exp. 1 explored the color preferences, using a forced-choice technique, of 189 women and 63 men, Taiwanese college students ages 18 to 20 years (M = 19.4, SD = 1.5). The sequence of the three most preferred colors was white, light blue, and black and of the three least preferred colors was lig...

Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor are not reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. The present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...

Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand featu...

Large retailers or distributors may exercise buyer power in their interactions with manufacturers in order to obtain preferential terms of sale. This paper explores the use of exclusive dealing arrangements by a monopoly retailer to win advantageous pricing from competing manufacturers of a differentiated product. When consumers’ brand preferences are weak and/or when one brand is preferred by ...

Brand personality has been shown to affect a variety of user behaviors such as individual preferences and social interactions. Despite intensive research efforts in human personality assessment, little is known about brand personality and its relationship with social media. Leveraging the theory in marketing, we analyze how brand personality associates with its contributing factors embodied in ...

Human decision-making is remarkably susceptible to commercial advertising, yet the neurobiological basis of this phenomenon remains largely unexplored. With a series of Coke and Pepsi taste tests we show that patients with damage specifically involving ventromedial prefrontal cortex (VMPC), an area important for emotion, did not demonstrate the normal preference bias when exposed to brand infor...

Reference pricing intends to reduce pharmaceutical expenditures by increasing demand elasticity and stimulating generic competition. We develop a novel model where a brand-name producer competes in prices with several generics producers in a market with brand-biased and brand-neutral consumers. Comparing with coinsurance, we show that reference pricing, contrary to policy makers' intentions, di...