ORCID Profile
0000-0002-8442-6775
Current Organisation
University of South Australia
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Publisher: SAGE Publications
Date: 24-08-2021
DOI: 10.1177/14707853211039189
Abstract: There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance. Retail scanner data has been the principal source of empirical evidence in this strategic domain, but it cannot explain the behavioural shifts that underpin the sales dynamics it reports. With the availability of far larger and extended household panels, it is now possible to observe the effects of accumulating penetration on brand and category buying over many years. This type of data nevertheless presents theoretical and methodological challenges to researchers. In this article, we discuss an approach to extending established marketing theory to long-run repeat buying and then outline the inherent constraints of long-term panels. We illustrate these challenges using one-, five- and 10-year panel datasets and present a research agenda to progress explanatory theories of long-run brand building and category growth in this new but so far mostly untapped resource.
Publisher: Elsevier BV
Date: 03-2018
Publisher: SAGE Publications
Date: 09-2015
Abstract: Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small s les of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
Publisher: SAGE Publications
Date: 05-2016
Abstract: This paper applies the D Duplication Coefficient from the Duplication of Purchase Law as a benchmark to help investigate patterns in simultaneous product category purchases. Shopper transaction data enable a deep analysis of what goes into shoppers' baskets however, robust benchmarks are critical to see patterns in such rich data. We demonstrate the application of D Duplication Coefficient data to 30,000-plus UK and US supermarket transactions. The cross-category benchmarks allow meaningful deviations to be identified, isolating categories that are more or less intensely co-purchased than expected, which can then be used to guide decisions regarding store layout, prioritise in-store activations and plan product category promotions.
Publisher: Cold Spring Harbor Laboratory
Date: 16-07-2023
DOI: 10.1101/2023.07.14.23292648
Abstract: PREVENT is a multi-centre prospective cohort study in the UK and Ireland that aims to examine mid-life risk factors for dementia, identify and describe the earliest indices of disease development. The PREVENT dementia programme is one of the original epidemiological initiatives targeting midlife as a critical window for intervention in neurodegenerative conditions. This paper provides an overview of the study protocol and presents the first summary results from the initial baseline data to describe the cohort. Participants in the PREVENT cohort provide demographic data, biological s les (blood, saliva, urine and optional cerebrospinal fluid), lifestyle and psychological questionnaires, undergo a comprehensive cognitive test battery, and are imaged using multi-modal 3T magnetic resonance imaging (MRI) scanning, with both structural and functional sequences. The PREVENT cohort governance structure is described, which includes a steering committee, a scientific advisory board and core patient and public involvement groups. A number of sub-studies which supplement the main PREVENT cohort are also described. The PREVENT cohort baseline data includes 700 participants recruited between 2014 and 2020 across five sites in the UK and Ireland (Cambridge, Dublin, Edinburgh, London and Oxford). At baseline, participants had a mean age of 51.2 years (range 40-59, SD ±5.47), with the majority female (n=433, 61.9%). There was a near equal distribution of participants with and without a parental history of dementia (51.4% vs 48.6%) and a relatively high prevalence of APOE⍰4 carriers (n=264, 38.0%). Participants were highly educated (16.7 ± 3.44 years of education), were mainly of European Ancestry (n=672, 95.9%) and were cognitively healthy as measured by the Addenbrookes Cognitive Examination-III (ACE-III) (Total score 95.6 ±4.06). Mean white matter hyperintensity (WMH) volume at recruitment was 2.26 ± 2.77 ml (median = 1.39ml), with hippoc al volume 8.15 ± 0.79ml. There was good representation of known dementia risk factors in the cohort. The PREVENT cohort offers a novel dataset to explore midlife risk factors and early signs of neurodegenerative disease. Data are available open access at no cost via the Alzheimer’s Disease Data Initiative (ADDI) platform and Dementia Platforms UK (DPUK) platform pending approval of the data access request from the PREVENT steering group committee.
Publisher: SAGE Publications
Date: 13-12-2022
DOI: 10.1177/14707853221145851
Abstract: Department stores invest in loyalty strategies that largely focus on retaining current high value customers in response to increasing competition in retail shopping. In this study, we examine the contribution of the top 20% customers for transaction frequency and value (“heavy buyers”) to the total sales, and the consistency of this contribution across departments within a store. We also investigate the heavy buyer stability over time across 3 years, from over 550 million transactions from a department store chain in East Asia. The results show that the Pareto ratio of the top 20% spenders account for 71% of revenue (and 52% of the total transactions), and the top 20% transactors represent 58% of revenue (and 62% of total transactions), which may signal the role of such heavy buyers to overall stores sales. At each department level, the heavy buyers (by value) contribute from 65% to 86% of the department revenue. Despite this, the stability of the top 20% segment over time varies greatly by department from 11% to 74%. Finally, whether high value customers in one department store also translate across departments, depends mainly on the department size in terms of its shopper penetration. The research furthers our knowledge on Pareto Law, with important implications for customer retention strategies and loyalty programs especially for retailers.
Publisher: SAGE Publications
Date: 04-05-2023
DOI: 10.1177/14707853231175085
Abstract: Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media.
Publisher: SAGE Publications
Date: 11-2013
Publisher: Springer Science and Business Media LLC
Date: 02-07-2015
Publisher: Informa UK Limited
Date: 25-05-2022
Publisher: Springer Science and Business Media LLC
Date: 08-11-2022
Publisher: Emerald
Date: 09-11-2015
Abstract: – International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key differentiators between developed and emerging markets that managers must take into account. These are that consumers differentiate between local and international brands, and that consumer segments differ between emerging and developed markets. This paper refutes these myths. The paper aims to discuss these issues. – The authors examine large-scale data of purchase behaviour across seven countries and six product categories through telephone or online data collection. Surveys conducted in conjunction with research consulting projects form the basis of data collection, with s les skewing towards middle-income population from urban areas within the emerging markets. The different survey methods used support the empirical generalisability of the findings. – The authors find that brand user profiles in emerging markets rarely differ between local and international brands across age, income and gender. Differences in segmentation are related to geography – which is likely a factor of infrastructure differences. When brand users are compared, their attitudes towards the brands are also very similar between local and international brands across several attitudinal measures: “high quality”, “value for money”, “meet/understand my needs”, “affordability” and “trustworthiness”. – The research highlights that consumers in emerging markets need not be segmented based on their brand purchasing behaviour when it comes to local and international brands. This is in line with a growing body of literature in consumer segmentation and in contrast to a considerable amount of traditional literature on emerging markets.
Publisher: Elsevier BV
Date: 05-2020
Publisher: Informa UK Limited
Date: 05-01-2021
Publisher: Springer Science and Business Media LLC
Date: 14-01-2021
Publisher: SAGE Publications
Date: 09-2016
Abstract: This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level. New brand launches are risky endeavours for marketers, as many fail to attract a sustainable customer base. We examine new brand launches in six packaged goods categories in the UK, across a wide range of brand and category conditions, including premium brands and private labels. The results show that, in the pre-launch period, buyers of a new brand are more likely to have been heavier (more frequent) category buyers and, where applicable, heavier buyers of a parent brand. However, despite disproportionately drawing from heavy category buyers, the buyers of new launches tend to become only light brand buyers. This suggests that new brands are more likely to ‘slip’ into the repertoire of heavy category or parent brand buyers. This research contributes to our understanding of repertoire formation in packaged goods categories. It also has implications for the pre-testing of new launches and the scheduling of marketing activities.
Publisher: Elsevier BV
Date: 05-2021
No related grants have been discovered for Arry Tanusondjaja.