ORCID Profile
0000-0002-7864-2236
Current Organisation
University of South Australia
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Publisher: Elsevier BV
Date: 03-2019
Publisher: Elsevier BV
Date: 2015
Publisher: Elsevier BV
Date: 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: Informa UK Limited
Date: 28-07-2020
Publisher: Springer Science and Business Media LLC
Date: 22-04-2022
DOI: 10.1007/S11002-022-09626-7
Abstract: Marketers need evidence to help them select music to promote their products. Ethnicity, social class and/or personality type can distinguish in idual music tastes, but age and nostalgia may be the largest determinant of all (North, American Journal of Psychology, 123 , 199–208, 2010). Research into listener preference for music from different eras has found conflicting results. Papers generally agree that it takes an inverse U shape, but disagree on the era for which people are most nostalgic. The seminal paper found a peak for music released when listeners were 23 years of age (Holbrook & Schindler, Journal of Consumer Research, 16 , 119–124, 1989), a follow-up 9 years of age (Hemming, Musicae Scientiae, 17 , 293–304, 2013), and 19 years of age (Holbrook & Schindler, Musicae Scientiae, 17 , 305–308, 2013). This paper attempts to correct the issues raised by Holbrook & Schindler ( Musicae Scientiae, 17 , 305–308, 2013) by improving the representativeness of the s le and introducing a new analysis technique, the two-lines test. This paper finds support for Holbrook & Schindler, but with a slightly younger age peak of roughly 17 years. Additionally, the larger s le allows investigation of differences by generation, which reveals differences that may be caused by their different current age, and so the relationship with, and interplay of nostalgia and music. The central conclusion of the paper is that people do exhibit a preference for music released during their late adolescence/early adulthood. When targeting consumers of a narrow age demographic, music released during this time is more likely to be preferred than any other.
Publisher: Elsevier BV
Date: 2020
Publisher: SAGE Publications
Date: 28-05-2022
DOI: 10.1177/18393349211017316
Abstract: Market share growth requires building mental and physical availability among all category buyers. However, if younger category buyers are more likely to purchase new-to-market products, then perhaps younger buyers are, relatively speaking, more important for growth. This research investigates the relationship between category buyer age, brand buyer age, and brand failure. When sub-brand buyer age is younger than category buyer age, the sub-brand is likely to be (a) new-to-market or (b) growing in market share. Older-than-category sub-brand-buyer age is likely for sub-brands that are (a) declining or (b) dead. Results from 17 years (1998–2014) of U.K. household panel data, including 5,913 sub-brands from 101 categories, show that age skews were uncommon (only 18% of sub-brands), and second, that growing, stable and declining sub-brands appealed equally to all ages. Finally, we identified that new launches and dead brands tend to skew to younger consumers, suggesting that new launches need to appeal to all ages to avoid failure.
Publisher: Emerald
Date: 05-10-2012
DOI: 10.1108/20426761211265177
Abstract: – The purpose of this paper is to outline the contribution of marketing to program evaluation in the school sector. Schools are increasingly the target of government-funded environmental education initiatives and this paper aims to illustrate, through a sector-wide program case study, how marketing metrics can improve overall program evaluation. Existing school-based program evaluations are often not accompanied by rigorous evaluation of their impact beyond educational outcomes. Evaluation focuses instead on improving satisfaction of those already participating, rather than looking at the wider issues of program adoption and engagement levels across the sector. This paper also aims to look at how traditional marketing's evaluation metrics can address this gap. – A case study is used involving a sector-wide recycling program whose objective is to reduce waste across all schools across a State in Australia. The program, administered by a government agency, had only been evaluated within an educational outcome context. Using existing data on the program from across the school sector, marketing metrics are calculated to provide new insight into the program's wider impact. – This research illustrates the relevance of marketing metrics to educational sector activities. It illustrates how to embed metrics into the program and identifies insights they can offer as a supplement to existing educational outcome measures. Such measures are highly useful to funding bodies deciding on a program's development and continuation. – Marketing provides empirically-based program metrics that are easy and cost-effective to obtain, objective in their measure, and provide feedback loops to participants. Having impacts more clearly measured allows for effective program administration within the childhood education sector. This paper delivers practical guidelines for program administrators. – The paper brings marketing into an environmental education context, illustrating its contribution for better measurement of behaviour change. It gives marketing practitioners and academic researchers a framework within which they can use already available program data to better gauge the uptake and impact of their efforts.
Publisher: Wiley
Date: 25-11-2023
DOI: 10.1002/CB.2114
Abstract: The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 ‘true fans’ and make $100 from each of them (Kelly, 2008. 1000 True fans . The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6‐months, 3‐months, 1‐month, and 1‐week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and ‘share of ear’ competition.
Publisher: Elsevier BV
Date: 07-2017
Publisher: WARC Limited
Date: 18-12-2017
DOI: 10.2501/JAR-2017-057
Publisher: Elsevier BV
Date: 03-2019
Publisher: Elsevier BV
Date: 10-2023
Publisher: SAGE Publications
Date: 05-2016
DOI: 10.1016/J.AUSMJ.2016.01.002
Abstract: Time is one of the resources shoppers bring to a store (along with money). Enabling shoppers to complete their grocery shopping more efficiently, that is to spend less time to buy the desired number of items, could result in higher shopper satisfaction and continued patronage. This research proposes a novel way of measuring shopper efficiency by distinguishing the “fixed” vs “per item” times for a grocery trip. We then analyse the differences in shopping efficiency across different sub-groups offering insights into shopper efficiency heterogeneity and benchmarks. We collected data from 1176 shoppers across three Australian supermarkets in 2014 using systematic s ling for entry/exit interviews and objectively recorded time using supermarket receipts and entry time st s. We used linear regression to model the “fixed” and “per item” times, while ANCOVA analysis provided statistical confirmation of observed differences across the sub-groups. The results revealed females were more efficient than males on a “per item” basis, while males had shorter “fixed” times associated with entry, navigation and checking out. Older shoppers were less efficient than younger shoppers. Unemployed respondents tended to spend more time in-store and were less efficient than employed shoppers. There was also a difference between part- and full-time employees. Shopping efficiency in peak and off peak periods was not significantly different. Contrary to the assumption in popular media that weekend shopping is more time consuming and hence inefficient, we found that weekend shopping is no less efficient than weekday trips. Our approach assumes that shopper efficiency stays constant across the trip. The data did not allow testing of interactions between factors. Future research should also consider other attributes such as shopping list use, presence of others, including children, and familiarity with the store. We present a novel approach in measuring shopper efficiency that splits the time in-store across “fixed” and “per item” times, associated with different shopper tasks (navigating and checking out vs choosing and buying). This split allows for a deeper understanding of where and how retailers can make shopping more efficient for their consumers, thus improving the overall in-store experience and outcomes. The identified differences in efficiencies across sub-groups have important implications for benchmarking and comparison of the performance of different stores, as these will be influenced not only by different times of the day and days of the week, but also by differences in the make-up of the customer base.
Location: Australia
No related grants have been discovered for Bill Page.