Browsing by Subject "Brand"
Now showing 1 - 5 of 5
Results Per Page
Sort Options
Item Consumer motivations and the impact of brand on purchasing preferences of fresh beef(2006-08) Reicks, Angela; Miller, Markus F.; Lyford, Conrad; McAdams, Molly; Brooks, Chance J.; Thompson, Leslie D.A survey was completed by consumers in three geographical regions across the United States to determine the motivational factors affecting consumer purchase decisions for fresh beef steaks (n = 1,370) and fresh beef roasts (n = 1,361). Demographic characteristics and beef preference variables obtained included: city, gender, age, occupation, number of adults and children in the household, income and education as well as response to a statement regarding fresh beef liking, beef consumption and preference for cooking degree of doneness. Consumers were asked to indicate how important the following factors were in determining why they purchased fresh beef steaks and roasts: tenderness, juiciness, flavor, product consistency, ease of preparation, nutritional value, natural, organic and price per pound. A scale was provided with one labeled as not important at all and ten was labeled very important. Consumer ratings for flavor, as a motivator, reported the highest means for both steaks (8.7) and roasts (8.5) on a 10-point scale. This was followed by the importance of tenderness and juiciness. Overall palatability factors were most important followed by price for both steaks and roasts. Ratings for the importance of natural and organic as a factor in product purchasing were lower than all other motivators. When differences were reported by gender and age, consumer ratings by women were higher (P < 0.05) than ratings by men and generally increased as age increased. Also, motivator ratings generally decreased as level of education increased. Consumers were asked the location where they purchase the majority of fresh beef steaks and the greatest response was for supermarket/grocery store with 72.7%. Consumers responded to a question for which is a higher quality product, USDA Select or USDA Choice, 42.7% answered correctly. When consumers were asked if USDA Choice and USDA Select were fresh beef brands, 18.8% responded yes, 55.8% said yes and 25.4% reported that they did not know. Consumers were asked if they purchased fresh beef based on brand and results show 16.9% said yes while 83.1% said no. Consumers obviously realize the presence of branded food products, but branded beef products are more complex in their variability. Also, consumers do not fully understand the information regarding the current grading system and beef product variation. Increased consumer education for beef quality characteristics will allow the industry to develop improved marketing strategies to best fit the needs of the consumer. Beef motivating factors and demographics do influence consumer purchasing decisions for fresh beef steak. Results from this study can be used to help identify factors to positively influence purchasing decisions within targeted market segments.Item Demand Analysis Concerning the Promised Land White and Chocolate Milk Brands in Texas(2013-05-03) Bingham, David EldonThis thesis provides a unique perspective to the milk market relative to previous studies. While there is rich literature on the various sectors of the milk market, a contribution to this literature was made by providing a specific econometric analysis of the Promised Land brand. Previous work conducted by Capps and Salin (2010) provided the foundation for this thesis. The purpose of this thesis was threefold: 1. Estimate household demand functions for Promised Land white and chocolate milk using Nielsen homescan data. The demand functions were estimated using a tobit model to estimate the conditional and unconditional own-price and cross-price effects of Promised Land white and chocolate milk. 2. Assess the impacts of household demographic drivers of demand for Promised Land white and chocolate milk. 3. Use the empirical results derived from the tobit model to identify substitutes and complements of Promised Land white and chocolate milk and provide a profile of households that purchase Promised Land white and chocolate milk. The study concluded that households who purchased Promised Land white were insensitive to changes in the price of Promised Land white milk. The price of private label milk was the only cross-price that was significant in the quantity of Promised Land white milk purchased. The estimated elasticities showed that Promised Land white milk and private label white milk were substitutes. From the estimated elasticities, it was found that households that purchased Promised Land chocolate milk were largely insensitive to changes in the price of Promised Land chocolate milk. It was also found that the prices of Nesquick, Oak Farms, and private label chocolate milk had a significant effect on the quantity of Promised Land chocolate milk purchased. Of these significant prices, private label and Oak Farms chocolate milk were substitutes for Promised Land chocolate milk. The price of Nesquick chocolate milk demonstrated a complementary relationship with Promised Land chocolate milk.Item Interactive virtual architecture as a tool for online branding of e-stores(Texas Tech University, 2004-12) Amaran, Arthi; Flueckiger, Urs Peter; Hill, Glenn E.; Haq, SaifWith the internet spreading to every facet of our living, online shopping is becoming a ubiquitous phenomenon. As a result, the internet has become a new medium for branding, with brands competing to establish their online presence. Visual design of the website is the primary tool to establish this online identity for the brand. Architecture has been used as an element of branding in the traditional stores. This is seen for instance, in the design of fashion boutiques, where the architecture of the space reflects the qualities of the brand. Extrapolating this to the e-stores, we can create Interactive Virtual Architecture, a new visual design medium for Online Branding. The Virtual Architecture component will create a context, stage the product and reflect the brand in the spatial design. This will create a strong Visual Identity leading to brand recognition. The interactivity component will enable a personal interaction with the brand. This will establish its Non Visual Identity and build relationship with the customer. From these points, the thesis claims that Interactive Virtual Architecture is a new tool for Online Branding of e-stores. I will support this thesis claim by my design of an Interactive Virtual Architecture for an e-store.Item Neuromarketing : an essential tool in the future of advertising and brand development(2016-05) Hilderbrand, Miranda L; Eastin, Matthew S; Cicchirillo, Vincent JThis research is designed to explore the future role of neuromarketing in advertising and brand development. To understand its necessity, the research will begin with an in-depth review on what is meant by advertising and branding. Once there is an understanding of these industries, the research will look at the field of neuromarketing – a history of the industry, an explanation of the common research methods that it employs, and an understanding of how neuromarketing can assist in advertising research and brand development. To gain knowledge on the potential future of neuromarketing, a qualitative study was done through a series of in-depth interviews with professionals who have practical uses for neuromarketing in their respective fields. This research is concluded with a summary the current state of neuromarketing, and a discussion on what needs to be done as the industry moves forward.Item The Effect of Branding and Firm Size on the Recurrence of Food Recall Events Associated with Pathogenic Contamination in the United States(2012-07-16) Kapilakanchana, MontaleeFood recalls caused by pathogens receive considerable public attention due to health risk and the potential loss to the companies involved. There are very few studies analyzing the relationship between food recalls and characteristics of the companies involved. Because of the significance of the problem and lack of available research, the association between food recalls caused by pathogen and characteristics of the companies involved is examined in this thesis. To address the problem, data on food product recalls in the United States from January 2000 to October 2009 are used. Only the events caused by pathogens are analyzed in the thesis. The firms that have multiple recall incidents are the units of analysis. The study employs an econometric model with discrete choice modeling approaches: logit and probit. There are two main hypotheses. Firstly, it is hypothesized that branding decreases the likelihood of the occurrence of the repeated recall event. Secondly, size of the firm is hypothesized to be associated with higher likelihood of recurrence. The major finding is that branding and firm size are associated with higher probability of the recurrence of food recall events associated with pathogenic contamination. A firm that produces branded products is around 15 percent more likely to have a recurrence of food recall events than a firm producing unbranded product. This finding points out the interesting and unexpected issue that branding is not associated with improved performance in food safety. Additionally, an increase in firm size has a minute but significant association with rising likelihood to have a recurrence of a food recall event. This study is the first concerning the firm level factors that can influence risk of the recurrence of food recall incidents involving pathogens. Thus, its results are distinctive and can benefit both government and private sectors with respect to food safety policy or food safety standards.