Purchase behavior of consumers in emerging markets

Bernadette van Ewijk

Research output: ThesisDoctoral ThesisScientific

21 Downloads (Pure)

Abstract

This thesis consists of three essays regarding the purchase behavior of consumers in emerging markets (EMs). The first essay focuses on one of the most important issues in marketing, namely pricing. A comprehensive analysis of price elasticities is conducted for a large set of brands and categories in China. The essay presents a framework for the moderating effect of category and brand factors, some of which specific to an EM setting, which is then empirically tested. In addition, it documents the relative importance of price versus three other key marketing instruments (advertising, distribution, and line length) in an EM. The second essay studies whether Chinese consumers attach different quality beliefs and/or uncertainties to global versus local brands, and investigates how important quality and uncertainty are in driving brand choice, for these brands. Moreover, differences across consumers with different geographic and sociodemographic profiles are explored with respect to both their global versus local brand quality (uncertainty), as well as to the importance of quality (uncertainty) and other marketing mix instruments in brand choice. The third essay looks at how the rise of e-commerce in grocery affects brand performance. It formally shows how a brand’s total (online plus off line) sales change as the fraction of groceries sold online goes up, and identifies brand and category factors that drive this evolution, thereby providing insights to brand managers on how to benefit from this online trend.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • Gijsbrechts, Els, Promotor
  • Steenkamp, J.E.B.M., Promotor
Award date28 Nov 2018
Place of PublicationTilburg
Publisher
Print ISBNs978 90 5668 576 8
Publication statusPublished - 2018

Fingerprint

Emerging markets
Purchase behavior
Uncertainty
Quality uncertainty
Marketing
Factors
Grocery
Brand choice
Relative importance
Marketing mix
Managers
Electronic commerce
China
Price elasticity
Brand performance
Moderating effect
Chinese consumers
Pricing

Cite this

van Ewijk, B. (2018). Purchase behavior of consumers in emerging markets. Tilburg: CentER, Center for Economic Research.
van Ewijk, Bernadette. / Purchase behavior of consumers in emerging markets. Tilburg : CentER, Center for Economic Research, 2018. 165 p.
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abstract = "This thesis consists of three essays regarding the purchase behavior of consumers in emerging markets (EMs). The first essay focuses on one of the most important issues in marketing, namely pricing. A comprehensive analysis of price elasticities is conducted for a large set of brands and categories in China. The essay presents a framework for the moderating effect of category and brand factors, some of which specific to an EM setting, which is then empirically tested. In addition, it documents the relative importance of price versus three other key marketing instruments (advertising, distribution, and line length) in an EM. The second essay studies whether Chinese consumers attach different quality beliefs and/or uncertainties to global versus local brands, and investigates how important quality and uncertainty are in driving brand choice, for these brands. Moreover, differences across consumers with different geographic and sociodemographic profiles are explored with respect to both their global versus local brand quality (uncertainty), as well as to the importance of quality (uncertainty) and other marketing mix instruments in brand choice. The third essay looks at how the rise of e-commerce in grocery affects brand performance. It formally shows how a brand’s total (online plus off line) sales change as the fraction of groceries sold online goes up, and identifies brand and category factors that drive this evolution, thereby providing insights to brand managers on how to benefit from this online trend.",
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van Ewijk, B 2018, 'Purchase behavior of consumers in emerging markets', Doctor of Philosophy, Tilburg University, Tilburg.

Purchase behavior of consumers in emerging markets. / van Ewijk, Bernadette.

Tilburg : CentER, Center for Economic Research, 2018. 165 p.

Research output: ThesisDoctoral ThesisScientific

TY - THES

T1 - Purchase behavior of consumers in emerging markets

AU - van Ewijk, Bernadette

N1 - CentER Dissertation Series Volume: 575

PY - 2018

Y1 - 2018

N2 - This thesis consists of three essays regarding the purchase behavior of consumers in emerging markets (EMs). The first essay focuses on one of the most important issues in marketing, namely pricing. A comprehensive analysis of price elasticities is conducted for a large set of brands and categories in China. The essay presents a framework for the moderating effect of category and brand factors, some of which specific to an EM setting, which is then empirically tested. In addition, it documents the relative importance of price versus three other key marketing instruments (advertising, distribution, and line length) in an EM. The second essay studies whether Chinese consumers attach different quality beliefs and/or uncertainties to global versus local brands, and investigates how important quality and uncertainty are in driving brand choice, for these brands. Moreover, differences across consumers with different geographic and sociodemographic profiles are explored with respect to both their global versus local brand quality (uncertainty), as well as to the importance of quality (uncertainty) and other marketing mix instruments in brand choice. The third essay looks at how the rise of e-commerce in grocery affects brand performance. It formally shows how a brand’s total (online plus off line) sales change as the fraction of groceries sold online goes up, and identifies brand and category factors that drive this evolution, thereby providing insights to brand managers on how to benefit from this online trend.

AB - This thesis consists of three essays regarding the purchase behavior of consumers in emerging markets (EMs). The first essay focuses on one of the most important issues in marketing, namely pricing. A comprehensive analysis of price elasticities is conducted for a large set of brands and categories in China. The essay presents a framework for the moderating effect of category and brand factors, some of which specific to an EM setting, which is then empirically tested. In addition, it documents the relative importance of price versus three other key marketing instruments (advertising, distribution, and line length) in an EM. The second essay studies whether Chinese consumers attach different quality beliefs and/or uncertainties to global versus local brands, and investigates how important quality and uncertainty are in driving brand choice, for these brands. Moreover, differences across consumers with different geographic and sociodemographic profiles are explored with respect to both their global versus local brand quality (uncertainty), as well as to the importance of quality (uncertainty) and other marketing mix instruments in brand choice. The third essay looks at how the rise of e-commerce in grocery affects brand performance. It formally shows how a brand’s total (online plus off line) sales change as the fraction of groceries sold online goes up, and identifies brand and category factors that drive this evolution, thereby providing insights to brand managers on how to benefit from this online trend.

M3 - Doctoral Thesis

SN - 978 90 5668 576 8

VL - 575

T3 - CentER Dissertation Series

PB - CentER, Center for Economic Research

CY - Tilburg

ER -

van Ewijk B. Purchase behavior of consumers in emerging markets. Tilburg: CentER, Center for Economic Research, 2018. 165 p. (CentER Dissertation Series).