scholarly journals Under the Umbrella: Goal-Derived Category Construction and Product Category Nesting

2021 ◽  
pp. 000183922110123
Author(s):  
Johnny Boghossian ◽  
Robert J. David
Keyword(s):  
Process Model ◽  
Product Category ◽  
Derived Category ◽  
The State ◽  
Product Attributes ◽  
Product Categories ◽  
Role Of The State ◽  
Market Intermediaries ◽  
Category Construction

Categories are organized vertically, with product categories nested under larger umbrella categories. Meaning flows from umbrella categories to the categories beneath them, such that the construction of a new umbrella category can significantly reshape the categorical landscape. This paper explores the construction of a new umbrella category and the nesting beneath it of a product category. Specifically, we study the construction of the Quebec terroir products umbrella category and the nesting of the Quebec artisanal cheese product category under this umbrella. Our analysis shows that the construction of umbrella categories can unfold entirely separately from that of product categories and can follow a distinct categorization process. Whereas the construction of product categories may be led by entrepreneurs who make salient distinctive product attributes, the construction of umbrella categories may be led by “macro actors” removed from the market. We found that these macro actors followed a goal-derived categorization process: they first defined abstract goals and ideals for the umbrella category and only subsequently sought to populate it with product categories. Among the macro actors involved, the state played a central role in defining the meaning of the Quebec terroir category and mobilizing other macro actors into the collective project, a finding that suggests an expanded role of the state in category construction. We also found that market intermediaries are important in the nesting of product categories beneath new umbrella categories, notably by projecting identities onto producers consistent with the goals of the umbrella category. We draw on these findings to develop a process model of umbrella category construction and product category nesting.

scholarly journals Application of Refined Kano’s Model to Shoe Production and Consumer Satisfaction Assessment

2021 ◽  
Vol 13 (5) ◽  
pp. 2484
Author(s):  
Chi-Hung Lo
Keyword(s):  
Sustainable Development ◽  
Product Development ◽  
Consumer Satisfaction ◽  
Value Added ◽  
Development Plan ◽  
Development Model ◽  
Product Attributes ◽  
Kano Model ◽  
Sustainable Product Development ◽  
Sustainable Product

Many industries are labor-intensive and energy- and resource-consuming. A sustainable development plan is necessary for the industries as industrial structures have been changing recently. Taiwan’s shoe industry also has experienced such changes and requires a sustainable product development plan for continuous development. Therefore, this study aims to propose a new method by introducing a model of sustainable product development to facilitate the sustainable development of the industry. By taking air-cushioned casual shoe production as an example, this study suggested the refined Kano quality model for exploring the product attributes that improved the customers’ satisfaction. The refined Kano model that was established with interviews and questionnaire surveys was effective to define the product attributes that contributed to satisfying the customers and understanding their perception of product attributes. In the air-cushioned casual shoe production, the model found function, design, innovation, marketing, and service to be important for manufacturers to develop products with limited. It also suggested the priority be put on the attributes of high value-added quality, key quality, and potential quality. The model helped manufacturers decide which product attributes they need to invest in and develop. The relation of product attributes and consumer satisfaction for a sustainable product development model was also found by using the refined Kano model. The result of this study is expected to apply to various industries for establishing an appropriate sustainable product development model.

EXPRESS: Interacting User-Generated Content Technologies: How Questions & Answers Affect Consumer Reviews

2021 ◽  
pp. 002224372110202
Author(s):  
Shrabastee Banerjee ◽  
Chris Dellarocas ◽  
Georgios Zervas
Keyword(s):  
Electronic Commerce ◽  
User Generated Content ◽  
Specific Information ◽  
Product Attributes ◽  
Online Retailer ◽  
Consumer Reviews ◽  
Question And Answer ◽  
Using Data ◽  
Product Ratings

This article studies the question and answer (Q&A) technology of electronic commerce platforms, an increasingly common form of user-generated content that allows consumers to publicly ask product-specific questions and receive responses, either from the platform or from other customers. Using data from a major online retailer, the authors show that Q&As complement consumer reviews: unlike reviews, questions are primarily asked pre-purchase and focus on clarification of product attributes rather than discussion of quality; answers convey fit-specific information in a predominantly sentiment-free way. Based on these observations, the authors hypothesize that Q&As mitigate product fit uncertainty, leading to better matches between products and consumers, and therefore improved product ratings. Indeed, when products suffering from fit mismatch start receiving Q&As, their subsequent ratings improve by approximately 0.1 to 0.5 stars and the fraction of negative reviews that discuss fit-related issues declines. The extent of the rating increase due to Q&As is proportional to the probability that purchasers will experience fit mismatch without Q&A. These findings suggest that, by resolving product fit uncertainty in an e-commerce setting, the addition of Q&As can be a viable way for retailers to improve ratings of products that have incurred low ratings due to customer-product fit mismatch.

The influence of extrinsic product attributes on consumers’ food decisions: review and network analysis of the marketing literature

2020 ◽  
Vol 36 (9-10) ◽  
pp. 888-915 ◽  
Author(s):  
Nils Christian Hoffmann ◽  
Claudia Symmank ◽  
Robert Mai ◽  
F. Marijn Stok ◽  
Harald Rohm ◽  
...  
Keyword(s):  
Network Analysis ◽  
Product Attributes ◽  
Marketing Literature ◽  
Food Decisions

Impact of flavours, device, nicotine levels and price on adult e-cigarette users’ tobacco and nicotine product choices

2021 ◽  
pp. tobaccocontrol-2021-056599
Author(s):  
Yong Yang ◽  
Eric N. Lindblom ◽  
Ramzi G. Salloum ◽  
Kenneth D. Ward
Keyword(s):  
Open System ◽  
Closed System ◽  
Smoking Status ◽  
Discrete Choice Experiments ◽  
User Characteristics ◽  
Product Attributes ◽  
Product Choices ◽  
Nicotine Level ◽  
The Difference ◽  
The Impact

IntroductionTo understand the impact of e-cigarette devices, flavours, nicotine levels and prices on adult e-cigarette users’ choices among closed-system and open-system e-cigarettes, cigarettes and heated tobacco products (HTPs).MethodsOnline discrete choice experiments were conducted among adult (≥18 years) e-cigarette users (n=2642) in August 2020. Conditional logit regressions were used to assess the relative impact of product attributes and the interactions between product attributes and user characteristics, with stratified analyses to examine differences by smoking status and primarily used e-cigarette device and flavour.ResultsOn average, participants preferred non-tobacco and non-menthol flavours most, preferred open-system over closed-system e-cigarettes and preferred regular nicotine level over low nicotine level. However, the preference varied by demographics, smoking status and the primarily used e-cigarette device and flavour. The differences in preference among products/devices were larger than the difference among flavours or nicotine levels. Participants who primarily used closed-system e-cigarettes exhibited similar preferences for closed-system and open-system e-cigarettes, but those who primarily used open-system e-cigarettes preferred much more open-system over closed-system e-cigarettes. HTP was the least preferred product, much lower than cigarettes in general, but participants living in states where IQOS is being sold had similar preferences to cigarettes and HTPs.ConclusionsPeople are unlikely to switch to another product/device because of the restriction of flavour or nicotine level. If non-tobacco and non-menthol flavours were banned from open-system e-cigarettes, users may switch to menthol flavour e-cigarettes. Intervention strategies should be tailored to specific groups.

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