Foster, (2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", British Food Journal, Vol. 107 Iss 8 pp. 606-625 http://dx.
Presents a study of designated gay service environments. Conceptually, the study draws together ideas and frameworks from the consumption literature and from the study of service environments. Analyses issues surrounding gay cultural socialization and its effect on consumption patterns and expression through service environments. The study of the interplay between gay subculture and servicescapes is grounded in qualitative and observational data through field work conducted in the Manchester “gay village”. Findings indicate that communitas, individualism and diversity are key facets of the subculture, with bars being used as individual expressions of identity, moods and emotions. Other influences on consumption patterns include interpersonal interaction with friends, the hetero‐ and homosexual cultural interface, and the ambience of the service environment. Discusses implications for the service marketer, such as the application of marketing models to the creation of servicescapes which reflect and suit the subcultures they are designed for; and raises issues for marketing methodology by noting the value of consumption‐based research in creating a picture of the “gay” lifestyle.
Based on primary research from both a child consumer and manufacturer perspective, this article explores the breakfast cereal market and the perceptions of packaging from the perspective of a child. Specific consideration is given to determining the overall role of packaging, what role packaging can play within integrated marketing communications and establishing the feasibility and effectiveness of packaging as a sole communications tool. Findings highlight some apparent inconsistencies between manufacturer and children's views, and illustrate the possibility of adults underestimating how aware children are as consumers in today's society.
Based on in-depth primary research with a key strategic manager within Co-op Switzerland, a store visit, and secondary data this case outlines the core factors influencing the devised marketing strategy, both at a micro and macro level. The company marketing policy is then presented alongside the issues affecting how this policy was implemented. Final consideration is given to the role of the own brand developed to fit the company philosophy of being ecological, innovative and consumer focused.
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