Consumer tradeoffs in on‐line textbook purchasing

Talaga, James; Tucci, Louis A.

doi:10.1108/07363760110365624

Cited by 16 publications

(16 citation statements)

References 3 publications

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“…Thus participants viewed all image combinations at an equal rate, without becoming overwhelmed by the total possible number of combinations. Results were analyzed using conjoint analysis to estimate consumer tradeoffs when making purchasing decisions between products (Talaga and Tucci, 2001). Conjoint analysis is recognized as being a valuable market research tool in product design (SPSS conjoint 8.0; SPSS), and has been used by researchers to determine which product features consumers feel are important when selecting horticultural goods that will meet a need or want (Kelley et al, 2001(Kelley et al, , 2002.…”

Section: Methodsmentioning

confidence: 99%

Capturing Consumer Preferences and Interests in Developing a State Plant Promotional Program

Wehry¹,

Kelley²,

Berghage³

et al. 2007

horts

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Two separate studies using intercept survey methodology were conducted to define the components of a state plant promotional program—Pennsylvania Gardener Selects (PGS)—based on consumer preference and appeal. The first study, conducted 6 and 7 Mar. 2003 at the Philadelphia Flower Show in Philadelphia, Pa., involved 243 Pennsylvanians. Objectives were to define current gardening-related shopping habits, sources of gardening information, motives and limitations for pursuing gardening, and history of purchasing other Pennsylvania products. Responses were analyzed using cluster analysis to identify consumer–gardener segments that would potentially purchase PGS plants. Three distinct consumer segments were generated: “Novice Gardeners” (consumers with limited experience in gardening), “Casual Gardeners” (consumers with limited confidence in their gardening knowledge), and “Avid Gardeners” (consumers who express great interest in gardening). “Avid Gardeners” exhibited a greater level of interest in purchasing plants evaluated for Pennsylvania (average response, 6.5; based on a scale of 1 to 7, where 1 is very unlikely and 7 is very likely), with 73% indicating that they had purchased Pennsylvania products; hence, they were a potential market for PGS plants. The second study, conducted 8 to 10 Mar. 2004 at the Philadelphia Flower Show involved 250 Pennsylvanians. Objectives for this study were to define consumer brand and product preferences, including container colors for the PGS program, plant tag style/color, and retail price (based on a scale of 1 to 7, where 1 is very unlikely to purchase and 7 is very likely to purchase), as well as brand attributes these consumers valued. Responses were analyzed using conjoint analysis. Participants awarded the highest utilities to the white container with a black-and-white PGS logo (0.1149), keystone-shaped tag with color image and PGS logo (0.1099), and a retail price of $1.98 (0.4751). Spearman's rho was used to identify relationships among existing and related brand attributes. Correlations between participants’ response to brand attributes, including locally grown, ideal for local conditions, quality assurance, and independent testing program, as well as plant guarantee and publication with gardening tips, suggest that promotional materials should emphasize and include these qualities. Results from these studies indicate that there is interest in a state plant promotional program for Pennsylvania. To use resources wisely, consumers classified as “Avid Gardeners” would be the most appropriate to target first. To attract consumer attention and encourage purchasing at a retail outlet, containers and plant tags should have distinctive colors, and brand attributes and resulting consumer benefits should be emphasized on promotional materials.

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Section: Methodsmentioning

confidence: 99%

Capturing Consumer Preferences and Interests in Developing a State Plant Promotional Program

Wehry¹,

Kelley²,

Berghage³

et al. 2007

horts

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“…Although the textbook industry may be an oligopoly with four major firms, once the decision is made by a professor to adopt a particular text, the publisher has a monopoly for that course (Iizuka, 2007;Talaga & Tucci, 2001). Faced with a monopolistic situation, students have the option to buy the book new, used, or not at all.…”

Section: The Textbook Price Problemmentioning

confidence: 98%

Marketing Professors’ Perspectives on the Cost of College Textbooks: A Pilot Study

Silver

Stevens

Clow

2012

Journal of Education for Business

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Textbooks are an integral component of the higher education process. However, a great deal of concern about the high costs of college textbooks has been expressed by those inside and outside of higher education. The authors focus on the results of a pilot study of a survey of marketing professors' criteria and use of textbooks and their reactions to some of the changes that have been implemented or may be implemented by universities, state legislatures, and publishers to combat these cost escalations. Findings indicate that respondents appear to have strong resistance to university, legislative, and publisher actions that infringe on their options in selecting textbooks and how long they would have to use a specific textbook before replacing it with a newer edition. This was particularly true of a university policy requiring low-cost textbooks be adopted, requiring instructors to keep textbooks for all classes for at least 3 years, requiring publishers to send an invoice after a 30-day review period, and requiring sending only 1 examination per department. There were also significant differences among respondents based on a t test and analysis of variance. Basically, those who had more teaching experience (11 or more years) were opposed to any legislation or university policy about publishers releasing cost data or requiring the use of the lowest cost text. They also ranked the importance of content higher than their counterparts.

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“…Research related to student behavior and the textbook selection and purchase of textbooks has focused on whether students choose to buy expensive course materials and their perceptions of OERs. Cost is only one factor in student decision-making; whether or not an item is in stock, buy-back prices and return policies are other important considerations (Talaga and Tucci, 2001). Kinskey et al (2018) also demonstrated that students are favorably inclined toward OERs.…”

Section: Introductionmentioning

confidence: 99%

Equitable student success via library support for textbooks

Wimberley

Cheney

Ding

2020

RSR

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Purpose The cost of course materials to the individual student has increased over the past decade, contributing to educational inequity. Open educational resources (OERs) may be a solution and research validates their positive impact on student success outcomes (Colvard et al., 2018; Feldstein et al., 2012). Few studies, however, examine the role that library collections play in addressing course materials cost and student success. This paper aims to investigate whether materials costs are a significant factor in course pass rate and whether the library has a positive impact on pass rates. Design/methodology/approach Using required texts listed in syllabi for select undergraduate courses at California State University, Northridge (CSUN), the authors compare course materials costs for each course to the pass rate. The authors then measure the impact of course materials cost on the achievement gap between Pell Grant eligible and non-eligible students. Findings This study confirms previous research indicating that reduced course materials costs have a measurable impact on student success, in that the total minimum cost of required materials has a statistically significant effect on the percentage of students who pass a course. However, course reserves slightly increase the disparity between high-income and low-income students, suggesting that course reserves are a less effective way of supporting the latter compared to OERs. Originality/value This study is unique in examining the effect of the cost of course materials on students, regardless of the source of cost reductions. Most literature focuses on the qualitative efficacy of OERs instead of measured impact or the relationship between the cost of course materials and student success. The authors investigate the connection between OERs, library engagement and student success.

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Consumer tradeoffs in on‐line textbook purchasing

Cited by 16 publications

References 3 publications

Capturing Consumer Preferences and Interests in Developing a State Plant Promotional Program

Capturing Consumer Preferences and Interests in Developing a State Plant Promotional Program

Marketing Professors’ Perspectives on the Cost of College Textbooks: A Pilot Study

Equitable student success via library support for textbooks

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