Demand and distribution relationships in the ready-to-drink iced tea market: A graphical approach

Krider, Robert E.; Li, Tieshan; Liu, Yong; Weinberg, Charles B.

doi:10.1007/s11002-007-9022-1

Cited by 6 publications

(7 citation statements)

References 6 publications

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“…The development of a variety of tea processed products has changed the culture of people drinking tea. In particular, the product concept of ready-to-drink tea has created a new tea culture [ 4 ]. Tea is no longer limited to freshly brewed hot tea but can also be a refreshing beverage.…”

Section: Resultsmentioning

confidence: 99%

“…For hundreds of years, the development of tea-related industries has played an important role in Taiwan’s economic and social growth. Today’s tea consumer market has expanded to include merchandise tea, premium tea, bottled tea, and ready-to-drink tea [ 4 ]. However, the diversification of culture and international economic activities have caused changes in eating habits that have impacted the industrial supply chain of tea leaves in Taiwan [ 5 ].…”

Section: Introductionmentioning

confidence: 99%

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Using Sensory Wheels to Characterize Consumers’ Perception for Authentication of Taiwan Specialty Teas

Su¹,

Yang²,

Huang³

et al. 2021

Foods

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In the context of fair trade and protection of consumer rights, the aim of this study was to combat adulteration, counterfeiting, and fraud in the tea market, and rebuild the image of high-quality Taiwan teas. Experts at the Tea Research and Extension Station, Taiwan (TRES), are engaged in promotion of the systems of origin identification (AOC) and grading for authentication of Taiwan’s premium teas. From tea evaluation competitions (bottom-up quality campaign), the flavor descriptions and consumers’ perceptions were deconvoluted and characterized for the eight Taiwan specialty teas, namely, Bi-Luo-Chun, Wenshan Paochong, High-Mountain Oolong, Dongding Oolong, Tieh-Kuan-Yin, Red Oolong, Oriental Beauty, and Taiwan black tea. Then, according to the manufacturing processes, producing estates and flavor characters, the specialty teas were categorized into six sensory wheels. The flavor descriptors of the sensory wheels were also recognized in consumers’ feedback. In recent years, the performance of international trade in tea also demonstrates that the policy guidelines for authentication of specialty teas are helpful to the production and marketing. Furthermore, the development of sensory wheels of Taiwan’s specialty teas is the cornerstone to the establishment of the Taiwan-tea assortment and grading system (TAGs) for communication with the new generation consumers, enthusiasts, sellers, and producers.

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Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Using Sensory Wheels to Characterize Consumers’ Perception for Authentication of Taiwan Specialty Teas

Su¹,

Yang²,

Huang³

et al. 2021

Foods

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“…Bronnenberg et al (2008) find that the strength of the positive relationship between distribution intensity and market share for a brand varies based on the growth stage of the product category for the brand. Krider et al (2008) find that the nature of the positive relationship between distribution intensity and market share changes as a category matures, with demand leading distribution coverage in the initial stages of category development and greater distribution coverage facilitating defence of market share as a category matures. Wilbur and Farris (2014) study 37 packaged goods categories, find support for the positive and convex relationship between retail distribution intensity and market share, and identify additional moderators of this relationship (e.g., the size of revenues in a category, the extent of market share concentration in a category).…”

Section: Insert Table 1 About Herementioning

confidence: 91%

Performance impact of distribution expansion: a review and research agenda

Hibbard¹,

Kacker²,

Sadeh³

2019

Handbook of Research on Distribution Channels

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The emergence of new technologies, shifting consumer needs and growth in competition have made the expansion of distribution a business imperative for many firms. In this chapter, we review the empirical marketing literature on the performance consequences of distribution expansion and offer an agenda for future research. In doing so, we consider two dimensions of distribution expansionincreases in the intensity of distribution in extant channels and the addition of a new distribution channel. Further, we organize our review of the literature around three approaches towards measuring organizational performancefactual measures of operational performance, perceptual measures of performance and factual, forward-looking measures of firm value. We note some common patterns as well as variations in the distribution expansionfirm performance relationship, across the dimensions of distribution expansion and types of performance measures. These insights form the basis for our agenda for future research on this increasingly important substantive topic.

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“…While distribution is identified as having better elasticity on sales, a fair question is how much more the brand can gain. In mature markets, distribution coverage is usually equalized and short-term changes (such as demand from a promotion) have little impact (Krider et al , 2008). Past evidence suggests brands generally phase out certain distribution outlets when the category starts to decline, implying that mature categories are near peak with respect to accessibility (Kotler and Keller, 2015).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Do brands compete or coexist? How persistence of brand loyalty segments the market

Sheth

Koschmann

2019

EJM

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Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers. Design/methodology/approach Consumer panel data of carbonated beverages are examined using Markov chains to measure switching between two brands: Coke and Pepsi. Switching rates are conducted for all Coke households (n = 10,474) and Pepsi households (n = 7,227). This is further examined with respect to heavy half (upper median) consumers of each brand who make up approximately 86 per cent of volume purchases. Findings Households that made a majority of their purchase volume in either Coke or Pepsi products stayed with their preferred brands in subsequent quarters: 85 to 97 per cent of households. These findings are validated at all levels of the brand architecture (family brands, product brands and modified brands), even though both brands engage in similar marketing mix tactics (advertising, price cuts, distribution, product offerings). Loyalty was even higher among the heavy user households. Research limitations/implications The research was conducted using two well-known brands in a mature industry. Services or non-mature markets may exhibit different loyalty patterns. Originality/value The study extends prior research on competition, loyalty and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior.

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Demand and distribution relationships in the ready-to-drink iced tea market: A graphical approach

Cited by 6 publications

References 6 publications

Using Sensory Wheels to Characterize Consumers’ Perception for Authentication of Taiwan Specialty Teas

Using Sensory Wheels to Characterize Consumers’ Perception for Authentication of Taiwan Specialty Teas

Performance impact of distribution expansion: a review and research agenda

Do brands compete or coexist? How persistence of brand loyalty segments the market

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