Session 9, Davis


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Reputation & CSR: Learning from case-studies

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Session 9, Davis

  1. 1. Selling to the UnconvincedMarketing Socially Responsible Products Ingrid Davis MA, MBA (MVG Medienproduktion, Aachen, Germany)
  2. 2. Research Questions Are consumers  What concepts and interested in factors constitute socially responsible viable grounds for companies and the successful their products? development of What are their marketing priorities? strategies for socially responsible products (SRP)?
  3. 3. Consumer Interest in SRP / ConsumerBehaviour
  4. 4. Ethical Consumers - Really?Social Desirability BiasResearch setups not relating significantly to the object of studyAssumption that attitudes / intentions or professed behaviour predict actual behaviour
  5. 5. Consumers don‘t care
  6. 6. Consumer Survey 2009 (Havas Media)90%80%70%60%50%40%30%20%10% 0% Claim to reward CSR Prepared to pay more
  7. 7. Repr. Panel Study 2009 (Online)90%80%70%60%50%40%30%20%10% 0% Approve of Corporate Main Purchasing Social Behaviour Criterion: Price
  8. 8. Consumers‘ Actual PrioritiesConveniencePriceQualityBrand FamiliarityTrendsBrand Image
  9. 9. Consequences Marketing to the Mainstream Marketing based on features salient to consumers
  10. 10. Consumer Behaviour Mostly inconsistent Strongly determined by conditions of purchasing situation Consequences: Study purchasing situation Robust retail and distribution strategies
  11. 11. Purchasing Criteria Differwidely between product sectors -> contingency approach Peattie‘s matrix: Variable 1: degree of compromise involved Variable 2: degree of confidence generated in [ethical] benefits of particular product Meyer: Cost-Benefit-Analysis
  12. 12. Toeholds Self-Interest Perceived customer effectiveness (PCE)
  13. 13. Marketing / Advertising Full range of marketing instruments rather than relying solely on labelsAdvertising: MECCAS model (Kärnä et al) Emotional appeals rather than information (Picket-Baker and Ozaki)
  14. 14. Marketing Online Empowerment of the consumer: The power to determine what they want to see No Interest  No Search  No Hits Findsalient features to put SRP in the way of consumer searches on the web No Salience  No Hits  No Sales
  15. 15. Future Research
  16. 16.  Focus on the purchase rather than the purchaser. Interpretive paradigm = recognition and integration of the social functions / aims / determinants of consumption. A systematic investigation into appropriate research methodologies.
  17. 17.  Investigation of robustness of product sectors as a classification criterion for marketing strategies. Develop SRP-retail and distribution strategies selling to the mainstream rather than the happy few – from corporate strategies down to the very details of POS promotion.
  18. 18.  Common denominator of all marketing research activities = salience to consumers. Insights needed into: context-specific and situational priorities perceived costs and benefits salient themes, topics and features usable in communication and advertising campaigns.
  19. 19.  SRP-marketing research has to put a stronger focus on new communication technologies and how they are used by ‘ordinary shoppers’. Without structured and robust investigations in this area, SRP marketing will miss the train into the future.
  20. 20. Thank You!