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Emotive satisfaction, competitiveness and leveraging end-consumer value : intangible end-consumer value perceptions in a natural product value chain

conference contribution
posted on 06.12.2017, 00:00 authored by S Alexander, Ross ChapmanRoss Chapman
This paper examines consumer satisfaction emotions at the point of sale, exploring the relevance of emotions to competitive advantage of firms within a natural product value chain. Using mixed methods, researchers analysed qualitative and quantitative data from 30 in-depth industry interviews and 35 point-of-sale consumer surveys in wood products drawing focus to stakeholder value. The analysis found both tangible factors and intangible perceptions influence end-consumer product purchase decisions. Further, it was found that end-consumer relationships with natural materials such as wood hold unique psychological insights into purchasing behaviour which may influence future industry structure responding to evolving consumer requirements and improving value chain effectiveness. Consideration of both emotional and functional attributes may hold interest for marketing practitioners in various industries.

History

Start Page

1

End Page

12

Number of Pages

12

Start Date

01/01/2011

Finish Date

01/01/2011

Location

Wellington, New Zealand

Publisher

ANZAM

Place of Publication

Wellington, NZ

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Deakin University; International Conference; School of Engineering; TBA Research Institute;

Era Eligible

Yes

Name of Conference

Australian and New Zealand Academy of Management. International Conference