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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 2017-12-06, 00:00 authored by S Alexander, Ross ChapmanRoss ChapmanThis 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
1End Page
12Number of Pages
12Start Date
2011-01-01Finish Date
2011-01-01Location
Wellington, New ZealandPublisher
ANZAMPlace of Publication
Wellington, NZPeer Reviewed
- Yes
Open Access
- No
External Author Affiliations
Deakin University; International Conference; School of Engineering; TBA Research Institute;Era Eligible
- Yes