Abstract Kotler popularised the Segmentation, Targeting, Positioning (STP) theory of brand
competition. This theory still dominates marketing textbooks. In this article we show how the …

A large and growing body of literature has studied consumer willingness to pay (WTP) for
local foods in the United States. However, these studies implicitly assume that consumers …

Purpose: A diet rich in fruits and vegetables is vital for prolonged health and wellness. Yet,
the consumption of fruits and vegetables remains low in some regions. Methodology: This …

Awareness of healthy food, population growth, increasing incomes, and urbanization raise
the global demand for fruit, where the second position goes to apples. However, their supply …

We present a review of Gerald Goodhardt's most famous contribution to marketing science—
the NBD‐Dirichlet model. This provides a powerful illustration of the complex pathway and …

Based on the analysis of two sets of data (a cross‐sectional online survey of five product
categories with an average sample size of 525 and a longitudinal telecommunications panel …

When purchasing packaged products within a supermarket, consumers choose between
proprietary or private label brands. However, when purchasing fresh fruits and vegetables …

Dried mangoes are new in the Kenyan market and there are no studies in Kenya to
demonstrate consumer awareness and willingness to pay (WTP) for them. The use of natural …

Abstract 'Avocado lover,''banana lover,'or 'berry lover'–these words are starting to dominate
the contemporary marketing campaigns for fresh fruit and vegetable categories. Such …

Brands share more of their customers with bigger competitors and fewer with smaller ones.
However, there are occasional deviations to this predictable Duplication of Purchase (DoP) …