Strong Consumer Research Articles

EFFECT OF BRAND IDENTITY AND LIFESTYLE ON PURCHASING DECISIONS WITH EXPERIENTIAL BUYING AS MODERATING IN BABY BOOMERS IN MEDAN CITY RESTAURANTS

Many businesspeople have benefited financially from this culinary industry. However, many people in the culinary industry have failed financially due of poor marketing tactics and subpar customer service. It implies that a culinary company's ability to outperform the competition depends on the adoption of an effective marketing plan and strong consumer interactions. The purpose of this study is to ascertain how brand identity and lifestyle affect purchasing decisions that are tempered by experience shopping. Slovin sampling was used to perform this study on all restaurant patrons in Medan City. Modified regression analysis is used for the analysis. Purchase decisions are unaffected by brand identity. Purchase decisions are impacted by a person's lifestyle. The impact of brand identity on purchase decisions might be tempered through experiential buying. Experiential purchasing is unable to mitigate the impact of lifestyle on purchasing choices. At eateries in Medan City, Babyboomers' purchase decisions are influenced by both brand identity and lifestyle. At eateries in Medan City, experiential buying can reduce the simultaneous effect of brand identity and lifestyle on baby boomers' purchase decisions

Research priority setting for paediatric rheumatology in the UK.

The evidence base that underlies the management of children and young people with paediatric rheumatic diseases is deficient. In this field, there are many crucial unanswered questions. The UK Paediatric Rheumatology Clinical Studies Group, supported by UK National Institute for Health Research Clinical Research Network: children and Versus Arthritis, elicited ideas for research priorities from paediatric rheumatologists, trainees, allied health-care professionals, nurse specialists, patients, parents of patients, carers, and charities. These ideas were collected through online surveys and face-to-face meetings. A modified Delphi process was used, which included online research priority ranking surveys and a consensus workshop. A longlist of 55 disease-specific research priorities and 37 general research priorities were voted on in the first survey. A list of 11 top general research priorities was produced. The top ten disease-specific research priorities were discussed in depth at a Delphi workshop to determine their final ranking. This Health Policy paper will help to guide clinicians, academics, and funding bodies to prioritise research in paediatric rheumatic diseases, specifically in areas of unmet patient needs.

The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China.

This paper systematically investigates the impact of consumers’ health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers’ health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers’ health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers’ health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers’ traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice.

Behind Vogue: Research on the Making Strategies of Gen Z Fashion Marketing

In 2022, Gen Z has become a strong potential fashion consumer group and is becoming a major player in fashion consumption. As the influential “fashion bible”, it would be valuable for Vogue to consider Gen Z as a new target group to maintain its market share and gain more advocates. In this paper, secondary data from multiple sources is used for analysis, and three problems in Vogue’s marketing were identified. It analyzes data such as Gen Z’s spending power and preferences and gives some suggestions for Vogue to target Gen Z in terms of its magazine content and promotion methods. Through the research, it is found that Vogue’s target market is a high-end luxury group that favors expensive fashion styles. It currently has an online version of magazines and a layout of online marketing channels such as Instagram. However, according to secondary data, Gen Z’s ability to consume fails to reach the high-end products, and they have a more diversified and unique pursuit of content and brand. In addition, Vogue has less brand awareness online among the Gen Z group than its competitors, such as Cosmopolitan and ELLE. Therefore, this paper proposes that Vogue focus on what Gen Z concerns in terms of content. For example, to reduce the influence of commercial ads on the content of the fashion magazine and slightly change the cover style to meet Gen Z’s tastes. Vogue can offer fashion courses on campus to increase the brand’s communication among Gen Z students in terms of marketing approach. This study is not only intended to improve the effectiveness of Vogue’s brand marketing but also to offer the marketing field a fashion industry perspective in the study of Gen Z.

Identifying lexical change in negative word-of-mouth on social media

Negative word-of-mouth is a strong consumer and user response to dissatisfaction. Moral outrages can create an excessive collective aggressiveness against one single argument, one single word, or one action of a person resulting in hateful speech. In this work, we examine the change of vocabulary to explore the outbreak of online firestorms on Twitter. The sudden change of an emotional state can be captured in language. It reveals how people connect with each other to form outrage. We find that when users turn their outrage against somebody, the occurrence of self-referencing pronouns like ‘I’ and ‘me’ reduces significantly. Using data from Twitter, we derive such linguistic features together with features based on retweets and mention networks to use them as indicators for negative word-of-mouth dynamics in social media networks. Based on these features, we build three classification models that can predict the outbreak of a firestorm with high accuracy.

Biologicals Help Meet Demand for Alternative Solutions as MRLS Tighten Worldwide

Biocontrol is a smaller segment of crop protection – but one with plenty of opportunity for growth. Meister Media Worldwide's latest Global Insight Series Report examines attitudes towards and adoption of biocontrol at the farm level, how biologicals fit with the latest developments in ag technology, and some developments that are making these tools more attractive to growers, agriculture, and the entire food chain for 2022 and beyond. The biggest opportunity for biologicals has been the management of chemical residues meeting consumer demands. De facto mandates driven by grocery store and food buyers can be even more restrictive – particularly at European chains and US operators like Whole Foods and even Wal-Mart – than residue tolerances set by the federal government. In the UK, a grocery store had an advertisement in the produce section boasting that it had banned over 60 pesticides! Many growers are currently dealing with finding alternative products related to the European Commission's 2021 decision to withdraw approval of the fungicide mancozeb as an active substance at the EU level. The grace period for EU farmers to use up stocks of products with mancozeb ended January 4, 2022. Biologicals, the vast majority of which are exempt from MRL evaluations, have the clear advantage in an environment of tightening regulatory controls and strong consumer demand for fewer pesticides. They fit very well, especially for late-season applications, and for those crops where you have multiple harvests like berry crops, where there is a very short re-entry period and no restriction on harvesting. Especially for fruit and vegetable crops, [these regulations] have helped them to be a strong driver for the growth of the biocontrols market. (For more information: Read the full article in the "Global Insight Series 2022: Biological Crop Protection")

Love letters to Patagonia: Fostering sustainable consumption via consumer–brand relationships

The purpose of this study was to investigate how consumers’ meaningful experiences with an apparel brand’s quality products can result in a strong consumer–brand relationship, fostering product longevity and sustainable consumption behaviours. Consumer–brand relationship theory was used as a theoretical lens to examine consumer–brand relationships developed via the use of a brand’s quality products. In this analysis, an outdoor apparel brand, Patagonia, was selected as a representative brand because of its effort to deliver quality products and initiatives to foster meaningful consumer–brand relationships and sustainable consumption. Netnography, an interpretive analysis of online textual discourse, was used to collect the consumers’ essays from Patagonia’s website. These essays were about the consumers’ experiences with Patagonia products. The essays were analysed using a theory-driven content analysis based on the consumer–brand relationship theory. Results revealed six types of consumer–brand relationships with three dominant relationships, including ‘partner quality’, ‘love and passion’ and ‘interdependence’. It was also found that a strong relationship with the brand positively affects consumers’ emotional attachment with the brand’s products, reducing the disposal of garments and resulting in product longevity. Theoretically, this study furthers our understanding of the relationship that consumers develop with a sustainable apparel brand by providing empirical evidence about the formation of product attachment in the context of the consumer–brand relationship. The findings also offer managerial suggestions to apparel brands by providing insights into how to develop a meaningful, persistent consumer–brand relationship in a sustainability context.

POSITIONING OF WOMEN IN ADVERTISEMENTS: ECONOMICS OF TRANSFORMATION

In Indian society, across the regions women are changing, becoming confident, decisive, taking a lead and consequently Indian advertisements have also changed the way of positioning women and their issues. Where in 1984, the female protagonist of Surf advertisement, famously remembered as Lalita Ji, was projected as dedicated housewife, in 90’s the advertisement of Nirma Washing Powder also projected the female characters as housewives washing clothes or Sangeeta Bijlani as displaying her beautiful and clean dresses as a beauty icon, in 2011, same Nirma Washing Powder showed an ambulance advertisement in which the female characters push the ambulance out of mud in front of the uncomfortable people standing around the ambulance. The tagline used was same as used in 90’s ‘Hema, Rekha, Jaya aur Sushma, sabki pasand nirma’ but where the previous one just depicted women in the stereotyped roles of housewives and beauty symbols, latter one depicted them as confident, self-reliant, and decisive women with leadership quality. This is in contrary to much research on gender in the media which blames advertisements for showing women stereotypes. This compels to examine the factors behind new positioning of women and their issues in today’s advertisement which could be social, financial, and ideological and so on. However most significant and reasonable of all these factors seems to be financial factors keeping in mind the increasing number of employed women who are free to spend their money and thus proving to be strong prospective consumers. This paper tries to explore and examine all such financial factors behind positioning women and their issues in modern day advertisements.

Two-tier price membership mechanism design based on user profiles

• The e-commerce platform’s two-tier price membership mechanism design is studied. • We investigate the optimal two-tier price membership mechanism. • Discuss two-tier price membership considering consumer behaviors. • The two-tier price membership mechanism can achieve a triple-win situation. E-commerce platforms have pioneered many innovative business models based on their strong big data capabilities and consumer profile technology. This paper studies the design of the two-tier price membership mechanism in e-commerce platforms, i.e., the price discrimination in membership fees for different consumer groups. We analyze this mechanism considering and not considering certain consumer behaviors, respectively. We surprisingly find that the entry thresholds of the two-tier price mechanism in four different scenarios coincide at the critical point of whether consumers will buy the membership. The entry threshold provided by the platform distinguishes high-value consumers. When not considering the reference price effect, the two-tier price mechanism will degenerate into a uniform-price mechanism. The high membership fee only acts as a reference price for high-value consumers. Finally, we discuss social welfare and show that a triple-win scenario can occur among the platform, members, and merchants when the cross-buying effect is strong enough.

Abstract P5-19-03: What are the barriers to assessment of ovarian toxicity in breast cancer clinical trials?

Abstract Background Toxicity data are routinely collected in phase 3 (neo)adjuvant breast cancer (BC) clinical trials, but ovarian toxicity is infrequently assessed, despite its impact on fertility and long-term health. Thus, little is known about the ovarian effects of newer BC therapies. This results in an information gap for women when making treatment decisions. We explored the barriers to collecting ovarian toxicity data and/or including ovarian function as an endpoint in BC trials of anti-cancer drugs. Methods Semi structured interviews were conducted with key stakeholders involved in BC clinical trials (clinicians, consumers, pharmaceutical companies, drug regulatory advisors). Participants were asked detailed questions about how trial endpoints are selected, whether effects on the ovary are assessed, and barriers to and benefits of collecting ovarian function data to assess ovarian toxicity. Interviews were transcribed verbatim, coded in NVivo software and analysed using inductive thematic analysis. Results Saturation was reached after 25 interviews (9 clinicians, 7 consumers, 5 drug regulatory advisors, 4 pharmaceutical company advisors); half were female. Participants were from North America (20%), Europe (52%), Australia (24%), Asia (4%). Median age was 50 years and median time in breast cancer research or drug regulation was 16 years. The main reported barrier to the collection of ovarian toxicity data in clinical trials was that this issue was rarely considered. Reasons included that these data are considered less important than survival data and are not required for regulatory approval. Other barriers included limited resources, lack of knowledge regarding how to assess ovarian side effects and lack of relevance in certain settings (further detail in Table 1). Most participants believed assessing ovarian toxicity in trials would be beneficial to clinicians and to patients (eg. assisting treatment and family planning decisions). Strategies to increase ovarian toxicity assessment included its inclusion in clinical trial design guidelines, improving familiarity with ovarian function markers among trial design decision makers, and increased stakeholder interest. A stronger consumer voice and regulatory and clinician advocacy were regarded as important. Regarding trial endpoint selection, pharmaceutical companies were almost always identified as the main decision maker, but clinicians including cooperative trial group researchers, consumers, regulators, and statisticians were also important contributors. While most consumers and pharmaceutical company advisors felt clinicians and consumers influenced trial design, in contrast, some clinicians and regulators reported consumers and clinicians had little influence. Factors identified as important considerations in determining trial endpoints included the main goal of the trial (eg. regulatory approval), established standardised endpoints, resources, and the investigational agent studied. All pharmaceutical advisors reported that meeting the requirements for regulatory approval was the major factor considered during endpoint selection. Conclusion This qualitative analysis evaluates the barriers to including measures of ovarian function in BC clinical trials. Increased awareness, stronger advocacy and guidelines might lead to more frequent inclusion of this important endpoint in future trials that include premenopausal women with early BC. Table 1.Emergent themes regarding ovarian toxicity assessment in BC trialsThemeDomainCategory 1: Barriers to assessment of ovarian function Not prioritisedNot discussed or thought about;Not the primary question studied by clinical trial;Less important than other endpoints/data;Not required for regulatory approval;Data not related to survival is infrequently published;More appropriate for a follow up/registry studyToo resource intensive A burden on investigators and patients;Difficult to collect good quality data;Assessment not considered feasible;Time to obtaining results too long;Too costlyLack of knowledgeLack of clinician knowledge regarding ovarian function side effects;Lack of consensus regarding which markers to assess;Lack of preclinical data suggestive of ovarian toxicityData not relevant in certain settingsConcurrent use of gonadotoxic chemotherapy;Trials mandate contraception use;Want to suppress ovarian function in some breast cancer phenotypes;Low numbers of premenopausal women enrolled;Investigational agent already known to cause ovarian toxicity/suppressionCategory 2: Perceived benefits of assessing ovarian function Data important to patientsImproved ability to make informed cancer treatment decisions;Improved ability to make fertility and ovarian preservation decisions;Infertility and early menopause are relevant and important to patients;Preservation of ovarian function is important for quality of life;To avoid potential harm to patientsData important to cliniciansImproved ability to counsel patients;Improved understanding of the investigational agent;Improved understanding of the impact of ovarian function on disease outcomes;Holistic understanding of a patient’s experience on treatment;Prospective information is more robust than retrospective dataCategory 3: Strategies to improve inclusionIncreased stakeholder interestIncreased clinician advocacy;Increased consumer voice;Increased regulatory buy in;Increased cooperative trial group interest;Increased reproductive specialist involvement;Increased pharmaceutical company interestIncreased awareness regarding ovarian function and onco-fertilityTrial design guidelines and recommendations;Increased discussion and education;Improved familiarity with ovarian markers and ease of incorporation/collection;Use of social media and internet resources Citation Format: Wanyuan Cui, Kelly-Anne Phillips, Prudence A Francis, Sherene Loi, Richard A Anderson, Ann H Partridge, Louise A Keogh. What are the barriers to assessment of ovarian toxicity in breast cancer clinical trials? [abstract]. In: Proceedings of the 2021 San Antonio Breast Cancer Symposium; 2021 Dec 7-10; San Antonio, TX. Philadelphia (PA): AACR; Cancer Res 2022;82(4 Suppl):Abstract nr P5-19-03.

Revisiting the promise of carbon labelling

Carbon labelling systems can inform individual and organizational choices, which potentially reduce the carbon footprints of goods and services. We review the ways labelling is conceptualized and operationalized, and the available evidence on effectiveness. The literature focuses mainly on how labelling affects retail consumer behaviour, but much less on how labelling affects the behaviour of the organizations that produce, transport and sell products despite preliminary research suggesting that the effects on corporate behaviour may be substantial even without strong consumer responses. We consider key challenges for carbon labelling systems related to standard setting, data collection and use, and label design. We summarize the available knowledge, identify key research questions and identify steps towards achieving the promise of carbon labelling.

Consumer Healthcare Technology Usage Impacting Behavior

Consumers continue adopting healthcare technology, from wearable devices to patient portals to telehealth. Researchers must endeavor to understand how this technology impacts behavior and health perceptions. The hypothesis is technology helps individuals to better understand, track, and interact with their health. Objectives include identifying if wearable technology impacts health consciousness, understanding digital patient portal usage, ascertaining if digital prescriptions are considered valuable, and identifying if telehealth is viewed as effective. A literature review informed the qualitative survey and exploratory focus group research. The study revealed positive sentiment towards new technology and strong consumer influence, supporting the need for additional research.

How financial firms can leverage big data analytics for developing strong consumer loyalty

A powerful technological shift and altered consumer expectations influence the banking industry in USA. Banks have far more data about their customers than other industries. Innovative solutions and methods have been created on the basis of mathematical statistical versions. This knowledge is used to focus on the buyer, and it is termed as "Accounts" and "Big Data" also to have the ability to offer items that fit exactly from the info gained. The primary reason for this particular analysis is to investigate how "Big Data Analytics " could be discussed and utilized as a renewable client loyalty instrument. The examination of the subject is carried out in the following rational order: Background, research question, and introduction, hypotheses and methods, conclusion and discussion, directions and limitations for more research. When working with Big Data Analytics, you will find various perspectives, e.g. from the bank's perspective and from the bank client's point of view. To answer the question of renewable client loyalty from the consumer perspective, the connection between Analytics and "Big Data" and the concepts of client advisory will be investigated. This particular newspaper provides the end result of an empirical evaluation based on a survey from September 2021 in USA.

The Global Semiconductor Chip Shortage: Causes, Implications, and Potential Remedies

Since 2020, there has been a major supply shortage of semiconductors across the globe with no end in sight. As almost all modern devices and electronics require semiconductors, many industries are struggling to meet strong consumer demand. The covid pandemic is not only to blame for this shortage, for instance the semiconductor supply chain contained already many vulnerabilities and weak points that were merely exasperated by the current situation. In this paper, an overview of the semiconductor supply chain is performed with a focus on its main vulnerabilities. The main reasons behind the shortages are discussed and the impacts on many industries are examined. Finally, recommendations and remedies are suggested.

Designing servicescapes for transformative service conversations: lessons from mental health services

PurposeDyadic services research has increasingly focused on helping providers facilitate transformative service conversations with consumers. Extant research has thoroughly documented the conversational skills that providers can use to facilitate consumer microtransformations (i.e. small changes in consumers’ thoughts, feelings and action plans toward their well-being goals). At the same time, extant research has largely neglected the role of servicescape design in transformative service conversations despite some evidence of its potential significance. To redress this oversight, this article aims to examine how servicescape design can be used to better facilitate consumer microtransformations in dyadic service conversations.Design/methodology/approachThis article is based on an interpretive study of mental health services (i.e. counseling, psychotherapy and coaching). Both providers and consumers were interviewed about their lived experiences of service encounters. Informants frequently described the spatial and temporal dimensions of their service encounters as crucial to their experiences of service encounters. These data are interpreted through the lens of servicescape design theory, which disentangles servicescape design effects into dimensions, strategies, tactics, experiences and outcomes.FindingsThe data reveal two servicescape design strategies that help facilitate consumer microtransformations. “Service sequestration” is a suite of spatial design tactics (e.g., private offices) that creates strong consumer protections for emotional risk-taking. “Service serialization” is a suite of temporal design tactics (e.g., recurring appointments) that creates predictable rhythms for emotional risk-taking. The effects of service sequestration and service serialization on consumer microtransformations are mediated by psychological safety and psychological readiness, respectively.Practical implicationsThe article details concrete servicescape design tactics that providers can use to improve consumer experiences and outcomes in dyadic service contexts. These tactics can help promote consumer microtransformations in the short run and consumer well-being in the long run.Originality/valueThis article develops a conceptual model of servicescape design strategies for transformative service conversations. This model explains how and why servicescape design can influence consumer microtransformations. The article also begins to transfer servicescape design tactics from mental health services to other dyadic services that seek to facilitate consumer microtransformations. Examples of such services include career counseling, divorce law, financial advising, geriatric social work, nutrition counseling, personal styling and professional organizing.

KÜRESEL YENİLENEBİLİR ENERJİ TRENDLERİ İNCELENEREK ŞEBEKEYE BAĞLI VE BAĞIMSIZ FİYAT VE PERFORMANS EŞİTLİĞİNİN ELDE EDİLMESİ

Renewable energy sources are an increasing trend in the world as an alternative solution to rapidly depleting fossil fuels. Due to the depletion of fossil fuel resources and the reduction of climate change, societies are forced to internalize these effects and to pave the way for sustainable energy technologies. Other reasons for preference are that these resources are cost-effective and environmentally friendly. Looking at rapidly falling cost curves such as solar and wind energy and the comparability of traditional production technologies in the global market help in establishing the price and performance balance. Today, with the storage options becoming more affordable, the popularity of renewable energy sources has increased. While storage methods provided an advantage for traditional energy sources in the past, today it has provided great convenience in terms of both distribution and transmission of electrical energy produced from renewable sources. The electrical energy obtained from renewable sources and the maturation of the technologies used to obtain this energy, the increase in distributed energy sources, the decrease in the costs of storage technologies, strong consumer behaviors affect the price-performance balance, as well as the way we produce, use and trade electricity. In this study, global renewable energy trends will be examined and information will be given on price and performance equality on and off the grid.

Myths and media in oral collagen supplementation for the skin, nails, and hair: A review.

As a key component of the hair, skin, and nails, there is strong consumer interest in the dermatologic efficacy of oral collagen supplementation. Oral supplementation with collagen peptides has increased in popularity in recent years. There are relatively few studies investigating the dermatologic effects of ingested collagen peptides, many of which are limited by sample size and variability of results. The question remains whether there is sufficient evidence to support companies' promises and consumers' goals. In this review, we investigate and compare the claims surrounding collagen supplementation on Instagram and YouTube, made by collagen companies, and established in the literature. Although some studies have demonstrated that collagen supplementation can enhance skin qualities such as elasticity and hydration, dermatologic claims in the media surpass any evidence currently supported by the literature. More research is needed to establish knowledge of the effects and physiologic mechanism of collagen supplementation. Dermatologists should be aware of the unsubstantiated proclamations of collagen made by companies and in social media, as well as what evidence is established thus far, to be equipped to discuss collagen supplementation with patients.

Cash economy, criminality and cash regulation in Ethiopia

PurposeThis paper aims to examine the contribution of Ethiopia’s cash economy to financial crimes. It also investigates the regulation of cash in the context of controlling crime stemming from the cash economy.Design/methodology/approachThis study relies on primary data generated from 20 interviewees drawn from the National Bank of Ethiopia, Ethiopian Financial Intelligence Center, selected commercial banks and law enforcement agencies and document review from government reports, media press and statutes, as well as secondary data from online and offline sources.FindingsThe cash-intensive nature of Ethiopia’s economy has enabled a significant amount of cash to circulate outside of the formal financial system. This money is partly to blame for the prevalence of criminal activities such as cash hoarding, corruption and illicit financial flows. To address the threat of crime posed by the cash economy, the Ethiopian Government has taken measures such as restricting cash withdrawals from financial institutions, limiting the amount of cash individuals can hold and demonetizing the banknotes. The measures enable the banks to collect the cash circulating outside of the formal financial sector. However, the effect of these measures on reducing future criminality remains uncertain. Improving the financial inclusivity of the country, specifically expanding basic financial products to the rural areas, digitalizing the country’s payment system, raising general financial awareness and establishing a strong financial consumer protection framework would play a critical role in reducing future criminality and transforming the cash-intensive into a cashless economy.Originality/valueThis paper provides a first-of-its-kind analytical perspective on the contribution of Ethiopia’s cash economy to criminal activity and the adequacy of countermeasures so far taken.

An overview of Indian livestock and meat sector

Large livestock wealth coupled with strong consumer base fuels greater prospects for meat production and processing in India. Meat sector in India is growing at 6% compound annual growth rate (CAGR) and immensely contributes to national food and nutritional security, economy as well as employment generation. Effective interventions like using genetically superior animals for breeding, improved feeding and husbandry management, reducing the mortality rate, linking producers to market, creating better infrastructure for animal welfare, meat production and quality testing, minimizing the post-harvest losses, implementing food safety management system, increased value addition and further processing of meat and byproducts, establishment of traceability and creation of disease free zones and e-marketing will play key roles in the shaping the meat sector development in the country. Effective implementation of both Central and State Government schemes and programmes is expected to enhance quantitative and qualitative improvement in livestock and meat production systems in a sustainable and environment friendly manner. Further, strong public-private-producer partnership by connecting producers, input-suppliers, service providers, financial institutions, retailers and exporters will reduce the risk and ensure prosperity of the meat sector.

Saregama Carvaan: a phoenix that rose from the ashes

Learning outcomes The learning outcomes of this case are product innovation, the importance of consumer insights and data in marketing and the role of consumer insights in brand revival. Case overview/synopsis This case study is a fascinating look into how the shift from music compact disc (CDs) to streaming has completely changed consumer behavior. This change in attitude led many music labels down one of two paths as follows: shutting down the business or embracing new business models. The case study aims to bring out essential learning from a company, Saregama, that was on the verge of shutting down because of the losses incurred with the shift in consumer behavior from buying music CDs to streaming music for free on every smart device. This shift led most record companies to become shuttered. However, not all were as fortunate as Saregama, who threaded its way toward profitability. This case analyzes how Saregama turned from a loss-making business unit into a profit center by launching a breakthrough product backed by innovative thinking and strong consumer research. The researcher opted for secondary research based on reports from Deloitte and McKinsey & Company and other credible sources to understand the music streaming market in India. The study also includes excerpts from the interview of Vikram Mehra (MD of Saregama India Ltd.) to various media houses and customer reviews on e-commerce sites. Complexity academic level The case is relevant for learners studying for an undergraduate or graduate program and for discussions for modules such as marketing management and international marketing with a focus on product development and strategy. Applicability the case will provide the following exposure to the learners: the difference between corporate and marketing objectives; Using frameworks such as valuable, rare, inimitable, and organization and SAP-LAP to understand the rationale behind strategic decisions; An understanding of the importance of listening to consumers; Using the right marketing elements such as segmentation, targeting and positioning and marketing mix for a competitive marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.