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Brand Value, Preference and Customer Value Effects of Non-Conventional Utility Products: An Experimental Analysis in Mexican Market

ITESM Working Paper No. 02/2006

23 Pages Posted: 21 Feb 2006  

Dr. Rajagopal

Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus

Date Written: February 2006

Abstract

The role of customer value has been largely recognized over time by the firms as an instrument towards stimulating market share and profit optimization. The customer values for innovative products and unfamiliar brands of firm in competitive markets are determined largely by habits, reinforcement effects, and situational influences than strongly-held attitudes. Marketing organic cosmetics is a recent phenomenon in the business and it is largely being encouraged by the growing environmental consciousness among the customers. Many multinational companies have entered the market of organic cosmetics and toiletries (OCT) in the global marketplace. However, there has been little awareness among the elite customers in Latin American markets about the harmful effects of synthetic cosmetics on prolonged usage. This study attempts to discuss the impact of economic and relational variables on customer and brand values in reference to OCT products in Mexico through empirical investigation in selected departmental stores that attract high profile customers.

Keywords: Customer value, product attractiveness, advertising, point of sales promotions, retailing, brand value

JEL Classification: B41, C13, C51, D11, E21, M37, M39

Suggested Citation

Rajagopal, Dr., Brand Value, Preference and Customer Value Effects of Non-Conventional Utility Products: An Experimental Analysis in Mexican Market (February 2006). ITESM Working Paper No. 02/2006. Available at SSRN: https://ssrn.com/abstract=882893 or http://dx.doi.org/10.2139/ssrn.882893

Dr. Rajagopal (Contact Author)

Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus ( email )

222, Calle del Puente
Ejidos de Huipulco
Mexico City, DF 14380
Mexico

HOME PAGE: http://www.geocities.com/prof_rajagopal/homepage.html

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