Fairtrade: Motivations of customers to engage in Fairtrade purchases and the implications for marketing professionals

Business & Finance, Industries & Professions, Distribution
Cover of the book Fairtrade: Motivations of customers to engage in Fairtrade purchases and the implications for marketing professionals by Jens Hillebrand, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Jens Hillebrand ISBN: 9783640213696
Publisher: GRIN Verlag Publication: November 18, 2008
Imprint: GRIN Verlag Language: English
Author: Jens Hillebrand
ISBN: 9783640213696
Publisher: GRIN Verlag
Publication: November 18, 2008
Imprint: GRIN Verlag
Language: English

Essay from the year 2007 in the subject Business economics - Trade and Distribution, grade: 1,7, Solvay Business School, Brussels (Solvay Business School, Brussels), course: Advanced Marketing, 23 entries in the bibliography, language: English, abstract: Since their introduction several years ago Fairtrade products have remained subject to low sales and failed to win satisfactory market shares. Investigating into the reasons for the observed underperformance the study will begin by analysing customers' motivations to buy Fairtrade products and their reasons to refrain from Fairtrade purchases. After the analysis of the various important influences on customers' Fairtrade buying behaviour, it will examine some of the implications this may have for marketing professionals. The study will conclude that some of the main factors affecting Fairtrade purchases are of demographical nature, while others stem from customer equity dimensions, before it will propose a number of possible actions to increase the success of the Fairtrade initiative. [...]

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2007 in the subject Business economics - Trade and Distribution, grade: 1,7, Solvay Business School, Brussels (Solvay Business School, Brussels), course: Advanced Marketing, 23 entries in the bibliography, language: English, abstract: Since their introduction several years ago Fairtrade products have remained subject to low sales and failed to win satisfactory market shares. Investigating into the reasons for the observed underperformance the study will begin by analysing customers' motivations to buy Fairtrade products and their reasons to refrain from Fairtrade purchases. After the analysis of the various important influences on customers' Fairtrade buying behaviour, it will examine some of the implications this may have for marketing professionals. The study will conclude that some of the main factors affecting Fairtrade purchases are of demographical nature, while others stem from customer equity dimensions, before it will propose a number of possible actions to increase the success of the Fairtrade initiative. [...]

More books from GRIN Verlag

Cover of the book Die Rolle des Imagetransfers im Rahmen des Markenmanagementprozesses by Jens Hillebrand
Cover of the book Filmsemiotik, Filmische Codes und Filmsprache. Die visuelle Übermittlung von Informationen im Film by Jens Hillebrand
Cover of the book Der Anarchismus im China der frühen Republikzeit am Beispiel Liu Shifus by Jens Hillebrand
Cover of the book Mythos Gewalt: dressierter Lernprozess oder monströse Gene? by Jens Hillebrand
Cover of the book Der bayerische DaZ-Lehrplan - Auszüge einer Curriculumentwicklung by Jens Hillebrand
Cover of the book Pulp Fiction - Komödie oder Gewaltverherrlichung? by Jens Hillebrand
Cover of the book Astrid Lindgrens 'Ronja Räubertochter': Buch- und Filmanalyse by Jens Hillebrand
Cover of the book Möglichkeiten und Grenzen mittelalterlicher und frühneuzeitlicher Armenfürsorge by Jens Hillebrand
Cover of the book Mezzanine-Kapital. Neue Finanzierungsmöglichkeiten für den Mittelstand? by Jens Hillebrand
Cover of the book 'Der Fall Glasenap' - Antifaschistische Literatur am Beispiel von Stefan Heyms Roman 'Aus dem Exil' (1942) by Jens Hillebrand
Cover of the book Die Relevanz einer allgemeinen Sakramententheologie. Die liturgiewissenschaftliche Betrachtung und die gesellschaftlichen und kulturellen Einwände by Jens Hillebrand
Cover of the book Linguistic changes of strong and weak verbs, noun plurals and personal pronouns from the Old English to the Middle English period by Jens Hillebrand
Cover of the book Widerstände als Herausforderung des Change Managements by Jens Hillebrand
Cover of the book Erlöscontrolling - Definition, Ausprägungen, Organisation by Jens Hillebrand
Cover of the book Berufliche Bildung benachteiligter Jugendlicher als CSR-Aktivität von Unternehmen am Beispiel der Initiative 'JOBLINGE' by Jens Hillebrand
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy