MKT 301: global vs. local
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Rescooped by Tiffany McGregor from HyperLocal
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Street Fight Poll: Word-of-Mouth Is Primary Driver of Local Business | Street Fight

Street Fight Poll: Word-of-Mouth Is Primary Driver of Local Business | Street Fight | MKT 301: global vs. local | Scoop.it
A new Street Fight poll finds that even with a slew of new locally targeted marketing platforms at local merchants' disposal, word-of-mouth is still a primary driver of local consumer behavior. The poll of 500 U.S.

Via Florence Leveel
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Mobile Takes It Local: The SoLoMo Revolution - ADOTAS

Mobile Takes It Local: The SoLoMo Revolution - ADOTAS | MKT 301: global vs. local | Scoop.it

Dramatic new findings about consumer behavior are revealed in a new study, the fifth annual 15miles/Localeze Local Search Study conducted by comScore. The data has huge implications for marketers across industries. Consider these statistics from the report:


Via Linda Buquet :: Catalyst eMarketing
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Explainer: The carbon footprint of local versus global food

Explainer: The carbon footprint of local versus global food | MKT 301: global vs. local | Scoop.it

Breaking down the carbon footprint equation of two food systems...


Via Cathryn Wellner
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Local Consumer Review Survey 2012 - Part 2

Local Consumer Review Survey 2012 - Part 2 | MKT 301: global vs. local | Scoop.it
In March, we published the findings of Part 1 of the Local Consumer Review Survey 2012. Part 1 dealt with the consumption of online reviews and the influence they have on consumer behavior & purchase of local business services.

Via Diana L Guerrero
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Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement

Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement | MKT 301: global vs. local | Scoop.it

The significant attention and growth surrounding sustainable foods has created a demand for research investigating different factors that can aid in predicting and explaining consumer behavior. This article utilized an attitude-behavior framework, the Theory of Planned Behavior (TPB), to identify factors that might influence consumer valuation of organic, fair trade, and local labeled food. Approximately 1,000 consumers from a 2008 nationwide survey were used in data analyses. Some TPB determinants proved successful in understanding consumer motivations (behavioral control, social norms). These results can be used by a wide variety of food marketers to connect with consumers to promote effective marketing strategies of sustainable food products.

 

(2012). Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement. Journal of Food Products Marketing: Vol. 18, No. 5, pp. 385-396. 

 

Source:  http://www.tandfonline.com/doi/abs/10.1080/10454446.2012.685031

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