Browsing by Author "Crawford, I. M."

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    An attempt to extend means-end theory: An investigation of the linkages between choice behaviour and values
    (2003-04) Manyiwa, Simon; Crawford, I. M.
    The research problem was identified as a lack of means - end theory linking choice behaviour to values. The aim of the study was, therefore, to determine whether or not the means-end theory could be extended to linking choice behaviour to values. The research was focused on the following two research questions: ( 1 ) what , if any, are the conceptual categories in the means-end theory linking choice behaviour to values? (2) How, if at all, are the conceptual categories in the means-end theory linking choice behaviour to values connected together? A case research method was adopted for the empirical investigation of the study, focusing on food choices in the family context. The fieldwork, carried out in the UK, was done in two phases, i.e. the pilot study and the main study. The research findings suggest that the conceptual categories linking choice behaviour to values consist of the following conceptual categories: choice behaviour, attributes of choices, consequences, and values. In addition, the research findings indicate more dominant direct linkages between the adjacent conceptual categories than between the nonadjacent conceptual categories. The dominant direct linkages between the adjacent conceptual categories suggest that the conceptual categories linking choice behaviour to values are hierarchically connected together. The main implication of the research findings is that researchers can establish linkages between choice behaviour and values on the basis of actual choices in specific social contexts, instead of using cognitions as a surrogate for choice behaviour.
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    Fruit and vegetable supply to schools
    (Cranfield University, 2001-02) Preston, Nicola; Crawford, I. M.
    This report, sponsored by the Fresh Produce Consortium (FPC), describes the supply chain for fresh fruits and vegetables consumed as part of school meals. FPC had previously identified schools serving children in the 4-11 years age group as being the segment of specific interest. The report also presents an insight into the decision making processes and purchasing arrangements at the different points in the supply chain. The study involved identifying the factors that will determine the level of demand for fresh produce within the school meals sector. In addition, FPC wanted to assess the likely impact of the government's move towards transferring responsibility for the management of school budgets from Local Education Authorities (LEAs) to the schools themselves on demand for fresh produce in schools. Within the education sector, this initiative is referred to as Fair Funding. The methods employed in this research were eclectic in nature. In order to describe decision making within the supply chain a series of personal and telephone interviews were conducted within the context of a multiple case study design. The interview data were analysed using content analysis. In addition, several databases were constructed that will allow FPC to conduct targeted marketing programmes. The databases are: (1) UK schools serving 4-11 year old children, (2) LEA caterers, (3) Contract caterers. The principal conclusions reached are that demand for fresh produce, within the schools meals sector, is likely to grow noticeably over the next 5 years. This growth will be driven by the government's decision to invest in 'free fruits in schools' and initiatives taken to change children's behaviour with respect to the consumption of fresh fruits and vegetables. Moreover there is a concerted effort on the part of government, health professionals, the food industry and pressure groups towards improving the diet of the nation and this too will impact on fresh produce demand in the school meals sector.
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    Pricing as a relationship marketing instrument
    (2006-03-06) Santschi, Barbara; Crawford, I. M.
    Although the principles of relationship marketing are well understood, the role of pricing in building relationships between supply chain partners has not been researched. This study was designed to determine the role, if any, of pricing as a tool for building relationships between suppliers and distributors. A relationship pricing model (RPM) was developed and tested among 83 distributors in the Swiss beverage market, to explore how businesses can define, operationalise and implement a relational pricing system. The research shows that both the process of developing a relational pricing system as well as the output it produces support the adoption of relationship marketing between supplier and distributors. The conclusion reached is that businesses can turn their pricing practices into a relationship marketing instrument if they are dyadic in focus and create mutual longterm benefits for both supply chain partners. An RPM needs to be a pricing mechanism which is fair, transparent, empowers customers to participate in determining pricing conditions and encourages ongoing interaction and communication between supply chain partners. With this research, a major instrument and a step-by-step approach has been created that enables businesses to adopt relational pricing. Directions for future research have been identified. One direction is to set up a longterm study, to investigate the impact of a relationship pricing model over time. Another direction is to build an RPM, which incorporates non-financial incentives and/or additional variables to those investigated during this study.