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By reviewing internal corporate documents publicly accessible through Canadian court proceedings, complemented by interviews of advertising practitioners and an assessment of deposition and trial testimony transcripts, the authors provide a case study of how Imperial Tobacco Limited (ITL), which is Canadas largest tobacco manufacturer, effectively employed three critical integrated marketing communication (IMC) practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication. By utilizing in-depth consumer research and key IMC processes to construct brand and lifestyle imagery for its flagship cigarette trademark, Player's, ITL achieved greater brand equity and greater shareholder value. The legal and political environment facing the firm has further facilitated ITL's adoption of an IMC mind-set and structure. [ABSTRACT FROM AUTHOR]

Public health policies have been widely utilized to improve population nutrition, such as the newly announced front-of-pack labels (FOPLs) that will be applied to Canadian prepackaged foods to help consumers make healthier selections. However, research on similar health logos in the food service sector has been limited. This study explores the potential application of FOPL-style health logos in the food service sector and its impact on consumer behaviors. A survey was conducted among 1070 Canadians to assess their awareness, perception, and support for health logos on restaurant menus. The results indicate that while participants value healthy food options when dining out, taste, price, and convenience remain the primary factors influencing their choices. Most participants were unaware of existing FOPL policies and demonstrated mixed responses regarding the influence of similar health logos on their restaurant selection. However, a majority expressed a desire to see FOPL-style health logos on menus, and nutrient profile ratings and logos indicating nutrient limitations or encouragements were listed as preferred health logos. Notably, females indicated higher supportiveness for FOPL-style health logos on menus and individuals with food allergies exhibited higher agreement in the likelihood of eating at a restaurant displaying labels. Additionally, findings revealed that FOPL-style health logos alone may not significantly deter consumers from purchasing labelled menu items, especially if price is affected. Overall, this study highlights the need for further understanding consumer perceptions to effectively develop and implement FOPL initiatives in the food service sector.

Highlights • Part 2 of this study measures latent demand for ZEVs using a stated choice exercise. • We identify five respondent segments, each with unique drivetrain preferences. • Three classes show an orientation towards ZEVs, with distinguishable characteristics. • Simulations show that ZEV latent demand could be 29%, and up to 49% with incentives. • Comparison of results from Parts 1 and 2 suggests complementarity in approaches. Abstract This is Part 2 of a two-part study that explores latent demand for three types of zero-emissions vehicles (ZEVs): plug-in hybrid electric vehicles (PHEVs), battery electric vehicles (BEVs), and hydrogen fuel cell vehicles (HFCVs). Using an in-depth, Reflexive Participant approach to data collection, our survey instrument includes two measures of latent demand implemented with a representative sample of 2123 new vehicle-buying households in Canada in 2017. While Part 1 (Long et al., this issue) reports on a design space exercise, here we summarize results from a stated choice experiment, using a latent class choice model to quantify respondent preferences and motivations, and the heterogeneity therein. We identify five unique respondent classes (or segments) that largely differ by their preferred drivetrain, only three of which demonstrate significant interest in ZEVs: PEV-enthusiast (representing 13% of the sample), PHEV-oriented (22%), and ZEV-neutral (21%). Respondents in all three classes tend to have higher levels of environmental concern or engagement in an environment-oriented lifestyle. All classes significantly value purchase price and incentives, but vary widely in valuation of fuel savings, charging access, and refueling access – with little overall valuation of driving range and public charging access. We calculate conditional choice probabilities as estimates of ZEV latent demand, which is equivalent to 29% of new market share under base conditions, and significantly increases to a high of 49% with purchase incentives and widespread charger deployment. Our discussion compares insights provided by the two stated response approaches to latent demand (in Parts 1 and 2), making a case for overall complementarity. [ABSTRACT FROM AUTHOR]

Highlights • Part 1 of this study measures latent demand for ZEVs using a design space exercise. • Under higher and lower price conditions, 14% and 21% design a ZEV (respectively). • Plug-in hybrids (PHEVs) are most popular, followed by battery electric, and hydrogen. • Different ZEV drivetrains tend not to be "substitutable" for one another. • Designers of different ZEVs have different motivations (lifestyle and values). Abstract We explore consumer demand for three types of zero-emissions vehicles (ZEVs): plug-in hybrid electric vehicles (PHEVs), battery electric vehicles (BEVs), and hydrogen fuel cell vehicles (HFCVs). We assess latent demand, defined as what ZEV sales could be if they were fully available (in a wide variety of makes and models), and if consumers were fully aware of their existence. Using an in-depth, Reflexive Participant approach to data collection, our survey instrument includes two measures of latent demand: a design space exercise and a stated choice experiment. The survey was completed by a representative sample of 2123 new vehicle-buying households in Canada in 2017. Part 1 (this paper) focuses on the design space exercise, which allows consumers to "design" a conventional, hybrid, or ZEV drivetrain, including specific attribute levels. Under higher and lower price conditions, 14% and 21% of respondents (respectively) select a ZEV, with most selecting PHEVs (11% and 12%), followed by BEVs (2.2% and 5.4%), and HFCVs (1.5% and 3.6%). Most respondents who design a PHEV or HFCV as their first choice select a conventional or hybrid vehicle as their second choice, while BEV designers tend to select a PHEV as their second choice. Further, those who select PHEVs and BEVs have higher levels of environmental-oriented lifestyle engagement and altruistic values, whereas respondents who select HFCVs score lower for both constructs. Results provide one measure of latent demand, while also indicating heterogeneity in demand and motivations. In Part 2 (Kormos et al., this issue), we summarize and compare results from a stated choice experiment. [ABSTRACT FROM AUTHOR]

A national sample of Canadian households was used to relate climatic variables, dwelling appliance/vehicle descriptors, demographic characteristics, and attitudinal variables to actual in-home energy consumption and self-reported gasoline consumption. Using split-sample replications, dwelling and vehicle descriptors indicated a strong association with energy consumption, and both male and female attitudes indicated weak associations. [ABSTRACT FROM AUTHOR]

This study of the Canadian consumer indicates that major decisions requiring a longer planning period before purchase can more easily be predicted from attitudinal data than can other purchases. However, for more routine purchases such macro determinants as income and household formations seem to be better predictors. [ABSTRACT FROM AUTHOR]

This qualitative study examined how homeless individuals with mental illness experience pathways into homelessness. Study participants were enrolled in the At Home/Chez Soi project, a Pan-Canadian Randomized Controlled Trial comparing the Housing First approach with Treatment as Usual for homeless individuals. This inquiry is grounded in social ecological perspective, which considers interactions between individual and structural factors. Findings from consumer narrative interviews (n = 219) revealed that individual factors, such as substance abuse, relationship conflicts and mental health issues significantly contributed to homelessness, in addition to structural transitions from foster care and institutional settings into the community. Additional structural factors entrenched participants in unsafe communities, created obstacles to exiting homelessness and amplified individual risk factors. The study findings confirm the role of individual risk factors in pathways into homelessness, but underscore the need for policies and interventions to address structural factors that worsen individual risks and create barriers to exiting homelessness. [ABSTRACT FROM AUTHOR]

This paper empirically studies how consumers respond to retail gasoline price cycles. Our analysis uses new station-level price data from local markets in Ontario, Canada, and a unique market-level measure of consumer responsiveness based on web traffic from gasoline price reporting websites. We first document how stations use coordinated pricing strategies that give rise to large daily changes in price levels and dispersion in cycling gasoline markets. We then show consumer responsiveness exhibits cycles that move with these price fluctuations. Through a series of tests we find that forward-looking stockpiling behavior by consumers plays a central role in generating these patterns. [ABSTRACT FROM AUTHOR]

Objective: Although participatory methods have become increasingly popular, people with lived experience of mental illness and homelessness have been historically excluded from service planning and research. To better plan for meaningful inclusion of consumers, this study examines lessons learned from the People with Lived Experience Caucus in the Toronto Site of the At Home/Chez Soi Research Demonstration Project on Homelessness and Mental Health. Method: The inclusion of the People with Lived Experience Caucus was evaluated using qualitative methods and multiple data sources, including review of 42 documents, 11 individual interviews, and three focus groups. Caucus members were included in the study team. Transcripts were analyzed using grounded theory methodology. Results: Findings revealed a complex story of Caucus engagement: Facing time constraints and given little direction, the Caucus developed through a tumultuous process related to both internal and external barriers to meaningful inclusion. Despite the challenges, the Caucus contributed meaningfully to various aspects of the research demonstration project. Conclusions and Implications for Practice: It is possible to successfully integrate psychiatric consumers with experience of homelessness in many aspects of research and service planning. Suggestions for future initiatives hoping to engage consumers include: early involvement, purposeful selection of members, clear communication of roles and responsibilities, a consumer coordinating group, and space for critical dialog throughout the process. Lessons learned can inform the inclusion of consumers in similar endeavors in other jurisdictions. [ABSTRACT FROM AUTHOR]

This study aimed to develop consumer techno segments based on technology-related psychographic variables in four different countries including the US, Canada, Spain and Italy. The respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segments. Cluster analysis identified three to four distinct techno segments in each country. Multivariate analysis of variance and univariate analyses were used to validate the differences among techno segments in need for change, leisure orientation and e-shopping preference in each local market. The similarities and differences of each techno segment were examined across different international markets. A discussion and implications were drawn to help marketers develop penetration and market strategies for different international markets by understanding an expected diffusion rate of a new product and of product life cycles for each local market. [ABSTRACT FROM AUTHOR]

Wildlife festivals are growing in popularity and warrant additional studies of festival visitors. However, comparisons of visitor demographics, motivations, activities, and local expenditure patterns between festivals are difficult because different methods of measurement are used. By using a comparative approach, this study evaluates, with the same methods, the visitor characteristics of two similar wildlife festivals in Western Canada. While providing site-specific context, this study notes variations in total local expenditure patterns, visitor motivations, and visitor activities that result from, in part, different visitor demographics, activities offered, other attractions, and rates of overnight stays. Visitors to these festivals were slightly older and had higher educational levels than the general public, which was consistent with visitors to other wildlife festivals and ecotourists in general. [ABSTRACT FROM AUTHOR]

This paper explores the ways in which consumers assess the safety of food in restaurants and other eating-out establishments, and the resulting impact on restaurant choice. The analysis builds on the existing literature on restaurant choice more generally and a growing body of studies on the impact of official inspection information on the perceived safety of restaurants. Based on a two-stage consumer study in the City of Hamilton in Ontario, Canada, involving focus groups and a postal survey, the research highlights how consumers base their assessment of food safety in restaurants using a range of visible indicators of the experience and/or credence characteristics associated with foodborne illness. These include their observed judgments of restaurant hygiene, the overall quality of the restaurant, external information, including official inspection certificates, and the level of patronage. The use of these broad groups of indicators varies across consumer subgroups according to gender, age, level of education and recollections of past incidences when a restaurant was closed and/or convicted for food safety reasons. [ABSTRACT FROM AUTHOR]

The aim of this paper is to explore the role of information technologies in facilitating a relationship-marketing orientation. On the basis of conceptual and empirical contributions, we propose that while the use of IT can improve customer knowledge, it does not facilitate the acquisition of the other elements required to develop long-term relationships with customers and clients (i.e., trust, commitment and personalization). Our survey of top managers supports our contention that the use of IT does not suffice to facilitate marketing orientation. [ABSTRACT FROM PUBLISHER]

This paper reports the main findings of a national survey designed to empirically establish a set of weighting factors on product violation that could be used as input in the allocation of resources by the Consumer Product Branch of Consumers and Corporate Affairs Canada. A conceptual framework is presented describing the method used to derive these weights. It was found that violations were perceived to occur more frequently for clothing and accessories, fresh fruits and vegetables, and cleaning and paper products. These ratings were shown to be related to purchasing behavior and quality violations were perceived much more serious than quantity violations and labelling violations, in that order. [ABSTRACT FROM AUTHOR]