“Shoppers weigh up green premiums”
Posted by Joe CannonI believe that the discussion of a “green premium” makes for a great marketing discussion. In essence we are trying to teach our students to address target customer needs by designing a marketing mix that addresses customer needs. We also talk about the importance of differentiation. This article “Shoppers weigh up green premiums,” (CNN.com, May 4, 2010) includes an example of a shop selling organic produce in London. The video describes the results of a survey that offers surprising results on the number of people willing to pay a green premium. I found a bit more on that survey in this article, “UK consumers will pay more for green, but not much more” (Green Wise, September 29, 2009). A class discussion might also be an opportunity to raise the point (alluded to in the video) about whether attitudes expressed in a survey align with behavior.
This entry was posted on Tuesday, May 4th, 2010 at 7:30 am and is filed under Market research, Positioning, Price, Sustainability, Video. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.