| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil
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| Autores: |
Krystallis, Athanasios
Ness, Mitchell
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| Data: |
2008-01-14
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| Ano: |
2005
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| Palavras-chave: |
Quality extrinsic cues
Conjoint analysis
Segmentation
Market shares
Consumer/Household Economics
Food Consumption/Nutrition/Food Safety
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| Resumo: |
The objective of the present study is to describe the preferences of younger, more educated and higher income Greek consumers for "quality" olive oil brands - quality being defined as a bundle of extrinsic quality cues such as quality assurance labels, health-related information, country-of-origin indication, bottling material and price. The aim of the research is, with the implementation of a conjoint analysis task, to describe and analyze consumer preferences using a random, stratified, sample of urban consumers. The extrinsic quality attributes of olive oil, strongly linked to a previous qualitative, Means-end Chains (MEC) analysis survey, is used as starting points for the development of conjoint profiles. Special emphasis is given to the development and evaluation of different quality marketing mixes and the analysis of the importance consumers attach to the series of extrinsic quality cues used. The identification of different consumer segments in terms of this importance and the development of their socio-demographic and behavioral profile is also mphasized. The final step of the research is the measurement of demand for quality through the calculation of potentially larger market shares across segments of different quality hypothetical) brands in comparison to the common (real).
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| Tipo: |
Journal Article
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| Idioma: |
Inglês
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| Identificador: |
28094
http://purl.umn.edu/8161
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| Editor: |
AgEcon Search
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| Relação: |
International Food and Agribusiness Management Review>Volume 08, Issue 02, 2005
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| Formato: |
30
application/pdf
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