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Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln AgEcon
Bruhn, Maike; Grebitus, Carola.
Consumers’ quality judgement depends on their knowledge concerning certain quality attributes. Against this background this paper presents the results of a consumer survey conducted in 2004. We focus on measuring consumers’ cognitive structures regarding pork and potatoes. On this account we apply a free-association technique and a variation of concept mapping. Our analysis shows that consumers’ cognitive structures are quite complex and heterogeneous. Product characteristics such as ‘taste’ and ‘fat content’ dominate consumers’ knowledge. To predict the eating quality of pork consumers prefer intrinsic quality cues. In contrast to that extrinsic quality cues are used to predict the origin of the given product. With regard to potatoes the intrinsic quality...
Tipo: Journal Article Palavras-chave: Food quality; Cognitive structure; Memory schemata; Quality of pork and potatoes; Food Consumption/Nutrition/Food Safety; Consumer/Household Economics; Marketing.
Ano: 2007 URL: http://purl.umn.edu/96755
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Consumers' Demand for Pork Quality: Applying Semantic Network Analysis AgEcon
Grebitus, Carola; Bruhn, Maike.
Consideration of consumers' demand for food quality entails several aspects. Quality itself is a complex and dynamic concept, and constantly evolving technical progress may cause changes in consumers' judgment of quality. To improve our understanding of the factors influencing the demand for quality, food quality must be defined and measured from the consumer's perspective (Cardello, 1995). The present analysis addresses the issue of food quality, focusing on pork-the food that respondents were concerned about. To gain insight into consumers' demand, we analyzed their perception and evaluation and focused on their cognitive structures concerning pork quality. In order to more fully account for consumers' concerns about the origin of pork, in 2004 we...
Tipo: Working or Discussion Paper Palavras-chave: Cognitive structures; Concept mapping; Food quality; Network analysis; Semantic networks; Spreading activation network model; Food Consumption/Nutrition/Food Safety; Livestock Production/Industries.
Ano: 2006 URL: http://purl.umn.edu/18402
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LEBENSSTIL-ENTSCHEIDUNGSTYPOLOGIE DES ERNÄHRUNGSVERHALTENS – IMPLIKATIONEN FÜR DIE VERHALTENSPRÄVENTION AgEcon
Bruhn, Maike.
Zielgruppenspezifische Ansätze versprechen bei Präventionskampagnen, die darauf abzielen, Ernährungsgewohnheiten zu verändern, die größten Erfolgsaussichten. Die empirische Er-mittlung einer Lebensstil-Typologie des Ernährungsverhaltens liefert Erkenntnisse bezüglich der Beeinflussung des Verhaltens und der Motivation zu einer gesunden Lebensführung.Die Lebensstil-Messung ergibt vier Segmente, welche sich hinsichtlich ihres Interesses an Lebensmitteln und Ernährung unterscheiden. Es handelt sich um die Segmente des sehr interessierten Verbrauchers (32%), des Qualitätskäufers (22,5%), des traditionellen Ver-brauchers (27,5%) und des desinteressierten Verbrauchers (17%). Das segmentspezifische Entscheidungsverhalten erstreckt sich von extensiv über limitiert...
Tipo: Conference Paper or Presentation Palavras-chave: Lebensstil; Segmentierung; Involvement; Verhaltensprävention; Food Consumption/Nutrition/Food Safety.
Ano: 2008 URL: http://purl.umn.edu/52647
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Milk-Marketing: Impact of Perceived Quality on Consumption Patterns AgEcon
Grebitus, Carola; Yue, Chengyan; Bruhn, Maike; Jensen, Helen H..
Consumers’ use of quality characteristics to make milk purchase decisions reveal opportunities to create successful marketing strategies. Such a strategy could concern food quality. In this case, three core areas influence consumers’ quality perception: the perception process, the physical product itself and the communication about it (Grunert et al., 1996). Beyond this background, this article analyzes the impact of certain quality characteristics and socio-demographics on consumption patterns regarding whole fat milk, skim milk and organic milk. These milks were chosen because of the increasing awareness of different fat contents in the meaning of lower fat contents being healthier and the increasing importance of the organic food market. Steenkamp’s...
Tipo: Conference Paper or Presentation Palavras-chave: Milk; Marketing; Consumption patterns; Perceived quality; Ordered logit; Food Consumption/Nutrition/Food Safety; Marketing; D12; Q13; M3.
Ano: 2007 URL: http://purl.umn.edu/7867
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Potato Marketing – Factors Affecting Organic and Conventional Potato Consumption Patterns AgEcon
Yue, Chengyan; Grebitus, Carola; Bruhn, Maike; Jensen, Helen H..
In producing potatoes the treatment for disease and pests could be more difficult and costly for organic producers than for conventional. Hence, consumers’ attitudes and willingness to pay for organic potatoes need to be considered in a grower’s choice of production technologies. A bivariate probit model and cluster analysis were applied to survey data to evaluate factors that influenced Germany consumers’ consumption patterns for conventional and organic potatoes. The results show that consumers associate organic potatoes with healthy ingredients, trustable origin and food safety. But a lack of varieties and inferior appearance of organic potatoes limit consumer interest in the organic products. With regard to socio-demographics, consumers with higher...
Tipo: Conference Paper or Presentation Palavras-chave: Organic; Potatoes; Consumption patterns; Food Consumption/Nutrition/Food Safety; Marketing.
Ano: 2008 URL: http://purl.umn.edu/43948
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What Affects Consumption Patterns of Organic and Conventional Products? AgEcon
Grebitus, Carola; Yue, Chengyan; Bruhn, Maike; Jensen, Helen H..
Consumers show an increased interest in organic food today and a willingness to pay premium for organic products. In addition to price, changing attitudes and beliefs about food quality affect food choice. This article analyses the impact of attitudes, quality characteristics and socio-demographics on consumption of organic and conventional pork, potatoes and milk. The concept of ‘perceived quality’ provides the theoretical background. The data come from a consumer survey conducted in Germany in 2004 (n=260). An ordered logit model was used for analysing the data. We observe clear differences in consumers’ use of certain quality characteristics as they perceive and evaluate conventional and organic fresh foods.
Tipo: Conference Paper or Presentation Palavras-chave: Perceived quality; Consumption patterns; Fresh food; Organic; Ordered logit model; Food Consumption/Nutrition/Food Safety; D12; Q13; M3.
Ano: 2007 URL: http://purl.umn.edu/9819
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WHAT DETERMINES THE USE OF BRANDS AND SEALS OF APPROVAL AS EXTRINSIC QUALITY CUES IN CONSUMERS’ PORK PURCHASE DECISION? AgEcon
Grebitus, Carola; Menapace, Luisa; Bruhn, Maike.
In today’s saturated food markets with increasingly homogeneous products food quality provides an opportunity for product differentiation. We want to answer the question what determines the use of extrinsic quality cues (brands, seals of approval) in consumers’ pork purchase decision. Therefore, we accomplished a consumer survey (n=767) at different German retailers. The results show that consumers’ pork purchase at small supermarkets, use of household leaflets to make purchase decisions and modest income level determines the use of seals of approval. Consumers who buy pork at small supermarkets and discounters, and who use household leaflets use brands.
Tipo: Conference Paper or Presentation Palavras-chave: Extrinsic quality cues; Brand; Seal of approval; Pork; Purchase decision-making; Germany.; Food Consumption/Nutrition/Food Safety.
Ano: 2008 URL: http://purl.umn.edu/52651
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Who cares about food origin? A comparison of hypothetical survey responses and actual shopping behavior AgEcon
Grebitus, Carola; Colson, Gregory; Menapace, Luisa; Bruhn, Maike.
This paper explores the relevance of food origin to consumers when making product purchase decisions. We use data from a survey of pork shoppers at the point of sale of five food retailers in Germany. Participants engaged in both a hypothetical survey eliciting evaluations of the importance of different pork attributes and a series of questions related to their knowledge about the attributes of their actual purchase of pork. This enables us to compare hypothetical responses with actual purchase behavior. The results show that origin indeed is a relevant attribute to a subset of consumers. A share of consumers does pay attention to origin labels and is willing to undertake costly search for origin information. Furthermore, the data give evidence that...
Tipo: Conference Paper or Presentation Palavras-chave: Hypothetical survey responses; Actual shopping behavior; Pork; Origin labeling; Consumer/Household Economics; Research Methods/ Statistical Methods.
Ano: 2010 URL: http://purl.umn.edu/61344
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Willingness to pay for genetically modified food and non-food products AgEcon
Christoph, Inken B.; Roosen, Jutta; Bruhn, Maike.
This paper presents estimates of consumers’' willingness to pay for a GM food and non-food product based on data collected in a choice experiment. The choice experiment was part of a survey of 1510 randomly selected consumers in Germany that was mailed in spring 2005. Attitudes towards gene technology, institutions and technical progress were measured using 22 items. A factor analysis revealed five factors describing consumer attitudes: support, risk, trust, attitude towards technical progress and attitude towards technical innovation. Based on these factors we identify four different classes of consumers in a latent class model for both products. Analysis of these classes shows strong differences between willingness to pay estimates for benefits compared...
Tipo: Conference Paper or Presentation Palavras-chave: Consumer/Household Economics.
Ano: 2006 URL: http://purl.umn.edu/21303
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