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A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge AgEcon
Grebitus, Carola; Colson, Gregory; Menapace, Luisa.
Hypothetical surveys are commonly used to elicit consumer behavior to guide product development, marketing, and labeling strategies. However, despite the prevalence of surveys in consumer food studies, previous work has not assessed the relationship between hypothetical responses and actual consumer behavior in real-world purchase situations.We explore whether attributes cited by consumers in surveys as being important to them when making decisions indeed factor into their product decision process in real-world markets. Evidence from a point of sale study of 702 pork purchasers indicates that there is a strong correspondence between hypothetical survey ratings and actual shopping behavior.
Tipo: Article Palavras-chave: Attribute ranking; Consumer shopping behavior; Hypothetical surveys; Origin labeling; Pork; Food Consumption/Nutrition/Food Safety; Marketing; C8; C9; Q1.
Ano: 2012 URL: http://purl.umn.edu/120448
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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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Analyzing Parental Influence on Fruit and Vegetable Consumption AgEcon
Maschkowski, Gesa; Hartmann, Monika; Grebitus, Carola.
Most parents are aware of fruits and vegetables being healthy for children, but children's and adolescents's dietary intake of F&V is still below the recommendations. The question to be investigated is: what fills the gap between parents' nutritional knowledge and children's diet? A mixed methods research was conducted to study parental perspective of children nutrition. Parental information needs were explored conducting a content analysis of 178 nutrition questions posed by parents 2008 contacting the helpdesk of a public funded consumer website. Each question was coded for main and sub topics, worries and fears, using a standardized coding form. Based on this study a questionnaire was developed inquiring parental knowledge, attitudes and perceived...
Tipo: Conference Paper or Presentation Palavras-chave: Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy.
Ano: 2010 URL: http://purl.umn.edu/116413
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Analyzing pork purchases at the point of sale – The role of consumer involvement AgEcon
Grebitus, Carola; Colson, Gregory; Menapace, Luisa.
Involvement is an important psychological construct for understanding consumers’ underlying purchase decision process and those factors that shape product perceptions. In order to better understand consumer purchase behavior for low and high priced pork cuts, a series of field interviews at a variety of food retailers were conducted with actual pork shoppers using the New Involvement Profile (NIP) developed by Jain and Srinivasan (1990). In addition to responses to a series of questions designed to assess consumers’ involvement when purchasing pork, informational elements including socio-demographic information and pork attributes (e.g., origin, advertisement, on sale) were also included in the analysis. Key results from the study show individuals with...
Tipo: Conference Paper or Presentation Palavras-chave: Pork; Purchase behavior; Consumer involvement; Point of sale; Agribusiness; Consumer/Household Economics; Marketing; C93; D12; Q13.
Ano: 2011 URL: http://purl.umn.edu/103401
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Consumer preferences for extra virgin olive oil with country-of-origin and geographical indication labels in Canada AgEcon
Menapace, Luisa; Colson, Gregory; Grebitus, Carola; Facendola, Maria.
This paper investigates the impact of geographical origin labels on consumers' preferences. Specifically, we consider the preferences of Canadian consumers for extra virgin olive oils marketed with country-of-origin labels (COOL) and geographical indications (GIs). In contrast to previous studies, by considering a third-country market (a market different from that where production occurs), we can look simultaneously at COOL and GIs and separate the impacts of these two forms of geographical origin labels. We find that, within the context of a high quality value-added commodity such as extra virgin olive oil, consumers value both COOL and GI labels. But, in terms of the fraction of consumers with positive preferences and willingness to pay, COOL labels...
Tipo: Conference Paper or Presentation Palavras-chave: Country of origin labeling; Extra-virgin olive oil; Geographical indications of origin; Mixed logit; PDO/PGI; Stated-choice experiments; Consumer/Household Economics; Demand and Price Analysis.
Ano: 2008 URL: http://purl.umn.edu/6430
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Consumer preferences for ground beef packaged under a modified atmosphere AgEcon
Grebitus, Carola; Jensen, Helen H.; Sebranek, Joseph G.; Roosen, Jutta; Anders, Sven M..
The main objective of this paper is to identify factors that determine consumers’ purchase decisions for ground beef offered with different packaging technologies. Consumers’ increasing knowledge about food technologies and changes in food labeling regulation influence agribusiness’ future product development and marketing strategies. Non-hypothetical choice experiments with ground beef, conducted in the USA, are used to quantify consumers’ valuation of technology-related attributes namely shelf life, color and packaging. How alternative types of information affect consumers’ WTP is of particular importance to processors and food safety analysts. This paper’s methodological contribution lies in applying advanced methods to elicit consumers' estimates of...
Tipo: Conference Paper or Presentation Palavras-chave: Non-hypothetical choice experiments; Modified atmosphere packaging; Ground beef; Agribusiness; Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Marketing; Research Methods/ Statistical Methods; Q13; C9; D12.
Ano: 2009 URL: http://purl.umn.edu/51649
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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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Effect of gender, nationality and attitudes on weight reduction strategies AgEcon
Grebitus, Carola; Hartmann, Monika; Reynolds, Nikolai.
Tipo: Conference Paper or Presentation Palavras-chave: Health Economics and Policy.
Ano: 2011 URL: http://purl.umn.edu/114598
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Is there Need for more Transparency and Efficiency in Cause‐related Marketing? AgEcon
Langen, Nina; Grebitus, Carola; Hartmann, Monika.
The popularity of ethical consumption increases. This has motivated firms to increasingly implement Cause‐related Marketing (CrM) campaigns in Germany. But research reveals that especially German consumers are sceptic with regard to the amount of money spent for the good ‘cause’ by the enterprises. This can be explained by the small share of information provided by CrM campaigns to consumers. In consequence, this can reduce consumers’ willingness to purchase CrM products. Therefore, this study analyses whether the efficiency and transparency of a CrM campaign are important for consumers. The share of money reaching the cause relative to the product price consumers’ pay is taken as a proxy for efficiency while transparency is understood as the open...
Tipo: Article Palavras-chave: Keywords: Cause‐related Marketing; Transparent labelling; Donations efficiency; Agribusiness; Food Consumption/Nutrition/Food Safety; Food Security and Poverty.
Ano: 2010 URL: http://purl.umn.edu/121840
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Is there Need for more Transparency and Efficiency in Cause‐related Marketing AgEcon
Langen, Nina; Grebitus, Carola; Hartmann, Monika.
“Growing awareness among consumers about sustainability issues ‐ ranging from recycling to fair wages for workers ‐ are starting to shape consumer buying patterns” (Partos 2009). Especially for conscious consumers ethical and sustainable consumption are becoming mainstream. With regard to ethical consumption the popularity is shown for instance by a growing relevance of Causerelated Marketing (CrM) campaigns in Germany. CrM is an increasingly applied marketing tool, where product purchase leads to target‐oriented donations regarding a designated cause – promoted on the product by label. However, research reveals that German consumers are sceptic with regard to the amount of money spent and have doubts towards unselfish motives of firms. At present little...
Tipo: Conference Paper or Presentation Palavras-chave: Cause‐related Marketing; Donations efficiency; Transparent labelling; Agribusiness; Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing; Research Methods/ Statistical Methods.
Ano: 2010 URL: http://purl.umn.edu/100467
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Measuring consumers’ willingness to pay for coffee differentiation using auctions: A comparison of Fair Trade, organic, and cause-related marketing coffees – and a mix thereof AgEcon
Langen, Nina; Grebitus, Carola; Hartmann, Monika.
Tipo: Conference Paper or Presentation Palavras-chave: Auctions; Coffee; Fair Trade; Organic; Cause-related marketing; Agribusiness; Consumer/Household Economics; Marketing.
Ano: 2010 URL: http://purl.umn.edu/61484
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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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Parents' Preferences for Health Labels on Foods for Children AgEcon
Colson, Gregory; Grebitus, Carola.
Paper removed at the request of the author.
Tipo: Conference Paper or Presentation Palavras-chave: Health label; Children’s diet; Parents’ food choices; BMI; Food Consumption/Nutrition/Food Safety; Health Economics and Policy.
Ano: 2011 URL: http://purl.umn.edu/114284
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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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Spread of retailer food quality standards: An international perspective AgEcon
Herzfeld, Thomas; Drescher, Larissa S.; Grebitus, Carola.
Privately initiated food quality standards are currently important elements in the marketing of food and agricultural products. At the same time, they stand in the centre of a discussion about potential negative effects on small farmers and farmers in developing countries. This study aims at analysing the adoption of two private food standards, BRC Technical Food Standard and GlobalGAP, at an aggregated cross-country level. The results of the econometric analysis reveal some (potential) barriers for developing countries to access this type of organisational innovation. Certificates seem to be issued more probably in larger and wealthier countries, countries with a better institutional quality, better infrastructural conditions and in former UK colonies.
Tipo: Conference Paper or Presentation Palavras-chave: Standards; Food quality; Adoption; Food Consumption/Nutrition/Food Safety.
Ano: 2008 URL: http://purl.umn.edu/44005
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US and German Consumer Preferences for Ground Beef Packaged Under a Modified Atmosphere AgEcon
Grebitus, Carola; Jensen, Helen H.; Roosen, Jutta.
Consumers' preferences for meat quality attributes such as color influence their purchasing decisions. Better understanding of consumer preferences can help meat processors and others attain effective product development and marketing and inform public policy decisions on nutrition and food safety education. Modified atmosphere packaging extends the shelf-life of fresh meat and, with the inclusion of carbon monoxide, achieves dramatic color stabilization. The value that US and German consumers' place on ground beef packaging techniques was quantifies by means of non-hypothetical choice experiments. The studies' results can benefit food producers and retailers who make decisions about investing in new packaging methods by providing quantitative measures of...
Tipo: Conference Paper or Presentation Palavras-chave: Ground beef; Modified atmosphere packaging; Carbon monoxide; Consumer purchasing decisions; Preferences; Willingness to pay; Cross-country study; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy.
Ano: 2010 URL: http://purl.umn.edu/116412
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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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