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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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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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Geographical Indications and the Competitive Provision of Quality in Agricultural Markets AgEcon
Moschini, GianCarlo; Menapace, Luisa; Pick, Daniel H..
The economics of geographical indications (GIs) is assessed within a vertical product differentiation framework that is consistent with the competitive structure of the agricultural sector with free entry/exit. It is assumed that certification costs are needed for GIs to serve as (collective) credible quality certification devices, and production of high-quality product is endogenously determined. We find that GIs can support a competitive provision of quality that partly overcomes the market failure and leads to clear welfare gains, although they fall short of delivering the (constrained) first-best level of the high-quality good. The main beneficiaries of the welfare gains are consumers. Producers may also accrue some benefit if the production of...
Tipo: Working or Discussion Paper Palavras-chave: Competitive industry; Free entry/exit; Geographical indications; Marshallian stability; Quality certification; Trademarks; Welfare; Public Economics.
Ano: 2008 URL: http://purl.umn.edu/6891
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Quality Certification by Geographical Indications, Trademarks and Firm Reputation AgEcon
Menapace, Luisa; Moschini, GianCarlo.
We study firm reputation as a mechanism to assure product quality in perfectly competitive markets in a context in which both certification and trademarks are available. Shapiro’s (1983) model of reputation is extended to reflect both collective and firm-specific reputations, and this framework is used to study certification and trademarks for food products with a regional identity, known as geographical indications (GIs). Our model yields two primary results. First, in markets with asymmetric information and moral hazard problems, credible certification schemes reduce the cost of establishing reputation and lead to welfare gains compared to a situation in which only private trademarks are available. Hence, certification improves the ability of reputation...
Tipo: Conference Paper or Presentation Palavras-chave: Asymmetric Information; Certification; Geographical Indications; Quality; Reputation; Environmental Economics and Policy; D23; D82; L14; L15; Q1.
Ano: 2010 URL: http://purl.umn.edu/61778
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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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