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Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln

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  • Bruhn, Maike
  • Grebitus, Carola
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    Abstract

    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 cue ‘appearance’ as well as the extrinsic quality cue ‘kind’ are used to predict the palatability. This knowledge enables marketers to invent consumer-oriented marketing activities.

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    Bibliographic Info

    Article provided by Humboldt-Universitaet zu Berlin, Department for Agricultural Economics in its journal German Journal of Agricultural Economics.

    Volume (Year): 56 (2007)
    Issue (Month): 7 ()
    Pages:

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    Handle: RePEc:ags:gjagec:96755

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    Related research

    Keywords: food quality; cognitive structure; memory schemata; quality of pork and potatoes; Food Consumption/Nutrition/Food Safety; Consumer/Household Economics; Marketing;

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    1. Frode Alfnes, 2004. "Stated preferences for imported and hormone-treated beef: application of a mixed logit model," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 31(1), pages 19-37, March.
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