A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge
AbstractHypothetical 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.
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Bibliographic InfoArticle provided by Southern Agricultural Economics Association in its journal Journal of Agricultural and Applied Economics.
Volume (Year): 44 (2012)
Issue (Month): 01 (February)
attribute ranking; consumer shopping behavior; hypothetical surveys; origin labeling; pork; Food Consumption/Nutrition/Food Safety; Marketing; C8; C9; Q1;
Other versions of this item:
- Grebitus, Carola & Colson, Gregory & Menapace, Luisa & Bruhn, Maike, 2010. "Who cares about food origin? A comparison of hypothetical survey responses and actual shopping behavior," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61344, Agricultural and Applied Economics Association.
- C8 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs
- C9 - Mathematical and Quantitative Methods - - Design of Experiments
- Q1 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture
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