Marketing Biotech Soybeans with Functional Health Attributes
Abstract"This study investigates possible marketing strategies for biotechnology (biotech) functional foods in the U.S. market. Means-end chain theory is used to translate consumer product knowledge into self-knowledge, where knowledge is presumed to be organized in a hierarchy with concrete thoughts linked to more abstract thoughts in a sequence progressing from means to ends. A sample of 60 households was randomly drawn from the population of a Midwest town. The random sample was drawn from a population of females aged 20 to 50 with children and who regularly purchase yogurt products. Eight products with various attributes and production technologies were ranked by the participants prior to a hard laddering interview. The study found that biotech functional foods were generally acceptable to the participants. Functional attributes, such as higher protein, increased calcium, and lower cholesterol, were valued by the consumers. Soy was considered inferior on the basis of taste for some segments of consumers unfamiliar with soymilk. On the other hand, consumers already purchasing soymilk were more willing to purchase functional soy attributes and have more complex purchasing decisions (cognitive maps). These consumers associate soy with attaining values of "better health,""taking care of family,""happiness," and "more choice."" Copyright 2006 Canadian Agricultural Economics Society.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie in its journal Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie.
Volume (Year): 54 (2006)
Issue (Month): 4 (December)
Contact details of provider:
Web page: http://www.blackwellpublishing.com/journal.asp?ref=0008-3976
More information through EDIRC
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Parcell, Joseph L. & Cain, Jewelwayne, 2013. "Drought Tolerance of Soybean Crops in Missouri," 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida 142507, Southern Agricultural Economics Association.
- Bechtold, Kai-Brit & Abdulai, Awudu, 2012. "Willingness-To-Pay for Functional Dairy Products and the Influence of Starting Point Bias: Empirical Evidence for Germany," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124776, Agricultural and Applied Economics Association.
- Ramo Barrena & Mercedes Sánchez, 2010. "The link between household structure and the level of abstraction in the purchase decision process: an analysis using a functional food," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 243-264.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.