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Milk-Marketing: Impact of Perceived Quality on Consumption Patterns

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  • Grebitus, Carola
  • Yue, Chengyan
  • Bruhn, Maike
  • Jensen, Helen H.

Abstract

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 (1990) concept of 'perceived quality' provides as theoretical background. To gather the data a consumer survey with 260 households took place in Germany in 2004. An ordered logit model and a cluster analysis were used for analyzing the data. We find clear differences in consumers' perception of quality characteristics for the different milks. This information can be used to develop demand-oriented marketing activities (Kotler and Armstrong, 1994: 48).

Suggested Citation

  • Grebitus, Carola & Yue, Chengyan & Bruhn, Maike & Jensen, Helen H., 2007. "Milk-Marketing: Impact of Perceived Quality on Consumption Patterns," 105th Seminar, March 8-10, 2007, Bologna, Italy 7867, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa105:7867
    DOI: 10.22004/ag.econ.7867
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    References listed on IDEAS

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    6. Steenkamp, Jan-Benedict E. M., 1990. "Conceptual model of the quality perception process," Journal of Business Research, Elsevier, vol. 21(4), pages 309-333, December.
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    Cited by:

    1. Lupín, Beatriz & Lacaze, María Victoria & Rodríguez, Elsa Mirta M., 2007. "Las percepciones de riesgo de los consumidores en alimentos lácteos: aplicación de una regresión logística ordinal," Nülan. Deposited Documents 1287, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.

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