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Abstraction and Product Categories as Explanatory Variables for Food Consumption

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  • Barrena Figueroa, Ramo
  • Sanchez Garcia, Mercedes

Abstract

An understanding of the process by which consumers match consumption choices to personal values is powerful aid to guide strategic market orientation. It is of particular importance in the highly saturated food markets of developed countries, where consumer needs are shifting closer and closer towards the search for quality and emotional benefits. This study sets out to explore variation in the consumer choice structure in relation to three products with different levels of search, experience and credence attributes, using means-end chain theory. The results suggest the presence of an emotional component in foods that increases in complexity (becomes more abstract) with the number of credence attributes associated with the product; a fact worthy of the consideration of product managers when designing marketing strategies.

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File URL: http://purl.umn.edu/44460
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Bibliographic Info

Paper provided by European Association of Agricultural Economists in its series 2008 International Congress, August 26-29, 2008, Ghent, Belgium with number 44460.

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Date of creation: 2008
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Handle: RePEc:ags:eaae08:44460

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Related research

Keywords: quality; the information economy; search; experience and credence goods; means-end chain; laddering; abstraction; Food Consumption/Nutrition/Food Safety;

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  1. Teratanavat, Ratapol P. & Hooker, Neal H. & Haugtvedt, Curtis P. & Rucker, Derek D., 2004. "Consumer Understanding And Use Of Health Information On Product Labels: Marketing Implications For Functional Food," 2004 Annual meeting, August 1-4, Denver, CO 20413, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  2. McAlister, Leigh, 1982. " A Dynamic Attribute Satiation Model of Variety-Seeking Behavior," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 141-50, September.
  3. Kahle, Lynn R & Beatty, Sharon E & Homer, Pamela, 1986. " Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, University of Chicago Press, vol. 13(3), pages 405-09, December.
  4. Walker, Beth A. & Olson, Jerry C., 1991. "Means-end chains: Connecting products with self," Journal of Business Research, Elsevier, vol. 22(2), pages 111-118, March.
  5. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
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