Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour
AbstractThe evolution of consumer profile highlights, for food products and specifically for beef, a growing attention for a number of specific aspects related to food quality, safety, environmental issues and animal welfare. Because of this, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies that also refer to different distribution channel. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (MD) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two analysed distribution channels, highlighting how the same product attributes have different meaning and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.
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Bibliographic InfoPaper provided by Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA) in its series 2012 XX Convegno Annuale SIEA, Siracusa with number 130448.
Date of creation: 2012
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More information through EDIRC
Beef; Consumer Behaviour; Choice Experiment; Distribution; Marketing Strategies; Agribusiness; Agricultural and Food Policy; Q13; C90;
Find related papers by JEL classification:
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
- C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
This paper has been announced in the following NEP Reports:
- NEP-AGR-2012-08-23 (Agricultural Economics)
- NEP-ALL-2012-08-23 (All new papers)
- NEP-HME-2012-08-23 (Heterodox Microeconomics)
- NEP-MKT-2012-08-23 (Marketing)
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