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What determines the use of brands and seals of approval as extrinsic quality cues in consumers’ pork purchse decision?

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  • Grebitus,C.
  • Menapace, L.
  • Bruhn, M.

Abstract

In today’s saturated food markets with increasingly homogeneous products food quality provides an opportunity for product differentiation. We want to answer the question what determines the use of extrinsic quality cues (brands, seals of approval) in consumers’ pork purchase decision. Therefore, we accomplished a consumer survey (n=767) at different German retailers. The results show that consumers’ pork purchase at small supermarkets, use of household leaflets to make purchase decisions and modest income level determines the use of seals of approval. Consumers who buy pork at small supermarkets and discounters, and who use household leaflets use brands.
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Suggested Citation

  • Grebitus,C. & Menapace, L. & Bruhn, M., 2009. "What determines the use of brands and seals of approval as extrinsic quality cues in consumers’ pork purchse decision?," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 44, March.
    • Handle: RePEc:ags:gewipr:260030
    DOI: 10.22004/ag.econ.260030
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    3. Hansen, Arne & Herzfeld, Thomas & Thiele, Holger D., 2006. "Die Märkte für Vieh und Fleisch," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 55(01), pages 1-18.
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    Consumer/Household Economics; Marketing;

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