Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil
The objective of the present study is to describe the preferences of younger, more educated and higher income Greek consumers for "quality" olive oil brands - quality being defined as a bundle of extrinsic quality cues such as quality assurance labels, health-related information, country-of-origin indication, bottling material and price. The aim of the research is, with the implementation of a conjoint analysis task, to describe and analyze consumer preferences using a random, stratified, sample of urban consumers. The extrinsic quality attributes of olive oil, strongly linked to a previous qualitative, Means-end Chains (MEC) analysis survey, is used as starting points for the development of conjoint profiles. Special emphasis is given to the development and evaluation of different quality marketing mixes and the analysis of the importance consumers attach to the series of extrinsic quality cues used. The identification of different consumer segments in terms of this importance and the development of their socio-demographic and behavioral profile is also mphasized. The final step of the research is the measurement of demand for quality through the calculation of potentially larger market shares across segments of different quality hypothetical) brands in comparison to the common (real).
Volume (Year): 08 (2005)
Issue (Month): 02 ()
|Contact details of provider:|| Postal: 1010 Vermont Avenue, Suite 201, Washington, DC 20005, USA|
Phone: 1 (202) 429-1610
Web page: http://www.ifama.org
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Mackenzie, Dorothy, 1990. "The green consumer," Food Policy, Elsevier, vol. 15(6), pages 461-466, December.
- Spencer Henson, 1996. "Consumer Willingness To Pay For Reductions In The Risk Of Food Poisoning In The Uk," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1-4), pages 403-420.
- Batt, Carl E & Katz, James E, 1997. "A conjoint model of enhanced voice mail services. Implications for new service development and forecasting," Telecommunications Policy, Elsevier, vol. 21(8), pages 743-760, October.
When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:8161. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
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.