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Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour

Author

Listed:
  • Scozzafava, Gabriele
  • Casini, Leonardo
  • Marinelli, Nicola

Abstract

The 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.

Suggested Citation

  • Scozzafava, Gabriele & Casini, Leonardo & Marinelli, Nicola, 2012. "Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour," 2012 XX Convegno Annuale SIEA, Siracusa 130448, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA).
  • Handle: RePEc:ags:isae12:130448
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    File URL: http://purl.umn.edu/130448
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    References listed on IDEAS

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    1. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, May.
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    3. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(02), August.
    4. Zhifeng Gao & Ted C. Schroeder, 2007. "Effects of Label Information on Consumer Willingness-to-Pay for Food Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(3), pages 795-809.
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    More about this item

    Keywords

    Beef; Consumer Behaviour; Choice Experiment; Distribution; Marketing Strategies; Agribusiness; Agricultural and Food Policy; Q13; C90;

    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

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