Consumer’s Behavior in a Multi-Attribute Concept of a Food Product
Mariola Grzybowska-Brzezińska , Dominika Kuberska , Magdalena Ankiel , Agnieszka Brelik
AbstractPurpose: The main aim of the research is to identify and model the attributes of a food product which are regarded as important during the process of the consumers’ choice and to verify the methodology for the creation of the optimal market offer. Design/Methodology/Approach: The carried out analysis was based on the assumption that a food product may be viewed as a collection of directly noticeable and unnoticeable features that are regarded as attributes (values) of the offer. The applied model of a food product is composed of three levels, each of them presenting the characteristic features of product’s quality. Findings: A sensory evaluation of the products made it possible to diagnose how consistent the consumers are in their declared sensory preferences for brand and non-brand products. It was established that the intention of purchasing a product is determined by its quality and taste preferences. Practical Implications: The analysis may provide information for communicating with the market and promoting food products, especially when the intention of a producer is to change consumer’s habits. Originality/Value: The presented methodological approach may provide clues on what attributes should be constructed in the case of new food products.
|Journal series||European Research Studies Journal, ISSN 1108-2976, (N/A 100 pkt)|
|Publication size in sheets||1.25|
|Keywords in Polish||konsument, eksperyment marketingowy, modelowanie atrybutów, żywność|
|Keywords in English||Consumer, marketing experiments, modeling attributes, food product|
|Score||= 100.0, 23-03-2020, ArticleFromJournal|
|Publication indicators||: 2018 = 2.169|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.