Perception of Risks and Preferences for Locally Grown Produce: A Marketing System Approach

In recent years, the “buy local” movement has escalated in popularity. This trend is redefining how value along the food chain is shared between producers, retailers, and consumers. A theoretical model was developed and used to evaluate how consumers formulate preferences for locally grown attributes, with an emphasis on consumers’ perceptions of food safety risk. Linkages between locally grown produce attributes, perceived macro outcomes, and value allocation to consumers are then examined using random utility discrete choice models. While results were mixed depending on frequency of purchasing locally grown produce, they do indicate that consumer preferences are driven by perceived food safety risk and other macro outcomes. For example, consumers who frequently purchase locally grown produce perceive these products to be environmentally friendly and to improve their quality of life.     

How important is appearance? Consumer preferences for mandarins in Indonesia

The purpose of this research was to determine consumer preferences for attributes of mandarins in Indonesia, in particular the preferences between domestic and imported mandarins. A focus group was conducted to identify some salient attributes of mandarins to Indonesian consumers. Intrinsic fruit attributes that are important to consumers include the appearance, taste, texture and overall quality of fruit segments and skin colour. Based on the results of the focus group, a survey questionnaire was developed and used in the interview process with the consumers. Evaluations were made on a seven‐point intensity scale for two domestic lines of mandarins and one imported line. Respondents did not know the origins of the fruit when evaluating the intrinsic qualities of mandarins. The results from 113 respondents in the city of Surabaya showed that domestic mandarins were rated higher on all intrinsic attributes. Imported mandarins were rated the best only on skin colour as domestic fruit are normally green or only partially orange when ripe. The fact that imported mandarins continue to command premium prices in the Indonesian market is an interesting phenomenon. Two possible explanations are suggested. The prestige of supermarket retailers (where imported produce is mostly sold) may advantage imported fruits. Alternatively, consumers may hold persistently favourable perceptions of imported fruits. Whether this represents the influence of subjective psychological and status factors requires further investigation.     

Buy Local! Familiarity and Preferences for Extra Virgin Olive Oil of Italian Consumers

Over the last few years, the origin of the local product has played a central role in consumer choices. This study explores what Italian consumers want and look for when purchasing olive oil by combining a web-based survey and a perceived analysis technique. In particular, preferences for different olive oil attributes as well as the psychographic traits of respondents were revealed through a web-based questionnaire administered to Italian consumers (N = 179). From this questionnaire, respondents who indicated their availability to participate further underwent a preference test under blind conditions (N = 99). Respondents also did an expectation test based on the visual observation of the labels. Results showed that the majority of consumers considered local production, PDO and region as factors of highest importance in determining olive oil quality.     

Analysis of Consumer Preferences for Quality and Safety Attributes in Artisanal Fruit Juices in Kenya

This study used choice experiment survey data from a random sample of 374 respondents to analyze consumer preferences for quality and safety attributes of artisanal fruit juices in Kenya. Results show that consumers had a positive and significant preference for single fruit juices compared to fruit mixtures, private rather than public inspection of the juices, traceability of fruit origin, and vendor’s health. Additives such as colorants, flavors, and preservatives were not preferred. Consumers were willing to pay premiums of up to 200% for artisanal juices that contain single fruits, lack additives, and are inspected by private agencies. These insights should be incorporated in ensuring that artisanal fruit juice designs comply with food quality and safety requirements. Further, there is a need to license and regulate the artisanal juice preparation and handling and to provide training to the handlers on safety and quality requirements.     

Product Attributes as Purchase Determinants of Imported Fruits in Indian Consumers

This study aims to investigate the consumer perceptions and purchase determinants of imported fruits in an emerging economy such as India. A consumer survey was conducted in one of the major urban cities of India. Item measures were related to consumer perceptions, purchase determinants, and consumer-reported willingness to pay price premiums. The data analysis was undertaken using techniques like exploratory factor analysis, logistic regression, and analysis of variance. Consumers associate imported fruits with health, safety, taste, and free from chemicals, whereas extrinsic factors such as storage conditions, store image, appearance, label, country of origin, and price also influence the willingness to purchase imported fruits. The demographic factors having the most impact on consumers’ attribute ratings for imported fruits are age, gender, income, and education. This study highlights the significant purchase determinants that can help marketers of imported fruits to gain higher share in Indian markets.     

A conceptual framework for analyzing consumers' food label preferences: An exploratory study of sustainability labels in France,Quebec, Spain and the US

In a qualitative study of 375 consumers in France, Quebec, Spain and the US, respondents are asked to choose between pairs of actual food labels and to describe the reason(s) for their choice. The food labels included sustainability labels (eco‐labels, Fair Trade, origin) as well as product attribute (e.g. quality, kosher) and health/nutrition labels. Respondents' reasons were coded in the original language using the same coding system across all four nations to examine their preferences for label message, design and source. We also examined the role of consumers' values, beliefs and experiences on their label choices. The coding system was drawn from a review of theoretical and empirical literature and provides a conceptual framework we call the Label Consumer Interaction model for evaluating consumers' food label preferences. Although this is case study, the results point to substantial differences across nations in terms of preferred labels, as well as the rationale for their choice in terms of attributes of the labels and consumer characteristics.     

What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan

In order to profit from China??s enormous business opportunities, international firms need to know Chinese consumer preferences. To learn more about intrinsic Chinese consumer preferences and their distinction from other Asian consumer preferences, this study analyzes differences in the formation of customer satisfaction, repurchase intent, and word-of-mouth intent between Chinese-born and locally born consumers in Japan. Verifying culture-based hypotheses, cross-industry analyses show that Chinese-born consumers pay less attention to the public brand image and risk-related switching costs, but more attention to quality expectations, perceived value, experienced usefulness, and financial switching costs than Japanese consumers. Marketing strategies should account for these preference structures.     

Consumer ethnocentricity and preferences for wool products by country of origin and manufacture

Labelling on apparel products usually focuses on the country where manufacturing takes place, rather than where the raw materials were obtained. A choice experiment of consumers in three southern US states was conducted to determine preferences and marginal willingness to pay (mWTP) for wool blend sweaters based on fibre origin and country of manufacture. Fibre origin choices were Australia, US and US State, with the latter to investigate consumer interest in local over simply domestic. Manufacturing had two possibilities, US and China. Survey questions were used to determine an average consumer ethnocentric tendency (CET) score for each consumer, and a median split was used to place each into a High or Low CET group. Nested logit models were analysed for both groups, and mWTP estimates were computed from the coefficients. Both CET groups were willing to pay significant premiums for State‐produced wool over US wool, and for US wool over Australian wool. However, the Low CET group exhibited lower premiums for fibre origins than their High CET counterparts. Ethnocentric consumers, unlike Low CET consumers, were additionally willing to pay significant premiums for wool blend sweaters knitted in the US vs. those knitted in China. Results suggest that labelling fibre by State or by US origin may allow producers to obtain substantial premiums for their apparel products. Promotion of domestic manufacturing though may only be effective for a smaller set of consumers.     

Local and/or organic: a study on consumer preferences for organic food and food from different origins

This paper gives a deeper insight into consumer preferences for different food products of varying place of origin (i.e. local, Germany, neighboring country, non‐EU country) and production practices (i.e. organic vs. non‐organic). Consumer surveys combined with choice experiments were conducted with 641 consumers in eight German regions. Mixed logit models were estimated to draw conclusions on consumers’ preferences for different product attributes. The Stimulus‐Organism‐Response model was applied to theoretically frame the key findings. Results reveal that consumers prefer locally produced food to organic food. However, conclusions on consumers’ preferences should not be generalized as they vary depending on product type and consumers’ place of residence. When looking at the willingness‐to‐pay estimates for ‘organic’ and ‘local’ while distinguishing among consumers from different regions of Germany, results indicate that consumers living in rural areas and consumers living in the eastern part of Germany are less willing to pay a premium for organic products than urban consumers and consumers from other parts of Germany. As preferences for origin attributes and organic production vary between different food products and in different regions of Germany, market actors should design marketing activities accordingly. This study adds to the international research on consumers’ preferences for organic and/or local food. The results provide better insights into preference structures, as more than one product has been included and surveys were conducted in different regions across Germany.     

Consumer ethnocentrism,product necessity and quality perceptions of Russian consumers

Retail buyers in Russia have indicated that some customers have expressed a desire to purchase domestically produced products over imports. Consumer ethnocentrism has been proposed as a measure to provide retail buyers with the information necessary to market to these consumers. The purpose of this research is to determine if perceived product quality of products differs based on country of origin, product necessity and consumer ethnocentric tendency. A repeated measures ANOVA test indicates that perceived quality differs by necessity, by product, by country. A consumer ethnocentrism effect on the overall model, however, was not significant. We conclude that Russian consumers do perceive differences in product quality based on country of origin and product necessity, but that consumer ethnocentrism does not have an effect on perceived product quality.     

Transaction factors’ influence on the choice of payment by Polish consumers

The choice of payment instrument, which is used every day to make life easier, comprises one of the consumer financial decisions influenced by several factors. To investigate when, where, and for what amount customers use different forms of payment an interview of statistically representative group of 1005 consumers from all over Poland have been realized, in the first quarter of 2019 with the use of the computer assisted personal interviewing method. The data gives a unique combination of information on consumers payment choice and detailed information about demographics, income, and consumer preferences within a nationally representative consumer survey. Within this article statistical analyzes of the influence of transaction factors on consumer choice of payment have been performed together with a first attempt to employ a data-mining method known as Random Forests for predict the choices that those consumers make regarding the method of payment. The results revealed the complexity and diversity of factors influencing consumer choices. The findings show that, despite the development of innovative forms of payment, traditional forms, especially cash, still have a strong position. Notwithstanding among the customers' personal traits, financial knowledge is one of the most important determinants of their payment choices. These results are an important step toward a predictive model of consumer choice. Additionally presented findings on consumers’ payment behavior can guide policy formulation and strategic decision-making of central banks and stakeholders, and thereby contribute toward improving the efficiency of the payment system in Poland as a whole.     

Preference for green packaging in consumer product choices – Do consumers care?

In this paper, consumer environmental choice is studied by analysing the relative importance of green packaging when compared with other relevant product attributes. The empirical study is based on a choice‐based conjoint analysis of preferences for functional drink products of a sample of 330 consumers using these products. Our choice‐based approach on environmental behaviour brings new insights to previous research, which predominantly relies on attitude models. Results indicate that consumers differ in their preferences for packaging, brand, price and convenience of use of daily products. In addition, various distinctive consumer segments can be identified on the market. Contrary to several previous studies, we found that the largest consumer segment, one‐third of consumers, favoured environmentally labelled packaging as the most important criteria in their choice. The findings emphasize the increasing importance of ethical and environmental dimension in product choices. We also propose that the attention in environmental consumer research should be shifted from general attitude studies towards the study of actual product choices.     

The Effects of Consumer Ethnocentrism and Country of Origin on Polish Consumers' Evaluation of Foreign Manufactured Products

The admission of Poland to the European Union may be perceived as the symbolic crowning of a long period of economic transformation. Poland today is not only an emerging market but an emerging culture experiencing a strong economic development wherein old ideals are confronted with new Western values. On this background, the objective of this research is to assess the level and impact of consumer ethnocentrism and the effect of country of origin on consumers’ evaluation of and buying intentions toward foreign manufactured products. Medium-expensive consumer durables—design furniture and fashion clothes—imported from Denmark are examined. Findings show consumer ethnocentrism is present and that more than one-fifth of consumers are highly ethnocentric but also that ethnocentrism has no direct effect on the evaluation of product quality or on buying intention for either of the products from Denmark.     

Study of Consumer Preferences in Regard to the Blonde Orange Cv. Washington Navel “Arancia Di Ribera PDO”

Consumers’ attitude and preferences in regard to food ingredients, country of origin, social corporate responsibility toward the environment, and work conditions have changed over the last 10 years. Consumers are getting more educated and therefore more sensitive around cultivation practices in agriculture and food processing, which increases concerns in regard to production practices in agriculture. Several studies have been conducted on consumers’ preferences about quality food, but not with regard to blonde oranges cv. Washington Navel cultivated in southern Italy. This quality fruit is a niche product that achieved the Protected Designation of Origin (PDO) certification for high organoleptic properties and fine taste. In this study, by a survey of 400 Italian consumers, we discovered preferences in regard to the cv. Washington Navel PDO (Riberella) attributes and revealed variables that may influence consumers’ purchasing behavior. Cluster analysis, based on respondents’ rates on 20 attributes, revealed preference segmentation. Freshness, taste, and origin were the most important attributes for consumers, following visual appearance and quality/price ratio. In responding to the demands of consumers for quality fresh fruit, information about quality standards and about the Riberella PDO is poor. Therefore, there may be potential to develop specific policies and marketing strategies to product the position in the international market.     

Green tea quality attributes: a cross-cultural study of consumer perceptions using importance–performance analysis (IPA)

This study examined consumer perceptions about green tea quality attributes and consumers’ green tea consumption behavior within major green tea-producing and consuming countries including China, Japan, and Korea. Five factors of green tea quality attributes were revealed through the exploratory factor analysis and were analyzed using importance–performance analysis (IPA). Safety, health, and sensory factors perceived by Chinese consumers as being important and well-performed were positioned in the “Keep Up the Good Work” quadrant. Safety and sensory factors were perceived by Japanese and Koreans as being important, but were less-performed and were placed in the “Concentrate Here” quadrant. Japanese and Koreans considered the health factor as less important and less well-performed and were positioned in the “Low Priority” quadrant. The price/utility and production factors were less important by all consumers. Chinese consumers perceived all five factors as performing very well. However, Japanese and Koreans perceived other factors as performing less acceptable except for the production factor for Korean respondents and the price/utility factor for those Japanese respondents. The production factor was the most influential for drinking frequency and spending for green tea in all three countries, also for the amount purchased by Chinese and Japanese consumers.     

Place and certification cue usage with Canadian forest products

Place-based promotion is used in many industries, including food and wine products, to create a competitive advantage. This study focused on consumer behaviours related to cue usage of origin (i.e. local and imported) and certification (i.e. sustainable products) with the goal of understanding the importance of these two cues used together or separately in the context of Canadian forest products. The study asked consumers in a small Canadian city about their quality beliefs, value assessments and purchase intentions for local and/or certified products. Using a quasi-experimental design, the manipulations include location (local vs. imported), certification (certified vs. uncertified) and product type (commodity vs. value-added). A repeated measures ANOVA found that both cues of origin and certification were important as respondents perceived local products as better quality and higher value, and respondents were more likely to purchase them over most other types. A regression analysis indicated that in most cases quality and value were predictors, but value was the most important indicator of the likeliness to purchase specific forest products. This study has the potential to aid marketers because certification cue usage does not appear to have been examined in conjunction with a product’s local vs. foreign origin.     

Understanding preferences for motion pictures

Of interest in the consumer behavior field are the drivers of experiential and aesthetic consumption. This paper considers these questions in the context of the motion picture industry. Most motion picture industry studies use secondary data to elucidate a relationship between movie attributes (genre, star power, critical reviews, distribution strategy, etc.) and box-office revenues. The study gathers primary data from 225 survey respondents in New Zealand to further understand the factors influencing the purchase decision-making process of movie-going consumers. The study uses a factor-analytic approach to map the different genres in attribute space, and to understand the drivers of choice. Overall, the results show genre, movies based on true stories, critical reviews, word-of-mouth, country of origin, pricing strategy as well as star and director power significantly impact consumers' movie choices.     

Enhancing Poultry Industry Competitiveness: Consumer Perspective on Chicken Meat Quality Based on Sensory Characteristics

The increasing demand for chicken meat has caused producers to increase their productivity through enhanced production techniques. Further increase in demand for quality meat products has been predicted in the country. This study seeks to investigate factors that influence consumer perception toward chicken meat quality. Face-to-face interviews were carried out with 569 consumers at selected shopping malls located in Klang Valley areas. The majority of the respondents perceived quality as an important criterion for buying decisions. The finding revealed that nine factors have influenced consumer perception on meat quality, namely color, size, springiness, chicken aroma, fatty/oily taste, sweetness, visible fat, tenderness, and fibrousness. Among these factors, tenderness was found to be the most important criterion that influenced consumer preference toward chicken meat quality during buying decisions. Good production practices and proper marketing strategies are among recommendations to poultry industry players toward fulfilling consumer demand for good quality chicken meat.     

Marketing Novel Fruit Products: Evidence for Diverging Marketing Effects Across Different Products and Different Countries

The purpose of this study was to compare the influence of four different marketing claims and price information on consumers’ product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products’ naturalness, and (4) information about the products’ time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.     

Consumer Acceptance of the New Red-Fleshed Apple Variety

The aim of this study was to investigate consumer preference for the novel red-fleshed apple genotypes. The information presented provides us with insight into consumer propensity to accept a new variety with radical visible innovative attributes and societal demand for a more sustainable production. The survey was carried out on the population of a province in central Italy, where there is consumer demand for organic and high-quality foods. The consumers’ opinions contrasted greatly and can be divided into two groups. Over one quarter of the respondents declared that they did not like the innovative fruit. The cluster analysis and CHAID analyses were performed on the consumers’ responses to determine sample groupings. Three clusters were identified among the consumers with positive opinions, enthusiastic, health-conscious, and unmotivated illustrating how the hierarchical level of preferences of the potential consumers of the red-fleshed apple fruit are triggered by various motivations. The surveys also pointed out that most consumers of the sampled population were not biased against research activities producing innovative food products. A large number of consumers, especially women, declared that they were willing to pay a higher price considering the increased nutritional value of red-fleshed apple fruits. By examining the broad context of this study, decision-making researchers and operators of the fruit industry will be able to make informed and realistic predictions concerning possible future scenarios and to determine the possible effects and desirability.