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.     

Modelling Perceived Quality in Fruit Products

Abstract

Quality is in the eye of the beholder. Therefore, the firm's marketing strategy must be carried out by taking into consideration not only the consumers' objectively measurable needs and expectations but also their subjective perceptions as to what actually constitutes a quality product. Turning to Olson and Jacoby's distinction regarding the difference between a product's intrinsic and extrinsic attributes, the authors performed the estimation of structural equation models in order to assess the contribution of fruit product attributes to the Spanish consumers' perception of quality. In this article, the authors demonstrate that: (a) perceived quality in fruit products is a multidimensional concept depending on both intrinsic and extrinsic attributes; (b) intrinsic attributes exert a greater influence on perceived quality in fruit products than do extrinsic attributes; and (c) a very limited number of attributes (only seven out of twenty) stand out as being statistically significant to the consumers' perception of quality in fruit products. Finally, they provide statistical estimates pertaining to the relative contribution of the most significant intrinsic and extrinsic attributes to perceived quality in fruit products.     

Attitudes and consumption values of consumers of imported fruit in Guangzhou,China

Research on how Chinese consumption values influence Chinese consumer behaviour is rare. First, this paper examines consumers’ attitudes towards the physical and intangible attributes of imported fruit. Then, it identifies consumers’ consumption values and the role of these values in purchasing behaviour. Data were collected through point of sale intercept surveys conducted in Guangzhou, China. Latent consumption values of consumers were identified through factor analysis. K‐means clustering revealed four natural groupings of consumers, each group demonstrating different consumption values. The results demonstrated the primary importance of symbolic values and hedonic values in the decision to purchase imported fruit. Such consumption values may derive from the intermingling of Confucian and Western cultural values. Results from this study could help to better understand interrelationships among product attributes, consumption values and cultural values, and could make a significant contribution in developing strategies to market imported fruit in China.     

To use or not use: Understanding Chinese consumers' intention toward “serving chopsticks”

Serving chopsticks (or “community-use chopsticks”) refers to chopsticks that are used to serve food from a shared dish to an individual's plate, they are used because of concerns about hygiene. This study aims to examine consumers' perceived values toward serving chopsticks and provide an insight into the formation of consumers' intentions to use serving chopsticks. A mixed-method approach was utilized to collect data; interviews were conducted with 62 consumers, followed by a web-based survey with 630 consumers. Qualitative analysis and structural equation modeling analysis were used in the data analysis. Qualitative analysis highlighted four dimensions that contribute to consumers' perceived value of serving chopsticks: functional, altruistic, symbolic, and emotional values. Structural equation modeling analysis illustrated that the more positive values consumers endorse toward serving chopsticks, the stronger they believe not using serving chopsticks has negative consequences. Also, the more they feel responsible for problems caused by not using serving chopsticks, the more they feel personally obliged to use serving chopsticks. Moreover, subjective norm was confirmed as having positive impacts upon consumers' intention to use serving chopsticks. This study contributes to the development of the value-belief-norm theory through exploring the dimensions of the value construct. In addition, the results can assist governments and industry in developing more effective strategies that promote the use of serving chopsticks.     

An Empirical Study on the Factors Affecting Online Shopping Behavior of Millennial Consumers

The online market in India is growing at an exponential rate, predominantly driven by the massive and extensive promotional activities. This strategy may not be appreciable in the long run, hence a real value addition is essential, which is explored through this study. The main objective of this research is to study about the determinants that are affecting the online purchasing behavior of millennial consumers. Conceptual framework, which consists of four factors that may induce online purchase behavior among millennial consumers: consumer innovativeness, perceived benefits, perceived risks, attitude and intention. The population of the study is from the millennial customer’s segment of Chennai metro, Tamil Nadu, India, and the study used systematic random sampling. The statistical tools applied are chi-square, ANOVA, correlation, multiple regression, and factor analysis. From the outcomes of this study, factors influencing online purchase are analyzed, and suggestive strategies for online companies are recommended.     

Away from home: How young Chinese consumers travel with global brands?

This interpretive study investigates how a group of young Chinese students consume global brands of American origins, in China and in the UK. More specifically, this research examines how meanings attached to global food brands travel abroad with consumers and investigates the relationship between brand consistency and brand meanings across national boundaries. Findings from a thematic analysis of focus group interviews conducted over a nine-month period, reveal that some brand meanings are context and culture specific (contextual meanings) while other meanings travel with consumers across borders (core meanings). Theoretically, this study shows how global brands provide a platform of structural meanings, ideas and practices that are global and globalising in themselves, allowing a degree of fluidity and adaptation in relation to the local context of consumption.     

Profiling Computer Predispositions

ABSTRACT

An exploratory study was undertaken to measure undergraduate student attitudes toward computers. A revised version of the Bath County Computer Scale (BCCAS) developed by George Bear, Herbert Richards, and Paul Lancaster was administered to a proportionality sample of 310 undergraduate students whose demographic make-up was very dissimilar to those who had participated in the original BCCAS instrument validation study.

A thirty-six item instrument was personally administered to 310 learners pursuing undergraduate studies, yielding a total of 11,160 individual responses. The data so obtained were subjected to several statistical tests of significance such as ANOVA. Through cross-classification numerous tables were generated and analyzed.

The findings indicate that demographic variables such as gender, status, GPA average, major, prior computer experience and anticipated future use of computers show significant differences in how Students feel about computers.     

礼品生鲜的网络适应性探索研究

产品的网络适应性在多渠道战略规划中起到了非常重要的作用。随着现阶段消费者线上、线下的感知属性和感知价值的变化,产品的网络适应性也随之发生变化。文章通过实证分析重新测量了礼品生鲜的网络适应性,进一步分析结果表明,现阶段礼品生鲜的网络适应性大于1,即消费者更偏向通过网络渠道购买礼品生鲜;产品质量、售后服务、退换货政策是消费者网购礼品生鲜的重要感知属性;高学历的非学生女性消费者网购礼品生鲜时,愿意支付的价格最高。     

Factors that Influence Consumers’ Attitudes toward Internet Buying in Nigeria

The study used previously validated measurement instrument to investigate, in a Nigerian context, the extent to which some specific factors like perceived security, perceived privacy, perceived integrity, constrained consumer’s product need, personality, perceived ease of use, perceived usability, perceived usefulness, and previous experience in Internet buying predict consumers’ attitude towards Internet buying in Nigeria. The survey research was adopted and the population of the study consisted of postgraduate management students form University of Benin, Benson Idahosa University, Ambrose Ali University, and Graduate MBA Students from the University of Benin. Data were analyzed using regression, t test and ANOVA. The research findings were: perceived privacy, constrained product need, consumers’ previous online experience and perceived usability exert strong predictive influence on consumers’ attitude towards internet buying in Nigeria. In view of the findings, a modified model that addresses the key factors influencing consumers’ attitude towards Internet buying in Nigeria is proposed.     

Does price reflect emotional,structural or performance quality?

Three denim jeans products from the same manufacturer with differentiated pricing and labels (antiqued, sandblasted, and stonewashed) were used to determine the relationship between price and quality. Both qualitative and quantitative procedures were used to analyse the garments. All three jeans were made of twill weave with 3 × 1 repeat. Both structural and performance characteristics were compared using standardized tests. Analysis of variance was used to compare the selected structural and performance characteristics among the three jeans products. Tukey’s HSD tests were used for post hoc multiple comparisons for three jeans. The findings revealed that despite the fact that all three jeans products were from the same store, and that the fabrics used the same weave, degree and direction of twist, the jeans differed significantly for several structural and performance characteristics. Several possibilities for future research were explored.     

消费者果蔬类农产品购买渠道选择行为研究——基于乌鲁木齐市消费者的调查

通过对消费者果蔬类农产品购买地点的选择及购买频率、购买渠道的选择和关注因素以及消费者个人特征与购买地点选择的调查研究发现,超市将逐渐成为果蔬类农产品零售的一个重要的营销渠道。超市应克服在果蔬类农产品经营方面存在的困难,合理规划超市选址与布点,有效划分与安排超市果蔬类农产品的经营区域,控制果蔬类农产品的销售价格,保持果蔬类农产品的新鲜度,加强果蔬类农产品品牌建设,以提升超市果蔬类农产品的竞争力。     

Consumers’ Perceived Value and Willingness to Purchase Organic Food

ABSTRACT

The demand for organic products has rapidly expanded worldwide in recent years. However, the organic market remains a niche market in most countries, and research in this area remains limited. Further investigation is necessary to better understand consumer perceptions about organic food and the circumstances in which they are willing to purchase organic food. Accordingly, the authors seek to understand the perceived value that consumers associate with organic food and the factors that impact their willingness to purchase organic food. This study is exploratory in nature and uses a qualitative approach through the use of in-depth interviews. Findings from the study suggest that consumers who perceive a positive value with regard to organic food are more willing to purchase organic food, in which health was the primary perceived benefit. For consumers who perceive a negative value with regard to organic food, they are less willing to purchase organic food. Many did not see any difference between organic food and nonorganic food. Instead, they viewed the prices of organic food as being expensive and argued that more efforts are needed on their part to source for organic food. Implications and recommendations from research findings are also presented.     

中国消费者中外品牌偏好及关键影响因素实证研究

根据北京大学管理案例中心2004年7-10月在全国32个大中城市调查收集的数据,本文探讨了消费者中外品牌偏好的关键影响因素,研究发现年龄、受教育程度和家庭月收入是主要影响变量;试图探究影响中外品牌选择的深层次原因,研究得到"可转移价值因子"和"不可转移价值因子",它们能较好地解释中国消费者的品牌选择行为.最后针对如何开发中国市场提出了具体的营销建议.     

An investigation of consumer evaluation of brand extensions

This paper deals with the effects of perceived quality, perceived fit and perceived difficulty, and interaction between perceived quality and fit on consumer evaluations of brand extension. We used multi‐item scales to measure these constructs. Data were analysed via structural equation models. Results show that both perceived quality and perceived fit have direct positive effects on consumer evaluation of extensions. We find support for the chance of transferring the positive values of a brand to an extension is greater when consumers see the extension as a good fit with the original brand and the original brand is considered as of high quality.     

Advertising Spending and Perceived Quality

Marketing Letters - In this paper we examine the relationship between advertising spending and perceived product quality. The questions we ask are: Does a product's advertising spending...     

Consumers’ views of breast care services in Ireland

One Irish woman in 14 develops breast cancer. There are 1700 new cases each year. These rates compare poorly with EU figures. The government indicated in 1995 that it favoured rapid, comprehensive diagnostic facilities, using the triple assessment model of clinical care, to improve survival rates and to diminish the anxiety women experience about breast cancer. Implementation of this policy was delayed until 1999, when a plan for centres of excellence in breast care was conceived. To compliment this plan, the Department of Health and Children wanted consumer views on existing breast care services. The Women’s Health Council was asked by the Department of Health and Children, through the National Cancer Forum, to conduct research on women’s views and reactions as consumers of existing services for symptomatic breast disease. The research team was asked to document women’s views on: diagnostic services; counselling; additional treatment services such as surgery and radiotherapy. The methodology consisted of four strands: questionnaires and focus groups with consumers of breast care services; postal questionnaires to clinic staff and a literature review. Striking aspects were the long delays women experienced before obtaining a completed diagnosis; often chaotic clinic settings which added greatly to women’s shock and anxiety; the lack of support if they received a diagnosis of cancer; and problems relating to limited resources for cancer treatment, including radiotherapy. We explored women’s coping mechanisms and their experiences, in the context of the model of quality of care. Finally, we argue that a centre of excellence must develop a multidimensional model of breast disease care that incorporates the full range of psycho‐social dimensions for women, if it is to earn its claim to excellence.     

感知质量和感知风险对自有品牌购买意向的影响

在中国,品牌名称和价格能够影响消费者对于自有品牌的感知质量和感知风险,进而影响其购买意向,其中品牌名称的影响要大于价格的影响。零售商在市场策略上,应该更加注重品牌建设,以提高消费者的购买欲望,而不是单纯依靠低价竞争。但是,价格和品牌名称只是最重要的外部因素,未来的研究可以综合考虑更多的外部因素。