Consumers' experiences of cold chain food packaging: A qualitative study among women in South Africa

Food packaging defines a product's uniqueness and strengthens consumers' relationship with a brand, in this way offering functional and experiential benefits. Although cold chain food is predicted to become even more important to consumers, consumers' experiences of the packaging of these products have been neglected in the literature. Thus, this exploratory study investigated these experiences of female participants in Potchefstroom, South Africa, using semi‐structured interviews and a projective technique assisted by ambiguous mock packaging. The findings reveal that despite marketers' intention to use packaging to lure consumers to purchase food products, participants also valued functionality and quality in cold chain food packaging. This study also identified a dislike of carton boxes and preference for plastic bottles for this kind of packaging, as well as further negative and positive characteristics for consideration by manufacturers. Although brand loyalty and price sensitivity were stronger considerations for some participants than the packaging, the latter seemed to play a pre‐eminent role in most participants' purchasing decisions. Therefore, it is recommended that when designing packaging for frozen and refrigerated foods, product developers and manufacturers should take into account consumers' experiences, requirements and needs of the packaging specific to cold chain food. Our research offers a starting point for designing cold chain food packaging that complies as closely as possible with consumers' expectations.     

Profiling consumers in home ware stores according to their decision‐making process: an exploratory study

Despite the growing interest of South African consumers regarding home ware, insufficient research is available regarding their decision making of this product category. The objectives of this exploratory study were to evaluate consumers' decision‐making process regarding home ware, and to suggest consumer profiles of the home ware based on the decision‐making process. A qualitative research strategy was used to purposively recruit both male and female participants walking around a home ware store. Semi‐structured interviews were used to collect data from 33 participants at which point data saturation was reached. Each step of the decision‐making process was investigated during the interviews, using questions relevant to the purchasing of home ware. The results indicated clear differences as well as similarities in home ware consumers' decision‐making process. It was evident that the decision‐making process was a result of their specific need for a home ware product. Consumers evaluated home ware based on their needs, values and personal style, while making their final product choice based on product quality, appearance and price. It was also possible to identify home ware consumer profiles based on an evaluation of their decision‐making process. Four profiles were identified, namely, the quality‐conscious, the fashion‐conscious, the lifestyle‐orientated and the impulsive home ware consumer. The characteristics associated with each profile should provide the growing home ware market with insight regarding the specific needs and preferences of the consumer. Seeing that this study was only exploratory in nature, it is recommended that further research regarding the purchasing of home ware should be done.     

The existence and perception of redundancy in consumer information environments

Two studies are reported which examine the existence of attribute redundancy as well as consumers' ability to perceive attribute redundancy in consumer information environments. The results of the first study suggest that attribute redundancy varies widely from product category to product category. The results of the second study suggest that consumers' ability to perceive attribute relationships improves with product knowledge. Unexpected was an observed U-shaped relationship between consumers' perceptions of attribute redundancy and attribute knowledge. Together the results suggest a number of policy implications regarding the value of consumer information programs.     

Brand alliance and customer‐based brand‐equity effects

This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer‐based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations of an alliance brand; how the brand equity of one partner brand affects the other; how customer‐based brand equity of the partner brands affects consumers' evaluations of the search, experience, and credence attribute performance of the alliance brand; and how product trial influences such evaluations. Results suggest that merely the act of pairing with another brand elevates consumers' evaluations of the partner brands' customer‐based brand equity, and high‐equity partners enhance pretrial evaluation of experience and credence attributes that are relevant to the high‐equity partner. As hypothesized, product trial moderates the equity value of the alliance partner for experience attributes, and brand equity of the partner brands influences consumer perceptions of the alliance brand's equity. © 2004 Wiley Periodicals, Inc.     

Low involvement,low price and low quality image renegotiated – a case study of staple food package design

The food sector is identified as one of the fastest growing industries introducing package innovations and new package designs. This article is based on a packaging development project of a food company producing eggs. The case presents the company's first-time engagement with package development. The materials generated during development project serve as a starting point for an interpretive single case study. The units of analysis are three perspectives identified by the various research as essential for the packaging development project. These are the food company's, an outsourced branding and packaging consultants' and that of the consumers'. This study is motivated by how the package attributes are perceived as meaningful in the particular context and by how the package attributes are created when a low involvement primary food product package is developed. The exposition of case study findings is organised according to a theory-led literature review outlining the essential package attributes and a project-led case describing how these attributes were created during the project. The results show signs of substantial qualitative differences in contribution of the participants as well as the quality of information they provided for the package development. Moreover, findings on packaging development indicate that the practical interplay between company, external consultancy and information generated by the consumer research provide together a backed up and sharper view on packaging development decisions made during the project.     

Exploring consumers' preferences with regard to department and specialist food stores

Consumers' lifestyle changes and striving towards better time management have resulted in the greater choice they are offered with regard to store formats. Therefore, this study was undertaken to identify the factors that influence consumers in their patronage of a particular store format and to categorize department and specialist food store consumers according to their preferences in store layout and product range in a South African context. A qualitative research approach was used and data were collected using semi‐structured interviews with open‐ended questions. Purposive sampling recruited participants shopping for food in a department store in Johannesburg. Forty semi‐structured interviews were conducted before data saturation was reached. Store‐related factors such as store location, appearance and hygiene, service quality, convenience of trading hours, and consistency in store layout predominantly influenced participants in their patronage of a specific store format. Furthermore, product‐related factors such as quality, price, product range and convenient packaging enhanced consumers' store preference. Department store consumers were orientated towards one‐stop shopping and time‐saving strategies, while specialist food consumers were focused on food shopping and the trading hours of the store. Although similarities in participants' preferences with regard to department and specialist food store were found, different preferences were found regarding the placement of specific items within the store. Participants had similar preferences regarding the product range of a food store. However, department store participants emphasized the provision of convenience food and non‐food items. The findings of this study are valuable in providing department and specialist food store retailers with guideline recommendations regarding store layout and product range in order to effectively respond to the needs and preferences of consumers within an emerging economy.     

Expectancy‐value theory contributes to understanding consumer attitudes towards cow's milk alternatives and variants

Although South Africans mostly consume cow's milk, cow's milk alternatives/variants are increasingly becoming popular and this could be attributed to higher demand and changing consumer attitudes. Using expectancy‐value theory approach, this study aimed to explore consumers' beliefs that exist to influence their attitude towards cow's milk alternatives/variants and consequently the acceptance or non‐acceptance thereof. Thirteen focus groups, each with four to eight participants, were conducted at the University of South Africa (Unisa) Science Campus in Florida, Gauteng, South Africa. Genders were separated to improve the facilitation of the discussion. The semi‐structured discussions explored and gave an insight into consumer attitudes and perceptions that influence acceptance of cow's milk alternatives/variants. The recorded discussions were transcribed and the content was analyzed for emerging themes and categories by two independent parties, who then compared these emerging themes and categories. Results showed that the primary factors that influence consumers' beliefs and, ultimately, attitude formation and predisposition to accept or reject cow's milk alternatives/variants are acquired through knowledge and perceptions coming from (1) direct experiences, such as familiarity with the products' internal and external attributes, conditional willingness and causal factors, (2) indirect experiences ingrained from childhood and (3) association, where consumers had no reference to the product to attach attributes for belief formation, leading to being astonished at the thought, being curious about the product or having no interest in it. This study demonstrated that consumers' acceptance of cow's milk alternatives/variants will ultimately depend on product‐related expectations.     

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.     

Role of gastronomic,externality and feasibility attributes in consumer demand for organic and local foods: The case of honey and apples

Local food systems providing high‐value products are seen as a tool to sustain economic activity on family farms in rural areas. The objective of this study is to investigate the role of gastronomic, externality and feasibility characteristics in consumers' demand for local and for organic foods. An Internet questionnaire survey was conducted in 2010 among Danish consumers. 3211 respondents completed the questionnaire, which included questions about respondents' food‐related values and their specific perception of organic and local varieties of honey and apples. Variables related to consumers' food‐related values and product perception were analysed using principal component analysis, in order to identify overall dimensions (factors) in these variables. Although statements about gastronomic attributes (e.g. taste, appearance, quality) were quite strongly represented in three of these factors, externality and availability concerns also contributed significantly to the overall variation in the variables. Multinomial logit choice modelling was used for describing the relationship between these dimensions and respondents' stated choices regarding organic and local varieties of honey and apples. Results suggest that although both organic and local food supply chains are often associated with special attributes such as gastronomic characteristics and relatively beneficial externality attributes, these attributes are perceived differently for the two types of supply chains. Perceived gastronomic quality is the most important determinant for food choice, but externality and feasibility aspects are also important correlates.     

Do They Have Your Number? Understanding the Moderating Role of Format Effects and Consumer Numeracy for Quantitative Front‐of‐Package Nutrition Claims

Front‐of‐package (FOP) nutrient content claims are often used by food manufacturers to promote the nutrition levels of their products. In this research, two studies examine the influence of the numerical format (either percentages or absolute numbers) presented on FOP‐reduced nutrient content claims and the moderating influence of consumers' numeracy levels (i.e., consumers' ability to interpret numbers). Low numerate consumers are more strongly influenced by the label's numerical format, but results differ across nutrition attributes linked to cardiovascular disease risk. For saturated fat, low numerate consumers had more favorable evaluations of the product that had a label presented in a percent format compared to an absolute unit format. In contrast, the moderating effect of numeracy had little effect on the format of reduced sodium claims. Implications are offered for policymakers, consumer researchers, and food manufacturers .     

Estimating Consumer Preferences for Value-Added Fish Products in Oman

Abstract

The European meat industry is confronted with substantial changes of consumer preferences in relation to the type and quantity of meat in everyday diet. One of the main reasons behind these changes is the public impression that meat is a “dangerous” to consume food. This feeling is the result of recent food scares where meat played a central role and their effect on consumers' perceptions about meat safety. The research at hand explores the market potential of organic meat in Greece and emphasizes the perceptions about meat consumption held by organic consumers as opposed to those held by non-consumers of organic foods. It is expected that organic consumers will be more interested in a series of quality attributes of meat commonly found in its organic type, in comparison to non-consumers of organic food. However, the main finding of the survey is that consumer demands in relation to meat quality and safety are particularly high, irrespective of meat's production method. The research concludes that the particularly low consumption of organic meat in Greece should be partially attributed to its insufficient differentiation in consumers' minds.     

Are consumers sensitive to large retailers' sustainable practices? A semiotic analysis in the French context

This paper seeks to discover consumer perceptions related to the adoption of sustainable transport practices by the French large retail industry. Using 20 semi-structured interviews and the semiotic square method, this research sheds light on a set of structured postures of consumers' perceptions according to a semantic axis: conjunction vs. disjunction. The recourse to a socio-semiotic reading here favours a deeper comprehension of the question of consumers' trust in large retailers. It proposes a typology of four distinct virtual strategies responding to the diverse consumer perceptions brought to light: persuasion, rejection, suspicion, and alignment. This leads to a discussion of the strategies offered by different large retailers to meet their consumers' perceptions and expectations. Lastly, the results outline the importance of deploying targeted communication and of aligning sustainable transport practices in accordance with the identified consumer postures.     

Weighing in on Fast Food Consumption: The Effects of Meal and Calorie Disclosures on Consumer Fast Food Evaluations

An analysis of consumers' Weblogs and two experiments address: (1) the differences in evaluations of menu items when consumers are versus are not provided with meal calorie information, and (2) their perception of calorie levels of different types of meals. Consumers provided their calorie estimates for specific meals offered by four different fast food restaurants, and an experiment assessed effects on consumer evaluations for calorie disclosures for actual items from two of these restaurants. Results show the complex relationship between consumer perceptions regarding the restaurants, the meals and the food items that can influence consumers' calorie estimates and evaluations of meals in restaurants.     

Consumer Concerns Relating to Food Labeling and Trust—Australian Governance Actors Respond

This study aims to report and critically analyze the responses of governance actors to a set of consumers' concerns relating to food labeling, and by doing so describe how these actors construct both consumer perspectives and the food policy environment in which they work. Fifteen food‐labeling governance actors in Australia and New Zealand were asked to view an online presentation of the findings from a previous study exploring consumer perspectives on food labeling and trust before completing a one‐hour, in‐depth, semi‐structured interview. Colebatch's social constructionist perspective on policy was adopted in the analysis. Participants used their own constructions of Australian food policy, the role of labeling and consumer trust as a means to minimize the consumer concerns. Inadequate critical engagement with the moral dimension of consumer concerns is a core driver of the inertia demonstrated in the Australian government's approach to addressing consumer concerns regarding food matters.     

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.     

The Impact of Eco-Design Packaging on Food Waste Avoidance: A Conceptual Framework

Abstract

Eco-design packaging is a potential tool to reduce food waste. However, the absence of a theoretical basis regarding the relationships between eco-design packaging and consumer food waste behavior obscures the social impact of this packaging. This study assesses research linking eco-design packaging and food waste avoidance from a consumer perspective. The authors analyze 22 articles in top-tier journals, and conclude that consumer perceptions of eco-design packaging could reduce food waste. Results lead to a conceptual model of the mechanism whereby consumer perceptions of eco-design packaging influence food waste avoidance intentions.     

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.     

Consumers' perceptions of promotional framing of price

This article focuses on consumer perceptions of transaction value when presented with deals that are equivalent on a unit‐cost basis but worded differently. Through an experimental design setting, it examines the effect of three such frames: one, stated in terms of a straight price promotion (“50% off”), the second, as an extra‐product or volume promotion (“buy one, get one free”), and a third as a “mixed” promotion (“buy two, get 50% off”). Four typical supermarket categories are considered which permit the investigation of the effect of two category‐based moderating factors: stock‐up characteristic and price level. Results show that the nature of framing appears to differentially affect consumer perceptions of value from “equivalent” deals. Also, perceptions of deal value from price versus extra‐product promotions are moderated by the stock‐up characteristic of the category. However, consumers' internal reference prices remain unaffected across one‐time price and extra‐product promotions. These findings provide some understanding of the role of deal framing on consumers' responses, and offer implications for industry practitioners interested in communicating the maximum value in their deals. © 2000 John Wiley & Sons, Inc.     

Understanding consumers' online conversation practices in the context of convenience food

The area of convenience food has become an insightful context for studying consumption because it is full of tensions and contradictions. This context has attracted an ample amount of research on buying motivations, consumer attitudes and preferences. However, the practices of consuming convenience food have remained a rather unexplored area of research. The purpose of this study is to identify and dissect consumers' online conversation practices related to convenience food. Consequently, the study uses a practice theoretical approach to analyse consumers' online conversations about the topic. Three different categories and nine different practices within them are identified. The practices are further dissected to reveal their tension‐increasing and tension‐relieving characteristics. Finally, the article draws conclusions regarding practice theory and convenience food consumption.     

The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India

This paper highlights the consumer motivations for purchase of an innovative product like fashionable ethnic wear in India. It attempts to combine consumer innovativeness constructs and consumer evaluation attributes to understand buying behaviour in fashionable ethnic wear through a consumer survey. It confirms the relationship between product usage (the number of brands bought) and ethnic wear domain‐specific innovativeness. It also explores the correlations among different dimensions of consumer innovativeness like domain‐specific innovativeness, optimum stimulation level and consumers' need for uniqueness constructs. It shows the difference in importance attached to the chosen consumer innovativeness constructs and consumer evaluation attributes by buyers and non‐buyers in the purchase process.