Attributes determining consumer preference for organic rice in Bangkok, Thailand

2018 ◽  
Vol 120 (9) ◽  
pp. 2017-2032 ◽  
Author(s):  
Hatairat Sakolwitayanon ◽  
Peeyush Soni ◽  
Jourdain Damien
Keyword(s):  
Cluster Analysis ◽  
Latent Class ◽  
Consumer Preference ◽  
Content Type ◽  
Clustering Techniques ◽  
Rice Market ◽  
Organic Certification ◽  
Organic Rice ◽  
Best Worst Scaling

Purpose The purpose of this paper is to explore key attributes of organic rice that consumers use in the process of choosing organic rice, and to segment organic rice market in Bangkok. Moreover, the study tends to identify the best clustering techniques, between latent class cluster analysis (LCCA) and traditional cluster analysis (CA), for precise segmentation. Design/methodology/approach Best–worst scaling (BWS) method was applied to measure the level of relative importance of organic rice attributes. Then, LCCA and CA techniques were applied to recognize market segmentation. Finally, homogeneity and heterogeneity of the resulting clusters were determined to compare performance of the two clustering techniques. Findings The LCCA technique was identified better than the CA in classification of consumers. According to LCCA solution, the organic rice market in Bangkok (Thailand) consisted of six distinct clusters, which can be grouped into three categories based on consumers’ profile. Organic rice consumer categories were identified as “Art of eating” and “Superior quality seeker” clusters focusing on special features and quality of the organic rice; consumer category “Basic concern” cluster heavily relied on organic certification logo and manufacturing information; and other consumer categories were “Price driven,” “Eyes on price” and “Thorough explorer” clusters. Originality/value This study first applies BWS score to examine consumers’ preference for organic rice attributes and segments market, providing results for practical use for retailers, producers and marketers.

Consumer preference for wine from hand-harvested grapes

2019 ◽  
Vol 122 (8) ◽  
pp. 2551-2567 ◽  
Author(s):  
Andrea Dominici ◽  
Fabio Boncinelli ◽  
Francesca Gerini ◽  
Enrico Marone
Keyword(s):  
Latent Class ◽  
Consumer Preferences ◽  
Latent Class Model ◽  
Interactive Effect ◽  
Consumer Preference ◽  
Random Parameter ◽  
Content Type ◽  
Organic Certification ◽  
Taste Heterogeneity ◽  
The Impact

Purpose The purpose of this paper is to investigate preferences for wine made from hand-harvested grapes, and the interactive effect between this attribute and organic certification. Design/methodology/approach Data were collected via an online choice experiment involving a sample of 408 Italian wine consumers. A random parameter logit was performed to estimate consumer preferences for wine attributes: harvest type, organic and the interaction between these. The experiment also includes geographical indications and price. Furthermore, a latent class model (LCM) is performed to investigate taste heterogeneity for the included wine attributes. Findings On average, consumers prefer the wine produced with hand-harvested grapes. The hypothesis of an interaction between organic and hand-harvested attributes is rejected. Using the LCM, the authors identify three segments with significant taste heterogeneity in terms of the magnitude and the sign of the parameters. Moreover, consumer attitudes towards food naturalness differ according to their belonging to the segments. Originality/value The novelty of this article is twofold. First, this study investigates, for the first time, the impact of the hand-harvested method on consumer wine preferences. Second, hand-harvesting and organic have independent values.

scholarly journals Understanding preferences of German flower consumers: the desire for sustained beauty

2018 ◽  
Vol 46 (6) ◽  
pp. 560-576
Author(s):  
Meike Rombach ◽  
Nicole Widmar ◽  
Elizabeth Byrd ◽  
Vera Bitsch
Keyword(s):  
Latent Class Analysis ◽  
Latent Class ◽  
Consumer Preferences ◽  
Federal State ◽  
Class Analysis ◽  
Cut Flower ◽  
Cut Flowers ◽  
Content Type ◽  
Relative Preference ◽  
Best Worst Scaling

PurposeThe purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents.Design/methodology/approachApplying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state.FindingsThe best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty.Originality/valueInternationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.

Choice of governance structure and earnings quality

2016 ◽  
Vol 29 (4) ◽  
pp. 372-390 ◽  
Author(s):  
Pamela Kent ◽  
Richard Anthony Kent ◽  
James Routledge ◽  
Jenny Stewart
Keyword(s):  
Cluster Analysis ◽  
Corporate Governance ◽  
Firm Size ◽  
Design Methodology ◽  
Best Practice ◽  
Earnings Quality ◽  
Governance Structure ◽  
Governance Mechanisms ◽  
Content Type

Purpose The purpose of this paper is to examine the effectiveness of voluntary governance mechanisms in Australia. Design/methodology/approach This study identifies similar choices of corporate governance by Australian firms and tests the effectiveness of the choices made based on the earnings quality of reported firms. Cluster analysis is conducted using governance best practice variables, firm size and an earnings quality variable. Findings This paper’s results support the voluntary governance approach for smaller firms, but suggest that mandatory governance requirements could be beneficial for larger firms. Evidence suggests that a benefit accrues for larger firms with the adoption of governance best practice. Cluster analysis indicates that larger firms tend to exhibit higher levels of adoption of governance best practice than smaller firms. Originality/value This paper adds to the literature by providing important information regarding the suitability of adoption of voluntary governance mechanisms in Australia.

Subjective knowledge as a determinant of young adult consumers wine behaviour

2015 ◽  
Vol 117 (12) ◽  
pp. 2930-2946 ◽  
Author(s):  
Hristo Hristov ◽  
Aleš Kuhar
Keyword(s):  
Young Adults ◽  
Young Adult ◽  
Information Search ◽  
Latent Class ◽  
Search Strategies ◽  
Content Type ◽  
Subjective Knowledge ◽  
Wine Consumption ◽  
Best Worst Scaling ◽  
Consumer Segment

Purpose – The purpose of this paper is to provide additional insight into how the level of subjective knowledge (SK) related to wine explains differences in the wine-consumption behaviour of young adults. Particular attention was given to information search strategies employed by young adult wine consumers. Design/methodology/approach – A web-based survey was carried out on 287 young urban wine consumers who were recruited in specialised wine shops and at wine festivals. The key variables presenting the consumers’ wine searches were measured using the best-worst scaling method. Latent class cluster analysis (LCA) was used to segment the respondents into clusters based on their level of SK of wine. Findings – The study identifies three consumer segments with corresponding levels of SK related to wine. The segments present considerable differences in the wine-consumption-related behaviours and information search strategies. Research limitations/implications – Understanding young adults’ SK of wine will assist wine marketers in their efforts to establish marketing strategies for this generational cohort. In addition, research (preferably transnational) is recommended to validate the conclusions and to gain additional understanding of SK as an indicator of wine-related behaviours. Originality/value – This study contributes to a better understanding of the wine-purchasing behaviours of young adults with particular focus on SK related to wine. The results obtained may be applied by winemakers in the development of marketing and promotion strategies geared towards the promising young adult consumer segment.

scholarly journals Dynamic clustering to evaluate satisfaction with teaching at university

2018 ◽  
Vol 32 (6) ◽  
pp. 1070-1081
Author(s):  
Francesca Bassi
Keyword(s):  
Latent Class ◽  
Markov Models ◽  
Teaching Quality ◽  
University Management ◽  
Content Type ◽  
The University ◽  
Students Satisfaction ◽  
Class Models ◽  
Over Time

PurposeThe purpose of this paper is to measure students’ satisfaction with the didactics in a large Italian university, that of Padua, giving special attention to its evolution over time in consecutive academic years. The overall level of the quality of the didactics is examined and its change over time is modeled. Moreover, the effect of courses’ and teachers’ variables on it is estimated.Design/methodology/approachLatent cluster class models and mixture latent class Markov models are estimated in order to identify groups of courses that are homogeneous for the level of the quality of the didactics. Evolution over the three academic years of satisfaction is monitored. The effect on the clustering and its dynamics of potential covariates is also examined.FindingsResults of model estimation reveal some interesting evidences that are important indications for the university management to define targeted strategies to elevate teaching quality.Originality/valueThe paper gives its original contribution both on the side of methods applied to analyze data collected with students evaluation of teaching and on the evidences obtained for a large university.

Using values to segment virtual consumers on social networking sites

2016 ◽  
Vol 34 (5) ◽  
pp. 623-645 ◽  
Author(s):  
Aziz Madi
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Latent Class ◽  
Information Access ◽  
Survey Method ◽  
Future Research ◽  
Content Type ◽  
Best Worst Scaling ◽  
Practical Implications

Purpose – Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can segment virtual consumers. Design/methodology/approach – A review of the literature is first conducted. Followed by a survey method, data from 258 consumers were analyzed using a combination of scales including best-worst scaling. Classes and other demographics, behavioral and psychographic covariates were determined using latent-class analysis. Findings – Findings show there exist three different segments based on values: self-conservers, social entertainers, and achievers. The results show how SNS consumers differ in their motivation to use social media, even when there is similarity in the uses (virtual behaviors) of SNS. Research limitations/implications – Analyzing behavior of virtual consumers can be limited by the fact that they are presenting their virtual identity. Psychographic metrics should be the focus of future research when dealing with online consumers, values and motivations provide a better way as they are more consistent than the virtual behavior. Practical implications – Practitioners should look for more ways to integrate SNS segments with traditional segments, values-segmentation can aid in this. Additionally, practitioners should maximize the information access benefits of SNS by focussing also on underlying motives to certain behaviors on SNS. Originality/value – This research value is derived from the fact that it is the first to perform values-segmentation on SNS. The results show that it is reliable and necessary when segmenting consumers on SNS.

scholarly journals Evaluating quality of the didactics at university: the opportunities offered by latent class modeling

2018 ◽  
Vol 30 (2) ◽  
pp. 168-180 ◽  
Author(s):  
Francesca Bassi ◽  
Renata Clerici ◽  
Debora Aquario
Keyword(s):  
Latent Class ◽  
Teaching Quality ◽  
Measurement Scale ◽  
Validity And Reliability ◽  
Measurement Scales ◽  
National Agency ◽  
Content Type ◽  
Evaluation Of Teaching ◽  
The University

Purpose Students’ evaluation of teaching quality plays a major role in higher education. Satisfaction is not directly observable, nevertheless it can be measured through multi-item measurement scales. These instruments are extremely useful and their importance requires accurate development and validation procedures. The purpose of this paper is to show how latent class (LC) analysis can improve the procedures for developing and validating a multi-item measurement scale for measuring students’ evaluation of teaching and, at the same time, provide a deeper insight in the phenomenon under investigation. Design/methodology/approach The traditional literature highlights specific protocols along with the statistical instruments to be used for achieving this goal. However, these tools are suited for metric variables but they are adopted even when the nature of the observed variables is different, as it often occurs, since in many cases the items are ordinal. LC analysis takes explicitly into account the ordinal nature of the variables and also the fact that the object of interest is unobservable. Findings The data refer to the questionnaire to evaluate didactics to the students of the University of Padua. Within LC analysis allows an insight of scale properties, such as dimensionality, validity and reliability. Moreover, the results provide a deeper view in the way students use the scale to report satisfaction suggesting to revise the instrument according to the suggestion by the National Agency for University Evaluation. Originality/value The paper gives an original contribution on two sides. On the side of methods, it introduces a more accurate methodology for evaluating scales to measure the students’ satisfaction. On the side of applications, it provides important suggestions to the university management to improve the process of quality of the didactics evaluation.

scholarly journals Analysis of Consumer Preference for Green Tea with Eco-Friendly Certification in China

2021 ◽  
Vol 14 (1) ◽  
pp. 211
Author(s):  
Kyungsoo Nam ◽  
Yiyang Qiao ◽  
Byeong-il Ahn
Keyword(s):  
Green Tea ◽  
Choice Experiment ◽  
Consumer Preference ◽  
Agricultural Products ◽  
Random Utility ◽  
Utility Model ◽  
Organic Certification ◽  
Certification System ◽  
The One

The eco-friendly certification system is designed to ensure safe agricultural products to consumers while minimizing environmental pollution. However, despite its advantages, it is not widely adopted due to a possible decrease of farmers’ income. In order to provide implication for activating the eco-friendly certification system, this paper examines the attributes of green tea which affect consumers’ preferences and estimates consumers’ willingness to pay (WTP) for the eco-friendly certification in China. A choice experiment survey is employed for data collection, and the random utility model is used to estimate the preference for the certification and quality of green tea. The attribute that yields the highest marginal WTP turns out to be the organic certification for which WTP is $115.9/250g higher than for no certification. Also, the analytical results indicate that the group with high trust is willing to pay up to $214.6/250g more for green tea with organic certification compared to the one with no certification. The empirical results suggest that it is important to build the consumers’ awareness and trust toward the certification to activate the eco-friendly certification system.

Online corporate communications: website usability and content

2017 ◽  
Vol 21 (2) ◽  
pp. 140-154 ◽  
Author(s):  
María García García ◽  
M. Victoria Carrillo-Durán ◽  
Juan Luis Tato Jimenez
Keyword(s):  
Cluster Analysis ◽  
Discriminant Analysis ◽  
Design Methodology ◽  
Online Communication ◽  
Corporate Communications ◽  
Strategic Communications ◽  
Content Type ◽  
Website Usability ◽  
Corporate Websites

Purpose The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites. Design/methodology/approach The present study analyses how 754 firms manage the usability of the content they provide through the channels of their corporate websites. To this end, a cluster analysis was applied to distinguish the types of firms according to the usability and content of their websites, followed by a discriminant analysis to determine which variables differentiate the groups. Findings The work has presented a list of the indicators that the literature has considered to be determinant aspects of firms’ use of their websites for corporate strategic communications. These indicators can be applied in forming an instrument to measure the quality of company websites in this area. Originality/value The present paper has attempted to clarify the panorama of corporate online communication via websites, understanding the issue as being not just a mere technicality but addressing it from the perspective of the emitter of the communication as a strategic instrument.

Sustainability certifications and product preference

2020 ◽  
Vol 38 (7) ◽  
pp. 893-906
Author(s):  
Maximilian Prell ◽  
Marco Tulio Zanini ◽  
Fabio Caldieraro ◽  
Carmen Migueles
Keyword(s):  
Consumer Preferences ◽  
Consumer Preference ◽  
Developed Countries ◽  
Content Type ◽  
Product Certification ◽  
Organic Certification ◽  
Food Market ◽  
The One ◽  
Targeting Strategy ◽  
Small Advantage

PurposeThe aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have a significant influence on consumer preferences and examines which certificate groups work best from a marketer's perspective for matching the different consumer preferences.Design/methodology/approachThe study uses a quantitative survey approach, based on a conjoint analysis carried out in the Brazilian juice market.FindingsThe results of 210 respondents indicate that the certifications chosen generally increase the evaluation of products. The effects, however, differ significantly between the three segments identified, especially between the two most important ones that have a combined market share of almost 90%. Our results show that demographic differences between the clusters are only marginal, as are the specific certification preferences, with a small advantage for organic certification.Research limitations/implicationsThe certificates chosen serve as an example that represents the various categories. The utility of similar certificates of the same category might be different. The scope of the research is also limited to the market for ready-to-drink juice.Practical implicationsUsing a dual targeting strategy, this study makes relevant recommendations for managing product certification. On the one hand, managers should consider a highly priced, certified product and, on the other, a low priced, uncertified product for satisfying identified demands. Decisions with regard to certification differentiation should mostly rely on the specific costs of the process because of limited consumer differentiation.Originality/valueThis study contributes to the literature on the influence that product certification has on consumer preferences by adding to the matter of certificate choice, especially from a marketer's perspective. Resolving this issue is important for facilitating the choice of those certificates that contribute most toward increasing consumer preference. Little research has been conducted into different certification groups and categories or the joint appearance of their different labels. Most of the research being carried out is aimed at the food market in developed countries, particularly in North America and Europe. Research in an emerging economy, therefore, introduces new scientific insights.

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