Consumer preferences versus commercial differentiation: a Spanish case study

2012 ◽  
Vol 114 (11) ◽  
pp. 1626-1639 ◽  
Author(s):  
Rodolfo Bernabéu ◽  
Antonio Tendero ◽  
Miguel Olmeda
Keyword(s):  
Consumer Preferences ◽  
Organic Production ◽  
Multivariate Techniques ◽  
Content Type ◽  
Analysis Techniques ◽  
Organic Certification ◽  
Differentiation Strategy ◽  
Lamb Meat ◽  
La Mancha

PurposeThis study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat, while also analysing various lamb meat differentiation strategies.Design/methodology/approachThe methodology consisted of a survey of 421 Castilla‐La Mancha (Spain) lamb meat consumers during the month of January 2009. The preferences of these consumers were determined through several multivariate techniques.FindingsThe results obtained by means of conjoint analysis techniques show that an additional potential differentiation strategy is to offer the market conventionally produced suckling lamb and organic “ternasco” lamb. Thus, potential commercial cannibalism would be simultaneously prevented between two types of meat belonging to one and the same PGI Manchego Lamb.Originality/valueThe excessive commercial differentiation that can arise in food for basic consumption in general and particularly within the Manchego Lamb PGI. Whether it be from the inclusion of another commercial type (suckling lamb meat) together with the traditional type (“ternasco” lamb meat) and the additional possibility of the organic certification, it can make way for a certain commercial “cannibalism” among PGI lamb meats.

Organic agriculture in Argentina's Pampas. A case study on Pampa Orgánica Norte farmers

2021 ◽  
pp. 1-9
Author(s):  
Silvina M. Cabrini ◽  
Luciana Elustondo
Keyword(s):  
Management Practices ◽  
Active Role ◽  
Organic Production ◽  
Organic Certification ◽  
Technology Generation ◽  
Natural Grasslands ◽  
Organic Farmers ◽  
Sheep Production ◽  
Certified Organic

Abstract Faced with a society that demands the reduction of negative environmental impacts of agriculture while producing high-value, healthy food for local and export markets, Argentina is currently in a debate on the alternative paths toward sustainability in agricultural production. Argentina is ranked second in the world in terms of land under organic certification. Extensive sheep production in Patagonia natural grasslands accounts for most of this area and harvested organic area remains a very small fraction of total harvested land (0.6%). This paper aims to contribute to the discussion of opportunities and limitations in organic farming as an ecological intensification alternative for Argentina's Pampas. A case study was conducted on Pampa Orgánica Norte. This is a group of nine organic farmers that manages field crops and livestock-certified organic production. Farmers interviewed in this study considered different criteria including economic and environmental attributes when choosing to produce organically. However, the main drivers for conversion to organic production are related to environmental factors, in particular ecosystem protection. The main limitations in organic production are related to crop management practices, primarily weed control. To achieve the goal of increasing organic production a more active role of the public sector in technology generation and transfer was demanded by farmers.

Factors affecting consumer preferences for “natural wine”

2020 ◽  
Vol 122 (8) ◽  
pp. 2463-2479 ◽  
Author(s):  
Giuseppina Migliore ◽  
Alkis Thrassou ◽  
Maria Crescimanno ◽  
Giorgio Schifani ◽  
Antonino Galati
Keyword(s):  
Consumer Preferences ◽  
Geographical Area ◽  
Production Method ◽  
Quality Attributes ◽  
Organic Production ◽  
Tobit Regression ◽  
Wine Quality ◽  
Content Type ◽  
Factors Affecting ◽  
Premium Price

PurposeThe aim of this study is to understand which wine quality characteristics, consumers' attitudes and socio-demographic characteristics affect the consumers' willingness to pay (WTP) a premium price for a bottle of natural wine.Design/methodology/approachThe research is experimental and investigated the purchasing intentions of 613 Italian wine consumers within a hypothetical setting. In order to elicit WTP for natural wine, a multiple price list (MPL) in a comparison with one bottle of conventional wine, with an average price of €5 was adopted. To understand which quality attributes of wine affect the consumers' WTP for natural wine, a Tobit regression model was implemented.FindingsThe findings reveal that drink frequency and occasion, organic production method, the content of sulfites, income and the attitudes towards healthy eating and the environment are positively associated with a higher WTP for natural wine.Research limitations/implicationsThe main limitation of this study is related to both the convenient sample and the limited geographical area. However, identifying which quality attributes of natural wine are most appreciated by consumers and which attitudes affect this behaviour is fundamental in order to develop successful marketing strategies for product development and the design of advertising and communication campaigns.Originality/valueThis study is one of the first to analyse the consumer behaviour towards natural wines contributing to enrich that part of the economic literature which states that consumers have a positive attitude towards sustainable wines.

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 Analysis of the Factors that Influence Olive Oil Demand in the Veneto Region (Italy)

Agriculture ◽  
2019 ◽  
Vol 9 (7) ◽  
pp. 154 ◽  
Author(s):  
Tempesta ◽  
Vecchiato
Keyword(s):  
Olive Oil ◽  
Consumer Preferences ◽  
Virgin Olive Oil ◽  
Olive Tree ◽  
Extra Virgin Olive Oil ◽  
Organic Production ◽  
Veneto Region ◽  
Organic Certification ◽  
Olive Trees ◽  
Heterogeneity Of Preferences

The present study analyzes the demand for extra virgin olive oil of Veneto region consumers in relation to some extrinsic characteristics of the oil, such as the place of production (with particular reference to the Veneto region), the designation of origin, the organic certification, the type of transformation (artisanal or industrial), and the cultivation of olive trees in landscapes that have preserved traditional forms, which are typically the result of irregular plantations or the reduced densities of plants per hectare of cultivated areas. To this aim, a discrete choice experiment was carried out that allowed us to identify the effect of each of the attributes on the choices of the interviewees and to highlight the presence of heterogeneity in consumer preferences. The analysis carried out highlights the presence of a strong segmentation of the extra virgin olive oil (EVOO) market in the Veneto region. In the estimated model, the heterogeneity of preferences is particularly relevant in the case of Protected Denomination of Origin (PDO) production, handicraft milling, and organic production. In contrast, the interviewees' preferences appear to be very homogeneous for the Italian or Veneto EVOO. The results of our research confirm that the place of production is one of the most important clues considered by consumers when buying EVOO. This effect, however, appears to be less important in the areas where olive tree cultivation occupies only a reduced fraction of the cultivated area. In these situations, people tend to prioritize the consumption of EVOO from other regions where production is more widespread. Olive growing that preserves the traditional landscape appears to have a significant effect on consumer behavior, but only for some market segments.

Quality preferences and pricing of fresh-cut salads in Italy: new evidence from market data

2017 ◽  
Vol 119 (7) ◽  
pp. 1473-1486 ◽  
Author(s):  
Vittoria Pilone ◽  
Antonio Stasi ◽  
Antonio Baselice
Keyword(s):  
Consumer Preferences ◽  
Hedonic Price ◽  
Product Price ◽  
Market Data ◽  
Content Type ◽  
Organic Certification ◽  
Fresh Cut ◽  
Real Market ◽  
Set Up ◽  
The Impact

Purpose In Europe fresh-cut fruit and vegetables, is one of the major growing segments in agro-food sector. Current literature reports a limited number of studies about consumers’ preferences towards these products. In particular, it lacks of studies focussed on fresh-cut salads and based on market data. In this paper, a study on consumer preferences towards the main attributes of Italian fresh-cut salads is proposed. More specifically the investigation is focussed on attributes assessable by consumers before purchase such as assortment, tenderness, product preparation and vegetable variety together with brand, size and type of packaging, presence of organic certification, promotion and product price. The purpose of this paper is to evaluate how much Italian consumers pay for those attributes with the aim to understand how much profitable could be different strategies in the sector. Design/methodology/approach The analysis is based on IRI-Infoscan scanner data, consisting of 881 fresh-cut products. The impact of each attributes on pricing is measured by means of a hedonic price model. Findings Main results show that, in Italy, fresh-cut salad price is greatly affected by tenderness, product preparation, assortment, brand, presence of organic certification, packaging attributes and vegetable variety. Practical implications Findings offer to producers the possibility to set up products by composing the mix of attributes that gives back the highest price. In addition, they provide some insights to define manufacturer’s strategies. Originality/value This paper represents a novelty in economic literature because it can be considered an example of consumer preferences analysis towards the different attributes of fresh-cut vegetables based on real market data.

Application of social media analytics: a case of analyzing online hotel reviews

2017 ◽  
Vol 41 (7) ◽  
pp. 921-935 ◽  
Author(s):  
Wu He ◽  
Xin Tian ◽  
Ran Tao ◽  
Weidong Zhang ◽  
Gongjun Yan ◽  
...  
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Social Media Analytics ◽  
Social Media Data ◽  
Content Type ◽  
Customer Reviews ◽  
Analysis Techniques ◽  
Online Customer Reviews ◽  
Media Data

Purpose Online customer reviews could shed light into their experience, opinions, feelings, and concerns. To gain valuable knowledge about customers, it becomes increasingly important for businesses to collect, monitor, analyze, summarize, and visualize online customer reviews posted on social media platforms such as online forums. However, analyzing social media data is challenging due to the vast increase of social media data. The purpose of this paper is to present an approach of using natural language preprocessing, text mining and sentiment analysis techniques to analyze online customer reviews related to various hotels through a case study. Design/methodology/approach This paper presents a tested approach of using natural language preprocessing, text mining, and sentiment analysis techniques to analyze online textual content. The value of the proposed approach was demonstrated through a case study using online hotel reviews. Findings The study found that the overall review star rating correlates pretty well with the sentiment scores for both the title and the full content of the online customer review. The case study also revealed that both extremely satisfied and extremely dissatisfied hotel customers share a common interest in the five categories: food, location, rooms, service, and staff. Originality/value This study analyzed the online reviews from English-speaking hotel customers in China to understand their preferred hotel attributes, main concerns or demands. This study also provides a feasible approach and a case study as an example to help enterprises more effectively apply social media analytics in practice.

scholarly journals Open conflict as differentiation strategy in geographical indications: the Bitto Rebels case

2019 ◽  
Vol 121 (12) ◽  
pp. 3102-3118
Author(s):  
Diego Rinallo ◽  
Valentina Pitardi
Keyword(s):  
Extreme Case ◽  
Geographical Indications ◽  
Longitudinal Case Study ◽  
Content Type ◽  
Practical Advice ◽  
Differentiation Strategy ◽  
Multiple Data ◽  
Protected Designation Of Origin ◽  
History Of

Purpose The purpose of this paper is to investigate how open, mediatised conflict in geographical indications (GIs) can provide the basis for differentiation strategies for heritage producers based on both functional and symbolic benefits. Design/methodology/approach Longitudinal case study based on multiple data sources, which reconstructs the history of the Bitto GIs and the conflict between the Protected Designation of Origin Bitto Consortium and a small number of heritage Bitto producers. Findings The paper highlights how the mediatised narration of conflict can contribute to raise consumer awareness, differentiate products and result in symbolic value creation. Research limitations/implications Extreme case study design purposively chosen as characterised by conditions likely to accentuate conflict. Practical implications The paper develops a conceptual framework that permits to identify the potential for conflict inside GIs. It also contributes to a better understanding of the image of products protected by GIs and the role played by heritage producers. It also offers practical advice on two promotional tools, namely, trade fair participations and experiential showcases. Social implications The paper offers practical advice on the safeguarding of small producers localised in cultural epicentres inside GIs. Originality/value The authors introduce the notions, such as competitive wars and secession, that contribute to a better understanding of centripetal/centrifugal forces inside GIs. The authors also propose a better understanding of image creation of GIs, grounded in cultural work in marketing and consumer research.

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.

Assessing consumer attitudes and perceptions towards food authenticity

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Charoula Chousou ◽  
Konstadinos Mattas
Keyword(s):  
Consumer Preferences ◽  
Raw Materials ◽  
Demographic Characteristics ◽  
Food Authenticity ◽  
Content Type ◽  
Production Region ◽  
Highly Educated ◽  
Organic Certification ◽  
Production Techniques ◽  
Safe Food

Purpose The purpose of this paper is to identify and assess the factors that consumers evaluate significant in the assessment of food authenticity and guide them to make safe food choices. Design/methodology/approach In this respect, a mixture model for consumer preferences, namely CUB, was employed due to the ability of discriminate features that are rated similarly allowing the detection of significant similarities and differences in consumers’ judgments. Moreover, introducing covariates in CUB models allow studying the influence that consumers’ socio-demographic characteristics have on the importance of the attributes used in the assessment of food authenticity. Findings The results demonstrate that organic certificate, traditional and homemade production practices, origin certificate as well as information about product’s origin country and raw materials production region are significant quality cues enable consumers to judge food authenticity. In addition, consumers further segmentation according to socio-demographic characteristics indicate that country of origin information are mainly used by middle-aged consumers, highly educated and paid, whereas production techniques and organic certification constitute the most effective indicators for judging food authenticity by older consumers. Originality/value The paper confirms that consumers can use extrinsic and intrinsic quality cues to judge food’s authenticity.

Supplier evaluation with order allocation in mega-projects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davoud Yadegari ◽  
Soroush Avakh Darestani
Keyword(s):  
Decision Making ◽  
Reliability And Validity ◽  
Analytic Network Process ◽  
Supplier Evaluation ◽  
Content Type ◽  
Analysis Techniques ◽  
Measurement Tools ◽  
Network Process ◽  
Future Work

Purpose The purpose of this study is to provide a model for evaluating, prioritizing and allocating orders to suppliers in the supply chain for mega-projects. Design/methodology/approach By using an integrated model (based on fuzzy analytic network process), suppliers are selected and the appropriate amounts are allocated to them in mega-projects. Initially, a hierarchical model of the research method was introduced. Then, the results on reliability and validity analysis of research measurement tools were presented. Finally, prioritization and allocation of orders to suppliers, with a case study of Iran Mall project, was carried out using Decision Making Trial and Evaluation Laboratory (DEMATEL) and analytic network process (ANP). T-test was used to evaluate the research hypotheses. Findings The findings were examined against conventional numerical analysis techniques. Finally, implication and recommendations for future work were presented. Originality/value The originality of this work is about using multi-criteria decision-making techniques for evaluating suppliers in mega-projects.

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