Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour

Gabriele Scozzafava, Leonardo Casini and Nicola Marinelli

No 130448, 2012 XX Convegno Annuale SIEA, Siracusa, Italy from Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA)

Abstract: The evolution of consumer profile highlights, for food products and specifically for beef, a growing attention for a number of specific aspects related to food quality, safety, environmental issues and animal welfare. Because of this, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies that also refer to different distribution channel. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (MD) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two analysed distribution channels, highlighting how the same product attributes have different meaning and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.

Keywords: Agribusiness; Agricultural and Food Policy (search for similar items in EconPapers)
Date: 2012
New Economics Papers: this item is included in nep-agr, nep-hme and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:isae12:130448

DOI: 10.22004/ag.econ.130448

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