An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish

Meredith Lawley, Dawn Birch and Denise Hamblin

Australasian marketing journal, 2012, vol. 20, issue 4, 260-267

Abstract: This study explores the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers’ attitudes toward fish consumption. A sensory analysis of nine different fish including five variants of barramundi was conducted to determine how consumers evaluated the fish on intrinsic cues. Focus groups were then conducted to explore the impact of extrinsic cues on attitudes and purchase intentions. While the sensory analysis revealed distinct differences between barramundi variants on intrinsic cues (notably taste), the focus groups revealed that, as a brand, barramundi is perceived much more favourably and consistently. Consumers used extrinsic cues, particularly country of origin, as surrogate indicators of quality. Aquaculture producers need to ensure intrinsic product quality and consistency, as while consumers use the extrinsic cue of “Australian grown” as a surrogate indicator of quality, as their familiarity and confidence with seafood grows, this overreliance on extrinsic cues may diminish.

Keywords: Extrinsic cues; Aquaculture; Fish consumption; Intrinsic cues; Seafood; Sensory analysis; Country of origin (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:4:p:260-267

DOI: 10.1016/j.ausmj.2012.05.014

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