Consumer’s Behavior in a Multi-Attribute Concept of a Food Product

Mariola Grzybowska-Brzezińska, Dominika Kuberska, Magdalena Ankiel and Agnieszka Brelik

European Research Studies Journal, 2020, vol. XXIII, issue 1, 526-551

Abstract: Purpose: The main aim of the research is to identify and model the attributes of a food product which are regarded as important during the process of the consumers’ choice and to verify the methodology for the creation of the optimal market offer. Design/Methodology/Approach: The carried out analysis was based on the assumption that a food product may be viewed as a collection of directly noticeable and unnoticeable features that are regarded as attributes (values) of the offer. The applied model of a food product is composed of three levels, each of them presenting the characteristic features of product’s quality. Findings: A sensory evaluation of the products made it possible to diagnose how consistent the consumers are in their declared sensory preferences for brand and non-brand products. It was established that the intention of purchasing a product is determined by its quality and taste preferences. Practical Implications: The analysis may provide information for communicating with the market and promoting food products, especially when the intention of a producer is to change consumer’s habits. Originality/Value: The presented methodological approach may provide clues on what attributes should be constructed in the case of new food products.

Keywords: Consumer; marketing experiments; modeling attributes; food product. (search for similar items in EconPapers)
JEL-codes: D11 D12 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxiii:y:2020:i:1:p:526-551

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