Protocol analysis of meat buyer's product selections

Angela Countiss and Daniel S. Tilley
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Angela Countiss: Department of Agricultural Economics at Oklahoma State University, Postal: Department of Agricultural Economics at Oklahoma State University
Daniel S. Tilley: Agricultural Economics at Oklahoma State University, Postal: Agricultural Economics at Oklahoma State University

Agribusiness, 1995, vol. 11, issue 1, 87-95

Abstract: Protocol analysis of meat buyer's product selections found that in more than 80% of the buyers' decisions, a high-involvement decision process was used. Most of the buyers use a compensatory process in which product attributes are allowed to compensate one for the other. Some buyers used a phased process in which the second phase was a high-involvement compensatory process. Protocol analysis is a useful way of evaluating a product's potential in a market and can give strategic and tactical guidance to a company considering a new product introduction. © 1995 by John Wiley & Sons, Inc.

Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:11:y:1995:i:1:p:87-95

DOI: 10.1002/1520-6297(199501/02)11:1<87::AID-AGR2720110109>3.0.CO;2-V

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