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Personal values and the `country-of-origin effect`: the moderating role of consumers` demographics

GIRALDI, Janaina de Moura Engracia; IKEDA, Ana Akemi
Fonte: WILEY-BLACKWELL Publicador: WILEY-BLACKWELL
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
95.77%
This article has addressed the following research problem: what consumers` personal values most influence the country-of-origin effect? Furthermore, it has verified whether there are differences on this influence, in terms of consumers` demographic characteristics such as gender, age and country familiarity. A descriptive and quantitative empirical research has been used to analyse the product category of Chinese home appliances, using a sample of Brazilian executives. Results have shown that consumers` personal values exert different influences on the evaluation of foreign products. Most influences of personal values on the country-of-origin effect are negative; the more important the personal values, the more negative the products are evaluated. Exceptions are for women. With the results of this research, marketing professionals and theoreticians may better manage the use of a product`s country of origin as a marketing tool in international marketing activities.

A influência da imagem do país de origem de empresas brasileiras de alta intensidade tecnológica sobre consumidores organizacionais internacionais nas suas decisões de compra; The influence of country-of-origin's image of Brazilian high-tech companies over purchasing decision of B2B consumers abroad.

Silva, Marcus Vinicius Costa de Melo e
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 06/08/2014 PT
Relevância na Pesquisa
85.65%
Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas...

Estimating consumer willingness to pay for country-of-origin labeling

Loureiro, M.; Umberger, W.
Fonte: Western Agricultural Economics Association Publicador: Western Agricultural Economics Association
Tipo: Artigo de Revista Científica
Publicado em //2003 EN
Relevância na Pesquisa
95.72%
Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of $1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to an increase of 38% and 58%, respectively, over the initial given price.

A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability

Loureiro, M.; Umberger, W.
Fonte: Elsevier Sci Ltd Publicador: Elsevier Sci Ltd
Tipo: Artigo de Revista Científica
Publicado em //2007 EN
Relevância na Pesquisa
95.76%
Several food safety issues have prompted questions regarding the role of country-of-origin labeling, traceability, and food safety inspections in consumers’ perceptions of food safety and quality. The importance of origin-labeling and traceability have been discussed in the EU for some time. North American cases of mad cow disease have led to increased discussions of these topics in the US, however, relatively little research has been conducted to examine the value US consumers place on these attributes. Choice experiments were used to analyze US consumers’ relative preferences and willingness-to-pay for these meat attributes in labeled ribeye beef steaks. Relatively speaking, consumers value certification of USDA food safety inspection more than any of the other choice set attributes, including country-of-origin labeling, traceability and tenderness. As a result, indication of origin may only become a signal of enhanced quality if the source-of-origin is associated with higher food safety or quality.; http://www.elsevier.com/wps/find/journaldescription.cws_home/30419/description#description; Maria L. Loureiro and Wendy J. Umberger; Copyright © 2006 Elsevier Ltd All rights reserved.

Consumer Response to the Country-of-Origin Labeling Program in the Context of Heterogeneous Preferences

Loureiro, M.; Umberger, W.
Fonte: American Agricultural Economics Association; USA Publicador: American Agricultural Economics Association; USA
Tipo: Conference paper
Publicado em //2003 EN
Relevância na Pesquisa
95.72%
Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of $1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to a 38% and 58%, respectively, over the initial given price.; Copyright 2003 by Maria L. Loureiro and Wendy J. Umberger

Assessing Consumer Preferences for Country-of-Origin Labeling

Loureiro, M.; Umberger, W.
Fonte: Southern Agricultural Economics Association Publicador: Southern Agricultural Economics Association
Tipo: Artigo de Revista Científica
Publicado em //2005 EN
Relevância na Pesquisa
95.67%
In this paper, we assess consumer willingness to pay for a mandatory country-of-origin labeling (COOL) program applied to beef ribeye steaks, chicken breasts, and pork chops, all labeled as "Certified U.S." products. A consumer survey was mailed in spring and early summer 2003 to households in the continental United States. Results indicate that consumers are in general very concerned about food safety issues, viewing U.S. meat as the safest among the selection of countries considered. Nevertheless, consumer willingness to pay for Certified U.S. products is relatively small, although above the expected implementation costs associated with a mandatory labeling program. This finding coincides with the fact that only 36% of the sample favored consumers paying directly for the costs related to a mandatory COOL program.; Copyright Southern Journal of Agricultural Economics, April 2005

Country-of-origin (COO) brand preferences and associated knowledge levels of Japanese wine consumers

Bruwer, Johan de Wet; Buller, Courtney Jane
Fonte: Emerald Publicador: Emerald
Tipo: Artigo de Revista Científica
Publicado em //2012 EN
Relevância na Pesquisa
95.69%
PURPOSE: There has been no significant research undertaken in the Japanese market on wine knowledge level and its relationship with brand loyalty and preference for specific country-of-origin (COO) wine brands. This exploratory study seeks to investigate these aspects and how wine knowledge is acquired and used in buying decisions. DESIGN/METHODOLOGY/APPROACH: A highly structured, self-administered questionnaire in the Japanese language was used to collect data over a three-week period. Data include consumers from six of the eight major regional divisions across Japan. The sample population was female-weighted with moderate levels of education and medium income. A ten-item objective wine knowledge scale was developed to measure consumers’ knowledge levels and to form the basis for segmentation. FINDINGS: Japanese wine consumers with higher levels of objective knowledge were shown to use more intrinsic cues than extrinsic cues in their purchase decisions, with the importance attributed to intrinsic cues increasing as objective knowledge increases. The study showed consumers with higher levels of objective knowledge do not use the COO cue more than consumers with lower knowledge. Wine consumers view taste, variety and price as the most important buying cues and are influenced by the recommendations of people around them. PRACTICAL IMPLICATIONS: This research provided insights into the Japanese wine market and the nature of the Japanese wine consumer. It is recommended that wine exporters focus greater marketing efforts on Japanese women...

Product involvement, brand loyalty, and country-of-origin brand preferences of Japanese wine consumers

Bruwer, Johan de Wet; Buller, Courtney Jane
Fonte: Carfax Publishing Publicador: Carfax Publishing
Tipo: Artigo de Revista Científica
Publicado em //2013 EN
Relevância na Pesquisa
95.66%
This study adds to the knowledge base on the level of product involvement, brand loyalty, and preference for country-of-origin wine brands of Japanese wine consumers. A highly structured, self-administered questionnaire was used to collect data from Japanese wine consumers from six of the eight major regional divisions across Japan. A 17-item wine product involvement scale measured consumers’ involvement levels and formed the basis for analysis. Regression analysis on brand loyalty and involvement show a low positive association between them. Involvement is influenced by the age demographic, and increases with age until the 35–45- year age group (Generation-X) and then slowly decreases. A strong positive relationship exists between consumption frequency and quantity, and the level of involvement. High involvement consumers show a strong preference for Old World-produced wines, mainly from France and Italy. Consumers living in Chubu have the highest level of involvement, followed by Hokkaido and Kanto, which suggests that wine exporters should look beyond Tokyo for the opportunities in the regional areas of Japan. Further studies should be undertaken to examine the relationship between risk, brand loyalty, and wine purchase behaviour...

Deconstructing country of origin for services and examining their effects on expectations of service quality: a conjoint analysis approach.

Aruan, Daniel Tumpal Hamonangan
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado
Publicado em //2014
Relevância na Pesquisa
95.82%
Research in the area of international marketing has shown that consumers’ assessments of product quality may change (positively/negatively) according to country of manufacture, country of design and /or country of parts of the products. While this notion has been established in the product context, no research has attempted to isolate similar effects of the country of origin construct in relation to service offerings. This research deconstructs the country of origin construct for international services along country of origin of the brand (COB), country of origin of where the service is delivered (COSD), and country of origin of the person providing the service (CPI).This research also examines the extent to which these COO dimensions interact with specific consumers characteristics in determining consumers’ expectations of service quality for selected service categories. A total of 1071 respondents participated in the online survey undertaken in three countries (Australia, Indonesia and Singapore). Conjoint analysis was used to measure the relative importance and the utilities of the proposed dimensions. Using fractional factorial design, nine profiles (plus two hold-outs), were included in the experiment for each service. The services chosen in the experiment were opening a bank account (search service)...

Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market

Bruwer, J.; Buller, C.; Saliba, A.J.; Li, E.
Fonte: Emerald Group Publishing Publicador: Emerald Group Publishing
Tipo: Artigo de Revista Científica
Publicado em //2014 EN
Relevância na Pesquisa
95.66%
Purpose – The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) wine brands and how this affects purchasing behaviour. Design/methodology/approach – A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 responses were collected using a structured self-administered questionnaire in the Japanese language. Findings – Japanese wine consumers have moderate levels of COO brand loyalty, with high levels of satisfaction, moderate-high levels of inertia and price sensitivity and moderate levels of word-of-mouth, emotional attachment, commitment and purchase intent. Furthermore, 46 per cent of respondents exhibited true COO brand loyalty. The conceptual definition of COO wine brand loyalty proved to be sound with a high level of measurement scale reliability (a = 0.884). Practical implications – The findings provide insights into the Japanese wine market and the nature of Japanese wine consumer behaviour. Wine exporters should focus greater marketing efforts on Japanese women, including more wine-specific education. Originality/value – It is the first study to develop a multi-dimensional COO wine brand loyalty scale that includes psychological (cognitive...

Towards an integrative framework of brand country of origin recognition determinants : a cross-classified hierarchical model

Cerviño, Julio
Fonte: Emerald Publicador: Emerald
Tipo: info:eu-repo/semantics/acceptedVersion; info:eu-repo/semantics/article Formato: text/plain; application/pdf
Publicado em //2011 ENG
Relevância na Pesquisa
85.75%
To propose a framework integrating the types and levels of the determinants of brand CO recognition and to provide evidence on Internet users’ brand CO recognition rates using a sample of multi-regional and global brands from a variety of product categories and countries. We integrate 'level-1' consumer and brand characteristics and 'level-2' product category and country effects in a single framework. Data obtained through an original on-line survey hosted by Yahoo provide the basis for the empirical analysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (‘HCM2’) : (a) Education is positively related with brand CO recognition; (b) experience with brands is positively related with brand CO recognition; (c) integration between the consumer and the country of a foreign brand is positively related with brand CO recognition; (d) Internet users’ classification performance is significantly better for domestic than for foreign brands; (e) brand-name congruence with true brand origin is positively related with brand CO recognition; (f) brand equity explains brand CO recognition, and (g) product categories with higher consumer involvement enhance brand CO recognition. Brand CO recognition performance by Internet users is in line with classification performance rates reported in other studies dealing with well-know and global brands. The main limitation is the cross-sectional study design. The research implications suggest that scholars should consider level-2 product category and country characteristics in their models...

Maintaining national culture abroad : countries of origin, culture and diaspora

GSIR, Sonia; MESCOLI, Elsa
Fonte: Instituto Universitário Europeu Publicador: Instituto Universitário Europeu
Tipo: Relatório Formato: application/pdf
EN
Relevância na Pesquisa
85.7%
INTERACT - Researching Third Country Nationals? Integration as a Three-way Process - Immigrants, Countries of Emigration and Countries of Immigration as Actors of Integration; Within the framework of the INTERACT project, this paper aims to shed light onto a specific facet of the role of sending countries in migrants' integration processes: culture. Culture is analysed as one of the tools that both migrants and countries of origin resort to in order to maintain reciprocal ties after migration. Following a brief presentation of the anthropological and sociological definitions of culture and the consequent notion of 'cultural identity' on which the analysis builds, we study the concrete implementation of these dynamics. In particular, our attention is deployed at three levels: the level of migrants' everyday practices (including the use of the origin language); the policy level (pertaining to both diaspora and integration); and the association level (cultural centres in particular). Through the study of several transversal examples, we consider the broader issue at stake in this paper: the possible connection between migrants' performance in the culture of their country of origin and integration processes. We take into account the European legal framework within which both migrants and national governments function...

Investigating the simultaneous influence of intrinsic and extrinsic cues: an examination of the interaction between country of origin, price and selected sensory variables.

Veale, Roberta
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado Formato: 376773 bytes; 3780178 bytes; application/pdf; application/pdf
Publicado em //2007 EN
Relevância na Pesquisa
95.75%
The research was undertaken to quantify the power of selected extrinsic (price and country of origin) and intrinsic cues (acid in chardonnay and fat in brie) on consumer evaluations of both experienced and expected product quality, and further, to measure the respective influences of objective knowledge, subjective knowledge and self-confidence on these quality assessments. The study also seeks to determine if a survey conducted measuring expectations of quality would yield comparable results with quality assessments based on actual product experience. The study was comprised of sensory experiments using full profile conjoint analysis experimental design to measure quality perception, followed by a survey where only product description profiles were provided. The analysis from both stages show findings that are remarkably similar in most respects. Results of the sensory experiment for chardonnay show both extrinsic cues tested to be more important than acid levels, while results for the survey show price maintained the strongest influence, with comparable expectations regarding the importance of country of origin and acid. For brie (both stages) consumer opinions were consistent; with price found the most influential; and while country of origin was considered relatively important...

Influence of cognition on product component country of origin evaluation

Karunaratna, A.; Quester, P.
Fonte: MCB University Press Publicador: MCB University Press
Tipo: Artigo de Revista Científica
Publicado em //2007 EN
Relevância na Pesquisa
95.66%
Purpose – The purpose of this paper is to investigate how need for cognition (NFC), a personality trait, influenced the way consumers used information about product components in forming overall evaluations of motor vehicles. Design/methodology/approach – The study used interviews from a convenience sample of 445 visitors to a motor vehicle show over a three-day period using a choice-based conjoint analysis study design. Findings – The NFC scale used in this study focused on abstract thinking. Results showed that consumers' responses to components from different countries changed their overall purchase intentions, and nationalism appeared to play a strong role in consumer attitudes to components. Consumers exhibiting high levels of NFC were more engaged in more complex assessment of the country of origin (COO) cue in their product evaluation than those who have less NFC. Practical implications – Manufacturers sourcing components from low labour cost countries need to be cautious. Even trusted brands may be sullied by components sourced from countries with negative stereotypes. Originality/value – Research on product component systems and the use of choice-based conjoint analysis in this context are novel contributions to COO research.; Copyright © Emerald Group Publishing Limited

Country of Origin Labelling: The Benefits and Costs of Informed Choice

Melitsis, Katherine
Fonte: Universidade Nacional da Austrália Publicador: Universidade Nacional da Austrália
Tipo: Relatório
Relevância na Pesquisa
95.72%
When looking at food labelling standards within Australia, the norm has been to provide information on the health and safety of a product, whether through nutritional values, or allergy warnings. In the current market, there seems to be a greater demand on 'consumer value' labelling, which does not relate to health nor safety but rather to concerns as to how and where a product is produced. Country-of-Origin Labelling (CoOL) is mandatory in Australia and is the only consumer value that has mandatory labelling requirements, however, current laws lack clarity leading to consumer misunderstandings. Consumers are also confused over the claims used in stating Country of Origin (CoO). With minimal awareness of Food Standards Australia New Zealand (FSANZ) - the bi-national governing body implementing the Food Standards Code - consumers do not understand what the claims mean in relation to CoO. CoOL on food products was made mandatory in 2006 due to the increased consumer concern about the origins of their food purchases. Australians have expressed a desire to buy Australian products when a selection is offered, however there is no empirical evidence to indicate that consumers use CoOL as an ultimate labelling cue when purchasing food. Although multiple attitude surveys exist to indicate that Coo is a factor in choice...

A influência dos valores pessoais dos consumidores no efeito país de origem: um estudo com eletrodomésticos chineses; The influence of consumers' personal values on the country of origin effect: a study with chinese household products

Giraldi, Janaina de Moura Engracia
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 30/11/2006 PT
Relevância na Pesquisa
95.85%
Os estereótipos que as pessoas tendem a desenvolver com relação a outras pessoas e países e, conseqüentemente, aos produtos fabricados nesses países, podem transcender as avaliações de marcas ou produtos específicos e determinar, até certo ponto, as suas intenções de compra e o seu comportamento. Este é o chamado efeito país de origem. Os trabalhos efetuados sobre o tema indicam que o efeito país de origem pode ser moderado por uma variedade de informações intrínsecas e extrínsecas sobre o produto, e por fatores ambientais e culturais. Como existem poucas pesquisas acadêmicas sobre a influência dos valores pessoais nas avaliações de diferentes países e de produtos estrangeiros, torna-se relevante um estudo que investigue esta relação. Neste contexto, a presente tese aborda o seguinte problema de pesquisa: quais valores pessoais afetam as avaliações dos consumidores sobre produtos estrangeiros, com base na imagem dos países de origem desses produtos? Especificamente, procurou-se verificar se existem diferenças na referida relação, dependendo de características demográficas dos consumidores, como sexo, idade, familiaridade com o país e formação educacional. A pesquisa empírica caracterizou-se como sendo predominantemente exploratória...

A influência da imagem do Brasil na atitude de consumidores estrangeiros com relação a produtos brasileiros: um estudo com estudantes universitários holandeses ; The influence of Brazil's image on foreign consumers' attitudes towards Brazilian products: a study with undergraduate Dutch students

Giraldi, Janaina de Moura Engracia
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 06/01/2005 PT
Relevância na Pesquisa
75.87%
Ao mesmo tempo em que a globalização dos mercados avançou, houve uma crescente expansão de pesquisas sobre o efeito país de origem no comércio internacional e na literatura de marketing. Em geral, considera-se que o país de origem influencia as avaliações de produtos pelo consumidor e as suas decisões de compra. Os efeitos do país de origem nas avaliações de produtos pelo consumidor podem ser mediados por uma variedade de informações intrínsecas e extrínsecas sobre o produto, e também por fatores ambientais e culturais. Comum à maioria dos estudos sobre indicações múltiplas sobre o produto é a noção de que as percepções do consumidor são importantes porque irão, no final, influenciar suas escolhas por um produto ou uma marca. Como as organizações lidam com recursos limitados, elas precisam tentar desenvolver estratégias apropriadas à sua base de recursos. Nesse sentido, o país de origem pode vir a ser utilizado como parte de uma estratégia de diferenciação de produtos brasileiros em mercados internacionais. Porém, no Brasil, os estudos sobre os efeitos relacionados com a informação do país de origem ainda estão dando seus primeiros passos, o que torna relevante a contribuição do presente estudo. O problema geral de investigação é definido como: a imagem que os consumidores estrangeiros têm acerca do Brasil influencia a atitude com relação aos produtos brasileiros? O objetivo geral dessa pesquisa é...

Efeitos de país de origem : a imagem do vinho português no Luxemburgo; Country-of-origin effects : the image of portuguese wine in Luxembourg

Moreira, Cátia Sofia Ferreira
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2014 POR
Relevância na Pesquisa
85.77%
Dissertação de mestrado em Negócios Internacionais; Num mundo cada vez mais globalizado onde existe uma grande interdependência da troca de bens, a origem dos produtos pode ser determinante na tomada de decisão do consumidor. Assim, torna-se cada vez mais importante que as empresas conheçam a imagem que o seu país e os seus produtos têm no estrangeiro para poderem atuar de forma a garantir a aceitação dos mesmos. Em Portugal, uma economia marcadamente dependente da exportação e numa altura em que a economia parece estar a querer restabelecer-se, existe necessidade de realizar estudos sobre esta matéria, pois poderá ajudar muitas empresas portuguesas a exportarem o que é nosso para todo o mundo. Desta forma, o presente trabalho teve como objetivo apurar os fatores que influenciam a imagem dos produtos de um país de origem, estudando o caso da imagem do vinho português no Luxemburgo. Com base na revisão da literatura, desenvolvemos um modelo que identifica os seguintes antecedentes da imagem dos produtos do país de origem: imagem do país, imagem dos nacionais, animosidade, etnocentrismo do consumidor e afinidade. Para o estudo empírico realizamos um questionário online com consumidores residentes no Luxemburgo que obteve um total de 213 respostas. Os resultados indicam que existe efeito de COO no vinho português no Luxemburgo e permite suportar o modelo proposto e a influência de todos os fatores na imagem dos produtos do COO...

Evaluación de consumidores colombianos de productos extranjeros: El efecto país de origen; Colombian consumers' evaluation of foreign goods: The country of origin effect

Concha Velásquez, José Roberto; Benedetti, Andrea; Gómez, Diego Alejandro
Fonte: Fundación Universidad del Norte - Barranquilla, Colombia. Publicador: Fundación Universidad del Norte - Barranquilla, Colombia.
Tipo: info:eu-repo/semantics/article; Artículo; info: eu-repo / semantics / publishedVersion Formato: pdf; 64-86; Digital
SPA
Relevância na Pesquisa
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El efecto país de origen ha sido identificado como una importante variable usada por los mercadólogos globales como una influencia en la evaluación de los productos por parte de los consumidores. Este estudio examina el efecto país de origen de ciertos productos fabricados en seis naciones diferentes, y la percepción de los consumidores colombianos en referencia a ocho atributos de esos productos. El estudio se enfoca en la evaluación de los productos extranjeros y la extracción de información de las distintas percepciones en cuanto a categorías y atributos asignados, a partir de una ponderación, por el propio consumidor colombiano.; The country-of-origin effect has been identified as an important variable used by global marketers as an influence factor on the evaluation of products by consumers. This study examines the effect of country-of-origin of certain products manufactured in 6 different countries and the perception of Colombian consumers referring to 8 attributes of those products. The study focuses on the evaluation of foreign products and the extraction of information from the different perceptions regarding categories and assigned attributes, from a weighting, the Colombian customer himself.

Consumer preferences towards beef cattle in Chile: Importance of country of origin, cut, packaging, brand and price

Schnettler,Berta; Sepúlveda,Néstor; Sepúlveda,José; Orellana,Ligia; Miranda,Horacio; Lobos,Germán; Mora,Marcos
Fonte: Revista de la Facultad de Ciencias Agrarias. Universidad Nacional de Cuyo Publicador: Revista de la Facultad de Ciencias Agrarias. Universidad Nacional de Cuyo
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/06/2014 EN
Relevância na Pesquisa
85.67%
A study was carried out to evaluate preferences for two cuts, four countries of origin, two forms of presentation, brand and different prices of beef cattle among supermarket buyers in southern Chile, and to distinguish the existence of different market segments, through a survey of 800 people. Using a fractional factorial design for conjoint analysis, it was determined overall that the origin was more important (44.5%) than price (20.8%), form of presentation (12.2%), cut (12.0%) and brand (10.5%), with preference for Chilean and Argentinean striploin, packaged on trays, with no brand at medium price. Using a cluster analysis, three market segments were distinguished. The largest (52.3%) placed great importance on origin and preferred the highest price. The second (27.5%) also valued origin with the greatest preference for Argentinean beef, and it was the only group that preferred the ribeye as the cut. The third (20.5%) placed the greatest importance on price, and was the only group that preferred Paraguayan meat. The segments differed in the importance of eating meat for their personal well-being. The low importance of packaging and brand indicates poorly developed marketing of this product. In order to properly insert brand beef in the Chilean market...