Consumers' attitudes towards differently branded and processed pork products
The aim of this study is to investigate Swedish consumers' attitudes towards differently labelled cut and processed pork (branded, organically/locally produced, private branded and imported). A distinction has been made between fresh cut and processed pork to see if the result divergent. The Mean...
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| Formato: | Otro |
| Lenguaje: | sueco Inglés |
| Publicado: |
2009
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| Acceso en línea: | https://stud.epsilon.slu.se/10944/ |
| _version_ | 1855571779957817344 |
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| author | Nylund, Anna |
| author_browse | Nylund, Anna |
| author_facet | Nylund, Anna |
| author_sort | Nylund, Anna |
| collection | Epsilon Archive for Student Projects |
| description | The aim of this study is to investigate Swedish consumers' attitudes towards differently labelled cut and processed pork (branded, organically/locally produced, private branded and imported). A distinction has been made between fresh cut and processed pork to see if the result divergent.
The Means-End Chain approach was used to investigate what underlie consumer decision-making process and to identify key factors that influence buying motives. The Means-End Chain model derives the connection between the product and the meaning it plays for the consumer's life. This gives an understanding about the underlying values and objectives, which is the basis for consumers' perception of different products, in this case pork. The model suggests a hierarchical illustration of how consumers view products and services. Three levels are used: Attributes, Consequences and Values. An attribute corresponds to concrete characteristics of the product. A consequence describes the advantage/disadvantage that will come about due to the attribute. A value can be described as the consumer's desired end-state. The approach is applied to analysis the marketing area, to understand consumers and to provide inspiration and help to managers in their decision-making.
Soft laddering interviews have been carried out with the intention to get meaningful answers of how consumers perceive and recognize pork and to gain understanding of how the respondent associates' product attributes and consequences to their desired end-state. Soft laddering allows the respondent to use natural speech, which makes it possible to go deep into the consumers' mind and try to catch aspects that can only be visible when deeply thought about. The findings of the study show for especially fresh cut pork, that intangible quality aspects are important. Additional to product quality, such as good taste and attractive appearance, this study indicates that consumers start to value the whole process of the meat and want the pork to be environmental and animal friendly. Also health concerns were highly regarded. For the processed pork, the product is perceived to be environmentally friendly and healthy, but not to the same extent as the cut pork. The imported pork was chosen because of its low price, both in case of cut and processed pork. |
| format | Otro |
| id | RepoSLU10944 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2009 |
| publishDateSort | 2009 |
| record_format | eprints |
| spelling | RepoSLU109442017-09-20T08:51:12Z https://stud.epsilon.slu.se/10944/ Consumers' attitudes towards differently branded and processed pork products Nylund, Anna Consumer economics The aim of this study is to investigate Swedish consumers' attitudes towards differently labelled cut and processed pork (branded, organically/locally produced, private branded and imported). A distinction has been made between fresh cut and processed pork to see if the result divergent. The Means-End Chain approach was used to investigate what underlie consumer decision-making process and to identify key factors that influence buying motives. The Means-End Chain model derives the connection between the product and the meaning it plays for the consumer's life. This gives an understanding about the underlying values and objectives, which is the basis for consumers' perception of different products, in this case pork. The model suggests a hierarchical illustration of how consumers view products and services. Three levels are used: Attributes, Consequences and Values. An attribute corresponds to concrete characteristics of the product. A consequence describes the advantage/disadvantage that will come about due to the attribute. A value can be described as the consumer's desired end-state. The approach is applied to analysis the marketing area, to understand consumers and to provide inspiration and help to managers in their decision-making. Soft laddering interviews have been carried out with the intention to get meaningful answers of how consumers perceive and recognize pork and to gain understanding of how the respondent associates' product attributes and consequences to their desired end-state. Soft laddering allows the respondent to use natural speech, which makes it possible to go deep into the consumers' mind and try to catch aspects that can only be visible when deeply thought about. The findings of the study show for especially fresh cut pork, that intangible quality aspects are important. Additional to product quality, such as good taste and attractive appearance, this study indicates that consumers start to value the whole process of the meat and want the pork to be environmental and animal friendly. Also health concerns were highly regarded. For the processed pork, the product is perceived to be environmentally friendly and healthy, but not to the same extent as the cut pork. The imported pork was chosen because of its low price, both in case of cut and processed pork. Syftet med studien är att undersöka svenska konsumenters attityder till olika märkningar av styckat och processat svinkött. De undersökta märkningarna är: Varumärkt kött (Scan), ekologiskt/lokalt, EMV och importerat. För att se om det finns någon skillnad har styckat och processat kött undersökts var för sig. Means-End Chain-modellen har använts för att undersöka konsumenters underliggande beslutsprocess samt för att identifiera de nyckelfaktorer som påverkar köpbesluten. MeansEnd Chain-modellen presenterar kopplingarna mellan en produkt och dess betydelse för en konsuments liv. Detta skapar en förståelse för underliggande värderingar och målsättningar, vilket utgör grunden för hur en kund förnimmer en produkt, i detta fall en svinköttsprodukt. Modellen föreslår en hierarkisk illustration av hur konsumenter upplever produkter och tjänster. Det finns tre nivåer; attribut, konsekvens och värdering. Ett attribut svarar för en konkret beskrivning av en produkt eller tjänst. En konsekvens beskriver fördelar/nackdelar som följer av utnyttjandet av produkten eller tjänsten. En värdering kan beskrivas som en konsuments högsta åtrådda önskan. Metoden används i marknadsföringssyfte för att förstå konsumenter och bidra med inspiration för beslutsfattare. Soft laddering intervjuer har genomförts, vilket innebär att respondenten mer eller mindre tillåts prata fritt inom vissa ramar. Detta i syfte att försöka fånga aspekter som sitter djupt rotade, för att försöka få fram betydelsefull information samt förklaringar till hur konsumenter uppfattar svinköttsprodukter. Resultatet för styckat kött visar tecken på att en trend för abstrakta kvalitéer är på uppgång. Utöver produktkvaliteter såsom god smak och ett tilltalade utseende, har det visat sig att konsumenter ofta ser till hela köttframtagningsprocessen och därmed väger in aspekter såsom miljö och djurhållning. Hälsoskäl är också tungt vägande argument för valet av denna produkt. För processat kött är trenden för miljö och hälsa skönjbar, men inte i samma utsträckning som för det styckade köttet. Importerat kött valdes på grund av det låga priset för båda grupperna. 2009-05-29 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10944/1/nylund_a_170920.pdf Nylund, Anna, 2009. Consumers' attitudes towards differently branded and processed pork products : a means-end chain analysis. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7009 eng |
| spellingShingle | Consumer economics Nylund, Anna Consumers' attitudes towards differently branded and processed pork products |
| title | Consumers' attitudes towards differently branded and processed pork products |
| title_full | Consumers' attitudes towards differently branded and processed pork products |
| title_fullStr | Consumers' attitudes towards differently branded and processed pork products |
| title_full_unstemmed | Consumers' attitudes towards differently branded and processed pork products |
| title_short | Consumers' attitudes towards differently branded and processed pork products |
| title_sort | consumers' attitudes towards differently branded and processed pork products |
| topic | Consumer economics |
| url | https://stud.epsilon.slu.se/10944/ https://stud.epsilon.slu.se/10944/ |