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Canadian consumers' functional food choices : labelling and reference-dependent effectsZou, Ningning 15 June 2011
The growing interest among consumers in the link between diet and health makes functional food one of the fastest growing sectors in the global food industry, especially functional dairy products. Understanding consumer choices with respect to functional food is an important and relatively new research area. Given the credence nature of functional food attributes, labelling plays a key role in allowing consumers to make informed choices about foods with enhanced health attributes. In 2007, Canada launched a review of the regulatory system for health claims on functional foods, which included rules concerning the approval, labelling and verification of health claims. In 2010 two new health claims related to oat products and plant sterols were approved by Health Canada. An analysis of how consumers respond to health claim information is therefore timely.
This thesis focuses on examining the effects of different types of labelling and verification of health claims on consumers stated preferences for a specific functional food product, Omega-3 milk. The analysis incorporates reference-dependent effects. This study improves the knowledge of Canadian consumer understanding of health claims and the impact of health claims on consumer choice. This research is one of the first studies to simultaneously examine the effects of different types of health claims (e.g. function claims, risk reduction claims and disease prevention claims) and other ways of signalling or implying health benefits (e.g. symbols) on Canadian consumers' functional food choices. This study contributes to the knowledge in this domain by providing a comparative analysis of different types of labelling strategies. The extant knowledge of labelling effects in the formats of risk reduction claims, disease prevention claims and symbols or imagery on functional foods is limited. One of the primary contributions of this study is addressing this gap in the literature.
The theoretical framework of this thesis is based on random utility theory. A stated preference choice experiment is designed to examine consumers' response to Omega-3 milk under different labelling scenarios. Using data from an online survey of 740 Canadians conducted in summer 2009, discrete choice models, including Conditional Logit, Random Parameter Logit and Latent Class models, and Willingness-To-Pay (WTP) values are estimated. The results suggest that full labelling (function claims, risk reduction claims and disease prevention claims) is preferred over partial labelling (e.g. the use of a heart symbol to imply a health claim), but primarily for risk reduction claims. There is no significant difference between a function claim, such as "good for your heart" and partial labelling in the form of a red heart symbol. The results also suggest that consumers on average respond positively to verification of health claims by government and the third party agencies, however, the Latent Class models reveal considerable heterogeneity in consumer attitudes toward the source of verification. The influences of key-socio-demographic (e.g. income, education and health status) and attitudinal factors (e.g. attitude, trust and knowledge) provide further insights into consumer responses in the choice experiment to identify different consumer segments. Moreover, the results reveal reference-dependent effects where perceived losses of ingredient or price attributes have a greater influence on consumer choice than perceived gains.
In terms of industry and public policy implications, this study suggests that food manufacturers in Canada would benefit from the ability to make more precise health claims. The implications derived from the Latent Class Models could help the Canadian functional food industry to identify target consumer segments with different characteristics for the purpose of developing marketing strategies. Furthermore, the results of this study suggest that Canadian consumers are receptive to both full labelling and partial labelling. It indicates that public policy makers need to pay attention to effectively regulating health claims for functional foods so as to balance the need for credible health claims to facilitate the development of the functional food sector with the imperative of protecting consumers from misleading health claims. Public policy makers should also be aware that the verification of health claims plays an important role in reducing consumers' uncertainty and making health claims more credible.
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Canadian consumers' functional food choices : labelling and reference-dependent effectsZou, Ningning 15 June 2011 (has links)
The growing interest among consumers in the link between diet and health makes functional food one of the fastest growing sectors in the global food industry, especially functional dairy products. Understanding consumer choices with respect to functional food is an important and relatively new research area. Given the credence nature of functional food attributes, labelling plays a key role in allowing consumers to make informed choices about foods with enhanced health attributes. In 2007, Canada launched a review of the regulatory system for health claims on functional foods, which included rules concerning the approval, labelling and verification of health claims. In 2010 two new health claims related to oat products and plant sterols were approved by Health Canada. An analysis of how consumers respond to health claim information is therefore timely.
This thesis focuses on examining the effects of different types of labelling and verification of health claims on consumers stated preferences for a specific functional food product, Omega-3 milk. The analysis incorporates reference-dependent effects. This study improves the knowledge of Canadian consumer understanding of health claims and the impact of health claims on consumer choice. This research is one of the first studies to simultaneously examine the effects of different types of health claims (e.g. function claims, risk reduction claims and disease prevention claims) and other ways of signalling or implying health benefits (e.g. symbols) on Canadian consumers' functional food choices. This study contributes to the knowledge in this domain by providing a comparative analysis of different types of labelling strategies. The extant knowledge of labelling effects in the formats of risk reduction claims, disease prevention claims and symbols or imagery on functional foods is limited. One of the primary contributions of this study is addressing this gap in the literature.
The theoretical framework of this thesis is based on random utility theory. A stated preference choice experiment is designed to examine consumers' response to Omega-3 milk under different labelling scenarios. Using data from an online survey of 740 Canadians conducted in summer 2009, discrete choice models, including Conditional Logit, Random Parameter Logit and Latent Class models, and Willingness-To-Pay (WTP) values are estimated. The results suggest that full labelling (function claims, risk reduction claims and disease prevention claims) is preferred over partial labelling (e.g. the use of a heart symbol to imply a health claim), but primarily for risk reduction claims. There is no significant difference between a function claim, such as "good for your heart" and partial labelling in the form of a red heart symbol. The results also suggest that consumers on average respond positively to verification of health claims by government and the third party agencies, however, the Latent Class models reveal considerable heterogeneity in consumer attitudes toward the source of verification. The influences of key-socio-demographic (e.g. income, education and health status) and attitudinal factors (e.g. attitude, trust and knowledge) provide further insights into consumer responses in the choice experiment to identify different consumer segments. Moreover, the results reveal reference-dependent effects where perceived losses of ingredient or price attributes have a greater influence on consumer choice than perceived gains.
In terms of industry and public policy implications, this study suggests that food manufacturers in Canada would benefit from the ability to make more precise health claims. The implications derived from the Latent Class Models could help the Canadian functional food industry to identify target consumer segments with different characteristics for the purpose of developing marketing strategies. Furthermore, the results of this study suggest that Canadian consumers are receptive to both full labelling and partial labelling. It indicates that public policy makers need to pay attention to effectively regulating health claims for functional foods so as to balance the need for credible health claims to facilitate the development of the functional food sector with the imperative of protecting consumers from misleading health claims. Public policy makers should also be aware that the verification of health claims plays an important role in reducing consumers' uncertainty and making health claims more credible.
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CAS Taiwan Premium Rice Consumer Preference and Promotion StrategySun, Ching-yi 07 September 2005 (has links)
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Preference of Western Cape Province consumers for the eating quality and appearance of pearsBlanckenberg, Anelle 12 1900 (has links)
Thesis (MSc)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: Our study aimed to determine the preference of Western Cape consumers for the
eating quality and appearance of pears. Identifying the main sensory drivers of liking
and consumer groupings with similar preferences may allow the pear industry to
target specific markets and increase local consumption, which is stagnating at
relatively low levels.
Our first trial included 9 European pear cultivars (Pyrus communis L.) and one Asian
pear cultivar (P. pyrifolia (Burm.) Nak.). These were chosen to represent a wide
range of characteristics in order to identify the main sensory drivers of liking and
possible consumer groupings. The majority of the 421 consumers, irrespective of
gender, ethnicity and age, preferred pears with a distinct pear flavour, a sweet taste,
a fair amount of malic acid, soft, juicy flesh with melt character, and a yellow or pale
green peel colour with a typical pear shape. Astringency, sourness and grittiness
negatively affected consumer preference. None of the pears were mealy and
therefore we could not assess this characteristic. Two consumer clusters with similar
preferences for eating quality and also for appearance were identified. In terms of
eating quality, group 1 (55% of consumers) indicated a liking for a wide range of
cultivars with poorly defined likes and dislikes. Group 2 (45% of consumers), in
contrast, had a high liking for the eating quality of a small selection of cultivars while
disliking the rest. Based on the preferences for appearance, group 1 (61% of
consumers) again indicated a liking for a wide range of cultivars. Group 2 (39% of
consumers) scored the most familiar cultivars, viz. Bon Chretien and Packham’s
Triumph, very high and the other cultivars much lower than group 1.
The objective of our second study was to investigate consumer preference for firm,
juicy pears compared to soft pears with a melt character and to identify which of
‘Forelle’, ‘Packham’s Triumph’ and ‘Abate Fetel’ is best suited to either option. Pears
were harvested within the commercial harvest window (H1) (flesh firmness at 6-
6.8kg, 6.4-7kg and 6-6.8kg respectively) and again a month later (H2). H1 and H2
pears were ripened at room temperature (20 ºC) for seven or one day, respectively.
More consumers (67%) correlated positively with melt character, juiciness, overall
pear flavour and sweet taste. These characteristics were the most prominent in H1
‘Packham’s Triumph’ pears while H2 fruit were much firmer, but lower in preferred flavour characteristics. There is, however, also a market for crisp and juicy pears as
33% of the consumers showed a preference for these characteristics. ‘Forelle’ and
‘Abate Fetel’ could both be suitable for this market. ‘Forelle’ was preferred firm,
probably because H1 soft pears were more astringent and sour as well as less juicy
than H2. There was no difference in preference between H1 and H2 in ‘Abate Fetel’.
In conclusion, most Western Cape consumers prefer European pears with the
characteristic soft, melting texture, but a third of consumers seem to like firm, juicy
pears. Hence, there is opportunity to develop a market for tree-ripe and Asian pears,
but marketing will be needed to overcome appearance preferences. / AFRIKAANSE OPSOMMING: Ons studie was daarop gemik om die voorkeur van Wes-Kaap verbruikers vir die
eetkwaliteit en voorkoms van pere te bepaal. Die identifisering van die belangrikste
sensoriese drywers van smaakvoorkeure en verbruikersgroepe met soortgelyke
voorkeure kan die peerbedryf toelaat om spesifieke markte te teiken en plaaslike
verbruik te verhoog, wat tans op relatief lae vlakke stagneer.
Ons eerste proef het 9 Europese peer kultivars (Pyrus communis L.) en een
Asiatiese peer kultivar (P. pyrifolia (Burm.) Nak.) ingesluit. Die kultivars is gekies om
'n wye verskeidenheid eienskappe te verteenwoordig sodat die belangrikste drywers
van sensoriese smaakvoorkeure en moontlike verbruikersgroeperings geïdentifiseer
kon word. Die meerderheid van die 421 verbruikers, ongeag geslag, etnisiteit en
ouderdom, het pere met 'n duidelike peer geur, 'n soet smaak, 'n redelike
hoeveelheid appelsuur, sagte en sappige tekstuur met n smeltkarakter, en 'n geel of
liggroen skilkleur met 'n tipiese peer vorm verkies. Frankheid, hoë suurvlakke en
grinterigheid het verbruikers voorkeur negatief beinvloed. Geen pere in ons studie
was melerig nie en daarom kon ons nie hierdie eienskap evalueer nie. Twee
verbruikersgroepe met soortgelyke voorkeure vir eetkwaliteit en peervoorkoms is
geïdentifiseer. In terme van eetkwaliteit het groep 1 (55% van die verbruikers)
voorkeur vir 'n wye verskeidenheid van kultivars aangedui. Groep 2 (45% van die
verbruikers) daarteenoor het die eetkwaliteit van net 'n klein seleksie van kultivars
verkies, terwyl hul ‘n afkeur getoon het vir die res. In terme van voorkoms, het groep
1 (61% van die verbruikers) weereens van 'n wye verskeidenheid kultivars gehou
terwyl groep 2 (39% van die verbruikers) baie hoë punte aan die bekende Bon
Chretien en Packham's Triumph kultivars toegeken het, maar die ander kultivars
baie laer as groep 1 bepunt het.
Die doel van ons tweede proef was om verbruikersvoorkeur vir ferm, sappige pere
teenoor sagte pere met 'n smelt tekstuur te bepaal en tot watter mate 'Forelle',
'Packham's Triumph’ en ‘Abate Fetel' geskik is vir iedere opsie. Pere is tydens die
kommersiële oesvenster (H1) (fermheid 6-6.8kg, 6.4-7kg en 6-6.8kg onderskeidelik)
en weer 'n maand later (H2) geoes. H1 en H2 pere is teen kamertemperatuur (20 ºC)
onderskeidelik vir sewe of een dag rypgemaak. Die meeste verbruikers (67%) se
voorkeur korreleer positief met 'n smeltende tekstuur, sappigheid, peer geur en soet smaak. Hierdie eienskappe was die prominentste in H1 'Packham’s Triumph' pere
terwyl H2 vrugte baie fermer, maar laer in voorkeur geureienskappe was. Daar is
egter wel 'n mark vir ferm, sappige pere aangesien 33% van die verbruikers 'n
voorkeur toon vir hierdie eienskappe. 'Forelle' en 'Abate Fetel' sou beide geskik kon
wees vir hierdie mark. 'Forelle' is verkies as fermer peer, waarskynlik omdat H1
sagte pere meer frank, suurder sowel as minder sappig was. Daar was geen verskil
in verbruikersvoorkeur tussen 'Abate Fetel’ se H1 en H2 pere nie.
Ten slotte, die meeste verbruikers van die Wes-Kaap verkies die smaak van ryp
Europese pere met hul karakteristieke sagte, smeltende tekstuur, maar 'n derde van
die verbruikers hou wel van ferm, sappige pere. Daar is dus 'n geleentheid om die
mark vir boomryp en Asiatiese pere te ontwikkel, maar bemarking sal nodig wees om
die verbruikersvoorkeure vir voorkoms te oorkom.
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From Preference to Choice: An Empirical Analysis of Consumer Decision Making inJanuary 2015 (has links)
abstract: In this study I investigate the factors that may influence consumer preference and choice in China’s home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers’ choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2015
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Impact of country of origin on consumer purchase intention among Pakistani customers buying fashion clothes onlineKhan, Hafiz Azhar Ahmed January 2022 (has links)
Title: Impact of country of origin on consumer purchase intention amongPakistani customers buying fashion clothes onlineLevel: Master Programme in Business Administration (MBA): Business ManagementAuthor: Hafiz Azhar Ahmed KhanSupervisor: Dr. Ehsanul Huda Chowdhury & Dr. Katarina ArbinExaminer: Dr. Daniella FjellströmDate: March 2022Aim: The research study investigates the impact of country of origin on consumerpurchase intention through consumer preference for Pakistani consumers buying fashioncloth online.Method: The study is using a quantitative research method Data has been collectedthrough a questionnaire that 157 respondents answered. Results were analyzed throughSPSS.Results & Conclusions: The results of this study show that country of origin andconsumer purchase intention has a significant relationship with each other, andconsumer preference mediates the relationship between the variables. Furthermore, itdepicts that when consumers take the country of origin positively, their purchaseintention also becomes positive and vice versa. Further, it has also been found thatconsumer preference builds a strong relationship between a country of origin andpurchase intention.Contribution of the thesis: The current idea has contributed to research related to thecountry of origin because there is no specific study in the Pakistani context which hasstudied the impact of country of origin on consumer preference and how preference canmediate the country of origin‘s effect on consumer purchase intention. In both ways,current research has explained how Country of origin is positively changing preferencesof fashion clothes, and mediation of consumer preference is also proven. It extends theliterature on the Country of origin concerning new context and new mediating variables.It makes the findings of the theory of planned behavior more significant for extrinsiciicues. It also guides managers to schedule their ads and marketing strategies to makethem more successful and competitive.Suggestions for future research: Future researchers should take the current research tothe next level and identify more outcomes of country of origin, such as how it can betterbrand equity or Sales volume. Furthermore, comparative studies can be conducted inwhich a developing and developed country can be specified. Responses for bothcountries should be obtained separately, and then differences can be brought to see themultilevel impact of country of origin. Another suggestion for future research is toconduct a comparative study between online and physical shoppers as the currentresearch was limited to online fashion clothes only
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La afinidad de producto y marca en el co-branding y su relación con la preferenciaRamos Topham, Manuel Adolfo 15 June 2015 (has links)
Esta tesis estudia cómo la afinidad de producto y la afinidad de marca, en una estrategia de co-branding, afectan la preferencia del consumidor. Mediante un análisis de regresión se comprueba que ambas influyen de manera estadísticamente significativa sobre la preferencia del consumidor. Se investiga, también, la interacción entre la afinidad de producto y la afinidad de marca y se comprueba que no existe evidencia estadística que lo confirme. Si bien la afinidad de producto y la afinidad de marca afectan de forma significativa a la preferencia por separado, no existe interacción manifiesta entre ellas. Finalmente, se comprueba qué afecta más a la preferencia, la afinidad de producto o la afinidad de marca. Se mide su importancia relativa y se concluye que la afinidad de producto tiene un peso relativo mayor en la preferencia que la afinidad de marca / The purpose of this thesis is to investigate the relationship that product fit and brand fit have with consumer preference in co-branding. Product combinations were determined by whether they fit or not using the input from 60 subjects, through surveys. Then, brand combinations were designed based on the input from another set of 60 subjects who decided which brands from those product combinations fit and which did not fit. Four final combinations were formed. The combinations included products and brands that fit, products that fit with brands that did not fit, products that did not fit with brands that fit and products with brands that did not fit. A final questionnaire was distributed to 178 university students to find the preferences on the four combinations. Then, through a conjoint analysis it was possible to find the relationship between product and brand fit and consumer preference. The results revealed that both, product and brand fit, significantly influence consumer preference. It also indicates that the effect of product fit on preference is greater than the effect of brand fit. Finally, the results did not support the expectation that there would be an interaction effect between product and brand fit.
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Research on consumer preference, attitude and consumption intention for modern wooden structures: Case-studies from Japan and China / 現代的木造建築に対する消費者の嗜好性,態度,消費意向に関する研究:日本と中国の事例研究Wen, Luo 25 September 2017 (has links)
京都大学 / 0048 / 新制・課程博士 / 博士(農学) / 甲第20719号 / 農博第2248号 / 新制||農||1054(附属図書館) / 学位論文||H29||N5085(農学部図書室) / 京都大学大学院農学研究科森林科学専攻 / (主査)教授 神﨑 護, 教授 吉岡 崇仁, 准教授 仲村 匡司 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM
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Consumer Preferences for Alternative Powertrain in Construction Equipment - A Discrete Choice AnalysisRajendran, Mano, Ambalavanan, Shivanand January 2022 (has links)
Increased focus on sustainability and climate change has made reduction in CO2 emissions a priority across all industries. The construction equipment (CE) industry sees alternate powertrain technologies like battery electric and hydrogen fuel-cells as the solution to the climate problem and has therefore started investing in this domain. However, with their niche application, the demand on construction equipment is unique and this indicates that it is important to understand the customer preferences when introducing new technologies in this market. This presents the research question answered in thisthesis - do customers prefer non-fossil based alternate powertrain in construction equipment?. In order to answer this question, extensive literature review is carried out and parallelsare drawn with passenger vehicle and commercial truck industry. Based on previous workin this area, the first step is to calculate the total cost of ownership of the four different alternatives - diesel, bio-diesel, battery electric and fuel-cell electric. This information is then used to establish a discrete choice experiment, which is designed to gauge thes tated preference of the customers. A survey was conducted to this effect, where CE customers were provided with multiple choice scenarios and asked to choose between fouralternatives, differentiated by varying attributes such as total investment cost, total variablecost, operation range, refill duration and technology maturity. The survey responsewas then used to build a random utility model using logistical models like MultinomialLogit, Mixed Logit and Nested Logit. The utility coefficients were estimated in these three models and compared against each other and the most significant attributes were identified. Out of 54 respondents, even though majority 62% preferred a conventional diesel machine in the stated preference choices, an overwhelming 38% had opted for the sustainable alternatives which was more than expected, specially since such machines are not available in the mainstream market. The mixed multinomial logit model showed the best fit among the model alternatives tested and attributes like fixed cost, variable cost and market share showed statistical significance with this model. The results indicate that the market preferenceis still in favour of diesel machinery but the perception towards sustainable poweredmachinery looks positive and better than expected. Original Equipment Manufacturers(OEMs) need to target smaller fleet owners for adoption of sustainable alternatives like Battery Electric and Fuel Cell electric machines. Even though Sustainable powered machines show a lot of promise, they are still not competitive in terms of cost as the discrete choice analysis shows that variable cost significantly influence purchase decision.
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Miljömärkning på tvättmedel : En studie om kunskap kring miljömärkningar / Environmental labeling on detergents : A study on knowledge about environmental labelsMonica, Albert January 2023 (has links)
Problembeskrivning: Eftersom det finns så många olika miljömärkningar blir det svårt för konsumenter att skilja de mest pålitliga märkningarna åt. Utan tillräcklig kunskap kan konsumenter inte göra välgrundade miljöval när de handlar, vilket kan ha negativa konsekvenser för framtiden. Syfte: Syftet med denna uppsats var att undersöka graden av miljövetenhet bland konsumenter vid val av tvättmedel. Studien genomfördes bland Eskilstunas konsumenter. Dessutom var syftet med uppsatsen att undersöka den yngre generationens framtidsutsikter när det gäller deras kunskap om miljömärkningar och hur det påverkar deras val av tvättmedel. Metod: Studien har utgått från en kvalitativ undersökning i form av tidigare forskningar och fortsatte med en kvalitativ undersökning i form av intervjuenkätundersökning följd med jämförelse och deduktiv analys. Slutsats. Resultaten av studien indikerar att de flesta av respondenter har bristfälliga kunskaper om miljömärkningar. Trots en medvetenhet om miljöfrågor, saknar de kunskap för att kunna fatta informerade beslut. Priset verkar inte ha en betydande roll i deras köpbeslut. Samtidigt visar det sig att kvinnorna inom äldre generation är mer engagerade i miljöfrågor. Slutligen är det min förståelse att Konsumentverket bör göra en konkret lösning, till exempel en tryckt guide med miljömärkningar för produkterna som är grundläggande för vår dagliga försörjning, som mat, tvättmedel och rengöringsmedel. Detta tycker jag kommer höja kunskapen om hållbar konsumtion bland alla generationer. / Problem description: Because there are so many different eco-labels, it becomes difficult for consumers to distinguish the most reliable labels. Without sufficient knowledge, consumers cannot make informed environmental choices when shopping, which can have negative consequences for the future. Purpose: The purpose of this essay was to investigate the environmental awareness among consumers when they are choosing detergents. The study was made among Eskilstuna's consumers. In addition, the purpose of the essay was to investigate the future prospects of the younger generation in terms of their knowledge of environmental labels and how it affects their choice of detergents. Method: The study was based on a qualitative investigation in the form of previous research and continued with a qualitative investigation in the form of an interview questionnaire followed by comparison and deductive analysis. Conclusion. The results of the study indicate that majority respondents have insufficient knowledge about environmental labels. Despite an awareness of environmental issues, they lack the knowledge to make informed decisions. Price does not seem to play a significant role in their purchase decisions. At the same time, it turns out that women in the older generation are more engaged in environmental issues. Finally, it is my understanding that the Swedish Consumer Agency should make a concrete solution, for example a printed guide with environmental labels for the products that are fundamental to our daily livelihood, such as food, detergents and cleaning agents. I think this will raise awareness of sustainable consumption among all generations.
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