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.

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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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.

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

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

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.

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

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.

no / Which antecedents affect the adoption by users is still often a puzzle for policy-makers. Antecedents examined in this research include technological artefacts from the Unified Theory of Acceptance and Use of Technology (UTAUT), consumer context from UTAUT2 and psychological behaviour concepts such as citizens' channel preference and product selection criteria. This research also investigated cultural domination on citizens' behavioural perception. The data for this study was collected among citizens from three countries: USA, Canada, and Bangladesh. The findings suggest that the UTAUT model could partially shape technology artefact behaviour and the extended UTAUT must consider specific determinants relevant to cognitive, affective, and conative or behavioural aspects of citizens. The model helps policy-makers to develop mobile healthcare service system that will be better accepted. The finding also suggests that this mobile service system should reflect a country's cultural traits. These findings basically extend the theoretical concept of UTAUT model to articulate adoption behaviour of any complex and sensitive ICT related issues like mobile healthcare system.