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Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge and Perceived Value on Actual Purchase

Cacciolatti, Luca, Garcia, Clément, Kalantzakis, M. (2013) Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge and Perceived Value on Actual Purchase. Journal of International Food and Agribusiness Marketing, 27 (3). pp. 155-176. ISSN 0897-4438. E-ISSN 1528-6983. (doi:10.1080/08974438.2013.807416) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1080/08974438.2013.807416

Abstract

The study demonstrates the importance of customer orientation in markets dominated by small food and drink manufacturers. The study evaluates the effect of consumers’ personal characteristics and perceptions on purchase and provides better understanding of their role in business development in specialty food markets. The United Kingdom’s Mediterranean food market was chosen as a context, focusing specifically on Greek feta. Two hundred seventy-three UK specialty food shoppers were surveyed online to determine what aspects of consumers’ cognition and what personal characteristics would affect purchase decisions. The findings reveal, through 3 models (R2 = .26/.20/.19), that product knowledge (p < .01), country of origin (p < .10), perceived transactional value (p < .10), consumers’ life stage (p < .05), and available income (p < .01) are 5 critical factors affecting decision making. The managerial implications for small and medium sized enterprises (SMEs) lie in the need to create and deliver value to consumers by informing production decisions on consumers’ insight rather than on customers’ (wholesalers, retailers) specifications.

Item Type: Article
DOI/Identification number: 10.1080/08974438.2013.807416
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 01 May 2013 15:54 UTC
Last Modified: 29 May 2019 10:09 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/33757 (The current URI for this page, for reference purposes)
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