Consumer’s Behavior in a Multi-Attribute Concept of a Food Product

Abstract

Purpose:The main aim of the research is to identify and model the attributes of a food product which are regarded as important during the process of the consumers' choice and to verify the methodology for the creation of the optimal market offer. Design/Methodology/Approach: The carried out analysis was based on the assumption that a food product may be viewed as a collection of directly noticeable and unnoticeable features that are regarded as attributes (values) of the offer. The applied model of a food product is composed of three levels, each of them presenting the characteristic features of product's quality. Findings: A sensory evaluation of the products made it possible to diagnose how consistent the consumers are in their declared sensory preferences for brand and non-brand products. It was established that the intention of purchasing a product is determined by its quality and taste preferences. Practical Implications: The analysis may provide information for communicating with the market and promoting food products, especially when the intention of a producer is to change consumer's habits. Originality/Value: The presented methodological approach may provide clues on what attributes should be constructed in the case of new food products.

Consumer perception of food quality and safety

“…So what can be identified as a key issue for the consumer food quality evaluation process is why certain product characteristics contribute positively to the overall evaluation of the product while others do not. Therefore, a product attribute is not relevant in itself, but only to the extent that the consumer expects the attribute to lead to one or more desirable or undesirable consequences [17] . On the other hand, the relevance and desirability of these consequences are determined by the consumer's personal values.…”

Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland

“…Visual attention is crucial in purchase decisions. Modern distribution channels require food unit packaging to possess (in addition to ensuring product safety, modern design, interesting structural and graphic solutions, high usability for the consumer and environmental friendliness) high communication values (Grundey, 2014;Auttarapong, 2012;Barska and Wyrwa, 2017;Grzybowska-Brzezińska et al, 2020;Wierzejski et al, 2020).…”

Job choice decisions: understanding the role of nonnegotiable attributes and trade-offs in effective segmentation

“…Any attribute is valued by applicants if it allows prospective employees to achieve their goals or meet their needs (Lievens, 2007; Zhang et al , 2020). Recent consumer theory research (Grzybowska-Brzezińska et al , 2020) has presented novel theoretical models showing how consumer preferences are shaped in relation to product attributes and the key role that companies play in determining which attributes of a particular product have the greatest impact on the individual's choice. Thus, the utility an attribute provides to an applicant is a function of its ability to help the applicant realize certain goals.…”

“…Utility is fundamental for understanding why a given job offer is chosen among a set of job offers. Any set of job offers is ranked according to the applicants' preferences (Tversky et al , 1988; Mühlbacher and Johnson, 2016; Grzybowska-Brzezińska et al , 2020). In turn, the preferences depend on the overall utility delivered by each job offer, which is contingent on the weighted utility provided by all job attributes constituting the considered alternative (Tversky et al , 1988).…”

“…Decompositional methods, and CEs in particular, are increasingly being used as the most accurate methodology for quantifying preferences in various sectors, including health services (Mühlbacher and Johnson, 2016; Bahrampour et al , 2020), consumer products (Muggah and McSweeney, 2017; Grzybowska-Brzeziń ska et al , 2020), hospitality (Zhang et al , 2020), entertainment services (Veitch et al , 2017) and education (Kamal Basha et al , 2019). Although CEs are currently the most widely used technique for estimating preferences (Grzybowska-Brzeziń ska et al , 2020), this method has seldom been used to explain job choice. In their study, Baum and Kabst (2013) used a decompositional method to unveil the utilities provided by each attribute, although the aim of the paper was to study the relationship between utilities and employee involvement.…”