Consumers’ Opinion and Perception toward a Convenience Food through Projective Techniques

Abalos, Rosa Ana; Naef, Elisa Fernanda; Avilés, María Victoria; Gómez, María Beatriz

doi:10.1080/15428052.2022.2043211

Cited by 2 publications

(2 citation statements)

References 28 publications

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“…Expressive projective tasks were used for this research (Table 5). These tasks were chosen for their simplicity, straightforwardness, and depth of responses gathered with relatively few resources (Abalos et al, 2022;Halder & Mahato, 2021). Participants of focus groups were asked to draw the PTI brand using a stimulus and then justify their choice and encouraged to discuss it with other participants.…”

Section: Projective Taskmentioning

confidence: 99%

“…Expressive tasks involve asking participants to organize and incorporate a particular stimulus into a self-expressive process, such as role-playing, psychodrama, dance and drawing tests (Pich & Dean, 2015; Porr et al, 2011). These tasks are acclaimed for their simplicity, straightforwardness and depth of responses gathered (Abalos et al, 2022; Halder & Mahato, 2021).…”

Section: Theoretical Overviewmentioning

confidence: 99%

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The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

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This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.

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Section: Projective Taskmentioning

confidence: 99%

Section: Theoretical Overviewmentioning

confidence: 99%

The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

View full text Add to dashboard Cite

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The paradoxical effect of advertising and health consciousness on purchasing behaviour: Analysing frozen convenience foods attributes

Ghonim,

Elsotouhy,

Khashan

2024

Int Social Sci J

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Given the increasing academic and applied interest in convenience foods, this research aims to examine the personal and extrinsic factors concerning the consumption of frozen convenience foods (FCF). The study relies on theories to reveal the connection between the attributes of FCF and the real purchase behaviour of Egyptian customers. A total of 608 Egyptian customers participated in the methodological survey investigation. This study employed partial least square‐multi‐group analysis to compare different groups of respondents according to purchasing frequency. The study findings revealed the identification of important pathways of consumer behaviour towards frozen foods related first to its different attributes and second to the contradictory effect of both health awareness and the influence of advertising. The study presented its theoretical and practical contributions in this regard. Using the model, researchers drew four potential scenarios validating the theory and impacting business.

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Consumers’ Opinion and Perception toward a Convenience Food through Projective Techniques

Cited by 2 publications

References 28 publications

The effective nature of projective techniques in political brand image research

The effective nature of projective techniques in political brand image research

The paradoxical effect of advertising and health consciousness on purchasing behaviour: Analysing frozen convenience foods attributes

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