Information used in food shoppers’ vegetable purchasing decisions in Chinese societies

Abstract

Purpose The purpose of this paper is to reveal influential information used in vegetable purchasing decisions of household primary food shoppers in China and in Taiwan. Design/methodology/approach Two in-person surveys were administrated separately in Shanghai, China and in Taipei, Taiwan, the two most populous metropolitan areas in China and in Taiwan, respectively. Findings Results reveal that about 32 per cent of respondents in Taipei purchase vegetables once in every two to three days. The majority of respondents in Shanghai (81 per cent) purchase vegetables on a daily basis. Results of factor analysis reveal the four dimensions, origin labelling, promotion, selection, and quality, influence purchasing decisions of respondents in Taipei and in Shanghai. For household primary food shoppers in Taipei, origin labelling and selection help food shoppers in Taipei in vegetable purchasing decisions, but not promotion. For those food shoppers in Shanghai who purchase large volume of vegetables, quality is the most important factor in purchasing decisions. Originality/value This study provides new insights into vegetable purchasing decisions in two populous cities in China and Taiwan. The contributions of this study are to provide valuable information in vegetable purchasing decisions for effective information communication in retailing; and to fill in the gap of research in vegetable purchasing decisions in consumer behaviour studies in Chinese societies.

Effects related to dimensions of purchasing decision quality of vegetables and fruits at grocery stores in Slovenia

“…Brand/origin and color/size were identified as the buyers' dimensions of a theoretical formative latent construct of the purchasing decision quality of vegetables, fruits, or both, at grocery stores in Slovenia. The identified dimension (brand, origin, packaging, nutrition) in this research is very similar to the dimension (brand, origin, packaging) in Hsu et al (2017) research for the city of Taipei. The advice to producers is to create their own brands or extensively strengthen the existing ones.…”

“…The 13 used attributes were: country of origin, brand, packaging, convenient location, seasonal vegetables, variety in selection, color, appropriate size, nutrition, freshness, residuals, price mark down, and reasonable prices. Except freshness (Ragaert et al, 2004;Peneau et al, 2009;Qing et al, 2012), appropriate size and color (Poole and Baron, 1996), all the attributes were used by Hsu et al (2017). 11 questions of the attributes were measured on a 5-point Likert scale (from 1 -strongly disagree to 5 -strongly agree).…”

“…Although, this is a different perspective compared to this research, promotion, cleanliness, quality, presentation, assortment, and absence of shortfalls could all be applied to the research. Hsu et al (2017) identified four dimensions that influence the vegetable purchasing decision of buyers in the Chinese cities of Taipei and Shanghai. In Taipei, these dimensions and the attributes they contained were ordered from the most important to the least important in the following way: 1. quality (appearance, nutrition, residuals); 2. selection (convenient location, seasonal vegetables, variety in selection); 3. origin labeling (country of origin, brand, package); and 4. promotion (price mark down, reasonable pricing).…”

Factors influencing vegetable cooperatives’ selection of marketing channels in Beijing

“…A review of previous research on the vegetable circulation channel indicates that most of these studies are mainly focused on the circulation efficiency and consumption (Hsu et al , 2017; Bond et al , 2009; Li and Mu, 2017). Although the initial end of the supply chain (production) is initially important to ensure the high quality and stable supply of vegetables in Beijing, studies on vegetable producers are rarely reported.…”

Evaluación sensorial en la Percepción de Precio de tequilas en México

“…(Srinivasan et al, 2004;Verdú Jover et al, 2004). Mientras que entre los extrínsecos sobresalen el nombre de la marca, el precio, el país origen, las etiquetas de información nutricional y la descripción del producto en un amplio rango de condiciones, la alta calidad, estándares de control de calidad, cultivo, origen (zona geográfica a donde pertenece), proceso, empaquetado, medio ambiente sustentable y la promoción, donde destacan las rebajas de precio y el precio razonable (Hsu et al, 2017;Nassivera et al, 2020;Okamoto & Dan, 2013).…”