Purchase of branded commodity food products: empirical evidence from India

Kathuria, Lalit Mohan; Gill, Prabhjot Kaur

doi:10.1108/bfj-08-2011-0209

Cited by 32 publications

(25 citation statements)

References 63 publications

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“…A study also ascertains that the consumers are behaving responsible manner with increased concern for the environment (Fuiyeng and Yazdanifard, 2015). Consumer attitude is a significant factor for choosing the organic category (Kathuria and Gill, 2013), and there is a gradual shift in the consumerism and consumption of green products. From the study results, we conclude that the consumer awareness and justification for choosing the organic product is complemented by the better product performance, and this resulted in higher sentiment scores for the organic versions than the regular versions.…”

Section: Discussionmentioning

confidence: 99%

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Rajeswari

Madhavan

Venkatesakumar

et al. 2020

RAMJ

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Purpose This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied. Design/methodology/approach This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses. Findings The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores. Research limitations/implications This study did not include the helpfulness of a review and the demographic data of the reviewers. Practical implications Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category. Social implications Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products. Originality/value Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.

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Section: Discussionmentioning

confidence: 99%

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Rajeswari

Madhavan

Venkatesakumar

et al. 2020

RAMJ

View full text Add to dashboard Cite

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“…Thus, the creation of powerful brands adds value and product differentiation, which leads to price inelasticity. In this regard, commodity products branding is a way of enhancing customer awareness, loyalty, and stimulating the willingness to pay the premium prices (Mohan, 2013). In the case of Egypt, the total rice market in the country forecasted consumption of 4 MMT (million metric tons), down by 400,000 metric tons (MT) from the MY 2017/18 estimate.…”

Section: Commodity Products Brandingmentioning

confidence: 99%

“…According to Lin (2015), consumers decrease the percentage of expenditure allocated to highly ranked products as the price increases; which implies that customers may consider the second and third options as price rises. The majority of the companies have also resolved to differentiation and creating smaller and cheaper packages that target consumers with low income (Mohan et al, 2013). The study also revealed that brand image is crucial in influencing the buying decision of customers in higher income category.…”

Section: Conclusion and Managerial Implicationsmentioning

confidence: 99%

Branded Food Commodities: A Study of the Egyptian Commodity Products

Elgebali¹

2019

IJMS

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Purpose: The study explored the attitudes and brand awareness of consumers towards purchasing branded food products. Moreover, the factors that influence the consumers’ decisions while purchasing the chosen branded commodities foods products have been investigated. Methodology: The study used a sample of 200 participants acquired from diverse cities within Egypt, while the selected products comprised branded sugar and rice. The study used variance analysis of participant’s attitudes and buying intentions. Findings: It was revealed that consumers’ awareness when purchasing the branded rice and sugar, originates from the relatives, friends, and reference groups. It also comes from the point-of-sales promotion and recommendations from the retailers and sellers. Concerning the consumers’ perceptions, it was revealed that they consider branded sugar and rice as safe from harmful chemicals such as insecticides and pesticides, as well as adulterants. On the same note, the customers perceive that buying marked rice and sugar is a sign of high social status. Regarding the factors that influence the buying decisions, it was revealed that flavor, safety from adulterants or harmful chemicals, and aroma are the primary factors that consumers consider. Study Limitations: Based on validity constraints, the further study with a broader sample size was proposed. The further research should focus on the link between brand equity and the branded commodity goods. Practical impacts of the study: Retailers and product marketers should focus on creating brand awareness which is the primary concern for the consumers. Similarly, the marketers should formulate strategies targeting the different consumers’ demographics-based market segments. Value/originality: this research is unique since it aims to investigate the consumers’ purchase behavior for commodity goods, especially the branded food products, which other studies have not assessed. Additionally, limited researchers have focused on investing the consumers’ attitude and brand awareness with respect to the branded food products in developing countries such as Egypt. In formulating marketing strategies of such products managers need to understand how consumers evaluate and what kind of attitudes they hold towards it.

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“…Over the past decades several authors have developed various proposals to establish models to measure Brand Value from the consumer perspective (Aaker, 1991, Keller, 1993. In recent years, numerous authors have used the said models to measure brand value from the perspective of the consumer for all types of products and sectors (Samsita, 2015) including food products (Kathuria, 2013). Other authors have chosen to transfer these models to a specific country such as Spain (Buil, 2013).…”

Section: Introduction and Frameworkmentioning

confidence: 99%

Importance of Corporate Social Responsibility in Brand Value of Fruits and Vegetables

Armero¹

2019

International Conference on Agriculture

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Brand equity on products such fruits and vegetables is a topic that has not yet been extensively studied as they are often perceived by consumers as a low value added and thus very sensitive to price competition. A revision of this value proposition is very relevant nowadays as there are more fruits and vegetables new brands that are coming and entering the market. The aim of this study is to validate the brand equity scale for fruits and vegetables and to configure whether any of the brand value dimensions are the factors for a consumer to pay for a premium price. The background of this study is backed by quantitative survey of fresh produce consumers in Spain. The survey shows that Corporate Social Responsibility (CSR) is one of the significant determinants of a consumer to pay for a premium price for a specific fruit. We can conclude that consumer's gives more emphasis to a brand that has strong Corporate Social Responsibility (CSR) additionally this may have strong implications in brand management and corporate benefits in fruit and vegetables companies.

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Purchase of branded commodity food products: empirical evidence from India

Cited by 32 publications

References 63 publications

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Branded Food Commodities: A Study of the Egyptian Commodity Products

Importance of Corporate Social Responsibility in Brand Value of Fruits and Vegetables

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