Quality labels as a marketing advantage

Abstract

The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to the growing demand for certified quality food products among consumers. Tries to offer some more insights into the effectiveness of the PDO scheme and its acceptance by the consumer. The use of conjoint analysis in exploring Greek consumers’ willingness to pay (WTP) for PDO apples from the area of Zagora, Central Greece, has been selected as one of the most appropriate approaches to that target. Opens with a brief theoretical background presentation on the concepts of food quality and labelling. Proceeds with a detailed description of the research methodology, focusing on the WTP measurement method through the use of conjoint analysis, the identification of segments based on the importance consumers attach to the PDO label and the development of their profiles. Finally, concludes with some thoughts regarding the managerial implications of the findings, the limitations of the survey and the suggested research extensions.

Contrasting the governance of supply chains with and without geographical indications: complementarity between levels

“…because product acceptance is based on its uniqueness, which requires a differentiation strategy to emphasize quality (Dentoni et al, 2012;Fotopoulos and Krystallis, 2003;Mattia, 2004). The GIs' challenge is therefore to preserve territorial linkage and traditional production methods while assuring quality to consumers.…”

Advances in National Brand and Private Label Marketing

“…Fotopoulos and Krystallis (2003) examined purchase of the Greek "Zagora" apple which is a geographical indication and besides "Zagora" they involved other types of apples as well. Fotopoulos and Krystallis (2003) examined purchase of the Greek "Zagora" apple which is a geographical indication and besides "Zagora" they involved other types of apples as well.…”

The perceived credibility of quality labels: a scale validation with refinement

“…Commonly studied signals in the marketing literature include brand name (Erdem et al. , 2006), price (Rao, 2005), advertising spending (Moorthy and Hawkins, 2005), warranties (Sobermann, 2003), money‐back guarantee (Moorthy and Srinivasan, 1995), retailer reputation (Purohit and Srivastava, 2001), certification (Mishra, 2006) and quality labels (Fotopoulos and Krystallis, 2003; Larceneux, 2003a,b; Jahn et al. , 2005; Karstens and Belz, 2006).…”

“…Certification marks and quality labels can be defined as ‘marks used upon or in connection with the products and services of one or more persons to certify regional or other origin, material, mode of manufacture, quality, accuracy, or other characteristics of such goods or services’ (Phelps, 1949). As sale‐independent default‐independent signals, 2 quality labels are designed to provide the consumer with product quality information, hence reducing the information asymmetry between suppliers and buyers (Fotopoulos and Krystallis, 2003; Larceneux, 2003b). In other words, a quality label assists the ill‐informed consumer by transforming credence or experience attributes into ‘quasi‐search attributes’ that the consumer can search for (Caswell, 1998; Jahn et al.…”

“…Despite the ubiquity of quality labels that has brought a ‘new’ attribute that is free and immediately present at the moment of purchasing into the consumer choice process, quality labels have received relatively modest but upward interest within the marketing literature (Parkinson, 1975; Laric and Sarel, 1981; Beltramini and Stafford, 1993; Miyazaki and Krishnamurthy, 2002; Fotopoulos and Krystallis, 2003; Larceneux, 2003b; McEachern and Schröder, 2004; Tang et al. , 2004; De Pelsmacker et al.…”