Abstract
This paper tries to shed light on a key question for different foodstuffs: why are product differentiation strategies far from successful in some agri-food markets? Undoubtedly, understanding consumer behaviour in situations where product differentiation failures occur is essential to resolving this issue. To that end, we built a theoretical model to analyse the roles played by both consumer information and inferences made from informational stimuli, given their potential relevance to the differentiation process. We thus examined consumer knowledge structures and brand credence related to attitudes toward a particular foodstuff and a product alternative, as well as the actual consumption of the foodstuff. The theoretical model was tested by an empirical application, using variance-based structural equation modelling (SEM) with the partial least squares (PLS) algorithm. Results showed that attitudes to both products explained the relative consumption of the foodstuff under study. In addition, product knowledge influenced consumers’ attitude towards the foodstuff and its consumption, but not the attitude towards the product alternative. On the contrary, the higher the brand equity of the product alternative, the better the attitude towards it. In addition, this factor was shown to have an impact on the attitude towards and consumption of the foodstuff. Therefore, those variables are key to explaining consumer behaviour in such agri-food markets, where increasing consumers’ knowledge and creating consumer-based brand equity seem to be appropriate strategies to improve the differentiation process.
| Original language | English |
|---|---|
| Article number | FQAP3474 |
| Pages (from-to) | 146-155 |
| Number of pages | 10 |
| Journal | Food quality and preference |
| Volume | 68 |
| DOIs | |
| Publication status | Published - Sep 2018 |
Fingerprint
Keywords
- UT-Hybrid-D
Cite this
}
Understanding product differentiation failures in agri-food markets : The role of product knowledge and brand credence in olive oil markets. / Salazar Ordonez, Melania (Corresponding Author); Rodriguez Entrena, Macario; Cabrera, Elena R.; Henseler, Jörg .
In: Food quality and preference, Vol. 68, FQAP3474, 09.2018, p. 146-155.Research output: Contribution to journal › Article › Academic › peer-review
TY - JOUR
T1 - Understanding product differentiation failures in agri-food markets
T2 - The role of product knowledge and brand credence in olive oil markets
AU - Salazar Ordonez, Melania
AU - Rodriguez Entrena, Macario
AU - Cabrera, Elena R.
AU - Henseler, Jörg
N1 - Elsevier deal
PY - 2018/9
Y1 - 2018/9
N2 - This paper tries to shed light on a key question for different foodstuffs: why are product differentiation strategies far from successful in some agri-food markets? Undoubtedly, understanding consumer behaviour in situations where product differentiation failures occur is essential to resolving this issue. To that end, we built a theoretical model to analyse the roles played by both consumer information and inferences made from informational stimuli, given their potential relevance to the differentiation process. We thus examined consumer knowledge structures and brand credence related to attitudes toward a particular foodstuff and a product alternative, as well as the actual consumption of the foodstuff. The theoretical model was tested by an empirical application, using variance-based structural equation modelling (SEM) with the partial least squares (PLS) algorithm. Results showed that attitudes to both products explained the relative consumption of the foodstuff under study. In addition, product knowledge influenced consumers’ attitude towards the foodstuff and its consumption, but not the attitude towards the product alternative. On the contrary, the higher the brand equity of the product alternative, the better the attitude towards it. In addition, this factor was shown to have an impact on the attitude towards and consumption of the foodstuff. Therefore, those variables are key to explaining consumer behaviour in such agri-food markets, where increasing consumers’ knowledge and creating consumer-based brand equity seem to be appropriate strategies to improve the differentiation process.
AB - This paper tries to shed light on a key question for different foodstuffs: why are product differentiation strategies far from successful in some agri-food markets? Undoubtedly, understanding consumer behaviour in situations where product differentiation failures occur is essential to resolving this issue. To that end, we built a theoretical model to analyse the roles played by both consumer information and inferences made from informational stimuli, given their potential relevance to the differentiation process. We thus examined consumer knowledge structures and brand credence related to attitudes toward a particular foodstuff and a product alternative, as well as the actual consumption of the foodstuff. The theoretical model was tested by an empirical application, using variance-based structural equation modelling (SEM) with the partial least squares (PLS) algorithm. Results showed that attitudes to both products explained the relative consumption of the foodstuff under study. In addition, product knowledge influenced consumers’ attitude towards the foodstuff and its consumption, but not the attitude towards the product alternative. On the contrary, the higher the brand equity of the product alternative, the better the attitude towards it. In addition, this factor was shown to have an impact on the attitude towards and consumption of the foodstuff. Therefore, those variables are key to explaining consumer behaviour in such agri-food markets, where increasing consumers’ knowledge and creating consumer-based brand equity seem to be appropriate strategies to improve the differentiation process.
KW - UT-Hybrid-D
U2 - 10.1016/j.foodqual.2018.02.010
DO - 10.1016/j.foodqual.2018.02.010
M3 - Article
VL - 68
SP - 146
EP - 155
JO - Food quality and preference
JF - Food quality and preference
SN - 0950-3293
M1 - FQAP3474
ER -