Methods to Measure Importance of Data Attributes to Consumers of Information Products

Errors in data sources of information product (IP) manufacturing systems can degrade overall IP quality as perceived by consumers. Data defects from inputs propagate throughout the IP manufacturing process. Information Quality (IQ) research has focused on improving the quality of inputs to mitigate error propagation and ensure an IP will be fit for use by consumers. However, the feedback loop from IP consumers to IP producers is often incomplete since the overall quality of the IP is not based solely on quality of inputs but rather by the IP’s fitness for use as a whole. It remains uncertain that high quality inputs directly correlate to a high quality IP. The methods proposed in this paper investigate the effects of intentionally decreasing, or disrupting, quality of inputs, measuring the consumers\u27 evaluations as compared to an undisrupted IP, and proposes scenarios illustrating the advantage of these methods over traditional survey methods. Fitness for use may then be increased using those attributes deemed “important” by consumers in future IP revisions

The Role of Trust in Explaining Food Choice: Combining Choice Experiment and Attribute Best−Worst Scaling

This paper presents empirical findings from a combination of two elicitation techniques—discrete choice experiment (DCE) and best–worst scaling (BWS)—to provide information about the role of consumers’ trust in food choice decisions in the case of credence attributes. The analysis was based on a sample of 459 Taiwanese consumers and focuses on red sweet peppers. DCE data were examined using latent class analysis to investigate the importance and the utility different consumer segments attach to the production method, country of origin, and chemical residue testing. The relevance of attitudinal and trust-based items was identified by BWS using a hierarchical Bayesian mixed logit model and was aggregated to five latent components by means of principal component analysis. Applying a multinomial logit model, participants’ latent class membership (obtained from DCE data) was regressed on the identified attitudinal and trust components, as well as demographic information. Results of the DCE latent class analysis for the product attributes show that four segments may be distinguished. Linking the DCE with the attitudinal dimensions reveals that consumers’ attitude and trust significantly explain class membership and therefore, consumers’ preferences for different credence attributes. Based on our results, we derive recommendations for industry and policy

Seasonality Effects on Consumers Preferences Over Quality Attributes of Different Beef Products

Using discrete choice modelling, the study investigates 946 American consumers willingness-to-pay and preferences for diverse beef products. A novel experiment was used to elicit the number of beef products that each consumer would purchase. The range of products explored in this study included ground, diced, roast, and six cuts of steaks (sirloin, tenderloin, flank, flap, New York and cowboy or rib-eye). The outcome of the study suggests that US consumers vary in their preferences for beef products by season. The presence of a USDA certification logo is by far the most important factor affecting consumers willingness to pay for all beef cuts, which is also heavily dependent on season. In relation to packaging, US consumers have mixed preference for different beef products by season. The results from a scaled adjusted ordered logit model showed that after price, safety-related attributes such as certification logos, types of packaging, and antibiotic free and organic products are a stronger influence on American consumers choice. Furthermore, US consumers on average purchase diced and roast products more often in winter slow cooking season, than in summer, whereas New York strip and flank steak are more popular in the summer grilling season. This study provides valuable insights for businesses as well as policymakers to make inform decisions while considering how consumers relatively value among different labelling and product attributes by season and better address any ethical, safety and aesthetic concerns that consumers might have

Summary report on sensory-related socio-economic and sensory science literature about organic food products

Organic food’s initial attraction to the public was that it was perceived to be healthier and tastier, but scientists and policy makers have mainly stressed the benefits to the environment of organic and sustainable farming. Scientific support for marketing actions addressed to those who want to be healthier and who want to enjoy better taste, and are willing to pay more for these benefits is scarce. Past research has produced little clear evidence about the importance of sensory characteristics such as taste, smell, appearance etc in consumers’ preferences with regard to organic food. The Ecropolis project, funded by the E.U., was set up with the aim of investigating the role of the senses in consumers’ preferences regarding organic food, and leading to research into how best to satisfy those preferences. This deliverable is aimed at providing a solid basis for such research with an in-depth review of, and two reports on, the relevant scientific literature. The first report (Annex I) regards what consumers expect from organic products in terms of taste, smell, appearance, etc and how these expectations are (or are not) met; the second is about the science of the senses (Annex II). The first project tasks included creating and agreeing on a glossary of terms, deciding on search criteria (key words, etc.), setting up a bibliographical data base, preparing then circulating the above-mentioned reports, and finally preparing a summary of the reports. The report on consumers expectations highlights the suggestion that while organic food has traditionally been marketed through specialized retailers, its market share will only grow significantly if it is promoted by multiple retailers. Research literature from all over the world seems to agree in indicating that consumers’ choices are largely motivated by health, the environment, price and social status. Other considerations include ethics, the localness of the product and lifestyle choices. The literature also indicates that the organic market will expand significantly only if consumers are more willing, and able, to recognize quality, but this presents serious issues. When buying the product they cannot personally verify its quality and genuineness and thus must rely on regulation and inspection bodies. The recognition of quality can also be encouraged by effective communication by producers and retailers through appropriate branding, labelling and presentation. There are connections between this information and questions of sense perception, but researchers disagree about how important the latter is in influencing the customer, and in which ways it does so. The following report focuses, in fact, on the science of the senses, which tries to analyze in detail people’s responses to food, despite the many potential pitfalls in carrying out the research which might influence the reliability of the results. There is broad agreement on two points: - there is no proof that organic food is more nutritious or safer, and - most studies that have compared the taste and organoleptic quality of organic andconventional foods report no consistent or significant differences between organic and conventional produce. Therefore, claiming that all organic food tastes different from all conventional food would not be correct. However, among the well-designed studies with respect to fruits and vegetables that have found differences, the vast majority favour organic produce. Organic produce tends to store better and has longer shelf life, probably because of lower levels of nitrates and higher average levels of antioxidants. The former can accelerate food spoilage, while antioxidants help preserve the integrity of cells and some are natural antibiotics. The first conclusion may, however, depend on factors not directly connected to organic farming, such as harvesting and storage methods and the type of land used for growing the food. About the second finding it must be considered that measuring organoleptic quality is difficult and inherently subjective and evaluations may be clouded by the influence of numerous factors on the consumer’s perceptions of the food and not just its appearance and taste. Experimental research indicates that the information that a food is organic confers upon it a “halo effect” (making it seem better sense-wise simply because it is organic) which might make consumers like it more. Ecropolis researchers will analyze in detail which senses are indeed impacted on, and how, and try to match them to consumer needs and expectations in order to be able to offer suggestions for future policy, including how the food is stored, transported and presented, which is also essential for maintaining sensory properties. The workpackage WP1 has also produced a specific report on how organic food sensory aspects are regulated. International standards, with some important exceptions, are largely in line with European ones. Differences in standards usually regard whether there is orientation towards freshness “per se” as opposed to increasing shelf-life, or quality standardization as opposed to quality differentiation. Differences in regulations regard such aspects as ingredients, additives, processing aids and methods, packaging, storage and transport. The lack of harmony among the different regulatory systems often reflects different traditions and market conditions, however, more complicated compliance procedures result in higher costs for importers. Greater homogeneity would not only reduce such costs but would also increase consumer confidence in international standards. Ecropolis will also investigate the effect of different regulations on how people perceive organic goods sense-wise. The work done to date is seen as a starting point for future research aimed at producing practical results in the organic food market. Ecropolis will try to bring together separate strands of research concerning how organic goods are regulated and marketed with regard to taste, appearance, etc., and how consumers themselves are affected by such factors. The aim is to find optimal matches between the two, and thus to greatly increase organic food’s share of the food market

Are Consumers Indeed Misled? Congruency in Consumers' Attitudes towards Wine Labeling Information versus Revealed Preferences from a Choice Experiment

Please Contact Authors for Updated Version before Citingdiscrete choice experiment vs. attitude measurement, food labeling, willingness to pay, consumers, wine, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, Marketing,

Market opportunities for animal-friendly milk in different consumer segments

Consumers have increasing, but highly variable, interest in sustainability attributes of food, including ethical aspects, such as animal welfare. We explored market opportunities for animal-friendly cow’s milk based on segmentation (cluster) analysis. Flemish survey participants (n = 787) were clustered (n = 6) based on their intention to purchase (IP) animal-friendly milk, and their evaluation of cows’ welfare state (EV). Three market opportunity segments were derived from clusters and labelled as “high”, “moderate” and “limited”. Only 8% of the participants belong to the “high market opportunities” segment, characterized by a high IP and a low EV. The “limited” segment (44%) indicated a neutral to low IP and a positive EV. The “moderate” segment (48%) had a moderately positive IP and positive/negative EV. Reported willingness to pay, interest in information about the state of animal welfare and importance of the product attribute “animal welfare” differed among segments and were strongly related to IP. Most promising selling propositions about animal-friendly milk were related to pasture access. The high degree of differentiation within the Flemish milk market reveals market opportunities for animal-friendly milk, but for an effective market share increase supply of animal-friendly products needs to get more aligned with the heterogeneous demand

Consumers’ Demand for Pork Quality: Applying Semantic Network Analysis, May 2006

Abstract Consideration of consumers’ demand for food quality entails several aspects. Quality itself is a complex and dynamic concept, and constantly evolving technical progress may cause changes in consumers’ judgment of quality. To improve our understanding of the factors influencing the demand for quality, food quality must be defined and measured from the consumer’s perspective (Cardello, 1995). The present analysis addresses the issue of food quality, focusing on pork—the food that respondents were concerned about. To gain insight into consumers’ demand, we analyzed their perception and evaluation and focused on their cognitive structures concerning pork quality. In order to more fully account for consumers’ concerns about the origin of pork, in 2004 we conducted a consumer survey of private households. The qualitative approach of concept mapping was used to uncover the cognitive structures. Network analysis was applied to interpret the results. In order to make recommendations to enterprises, we needed to know what kind of demand emerges from the given food quality schema. By establishing the importance and relative positions of the attributes, we find that the country of origin and butcher may be the two factors that have the biggest influence on consumers’ decisions about the purchase of pork