Traceability: European consumers' perceptions regarding its definition, expectations and differences by product types and importance of label schemes

Given the heterogeneity of European consumers it is not unsurprising that they have different perceptions and expectations regarding (but also understanding thereof) 'traceability'. A large number of individuals may not even have a memory anchor for the concept. Consumers may also perceive traceability differently among different product types. The present study is based upon focus groups analysis of 12 countries across Europe. It presents an explanation of traceability's understanding by European consumers. It also presents consumer's expectations towards traceability and its differences according to different product types.Focus groups, Traceability, Cross-national, Perceptions, Food products, Labels, Food Consumption/Nutrition/Food Safety,

How do relationship characteristics create relationship value? Evidence from high-tech SMEs

Relationship value in the business market and its positive impacts on firm performance have discussed in industrial marketing (Tzokas & Saren, 1999; Ulaga & Eggert, 2006; Wilson & Jantrania, 1994). Furthermore, many scholars such as Wilson & Jantrania (1994) have urged for more research to elucidate the characteristics of relationship value, by extension, the sub-dimensional relationship value. However, there is still lack of empirical studies about different dimensions of relationship value and discussion of their mediator roles between relationship characteristics and firm relationship performance. We can assume that firms can have insights into a variety of dimensions of relationship value created through the different dimensions of relationship characteristics with partners and each dimension of relationship value can have associated with the overall performance of the firm. In particular, since SMEs in the high tech industries face on a shorter span of product life cycle, higher uncertainties or limited resources, SMEs need to build alliance partnerships with their suppliers or buyers to reduce risks and to have competitive advantages. Therefore, understanding of how high-tech SMEs have built interactional relationships with alliance partners and how different relational characteristics create different types of relationship value is critical in SMEs context. In addressing the above mentioned assumption, the study contributes to the literature in three ways. First, by investigating the influences of different types of relationship characteristics on the creation of different dimensions of relationship value among high-tech SMEs, this study stresses the importance of dimensions of relationship value which prior theoretical literature has indicated but they were not spelt out with good size of empirical evidence yet. The results of the analysis provide high-tech SMEs with practical implications by suggesting how they can create each dimension of relationship value by choosing and developing each dimension of relationship characteristics with alliance partners. Second, with theoretical implications, the study contributes to a knowledge body of literature on relationship value based on a resource-based theory by developing the measurement items for four types of relationship value and adding empirical evidence from technology-intensive SMEs. Finally, this study fills an important gap in relationship marketing literature by providing an in-depth investigation of how SMEs can achieve overall performance

How do relationship characteristics create relationship value? Evidence from high-tech SMEs

Relationship value in the business market and its positive impacts on firm performance have discussed in industrial marketing (Tzokas & Saren, 1999; Ulaga & Eggert, 2006; Wilson & Jantrania, 1994). Furthermore, many scholars such as Wilson & Jantrania (1994) have urged for more research to elucidate the characteristics of relationship value, by extension, the sub-dimensional relationship value. However, there is still lack of empirical studies about different dimensions of relationship value and discussion of their mediator roles between relationship characteristics and firm relationship performance. We can assume that firms can have insights into a variety of dimensions of relationship value created through the different dimensions of relationship characteristics with partners and each dimension of relationship value can have associated with the overall performance of the firm. In particular, since SMEs in the high tech industries face on a shorter span of product life cycle, higher uncertainties or limited resources, SMEs need to build alliance partnerships with their suppliers or buyers to reduce risks and to have competitive advantages. Therefore, understanding of how high-tech SMEs have built interactional relationships with alliance partners and how different relational characteristics create different types of relationship value is critical in SMEs context. In addressing the above mentioned assumption, the study contributes to the literature in three ways. First, by investigating the influences of different types of relationship characteristics on the creation of different dimensions of relationship value among high-tech SMEs, this study stresses the importance of dimensions of relationship value which prior theoretical literature has indicated but they were not spelt out with good size of empirical evidence yet. The results of the analysis provide high-tech SMEs with practical implications by suggesting how they can create each dimension of relationship value by choosing and developing each dimension of relationship characteristics with alliance partners. Second, with theoretical implications, the study contributes to a knowledge body of literature on relationship value based on a resource-based theory by developing the measurement items for four types of relationship value and adding empirical evidence from technology-intensive SMEs. Finally, this study fills an important gap in relationship marketing literature by providing an in-depth investigation of how SMEs can achieve overall performance

Occasions, people and places for pork consumption in Europe. Empirical findings from the Q-Porkchains pan-European consumer survey

Objective: to describe the occasions when, the places where and people with whom respondents reported pork meat consumption. Design & Setting: Cross-sectional web based survey in Belgium, Denmark, Germany, Greece and Poland, January 2008, with quota samples on gender (male, female), age categories (20- 44y and 45-70y), and locality of residence (urban, rural with low pig production density and rural with high pig production density). Subjects: 2437 respondents (51% women, 49% men; mean age 41.4 y SD 13.1). Methods: Online computer based survey, including sociodemographic information, anthropometrics (weight, height), and further questions on frequency of pork consumption (30 common items, 17 country-specific items), the occasions (working day, any day, weekend, special occasions), the company (alone, with family, with friends, with others) and the place of actual consumption (at home, outside of home). Results are aggregated for the five European countries. Results: Tenderloin, mignonette, brochette together with pork shoulder ranked as the first choices for weekend and special occasions. The most out-of home consumed products are mixed gyros-pita meat, pork based brochette, pizza, small cuts, marinated meat, escalope, shoulder, tenderloin and mixed meat. The Greek country specific Sygglino, Tigania, and the Country-style sausage are amongst the main preferences for out of home consumption. At European level, most products are consumed at home and with the family. Meat products such as salami, ham, and similar products are amongst the first choices when eating alone. Semi-processed meat like brochettes, small cuts and marinated or ready to eat dishes as gyros-pitas and pizza are the main choice for eating in the company of friends. Conclusions: European respondents seem to make specific choices of food depending on to the occasions, the places and the company. This information highlights the potential orientation of consumers towards fresh meat for special occasions or weekends, and more processed and convenient products when alone or socializing. This information is also useful to address interventions aiming at the improvement of food related health in Europe.Occasions, Pork consumption, Europe, Q-Porkchains, Food Consumption/Nutrition/Food Safety,

Differences in composition of seemingly identical branded food products: Impact on consumer purchasing decisions and welfare

The issue of Differences in Composition of Seemingly Identical branded Products (DC-SIP) refers to cases where a good in one Member State is marketed as identical to a good marketed in other Member States, while in reality that good has significantly different composition or characteristics (European Commission, 2019a). The main concern is that “in some parts of Europe, people are sold food of lower quality than in other countries, despite the packaging and branding being identical”, as stated by President Juncker (European Commission, 2017b). This report provides a conceptual analysis of whether and how consumer purchasing decisions and welfare are affected by the fact that the same brand owner offers seemingly identical branded food products with different composition in different countries’ markets. Based on the conceptual and empirical knowledge developed in the fields of demand theory, behavioural economics, marketing and consumer psychology, this report develops a framework to analyse the formation of consumer quality perceptions, purchasing decisions and welfare. We start from a basic neoclassical utility approach to assess the different possible effects of DC-SIP on consumer purchases and welfare. Given the crucial role of quality perception in determining consumers' valuation of a product, we then perform a more detailed analysis of the factors shaping quality perception, based on the Total Food Quality Model. This sheds light on how food quality perception may differ across countries and individual consumers, and how this relates to the issue of DC-SIP. Finally, the report addresses how information asymmetry regarding DC-SIP may lead to the disconfirmation of consumers' expectations once consumers realise or are informed about differences in composition between product versions. The role of deception and unfairness perception on consumer decision-making and welfare is analyzed in order to understand consumers' reactions to DC-SIP. Drawing on the conceptual and empirical literature across fields, this report shows that the impact of DC-SIP on consumer choices and welfare is not straightforward. While consumers care about food quality, differences between product versions are likely to go unnoticed if consumers are not explicitly informed of them. Moreover, even when differences are noticed, different consumers may not have the same preference rankings for different versions. Finally, the price at which different product versions are offered also matters. This heterogeneity means that average purchasing and welfare implications may differ between countries’ markets, and that individual consumers are likely to be differentially affected. In addition to the question of whether consumers would or would not prefer and purchase a different version than the one offered on their market, the existence of different product versions with potentially different quality valuations may in itself be a source of consumer dissatisfaction. The report explains how DC-SIP may lead to consumer perception of deception and unfairness which may negatively affect brand trust and affect consumer reactions, purchasing behaviour and welfare in the short- or longer term. Consumers may voice their concerns, decide not to buy specific products, products from a certain brand, or even lose trust in global brands and turn to local goods instead. Depending on how strong the feelings of deception and unfair treatment are, these reactions may be very weak or strong, and may be short-term, with consumers quickly reverting to habitual purchasing patterns, or may be long-lasting

Do Extra Ingredients on the Package Lead to Extra Calorie Estimates?

Purpose: Food industry marketers proliferate their product ranges and enhance product appearance by adding extra ingredients to food bases. This work provides empirical evidence that some of these decisions lead to inconsistency in consumer calorie estimates for the new augmented packaged food products. These have substantial implications for both marketing decision-making and food policy. Design/methodology/approach: The three performed experiments and Anova analyses demonstrate an underlying psychological mechanism, explained below. Findings: Results show that the healthiness of the added food ingredient (AFI) does not matter if the food base is healthy, and consumers' calorie estimates of the augmented packaged food product are accurate. When, however, the food base is unhealthy, and the AFI is healthy, consumers underestimate the new product calories. This underestimation effect increases further when the healthy ingredients multiply. This underestimation effect endures when these ingredients are presented in visual form, but it disappears when these ingredients are presented in verbal form. Originality/value: Our work offers three major original and valuable contributions. It explains the effects of AFIs on calorie estimation and consumer healthiness perceptions in a context not studied before, namely packaged food products. Next, it advances the literature on consumer judgment error and heuristics concerning product package attributes. Since adding ingredients is integral to product line extension decisions, our results also clarify how marketing can safeguard firm social responsibility in combating obesity

Internal Market Orientation Adoption: Why and how it is important for New Service Development

New service development (NSD) literature is void when it comes to the drivers that explain the NSD team’s ability to successfully deliver the new service. We develop a conceptual framework suggesting that the adoption of internal market orientation (IMO) influences the dynamics of the NSD team, which in turn impact on its performance by allowing the team to better use the kind and amount of resources the management allocated in the NSD effort. We test this framework against 116 NSD managers and 543 NSD team members. The results demonstrate the importance of adopting IMO as a nomological antecedent to the NSD team’s ability to successfully deliver the new service. We produce fresh insights of the importance the management of the NSD team for new service success and the profound impact of IMO adoption, laying the ground for HR to form strong bridges with marketing

Counterfeit Patronage: Human Values, Counterfeit Experience and Construal Level

Counterfeit-related studies have revealed motivational drives for counterfeit consumption. Little is known concerning the implications of consumers’ enduring and normative beliefs about proper standards of conduct as the determinants of counterfeit patronage. Drawing on the Schwartz theory of human values, experience literature and construal level theory, this research investigates counterfeits patronage by addressing three crucially important questions: 1) what personal values determine counterfeit patronage; 2) how do these relationships vary as a function of counterfeit experience; and 3) how do values have power in eliminating counterfeit consumption? Two studies provide robust evidence that self-transcendence values mitigate counterfeit patronage when consumers’ counterfeit experience is low. We also demonstrate that consumers who endorse self-transcendence values more exhibit higher levels of construal, which results in reduced counterfeit patronage

A theoretical and empirical investigation of nutritional label use

Due in part to increasing diet-related health problems caused, among others, by obesity, nutritional labelling has been considered important, mainly because it can provide consumers with information that can be used to make informed and healthier food choices. Several studies have focused on the empirical perspective of nutritional label use. None of these studies, however, have focused on developing a theoretical economic model that would adequately describe nutritional label use based on a utility theoretic framework. We attempt to fill this void by developing a simple theoretical model of nutritional label use, incorporating the time a consumer spends reading labels as part of the food choice process. The demand equations of the model are then empirically tested. Results suggest the significant role of several variables that flow directly from the model which, to our knowledge, have not been used in any previous empirical work