This paper deals with models and measurement procedures,
recently developed in the field of consumer research, that
can help to obtain useful information for the marketing of
agricultural and food products.
The models described take a multidimensional approach
where the dimensions that are assumed to influence consumers'
perceptions and preferences can be physical as well as
psychological. The methods described can be used (i) to
determine the dimensions (attributes), by which agricultural and
food products are judged by consumers (the perceptual
dimensions) (ii) to examine how consumers weigh these
attributes against one another when determining their
preferences between the alternatives.
The approach offers benefits especially in product development,
market segmentation and marketing communication