The relevance of origin information at the point of sale

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• 作者：Adriano Profeta^a ; ^{adriano.profeta@kern.bayern.de} ; Richard Balling^b ; ^{richard.balling@stmelf.bayern.de} ; Jutta Roosen^c ; ^{jroosen@tum.de}
• 关键词：Country-of-origin ; Point-of-sale ; Discrete-choice ; Consumer behaviour ; PDO ; PGI
• 刊名：Food Quality and Preference
• 出版年：2012
• 期刊代码：52_09503293
• 类别：abs
• 出版时间：October, 2012
• 卷：26
• 期：1
• 页码：1-11
• 文件大小：852 K

摘要

Recently, questioned both the importance of a product鈥檚 country of origin (CO) in consumer purchase decisions and the core findings in this area of study. He criticised CO studies for relying on obtrusive attitude measures of independent and dependent variables in non-purchase contexts. Therefore, he offered the following conclusion: 鈥楴one of the published CO research reports what consumers do, when choosing between product alternatives鈥? In this study, we followed the recommendations of and applied his 鈥榢nowledge test approach鈥?for packaged meat, dairy products and beer in four outlets of the largest German food retailer, EDEKA. To this end, purchasers were intercepted as they exited the cash register with a purchase. In this study, we aimed to determine whether origin plays a role in consumer decisions to purchase food and whether there are differences in consumer awareness of the origin of different product categories. As a second step, a Controlled Store Test (CST) with the protected geographical indication (PGI) of Bavarian beer was conducted to highlight the assumption that origin is important, even in real market scenarios. The results of the 鈥榢nowledge test approach鈥?demonstrated that origin may play a role in the choice among available packaged meat, dairy products and beer for approximately one-fifth of the consumers in this survey. Furthermore, the CST revealed that consumers are willing to pay an additional 鈧?2.00-鈧?2.60 per crate of beer if such crates are labelled with the GI Bavarian beer designation.