文章基本信息

标题：Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour
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作者：Scozzafava, Gabriele ; Casini, Leonardo ; Marinelli, Nicola 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2012
期号：Suppl
出版社：Journal of Agribusiness
摘要：The evolution of consumer profile highlights, for food products and specifically for beef, a growing attention for a number of specific aspects related to food quality, safety, environmental issues and animal welfare. Because of this, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies that also refer to different distribution channel. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (MD) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two analysed distribution channels, highlighting how the same product attributes have different meaning and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.
关键词：Beef;Consumer Behaviour;Choice Experiment;Distribution;Marketing Strategies