Czech food shoppers' evaluation of domestic and foreign products
2001
Orth, U.R. (Mendelova Zemedelska a Lesnicka Univ., Brno (Czech Republic))
The authors examine country-of-origin effects on the perception of domestic and foreign made food products in Czech Republic where for most consumers products from Western Europe are just recently available. The study consists of four parts. First, domestic and foreign food images are identified and compared with several significant differences. Second, consumer shopping orientations are investigated through a factor analysis of responses to psychographic statements related to food shopping. Third, consumer segments are identified by clustering respondents on the basis of their scores across the shopping orientations. Fourth, each of the food shopping segments is profiled with respect to perception of domestic versus foreign food images. In the sample, the shopping orientations show significantly different evaluations of food. The study delineates implications for national and international food marketers with an interest in the Czech market.
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