The importance of origin in the choice of agricultural products. The case of Navarra asparagus

Mónica Cortiñas, Margarita Elorz, María Lujisa Villanueva, Raquel Chocarro
DOI: https://doi.org/10.7201/earn.2007.13.04

Abstract

In this research, we analyze the importance of the extrinsic attributes in the customer’s choice of the white asparagus category, paying special attention on the influence of the origin and in the asparagus designation of origin from  Navarra. For this, an experiment was designed which included 18 choice screens’ with choices made with combinations of the attributes. The results are analyzed according to a logit multinomial model which allows evaluating the importance of the attributes. Due to a latent segmentation, heterogeneity is controlled and we detect different customer segments.

Keywords

Designation of Origin; asparaguses from Navarra; experimental design; choice analysis; latent segmentation

Subject classification

M30, Q13.

Full Text:

PDF

References

Abramson, C., Andrews, R.L., Currim, I.S. y Jones, M. (2000). «Parameter Bias from Unobserved Effects in the Multinomial Logit Model of Consumer Choice». Journal of Marketing Research, 37(4):410-426. https://doi.org/10.1509/jmkr.37.4.410.18791

Askegaard, S. y Ger, G. (1998). «Product-Country Images: Toward a Contextualized Approach ». European Advances in Consumer Research, 3(1):50-58.

Barrena, R., Sánchez, M., Gil, J.M., Gracia, A. y Rivera, L.M. (2003). «La certificación como estrategia para la recuperación de la confianza del consumidor en la adquisición de la Carne de Ternera». Economía Agraria y Recursos Naturales, 3(1):7-29. https://doi.org/10.7201/earn.2003.01.01

Bayus, B.L. y Putsis, W.P. (1999). «Product Proliferation: An Empirical Analysis of Product Line Determinants and Market Outcomes». Marketing Science, 18(2):137-153. https://doi.org/10.1287/mksc.18.2.137

Bello, L. y Cervantes, M. (2002). «La propuesta de un modelo positivo del proceso de compra del vino y análisis de la influencia de los factores situacionales en los atributos determinantes ». Cuadernos Aragoneses de Economía, 12(1):47-64.

Ben-Akiva, M. y Lerman, S.R. (1985). Discrete Choice Analysis. MIT Press, Cambridge, MA. Bertozzi, L. (1995). «Designation of Origin: Quality and Specification». Food Quality and Preference, 6(3):143-147. https://doi.org/10.1016/0950-3293(95)00013-Y

Bernabeu, R., Olmeda, M. y Díaz, M. (2005). «Estructura de preferencias de los consumidores de vino y actitudes hacia los vinos con Denominación de Origen. El Caso de Castilla-La Mancha». Economía Agraria y Recursos Naturales, 9(1):57-80. https://doi.org/10.7201/earn.2005.09.03

Bigné, J.E. y Cuenca, A.C. (2000). «Importancia relativa del atributo made in en la evaluación de productos: un análisis multiatributo». Cuadernos Aragoneses de Economía, 10(2):453-469.

Bretton-Clark (1992). Conjoint Analyzer, Versión 3. (Software) User Manual. Bretton-Clark, Morristown, NJ.

CBC System (1996). Versión 1.2, User Manual. Sawtooth Fotfware, Inc.

Chintagunta, P.K., Jain, D.C. y Vilcassim, N.J. (1991). «Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data». Journal of Marketing Research, 28(4):417-428. https://doi.org/10.1177/002224379102800404

Darwar, N. y Parker, P. (1994). «Marketing Universals: Consumer’s Use of Brand Name, Price, Physical Appearance, and Retailer Reputation, as Signals of Product Quality». Journal of Marketing, 58(2): 81-95. https://doi.org/10.1177/002224299405800207

DeSarbo, W.S., Ramaswamy, V. y Cohen, S.H. (1995). «Market Segmentation with Choice-Based Conjoint Analysis». Marketing Letters, 6(2):137-147. https://doi.org/10.1007/BF00994929

Elorz, M. (1997). El valor de las marcas y la gestión minorista de la categoría de producto. Tesis Doctoral, Universidad Pública de Navarra, Pamplona.

Erickson, G.M., Johansson, J.K. y Chao, P. (1984). «Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects». Journal of Consumer Research, 11(4):694-699. https://doi.org/10.1086/209005

Ger, G. (1991). «Country Image: Perceptions, Attitudes, Associations, and their Relationships to Context». Proceedings of the 3rd International conference on Marketing and Development, 390-398.

Grover, R. y Dillon, W.R. (1985). «A Probabilistic Model for Testing Hypothesized Hierarchical Market Structures». Marketing Science, 4(4):312-335. https://doi.org/10.1287/mksc.4.4.312

Guadagni, P.M. y Little, J.D.C. (1983). «A Logit Model of Brand Choice Calibrated on Scanner Data». Marketing Science, 2(3):203-238. https://doi.org/10.1287/mksc.2.3.203

Gupta, S. y Chintagunta, P.K. (1994). «On Using Demographic Variables to Determine Segment Membership in Logit Mixture Models». Journal of Marketing Research, 31(1):128-136. https://doi.org/10.1177/002224379403100111

Haaijer, R., Kamakura, W. y Wedel, M. (2001). «The «No-Choice» Alternative in Conjoint Choice Experiments». International Journal of Market Research, 43(1):93-106. https://doi.org/10.1177/147078530104300105

Heslop, L.A. y Papadopoulos, N. (1993). «But Who Knows Where and When: Reflections on the Images of Countries and their Products». En N. Papadopoulos y L.A. Heslop, Product-Country Images: Impact and Role in International Marketing, Haworth Press, New York.

Hong, S.T. y Wyer, Jr.R.S. (1990). «Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product’s Country of Origin and Information about its Specific Attributes». Journal of Consumer Research, 17(3):277-288. https://doi.org/10.1086/208557

Hutchinson, J.W., Kamakura, W.A. y Lynch, J.G. (2000). «Unobserved Heterogeneity as an Alternative Explanation for «Reversal» Effects in Behavioral Research». Journal of Consumer Research, 27(3):324-344. https://doi.org/10.1086/208557

Ittersum van, K., Candel, M.J.J.M. y Meulenberg, M.T.G. (2003). «The Influence of the Image of a Product’s Region of Origin on Product Evaluation». Journal of Business Research, 56(3):215-226. https://doi.org/10.1016/S0148-2963(01)00223-5

Johansson, J.K., Douglas, S.P. y Nonaka, I. (1985). «Assessing the Impact of Country of Origin on Product Evaluations: a New Methodological Perspective». Journal of Marketing Research, 22(3):388-396. https://doi.org/10.1177/002224378502200404

Kamakura, W.A. y Russell, G. (1989). «A Probabilistic Choice Model for Market Segmentation and Elasticity Structure». Journal of Marketing Research, 26(4):379-390. https://doi.org/10.1177/002224378902600401

Kamakura, W.A., Kim, B.D. y Lee, J. (1996). «Modelling Preference and Structural Heterogeneity in Consumer Choice». Marketing Science, 15(2):152-172. https://doi.org/10.1287/mksc.15.2.152

Kim, S. y Pysarchik, D.T (2000). «Predicting Purchase Intentions for Uni-National and Bi- National Products». International Journal of Retail and Distribution Management, 28(6):280-291. https://doi.org/10.1108/09590550010328544

Kirmani, A. y Rao, A.R. (2000). «No Pain, No Gain: a Critical Review of the Literature on Signaling Unobservable Product Quality». Journal of Marketing, 64(2):66-79. https://doi.org/10.1509/jmkg.64.2.66.18000

Kotler, P. (2003). Fundamentos de Marketing. 6.ª Edición, Prentice Hall, México.

Kresl, P.K. (1992). «The Response of European Cities to EC 1992». Journal of European Integration, 15(2-3):151-172. https://doi.org/10.1080/07036339208428973

Lee, D. y Ganesh, G. (1999). «Effects of Partitioned Country Image in the Context of Brand Image and Familiarity: a Categorization Theory Perspective». International Marketing Review, 16(1):18-39. https://doi.org/10.1108/02651339910257610

Li, W.K. y Wyer, R.S. (1994). «The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects». Journal of Consumer Psychology, 3(2):187-212. https://doi.org/10.1207/s15327663jcp0302_04

Louviere, J.J., Hensher, D.A. y Swait, J.D. (2000). Stated Choice Methods. Analysis and Application. Cambridge University Press. https://doi.org/10.1017/CBO9780511753831

Manski, C.F. (1977). «The Structure of Random Utility Models». Theory and Decision, 8(3):229-254. https://doi.org/10.1007/BF00133443

Marreiros, C. y Ness, N. (2002). «Perceptions of PDO Beef: the Portuguese Consumer». 10th Congress of the EAAE, Agosto, Zaragoza.

Martín, V.J. (2005). «Consumo de hortalizas frescas en España». Distribución y Consumo, 15(82):5-21.

McFadden, D. (1974). «Conditional Logit Analysis of Qualitative Choice Behaviour». En Zamrembka (ed) Frontiers of Econometrics, Academic Press, New York.

Moore, W.L., Gray-Lee, J. y Louviere, J.J. (1998). «A Cross-Validity Comparison of Conjoint Analysis and Choice Models at Different Levels of Aggregation». Marketing Letters, 9(2):195-208. https://doi.org/10.1023/A:1007913100332

Nelson, P. (1974). «Advertising as Information». Journal of Political Economy, 82(4):729-754.

Newhouse, J. (1997). «Europe’s Rising Regionalism». Foreign Affairs, 76(1):67-85. https://doi.org/10.2307/20047910

Obermiller, C. y Spangenberg, E. (1989). «Exploring the Effects of Country-of-Origin Labels: an Information Processing Framework». Advances in Consumer Research, 16(1):454-459.

Ogawa, K. (1987). «An Approach to Simultaneous Estimation and Segmentation in Conjoint Analysis». Marketing Science, 6(1):66-81. https://doi.org/10.1287/mksc.6.1.66

Olson, J.C. (1977). «Price as an Informational Cue: Effects in Product Evaluation». En A.G. Woodside, J.N. Sheth y P.D. Bennet, Consumer and Industrial Buying Behaviour, North-Holland Publishers, 267-286, New York.

Olson, J.C. y Jacoby, J. (1972). «Cue Utilisation in the Quality Perception Process». En M. Venkatesan, Proceedings of the Third Annual Conference of the Association for Consumer Research, Association for Consumer Research, 167-179, Chicago.

Richardson, P.S., Dick, A. y Jain, A.K. (1994). «Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality». Journal of Marketing, 58(4):28-36. https://doi.org/10.1177/002224299405800403

Sainz, H. (2002). «Alimentos y bebidas con Denominaciones de Origen y Distintivos de Calidad ». Distribución y Consumo, 12(64):58-73.

Sainz, H. (2004). «Panorama de las Denominaciones de Origen y de calidad diferenciada en España». La Tierra-Cuadernos, 3(1):41-47.

Sánchez, M. y Gil, J.M. (1997). «Análisis de la estructura de preferencias y de las actitudes hacia vinos tintos con Denominación de Origen». ESIC Market, 97 (julio-septiembre): 151-172.

Sánchez, M., Sanjuán, A. y Akl, G. (2001). «El distintivo de calidad como indicador de seguridad alimenticia en carne de vacuno y cordero». Economía Agraria y Recursos Naturales, 1(1):77-94. https://doi.org/10.7201/earn.2001.01.04

Smith, K.H. y Natesan, N.C. (1999). «Consumer Price-Quality Beliefs: Schema Variables Predicting Individual Differences». Advances in Consumer Research, 26(1):562-568.

Steenkamp, J.-B.E.M. (1989). Product Quality: an Investigation into the Concept and how it is Perceived by Consumers. Van Gorcum, Holland.

Steenkamp, J.-B.E.M. (1990). «Conceptual Model of the Quality Perception Process». Journal of Business Research, 21(4):309-333. https://doi.org/10.1016/0148-2963(90)90019-A

Swait, J. y Adamowicz, W. (2001). «The Influence of Task Complexity on Consumer Choice: A Latent Class Model of Decision Strategy Switching». Journal of Consumer Research, 28(1):135-148. https://doi.org/10.1086/321952

Teas, R.K. y Agarwal, S. (2000). «The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value». Journal of the Academy of Marketing Science, 28(2):278-290. https://doi.org/10.1177/0092070300282008

Varki, S. y Chintagunta, P. (2004). «The Augmented Latent Class Model: Incorporating Additional Heterogeneity in the Latent Class Model for Panel Data». Journal of Marketing Research, 41(2):226-233. https://doi.org/10.1509/jmkr.41.2.226.28666

Verlegh, P.W.J. (1999). «Ingroups, Outgroups and Stereotyping: Consumer Behavior and Social Identity Theory». Advances in Consumer Research, 26(1):162-164.

Verlegh, P.W.J. y Steenkamp, J.-B.E.M. (1999). «A Review and Meta-Analysis of Country-of- Origin Research». Journal of Economic Psychology, 20(5):521-546. https://doi.org/10.1016/S0167-4870(99)00023-9

Verlegh, P.W.J., Steenkamp, J.-B.E.M. y Meulenberg, M.T.G. (2005). «Country-of-Origin Effects in Consumer Processing of Advertising Claims». International Journal of Research in Marketing, 22(2):127-139. https://doi.org/10.1016/j.ijresmar.2004.05.003

Voth, A. (2003). «La dinámica de estructuras y relaciones espaciales en el sistema hortofrutícola ». Investigaciones Geográficas, 32(1):19-38. https://doi.org/10.14198/INGEO2003.32.08

Vriens, M., Wedel, M. y Wilms, T. (1996). «Metric Conjoint Segmentation Methods: A Monte Carlo Comparison». Journal of Marketing Research, 33(1):73-85. https://doi.org/10.1177/002224379603300107

Wedel, M. y Kamakura, W.A. (1999). Market Segmentation: Conceptual and Methodological Foundations. Kluwer Academic Publishers, Boston.

Yagüe, M.J. y Jiménez, A.I. (2002). «La Denominación de Origen en el desarrollo de estrategias de diferenciación: percepción y efectos de su utilización en las sociedades vinícolas de Mancha y Valdepeñas». Revista Española de Estudios Agrosociales y Pesqueros, 197(1):179-204.

Abstract Views

292
Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.


Bookmark and Share


 Universitat Politècnica de València

e-ISSN: 2174-7350   ISSN: 1578-0732   https://doi.org/10.4995/earn