Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge, and Perceived Value on Actual Purchase

Luca A. Cacciolatti, Claire C. Garcia, Marios Kalantzakis

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

The study demonstrates the importance of customer orientation in markets dominated by small food and drink manufacturers. The study evaluates the effect of consumers’ personal characteristics and perceptions on purchase and provides better understanding of their role in business development in specialty food markets. The United Kingdom’s Mediterranean food market was chosen as a context, focusing specifically on Greek feta. Two hundred seventy-three UK specialty food shoppers were surveyed online to determine what aspects of consumers’ cognition and what personal characteristics would affect purchase decisions. The findings reveal, through 3 models (R2 = .26/.20/.19), that product knowledge (p <.01), country of origin (p <.10), perceived transactional value (p <.10), consumers’ life stage (p <.05), and available income (p <.01) are 5 critical factors affecting decision making. The managerial implications for small and medium sized enterprises (SMEs) lie in the need to create and deliver value to consumers by informing production decisions on consumers’ insight rather than on customers’ (wholesalers, retailers) specifications.
Original languageEnglish
Pages (from-to)155-176
JournalJournal of International Food & Agribusiness Marketing
Volume27
Issue number3
DOIs
Publication statusPublished - 2015

Bibliographical note

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Keywords

  • actual purchase
  • customer orientation
  • feta cheese
  • specialty food
  • SMEs
  • tradition
  • value creation

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