Grunert, Klaus G.6; Juhl, Hans Jørn7; Poulsen, Carsten Stig5
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 unknown6 Department of Management, Aarhus BSS, Aarhus University7 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
We describe the way consumers perceive quality in food products by the Total Food Quality Model and provide examples of the uncertainty consumers experience in forming expectations about quality which are good predictors of the quality subsequently experienced. Labelling is a device by which quality uncertainty of consumers can be reduced. We present results from a Danish study showing that consumers indeed attach value to labels, allthough the effect is segment-specific and depends on the awareness of the labell. We also show an example the misperception of what a label stands for can have consequences unwanted by producers. Finally, we present a general framwork for analysing labelling effects.
Revue Francaise Du Marketing, 2001, Vol 183/184, Issue 3-4, p. 181-196