Krutulyte, Rasa1; Grunert, Klaus G.4; Costa, Ana I. A.1
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 Management, Aarhus BSS, Aarhus University
Cereal foods' production and use show substantial heterogeneity across Europe. For a category central in most EU diets, cereal foods' quality perception is, nevertheless, surprisingly understudied. With this in mind, 357 Danish, Lithuanian and Portuguese citizens were inquired about the importance of several cues and dimensions in their evaluation of the perceived quality of bread, cookies, breakfast cereals, pasta and vodka. Portuguese and Lithuanians consistently gave a significantly higher average importance to all the cues and quality dimensions considered, for all products, than their Danish counterparts. Nevertheless, respondents in all three samples found expected quality dimensions to be much more important than both extrinsic and intrinsic cues across almost all product categories. Dimensions and cues like taste and country-of-origin were the most relevant to Lithuanians, while taste, label information and price were the most important for Danes. The cues and dimensions Portuguese found relevant were fairly different and more category-dependent. Cues like store type for bread, brand for breakfast cereals, pasta and vodka, country-of-origin for vodka, and price for cookies, pasta and vodka were more often assessed by the Portuguese as relevant for decision-making at the point-of-purchase. This highlights the need for further cross-cultural research on food quality perception.
Forbrugernes kvalitetsopfattelse; Total Food Quality Model; Cereal foods; Tværkulturelt studie; MAPP; Consumer Quality Perception; Morgenmadsprodukter; Cross-cultural study
Main Research Area:
98th EAAE Seminar: Marketing dynamics within the global trading system - New Perspectives, 2006