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 ENITAC of Clermont5 Department of Management, Aarhus BSS, Aarhus University
Reference to origin and region has become a factor of differentiation and added value for food product companies. Although previous studies argue that designation of origin can be considered as an extrinsic cue affecting consumer preferences, the main concern which still exists is whether designation of origin influences their actual purchase behaviour and, moreover, behavioural loyalty towards them. For measuring loyalty we applied the Dirichlet model on scanner supermarket data on dry-cured ham, a common local French food product. Results show that designation of origin is not that an important driver of loyalty comparing to price and brand name.
Anzmac 2007 Conference Proceedings: Reputation, Responsibility, Relevance, 2007, p. 1766-1773
Loyalitet; Forbrugeradfærd; MAPP; Consumer behaviour; Dirichlet; Designation of origin