CONJOINT MEASUREMENT IN HAM QUALITY EVALUATION

Journal of Agricultural Economics - Tập 38 Số 3 - Trang 473-480 - 1987
Jan‐Benedict E.M. Steenkamp1,2
1*The author wishes to thank Professors M. T. G. Meulenberg and K. J. Thomson and an anonymous referee for commenting on a previous draft of the manuscript.
2Agricultural University, Wageningent †

Tóm tắt

Conjoint measurement is a technique, recently developed in the fields of psychometrics and consumer research, that can help managers and researchers to obtain insight in the way consumers evaluate the quality of products. The paper reports an application of this technique to quality evaluations with respect to ham. On the average, packing was the most important quality attribute. However, market segmentation was necessary because respondents were rather heterogeneous with respect to the quality evaluation process of ham. Four segments were identified. Consumer characteristics could meaningfully differentiate between the segments. The contributions which conjoint measurement can make to decision making with respect to marketing of agricultural and food products are discussed.

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Thông tin
Thông tin xuất bản

Journal of Agricultural Economics

Tập 38 Số 3

473-480

Thông tin tác giả