分析草偏好:最佳-最差的缩放方法和购买风格
Antonina Sparacino1, Selene Ollani1, Lorenzo Baima1
1Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy.
Foods (Basel, Switzerland)
|May 25, 2024
概括
意大利消费者在购买时优先考虑草外观和健康益处,而不是品牌. 了解这些偏好可以指导生产商的营销策略,以改善品牌形象并突出所需的水果属性.
科学领域:
- 农业经济学 农业经济学
- 消费者行为研究 消费者行为研究
- 食品科学 食品科学 食品科学
背景情况:
- 消费者偏好和购买行为显著影响农产品市场.
- 对于生产商和零售商来说,了解消费者选择草等新鲜产品背后的驱动因素至关重要.
- 最好的-最坏的缩放 (BWS) 方法提供了一个强大的框架来剖析复杂的消费者偏好.
研究的目的:
- 调查意大利消费者对于草的偏好和购买行为.
- 通过最佳-最差扩展 (BWS) 方法识别影响草购买决策的关键因素.
- 根据他们的草属性偏好来描述不同的消费者细分市场.
主要方法:
- 在意大利米兰,对496名受访者进行了一项调查.
- 最好的-最坏的缩放 (BWS) 用于测量12种草属性 (内在,外在,信誉) 的偏好.
- 隐性类分析 (LCA) 和千平方测试用于识别和分析消费者集群.
主要成果:
- 外观是影响草选择的最关键属性,其次是健康益处.
- 品牌被确定为消费者购买决策中最不重要的属性.
- 社会人口统计学特征,饮食习惯和属性感知集体影响消费者偏好和行为.
结论:
- 草的外观和健康益处是意大利消费者的关键驱动力.
- 营销策略应强调质量认证和所需属性,以增强品牌形象.
- 对消费者驱动因素的整体理解对于草行业的有效营销至关重要.
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