Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln

Maike Bruhn, Carola Grebitus

Published: 08.10.2007  〉 Jahrgang 56 (2007), Heft 7  〉 Resort: Articles 
Submitted: N. A.   〉 Feedback to authors after first review: N. A.   〉 Accepted: N. A.

ABSTRACT

Consumers’ quality judgement depends on their knowledge concerning certain quality attributes. Against this background this paper presents the results of a consumer survey conducted in 2004. We focus on measuring consumers’ cognitive structures regarding pork and potatoes. On this account we apply a free-association technique and a variation of concept mapping. Our analysis shows that consumers’ cognitive structures are quite complex and heterogeneous.


Product characteristics such as ‘taste’ and ‘fat content’ dominate consumers’ knowledge. To predict the eating quality of pork consumers prefer intrinsic quality cues. In contrast to that extrinsic quality cues are used to predict the origin of the given product. With regard to potatoes the intrinsic quality cue ‘appearance’ as well as the extrinsic quality cue ‘kind’ are used to predict the palatability. This knowledge enables marketers to invent consumer-oriented marketing activities.
CONTACT AUTHOR
CAROLA GREBITUS
Christian-Albrechts-Universität zu Kiel, Institut für Agrarökonomie
Olshausenstr. 40, 24098 Kiel
Tel.: 04 31-880 44 33, Fax: 04 31-880 44 14
E-Mail: cgrebit@agric-econ.uni-kiel.de
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