Brand familiarity and tasting in conjoint analysis
Identifieur interne : 000147 ( Main/Exploration ); précédent : 000146; suivant : 000148Brand familiarity and tasting in conjoint analysis
Auteurs : Marija Cerjak [Croatie] ; Rainer Haas [Autriche] ; Damir Kovai [Croatie]Source :
- British Food Journal [ 0007-070X ] ; 2010-06-15.
Abstract
Purpose The aims of this paper is to determine, via an empirical study of beer consumers in Croatia, the influence of tasting on the validity of conjoint analysis CA under presence of familiar or unfamiliar brands. Designmethodologyapproach The research comprised a facetoface survey with 403 beer consumers. The respondents were divided into four groups regarding CA experiment familiarunfamiliar beer brand in combination with presence or absence of beer tasting. CA validity was measured with five criteria face validity, convergent validity, internal validity, predictive validity and subjective evaluation of conjoint task. In addition to the CA experiment, a structured questionnaire was used consisting of a few questions regarding respondents' socioeconomic characteristics, beer purchasing, and consuming behaviour. Findings The research results confirmed that tasting as an additional presentation method has significant influence on validity of CA. However, the results of the study indicate that tasting should be used as a stimulus presentation method for CA with food and beverage productsbrands, which are unfamiliar to the consumers. When testing familiar brands and brands with established perceptions, simpler and less expensive verbal stimulus presentation can be used. Practical implications According to the research results, it could be concluded that when performing CA with strong familiar brands, it is not necessary to use CA with tasting since tasting increases research complexity and costs and it does not achieve better results. However, tasting as a stimuli presentation method gives better results than pure verbal CA in the case of unfamiliar brands. Originalityvalue The paper is one of the first to deal with tasting as a presentation method in conjoint analysis and its results have direct implications for the future use of CA with food and beverages.
Url:
DOI: 10.1108/00070701011052664
Affiliations:
Links toward previous steps (curation, corpus...)
Le document en format XML
<record><TEI wicri:istexFullTextTei="biblStruct"><teiHeader><fileDesc><titleStmt><title xml:lang="en">Brand familiarity and tasting in conjoint analysis</title><author><name sortKey="Cerjak, Marija" sort="Cerjak, Marija" uniqKey="Cerjak M" first="Marija" last="Cerjak">Marija Cerjak</name></author><author><name sortKey="Haas, Rainer" sort="Haas, Rainer" uniqKey="Haas R" first="Rainer" last="Haas">Rainer Haas</name></author><author><name sortKey="Kovai, Damir" sort="Kovai, Damir" uniqKey="Kovai D" first="Damir" last="Kovai">Damir Kovai</name></author></titleStmt><publicationStmt><idno type="wicri:source">ISTEX</idno><idno type="RBID">ISTEX:D195DD69C86FAA7D8DAFEE04B1D570A1E73CB74B</idno><date when="2010" year="2010">2010</date><idno type="doi">10.1108/00070701011052664</idno><idno type="url">https://api.istex.fr/document/D195DD69C86FAA7D8DAFEE04B1D570A1E73CB74B/fulltext/pdf</idno><idno type="wicri:Area/Main/Corpus">000344</idno><idno type="wicri:Area/Main/Curation">000343</idno><idno type="wicri:Area/Main/Exploration">000147</idno><idno type="wicri:explorRef" wicri:stream="Main" wicri:step="Exploration">000147</idno></publicationStmt><sourceDesc><biblStruct><analytic><title level="a" type="main" xml:lang="en">Brand familiarity and tasting in conjoint analysis</title><author><name sortKey="Cerjak, Marija" sort="Cerjak, Marija" uniqKey="Cerjak M" first="Marija" last="Cerjak">Marija Cerjak</name><affiliation wicri:level="1"><country xml:lang="fr">Croatie</country><wicri:regionArea>Department of Agricultural Marketing, Faculty of Agriculture, University of Zagreb, Zagreb</wicri:regionArea><wicri:noRegion>Zagreb</wicri:noRegion></affiliation></author><author><name sortKey="Haas, Rainer" sort="Haas, Rainer" uniqKey="Haas R" first="Rainer" last="Haas">Rainer Haas</name><affiliation wicri:level="3"><country xml:lang="fr">Autriche</country><wicri:regionArea>Institute for Marketing and Innovation, University of Natural Resources and Applied Life Sciences, Vienna</wicri:regionArea><placeName><settlement type="city">Vienne (Autriche)</settlement><region nuts="2" type="province">Vienne (Autriche)</region></placeName></affiliation></author><author><name sortKey="Kovai, Damir" sort="Kovai, Damir" uniqKey="Kovai D" first="Damir" last="Kovai">Damir Kovai</name><affiliation wicri:level="1"><country xml:lang="fr">Croatie</country><wicri:regionArea>Department of Agricultural Marketing, Faculty of Agriculture, University of Zagreb, Zagreb</wicri:regionArea><wicri:noRegion>Zagreb</wicri:noRegion></affiliation></author></analytic><monogr></monogr><series><title level="j">British Food Journal</title><idno type="ISSN">0007-070X</idno><imprint><publisher>Emerald Group Publishing Limited</publisher><date type="published" when="2010-06-15">2010-06-15</date><biblScope unit="volume">112</biblScope><biblScope unit="issue">6</biblScope><biblScope unit="page" from="561">561</biblScope><biblScope unit="page" to="579">579</biblScope></imprint><idno type="ISSN">0007-070X</idno></series><idno type="istex">D195DD69C86FAA7D8DAFEE04B1D570A1E73CB74B</idno><idno type="DOI">10.1108/00070701011052664</idno><idno type="filenameID">0701120601</idno><idno type="original-pdf">0701120601.pdf</idno><idno type="href">00070701011052664.pdf</idno></biblStruct></sourceDesc><seriesStmt><idno type="ISSN">0007-070X</idno></seriesStmt></fileDesc><profileDesc><textClass></textClass><langUsage><language ident="en">en</language></langUsage></profileDesc></teiHeader><front><div type="abstract">Purpose The aims of this paper is to determine, via an empirical study of beer consumers in Croatia, the influence of tasting on the validity of conjoint analysis CA under presence of familiar or unfamiliar brands. Designmethodologyapproach The research comprised a facetoface survey with 403 beer consumers. The respondents were divided into four groups regarding CA experiment familiarunfamiliar beer brand in combination with presence or absence of beer tasting. CA validity was measured with five criteria face validity, convergent validity, internal validity, predictive validity and subjective evaluation of conjoint task. In addition to the CA experiment, a structured questionnaire was used consisting of a few questions regarding respondents' socioeconomic characteristics, beer purchasing, and consuming behaviour. Findings The research results confirmed that tasting as an additional presentation method has significant influence on validity of CA. However, the results of the study indicate that tasting should be used as a stimulus presentation method for CA with food and beverage productsbrands, which are unfamiliar to the consumers. When testing familiar brands and brands with established perceptions, simpler and less expensive verbal stimulus presentation can be used. Practical implications According to the research results, it could be concluded that when performing CA with strong familiar brands, it is not necessary to use CA with tasting since tasting increases research complexity and costs and it does not achieve better results. However, tasting as a stimuli presentation method gives better results than pure verbal CA in the case of unfamiliar brands. Originalityvalue The paper is one of the first to deal with tasting as a presentation method in conjoint analysis and its results have direct implications for the future use of CA with food and beverages.</div></front></TEI><affiliations><list><country><li>Autriche</li><li>Croatie</li></country><region><li>Vienne (Autriche)</li></region><settlement><li>Vienne (Autriche)</li></settlement></list><tree><country name="Croatie"><noRegion><name sortKey="Cerjak, Marija" sort="Cerjak, Marija" uniqKey="Cerjak M" first="Marija" last="Cerjak">Marija Cerjak</name></noRegion><name sortKey="Kovai, Damir" sort="Kovai, Damir" uniqKey="Kovai D" first="Damir" last="Kovai">Damir Kovai</name></country><country name="Autriche"><region name="Vienne (Autriche)"><name sortKey="Haas, Rainer" sort="Haas, Rainer" uniqKey="Haas R" first="Rainer" last="Haas">Rainer Haas</name></region></country></tree></affiliations></record>Pour manipuler ce document sous Unix (Dilib)
EXPLOR_STEP=$WICRI_ROOT/Wicri/Musique/explor/SchutzV1/Data/Main/Exploration
HfdSelect -h $EXPLOR_STEP/biblio.hfd -nk 000147 | SxmlIndent | more
Ou
HfdSelect -h $EXPLOR_AREA/Data/Main/Exploration/biblio.hfd -nk 000147 | SxmlIndent | more
Pour mettre un lien sur cette page dans le réseau Wicri
{{Explor lien
|wiki= Wicri/Musique
|area= SchutzV1
|flux= Main
|étape= Exploration
|type= RBID
|clé= ISTEX:D195DD69C86FAA7D8DAFEE04B1D570A1E73CB74B
|texte= Brand familiarity and tasting in conjoint analysis
}}
| This area was generated with Dilib version V0.6.38. |  |