Integrating the voice of the consumer within the value chain: a focus on value‐based labelling communications in the fresh‐meat sector

Morven G. McEachern (Lecturer in Marketing, School of Management, The University of Salford, Salford, UK)
Monika J.A. Schröder (Reader in Consumer Choice, School of Business and Enterprise, Queen Margaret University College, Edinburgh, UK)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2004

Abstract

Superior knowledge of customers’ perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is often poorly integrated within the value chain, the UK fresh‐meat sector being one example. This supply chain has attempted to add value through the implementation of value‐based labelling schemes. Few studies, however, have assessed the value created for consumers. Using both in‐depth interviews and a postal survey of 1,000 fresh‐meat consumers based in Scotland, this paper offers a strategic insight into how coordinators of value‐based labelling schemes might integrate the voice of the consumer within the fresh‐meat value chain. Structural equation models are used to develop marketing recommendations. The main attitudes driving consumer purchases of fresh meat bearing a value‐based label are identified and the market potential for further differentiation of each value‐based label is examined. Future research opportunities are also explored.

Keywords

Citation

McEachern, M. and Schröder, M. (2004), "Integrating the voice of the consumer within the value chain: a focus on value‐based labelling communications in the fresh‐meat sector", Journal of Consumer Marketing, Vol. 21 No. 7, pp. 497-509. https://doi.org/10.1108/07363760410568716

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Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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