Search results

The purpose of this paper is to analyze the relationship between satisfaction, loyalty and buying intention as perceived by Spanish consumers. The food product object of analysis is the “Olive Oil from Bajo Aragon” with protected designation of origin (PDO).

Firstly, scale development was based on the review of the most relevant literature regarding food marketing and agribusiness. Then, to adapt the scales to the specific context of analysis, in‐depth interviews to a small sample of consumers were conducted, and the information contained in the preliminary scales was also judged by a group of experts in the food sector. After that, data were collected through a structured questionnaire, where the consumer was asked to indicate his/her level of agreement or disagreement with a series of statements based on a seven‐point Likert scale. After the completion of the fieldwork, a depuration process (exploratory and confirmatory analyses of reliability and dimensionality) was performed and, as a result, 223 valid questionnaires were obtained. Finally, a structural equations model was applied to analyze the relationships among consumer satisfaction, loyalty and buying intention.

The results show that a higher satisfaction leads to greater levels of loyalty and buying intention of the PDO “Olive Oil from Bajo Aragon”. In addition, in this specific context, the importance of consumers' perceptions regarding: the association of a traditional food product with a place of origin, territory, climate and know how of a geographical region; and the strict controls to which products under the protection are submitted by the regulatory councils were highlighted. Both aspects lead the consumer to infer a safety badge and food quality, which helps to develop feelings of satisfaction and loyalty, and a greater predisposition to buy the traditional product again.

The results can derive important practical implications when developing marketing strategies. Thus, it can be underlined that PDO should strengthen the consumer satisfaction (affective evaluation), emphasizing the differential characteristics to provide for the organoleptic factors like colour, taste and smell. All these factors increase the experimented feelings by consumers, so it is possible to improve the added value of the food product in order to achieve higher behavioural and attitudinal consumer loyalty. In fact, consumers' attitudes to this kind of products will increase the repurchase intention.

In this paper, the particularities of a traditional food product with PDO and the influence of these particularities on consumer satisfaction, loyalty and buying intention are analyzed. This fact implies a relevant contribution since the literature analyzing simultaneously the concepts of satisfaction, loyalty and buying intention is really scarce in this particular context.

The purpose of this paper is to analyze the perceived quality of two traditional food products with protected designation of origin (PDO). Specifically, we study the influence of perceived quality of intrinsic attributes (e.g. colour, flavour, smell, appearance) and extrinsic attributes (e.g. brand, denomination of origin, and image of traditional product) on consumer satisfaction, loyalty and purchasing intention.

Data were obtained using a structured questionnaire to consumers of both food products. After the fieldwork, a screening process was performed to obtain 223 (olive oil) and 251 (air‐cured ham) valid questionnaires. Structural equations model was applied to relate the perceived extrinsic and intrinsic quality with satisfaction, loyalty and purchasing intention.

In relation to the influence of intrinsic and extrinsic quality attributes we have found. First, for the new PDO of olive oil, the results reveal the existence of a significant influence of intrinsic perceived quality on satisfaction and loyalty. Nevertheless, no evidence has been found to support the link of extrinsic attributes on satisfaction and loyalty. Second, for the consolidated PDO of air‐cured ham our results show that the influence of intrinsic perceived quality on satisfaction and loyalty are not significant. In contrast, the influence of extrinsic perceived quality is significant in this case.

The results of this paper suggest the need to promote and increase the consumer knowledge of brands protected under the PDO and specially the PDO itself.

This paper analyzes the quality concept, adopting a double dimensional perspective (intrinsic and extrinsic attributes).

The purpose of this paper is to analyse the moderating effect of consumer involvement level in the influence exerted by perceived quality on consumer perceived risk, trust, satisfaction and loyalty. The paper seeks to conduct this analysis for a protected designation of origin (PDO) food product, the cured ham “Jamón de Teruel”. This analysis aims to distinguish perceived quality in terms of intrinsic and extrinsic attributes of PDO.

Data were obtained using a structured questionnaire. Specifically, consumers were asked to indicate their level of agreement or disagreement with a series of statements based on a seven‐point Likert scale. After completion of fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed to obtain 441 valid questionnaires. A multi‐sample model was applied to analyse the effect level of consumer involvement in the proposed model.

The results suggest that the influence of quality attributes on consumers' perceived risk, trust, satisfaction and loyalty is substantially different between consumers with a high involvement level and consumers with low involvement. In addition, substantial differences were also found in the influence of intrinsic and extrinsic quality attributes on the model being analysed. The results of the analysis show that for the group of highly involved consumers the influence of both intrinsic and extrinsic perceived quality on the consumers' loyalty level is clearly higher.

Managers of PDO food products need to understand how consumer involvement level regarding their products influences consumers' decision‐making processes. Thus, PDO managers should take advantage of the situation that those highly involved consumers in this kind of product are more receptive to their advertisements. Moreover, promotion of PDO food products based on the quality, tradition and know‐how of certain brands may make the consumer reach higher attention levels in an easier manner, so that their loyalty levels towards the brands will be reinforced.

The paper analyses the moderating effect of consumer involvement of a traditional PDO food product. There is a lack of literature that focuses on the influence of consumer involvement of food products in consumer behaviour patterns. The paper tries to advance this important research line.

The purpose of this paper is to analyse the influence of the perceived wine quality across intrinsic and extrinsic attributes on satisfaction, loyalty and buying intention of Spanish protected designations of origin (PDO) wine consumers.

Information is obtained from an initial qualitative approach through a dynamic group that allows us to develop the scales on which to quantify the different concepts. After this process a personal questionnaire is completed. With this aim the structural equation model (SEM) methodology is applied. However, as a previous measure, scales are depurated (analysis of reliability, dimensionality and validity) in order to guarantee an appropriate concept measurement.

The results obtained in the hypothesis contrast of the model reveal the existence of a positive influence of the intrinsic perceived quality attributes (colour, smell and flavour) on consumers' satisfaction. On the other hand, it is not possible to find enough evidence to support the influence of extrinsic perceived quality attributes (price, brand and region of origin) on consumers' satisfaction and loyalty. A possible explanation of these findings could be the small degree of consumers' involvement before the wide variety of PDO wines on the market. Quite probably, this aspect could influence their satisfaction and loyalty towards these kinds of products.

Managers must design marketing strategies to emphasise the intrinsic properties of the agro‐food products by means of their extrinsic attributes. In fact, quality stamps, PDO properties and other possible differentiating quality aspects must be highlighted on the labels. All these aspects could allow the product to improve its image and consolidate product links in consumer minds. Through this process it would be possible to achieve a better perceived quality and higher consumer satisfaction, loyalty and buying intention.

This paper analyses the particularities of a traditional agro‐food product protected under a PDO and how these particularities influence on satisfaction, loyalty and buying intention. The literature analysing the interrelation between satisfaction, loyalty and buying intention concepts is very scarce in the PDO wine context.

Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine.

This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement.

The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task.

Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.