WP8 Consumer s attitudes, expectations. Conjoint analysis design. Amblard C., Prugnard E., Giraud G.

Transcription

1 WP8 Consumer s attitudes, expectations and behaviours towards traditional food Conjoint analysis design VetAgro Sup Clermont Amblard C., Prugnard E., Giraud G. 1

2 Objectives of conjoint analysis - Measure the attitudes towards traditional food expressed by Balkan consumers. - Assess the purchase behaviour of WBC consumers towards traditional food. - Identify specific segments of consumers sensitive to traditional food. 2

3 Context - Measure purchase preferences and not perception of traditional food - Consumers will be in a purchase situation - They will rank the cards according to their preferences - Preferences for a product and not a dish: Dishes are generally homemade Difficulty to find purchase attribute No common dishes in the six Balkan countries 3

4 Choice of traditional product - A common product for all countries - Two suggestions (to discuss) : OR Sheep cheese Sauerkraut (Kiseli Kupus) 4

5 Choice of attributes Four suggested attributes (from FG and WG in Trieste): - Geographical origin - Packaging - Price - Production (not brand as proposed in document) - Hygiene regulation has been removed 5

6 Attribute Hygiene regulation Why we remove this attribute? All products sold must follow good hygiene pratices There is not official hygiene mark used in each country Difficulty to design this attribute on cards Good hygiene practices FR CE There is an official health mark on the packaging that shows that the processing complies with the hygiene regulations. 6

7 Three levels: - Local Choice of levels for attributes : Geographical origin - Localized in a specific area - Localized in the country Foreign origin? Not highlighted in focus groups 7

8 Two levels: Choice of levels for attributes : Packaging Vacuum packed Sold on desired weight (wrapped in paper or in a plastic bag) May measure the convenience but also the preference regarding how traditional the food is. 8

9 Choice of levels for attributes : Price Attribute not highlighted by FG but important in a purchase context Three levels: Low, medium, high Level of prices adapted to each country Must cover the range of prices found in the country Three levels equally spaced 9

10 Three levels : Choice of levels for attributes : Type of production - Merchant homemade - Farmhouse made - Factory made How to design this attribute? - By using the terms home made, farmhouse and factory - By writing the name of a small producer, a farm and a strong brand more industrial 10

11 Full-profile table! " # $ $ In blue cells, profiles chosen by SPSS for the orthogonal design (broad sense not strict to discuss) 11

12 Suggestion for design Sheep cheese geographical origin packaging price production Status localized in the country sold on desired weight high Factory made Design localized in the country vacuum-packed medium Merchant homemade Design localized in a specific area vacuum-packed low Factory made Design local sold on desired weight low Merchant homemade Design localized in the country sold on desired weight low Farmhouse made Design localized in a specific area sold on desired weight medium Farmhouse made Design local vacuum-packed high Farmhouse made Design local sold on desired weight medium Factory made Design localized in a specific area sold on desired weight high Merchant homemade Design localized in a specific area vacuum-packed high Farmhouse made Hold-out local sold on desired weight low Factory made Hold-out - 11 cards to rank by consumers, including 2 holdout cards to assess the predictive quality of the model 12

13 Two possibilities of presentation for cards A card as a label A card with text!"#$! "%!!& '$()*!* '+#, ''& -!.,#+ '/!!!0 %!!1'%//& 2"'%3$0!'#%' '+ & '3#+ "'%3'4#4 + '+!.!+ '++ "%!!#4%& "!.+ + )4#4/'+#!0 "%! Important to always have a picture of the product on the cards - With text, all attributes are displayed equally and more explained but cards are more difficult to read, need more time and are less attractive 13

14 Suggestion for design Sauerkraut (Kiseli Kupus) geographical origin packaging price production Status localized in the country sold on desired weight high Factory made Design localized in the country vacuum-packed medium Merchant homemade Design localized in a specific area vacuum-packed low Factory made Design local sold on desired weight low Merchant homemade Design localized in the country sold on desired weight low Farmhouse made Design localized in a specific area sold on desired weight medium Farmhouse made Design local vacuum-packed high Farmhouse made Design local sold on desired weight medium Factory made Design localized in a specific area sold on desired weight high Merchant homemade Design localized in a specific area vacuum-packed high Farmhouse made Hold-out local sold on desired weight low Factory made Hold-out!!'/3'/+!& '$()*!* '+#,' '& -!. #!'%,#'#%0!'/3'/+!1'%//& 2"'%3$+ '#3!+ '!& '& '% #0!'& '3#+ "'%3'4#4+ '+!.! + '++ "%!!'""!4$ )4# "'%+%!0 "%!

15 Additional questionnaire After the conjoint analysis Objective : provide explanations and complementary information on the results of the conjoint analysis task Content: - Context of purchase, purchase habits of the product - Context of consumption of the product - Perception of the product : traditional or not - Importance of some attributes of traditional food - Sociodemographic information 15

16 Sample respondents per country - Two suggestions of location for interviews: - In a large city of the same region where the partners did the focus group. - Half of consumers living in a large city from the region where the partners did the focus group & half living in a rural area. - Face to face recruitment in the street or outside a shop or by ringing at people s homes. - Face to face interview (comfortable situation to rank cards) - Filter question about the purchase or consumption of the studied product 16

17 DISCUSSION 17