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Research article2007Peer reviewed

Consumer involvement and perceived differentiation of different kinds of pork - a Means-End Chain analysis

Lind, LW


For firms to be able to differentiate their market offerings from those of competitors, knowledge about the consumer is essential. The Means-End Chain (MEC) approach was used to identify the consequences and values that consumers attach to product attributes. The objective of this study was to investigate the motivational structure of consumers in relation to unbranded, imported, branded and local-organically produced pork. The explanation of consumer behaviour was deepened through investigating whether consumers were more involved in some kind of labelled pork than in others. Laddering interviews with 127 consumers concerning the four kinds of pork were conducted in Swedish supermarkets. Imported pork was bought because it is cheap and was the least involving kind of pork. The most involving were branded pork and local-organically produced pork. Pork had the character of a "think" product, foremost bought for functional values. This was especially true for imported pork. (c) 2006 Elsevier Ltd. All rights reserved

Published in

Food Quality and Preference
2007, Volume: 18, number: 4, pages: 690-700

    UKÄ Subject classification

    Food Science
    Economics and Business
    Social Sciences

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