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- Title
Importance of Intrinsic and Extrinsic Attributes of Cheese during the Buying Decision Process.
- Authors
CHICIUDEAN, Gabriela; FUNAR, Sabina; MUREŞAN, Iulia
- Abstract
In the agro-food sector some customers adopt their buying decision based only on extrinsic attributes (brand, package, label etc.) others take into consideration just intrinsic attributes (taste, ingredients etc.). The aim of this study is to determine which attributes (extrinsic or intrinsic) are more important for customers during the buying decision process for cheese. In order to achieve the goal of this study, a survey was conducted among the population form Cluj-Napoca on a sample of 216 respondents. Results indicate that in the case of cheese products, customers are more interested in the intrinsic attributes ("taste", "made from natural ingredients", "aspect") than in the extrinsic ones ("recyclable package" or "resalable package"). It can be concluded that the attributes mostly preferred by customers during the buying decision process are useful to determine the type of strategies that companies should adopt: strategies based on food research and recipes or by the contrary, marketing strategies for improving packaging, image and brand.
- Subjects
INTRINSIC factor (Physiology); CHEESE analysis; CONSUMER behavior
- Publication
Bulletin of the University of Agricultural Sciences & Veterinary Medicine Cluj-Napoca. Horticulture, 2016, Vol 73, Issue 1, p1
- ISSN
1843-5254
- Publication type
Article
- DOI
10.15835/buasvmcn-hort:11493