Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands

Organic food has become more popular in developed countries over the past ten years mainly due to consumers’ food safety awareness and environmental problems. In Spain the market is still small, but store brands are driving growth in this category. Final objectives of this work are to uncover the re...

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Detalhes bibliográficos
Autores: Llorens Marín, Miguel, Puelles Gallo, María, Manzano Antón, Roberto
Formato: artículo
Fecha de publicación:2011
País:España
Recursos:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/114613
Acesso em linha:https://hdl.handle.net/20.500.14352/114613
Access Level:acceso abierto
Palavra-chave:organic products
store brands
brand relevance
consumer behavior
Marketing
Comercio
5311.05 Marketing (Comercialización)
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spelling Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brandsLlorens Marín, MiguelPuelles Gallo, MaríaManzano Antón, Robertoorganic productsstore brandsbrand relevanceconsumer behaviorMarketingComercio5311.05 Marketing (Comercialización)Organic food has become more popular in developed countries over the past ten years mainly due to consumers’ food safety awareness and environmental problems. In Spain the market is still small, but store brands are driving growth in this category. Final objectives of this work are to uncover the reasons for buying organic brands and existing barriers for not buying them, and also to obtain some insight into the reasons that may trigger positive or negative consumer attitudes towards organic food branding. As a second objective, the authors study consumer behavior patterns towards organic food products by comparing two different brand types, manufacturer brands and store brands, in order to evaluate brand relevance on consumer choice. The authors study potential consumer preferences between them, revealing brand equity and consumer trust. It is generally accepted in the literature that the drivers for consumption of organic products may be either a “health concern” (“it is good for my health or my children’s”), or a “feel good” factor (“it makes me feel better”), the latter being an adaptation of consumer behavior to their ethical values towards the environment and production sustainability. Results from this work allow to understand that the distribution model of organic food has an impact on its price level, and the resulting premium price being one of the main barriers for buying these products. The price gap between organic and “standard” products, together with the merchandizing used at point of sale are two key factors to address when developing the category. The paper concludes that a collaborative sales strategy between manufacturers and distributors would help a distribution model change and foster consumption of this product category in Spain.Business PerspectivesUniversidad Complutense de Madrid20112011-10-2720112011-10-27journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/114613reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1146132026-06-02T12:44:21Z
dc.title.none.fl_str_mv Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
title Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
spellingShingle Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
Llorens Marín, Miguel
organic products
store brands
brand relevance
consumer behavior
Marketing
Comercio
5311.05 Marketing (Comercialización)
title_short Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
title_full Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
title_fullStr Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
title_full_unstemmed Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
title_sort Consumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
dc.creator.none.fl_str_mv Llorens Marín, Miguel
Puelles Gallo, María
Manzano Antón, Roberto
author Llorens Marín, Miguel
author_facet Llorens Marín, Miguel
Puelles Gallo, María
Manzano Antón, Roberto
author_role author
author2 Puelles Gallo, María
Manzano Antón, Roberto
author2_role author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv organic products
store brands
brand relevance
consumer behavior
Marketing
Comercio
5311.05 Marketing (Comercialización)
topic organic products
store brands
brand relevance
consumer behavior
Marketing
Comercio
5311.05 Marketing (Comercialización)
description Organic food has become more popular in developed countries over the past ten years mainly due to consumers’ food safety awareness and environmental problems. In Spain the market is still small, but store brands are driving growth in this category. Final objectives of this work are to uncover the reasons for buying organic brands and existing barriers for not buying them, and also to obtain some insight into the reasons that may trigger positive or negative consumer attitudes towards organic food branding. As a second objective, the authors study consumer behavior patterns towards organic food products by comparing two different brand types, manufacturer brands and store brands, in order to evaluate brand relevance on consumer choice. The authors study potential consumer preferences between them, revealing brand equity and consumer trust. It is generally accepted in the literature that the drivers for consumption of organic products may be either a “health concern” (“it is good for my health or my children’s”), or a “feel good” factor (“it makes me feel better”), the latter being an adaptation of consumer behavior to their ethical values towards the environment and production sustainability. Results from this work allow to understand that the distribution model of organic food has an impact on its price level, and the resulting premium price being one of the main barriers for buying these products. The price gap between organic and “standard” products, together with the merchandizing used at point of sale are two key factors to address when developing the category. The paper concludes that a collaborative sales strategy between manufacturers and distributors would help a distribution model change and foster consumption of this product category in Spain.
publishDate 2011
dc.date.none.fl_str_mv 2011
2011-10-27
2011
2011-10-27
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/114613
url https://hdl.handle.net/20.500.14352/114613
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Business Perspectives
publisher.none.fl_str_mv Business Perspectives
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812455

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