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Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters

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Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products : The case of oysters. / Mueller Loose, Simone; Peschel, Anne; Grebitus, Carola.

In: Food Quality and Preference, Vol. 28, No. 2, 2013, p. 492-504.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

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Mueller Loose, Simone ; Peschel, Anne ; Grebitus, Carola. / Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products : The case of oysters. In: Food Quality and Preference. 2013 ; Vol. 28, No. 2. pp. 492-504.

Bibtex

@article{ada214ee9b084a3c972dc0caddd40400,
title = "Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters",
abstract = "This study analysed the relative importance of product packaging format and preparation convenience for oysters on consumer choice and market share. Consumer preferences for opened versus unopened oyster preparation formats and the provision of easy-to prepare accompaniments with or without visual serving suggestions were assessed in a choice experiment. The impact of product packaging and preparation convenience on consumer choice were analysed relative to the traditional demand factors of price, region of origin, oyster species, health, environmental and quality claims. A total of 1,718 Australian oyster consumers participated in an online choice experiment with visual product stimuli to simulate their choice of ready-packaged oysters in a retail store. Considering preference heterogeneity respondents{\textquoteright} choices were analysed with a scale adjusted latent class model and six different consumer segments were identified. Market share simulations illustrate the impact of oyster product variations on consumer choice. Overall, price, preparation format and species were the most important choice drivers, followed by region of origin and accompaniments, while packaging format and claims only had a minor influence on consumer choice. Consumer differences in price sensitivity and preferences for species and different oyster accompaniments provide scope for consumer oriented product differentiation with the potential to increase oyster demand and healthy seafood consumption. ",
keywords = "visual shelf presentation, market share simulation, discrete choice experiment, retail packaging, convenience, health claim, carbon zero claim",
author = "{Mueller Loose}, Simone and Anne Peschel and Carola Grebitus",
year = "2013",
doi = "10.1016/j.foodqual.2012.11.004",
language = "English",
volume = "28",
pages = "492--504",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",
number = "2",

}

RIS

TY - JOUR

T1 - Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products

T2 - The case of oysters

AU - Mueller Loose, Simone

AU - Peschel, Anne

AU - Grebitus, Carola

PY - 2013

Y1 - 2013

N2 - This study analysed the relative importance of product packaging format and preparation convenience for oysters on consumer choice and market share. Consumer preferences for opened versus unopened oyster preparation formats and the provision of easy-to prepare accompaniments with or without visual serving suggestions were assessed in a choice experiment. The impact of product packaging and preparation convenience on consumer choice were analysed relative to the traditional demand factors of price, region of origin, oyster species, health, environmental and quality claims. A total of 1,718 Australian oyster consumers participated in an online choice experiment with visual product stimuli to simulate their choice of ready-packaged oysters in a retail store. Considering preference heterogeneity respondents’ choices were analysed with a scale adjusted latent class model and six different consumer segments were identified. Market share simulations illustrate the impact of oyster product variations on consumer choice. Overall, price, preparation format and species were the most important choice drivers, followed by region of origin and accompaniments, while packaging format and claims only had a minor influence on consumer choice. Consumer differences in price sensitivity and preferences for species and different oyster accompaniments provide scope for consumer oriented product differentiation with the potential to increase oyster demand and healthy seafood consumption.

AB - This study analysed the relative importance of product packaging format and preparation convenience for oysters on consumer choice and market share. Consumer preferences for opened versus unopened oyster preparation formats and the provision of easy-to prepare accompaniments with or without visual serving suggestions were assessed in a choice experiment. The impact of product packaging and preparation convenience on consumer choice were analysed relative to the traditional demand factors of price, region of origin, oyster species, health, environmental and quality claims. A total of 1,718 Australian oyster consumers participated in an online choice experiment with visual product stimuli to simulate their choice of ready-packaged oysters in a retail store. Considering preference heterogeneity respondents’ choices were analysed with a scale adjusted latent class model and six different consumer segments were identified. Market share simulations illustrate the impact of oyster product variations on consumer choice. Overall, price, preparation format and species were the most important choice drivers, followed by region of origin and accompaniments, while packaging format and claims only had a minor influence on consumer choice. Consumer differences in price sensitivity and preferences for species and different oyster accompaniments provide scope for consumer oriented product differentiation with the potential to increase oyster demand and healthy seafood consumption.

KW - visual shelf presentation

KW - market share simulation

KW - discrete choice experiment

KW - retail packaging

KW - convenience

KW - health claim

KW - carbon zero claim

U2 - 10.1016/j.foodqual.2012.11.004

DO - 10.1016/j.foodqual.2012.11.004

M3 - Journal article

VL - 28

SP - 492

EP - 504

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

IS - 2

ER -