Thesis
Consumers preferences and buying behavior towards traditional food products in Chile: a conjoint analysis
Registro en:
Autor
Padilla Bravo, Carlos Antonio
Spiller, Achim (Prof. Guia)
Villalobos Mateluna, Pablo (Prof. Guia)
Institución
Resumen
118 p. A study was carried out in Chile in order to evaluate consumers’ preferences for traditional
food products employing conjoint analysis. A total of 234 questionnaires were filled by
respondents from two Chilean cities, Santiago and Talca. A homemade marmalade and
three product attributes with its respective levels were chosen (price, quality label and
package appearance). Nine profiles were generated applying orthogonal design with SPPS
conjoint analysis 9.0. Respondents were asked to rank pictorial cards according their
preferences. The results suggest that the attribute quality label is the most important cue,
influencing consumer’s choice behavior for a traditional food product. Even more, a quality
label certified by SAG achieved the highest utility. In addition, respondents were willing to
pay more for a labeled product than for a product without a quality label. However,
promotional and communication campaigns are needed to inform consumers about the
importance and characteristics of a quality signal. This could allow achieving the potential
advantages of a labeling program. Further research is required to corroborate the results
shown in this study, as well as to identify the variables affecting the consumption pattern of
traditional food products, and the willingness to pay for them.