search query: @author Warnaby, G. / total: 6
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| Author: | McEachern, M.G. Warnaby, G. |
| Title: | Improving customer orientation within the fresh meat supply chain: A focus on assurance schemes |
| Journal: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 89-115 |
| Index terms: | Marketing Food industry Consumer attitudes Consumer behaviour Scotland |
| Language: | eng |
| Abstract: | This paper evaluates the extent to which producer-led (henceforth as: p-l.) assurance (here as: p-l-a.) groups (here as: p-l-a-gs.) have adopted a true market orientation. Both in-depth, semi-structured interviews and a postal questionnaire with Scottish meat consumers were carried out. Subsequently, using structural equation modelling techniques, causal influences upon p-l-a. label purchase behaviour (here as: purch-beh.) were determined. The results conclude that p-l. logos are the preferred assurance labels to be purchased by consumers and that the most significant influences on purch-beh. are attitudes, past beh., assurance label knowledge and personal identity traits. Moreover, weaknesses are identified in terms of p-l. groups' marketing communication strategies to consumers. |
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