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dc.contributor.authorOlsen, Svein Ottar
dc.contributor.authorTuu, Ho Huu
dc.contributor.authorGrunert, Klaus G.
dc.date.accessioned2018-07-30T11:39:27Z
dc.date.available2018-07-30T11:39:27Z
dc.date.issued2017-06-29
dc.description.abstractThe main purpose of this study is to identify consumer segments based on the importance of product attributes when buying seafood for homemade meals on weekdays. There is a particular focus on the relative importance of the packaging attributes of fresh seafood. The results are based on a representative survey of 840 Norwegian consumers between 18 and 80 years of age. This study found that taste, freshness, nutritional value and naturalness are the most important attributes for the home consumption of seafood. Except for the high importance of information about expiration date, most other packaging attributes have only medium importance. Three consumer segments are identified based on the importance of 33 attributes associated with seafood: Perfectionists, Quality Conscious and Careless Consumers. The Quality Conscious consumers feel more self-confident in their evaluation of quality, and are less concerned with packaging, branding, convenience and emotional benefits compared to the Perfectionists. Careless Consumers are important as regular consumers of convenient and pre-packed seafood products and value recipe information on the packaging. The seafood industry may use the results provided in this study to strengthen their positioning of seafood across three different consumer segments.en_US
dc.description.sponsorshipNofima ASen_US
dc.descriptionAccepted manuscript version. Published version available at <a href=https://doi.org/10.1016/j.appet.2017.06.028> https://doi.org/10.1016/j.appet.2017.06.028</a>. Accepted manuscript version, licensed <a href=http://creativecommons.org/licenses/by-nc-nd/4.0/> CC BY-NC-ND 4.0.</a>en_US
dc.identifier.citationOlsen, S.O., Tuu, H.H. & Grunert, K.G. (2017). Attribute importance segmentation of Norwegian seafood consumers:The inclusion of salient packaging attributes. Appetite, 117, 214-223. https://doi.org/10.1016/j.appet.2017.06.028en_US
dc.identifier.cristinIDFRIDAID 1481865
dc.identifier.doi10.1016/j.appet.2017.06.028
dc.identifier.issn0195-6663
dc.identifier.issn1095-8304
dc.identifier.urihttps://hdl.handle.net/10037/13308
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.journalAppetite
dc.relation.projectIDinfo:eu-repo/grantAgreement/RCN/MARINFORSK/233751/Norway/CATCH - Market-oriented and sustainable value chains for cod products based on live storage//en_US
dc.relation.projectIDinfo:eu-repo/grantAgreement/RCN/MARINFORSK/244712/Norway/CATCH-2: Utvikling av markedsorienterte konvensjonelle produkter basert på levendelagret torsk//en_US
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210::Samfunnsøkonomi: 212en_US
dc.subjectVDP::Social science: 200::Economics: 210::Economics: 212en_US
dc.subjectConsumer segmentationen_US
dc.subjectAttribute importanceen_US
dc.subjectPackagingen_US
dc.subjectHome mealsen_US
dc.subjectSeafooden_US
dc.subjectNorwayen_US
dc.titleAttribute importance segmentation of Norwegian seafood consumers:The inclusion of salient packaging attributesen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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