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

dc.contributor.authorLlorens Marín, Miguel
dc.contributor.authorPuelles Gallo, María
dc.contributor.authorManzano Antón, Roberto
dc.date.accessioned2025-01-16T09:08:58Z
dc.date.available2025-01-16T09:08:58Z
dc.date.issued2011-10-27
dc.description.abstractOrganic 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.
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationLlorens-Marín, M., Puelles, M., & Manzano, R. (2011). Consumer behavior and brand preferences in organic grocery products. Store brands vs manufacturer brands. Innovative Marketing, 7 (3), 109-115. ISSN 1814-2427.
dc.identifier.essn1816-6326
dc.identifier.issn1814-2427
dc.identifier.officialurlhttps://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-130/consumer-behavior-and-brand-preferences-in-organic-grocery-products-store-brands-vs-manufacturer-brands
dc.identifier.relatedurlhttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/4248/im_en_2011_03_Llorens.pdf
dc.identifier.urihttps://hdl.handle.net/20.500.14352/114613
dc.issue.number3
dc.journal.titleInnovative Marketing
dc.language.isoeng
dc.page.final115
dc.page.initial109
dc.publisherBusiness Perspectives
dc.rightsAttribution 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject.keywordorganic products
dc.subject.keywordstore brands
dc.subject.keywordbrand relevance
dc.subject.keywordconsumer behavior
dc.subject.ucmMarketing
dc.subject.ucmComercio
dc.subject.unesco5311.05 Marketing (Comercialización)
dc.titleConsumer behavior and brand preferences in organic grocery products: store brands vs. manufacturer brands
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number7
dspace.entity.typePublication
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relation.isAuthorOfPublication.latestForDiscoverycdf82cc4-9f6e-4cec-8984-444b65949c52

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