Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension

• Autorzy: Elizabeth Kempen , Lorna Christie
• Języki publikacji: EN

Abstrakty

EN

In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers' reasons for purchasing a UHT line extension that was designed to include the word 'enriched' and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with differentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specific behavioural acts that positively or negatively influenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers' approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers. (original abstract)

Słowa kluczowe

EN

Milk; Design of production system; Product; Purchasing; Consumer

PL

Mleko; Projektowanie systemu produkcji; Produkt; Zakup; Konsument

• Czasopismo: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Rocznik: 2022
• Numer: nr 1 (14)
• Strony: 4--21

Twórcy

autor

Elizabeth Kempen

• University of South Africa

autor

Lorna Christie

• University of South Africa

Bibliografia

• 1. Acocella, I., & Cataldi, S. (2021). Using focus groups: Theory, methodology, practice. SAGE.
• 2. Aeni, N. (2020). Eff ect of product quality, prices and places on purchase decisions: Case study of consumers Ikhtiar Meatballs Tofu Cikarang region. Journal of Research in Business, Economics and Education, 2(1), 391-398.
• 3. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Process, 50, 179-211.
• 4. Albari, A., & Safi tri, I. (2018). The influence of product price on consumers' purchasing decisions. Review of Integrative Business and Economics Research, 7(2), 328-337.
• 5. Azman, H., & Mahadhir, M. (2017). Application of the vignette technique in a qualitative paradigm. Journal of Language Studies, 17(4), 27-44.
• 6. Barone, B., Rodrigues, H., Nogueira, R., Guimarã, K., & Behrens, J. (2020). What about sustainability? Understanding consumers' conceptual representations through free word association. International Journal of Consumer Studies, 44, 44-52.
• 7. Bimbo, F., Bonanno, A., Nocella, G., Biscecchia, R., Nardone, G., Devitiis, B., & Carlucci, D. (2017). Consumers' acceptance and preferences for nutrition-modified and functional dairy products: A systematic review. Appetite, 113, 141-154.
• 8. Bimbo, F., Rosellli, L., Carlucci, D., & Corrado de Gennaro, B. (2020). Consumer misuse of country-of-origin label: Insights from the Italian extra-virgin olive oil market. Nutrients, 12(7), p. 2150.
• 9. Biondi, B., & Camanzi, L. (2020). Nutrition, hedonic or environmental: The effect of front-of-pack messages on consumers' perception and purchase intention of a novel food product with multiple attributes. Food Research International, 130, p. 108962.
• 10. Blijlevens, J., Creusen, M., & Schoormans, J. (2009). How consumers perceive product appearance: The identification of three product appearance attributes. International Journal of Design, 3(3), 27-35.
• 11. Bordewijk, M., & Schifferstein, H. (2020). The specifics of food design: Insights from professional design practice. International Journal of Food Design, 4(2), 101-138.
• 12. Brawn, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
• 13. Claudy, M., & Peterson, M. (2014). Understanding the underutilization of urban bicycle commuting: A behavioral reasoning perspective. Journal of Public Policy & Marketing, 33(2), 173-187.
• 14. De Francisco Vela, S., & Ayala-Garcia, C. (2020). Émotions à la carte: Exploring emotional paradoxes through edible DIY-Materials for product design. International Journal of Food Design, 4(2), 139-153.
• 15. Dharmadasa, P., & Chanaka, W. (2017). Impact of country of origin effect (COE) on consumer purchase intentions. Arabian Journal of Business and Management Review, 7(4).
• 16. Diddi, S., Yan, R-N., Bloodhart, B., Bajtelsmit, V., & McShane, K. (2019). Exploring young adult consumers' sustainable clothing consumption intention-behavior gap: A behavioural reasoning theory perspective. Sustainable Production and Consumption, 18, 200-209.
• 17. Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of Research in Nursing, 25, 443-455.
• 18. García-Segovia, P., Igual, M., & Martínez-Monzó, J. (2020). Physicochemical properties and consumer acceptance of bread enriched with alternative proteins. Foods, 9(7), p. 933.
• 19. Hanson, N., & Yun, W. (2018). Should "big food" companies introduce healthier options: The effect of new product announcements on shareholder value. Marketing Letters, 29(1), 1-2.
• 20. Hsee, C.K., & Ruan, B. (2020). Continuing to broaden the marketing concept. Review of Marketing Research, 17, 223-239.
• 21. Hu, A., Chen, X., & Davison, R. (2019). Social support, source credibility, social influence, and impulsive purchase behaviour in social commerce. International Journal of Electronic Commerce, 23(3), 297-327.
• 22. Insch, A., & Cuthbert, R. (2018). Why country of origin still matters in food retailing: Implications for promotion management research. Journal of Promotion Management, 24(3), 363-375.
• 23. Johnson, J., Adkins, D., & Chauvin, S. (2020). Qualitative research in pharmacy education: A review of the quality indicators of rigor in qualitative research. American Journal of Pharmaceutical Education, 84(1).
• 24. Kumar, S., Talwar, S., Murphy, M., Kaur, P., & Dhir, A. (2021'A behavioral reasoning perspective on the consumption of local food. A study on REKO, a social media-based local food distribution system. Food Quality and Preference, 93, Article 104264.
• 25. Kiger, M.E., & Varpio, L. (2020). Thematic analysis of qualitative data: AMME Guide No. 131. Medical Teacher, 42(8), 846-854.
• 26. Le Roux, M., De Wet, J., & Kraamwinkel, A. (2020). Trends in the retail sales of dairy products. Report by the Office of SAMPRO.
• 27. Lo, S., Tung, J., Wang, K., & Huang, K. (2017). Country-of-origin and consumer ethnocentrism: Effect on brand image and product evaluation. Journal of Applied Sciences, 17(7), 357-364.
• 28. Magnier, L., & Schoormans, J. (2017). How do packaging material, colour and environmental claim influence package, brand and product evaluations?. Packaging Technology and Science, 30(11), 735-751.
• 29. Melovic, B., Cirovic, D., Dudic, B., Backović, T., & Gregus, M. (2020). The analysis of marketing actors influencing consumers' preferences and acceptance of organic food products: Recommendations for the optimization of the offer in a developing market. Foods, 9, p. 259.
• 30. Mitrofanova, E., Pummell, E. Mulrooney, H., & Petróczi, A. (2021). Using behavioural reasoning theory to explore reasons for dietary restrictions: A qualitative study of orthorexia behavioural tendencies in the UK. Frontiers in Psychology, 12, p. 685545.
• 31. Newman, C., Turri, A., Howlett, E., & Stokes, A. (2014). Twenty years of country-of-origin food labeling research: A review of the literature and implications for food marketing systems. Journal of Macromarketing, 34(4), 505-519.
• 32. Nicholls, J., & Schimmel, K. (2016). Satisfaction as reasons for and against generosity decisions: A behavioral reasoning theory exploration. The Marketing Management Journal, 26(2), 86-100.
• 33. Norman, P., Conner, M., & Stride, C. (2012). Reasons for binge drinking among undergraduate students: An application of behavioural reasoning theory. British Journal of Health Psychology, 17, 682-698.
• 34. Nowell, L., Norris, J., Shite, D., & Moules, N. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16, 1-13.
• 35. Ozaki, R., & Sevastyanova, K. (2011). Going hybrid: An analysis of consumer purchase motivations. Energy Policy, 39(5), 2217-2227.
• 36. Pennington, N., & Hastie, R. (1993). Reasoning in explanation-based decision making. Cognition, 49, 123-163.
• 37. Persistence Market Research. (2015). South Africa UHT milk market: In-depth analysis on South Africa's UHT milk market: Rising consumption of semi-skimmed UHT milk to drive market's growth. Retrieved in August 2021 from https://www.persistencemarketresearch.com/market-research/south-africa-uht-milk-market.asp.
• 38. Rafdinal, W., & Amalia, F. (2019). Increasing purchase decisions on palm oil seeds through marketing mix and trust. In A. Sapteka, E Septevany, I. Suasnawa, & N. Kariati (Eds.), Advances in social science, education and humanities - Proceedings of the 2nd International Conference on Applied Science and Technology (pp. 192- 198). Atlantis Press.
• 39. Ryan, J., & Casidy, R. (2018). The role of brand reputation in organic food consumption: A behavioral reasoning perspective. Journal of Retail and Consumer Services, 41, 239-247.
• 40. Reisman, R., Payne, A., & Frow, P. (2019). Pricing in consumer digital markets: A dynamic framework. Australasian Marketing Journal, 27, 139-148.
• 41. Roy, S., Chan, T., & Cheema, A. (2014). Price expectations and purchase decisions: Evidence from an online store experiment. Customer Needs and Solutions, 1(2), 117-130.
• 42. Sahu, A., Radhy, R., & Dhir, A. (2020). Envisioning the future of behavioral decision-making: A systematic literature review of behavioral reasoning theory. Australasian Marketing Journal, 28(4), 145-159.
• 43. Sandelowski, M. (2004). Using qualitative research. Qualitative Health Research, 14(10), 1366-1386.
• 44. Shah, A. (2018). Does upward product line extension hurt or benefit a firm's competitive advantage? The case of Honda's Acura, Nissan's Infiniti, and Toyota's Lexus brands. Journal of Marketing Development and Competitiveness, 12(1), 28-36.
• 45. Shan, L., Henchion, M., De Brún, A., Murrin, C., Wall, P., & Monahan, F. (2017). Factors that predict consumer acceptance of enriched processed meats. Meat Science, 133, 185-193.
• 46. Smarzyński, K., Sarbak, P., Musiał, S., Jeżowski, P., Piątek, M., & Kowalszewski, P. (2019). Nutritional analysis and evaluation of the consumer acceptance of pork pâté enriched with cricket powder: Preliminary study. Open Agriculture, 4, 159-163.
• 47. Smith, R., & Swinyard, W. (1983). Attitude-behaviour consistency: The impact of product trial versus advertising. Journal of Marketing Research, 20(3), 257-267.
• 48. Sofi , U.Q. (2019). The influence of branding and packaging on choice and overview of the retail market. American Journal of Economics and Business Management, 2(4), 115-128.
• 49. South African Dairy. (2020). Dairy market trends May 2020. Retrieved in August 2021 from https://www.mpo.co.za/wp-content/uploads/2020/06/Dairy-Market-Trends-May-2.
• 50. Stravakou, P., & Lozgka, E. (2018). Vignettes in qualitative educational research: Investigating Greek school principals' values. The Qualitative Report, 23(5), 1188-1207.
• 51. Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154, p. 104786.
• 52. Timpanaro, G., Bellia, C., Foti, V., & Scuderi, A. (2020). Consumer behaviour of purchasing biofortified food products. Sustainability, 12(16), p. 6297.
• 53. Vergura, D., & Luceri, B. (2018). Product packaging and consumers' emotional response. Does spatial representation influence product evaluation and choice?. Journal of Consumer Marketing, 35(2), 218-277.
• 54. Visbal, O., Ketty, H., Acosta, E., & Herzberg, M. (2017). The influence of country of origin cues on product evaluation: Evidence from Swiss and German consumers. Journal of Technology Management & Innovation, 12(2), 18-24.
• 55. Weisstein, F., Song, L., Andersen, P., & Zhu, Y. (2017). Examining impacts of negative reviews and purchase goals on consumer purchase decision. Journal of Retailing and Consumer Services, 39, 201-207.
• 56. Westaby, J. (2005). Behavioral reasoning theory: Identifying new linkages underlying intentions and behaviour. Organizational Behavior and Human Decision Processes, 98(2), 97-120.
• 57. Yngfalk, C., & Yngfalk, A. (2015). Creating the cautious consumer: Marketing managerialism and bio-power in health consumption. Journal of Macromarketing, 35(4), 435-447.
• 58. Yoshioka-Kobayashi, T., Miyanoshita, T., & Kanama, D. (2020). Revisiting incremental product innovations in the food-manufacturing industry: An empirical study on the effect of intellectual property rights. Journal of Economic Structures, 9(1), 1-19.

Identyfikatory

DOI

10.7172/2449-6634.jmcbem.2022.1.1