PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
Czasopismo
2015 | nr 5 | 37--50
Tytuł artykułu

Marketing and non-marketing determinants of the image of a food product

Warianty tytułu
Marketingowe i pozamarketingowe determinanty wizerunku produktu żywnościowego
Języki publikacji
EN
Abstrakty
EN
Article's goal: the article has two research goals: identification of the factors influencing the image of a food product as well as the hierarchical ordering of the identified determinants of the image and their analysis.
Research approach: the article is of the theoretical and empirical character. In the theoretical part, the method of cognitive and critical analysis of the world's literature on marketing and marketing management was used; in the empirical part, the following research methods were used: the method of a survey research for gathering primary data and statistical analysis (including the factor analysis, analysis of variance, and cluster analysis) for the analysis of the primary data and their inference.
Basic research findings: the price and the origin of a food product do not influence considerably its image; a relatively greater image role is played by promotional activities, although in their case no significant statistical dependence was observed in relation to image, either; the first position in the hierarchical structure of the determinants of image was taken by the brand, whereas the final one - by the price.
Practical implications: the knowledge of determinants of food products' image and their hierarchical arrangement allows for efficient and effective management of this image by offerers of food products, which, in turn, determines the applicability value of the research.
Social implications: the original contribution of the following study to theory is the identification of the determinants of the image of a food product as well as their hierarchical ordering. It allows knowing customers' attitudes better.
Cel artykułu: artykuł ma dwa cele badawcze: identyfikacja czynników wpływających na wizerunek produktu żywnościowego oraz hierarchiczne uporządkowanie zidentyfikowanych determinant wizerunku i ich analiza.
Podejście badawcze: artykuł ma charakter teoretyczno-empiryczny. W części teoretycznej zastosowano metodę analizy poznawczo-krytycznej światowej literatury na temat marketingu i zarządzania marketingowego; w części empirycznej zastosowano następujące metody badawcze: metodę badania ankietowego w celu zebrania danych pierwotnych i analizę statystyczną (w tym analizę czynnikową, analizę wariancji i analizę skupień) celem dokonania analizy danych pierwotnych i na ich podstawie wnioskowania.
Podstawowe wyniki badawcze: cena i pochodzenie produktu żywnościowego nie wpływa w istotny sposób na jego wizerunek; stosunkową większą rolę wizerunku odgrywają działania promocyjne, chociaż w ich przypadku nie zaobserwowano również żadnych istotnych zależności statystycznych w odniesieniu do wizerunku; pierwsze miejsce w strukturze hierarchicznej determinant wizerunku zajęła marka, podczas gdy ostatnie - cena.
Implikacje praktyczne: znajomość determinant wizerunku produktów żywnościowych oraz ich hierarchicznego uporządkowania pozwala na skuteczne i efektywne zarządzanie tym wizerunkiem przez oferentów produktów żywnościowych, co, z kolei, określa wartość przydatności badań.
Implikacje społeczne: oryginalnym wkładem poniższego opracowania w teorię jest identyfikacja determinant wizerunku produktu żywnościowego, jak również ich uporządkowania hierarchicznego. Pozwala to na lepsze poznanie postaw klientów. (abstrakt oryginalny)
Czasopismo
Rocznik
Numer
Strony
37--50
Opis fizyczny
Twórcy
  • Politechnika Łódzka
Bibliografia
  • Ahmed Z.U., Johanson J.P., Yang X., Chen K.F., Han S.T., Boon L.C. (2004), Does country of origin matter for low-involvement products?, "International Marketing Review", No. 21.
  • Alessandri S.W. (2001), Modeling corporate identity: a concept explication and theoretical explanation, "Corporate Communications: An International Journal", Vol. 6, No. 4.
  • Balmer J.M.T. (1998), Corporative identity and the advent of corporate marketing, "Journal of Marketing Management", No. 14.
  • Balmer J.M.T., Greyser S.A. (2002), Managing the multiple identities of the corporation, "California Management Review", Vol. 44, No. 3.
  • Baruk A. (2013), Offerers' Relations with Customers. Marketing Holistic Approach and Marketing Practice, Lambert Academic Publishing, Saarbrücken.
  • Baruk A. (2013), Petitioner or Partner. Multifaceted Insight into the Market Role of a Contemporary Purchaser on the Consumer Goods Market, Lambert Academic Publishing, Saarbrücken.
  • Białoskurski S. (2013), Marketing lateralny w procesie kształtowania wizerunku produktów spożywczych, non-published doctorate thesis prepared under scholarly guidance of A. Baruk.
  • Bromley D.B. (2001), Relationships between personal and corporate reputation, "European Journal of Marketing", Vol. 35, No. 3-4.
  • Carmeli A., Tishler A. (2005), Perceived organizational reputation and organizational performance: An empirical investigation of industrial enterprises, "Corporate Reputation Review", Vol. 8, No. 1.
  • Chen Te Fu (2011), An Integrated Process-Based Customer Knowledge Management Model, "Journal of Knowledge Management Practice", Vol. 12, No. 4.
  • Chen Te Fu, Huang Hsuan-Fang (2011), An integrated CKVC model to building customer knowledge management synergy and impact on business performance, in: International Conference on Economics.
  • Trade and Development 2011, IPEDR. IACSIT Press, Singapore.
  • Choi Eun Jung, Kim Soo-Hyun (2013), The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention, "International Journal of Smart Home", Vol. 7, No. 1.
  • Chowdhury M.H.K., Rabiul I. (2003), Critical factor in consumer perceptions: a cognitive approach, "Journal of Business Research", No. 5.
  • Dobni D., Zinkhan G.M. (1990), In search of brand image: a foundation analysis, (in:) Goldberg M.E., Gorn G., Pollay R.W. (Eds.), Advances in Consumer Research. Association for Consumer Research, Provo, UT.
  • Dowling G.R. (2004), Corporate reputations: should you compete on yours?, "California Management Review", Vol. 46, No. 3.
  • Doyle P. (2008), Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, John Wiley & Sons, Chichester, West Sussex.
  • Freestone O., McGoldrick P. (2008), Motivations of the ethical consumer, "Journal of Business Ethics", Vol. 79, No. 4.
  • Gotsi M., Wilson A.M. (2001), Corporate reputation: seeking a definition, "Corporate Communications: An International Journal", Vol. 6, No. 1.
  • Hansen T. (2005), Perspectives on consumer decision making: An integrated approach, "Journal of Consumer Behaviour", Vol. 4, No. 6.
  • Hassan A. (2012), The value proposition concept in marketing: how customers perceive the value delivered by firms - a study of customer perspectives on supermarkets in Southampton in the United Kingdom, "International Journal of Marketing Studies", Vol. 4, No. 3.
  • Ismail, Z, Masood S., Tawab Z.M. (2012): Factors affecting consumer preference of international brands over local brands, in: 2nd International Conference on Social Science and Humanity 2012, IPEDR, IACSIT Press, Singapore.
  • Jakpar S., Goh Sze Na A., Johari A., Than Myint K. (2012), Examining the product quality attributes that influences customer satisfaction most when the price was discounted: a case study in Kuching Sarawak, "International Journal of Business and Social Science", Vol. 3, No. 23.
  • Jiang T., Tuzhilin A. (2006), Segmenting customers from population to individuals: does 1-to-1 keep your customers forever?, "IEEE Transactions on Knowledge and Data Engineering", Vol. 18, No. 10, http://pages.stern.nyu.edu/~atuzhili/pdf/TKDE-0377-0905-2.pdf [access: 14.02.2014].
  • Kotler Ph, Keller K.L. (2012), Marketing Management, Prentice Hall, New Jersey.
  • Lin L.Y., Chen Ch.Sh. (2006), The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan, "Consumer Marketing", No. 23.
  • Michaelidou N., Dibb S. (2006), Product involvement: An application in clothing, "Consumer Behavior", No. 5.
  • Monroe K.B. (2003), Pricing Making Profitable Decisions (3rd ed.), McGraw-Hill Publishing, New York, NY.
  • Schiffman L.G., Kanuk L.L., Hansen H. (2008), Consumer Behaviour: A European Outlook, Prentice Hall, Essex.
  • Shirin K., Kambiz H.H. (2011), The effect of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions, "Chinese Business Review", Vol. 10, No. 8.
  • Smith P.R. (1993), Marketing Communications. An Integrated Approach, Kogan Page, London.
  • Smith S., Paladino A. (2010), Eating clean and green? Investigating consumer motivations towards the purchase of organic food, "Australasian Marketing Journal", No. 18.
  • Steenkamp J-B., Batra R., Alden D.L. (2003), How perceived brand globalness creates brand value?, "Journal of International Business Studies", No. 34.
  • Swanson S.R., Kelley S.W. (2001), Service recovery attributions and word-of-mouth intentions, "European Journal of Marketing", Vol. 35, No. 1-2.
  • Szmigin I., Carrigan M., McEachern M. (2009), The conscious consumer: Taking a flexible approach to ethical behaviour, "International Journal of Consumer Studies", Vol. 33, No. 2.
  • Tarkiainen A., Sundqvist S. (2009), Product involvement in organic food consumption: Does ideology meet practice?, "Psychology and Marketing", No. 26.
  • Trope Y., Liberman N. (2010), Construal-level theory of psychological distance, "Psychological Review", Vol. 117, No. 2.
  • Underwood R.L., Klein N.M., Burke R.B. (2001), Packaging communication: attentional effects of product imagery, "Journal of Product and Brand Management", Vol. 10, No. 7.
  • Zanoli R., Naspetti S. (2002), Consumer motivations in the purchase of organic food, "British Food Journal", Vol. 104, No. 8-9.
  • Zeithaml V.A. (1988), Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, "Journal of Marketing", Vol. 52, No. 3 (July).
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171406225

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.