Discrepancy between stated preferences (self-reports) and actual purchases

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Discrepancy between stated preferences (self-reports) and actual purchases

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Titel: Discrepancy between stated preferences (self-reports) and actual purchases
An empirical assessment
Forfatter: Schmidt, Marcus
Resume: The present study is based on a large scale panel survey and uses the German market for profiling the consumer of ecological margarine. We analyze how this consumer differs from the mainstream consumer. Consumers of ecological margarine are categorized as light- , medium-, heavy-users and loyalists. Also, we explore why some consumers - when being asked - intend to buy ecological margarine but do not purchase the product (and vice versa). A cluster analysis of non-purchasers of ecological margarine shows at least one sizeable cluster of non-purchasers possess views on ecostatements that are more eco-prone than loyal purchasers of eco-margarine. Several other interesting findings are revealed. Implications for promotion of ecological margarine are discussed (not in the present draft but at the conference).
URI: http://hdl.handle.net/10398/8721
Dato: 2013-06-13
Note: Paper presented at The 12th International Marketing Trends Conference. Paris 17-19 January 2013

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