包装正面和购买点摘要在冷谷物行业中的价值

A. Ivanova, Jill Kurp (Maher), Austin Hampe
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引用次数: 2

摘要

摘要:本研究探讨了270种冷食谷物的包装正面(FOP)与购买点(POP)摘要、客观质量、价格和价值之间的关系。研究结果显示,有机和全谷物摘要具有更高的客观质量;然而,有机谷物提供较低的价值,因为这些谷物价格过高。全谷物认证的谷物价格更实惠,性价比更高。在购买时标有“有益心脏”的谷物客观质量更好,价格更低,价值更高。含有POP和FOP无谷蛋白声明的谷物价值较低;客观质量低,价格高。无谷蛋白认证的谷物在所有总结类别中提供的价值最低。与其他目标相比,儿童谷物的客观质量较低,价格相同,价值较低。对消费者、谷物生产商和公共政策的影响进行了讨论。
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The Value of Front-of-Package and Point-of-Purchase Summaries in the Cold Cereal Industry
ABSTRACT This study explores the relationship between perceived quality as indicated by the front of package (FOP) and point of purchase (POP) summaries, objective quality, price, and value among 270 cold cereals. Findings reveal organic and whole-grain summaries are associated with higher objective quality; however, organic cereals offer lower value as these cereals are overpriced. Wholegrain-certified cereals are priced more affordably and offer better value. Cereals marked as “heart-healthy” at the point of purchase have better objective quality and lower price and better value. Cereals with POP and FOP gluten-free claims are associated with lower value; low objective quality and a higher price. Cereals with the gluten-free certification were found to offer the lowest value among all summary categroies. Kids’ cereals were of lower objective quality, the same price, and lower value, compared to other targets. Implications for consumer, cereal manufacturers and public policy are discussed.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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