The Influence of Country-of-Origin Labeling for Lentils on Consumer Preference: A Study with Reference to Sri Lanka

The IUP Journal of Marketing Management, Vol. XIII, No. 3, August 2014, pp. 31-47

Posted: 8 Jul 2015

See all articles by Ramu Govindasamy

Ramu Govindasamy

Rutgers, The State University of New Jersey - Agricultural, Food & Resource Economics

Surendran Arumugam

Rutgers – The State University of New Jersey

Isaac Vellangany

Rutgers, The State University of New Jersey

Date Written: July 7, 2015

Abstract

Lentils have been a part of the human diet for ages, especially in the developing countries, as a source of protein, vitamins and minerals. Understanding and identifying consumers who care about the country-of-origin of these lentils are important in strategic lentil marketing. Thus, the present study aims to identify consumers who think that country-of-origin is an important attribute while purchasing red lentils by conducting an intercept survey of 300 consumers in grocery stores, supermarkets and other family-run stores in Sri Lanka between July-August 2010. This survey collected detailed information relating to demographic, socioeconomic, grocery purchasing pattern and behavior. The results obtained using logit model indicate that those who frequently consume lentils every day, who use non-packed red lentils, who use packed red lentils with store’s own label, who think brand is an important attribute, who work in the government sector, and who earn between 45,001 and 65,000 Sri Lankan rupees per month are more likely to consider the country-of-origin as an important factor while purchasing red lentils.

Suggested Citation

Govindasamy, Ramu and Arumugam, Surendran and Vellangany, Isaac, The Influence of Country-of-Origin Labeling for Lentils on Consumer Preference: A Study with Reference to Sri Lanka (July 7, 2015). The IUP Journal of Marketing Management, Vol. XIII, No. 3, August 2014, pp. 31-47, Available at SSRN: https://ssrn.com/abstract=2627600

Ramu Govindasamy (Contact Author)

Rutgers, The State University of New Jersey - Agricultural, Food & Resource Economics ( email )

55 Dudley Road
New Brunswick, NJ 0801-8520
United States
732-932-9171 x254 (Phone)
732-932-8887 (Fax)

Surendran Arumugam

Rutgers – The State University of New Jersey ( email )

New Brunswick
NJ
United States

Isaac Vellangany

Rutgers, The State University of New Jersey ( email )

311 North 5th Street
New Brunswick, NJ 08854
United States

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