Consumer Tradeoffs between Perishable Product Attributes

29 Pages Posted: 11 Sep 2008 Last revised: 23 Apr 2009

See all articles by Aristeidis Theotokis

Aristeidis Theotokis

Leeds University Business School; Athens University of Economics and Business, Department of Management Science and Technology

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Date Written: September 11, 2008

Abstract

The present study investigates how consumers evaluate particular characteristics of grocery perishable products. Two important characteristics of perishables, the expiration date and price, and two value adding concepts, namely quality guarantees and corporate social responsibility (CSR) activities, are presented to consumers as perishable product attributes. Based on an experimental design, consumers are asked to evaluate perishable product alternatives with varying levels of these attributes. Using conjoint analysis, the relative importance that consumers place on each attribute is examined. Moreover, the effect of product category (milk and chicken), evaluation criterion (trust and purchase intention), situational factors (shopping trip type) and individual traits (price consciousness, trust disposition and CSR attributions) on the importance that consumers place on each attribute is examined. Results show that all four attributes are important for consumers and their importance is affected by different factors. Managerial implications regarding price discrimination and effective promotional strategies for perishables are provided.

Keywords: Perishables Management, Expiration Date, Grocery Stores, Consumer Behavior, Dynamic Pricing

Suggested Citation

Theotokis, Aristeidis and Pramatari, Katerina and Vlachos, Pavlos A., Consumer Tradeoffs between Perishable Product Attributes (September 11, 2008). Available at SSRN: https://ssrn.com/abstract=1266582 or http://dx.doi.org/10.2139/ssrn.1266582

Aristeidis Theotokis (Contact Author)

Leeds University Business School ( email )

Leeds LS2 9JT
United Kingdom

Athens University of Economics and Business, Department of Management Science and Technology ( email )

76 Patission Street
Athens, 104 34
Greece

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece
+30 210 8203663 (Phone)
+30 219 8203664 (Fax)

HOME PAGE: http://www.eltrun.aueb.gr

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

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