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Applicability of analysis techniques to determine consumer behaviour

Stolz, Hanna; Hamm, Ulrich and Stolze, Matthias (2007) Applicability of analysis techniques to determine consumer behaviour. Paper at: 3rd QLIF Congress: Improving Sustainability in Organic and Low Input Food Production Systems, University of Hohenheim, Germany, March 20-23, 2007.

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Summary

To explain consumers’ actual buying behaviour, a choice experiment and a standardised interview shall be combined in a twofold methodological approach. While the choice experiment provides information about consumers’ buying behaviour, the interview shall examine backgrounds and reasons for the choice decision by investigating the internal factors consisting of consumer attitudes, motivations and emotions, as well as the external factors, which are socio-demographic characteristics. The data provided by this twofold methodological approach need to be linked in the analysis procedure. Thus, the aim of this paper is to discuss the applicability of single multivariate analysis techniques and their ability to explain consumer behaviour. To identify causalities between the observed behaviour and factors influencing the buying behaviour, two successive techniques are favoured. To reduce the large set of variables collected in the interview, a factor analysis is suggested. To link the variables of experiment and interview, both multiple regression analysis and ANOVA are applicable to explain causalities. Multiple regression analysis is suggested as it is more flexible towards the measurement level of the independent variable if only a small number of non-metric variables have to be transformed into dummy variables.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Market research, consumer behaviour, choice experiment, organic food, EU-QLIF, Sozio-Ökonomie, Markt- und Konsumentenstudien, Markt, QLIF, Supply Chain Analysis, Konsumentenforschung
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: Switzerland > FiBL - Research Institute of Organic Agriculture Switzerland > Socio-Economics
European Union > QualityLowInputFood > Subproject 1: Consumer expectations and attitudes
International Conferences > 2007: 3rd QLIF Congress > 1 Consumers
Related Links:http://orgprints.org/10417/
Deposited By: Stolz, M.Sc. Hanna
ID Code:10239
Deposited On:11 Mar 2007
Last Modified:02 Mar 2011 13:07
Document Language:English
Status:Published
Refereed:Not peer-reviewed
Additional Publishing Information: The final version of this paper is published in:
Niggli, Urs; Leifert, Carlo; Alföldi, Thomas; Lück, Lorna and Willer, Helga, Eds. (2007) Improving Sustainability in Organic and Low Input Food Production Systems. Proceedings of the 3rd International Congress of the European Integrated Project Quality Low Input Food (QLIF). University of Hohenheim, Germany, March 20 – 23, 2007. Research Institute of Organic Agriculture FiBL, CH-Frick.http://orgprints.org/10417/
Printed copies may be ordered from the FiBL Shop at www.shop.fibl.org.

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