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Attributes and retail format preference for branded pulses

Attributes and retail format preference for branded pulses Purpose – The purpose of this paper is to analyze the attribute preferences of buyers of branded pulses and to study the differences in preferences between consumers who purchase from traditional retail stores and those who purchase from modern retail stores. Design/methodology/approach – A total of 300 respondents (150 respondents from traditional and 150 respondents from modern retail outlet) participated in the study. Conjoint analysis was used to assess the consumers’ attribute preferences for branded pulses. Findings – For both traditional and modern retail outlets, profile with highest utility was the profile with established brand, low price, high quality and normal packaging. Research limitations/implications – Shoppers of traditional and modern retail outlets have similar attribute preferences for branded pulses. Hence, it can be concluded that the purchase point makes no difference in consumer attribute preferences. Practical implications – Results indicate that in both traditional and modern retail outlet customers prefer the same profile of attributes. Two important attributes determining their purchase are also the same. Hence a company entering into the sale of branded pulses will have to focus on these two important attributes irrespective of the purchase point. Originality/value – The topic is relatively less researched in emerging markets especially where both branded pulses and organized retail are in their nascent stages. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png South Asian Journal of Global Business Research Emerald Publishing

Attributes and retail format preference for branded pulses

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
2045-4457
DOI
10.1108/SAJGBR-11-2012-0131
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to analyze the attribute preferences of buyers of branded pulses and to study the differences in preferences between consumers who purchase from traditional retail stores and those who purchase from modern retail stores. Design/methodology/approach – A total of 300 respondents (150 respondents from traditional and 150 respondents from modern retail outlet) participated in the study. Conjoint analysis was used to assess the consumers’ attribute preferences for branded pulses. Findings – For both traditional and modern retail outlets, profile with highest utility was the profile with established brand, low price, high quality and normal packaging. Research limitations/implications – Shoppers of traditional and modern retail outlets have similar attribute preferences for branded pulses. Hence, it can be concluded that the purchase point makes no difference in consumer attribute preferences. Practical implications – Results indicate that in both traditional and modern retail outlet customers prefer the same profile of attributes. Two important attributes determining their purchase are also the same. Hence a company entering into the sale of branded pulses will have to focus on these two important attributes irrespective of the purchase point. Originality/value – The topic is relatively less researched in emerging markets especially where both branded pulses and organized retail are in their nascent stages.

Journal

South Asian Journal of Global Business ResearchEmerald Publishing

Published: Jul 29, 2014

Keywords: Marketing; Buyer behavior

References