Private label organic food products: profile and behaviour of Italian consumers characterized through a multivariate approach

Belliggiano, Angelo and Staffieri, Simona (2007): Private label organic food products: profile and behaviour of Italian consumers characterized through a multivariate approach. Published in: Book of short papers - Meeting of CLAssification and Data Analysis Group of the Italian Statistical Society (2007): pp. 637-640.

Abstract

This paper analyses data collected across a panel of 1.000 representative Italian family units, gathered by means of electronic questionnaires. The contents of the surveyed data were in relation to individuals’ consumption and purchasing behaviour in regards to organic and conventional food products. The general objective of the research has been primarily to characterize trends emanating from the surveyed results, and secondly to explore the possibility of reducing the number of the variables without losing statistical information from the data. Through the multiple correspondences analysis the complex space of the variables has been reduced to two main factors that explain the greater part of the inertia of the data. In addition, the number of consumers is categorised into five clusters, in order to evidence and to synthesize their total behaviours or attitudes.

• Item Type: MPRA Paper
• Language: English
• Keywords: multiple correspondence analysis, cluster analysis, private label, organic food product, large-scale retail trade
• Subjects: D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q1 - Agriculture > Q19 - Other

References

Bergés-Sennou F., P. Bontems, V. Réquillart, (2004), “Economics of private labels: a survey of literature”, Journal of Agricoltural & Food Industrial Organization, 2(1), 1-24

Bolasco S. (1999), Analisi multidimensionale dei dati - Metodi, strategie e criteri d‘interpretazione, Carocci, Roma

Corstjens M., Rajiv L. (2000), “Building store loyalty through store brands”, Journal of marketing Research 37 (August), 281—291

Del Vecchio D. (2001), "Consumers percepitions of private label quality: the role of product category charactetistics and consumer use of heuristics" - Journal of Retailing and Consumers Services, pp. 239-249

Greenacre M. (1984), Theory and Application of Correspondence Analysis, Accademic Press, London

Sinha I., Batra R. (1999), The effect of consumer price consciousness on private label purchase, Internation Journal of Reaserch in Marketing, 16,3, pp.237–251

Sodano V., Verneau F. (2006), Lo sviluppo dei prodotti alimentari a marchio commerciale: strategie delle imprese e comportamento del consumatore, Economia Agro-Alimentare, n.1, pp. 151-173