Exploring the Role of Quality Attributes for Traditional Food Products (With PDO) on Consumer Behavi

Subject Areas : Jounal of Marketing Management

H.  Vazifehdoust ¹ (استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران)
V. R.  Mirabi ² (استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد تهران مرکزی)
M.  Mohammadi ³ (دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه آزاد اسلامی،واحد نیشابور)

Received: 2014-06-12 Accepted : 2014-06-12 Published : 2009-03-21

Keywords: Quality, perceived quality, Intrinsic quality attribute, Extrinsic quality attribute, Protected designation of origi, Consumer behavior, Customer Satisfaction, Customer loyalty, Buying intention,

Abstract :

Literature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded to these changing consumption patterns by supplying regionally denominated foodstuff. This trust of Protected Designation of Origin (PDO) products arising from the high quality of these products shows positive consumer perceptions about the quality of these products. Consequently, when consumers form a value judgment as to their quality perceptions, it becomes necessary to break the concept of quality into two major groups of factors: the intrinsic attributes and the extrinsic attributes. Whereas the consumer must consider brands quality of PDOs, it is necessary to maintain consumer satisfaction. loyalty, and buying intention toward the intrinsic and extrinsic attribute quality of these products to consider a higher price and repeat purchase. To consider the role of intrinsic and extrinsic attributes of traditional food products with PDO in consumers perception, we selected Boldaji Gaz, which has easy consumer recognition. The statistical population of research is consumers of Boldaji Gaz, with a sample size of 384. For survey hypothesis, we used regression analysis and structural equation model tests. The result shows that the effect of perceived quality of the intrinsic attributes on satisfaction is significant; the effect of perceived quality of the intrinsic attributes on satisfaction is not significant; the effect of perceived quality of the extrinsic attributes on satisfaction and loyalty is significant; and effect of satisfaction on loyalty and buying intention and the effect of loyalty on buying intention are significant.