Integrating the voice of the consumer within the value chain: a focus on value-based labelling communications in the fresh-meat sector

Superior knowledge of customers' perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is often poorly integrated within the value chain, the UK fresh-meat sector being one example. This supply chain has...

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Bibliographic Details
Published in:The Journal of consumer marketing 2004-12, Vol.21 (7), p.497-509
Main Authors: McEachern, Morven G., Schröder, Monika J.A.
Format: Article
Language:English
Subjects:
Bovine spongiform encephalopathy
Brand loyalty
Competitive advantage
Consumer attitudes
Consumer behavior
Consumers
Epidemics
Food
Food quality
Labeling
Marketing
Meat
Meat industry
Purchase intention
Statistical analysis
Studies
Supply chains
Value chain
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Summary:Superior knowledge of customers' perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is often poorly integrated within the value chain, the UK fresh-meat sector being one example. This supply chain has attempted to add value through the implementation of value-based labelling schemes. Few studies, however, have assessed the value created for consumers. Using both in-depth interviews and a postal survey of 1,000 fresh-meat consumers based in Scotland, this paper offers a strategic insight into how coordinators of value-based labelling schemes might integrate the voice of the consumer within the fresh-meat value chain. Structural equation models are used to develop marketing recommendations. The main attitudes driving consumer purchases of fresh meat bearing a value-based label are identified and the market potential for further differentiation of each value-based label is examined. Future research opportunities are also explored.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363760410568716