CONJOINT MEASUREMENT IN HAM QUALITY EVALUATION

Jan‐Benedict E.M. Steenkamp

138 citations0/0 files storedJournal of Agricultural Economics

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Economic and Environmental Valuation Meat and Animal Product Quality Sensory Analysis and Statistical Methods

Abstract

Conjoint measurement is a technique, recently developed in the fields of psychometrics and consumer research, that can help managers and researchers to obtain insight in the way consumers evaluate the quality of products. The paper reports an application of this technique to quality evaluations with respect to ham. On the average, packing was the most important quality attribute. However, market segmentation was necessary because respondents were rather heterogeneous with respect to the quality evaluation process of ham. Four segments were identified. Consumer characteristics could meaningfully differentiate between the segments. The contributions which conjoint measurement can make to decision making with respect to marketing of agricultural and food products are discussed.

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References

1978Conjoint Analysis in Consumer Research: Issues and Outlook 1964Simultaneous conjoint measurement: A new type of fundamental measurement 1971Conjoint Measurement for Quantifying Judgmental Data 1962Orthogonal Main-Effect Plans for Asymmetrical Factorial Experiments 1982Commercial Use of Conjoint Analysis: A Survey 1971Conjoint-measurement analysis of composition rules in psychology.1966Price as an Indicator of Quality: Report on an Enquiry 1980Levels of Aggregation in Conjoint Analysis: An Empirical Comparison

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1996Using conjoint analysis to establish consumer preferences for fruit and vegetables 2001Methodological issues in conjoint analysis: a case study 2000Irish consumer preferences for honey: a conjoint approach 2001Conjoint measurement of preferences for traditional cheeses in Lisbon 2005Ranking versus scale rating in conjoint analysis: Evaluating landscapes in mountainous regions in southeastern Spain 1994

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