WHAT DETERMINES THE USE OF BRANDS AND SEALS OF APPROVAL AS EXTRINSIC QUALITY CUES IN CONSUMERS’ PORK PURCHASE DECISION?
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In today’s saturated food markets with increasingly homogeneous products food quality
provides an opportunity for product differentiation. We want to answer the question what
determines the use of extrinsic quality cues (brands, seals of approval) in consumers’ pork
purchase decision. Therefore, we accomplished a consumer survey (n=767) at different
German retailers. The results show that consumers’ pork purchase at small supermarkets, use
of household leaflets to make purchase decisions and modest income level determines the use
of seals of approval. Consumers who buy pork at small supermarkets and discounters, and
who use household leaflets use brands.