Abstraction and Product Categories as Explanatory Variables for Food Consumption
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An understanding of the process by which consumers match consumption choices to personal values is powerful aid to guide
strategic market orientation. It is of particular importance in the highly saturated food markets of developed countries, where
consumer needs are shifting closer and closer towards the search for quality and emotional benefits. This study sets out to explore
variation in the consumer choice structure in relation to three products with different levels of search, experience and credence
attributes, using means-end chain theory. The results suggest the presence of an emotional component in foods that increases in
complexity (becomes more abstract) with the number of credence attributes associated with the product; a fact worthy of the
consideration of product managers when designing marketing strategies.