Consumers attitudes towards regional food products : a

comparison between five different european countries

Laurent Trognon1, Jean-Paul Bousset2, Joanne Brannigan3 and Louis Lagrange1

1 ENITA de Clermont-Ferrand

laurent.trognon@agroparistech.fr.

2 Cemagref de Clermont-Ferrand, France

3 Scottish Agricultural College, Aberdeen, Scotland

Contribution appeared in Sylvander, B., Barjolle, D. and Arfini, F. (1999) (Eds.) “The

Socio-Economics of Origin Labelled Products: Spatial, Institutional and Co-

ordination Aspects”, proceedings of the 67th EAAE Seminar, pp. 142 - 156

October 28-30, 1999

Le Mans, France

Copyright 1997 by Trognon, Bousset, Brannigan and Lagrange. All rights reserved. Readers

may make verbatim copies of this document for non-commercial purposes by any means,

provided that this copyright notice appears on all such copies.

Consumers attitudes towards regional food products : a comparison between five different european countries1

Laurent TROGNON*, Jean-Paul BOUSSET**, Joanne BRANNIGAN*** and Louis LAGRANGE*

*EN/TA de Clermont-Ferrand, **Cemagref de Clermont-Ferrand, France, ***Scottish Agricultural College, Aberdeen, Scotland

Abstract

This paper reports the results of a comparative analysis of the main explanatory factors of consumer behaviour relating to regional quality products in five EU countries. Bayesian Network Technology was used to process data collected in the consumer task of the RIPPLE programme. Consumer's country of origin was shown to be the main factor of difference between the study countries. But the distinction between consumers from the North and those from the South of Europe does not appear so evident, and rather than a marked typology, the analysis suggests a set of indistinct groups partly overlapping. The analysis also shows that consumers' knowledge, perception and attitude are as important in explaining behaviour patterns as the socio-demographic factors. Moreover, these four groups of factors strongly interact to influence consumer behaviour.

Keywords : consumer attitude and behaviour, regional quality food products, country of origin, bayesian belief network

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

INTRODUCTION

The growing importance of "region" in the marketing of products has become apparent in acompetitive and saturated market-place. With particular reference to food products, it has been suggested that regional labels have been used to differentiate and add value to products (Ritson and Kuznesof, 1996). This potentially enhances the competitive advantage of regional food producers, and helps to maintain the development of the local economies (T regear et al., 1997). Bouquery (1994) estimated that the market value of "typical" products (most of them are identified with a territorial identity) was 7.5% of the EEC food market (45 billion Euro) and estimated an increase of 1 to 2 billion Euros per year. In some European Union countries, consumer interest for these products has been rising since the mid 1980 s. However, this should not be perceived as a mere fashion phenomenon, but as a deep trend, as has been observed in France. Indeed, the fact that particular qualities are linked to traditional know-how and to particular regions, means that these products meet the French consumer's need for confidence and roots in food purchasing behaviour (Rochefort, 1995).

Given this development in the regionalisation of markets, the EU research programme RIPPLE (Regio­nal Images and the Promotion of Quality Products and Services in the Lagging Regions of the European Union) was established. The main objective of the research was to investigate the producer, consumer and institutional aspects of Quality Products and Services (OPS) within particular EU lagging regions. The aim of the consumer task was to investigate consumer awareness and perception of regional images with regard to QPS, and the influence they might have on consumers purchase behaviour.

In this paper, we report the results of a comparative analysis of the main explanatory factors of some consumer attitudes and behaviour relating to QPS, carried out on data collected in the RIPPLE consumer task. The first part recalls the research method and the data analysis procedure. The second part presents the results of the comparison (main explanatory factors of consumer behaviour and similarities and differences between countries). Finally, we conclude and discuss in the context of using Bayesian networks, the limits of such an analysis, and the perspectives for further research.

142

1. MATERIALS AND METHOD

1.1. The "Consumer Objective" and the Concept of Quality

The general objective of the RIPPLE project was "to help public and private institutions develop strategies, policies and structures to aid the successful marketing and promotion of quality products and services in the lagging regions of the European Union". The general project objective comprised of four interrelated sub­objectives including the "consumer objective". It aimed "to explore the consumer s perceptions, wants and needs in relation with the purchase of quality products and services from specific lagging regions ; to examine consumer s perceptions of the links between location, quality image and actual product and service characte­ristics ; and to identify the social, psychological and economic factors influencing consumer s behaviour as regards to the products and services of lagging regions".

One of the prior tasks of the project was to define a common concept of QPS. Indeed, many definitions of quality exist within the social sciences field (Sylvander et al., 1994). Quality is a subjective product attribute, and difficult to define and quantify for the purposes of research. Quality, with regard to products and services, may be determined or signified via many different criteria, for example, the use of official quality marks ; the use of specified products (inputs) or processes ; or associations with tradition, territory or craftsmanship. Perceptions of quality may vary between individuals, different social groups, regions or countries. Irrespective of these variations, QPS are normally able to command premium prices in the market place. Thus, one of the essential characteristics of quality is that it is a positional attribute, describing a product that is above the minimum market standard (Parrott et al., 1997).

With regard to QPS, there would appear to be an increase in awareness and consumption levels, thus suggesting that their differentiated nature is attractive to particular consumers in the market-place. However, from the marketing perspective, there is still much to learn about these consumers perceptions of quality and their association of quality with place of origin. From the institutional perspective, assistance may be required for producers to establish complete marketing approaches for effective development and increased competitive-

CONSUMERS' ATTITUDES TOWARDS REGIONAL FOOD PRODUCTS

ness for these lagging regions of the EU. Research has indicated that consumers are aware of the regionality of products, and food products in particular (Tregear et al, 1997; DGAL, 1994; INAO, 1995). However, the consu­mers evaluation depends significantly on the perceived quality and authenticity of the products.

The perception of quality is a subje~tiye and. individ.ual assessment, and is influenced by existing beliefs, attitu­des and general environmental conditions (Chisnall, 1985). However, for the purposes of our research, it was essential to work to an agreed definition, therefore the RIPPLE team adopted the following statement :

a quality product is one "which is differentiated in a positive manner by way of one or more factors from the standard product, is recognised as such by the consumer and therefore commands a market benefit if it is effectively marketed' (Scottish Food Strategy Group, 1993 quoted in Jenkins et al. 1997).

1.2. The Consumer Survey

1.2.1. Questionnaire contents

The consumer questionnaire contained both closed questions, which provided comparative factual info~ma­tion about the consumers, and open-ended questions, which provided an understanding of the consumers perceptions, attitude, and behaviour. It was composed of four main parts :

• Part 1 dealt with consumer perceptions of quality ;

Part 2 examined consumer perceptions of regional OPS in general ;

143

• Part 3 examined consumer perceptions of regional imagery in relation to specific OPS in the study regions;

• Part 4 collected consumer classification data.

Taking into account the consumer o.bjective and. the wide definition of quality products, 5 kinds of questions were asked to each interviewee. These were related to :

• Socio-demographic profile . (age ; gender ; occupation ; income levels ; educatio­nal level ; household status ; residence location related to the study region ; main household decision maker regarding OPS) ;

·~~~~ . (the perceived characteristics of a OPS ; perceived difficulties in obtaining OPS in the market-place) ;

• Knowledge (the study region ; OPS from the study region ; OPS from the study country ; OPS from the other partner study regions ; official quality marks used in the study country ; information channels used to find OPS) ;

• Attitudes (level of confidence in official quality marks ; price premium for OPS ; importance of the region of origin in the purchase decision ; support for rural Small ~nd Medium-sized Enterprises (SMEs) when buying OPS ; regulation for OPS ; image of OPS from rural SMEs);

• Behaviour (purchase location ; purchase frequency).

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

Figure 1 : Variable groups describing the behaviour of QPS consumers

Region Q lh

Q21 al Q le

Q21 a2

Q21 a3

Q21 u4

KNOWLEDGE Q2

l '0

Q21 u6

Q21 a7

Q21 u8

Q21 a9

Q21 alO

Q21 all

Q21 ul2

QOl

Ql4

Q25

Q29

Q26a

Q26b

SOCTO-DEMOGRAPIDCAL

CQNS!!MER PROFILE

Q28b

Q30

Q27

1.2.2. Main assumptions about the explanatory factors of consumers behaviour

The first four groups formed the explanatory variables to describe the consumer's behaviour in relation to QPS awareness and purchase ; Figure 1 shows the make-up of the groups according to questions from the survey. These groups could be further categorised into personal consumer characteristics (socio-demographic, psycholo­gical, and psychographical) and consumer environment characteristics (culture, social class, family, and situational factors) which are the main explanatory factors of the consumer's behaviour (Fi Iser, 1994).

Regional origin

(Q5\ ~

Price

Confidence in OQM

~ ~

Rural S.MEs

PERCEPTIONS 9 GD

144

Q3a

Q3b

Q3c

Q3d

Q3d

Q3e

Q3f

Q3g

Q 13

Q 11 a

Q llb

Q llc

Q 12

'

The Socio-demographic characteristics were considered as the primordial explanatory factors that could influence any other variable. The questions related to Knowledge, which can be associated with the con­sumer's environment characteristics, and the questions related to Perception and Attitude were considered as intermediary factors to explain consumer behaviour.

Therefore, the main assumption was that the socio­demographic, perception, knowledge, and attitude factors interact in order to influence in fine consumer behaviour. As Figure 2 shows, there are many possible channels of interaction amongst the variable groups.

CONSUMERS' ATTITUDES TOWARDS REGIONAL FOOD PRODUCTS

Figure 2 : Relationship between the explanatory factors of attitudes and behaviour of QPS consumers

Tourism/Craft Region

Q lb Q21al

Q le Q2la2

Q21 aJ Q 14

Q21a4 Q 24 Q21 a5 KNOWLED_QE

Q21 a6

Q21 a7

Q21 a8

Q21 a9

Q21 al0

Q21 all

Q2\a12

Q 01

Q 25

Q 29

Q 26a

Q 26b

Q 30

SOCIO-DElvlOGRAPHIC

CONSUMER PROFILE Q 27

1.2.3. Sampling method

Six partner countries were involved in the research (Finland, France, Greece, Ireland, Spain, and the United Kingdom (UK)), each completing approximately 400 consumer surveys using the quota method (gender, age and occupation criteria).

For the specific analysis presented in this paper, consumers who were unaware of QPS or who no longer purchased QPS were eliminated. Data were used from2

Finland, France, Ireland, Spain and the UK. Therefore, the sample used for this analysis consisted of 1500 QPS consumers.

1.3. Survey Analysis Methodology

The data collected attempted to identify the differences between and the similarities amongst EU countries regarding the behaviour of QPS consumers.

Q 3o

Q 3b

Q 3c

Q 3d

Q 3d

Q3e

Q 3f

Q 3g

Q 13

IT]

1.3.1. Modelling Stage

Region of origin

e Price

Confidence in official quality marks

E3

Using the socio-demographic, knowledge, perception and attitude factors, the behaviour of QPS consumers was modelled and analysed using the Bayesian belief networks technology [Bousset et al, 1999]. The Bayesian belief network technology refers to Bayesian Probability Theory and to the Graphical Modelling concept.

145

The Bayes Theorem, generalised by Laplace [Laplace, 1951 ], is the basic starting point for inference problems using probability theory as logic. Bayes' theorem gives the rule for updating belief in a Hypothesis H (i.e. the probability of H) given additional evidence E, and background information (context) I :

p(HIE.I) = p(Hll)*p(EIH,l)/p(Ell) [Bayes Theorem]

where:

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

• p(HIE,I), the posterior probability, gives the probability of the hypothesis H after considering the effect of evidence E in context I ;

• p(Hll) is the prior probability of H given I alone ; that is, the belief in H before the evidence E is considered ;

• p(EIH,I), the likelihood, gives the probability of the evidence assuming the hypothesis H and background information I is true ;

• 1/p(Ell), is independent of H, and can be regarded as a normalising or scaling constant. The information I is a conjunction of (at least) all of the other relevant statements to determine p(Hll) and p(EJI).

Graphical Modelling consists of using Directed Acyclic Graph (DAG) to represent conditional probabilities leading the values of a set of variables. Such a DAG is called a Bayesian belief network. In other words, a Bayesian belief network is a DAG with a probability table for each variable (also called a node).

The Bayesian belief network representing the probabi­listic relationships existing between the socio-demogra­phic characteristics, the knowledge, the perceptions, the attitudes and the behaviour of QPS consumers, was built using the Belief Network Power Constructor [Cheng 1997].

1.3.2. Analysis Stage

Measurement of the similarities and differences among the partner countries was analysed by using three methodologies : Structural Analysis ; Sensitivity Analy­sis ; and Inductive Inferences.

Structural Analysis pointed out the direct and total motivity/dependence index of each variable/node of the network. The direct/total motivity index of a given node i is the percentage of nodes directly and indirectly influenced by node i. The direct/total dependence index of a given node i is the percentage of nodes that directly and indirectly influence the node i.

Sensitivity Analysis pointed out how much the value of certain dependent variables/nodes Q (e.g., attitudes, behaviours) could be influenced by a single finding at each of the other nodes F : the minimum and maximum belief that each state q of dependent node Q can take due to a finding fat a given motive node F, and the standard deviation (RMS change) of probability P(ql~ about P(q) due to a finding at F, with the finding at F

146

distributed by P(~. There was also measurement of the mutual information of each pair of QF adjacent nodes [Spiegelhalter 1993].

Inductive Inferences pointed out, for a given state q of certain dependent nodes Q (e.g., attitudes, behaviours), the most probable states f for the other nodes F, by searching for the states f of nodes F that give the state q to the node Q with the maximum [a posterion] probabilities. The set of node states F(D having a maximum a posteriori probability = 1 is called "most probable explanation" of the state q of Q, or most probable configuration explaining the state q of Q ; e.g. : most probable configuration of the French buyer of quality products ; most probable configuration of a buyer of QPS in a supermarket ; etc. The lower a posteriori probabilities indicate the relative probabilities of the other states f given that typical features are found in the most probable configuration. Two or more states fof the same node F may have a maximum a posteriori probability = 1. This indicates that there is more than one "most probable explanation" of the state q of Q, with an equal probability.

2.RESULTS

The Results section first presents the findings about the general behaviour of the European QPS consumer : the main explanatory factors of behaviour ; and the charac­terisation of the European OPS consumer. Then it compares the behaviour of QPS consumers among the study countries : the main explanatory factors of beha­viour according to the country ; and the similarities and differences of the consumer's profile.

2.1. General Behaviour Pattems of the European QPS Consumer

2.1.1. Explanatory Factors for European QPS Consumers' Behaviour

The structural analysis of the Bayesian belief network built from the collected data (Figure 3) validated the assumed relationships between the socio-demographic, perception, knowledge, attitudes, and behaviour varia­bles ; these factors strongly interact. Moreover, calcula­ting the motivity and dependence indices, it quantifies the relative importance and the role of each factor in the behavioural model (Table 1). Two main results appeared.

CONSUMERS' ATTITUDES TOWARDS REGIONAL FOOD PRODUCTS

Figure 3: Explanatory Factors for QPS Consumers Behaviour a Bayesian Belief Network (country effects included)

SOCIO.DEMOGRAPHICAL

CONSUMER PROFILE

The country of residence, with a score of 100, had the most influence on other factors of consumer behaviour, accompanied by the socio-demographic characteristics of the consumer.

Considering the motivity index (country effect included), the consumer knowledge (about QPS, regions, and official quality marks), perceptions (about quality), and attitude have a combined similar weighting to the importance of the socio-demographic factors.

Further, the structural analysis also gave insight into each of the factors ; the observations are recorded below.

147

Table 1 : Total Motivity and Dependence lndeces of Criteria

Motivity index Dependence index Criteria Country effects Country effects

included

Country 100

Social Profile (S) 24

Perceptions (P) 9 21 41 15

Knowledge (K) 9 16 34 28

Attitudes (A) 7 30 28 23

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

The analysis for the probabilistic relationships existing between socio-demographic, perception, knowledge and behaviour showed that the general behaviour of the OPS consumer varied according to the country of residence. From a marketing perspective, such a finding is to be expected, as the behaviour of consumers is influenced by environmental issues such as culture, tradition and heritage.

On examination of the more specific activities of consumer behaviour, it was found that the direct influence of country of residence was not significant. For example, gaining access to OPS in the market-place, and the level of awareness and knowledge of quality marks were not directly influenced by the country of residence. However, there was indirect influence through the relay variables (see further).

Looking beyond the impact and influence of country of residence on consumer behaviour, other factors were found to have a strong influence. The age of the consumer was particularly influential when purchasing OPS, mainly on the criteria for perceiving quality and differentiation factors. Other socio-demographic factors to be considered included the source of the main income into the household, and the educational level of the respondent. Some influence did come from the gender of the respondent, and their place of residence relative to the study region.

The level of knowledge and awareness of OPS were also very important in determining consumer behaviour. The research found that the source used to obtain OPS information had particular impact on consumers behaviour towards these products. The source type would determine the level of detail of information, the mode of delivery and its perceived reliability.

The nature of consumer behaviour comes as a result of consumer attitudes and perceptions, which are themselves, created through information and experience in the market-place. Attitudes are formed over time, have the potential to change, and are influenced by many forces. The research found that the attitudinal factor of confidence in official quality marks was extremely influential on consumer behaviour, with the expectation to pay more for OPS having little influence. With the perception factors, differentiation of the OPS from other similar products was influential. It would therefore appear that OPS consumers prefer the visual confirmation of quality through the official

148

certification, which in turn influences the perception of product attributes and the comparison with other products in the market-place.

Consumer behaviour, as generally observed in the five EU countries, would appear to be influenced greatly by all factors of socio-demographic characteristics, perception, knowledge and attitudes. In particular, factors such as country of residence, information source used, and product differentiation all play a key role in the development and variation of consumer behaviour.

The removal of the country of residence from the analysis allows better evaluation of the relative weight of the socio-demographic characteristics, perception, knowledge and attitude factors. Thus, whilst the socio­demographic characteristics factors are the main explanatory factors for consumer behaviour, the attitudes factors are in second place. Perception and knowledge factors follow on from that.

Each one of these three factor groups must also be considered from the dependence index perspective. The total dependence index for a variable expresses the amount of influences received from other variables. When a variable is both motive and dependent, it is called a relay variable. It appears then, that these factors have a rather high dependence. Therefore, they are important relay variables. So, among the attitude factors, confidence in quality labels was directly influenced by the socio-demographic characteristics, perception, and knowledge factors (respectively through the number of OPS known, the source of main income, and a quality feature) and had direct impact on the purchase frequency of OPS. Among the knowledge variables, the preferred information source was an important relay variable. Upstream, it was influenced by the country of residence and the age of the interviewee, and downstream it influenced the degree of confidence in official quality marks and the purchase frequency of OPS.

2.1.2. Characterisation of European Consumer Behaviour

The structural analysis indicated the variables which were influenced by and/or had an influencing effect on other variables. To complement those findings, the sensitivity analysis pointed out precisely how the Behaviours, Attitudes and Perceptions were influenced. The analysis was carried out on frequency of purchase

CONSUMERS' A TT/TU DES TOWARDS REGIONAL FOOD PRODUCTS

of QPS, the purchase location, and the source used to obtain information about QPS. We would like to draw the reader's attention to the interpretation of this part. This is an ascendant analysis of the consumer beha­viour, therefore, the consumer's country of residence is used as an explanatory variable. The consumer profile for each country is presented later, in section 2.2.

'" Purchase frequency

The behaviour of QPS consumers was observed in examining the frequency with which QPS were purchased. The consumers were asked to give three examples of QPS purchased and to give an indication of how often they were purchased on average. These answers were processed to build three variables : purchase frequency of the most frequently purchased QPS ; purchase frequency of the second most frequently purchased QPS ; and purchase frequency of the less frequently purchased QPS.

The sensitivity analysis indicated that the purchase frequency of the most frequently QPS purchases depended significantly on : the country of residence (Table 2), the number of QPS known, and the purchase location (Table 3). At the EU sampling level, the educational level and the occupation of consumers had very little impact. However, when the country of residence variable was excluded, the percentage of labels known and the location of purchase became more important, while the influence of socio­demographic characteristics was insignificant.

Table 2 : Sensitivity analysis : Frequency of purchase of the most frequently purchased QPS

(by Country)

MAXIMUM FREQUENCY OF PURCHASES OBSERVED IN

OFTHE FIRST QPS For festive occasion Finland

Less than once a month Ireland

Less than once a week France Once a week

More than once a week Spain

There was a positive link between the number of QPS quoted and the purchase frequency : The higher the number of QPS quoted by consumers, the more frequently they purchase QPS.

149

Table 3 : Sensitivity analysis : Frequency of purchase of the most frequently purchased QPS

(by Purchase location)

MAXIMUM FREQUENCY OF WAS OBSERVED WHEN

PURCHASES OF THE FIRST THE PRODUCT IS BOUGHT

QPS

For festive occasion From producers More than once a week

Less than once a month In supermarket Once a week

Less than once a week In small shops in urban area

For the second most frequently purchased QPS identified, the sensitivity analysis indicated that frequency of purchase depended signifi-cantly on : the country of residence, the percentage of the studied regional QPS known, the percentage of quality labels known, and the information source used. The age of consumers had very little influence.

The maximum frequency of "for festive/special occasion" items for the "second" most frequently purchased QPS was observed in Finland. The maximum frequency of "once a week", "less than once a week" and "more than once a week" were observed in France. The maximum frequency of purchases for "less than once a month" was observed in UK.

This purchase frequency seems to be linked to the information source typically used by the QPS consumer (Table 4).

Table 4 : Sensitivity analysis : Frequency of purchase of the most frequently purchased QPS

(by Source of Information)

MAXIMUM FREQUENCY OF WAS OBSERVED WHEN THE

PURCHASES OF THE SECOND INFORMATION VECTOR IS

QPS

For festive occasion From producers

Less than once a month From neighbours Less than once a week More than once a week

Once a week From market organisations

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

The purchase location for QPS depended significantly upon the country of residence only (Table 5).

Table 5: Sensitivity analysis: Purchase location (by Country)

MAXIMUM FREQUENCY OF WAS OBSERVED IN

PURCHASES OF QPS

Directly from the producer Spain

In supermarket France

In small shops in urban area Finland In small shops within rural area

In the observations made for the purchase of the second most frequently purchased QPS, the information source used appeared to be of significance in the decision-making process. The sensitivity analysis showed that the variable for information source depended on the country of residence (Table 6), and the age of the consumers.

Table 6 : Sensitivity analysis : Source of Information (by Country)

MOST FREQUENT USERS WAS OBSERVED IN

OF INFORMATION CIRCULATED BY

The media Ireland Producer organisations

Their neighbours France

Individual producers Finland

Those consumers most likely to use information circulated by consumer and producer organisations were found to be older than 55 years. Users of information circulated by market organisations and producers were mostly aged between 35 and 44 years. Information circulated by media and neighbours was most likely utilised by consumers aged 25 to 34 years.

The most frequent users of information circulated by the media and by producer organisations were found in Ireland. The most frequent users of information circulated by their neighbours were found in France. The most frequent users of information circulated by the individual producers were found in Finland.

150

" Sensitivity of Perceptions of Consumers about the Quality Factors of a Given Product

The QPS consumers were asked to rank the three most important factors which they thought characterised a QPS in the market-place. These factors are shown in Table 7, and their relationship with other variables was examined.

Table 7: Characteristics of a QPS

• QPS is differentiated from other similar products and services in some way

• QPS has an official quality mark

• QPS is associated with a particular area/region

• Consumer can trace the product to the original producer

• QPS is more expensive than average

• QPS is made with special production methods

• QPS is well presented

Consumer perceptions as to the importance of quality marks in defining the quality of a given QPS depended significantly on : consumer perception about the importance of differentiation of QPS products from other similar products, the country of residence, and the information source used. The age of consumers had little influence.

The consumers that considered a QPS as mainly a product with an official quality mark were most frequently found in Finland (around half of them quoted this characteristic in first or second place). Consumers ranking this feature in third place were most frequently found in Ireland. Consumers ranking it in a lower position or not at all were most frequently found in UK.

Association with a specific area has been used as a traceability mechanism for QPS sourcing, and in some ways, authentication. The sensitivity analysis found that area association depended significantly on : the consumers perception as to the importance of quality marks in quality definition, their perception as to the importance of product differentiation, the country of residence, and the information source used. Again, the age of consumers had only a slight influence.

CONSUMERS' A TT/TU DES TOWARDS REGIONAL FOOD PRODUCTS

The consumers that coupled quality with a geographical area were most frequently found in Spain (ranking the feature in first or third place) and France (ranked in second place). The consumers that ranked it in a lower position or not at all were found most frequently in Finland.

Specific production methods can sometimes be used as an indicator of the authenticity and quality of a QPS. The sensitivity analysis showed that perceptions on pro­duction methods as an indicator of quality significantly depended on : consumers perception as to the importance of presentation, the country of resi­dence, consumers perception of the importance of product differentiation, and the information sources used. The age of the consumer had very little influence

The consumers who considered presentation as an indicator of quality were most frequently found in Ireland (around half ranked this features in first or second place). Consumers who ranked it in third place were most frequently found in the UK. Consumers who ranked it in a lower position or not at all were most frequently found in Finland.

2.2. Similarities and differences in Behaviour of QPS Consumer among Countries

After the general analysis of the behaviour of European QPS consumers, it is now appropriate to examine the similarities and differences of QPS consumer behaviour amongst the partner countries. The general approach of the main explanatory factors using structural analysis is

presented first, followed by a comparison of the consumer's profiles.

2.2.1. Explanatory Factors for Behaviour of QPS Consumers Regarding Country of Origin

This approach of the main explanatory factors among countries stems from a structural analysis of the Bayesian network carried out for each country. Table 8 summarises the synthetic data used for the comparison.

" Socio-Demographic (S-factors)

The S-factors were more motive in France and the UK than in the other countries. These differences arose from the number of highly motive S-factors in each country : 5 in France and in the UK ; 4 in Spain ; 3 in Ireland and in Finland. In other words, not every S­factor used in the model had an influence on QPS consumer behaviour.

Moreover, depending on the country, the most motive factors were not the same. For example, location of residence relative to the study region was one of the most motive factors in France, the UK and Finland, but it had very little influence in Ireland and Spain. The gender factor had very little influence in France, the UK and Finland, whereas it was important in Spain and in Ireland. The level of education of the respondent and the main source of income into the household were also important according to the country. Both were very motive variables in France and the UK; only the level of education was important in Ireland and Finland, and the source of household income was very motive in Spain.

Table 8 : Motivity and Dependence Indices of Criteria in Each Country

Socio-Demo

Perceptions 19 21 21 40

Knowledge 9 35 11 50 Attitudes 14 42 4 53

" Perception (P-factors)

The P-factors were more motive in France, the UK, and Finland than in the other countries. The heterogeneity of motivity for the variables differed according to the country, although some patterns did emerge. In France,

151

6 26 19 73 17 30

9 39 9 41 18 40

11 42 8 26 6 33

the UK and Spain, the perception that QPS would be more expensive was the most motive P-factor, whereas in Spain and Ireland, it was less. Conversely, in these countries, an official quality mark as a quality feature was the most motive P-factor, while it was of little importance in France, the UK and Spain.

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

"' Knowledge (K-factors)

The K-factors were more motive in Spain and the UK than in the other countries. Whatever the country, the information source used to find QPS was one of the most motive factors : first place in France, Ireland and Spain; second place in UK; and third place in Finland.

2.2.2. Comparative Analysis of Profiles of QPS Consumers

To draw the consumer profile the inductive inferences method was used. The method identifies which is/are the most probable configuration(s) of the profile. For each of perception, knowledge, attitude and behaviour factors, in each country, the characteristics of the typical consumer (TC) are described below.

a) Similarities

The TC of each country :

(i) Seldom perceives QPS as being more expensive than average ;

(ii) Knows the study regions in the country, but does not know the other study regions ;

(iii) Thinks the origin of the product is important in the purchasing process ;

(iv) Thinks QPS supports local or regional businesses (some French TC seemed to have doubts about this point) ;

(v) Expects to pay extra for QPS and thinks it is worth the extra cost ;

(vi) Is unlikely to meet any difficulties in locating QPS in the market-place;

(vii) Claims to have knowledge about official quality marks.

b) Differences

" Perceptions

The French, UK and Spanish TC perceived association with a particular area or region as an important quality feature. The Finnish TC considered having an official quality mark as the most important quality characteristic. The French, UK and Spanish TC did not perceive official quality marks as important quality characteristics. However, with a lower maximum a posteriori probability, it was ranked in second or third position by the Spanish

152

and UK TC. The Irish TC considered official quality marks as important features. Differentiation of QPS from other similar products was considered by the French TC as being most important. In the other countries, the TC did not consider differentiation as important. However, with a lower maximum a posteriori probability, the UK and Spanish tended to also rank it in first place.

"' Knowledge (K-factors)

Knowledge of the regions.

The Finnish and Spanish TCs were not particularly familiar with the other study regions. The French TC seemed to know only the Greek regions of Achaia/Korithia. However, the Irish and UK TC showed a wider knowledge of European regions. The Irish TC knew the regions in Wales (UK), Valencia (Spain) and Normandy (France). With a lower maximum a posteriori probability, there was also some knowledge of Grampian (UK). The UK TC had knowledge of Cork (Ireland), Valencia (Spain) and Normandy (France). With a lower maximum a posteriori probability, there was also knowledge of Auvergne (France) and Sligo/Leitrim/Roscommon (Ireland).

Knowledge of the products

The French and UK TC had the wider set of quality food products (QFP), quoting between 1 and 4 QFP. The Irish TC quoted 1 or 2 QFP ; the Finnish and Spanish TC tended not to quote a specific number of QFP.

The French, UK and Finnish TC knew 80 to 100% of the QPS from their respective regions. The Irish and Spanish TC knew 20 to 40% of the QPS from their regions. Does this lack of knowledge express a restrictive choice of products made by the researcher, a small set of products due to the local consumption habits, a low sensitivity to this product type, or a lack of information to aid awareness ?

When asked about the full list of QPS from the other study regions, only the French TC quoted up to 40% of the products. The other nationalities recognised on average approximately 20%.

Knowledge of official quality marks

Of course, every TC claims to have knowledge of the official quality marks. However, the set of official quality marks quoted for each study region varied by country.

CONSUMERS' ATTITUDES TOWARDS REGIONAL FOOD PRODUCTS

The UK TC had strong knowledge of the marks recognising 80 to 100% of the list. The Finnish and the French TC recognised 60 to 80%, but with a high probability they recognised 40 to 60% of the list. The Irish and Spanish TC tended to recognise 20 to 40% of the list. Such a result shows that, if the list of official quality marks was considered comparable between each country, in most of the countries, consumers were not well informed about or aware of official quality marks. Nevertheless, a high level of recognition does not mean the consumer really understands the meaning of the marks (Trognon et al., 1999).

Sources of Information to find QPS

Only the Irish TC used media sources of information to find QPS. The other nationalities (Spanish TC with a lower probability) used and preferred neighbours as an information source (friends, relatives, etc.).

'" Attitudes CA-factors)

The French, Irish and Spanish TC had a high degree of confidence in the official quality marks. The UK TC had a more moderate confidence in them.

'" Behaviours

Purchase frequency. Regarding the purchase frequency of QPS, the main behaviour of the Finnish TC was to buy QPS infrequently for festive or special occasions. The Spanish TC had the most probable behaviour : for festive or a special occasion, or more than once a week. The French, UK and Irish TC purchased on a frequent (weekly) basis. However, they had several likely purchase behaviours.

Purchase location. For the Finnish and Spanish consumer, the preferred purchase location for QPS was directly from the producer. The French consumer preferred to purchase from a supermarket ; this was also the case for the Irish consumer, but to a lesser extent. The UK consumer purchased from small shops within the area.

3. CONCLUSION AND DISCUSSION

3.1. Bayesian Network Technology

By providing graphical means for representing and manipulating probabilistic knowledge, Bayesian net-

works overcome many of the conceptual and computa­tional difficulties of rule-based systems [Pearl, 1988]. Their basic properties and capabilities can be summarised as follows :

1. Graphical methods make it easy to maintain consis­tency and completeness in probabilistic knowledge bases. They also prescribe modular procedures of knowledge acquisition, which significantly reduce the number of assessments required.

2. Independent relationships can be dealt with explicitly. They can be articulated by an expert, encoded graphically, read off the network, and reasoned about, yet they remain forever robust to numerical imprecision.

3. Graphical representations uncover opportunities for efficient computation. Distributed updating is feasi­ble in knowledge structures that are rich enough to exhibit inter-causal interactions (e.g., "explaining away"). And, when extended by clustering or conditioning, tree-propagation algorithms are capa­ble of updating networks of arbitrary topology [Pearl, 1988].

4. The combination of predictive and abductive inferences resolves many problems encountered by first-generation expert systems and renders belief networks a viable model for cognitive functions requiring both top-down and bottom-up inferences.

5. The causal information encoded in Bayesian networks facilitates the analysis of action sequences, their consequences, their interaction with observations, and their expected utilities, and hence the synthesis of plans and strategies under uncertainty [Pearl, 1994].

153

6. The isomorphism between the topology of Bayesian networks and the stable mechanisms that operate in the environment facilitates modular reconfiguration of the network in response to changing conditions, and permits deliberative reasoning about novel situations.

On the introduction of new elements for the analysis and the modelling of complex events, the use of the Bayesian Network Technology in consumer behaviour research should develop.

3.2. Results

The analysis presented some limits, and these are linked to the methodology background :

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L. LAGRANGE

• There is an inherent difficulty in building a question­naire common to six countries, five languages, twelve labs, and a multi-disciplinary team (geographers, economists, marketers, rural developers).

• There were most likely a number of semantic difficulties. The question must be asked - do the concepts of QPS and of regionality have the same significance in the mind of each interviewee in the various regions ? The collected information shows the concepts are rather unclear, even within a region.

• As in most marketing research, what was described as behaviour was studied through the interviewee's declarations. Therefore, it was the consumers attitu­des which were examined rather than observing their real behaviour patterns.

• Consumer behaviour is dynamic, however this research was static in nature.

• Distortion of the survey : it is likely that regional and country differences may partly result from the distortions linked to the researchers who made the

interviews. The individual techniques employed create a natural bias to the research.

• The variables used do not cover all the likely consumers behaviour explanatory factors.

Despite its limitations, the research strived to identify the differences and similarities in consumer behaviour relating to regional QPS across a number of European states. There was no clear distinction in behaviour patterns between consumers from Northern and Southern European states, and rather than presenting a marked typology, the results suggested a set of indistinct groups partly overlapping.

The analysis shows and quantifies explanatory factors of consumer behaviour other than the current socio­demographic characteristics typically found in consumer profile construction. Knowledge, perception and attitude factors, when combined, are seen to be as motive as the socio-demographic factors. Moreover, these four groups of factors strongly interact to influence in fine the consumer behaviour.

NOTES

(1) A contribution based on the RIPPLE Programme (RIPPLE FAIR3 CT96 1827 : Regional Images and the Promotion of Quality Products and Services in the Lagging Regions of the European Union). "The Departments of Geography at the Universities of Coventry, Leicester, Lancaster, Caen, Valencia, Galway and Trinity College Dublin ; the Scottish Agricultural College (Aberdeen) ; Institute of Rural Studies (Aberystwyth) ; CEMAGREF (Clermont-Ferrand) ; Teagasc (Dublin) ; Department of Economics (Patras) ; and Seinajoki Institute for Rural Research and Training (Helsinki). The research was funded under the EU's FAIR programme (FAIR3-CT96-1827)"

.(2) Results from Greece were not available for the paper.

154

CONSUMERS' ATTITUDES TOWARDS REGIONAL FOOD PRODUCTS.

BIBLIOGRAPHY

BOUQUERY J.M. (1994). Caracteristiques de qualite particulieres et chalne de qualites patrimoniales : definition et implications pour le marketing et le developpement. In : Multon JL (coord), pp. 103-116.

BOUSSET J.P. et al. (1999). Integrating case and model-based reasoning for thinking about the future : Results from France. RIPPLE Project, FAIR 3 CT96-1827, Working Paper 12. Cemagref, Unite de Recherche ET, Clermont-Ferrand.

CHENG J. et al. (1997). An algorithm for Bayesian belief network construction from data. Proceedings of Al & ST A T'97, Fort Lauderdale, Florida.

CHENG J. et al. (1997). Learning belief networks from data : an information theory based approach. Pro­ceedings of the Sixth ACM International Conference on Information and knowledge management.

CHISNALL, P. (1985). Marketing: A Behavioural Analy­sis. Second Edition, McGraw-Hill.

CHOW C.K. et al. (1968). Approximating discrete proba­bility distributions with dependence trees. IEEE Tran­sactions on Information Theory, vol. 14, pp. 462-467.

DIRECTION GENERALE DE L'ALIMENTATION, (1994). Perception et image des produits alimentaires portant les reconnaissances officielles de qualite. June, DGAL, Paris, p. 18.

ESPERCIA J. et ali. (1999). Consumer survey results and analysis: Spain. Working Paper 9, RIPPLE, FAIR 3 CT96-1827.

FILSER M. (1994). Le comportement du consom­mateur. Dalloz, 426 p.

INAO (1995). Attitudes des fran9ais vis-a-vis des produits de terroir et des produits sous appellation d'origine controlee. Note de synthase de l'enquete GoOt, Gastronomie et Gourmandise, INAO, Paris, 6 p.

JENKINS T., PARROTT N. (1997). Marketing in the context of promotion of quality products and services in the lagging regions of the European Union. Working Paper4, RIPPLE, FAIR3CT96-1827, 10p.

LAPLACE P.S. (1951). A Philosophical essay on proba­bilities, unabridged and unaltered reprint of truscott and emory translation. Dover Publications, Inc., Original publication date 1814, New York.

155

MARSAT J.B., et al. (1999). Synthese France : Consu­mer survey results and analysis: France. RIPPLE, FAIR 3 CT96-1827.

MclNTYRE B., HENCHION M. (1999). Consumer survey results and analysis : Ireland. Working paper 9, RIPPLE, FAIR 3 CT96-1827.

PARROTT N., JENKINS T., LAMPARD J., LEAT P., WILLIAMS F. BRANNIGAN J. (1999). Consumer survey results and analysis : United Kingdom. Working Paper 9, RIPPLE, FAIR 3 CT96-1827.

PARROTT N., KNEAFSEY M., JENKINS T., ILBERY B. (1997). Guidelines for questionnaire surveys : theoretical perspectives on quality products and services. Synopsis from geography and marketing, RIPPLE, FAIR 3 CT96-1827, 2 p.

PEARL J. (1988). Probabilistic reasoning in intelligent systems : networks of plausible inference. Morgan Kaufmann, San Mateo, CA.

PEARL J. (1994). A probabilistic calculus of actions. In : Proceedings of the Trenth Conference on Uncertainty in artificial intelligence (UAl-94), Morgan Kaufmann, San Mateo, CA.

RIPPLE (1996) Technical annex of project FAIR 3 CT96-1827, 2 p.

RITSON C., KUZNESOF S. (1996). The marketing of rural food products and its role. In : Allanson P. and Whitby M. (eds) "Sustaining the Rural Economy : The Rural Economy and the British Countryside", Earthscan, London.

ROCHEFORT R. (1995) La societe des consomma­teurs. Editions Odile Jacob, 267 p.

SODERLUND A. (1999). Consumer survey results and analysis : Finland. Working Paper 9, RIPPLE, FAIR 3 CT96-1827).

SPIEGELHAL TER D.J., PHILIP DAWID A., STEFFEN L., LAURITZEN G., ROBERT G. COWEL (1993). Bayesian Analysis in expert systems. Statistical Science, vol. 8, n° 3, pp. 219-283.

SYLVANDER B., LASSAUT B. (1994). L'evolution contemporaine du secteur agro-alimentaire et !'incertitude. In : Multon, JL (coord) "La qua/ite des produits alimentaires, politique, incitations, gestion et

L. TROGNON, J.P. BOUSSET, J. BRANNIGAN, L.LAGRANGE

controle, Lavoisier, Tee & Doc, 2eme edition, Paris, pp. 28-59.

TREGEAR A., MOXEY A., KUZNESOF S. (1997). Marketing of regional foods : a policy perspective. Paper presented to Agricultural economics society annual Conference, Edinburgh, March 1997.

TROGNON L., LAGRANGE L., MARSAT J.B. (1999). Perception des produits alimentaires regionaux de qualite par le consommateur. In: Lagrange L. (ed.) "Les signes officiels de qualite - Developpement agricole : Aspects techniques et economiques", Colloque SFER I NRA-EN IT A, Clermont-Ferrand (FRA), 1999/04/14-15, Lavoisier, Tee & Doc,, Paris, pp. 265-271.

156

TROGNON L., LAGRANGE L., JANIN S. (1999). Consumer attitudes towards regional food products. A case-study for Auvergne. In : Matsforsk (ed.) "Food for the consumer - Measurements of consumer attitudes", Workshop : Consumer attitudes towards typical foods, The European food consumer, AIR-CAT meeting reports, vol. 5, n° 1 J pp. 30-39.

TROGNON L., (1998). The Influences of territorial identity on the consumer preferences. In: Matforsk (ed.) "Food for the consumer - Measurements of consumer attitudes", Workshop : Consumer preferences for products of the own region/Country and consequences for the food marketing, vol. 4, n° 3, pp. 19-27.