Perceived quality in fresh peaches: an approach through structural equation modeling

Understanding consumer perceptions of quality and how they are constructed to improve the connection between supply and demand Elsewhere in the study of quality, one of the aspects on which several investigations have focused is the relationship that exists between quality and price

Marcos Mora

2011

Scholarcy highlights

  • Understanding consumer perceptions of quality and how they are constructed to improve the connection between supply and demandElsewhere in the study of quality, one of the aspects on which several investigations have focused is the relationship that exists between quality and price
  • previous research have proposed classifying consumers into three types: those that choose higher-priced products and who think that quality differences are associated with price; those that look for the best price-quality relationship and who optimize the decision based on complete information of existing products; and a group that opts for low-priced products and does not believe that a higher price means better quality
  • In the area of food and agriculture, some studies define perceived quality based on the intrinsic and extrinsic attributes, as in previous research on fruit, previous research on honey, previous research on fruit and previous research on honey, all of which were developed with structural equation models, the methodology used in this investigation
  • The primary objective of this investigation was to develop a model that explains the perception of the quality of fresh peaches among Spanish consumers and to contribute to solving the problem posed
  • To evaluate the internal consistency and reliability of the scales, Cronbach’s alpha was used, the values for the constructs of which are reported in Table 3
  • Previously it was suggested that between 4 and 7 attributes explain perceived quality; yet in this investigation, this number is 10, which may be explained by the differentiation strategies that companies use and the increasing levels of competitiveness they face, aspects that compel consumers to consider a greater number of variables in their processes of product assessment
  • Perceived quality is explained more robustly by the intrinsic than by the extrinsic attributes, which tallies with other food product studies that use this type of analysis

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