A Cross-Cultural Study of Cereal Food Quality Perception

Journal of Food Products Marketing, Vol. 15, 2009

Posted: 9 Mar 2010

See all articles by Rasa Krutulyte

Rasa Krutulyte

affiliation not provided to SSRN

Ana I. Costa

affiliation not provided to SSRN

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Date Written: 2009

Abstract

Cereal food production and use show substantial heterogeneity across Europe. For a category central in most EU diets, cereal food quality perception is nevertheless surprisingly understudied. With this in mind, 357 Danish, Lithuanian, and Portuguese citizens were interviewed about the importance of several cues and dimensions in their evaluation of the perceived quality of bread, cookies, breakfast cereals, pasta, and vodka. Portuguese and Lithuanians consistently gave a significantly higher average importance than did their Danish counterparts to all the cues and quality dimensions considered for all products. Nevertheless, respondents in all three samples found expected quality dimensions to be much more important than both extrinsic and intrinsic cues across almost all product categories. Dimensions and cues like taste and country-of-origin were the most relevant to Lithuanians, whereas taste, label information and price were the most important for Danes. The cues and dimensions Portuguese found relevant were fairly different and more category-dependent. Cues like store type for bread, brand for breakfast cereals, pasta, and vodka, country-of-origin (COO) for vodka, and price for cookies, pasta, and vodka were more often assessed by the Portuguese as relevant for decision making at the point of purchase. This highlights the need for further cross-cultural research on food quality perception.

Suggested Citation

Krutulyte, Rasa and Costa, Ana I. and Grunert, Klaus G., A Cross-Cultural Study of Cereal Food Quality Perception (2009). Journal of Food Products Marketing, Vol. 15, 2009, Available at SSRN: https://ssrn.com/abstract=1566821

Rasa Krutulyte (Contact Author)

affiliation not provided to SSRN ( email )

Ana I. Costa

affiliation not provided to SSRN ( email )

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

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