Satisfaction/dissatisfaction and choice tactic refinement for potatoes

Abstract

PurposeThe North American fresh potato market has been in decline for over ten years, yet little consumer research has penetrated beyond the factors influencing the purchase decision. The purpose of this study is to provide a deeper understanding of the purchase decision for the fresh potato by exploring the linkages between the choice tactics employed in the store, post‐purchase evaluations in the home and the value orientations motivating consumption.Design/methodology/approachFor this study, semi‐structured focus groups were conducted and analyzed using framework analysis.FindingsThis study presents a choice tactic formation and refinement model for the fresh potato that illustrates a feedback process between in‐home evaluations of the fresh potato and the four choice tactics employed at the point of purchase (potato size, color, shape and size uniformity). Each evaluative outcome related back to one of three value orientations (taste, health and lifestyle). Only two of the value orientations (taste and lifestyle) were found to be influencing the formation and refinement of these choice tactics. Positive and negative evaluative outcomes were also found to be dependent on whether participants thought of the potato as either fresh or prepared.Originality/valueDetailed insights into a feedback process between in‐home evaluations of the fresh potato and the choice tactics employed at the point of purchase.

Changing consumer intake of potato, a focus group study

“…These factors have not previously been cited in research relating to potato consumption, although Monteleone et al (1998) discussed the issue of traditional food habits, and Monteleone et al (1997) mentioned the potato's image as being "dull". Recent research also indicates that different value orientations (taste and lifestyle) influence the formation of choice tactics at the point of purchase, as discussed by MacPherson et al (2012). Further studies on these aspects of consumer choice of fresh potato may contribute to a broader understanding of consumer purchasing patterns.…”

“…British consumption of fresh potatoes decreased from 72 kg per person and year in 1988 to 35 kg in 2010 (Agriculture and Horticulture Development Board, 2012) and the European Commission report analogous trends within all European Union member states (European Commission, 2007). US consumption decreased from 27 kg per person and year in 1970 to 16 kg in 2010, based on per capita availability at retail level (USDA, 2012), and a comparable decrease is taking place in Canada (MacPherson et al, 2012). While these data are not fully comparable, as measurement methods differ and data series are of different lengths, the trend is clear.…”

“…Previous experiences of food also affect intention to buy (Brunsø et al, 2002), as feelings for food stored in the memory have an effect on quality perceptions (Compeau et al, 1998). Consumer choice tactics for fresh potato at the point of purchase have been studied by MacPherson et al (2012), who found that different value orientations (taste and lifestyle) influence the formation of choice tactics at the point of purchase (based on potato size, colour, shape and size uniformity), which may indicate factors of importance to be included in the industry's marketing strategies.…”

Perspectives in consumer-oriented breeding for potatoes in India

“…Kaur et al, Fernqvist et al (2015)in their study carried out in Sweden, reportedconvenience as the most important factor affecting changing food behaviorof potato as compared to the other factors like health, information and packaging, sensory appeal, purchase price, familiarity and habit, sustainability and ethics. In a similar study by MacPherson et al(2012), choice tactics at store (size, color, shape and size uniformity), post-purchase evaluation at home and the value orientations (taste and lifestyle)drove consumption in Canada. Dukeshire et al (2016) recorded positive attitudes towards potato nutrition, taste, preparation and enjoyment among highand low-frequency potato users in eastern Canada.…”

Brand Equity and Purchase Decisions on French Fries Product in Indonesia

“…Brand equity dimension is reinforced by the company, so consumers know the brand and decide to buy the product (Buil & Martinez, 2013). Several studies on consumer decisions to purchase potato products were conducted by (MacPherson et al, 2012) and (Batt, 2009). However, there is no studies that discuss purchasing decisions of French fries, especially in developing countries.…”