Food products: marketing and consumer behaviour - Quality perception

3 important questions on Food products: marketing and consumer behaviour - Quality perception

Beckers 2 meat quality categories:

  • Quality characteristics (QC)
    • scientifically measurable / objective quality aspects
  • Quality attributes (QA)
    • aspects that are perceived important by consumers
    • subjective quality

Higher perceived quality : quality in the eye of the beholder.
What aspects can lead to higher perceived quality?

Beholder = toeschouwer
quality perception by expectations
  • ingredients
  • shape
  • colour
  • sustainability
  • packaging
  • price
  • looks
  • brands

A product is a bundle of benefits: example ben and jerry's

The amount of taste, freshness, sustainability, calories etc in one cup are a bundle of benefits.
Some benefits must be learned first -> fair trade production for example

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