Domingo Calvo Dopico

The importance of intrinsic and extrinsic cues to expected and experienced quality: an empirical application for beef

Abstract This study explains how consumers form in-store expectations about beef quality, and how these insights can help us to determine optimum levels of beef quality. Consumers infer the quality of beef on the basis of intrinsic (colour, freshness and visible fat) and extrinsic (price, promotion, designation of origin and presentation) quality cues. During consumption consumers evaluate experienced quality based on expected quality and quality attributes such as taste, tenderness and juiciness, confirming or disproving their previously formed expectations. Expected quality is a partial predictor of experienced quality, which confirms the importance of sensory perception at the time of consumption.

A proposal of the buying model for fresh food products: the case of fresh mussels.

Abstract This paper develops a model of buying intention for food products based on consumer information, habits and prior experience, contrasting it with a perishable product such as fresh mussels. The model studies what influence the attitude and confidence shown by the subject have in evaluating the product in the intention to buy. Also analysed is the influence that habits and previous experience have on the formation of consumer preference and the intention to buy the product. A structural equation model is used to identify these variables and constructs as well as the relations established between them. Furthermore, strategies are presented for both consumers and managers designed to reduce the perceived risk associated with buying fresh mussels. The purpose of this is to reduce the risk perceived by consumers and prevent it from curtailing mollusc purchases.

Analysis of Brand Equity Supplied by Appellations of Origin: An Empirical Application for Beef

Abstract An appellation of origin is the acknowledgement of a Regulatory Council certifying that the product fulfils the technical product specifications–e.g., geographical origin, specific variety or breed; a traditional method of production or elaboration or any special intrinsic characteristic–in order to differentiate the product. In this paper, it is analysed whether the appellation “Ternera Gallega” increases quality and enables product quality to be assured through the food chain. Empirical results have confirmed the fact that an appellation of origin increases perceived quality–the so-called halo effect–and reduces the variability of evaluations of quality. In the case of beef, our conclusion is that, where the existence of brands is almost nil, the appellation of origin can be the basis for the creation of a brand.

Sources of equity in fashion markets

Purpose – The aim of this research is to identify sources of differentiation in the fashion market as well as finding out sources of brand equity to distinguish the offer, enabling a better competitive position to be achieved.Design/methodology/approach – To reach this objective, qualitative research was first carried out with 36 sector executives. Based on the results from the initial stage, 250 surveys were then carried out with potential consumers in order to analyze sources of brand equity.Findings – In the fashion industry, the variables that show great potential for differentiation are excellence in the delivered finished product, brand image and design. In addition, loyalty and brand associations, in which image and design stand out, have been shown to be the most outstanding sources of brand equity.Practical implications – The allocation of financial resources to the intangible assets of brand image and design should be profitable for the company. The creation of networks of designers and stylists...

The influence of test situation and satisfaction with preparation on evaluation and intention to consume a new seafood product

Purpose – The general purpose of this paper is to investigate how a newly developed burger made of seafood is perceived in different test situations. In addition, the influence of satisfaction with preparation on the evaluative outcome is explored.Design/methodology/approach – Data were collected from two different test situations; a home use test, and a canteen test among young Spanish consumers. Multiple measures of the constructs were used to test for construct reliability, validity and measurement invariance in two different consumption situations. The data were analysed by LISREL and ANOVA.Findings – No differences in attitudes and intention to consume the fish burger are found for the different test situations. However, satisfaction with preparation did have a significant impact on evaluation and intention in the home situation, even though perceived preparation skill is the same.Originality/value – This paper contributes to the existing literature on how different test locations influence product e...

Liberalization and tariff dismantling

Purpose – The purpose of this paper is to assess the impact that the free trade agreement between the European Union (EU) and Chile and its resulting dismantling of tariffs has had on the mussel cultivation industry, particularly in Galicia. Specifically, the authors examine how trade liberalisation has affected the mussel farming industry. Design/methodology/approach – The authors aim to observe the general panorama of both the evolution of production, distinguishing between fresh and industrial usage, and the evolution of prices at source depending on destination (fresh or industrial in the period 2003-2012). In order to analyse the relationships between different agents of the value chain, Porter’s model has been used as a reference. Findings – There is a loss of competitiveness in the mussel farming-production sector following the liberalisation agreement of 2006 and huge bargaining power of the processing sector vs the production sector. Practical implications – There is an opportunity to implement t...