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Mesure de l'impact de la marque de provenance Aliments du Québec sur la valeur des produits
| Content Provider | Semantic Scholar |
|---|---|
| Author | Rodier, Francine |
| Copyright Year | 2010 |
| Abstract | The problem this research project addresses is the lack of scientific evidence to justify the economic investments required to obtain the identification of foodstuffs by means of a brand that certifies the origin. The objective of this study is thus to bridge this gap by estimating the effect of the brand Aliments du Québec on the value of food products from the perspective of consumers. The nature of the research problem led us towards carrying out experimentation in grocery stores. A factorial experimental plan of 2 ? 2 ? 2 containing two strategies of identification (presence or absence of the brand Aliments du Québec), two levels of similarity of products in the category (weak and strong) and two levels of strength of the product brand (weak and strong) is used. According to our hypotheses, we anticipated that the value of a product would be higher for the brands which carried the logo Aliments du Québec (Hi) and that this effect should be even greater in the categories having weakly differentiated products (H2) as was as with brands having a weak capital (H3). The main research hypothesis (H]) is confirmed, which meant that products identified by the Aliments du Québec logo have a higher value to consumers responsible for food purchases, as compared to products that are not identified by this logo. These results confirm, in the Quebec food market environment, the results of several previous studies on the effect of the origin. The phenomenon observed is of importance. On average, for all the 1 5 categories of products analyzed, when a product is identified by the Aliments du Québec brand, its market share is increases by 2.8 percentage points. These results are valid, irrespectively of the level of differentiation of products in the category or of the strength of its brand. These results are also stable when taking into account the grocery stores, the category of products, the experimental week as well as promotional activities. Management implications for the Aliments du Québec organization, for food retailers, for food producers and processors, as well as for governments are discussed. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.usherbrooke.ca/ecole-gestion/fileadmin/sites/adm/documents/Recherche/publications/theses-dba/Francine_Rodier_Resume.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
