Food Retail

La siguiente investigación muestra los resultados de la aplicación de 550 encuestas on line en la región metropolitana de Santiago de Chile entre el
20 de marzo y el 20 de abril del año 2019. Dicha encuesta fue construida y
adaptada en base en las escalas desarrolladas por (Zeithaml, Parasuraman y Malhotra; 2000), las cuales fueron validadas previamente obteniendo un Alfa de Cronbach de 0,943 y 0,901 respectivamente y que se aplicaron con el objetivo de recopilar y analizar los resultados obtenidos a partir de las respuestas de los consumidores que realizaron compras on line a través del retailer Falabella. Esto nos permita visualizar la percepción de los consumidores producto del servicio entregado por esta compañía y de esa forma poder visualizar oportunidades de mejora y crecimiento para los etailers latinoamericanos.

The following work indicates the results of the application of 550 online surveys in the metropolitan region of Santiago de Chile between March
20 and April 20, 2019. This survey was constructed and adapted based on the scales developed by ( Zeithaml, Parasuraman and Malhotra; 2000), which were previously validated obtaining a Cronbach's Alpha of 0.943 and 0.901 respectively, and which were applied in order to collect and analyze the results obtained from the responses of consumers who made purchases to through Amazon. This allows us to visualize the perception of consumers as a product of the service provided by this company and thus be able to visualize opportunities for improvement and growth for Latin American e-tailers.

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polish, and importance attached to distance covered by the food product from the producer to the shop, which is related to the preference for local food. Moreover, consumer ethnocentrism among men was dependent on their food choice motive–environmental friendliness, whereas consumer ethnocentrism among women was affected by the importance attached to the product’s country of origin, and it was negatively related to women’s younger age.

This study focuses on the embryonic stages of the COVID-19 pandemic in China, where most people affected opted to abide by the Chinese government’s national self-quarantine campaign. This resulted in major disruptions to one of the most common market processes in retail: food retailing. The research adopts the theory of planned behaviour to provide early empirical insights into changes in consumer behaviour related to food purchases during the initial stages of the COVID-19 outbreak in China. Data from the online survey carried out suggest that the outbreak triggered considerable levels of switching behaviours among customers, with farmers’ markets losing most of their customers, whilst local small independent retailers experienced the highest levels of resilience in terms of customer retention. This study suggests avenues for further scholarly research and policy making related to the impact this behaviour may be having around the world on society’s more vulnerable groups, particularly the elderly.

The mitigation measures (e.g., lockdown policies) in response to the COVID-19 pandemic impacted food systems in unprecedented ways, in both scope and immediacy. Food retail, for example, changed fundamentally in the United States, as access to nutritious food became limited, supply chain shortages were common, and mandatory public health measures led to behavior changes among customers and employees. In the present case study, we hypothesized that these changes led to food purchasing shifts of grocery store consumers. Such shifts are seen as an outcome of both endogenous factors at the individual level and exogenous factors at the government/policy level. Our case study sought to better understand how the pandemic and associated regulations shaped consumer food choices during the “hard” lockdown period in Montana during 2020. We selected 112 food products based on the highest sales in a Gallatin County, Montana, grocery store. They were analyzed by predefined food groups aligned to the Dietary Guidelines for Americans 2020. All purchases were processed for each selected food item during March and April 2019 (before the pandemic) and March and April 2020 (during the lockdown in Montana). To further describe the pandemic experiences qualitatively, we conducted semi-structured interviews with managers and employees from two stores in Gallatin County. Overall, we found that consumers increased purchases in most food groups during the pandemic, including nutrient-dense and energy-dense products, most outstandingly for starchy vegetables, legumes, and convenience food. Products with long shelf-life and that required preparation at home were preferred. Endogenous causes, specifically panic and rushing, were likely stronger drivers of consumer behavior and food choices than regulations. Nonetheless, lockdown policies impacted consumer food purchases. We present a series of policy and practice recommendations based on our findings and the emerging literature on this topic.

This note on "Food Storage Technology" is based on the syllabus of B.Tech. (Food) 4 th year. I have tried my best to collect and put together information as precisely as possible and there may be some mistakes as well. I would like to thank Mr. Tekraj Bastola for providing his note copy for the preparation of this digital version. This book is for educational purpose and there is no restriction in its use and distribution.

Health and nutrition claims on the market of food products

This book concerns the use of health-related information in food marketing, focussing on health and nutrition claims, which are placed on labels. The selection of the topic stemmed, on the one hand, from a growing importance of non-price attributes of food products, which include information on nutritional and health properties, and, on the other hand, from a research gap in this area in the Polish literature of the subject. The book was prepared in the framework of an Opus research grant awarded by the National Science Centre. The monograph is based on both quantitative and qualitative research. 78 enterprises involved in food processing and distribution participated in this study. An online survey was conducted in a representative sample of 1051 Polish consumers. Moreover, in-depth interviews and analysis of company websites and social media profiles enabled to develop three case studies of firms emphasising the role of health in their marketing communications on the food market. A catalogue of 107 good practices in the “healthy food” industry was formulated. Nine research hypotheses were tested. There is a relationship between the attitude of consumers to health-related information and their willingness to pay a premium price for products with such information. Psychographic criteria better explain the importance attached to health-related information than demographic and socio-economic characteristics of consumers. Health-related information pieces which contain a reference point are more effective in terms of consumer preference than those without such an element. The use of health logos is much more effective than the basic version of the label with only textual information, in terms of consumer attention and preference. There is a considerable segment of consumers who pay attention to health-related information. Co-existence of health-related information with a private label is less effective than with a producer brand. The hypothesis that health-related information with the promotion focus is more effective than information with the prevention focus was rejected. Food processors do not attach higher importance to health-related information than distributors and consumers. Processors and distributors do not underestimate the potential of new marketing communication tools, such as social media and mobile applications, in the promotion of food products with health-related information. The book may be useful for researchers and students interested in food marketing, consumer behaviour, and nutrition studies, as well as for practitioners of marketing management in food-processing enterprises and distributors operating in the segment of the so-called “healthy food”.

Academic interest in food has increased over the last decade with heated debates over organic agriculture , local food, and the globalization of the food economy. While much of this research gravitates towards producers and consumers, there is also growing interest in the economic activities that are performed in-between these two ends. In this paper, we will argue that there is a need to develop stronger discussions engaged with the economic middle broadly and a theoretical framework with which to think through middle industries. We offer the word conducers to categorize economic actors engaged in these middle industries and develop a theory of conduction that can be used to critically approach their activities and organization. Building an approach around practice, performance and the politics of narration, we further conceptualize the role of conducers and conduction, and describe how they contribute to our understanding of rigidity and change in the food industry.

Abstract
Design is an increasingly important part of the competitive strategy of food retailers in the UK. This paper examines the design management process within one of the leading UK food retailers to provide a model of the process. This model constitutes a contribution to design management theory in the retail sector. The process of retail design management is explored and discussed. This paper attempts to provide an exploratory base for future linkages to be made between design management and retail marketing theories.

In today’s world, the interconnection and globalization has become so much increased which led to the concerns regarding the ethical, environmental, social and sustainable issues where consumers are become aware that there should be a balance in the relationship between business and society. It is not the case that now business can only make unprecedented profits by exploiting the resources of mother earth without contributing positively to the society in return. Due to the immense pressure from mainstream media, governmental regulations and campaigns from NGOs, it is now become mandatory for corporate sectors to consider environmental and social consequences of their actions and processes as well as deliver better solutions which can contribute to the community and environment in an ethical and constructive way.

This work aims to build a forecasting tool capable of predicting demand per product
per store/distribution center under promotions in the retail industry. The internship started with
an exhaustive examination of the state-of-the-art scientific literature based on which was
built a methodological framework on how to proceed to accomplish the needed results.
Data from 2015 to the current date was extracted from the database. After thorough
examination, exploration and comparison with the literature, data transformation procedures
were undergone: Outlier and missing data treatment, normalization, and variable creation.
Implementation of 3 forecasting models took place, followed by a gradual comparison of their
performance and a step-by-step elimination. Model improvements were added to the
selected model in order to increase forecast accuracy. Finally, the model was deployed on
Azure Machine Learning Studio interface and became accessible to the involved stakeholders
and is able to provide forecasts for multiple products at the same time

Purpose: This paper aims to analyse selected aspects of the marketing strategy of the first and biggest network of self-service shops with organic products in Poland – Organic Farma Zdrowia. Methodology: The adopted methodology involves a qualitative approach. The case study is based on an analysis of company documents and marketing communication, especially that offered on its website and in its social media channels. Findings: The company specializes in distribution of organic products in Poland. It has gone through organic growth, acquisitions, attracting a Dutch investment fund, and entering the NewConnect stock exchange. It operates based on the model of multichannel distribution, combining physical and online retailing. The assortment consists of 4,000 products, including organic food, cosmetics, and cleaning aids. The company has managed to create 3 own label product lines. The online retailer belonging to the company (organic24.pl) is organized in a professional way, although some improvements are possible. In 2015, the company engaged in ambitious marketing projects. Practical implications: The findings may be useful for the Organic Farma Zdrowia company as certain modifications in its marketing communication are recommended. Other companies operating in the sector may also benefit from the analysis of the strengths and weaknesses of the business in question. Furthermore, our case study may offer a framework of reference for researchers interested in this area. Originality: This is the first study to examine the strategy and marketing activities of Organic Farma Zdrowia, a major player in the sector of organic food distribution in Poland.

L’elaborato propone un’analisi sull’evoluzione della Digital Transformation in ambito food retail. In questa tesi si è voluto razionalizzare l’evoluzione della Digital Transformation, si è cercato di illustrare come avviene il cambiamento e come questo influisca contemporaneamente sulle abitudini e sui comportamenti d’acquisto, sulle modalità e sulle tecniche di vendita ma anche sull’intero processo di promo-commercializzazione.

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Das Forschungsprojekt verfolgt das Ziel, einen systematischen Überblick über aktuelle
Handlungsansätze zur Sicherung der Nahversorgung in ländlichen Räumen zu gewinnen. Die verschiedenen Versorgungskonzepte werden verglichen sowie im Hinblick auf
ihren Beitrag zur Nahversorgung, ihre soziale Funktion, ihre wirtschaftliche Tragfähigkeit und ihre Übertragbarkeit auf andere Gebiete bewertet. Außerdem werden entsprechende Unterstützungsmöglichkeiten auf ihre Potenziale zur Sicherung der Nahversorgung hin untersucht. Daraus werden Schlussfolgerungen für die Raumentwicklungspolitik abgeleitet.

The objective of the research project is to provide a systematic overview of current approaches to securing local supply in rural areas. The different supply concepts are compared with regard to their contribution to local amenities, their social function, their
economic sustainability and the transferability to other areas. Also appropriate support
options are considered with regard to their potential for securing local supply. Conclusions will be drawn for use in spatial development policy.

This article analyses the expansion of precarious work in industrialized economies, integrating the welfare regime, risk shift and segmentation literatures. I examine trends in wages, working hours, pensions and healthcare in food retail in Canada, Germany, Sweden and the USA between 1980 and 2016. Precariousness increased in each country, but the form and degree of change differed markedly, reflecting the effects of product market competition, bargaining centralization and labour regulation.

Retail brands are important mediators of culture and value that help us understand contemporary consumption. Drawing on a collaborative ethnographic approach to a corner store-rebranding project in South Los Angeles, we demonstrate the ways in which physical retail spaces and their curated product mix can shape specific types of shopping experiences and behaviors. Building on recent studies of brand, we argue that retail curation is another important consideration for understanding how brand communications are formed, filtered and expressed. Expanding on theorizations of brand we demonstrate how retail brands, as physical sites of experience, can attempt to influence relationships between consumption, identity and behavior.

http://www.researchmoz.us/supermarkets-more-than-just-food-retailing-spain-november-2013-report.html

Spanish consumers and retailers have had a very difficult five years with the country in recession for much of this time. 2013 continued to be tough for shoppers and businesses alike. Although there have been signs of improvement and the country inched out of recession in the third quarter, the recovery has been very slow and tentative and it remains risk-bound. In the short term, people will continue to suffer as a result of high unemployment and public spending cuts.

Competition in grocery retail is not only about the pricing, quantity, and variety of goods offered for sale to consumers. Importantly, it also has to do with format — size, configuration, locations, physical vs. online, fulfillment and payment mechanisms, to name a few aspects. Manufacturers, producers, and wholesalers that supply goods to grocery retailers understand and appreciate the significant role that format plays in attracting, reaching, and persuading consumers. Accordingly, the market power that certain retailers wield on the buy side in negotiations with their suppliers may stem principally from the formats they present to consumers on the sell side, thereby constituting a byproduct of the competitive process. Calls for antitrust enforcers to curb supposed abuses by dominant grocery retailers should therefore take care to recognize and distinguish such procompetitive or competitively benign exercises of countervailing power from manifestly exclusionary and predatory acts aimed at hurting market rivals.

Die Versorgung der Metropolis Asiae wurde durch ein umfassendes ökonomisches System gewährleistet, dessen Grundelemente die Landwirtschaft, der Handel und das Handwerk darstellten. Das Thema des Vortrags am Institut für Klassische Archäologie und Kulturanthropologie in Bonn ist die Erschließung der in der Stadt verfügbaren Waren und deren Erzeuger, wodurch ein möglichst vielschichtiges Bild der ökonomischen Strukturen sowie der Lebensgrundlagen des antiken Ephesos präsentiert werden kann. Der Vortrag findet am Donnerstag, den 20. Januar 2022 um 18.00 c.t. statt.

Abstract Phenolic compounds, particularly ferulic acid the most abundant phenolic in wheat, are the major contributors to the in vitro antioxidant capacity. They are present in wheat in free and bound forms which affect their bioavailability. Thus the current study aims to investigate changes in free and bound phenolic acids occurred during baking in wholegrain bread, cookie and muffin. The products were also fortified with lutein due to its proved health benefits, and were previously evaluated with regard to lutein stability and bioavailability and antioxidant properties. The control and fortified wholegrain bakery products contained reasonable amounts of free and bound phenolic acids with bread products exhibiting the highest level per serving (0.6 and 11.7 mg, respectively). Ferulic acid was the principal phenolic both in the free or bound extracts of the three products followed by p -coumaric acid in the bound extracts. Baking resulted in an increase in free phenolic acids in the three products, while bound phenolic acids decreased in bread and slightly changed in cookie and muffin products. Though the effect of baking appeared to be dependent on type of baked product, type of phenolic, recipe and baking conditions, the wholegrain products should be considered good sources of phenolic antioxidants.

Phenolic compounds, particularly ferulic acid the most abundant phenolic in wheat, are the major contributors to the in vitro antioxidant capacity. They are present in wheat in free and bound forms which affect their bioavailability. Thus the current study aims to investigate changes in free and bound phenolic acids occurred during baking in wholegrain bread, cookie and muffin. The products were also fortified with lutein due to its proved health benefits, and were previously evaluated with regard to lutein stability and bioavailability and antioxidant properties. The control and fortified wholegrain bakery products contained reasonable amounts of free and bound phenolic acids with bread products exhibiting the highest level per serving (0.6 and 11.7 mg, respectively). Ferulic acid was the principal phenolic both in the free or bound extracts of the three products followed by p-coumaric acid in the bound extracts. Baking resulted in an increase in free phenolic acids in the three products, while bound phenolic acids decreased in bread and slightly changed in cookie and muffin products. Though the effect of baking appeared to be dependent on type of baked product, type of phenolic, recipe and baking conditions, the wholegrain products should be considered good sources of phenolic antioxidants.

The purpose of this paper is to develop and implement methods for benchmarking the food safety and hygiene between retail outlets at the same time or at the same retail outlets at different times.,A tailor made questionnaire for the collection of food safety and hygiene remarks was designed to be applied in a large chain of retail outlets. The remarks were classified in the five categories of the Ishikawa model (materials, methods, personnel, equipment and environment). The retail outlets were located all over Greece and the audits were performed in a one-year term. Food safety experts were used as auditors after a six-month training period. The data collected were subject to analysis of the benchmarking scores and to cluster analysis to identify regions with similar food safety profiles.,Polar charts were used to illustrate the benchmarking scores for each of the five categories of evaluation per auditing period at the retail outlets. Another polar chart illustrates the benchmarking scores for each of the 12 regions of Greece. Cluster analysis demonstrates that some regions, like Ionian Islands and South Aegean, have similar profiles on food safety for the retail outlets.,The developed methodology can be used by retail companies with several outlets or by a group or an association of companies in order to identify problematic sectors and to set priorities while dealing with issues of food safety and hygiene. The work is limited to the Greek outlets but the methodology has potential application to every other country.

This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in the domain of preference for domestic products, which is closely related to consumer ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. The sample consisting of 1000 respondents was representative for the Polish adult population in terms of sex, age, education, place of living (rural vs. urban), and region. The willingness to pay (WTP) a higher price for domestic products was affected by the tradition and universalism values. Consumer value orientations and regulatory focus were more powerful in explaining the WTP than demographic or socio-economic variables. The theories of value orientations and regulatory focus were found to be more relevant for men than for women, as reflected in adjusted regression determination coefficients. Finally, the promotion regulatory focus was a significant predictor of the WTP among men, but not among women. Based on my findings, it is recommended (1) to emphasize the following elements in marketing communications in order to stimulate the purchases of domestic food products: appeals to tradition, customs, ecology, being natural; (2) to take into account the Schwartz values in consumer segmentation on the food market; (3) to differentiate marketing communications for domestic food products on the basis of gender segmentation: in messages addressed to male consumers, arguments appealing to the promotion orientation should be used more frequently.

Пшеница является первым и самым важным продуктом во всем мире. Республика Армения, к сожелению, никогда не могла удовлетворять спрос населения на пшеницу: большая часть была импортирована, в результате чего уровень самодостаточности всегда был низким. Поскольку Армения имеет малый рынок, здесь цены на товары  находятся  в  прямой  зависимости  от  международного  рынка,  следовательно,  подо- рожание зерна заставляет многих стран, в том числе и Армению думать о продовольственном  обеспечении.  Учитывая  значение  производства  пшеницы  с  точки  зрения  продовольственной безопасности и обеспеченности, была отмечена важность изучения современного  состояния  производства  пшеницы,  так  же  проблем  и  возможностей  увеличения объемов производства продовольственной пшеницы в Республике Армения.

Food retail is a significantly growing segment of the national economy in the Czech Republic. In today's high market competition, it is crucial for business companies to recognize not only basic customer preferences, but also their preferences when choosing a shop. The aim of this paper is to identify and then to assess the perception of the importance of individual criteria of men and women (i.e. gender differences) when choosing a retail food store. Findings show that the location of a store, the possibility to park a car and the price level of the offered goods are factors that customers consider as important, regardless their gender. On the other hand, gender differences in preferences are noticeable in the case of shopping atmosphere, layout of the shop and form of sale.
Key words: customer preferences, choice of retail store, food store, Czech Republic

Potravinářský maloobchod je v České republice významně rostoucí segment národního hospodářství. V dnešní době vysoké konkurence na trhu je pro obchodní společnosti klíčové poznat nejen základní preference zákazníků, ale důležité jsou také preference při výběru prodejny. Na to reaguje předkládaný článek, jehož cílem je na základě písemného dotazníkového šetření zjistit a posoudit percepci důležitosti jednotlivých kritérií pro výběr maloobchodní prodejny při nákupu potravin, a to ve vztahu k pohlaví (ženy vs. muži). Z výsledků vyplynulo, že umístění obchodní jednotky, možnost zaparkovat u této jednotky a cenová hladina nabízeného zboží jsou faktory, o kterých uvažují zákazníci shodně – bez ohledu na to, zda se jedná o ženu či muže. Na druhou stranu, pohlaví zákazníka má vliv na percepci důležitosti zejména u těchto tří kritérií: atmosféra prodejny, uspořádání prodejny a forma prodeje.
Klíčová slova: zákaznické preference, výběr maloobchodní prodejny, potravinářský maloobchod, Česká republika

The key interrelated segments for food technologists and industries namely Food Biochemistry and Food Processing are designed in this edition with exorbitant contributions to seven parts of the edition from over 69 authors. The contents of this edition on Food Biochemistry and Food Processing share the basic knowledge, gradually lifts up with the current and updated information and finally with futuristic approaches of the specific content. Each chapter has an abstract at the front-end enlightening the user for the detailed content for use and ends with the list of indepth references.

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polis...

Bu çalışmanın amacı, perakendecilikte drone ile ürün teslimatının tüketicilerin davranışsal niyetleri üzerindeki etkisini incelemektir. Online anket ve deney yöntemi kullanılarak katılımcılardan toplanan 404 veri için istatistiksel analizler yapılmıştır. Tek örneklem t-testi sonuçlarına göre; drone ile ürün teslimatı, tüketicilerin drone'ları alışveriş için kullanma davranışsal niyetleri üzerinde olumlu ve anlamlı bir etkiye sahiptir. Bağımsız örneklemler t-testi sonuçlarına göre; erkek ve kadınlar arasında ve tek yönlü varyans analizi sonuçlarına göre; X, Y ve Z jenerasyonları arasında tüketicilerin drone'ları alışveriş için kullanma davranışsal niyetlerinde anlamlı bir farklılık yoktur. Basit doğrusal regresyon analizi sonuçlarına göre; algılanan yenilikçilik, hızın göreceli avantajı, fonksiyonel motivasyon, hedonik motivasyon, algılanan güven ve problem farkındalığı drone kullanmaya yönelik tutum üzerinde olumlu ve anlamlı bir etkiye sahiptir. Ancak algılanan riskin drone kullanmaya yönelik tutum üzerindeki olumsuz etkisi anlamlı değildir. Öte yandan drone kullanmaya yönelik tutumun drone kullanma niyeti üzerinde olumlu ve anlamlı bir etkisi bulunmaktadır. Bu çalışma, tüketicilerin perakendecilikte drone ile ürün teslimat hizmetlerini kullanma konusundaki davranışsal niyetlerini başarılı bir şekilde açıklamaktadır.

This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in the domain of preference for domestic products, which is closely related to consumer ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. The sample consisting of 1000 respondents was representative for the Polish adult population in terms of sex, age, education, place of living (rural vs. urban), and region. The willingness to pay (WTP) a higher price for domestic products was affected by the tradition and universalism values. Consumer value orientations and regulatory focus were more powerful in explaining the WTP than demographic or socio-economic variables. The theories of value orientations and regulatory focus were found to be more relevant for men than for women, as reflected in adjusted regression determination coefficients. Finally, the promotion regulatory focus was a significant predictor of the WTP among men, but ...

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This study aimed to identify selected predictors of country-of-origin (COO) information placed on food packaging. The dependent variable was operationalized in two ways: (1) as a Likert-style question about COO importance in general, and (2) as an indication of COO as the most important food attribute at first purchase, which I called top-of-mind COO importance. The survey was conducted with the use of the internet panel of a research agency in a representative sample of 1051 Polish consumers. In bivariate analyses, I identified the characteristics of consumer segments attaching high importance to each type of COO information. In a multivariate log-normal regression, general COO importance was affected to the largest extent by the product originating from Poland, which confirmed the strong relation between COO importance and consumer ethnocentrism. In multivariate logit regressions, top-of-mind COO importance depended also on the Polish origin of the product to the largest extent. The remaining predictors were sex (men were over 1.5 times more likely to indicate COO as the most important attribute) and age (each year of life contributing to a 2% increase in the likelihood of indicating top-of-mind COO). A theoretical implication is to differentiate between general and top-of-mind COO measures, as different results were obtained depending on whether the COO effect was measured as a response to questions such as “How important is the product COO for you?” or “What is the most important product attribute for you?—COO” Not only were the answer patterns different, but their determinants also varied.

THE IMPORTANCE OF THE BRAND ON THE MARKET OF ORGANIC FOOD PRODUCTS
ABSTRACT
This chapter aims at assessing the importance of the brand on the market of organic food products
as well as indicating its predictors. The analyses are based on a survey carried out with the
CAWI method in a representative sample of 1,000 inhabitants of Poland aged 15–65. In a logistic
regression model, the probability of being driven by the brand increases with: 1) an increasing
importance of quality signs, 2) a positive perception of quality signs, 3) evaluating product authenticity
through quality signs, 4) indicating weak merchandising as a key barrier to the development
of the organic food market, and 5) the respondent’s age. It decreases when the authenticity is
evaluated through taste.
Keywords
organic food, brand, quality signs, authenticity, consumer behaviour