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How country of origins of food products compete and grow

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  • Trinh, Giang
  • Corsi, Armando
  • Lockshin, Larry

Abstract

This study proposes an alternative approach to the usual cognitive investigation of the purchasing behaviour for food products by country-of-origin (COO). The new approach is based on two well-known behavioural models: the Negative Binomial Distribution and the Dirichlet model. Using two large datasets of actual purchasing of COOs of wine and butter in the UK, the study finds that both models are capable of describing and predicting COO purchasing behaviour in a probabilistic and polygamous manner (not loyal to one origin). The study also identifies several important patterns of COO purchases that are associated with these models, including the double jeopardy pattern and the duplication of purchase pattern. These patterns can be used to develop strategy to grow product sales based on COO. They can also be used to evaluate the effects of marketing interventions, such as origin-based promotions and communications based on COO.

Suggested Citation

  • Trinh, Giang & Corsi, Armando & Lockshin, Larry, 2019. "How country of origins of food products compete and grow," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 231-241.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:231-241
    DOI: 10.1016/j.jretconser.2019.03.027
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    References listed on IDEAS

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    Cited by:

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    4. Dominika Jakubowska & Tomáš Sadílek, 2023. "Sustainably produced butter: The effect of product knowledge, interest in sustainability, and consumer characteristics on purchase frequency," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 69(1), pages 25-34.
    5. Alvaro Cuervo-Cazurra & C. Annique Un, 2023. "Beauty in the Eyes of the Beholders: How Government- and Consumer-Based Country-of-Origin Advantages and Disadvantages Drive Host Country Investment Dynamics," Management International Review, Springer, vol. 63(2), pages 285-312, April.
    6. Gyula Kasza & Judit Oláh & József Popp & Zoltán Lakner & László Fekete & Enikő Pósa & Widya Satya Nugraha & Dávid Szakos, 2024. "Food miles on the shelves: the share of local food products in the Hungarian retail sector," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 12(1), pages 1-24, December.
    7. Taghikhah, Firouzeh & Voinov, Alexey & Shukla, Nagesh & Filatova, Tatiana, 2021. "Shifts in consumer behavior towards organic products: Theory-driven data analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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