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Repositioning for Changing Preferences: The Case of Beef versus Poultry

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  • Anderson, Eugene W
  • Shugan, Steven M

Abstract

The authors demonstrate that a superior, high-share product (beef) could lose its relative position and sales as a result of a change in consumer preference for an attribute (convenience) on which the competition (poultry) was actually weaker. They use multiple data sources to show this has happened for beef and poultry, rather than the alternative explanation of increased health awareness. These sources include United States Department of Agriculture (USDA) consumption data, a time series of new product introductions, and a sample of convenience beef and poultry products. The data support the hypothesis that increased demand for convenience contributed to poultry's success rather than the explanation that increased health awareness is solely responsible. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Anderson, Eugene W & Shugan, Steven M, 1991. "Repositioning for Changing Preferences: The Case of Beef versus Poultry," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 219-232, September.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:2:p:219-32
    DOI: 10.1086/209254
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    Cited by:

    1. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Center for Agricultural and Rural Development (CARD) Publications 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    2. Dinesh Kumar Gauri & Janos Gabor Pauler & Minakshi Trivedi, 2009. "Benchmarking Performance in Retail Chains: An Integrated Approach," Marketing Science, INFORMS, vol. 28(3), pages 502-515, 05-06.
    3. Taha, Fawzi A. & Hahn, William F., 2012. "Modeling South Africa’s Meat Import Demand System," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124582, Agricultural and Applied Economics Association.
    4. Josep Crespo Hervás & Vicente Prado-Gascó & María Huertas González-Serrano, 2020. "Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management," Sustainability, MDPI, vol. 12(14), pages 1-19, July.
    5. Claire Capo & Odile Chanut, 2012. "Convenience ensued from proximity: a new analysis framework for Japanese distribution system [Quand la proximité crée la convenience : une grille de lecture du système de distribution japonais]," Post-Print hal-01597651, HAL.
    6. Piggott, Nicholas E. & Wright, Vic, 1992. "From Consumer Choice Process To Aggregate Analysis: Marketing Insights For Models Of Meat Demand," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 36(3), pages 1-16, December.
    7. Wim Verbeke & Ronald W. Ward & Jacques Viaene, 2000. "Probit analysis of fresh meat consumption in Belgium: Exploring BSE and television communication impact," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 215-234.
    8. Claire Capo & Odile Chanut, 2015. "Supply Chain Organisation for Proximity Distribution: Comparison between French and Japanese Models," Post-Print hal-01767007, HAL.
    9. Yu, Lingling & Hailu, Getu, 2010. "Household Demand for Convenience Chicken Meat Products in Canada," Consumer and Market Demand Network Papers 310299, University of Alberta, Department of Resource Economics and Environmental Sociology.
    10. Perengki Susanto & Mohammad Enamul Hoque & Verselly Nisaa & Md Asadul Islam & Yusniza Kamarulzaman, 2023. "Predicting m-Commerce Continuance Intention and Price Sensitivity in Indonesia by Integrating of Expectation-Confirmation and Post-acceptance Model," SAGE Open, , vol. 13(3), pages 21582440231, July.
    11. Min Jung Kang & Yong Cheol Hwang, 2022. "Exploring the Factors Affecting the Continued Usage Intention of IoT-Based Healthcare Wearable Devices Using the TAM Model," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    12. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    13. Yuko Onozaka & Håvard Hansen & Arne Sørvig, 2014. "Consumer Product Perceptions and Salmon Consumption Frequency: The Role of Heterogeneity Based on Food Lifestyle Segments," Marine Resource Economics, University of Chicago Press, vol. 29(4), pages 351-374.
    14. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    15. Claire Capo & Odile Chanut, 2013. "Convergence between French and Japanese Convenience Store Business Models," Post-Print hal-01773074, HAL.
    16. Sánchez-Fernández, Raquel & Iniesta-Bonillo, M. à ngeles, 2009. "Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 425-433.
    17. Hult, G. Tomas M. & Sharma, Pratyush Nidhi & Morgeson, Forrest V. & Zhang, Yufei, 2019. "Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?," Journal of Retailing, Elsevier, vol. 95(1), pages 10-23.
    18. Rahul Oka, 2021. "Introducing an anthropology of convenience," Economic Anthropology, Wiley Blackwell, vol. 8(2), pages 188-207, June.
    19. Z. Eddie Ning & J. Miguel Villas-Boas, 2022. "Following the Customers: Dynamic Competitive Repositioning," Management Science, INFORMS, vol. 68(2), pages 1002-1018, February.
    20. He, Senhui & Fletcher, Stanley M. & Rimal, Arbindra, 2004. "Acceptance Of Irradiated Beef And Its Effect On Beef Consumption," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(1), pages 1-6, March.
    21. Taha, Fawzi A. & Hahn, William F., 2015. "Factors Driving South African Poultry and Meat Imports," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(A), pages 1-18, July.
    22. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    23. He, Senhui & Fletcher, Stanley M. & Rimal, Arbindra, 2003. "Identifying Factors Influencing Beef, Poultry, And Seafood Consumption," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(1), pages 1-6, March.
    24. Nielsen, Niels Asger & Jeppesen, Lisbeth Fruensgaard, 2001. "The beef market in the European Union," MAPP Working Papers 75, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    25. Zheng, Lu & Li, Yongfa, 2024. "Customer journey design in omnichannel retailing: Examining the effect of autonomy-competence-relatedness in brand relationship building," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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