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Protocol analysis of meat buyer's product selections

Author

Listed:
  • Angela Countiss

    (Department of Agricultural Economics at Oklahoma State University)

  • Daniel S. Tilley

    (Agricultural Economics at Oklahoma State University)

Abstract

Protocol analysis of meat buyer's product selections found that in more than 80% of the buyers' decisions, a high-involvement decision process was used. Most of the buyers use a compensatory process in which product attributes are allowed to compensate one for the other. Some buyers used a phased process in which the second phase was a high-involvement compensatory process. Protocol analysis is a useful way of evaluating a product's potential in a market and can give strategic and tactical guidance to a company considering a new product introduction. © 1995 by John Wiley & Sons, Inc.

Suggested Citation

  • Angela Countiss & Daniel S. Tilley, 1995. "Protocol analysis of meat buyer's product selections," Agribusiness, John Wiley & Sons, Ltd., vol. 11(1), pages 87-95.
    • Handle: RePEc:wly:agribz:v:11:y:1995:i:1:p:87-95
    DOI: 10.1002/1520-6297(199501/02)11:1<87::AID-AGR2720110109>3.0.CO;2-V
    as

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    References listed on IDEAS

    as
    1. J. M. Clark, 1918. "Economics and Modern Psychology: II," Journal of Political Economy, University of Chicago Press, vol. 26(2), pages 136-136.
    2. James Duncan Shaffer, 1968. "Changing Orientations of Marketing Research," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 50(5), pages 1437-1449.
    3. Gallo, Anthony E., 1991. "The Food Marketing System," Food Review/ National Food Review, United States Department of Agriculture, Economic Research Service, vol. 14(3), July.
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