Barrena Figueroa, Ramo

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https://academica-e.unavarra.es/handle/2454/48670

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Barrena Figueroa

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Ramo

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GestiĆ³n de Empresas

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IS-FOOD. Research Institute on Innovation & Sustainable Development in Food Chain

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0000-0002-6320-0419

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88559

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2274

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2013 - 201912020 - 20211
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End date: 2024 Ɨ Subject: Means-end chain Ɨ

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    PublicationOpen Access
    The structure of consumer decision-making and sensory innovations in wine labeling
    (Instituto Nacional de InvestigaciĆ³n y TecnologĆ­a Agraria y Alimentaria (INIA), 2021) Barrena Figueroa, Ramo; GarcĆ­a LĆ³pez de Meneses, Teresa; Pindado Tapia, Emilio; GestiĆ³n de Empresas; Enpresen Kudeaketa
    Aim of study: To understand how a consumerā€™s decision-making process on wine choice varies when faced with labels introducing either a scratch-and-sniff strip or a Thermo-sensitive indicator as a novelty. Area of study: Navarre (Spain). Material and methods: This study applies the laddering survey method based on means-end chain theory to link product attributes to consumption benefits and values pursued. Main results: In the context of these sensory innovations in labeling, the brand name of a product ceases to be of importance in this sector, with the new label becoming the relevant issue, associated with quality and aspects related to social wine consumption. In addition to this, these innovations make the decision-making process more complex by including more aspects of consumersā€™ personalities. Research highlights: For innovative labeling introducing sensory cues, the complexity of consumersā€™ selection process increases, the wine brand loses importance and the label design gains importance as a signal of quality. Labeling innovations could be a great opportunity for wine companies with low marketplace positioning to improve their position and obtain better results in a highly competitive market.
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    PublicationOpen Access
    The effect of consumer innovativeness in the acceptance of a new food product. An application for the coffee market in Spain
    (Instituto Nacional de Investigacion y Tecnologia Agraria y Alimentaria (INIA), 2013) Barrena Figueroa, Ramo; GarcĆ­a LĆ³pez de Meneses, Teresa; GestiĆ³n de Empresas; Enpresen Kudeaketa
    The current market situation has led the production sector to focus on developing new products that satisfy consumer demands and improve firmsā€™ competitive positions. This study seeks to analyze the role played by the consumersā€™ innovative tendency in the acceptance of new food products. This was done through the use of means-end chain theory in an application for coffee in Spain. The results found indicate that consumersā€™ cognitive structure is similar, regardless of their level of innovativeness when presented with a traditional product. However, this structure is more complex in the case of more conservative consumers as they project aspects of their personalities through the products attributes.