Repository logo

Agricultural Marketing

Permanent URI for this collection

https://hdl.handle.net/10217/100308

Browse

Browsing Agricultural Marketing by Author "Costanigro, Marco, author"

Now showing 1 - 5 of 5
  • Thumbnail Image
    ItemOpen Access
    Creating loyal customers through social responsibility: how do dairy consumers value issue-based initiatives?
    (Colorado State University. Libraries, 2012-08) Deselnicu, Oana, author; Costanigro, Marco, author; Thilmany-McFadden, Dawn, author; Colorado State University, Department of Agricultural and Resource Economics, publisher
    Businesses commonly seek ways to increase their competitive advantage in the marketplace, and marketing strategies often include differentiation through brands, promotions, label information or placement in popular marketplaces. An increasing number of food companies are creating loyal customers through connecting to concerns buyers may have about the environment, food safety, community issues and other social issues. This fact sheet explores how the dairy industry could frame their company actions to best match the interests, perceptions and values of dairy consumers.
  • Thumbnail Image
    ItemOpen Access
    Food beliefs
    (Colorado State University. Libraries, 2013-11) Costanigro, Marco, author; Deselnicu, Oana, author; Kroll, Stephan, author; Colorado State University, Department of Agricultural and Resource Economics, publisher
    Product attributes (such as whether the product is organic) have been used to analyze consumer choices in market data. However, rather than generating utility directly, these attributes may instead be valued as a signal of a product outcome (such as nutritional benefits). For example, organic products may be valued because they are perceived as healthier, or they may be perceived as having a reduced environmental impact; "no sodium added" may communicate healthiness and improved flavor; and "cage free" may suggest improved animal welfare. In this paper, we examine how attribute information on food packaging influences outcome expectations. We show that when attributes are labeled but outcomes are unknown, the utility derived from the product attributes depends on the tradeoffs between alternative outcomes (preferences) and the perception of how those attributes determine outcomes (beliefs). In the second part of the research, we study consumer beliefs: specifically, how food labels and other package information influence expectations about nutritional and environmental outcomes for fluid milk products. Here we provide evidence that some attribute labels can bias consumers' expectations and are therefore potentially misleading.
  • Thumbnail Image
    ItemOpen Access
    How do consumers value apples? A comparison of organic and Colorado Proud labels
    (Colorado State University. Libraries, 2011) Costanigro, Marco, author; Thilmany-McFadden, Dawn, author; Colorado State University, Department of Agricultural and Resource Economics, publisher
  • Thumbnail Image
    ItemOpen Access
    Obtaining and managing reputation price premia in markets for experience goods: evidence from academic research on the wine market
    (Colorado State University. Libraries, 2009) Costanigro, Marco, author; Deselnicu, Oana, author; Colorado State University, Department of Agricultural and Resource Economics, publisher
  • Thumbnail Image
    ItemOpen Access
    The wine headache: consumer perceptions, marketing, and pricing implications for non-sulfited wines
    (Colorado State University. Libraries, 2012-12) Appleby, Christopher, author; Costanigro, Marco, author; Thilmany-McFadden, Dawn, author; Colorado State University, Department of Agricultural and Resource Economics, publisher
    This report covers the following ke points for the wine industry: A considerable share of consumers believe that sulfites in wine cause headaches; Consumers reporting headaches after moderate wine consumption are particularly receptive to low-sulfite wine marketing assurances; Consumers are willing to pay a small premium for low-sulfite wines, but only if it does not com-promise quality levels. Marketing opportunities may be particularly attractive to smaller producers if they determine small batch production methods result in reduced wine spoilage risks.