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Food imperfection and customer perception: can additional humorous labelling on imperfect fruit affect customers' perception?

Berardinetti, Giulia
Master thesis
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Preliminary Thesis Report-BERARDINETTI.pdf (572.4Kb)
URI
http://hdl.handle.net/11250/2578577
Date
2018
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  • Master of Science [1116]
Abstract
The aim of this thesis is to analyze in depth a matter that has been of great

interest in the last 10 years: food waste. After various studies (Elder &

Krishna, 2011; Loebnitz & Grunert, 2014;) that have established that people

waste most of their food due to imperfections in shape, color, size and

packaging, and furthermore, also supermarkets fuel this behavior

(Cicatiello, Franco, Pancino & Blasi,2016), the aim of this research is to

understand if a plausible marketing solution can be found.

Inspired by a French supermarket: Intermachè - who was one of the first

large retailers to promote and advertise imperfect food products- the

research continued in expanding the topic of humorous labelling in literature

and subsequently analyzing potential variables that could influence the

behavior toward imperfect foods like Disgust. Thus, our research question

is: “Can additional humorous labelling on imperfect fruit affect

customers’ perception? For the concept of “customer perception” the

variables Willingness to Purchase and Willingness to Pay were considered.

Four images, of a fictitious supermarket “Paptrita”, were created for the

study, showing: a normal apple, a normal apple with humorous labelling, an

abnormal apple and an abnormal apple with humorous labelling. The

humorous labelling was: “An apple a day keeps the doctor away” for the

normal apple and “An ugly apple a day, still keeps the doctor away” for the

abnormal apple. These images were randomly shown to the participants

through an on-line survey. An in-between subjects two-way ANOVA was

used to study the relation between the means of the different groups and a

further ANCOVA analysis was conducted to control for Disgust and to

compare the different groups.

The results indicate that showing either a normal apple or an abnormal apple

does make a difference for the customer. Normal shaped foods are still

preferred to the abnormal ones, keeping all other things equal. There is no

significant difference amongst the normal apple with or without labelling.

However, when we introduce the humorous labelling on the abnormal apple, we have significant results on Willingness to Purchase and Willingness to

Pay when compared to the normal apple, normal apple with humorous

labelling, he abnormal apple as well as the abnormal apple with humorous

labelling.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

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