Research Topics in Agricultural and Applied Economics

Volume: 2

Means-end Chain Analysis of Food Products with Origin Quality Labels: An Application to Wine with Designation of Origin

Author(s): Ramo Barrena and Mercedes Sanchez

Pp: 85-106 (22)

DOI: 10.2174/978160805243111102010085

* (Excluding Mailing and Handling)

Abstract

For some agro-food companies, a product-positioning strategy based on product origin or a specific production method has become a viable option in increasingly globalized settings. The adoption of this approach to create added value for consumer products nevertheless requires balanced consideration of objective productperformance factors and the subjective judgments of potential consumers. This study sets out to analyze relationships between origin-based differentiation features of food products and the personal values on which consumers base their purchase decisions by applying means-end chain methodology through an interviewing technique known as laddering. The resulting proposal is that food-product positioning or communication strategies should not be based on attributes alone, but should also consider consumer personality factors. The study uses the wine market, where many of the products are differentiated by means of origin quality labels, to measure the relative impact of objective and subjective (or emotional) factors on the purchase decision, taking consumption frequency into account. The results show that regional sentiment and quality issues dominate the choice process, while consumption is associated with a sense of belonging and hedonic benefits. Consumers less interested in DO-labelled wine pay less attention to quality cues and product differentiation factors.


Keywords: Quality of origin labels, purchase decision, personal values, means-end chain, laddering, wine.

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      • 16. vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:43
      • 17. vendor/laravel/framework/src/Illuminate/Routing/Route.php:260
    • (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Trial Access" as access_base_text, CASE j.type WHEN 111 THEN true ELSE false END as terms_popup, "S" as content_download_type, null as restricted_user_access_key, null as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_trail` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 59689235 and j.to_ip >=59689235 )) and ((j.from_date <= 1740525904 and j.to_date >= 1740525904 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2789) union (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Subscribed" as access_base_text, false as terms_popup, "S" as content_download_type, null as restricted_user_access_key, null as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_corporate` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 59689235 and j.to_ip >=59689235 )) and ((j.from_date <= 1740525904 and j.to_date >= 1740525904 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2789) union (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Token Based Access" as access_base_text, false as terms_popup, "R" as content_download_type, j.uc_id as restricted_user_access_key, "v" as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_token` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 59689235 and j.to_ip >=59689235 )) and ((j.from_date <= 1740525904 and j.to_date >= 1740525904 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2789)
      530μsalphaeurekaselec_live_10_06_2022UserAccess.php#1266
      Backtrace
      • 13. app/Models/UserAccess/UserAccess.php:1266
      • 14. app/Http/Controllers/ChapterController.php:1549
      • 15. vendor/laravel/framework/src/Illuminate/Routing/Controller.php:54
      • 16. vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:43
      • 17. vendor/laravel/framework/src/Illuminate/Routing/Route.php:260
    • select b.banner_link, b.banner_name, b.banner_script, b.banner_remarks, b.banner_file_name, b.banner_placement, bd.content_type, bd.content_id from `tbl_banner` as `b` inner join `tbl_banner_detail` as `bd` on `bd`.`banner_id` = `b`.`banner_id` inner join `users` as `u` on `u`.`id` = `b`.`updated_by` where `b`.`banner_ebook` = 1 and `bd`.`content_type` = 'B' and `bd`.`content_id` = 981 and `b`.`banner_from_date` <= 1740525904 and `b`.`banner_to_date` >= 1740525904 and `b`.`banner_status` = 'A' order by `b`.`banner_id` desc
      1.27msalphaeurekaselec_live_10_06_2022Banner.php#95
      Bindings
      • 0: 1
      • 1: B
      • 2: 981
      • 3: 1740525904
      • 4: 1740525904
      • 5: A
      Backtrace
      • 13. app/Models/Banner.php:95
      • 14. app/Http/helpers.php:404
      • 17. vendor/laravel/framework/src/Illuminate/Filesystem/Filesystem.php:124
      • 18. vendor/laravel/framework/src/Illuminate/View/Engines/PhpEngine.php:58
      • 19. vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:73
    • select count(*) as aggregate from `uc_cart_products` where cart_id='8932aa1c6b4da016d3f9ab469f726642'
      260μsalphaeurekaselec_live_10_06_2022Cart.php#271
      Backtrace
      • 15. app/Models/Cart.php:271
      • 16. view::layouts._header:260
      • 18. vendor/laravel/framework/src/Illuminate/Filesystem/Filesystem.php:124
      • 19. vendor/laravel/framework/src/Illuminate/View/Engines/PhpEngine.php:58
      • 20. vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:73
    App\Models\Keywords
    6Keywords.php#?
    App\Models\Chapter
    1Chapter.php#?
    App\Models\Ebook
    1Ebook.php#?
        _token
        wVuPmJYjYSRFZY2IFPkGFo2PJua5d1ms2HCYGNtE
        uc_cart_id
        8932aa1c6b4da016d3f9ab469f726642
        _previous
        array:1 [ "url" => "https://alpha.eurekaselect.com/chapter/2789" ]
        _flash
        array:2 [ "old" => [] "new" => [] ]
        PHPDEBUGBAR_STACK_DATA
        []
        path_info
        /chapter/2789
        status_code
        200
        
        status_text
        OK
        format
        html
        content_type
        text/html; charset=UTF-8
        request_query
        []
        
        request_request
        []
        
        request_headers
        0 of 0
        array:17 [ "x-https" => array:1 [ 0 => "1" ] "host" => array:1 [ 0 => "alpha.eurekaselect.com" ] "priority" => array:1 [ 0 => "u=0, i" ] "cookie" => array:1 [ 0 => "wayfindertarget=eyJpdiI6InlqWHI0SFg2UExDaHNyd1NuYURaSWc9PSIsInZhbHVlIjoiWXZNVWRJU3VNZW9FeHlqdTYvbW92SFBTb1luMG9rQUdvRUN6NTBxbStwST0iLCJtYWMiOiJhYWU1OTJlZmNlZmQyNDdjNDg2ZWYyZTNlZGViYmI2NGFkMGZlNjc1NmZmMTg0MTdkNzY2MjAwNGUwMjc5N2Q0IiwidGFnIjoiIn0%3Dwayfindertarget=eyJpdiI6InlqWHI0SFg2UExDaHNyd1NuYURaSWc9PSIsInZhbHVlIjoiWXZNVWRJU3VNZW9FeHlqdTYvbW92SFBTb1luMG9rQUdvRUN6NTBxbStwST0iLCJtYWMiOiJhYWU1OTJlZmNlZmQy" ] "accept-encoding" => array:1 [ 0 => "gzip, deflate, br, zstd" ] "sec-fetch-dest" => array:1 [ 0 => "document" ] "sec-fetch-user" => array:1 [ 0 => "?1" ] "sec-fetch-mode" => array:1 [ 0 => "navigate" ] "sec-fetch-site" => array:1 [ 0 => "none" ] "accept" => array:1 [ 0 => "text/html,application/xhtml+xml,application/xml;q=0.9,image/avif,image/webp,image/apng,*/*;q=0.8,application/signed-exchange;v=b3;q=0.7" ] "user-agent" => array:1 [ 0 => "Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)" ] "upgrade-insecure-requests" => array:1 [ 0 => "1" ] "sec-ch-ua-platform" => array:1 [ 0 => ""Windows"" ] "sec-ch-ua-mobile" => array:1 [ 0 => "?0" ] "sec-ch-ua" => array:1 [ 0 => ""HeadlessChrome";v="129", "Not=A?Brand";v="8", "Chromium";v="129"" ] "cache-control" => array:1 [ 0 => "no-cache" ] "pragma" => array:1 [ 0 => "no-cache" ] ]
        request_cookies
        0 of 0
        array:1 [ "wayfindertarget" => null ]
        response_headers
        0 of 0
        array:5 [ "content-type" => array:1 [ 0 => "text/html; charset=UTF-8" ] "cache-control" => array:1 [ 0 => "no-cache, private" ] "date" => array:1 [ 0 => "Tue, 25 Feb 2025 23:25:04 GMT" ] "set-cookie" => array:2 [ 0 => "XSRF-TOKEN=eyJpdiI6IlVIcTFoOW1KZFlCZjJmMHNiRlhndmc9PSIsInZhbHVlIjoicjVBWlVmVVV2aFVFRm1FektBcmxHLytjYXNWeWVtdXRyQkFhTlJXMDVxb2RIemkzT0ZXcnhqOG1lbkRvYWVKSGxsclZTcnZWbEZ0SGduOUZjbVozaHc5bktFbFZWZFpHZTJXOTdYL0xQdXNId3FOaE4vaFc2a2g0aitSekFqSHIiLCJtYWMiOiJiMjBkYjAxOGNlMzhkMmRmZTI4ZDAzYjc2M2NmYWNiZDc5YjE3NzZkMWFlNzNhMmU2ODM1Yjg4MjExNDk0OTU3IiwidGFnIjoiIn0%3D; expires=Fri, 28 Feb 2025 11:25:04 GMT; Max-Age=216000; path=/; secure; samesite=laxXSRF-TOKEN=eyJpdiI6IlVIcTFoOW1KZFlCZjJmMHNiRlhndmc9PSIsInZhbHVlIjoicjVBWlVmVVV2aFVFRm1FektBcmxHLytjYXNWeWVtdXRyQkFhTlJXMDVxb2RIemkzT0ZXcnhqOG1lbkRvYWVKSGxsclZTc" 1 => "alphaeurekaselectnet_session=eyJpdiI6Ik9KbTE0UGVack5UZ3VQMDBOaDVzTHc9PSIsInZhbHVlIjoiQWwwWkxQVnVlQ3dna2lJT3lqeDdkUTU1NitJVEZyZ0NMR2FIVzlTK1d1S3daams4NWtDUzZOOHhIYnR5STBKRytHYXNDalVmWDV4L3BMWVgwRnFHRnNWVS9lT1Q5T2hoR1NheTFONUliTXdLeGdGb0FERnAxek1tZkRINEpiRy8iLCJtYWMiOiIxNjc2NzAyZWJjNmY3NTFmOWNkODg0MTMzYWViNTdiODNjOGZkZWEwMjlmZGYxZWVkYWE0YzE0MDk3OTBlYmFiIiwidGFnIjoiIn0%3D; path=/; secure; httponly; samesite=laxalphaeurekaselectnet_session=eyJpdiI6Ik9KbTE0UGVack5UZ3VQMDBOaDVzTHc9PSIsInZhbHVlIjoiQWwwWkxQVnVlQ3dna2lJT3lqeDdkUTU1NitJVEZyZ0NMR2FIVzlTK1d1S3daams4NWtDUzZOOHh" ] "Set-Cookie" => array:2 [ 0 => "XSRF-TOKEN=eyJpdiI6IlVIcTFoOW1KZFlCZjJmMHNiRlhndmc9PSIsInZhbHVlIjoicjVBWlVmVVV2aFVFRm1FektBcmxHLytjYXNWeWVtdXRyQkFhTlJXMDVxb2RIemkzT0ZXcnhqOG1lbkRvYWVKSGxsclZTcnZWbEZ0SGduOUZjbVozaHc5bktFbFZWZFpHZTJXOTdYL0xQdXNId3FOaE4vaFc2a2g0aitSekFqSHIiLCJtYWMiOiJiMjBkYjAxOGNlMzhkMmRmZTI4ZDAzYjc2M2NmYWNiZDc5YjE3NzZkMWFlNzNhMmU2ODM1Yjg4MjExNDk0OTU3IiwidGFnIjoiIn0%3D; expires=Fri, 28-Feb-2025 11:25:04 GMT; path=/; secureXSRF-TOKEN=eyJpdiI6IlVIcTFoOW1KZFlCZjJmMHNiRlhndmc9PSIsInZhbHVlIjoicjVBWlVmVVV2aFVFRm1FektBcmxHLytjYXNWeWVtdXRyQkFhTlJXMDVxb2RIemkzT0ZXcnhqOG1lbkRvYWVKSGxsclZTc" 1 => "alphaeurekaselectnet_session=eyJpdiI6Ik9KbTE0UGVack5UZ3VQMDBOaDVzTHc9PSIsInZhbHVlIjoiQWwwWkxQVnVlQ3dna2lJT3lqeDdkUTU1NitJVEZyZ0NMR2FIVzlTK1d1S3daams4NWtDUzZOOHhIYnR5STBKRytHYXNDalVmWDV4L3BMWVgwRnFHRnNWVS9lT1Q5T2hoR1NheTFONUliTXdLeGdGb0FERnAxek1tZkRINEpiRy8iLCJtYWMiOiIxNjc2NzAyZWJjNmY3NTFmOWNkODg0MTMzYWViNTdiODNjOGZkZWEwMjlmZGYxZWVkYWE0YzE0MDk3OTBlYmFiIiwidGFnIjoiIn0%3D; path=/; secure; httponlyalphaeurekaselectnet_session=eyJpdiI6Ik9KbTE0UGVack5UZ3VQMDBOaDVzTHc9PSIsInZhbHVlIjoiQWwwWkxQVnVlQ3dna2lJT3lqeDdkUTU1NitJVEZyZ0NMR2FIVzlTK1d1S3daams4NWtDUzZOOHh" ] ]
        session_attributes
        0 of 0
        array:5 [ "_token" => "wVuPmJYjYSRFZY2IFPkGFo2PJua5d1ms2HCYGNtE" "uc_cart_id" => "8932aa1c6b4da016d3f9ab469f726642" "_previous" => array:1 [ "url" => "https://alpha.eurekaselect.com/chapter/2789" ] "_flash" => array:2 [ "old" => [] "new" => [] ] "PHPDEBUGBAR_STACK_DATA" => [] ]
        ClearShow all
        Date ↕MethodURLData
        #12025-02-25 23:25:04GET/chapter/2789112198