Motivational and Cognitive Structures of Greek Consumers in the Purchase of Quality Food Products

Abstract

Following the means-end chain (MEC) analysis methodology, the study attempts to identify the psychologically-based, personal values-related motives of high-quality food purchasing in Greece. It is hypothesized that high social class consumers are quality-and health-conscious and exhibit a strong preference for high-quality foods. Olive oil is selected as the target-product of the survey, due to its importance for the everyday diet of Greeks and the agricultural economy of the country. A number of intrinsic and extrinsic quality cues are used as important product quality features. The application of the MEC methodology starts with the selection of a sample with the above-defined profile. It continues with the selection of very important olive oil quality attributes and the practical implementation of laddering-type interviews. The ultimate task of the study includes the development of sample's cognitive map, where the links between olive oil quality attributes, use benefits and consumers' values are clearly designated. The overall conclusion is that “high quality,” “healthiness/safety,” “tastiness,” “convenience” and “ethical consciousness” constitute the main motivational areas of high income and educational level consumers behind the selection of quality olive oil brands.