Perceived value of pasta in Greece and Romania

Abstract

Purpose – This study aims to provide international pasta marketers with a better understanding of how consumers perceive product value, which enables them to create and deliver value. The effects of COO, price, and content on purchase intentions are assessed. Design/methodology/approach – Data were collected via the survey method in Romania and Greece. Using a random utility discrete choice model, the authors test five hypotheses. Findings – Overall, Romanian and Greek individuals are less likely to buy US pasta; nevertheless, the likelihood that US or Italian pasta is purchased increases when this product is made from durum wheat versus soft wheat. Differences in purchase intentions due to age, gender, education, income, and nationality are also found. Research limitations/implications – The results have important implications for international pasta marketers, as it helps them to better understand the perceived pasta value and to position this product effectively in Greek and Romanian markets. Future studies should examine wider pasta market segmentation in the Balkans. Originality/value – This study contributes to the value literature by providing a framework of perceived value of foreign food products. Also, addressing concerns expressed in the literature, this study examines the COO effects on purchase intentions in a multi-cue context, focusing on low-involvement food products such as pasta. Because individual preferences for COO vary widely, the need for empirical evidence to complement theory is critical, and this is the first study with regard to Greek and Romanian consumers' intentions to buy foreign pasta.