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1 results

  • A Comparison of Hypothetical Survey Rankings with Consumer Shopping Behavior

  • Carola Grebitus, Gregory Colson, Luisa Menapace
  • Journal:
    Journal of Agricultural and Applied Economics / Volume 44 / Issue 1 / February 2012
    Published online by Cambridge University Press:
    26 January 2015, pp. 35-47

  • Hypothetical surveys are commonly used to elicit consumer behavior to guide product development, marketing, and labeling strategies. However, despite the prevalence of surveys in consumer food studies, previous work has not assessed the relationship between hypothetical responses and actual consumer behavior in real-world purchase situations. We explore whether attributes cited by consumers in surveys as being important to them when making decisions indeed factor into their product decision process in real-world markets. Evidence from a point of sale study of 702 pork purchasers indicates that there is a strong correspondence between hypothetical survey ratings and actual shopping behavior.