THE IMPACTS OF PRODUCT ACCEPTABILITY, BRAND VALUE AND PRICE ON RESPONSES OF FOODSERVICE PROFESSIONALS TO BULK TURKEY

The objective of the research is to assess the contribution of product itself, brand image, and stated price, respectively, as determiners of purchase intent for foodservice managers and food brokers. The paper presents two sets of results. The first set shows that on a blind basis products differ moderately in perceived quality, but perceived quality may change with branding. The effect of branding is idiosyncratic, varying by product, usage behavior of the panelist, and panelist's job. The second set of results shows that price is far more important than product quality as a determiner of purchase intent, but the interplay of quality, price and purchase intent varies by the nature of the respondent.