Multidimensional models for the analysis of consumer' perceptions and preferences with respect to agricultural and food products

This paper deals with models and measurement procedures, recently developed in the field of consumer research, that can help to obtain useful information for the marketing of agricultural and food products. The models described take a multidimensional approach where the dimensions that are assumed to influence consumers' perceptions and preferences can be physical as well as psychological. The methods described can be used (i) to determine the dimensions (attributes), by which agricultural and food products are judged by consumers (the perceptual dimensions) (ii) to examine how consumers weigh these attributes against one another when determining their preferences between the alternatives. The approach offers benefits especially in product development, market segmentation and marketing communication.