CONJOINT MEASUREMENT IN HAM QUALITY EVALUATION

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Abstract
Conjoint measurement is a technique, recently developed in the fields of psychometrics and consumer research, that can help managers and researchers to obtain insight in the way consumers evaluate the quality of products. The paper reports an application of this technique to quality evaluations with respect to ham. On the average, packing was the most important quality attribute. However, market segmentation was necessary because respondents were rather heterogeneous with respect to the quality evaluation process of ham. Four segments were identified. Consumer characteristics could meaningfully differentiate between the segments. The contributions which conjoint measurement can make to decision making with respect to marketing of agricultural and food products are discussed.