Capturing the consumer value: the case of red lentils

Ariyawardana, Anoma, Govindasamy, Ramu and Lisle, Allan (2015) Capturing the consumer value: the case of red lentils. British Food Journal, 117 3: 1032-1042. doi:10.1108/BFJ-11-2013-0319

Author Ariyawardana, Anoma
Govindasamy, Ramu
Lisle, Allan
Title Capturing the consumer value: the case of red lentils
Journal name British Food Journal   Check publisher's open access policy
ISSN 0007-070X
Publication date 2015
Year available 2015
Sub-type Article (original research)
DOI 10.1108/BFJ-11-2013-0319
Open Access Status
Volume 117
Issue 3
Start page 1032
End page 1042
Total pages 11
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Collection year 2016
Language eng
Formatted abstract
– Red lentils are one of the widely consumed food items in South Asia and this has created an enormous market opportunity for all players in the chain. Therefore, the purpose of this paper is to examine the most valued attributes of red lentils and to assess how consumer preferences vary across store type and by socio-demographic factors. Thereby, it was aimed to identify value chain interventions that are required to meet the consumer demand.

– Sri Lanka was selected as the study location because of its significance as an importer. Through an intercept survey of 300 consumers in three store types, consumption pattern and preference for four attributes of red lentils, namely, size, colour, visual quality and price were collected. Data were also collected from retail and wholesale stores and from a processor. Conjoint analysis was used to analyse the consumer data.

– A majority of the respondents consumed red lentils on a daily basis. Consumer preference rankings showed that consumers place a significantly greater level of importance on visual quality than other attributes. Trade-off patterns were different across store types and by socio-demographic factors. Grocery shoppers were willing to trade-off packaging to price while the reverse was true for supermarket shoppers. Retail and wholesale purchases were driven by quality.

Research limitations/implications
– Findings highlight that chain effectiveness could be enhanced by offering bigger sized lentils while assuring quality.

– This research uses a consumer driven assessment in identifying required value chain interventions.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: School of Agriculture and Food Sciences
Official 2016 Collection
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
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Created: Wed, 18 Feb 2015, 08:44:34 EST by Anoma Ariyawardana on behalf of School of Agriculture and Food Sciences