Retail ‘Quality Assurance’ Labels as a Strategic Marketing Communication Mechanism for Fresh Meat

摘要: Approximately 40 quality assurance labels are in operation throughout the UK, namely for meat, salmon, milk, cereals, eggs, fruit and vegetables. Fresh meat most prevalent, thus requiring consumers to recognize learn not only about many nationally organized labels, but also in-house retail labels. This paper identifies purchasing behaviour of their perceptions, attitudes knowledge towards main Results indicate consumers' purchase preferences be more influenced by co-ordinated producer-led organizations, that recognition low comparison. raises questions regarding relevance communication strategies ‘quality assurances’ consumers.