Publication Date:
1984-02-01
Description:
The significance of two promotional elements (presentation and product) in explaining the variations in the attitudes towards timber species are examined in this paper. In measuring such attitudes, the original Fishbein model is used and the attitudes are expressed as a function of five pretested attributes (beauty, durability, smoothness of texture, coldness, and modernity). A detailed ANOVA showed that variations in attitudes were explained mainly by the type of product and to a lesser extent by the two-way interactions of product and the species used to produce the product while the type of presentation was not significant. It was found that the respondents had certain preconceived ideas about the properties of individual species and these ideas were directly related to products and (or) applications traditionally associated with each species. Finally, the multidimensional model of "utilities," UNICON was applied to the data. Two analyses were performed, one on the utilities of the different products, species, and types of presentation and one on the utilities of the different attributes tested. The findings corroborated those of the analysis of variance. Very different utility factors were attached to different combinations of products made out of different species while the type of presentation was not significant. Therefore, for promotional purposes a very detailed and segmented approach is needed and this will depend on the particular product and the species used and consequently different attributes must be emphasised and promoted.
Print ISSN:
0045-5067
Electronic ISSN:
1208-6037
Topics:
Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
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