Agriculture Reference
In-Depth Information
One consumer said, “At some point you have to trust your farmer [
] and that is
why I like to buy local products. It seems to me even if you don't know them, other
people do and word-of-mouth, and it seems to me they would be more responsible
to their public/consumers than a conglomerate shipping across the country.”
:::
7.3.4
Responses to Graphic Artist Images
Because two versions (one with a black and white cow (Holstein) and one with a
brown cow (Jersey)) of each of the five images were shown during the first two
focus groups, most of the discussion involved which cow species better represented
their ideal alternative label milk product. Overwhelmingly, unless the attendee knew
something about cows, participants identified with the black and white cow, which
reflected a typical Holstein breed, and did not like the brown cow, which depicted a
more typical Jersey cow. Consequently, in order to get feedback on the image itself,
in subsequent focus groups the brown cow image was dropped and only the black
and white cow image remained.
Of the five potential label images presented, the participants voted Fig. 7.1 e,
a realistic depiction of a cow in the act of grazing on pasture, as their favorite,
receiving 19 votes of 38. They liked the fact that the image was both artistic and
realistic and conveyed exactly what they were looking for: a cow grazing on grass
outside. Some people didn't like the blurry effect and said they would prefer a hand-
drawn or a real picture of a cow grazing at pasture like this one. Figure 7.1 a, an
iconic cow on grass with a sun in the background, was also well-liked, receiving 14
votes as the favorite image. They described this picture as being happy, serene, or
peaceful, as well as being realistic and serious. One participant said that “I would
expect to see this type of label on an organic pasture-based product.” Another said,
“I could put myself in this picture.” Others felt it implied a more 'natural' product.
Negative comments on this image were similar to the previous image in that people
didn't like the 'clip-art' style and would prefer a hand-drawn or real picture.
Participants were divided in their liking or disliking for Fig. 7.1 c, d, both of
which displayed a logo-type iconic cow's head in front of a sun either displayed in
front of a pasture or on a white background, respectively. While only voted as being
a favorite by two and three people respectively, they still described these figures as
sunny, bright, and cheerful. Many people especially liked the simplicity of Fig. 7.1 d,
while most found that Fig. 7.1 c was too busy. Negative responses to both images
included too cartoonish or childish and unrealistic. When asked if they would buy
this product, the response was generally neutral.
Figure 7.1 b, a small iconic cow on grass next to a large glass of milk, was
overwhelmingly disliked, receiving zero votes as the favorite image. Participant's
generally felt that the scale of the cow to the glass of milk was 'ridiculous'. This
was the only image where participants said they would likely not purchase a milk
product with that image on it. All other images were either favorable or neutral in
future purchasing decisions.
Search WWH ::




Custom Search