impact of credence attributes of agricultural food products on customer attitude

The objective of this study is to enhance understanding on how a firm can generate value for its customers using a competitive advantage strategy by accumulating credible attributes to its products. There are certain product attributes that customers can only perceive. In the case of agricultural food products, the customers’ consciousness for safe, natural and organic products has enriched the perceived value of the product. To explore the relationship between the credence attributes and attitude of the customers for the agricultural food, a survey questionnaire has been administered to consumers of agricultural food products in the different regions of Punjab, Pakistan. The data analysis has been conducted using the Statistical Package for Social Sciences (SPSS) to investigate the desired relationship in that particular region of the country. It can be concluded that the trust of customer is now very much depending on the presence of credence attribute that customer cannot describe but evaluate during the purchase of food items.