Measuring Consumer Attitude Towards Imported Poultry Meat Products in a Developing Market: An Assessment of Reliability, Validity and Dimensionality of the Tri-Component Attitude Model

Makanyeza, Charles (2014-09)


As competition increases the world over, it has become imperative for marketers to understand their target customers. In this regard, consumer attitude towards imports has received increased attention in research. Despite its importance in marketing, consumer attitude has not been measured consistently. This study, therefore, sought to assess the measurement of consumer attitude by considering the reliability, validity and dimensionality of consumer attitude towards imported poultry products in Zimbabwe—a developing market—using the Tri-component attitude model as the basis for the research model. A cross-section of 400 poultry consumers was taken in Harare and Bulawayo using an interviewer-administered questionnaire. The structural equation modelling technique was applied to analyse data. The study found that consumer attitude toward imported poultry products comprises three dimensions, namely beliefs (cognition), feelings (affect) and intentions to buy (conation). Marketers and researchers are advised to consider these factors when measuring consumer attitude toward imported poultry products in developing countries.