Scale Development For Breakfast Cereals Using The Kelly Repertory Grid Technique

Abstract

Consumer research is a key component of retail strategy and a major facilitator in the formation of a competitive advantage (Devlin, Birtwistle & Macedo, 2003). A sophisticated research approach that contributes a meaningful understanding of the dynamics of consumer’s perceptual orientations is of particular value to retailers (Mitchell, 2001). Gaining knowledge of the attributes consumers value and use to discriminate between products and why those attributes are important can generate a sustainable competitive advantage for retailers (Mitchell & Harris, 2005). Consumer perceptions of product attributes are crucial factors in the choice of food products. A focus on the subjective entities of a product as perceived by consumers is a major determining factor in the success of many product marketing strategies (Kupiec & Revell, 2001).

One method that has been utilized to identify product attributes is the Kelly repertory grid method (Kelly, 1955). This method has also been used in previous studies for the recognition of food product attributes (Thomson & McEwan, 1988). The repertory grid technique (RGT) has been adopted in consumer research for examining consumers’ perceptions of products and services (Marsden & Littler, 2000).

The following research project intends to help retailers understand grocery shoppers’ perceptions of breakfast cereals. The objective of the research is two-fold. First, to determine which attributes consumers perceive differences between breakfast cereals. Second, to generate a survey to measure the underlying constructs comprising breakfast cereals using the Kelly Repertory Grid Technique