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128F1B97d01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Communication 1 Food marketing and consumer behaviour - Communication 1 Food marketing and consumer behaviour Academic year 2009 - 2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics [email protected] Food marketing and consumer behaviour - Communication 2 Chapter 9: P romotion / Communication The Communication Process Four basic components - Three actions Source Message / Channel Receiver Encode Decode Feedback
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Food marketing and consumer behaviour - Communication 2 Food marketing and consumer behaviour - Communication 3 Effect of Promotion / Communication Demand curve : – Shift of the demand curve : “to the right” Willing to pay more for the same quantity demanded Willing to buy more without price decrease – Shape of the demand curve More inelastic demand curve Lower sensitivity to changes in price (price increase) – In practice: combined effect of shift and shape Food marketing and consumer behaviour - Communication 4 Objective of Promotion / Communication Depends on stage in decision-making process : Cognitive : knowledge - TO KNOW (inform) • Give information Spread awareness and knowledge Affective : feeling, attitude - TO FEEL (influence) Evoke feelings, emotions Create (more) positive attitude Conative : doing, acting, behaviour - TO DO (reinforce) • Bring to action Stimulate trial purchase • Stimulate repeat purchase
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Food marketing and consumer behaviour - Communication 3 Food marketing and consumer behaviour - Communication 5 Hierarchy of Effects AIDA - Model A CTION Getting to D ESIRE Arousing I NTEREST Maintaining A TTENTION Attracting Food marketing and consumer behaviour - Communication 6 Hierarchy of Effects Lavidge & Steiner Awareness Knowledge Liking Preference Conviction Purchase man
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Food marketing and consumer behaviour - Communication 4 Food marketing and consumer behaviour - Communication 7 Hierarchy of Effects General model Exposure Reception Cognitive response Attitude Intention Behaviour woman woman woman woman woman woman Food marketing and consumer behaviour - Communication 8 Communication strategies
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Food marketing and consumer behaviour - Communication 5 Food marketing and consumer behaviour - Communication 9 Promotion / Communication Alternatives 1. Personal Selling 2. Mass Media Selling – Advertising – Publicity 3. Sales Incentives Food marketing and consumer behaviour - Communication 10 Mond-aan-Mond reclame Word of Mouth advertising Publicité de Bouche à Oreille ¸ ¹
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Food marketing and consumer behaviour - Communication 6 Food marketing and consumer behaviour - Communication 11 Personal Selling • Communication between individuals Mainly for Intermediate / Industrial Goods
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