128F1B97d01 - Food marketing and consumer behaviour...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
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 Wim.Verbeke@UGent.be 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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
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 Awareness Knowledge Liking Preference Conviction Purchase m
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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 w w w w w w Food marketing and consumer behaviour - Communication 8 Communication strategies
Background image of page 4
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
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Food marketing and consumer behaviour - Communication 6 Food marketing and consumer behaviour - Communication 11 Personal Selling • Communication between individuals • Mainly for Intermediate / Industrial Goods
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/30/2010 for the course LA IMAQUA0200 taught by Professor Wimverbeke during the Spring '10 term at Ghent University.

Page1 / 21

128F1B97d01 - Food marketing and consumer behaviour...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online