1058FB7Bd01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Consumer Perception 1 Food marketing and consumer behaviour - Consumer Perception 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 - Consumer Perception 2 Chapter 4. Consumer Perception of quality and safety in the agri-food chain • Consumer motivation for food choice – Maslow hierarchy of motives – The ten major motives for food demand • Decision-making and behaviour – Decision-making process – Information processing – Influencing factors
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Food marketing and consumer behaviour - Consumer Perception 2 Food marketing and consumer behaviour - Consumer Perception 3 Maslow’s Hierarchy Of Needs Physiological Needs Safety Needs Social Needs Esteem Needs Self Actuali- sation Food marketing and consumer behaviour - Consumer Perception 4 • 10 major motivations for food choice Health Nutritional needs : functional foods – Desire to enjoy food : “real” butter, full fat Convenience motive : ready-to-eat meals, fast food Safety motive : organic products Compliance with reference groups : alcohol Prestige motive : champagne Environmental motive : “green” consumerism Political motive : “Fair-trade” products Ethical motive : sustainable goods, animal welfare
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Consumer Perception 3 Food marketing and consumer behaviour - Consumer Perception 5 Framework for consumer behaviour towards food Decision-Making Process (Engel et al., 1968 - Engel et al., 1995) Need Recognition Information Search Evaluation of Alternatives Choice / Behaviour Attitude / Affective Information-Processing (McGuire, 1978 - Scholten, 1996) Attention Persuasion Retention Internal Search External Search Environmental Factors Person-related Factors Properties of the Food Marketing Stimuli Economic Variables Socio-Cultural Influences Situational Influences Demographic Variables Psychological Factors Biological Factors Physical Properties Sensory Properties Hierarchy of Effects (Lavidge & Steiner, 1961 - Influencing Factors (Pilgrim, 1957 - Steenkamp, 1997) Credence Properties Perceptions Beliefs Food marketing and consumer behaviour - Consumer Perception 6 Types of consumer behaviour • Extended problem solving – Entire decision-making process – A lot of active reasoning – High involvement / Low time pressure – “Important” decisions: value, cost, risk, personal relevance • Limited problem solving – Some active reasoning – E.g. new product alternative in well-known category • Automated / habitual purchasing
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1058FB7Bd01 - Food marketing and consumer behaviour...

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