A727F6C4d01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Product Management 1 Food marketing and consumer behaviour - Product Management 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 - Product Management 2 Chapter 7: P roduct Management • Consumer products; characterised by – Flavour – Texture – Appearance – Smell – Service – Intangible features
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Food marketing and consumer behaviour - Product Management 2 Food marketing and consumer behaviour - Product Management 3 Features of Food and Agribusiness Products • Intermediate products / Industrial goods – Price and fysical specifications – Versatility – Durability – Service Food marketing and consumer behaviour - Product Management 4 Product Related Concepts • Positioning a product : see STP-analysis • Product mix – Product mix Width – Line Depth – Product mix Length • Product life cycle - PLC
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Food marketing and consumer behaviour - Product Management 3 Food marketing and consumer behaviour - Product Management 5 Holland Gouda • 0,250 kg piece • 4 slices pack 2,5 liter pack • vanilla • strawberry 1 liter pack • vanilla • strawberry • chocolate Skimmed milk • 0,5 l. Glass bottle • 0,5 l. PVC bottle Skimmed milk • 1 l. Glass bottle • 1 l. PVC bottle • 1 l. Tetra pack Whole milk • 1 l. Glass bottle • 1 l. PVC bottle • 1 l. Tetra pack WIDTH D E P T H Milk Ice Cream Cheese Product Mix – Dairy Company Food marketing and consumer behaviour - Product Management 6 LENGTH Holland Gouda • 0,250 kg piece • 4 slices pack 2,5 liter pack • vanilla • strawberry 1 liter pack • vanilla • strawberry • chocolate Skimmed milk • 0,5 l. Glass bottle • 0,5 l. PVC bottle Skimmed milk • 1 l. Glass bottle • 1 l. PVC bottle • 1 l. Tetra pack Whole milk • 1 l. Glass bottle • 1 l. PVC bottle • 1 l. Tetra pack WIDTH = 3 product lines Milk Ice Cream Cheese Product Mix – Dairy Company 8 items 5 items 2 items Line Depth = 15 = total assortment
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Food marketing and consumer behaviour - Product Management 4 Food marketing and consumer behaviour - Product Management 7 Product Mix
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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.

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A727F6C4d01 - Food marketing and consumer behaviour...

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